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by Lauren Vaccarello, Maura Ginty, William Leake
Complete B2B Online Marketing
Cover
Contents
Advance Praise for Complete B2B Online Marketing
Acknowledgments
About the Authors
Introduction
Chapter 1: Understanding B2B Online Marketing
Why Online?
Your Current Marketing Mix
Assessing the Value Proposition of Online
B2B Is Different
Building B2B Confidence
Developing Individual Relationships with Decision Makers
Mitigating the Decline of Brand Loyalty
Developing Your Strategy
How Online Marketing Can Solve Your Organization’s Pain Points
Supercharging Content and Messaging with Online
How Online Reflects the Funnel: Objectives and Measurement
Chapter 2: Building a B2B Brand Online
Understanding Online and Using Digital Strategies to Build a Brand
Business-to-Business Brand Building vs. Business-to-Consumer Brand Building
Using Online to Build Trust
Tactical Guide to B2B Branding Online
Online Impact on the Marketing and Sales Funnel
Who Are Your Customers and Why Do They Buy?
Building a Website Based on Your Brand
Using Search, Display, Social Media, and Retargeting to Build Your Brand
Go Identify Your Audience
Defining Audience Segments
Identifying and Solving the B2B Pain Points for Each Segment
Setting Up Objectives and Measurement
Determining Your Content Strategy
Mapping Your Audience
When to Create and When to Kill Content
Choosing the Most Helpful Distribution Channels
Chapter 3: Search Engine Optimization: Outranking Your Competitors
What Is SEO?
Trends in Algorithms
Making Search Personal
The Wagging Tail of Keywords
Researching Keywords
Writing with Keywords
Keywords Where You Almost Forgot to Put Them
Monitoring Keyword Performance
Squeezing the Juice Out of Links
Developing Links for Better Ranking
Designing for Optimal Results
Getting Rich Media to Work for You
Mapping Your Site
Chapter 4: Using Paid Online Media in the B2B Marketplace
Search Engine Marketing
The Basics of Paid Search Marketing
B2B Strategies for Paid Search
Paid Search as Awareness
Building a Paid Search Strategy to Generate Demand
Display Advertising for B2B
Display Advertising to Drive Awareness
Display Awareness Metrics
Display Advertising for Demand Generation
The ROI of Display
Social Media Advertising
Promoting with Twitter
Facebook Advertising
Chapter 5: Search and Social Media for Online PR
Overview of Traditional B2B PR
The Traditional Press Kit
News Clipping Service
Tracking Analyst Relations
How Online PR Is Different
Understanding the SEO Press Release
Reaching Out to Bloggers
Social Media Influence
Three B2B Online PR Case Studies
Rutgers Center for Management Development
SES Conference & Expo
Piper Aircraft
Chapter 6: Social Media
Social Media Listening
Look Who’s Talking
Where Your Customers Talk
Setting Up Listening
Feedback Loops: Product, Marketing, and Strategy
Exploiting Your Resources
Capacity Planning
Organization and Ownership
Training and References
Social Engagement
When to Let Comments Go
Keeping Pace with Velocity
The Value of Social Brand
Fortifying Your Customer Advocates
Chapter 7: Optimizing with Metrics
Aligning Analytics with the Goals of Your Site
The Basics of Analyzing Metrics
Distinguishing the Right Measures
Understanding Your Traffic
Key Performance Indicators and Other Meaningful Reports
Wash, Rinse, and Repeat to Improve Your Site
Checking the Numbers
Identifying Traffic Problems
Conversion Problems
Testing for Ongoing Optimization
Should It Stay or Should It Go?
When to Overhaul and When to Kill
Social Media Metrics
Creating Strong Paid Ads for Social
Growing Social Through Earned, Organic Search
Chapter 8: Conversion Rate Optimization and Usability
Web Usability and CRO: Similarities and Differences
Where to Start: Stages for Usability and CRO
Balancing the Call to Action
Business Maturity: The Litmus Test for Usability or CRO as a Starting Point
CRO Basics: Assessing Opportunity
Key B2B Conversions
Early Stage: Engagement
Midstage: Microconversions
Late Stage: Form and Trial Conversions
Knowing When Not to Test
Getting Started with Usability Practices
Understanding and Developing Personas
Alerts to Usability Problems
Building Blocks for Usability
Orienting with Cues and Copy
Scanning: Or, What’s at Stake
Chapter 9: Integrating Online with Offline Marketing
Can Events and Online Marketing Ever Join Forces?
Using Online Marketing to Drive Event Registration
Getting the Most Out of Event Participation
Using Online Marketing to Track, Measure, and Understand Traditional Marketing
Direct Mail
Print and Traditional Advertising
Chapter 10: Managing Your Leads: Automation and Nurturing
Basics of Marketing Automation
Effectively Using Segmentation
Lead Nurturing
The Who: Finding the Right Audience Through Lead Scoring
The What: Creating the Right Content
When It’s 1:1 and When It’s 1:Many
Basics of B2B Email Marketing
Email Best Practices
Getting the Most Out of Your Emails
Cleaning Your Lists to Ensure Quality Leads
Segmenting Email for Better Response
Chapter 11: Integrating Marketing with CRM
Understanding Your CRM
What Is a CRM Integration, and Why Is It Important?
Types of Data Integration
Integrating CRM with Search
Marketing Automation and CRM
Clean Data Integration
Integrating Social Media with CRM
Integrating Web Analytics with CRM
Call Tracking and Data Integration
Must-Have CRM Metrics
Web Lead to Closed Deal
Social Impact
Chapter 12: The Overall Marketing Mix
Marketing Mix Framework
The State of the (Marketing) Union
Digital vs. Traditional Investments
What Mix Is Most Effective?
Analyzing Returns
Forecasting
Correcting
Sometimes You Can’t Predict the Future
Integrating New Forms of Marketing into the Mix
Glossary
Index
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