Tomorrow People

JUNE 6, 2017

Generating quality leads is essential for any B2B marketer. It enables you to provide value to your visitors, develop their trust, and take them confidently through the buying cycle. A website is a great tool to help with this.

User-Generated Content 200

User-Generated Content Lead Generation Lead Scoring Lead Ranking 200

Tomorrow People

OCTOBER 31, 2017

Get buy-in from the leadership team. You need to get buy-in by making the case for how a content marketing strategy can help and what safeguards you will have in place to alleviate their concerns. 41% of marketers don’t get the buy-in to be brave and differentiate their content marketing. Work collaboratively with legal.

Differentiation 255

Differentiation Verticals Work Management Marketing & Strategy 255

Tomorrow People

NOVEMBER 21, 2018

Traditionally seen as a trick deployed only in consumer marketing, savvy B2B marketers are learning how to track, measure and market to the customers’ emotions. Most thought that emotional marketing had no place in B2B’s rational, long, complicated buying cycles and committees.

Planning 136

Planning B2B Thought Leadership Campaigns Thought Leadership 136

Tomorrow People

NOVEMBER 9, 2018

But help is at hand, because the CMI (Content Marketing Institute) has just completed its annual B2B Content Marketing Report. From the B2B Content Marketing Report 2018, it’s obvious the most successful content marketers are taking this route. Focus on quality content, not broadness of media buy. Call it ROC: Return on Content.)

Paid Content 136

Paid Content Advertising Agencies Spending Paid Search Agency 136

Tomorrow People

FEBRUARY 21, 2022

After all, the use of B2B products is rarely an individual’s decision; according to Gartner, a typical B2B ‘buying centre’ involves six to ten decision makers — it’s likely that the same people are also involved even after the purchase. It’s likely that this is due to momentum behaviour (also known as commitment bias).

Features 156

Features Product Tips Work Management 156

Tomorrow People

NOVEMBER 23, 2018

B2B buyers must understand how you will help them achieve their business objectives, and that can only be realised by investing in the emotional relationship between the client and vendor. B2B customers will review you — not just consumers. Webinars will become more important for B2B lead generation. Some prefer written content.

Top of Funnel 209

Top of Funnel Trends Planning B2B Thought Leadership 209

Tomorrow People

APRIL 10, 2018

The B2B sales cycle has undergone a complete change and the length of the B2B sales cycle is shrinking as prospects engage later after doing their own research. A content marketing strategy is dead in the water if it can’t deliver significant sales-ready leads. How good is your content strategy?

Lead Scoring 176

Lead Scoring Lead Ranking Top of Funnel Sales Qualified Leads 176

Tomorrow People

FEBRUARY 8, 2022

Essentially, the ultimate goal is to firmly establish your product in your customers’ minds so that they’re able to imagine future situations where they might buy from you. According to the tried-and-true STP process, positioning must come after segmentation and targeting. Otherwise, your positioning may not be as effective.

Positioning 177

Positioning Product Tips Segmentation 177

Tomorrow People

NOVEMBER 12, 2018

Far from it being just about the product or price, her customers care deeply about the ethos of the business they buy from, including its privacy, personalization, and ethics. Customer experience is a burgeoning area of B2B marketing, elevating human touch in a world of new technology. Put the customer at the heart of your marketing.

Ethics 136

Ethics Peer-to-peer B2B Thought Leadership Product 136

Tomorrow People

NOVEMBER 28, 2017

The report says too many brands are “buying digital by the yard, not by the year” and they need partners for digital transformation. If you dare to be different read: Dare to be different: The state of B2B content marketing differentiation in 2017. Take digital seriously. Immersion both ways.

Advertising Agencies 233

Advertising Agencies Paid Search Agency Ad Agencies Work Management 233

Tomorrow People

JANUARY 24, 2018

Too many brands are “buying digital by the yard, not by the year”. Read: Dare to be different: How B2B companies can use a content marketing agency to stand out from the crowd. R3 praised the McDonald’s and Omnicom agreement as an exemplary relationship that had succeeded by focusing on meeting mutual objectives.

Advertising Agencies 204

Advertising Agencies Paid Search Agency Ad Agencies Planning 204

Tomorrow People

FEBRUARY 2, 2021

Product marketing for SaaS platforms and B2B technology in general is growing in both importance and impact. Competitor research Focus is on what features customers consider must-haves and will drive them to buy or switch platforms, as well as opportunities to differentiate in the market.

Marketing Automation Services 120

Marketing Automation Services Product Enterprise Management Work Management 120

Tomorrow People

NOVEMBER 16, 2018

You can really understand their pain points, where they are in the buying cycle, and how to solve their problems. Most B2B marketers and agencies understand that in order to do their job effectively, they need good data; data that can add value to the delivery of online experiences.

Trends 166

Trends Content Marketing Advertising Agencies Software 166

Tomorrow People

MARCH 21, 2012

Done right, a website can actively attract your target audience and ultimately convert them into leads, customers and then repeat business, whether it is B2B or B2C. Why sell before they’re ready to buy? Because your website and your connected content need to meet your visitors at their particular stage of the buying cycle.

Design 120

Design Marketing Websites Marketing Automation Services Top of Funnel 120

Tomorrow People

SEPTEMBER 27, 2022

This is especially important in a B2B context. According to Gartner, six to ten people are involved in every B2B purchase. These people make up what’s called the ‘buying centre’. Each buyer plays a key role in the purchase (though some of them may occupy more than one role): Initiator: Starts the buying process.

Marketing Analytics Tools 156

Marketing Analytics Tools Startups Paid Content Sales Management 156

Tomorrow People

SEPTEMBER 27, 2022

This is especially important in a B2B context. According to Gartner, six to ten people are involved in every B2B purchase. These people make up what’s called the ‘buying centre’. This is a good option for high-involvement products, like B2B software. This is common for B2C products.

Marketing Analytics Tools 156

Marketing Analytics Tools Startups Paid Content Sales Management 156

Tomorrow People

FEBRUARY 14, 2022

According to Gartner, a B2B buying group typically consists of 6 to 10 decision makers. It’s essential that marketers identify their roles (this means both their formal job titles and their role in the buying process). Determining who they are can be a challenging task. However, this isn’t enough on its own.

Marketing Strategy 156

Marketing Strategy Marketing & Strategy Planning Tips 156

Tomorrow People

OCTOBER 4, 2022

Why it’s time for B2B organisations to pay attention. B2B organisations, however, are still slow to realise what the metaverse could do for their business. Trade shows, product demos, client meetings, and online ads are all core pillars of B2B marketing. How will the metaverse transform B2B marketing?

B2B Marketing 156

B2B Marketing B2B Planning Peer-to-peer 156

Tomorrow People

OCTOBER 3, 2022

Why it’s time for B2B organisations to pay attention. marketers are planning to invest in metaverse-related activities this year B2B organisations, however, are still slow to realise what the metaverse could do for their business. Trade shows, product demos, client meetings, and online ads are all core pillars of B2B marketing.

B2B Marketing 156

B2B Marketing Peer-to-peer Planning B2B 156

Tomorrow People

NOVEMBER 7, 2017

According to CMI / Marketing Profs 2017 , 89% of B2B marketers are now implementing a content marketing strategy. But still, 41% of marketers lack the buy-in to be brave and differentiate their content marketing. Online video has gone mainstream , and whether operating in the B2C or B2B space, brands cannot afford to ignore it.

Marketing AI 276

Marketing AI Marketing & Strategy Marketing Strategy Trends 276

Tomorrow People

MAY 24, 2022

This is especially important in a B2B context because the buying process requires a higher level of psychological involvement from not one, but multiple decision-makers. What if I waste unnecessary time trying to switch or get used to the product? As a marketer, the post-launch stage is your opportunity to address these concerns.

Webinar Metrics 177

Webinar Metrics Product Marketing & Strategy Paid Search Agency 177

Tomorrow People

DECEMBER 18, 2018

We’re not sure what the other 28% do (perhaps they just enjoy writing stuff) but it’s clear that most companies in the B2B space expect positive and measurable results from the content they create. 68% of B2B marketers use content to educate customers. And we’re not talking simple Likes or page hits, either.

SEO 153

SEO Practices Content Social Media 153

Tomorrow People

APRIL 5, 2018

Tomorrow People and B2B Marketing’s research reveals that 51% of marketers do not have the correct content in place for each stage of the funnel. The Buying Process. Worse still, some companies think they are creating great content, when judging from the lack of ROI generated, they clearly aren’t. Welcome to our content roadmap.

Top of Funnel 176

Top of Funnel Webinar Metrics Marketing Strategy Marketing & Strategy 176

Tomorrow People

MARCH 22, 2018

Increased nurturing of the customer as he or she moves closer to a buying decision. If you totalled more than 25, you’re doing better than most B2B lead generation websites already. A goal of interesting the person rather than selling the product. Engagement of the visitor at the moment he’s most receptive. Is it journey-based?

Lead Generation 393

Lead Generation Top of Funnel Lead Ranking Marketing Qualified Leads 393

Tomorrow People

NOVEMBER 5, 2018

This infographic explores what drives what, backed by data from the Content Marketing Institute’s B2B Report. But buying an umbrella on a sunny day won’t make it rain. The Content Marketing Institute’s new B2B Report has a bit to say about correlation. If the heavens open later on, that’s just a correlation.

Correlation 174

Correlation Content Marketing Business Content 174

Tomorrow People

JANUARY 7, 2021

Increased nurturing of the customer as they move closer to a buying decision. If you totalled more than 25, you’re doing better than most B2B websites already. A goal of getting the person interested, rather than selling the product. Engagement of the visitor at the moment they are most receptive. Does it encourage pull-in?

Lead Generation 156

Lead Generation Lead Ranking Marketing Qualified Leads Sales Qualified Leads 156

Tomorrow People

FEBRUARY 13, 2018

Content that is created with real purpose will attract the prospect, separating out qualifiable leads from those not ready to continue the buying journey yet. Note here that we don’t mention your product or service; we’re attracting the prospect who isn’t ready to buy yet. And without alienating those who need more space.

Top of Funnel 168

Top of Funnel Marketing Funnels Lead Ranking Marketing Qualified Leads 168

Tomorrow People

NOVEMBER 26, 2018

2: Get C-Suite buy-in as a non-neg. That’s the takeout thought — rather, it’s our takeout thought — of the CMI’s B2B Content Marketing Report. People work smarter if they know what they’re working for. And of course it encourages them to chat over the cubicle walls — always useful for getting everyone on the same page. #2:

Content Marketing 136

Content Marketing Enterprise Management Planning Allocation 136

Tomorrow People

NOVEMBER 19, 2020

Whether it’s a consumer buying a new washing machine or an enterprise looking to implement an ERP, a shopping list of features and prices will be compiled. Please don’t buy from us. Its B2B angle was equally difficult. This takes BA’s strategy one step further: not only don’t buy from us, but buy from our biggest rival instead.

Top of Funnel 156

Top of Funnel Funnel Advertising Advertising Funnels Paid Search Agency 156