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How Performance Marketing Accelerates B-to-B Prospecting


Every time you turn around, a new “performance marketing” opportunity turns up for B-to-B marketers.  But there are some potholes to consider.  Let’s look at how marketers get value out of this approach to finding new customers.   . This highly popular technique was pioneered by trade publishers looking for ways to extend the value of their customer access. 

To Gate or Not to Gate, That Is the B-to-B Content Marketing Question


There’s a spirited debate in B-to-B marketing about whether it’s best to give away information (aka “content,” like white papers and research reports) to all comers, versus requiring web visitors to provide some information in exchange for a content download.  In other words, to gate your content or not to gate.  know that plenty of very smart and well-respected Internet marketing experts line up with dear old Stewart Brand, founder of the Whole Earth Catalog, who famously said in 1984 that information “wants to be free.”

Keep B-to-B marketing strategies and tactics tightly focused on driving leads

Sales Lead Insights

In my view, the primary objective of B-to-B marketing is to drive leads and sales. Recommendation: Let your brand come along for the ride while you focus your marketing on convincing potential buyers to raise their hands and express interest in your products or services. In other words, branding is a secondary objective. B2B Lead Generation B2B marketing

Testing for B-to-B Marketers: How hard is it?


Image via Wikipedia. B-to-B marketers are often guilty of laziness when it comes to testing their communications, whether it’s testing the copy approach, the layout, the offer or the target audience.  With an estimated response rate of 1%, we’re looking at only 120 inquiries—clearly not enough to conduct a test of the two good offer ideas we are kicking around. 

SiriusDecisions Summit 2015: The Un-Death of B2B Sales


I’ve got to admit, when SiriusDecisions’ Jennifer Ross and Marisa Kopec opened their keynote session yesterday morning saying their presentation was going to be “provocative”, I was skeptical. As a passionate marketer who strives to transform demand generation each and every day, I tend to think that nothing can shock me. stand corrected. Alignment. Are you?

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Study: B-to-B Marketers Lagging With Social Media

delicious b2bmarketing

Study: B-to-B Marketers Lagging With Social Media. Data shows about 40 percent of b-to-b brands aren’t using social marketing. Business-to-business marketers are underutilizing social media and its potential, according to new data from Eloqua , a marketing automation company. We reserve the right to edit/remove comments. folio. Careers.

Six strategies behind the trend in B2B client conferences


Have you noticed how so many B2B companies seem to be running their own proprietary conferences these days?  I can’t turn around without another customer event popping up on the radar.  In conversations with several marketers, I have identified six reasons to consider it. Although primarily for clients, many of these conferences are designed to include prospects as well.

Why Servant Marketing Matters

B2B Lead Generation Blog

Tweet As I talk to marketing and sales leaders, I hear this reoccurring theme: “I want to do something that really matters; I want to feel what I’m doing is really making a real difference.” ” I feel the same way, but I’ve painfully learned that it’s futile to make changes outside before we make changes inside. This requires a different kind of thinking to drive a different way of marketing. Instead, they’re saying, “We need to solve a problem.”. believe this idea can also be applied to sales and marketing.

5 Steps to customer data hygiene: it’s not sexy, but it’s essential


Here are 5 steps you can take to maintain data accuracy, a process known as “data hygiene.”. Harness customer-facing personnel to update the data.  Leverage the access of customer-facing personnel to fresh contact information. When it comes to sales people, this is an entirely debatable matter.  Allow customers access to their record online, so they can make changes.

6 thorny data problems that Vex B2B marketers, and how to solve them


Business-to-business marketers are plagued by data problems. To shed some light on B2B data problems, Bernice Grossman and I compiled a working list of problems and solutions.  Give them objective rules to follow. Then, develop a very simple process by which reps pass their data to this group. Test a few vendors to find the one that works best with your data.

Exciting new tools for B2B prospecting


Finding new customers is a lot easier these days, what with innovative, digitally based ways to capture and collect data.  New ways to find prospects continue to come on the scene—it seems like daily. Susceptible to hurricane damage?  For years, marketers have mined LinkedIn data by hand, often using low-cost offshore resources to gather targets in niche categories. 

The 10 most fascinating people in B2B Marketing in 2015


With a tip of the hat to Barbara Walters , I’d like to introduce ten fascinating people who have brought new ideas and admirable energy to the B2B marketing world this year. This round-up represents only a small sample of the fresh thinking that drives the upward march of B2B “modern marketing.” It’s an eclectic list, culled from contacts I happened to make in 2015.

Martyn Etherington Speaks: the story of a B2B digital marketing turnaround


I had the chance recently to catch up with Martyn Etherington , a marketing leader I’ve long admired. In a reflective mood, he was willing to field some questions about his successes there. Where did you direct them to focus their efforts, and why? Customers have changed the way that they buy, and therefore we need to change the way we sell. read it in one weekend.

Where is B2B data-driven marketing headed?


New tools, new technologies, and most importantly, new buying behavior among businesses—these changes are accelerating the pace and driving new directions for B2B data-driven marketing.  In preparing my new book on the subject—to be published in June of 2015—I had a chance to speak to a variety of brilliant thinkers about where things are headed.  Real-time marketing gets real.

Six great blogs for B2B Marketers


In our fast-changing marketing world, a smart B2B practitioner keeps up to date by learning from thought leaders.  While this used to mean reading business books and magazines, today it means blogs.  We’ve all heard the stats about blog proliferation.  A new blog launched every six seconds—or whatever.  Eric’s writing is always practical, action oriented, and a joy to read.

Named account marketing: new tools and techniques to reach a limited universe


Best of all, a number of new tools and tactics are now available to do the marketing job efficiently. I’ve been involved a few situations like this recently.  At DMA14 in San Diego last month, I heard a fascinating talk by Mark Rentschler, marketing director at Makino, a large manufacturer of machine tools. These are the accounts we pay attention to.”. What a luxury! Data discovery.

Three barriers to B2B data-driven marketing


That’s a good thing, since marketers are under increasing pressure to manage, collect, and make use of data, according to a recent CMO Club/Gartner study. Most B2B marketers really struggle to get their arms around the reality of customer and prospect information. Of particular importance to data and data-driven marketing are these issues: Inattention to data and the database.

B2B prospecting data just keeps getting better


The most reliable and scalable approach to finding new B2B customers is outbound communications–whether one is using mail, phone, or email, or using rented or purchased lists.  The quantity was so vast that we published it in a supplementary spreadsheet , so that our research report itself would be kept to a readable size. (Photo credit: Wikipedia).

B2B Data-Driven Marketing: What You Need to Know Today


If you’re selling to business buyers, data about your customers and prospects is essential to success. Even with the data on hand, many marketers are unsure of what to do with it. You need to get a grip on customer data, and figure out how to put it to work for your business. lively case study of how a tech company used data to fuel its business growth.

Where to Get an Education in B2B Content Marketing


But this is the one to acquire for your marketing library, for two reasons. First, it’s your one-stop shop on the entire subject, from strategy and planning, to thorny execution matters like measuring the ROI.  Most of us in B2B prepare content around business problems, focusing on technical information, how-to material, and industry trends.  Focus on securing subscriptions. 

Push versus Pull Marketing: In B2B, You Need Both


The other day, a marketing colleague told me she was feeling under pressure to move all her efforts to inbound, or “pull,” marketing.  Limiting your strategy to pull alone will reduce your market, and limit your ability to identify all the prospective buyers who might need your solution to their problems. Anyone want to argue about this?  And here’s why.

New directions for B2B data-driven marketing


It’s a platform for communications, for selling, for just about every element of the marketing arsenal, and it’s is forcing marketers to think more carefully about customer and prospect data. That is changing fast, as new tools and measurable communications techniques enable marketing not only to demonstrate financial results, but to take on revenue responsibility. 

Marketing automation is not marketing strategy


Too often, these days, I am hearing B2B marketers mouth claims like “We got this new [fill in the brand] automation tool, so now we can reduce headcount.”  Or, “Once this automation system is installed, it will take our marketing to the next level.”  Déjà vu all over again, to echo Yogi Berra.  So, what should we be doing with automation, to ensure its success? 

What can your B2B data do for you?


But B2B marketers still struggle to get their full share of value from data. One reason is that they are missing some important ways to apply the data to marketing problems. So Business marketers put the marketing database to an enormous variety of uses, among them: Capturing data about customer behavior from all sales and communications channels, including social media.

15 Tips for Getting the Most From LinkedIn Groups

Paul Gillin

The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion. For example, instead of posting a headline and a link to an article about cloud security, formulate it into a question: “This article on Cloud Computing Path makes the case that the recent Dropbox security breach proves that the cloud is not yet secure enough for the enterprise. LinkedIn is the only major social network that doesn’t permit brands to interact as members. prior to posting them.

Here’s What 25 B2B Marketers Think Are the Key Trends in 2016

Paul Gillin

I was delighted when B2B Marketing Zone – a website and newsletter that I devour – asked me to be one of 25 contributors to its “ B2B Marketing Trends for 2016 ” e-book. Then do what Tom Pick and Tony Karrer of B2B Marketing Zone did – make it easy for people to compose posts like this one and share the book through their social networks.

Lights, camera, action: Video helps you stay in touch with customers


Here’s where I ran across this:  Glenn Diehl, owner of the New York distributor of Skyline Exhibits , has a team of eight sales people selling custom trade show exhibits and portable displays to marketers and trade show managers in New York City and several northern counties.  The cover note is in plain text, inviting customers to have a look at the latest “Minute” video.

IBMer: ‘Social Selling’ Is a Sales Process in Itself

Paul Gillin

It’s no secret that the factors that motivate salespeople to change the way they work have to be pretty simple: Help them spend more time selling and less time scrounging for information and telling managers what they’re doing. The tools made it easy to find information and expertise by consulting friends. Familiarity Breeds Intent. Critical Success Factors.

Fresh Insights in Selling to SMBs


Despite the attention given to large enterprise marketing, it’s small and medium businesses (SMB) where the bulk of marketing investments go.  SMB is where there’s enough volume to do plenty of testing. Plenty of agencies, research firms, and other marketers are focused on SMB, and willing to share their insights.  Here are the nuggets that were most revealing to me.

Beware of dubious data providers: a 9-point checklist


Are you hounded by email pitches offering access to all kinds of prospective business targets?  I am, and I hate it.  As a B2B marketer, I am always interested in new customer data sources, so I feel compelled to at least give them a listen.  Early on, I stumbled upon an anonymous blog that reports on the most egregious of these emailers, and connects them to unscrupulous spammers tracked by Spamhaus.    It’s pretty hilarious to learn that many of these data sellers are complete fakes, sending identical emails from fake companies and fake addresses.

Case study in data-driven B2B customer acquisition marketing


While preparing case studies for book, I had the fun of interviewing a bunch of very smart B2B marketers to learn how they were applying data and analytics to their marketing objectives. In short, Five9 is creating an ideal customer profile, and going out in the market place to find similar accounts, a process known as lookalike modeling. First, we target the right accounts.

How to Calculate Social Marketing ROI

Paul Gillin

This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. They do assume that a company has a rich set of historical data to work with, which is often not the case. ROI analysis enforces rigor that leads to better decisions. Defining ROI. A lot of marketers would probably like to be in Susan Popper’s shoes. EMC Corp.

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Analyzing B-to-B Ecommerce


As sales channels become more complex, many business-to-business companies — including brand manufacturers — face the dilemma of whether to sell online directly to their customers. Likewise, there are many business-to-consumer stores that are large enough to command low inventory prices from manufacturers and thus can consider selling directly to other businesses or even acting as a wholesale distributor. Does it make sense to try to play both sides? The view was that most sales were to repeat customers who knew what they were looking for.

Let your B2B content run free–the case against gating


Yesterday, in this very space, my friend Ruth Stevens made the case against “gating content” –placing your best stuff behind a registration or contact form so that you mine your Web visitors for those precious e-mail addresses and hand them off to your CRM system so they can be worked as “leads.” No, this is just an issue that I have a history with, going all the way back to my IBM days and with several clients since. So, that white paper or that case study that customers are dying to see? Your sales force gets a lot of bum leads to run down.

An Interview With Mike Damphousse About B-to-B Appointment Setting

Sales Lead Insights

This is the first in a series of occasional interviews with top practitioners in the field of B-to-B demand generation. Today’s guest is Michael Damphousse , CEO/CMO of Green Leads, LLC , a firm that specializes in using the phone to get qualified appointments for its clients’ salespeople on a pay-per-performance basis. His blog, Smashmouth Marketing , has developed a wide following among B-to-B marketing professionals. Mike, I’m hearing a lot of buzz about appointment setting as an approach to B-to-B lead generation.

How to Create a B2B Content Audit


In the B2B marketing world, content is used primarily to 1. Develop the relationship over time until the prospect is ready to see a salesperson, a process known as lead nurturing.  For these two purposes, business marketers need to have on hand an array of very particular types of content assets.  A good way to determine what’s available, and what additional content you need to create, is to perform a content audit.  Objective, meaning its marketing purpose, such as how-to, use case, testimonial, comparison. Photo credit: Wikipedia. Articles.

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Social CRM: Curb Your Enthusiasm

Paul Gillin

If you’re a marketer in a medium-to large-sized B2B company, you’re almost certainly using customer relationship management (CRM) software to track your customers and prospects. encourage you to restrain your enthusiasm. The problem is that most of their customers are still struggling to get CRM 1.0 No social map is going to unearth these relationships. right.

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