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The event closed with a recap of some of the best lessons from the conference. For this post, I took some lessons from that list and added some of my own. If you couldn't be at this year's event, here are the most important lessons for B2B marketers.
1. Pay attention to the keywords you are using in social status updates. Make is easy for prospects to find your social content by using the right keywords.
2. Content is precious. Repackage existing content into different formats, such as blog posts, podcasts and webinars to drive more leads.
3. Marketers are publishers.
4. Use anchor text correctly across blogs and social networks to maximize SEO effectiveness.
5. When testing email marketing, have a clear reason as to why your are conducting the test.
6.
Listen to your sales team for the type of content that generates the best leads, and optimize your content strategy to create it.
7. Don't stop marketing efforts that are working to start social media; instead, use social media to support those activities.
8.
List marketing messages from your business and your competitors; then remove the company names. Can you tell which message connects to each company, or do they all sound the same?
9. Social media thought leadership is built by empowering employees to talk about your company and industry.
10.
Use a corporate SlideShare account to share updated company documents using employee LinkedIn profiles. This can be done by asking employees to add the SlideShare application to their LinkedIn profiles and then connecting their profiles to the corporate Slideshare account.
11. Find and create online marketing best practices for your industry by examining what competitors and other industries are doing.
12. Almost all online content has the opportunity to be optimized for search.
13. Prospects will let you know when they no longer need nurturing.
14. Set and identify goals for different inbound marketing strategies to stay in the right direction during tactical execution.
15. Solve problems for customers, and leverage marketing to demonstrate these solutions.
16. Measure the data that is important to your business. Don't try to measure everything.
17.
Review old blog posts and update calls-to-action to link to new content. This is especially important for posts that receive a lot of search traffic.
18. Corporate blogs should strive to be the best trade magazine in their industry.
19.
20% of searches done in Google every day have never been done before. Create relevant content about your business even if people aren't looking for it yet.
20. Core marketing values and processes still matter in inbound marketing.
21. Email marketing is not enough. Integrate marketing with multiple channels.
22. Mobile is an important emerging media platform for B2B companies.
23. Search is a major opportunity for qualified leads because customers are already looking for your product.
24. Optimize for all search engines. Some search engines may drive better quality leads than others.
25.
The primary purpose of social content isn't to provide something for people to read. It's to provide something for them to discuss.
26. Tools and technology don't make your business more interesting or smarter.
27. Optimize landing pages to rank in organic search results.