Archiv für den Monat: Februar 2021

Find, Engage and Close: Demandbase’s Jon Miller on Recasting the B2B Marketing Automation Journey #B2BMX

Smiling bearded businessman holding production slate image.

Smiling bearded businessman holding production slate image.

How can B2B marketers recast the marketing automation journey to meet today’s challenges and be ready for those to come?

Jon Miller, chief marketing officer at Demandbase, recently presented a session at the 2021 B2B Marketing Exchange Experience virtual conference, and explored new account-based marketing best practices.

Although this pandemic year at #B2BMX won’t see B2B marketers gathered in the event’s usual sunny Scottsdale, Arizona location, many new attendee opportunities were on tap virtually.

Refresh, renew, remix has been the conference’s theme this year, and to help ease the lack of physical networking, #B2BMX included a Spotify music playlist, live music performances, and even various charitable elements.

Jon began by looking back at his journey starting Marketo — acquired by Adobe in 2018 for $4.75 billion — nearly 15 years ago, when marketers had a need to capture and manage online leads, a need that the company’s service met, allowing marketers to communicate and send leads to the appropriate departments.

Marketo’s efforts during this era helped marketing build credibility and respect, Jon noted, as marketers became a part of their firms‘ revenue engines.

Today however, the world is changing and marketing automation tools aren’t necessarily keeping pace.

We’ve reached the end of the era of traditional demand generation, which has become shipwrecked, Jon explained.

The General Data Protection Regulation (GDPR) and other global data protection efforts have made it more challenging for marketers to send emails in the way they were once able to, while in some instances sales teams are sending greater amounts of email now than marketers.

Marketers lost the keys to being the sole owners of communications,” Jon said, and noted that today’s larger buying committees also present challenges when trying to hold one-on-one interactions. This is where marketing can play a larger role, he noted.

Firms today are often generating more revenue after the sale in the form of recurring revenue and a focus on expansion, Jon observed.

There’s a strong bias in marketing automation tools against net-new business, while at the same time increasing revenue is being generated after the sale, which led Jon to share some of the limitations of traditional lead-based approaches:

  • It doesn’t make sense for marketers to be looking at leads while salespeople look at accounts
  • Buyers have become harder than ever to reach, and have a greater reluctance to filling out forms than ever before
  • Greater quantities of research that once took place on a business‘ website are now done elsewhere, making the tools that track on-site activities less effective
  • Buyer intent signals are hidden to traditional marketing automation software, as the digital body language has moved to third-party sites

Jon also pointed out a number of other factors that have contributed to the shipwreck that traditional demand generation has found itself in, including:

  • Missed pipeline goals
  • Poor alignment between marketing and sales
  • Obstacles to moving upmarket
  • Sluggish expansion revenue
  • Inefficient complexity and wasted time

Jon then explored how B2B marketers can move from this to a dynamic process where sales and marketing work as a team, each able to access relevant information from today’s more complex buyer journey.

Leaving behind the traditional marketing technology built more than a decade ago is a key step, Jon noted.

Jon then asked, “So what’s next, and how do we move forward?”

Modern Sales & Marketing Alignment: Find, Engage, and Close

1 — Finding The Most Valuable Accounts

The first step in adapting to the new realities of B2B marketing and sales alignment is to find, by focusing efforts on locating the most valuable accounts, Jon explained.

When it comes to finding target accounts, one size does not fit all,” Jon said, and marketers should do deep-dive one-to-one level account research, using highly-customized programs for each major strategic account — a process that is often a significant investment.

Another segment, one-to-few, focuses on moderately personalized deep cluster research — using micro-clusters of accounts focused on similar business issues, Jon explained.

An additional level with a broader scope is the one-to-many level, which is where many account-based programs exist, with a basic level of light personalization and much less investment per account, Jon noted.

The one-to-many level often benefits from greater use of technology such as intent data, making it more scalable.

The broadest category of all is the targeted demand generation segment, Jon explained, usually using traditional marketing tactics to go after specific accounts.

When considering which of these four levels to use for your business, the key is to find which one is truly the best fit for your selling style, Jon noted, and encouraged organizations to get creative and use custom level names such as tiers.

Jon urged businesses to find their entitlements — the contract of how marketing and sales agree to treat each account and what each department will do — in order to learn how many accounts your organization can handle.

Entitlements can be evergreen — offering continuing qualities that persist — or of the triggered and in-market variety, such as when an account is in an active buying process or has a new corporate executive, Jon explained.

Businesses often place greater focus on these triggered entitlements. The process of finding your firm’s entitlements is a great way to bring sales and marketing teams together, Jon noted.

Once the number of entitlements have been determined and you know how many accounts you can have, you can begin to use science and technology to focus on the key ones, and Jon shared the F.I.R.E. acronym:

  • (F)it — how close is this account to your ideal customer profile
  • (I)ntent — the interest accounts have in your products or those of your competitors
  • (R)elationship — is this an account your salespeople are already talking with
  • (E)ngagement — is this account coming to you and spending time on your website or attending your firm’s events

Combined, these form what Jon refers to as pipeline prediction, used to determine which accounts should be moved up to the next level, and find the accounts that really matter.

[bctt tweet=““When it comes to finding target accounts, one size does not fit all.” — Jon Miller @jonmiller“ username=“toprank“]

2 — Engaging Identified Accounts

The second step in utilizing the new realities of B2B marketing and sales alignment is engagement, where the identified accounts are engaged, aligning your interactions with the buyer’s journey, Jon explained.

Jon noted how in the past he has likened the use of ABM processes to fishing with spears for the big fish, while demand generation is more like fishing with a net. An overlooked issue when using those ABM spears, however, is that “Getting poked by a spear doesn’t feel very good,” Jon said.

Smart ABM processes can overcome the reluctance and pain traditional methods often generate, by understanding where a buyer is on their journey and aligning all interactions appropriately, Jon explained.

Jon then shared Gartner’s “Six Buying Jobs,” that all accounts ought to go through, to ensure that everyone on the buying team is working together.

Gartner Image

It’s important to have content that’s aligned to each of these six buying jobs, Jon noted, and also suggested keeping in mind that buyers don’t travel on their journey in an orderly or linear fashion, instead bouncing around in typically unpredictable and even chaotic directions.

In the non-linear buying process Jon suggested using a football field’s yard line grid to determine how close to the scoring or buying point a buyer is, and considering the path that a football takes as it moves in many directions on the playing field.

The buyer’s yard-lines tell us where in the journey they are, as well as the likelihood of an imminent score or purchase, Jon noted, and they can also inform our decisions as to which plays or plan of business approach we should execute.

Gartner Image Screenshot

Businesses should create their own buyer journey definitions, and Jon shared how Demandbase organizes theirs, with:

  • Qualified — ideal customer profiles
  • Awareness — showing awareness and intent for our category, especially on third-party sites
  • Engaged — engaging with our website, events, and programs
  • MQA — Marketing Qualified Account, using intent data and the pipeline prediction process to know whether an account is in-market or in a buying cycle
  • Opportunity
  • Customer — A closed/won opportunity
  • Post-Sale — Adoption and expansion

At this point sales and marketing teams can align their interactions to the buyer’s journey, such as building brand trust early in the journey in the “qualified” stage, to thought leadership in the middle stages, all the way through enhancing the post-sale experience by finding expansion opportunities, Jon noted.

The MQA stage is especially well-suited for utilizing a multi-channel approach, Jon suggested, from customer relationship management (CRM) and marketing automation to ad platforms, direct mail, account-based chat, and sales engagement, among several other channel opportunities.

[bctt tweet=““The explosion of digital noise means that traditional marketing channels like ads are becoming less and less effective. What marketers need to think about is, how do I orchestrate multiple channels together?” — Jon Miller @jonmiller“ username=“toprank“]

3 — Closing As An Orchestrated Team

The third major strategy Jon shared during his insightful and energetic #B2BMX presentation was the closing element, with a focus on working as an orchestrated team and not merely the outdated hand-off of the account baton.

How can businesses have sales and marketing work together in a new way?

With today’s B2B buyer journey being so complicated, the baton hand-off approach doesn’t work, Jon observed, and encouraged a team approach more like the way a soccer team functions, passing customer engagement back and forth as needed, in a coordinated way.

Comprised of three levels, the type of marketing and sales alignment that Jon spoke about can be broken down into:

  1. Aligning data — Assuring that sales and marketing teams are looking at the same data
  2. Sharing insights — Teams proactively alerting each other about relevant insights
  3. Coordinating interactions — Working together as an orchestrated team

[bctt tweet=“Marketers need to break free over the next 10 years by radically changing how they work with sales, stopping the baton hand-off model and moving much more of an integrated team. ” — Jon Miller @jonmiller“ username=“toprank“]

Jon then shared a favorite tip, which he called a secret weapon for marketing and sales alignment — account standups.

In these deceivingly simple account standup events, every few weeks the marketing and sales account teams meet without any executives or managers present, and talk about what’s happening and strategize. Jon explained that account standups are one of the best and simplest ways to move ahead with quality coordinated ABM strategies and tactics.

Jon then shared the TOPO account-based technology stack, with its intent, account, and contact data all the way through to the processes of execution, measurement, infrastructure, and application workflow.

TOPO Image Screenshot

Jon shared how the execution stage features many channels, which typically won’t all be used but each serve a specific purpose, and the overall chart is helpful for determining where to focus time and energy, he explained.

Jon concluded his session by reiterating that account automation tools were built for a different time than the more complicated B2B buying landscape that we face today, which is much better met using the orchestrated methods he dug into during his presentation.

It’s time to start thinking about new processes and technologies, especially those in the F.I.R.E. strategy, and to define your business‘ entitlements and tiers, Jon urged.

Learn more from Jon by watching our Break Free B2B Marketing video interview, and be sure to connect with him on Twitter and LinkedIn.

Creating award-winning B2B marketing takes considerable time and effort, which is why many firms choose to work with a top digital marketing agency such as TopRank Marketing. Contact us today and let us know how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, and others.

The post Find, Engage and Close: Demandbase’s Jon Miller on Recasting the B2B Marketing Automation Journey #B2BMX appeared first on B2B Marketing Blog – TopRank®.


10 Marketing and Communications Leaders to Inspire You in 2021

10 inspiring women in marketing 2021

10 inspiring women in marketing 2021

Even the best of marketers can be challenged in times like those we’ve all experienced over the past 12 months. But it is those who rise above those challenges that fuel the inspiration we all need to succeed in our industry.

On this blog, we’ve made a point to highlight inspirational marketing voices with lists of top marketers by discipline (B2B marketing, social media marketing, content marketing) and our famous lists of Women Who Rock in Marketing since 2010. Over the past few years, we’ve tried (not hard enough) to be more inclusive in these lists to represent women and people of color.

During Black History month, many brands have made efforts to shine a light on contributions made in the world by individuals the black community. But why should honoring such contributions be limited to one month? For our small part, how we represent marketers of color in the content on our blog, on social networks and in marketing content as well as the influencers we work with has changed significantly over the past few years. It’s not enough, but we’re continuing to learn and grow our awareness, understanding and action when it comes to the importance of diversity and inclusion.

As I reflect on those who inspire me on a daily basis to be more, to be better as a marketer and marketing leader, the following list of women of color stand out. I encourage you to learn more about their backgrounds, achievements and to pay attention to the contributions they are making to the world of marketing and communications in both B2C and B2B.

Beverly JacksonBeverly Jackson @BevJackin/beverlyjackson/
Vice President Global Brand and Consumer Marketing at Twitter

With past experience working at The GRAMMY Awards, Yahoo!, MGM Resorts and Activision Blizzard, Beverly now serves as Vice President of Global Brand and Consumer Marketing at Twitter. Beverly is a dynamic, senior marketing executive adept at building, mentoring and managing high performance entertainment and digital marketing teams while establishing long-term strategic relationships to drive revenue.

Beverly has extensive agency and in-house experience launching brand extensions and new products, utilizing metrics to analyze growth, developing innovative digital strategies to drive brand loyalty and awareness via social media, mobile and community engagement. We’ve interviewed Beverly in the past and recognized her several times on our lists of top marketers over the years. She joined Twitter as VP in January 2021.

Bozoma Saint John
Bozoma Saint John
Chief Marketing Officer at Netflix

Boz got her start in marketing at Spike Lee’s advertising agency, Spike DDB. She then went on to manage brands within the PepsiCo beverages portfolio, before becoming Head of Music and Entertainment Marketing at the CPG giant; followed by Head of Global Consumer Marketing at Apple Music & iTunes; then went on to serve as Chief Brand Officer at Uber; before taking on the CMO role for Endeavor (including WME, IMG, UFC, Miss Universe, 160over90 etc).

Boz launched a podcast alongside award-winning journalist Katie Couric, “Back to Biz with Katie and Boz,” which explores the ways thought leaders, CEOs and innovators are responding to the societal shifts that have been ushered in by the coronavirus pandemic. Boz’s philanthropic efforts include representing Pencils of Promise as a Global Ambassador to Ghana and serving on the boards of Girls Who Code and Vital Voices. With such contributions, Boz was an easy pick to recognize in our Women Who Rock in Marketing list. She took on the CMO role at Netflix in June 2020.

Candace Steele Flippin
Candace Steele Flippin
Senior Vice President and Chief Communications Officer at Acuity Brands

Candace has 20+ years serving B2B and B2C domestic and international companies in the financial services, medical device, biopharmaceuticals and pharmaceuticals industries before taking on the role as SVP and Chief Communications Officer at Acuity Brands.

Candace is a globally recognized multigenerational workplace scholar, TEDx speaker, industry thought leader and author that specializes in development and implementation of Corporate Communication and Public Relations strategies that support business growth, navigate change and mitigate crises. She is also a Research Fellow at the Weatherhead School of Management at Case Western Reserve University. Candace took on the SVP role at Acuity Brands in November 2020.

Dara Treseder
Dara Treseder
SVP, Head of Global Marketing & Communications at Peloton Interactive

A veteran Chief Marketing Officer, Dara was previously the CMO of Carbon and the CMO of GE Business Innovations & GE Ventures. Earlier in her career, she led marketing and growth efforts at Apple and Goldman Sachs. A champion of public health, women’s issues, and diversity initiatives, Dara is the Vice Chair of the board of the Public Health Institute (PHI). Dara also serves on the board of PG&E.

Dara graduated cum laude from Harvard University with highest honors in field and holds an MBA from Stanford University. We were happy to recognize Dara in our 10 year anniversary list of women who rock in marketing. She joined Peleton as SVP and Head of Global Marketing and Communications in August 2020.

Deirdre Findlay
Deirdre Findlay
Global Chief Marketing Officer & Consumer Revenue at Condé Nast

As a former Google, Stitch Fix and eBay marketing executive, Deirdre is a passionate marketer with progressive experience in integrated marketing – brand, product, customer relationship marketing, loyalty, offline and online direct marketing, business to consumer, and business to business.

Deirdre serves on the boards at Sonos, Olaplex and Effie Worldwide and has an MBA from Dartmouth. She joined Condé Nast as CMO in January 2020.

Gail Moody-Byrd
Gail Moody-Byrd
Chief Marketing Officer at

Gail’s experience at McKinsey & Company, The World Bank, Levi Strauss, and over 10 years at SAP lead her to the CMO role at There, she is responsible for delivering awesome brand, demand, digital marketing, events, sales enablement, product marketing and AR/PR by motivating her team to let the world know how great a company is.

An MBA graduate of Harvard Business School, Gail serves on the Board of Directors at Juma Ventures. focused on empowering low-income youth to transcend challenging circumstances, fulfill their inherent potential, and positively impact their communities. Gail appeared in our 2020 list of Women Who Rock in Marketing. She joined as CMO in November 2018.

Jeanine Liburd
Jeanine Liburd
Chief Social Impact and Communications Officer at BET Networks

Previously serving as VP Communications at MTV, SVP of Corporate Communications at Viacom and Chief Marketing & Communications Officer at BET Networks, Jeanine is now Chief Social Impact and Communications Officer at BET Networks where her responsibilities include leading and elevating a portfolio of multi-platform social change initiatives that empower BET Networks‘ audiences to have an impact on the critical issues facing the black community today.

Her current role also focuses on utilizing content as a catalyst to create awareness and build action oriented impact campaigns globally. She also oversees strategic partnerships and community engagement at the local and national levels. Jeanine has been recognized in our annual list as a Women Who Rocks in Marketing. She has been in her current position at BET Networks since September 2019.

Leah Frazier
Leah Frazier
President at Think Three Media

Leah is an experienced Publicist, Content and Influencer Marketing Consultant with a demonstrated history of working with brands in the fashion, apparel, beauty and lifestyle industries.

As a 2X Emmy Award-Winner, Best Selling Author, TEDx Speaker, and publisher of a top 30 Podcast In Marketing, she is skilled in Media Outreach and Relations, Entrepreneurship, Public Relations, Influencer Campaigns, Strategic Planning, and Marketing Strategy. She is also a strong business development professional with a Juris Doctor (J.D.) focused in Law from Texas Wesleyan University School of Law. Leah has been president of Think Three Media since June 2016.

Lisa Maxwell
Lisa Maxwell
Vice President Marketing, Data & Services at Mastercard

Lisa Maxwell has a proven track record of reinventing and reinvigorating brands through business turnarounds and creating business reinventions grounded in consumer insights. Lisa orchestrated the successful turnaround, from negative to sustainable double digit growth, on recognizable brands like Nicorette, NicoDerm CQ, Abreva and K-Y brand. She has created several innovating and long lasting omni-channel campaigns that included TV, public relations, electronic consumer relationship marketing (ECRM), social media, digital and shopper marketing. In her current role at Mastercard, she develops integrated campaigns that highlight Mastercard Data & Services solutions across Loyalty & Engagement and Advisor offerings.

Lisa is a recipient of the 2012 Tribute to Women in Industry (TWIN) Award, an alumnae W.O.M.E.N. in America and a Committee of 200 Scholar. She currently serves on the Board of Directors of GrassROOTS Community Foundation. Lisa was promoted to her VP of Marketing role at Mastercard in April 2020.

Ty Heath
Tyrona (Ty) Heath
Director, Market Engagement, The B2B Institute at LinkedIn

With more than 17 years of experience in digital and product marketing education at Google Inc, consulting within IBM as a social business manager and leading a B2B agency consulting practice, Ty now serves as the Global Lead for the B2B Institute @ LinkedIn where she delivers thought leadership to help marketers stay on top of the latest in B2B marketing strategy through research, teaching and writing about B2B marketing, social selling as well as leadership, diversity and inclusion.

Ty is also the former President of LinkedIn’s Black Inclusion Group (BIG), Co-Founder of LinkedIn’s annual TransformHER conferences, author of „Marketers of Tomorrow: A Step by Step Toolkit for Inbound Marketing“ and a two time Olympic Trials qualifier in track and field. Ty has made numerous appearances on our blog through interviews, covering her industry presentations and recognition on our lists of Women Who Rock in Marketing. She joined the B2B Institute at LinkedIn in September 2020. (LinkedIn is a client of TopRank Marketing)

I am fortunate to call several of these top marketers friends and I appreciate their direct and indirect influence on my efforts to be a better marketer myself. Above all, I hope that this list provides both recognition for their contributions as well as inspiration to our readers when it comes to marketing leadership, best practices and achievement.

Who would you add to this list? Please share in the comments or post a reply to us on Twitter, LinkedIn or Facebook.

The post 10 Marketing and Communications Leaders to Inspire You in 2021 appeared first on B2B Marketing Blog – TopRank®.


SEO in 2021: What your organization’s executives and senior leaders must know

30-second summary:

  • Did you know that 53 percent of trackable web traffic is organic?
  • A study from BrightEdge revealed that search (organic and paid) still delivers more traffic to websites than any other channels, including social and display
  • These statistics prove that the role of SEO in 2021 is elevated across all industries since an organic flow of traffic is now more critical than ever
  • Merkle Inc.’s VP Head of SEO, Eryck Dotzi discusses six key focus areas that leaders across organizations must clearly understand about the role of SEO to drive organic search performance

2020 wasn’t a year that we will soon forget. Life and the way we do business changed forever. Ecommerce grew more last year than it has grown in the past five years combined. As a result, many businesses had to adapt their marketing efforts to these changes. The role of SEO in 2021 is elevated across all industries since an organic flow of traffic is now more critical than ever.

As we navigate this year, leaders across organizations must clearly understand the role of SEO and focus on driving organic search performance. Let’s dive into some key areas of focus:

1. Define the integration of SEO within other channels going forward

Did you know that 53 percent of trackable web traffic is organic? A study from BrightEdge revealed that search (organic and paid) still delivers more traffic to websites than any other channels, including social and display. This statistic alone demonstrates why brands need to realize that organic traffic is not going away, and they need to value SEO in 2021 and beyond. They need to integrate SEO with their other media channels. Organic search is the only channel that has a touchpoint across each stage of the customer journey.

While TV and display are generally associated with awareness, paid search is typically aligned with the mid to lower funnel as customers are making a decision about the product or service and converting. The story is different for organic search.

  • When interested in a product or when they have a problem they are trying to solve, users search (often as a result of interacting with an ad)
  • When making a decision and comparing options, users search
  • When customers are ready to convert, they search again, and often, after the purchase, search is again involved in learning how to use the product, service, and more

SEO is about answering users‘ questions and helping them find what they were seeking. As a result, SEO is one of the few channels where the engagement is initiated by the user and the ad does not disrupt the customer journey. This makes SEO the channel that ought to be the point guard to a cross-channel line-up, playing assist to the other channels.

2. Organizations must hold SEO to the same accountability and scrutiny as other channels (ROI)

Organizations need to deploy a clear SEO analytics plan going forward. Often, because SEO does not have an associated cost, marketing prioritization is low, and measurement is laxed. ROI can seem abstract, and teams fail to properly track the measurement of success based on levels of effort, this is not ideal. SEO teams must have a systematic measurement plan and resources in place to make the right level of attribution and adjustments happen.

To start, align your goals with the other media channels – look at the impressions and have a clear understanding of your share of voice within your industry, click-throughs, visits, and conversions as part of the full view – what percent are you gaining compared to the market?

This accountability must be demanded from your SEO team going forward.

3. Organizations must optimize to one search experience by harmonizing SEO and SEM

In the first half of 2020, and throughout some of the social unrest periods that marked the year, many advertisers paused their campaigns. In those instances, this was a real-time experiment in organic vs. paid traffic acquisition. The conclusion many have walked away with is that you need both, but the programs which invested heavily in organic search showed the best results in aggregate.

Since non-branded keywords are becoming increasingly expensive, it is not always efficient to deploy a non-brand campaign in paid search. As a result, many campaigns have been reduced to maximizing visibility on branded terms. So, how do you win in search when you cannot buy your way out with paid campaigns? Organic search is the answer. An analysis should be conducted to properly find the balance between paid and organic so that you are optimizing the total search experience. Organizations that win here will have a clear strategy around leveraging where they are winning and where they have gaps.

4. Marketing teams must align SEO and user experience

Many lessons were gained in terms of reducing friction in the customer journey and optimizing the conversation between customers and brands. As a result, many brands set out to either redesign their websites or migrate to a new platform. When redesigning or overhauling a website, it is vital to involve SEO in the project from the beginning, or you will likely end up adding an extra step when a botched overhaul of content starts to affect performance. Start the project with SEOs involved from the beginning to save time, money, and headaches in this process. Additionally, ranking factors are becoming more aligned with items that are controlled by the UX team. SEO connects your media team to your user experience team, and collaboration between the two is necessary to bridge the gap in 2021 and beyond.

“Page experience” is already a ranking factor in Google’s algorithm and represents a set of aspects considered important in a webpage’s overall UX (mobile-friendliness, security, and the others). There are a couple of things happening this year that are specifically highlighting Google’s continued focus on rewarding websites that provide a great experience. First, Google is finalizing the switch to mobile-first indexing, which means all websites and their content will be crawled, evaluated, and indexed from a mobile device standpoint. Then the Core Web Vitals will be included in the larger page experience ranking factor.

5. Technical priorities for web must include SEO, Core Web Vitals, and user experience

If you ask 1,000 SEOs what the big trend for SEO in 2021 will be, 1,000 will tell you that it will be the year of Core Web Vitals. Core Web Vitals are a set of aspects that Google considers important in a webpage’s overall user experience. There are several things happening this year that specifically highlight this – the most impactful being Google’s switch to a mobile indexing environment, which is the end of an era as we know it. This means that Google will largely use the mobile version of the content for indexing and ranking. In the past, the index primarily used the desktop version of a page’s content when evaluating the relevance of a page to a user’s query. Many websites have done great work to prepare, but complying with your technical foundation is a non-negotiable going forward.

6. SEO anchors on optimizing content across the entire customer journey

Marketers must create content that caters to the user’s journey – answering the demand and questions they will have across each stage of the funnel. As you plan content, have clear keyword governance to manage your content strategy across the organization, clearly defining each owner. For example, for large financial institutions, which business unit of banking, credit card, and mortgages owns the SEO performance for the keyword “credit score”? It is imperative that copywriters work hand-in-hand with SEO to have a functional content strategy to optimize the journey. You shouldn’t just use SEO to prioritize your content and keywords, but use it to determine the voice and narrative around those keywords.

According to a new Google update on December 3, Google is favoring information and user-focused sites. As a result, there has been a shift in ranking for organizations that are providing value and nurturing their customers. User-focused content across the journey is no longer a nice-to-have for organizations, but a must-have to properly rank.

Organic engagement with customers throughout the customer journey is and will continue to be a key element to marketing success. As the data shows, the channel is healthy. Brands that have invested in an institutionalized approach to SEO have achieved and sustained levels of success that span across other channels. There are many more opportunities for growth, and with ecommerce and customer expectations continue to grow at a rapid pace, the outlook for SEO in 2021 is optimistic.

Eryck Dotzi is VP Head of SEO at Merkle Inc.

The post SEO in 2021: What your organization’s executives and senior leaders must know appeared first on Search Engine Watch.



Mehr Bilder…

Pitchnext ist ein ein junges, innovatives Start-up aus dem Herzen des Ruhrgebietes, das Unternehmen auf dem Weg der Digitalisierung begleitet. Das Leistungsspektrum soll Orientierung und Hilfestellung für die Herausforderungen von Morgen bieten: Consulting, Coaching, Training, Workshops und Partnership. Das Team um Dzent und Geschäftsführer Nicolai Krüger verbindet Kreativprozesse mit praxisorientiertem Denken — durch zielorientierte Methoden: innovativ, agil, iterativ, intensiv. Neben führenden Universitäten, Innolabs und Banken zählen auch Suchmaschinenanbieter zu den Klienten.

Aufgabe: Die Dienstleistung als Partner in disruptiven Zeiten vertrauensvoll abzubilden und die Symbiose aus agilem Mindset mit der Freude an der Zukunft zu vermitteln. Ergo: Entwicklung einer zukunftsorientierten, starken Corporate Identity und Konzeption hochwertiger Kommunikationsmittel für den digitalen, als auch anolgen Einsatz.

Visee Design

Matthias Seeburger


Das neue Brand Design für Audi

Ingolstadt – Stuttgart/Berlin, 25. Februar 2021. Im vergangenen Jahr hat Audi unter der Leitung von Henrik Wenders, seit April in der Rolle des Senior Vice President Marke Audi, die globale Markenstrategie weiter geschärft. Die neue Markenkampagne „Future is an Attitude“ verdeutlicht die Transformation hin zur nachhaltigen und digitalen Premiummobilität. Die Neuausrichtung wird auch im neu gestalteten Brand Design sichtbar, das die Design- und Branding Agentur Strichpunkt gemeinschaftlich mit dem Team von Audi entwickelt hat. Den neuen Bildstil hat maßgeblich die Agentur Thjnk mitgestaltet.

Hochwertiger Auftritt und ein durchgängiges Erlebnis über alle Touchpoints

Mit dem neuen Brand Design leitet Audi nun die nächste Entwicklungsstufe in der Markenführung ein: Die Haltung von progressivem Premium wird eindeutig sichtbar, der Auftritt hochwertiger. Die Marke rückt deutlich näher an die KundInnen und bietet überall ein zielgruppengerechtes Markenerlebnis.

Inspiriert vom Atomic Design (kleinteilige Webgestaltung), hat Strichpunkt dazu ein modulares Design-System entwickelt, das variabel einsetzbar ist. Medienneutral gestaltet, aber im Herzen durch und durch digital, ermöglicht es durch unterschiedlich aufeinander abgestimmte Module die präzise und konsistente Inszenierung der Marke Audi an allen Kundenkontaktpunkten. Je nach Anwendung werden unterschiedliche Komponenten eingesetzt. Das Ergebnis: Mehr Flexibilität und ein durchgängiges Markenerlebnis über alle Touchpoints hinweg.

Audi Ringe erstmals als integrales Design-Element

Eines der progressivsten Elemente des neuen Brandings ist der zukünftig sehr flexible Einsatz der Audi Ringe – dem einprägsamen Markenzeichen von Audi. Dabei setzt Strichpunkt auf mehr Vielfalt bei der Anwendung und behält dabei immer den unverwechselbaren Audi Stil bei: schlicht und einfach. Von filigran zu kräftig, von zurückgenommen zu selbstbewusst – nun ist es zum ersten Mal möglich, die Linienstärke der Ringe in der Kommunikation zu variieren. Dadurch können die Ringe die Botschaft verstärken und fungieren so als integrales Designelement.

Dynamische Typografie- und Layout-Struktur

Über den vielfältigen Logoeinsatz hinaus wurde eine dynamische Typografie- und Layout-Struktur entwickelt, die dem Markenauftritt mehr Ausdruck verleiht. Auch die Audi-Schrift „Audi Type“ besitzt im neuen Font „Variable“ nun freie Skalierbarkeit. Passend zu den flexiblen Audi Ringen bietet die Schrift mit ihren ebenfalls variablen Schriftstärken die Möglichkeit, sich der Lautstärke und Tonalität der Botschaft anzupassen. Damit wurde die Lesbarkeit für digitale Devices noch einmal optimiert. Hier differenziert sich Audi klar vom Wettbewerb.

Die Farbwelt des Markenauftritts wird auf drei Farben reduziert: schwarz, weiß und rot. Das frische aufmerksamkeitsstarke Rot steht dabei für die Aufgeschlossenheit der Marke, die reduzierte Farbgebung kreiert Harmonie und Eleganz.

CI Portal bietet Orientierung

Für den kreativen und agilen Umgang mit der Marke hat Strichpunkt gemeinsam mit Audi zudem ein digitales Markenportal gestaltet, das richtungsweisend für die gesamte Branche ist: Jedes Element ist interaktiv erlebbar, es bietet viele Anwendungsbeispiele, die inspirieren und das Wesentliche vermitteln, und es ist öffentlich zugänglich. Und es ist so aufgebaut, dass Kreative sofort loslegen können: ein lebendiger Styleguide, der über alle Touchpoints hinweg durch den Input von Designern und Programmierern aus aller Welt kontinuierlich erweitert wird.

Credits: Audi / Strichpunkt Design