Analytics, USP's, demand generation - oh my!

November 15, 2016

Weekly Roundup: November 7 – 14


            Here’s quick summary of the most useful B2B posts I came across this past week – for your reading enjoyment!




            Kissmetrics has reminded us all that the Holiday Season is upon us, in their most recent post ​​“How to Keep Customer Analytics at the Forefront this Holiday Season”.  Specifically, if you’re looking to take advantage of this time of year to increase sales, they recommend a 3-pronged approach to knowing your clients.  While the article is geared more for the B2C market, the ideas are easily convertible to B2B world: taking an 'omnichannel' approach to making yourself discoverable to leads or clients; narrowing-in on specific times of the year to focus your marketing; and managing your inventory wisely.  They finish up with advice that never goes stale: never forget to focus on customer service!



            American Express’s small business open forum has posted an ​​article this week entitled “USP 101: How to Uncover Your Unique Selling Proposition”.  Broken down into six ‘tips’, the article reminds us of the fundamentals to finding your place in the market in a way that sets you apart from your competition.  I especially appreciated tip number 4: get emotional.  We sometimes forget that clients come with a complete set of human emotions, and it never hurts to seek to understand them, and how they affect motivation.



            Search Engine Land takes us through the idea of conversion tracking in their article “Boost your conversion rate by 45%... no, really!”  While it seems obvious that, in order to increase your conversion rates, you need to be tracking all of them to start with, the article claims that most marketers are either not tracking all of them – and some marketers are not tracking any.  The rest of the article describes how Google AdWords can be best used to do this (and how 60% of us haven’t caught on to it yet!).


            Finally, Oracle Marketing Cloud brings us a post summarizing the 3rd annual B2B Enterprise

Demand Generation Study in their post “A Deeper Look Into B2B Demand Generation”.  Like Search Engine Land’s post above, this one starts by detailing how many of us are not measuring up in terms of how well-equipped we are to execute demand generation programs.  The section that caught my eye was in regards to content production, and how organizations continue to throw money at creating more and more content, often without a clear strategy: “Marketers need to remember it is not about generating more content, it is about generating content that is relevant to the buyer.”  Always a good reminder!


            I hope there are tidbits within those articles that you can use; I’ll be back again next week with another handful of articles I found useful.


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