Biznology

FEBRUARY 29, 2012

Today, 89% of B-to-B marketers in the U.S. are using social media, says a study conducted by iTracks and the Business Marketing Association (BMA). In fact, B-to-B use of social media may have even eclipsed that of consumer marketers, according to another report from White Horse Productions. First, get busy on LinkedIn.

B to B 80

B to B Social Media Media Thought Leadership 80

Biznology

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. Credit: Getty Images via @daylife.

B to B 80

B to B RFP Sales Qualified Leads Lead Ranking 80

Biznology

JULY 23, 2014

Plenty of agencies, research firms, and other marketers are focused on SMB, and willing to share their insights. These buyers trust their peers more than any other information source, across the spectrum from awareness, to researching product details, to the buying decision. And you’ve got a lot of company. Thought leadership.

SMB 80

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

Biznology

FEBRUARY 28, 2014

Tim Slevin provides a nice 3-point assessment approach in the SLMA blog , where he recommends checking out the vendor’s physical address, researching them on LinkedIn, and asking them for a data sample so specific that you can tell whether their product is any good. All terrific ideas, which I have gladly incorporated in my approach.

B to B 80

B to B Data Hygiene Marketing Management B2B Sales 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

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. Another approach, albeit less productive, is LinkedIn research. Specialized third party databases.

B to B 80

B to B Banner Ads Banners Marketing Management 80

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. Examples include a free case study, research report, or white paper. Have you come up with a compelling offer to motivate quality responses in B-to-B search engine advertising?

Search Marketing 80

Search Marketing B to B Marketing Management Adwords 80