Insights

Video Marketing: Creating Content for All Stages of the Buying Cycle

[fa icon="calendar'] Oct 16, 2013 7:30:00 AM / by Katrice Svanda posted in content marketing, inbound marketing, video marketing, marketing strategy, enterprise inbound marketing

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Most of us realize the immense potential of video marketing as a tool for communicating with our digital audiences. We love to put video on our homepage as an introduction to our brand and product or service offerings. But how many of us stop there?

Michael Litt wrote a great post on this tendency, pointing out that “a lot of B2B brands create top-of-the-funnel explainer videos and call it a day.” He goes on to say, “this is a huge mistake as a worthwhile video certainly doesn’t end at the top of the funnel if you’re trying to realize ROI.” Considering the amount of exposure and engagement video achieves, ways to structure and achieve a good video content mix merits a discussion. A good content mix, one that appeals to buyers at varying stages of the buying cycle, can make the difference between a good use of video and a phenomenal use of video – not to mention a huge boost to potential revenue.

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5 Reasons Your Sales Team Needs Inbound Marketing

[fa icon="calendar'] Oct 9, 2013 7:30:00 AM / by Katrice Svanda posted in AEC marketing, manufacturer marketing, technology marketing, inbound marketing, enterprise inbound marketing

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1. The digital revolution

According to 2013 ITU Telecommunication Development Bureau stats, 2.7 billion people across the globe are online - almost 40% of the world’s population.  Looking at the developed world, 78% of all households are connected to the Internet.  According to eMarketer estimates, “there will be 140 million smartphone users in the US by the end of this year, up from 121.4 million last year and set to reach 159.9 million by 2014.”

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How to Choose the Right Inbound Marketing Agency

[fa icon="calendar'] Oct 2, 2013 7:30:00 AM / by Katrice Svanda posted in AEC marketing, manufacturer marketing, technology marketing, inbound marketing, marketing strategy, enterprise inbound marketing, nonprofit marketing

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Choosing the right inbound marketing agency partner is a big deal.  To be fair, there are a lot of agencies that do their jobs well. But there are many that learn as they go, and you don’t want them learning on your dime. If you’re not quite sure what you’re looking for (or should be), this post addresses some key considerations as you search for digital marketing services.

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Lean Marketing for the ROI-Focused CMO

[fa icon="calendar'] Sep 23, 2013 7:30:00 AM / by Katrice Svanda posted in marketing strategy, enterprise inbound marketing

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CMOs have a tough job. You have to prove your efforts produce a return on investment and show your decisions make a clear impact on generating revenue. With the mass array of social and online tactics, it can be difficult to measure your efforts to show a direct correlation to improved sales. Consider the non-marketer’s perspective. We understand brand positioning and identity is important, but to an outsider, it can be too much of a big idea to tie it to profit. By shifting your attitude toward that of a ROI-focused, lean marketer, you’ll establish yourself as a strong value to your company.

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Big Data and Inbound Marketing: What's the Fuss?

[fa icon="calendar'] Sep 18, 2013 7:30:00 AM / by Katrice Svanda posted in inbound marketing, enterprise inbound marketing

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Big data is a big deal, but why? Short answer – it’s a gold mine. If you find the appropriate tools to mine that data and identify what it is the data is telling you, you’ve hit pay dirt (assuming you take appropriate action). Many individuals and organizations collect large amounts of data, but few really leverage it in their day-to-day business decisions. So, what is big data, how can you leverage it and what tools will help you do so?

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B2B Enterprise Content Marketing: Why Bother?

[fa icon="calendar'] Aug 21, 2013 7:30:00 AM / by DIA Team posted in content marketing, enterprise inbound marketing

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Content marketing is one of the most effective ways to reach your online audience. It drives prospects to your website, generates more leads, moves them down the sales funnel and engages and educates your customer base to create better, more profitable relationships. Content marketing not only positions you as the expert within your industry and to your audience, but it also bolsters your search engine optimization (SEO) efforts, helping people find you.  It's inbound marketing at its finest. Still not convinced? Check out our infographic below to learn more about how and why B2B enterprise companies utilize content marketing.

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Content Marketing KPIs for Your Enterprise Inbound Marketing

[fa icon="calendar'] Jul 24, 2013 7:30:00 AM / by Katrice Svanda posted in content marketing, enterprise inbound marketing

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These days connecting, engaging, converting and keeping customers is about a lot more than having a good website.  Companies need a way to not only communicate their mission and values and offer information about their products and services, but also to inform and educate their customers in a greater context.  This means speaking to their customers and wider audience not only about their general industry, but also about the problems and questions that that audience encounters.  Content marketing has provided the answer to this quandary, but now that organizations have realized the need for significant content marketing initiatives, they also realize the need to more closely measure the efficacy of their efforts. Answering this need, and doing it well, gives organizations a significant competitive advantage over their counterparts. So, what Key Performance Indicators (KPIs) should you be measuring to optimize your content marketing strategies?

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How Inbound Marketing Affects Sales and Marketing Departments

[fa icon="calendar'] Jul 10, 2013 7:30:00 AM / by Katrice Svanda posted in enterprise inbound marketing

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Inbound vs. Outbound Marketing

Greater Internet and smartphone usage, not to mention ever-increasing social media channels and the proliferation of online reviews, have moved marketing from one-way communication to two-way communication. More and more power has been placed in the hands of customers as they can access a boatload of information via

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The Executive Playbook to Inbound Marketing and Sales Key Takeaways

[fa icon="calendar'] Jun 20, 2013 7:30:00 AM / by Katrice Svanda posted in enterprise inbound marketing

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Digital Impact Agency had the pleasure to attend the HubSpot Executive Playbook to Inbound Marketing and Sales Seminar earlier this week in which industry professionals discussed enterprise inbound marketing from their own experiences and perspectives. It was enlightening and entertaining, and we wanted to share with you some of the key takeaways we walked away with in order to spread the inbound word. 

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Navigating the Sales Funnel: Creating Content for All Stages of the Buying Process

[fa icon="calendar'] Jun 17, 2013 7:30:00 AM / by Katrice Svanda posted in content marketing, inbound marketing, enterprise inbound marketing

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We’re all familiar with our sales funnels.  We know we have businesses or individuals at different stages of the buying process.  They fall into roughly three categories:

  1. Looking for general information, likely related to a problem
  2. Has identified a need and is looking for a solution
  3. Looking to get that solution from your company
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