Complete B2B Online Marketing

Master Today′s B2B Online Marketing This practical guide is for B2B marketers who want to leverage today′s search engine marketing and social media technologies to attract, nurture, convert, and generate leads. It′s the perfect B2B online crash course—you′ll quickly learn how to engage in social media and attract visitors to your site, apply social media listening and monitoring tools, and maximize the impact of banner ads and landing pages. By book′s end, you′ll better understand important strategic and branding issues, the best ways to track results, the secrets of sound SEO, and more. Packed with instructive case studies and hands–on tutorials, this is the ultimate how–to on successful B2B online marketing. Identify your product value and establish an online brand Drive quality leads to your site with paid search, display, and social ads Nurture those leads with good content—emails, webinars, and more Create websites and landing pages that make visitors want to stick around Apply the very latest search engine optimization techniques Chat up visitors and engage your customers with social media Allocate your resources for success outcomes Track and measure your efforts with top listening and monitoring tools Generate reports that are targeted—and actually helpful Integrate your marketing with CRM and complex sales cycles If you were looking for yet another boring B2B marketing book, keep looking. If you were looking for an absorbing, practical guide to sexy B2B marketing, then you′ve found it! From targeting to relevant messaging to nurturing to acquisition, let the authors show you how to truly rock it."—Avinash Kaushik, Digital Marketing Evangelist at Google and author of Web Analytics 2.0 Business–to–business online marketing is hard. Luckily, these experts are veteran B2B online marketers and excellent communicators—you want them on your side!"—Tim Ash, CEO of SiteTuners, author of Landing Page Optimization, Chair of Conversion Conference If you run a B2B company or are involved in marketing, this book is a must–read. Those that learn these tactics and concepts have significant market share to gain, and those that do not will feel the consequences."—Aaron Kahlow, CEO of Online Marketing Institute

Introduction xxi Chapter 1 Understanding B2B Online Marketing 1 Why Online? 2 B2B Is Different 5 Developing Your Strategy 11 and Measurement 13 Chapter 2 Building a B2B Brand Online 17 Understanding Online and Using Digital to Build a Brand 18 Tactical Guide to B2B Branding Online 21 Go Identify Your Audience 29 Determining Your Content Strategy 32 Chapter 3 Search Engine Optimization: Outranking Your Competitors 37 What Is SEO? 38 The Wagging Tail of Keywords 41 Squeezing the Juice Out of Links 48 Designing for Optimal Results 52 Chapter 4 Using Paid Online Media in the B2B Marketplace 57 Search Engine Marketing 58 B2B Strategies for Paid Search 62 Display Advertising for B2B 69 Social Media Advertising 74 Chapter 5 Search and Social Media for Online PR 81 Overview of Traditional B2B PR 82 How Online PR Is Different 84 Three B2B Online PR Case Studies 90 Chapter 6 Social Media 101 Social Media Listening 102 Exploiting Your Resources 108 Social Engagement 115 Chapter 7 Optimizing with Metrics 121 Aligning Analytics with the Goals of Your Site 122 The Basics of Analyzing Metrics 122 Key Performance Indicators and Other Meaningful Reports .125 Wash, Rinse, and Repeat to Improve Your Site 126 Testing for Ongoing Optimization 133 Should It Stay or Should It Go? 135 Social Media Metrics 136 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 Key B2B Conversions 149 Getting Started with Usability Practices 152 Building Blocks for Usability 156 Chapter 9 Integrating Online with Offl ine Marketing 159 Can Events and Online Marketing Ever Join Forces? 160 Using Online Marketing to Track, Measure, and Understand Traditional Marketing 174 Chapter 10 Managing Your Leads: Automation and Nurturing 181 Basics of Marketing Automation 182 Lead Nurturing 183 Basics of B2B Email Marketing 198 Chapter 11 Integrating Marketing with CRM 203 Understanding Your CRM 204 Types of Data Integration 205 Marketing Automation and CRM 208 Must–Have CRM Metrics 215 Chapter 12 The Overall Marketing Mix 217 Marketing Mix Framework 218 Digital vs Traditional Investments 220 What Mix Is Most Effective? 221 Sometimes You Can′t Predict the Future 227 Integrating New Forms of Marketing into the Mix 232 Glossary 241 Index 247

Maura Ginty is a digital–era word geek with deep expertise in search, content strategy, and social media programs at Fortune 500 companies as well as small businesses. Lauren Vaccarello is the Senior Director of Online Marketing at Salesforce.com, where she focuses on developing cross–channel strategies that bridge the gap between awareness and demand–generation. William Leake is CEO and founder of the Apogee–branded marketing companies Search, Results, and Campaigns. Bill has guided them all from inception to success, with Apogee Search becoming one of the 20 largest independent search engine marketing firms in North America. All three authors are frequent speakers at leading industry events such as Search Engine Strategies, SMX, eMetrics, and others.