Market Analytics Variables that say a lot about your Online Marketing Strategies

Market Analytics Variables that Say a Lot about your Online Marketing Strategies

Within the B2B landscape, numbers dominate. With this in mind, many online marketing strategists are burning their eyebrows to tame market data in their favor.

The effort could be difficult. Perhaps, it is difficult. Accuracy in interpreting the numbers remains an issue among B2B companies. This is because graphs, pie charts and tables offer general pictures of market trends. There is simply no accurate way to meet individual needs.

Nonetheless, online marketing strategists and industry players are taking great care in using market analytics tools to meet lead generation goals. These tools are essential in determining whether a campaign works by examining ROI influx.

But the discipline of market analytics is not as simple as pie. Most marketers tend to think that as long as conversions provide a steady revenue stream, we’re all good. But such numbers in fact don’t correspond with what’s happening out there.

Revenue isn’t the only variable here. Other metrics deserve attention.

For B2B marketers who are willing to grab hold of success, the list below will help. The following market metrics form a good starting point to gauge campaign impact on buyer attitudes, lead nurturing and revenue generation.


The frequency that your company is mentioned by users is an important factor that says a lot about brand exposure. With the hashtag function, it is important that marketers measure the rate by which their brand appears in different social media platforms.

Audience share

How big is your industry? How many are your competitors? Answering these questions will provide important insights about your reach. Audience size gives you a clear view of the amount of prospects you could potentially tap.


Multi-channel marketing is all the hype in the B2B marketing world. And it will continue to be as long as social media platforms are in a constant state of development. Market reach is an important part of B2B survival, especially in online marketing. And it is equally important to gauge it in terms of customer engagement.


Finally, knowing that you are actively engaging prospects demonstrates the effectiveness of your campaign. Record data on the frequency of customer dialogue and responses because these could translate to qualified sales leads.

In essence, market analytics is a mind-boggling aspect of the online marketing world. Nonetheless, marketers should find the time to look into the numbers and make a good sense out of them.


Old B2B Online Marketing Techniques You Should Get Rid Of

Old Marketing Techniques You Should Get Rid Of

In the digitalized competitive market, marketing strategists should set the focal points of their plans on the essential foundations of competitive advantage: cost leadership, differentiation, and focus strategy to address complex consumer behavior.

Today, consumers are more rational decision makers; this is a proportional response to inflation, product supply and demand, unemployment, and technology trends. These factors fuel a significant shift in the willingness and ability of consumers to buy.

When developing a marketing strategy, marketers should consider two things:

  • Consumers have limited resources and are rational
  • Competitors can offer the same product with price lower than the average market price

These factors always play in a competitive market, and marketers should adapt to modern structure of marketing that is more consumer-focused and genuine. They should quit using Middle Age marketing ideas because it will give no results, waste lead generation, or worst: destroy brand integrity.

These are the old marketing techniques you should get rid of:

Sugarcoating words

This is a very effective marketing strategy…ten years ago. Consumers can see through the veils of half truth marketing messages. They can see the difference between what is promised and what is actually offered.

Creating false needs

Consumers nowadays are no longer naïve. Create a need through innovation and not confusion.

Random mass snail mailing

Unless you know everybody on your mailing list, never try to release snail mails. This type of marketing technique is highly unlikely to promote lead generation.


If we could get a cent for every spam message filtered in our email accounts every day, we would be billionaires. Spam emails are unsolicited sent-by-bulk messages that are still used by many advertisers because they can be done with a single click and are economically viable as it is one of the cheapest forms of advertising.

Assumption without hard facts

Just like love, too much assumption will kill you, especially if you are wrong. Go with proper result production by going through streamline processes using logical and realistic data as inputs. Use modern business software that will allow you to gather accurate statistical analytics that can help managers in decision making.

Profit before customer

“Profit before customer” is a concept of corporate greed. No company can ever generate profit without customers. Don’t focus too much on selling; consider more important factors such as customer satisfaction and safety.

Fake testimonials

Credentials from third party perspectives are important because consumers can gain perspective. But never dare to fake testimonials. Consumers can always detect scripted and illegitimate testimonials.

While it is important to have a marketing strategy, marketers should also consider how appropriate a certain strategy is to the circumstances and, most importantly, its target market.

What Will SMBs Focus on in 2014? Greater Online Presence

What Will SMBs Focus on in 2014 - Greater Online Presence_DONE

We’ve all heard about the brouhaha about how mobile usage will take over desktop particularly starting in 2014. That’s why businesses have started giving more focus on making their strategies compatible to mobile devices.

But that’s only for huge businesses.

Small and medium-sized businesses apparently are rather behind their larger counterparts when it comes to going mobile. In 2014, SMBs say they plan to focus on establishing more of their online presence, whether through blogging, social media marketing or any other web-based campaigns.

So why aren’t they joining the mobile revolution?

j2 Global’s research, as reported by,  indicated that a common increase in online presence, including things as basic as setting up a website or online store, was the top priority for 2014 for nearly three in 10 SMB professionals surveyed. Automating marketing email function was the No. 2 priority for the group; while a comparatively small 13.4% were focused on mobile—one of the key areas of growth for marketers are larger firms.

SMB Online 2014

“More than 45% of the US population will use the mobile internet at least monthly this year, eMarketer estimates, a figure set to rise to nearly two-thirds by 2017.

But small businesses have been slow to go mobile—not just in their advertising efforts, but even in something as basic as creating a mobile-optimized website that will put them conveniently in the hands of consumers on the go,” the article says.

This goes to show that not all sectors of the business chain are able to go with the changing times. Or it could be that they are able, but choose not to, because they feel that other important matters are to be prioritized.

SMBs have different perspectives in their lead generation efforts compared to the big guys.

Perhaps they figure that they need to establish a solid online first; once they achieve that, only then can they start appreciating the role of mobile in their campaigns. This is understandable, considering that mobile optimization does involve a hefty budget, not to mention the need for expertise in the process of integrating mobile in their marketing mix.

While big companies have the luxury of having the dollars for mobile migration, SMBs would just have to build  around what they do best – lurking around cyberspace and making a name for themselves.

Read more at SMBs Focus on Increased Online Presence

What are your Online Marketing New Year’s Resolutions for 2014?

What are your Online Marketing New Year’s Resolutions for 2014

Every business would want to start a year with a bang, or at least start it off with making amends to last year’s flaws and lapses in your B2B lead generation campaigns. As a marketer, you should be able to identify these necessary adjustments so mistakes won’t be repeated and improvement would be maximized.

If you’re still not doing the following things in your operations, they are the best place to focus on when coming up with your marketing team’s new year’s resolutions:

1. Send more e-mail!
The rule of thumb is one email per week. Perhaps 2014 is high time to double that frequency, but that change also entails making sure your content is fresh, shareable and compelling. If your prospects are currently not really delighted with your once-a-week content, you would just be annoying them more by.

2. Visit more blogs, contribute more guest articles.
Creating high-quality content for your own website or blog is helpful, but that’s only half the battle. You also need to get links to your website, and you can achieve that by appearing on other people’s sites. Aside from the exposure, you’ll also be gaining reputation, especially if a popular blog accepted and published your post.

3. Be more interesting on Facebook (and all the other social media sites).
Imagine yourself as someone from outside your company, and take an objective look at your Facebook business page. Is it attractive? Would you read some of its content? Would you post a comment or ‘like’ something? Facebook is a powerful tool, and it would be a shame if you’re not taking advantage of its full potential to engage your prospects. Perhaps in 2014 you should really get into ‘Facebook-ing’.

4. Optimize your website for mobile.
You should’ve done this about 2-3 years ago, but if you’re not planning to do this in 2014, you might as well shutdown your site. Smartphones and tablets are outpacing PC use, and more prospects are making decisions and making purchases via mobile devices. You don’t want your audience to see an un-optimized desktop version of your site on their iPad and not know where to click.

5. Know your audience more!
If you’ve been ignoring your audience for the past few years, you need to put an end to that next year. Business relationships have evolved from mere transactions to a more personalized bond, and without making an effort to really get to know your potential business partners, you might find it difficult to build ties.  Make 2014 a year of relationships.



Online Marketing: What to do if Google is allergic to your Mobile Website

Online Marketing - What to do if Google is allergic to your Mobile Website

A Google Think Insight article says that 67% of mobile users who land on a mobile optimized site are more likely to convert . Furthermore, it also says that 61% of mobile users are likely to move onto a competitor’s site if the page they landed on isn’t mobile optimized.

If a site has an “m-dot” prefix before the URL, which means it’s optimized for mobile viewership. Another way to optimize your site for mobile is by using responsive design, which doesn’t require a separate m-dot site. With a responsive design, the site automatically adjusts its layout specific to the device being used.

Here’s the thing: Google itself also made clear that its algorithm would prefer responsive design over a mobile-optimized site. And the web giant has several reasons:

  1. Mobile sites are not device-universal. Your prospects will not only be viewing your website through smartphones alone; there are tablets and pads that could also access the web, and mobile sites will not be able to accommodate each one of them. A responsive design can and will adapt to the device environment.
  2. You’ve been working on your site’s SEO ranking, now you’ve got two sites. Having a separate mobile site means maintaining SEO across multiple domains, which would spread out the SEO links and authority you’re trying to optimize for. You’d be doing twice as much work while getting two pieces of half-results.
  3. Sharing would be chaotic. Consider this scenario: Your prospect reads your mobile site content on his smartphone and finds it shareable, so he shares the link on Twitter. When the followers of that prospect open the link on their desktop or laptop computer, the mobile version (m-dot link) will load.
  4. It redirects users to irrelevant pages. Not every page on your site may have a mobile version created for it. So when a visitor goes to that “un-optimized” page, he may be returned a 404 error page, the mobile optimized version of your homepage (not the original page they requested), or the desktop-optimized version of your site. This, of course, can be annoying to people, especially the busy ones.
  5. Mobiles sites are usually the “lazy” versions of desktop sites. It is often a challenge for webmasters to translate into a mobile site the same user experience one could have on a desktop site. That difficult task may end up with settling with substandard design and structure, which of course could only ruin your chances of lead generation.

Did you know your Parents actually taught you how to Market Online?

Did you know your Parents actually taught you how to Market Online

At home is where we really learn to understand stuff, sometimes even without knowing it. We thought all along that the things most parents instill on their children are not explicitly relevant in life, only to realize later on that everything they had said actually made sense.

What we hear from our parents lay the groundwork for coping with whatever lies ahead, may it be in careers, relationships, dealing with adulthood or living a purposeful life. When put in a proper context, these lessons become more valuable and even in the world on B2B online marketing, your Mom and Dad may have taught you a thing or two:

Do your homework!

Just as we are in the middle of enjoying our favorite dinnertime TV show, we would hear the inevitable “Do your homework!”scream from Mom, after which we would retire unwillingly into the detested refuge of our desk with scattered notebooks and pens. We would hate her for it (a passing emotion, surely) but we had never really grasped the essence of the mandate:

We need to devote extra hours, do research, and prepare for the next day.

Online marketers work their magic by producing high-quality content. You can only achieve that if you do your homework – determine what audiences need, what keeps them interested, what they consider in buying, and how they go about it.

Clean your room!

Most of the time, when our parents order us to clean our rooms, we think they’re trying to implant a sense of discipline and responsibility. True, but if you look at it, they also might be telling us that a clean environment promotes productivity. When we go looking for something or do some tasks, it becomes less difficult if our “workplace” is tidied and organized.

As online marketers, “cleaning your room” may pertain to putting everything in order, physically and abstractly, so that everyone in your team would clearly see the path where you’re supposed to be headed.

Say “Please” and “Thank you”

From asking someone to pass the salt to asking a favor from a friend, we were always reminded to say “please” and “thank you” so we won’t come off as impolite. As children, we thought of these as mere words at first, but eventually we had realized that it’s all about fostering relationships.

The online marketing world, no matter how vicious and competitive, is still governed by rules of human relationships. If you don’t learn how to say your “please”s and “thank you”s, people will refuse to be on your side, and you would have to drag your business up a steep hill.

A Dose of Quintessential Online Marketing Statistics to Further Fuel Today’s Social Media Hype


If you’re a company that’s watching from the sidelines while the street is being paraded on by all the other companies in the neighborhood that had hopped into the social media bandwagon, you can’t help but wonder if you should, too. Sure, you may have a fully-functional website and a Facebook page with a full-length account of your company’s history, but does that uplift your exposure and sales?

Then what you need is a front row seat in this game-changing revolution, but first you need to know what’s going on out there, and maybe you’ll discover why everyone is on it. Here are some statistical facts generated by Hubspot, a marketing software service company based in Cambridge, Massachusetts, that could make believers out of doubters:

    • They surveyed hundreds of businesses from various industries in 2012, and 62% of them said their company will blog in 2013. Apparently they just could not ignore its power any longer, and putting up a blog is a safe, initial action towards being fully active online.
    • For those who were already blogging since 2012, 42% of them said they gained at least one new customer out of it. Customers prefer to read blogs instead of reading directly from company websites, so companies use that transition to effectively introduce their brand. (Here’s more:82% of them blog daily, which gains more customers than the 57%, who blog only monthly.)
    • 9% of them said they have a full time SEO expert and 10% said they assigned a dedicated marketer whose task is solely on content marketing, which is already a huge step especially for middle-sized companies.
    • 79% of them reported good return of investment (ROI) which is attributed to blogging.
    • 52% of them generated leads from Facebook, 43% from LinkedIn, and 36% from Twitter in 2013. And Google+, who entered the scene just recently, is starting to gain traction and currently generated leads for 15% of the companies surveyed.
    • 74% of them said Facebook will play a major role in their Lead Generation strategy in 2013. That also means they will invest money, workforce and time on maximizing their Facebook presence.
    • The social media marketing budget allocation for each company grew 9% from 2012, which now comprises 23% of all of their marketing allocations in 2013. Along with this growth is their faith on social media to return their investment by generating leads and more business opportunities.
    • 21% of the companies surveyed said that social media has become an important key to their company’s success over the past 6 months. This realization is rooted from the sudden surge in their company’s recognition, which is always as important as generating revenue and accomplishing goals.

Actively engaging a company in the world of social media is a major, critical decision, because if done the wrong way, this move can destroy a company’s reputation forever just as fast as it can fortify it. Just like any business maneuver, social media marketing must be premeditated painstakingly, and it wouldn’t hurt to seek assistance from the experts.