Derek Edmond

Business to Individual (B2i): The New Imperative for B2B E-commerce Marketing?

B2B buying behavior, specifically research and evaluation, is shifting more towards online mechanisms. This behavior is being fueled not only through Internet connectivity speed or access but device usage as well. Mobile device adoption brings information to the B2B buyer anytime and in almost...

The Big List of (Not Provided) Search Recommendations for B2B Marketers

A discussion on Threadwatch Monday drew greater visibility to the fact that Google has begun encrypting all queries through the search engine, even for users who aren't signed in to Google. Danny Sullivan of Search Engine Land confirmed this shift with Google, as discussed...

8 SEO Recommendations for Maximizing B2B Case Studies & Collateral

A recent survey of US agency executives from RSW/US, as covered by eMarketer, revealed that client case studies and content marketing were the top two self-promotional tactics used to generate leads, as indicated by 62% of respondents. Case studies can be difficult to obtain. Speaking...

Understanding the Search Engine Results Page: One Screenshot at a Time

The analysis of search engine results is a critical component of the SEO professional's role. But good analysis requires a thorough understanding of the specific components of a search engine result listing. As Google technology continues to innovate, the depth of information found in...

For B2B Internet Marketers in the Industrial Sector: Bigger Opportunities But Greater Challenges Await

B2B industrial companies are increasing their online marketing budgets in 2013 and into next year, with an emphasis on search engine optimization and content creation. These findings represent a small sample of information for B2B marketers found in GlobalSpec's 2013 Industrial Marketing Trends report,...

How To Extend B2B Marketing With Better Social Media Measurement Tools

One of the key reasons B2B marketers remain skeptical with social media as a primary tactic in digital marketing is the inability to determine ROI. It's not that B2B marketers fail to understand the adoption rates of social media platforms and their influence...

5 Ways to Determine How Well Your B2B Brand Message Resonates Online

When building out a distinctive B2B brand message, one of the questions branding experts might ask is, "What are the current perceptions and attitudes about your brand?". We all have our own perceptions, but nothing compares better than how others perceive or associate your...

What B2B SEO Professionals Can Learn From Journalism & The Newsroom

Content fuels B2B SEO and social media initiatives. We need content for applying keyword strategy, differentiating brand communications, acquiring links, and improving social media visibility. But where do B2B marketers obtain great content? My colleague Jim Schakenbach and I have had a few conversations in...

How B2B Organizations Can Create More Effective “About” Pages

I recently caught a tweet from SEO Mike Arnesen highlighting an article on Medium about "The Future of About Us Pages". The article provides perspective into why the "About Page" (or section) should become a more central piece of an organization's story and brand....

15 Examples of B2B Google+ Pages & Why They Stand Out From The Rest

A recent study from Searchmetrics revealed that the growth rate of Google+ shares was approximately 18.5% per month, almost double that of Facebook (9.3%). Even though Facebook remains the primary social platform among users, the growing influence of Google+ cannot be understated. At the heart...

B2B Search Engine Marketing & Marketing Automation: An Interview with Marketo’s Jon Miller

Lead generation is at the top of almost every B2B marketer's responsibility list. Generate more leads, generate better leads, and improve the rate to which lead opportunities turn into closed wins for the sales teams. A marketing automation solution is one tool B2B marketers...

8 Questions B2B SEO’s Should Ask In Buyer Persona Development

A few weeks back I wrote a column for Search Engine Land on B2B buyer personas. In exploring the persona concept, it further supported my opinion that for SEO to truly be effective for the B2B organization, SEO needs to run hand-in-hand with traditional...

4 New Marketing Fundamentals Impacting the B2B SEO Professional

In Forrester Senior Analyst Anthony Mullen's new report, "Emerging Touchpoints Require A Marketing Mind Shift", he identifies four fundamentals marketers must realize, in order to succeed in today's technology and information-rich environment. His article in Advertising Age discusses these fundamentals, which are: Design is the...

5 Key Preparation Steps in B2B Link Building Outreach

If you have ever been in an environment where sales and customer communication comes at you at a rapid pace (think call center, inside sales, etc) than you understand how important product or solution expertise is. You also understand the luxury of preparation. Call...

Perspective on the B2B Demand Generation Benchmark Survey Report

Last October, KoMarketing Associates announced the launch of research consultancy Software Advice's B2B Demand Generation Benchmark Survey. Software Advice's Managing Editor Ashley Verrill shared some of the charts and information highlighting results of the survey. In a poll of 155 primarily C-level marketing experts, social...

How Link Building Management Will Change in 2013 & Beyond

We are experiencing a significant shift in the SEO landscape which started early last year and will continue to evolve. As search engines become more aggressive in dealing with links meant only to manipulate search engine rankings, SEO's reliant on short-sighted link building strategies...

Google Encrypted Search: Measuring the Impact One Year Later

Last week, KoMarketing Associates covered a study released by Optify, which revealed that organic search terms returning "not provided" keyword results have risen to 39 percent; this change represents a 171 percent growth since last year. The study covered traffic associated with 424 B2B...

Question B2B SEO Tactics That Don’t Involve Strategic Marketing

A client emailed me this weekend with a message about a potential guest blogger for their website. The blogger's proposal was written concisely, the objective clearly stated, and the message illustrated a basic understanding of the client's website initiatives. However, we turned the guest...

9 Key Points & Action Items from BtoB Magazine’s Social Media Report

As B2B marketers work on refining 2012 strategic marketing initiatives, social media has become a central focus. Advances in search engine algorithms bring social media in focus for link acquisition and as a potential signal of trust for engines. The emergence of a converged...

The Death of SEO? The Evolution of Search Engine Marketing

The Death of SEO. That is the title of the Forbes article forwarded to me this weekend proclaiming SEO will be dead in the near distant future. The sensationalism created by this title is repeated with almost every major Google update in the past...

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