Author: Derek Edmond

Derek Edmond is a Managing Partner for KoMarketing, a B2B online marketing agency specializing in search, social media, and content marketing. Derek directs SEO and social media strategies for clients of KoMarketing. With nearly 10 years experience, Derek has worked with organizations ranging from the Fortune 500 to venture-backed startups to small business enterprises. Connect with Derek in social media through Twitter and LinkedIn.

By derek-edmond published April 30, 2014

Measuring Marketing Effectiveness: Find Out if Your Content Converts

measuring tape image-measure successI recently wrote an article discussing ways to measure content marketing performance in association with brand awareness, thought leadership, and engagement metrics — three important goals for B2B marketers in 2014. But lead generation and customer acquisition are also important goals for content marketing programs; in fact, they are second and third on the priority list, according to CMI’s 2014 B2B Content Marketing Trends report. This tie-in is particularly critical when aligning marketing to the broader sales initiative.

In this article, I plan to dive into techniques for measuring the marketing effectiveness of the content we create for these critical goals, and discuss a model for establishing lead generation and customer acquisition performance metrics that my company uses in the campaigns we run. Hopefully you will find these ideas and tactics to be helpful in your organization’s evaluation of B2B content marketing campaigns, as well.Continue Reading

By derek-edmond published February 10, 2014

6 Ways to Measure B2B Content Marketing Performance

performance level meter-gaugeYou’ve no doubt reviewed one of the Content Marketing Institute’s research reports on Content Marketing Budgets, Benchmarks and Trends. As a B2B online marketing strategist, my focus is with its B2B Content Marketing Research report, and one of the more important points I found lies within the organizational goals set for content marketing initiatives. Content marketing clients want to make sure their objectives are satisfying similar criteria as their peers’ efforts.Continue Reading