Conversionation

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B2B buyers and professional social networks in the purchase decision

Conversionation

In case you believed we can forget about social media in marketing and business, here’s a wake-up call: according to the latest Social Buying Study from IDC, 75% (!) of B2B buyers “studied social media” to SUPPORT purchase decisions. Even more impressive: 84% of C-level/VP executives in the research also use social media for the […].

Social CRM and Return on Marketing: Customer Life Cycle Value

Conversionation

They all have their advantages and disadvantages and much of course depends of the type of company or industry (for instance: retailer chains versus B2B service firms). B2B Marketing ROI Social CRM brand equity customer equity Customer Life Cycle Value customer-centricity retention equity Return on MarketingNo marketing activity is an island. Integrated. People-centric. Why now?

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The Big Content Marketing Fail: How Much Content Do You Need?

Conversionation

guess that if this happens in our industry, it will happen in other (B2B) markets as well. This blog post tells some personal stories and takes you a bit back in time. So, if you care about your budget and your customers read this. In 2001, I acted as the administrator of a small company , called WebWare. However, everyone overlooked content. I was obsessed with content since long before.

Altimeter Report: the Convergence of Paid, Owned and Earned Media

Conversionation

In B2B marketing we have been advocating an integrated approach across media, channels and all stages of the buying journey for ages. It reminds me of a friend who wrote a book on social media a few years back, among others because she discovered this thing called ‘the customer journey’, which as B2B marketers we knew and understood since so long. Just two considerations.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Thirty-one percent identified as B2B marketers, 18. 49 percent work across B2B and B2C businesses. marketing in B2B tech, even major brands like. B2B marketers. for B2B marketers than for B2C marketers. little.

Doug Kessler: taking a stand – content marketing as evangelism

Conversionation

Doug is Creative Director and co-founder of UK-based Velocity Partners, a B2B marketing agency with a strong focus on content strategy. Everyone says content marketing is not about selling. They’re wrong, Doug Kessler says. Doug is a displaced Yank who started his career at Ogilvy & Mather, New York. Soap and fabric softener bored him […].

Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?

Conversionation

An email marketer? A B2B marketer? Most customers – certainly in my area, B2B – use search engines in their buying journey. Here’s the golden rule I always followed as an IT business guy, marketer, publisher and digital strategist: I only care about the customer of the customer. In the social era we have started calling this the audiences of audiences of audiences, etc. Some examples.

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The Power of Powerlessness: Let Go and Put the Customer First

Conversionation

It’s a similar approach as the B2B Blogging Trends paper Aggregage did in 2011. Jan Van Aken I was recently asked to participate in the creation of a collaborative white paper, initiated by Selligent (for the record: one of our customers). The topic of this collaborative white paper, however, is direct marketing or should I say dialogue marketing. Today he is a Partner at Futurelab.

B2B Blogging Trends 2011: Towards an Integrated Approach

Conversionation

Earlier this year I was asked to contribute to a white paper on blogging trends (and tips as well), aimed at B2B marketers. You can read a summary of the trends and their thoughts and tips in the B2B Blogging Trends 2011 white paper. These are just a few takeaways from the B2B blogging trends paper. B2B Blogging Trends 2011. included). Should a company blog?

Evangelizing a Content Marketing Program

Consider: Content Marketing on the Rise &86% B2B Marketers are now using content marketing in. strategic fashion 77% B2C Marketers 76% 69%& B2B Marketers are creating more content than they. report, only 21 percent of B2B marketers say that they’re. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 4 II. brands.

The Social Customer Service Elite: All Customers Are Equal But Some Are More Equal than Others

Conversionation

Another thing many businesses failed to do was help their customers become “bigger” customers, certainly in B2B, by supporting them through the value chain. Last week George Orwell’s famous “All animals are equal but some are more equal than others” line from “Animal Farm”, his anti-totalitarianism novella, came to mind in an unusual context: customer service in a “social media world”.

Where does Content Marketing Belong in the Social Business?

Conversionation

It’s difficult to compare a large international B2B technology company with long sales cycles and a complex go-to-market model, to a local fast moving consumer goods e-commerce pure player or a non-profit organization, for instance. Content marketing is mostly used in a cross-channel B2B context, but certainly not only there. Blog Content marketing AJ Huisman Ann Handley B2B Chief Content Officer content marketing customer-centricity Joe Pulizzi social business social media marketingMy default answer to responsibility questions is: “it depends”. Do you need those?

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Social Media and Inbound in B2B Marketing: Evolutions and Challenges

Conversionation

B2B social media marketing (obviously) is on the rise as well. B2B marketers used to have a tendency to stick with what works – preferring to remain in what they believe is the comfort zone of their target market. However, these numbers certainly seem to suggest that marketers for B2B are at least  looking at multiple channels to get their message across. B2B social media marketing: not used in a customer-centric and integrated way. So, what are B2B businesses doing with social media? Let’s take a look at where they expect the money to be going.

The Single Most Important Success Factor of Inbound Marketing

Conversionation

B2B Blog Connected marketing Content marketing Conversion Marketing theory Social media marketing Word of mouth marketing content marketing customer-centricity inbound marketing multi-channel search engine marketing social media marketing word-of-mouth marketingInbound marketing is a ‘hot’ topic among marketers, as are its good friends content marketing, social media marketing, blog marketing and search engine marketing.

Content Methodology: A Best Practices Report

benchmark report, 76 percent of B2B marketers and 77 percent of B2C marketers. and over half of both B2B and B2C marketers are not clear on what a successful. The Drum named the Best B2B Content Marketing of 2015. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. Definition II. Why a Content Methodology Is Needed III. the stories.

Content, Stories and the Blurring of B2B and B2C Marketing

Conversionation

B2B and B2C: it’s all just people-to-people. Again: both in B2B and B2C. When talking about content marketing and content in context, we are, however, mostly talking about “inbound marketing” and lead nurturing and, indeed, often in a B2B marketing framework. The role and impact shows how the lines between B2B and B2C marketing are blurring. Joe Pulizzi. Bob Gilbreath.

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Selling as a reason to invest in valuable B2B marketing content

Conversionation

//. Content plays such a crucial role in this digital era that a new discipline has evolved around it: ‘content marketing’ Content is important in both B2C and B2B marketing but as a B2B marketer I would like to look with you. Click title to read more

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Three Things Smart B2B Marketers Will be Doing in 2016

Webbiquity

What will successful B2B marketers to be doing more of, or differently, in 2016? That question was recently posed to the expert contributors at the B2B Marketing Zone , and two dozen responded with a range of insights about content marketing, measuring results, employee advocacy, customer experience and other topics. Here are three key takeaways plus some additional musings.

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33 Thought-Provoking B2B Social Media and Marketing Stats

Webbiquity

As noted in the 2016 B2B Marketing Trends report , B2B marketing strategies and practices are in the midst of significant change, driven by new technologies and evolving buyer expectations for more “consumer-like” experiences. These changes are affecting tactics, budgets, messaging, and metrics as illustrated in the compilation of B2B marketing facts and statistics below.

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Content Marketing Playbook: Strategy and Roadmap

According to CMI’s 2015 report, just 35 percent of B2B or- ganizations and 27 percent of B2C organizations have a. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. conference.

New Chapter for the B2B Lead Blog

B2B Lead Generation Blog

You may have noticed the B2B Lead Blog has a new look. look forward to keeping up with the accelerating evolution B2B lead generation, demand generation, and marketing for the complex sale, and helping you do the same. Feel free to comment here or join me on the  B2B Lead Roundtable LinkedIn Group. You may have noticed the B2B Lead Blog has a new look.

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4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers. 

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. And, let’s not forget that B2B companies believe they may have 3-4 unique buyer personas. 

What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers

bizible

Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation. Gmail Sponsored Promotions work well for B2B marketers given the ability to target specific domains and target business audiences that are constantly on email. B2B marketers may have a lot to look forward to. B2B Marketing

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

B2B Video Marketing Done Right

KoMarketing Associates

How can a good B2B video be characterized? Why is it a good idea to incorporate video into your B2B marketing? Categories of B2B video, with examples: Branding and Corporate Awareness. MarketingProfs: B2B Marketing Forum. B2B video is a gold mine of opportunity. The word these days is content. Start planning how to create video for your company now. Informative.

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Are you taking advantage of B2B marketing data?

Biznology

Frequent readers know that most of my marketing experience is B2B rather than B2C, and that virtually everything I do is data driven. So, perhaps you might think that I didn’t have much to learn when I picked up  B2B Data-Driven Marketing by fellow Biznology blogger Ruth Stevens and Theresa Kushner. No B2B marketer should be without this book. Wrong. Like this post?

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8 Great LinkedIn Groups for B2B Marketers

KoMarketing Associates

It is no secret that LinkedIn is a valuable social media platform for B2B marketers. And according to the “LinkedIn Ads Benchmark Report Q3 2015” published by Marketing Mojo, 79 percent of B2B marketers said that LinkedIn was “effective” at generating leads. B2B Technology Marketing Community. B2B Sales, Marketing, Social Media & Lead Generation. Google Analytics.

Don’t Bore People: 10 Ideas for B2B Newsletter Content

Act-On

What’s the first thing you think when you hear “B2B newsletter”? Neither does most B2B marketing. B2B newsletters definitely don’t have to be dull – at least for their core, intended audiences. In order to give you a few ideas for how to make your newsletters worth reading, I’ve rounded up 10 ideas for B2B newsletter content. If you’re like most people, it’s boredom.

Staffing and Launching Your Content Marketing Program

What’s the Difference Between B2B and B2C Market- ing?” ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Building an Editorial Calendar 20 V.

Is B2B Lead Generation Really This Difficult?

The Point

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that?

What Every B2B Marketer Needs to Know About Readability

Act-On

B2B marketers have named a perennial problem with producing engaging content. In the Content Marketing Institute and Marketing Profs 2016 B2B Content Marketing Trends report , “Producing engaging content” was the #1 challenge marketers face. Improving readability is a particularly excellent opportunity for B2B marketers. Is the content you publish engaging enough? Typography.

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The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Importance Of B2B Ethnography Grows In The Digital Economy. In order to see how behaviors and interactions are changing, CEOs and CMOs will need to embrace B2B ethnography. This ethnographic approach in B2B also allows for understanding contextually how people and organizations are interacting to arrive at decisions. Redefining The Meaning Of Buyer Understanding.

B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

Here are my candidates for 5 common terms and phrases that every B2B writer should eliminate from his/her vocabulary: To Learn More. For more B2B copywriting tips, check out our infographic: “ 10 Commandments of Email Copywriting “ The post B2B Copywriting: 5 Common Terms & Phrases to Avoid appeared first on The Point. Why should I click on your ad? Submit.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

B2B Marketing: Top 100 Twitter Influencers

Onalytica B2B

70% of B2B marketers are creating more content than they did one year ago. This data comes from the  2015 B2B Content Marketing Trends  report from the Content Marketing Institute and MarketingProfs. So B2B marketers are furiously creating more content. Top 100 B2B Marketing Twitter Influencers. B2B Marketing. Really B2B. We’re here to help! 100. 2.