Heinz Marketing

MARCH 26, 2022

B-to-B Marketing Doesn’t Have to Be Boring. Thank you, Dave Coffaro , for this insightful post full of interesting and robust information. . In addition to our Sunday App of the Week feature, we also summarize some of our favorite B2B sales & marketing posts from around the web each week.

Analysis 97

Analysis B2B B to B Paid Search Agency 97

ViewPoint

MAY 23, 2011

To get some answers to questions like these, Bernice Grossman and I have undertaken a series of research studies on the quality and quantity of data available to B-to-B marketers in various industries. When B-to-B marketers want to find new prospects, they have traditionally relied on two types of lists.

Resources 120

Resources B to B Work Management Marketing Management 120

ViewPoint

JANUARY 26, 2012

Outbound telemarketing The telephone is the Swiss Army knife in the B-to-B marketer’s backpack: a flexible, personal, dependable resource with infinite applications. The DMA’s 2010 Response Rate Report reported a healthy 1.68% response rate to B-to-B prospecting letter mail and 2.18% to its cheaper cousin, postcard mail.

B to B 120

B to B netFactor Media SEM 120

Biznology

JULY 23, 2014

These buyers trust their peers more than any other information source, across the spectrum from awareness, to researching product details, to the buying decision. They still rely on trade shows and events for product information–second only to peers and colleagues. Here are the nuggets that were most revealing to me.

SMB 80

SMB Peer-to-peer B to B Paid Search Agency 80

Biznology

JANUARY 23, 2012

One problem that plagues B-to-B sales and marketing is coming up with relevant, timely messages for nurturing customer relationships. The relentless challenge of creating new content is one of the most common impediments to long-term communications success for B-to-B marketers. Image via Wikipedia.

B to B 80

B to B Marketing Management Video Marketing Trade Show 80

Biznology

MAY 28, 2014

Are you happy with the quality of the information in your marketing database? Leverage the access of customer-facing personnel to fresh contact information. Train and motivate call center personnel, customer service, salespeople, and distributors—anyone with direct customer contact—to request updated information at each meeting.

Data Hygiene 80

Data Hygiene B to B Marketing Analytics Tools Ideal Customer Profiles 80

Biznology

DECEMBER 31, 2014

Early examples of this exciting new trend in prospecting were Jigsaw, a business-card swapping tool that allowed sales people to trade contacts, and ZoomInfo, which scrapes corporate websites for information about business people and merges the information into a vast pool of data for analysis and lead generation campaigns.

Marketing Automation Services 80

Marketing Automation Services Lead Ranking Tools B to B 80

KoMarketing Associates

JUNE 29, 2016

From the group introduction: Search Engine Land is a must-read hub for news and information about search engine marketing, SEO, PPC, and how search engines work such as Google, Yahoo and Microsoft’s Bing. Search Engine Land. BtoB Marketing. Consider your own alumni network, industry affiliations, and vendor-specific resources.

Linkedin 141

Linkedin B2B Marketing Marketing Analytics Tools Work Management 141

Biznology

FEBRUARY 28, 2014

Ken Magill, who writes an amusing and informative publication on email marketing, tackled this subject on behalf of one of his readers, who had unhappily prepaid for an email list that didn’t arrive. All terrific ideas, which I have gladly incorporated in my approach. You’re never going to see that $3000 again,” says Ken to the sucker.

B to B 80

B to B Data Hygiene Marketing Management B2B Sales 80

Biznology

APRIL 2, 2015

When a sales rep is in front of a customer, marketing data needs to be easily available on site, and the rep needs an easy way to funnel fresh customer information back to the marketing database. B2B Marketing B-to-B marketing B2B marketing database marketing marketing technology predictions real-time marketing' Like this post?

B2B Marketing 80

B2B Marketing B to B Marketing Management Paid Search Agency 80

Biznology

DECEMBER 5, 2014

Expensive, to be sure, but well worth it for hard-to-get information like additional contacts, job titles, buying role, and direct phone numbers. B2B append match rates can be disappointingly low, so the next step in filling out the customer record is “discovery,” whereby you call into the target account and collect the missing data by hand.

B to B 80

B to B Banner Ads Banners Paid Search Agency 80

Biznology

JANUARY 30, 2015

Customers interact with us through a variety of channels, and often provide us with conflicting information. But marketers first must think through how they will use the information to drive business results. Then you must develop a way to attribute the information to a record. Business data is complex and fast-changing.

De-duplication 80

De-duplication Work Management Marketing Management Marketing Attribution 80

markempa

OCTOBER 1, 2008

The true value of lead nurturing comes from the technique of staying in touch with prospects while providing them with the relevant information as they move through the evaluation and buying process. Identify where they are in the buying process so you can share relevant information at the right time (i.e. Industry Timing.

Lead Nurturing 120

Lead Nurturing B to B Sales Qualified Leads Telemarketing 120

markempa

JANUARY 28, 2010

Create a Destination of Information. Read Target Your B-to-B Lead-Gen Efforts by Vertical and Job Title. Here's a quick summary of Goodman's 6 steps:  Do Your Homework. Find Prospects That Look Like Your Target. Determine Your Target's Pain Points. Gather Sales Support Assets.

Verticals 120

Verticals Ideal Customer Profiles Lead Generation B to B 120

markempa

MAY 24, 2010

The guide contains information about trends, expert columns, market statistics and vendor lists. I recommend you check it out.

BtoB 120

BtoB Lead Generation B to B Generation 120

markempa

FEBRUARY 23, 2006

» Marketing That Reaches Decision Makers In Big Companies I was quoted in an article on B-to-B marketing in Marketing News, a publication of the American Marketing Association. a marketing and sales information services company in Southport, Conn.: a marketing and sales information services company in Southport, Conn.:

Lead Generation 120

Lead Generation Sales Qualified Leads B to B Paid Search Agency 120

The Point

DECEMBER 16, 2013

Sirius Decisions wrote an insightful article last week about the acquisition by Marketo of Insightera (a Web personalization platform), and included was the following projection: “By 2015, we expect to see 71 percent of b-to-b organizations’ new inquiries coming via the corporate Web site.”.

Demand Generation Agencies 100

Demand Generation Agencies B2B Sales Sales Leads Microsite 100

Engagio

AUGUST 2, 2018

All these places we go to, they’re catering to us as consumers, and we’re selling to consumers, even if we’re B to B marketers. It’s like Netflix. It’s like Amazon. The post How Do You Leverage Content To Engage Your Target Accounts?

Top of Funnel 67

Top of Funnel B to B Account Based Marketing ABM 67

ViewPoint

FEBRUARY 24, 2016

It’s essential to be able to inform the sales team about: our reason for existence, the direction of the company and why it’s the correct course, what we sell and why we sell it, which markets to pursue, the competitive landscape and the pricing model.". From Mike Weinberg’s book, New Sales. I whole-heartedly agree with Julie!

Lead Ranking 149

Lead Ranking Demand Generation Agencies Account Based Marketing Paid Search Agency 149

B2B Marketing Directions

JANUARY 21, 2018

In 2013, Walker Information published the results of a study regarding the emerging importance of customer experience for B2B companies. Customers 2020: The Future of B-to-B Customer Experience focused on how B2B companies should be preparing to meet changing customer expectations.

Research 54

Research B to B B2B Custom Publishing 54

Biznology

MARCH 23, 2018

My rationale is that business buyers need information from suppliers to do their jobs, and they want to be up to speed in their fields. In the article , I made the case that email marketing policies in B2B should be more flexible than those in consumer, when it comes to strict use of opt-in.

B2B Marketing 190

B2B Marketing Work Management Marketing Management Opt-out 190

Biznology

MARCH 26, 2012

Free information. Always a popular and productive offer in business markets, where buyers need detailed information as part of their purchase process. Have you come up with a compelling offer to motivate quality responses in B-to-B search engine advertising? Qualifies beautifully. Let’s share ideas.

Search Marketing 80

Search Marketing B to B Marketing Management Adwords 80

Biznology

MAY 22, 2017

The data elements likely to be at issue include a name, a photo, an email address, bank details, posts on social media, medical information, or a computer IP address. In the course of business with a new customer—for example, in your contract—you need to gather their agreement as to how you will use their information.

Privacy 139

Privacy Data Hygiene Marketing Management Paid Search Agency 139

Leading Results Rambings

AUGUST 4, 2013

Read our blog post on Content Based Search Engine Optimization and get more information on how small successful steps leads to getting great rankings for SEO. B-to-B Marketing Content Marketing Inbound Marketing Lead Generation Marketing Search Marketing'

Lead Ranking 55

Lead Ranking B to B Lead Scoring Advertising Agencies 55

Marketing Insider Group

MAY 19, 2015

And since I believe one of the best content marketing hacks is to turn your most frequently asked questions into helpful pieces of information for your audience, I am going to try and demonstrate that approach in this next series of posts. What’s the difference between B to B and B to C Content Marketing?

Advertising Agencies 100

Advertising Agencies Paid Search Agency Planning Content Marketing 100

Webbiquity

DECEMBER 11, 2013

Reporting that “60 to 70 percent of content churned out by b-to-b marketing departments today sits unused,” Tony Zambito explains why the biggest problem for b2b marketers isn’t a lack of content, but rather a lack of the right content—and how to fix it by strategically using buyer personas.

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Content Marketing Planning 100

The ROI Guy

JUNE 3, 2010

A SiriusDecisions survey recently examined which b-to-b sources are trusted most by buyers during the buying lifecycle, and the results indicate not surprisingly that Industry Analysts and Peers are the most influential and trusted sources of information. of respondents) and peers (28.7%).

Peer-to-peer 40

Peer-to-peer B to B Vendors Marketing Proposals 40

Paul Gillin

MAY 13, 2010

These can be in the form of newsletter sign-ups, white paper downloads, requests for more information or invitations to view a webcast. This is particularly important for b-to-b companies, which establish long-term relationships with their customers. Tags: B-to-B marketing website. Are your pages easy to share?

B to B 50

B to B Marketing Websites Work Management Webcast 50

B2B Marketing Directions

MAY 24, 2015

And Walker Information recently wrote that by 2020, customer experience is expected to surpass product and pricing as the key business differentiator. Customers 2020: The Future of B-to-B Customer Experience , Walker Information, Inc.,

B2B Marketing 53

B2B Marketing Marketing Management Planning B to B 53

KoMarketing Associates

OCTOBER 2, 2018

This information is timely because many organizations are thinking about budgeting and planning marketing objectives for the new year. From strategic objectives to tactical points of focus, the information below can help guide and support B2B marketing initiatives proposed in the new year and beyond. 2018 CMO Global Study.

Budget Programs 123

Budget Programs Marketing Report B2B Marketing Work Management 123

Webbiquity

APRIL 14, 2010

10 Great B-to-B Sites by BtoB Magazine. 10 common but often overlooked tips for increasing land page conversions, including using minimal navigation, keeping important information above the fold, and keeping your contact form as short as possible. 20 Incredible Illustrative Site Designs Inspired by Nature by Design Reviver.

Landing Pages 100

Landing Pages Design Microsite Tips 100

Online Marketing Institute

MAY 27, 2009

Posted on Tuesday, May 26th, 2009 at 7:27 pm Why B-to-B Marketers Will Pioneer the New, New Media 150,000 Years of Social Network Media Experience: Why B-to-B Marketers Will Pioneer the New, New Media. B-to-B has always been peer-to-peer. Consumer purchase decisions are often impulsive.

Peer-to-peer 40

Peer-to-peer B to B RSS Word of Mouth 40

B2B Marketing Directions

JUNE 26, 2016

Numerous research studies have shown that many business buyers are now using the wealth of easily-accessible information to perform their own research regarding potential purchases, and that they are delaying conversations with vendor sales reps until fairly late in the buying process.

B to B 40

B to B Business B2B Sales Buyer's Journey 40

B2B Marketing Directions

NOVEMBER 8, 2015

Howard spoke with a salesperson and got pricing information. When you have a personal conversation with a buyer, you have the potential for a richer exchange of information. In his post, Howard described a personal experience of becoming a lead for a marketing technology company.

Lead Nurturing 40

Lead Nurturing Sales Qualified Leads Lead Scoring Lead Ranking 40

Webbiquity

JUNE 17, 2014

In less than a generation, information has gone from being scarce to overabundant. Information proliferation means buyers are better-informed than ever about potential approaches to solving problems, and the related product and service alternatives. .”

Sales Management 100

Sales Management Work Management Marketing Management B2B Marketing 100

Vidyard

MAY 18, 2017

The second is once they’ve come inbound, identifying those leads and offering them something that they’re willing to give up their information for, and finally, once they’re a known, identified lead, is nurturing and educating them to get them ready to be handed off to sales.

Sales Qualified Leads 63

Sales Qualified Leads Lead Scoring Lead Ranking Video Marketing 63

B2B Marketing Directions

NOVEMBER 29, 2015

The diagram below shows the major elements of a marketing communications plan, which is similar in several ways to the B-to-B Marketing Campaign Framework developed by SiriusDecisions. Value Themes In a marketing communications plan, value themes replace campaigns as the primary organizing principle.

Campaigns 45

Campaigns Planning Lead Ranking B to B 45