As businesses compete for the hearts and minds of prospective customers, there are some basic tenets of successful campaigns that must be followed. Especially in a technology b2b world where there is so much noise around products and solutions and it is harder to differentiate, flawless execution combined with awesome creative concepts can be a recipe for success.

Here are six important elements that should be considered sacrosanct when thinking about executing a digital advertising campaign.

1. Spend Time on a Great Creative Concept

Every campaign needs reference points. This can come in the form of current brand recognition where prospects know who you, competing in a market where there is specific budget allocated for a specific solution, or great, memorable creative.

Recently we undertook a campaign with a fast growing software company with little brand recognition that competes in a poorly defined market. We spent a lot of time creating a concept that would be memorable and catch prospective customers off guard to drive interest and clicks.

2. Know Your Audience

Make sure you know your customers and where they hang out online. Audience targeting options, like geographic and behavioral targeting, enable you to target the campaign to the right audience. While everyone has an idea of specific sites they read and assume that their campaign should be there, combining specific sites with a programmatic approach ensures the right people see your great creative.

3. Define Clear Calls to Action

The call to action is critical as it tells your prospect what they are getting as part of this transaction. You need to offer something of value that they cannot get other places. Make it compelling and something valuable that can stand on its own. Make sure that the benefit of the offer is clear and the user understands what they will get.

4. Create an Optimized Landing Page or Series of Landing Pages

The landing page is critical because it provides necessary information that your user needs to convert. From a design standpoint, make sure there is consistency between your ad campaign and the landing page. And make sure the benefits to the user are clearly outlined in a very simple, consumable manner. There should be a clear call to action and a simple experience for the user to complete the transaction. Creating multiple landing pages for multiple offers as part of the same campaign is highly recommended to test and determine what is converting best.

5. Tracking and Optimization

Tracking the activity you get from your banner ads is a necessary part of your display advertising campaign strategy. Tracking metrics like impressions and clicks is important, but you also want to measure conversions in the form of registrations or submissions. Establish a lead management or scoring process for all your online advertising that can be operationalized and optimized, and make sure it is integrated into your demand gen and CRM systems.

6. Focus on Retargeting

We have all read the stats about the number of interactions that are required to drive a conversion. Use every opportunity to get your ads in front of your targets beyond the first impression. Leveraging re-targeting to have your ads follow your prospects as the search the web can be a very effective method for driving multiple touches.

When it comes to B2B digital advertising, there is no silver bullet. Great creative combined with a smart process can give you the best chance at success. Be willing to try new things while measuring effectiveness on an ongoing basis. You will find the right approach and your business will benefit from it long term.

In their drive to attract, engage, recruit and ultimately retain new members, Association marketers are facing added competition not just from other trade associations, increasingly they are being squeezed by for-profit commercial businesses that have ramped up their own efforts to attract this same audience. One of the primary services that associations offer to their members is information, in the form of content.

The majority of the critical information that members used to get solely from an industry association today can be easily found and obtained elsewhere—and typically free of charge with no annual membership fees. The American Heart Association for example – once had a near exclusive lock as the sole source of premium content for all things related to the heart. That role kept membership strong and growing. They now are now facing increasing competition for share of mind from hospitals, medical groups, for-profit businesses and manufacturers of prescription drugs for the treatment of cardiovascular disease. As more competing content sources compete for mindshare, the less valuable the association becomes as a leading resource for information – let alone a ‘paid’ resource.

Associations and nonprofits should look at this as not just a challenge in terms of member acquisition but also as a major threat to their member engagement and retention strategy. And what aggravates that is the fact that many lack the resources and strategy to run robust and ongoing integrated member acquisition and retention campaigns to keep existing and prospective members engaged.

The bottom line is, Associations can no longer rely on historical or traditional tactics to acquire and retain members – they need to get into the content game and start producing fresh, relevant content to drive traffic and engagement. This is not a simple task—it takes a disciplined approach that regularly creates and distributes new insights, ideas and information, packages them in a concise and compelling way that attracts attention, and communicates the value that the content delivers to its members. And    to be truly be effective, that content must also be search engine optimized to make it easy to find, and properly coded with relevant keywords in key areas of the site that Google is looking at, including page URLs, page titles, and content across the association’s website. When this is done properly, a dashboard can be set up to track, measure and optimize engagement and conversion of the content marketing program.

With organizations of all sizes jumping into the content game – it is absolutely critical that you begin a smart content marketing strategy to re-capture and retain the membership base and reclaim your stake as the dominant voice of your industry.

It’s October. That means CyberSecurity Month. Unfortunately, the breaches are getting more severe, with global companies dominating the headlines. So what should companies do for CyberSecurity month?

I am not a cybersecurity technical expert, but my company does have a lot of experience working with cybersecurity software and services organizations to help them drive brand awareness and visibility. I am not here to educate on the right technical architecture or newest solution that should be employed, but instead list several ideas that marketers of cybersecurity companies can do to differentiate in a very crowded market.

1. Don’t Rely on Just Words to Differentiate. Visual storytelling to create an attitude can help a company stand out from the crowd. Our team had the opportunity to work with Sourcefire twice to rebrand the company. The second time we created a series of animated brand elements to represent their key areas of focus and differentiators that you can see on their website today at www.sourcefire.com. Things turned out pretty well for Sourcefire, as they were acquired by Cisco in October 2013 for close to $3b.
2. Attack Vertical Markets Aggressively. We recently completed an exciting project with FireEye, one of the most successful cybersecurity companies of 2014, to create vertical focused videos that target specific cyber challenges found across key verticals. The videos, built in a 3-D world, focus on the concept of “We Don’t Blink” and visually tell the story about how the company is re-imagining security.
3. Take the Message to Your Customers. There is a growing challenge, especially across the public sector market, where potential customers are not going to events and therefore cannot learn about the solutions that vendors are bringing to market. For Intel and McAfee we designed a virtual Federal agency environment called www.futureagency.com, so that prospective customers and partners could learn directly from their thought leaders in an engaging digital environment.
4. Take on Your Competition, and Have Fun Doing It. While this example is not cybersecurity related, many cybersecurity marketers face a similar challenge as Citrix did when they hired us a few years ago to take on their largest competitor. Their solution was better, but they were getting out marketed. So we launched the Rumble In the IT Jungle, a channel driven campaign to demonstrate their product superiority in a bold way – check out http://www.rumbleintheitjungle.com/game/boxing.html

When you are competing in a crowded market, it is not enough to say that your product or service can “out feature” the competition. You need to get creative. You need to get bold. And you need to get moving fast, as the company just down the street is already thinking of their next move.

The lunch options surrounding our offices are, shall we say, limited. Perhaps this is one reason the line for Sweetgreen during peak lunch hours can run a solid twenty-minute wait. Diners, myself included, wait until we are ready to eat lunch to get the salad, hence the long line. Now what prevents me, or anyone else for that matter, from running out to get my salad at 11am, when the place is completely empty?

It’s a salad after all. I can stick it in the fridge and eat it whenever I want. One could ask the same question about how we purchase clothes at stores (which old-timers like myself still do). Around this time of year when stores are pushing summer clothes, the sale racks are filled with heavily discounted fall and winter wear – probably the same winter clothes you paid double or triple for just a few months ago. But no matter how enticing the sale, we often bypass the out-of-season sale items in favor of what we will wear in the here and now.

Both of these examples came to mind as I started thinking about how businesses market their products and services to – whether its b2b, b2g or b2c. You not only have to hit prospective new customers you want to convert and existing customers you want to upsell with the right message, but it has to be the right message at the right time. The right time, as is the case with winter clothes on sale as summer begins, often comes down to when prospects and customers are in the frame of mind to be thinking about your product or service. Catch them too early and they will get distracted and move on; catch them too late and, well, that’s self-explanatory I suppose.

This challenge becomes more difficult for marketers trying to blanket a large number of customers and prospects. The ability to personalize the message and the timing is why more marketers are increasingly intrigued by Account-based marketing (ABM). With ABM you concentrate efforts on a very defined set of target accounts within a market, and then utilize campaigns personalized down to the single account level.

Marketing automation leaders are also looking at ABM to round out their services portfolio. Recently inbound marketing and sales leader HubSpot invested in ABM startup Terminus as part of a $10.3 million Series B round. In its blog explaining motivation for the investment, HubSpot talks about the fact that while inbound marketing is valuable for targeting an individual throughout the purchase process and beyond, ABM is useful when there is a need to build a relationship with multiple stakeholders at once. When done right HubSpot notes, ABM is about “precision and personalization not brute force.”

If you are a CMO thinking holistically about marketing to b2b, b2c and b2g customers, Account- based marketing has earned some mindshare. Altera Group research finds that 97% of marketers surveyed said that ABM has a somewhat higher or much higher ROI than other marketing initiatives. And in its 2016 State of ABM study, market research firm SiriusDecisions found 70% of B2B companies are beginning to build ABM programs, while 87% of participants said ABM is extremely or very important to their marketing efforts.

Marketo recently highlighted five key benefits of ABM, and I think they’ve hit the nail on the head:

1. Clear ROI – Effective ABM drives clear business results. In fact, compared to other marketing initiatives, the 2014 ITSMA Account-Based Marketing Survey found that “ABM delivers the highest Return on Investment of any B2B marketing strategy or tactic.”
2. Reduced Resource Waste – Because ABM is so targeted, it allows marketers to focus their resources efficiently and run marketing programs that are specifically optimized for target accounts.
3. It’s Personal and Optimized – ABM entails personalizing your messaging and communications to specific accounts so that your campaigns resonate with these target audiences. Targeted customers are more likely to engage with content that is geared specifically to them, and is relevant to their business and stage in the buyer journey.
4. Tracking Goals & Measurement is Clear – When you’re analyzing the effectiveness of campaigns, whether email, ads, web, or events, it’s easier to draw clear conclusions, because you look at a smaller set of target accounts instead of a vast set of metrics.
5. Sales Alignment is Easier – ABM is perhaps one of the most efficient ways to align sales and marketing. This is primarily due to the fact that the marketer running an ABM program operates with a mindset very similar to sales—thinking in terms of accounts and how to target them, bring them to the table, and generate revenue from them.

Account-based marketing can help you reach the right prospect and customer with the right message at the right time. It’s 10am, so I’d love to tell you that I’m off to go buy my salad while no one is in line but…

Have a marketing or communications challenge?  Contact us.  We can help!

Google has done it again, quietly making a significant change to the way its algorithms process Google AdWords that could be significant challenge for digital marketing if not understood and managed.  At Bluetext, we closely monitor all of updates to how the Google’s search engines returns query results, and we have posted a number of blogs to let our clients know about these changes and how to address them.

This time, it’s a little different because this change, which Google announced on March 17, addresses AdWords, the tool companies use to implement their keyword purchasing strategies, rather than a revision of its organic search functionality. With this change, marketers may need to adjust their spending programs for purchasing the keywords that drive traffic to their sites.

In the past with AdWords, marketers would select a set of short-tail search terms that would be part of their search advertising mix. For example, a hotel chain might include simple key phrases like “best hotels in Nashville,” mirroring the way customers search for a list of places to stay. Up until the latest change, that exact phrase would drive the Adwords results. But Google has decided that people don’t always type their searches as that exact phrase, dropping the “in” by mistake or even misspelling it as “on.” As a result, Google has decided to expand its close variant matching capabilities to include additional rewording and reordering for exact match keywords.

What does that mean? In layman’s terms, Google will now view what it calls “function words” – that is, prepositions (in, to), conjunctions (for, but), articles (a, the) and similar “connectors” as terms that do not actually impact the “intent” behind the query. Instead, it will ignore these function words in Adwords exact match campaigns so that that the intent of the query will be more important that the precise use of these words.

Sounds like a good move, because if you search for “best hotels in Nashville” or “Nashville best hotels,” the result will be the same in AdWords.

But what if the search is for “flights to Nashville,” which isn’t the same as “flights from Nashville”? Ignoring the function words “to” or “from” would change the purpose of the query. Google says not to worry, its algorithm will recognize the difference and not ignore those words since they do impact the intent.

Hopefully, Google will make good on that promise. But advertisers who have been briefed on this revision aren’t too certain. Their carefully constructed AdWords investments might take a hit if the function words are not managed precisely to meet this new approach.

We like the old adage of “Trust but verify.” While we take Google at its word, we know there are always growing pains with these types of revisions. For our clients, we are recommending that they carefully review the terms they are including in their AdWords mix. Our advice: Be as precise as you can and factor in how these functions words might be perceived before pulling the trigger. Losing traffic to your site because of placement of a simple word should be a real concern.

Want to think more about your adWords, search and SEO strategies. Bluetext can help.

It is not hard to quickly discover, when sitting down with a client or prospect, when they feel that they are not executing efficiently. A few simple questions and they get that look indicating that they know they need help. This blog post is not another list to make you feel badly about your marketing efforts. This is a list of 10 signs that you are doing marketing right. This is by no means an exhaustive list, and is in no particular order, but hopefully when scanning you can mentally check off a handful of these to show you are taking your marketing efforts in the right direction.

1. You have an editorial calendar to align marketing efforts for thought leadership, product launches, news, events, and other corporate activities. An editorial calendar helps deliver a consistent message across all channels.
2. You are part of the right conversations. Conversations about companies, products, services, technologies, etc. are happening everywhere. It is important to be part of these.
3. Social media is integral to your marketing operations.
4. When a prospect visits you at an event, they get the same brand look/feel/attitude from your booth as when they visit your website or scan your social properties.
5. Your website is responsive, and you are starting to think of the mobile user experience first. The trend is your friend here – several recent studies show that more than half of web traffic is now coming from mobile.
6. You “own” your website, and
   don’t need to rely on IT or an outside vendor for consistent updates.
7. You are leveraging Google Analytics to ensure website content is most effectively displayed to deliver a solid experience for a variety of target personas.
8. You lead your business or marketing reviews with actual statistics on your results pulled from various tracking systems.
9. You listen to your customers. They know what they want and can be a fickle bunch across any industry.
10. Your brand tells a story. From the logo to the look to way your employees talk about you company, everything is aligned and powerful.

This list may be missing many tell-tale indictors, but it’s a good place to start. Please feel free to throw out other ideas, and we will add to this on a regular basis as markets and marketing efforts continue to diversify.