B2B Marketing Blog

John Doe

Architect & Engineer

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B2B Marketing News Simply Put - June 2022 (1)

Welcome to the June 2022 edition of B2B Marketing Industry News Simply Put!

If you are a B2B marketing professional, trying to keep up with content marketing, SEO, and social media, and also short on time, then you’re in good company.

Join me as I go through some of the most important recent insights and topics!

New Study Looks at the Most Effective LinkedIn Post Types in 2022

A recent study done by SocialInsider and CloudCampaign portrays some of the best-performing formats on LinkedIn.

The study reaffirms there increased chances of reach using:

  • Native content – such as PDFs uploaded directly to the platform (vs links that take people out of the platform).
  • Video content – uploading videos generate the highest engagement per impression rate for small to mid-sized accounts.

Not groundbreaking but a good refreshment. You can read the full research here.

Google May 2022 Core Update Is Now Complete

Google’s most recent core algorithm update began rolling out on May 25 and has officially completed on June 9.

These events are almost never easy to decipher. Some folks talked about the update targeting websites with AI-generated content. However, this was not confirmed by Google or any of its official liaisons.

As a general rule, in order to increase organic presence focus on overall content quality and its added value. That trumps all algorithms and technicalities.

LinkedIn Adds New Event Engagement Options, Simplified ‘Repost’ Process

LinkedIn’s attempt to increase user interaction comes as no surprise given its record levels of user activity.

With more than 24,000 events being added to the app each week, LinkedIn is now preparing to roll out new comment engagement features for LinkedIn Events. These new options aim to increase the likelihood of users participating in discussions while also promoting your event.

Additionally, LinkedIn is making it simpler to share changes on LinkedIn by adding a new, streamlined “Repost” option to the “Share” menu.

Reposting on LinkedIn will soon be available with the first release already in progress.

TrustRadius’ new B2B report – The age of the self-serve buyer is here

The yearly study report from TrustRadius, The B2B Buying Disconnect, examines trends in business technology purchases from a YoY standpoint.

TrustRadius was able to identify 5 major trends in technology acquisition. Data from 2185 surveyees shows that Gen Z and Millennials are leading the way, but these significant trends apply to all demographics.

Pore over some of the key takeaways from the analysis:

  1. Virtually 100% of the buyers wish to self-serve part or all of their buying decisions – up from 13% in 2021. Tech buyers are mostly in transparent pricings, demos or free trials, and customer reviews.
  2. 40% of the surveyees said that “having to contact sales for a demo or free trial” makes a vendor less purchasable.
  3. Buyers named cold-calling as the number one reason to avoid buying software solutions.
  4. 41 percent of those in the Gen Z and Millennial demographic said that their first step in buying was checking review sites.

Read more about TrustRadius’ report here!

#B2BMX: NLA Recap: As ABM Strategies Advance, Alignment & Personalization Enter The Spotlight

#B2BMX: NLA offered hundreds of skill-level-specific workshops (beginning, intermediate, expert, and advanced) to let marketers of various ABM experience levels feel empowered.

Here is a recap of the key insights that participants received:

  1. 72 percent of B2B enterprises with seven or more sales channels grew faster than their competitors. This goes to enforce the need for holistic marketing, from offline to online, social media, podcasts – you name it.
  2. 80% of respondents said that performance guarantees are essential. These could be conversions, increase in organic traffic, free trials, demo requests, etc.
  3. Companies able to provide personalized outreach and one-to-one customization were 1.75 times more likely to have increased their market share.

For more insights from B2BMX: NLA check out the event now on-demand!

Twitter to Expand Into Long-Form Content

Twitter recently confirmed that they are preparing to roll out a new feature called Twitter Notes. This will allow users to publish article-length media-rich content.

This is huge news for B2Bs as they can now leverage the platform more efficiently. We’re all familiar with marketers creating numbered Twitter threads to connect a series of tweets together or sharing screenshots of long-form content with their audience.

Twitter is expected to launch Twitter Notes in the next few weeks unless Twitter’s internal turbulences prevent this.

Here’s the official confirmation announced by Twitter on June 22.

Wrapping up

These were some of the biggest news updates of the B2B marketing industry in June 2022. Feel free to send us your questions or give a shoutout to folks we’ve missed!

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John Doe

Architect & Engineer

We love that guy

B2B Marketing News Simply Put - May 2022

Welcome to the May 2022 edition of B2B Marketing industry News Simply Put!

We are launching this new series of TLDRs keeping the mind the sheer amount of online content published. Each day. Non-stop!

If you are a  B2B  marketing professional, trying to keep up with content marketing, SEO, and social media, and also short on time, then you’re in good company.

Join me as I go through some of the most important recent insights and topics!

Google May 2022 Broad Core Update Is Live

Google announced on May 25 the release of a new core upgrade, dubbed the “May 2022 core update.” It will take roughly one to two weeks to completely implement.

There are several indications that this May 2022 core upgrade is off to a solid start. As usual, a number of tracking programs (such as SEMrush) detected significant fluctuation in the Google search results.

Check your Google Analytics and Google SearchConsole to see if there are big fluctuations on your core pages. It’s a good practice to also review what’s happening within your niche or industry, try reverse-engineering some of your findings. Apart from these, there’s only so much you can do.

If you were impacted by this update, check out the Google core update advice story. They share a general overview of best practices you can implement before and after a core update. Nothing new under the sun.

What Type of InMail Gets Best Results

The purpose of a LinkedIn research of InMail, the website’s premium messaging tool, is to determine which sorts of messages are most effective.

Between May 2021 and April 2022, the research studied tens of millions of InMails sent by business recruiters throughout the world.

The InMails most likely to generate a response within 30 days were shorter, tailored messages delivered on Mondays to “Recommended Matches” or “Open to Work” individuals.

How to Use LinkedIn to Highlight Your Brand Culture

LinkedIn has previously released a guide to effective employer branding strategies, and now it is sharing a new overview of how one company, NerdWallet, has utilized its platform to help magnify its brand values and connect with more compatible applicants.

Although there aren’t a ton of particular data insights presented here, this basic overview may be helpful in getting you thinking about how you might utilize LinkedIn and other social platforms whole reinforce your brand’s ethos and highlight your culture.

Here is the full NerdWallet case study report from LinkedIn.

B2B Buyers Consuming More Marketing Content Before Making Purchases

DemandGen has just released a report titled “2022 Content Preferences Survey Report.” According to the findings in this report, the majority of B2B buyers (42%) consume between three and five pieces of content marketing before connecting with a salesperson.

With 19% of respondents indicated they eat between five and seven pieces of material, while 11 percent said they consume more than seven pieces.

In general, the majority of B2B buyers (67%) report that they have participated in webinars over the course of the previous year, whereas just 56% admit that they have read ebooks.

It is estimated that almost 55% of buyers have admitted to reading research or survey reports, and the majority of buyers (43%) feel that this type of material format has proven to be the most beneficial when it comes to researching B2B transactions.

Wrapping up

These were some of the biggest news updates of the B2B marketing industry in May 2022. Feel free to drop a message and give a shoutout to folks we’ve missed!

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John Doe

Architect & Engineer

We love that guy


30+ Credible Sources Google uses for Knowledge Panels

Quick recap: you now know what are Knowledge Graph and Knowledge Panel and you’re more confident in your chances of receiving the latter without a Wikipedia page.

By now you should’ve settled for an entity home, uploaded your new description, and started working towards spreading it on 3rd party websites. Websites that Google perceives as credible sources of information.

As mentioned in the previous articles, you should aim for a list of 30+ corroborated sources. Ranging from well-known social media sites to industry or niche websites.

Personal or business, keep in mind that everything that’s on your entity’s home should match the information presented on those websites: name, founding, or birth date, location, no. of employees, etc.

Here is a list of potentially credible sources that Google uses for personal, business, and podcast Knowledge Panel:

Source Category
https://twitter.com/ Personal, Business, Podcast
https://www.softwareadvice.com/ Business
https://www.facebook.com/ Personal, Business, Podcast
https://www.crunchbase.com/ Personal, Business, Podcast
https://www.instagram.com/ Personal, Business, Podcast
https://www.pinterest.com/ Personal, Business
https://www.listennotes.com/ Podcast
https://open.spotify.com/ Podcast
https://www.trustpilot.com/ Business
https://www.audible.com/ep/podcasts Podcast
https://www.imdb.com/ Podcast
https://www.wikidata.org/ Personal, Business, Podcast
https://www.glassdoor.com/ Business
https://techcrunch.com/ Personal, Business, Podcast
https://pitchbook.com/ Business
https://soundcloud.com/ Podcast
https://bestcompany.com/ Business
https://www.sitejabber.com/ Business, Podcast
https://www.startupranking.com/ Business
https://www.linkedin.com/company/ Personal, Business, Podcast
https://craft.co/ Business
https://www.bloomberg.com/ Personal, Business, Podcast
https://www.konaequity.com/ Business
https://www.saashub.com/ Business
https://alternativeto.net/ Business
https://golden.com/ Personal, Business, Podcast
https://www.trustpliot.net/ Business
https://www.owler.com/ Business
https://www.zoominfo.com/ Business
https://rocketreach.co/ Personal, Business, Podcast
https://www.reuters.com/ Personal, Business, Podcast
https://www.youtube.com/c/ Personal, Business, Podcast
https://www.comparably.com/ Business
https://angel.co/company/ Personal, Business, Podcast
https://index.co/company/ Personal, Business, Podcast
https://www.manta.com/ Business
https://www.brownbook.net/ Business
https://e27.co/startups/ Business
https://alternative.me/ Business

Remember that your main strategy is to educate Google about your entity: who, what, why, how. Once Google is confident about this information, it can then create a Knowledge Graph entry and eventually present your entity using a Knowledge Panel.

Once you have created your set of 30+ corroborations, it can range from anywhere between weeks or several months before receiving a Knowledge Panel. Best of luck!

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John Doe

Architect & Engineer

We love that guy

Googles Knowledge Panel 101 How To Get One Without Wikipedia (1)


In the previous article, you’ve learned what a Knowledge Panel is, where it comes from, how it works, and a couple of hands-on tips aimed at obtaining one for yourself personally or for your brand.

Today, I’ll go even deeper into the subject so that you can take action and work step-by-step in order to become a known entity for Google’s Knowledge Graph and receive your very own Knowledge Panel.

Knowledge Graph and Knowledge Panels are not your usual marketing tactics, don’t worry if you are not well versed in the topic. Take action now and be ahead of the game (these things tend to become common knowledge in the blink of an eye).

Step 1: Create a clear description of your entity

This is as simple as it sounds. Only it isn’t. Sorry!

If you want Google to be confident in sharing information about you or your brand in the form of a Knowledge Panel, you need to consistently deliver the same set of essential information to it.

Fundamental things such as who you are, what type of business you do, who your audience is, or since when are you doing whatever it is that you’re doing.

It might sound easy, but buckle up for the ride. People usually have this tendency to describe things poetically, use ambiguous phrasing – especially adjectives. Unfortunately, that’s a big no-no from Google’s machine. It requires factual information, expressed in a clear and concise manner.

Source: Giphy

Pro tip: prepare both a short and extended description. You’ll find out why later in this article.

Take your time, and read your text out loud – dumb it down as much as possible. Jason Barnard, the Brand Serp guy and Knowledge Panel connaisseur, puts it this way: imagine you are explaining something to a baby. You must be able to describe it as clearly as possible, don’t bore, and be consistent. Otherwise, trust issues might appear.

If possible, avoid inserting information that’s dwelling on the past or at least do not emphasize it too much, it’s ok to briefly mention important bits of information.

Step 2: Settle your entity’s home

Once you’ve written your description, it’s time to move to the next step: your entity’s home!

Your entity’s home is the main hub of information entrusted to that entity. It must be a page that you control 100% and it’s under your propriety. I’m talking about a homepage or a dedicated about me/us page.

Although possible, it’s not recommended to use a social profile such as LinkedIn, Facebook, Instagram, etc. Why? Well, those companies may very well decide one day to remove or edit your page in a way that doesn’t do you justice.

Having full control of your entity’s home is a smart choice for the long run.


Now that you’ve decided what page is the entity home, it’s time to bring the set of information from Step 1 into action. I recommend adding the description in the upper part of your entity’s home webpage so that it’s perceived as the most important part of the page both for Google and your readers.

Machines read text from top to bottom – most important to least important, so the order is crucial.

Step 3: Deliver a consistent message about your entity around the web

Drafting a clear description (Step 1) and publishing it on an entity home (Step 2) is only part of the game here.

Moving on to Step 3, you need to spread the entity’s description and its home across the web. How do you do that?

You need to create a list of 3rd party websites and profiles of your entity. Ranging from social media platforms, trusted knowledge bases to business listings, here is a list of potential platforms: Facebook, LinkedIn, Instagram, Pinterest, Twitter, YouTube, Crunchbase, WikiData, BestCompany, Glassdoor, Craft.co, ProductHunt, Owler, TrustPilot. This is not an exhaustive list, for more examples check this page.

Next, after you’ve built your list, you need to add the exact same set of information that’s published on your entity home to all those platforms in the about me/company section. This will corroborate your entity home to this 3rd party website and consolidate how Google and users perceive your entity.

Remember that pro tip for Step 1? I hope you took it because it’s a major time-saver when it comes to platforms that only allow a limited number of characters for your description field.

The end goal here is to reach a list of a minimum of 30 corroborations.

Step 4: Schema code and why it matters for a Knowledge Panel

By now, you should have a clear description of your entity, a home for it, and a list of a minimum of 30 corroborations that consolidate those efforts.

This is where it gets technical for a minute. Because Google’s understanding of your efforts is crucial, you need to make sure you clearly deliver all this information in a language easy for it to digest: Schema Markup, also known as structured data.

You have to format the essential set of information in Schema Markup and implement it within the code of your entity’s home. Similar to FAQ, Reviews or How-to Schema.

Screenshot of a Schema Markup using Detailed Chrome extension.

This step can easily be accomplished by a developer or by using free tools from Kalicube for personal entities or business entities.

Step 5: It’s a wrap – now what?

You did it. Not only that you now have a more factual and clear description of you or your business, but Google and the entire web are aware of it as well.


What’s left to do now is a periodical check-up to see when your entity will receive a Knowledge Panel thanks to its entry within Google’s Knowledge Graph. A weekly search for your brand name should do it.

Hubspot is a great example of what we’re aiming for in the long run:


If you are a totally unknown entity to Google, it could take several months. If you are already mentioned around the web, it could be several weeks or days. Either way, the hard part towards earning a Knowledge Panel is now completed.

Feel free to drop a comment below or reach out to us via email if you have any questions.

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John Doe

Architect & Engineer

We love that guy

Googles Knowledge Panel 101- Whats it all about in 2022


This article is part of a limited series that will cover more actionable steps that you can take in order to enter Google’s Knowledge Graph and thus obtain a Knowledge Panel.

Knowledge Panel is a product developed by Google that’s usually presented as an information box. It will appear once an entity (people, places, organizations, things) has entered Google’s Knowledge Graph thanks to information extracted from a series of trustable online sources such as Wikipedia, and many more. You’ve probably seen a ton of them already.

Don’t panic.

I’ll explain everything in the following lines.

What is the purpose of a Knowledge Panel, and how does it work?

For starters, on a Google search engine results page (SERP) for desktop, it’s on the right side.

Let’s take a look at Bold’s very own General Manager, Noa Eshed’s, search engine result page. On the right side, we can see her Knowledge Panel consisting of a quick snapshot with information about her professional life.

What this means is that Google has relevant information about her from trustable sources such as Crunchbase, Twitter, Facebook. There are other sources that Google probably used but has chosen not to show on her Knowledge Panel.

Therefore, we can safely assume that “Noa Eshed” is a clear entity in Google’s Knowledge Graph, its knowledge base. Google uses this database in order to enhance search results and to deliver a quicker answer to a user query.

A short recap: an entity (people, places, organizations, things) must be part of Google’s Knowledge Graph so that Google can create a Knowledge Panel based on information extracted from a series of trustable online sources.

Why should I care about having a Knowledge Panel?

In today’s battle for market share, everyone fights for attention and wants to be perceived as an authority in their field.

Working towards achieving or improving a Knowledge Panel will increase your brand’s expertise, recognition, trustworthiness, and authority. Thus it’s an incredibly powerful tool if you want to stand out from the crowd and deliver the message you want to your audience, on a global scale.

Also, entering Google’s Knowledge Graph and eventually receiving a Knowledge Panel translates into Google knowing who you are, what you do, who your audience is, and much more.

A Knowledge Panel can assist consumers to find your website by helping to distinguish your brand in search results (and away from competing for search results or other ads showing for your brand terms).

Is Google My Business a Knowledge Panel?

Short answer: no, it’s not a Knowledge Panel. Although it’s on the right side like the Knowledge Panel, it’s a totally different story.

A core feature of the Knowledge Panel is that the information behind it comes from sources independent from the entity itself. When Google has fully understood a fact, is extremely confident in that information, and believes it will be valuable to the user in the context of the search they conducted, it will display a Knowledge Panel instead of a standard result.

For Google My Business, all the content comes directly from the company so it can’t be presented as factual. However, a Google MyBusiness profile will help more from a business point of view. A Knowledge Panel means you are an established authority in your field.

Think of huge players such as Nike, Hubspot, McCann, etc. They don’t need a GMB, people already know 100% what they are about. Nevertheless, smaller, newer, or simply put not-so-established businesses will greatly benefit from a GMB instead of a Knowledge Panel.

All in all, it’s complicated, and it seems like Google wants to keep it that way.

What’s so useful about having a GMB is that your users can interact with your business using important features such as Directions, Save, Call, and can even convert better if your Google Reviews are in check.

So, having a Google MyBusiness profile is sometimes a better outcome. It all comes down to the type of business you own.

On rare occasions, we come across hybrid discoveries that blend the two. Google is working on integrating them, but it won’t be ready until 2023 or later.

What information can I find in a Knowledge Panel?

From a personal Knowledge Panel to one for a business, there is a wide range of information available. You can have a short description, name, born or founding date, founders, HQ, subsidiaries, salaries, social profiles, and the official website.

The set of information and the amount Google displays relies solely on the entity type and how much Google has learned about it.

However, Google is constantly running tests and implementing new features, so really the sky is the limit. As long as the information comes from high-authority websites, you never know what Google might choose to present as facts about your brand.

What are some of the sources Google uses for Knowledge Panels?

One of the most common sources of information is, you’ve guessed it, Wikipedia. A study shows that more than 50% of citations in Knowledge Panels for corporations in the U.S. are attributed to Wikipedia. It makes total sense since Google is interested in providing factual information about a specific entity.

If a Wikipedia profile is not an option, you can research WikiData. It’s similar to Wikipedia, but with a slightly permissive moderation policy.

Other low-hanging fruits are social media and business directory profiles such as LinkedIn, Facebook, Crunchbase, Twitter, Instagram, Pinterest, etc.

Besides Wikipedia, capable of sending powerful signals to Google are high-authority websites – general or niched. You can never go wrong with a dedicated piece of content published on TechCrunch, Forbes, CNN, or Bloomberg about your brand.

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John Doe

Architect & Engineer

We love that guy

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Virtual or in-person, we are optimistic about what 2022 holds for us in terms of conferences throughout the world. Brands such as Digiday+, Admonsters, AvertisingWeek are already facilitating registration to some of their events – so without further ado, here is the full list of the most important 2022 events designed for digital publishers:









Digiday CMO Summit

Attend the Media CMO Summit, where Digiday will bring together a select group of marketing executives from media, advertising, and retail to explore the behavioral trends they’re relying on to identify possibilities. CMOs January 25-26, 2022 Virtual Buy Tickets Sponsorships

Digiday Publishing Summit

Attend the Digiday Publishing Summit to see how media organizations are developing and adjusting their business models as we navigate this Covid era. As a result of this event, you will have a deeper knowledge of how other media organizations are working to create a more sustainable future. Global Publishing Execs March 28 – 30, 2022 Vail, CO, USA Buy Tickets Sponsorships

Digiday Media Buying

While business and revenue may be returning to normal, how are agencies guaranteeing the strength and authenticity of their DE&I initiatives? How are they assisting their teams as they transition to hybrid workforces? How does the metaverse factor into all of this? Attend us at Digiday’s Media Buying Summit as experts examine the challenges and triumphs associated with addressing these critical issues. Agency & Brand Leaders March 7-9, 2022 New Orleans, LA, USA Buy Tickets Sponsorships
​​Digiday Programmatic Marketing Summit Join the Digiday Programmatic Marketing Summit, where they’ll bring together senior executives from leading agencies and brands for a candid discussion about how they’re preparing for change and what it means to be competitive in a new environment of programmatic marketing. Marketers June, 2022 TBA Tickets N/A Sponsorships
Content Marketing World Conference and Expo You’ll be a part of the only event where attendees can learn from the industry’s best and also spend four days with the CMWorld community. Are you prepared to expand your business while also inspiring your audience? Join CMWorld to obtain the materials and information necessary to implement a content marketing strategy within your organization. Publishers, Marketers September 13 – 16, 2022 Cleveland, OH, USA Tickets N/A Sponsorships
DBW Global The wide industry of publishing will be gathered virtually in 2022 through DBW Global. The program will feature thought leaders and forward-thinking publishers from around the world. Publishers September 16, 2022 Virtual Free N/A


AWEurope’s programming will be unrivaled, with skill-building lectures, inspirational keynotes, and thought-provoking discussions aimed at unifying the marketing, media, technology, and creativity industries and driving change. Acquire the tools and information necessary to advance your career. Marketers, Tech, Creatives March 28 – 3, 2022 London, UK Tickets N/A N/A
Programmatic Pioneers Summit Join the leading European programmatic conference with 250+ leaders from Europe’s top agencies and tech companies and shape the future of your industry. Advertisers, Agency owners May 24 – 25, 2022 London, UK Buy Tickets Sponsorships

Digital Enterprise Show

The global expo will feature over 300 of the world’s leading technology companies, a congress featuring 500 of the world’s leading experts sharing their successes in Digital Business Transformation, and thousands of visitors who will engage in dialogue about the impact of digital on business and enterprise competitiveness. CMOs, CEOs, CTOs June 21 – 22, 2022 Malaga, ES Buy Tickets Sponsorships
The Publishing Show Discussed topics: paywalls, subscriptions, marketing, data analytics, technology, eCommerce, and community building through four distinct content theatres.

Whether you’re an owner, CEO, MD, or publisher, or work in editorial, sales, marketing, digital, data, circulation, subscriptions, or design/production, there are insights and solutions for everyone, as well as affordable ways to attend.

CEOs, MD, Publishers, Sales, Marketing March 8 – 9, 2022 London, UK Buy Tickets Sponsorships
Publishers Forum Spring More info soon! Publishers, Marketers March 6 – 9, 2022 St. Petersburg, FL, USA Buy Tickets N/A
Ops 2022 – AdMonsters More info soon! Advertisers, Publishers, Marketers June 6-7, 2022 New York, NY, USA Tickets N/A N/A
Publishers Forum Summer More info soon! Publishers, Marketers August 14-17, 2022 Montreal, QC, Canada Tickets N/A N/APublishers Forum Spring Fall
Publishers Forum Spring Fall More info soon! Publishers, Marketers November 6-9, 2022 Nashville, TN, USA Tickets N/A

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John Doe

Architect & Engineer

We love that guy

What CMOs of B2Bs in growth stages should focus on in 2022


If I were a CMO of a B2B company in its growth stage (after Series A), this is what I’d focus on in 2022:

1. Demand gen & brand marketing in the dark funnel

How do you generate demand and build your brand? The simple answer is creating and distributing different types of content on organic and paid social.

But if you want to go deeper, your content strategy needs to be aligned with where your potential customers hang out online and how they learn about and buy products, so conduct customer research.

You’ll know it’s working when you generate inbound opportunities (mostly through direct traffic) that translate into marketing-sourced SQOs and revenue. And make sure you optimize for these metrics.

Simply put, adopt a buyer-centric mindset.

2. Community-led growth

Create or engage with communities where your prospects and customers easily collaborate, support one another, and network.

As such, you have to act as their peer, and depending on the community, you want to involve the right person (SME) from your company (and not a marketing person by default).

Tapping into communities can help you generate demand at a low CAC.

For example, Slack facilitates third-party communities, like Partnership Leaders and Demand Curve, which all bring in new users.

3. Word of mouth marketing

Word of mouth is the best marketing you can have because this is exactly how we buy.

B2B buyers make buying decisions by listening to colleagues/friends they trust, and learning on communities, slack channels, social platforms, groups, and more.

Word of mouth can be driven by points 1 & 2 listed above, but also by influencer marketing, events, and customer evangelism programs.

4. Testing new & future growth channels

Your marketing should be proactive, not reactive. So, in parallel with the marketing efforts I suggest here, you should always be testing new avenues for growth to stay ahead of the curve, even if those involve a low budget.

For example, TikTok is beginning to gain traction with B2B buyers, so I’d lay the groundwork to figure out how to create content that resonates there. By planning ahead, you’ll know what to do when the time comes, giving you a big competitive advantage.

That’s it. What would you add?

#b2bmarketing #seriesa #2022planing

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John Doe

Architect & Engineer

We love that guy

Want to become a revenue-first marketer_ Measure these 5 marketing metrics


B2B marketers are obsessed with measuring metrics.

I get it because I’m in your shoes. We want to track our progress, optimize our campaigns, and show that our marketing programs work.

But this pursuit of metrics can also lead to focusing on the wrong ones.

For example, measuring vanity metrics can make you feel good, but they don’t help you figure out what to do next.

To answer your question, vanity metrics include the likes of social content, social followers, the total number of website visitors (with no reference to traffic sources or relevancy), and the list goes on.

Ego is a hard thing to feed.

So, what are the metrics you need to live by?

It all comes down to being a revenue-first marketer.

That is how you prove your marketing team’s value to your company – by showing how marketing contributes to the bottom line.

And I know many CMOs struggle to find the right metrics that will earn them credibility, especially when 80% of CEOs don’t trust the efforts of their marketing teams.

Optimizing for revenue-related metrics will help you move away from the outdated lead generation playbook and adapt to the way people create meaningful relationships and ultimately buy B2B products/services today.

Measure the metrics that really matter

By focusing on demand generation and brand marketing (rather than lead generation), you’ll improve all the five revenue-related metrics you have to measure.

So, let’s dive into them now.

1. Direct-sourced revenue

Revenue generated as a result of marketing activities (in this context, marketing-influenced revenue should be your secondary metric).

In your attribution reports, you can analyze the revenue source and identify the inbound marketing opportunities that converted into paying customers (and compare it to the total revenue generated).

2. Qualified pipeline generated / SQOs (Sales Qualified Opportunities)

Your marketing-sourced pipeline refers to the qualified opportunities with a probability greater than 20% of becoming customers.

Similar to the direct-sourced revenue, you can see the number of marketing-sourced SQLs that have converted into qualified pipeline and calculate the conversion rate from SQLs to SQOs.

3. Sales win rate

This rate is the percentage of opportunities that closed and became customers, divided by the total number of opportunities in your pipeline.

4. Sales cycle length

The time it takes for leads to move through the sales pipeline until they become customers.

You will experience a shorter sales cycle if your marketing efforts are geared in the right direction.

5. CAC (Customer Acquisition Cost)

Your CAC is the total sales and marketing costs required to acquire a new customer over a specific time period.

In order to calculate it, you have to figure out your average marketing/sales cycle.

Change your marketing mindset

Optimizing for metrics that matter will make you a better marketer.

Here’s why.

Most B2B companies don’t have the patience to do the actual marketing and force marketers to hit leads/MQLs quotas.

So they focus on collecting as many leads as possible, resulting in low-quality leads with low or no buying intent. The thing is that marketers can easily manipulate these numbers as their company sets a higher number of leads bar.

But these leads don’t drive business results.

Simply put, lead generation prioritizes quantity over quality and negatively impacts your revenue-related metrics.

Instead, you want to build your brand (your reputation), establish trust, and create demand by educating your audiences at scale about the problem you solve, the product/solution you offer, and your strategic narrative, so they’ll consider you when the time is right.

With this buyer-centric mindset, quality leads will be a natural outcome and not an end goal, and your revenue-related metrics will shine.

Don’t let attribution reports trick you

When you create demand in awareness channels, many of the touchpoints with your audiences that lead to B2B purchases can’t be measured: organic social, podcasts, online events, community, word of mouth, earned PR, Youtube videos, etc.

In turn, these efforts will increase direct traffic (a traffic source that is overlooked as a marketing win) and organic traffic (in particular branded search terms), and bring in new customers.

Yes, your attribution reports will NOT show these efforts in awareness channels as revenue sources, but they’ll show up as direct or organic channels-sourced revenue.

But as marketers, we have to do the things that are most effective, bearing in mind the causation even if we can’t show the direct correlation.

Now is the time…

…to change your marketing mindset and step into the demand generation and brand marketing game to drive real business results.

If you rely only on lead generation, you’ve already lost the battle to companies that adapt their marketing to how buyers buy B2B products/services.

When your marketing efforts are geared toward demand generation and brand marketing, rather than lead generation, you will see higher revenue contribution, increased SQOs and sales win rates, shorter sales cycles, and lower CAC.

And think about this: as long as you hit your numbers, you’ll gain more trust and credibility and be able to do more of the brand marketing.

Life is too short for doing marketing that isn’t making an impact on revenue.

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John Doe

Architect & Engineer

We love that guy

Taking Advantage of Quora and Reddit to Build EAT in 2021


Link building is an ever-evolving process. Over the past years, it’s been shifting from simply dropping tons of spammy links all over the web to spending extensive amounts of time for just a couple of relevant opportunities.

Nowadays, link building is more about developing multiple strategies in order to develop a healthy backlink profile. We’ve previously discussed using Google Alerts and online forums for quick wins in the game.

This article is about building E-A-T (expertise, authoritativeness, and trustworthiness) through contributing to Quora and Reddit threads. For those reading with a skeptical mind, John Muller from Google confirmed that links from Quora are definitely picked up.

What is E-A-T and why should I care?

E-A-T is a ranking factor launched by Google in 2018 and represents a set of website quality standards to be applied by quality testers when rating websites.

It was initially aimed at YMYL (YourMoneyYourLife) websites, precisely topics around finance and personal health. However, it’s now part of Google’s core algorithm and has an impact on a wider range of niches.

With roughly 547200 new websites created each day, it makes sense that Google had to come up with a highly evolved algorithm to reward quality and trustworthy websites while demoting pure spam.

Quora and Reddit are considered low-hanging fruits in the process of increasing your E-A-T scores and it comes as no surprise, but you should take into consideration a couple of dos and don’ts.

Taking the time to develop a professional user profile

Rushing this step won’t help you in the long run and could compromise your entire campaign for both Quora and Reddit. There are millions of fake profiles, bots, and spammers so you need to make sure your profile stands out from the crowd.

Your profile should, at the very least, display the following:

  1. Your real full name and/or username – avoid as much as possible weird symbols or numbers as they are usually used by spammers.
  2. A real photo of yourself as the profile picture – use a relevant image to the niche you are planning to contribute to.
  3. Biography – education, experience, maybe something funny, and profile links from other relevant social networking sites.

What does it take to successfully contribute to Quora and Reddit threads?

Both Quora and Reddit developed highly sophisticated anti-spam systems so that threads are not flooded with useless information and self-promotion comments. Without further ado, here’s our list of dos and don’ts when it comes to using Quora and Reddit for link building:

  • Quickly scan the entire thread and understand where the conversation stands. Your reply should flow naturally with the rest of the messages.
  • Avoid beginning your reply promoting an external resource – it will automatically be picked as spam.
  • Show that you’ve done your homework by referencing high-quality sources for that topic.
  • Simply replying with a bunch of random words or pitching a mundane sentence will most likely get your comment deleted.
  • Format your text so that it’s easy to read and understand – use bullet points, stylize text and even add visual content if possible.
  • Link to your website as naturally as you can – first prove your expertise on the topic, add value to the thread and avoid being too salesy. We recommend you reference your website as a resource within the body or at the end of the post.
  • It’s not all about placing backlinks – building E-A-T is a delicate and nuanced process, sometimes all it takes is to contribute with a high-quality reply and help to answer the question.
  • Make sure your quote’s sources are always disclosed – plagiarism is not acceptable, I hope that comes as no surprise.

Wrapping up

I hope that this article managed to remove some of the stigmas Quora and Reddit have when it comes to backlinks, SEO, and building an online presence.

Nonetheless, as emphasized in the previous article of the series, this strategy can turn out to be tremendously helpful when you take the time to understand the game and avoid toxic self-promotion.

Using Quora and Reddit for link building in 2021 is no easy feat, but I’m sure by now you’re understood that link building is a marathon, not a sprint!

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John Doe

Architect & Engineer

We love that guy

Link Building 101- Using Online Communities and Forums for Backlinks in 2021


In our previous article from the Link Building 101 series, we discussed what hyperlinks are, why they are relevant and important for higher organic rankings, and how you can start earning backlinks using Google Alerts. I hope you’ve already managed to put it into action and you’re eager to learn another link-building strategy – this time slightly more challenging.

Today we’re going to uncover how online communities and forums can play a crucial role in developing a healthy, authoritative, and diversified link profile in 2021. Whether your website is brand new or already established in its niche, this form of link-building has the potential of boosting not only your organic but also direct traffic.

Source: Giphy

First, let’s discuss ground rules 

If you’re looking to get successful at building backlinks using this method you need to know a set of basic principles. As with most of the link-building strategies out there, you mustn’t treat this superficially or you’ll end up earning yourself a manual penalty from Google. So, in order to obtain positive outcomes you have to:

  • Find highly relevant forums for your niche – I can’t stress how important this is. Trust me, earning links for your B2B AI software from a pet food forum is a big “no-no”.
  • Try and prioritize forums and online communities that have solid metrics such as organic traffic, referring domains and depending on what SEO tool you’re using DA (domain authority – SEMRush’s trademark), or DR(domain rating – aHrefs trademark) .
  • Take a look at how moderated those forums and communities actually are. You don’t want to be part of a platform that has zero moderation. Why? Because sooner or later Google will associate you with low-quality spammy websites and bots. You need to find that sweet spot of a forum where you are allowed to comment and you’re in genuinely good company.
  • Your comments should have proper grammar, add value to the forum discussion and actually help its readers.  This will increase the chances your comment won’t get deleted or marked as spam by the above forum moderators.

Following this high-level overview set of rules will increase your chances of landing and maintaining quality backlinks from online communities and forums.

Ok, I’m hooked – how can I start building backlinks using online forums?

As the golden rule of SEO says: “it depends”.

Based on time availability, budget size, and link-building expertise, you have 3 options:

  1. Keep it in-house or DIY: if you’re just starting to heat your engines and money is crucial, you could start researching opportunities and participating in online discussions yourself. After all, no one will ever promote your own product better than yourself. However, keep in mind that the process in itself is very tedious and time-consuming, so scalability will eventually be an issue.Pro tip: use Google Search in order to find relevant forums. You could search for example: “inurl:forum online marketing” or “inurl:forums b2b marketing”

  2. Use freelancing platforms such as Fiverr: finding a freelancer proficient in this link-building strategy can work if your budget allows for medium costs. While it might be a little bit riskier in that you’re not fully under control, scalability will likely increase at a rate unattainable by yourself.
  3. Collaborate with a specialized provider: this comes as an alternative for established businesses that can afford to set aside a dedicated budget for link building. Specialized providers already have a vast database of opportunities and are aficionados in successfully earning backlinks on online communities and forums. One of the services that have been recently making waves is Crowdo.

Wrapping up

Hopefully, you’re more confident in what’s usually deemed as a highly spammy link-building strategy: using online communities and forums for hyperlinks. You should know by now that when done properly, online comments can boost online rankings and potentially bring direct traffic from relevant discussions around your niche’s topic.

Feel free to test what you’ve just learned in the comment section below. Until our next link building 101 article – remember that link building is a marathon, not a sprint!

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