B2B Social Intelligence: How one A/B test can improve lead quality, tips for B2B blogging

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It’s time for another weekly round up of the most shared and buzzworthy B2B content on social media. Using Nexalogy, we easily sifted through piles of social data to discover these articles, and have collected them here to keep you in the loop.

This week, we found a story about a sales team that improved lead quality through a simple A/B test, advice for running a B2B blog, tips for making your investment in content marketing pay off, and strategies for B2B businesses on YouTube.

Optimizing B2B Lead Generation

Anyone in a sales or marketing role understands that there’s a big difference between the quantity of leads you may generate, and the quality of those leads. And how you capture leads on your website will have a big impact on whether you attract a large quantity, or high quality leads. This blog, written by Cara Harshman for Optimizely, tells the story of how one B2B information software and management company ran an A/B test on its lead capture form and saw an increase of 140% in lead quality as a result.

How to Run a B2B Blog

When you have a great blog, you have your own online publication. Its value is generally underestimated, and its use is always under-exploited. After all, you can place “free” advertising on it. You can obtain leads. You can build up email lists. And, you can announce new features and services. B2B businesses can’t underestimate the potential value of having a blog. It can serve as your own outlet for company messaging and thought leadership, help you build email lists, and obtain leads. But success takes more than just setting a blog up, publishing a few posts, and hoping for the best. In this guest post for the Mention blog, Sean Work from Kissmetrics covers five essential steps for creating and managing a B2B blog that runs smoothly.

B2B Marketing    

Out of the approximate $5.2 billion spent annually on content marketing by B2B businesses, $1 billion is reported lost due to “inefficient” spending, according to this article from Contently. Highlighting some of the key takeaways from a LinkedIn study of 6,000 B2B marketers, the article touches on why your content marketing efforts could be missing the mark—and costing you money.

 

B2B Marketing on YouTube

Video has always been a powerful way for businesses to tell stories. Marketing campaigns done through video on YouTube are both shareable and searchable—the latter being especially important considering many cite YouTube as being the second most popular search engine online. B2B businesses have a real opportunity on YouTube to grab attention and create awareness while educating and entertaining customers and prospects alike. This blog covers the basics that every B2B marketer should know about using YouTube, complete with some examples of who’s doing it right.

If you missed last week’s edition written by Brett Wilkins, head here to check it out. As always, if you have any B2B content we think we should share next week, let us know below or via @b2bnewsnetwork. We love hearing from you!

 

 

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Sarah Dawley

Sarah Dawley

Sarah is an Ecosystem Copywriter at Hootsuite, where she writes a variety of materials about social media and its impact on business. Prior to joining Hootsuite, she was the Social Marketing Manager for the Music & Entertainment Channels at Bell Media, where she spent nearly four years building the presence of Much, MTV Canada, M3 and E! Canada into social communities of over 2.8 million fans and followers. Find her on Twitter @sarahdawley