How-To: Optimize Digital Programs
B2Beacon highlights things that change across phases of the buying journey. (We’re not a comprehensive practitioner’s guide to optimizing all digital programs.)
The Best Guides Out There
Here are the best guides (and other resources) that we’ve found for optimizing each online marketing activity. You may see different frameworks for the buyer journey – a funnel with 3 phases or a loop with 6 phases – but they’re loaded with great advice for planning, executing and optimizing at the digital marketing activity or channel level.
B2B Marketing and Leadership
- Salesforce ExactTarget State of Marketing 2014
- BMA & Forrester Research: B2B CMOs Must Evolve or Move On
- A Google Think Research Study: The Digital Evolution in B2B Marketing
- A Google Think Research Study: The Evolving Path of Today’s Tech B2B Customer
Content Marketing
- CMI’s 2013 B2B Content Marketing Benchmarks, Budgets and Trends [Research Report]
- CMI’s Content Marketing Playbook
- From CMI: The Essentials of a Documented Content Marketing Strategy, 36 Questions to Answer
- Marketo’s Content Marketing Success Kit
Data
- Webtrends’ From Insight to Action: Staying Relevant Through In-The-Moment Digital Intelligence
(sourced from Digital Analytics Association)
Organic Search
- Google’s SEO Starter Guide
- Google Basics – Breaks down how Google crawls web pages
- Webmaster Guidelines
- Creating Sitemaps
- Crawl Errors Report
- Google Authorship
- Linking your Google+ page
- Rich Snippets & Structured Data
- Tool to test if authorship is working properly
- Content Experiments
- Google’s Webmaster Central Blog
Marketing Automation
- Marketo’s Definitive Guide to Marketing Automation
- Marketo’s Secret Sauce: Smarter Marketing for Better Results
- Marketo’s Lead Scoring Success Kit
- Marketo’s Lead Nurturing Success Kit
- Marketo’s Lead Management Success Kit
Social Media
- Marketo’s Definitive Guide to Social Marketing
- From LinkedIn Sales Solutions: 7th Annual SBI Sales Research Report: Including dedicated social selling section
- Bizo’s Social Media Advertising for B2B
- Bizo’s The Five Step Roadmap to Generating Leads with Social Content
Paid Search
Display
- Bizo’s Dummies Guide to Display
- Bizo’s Dummies Guide to Building a Brand
- Bizo’s Beyond the “Click”: The B2B Marketer’s Guide to Display Advertising
- Bizo’s 6 Steps to Running a Killer B2B Display Ad Campaign
- From ExactTarget:The Audience Growth Survey SUBSCRIBERS, FANS, & FOLLOWERS — Report #22
- From ExactTarget: 50 Email Marketing Tips and Stats for 2014
- Marketo’s Definitive Guide to Engaging Email Marketing
Mobile
- Marketo’s B2B Mobile Email Marketing white paper
- Demand Metric’s Mobile Marketing Channel Selection Tool
Sales CRM
- Coming Soon
Website UX
- Coming Soon
Creative
- Coming Soon