Modernize or Fail

Just Media sponsored an excellent marketing event at Google campus “Modernize or Fail: How B2B Marketers Should Overhaul Their Digital Presence to Drive More Business Success.”

Curiously, Dick Reed mentioned somewhere at the beginning of his presentation clients who define “awareness” as an objective and measure campaign success by the number of leads generated.  And then surprised by high cost of lead.  Seriously.  He showed a very clear set of metrics by the stage, including ABM, what, I think, is just starting to emerge in marketing community.

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Content can also be sorted into the stages of awareness and demand – one more version of the content approach, which addresses the difference in metrics.

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Another interesting point – evolution of the approach to nurture.  As many of us, marketers, were trying in the past to “lead the prospect through the sales cycle” with our campaigns, the approach changed to what Just Media called “self nurture,” or a “connected experience” across company’s presence in the marketplace.

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  • The term “landing pages” becoming “landing experience”
  • Demand Gen: “If you have a fancy new white paper with the conversion rate 50% of the old one, return the old one!”
  • Mobile vs. desktop: technical decision makers prefer desktop; business decision makers do research on mobile devices after 9:00 pm 😉

Hilarious video from Slack (b-to-b 🙂 ).

 

Buyer thought process applied to the purchase cycle – very clear perspective to organize materials.
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Another interesting point: a different impact of short-term demand-focused programs and long-term brand programs.

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As Google is trying to move to “mobile first” approach, significant emphasis has been given to encouraging marketers to improve usability of their mobile web presence.

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Ah, mobile issues (and possibilities of penalties from search) have been discussed by the industry for a few years.  In many cases, enterprise web sites are not quite there yet.  However, this issue is very common, and as large organizations are struggling to adjust, so do all their competition.  It would be interesting to see how the situation changes in the future.

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