Chapter 1 Understanding B2B Online Marketing 1

Why Online? 2

Your Current Marketing mix 3

Assessing the Value Proposition of Online 4

B2B Is Different 5

Building B2B Confidence 5

Developing Individual Relationships with Decision Makers 8

Mitigating the Decline of Brand Loyalty 8

Developing Your Strategy 11

How Online Marketing Can Solve Your Organization’s Pain Points 11

Supercharging Content and Messaging with Online 12

How Online Reflects the Funnel: Objectives and Measurement 13

Chapter 2 Building a B2B Brand Online 17

Understanding Online and Using Digital to Build a Brand 18

Business-to-Business Brand Building vs. Business-to-Consumer Brand Building 18

Using Online to Build Trust 19

Tactical Guide to B2B Branding Online 21

Online Impact on the Marketing and Sales Funnel 21

Who Are Your Customers and Why Do They Buy? 25

Building a Website Based on Your Brand 26

Using Search, Display, Social, and Retargeting to Build Your Brand 27

Go Identify Your Audience 29

Defining Audience Segments 30

Identifying and Solving the B2B Pain Points for Each Segment 30

Setting Up Objectives and Measurement 31

Determining Your Content Strategy 32

Mapping Your Audience 32

When to Create and When to Kill Content 34

Choosing the Most Helpful Distribution Channels 34

Chapter 3 Search Engine Optimization: Outranking Your Competitors 37

What Is SEO? 38

Trends in Algorithms 38

Making Search Personal 39

The Wagging Tail of Keywords 41

Researching Keywords 42

Writing with Keywords 44

Keywords Where You Almost Forgot to Put Them 46

Monitoring Keyword Performance 47

Squeezing the Juice Out of Links 48

Developing Links for Better Ranking 51

Designing for Optimal Results 52

Getting Rich Media to Work for You 52

Mapping Your Site 53

Chapter 4 Using Paid Online Media in the B2B Marketplace 57

Search Engine Marketing 58

The Basics of Paid Search Marketing 58

B2B Strategies for Paid Search 62

Paid Search as Awareness 62

Building a Paid Search Strategy to Generate Demand 65

Display Advertising for B2B 69

Display Advertising to Drive Awareness 70

Display Awareness Metrics 71

Display Advertising for Demand Generation 72

The ROI of Display 73

Social Media Advertising 74

Promoting with Twitter 74

Facebook Advertising 76

Chapter 5 Search and Social Media for Online PR 81

Overview of Traditional B2B PR 82

The Traditional Press Kit 82

News Clipping Service 82

Tracking Analyst Relations 83

How Online PR Is Different 84

Understanding the SEO Press Release 84

Reaching Out to Bloggers 86

Social Media Influence 87

Three B2B Online PR Case Studies 90

Rutgers Center for Management Development 91

SES Conference & Expo 92

Piper Aircraft 94

Chapter 6 Social Media 101

Social Media Listening 102

Look Who’s Talking 103

Where Your Customers Talk 103

Setting Up Listening 104

Feedback Loops: Product, Marketing, and Strategy 106

Exploiting Your Resources 108

Capacity Planning 109

Organization and Ownership 110

Training and References 112

Social Engagement 115

When to Let Comments Go 115

Keeping Pace with Velocity 116

The Value of Social Brand 117

Fortifying Your Customer Advocates 118

Chapter 7 Optimizing with Metrics 121

Aligning Analytics with the Goals of Your Site 122

The Basics of Analyzing Metrics 122

Distinguishing the Right Measures 123

Understanding Your Traffic 124

Key Performance Indicators and Other Meaningful Reports 125

Wash, Rinse, and Repeat to Improve Your Site 126

Checking the Numbers 127

Identifying Traffic Problems 129

Conversion Problems 131

Testing for Ongoing Optimization 133

Should It Stay or Should It Go? 135

When to Overhaul and When to Kill 135

Social Media Metrics 136

Creating Strong Paid Ads for Social 137

Growing Social Through Earned, Organic Search 138

Chapter 8 Conversion Rate Optimization and Usability 141

Web Usability and CRO: Similarities and Differences 142

Where to Start: Stages for Usability and CRO 142

Balancing the Call to Action 143

Business Maturity: The Litmus Test for Usability or CRO as a Starting Point 145

CRO Basics: Assessing Opportunity 146

Key B2B Conversions 149

Early Stage: Engagement 149

Midstage: Microconversions 150

Late Stage: Form and Trial Conversions 151

Knowing When Not to Test 152

Getting Started with Usability Practices 152

Understanding and Developing Personas 153

Alerts to Usability Problems 155

Building Blocks for Usability 156

Orienting with Cues and Copy 156

Scanning: Or, What’s at Stake 158

Chapter 9 Integrating Online with Offline Marketing 159

Can Events and Online Marketing Ever Join Forces? 160

Using Online Marketing to Drive Event Registration 160

Getting the Most Out of Event Participation 168

Using Online Marketing to Track, Measure, and Understand Traditional Marketing 174

Direct Mail 174

Print and Traditional Advertising 179

Chapter 10 Managing Your Leads: Automation and Nurturing 181

Basics of Marketing Automation 182

Effectively Using Segmentation 182

Lead Nurturing 183

The Who: Finding the Right Audience Through Lead Scoring 186

The What: Creating the Right Content 188

When It’s 1:1 and When It’s 1:Many 189

Basics of B2B Email Marketing 198

Email Best Practices 198

Getting the Most Out of Your Emails 199

Cleaning Your Lists to Ensure Quality Leads 200

Segmenting Email for Better Response 201

Chapter 11 Integrating Marketing with CRM 203

Understanding Your CRM 204

What Is a CRM Integration, and Why Is It Important? 204

Types of Data Integration 205

Integrating CRM with Search 205

Marketing Automation and CRM 208

Clean Data Integration 210

Integrating Social Media with CRM 212

Integrating Web Analytics with CRM 213

Call Tracking and Data Integration 214

Must-Have CRM Metrics 215

Web Lead to Closed Deal 215

Social Impact 216

Chapter 12 The Overall Marketing Mix 217

Marketing Mix Framework 218

The State of the (Marketing) Union 219

Digital vs. Traditional Investments 220

What Mix Is Most Effective? 221

Analyzing Returns 223

Forecasting 223

Correcting 225

Sometimes You Can’t Predict the Future 227

Integrating New Forms of Marketing into the Mix 232

Glossary 241

Index 247