HubSpot Works With Supermetrics On Data Analytics And Reporting 09/05/2019

Using the Supermetrics HubSpot connector, HubSpot clients can analyze and report marketing data across HubSpot portals in Google Sheets, Google Data Studio and Excel, the firm says.

In a related development, HubSpot says it is adding new functionality to its Sales Hub Professional and Marketing Hub Starter tiers, in response to customer demand. The announcement was made at the INBOUND 2019 conference on Wednesday.

HubSpot’s new features for its Sales Hub Professional tier include:

eSignature functionality 
Calculated properties that are populated with data from other form fields 
A “Buy Now” checkout experience that allows users to create a call-to-action linked to a product in their catalogue to an online purchase in Stripe
— Read on www.mediapost.com/publications/article/340291/hubspot-works-with-supermetrics-on-data-analytics.html

Moz ‘State of Local’ report shows confusion, fragmentation in local SEO efforts – Search Engine Land

Moz ‘State of Local’ report shows confusion, fragmentation in local SEO efforts – Search Engine Land
— Read on searchengineland.com/moz-state-of-local-report-shows-confusion-fragmentation-in-local-seo-efforts-308714

Great article written by Greg Sterling @gsterling on Search Engine Land

Study indicates that B2B audiences are avid consumers of business content online

Clutch’s survey of 384 consumers of online business content found that 87% of respondents frequently encounter business content using search engines, slightly more than the 85% who find business content through social media and 75% who encounter content most frequently on company websites.

The study indicates that B2B audiences are avid consumers of business content online and use content to inform their purchasing decisions.

By optimizing content for SEO and for their target customers, companies can engage B2B audiences online and work to transition them through their sales funnel to conversion.

B2B audiences consume content frequently and according to their purchasing intent

Clutch’s survey supports industry research that B2B customers extensively research companies and products online as part of their purchasing process.

The survey found that 88% of B2B audiences consume business content online at least once a week.

For the most part, the reasons why B2B audiences consume business content online reflects their buying intent and determines the type of content they prefer.

For example, 45% of B2B audiences read business content online to stay informed about industry trends, the most common reason cited among respondents.

This broad reasoning for consuming content demonstrates low purchasing intent. Thus, this group likely fits in the “awareness” stage of the conversion funnel and consumes content to learn more about a business or an industry before moving forward in their purchasing process.

As a result, they reported blogs and articles as their preferred type of content, since blogs and articles are more likely to focus on broader topics such as industry trends.

On the other hand, B2B audiences that read content to further research a company’s products or services, or to help them make a final purchasing decision, gravitate towards content that speaks to their high level of purchasing intent. Fittingly, this group prefers product descriptions and reviews more than other forms of online content.

Continue…

[Weekend Read] Force-feed your marketing funnel now – MarTech Today

Force-feed your marketing funnel now
Contributor John Steinert explains how SiriusDecisions’ Demand Unit Waterfall serves as a wake-up call for marketers who are looking to find real, active demand in their markets and rapidly funnel it to sales.
John Steinert on June 28, 2017 at 4:04 pm

I love B2B marketing. I came for the diversity of challenges. And I’ve stayed for the continuous change. Throughout, I remain acutely aware of the balancing act that’s part and parcel of life in this job. We practice in the space between the scientists who create great products and the warriors who help sell them. We weigh strategic vision against tactical reality.

Last month, I wrote about the potential unifying power of SiriusDecisions’ Demand Unit Waterfall as a strategic concept — bringing all the constituencies in this value chain together around a common understanding of the market and the activity occurring in it. This month, I’m diving deeper into one particular part of our reality: the area where field marketing and sales connect.

I want to share what I think is the fastest, simplest way to add real value to our businesses right now — how marketers can find more of the real, active demand in their markets and funnel that more quickly to sales.

— Read on martechtoday.com/force-feed-funnel-now-199871