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The Decline of Cookies Means the Rise of Organic Search Marketing

The Decline of Cookies Means the Rise of Organic Search Marketing

Marketers and advertisers must adjust their strategies to the cookieless future, with data privacy regulations and consumer preferences requiring fast decision making. Paid search is no longer providing the same predictable results, so brands should focus on organic search to build trust and loyalty. The new era of organic search provides automation, quantifiable ROI, and increased brand authority.

Organizations should relook their marketing and advertising budgets, prioritizing organic search with contextual content instead of outdated keyword strategies. Botify's study found that consumers trust brands that rank higher in organic search, and more than one-third of respondents change their search terms if not satisfied with the initial results.

Organic search optimizations can now be done automatically, generate revenue impact quickly, and be evaluated like other performance marketing channels. To remain competitive, brands must make organic search a key pillar of their strategy and use AI and automation to make agile changes.

2024 Salary Guide: Pay Forecasts for Marketing, Content, and PR Positions

2024 Salary Guide: Pay Forecasts for Marketing, Content, and PR Positions

The median starting salary for a corporate chief marketing officer in the US is expected to be $189,750 in 2024 according to Robert Half. The report includes projected salaries for many positions, broken down into three percentiles.

The median starting salary for a corporate vice-president of marketing is forecast to be $160,000, and for a marketing manager $99,000. Content strategist, copywriter, VP of public relations, and PR manager salaries are also projected.

The report is based on data from staffing and recruiting professionals from brands and agencies.

Link Prospects' Personal and Business Data to Engage and Convert: The Awesome Power of B2B2C Linkage Data

Link Prospects' Personal and Business Data to Engage and Convert: The Awesome Power of B2B2C Linkage Data

In today's digital landscape, achieving a reliable understanding of your ideal audiences can be a challenge. B2B2C linkages combine disparate data points to form a holistic view of your target audience, enabling B2B marketers to personalize their outreach. Linkage data can be integrated into your current systems and strategies by appending data with insights on people and businesses.

B2B2C linkages offer a comprehensive view of your customers and prospects, including who they are as professionals, what motivates their decision-making, and who they are outside work. With this data, you can move beyond generic, mass-marketing techniques to personalized, targeted strategies that resonate with your audience.

B2B2C linkage data can enhance audience segmentation, enable personalized marketing, and provide real-time product offers. With this data, B2B brands can tap into powerful use cases and develop strategies that resonate on a deeper level.

What Makes Vendor Content 'High Value' for B2B Buyers?

What Makes Vendor Content 'High Value' for B2B Buyers?

B2B buyers say customizing content to their specific industry/needs, providing success metrics, and including original research/data are essential qualities for high-value content. Executive roles are 20% more likely to favor original research/data. Vendors websites and professional communities are where B2B buyers find high-value content.

Pavilion and Kickstand conducted a survey to discover what qualities B2B buyers find most impactful. 824 full-time employees in North America and the United Kingdom who have participated in a B2B buying process in the past year were surveyed in August and September, 2023.

The survey results showed that B2B buyers prioritize customized content, success metrics, and original research/data when it comes to finding high-value content. Executives are more likely to prefer content with original research/data. The two places where B2B buyers look for high-value content most often are vendor websites and professional communities.

For AI-Driven B2B Customer Experiences, You'll Need These Four Strategic Investments

For AI-Driven B2B Customer Experiences, You'll Need These Four Strategic Investments

Generative AI is huge, and it's everywhere. 71% of marketers say AI will make their work more strategic, not replace it. B2B marketing-driven experiences have been static, linear, and one-way, but AI can help us create dynamic customer-driven experiences. To win in the AI world, invest in talent, tech, content, and governance.

Build, buy, or borrow the talent you need for G2M customer experience teams. Audit your tech stack and stay current with new functionality. AI can be your content copilot and help reduce content overload. Monitor for ethics and be transparent with AI usage.

Shop your plan around to executives and get buy-in from the CEO. AI's impact on marketing is real and small steps can lead to big leaps in innovation. Stay in control and ask experts to rate your AI-driven experiences for results and ethics.

Most Popular Articles

The Decline of Cookies Means the Rise of Organic Search Marketing

The Decline of Cookies Means the Rise of Organic Search Marketing

As cookies and third-party tracking fall out of favor, marketers will need to look beyond paid media and revisit the backbone of SEO: organic search.

2024 Salary Guide: Pay Forecasts for Marketing, Content, and PR Positions

2024 Salary Guide: Pay Forecasts for Marketing, Content, and PR Positions

The median starting salary for a corporate chief marketing officer in the United States is expected to be $189,750 in 2024, according to recent research.

Link Prospects' Personal and Business Data to Engage and Convert: The Awesome Power of B2B2C Linkage Data

Link Prospects' Personal and Business Data to Engage and Convert: The Awesome Power of B2B2C Linkage Data

Connecting the dots between a prospect's professional and personal profiles is a powerful way to supercharge B2B marketing. Here's why it's important and how it can help you.

What Makes Vendor Content 'High Value' for B2B Buyers?

What Makes Vendor Content 'High Value' for B2B Buyers?

What qualities do B2B buyers find most impactful and essential in content created by vendors? To find out, researchers surveyed 824 people who have participated in a B2B buying process in the past year.

For AI-Driven B2B Customer Experiences, You'll Need These Four Strategic Investments

For AI-Driven B2B Customer Experiences, You'll Need These Four Strategic Investments

How can marketers strategically deliver the next generation of B2B customer experiences? And how do you get your executive team on board? This article offers a few ideas.

2024 Salary Trends: How to Hire Top Marketing Talent

2024 Salary Trends: How to Hire Top Marketing Talent

Will hiring be any easier in 2024 than it has been over the past few years? It doesn't seem likely. Get tips for hiring and building your team in this article.

The Key to Thriving Digital Communities: Love Thy Neighbor

The Key to Thriving Digital Communities: Love Thy Neighbor

Do you love your neighbors, your customers, your partners, your employees? If you're building a digital community, you'd better. This article explores how to reap the rewards of community-building.

How to Get Started With Multilingual Email Marketing

How to Get Started With Multilingual Email Marketing

A multilingual email marketing strategy doesn't stop at the translation of text. Localization is also essential. This article breaks down what you need to consider.

Better Together: The Importance of Aligning Sales and Marketing Teams

Better Together: The Importance of Aligning Sales and Marketing Teams

The way marketing and sales are done is changing—fast. Harnessing the unique skills of Marketing and Sales for a common purpose can help you get ahead of the curve. Here's how.

The Data-Related Activities Marketers Spend the Most Time On

The Data-Related Activities Marketers Spend the Most Time On

Marketers say a wide range of data-related activities now take up their time, including collecting, analyzing, and visualizing data, according to recent research from Funnel.

B2B Multichannel Marketing: Top Channels, Trends, and Challenges

B2B Multichannel Marketing: Top Channels, Trends, and Challenges

B2B marketers say email is the channel that has the biggest impact on their multichannel strategy, according to recent research from ZoomInfo and Ascend2.

Email Opens Are Not Dead: What's Changed and What Hasn't

Email Opens Are Not Dead: What's Changed and What Hasn't

The launch of Apple's mail privacy protection two years ago immediately led to cries of "Email opens are dead!" But much like the cries of "Email is dead," they should be ignored. Learn how open rate can still be useful.

Digital Marketing for Biotech Companies: From Clinical Trials to Clicks

Digital Marketing for Biotech Companies: From Clinical Trials to Clicks

The biotech industry is super-competitive, requiring effective marketing to allow the novelty of the science to shine for all to see. This article provides areas to consider for prioritization of digital marketing efforts.

Undivided Attention: A Key Benefit of Traditional Mail Marketing

Undivided Attention: A Key Benefit of Traditional Mail Marketing

Nearly two-thirds of people say they give a piece of traditional mail their undivided attention while looking at it, according to a recent report.

Your Thought Leadership Content: Emphasize Experience (Or Pay the Google Penalty)

Your Thought Leadership Content: Emphasize Experience (Or Pay the Google Penalty)

Behind every great thought leader are years of hard-earned experience—and now Google cares about your experience, too. This article explores ways you can best demonstrate that experience.

Upcoming Events

Storytelling: Using the Power of Story to Persuade

Storytelling: Using the Power of Story to Persuade

Buying decisions aren't just made on data. Even in B2B, buyers are driven by emotions! Are they making the right choice? Do they trust your organization to support them after the sale? A good story appeals to both their logic and emotions—improving relationships and boosting sales. Discover how to tell a story that persuades prospects in this live workshop with Bobby Lehew.

How to Use AI to Optimize, Personalize, and Scale Your Webinars and Events

How to Use AI to Optimize, Personalize, and Scale Your Webinars and Events

Webinars have become one of our most successful channels because itís where great content meets audience engagement. But with the power of AI, we can now personalize and scale our webinar programs, and content, in uniquely human ways. Join us to find out how! Sponsored by ON24.

Marketing Planning Friday Forum

Marketing Planning Friday Forum

As you're scheduling your frantic December, add this Marketing Planning Friday Forum to your calendar! Three industry experts share how to plan the year ahead so you can delight your audience and your sales team. It's a Friday Forum so jolly, you'll be spreading marketing cheer all year long in 2024. Sponsored by Vidyard.

A Messaging Framework That Resonates

A Messaging Framework That Resonates

Consistent messaging helps your buyers understand your offer and also benefits your marketing and sales teams. Discover a simple process to streamline your product or service messaging to communicate your value prop clearly.

AI for Digital Marketers

AI for Digital Marketers

Join MarketingProfs January 10 – March 13 for AI for Digital Marketers, the online event for marketers who want to improve their digital programs with the power of AI. Over 10 live weekly sessions, you'll learn how to harness the power of AI from experts you know and trust as they cover critical whats and how-tos—live. Plus, we're recording every broadcast, so you can stream when you want on-demand.

Content Syndication + ABM Advertising: Better Together

Content Syndication + ABM Advertising: Better Together

Content syndication and account-based marketing display/paid advertising are two of the most effective B2B marketing strategies. But, together, they're so much more! Discover how to combine the two to attract and nurture even more high-quality leads. Sponsored by DemandScience.

MarketingProfs B2B Forum

MarketingProfs B2B Forum

B2B Forum is the ultimate destination for marketers to discover how to drive growth, elevate brand reputation, prove ROI, and stay ahead of the ever-changing marketing curve. Featuring dozens of sessions, workshops, shenanigans, and more. Are you ready to experience the magic?

Recent Events

Content Marketing—With Ashley Faus (Roundtable)

Content Marketing—With Ashley Faus (Roundtable)

Content marketing is all about Creating, Connecting, and Sharing. And thanks to social media, you now have more channels (and challenges) than ever before. Looking to get ahead of the pack and build a buying audience with your content marketing? Then come exchange ideas at this content marketing roundtable. Moderated by Ashley Faus.

Email Marketing—With Jay Schwedelson (Roundtable)

Email Marketing—With Jay Schwedelson (Roundtable)

Not every email gets opened, read, and clicked. What's the secret to great response? While that depends on your audience, there are tried-and-true tactics you can use to meet your goals. Join Jay Schwedelson and your email lovin' peers to discuss what works—and what doesn't—when crafting effective emails.

AI-Powered Personalization: Crafting the Customer-Centric Future

AI-Powered Personalization: Crafting the Customer-Centric Future

Today's AI tools can personalize your marketing materials at scale, engaging your customers like never before. Discover how to use AI to create a personalized, seamless buying experience that wows your audience and fills your pipeline. Sponsored by Drift.

Programmatic and ABM: A Match Made in Heaven for B2B Marketers

Programmatic and ABM: A Match Made in Heaven for B2B Marketers

It's a challenge to reach key decision-makers at high-value companies. Yet they are the very people who make buying decisions! Discover how programmatic ABM automates ad delivery to your targeted prospects—on websites, across social media, and more. Sponsored by StackAdapt.

The Who, What, When, and Why of Intent Data

The Who, What, When, and Why of Intent Data

Unlock ABM success with customer intent data! Answering the Who, What, When, and Why of leads gives you the keys to reading buyer intent signals. Discover how to read those signals, capitalize on the moment, and generate tangible results with ABM. Sponsored by ZoomInfo.

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