Derek Edmond
How To Project SEO Content Marketing Goals & Performance
August 2, 2016: Earlier this year I presented a case study on how we grew our digital presence by more than 200%, in terms of total site traffic, over a two year timeframe. Organic search specifically grew more than 500% period over period, with...
How To Measure A B2B Social Media Program
June 2, 2016: A few weeks ago, we covered the “2016 State of B2B Digital Marketing” report from Ascend2 and Marketo. Even though the most significant barrier to B2B digital marketing success relates to inadequate marketing budget, 84 percent of B2B marketers still believe their strategies...
Watch Out For These 5 Misconceptions In Online Marketing Performance Analysis
One of my most important takeaways from this year’s MarTech conference was how technological innovation will drive marketing performance measurement. The ability to measure the effectiveness of marketing tactics will further challenge B2B marketers and differentiate successful organizations. Right now, many B2B marketers are loosely...
15 Key Visualizations & Diagrams From #MarTech 2016
March 31, 2016: Last week we had the good fortune to attend MarTech USA, a two day conference discussing the role technology and innovation play in strategic marketing for organizations large and small. A few key themes arose throughout sessions and conversations during the...
How To Prioritize Your List of SEO Keyword Research
Last year Casie wrote a post on how to generate keyword lists and ideas. The objective was to provide resources and tactics for coming up with as many keyword phrases as possible around a particular topic. Developing a list of good keyword opportunities can be both...
Miss This One Thing & B2B Marketers Will Never Demonstrate ROI
Last month, I presented our online marketing capabilities to a set of decision makers interested in working with us. They were skeptical of the impact SEO and content marketing could have on actual lead generation, and ultimately sales performance. I understand their skepticism. Sure, we have...
8 Key Google Changes B2B Marketers Need To Know In The New Year
January 5, 2016: In early December, Google dropped the “followers on Google+” social annotation for AdWords advertisers, as uncovered in an article from The SEM Post. This is announcement was just another indicator that B2B marketers can focus less on activity directly associated with Google+...
50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year
December 8, 2015: It is that time in the year again. As we wind down 2015, marketing budgets and planning for the new year begin to take focus. Hopefully, the performance metrics associated with your organization’s marketing programs have yielded success and validation for tactics...
10 Reasons to Develop a B2B Blogging Strategy
With the end of the year rapidly approaching, and 2016 planning underway, business owners are assessing where they are with respect to B2B search engine marketing goals and objectives. Hopefully your organization is well ahead of performance benchmarks this year. One of the most effective...
5 Overlooked Content Marketing Assets That Can Influence SEO
It is pretty common to email survey and customer feedback requests to customers after a purchase is made online. While I often just delete these communications, I may consider them if I’ve had either exceptional or horrible experiences. For one recent purchase, I was disappointed to...
Discover Global Markets E-Commerce: Trends in Mobile & Social Media Adoption Across The Globe
October 12, 2015: This past week, members of our team participated in U.S. Commercial Service’s Discover Global Markets Program: E-Commerce Strategies for Exporters in Dallas, Texas. In addition to sponsoring the program and participating in roundtable discussions on social media and online marketing initiatives, I...
18 Ways To Build Trust Within Your Online Network
One of the key takeaways uncovered in our 2015 B2B Web Usability Report was that trust and credibility were significant attributes required in the B2B website experience. But beyond the website, it seems like the most successful vendors establish trust and credibility across all...
11 Key Factors In Building Landing Pages for B2B Search Engine Marketing Initiatives
July 21, 2015: One of the most direct ways B2B marketers can improve SEO, PPC, and ultimately lead generation initiatives is through the development of landing pages, designed to showcase individual content marketing assets. Basically, every content marketing asset can serve as an opportunity to...
40+ B2B Marketing Statistics and Benchmarks to Inspire Performance Throughout 2015
May 28, 2015: Here in the Greater Boston area, we’ve finally shaken off a bitter winter and look forward to the warmth of summer. But as the Memorial Day holiday weekend passes us by, how does the progress of your B2B online marketing initiatives look?…
What To Do When B2B Content Marketing Efforts Hit a Proverbial Wall
There are times when a content marketing initiative’s results seem to plateau. Ideas grow stale, motivation might wane, or it may seem like all of the opportunities have been covered. This may happen with every online marketing program, be it content development, SEO performance,...
30+ Ideas for Measuring Conversions on a B2B Website
When we begin a new online marketing program, the evaluation of the conversion actions on the website is one of the first places we turn our focus towards . Believe it or not, more than a few times, we have learned in our first kickoff meeting(s)...
How To Measure Performance Against Google’s Mobile Friendly Update
April 21, 2015: Last week my colleague Brendan Cottam detailed key aspects of Google’s Mobile Friendly Update, being released today. This update will potentially give a ranking boost to mobile-friendly pages in Google’s mobile search results. We’ve received questions about this update from clients and partners...
8 (Free) Google Resources B2B Marketers Need To Know
Late last year I wrote about important changes Google has launched for B2B marketers to be aware of (you can read that post here). Needless to say, Google continues to launch new functionality and change product offerings. In this blog post, I wanted to...
Announcing The 2015 B2B Web Usability Report
April 9, 2015: Google Analytics and other reporting tools can tell you a great deal about what buyers do once they get to your website – which pages they click, the flow from one page to another, conversions, etc. But B2B marketers also need to...
Survey Says: Your Blogging and Social Media Efforts Are “Not a Factor” in B2B...
March 31, 2015: We’re closing in on the launch of our second annual B2B Website Usability Report. Last year, we learned a lot about the objectives of the B2B buyer and how vendors may miss opportunities to connect and provide further value through their website presence. This...