How do you know who isn't converting and how can you make the most of the data to bring them back to your site?

Have you ever looked at your website analytics in real-time and watched as people entered the site? To your excitement, some of them filled out a form and converted into a lead. I have, and it’s awesome seeing the 5-6% of people that make it through your website funnel pop out the other end. 

But what about the 94-95% of people who don’t convert? Most likely you’ve got a remarketing campaign setup, which is bringing some of them back. But is there anything else you can do?

[si_guide_block id="59581" title="Download our Quick Win – Inbound marketing Quick Wins template" description="Completing a website audit with the aim of improving results from your inbound marketing isn't easy if you're starting with a 'blank piece of paper'…

Chart of the Day: A review of the content types that engage B2B audiences

How to best engage audiences is a challenge in all sectors, but particularly in B2B marketing where there are so many potential formats that can be selected as suggested by our content marketing matrix. This new research considers the 5 most popular content types only, but is interesting since it goes beyond reviewing the content that supports B2B buying decisions, but also considers general content consumption by professionals: This chart shows that if you want to engage your audiences, publishing other types of industry content could be popular. Covering industry trends is significantly more popular with content around to approach business challenges less popular, but still worthwhile. This shows the value in creating an digital value proposition as part of your content marketing strategy. As the visual shows you should…

Find out the most effective steps that will help you grow your company and generate leads

With software development setting records every year, it is easy to see why SaaS presents a lucrative opportunity for entrepreneurs. But like in every other business, you need to have a sound plan if you want to grow. Luckily, new technologies allow for the creation of new software and enable companies in this niche to grow more rapidly. So, what are the marketing strategies that can help your SaaS business get the most out of its lead generation efforts? Take a look at our tips below. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/]

Content marketing

Everybody knows that content is the king. If that is so, why wouldn’t you use his majesty to attract more visitors to your website? The thing with content…

The #MarketingMinds series share real-world stories from marketers showing how digital marketing has helped them develop their careers or businesses.

Marketing Mind:

Hanna Cevik

I'm Hanna, I've been a Marketing Manager for 10 years, working in the third sector, the arts and now technology. I am a generalist, which I think is increasingly rare, but I enjoy being part of the strategy as well as the tactics of marketing in the B2B space, so I tend to join organisations as they are growing large enough to start separating roles like marketing out for the first time. That means I'm most often a one-woman team - with support from all over the business. Reason is just that; five years old, growing, with a great client roster and a really smart team of designers, strategists and engineers. I've worked with Reason…

“Buyers are becoming more discerning and selective in the content they decide to consume”

As B2B purchases become more complex, it’s important to take a look at some of the latest B2B buyer trends in the market. Buyers are becoming more selective in terms of the content they consume, to make their buying decision. While B2B buyers continue to rely on trustworthy and credible sources, expert opinions and their peers to inform and educate themselves, their content preferences keep fluctuating over time, with various new content formats being introduced into the market. According to Demand Gen Report’s annual survey on content preferences, B2B buyers are “becoming more discerning and selective in the content they decide to consume”. Majority of the respondents (88%) said that content producers need to focus less on content around product specifics and more on…

Chart of the day: Original research drives traffic but marketers aren't promoting it to its full potential.

Original research produced by b2B marketers drives traffic and social shares - but are marketers making the most of their excellent research? The short answer, according to research by Buzzsumo and Mantis Research is pretty much a "no". The research found the main benefits of producing original research (research reports which involve conducting a survey of real people e.g. marketers) drives traffic and social shares, success! Website traffic, social shares, PR and influencer mentions, as well as leads were reported by half or more respondents. This proves the value of conducting original research and shows why it's so popular as a content marketing methods. When asked how marketers then promoted the research, this is what they found: Most marketers promote…

Chart of the Day: Research showing the popularity of different types of content assets are used during B2B vendor service selection

Our poll featured in our digital marketing trends 2018 post showed the ongoing popularity of content marketing as a technique with marketers. This research, looks at content popularity from a different angle, the popularity of different forms of content assets during the buying process. This visual is 'numbers' heavy, but the orange shading helps show the most popular types of content.

Which content formats are most popular?

Considering which content types are most popular, we can see that most types of content are useful to someone! This suggests the importance of using content mapping as a technique to align the right types of content with the right persona and stage of the buying process as covered in the templates and examples in our persona guide…

Chart of the day: Time is the biggest challenge when it comes to content marketing

Marketers have revealed time and quality are their biggest content marketing challenges according to research by Clearvoice. Time, content quality and creating content were the top three challenges, which suggest a perception of the number of resource marketers feel content needs. And right they are! Quality and effective content takes time, needs to be good quality and needs the appropriate resource to put aside this time and make sure it's great quality. Marketers recognise that it's quality over quantity and understand quality is the most important aspect. Production is also a big challenge for marketers, the resource involved in making it happen and getting it live and as someone who works full time in the production of content, it certainly is harder than you may think. …

Have you tried using webinars yet? What tools are you using to host and promote your webinars?

Do you want to learn more about what it takes to plan and promote an effective webinar? Smart Insights have kindly asked me to put together a Quick Win for their website – and it’s all about webinars, from how to set goals for webinars to finding ideas and topics and to promoting your webinar. If you’re interested in learning more about how webinars can help you improve results for your business, make sure you check it out!

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It covers literally every aspect of planning and promoting webinars so that once you’ve…

Chart of the Day: How much budget is being allocated to ABM?

This week, I thought I'd take a look at the popularity of ABM since we have been getting a lot of interest in our recent series of articles on how to implement ABM by Daley Robinson. Most studies on the adoption of ABM relate to larger B2B companies who are the early adopters of ABM which they have historically used as an approach to target their larger clients. This is the case with this research from Sirius Decisions which considers the percent of budget spent on ABM. You can see that in the two previous years, more budget is being allocated to ABM with over one-third of business categorising their spend on ABM in 2017 as either 11-30% of 32-50% of budget. Nearly a fifth are spending more 50% of their budget…