4 Inbound Marketing Numbers to Convince Number Crunchers

4, 8, 15, 16, 23, and 42.

If you were a fan of the series Lost, you probably remember those numbers. The show’s characters were required to type the numbers into an old computer, with disastrous consequences if they failed to reenter the numbers every 108 minutes.

If you’re a B2B marketer trying to sell your boss on the value of inbound marketing, those numbers aren’t of much use to you. But if your boss is a number cruncher, there is another set of critical numbers you need to know: 90, 270, 100, and 60.

90: The Percentage of B2B Customers Who Go to Google First

Over the past few years, B2B consumers have undergone a serious change in the way they purchase …

Remarketing or Retargeting: Persistence Pays Off

Search marketing is one of the easiest ways to get (and keep!) your products and services in front of your prospects. Though you may be familiar with the term, most people are not sure what search marketing actually means. The term itself encompasses two processes: search engine optimization (SEO) and search engine marketing (SEM). The difference between the two is whether you are getting traffic through unpaid or paid efforts. SEO gets your website traffic through inbound marketing strategies (building back-links; social media marketing, content marketing, etc.). With SEM, you buy traffic through paid advertisements and listings.

For this blog post, we want to focus on one area of SEM, remarketing or retargeting. Everyone knows about Google AdWords, and other search engine “paid listings”, usually …

Industrial Inbound Marketing: Why Quitting Isn’t an Option

Industrial inbound marketing is an integrated, ongoing process that allows you to communicate with customers and prospects, helps to position your company as a leader in your field, and gives you higher scores with search engines when they are ranking search results. It’s about sharing content designed to attract customers and keep them coming back for more – whether to your website or social media pages. It’s about connecting with more qualified prospects and driving those prospects to your website. Unfortunately, many industrial companies launch an inbound marketing program with the attitude that it is an experiment, and when unrealistic expectations aren’t met, abandon the program.

ANY type of marketing should be viewed as an ongoing process and cost of doing business; but there are real and specific …

Writing Content for Different Industrial Buyer Personas

You Can’t Please Everyone…Or Maybe You Can

Convincing different members of an organization that your product or service is better than your competitors’ can be daunting. How do you get your message across to the engineers while also appealing to the needs of operations managers? The B2B industrial buying journey is more complex than B2C purchases. With industrial marketing, you have to create several types of targeted messaging that will speak to the different members of an organization who have a say in purchasing decisions. So, what may sound like complete nonsense to a CFO or Procurement Manager is music to the ears of an engineer. So, how do you create the right messaging to speak to each targeted person? You’re going to need to learn …