Reading is something I cannot get enough of. It is how I got so into digital marketing: I started reading about it, adding up what I had learned, and, ultimately, creating my own procedures. After I developed a passion in my soul for all things digital, I began pursuing certifications in all my specific areas of interest. Now, I set aside time every day to go over the most important articles in B2B marketing and digital communications.
As careers advance, responsibilities pile up and time becomes more and more scarce. Our inboxes get cluttered with spammy emails we didn't opt-in for and lots of unnecessary replay-all messages. The amount of caffeine we ingest grows proportionally to our to-do list. We even bring the phone to bed so we can stay productive until the very last seconds of the day.
There is so much to read and so little time. How can a modern CMO keep up with his or her reading list? Newsletters.
I am not talking about the old, ugly newsletters you used to get a few years ago. I'm talking about the best of the best, curated by marketers for marketers. Here is a list of the newsletters any modern CMO or marketing director needs to subscribe to:
Inbound Marketing Newsletters
HubSpot is leading the charge in inbound marketing. They have shown us how cold calling, advertising and spam-laden email blasts are a thing of the past. Idea Grove is a HubSpot Gold Partner, and we help our B2B tech clients bring more visitors to their websites with our inbound marketing programs, convert those visitors into leads, and close more deals with our sales enablement services.
- HubSpot Marketing Newsletter: This newsletter covers everything included in any inbound marketing program: SEO, blogging, email marketing, social media, online advertising, landing pages, calls to action, and analytics. It has good content for all industries and marketing roles. Subscribe to HubSpot's Inbound Marketing Newsletter..
- HubSpot Sales Newsletter: A sales newsletter may feel out of place on this list, but this is not just any sales blog. Subscribing to this blog will get you the best inbound sales tips. This is the process of prioritizing the buyer's needs before your own. By understanding what the buyer wants and needs as well as their pain points and barriers, your sales process will be a breeze instead of disruptive. Learn more about inbound sales at HubSpot's blog.
Search Engine Optimization Newsletters
By now we all know Google is king. Knowing everything happening at the company is valuable.
- Think with Google: By subscribing to this newsletter you will get insights on consumer online behavior and trends for all industries. As Google describes it, this newsletter is “Google's source for insights, trends and research in digital marketing. Get creative inspiration, industry intelligence and best practices for your business.” Subscribe to Think with Google.
- Search Engine Watch and Search Engine Land: Search engine optimization is not only about Google. The practice evolves so quickly that it's hard to keep up with the changes, but a respected marketer is always up to date on all the latest news and trends in the space. These days, companies cannot afford to be off the first page of search engine results for targeted keywords. That's why I recommend you follow these two newsletters:
Online Advertising Newsletters
I never understood why pay-per-click advertising was the ugly stepchild of many B2B technology PR and marketing campaigns. I know, earned media and organic search results are ideal, but let's be honest: securing tier one coverage and earning a spot on the first page of search results is extremely time consuming and costs as much or more as an online media ad spend. Luckily, more and more people are realizing that, and paid advertising is not the bad guy anymore.
Furthermore, the way Google, social networks like Facebook and LinkedIn, and popular publishers have decided to seamlessly integrate ads into the rest of their content—in ways that users often have a hard time noticing—tells marketers that online advertising is not going anywhere, and its use will actually increase moving forward. I get my daily dose of PPC from these newsletters:
- Inside AdWords: PPC works wonders for both B2C and B2B companies, but the rules change every day. Stay up to date by subscribing to Inside AdWords' newsletter.
- Capterra: We have several clients with software offerings, so I follow Capterra closely. Capterra claims to be “the smart way to find business software,” and they are not kidding. They dominate rankings for most software-related keywords in all industries and verticals, so I usually recommend my clients get a profile on Capterra. Every article on their B2B marketing blog is spot on, so I highly recommend you subscribe to receive updates.
I hope this list was helpful. We’ll be back soon with more newsletter options for B2B technology marketers in areas like social media, email marketing and public relations.
Let me know in the comments if there are any newsletters you can't do without.