Entries by Susan Fantle

SEO Mistakes B2B Marketers Must Avoid

I’m pleased to welcome guest blogger Brad Shorr to share his insight on one of today’s most important B2B marketing topics — SEO. ——————————- For B2B marketers wishing to use search engine optimization (SEO) as a source of qualified leads, the most crucial element to remember is to think long term. “SEO campaign,” a phrase […]

Perfectly time your contact with B2B buyers.

It’s widely understood that most B2B buyers conduct product or service research on the Web during the buying process. Knowing when they do this online research can give B2B marketers great insight into what marketing practices to put in place and when. Fortunately, Derek Singleton, a B2B Sales and Marketing Analyst for Software Advice, studied […]

Lookin’ for B2B buyers in all the wrong places?

Sometimes B2B marketing is conducted like the country song “Lookin’ for Love” made popular by Johnny Lee in the 1980 film Urban Cowboy. I was reminded of how common this problem is when working on a recent copywriting project. The work was for a B2B marketing agency whose client was selling products and services to […]

Why B2B marketers must read this book on lead generation.

The title of David Scott’s new book “The New Rules of Lead Generation: Proven Strategies to Maximize Marketing ROI” is a bit misleading. It doesn’t just cover the new rules of lead generation marketing that involve LinkedIn, Twitter and Facebook. It covers all the channels and all the practices necessary to achieve successful B2B marketing […]

Last-ditch B2B marketing metric.

Recently I responded to an offer for a paper, “Getting Started with Marketing Measurement,” from Act-On Software. The paper opens with: “The B2B marketing world has changed a lot over the past decade. One especially important new trend is the growing emphasis on measurement and analysis.” Coming from a direct marketing background in which measurement […]