Jesse Noyes

Eloqua

Jesse came to Eloqua from the newsroom trenches. As Corporate Reporter, it’s his job to find the hot topics and compelling stories throughout the marketing world. He started his career at the Boston Herald and the Boston Business Journal before moving west of his native New England. When he's not sifting through data or conducting interviews, you can find him cycling around sunny Austin, TX.

Why B2C and B2B Marketers Both Watch the Automotive Industry

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Posted on 2012-05-23

General Motors made big news this week when they said – just ahead of Facebook’s big IPO – that they were taking their $10 million budget for Facebook ads elsewhere.

It wasn’t all that long ago that Ford captured the marketing world by surprise when it announced it would dump the Super Bowl for more social media.

Interestingly, these moves seem to capture the attention of both B2C and B2B marketers. Whether your trips to the water cooler are inside the walls of a consumer-oriented brand or a company that mainly sells to other businesses, there’s a good chance the marketing tactics of Ford, GM, Toyota and car-makers come up.

An obvious reason for this is the sheer size of the automakers budgets. (GM is the number three advertisers in the U.S., for instance.)

But there’s...

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Traffic from Social Referrals Is Doubling [CHART]

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Posted on 2012-05-20

With Facebook’s IPO this week, we thought it would be timely to look again at the share of traffic our customer’s get from various social channels to see if there have been any new trends since the last time we reported on this topic.

The first thing we noticed was that socially referred traffic has more than doubled since Q1 2011. Although Facebook continues to dominate the total traffic to our customers, marketers appear to be enjoying a much more diverse portfolio of social lead sources from Twitter, LinkedIn, as well as StumbleUpon, Tumblr, and Reddit.

...

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5 Really Good Reasons LinkedIn Bought SlideShare

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Posted on 2012-05-03

Big happenings in the social media world today as a giant star collided with a smaller, but powerful, cousin. LinkedIn has decided to purchase SlideShare for $119 million in cash and stock.

It’s not a deal I can say I saw coming, but it makes total sense. For those of you uninitiated with SlideShare, it’s a platform where you can upload and spread professional presentations. Or what I like to call, the backbone of buying and selling these days.

If you’re scratching your head on just why LinkedIn would spend all that dough on SlideShare, let me offer five big reasons.

1. It’s Like Pinterest for Business

We’re all hearing about Pinterest lately, the visually sticky social network for sharing your favorite links to things like wedding plans, Etsy projects and, yes, even content marketing. What makes Pinterest compelling is the way it strips sharing down to visuals.

Well, SlideShare...

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6 Boards to Consider for Your Pinterest Brand Page

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Posted on 2012-05-02

Pinterest is one of those sites where you log on for five minutes and end up staying for 45. A visual smorgasbord, the now third most popular social media site in the world is highly addictive.

Yet, Pinterest’s fast rise to fame and users has confused some marketers. Maybe you’re used to Facebook and LinkedIn, but what kind of presence should your brand have on this rapidly growing network?

Pinterest is all about getting others to “pin” your content to their “boards.” To accomplish that goal, you’ll have to create your own boards that represent your brand – kind of like a digital corkboard for the world to see. Stumped? Having launched our own Pinterest page today, we decided to detail the six boards we created and why.

1) Infographics
Visuals are what rule Pinterest. And for brands, especially B2B brands, infographics often represent...

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David Meerman Scott: How to Break Into the News Cycle

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Posted on 2012-04-27

Reporters and editors face a 24-hour news cycle. They are constantly, urgently, in need of quotes, quirky anecdotes, data. Yet, many marketers struggle to make it into the story.

Why is that?

According to David Meerman Scott, author of Real-Time Marketing & PR and Newsjacking, it’s because many marketers are not taking advantage of the second paragraph. The press is constantly looking for a unique angle to insert into breaking news coverage. With the right amount of quick thinking and creativity, marketers can create angles that the media will jump on. It’s part of David’s continued admonishment to market “right now.”

David shares how to make this happen below and will offer even more advice on marketing in real time as the keynote speaker at Eloqua Experience Europe. Check it out...

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How Sage Does Social Demand Generation

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Posted on 2012-04-25

When it comes to social media plenty of companies like it, want it, can’t get enough of it. But many demand generation marketers don’t know what to make of it.

Sage, a global provider of business management software and services however, has made social a key part of its demand activity. About a year and a half ago, the global software company’s Employer Solutions business unit, makers of Human Resources Management Software, wanted to do more than drum up awareness, they wanted a full fledge social demand generation strategy.

Today, the brand has 24 social leads, employees who dedicate all or part of their time to social media across the entire Sage brand and about 10% percent of its employees are active on Twitter alone. Best of all, they are actually engaging and generating leads...

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4 Ways B2B Marketers Can Take Advantage of Instagram

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Posted on 2012-04-11

$1 billion. That’s how much social networking giant, Facebook, is paying out for the photo-sharing service Instagram. Not bad for a company without revenue.

But who uses Instagram? Teenagers and nostalgia-starved hipsters, right?

Believe it or not, at more than 27 million users, Instagram has wide and active group of fans. Yet, B2B companies haven’t taken to those fuzzy filters like their B2C counterparts.

That’s too bad. The truth is Instagram offers a number of effective b2b marketing tactics your brand should be taking advantage of – from raising awareness to engaging prospects and leads. Here we outline 4 ways B2B marketers can use Instagram.

Curate Your Fans Work

Jay Baer is fond of...

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Why Social Shouldn’t Scare Email Marketers

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Posted on 2012-04-10

Last year was all about social media, right?

Everywhere you turned people were talking about social. It dominated headlines. It was the hot topic at conventions. And several pundits claimed its popularity signaled the death knell for email. But is the outlook for email really that bleak?

Let’s consider some facts and figures. The number of registered email accounts reached 3.1 billion in 2011, and is expected to grow by another 1 billion by 2015, according to The Radicati Group. To put that in perspective, the number of email accounts outnumbers the number of Internet users by about 1 billion.

When it comes to ROI, email remains a relatively inexpensive, high-return marketing method. For every dollar spent on email, the average return was expected to reach $44.25 by the end of...

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Why Your Competitor’s High Google Ranking May be a Good Thing

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Posted on 2012-04-03

It’s a simple equation. Your competitor rises in Google’s search results, you take the hit.

Easy math.

But a recent study on sponsored search suggests the opposite might be true; that competing high-ranking organic search results may actually boost the performance of your paid search ads.

The results are found in the paper “Sponsored Search: How Organic Results Impact Sponsored Search Advertising Performance,” written by business professors at the University of Texas, the University of Pennsylvania and Carnegie Mellon University.

Over 45 days, the authors teamed up with a pet product company running a sponsored search campaign on Google, capturing daily data on clicks, orders and costs for the keywords used. They systematically varied the ad’s position and used a web crawler to record organic and sponsored search results that appeared alongside in an effort to replicate the common...

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How Do You Appeal to the Distracted Buyer?

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Posted on 2012-03-30

Here’s the good news: people are consuming more content on a daily basis than ever.

Here’s the bad news: they seem to be consuming it all at once.

The amount of time we spend in front of the TV, the computer, our mobile devices – it’s all going up. According to recent eMarketer data, adults in the US consume an average of 11 hours of media in a day, with the largest shares going to TV, video and online.

Marketers should be happy that consumers are so content hungry. But the implication is that most of us are taking in content from multiple sources all at once. We’re scanning through our phone while working on our laptop. We’re playing with our iPads while watching TV.

We are, according to eMarketer’s own analysis, multitasking.

...

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