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Inbound Industry Report: May 1, 2012

Top marketing news, articles and tips from the last week of April 2012.Inbound Marketing Industry Report

Marketing Measurement

You’ve heard the saying, “You are what you eat.” Avinash Kaushik (@avinash) views this concept from a marketer’s perspective, and believes that you are what you measure, meaning the key performance indicators (KPIs) that you measure and report on will communicate to your organization what’s important. Take a look at how Kaushik juxtaposes common metrics to show which holds more weight:

  1. Page views vs. visitor loyalty: measure not what happens inside a single session, but behavior across sessions.
  2. Revenue vs. economic value: instead of single-session conversions, focus on micro-conversions, which engage awareness and consequently increase value.
  3. Number of followers vs. conversion rate: Look beyond +1s, followers and likes; leverage the social media channels you’re really good at.

Google Search

On April 24, Google launched its Penguin Update, which punishes pages that have been violating guidelines by keyword stuffing or cloaking. Because this is an algorithmic change, there are no exceptions, and penalties are applied automatically.

Have you seen a major decrease in traffic when compared to pre-April 24? Then, you may have been hit. To get back on your feet, start by removing any spam or spam-like qualities on your site. Also, take a few minutes to learn how the Google search really works, what the crawling, indexing and serving pipeline looks like, and how it all fits together. Doing so will ultimately help you maintain a high-quality site, and adhere to SEO best practices.

Social Business for Corporate Communication

CEO of Yammer, David Sacks (@davidsacks), sits down with Eric Knorr (@EricKnorr) to talk about the enterprise social network, and the movements it stands for. Now in its fifth round of funding, Yammer’s success is due to its adoption across businesses of all sizes—from Fortune 500 companies to startups.

Knorr and Sacks discuss everything from embedding social networking into enterprise apps to the consumerization of IT. But what does Yammer mean to Sacks? The movement to bring social networking to the enterprise and give employees a voice, improve internal communication and knowledge sharing, and consumerize enterprise software.


Small businesses need a solid, defined brand to set them apart from the crowd of competitors. Often, people forget that branding is still relevant, even when we have less ownership or control of the message. Dylan Mazeika (@dylan_mazeika) makes the point that branding may be even more critical when it is in the hands of the consumers, and why it is essential to business success.

Marketing Team & Skills

Solid, technical talent is crucial to marketing success, and many are finding that there is a shortage of available tech-savvy professionals in the industry. What’s a marketing leader to do? Scott Brinker (@chiefmartec) addresses this concerning “tech talent bomb in marketing” with three suggestions involving budget, culture and education.

Similarly, Paul Roetzer (@paulroetzer) identifies that, as marketing demands shift, hybrid agencies need to build their teams with top performing young professionals—the ‘A’ players—to gain a distinct advantage.

Industry News

Acquisition & Finance

Google & Search Stats

Marketing & Advertising Campaigns

What articles made your top list last week? We’d like to hear your opinions.

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