Marketing

Revenue Attribution 101

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First, let’s get in the mood for this post.

While in the past, in the corporate arena, this question was mainly targeted at the VP of Sales, today marketing folks are feeling the pressure to perform based on tangible, business KPIs. More

Webinar on Scaling B2B Marketing Operations: Check!

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We resolved to start sharing more insight and B2B marketing know-how with our audience, and accepted an opportunity to take part in a joint webinar with Oktopost. On Tuesday, January 21st, our CEO, Kfir Pravda, will host that very webinar, entitled “How to Scale B2B Marketing Operations.”

Kfir is going to share a lot of tricks of the trade. The discussion will be about scaling marketing operations. Strategies to be discussed in-depth include social media, operations, integrations, and marketing automation.

Click here to sign up for the webinar, and learn how to scale your B2B marketing activities effectively.

Also – join us for a special #B2Btalks Breakfast Workshop on January 21st, which will focus on use cases for marketing automation. Click here to register. We also invite you to download the latest in-depth B2B marketing paper by Kfir, titled “8 Simple Use Cases for Marketing Automation”. It offers a great deal of valuable insight for B2B marketers struggling to figure out how marketing automation can fit into their processes.

#B2BTalks Breakfast – Marketing Automation Workshop

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B2BTalks logo

Marketing automation, a product aimed at marketing specialists, possibly bears the most misleading and underselling name for one of the most useful technologies out there.

So what exactly is marketing automation? Join us for a special #B2BTalks Breakfast Workshop Tuesday, January 21, at Deca in Tel Aviv. Enjoy a full breakfast buffet at 9am followed by a session led by Kfir Pravda (of Pravda Media Group). For a primer, please download our in-depth paper. More

YouTube Takes the Subscribe Button to the Next Level

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YouTube rolled out a shiny new feature: embeddable Subscribe buttons. This has been done in an effort to get viewers to subscribe to more channels (thereby spend more time on the service).

According to the YouTube Developer Doc, “The YouTube Subscribe Button lets you add a one-click Subscribe button to any page. The button lets people subscribe to your YouTube channel without having to leave your site to either log in to YouTube or confirm their subscriptions” In practice, this is just as easy as embedding videos onto ones site, only in this case it will be a one-click Subscribe button that makes it easier for fans to follow on YouTube.

This could work wonders for B2B’s and B2C’s, as it would help boost subscription rates when used effectively. Thankfully, this is available for both free and paid YouTube channels. What’s more- users can choose between basic buttons, and fancier ones which feature company logos.

In typical Google/YouTube fashion, they are staying one step ahead of the game by discouraging channel owners from dishonestly inflating numbers on YouTube. Channel owners can’t offer or promote prizes or rewards of any kind in exchange for clicking on a YouTube Subscribe button – so there goes that tactic.

What do you think about embeddable Subscribe buttons?

Top 5 Marketing Automation Articles

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Marketing automation tools and the analytics that come out of them promote efficiency for companies that use them. It is also a tremendous time-saver for marketing departments. Many companies don’t realize that the practice and benefits of marketing automation go beyond basic e-mail marketing campaigns.

Here are 5 great articles (collected by our team) that explore marketing automation in all its glory: tips, tricks, tools, basic know-how, and lessons learned.

Marketing Automation Tools 2013: A Marketer’s Guide
Points on the decision-making process before adopting a marketing automation software platform.

6 Marketing Automation Lessons I Learned the Hard Way
What to NOT do in your marketing automation campaign. This article goes into depth with each point made, and will surely help you steer clear of making the same mistakes.

Marketing Automation Landscape
A complete guide that covers what to consider when selecting a marketing automation tool; marketing automation jargon; features, and more. Just scroll down one notch to get to the beginning of the article.

List of Marketing Automation Systems
Major time-saver if you’re shopping for marketing automation systems. This is a long chart that includes details of over 30 companies with multi-channel marketing.

Marketing Automation on a Shoestring Budget
Ways to get the marketing automation ball rolling, with little to no budget.

Let us know if you have any other great article on marketing automation in mind! Feel free to comment below, or tweet us!

If your interested in marketing automation, message us here, and we’ll get right back to you.

Weekend Treats for Your Morning Coffee

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Throughout the week, we here at Pravda Media Group put on our helmets, grab our picks and head down to mine some interesting articles for you. We separate pieces of coal from real diamonds. And now that the weekend is approaching, here are the best articles we posted this week to read while you’re enjoying your morning coffee.

Who doesn’t love a fun party over the weekend? Planning a party is challenging and requires a lot of thinking about the people you are inviting, what kind of food to serve, etc. In this article, Jamie Fairbairn finds many similarities between Online Marketing and throwing a party. When inviting your friends to a party, you want to reach them on their preferred channel of communication. To help you do that here are 5 mobile marketing tools to reach your customers on the go.

More

Social CRM: The Missing Link Between Awareness and Leads

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For years, the main purpose of social media campaigns was to create awareness. Companies would run campaigns on Facebook or Twitter, engage with their audience and then measure the campaign’s effect in key performance indicators (KPIs). KPIs include the amount of conversations about the brand, the increase in content distribution due to the campaign, and the rise in the level of engagement with the company or brand. While in many B2C settings these goals are important, B2B companies have been looking for ways to make a more direct impact on their revenues.

The Missing Link

One of the biggest challenges in using social media for B2B marketing was connecting awareness campaigns to specific potential buyers. Let’s take a Twitter campaign, for example. A company would send out information about its product. Twitter users would favorite it or retweet it to their followers, thus affecting the amount of engagement with the company. But what if a user is a potential buyer seeking possible solutions for a problem? More

Information Addicts Anonymous

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Our CEO is…well…special. He always sends us articles that he’s reading at all hours of the day and night, whether it’s about the latest digital marketing trends, Facebook’s recent update (again), a cool iPad app he found that’s going to make our lives easier and more productive, a podcast about typography (seriously), or even a cool new design site. We don’t know how he consumes so much information – or even if he sleeps! – but we’re happy he does. He’s like our own personal feedly with only the saved content, and we’re happy to make him yours too.

Kfir Screens

We’re going to send out a bi-weekly email with what we think are some of the most useful, informative, and interesting links we’ve found, so that you can sleep at night while Kfir isn’t. We hope you’ll sign up by filling out the form below. And if you have any links you’d like to share with us, feel free to tweet us at @PravdaMG.

B2B Content Marketing Dirty Little Secrets

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B2B Content Marketing Secrets

According to Content Marketing Institute’s latest report, B2B marketers’ biggest challenge is producing enough content to feed their online channels. As an agency managing content marketing initiatives for our clients, we learned that content quantity is key for driving traffic, but the secret sauce lies elsewhere. More

You've got to Learn to Listen: Three Ways To Increase Marketing Effectiveness

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Let’s face it. We love to hear the sound of our own voices.

When I was single, one of the best pieces of dating advice I ever got was to let the other person speak through the whole date because she will adore you by the end of it. The reason is simple: It is much easier to talk than to listen to others.

But the reality that just like in any relationship, one must listen to the other side in order to better understand them. Brands are facing the same situation on a daily basis. The holy grail of modern marketing is creating and cultivating relationships between brands and their target audience.  Therefore, listening is a key to reaching this goal

Thankfully, several companies are offering listening and monitoring platforms that makes this task easy. We’ve chosen Tra.cx due to their great team, technology, and customer service.

Conversation Distribution by Platforms via Tra.cx

But technology is not enough. It is all about what you do with it. So, with no further ado, here are some of the key ways to use listening as a strategic tool in your digital marketing toolbox:

Tweak your product and pitch – by listening to target audience conversations, we have been able to gain insight about general topics of interest. For example, when listening to online discussions of IT managers, we were able to ascertain their key concerns and challenges. This provided  valuable input to our client, as they could fine-tune their pitch and online presence.

Evaluate the effectiveness of your marketing – one of our clients invested a lot of money in extending the warranty of their products. They saw it as a key way to differentiate themselves from their competition. A month after they launched their program we analyzed online discussions of potential buyers of their equipment, and saw that warranty was not mentioned as a key decision factor. Not only that, but we also saw that the amount of online conversations about their offering didn’t change at all after launching their extended warranty.. These findings helped our client reach a decision regarding the efficacy and value of their new marketing program.

Prioritize your marketing efforts – the digital landscape is becoming more and more fragmented. Multiple social networks, the need to combine inbound and outbound marketing methods, the ever growing pressure to reach results, and the shrinking marketing budgets pose a challenge to every decision maker. The value of Inbound marketing increases based on corporate investment. This investment grows based on the amount of platforms and campaigns a company is managing at any given time. Therefore, prioritizing and choosing which platform to focus on is extremely important. By effectively  listening to online conversations  about your market, you can easily identify the hotspots that require attention. For some, LinkedIn is the key to success. Others  prefer Facebook, and others still – heaven forbid —continue to use good old fashioned forums to discuss their buying decisions. We are using a cool Tra.cx report to quickly plan and prioritize our marketing efforts, and make sure we are handling the most important platforms for our clients.

Listening in love — and in marketing — is a key to success. It is not a one time thing, but should be part of an  ongoing process interwoven in the world of digital marketing. We gave here only a couple of examples on how to use it strategically. Stay tuned for future posts with additional case studies. And in the meantime, we would love to hear your insights.