How Performance Marketing Accelerates B-to-B Prospecting
JULY 5, 2012
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. . To back up, what is this performance marketing thing, anyway? So marketers need to do the math. Photo credit: Wikipedia.
To Gate or Not to Gate, That Is the B-to-B Content Marketing Question
MAY 30, 2012
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. I 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
APRIL 4, 2011
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?
NOVEMBER 30, 2011
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. Well, to call it laziness may not be entirely fair. It’s a fact that the typical B-to-B campaign targets universes that are too small to support a split test.
SiriusDecisions Summit 2015: The Un-Death of B2B Sales
MAY 15, 2015
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. I’m up to the challenge. Alignment.
Study: B-to-B Marketers Lagging With Social Media
NOVEMBER 28, 2012
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
SEPTEMBER 3, 2015
Have you noticed how so many B2B companies seem to be running their own proprietary conferences these days? In conversations with several marketers, I have identified six reasons to consider it. What a great way to get your customer’s full attention, especially compared with a trade show, where you have to compete with zillions of others. This got me wondering.
Why Servant Marketing Matters
B2B Lead Generation Blog
AUGUST 18, 2014
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.”. I 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
MAY 28, 2014
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
JANUARY 30, 2015
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
DECEMBER 31, 2014
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. Another new approach is using so-called business signals to identify opportunity. Susceptible to hurricane damage? Are they growing? Near an airport? Unionized?
The 10 most fascinating people in B2B Marketing in 2015
JANUARY 6, 2016
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. It’s an eclectic list, culled from contacts I happened to make in 2015. We are lucky to have them. This certainly serves to address issues around sales and marketing alignment in one step!
Where is B2B data-driven marketing headed?
APRIL 2, 2015
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. So the outlook for talent to manage the new technologies in marketing is bright. Sales and marketing operations will be combined underneath an umbrella that may well be known as the Go To Market operation.
Martyn Etherington Speaks: the story of a B2B digital marketing turnaround
SEPTEMBER 25, 2015
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. I read it in one weekend.
Six great blogs for B2B Marketers
SEPTEMBER 24, 2014
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. So I would like to share my favorites, the blogs where I find inspiration, new ideas, and provocative stories to keep the gray matter humming. The Point, by Howard J. Sewell.
Named account marketing: new tools and techniques to reach a limited universe
DECEMBER 5, 2014
Best of all, a number of new tools and tactics are now available to do the marketing job efficiently. These are the accounts we pay attention to.”. A similar focus occupies Warm-Transfer, which tele-qualifies leads generated by very large insurance companies, and warm transfers the prospects to the clients’ sales teams. “We To populate your database, look at: Data append.
Three barriers to B2B data-driven marketing
MAY 28, 2015
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
NOVEMBER 27, 2013
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. My colleague Bernice Grossman and I recently conducted a new study indicating that B2B marketers now have the opportunity to target prospects more efficiently than ever before. (Photo credit: Wikipedia).
B2B Data-Driven Marketing: What You Need to Know Today
OCTOBER 14, 2015
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. A lively case study of how a tech company used data to fuel its business growth.
Where to Get an Education in B2B Content Marketing
OCTOBER 28, 2013
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. In fact, he commissioned me to write a piece of content for Penton, on B2B retention marketing techniques. One that really works, especially in B2B.
Push versus Pull Marketing: In B2B, You Need Both
MARCH 28, 2013
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? Hubspot promotes it.
New directions for B2B data-driven marketing
AUGUST 6, 2015
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
JANUARY 29, 2014
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. Not only was it a nightmare to get up and running, the software served only to automate the processes—good or bad—that companies already had in place. So, what should we be doing with automation, to ensure its success?
What can your B2B data do for you?
JULY 2, 2015
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. 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
OCTOBER 11, 2012
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. link].
Here’s What 25 B2B Marketers Think Are the Key Trends in 2016
JANUARY 26, 2016
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
JANUARY 23, 2012
One problem that plagues B-to-B sales and marketing is coming up with relevant, timely messages for nurturing customer relationships. A territory-based sales rep may be trying to keep in touch with hundreds of contacts at a time, but struggles to find a steady supply of good-quality reasons to reach out, without being a pest. Image via Wikipedia.
IBMer: ‘Social Selling’ Is a Sales Process in Itself
APRIL 27, 2012
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. It was about returning value and time to our sales teams for their time invested.”. Familiarity Breeds Intent. Critical Success Factors.
Fresh Insights in Selling to SMBs
JULY 23, 2014
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
FEBRUARY 28, 2014
Are you hounded by email pitches offering access to all kinds of prospective business targets? As a B2B marketer, I am always interested in new customer data sources, so I feel compelled to at least give them a listen. So, over time, I have come up with a 9-point assessment strategy to help marketers determine the likely legitimacy of a potential vendor, using approaches that can be replicated by anyone, at arm’s length. So, if you want to just delete them all as a matter of course, that’s a reasonable strategy. (Photo credit: Tim Morgan). I am, and I hate it.
Case study in data-driven B2B customer acquisition marketing
APRIL 24, 2015
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
JUNE 24, 2010
This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. They do assume that a company has a rich set of historical data to work with, which is often not the case. The webcast is probably the smarter incentive to offer.
Analyzing B-to-B Ecommerce
DECEMBER 13, 2012
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
MAY 31, 2012
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
SEPTEMBER 28, 2009
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
JULY 25, 2013
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. There may be some hidden gems you can put to good use. Market segment it is targeted to, such as large enterprise or SMB.
Social CRM: Curb Your Enthusiasm
OCTOBER 7, 2010
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. I 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.