Derek Edmond
CustomerThink
Boston, MA, United States
Contact Derek
Discover and connect with journalists and influencers around the world, save time on email research, monitor the news, and more.
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Past articles by Derek:
How to Adapt B2B Digital Marketing to the Buyer Journey in 2020
Understanding how a B2B buyer’s journey naturally progresses is key to designing a digital marketing program that works in any economic climate. When we do this with our clients, it allows us to see their marketing as a whole, rather than looking at isolated marketing tactics and getting overly focused on minor issues. Once we understand what’s already working for a client, we can then apply an… → Read More
How To Demonstrate B2B Digital Marketing Impact When Performance is Down
Times are difficult for digital marketing teams right now. For many, the review of this past month or first quarter’s website performance reports won’t help the situations either. Depending on the industry or organizations’ target markets, it won’t be surprising if traffic, lead generation efforts, or overall digital marketing performance is down when comparing year over year or period to period… → Read More
How to Build Trust with B2B Buyers in Today’s Digital Marketing Environment
It’s an understatement to say things have changed for B2B marketers in recent weeks. The uncertainty in the world has a profound effect on how B2B organizations will do business now and in the foreseeable future. As we outlined a few years back, building trust is a key component to successful SEO programs. Now more than ever, trust has to be established across the board to distinguish the… → Read More
How B2B Buyer Personas Influence Online Marketing Campaigns
The most significant challenge B2B marketers face is in effectively communicating with target audiences and prospective buyers. While we all have goals and objectives for lead generation, brand development, and customer experience as examples, the overarching challenge is making the right decisions to achieve them. Goals become more complicated to achieve as evolving marketing technology… → Read More
7 SEO Performance Metrics That Matter to the C-Suite
It is no secret how significant SEO can be to a digital marketing program. According to a recent report from The Manifest, 36 percent of those surveyed planned on investing more in SEO next year. Perhaps more importantly, increased investments in social media, content marketing, and broader website initiatives, which all can have significant positive impact on SEO, were also top channels… → Read More
Always Be Linking: 9 Places B2B Marketers Might Miss Link Building Opportunities
Link building is not something B2B marketers think about regularly. While most marketers realize the importance of links for search engine optimization, experience has shown that link building does not often stay top of mind with everything else that commands attention in a B2B marketing program. Here are nine places in traditional marketing campaigns where we tend to find B2B marketers… → Read More
How to Map SEO Keyword Research to the B2B Buyer Journey
Understanding the B2B buyer’s journey, from awareness to vendor validation to sales readiness, becomes critical in developing a successful online marketing program. The application of keyword research is also a critical component of this process, since search engines are a primary acquisition channel bringing prospects to a B2B website. B2B marketers have sets of keywords they want to target in… → Read More
How B2B Marketers Can Dominate Branded Keyword Search Engine Results
Branded keywords represent search queries that include the organization’s brand name or various product and brand-related information. While most B2B marketers assume their organization appears prominently for branded keyword search results, they need to consider the rest of the results that appear on a Google search page, both organic and paid. How often do you review brand-based keyword search… → Read More
Is Long-Form Content the Only Way to Achieve B2B Content Marketing Success?
Long-form content is essentially the technique of developing articles and blog posts in excess of 1,000 words. This type of content marketing initiative can be important for SEO because long-form content typically generates a higher number of page views, inbound links, and social media shares. There are numerous articles that discuss the benefits of developing long-form content for an SEO… → Read More
How to Leverage Twitter Lists for B2B Digital Marketing
Twitter lists are curated lists of Twitter profiles, kept in one location in a user’s profile. When viewing a Twitter lists’ unique timeline, users only see the updates associated with profiles in that list. In past blog posts we have referenced using Twitter lists for both social media and SEO program initiatives. Generally speaking, these lists help organize specific target audiences in order… → Read More
How to Leverage Twitter Lists for B2B Digital Marketing
Twitter lists are curated lists of Twitter profiles, kept in one location in a user’s profile. When viewing a Twitter lists’ unique timeline, users only see the updates associated with profiles in that list. In past blog posts we have referenced using Twitter lists for both social media and SEO program initiatives. Generally speaking, these lists help organize specific target audiences in order… → Read More
How to Prove ROI for a B2B Social Media Strategy
If your organization is struggling to measure the success of a B2B social media strategy, you are not alone in this challenge. As detailed in news coverage last year, a report from Simply Measured discovered that 61 percent of brand and agency marketers were struggling to determine the ROI of their social media initiatives. Fast forward almost 10 months later and challenges are similar despite… → Read More
How B2B Marketers Can Leverage Google’s Search Performance Reports
At the beginning of the year, Google announced the beta release of a new Search Console experience. For search marketers, the most significant part of this announcement was that 16 months of data would be available in Google Search Console’s Search Performance report. What this means for B2B marketers is that more information about how an organization’s web pages perform in Google search results… → Read More
How B2B Marketers Can Leverage Google’s Search Performance Reports
At the beginning of the year, Google announced the beta release of a new Search Console experience. For search marketers, the most significant part of this announcement was that 16 months of data would be available in Google Search Console’s Search Performance report. What this means for B2B marketers is that more information about how an organization’s web pages perform in Google search results… → Read More
A Comprehensive List of Link Building Ideas for B2B Software and Technology Marketers
Technology and software vendors realize how important SEO can be for generating leads and building brand awareness for their solutions and the organization in general. And while the foundation of a solid SEO strategy starts with good content, link building can be the secret ingredient to unlock the full potential of content marketing and traffic from organic search engines. But link building is… → Read More
How Content Marketers Prepare To Write for a B2B SEO Program
One of the common concerns B2B marketers have with a content marketing-focused SEO program is whether the content will align with target audiences and prospective buyers. While increasing search engine traffic is an exciting premise, B2B marketers know that traffic improvements have to be realized with accurate content, ultimately driving high-quality leads and inquiries. Thus, B2B SEO programs… → Read More
6 Free Cross-Training Ideas for B2B Digital Marketers
This year one of KoMarketing’s priorities is the creation of more cross-training opportunities for team members. In learning new skills, members of the KoMarketing team ultimately become better digital marketers, better support client programs, and the organization. Cross training provides value for broader B2B marketing professionals as well. As the B2B marketing responsibility list continues… → Read More
8 Key Google Changes B2B Marketers Need To Know In The New Year
January 5, 2016: In early December, Google dropped the “followers on Google+” social annotation for AdWords advertisers, as uncovered in an article from The SEM Post. This is announcement was just another indicator that B2B marketers can focus less on activity directly associated with Google+ in the new year. This is also just one of hundreds of changes Google made in the past year when you take… → Read More