Posts Tagged ‘marketing’

Infographic: The Business of Gamification

Saturday, June 29th, 2013

A new infographic by Demand Metric has revealed some impressive numbers relating to how gamification is being used by brands. Scroll down to see the full infographic.

Gamification key statistics

  • $100m was spent on gamification in 2010
  • 70% of Forbes Global 2000 companies planned to use gamification for marketing and customer retention in 2011
  • 80% of gamified applications fail because of poorly designed business objectives
  • Cisco systems increased sales between 8 – 12% through gamification
  • DevHub increased the number of users who completed online tasks from 10% to 80% by using gamification


2013 mobile adoption statistics for B2B marketers

Friday, June 7th, 2013

Lists. There are plenty of them on the internet and I wanted to jump on that bandwagon. This one is specifically intended to show you just how important mobile is going to be (and is already) for marketing purposes. Business to consumer brands are well down the path of adopting mobile technology already and now it is time for B2B companies to make the change too.

  • Mobile internet use accounts for 15% of all internet traffic (Readwriteweb)
  • This is predicted to rise to 30% within 18 months (Readwriteweb)
  • Globally, 21% of mobile phones are smartphones, which presents huge growth for future mobile internet use. (Readwriteweb)

Six ways to improve your LinkedIn company page

Monday, June 3rd, 2013

LinkedIn Faces Image

How many really good LinkedIn company pages have you seen? How many company pages that really stand out when you look at them and make you pay attention and read more? I’d hazard a guess it isn’t many even though the much improved LinkedIn company pages were released late last year.

To help get your company page up to speed, here are six quick-fix solutions to make your LinkedIn company page stand out from the rest.

Use the banner image

Twitter, Facebook, YouTube and Google+ all allow businesses to add a banner image to their profile and LinkedIn does too. This is the first thing people will see when they visit your company page so make sure the image is bold and says something about your business.

Images must be PNG, JPEG, or GIF; max size 2 MB, dimensions 646 x 220 pixels or larger.

Complete your products and services

If your company offers multiple products and services make sure you list them out on your products and services page. It’s obvious but often overlooked. If you want to be a little more creative you can add some links to your premium content much like HubSpot have done with their eBooks. (more…)

Three big marketing metrics Managing Directors care about

Friday, May 31st, 2013

Have you ever presented a marketing report to your Managing Director filled with great looking graphs and stats only to be greeted with a look of scepticism and doubt? Was the report filled with terms such as engagement, reach or eyeballs? These are some common metrics that marketing has dealt in for years but they don’t reflect an understanding for what senior management, especially managing directors and chief executives, care about. These are three of the big metrics that marketing teams should focus on when presenting to the board:

Customer Acquisition Cost (CAC)

In the simplest form, this metric concerns itself with answering one question: when all costs are considered, how much have we spent acquiring each new customer. It’s a simple metric and one that is critical to understanding the effectiveness of sales and marketing programs.

How to work it out
Choose a time period, say the financial year 2012/13, and add up all of the sales and marketing costs. Be sure to include salaries, bonuses, media buys, agency fees and any other associated costs. Now take the total number of customers gained in this period and divide the total costs by the number of new customers.

Sales and marketing costs ÷ total new customers = customer acquisition costs


Why do bosses care?

This tells you the average amount you are spending on acquiring new customers. Monitoring this over time allows your boss to see how effective sales and marketing is and whether the standards are slipping or if the market is becoming increasingly competitive. A low average CAC is good for business and shows the sales and marketing teams are doing something right.

Marketing % of Customer Acquisitions Cost (M%CAC)

This is where the boss gets to see the value of the marketing team specifically within the customer acquisition process. It is good to monitor this for your own department’s sake as you can quickly identify whether your sales team are letting the side down or whether your marketing department is in itself spending too much for too little in return.

How to work it out

Take all of the marketing costs and divide them by the total sales and marketing costs used to calculate the CAC. This means including all of the media buys, the salaries of the marketing team and the agency fees but removing the sales team costs such as salaries and commissions.  To get the percentage of CAC, multiply this figure by 100.

Total marketing costs ÷ total sales and marketing costs x 100 = M%CAC


Why do bosses care?

It shows how the marketing team’s performance impacts the overall customer acquisition costs. While we are not in the business of trying to pitch sales and marketing against each other, this metric can help to identify which team is letting the side down. High M%CAC can imply several things such as an investment phase involving lots of media buying (something that should be planned for and expected) or it can suggest the sales team are under-performing as their commissions have been lower in this period.

Marketing Influenced Customer (%)

In order to effectively measure this metric you have to have two things: a clear method on tracking marketing generated leads (such as with inbound marketing) and a process of asking all new enquiries where they first heard about your business. By tracking this you will not only gain insight in to which channels produce the strongest leads for your business but also just how effective marketing really is in the sales process. One of the biggest gripes amongst executives about marketing is that they struggle to demonstrate it’s effectiveness. This metric helps to address that issue.

How to work it out

Take all of the new customers generated in a specific period and identify how many of them had an interaction with marketing while they were a lead. Divide this figure by the total of new customers in that period and multiply by 100.

Customer who interact with marketing at lead stage ÷ total new customers x 100 = MIC%


Why do bosses care?

This gives a clear indication about how important marketing is to the buyer’s decision making process. When the percentage is high, senior decision makers will be reminded of the importance of spending that extra money creating compelling content for marketing campaigns rather than cutting budgets back.


When speaking to the senior decision makers in your business you have to speak to them on their level. Understand their motivations (revenue and profitability) and make your reports relevant to that. Speak their language and show that you are working to the same goals as them and don’t convince yourself that the light, fluffy metrics such as likes, shares and retweets will be enough to satiate the demands of managing directors or shareholders.

By Martin Broadhurst

Inbound marketing for reducing costs

Monday, April 22nd, 2013

Inbound marketing can be a way of reducing costs within your business. Read on to find out how…

Reduced cost-per-lead

In the State of Inbound Marketing 2012, it was found that the average cost-per-lead for inbound marketing stood at $135 compared to $346 for outbound leads.

The report also found that blogging, social media and SEO produced a below average cost-per-lead among more respondents than for direct mail, telemarketing, PPC or trade shows.
Average cost per lead

Save time with marketing automation – Acquisio case study

Before Acquisio implemented marketing automation methodology, leads were typically gathered at trade shows and then passed to sales with no lead nurturing, relationship marketing or lead qualification carried out first. This resulted in a lot of wasted time as sales teams spoke to leads who weren’t ready to buy or had to sift through the data in order to pre-qualify the leads.

This changed once marketing automation was implemented. By using marketing automation, Acquisio was able to cut lead qualification costs by 50% and reduce the time between lead generation and initial contact by more than 90%. This second detail is particularly important as sales studies show that 35-50% of sales go to the supplier that responds first.

Identify under-performing paid media spend – NSK case study

NSK, an IT consultancy based in Boston, MA, implemented HubSpot all-in-one marketing software and saved $18,000 by using the analytics tools to find out how much traffic was being directed from a sponsorship they had on another website. The data revealed that only a handful of people ever navigated to NSK’s site and Cathie Briggette, director of marketing at NSK, saw that a change was necessary.

Cathie says, “[HubSpot has] saved me a lot of guessing and marketing dollars, because now I can show anyone what we are spending that money on, and how well it works.”


Inbound marketing 101: landing pages explained

Friday, March 15th, 2013

In order to start converting website visitors into leads, you are going to need landing pages. They are an important cog in the inbound marketing machine where we convert our leads into prospects; gain more insight into our existing leads; capture important lead data and position our brand as experts in our field. Read on for the full low down on the importance of landing pages…
Clipboard Icon (more…)

Inbound marketing 101: buyer personas explained

Monday, March 11th, 2013

Want to know more about buyer personas, or user personas, as some people call them? Here you will find a comprehensive guide to what a buyer persona is and why it matters to your marketing.

Avatar @gabrielasaiia

Definition of buyer persona

One of the most concise explanations of a buyer persona that I have found comes from HubSpot, who tell us:

“Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.” (more…)

Checklist to help you evaluate your Facebook Page

Friday, March 1st, 2013

Shortstack, a Facebook app developer, have just published this handy infographic to help you evaluate your Facebook Page. Enjoy!


Essential free Facebook marketing resources

Saturday, February 23rd, 2013

If I had a tool that had the potential to change the way people do things online and I wanted people to start using my tool, I would start by teaching folks how to use it and provide free resources to make sure it went as smoothly as possible. As it happens, this is what Facebook think is the best way to get business owners and marketing managers using the Facebook platform. Here are some of the best free resources available to marketers wanting to use Facebook.


Facebook Marketing Page
Facebook’s own Page dedicated to marketing on Facebook has a huge library of free content available that is suitable for business owners, marketing managers, CMOs, media buyers and everyone in between. If you like the page you will receive updates about upcoming webinars (like this archived one below) and events that help educate you about the methodology and tools available for marketing on Facebook.

Watch live streaming video from facebookeducation at

Encourage Facebook Check-Ins for Restaurants, Retail, Hotels and Other Venues

Encouraging real-world customers to engage with our businesses on Facebook is going to become ever more important as Facebook Graph Search rolls out to more users. As such, Facebook is already offering resources to help business owners optimise for Facebook graph search. These download-and-print cards can be placed around venues to help remind customers to check-in to a venue and like the Page. Simply download the PDF, fill in the blanks and then print them out.

Download these handy Facebook Check-in Reminder Tent Cards

Download Facebook Tent Card PDF

Comprehensive Guide to Facebook Page Settings

Creating a Facebook Page is easy; understanding all of the different options available in the Facebook Page settings is a little more difficult. Page administrators have a wide range of options when it comes to setting up, moderating and controlling what happens with their Page which is why we decided to write a comprehensive guide to Facebook Page settings.

Get Inspired With Facebook Stories
With over one billion users on Facebook it is no surprise that there are a few stories to tell. Facebook Stories is where we can find out more about the people & world around us and become inspired. That might sound twee but take a look at the Facebook Valentines Day infographic before dismissing my sentimental tone.

Facebook Stories Valentines Day

Facebook Studio Edge
Facebook Studio is a site especially for people marketing on Facebook to be able to showcase their work and see what other marketers are doing on the network. Within the site you can also find Facebook Studio Edge; a learning resource for Facebook marketers. There are video courses you can complete with short quizzes at the end to test your learning.

Extra Resources for Facebook Marketers

Inside Facebook
All Facebook
Facebook Business Page

by Martin Broadhurst

Universities using Pinterest: five good examples

Friday, February 22nd, 2013

The education industry is booming and the demands on marketing teams at academic institutions are high. Effective use of social media platforms is of great importance to many universities and with Pinterest proving to be such a useful tool for traffic referrals it makes sense to be active on there. Here are five examples of universities getting it right with Pinterest. Share your best examples of educational institutions on Pinterest in the comments below.

University of Liverpool

University of Liverpool Pinterest account has all the usual details about student life in Liverpool as well as having a very useful What To Study pinboard with videos showcasing the range of courses available.

Source: via University of on Pinterest


University of Derby

Derby’s own university has used Pinterest to great effect by not only providing potential students with an insight in to student life in the city but also providing an FYI board filled with useful infographics for students to reference.

Source: via University of Derby on Pinterest


London South Bank University

Utilising 32 different pinboards, LSBU is making the most of the options available on Pinterest. With boards covering local London highlights and What’s on, to Food and University accommodation, potential and existing students alike should find something of interest on LSBU’s Pinterest.

Source: via London South Bank University on Pinterest


Cornell University

From past alumni to the best Cornell university merchandise, Cornell’s pinboards show off what is best about life in the ivy league college.

Source: via Cornell on Pinterest


Bucknell University

The University located in Lewisburg, Pennsylvania takes Pinterest seriously. Potential students can get a snapshot of the university’s history on the Bucknell Memories or see some of the engineering alumni’s highlights such as the Robobees below. Be sure to check out the Ask the Experts board as well which links to great interviews with the University’s professors.