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- The most overlooked key metric in B2B marketing
The most overlooked key metric in B2B marketing
A weekly email with the best of marketing, AI, and business.
Marketing in the age of Machines by Castleberry
December 21, 2023
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Welcome to Marketing in the Age of Machines. Each week, we bring you the following:
👉 An innovative marketing strategy that has worked for others.
👉 The 3 most relevant contents in marketing, AI, and business that will help you understand the ever-changing landscape.
👉 3 tools for the Marketer of the Future.
👉 The quote of the week. A simple take on everyday marketing concepts.
🤓 Do you segment your email list, but not your YT videos?:
Problem: Content creators on YouTube often struggle with engagement issues due to a mixed content strategy. Having a variety of video types on a single channel can confuse both the audience and YouTube's algorithm, leading to lower engagement and dissatisfaction among viewers who expect specific content.
Solution: It might help to reorganize channels strategically. Creators could consider splitting content into different channels, like having a main channel for short, impactful videos, a podcast channel for longer interviews, and a clips channel for extracted snippets from the podcasts. This kind of segmentation aligns better with viewer expectations, making them happier and improving YouTube's algorithm performance. Ultimately, this approach could boost engagement and contribute to channel growth.
Lesson: Businesses should think about how they organize their channels to meet specific viewer expectations. This strategy, similar to how email lists are segmented, not only ensures long-term viewer satisfaction but also adapts to the ever-changing nature of content creation, promoting sustained success for the channel.
Ever faced challenges like these in managing your content strategy? How did you handle them?
Do you segment your email list, but not your YT videos?
Check out this clever YouTube strategy that I stumbled upon and could be easily applied to:
- @indexsy
- @Charles_SEO
- @nichepursuits
- @nathangotch— Theodore (@theothemarketer)
3:47 PM • Oct 30, 2023
1/. An impression does NOT mean that someone has seen your ad: The post tackles a widespread misunderstanding circulating on LinkedIn regarding the interpretation of impressions in advertising. It sets the record straight by pointing out that an impression doesn't guarantee that a user has actually viewed the ad; rather, it signifies that the ad has been delivered to a device. The importance of precise definitions in marketing metrics is emphasized, specifically the distinction between distribution metrics and audience metrics, such as reach.
Ready to transform your marketing strategy?
We specialize in helping B2B businesses drive traffic, generate leads, and increase sales through strategic content marketing.
2/. The most important metric you’ve never heard of: This article delves into the often-overlooked metric known as "Share of Search" (SoS), a concept introduced in a two-part series on WARC. The metric utilizes Google Trends data and involves Excel manipulation to calculate a smooth 12-month moving average, acting as a proxy for Share of Market (SoM).
Insights for B2B Marketing Directors:
Share of Search serves as an accurate proxy for Share of Market (SoM), providing valuable insights into a brand's market standing over an extended period. Perhaps this is how you can show the rest of the company how marketing is adding value.
Read the full post here:
3/. The worst social media metric (according to Facebook): This post confronts a prevalent misconception in social media marketing, particularly on platforms like Facebook, regarding the significance of the engagement metric. The author challenges the common emphasis on engagement, arguing that it is a nebulous and ineffective measure. Clicks don't necessarily align with brand results, sales, or overall business performance. As a result, the post discourages prioritizing engagement as a campaign goal and advocates for metrics that are directly tied to specific business objectives.
Insights for B2B Marketing Directors:
% of Audience Reached Matters: Shift focus towards the percentage of the audience reached as a pivotal metric. Strive for campaigns to reach 80% of the target audience multiple times within a given timeframe for more impactful results. Use reach maps to visualize audience reach and ensure optimal frequency capping.
Explore Share of Search: Explore the adoption of Share of Search as a valuable metric. Understand the calculation process and leverage Share of Search for more pertinent and insightful measurements in the digital age.
👉 Tools in the Age of Machines:
viewstats: A website that helps users understand their YouTube channel's performance, identify areas for improvement, and make data-driven decisions to grow their audience and revenue.
Webscrape: Is a platform that aids in automating data extraction from websites. It aims to remove the complexities of traditional web scraping.
RevenueHero: An AI-powered tool that cuts through B2B sales complexity by instantly matching high-quality leads with the perfect rep.
"In the ocean of B2B marketing possibilities, it’s easy to get lost. The easiest way forward is to focus on a few initiatives and dive deep into making them work."