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In the B2B space, marketing qualified leads are the metric of choice. Unfortunately, for marketing in B2B, the “qualified” part is what’s so difficult. While search engine optimization is great, we still don’t have demographic data we can use to organically target our persona. For paid search, we can assume our audience would “type” certain keywords for what we offer.
There was a time when ranking No. 1 for a keyword was a victory wholly worth pursuing — a time when you could build a list of keywords, craft 300-word blog posts, and your site would drive new business. That is no longer the case. In 2017, we have a different search engine, and it’s critically important that B2B companies understand this.
In 2017, digital marketing is no longer an afterthought. Digital is a critical part of almost every company’s marketing strategy regardless of industry. The question businesses are now struggling with is: Which roles (or what people) do I need on my team to be successful? In this piece, we are going to outline the roles needed within a digital marketing team, as well as two ...