Proteus B2B Marketing Blog

Proven Success Stories Integrating Social Media into Overall Strategy

May 4th, 2010 Posted by Events 2 thoughts
B2B Forum Boston Logo

Live Blogging from MarketingProfs B2B Forum.

A series of posts covering selected sessions at this year’s conference in Boston.

Moderator:
Christina “CK” Kerley, B2B Marketing Specialist, CKb2b Marketing
Panelists:
Deirdre Walsh, Community & Social Media Manager, National Instruments
Mike Travis, President, Equation Research
Ron Casalotti, Social Media PR, Bloomberg LP
Kirsten Watson, Dir. Corporate Marketing, Kinaxis

Key Takeaways from the Session:
Be tolerant and accepting of users’ desire to discuss or point to other content that may be from competing sources or issues. People are going to have those conversations somewhere anyway; it’s a question of whether you want to part of those conversations.

Not every social media ROI metric is going to be a hard, financial one; you need to identify what concrete metrics matter for your particular situation. (more…)

Measuring Marketing Effectiveness Against Business Goals

May 4th, 2010 Posted by Events 0 thoughts
B2B Forum Boston Logo

Live Blogging from MarketingProfs B2B Forum.

A series of posts covering selected sessions at this year’s conference in Boston.

Speakers:
Dennis J Chapman, Sr. President & CEO, The Chapman Group
John Mueting, VP Distribution & 3rd Party Relationships, Allstate Distributors, LLC

First up is Dennis. Here are some of his comments.

It didn’t used to be complicated. It used to be we measured success dashboard of revenue against targeted sales. The role of marketing is changing in the new economy. (more…)

Will Changes to Google’s Local Business Center Help B2B Marketers with Local Search Visibility?

May 2nd, 2010 Posted by B2B Search Engine Optimization 1 thought

Recently, Google enhanced several features of its Local Business Center and rebranded it Google Places. Among the new features is an ability to specify the regions a business serves. But will the new changes help B2B marketers serving a larger region get found? (more…)

Meaningful Metrics for B2B Blogging

April 20th, 2010 Posted by B2B Social Media 8 thoughts
Image of graph for B2B blogging metrics

Whether you’re just starting a B2B blog or have been blogging for a long time, you should be hungry to see results. After all, a lot of time and effort is going into creating new content, and it’s hard to continually feed the content marketing dragon. But if you’re looking to traditional consumer blog metrics to evaluate your success and impact, you might be disappointed. (more…)

Feeding the Content Marketing Dragon

April 20th, 2010 Posted by B2B Search Engine Optimization 2 thoughts

A dragon is a good thing to have. Everyone knows dragons have magical powers. They are wise, although sometimes also vain. Dragons can be fierce protectors, too. The magic of the content marketing dragon is lead generation, lead nurturing, and SEO (especially if your dragon has a long tail.) But if you’re going to own a dragon, you have to feed it. Otherwise, no more fire. No more magic.

Here are a few tips on the proper care and feeding of your dragon: (more…)

Choosing The Right Social Sharing Options for B2B Content

April 15th, 2010 Posted by B2B Social Media 2 thoughts
B2B Social Media Sharing Strategies

There seem to be so many social media sharing options today at the bottom of blog posts, web pages and other content marketing assets. I’ve seen some blog posts that include as many as twenty different social sharing options at the end of the post. I’m afraid when there are that many choices, people will just glaze over and opt not to share the content. In my opinion, especially for B2B marketing, it is much better to have a few very focused choices. (more…)

Inbound Marketers Report a 60% Lower Cost Per Lead

February 16th, 2010 Posted by B2B Research 4 thoughts

Internet marketing technology provider Hubspot recently released a study entitled The 2010 State of Inbound Marketing. The study included 231 marketing professionals, 69% of whom worked for B2B companies in a wide variety of industries. The largest industries were professional services (22% of respondents) and technology (15%).

Inbound Marketing refers to marketing strategies and tactics designed to help companies get found when searching for potential product or service providers or when researching issues or problems. Think search engine optimization, paid search, and social media. Outbound Marketing refers to push-type marketing like trade shows, advertising, telemarketing, email marketing, etc. (more…)

Where Should B2B Bloggers set up the Corporate Blog?

February 12th, 2010 Posted by B2B Search Engine Optimization 2 thoughts

The question of where B2B marketers should place the corporate blog is a critical one. It has implications in terms of B2B SEO, positioning, and your ability to later successfully transfer the trust and authority you build up in the eyes of search engines. This post addresses some of the options and their implications. (more…)

9 Tips for Leveraging Synergies of Email & Social Media

February 4th, 2010 Posted by B2B Email Marketing 2 thoughts

Are you using social media to promote your email marketing efforts? Are you using your email marketing to promote your social media efforts? The easier you can make it for people to go between the two, the more connections and touchpoints you’ll forge. Here are 9 tips to help you do just that.

Promote your Email Newsletter on your Blog

Feature your email newsletter on your blog and provide a way for your blog readers to subscribe to it. Promote it in the sidebar of your blog near the top of each page. Be sure to include a link to a sample issue.

Link to your Blog

Somewhere in your email—either in the sidebar, header, or footer—promote a link to your blog. Have options for them to subscribe to the blog, either through RSS or via email. That way you can gain people as both email and blog subscribers. Not only does this give you two media through which you can reach your contacts, but it provides a back-up conduit, in case people for some reason unsubscribe from your email or your email is later blocked (e.g., change in recipient’s spam filtering). (more…)

Organic Search Strategies For Driving Traffic To Channel Partners

February 4th, 2010 Posted by B2B Search Engine Optimization 1 thought

B2B brands are often reliant on channel partners to sell products and services to end users. And while manufacturers and others offer traditional co-branding marketing tools, they often fail miserably at driving traffic to distributors, dealers, and other channel partners through B2B search marketing. Optimized channel partner landing pages, bulk uploads of locations to Google Maps, and geo-based sitemaps are three good ways to do this. Here are some strategies to help you succeed. (more…)

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