In this episode of B2B Nation, we talk to Kristjan Mar Hauksson, digital marketer and SEO and B2B inbound marketing expert, and the co-author of Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results.
Today’s B2B marketers put a lot of emphasis on being found by prospects using organic search. But they can’t stop there. Not all inbound traffic should be treated equally, which means marketers have to look for intent signals in the data they capture to understand who is a lead, who is a browser and who is a job seeker.
Among the topics we discuss in this episode are lead qualification, the under-utilized and over-utilized channels in digital marketing and whether we’ve hit the point where there’s too much data involved in online marketing.
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We’re also going to examine cross-cultural marketing and discuss the sometimes subtle differences in the way audience members from different cultures gather information online.
Episode Guide
2:45: Advice on understanding the intent of your website visitors
5:06: What can you learn from visitors to your About Us and Contact Us pages?
7:56: Preferred methods for qualifying leads from inbound visitors
11:26: Is there an ideal organizational structure for marketing and sales?
14:19: How customers owning the buying journey changes marketing — and doesn’t
16:14: Do B2B marketers under-value Google and social media platforms?
19:04: How well do B2B marketers understand the nuances of cross-cultural marketing?
24:37: Kristjan’s under-utilized B2B marketing tactics
28:52: Is the influx of martech tools and data responsible for over-complication?
30:41: Kristjan’s favorite apps and tools.