B2B Marketing Traction

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Why The Most Effective B2B Marketing Tactic May Surprise You

B2B Marketing Traction

really believe in content marketing, and I think it’s here to stay. I’ve been blogging about it since 2010. You may find that something like content marketing can attract prospective customers and the in-person events seal the deal. But, it’s not. But wait a minute. They said “In-person Events” were the most effective! Don’t get me wrong.

Improve Service with a Customer Touch Point Map

B2B Marketing Traction

Buyers deal with a great sales person, but delivery is slow, installation sloppy, customer service doesn’t solve problems and/or accounting doesn’t understand what the customer is trying to communicate. Could that describe your level of service to your customers? Make sure you provide an excellent customer eperience by doing a customer touch point analysis.

4 Ways B2B Marketers Can Benefit from Pinterest

B2B Marketing Traction

hen we work with clients at New Incite, we sometimes go through a branding exercise to identify what images and concepts work for their industry, their customers, their employees. Pinterest was founded in December 2010 and was named as a top ten social media site by October 2011 with over ten million visits per week. 3. Over time these accumulated and I wanted a place to put them.

How to Do Competitive Analysis in a Crowded Industry

B2B Marketing Traction

You can survey your customers to find out which competitors were included in their review. One reason to focus on competitors who are top online search performers is that, by 2010, 93% of B2B buyers started their purchase decision by doing an online search for suppliers ( Booz & Company B2B Marketing Survey ). Contact New Incite today. Photo from Flickr by James Cridland.

Customer Loyalty, Your Brand and Revenue – The Perfect Storm

B2B Marketing Traction

Now more than ever your customers matter. Since today’s buyers rely on the recommendations of other buyers to decide what product or service to purchase, your customer’s recommendation of your brand means more than it ever did before. If, after a purchase, you start slamming new customers with more solicitations to buy more, you risk irritating your customer.

Stop Flushing Your Online Marketing Dollars Down the Toilet

B2B Marketing Traction

In all of this you also need to get your prospects, colleagues and customers buzzing about and “liking” you and your content. 2. Tweet. What’s the point of spending money to drive traffic to your web site… …if you’re not getting a return on your investment? Several of our new B2B clients came to us with this very frustration. SEO Has Changed.

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What Product Lifecycle (PLC) Means for B2B Inbound Marketing

B2B Marketing Traction

When a product category is introduced, it’s time to educate potential customers and build awareness. Choosing your first customers at this stage can be critical, especially if your development investment was large and development time was long. Tweet. Over the lifetime of a product or service, you go through different stages of introduction, growth, maturity, and decline.

B2B Marketers – How to Make Your Website Mobile-Friendly

B2B Marketing Traction

According to a recent blog by MarketingProfs,  Why Are Publishers Dragging Their Feet in Mobile Marketing? , “mobile browsing has increased 192% since 2010, accounting to close to 18% of all web traffic in some regions, according to a study published by StatCounter [in] May [2012].” provide a custom solution for mobile users. Are they converting to customers?

Why B2B Marketers Need Blue Ocean Strategy

B2B Marketing Traction

Importantly, intelligence about what your customers need and want (that your competitors are not providing) can shed light on possible blue oceans. Tweet. Competitive Analysis. We’ve been taught in business schools and business classes to analyze the competition! What products and services do they have that we do not? What markets do they serve that we do not? How are they positioned?

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Why Marketing Content is Key to Getting Found Online

B2B Marketing Traction

Let’s say you are a metal-stamping company, and your prospective customers are searching for “flat springs.” Tweet. The major search engines are placing more emphasis on content, not so much on tricks and behind-the-scene tactics, to rank web sites higher for keyword searches. It takes time to create all this content. How many videos will you produce?

4 Marketing Trends to be Thankful For

B2B Marketing Traction

The service provider in Portland, Maine, who worked with local companies or companies in a specific industry is now found online and has customers all around the world. True testimonials from customers or industry gurus provide marketing traction. 1. Tweet. If there’s anything constant with marketing in the last ten years, it’s change! Buyers have changed the way they buy.

Trade Show Tricks to Maximize B2B Marketing ROI

B2B Marketing Traction

Host a hospitality suite schmooze-fest with an industry guru, trade journal editor, or other leader at a nearby hotel and invite customers and prospects. This can cost less than an exhibit, and, if it’s well-executed, your customers and prospects will never forget it and you. Create a one-on-one meeting space for private meetings with key people and customers. Tweet.

New Buying Paradigm Not So New for High Tech Marketing

B2B Marketing Traction

videos of  customer testimonials. Tweet. When I first read Geoffery Moore’s  Crossing the Chasm in the early 1990s, I was amazed at how well the author, then a partner at Regis McKenna, Inc. nailed what worked and what didn’t work in technology marketing. Choosing the better technology would make our product superior, right? Wrong! The reasons? – pre-YouTube!)

Best Day to Send B2B Email Marketing Campaigns

B2B Marketing Traction

Interview your customers, prospects and colleagues to understand when they review and read email. Tweet. As a B2B marketing consultant, I’m often asked what day of the week is the best day to send promotional email. In earlier days of B2B email campaigns, the school of thought was that the best days were Tuesday-Wednesday-Thursday. Both arguments seem logical to me.

Critical Elements of the One-Page Marketing Plan

B2B Marketing Traction

Customer Segments or Personas. Tweet. Critical elements of the one-page marketing plan: Vision, Mission and Goals. Before planning, you should know what your company does (mission), where you want it to be in the next three to five years (vision), and how you are going to get there (goals). SMART Goals. Goals should be S pecific, M easurable, A chievable, R ealistic and T imely. Who does your company serve? What are their needs, behaviors, desires, interests, preferences? What are the best ways to market to them? What trends affect them? What new needs do they have? Tactics. Timeline.

11 Reasons Why You Need a Facebook Company Page

B2B Marketing Traction

Your current and future customers are on Facebook connected to millions of friends, family and work colleagues. You need to have a presence where your potential and existing customers and clients are and where they are connected to hundreds, maybe thousands others who will see your information as it streams onto their contact’s news feeds. Tweet. Facebook is free. marketing

Crticial B2B Marketing Actions for the New Normal

B2B Marketing Traction

” Here’s what I believe B2B marketers need to do to attract qualified buyers and retain existing customers. 1. Do the research and analysis required to know yourself, your customers, and your markets and opportunities. There are three tools I like to use for this: SWOT Analysis with Action Items; Industry Competitive Positioning Analysis; and Customer Surveys.

Crticial B2B Marketing Actions for the New Normal

B2B Marketing Traction

” Here’s what I believe B2B marketers need to do to attract qualified buyers and retain existing customers. 1. Do the research and analysis required to know yourself, your customers, and your markets and opportunities. There are three tools I like to use for this: SWOT Analysis with Action Items; Industry Competitive Positioning Analysis; and Customer Surveys.

Top 10 Social Media Questions Businesses Have

B2B Marketing Traction

Michael Stelzner published results of an April 2010 survey of over 1300 small business owners about social media marketing. How do you convert followers to site visitors and prospective customers? 6. Tweet. B2B marketers are adopting social media, but they have a lot of questions about it! Here are the top ten questions on respondents’ minds regarding social media: 1.

Do You Have a Marketing Plan for 2010?

B2B Marketing Traction

If you haven’t yet done your marketing plan for 2010, don’t panic. Find a way to track the source of your leads, the cost of your leads, your conversion rate of prospects to customers, and your marketing ROI (return on investment), even if it’s by simply using an Excel spreadsheet. Tweet. There is still time. Marketing Plan Success Tips. Keep it simple.

Trade Show Trends B2B Marketers Need to Know

B2B Marketing Traction

The Internet with web sites, videos, webinars and Go To Meeting sessions is creating alternative ways to reach prospects and customers. Tweet. B2B marketers are continuing to scrutinize the return on investment for marketing programs and campaigns. One expensive tactic on the chopping block for a lot of companies is the trade show. Consolidation of trade shows. Trend toward regional shows.

Trade Show Trends B2B Marketers Need to Know

B2B Marketing Traction

The Internet with web sites, videos, webinars and Go To Meeting sessions is creating alternative ways to reach prospects and customers. Tweet. B2B marketers are continuing to scrutinize the return on investment for marketing programs and campaigns. One expensive tactic on the chopping block for a lot of companies is the trade show. Consolidation of trade shows. Trend toward regional shows.

Top 5 Reasons to Re-Do Your Legacy Website

B2B Marketing Traction

On one side, some of the managers cannot believe their colleagues would allow an outdated, un-optimized-for-search-engines website represent the organization to prospects and customers! Outdated content and “look and feel” of your website IS noticed by customers and prospects. Tweet. They don’t want to be sold to until they have a genuine need. ANY CHARACTER HERE.

Blog with Discipline to Get Marketing Results

B2B Marketing Traction

In 2010 2-3% write multiple blog entries per day, 8% write one per day, 29% write 2-3 per week. For those who write 2-3 blog entries per week, Hubspot says 69% have acquired a customer from their blogging activities. At one blog entry per day 90% of bloggers have acquired customers, and with multiple blog entries per day 100% have gotten customers. Tweet.

Takeaways from Rock Stars of Strategic Planning

B2B Marketing Traction

attended the Association for Strategic Planning ‘s annual conference in Pasadena, California on February 22-24, 2010. I got value from great networking, exhibits on strategic planning tools, methodologies and materials, author book-signings, workshops and breakout sessions. For OEMs, it’s important to focus on end-users of product as well as OEM customers. Tweet. Robert M.

Why B2B Marketing Buyer Personas Rule

B2B Marketing Traction

When you write stories about your customer types or marketing personas, you are so much more able to put yourself in your customers’ shoes. Every marketing decision is much easier since you are able to live your customers’ stories. Tweet. Years ago it was considered a standard marketing practice to create marketing programs with demographics in mind. Great!

Reduce Marketing Time-To-Trust with Twitter

B2B Marketing Traction

Using Twitter can help B2B marketers reduce “time-to-trust” with prospective customers. When prospective customers follow you on Twitter, you are increasing your touch points with them. Tweet. People buy from people they know, like and trust. You may have met them face-to-face, talked on the phone, and exchanged email. But, be careful as you use Twitter for B2B marketing.

Is Your B2B Marketing in 3D? Or Stuck in 2D?

B2B Marketing Traction

Even better, get your customers to tell people online how your product or service changed their lives. Then represent it creatively and “engagingly” online, and your customers will represent it as accurately as you do. Tweet. People buy from people they like. This has been true well before use of the Internet. What about when you got the overly assertive (aggressive?)

Is Your B2B Marketing in 3D? Or Stuck in 2D?

B2B Marketing Traction

Even better, get your customers to tell people online how your product or service changed their lives. Then represent it creatively and “engagingly” online, and your customers will represent it as accurately as you do. Tweet. People buy from people they like. This has been true well before use of the Internet. What about when you got the overly assertive (aggressive?)

How to Use Google for Market Research

B2B Marketing Traction

In addition, we need to filter the volumes of information available to us online, so that we can feed our customers, clients, and followers with relevant information. In addition, you can set up alerts for customers, clients, competitors, industries, trends, products and services, and even locations that you want to travel to or consumer products you want to buy. Tweet.

How to Use Google for Market Research

B2B Marketing Traction

In addition, we need to filter the volumes of information available to us online, so that we can feed our customers, clients, and followers with relevant information. In addition, you can set up alerts for customers, clients, competitors, industries, trends, products and services, and even locations that you want to travel to or consumer products you want to buy. Tweet.

Bye Bye, Advertising Madmen. Hello, Marketing Nurturers.

B2B Marketing Traction

They don’t want middle men and women crafting clever, catchy messages to try to lure our attention away from blogs, forums, LinkedIn, Facebook and Twitter where they’re connecting with and learning from thought leaders, colleagues, customer and friends. Tweet. The show even has a web site where you can create your own Madmen avatar. The Author's Madmen Avatar. Madmen Are Out.

Tenacity is Key When Marketing Clean Technologies

B2B Marketing Traction

The panelists recommend having a compelling and bulletproof marketing messages and sales offers so that it is close to impossible for prospective customers to say, “No.” Tweet. attend programs on technology innovation, marketing and financing for entrepreneurs whenever possible. The best renewable source of energy is solar, but it’s expensive. Department of Water and Power.

50 (of the) Best Twitter Guides, Stats, Tips and Tools of 2010 (So Far)

Webbiquity

You’ll find the answers to these questions and many more here in 50 of the best Twitter tools, posts, how-to guides and rants of 2010 so far. Brian Solis provides a wealth of statistics that answer these questions and more, e.g., 87% of Americans said they were familiar with Twitter in 2010, up from just 26% in 2009. So what are the best ways to use Twitter for business? Crabs.

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