Teresa Foreman

Identify *how* your audiences are interacting with your website content. Contentsquare is one such tool that’s relatively affordable for enterprises. It’s invaluable to see, sample & measure where & when users follow expected or unexpected paths. Confidence with sampling can guide layout, copy or color treatment on landing pages & others. Important not just for landing pages but also a great way to gain feedback on new page templates. #b2bmarketing

Some ways to get started: - Validate key launch dates as new products or big releases will need a bigger lift over a sustained timeframe - Identify evergreen topics that can be sprinkled in where needed - Identify date-driven topics, if these are expected seasonal reports ensure they get refreshed creative too This should be tweaked for any launch dates being adjusted. Knowing you’ve addressed this & socialized to your team gives everyone a chance for guided content planning & more seamless publishing. Don't skip training new staff on how to access social tiles they should share to their own LinkedIn network.

Full-funnel B2B marketing works a lot like a relay team in track. The sales leader is marketing’s most important partner. 1. Marketing campaigns start the relay, be it sprint or marathon. 2. Baton gets passed when prospects express buying signals. Sales representative converts a lead to an opportunity after qualifying the prospect’s interest. 3. Marketing continues sharing relevant content delivered by Sales rep or automation. 4. The final relay leg only succeeds if there’s a Sales rep taking their baton/prospect over the finish line. Direct feedback & input from sales team members helps refine the handoffs. Easy to understand reporting/dashboards that *both parties* use to define success gives marketing a straighter path to refine.

Reporting out results is essential. Success is viewed and understood differently at different levels of the organization. Storytelling with data makes it especially important to tailor results to your audience. – Teammates to your left and right may need a dashboard that can double-click into specific metrics and data. – A single slide is often all that's needed by senior leadership. Make it relevant to the goals of the business. Have a double-click concisely highlighting successes and challenges.

Digital strategy must support the business strategy. In #b2bmarketing start with aligning internal stakeholders: – Understand current state. – Identify sales team leaders & product owners & seek out hand raisers! – Engage these leaders for suggestions. – Establish shared goals & accountability. – Establish cadence for reporting out results and obtaining feedback. – Celebrate the wins together & it will become easier to overcome obstacles! This informed p.o.v. should make it easy to note the KPIs to watch. Use this lens as your framework to evaluate traffic, metrics and outcomes.

If you can present *actionable data* to sales teams *right inside their CRM* you'll start to find traction with those important partners. - CRM is perhaps most often used by sales teams to pursue leads and opportunities. - CRM is also likely to be siloed from measurable top-of-funnel activities on the website, through email marketing, earned & paid media. - CRM often doesn't ingest external links for security purposes. Invest in stakeholder conversations to connect the two systems through data. - Inbound links contain query strings to organize information on segmentation, ad unit performance, product interest, etc. - Identify at least one field to carry attribution from an entry point right into the necessary Object(s) and Field(s).