2009

Savvy B2B Marketing

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10 Things Fashion Can Teach Us About Marketing

Savvy B2B Marketing

My inner girlie-girl wanted to come out and play. Here are ten fashion rules reinterpreted for the world of marketing. Let's test your catwalk savvy. 1. It's about the whole package: Nothing ruins a great outfit like a pair of bad shoes. Your marketing is only as good as its weakest link. To create the best impression, you have to integrate and coordinate your marketing across all media. 2.

Two Non-Traditional Approaches to B2B Registration

Savvy B2B Marketing

Last week, Stephanie recommended marketers collect incremental information during the registration process , asking for more information during each interaction. Along with Stephanie's suggestion, I also want to share two other alternatives. Option 1: Self-selection. Want the White Paper and I'll Contact You When I'm Ready. Title. First name. Last name. Email address. Company website.

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How to Make Your B2B Website More Buyer-Centric

Savvy B2B Marketing

Recently, I've been spending a lot of time evaluating and writing web copy for clients. Not only have I discovered that I really love this type of work, but I am also seeing common trends of what websites do well and where they could do better. It should go without saying that your website should be aimed at your prospects and customers, but, perhaps surprisingly or not, this isn't often the case.

BtoB Content Marketing: Six Places to Find Hidden Content Gems

Savvy B2B Marketing

Looking for more content to support your marketing efforts? The Savvy Sisters welcome Joe Pulizzi, co-author of Get Content Get Customers, who shows you six places to uncover valuable content. It amazes me when I talk to b-to-b marketers who say they don't have enough content to support their online efforts. Companies churn out miles and miles of content. If so, do two things.

BtoB 19

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Need Content? 20 Formats to Consider

Savvy B2B Marketing

Content makes the world go round, doesn't it? B2B marketers know they need content, but sometimes it can daunting to decide what to produce. To make your job a bit easier, I've compiled a list of 20 types of content to consider. I'm sure you've though of and used many of these, and not all of these content types will work for every situation, but hopefully you'll pick up a few new ideas.

Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

I have been thinking a lot about ebooks lately. Stephanie recently posted a fantastic interview with Cindy Kim that discussed how Lumension added ebooks to their marketing mix , and this started my gears turning. Then, about a week ago I had a very thought-provoking conversation with Chris Herbert from MI6 that made me want to look into this issue some more. Ebooks have a very sharp title page.

Paper 17

Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

I have been thinking a lot about ebooks lately. Stephanie recently posted a fantastic interview with Cindy Kim that discussed how Lumension added ebooks to their marketing mix , and this started my gears turning. Then, about a week ago I had a very thought-provoking conversation with Chris Herbert from MI6 that made me want to look into this issue some more. Ebooks have a very sharp title page.

Paper 17

Lose Control: Three Reasons Not to Require Registration for B2B Content

Savvy B2B Marketing

I've been thinking a lot of the registration process lately. How should marketers decide if they want they want to require registration for their latest offer? In the past, it seemed common to require registration for most things. It's an easy trade: a bit of information for some content, right? What's the harm in that? My second "ah ha" moment was more gradual. Makes a lot of sense!

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

Lose Control: Three Reasons Not to Require Registration for B2B Content

Savvy B2B Marketing

I've been thinking a lot of the registration process lately. How should marketers decide if they want they want to require registration for their latest offer? In the past, it seemed common to require registration for most things. It's an easy trade: a bit of information for some content, right? What's the harm in that? My second "ah ha" moment was more gradual. Makes a lot of sense!

Practical Public Speaking Tips from Janet Jordan of Keynote Communications

Savvy B2B Marketing

In part one of my interview with Janet Jordan of Keynote Communications , she shared her insights into brand communications and the power of storytelling. In part two , she discussed the necessary skills for effective consultative selling. In this final part of the interview, she shares tips for public speaking. Q. These can shut down the body. All of that is psychological noise.

Practical Public Speaking Tips from Janet Jordan of Keynote Communications

Savvy B2B Marketing

In part one of my interview with Janet Jordan of Keynote Communications , she shared her insights into brand communications and the power of storytelling. In part two , she discussed the necessary skills for effective consultative selling. In this final part of the interview, she shares tips for public speaking. Q. These can shut down the body. All of that is psychological noise.

5 Ways to Repackage Your Best B2B Content

Savvy B2B Marketing

I think about B2B marketing at the strangest times. Yesterday, it crossed my mind while eating lunch. The night before, I made some Asian-inspired pork tenderloin, which was good, but it was even better in the sandwich wrap I concocted with some miscellaneous ingredients in the fridge. What does this have to do with B2B marketing? And, you have new readers who may have missed your best stuff.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

5 Reasons to Include FAQs in Your Content Marketing Strategy

Savvy B2B Marketing

Lately, I've become a big fan of FAQ pages on websites. never thought that I would be recommending this type of "old school" content to so many of my clients, but I find myself doing so all the time. Here are several reasons. They're fantastic for SEO. If done well, FAQ pages answer the questions your audience has in the language they use (which means using words they are searching with).

Using LinkedIn to Gather Industry Intelligence

Savvy B2B Marketing

We're pleased to present this post by guest author, Dianna Huff , who offers practical advice on how to find out more about -- and better connect with -- your prospects. client of mine was seriously considering spending thousands of dollars to advertise in an industry trade journal in order to (hopefully) catch the attention of specific people in a very niche industry. " he asked.

Using LinkedIn to Gather Industry Intelligence

Savvy B2B Marketing

We're pleased to present this post by guest author, Dianna Huff , who offers practical advice on how to find out more about -- and better connect with -- your prospects. client of mine was seriously considering spending thousands of dollars to advertise in an industry trade journal in order to (hopefully) catch the attention of specific people in a very niche industry. " he asked.

7 Critical Steps to Getting Effective Survey Results

Savvy B2B Marketing

We are very pleased to have Wendy S. Cobrda, President and Founder of Earthsense as a guest blogger this week. She is a veteran of the target marketing industry with 20+ years building innovative data and consulting solutions; a 10 years+ serial entrepreneur. So, you’ve been tasked with finding facts on product usage by your customers. Focus – Brevity and clarity counts. Budget for it.

Definitive Guide to Planning a New Content Initiative

Are you kicking off new content initiatives this year? This comprehensive ebook from DivvyHQ asks the 10 most vital questions that should be answered (before you start executing anything) to ensure the success of each new content initiative.

Got Content? 10 Steps to Repurpose Your Best B2B Assets

Savvy B2B Marketing

Do you have great content that is buried on your blog? Or maybe you have older content that is still very relevant but you're not quite sure how to use it in your marketing campaign? If you are looking for a way to highlight your best content, think about developing a series of emails on a targeted topic. You have multiple touch points with a client over a period of time. Step 1: Select your topic.

WTF, B2B? Lighten up already! 7 Examples of Humorous B2B

Savvy B2B Marketing

Life is not meant to be that hard, and neither is marketing. Every once in a while, a swift kick in the pants is just what the doctor ordered to remind us not to take ourselves quite so goddamn seriously. As Brandan Gill wisely observed, "Not a shred of evidence exists in favor of the idea that life is serious." They even come with emotions, and - most importantly - a sense of humor.

Help! We Have a Trade Show Coming Up!

Savvy B2B Marketing

I do a lot of work with start-ups and so I run into this issue a lot. They either have a limited amount of time, money, or both, but suddenly have a trade show coming up and they need something to give to prospects. Or they simply need to start creating marketing materials, and don’t know where to begin. Website: It seems almost too obvious to mention, but the website is the place to start.

Help! We Have a Trade Show Coming Up!

Savvy B2B Marketing

I do a lot of work with start-ups and so I run into this issue a lot. They either have a limited amount of time, money, or both, but suddenly have a trade show coming up and they need something to give to prospects. Or they simply need to start creating marketing materials, and don’t know where to begin. Website: It seems almost too obvious to mention, but the website is the place to start.

5 New B2B Sales and Marketing Strategies

The traditional B2B sales and marketing model is typically depicted in the shape of a funnel; flow starts with marketing and then transitions to sales. Pretty standard, right? The model has now shifted to focus on the customer and their buyer journey.

Lessons from the Roller Derby Rink

Savvy B2B Marketing

I loved the post Jamie Wallace put up yesterday , encouraging us all to consider the possibilities if only we were brave enough to break the rules. Her post got me thinking about a recent experience. While I'm not sure it qualifies as breaking the rules, it certainly pushed me to step outside my comfort zone. For 3 ½ hours, a group of us were put through the paces by a few of the league's veterans.

6 Tips for Preparing Your Company Sales Presentation

Savvy B2B Marketing

When it comes to preparing and delivering presentations, Olivia Mitchell has seen and done it all. We're thrilled to feature her words of wisdom so you can take your presentations to a new level. Simon Cowell has popularized the phrase “You owned that song&#. That small word "owned" packs a lot of meaning. Your sales reps also have to “own&# the company sales presentation.

Is Your B2B Website Inspiring Trust?

Savvy B2B Marketing

I've been doing a number of competitive analyses for clients, which means I've been spending a lot of time looking at websites. As I discern the the basics about each company, I also realize that, for right or wrong, I make quick judgments regarding how formidable a competitor each company is. Here are the things that make an impact on me. Is the website professionally designed?

FAQ 4

Three Tips to Engage the 'Short Attention' White Paper Reader

Savvy B2B Marketing

Today we're pleased to feature a guest post from Jonathan Kantor , white paper expert and author of the The White Paper Pundit blog. We like Jonathan's approach of writing and designing for the short attention span reader, and here he shares some tips with us. Social Media has been heralded as the great new frontier in B2B marketing. Here are three of them: 1. But don't make it too short.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Three Tips to Engage the 'Short Attention' White Paper Reader

Savvy B2B Marketing

Today we're pleased to feature a guest post from Jonathan Kantor , white paper expert and author of the The White Paper Pundit blog. We like Jonathan's approach of writing and designing for the short attention span reader, and here he shares some tips with us. Social Media has been heralded as the great new frontier in B2B marketing. Here are three of them: 1. But don't make it too short.

So you have a prospect list….now what?

Savvy B2B Marketing

Clients frequently call me almost giddy with anticipation. They have gotten a list of prospects contact info either from a tradeshow attendee list or association membership list and they are anxious to rake in all the money just out there waiting for them. By crafting an informative and action oriented message companies can leverage their list into a true sale opportunity.

So you have a prospect list….now what?

Savvy B2B Marketing

Clients frequently call me almost giddy with anticipation. They have gotten a list of prospects contact info either from a tradeshow attendee list or association membership list and they are anxious to rake in all the money just out there waiting for them. By crafting an informative and action oriented message companies can leverage their list into a true sale opportunity.

Eight Ways to Make Key Points in Your White Paper Stand Out

Savvy B2B Marketing

Last week, I reviewed white papers posted on the White Paper Pundit to see how many had a call to action (for those who didn't read the post: only 30%). As I was going through that exercise, I noticed how varied white papers are - and how many could be improved. Many others didn't have such an academic look, but they weren't necessarily easy to read, either. Can the reader pick up your key points?

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Eight Ways to Make Key Points in Your White Paper Stand Out

Savvy B2B Marketing

Last week, I reviewed white papers posted on the White Paper Pundit to see how many had a call to action (for those who didn't read the post: only 30%). As I was going through that exercise, I noticed how varied white papers are - and how many could be improved. Many others didn't have such an academic look, but they weren't necessarily easy to read, either. Can the reader pick up your key points?