Biznology

JUNE 3, 2020

I reached out to my longtime colleague and friend Roger McDonald , a seasoned sales and marketing executive and thoughtful observer of things B2B, to gather up his views on what’s going on and how we B2B marketers should be thinking. How do you see Covid-19 changing the nature of B2B sales and marketing going forward?

B2B Marketing 166

B2B Marketing B2B Thought Leadership B2B Marketing Management 166

Biznology

MAY 6, 2020

We B2B marketers had our plans all worked out. We knew exactly what tactics we were going to use and even had an idea of how many leads they would bring in. All in-person events have been canceled, from B2B conferences to trade shows to you name it. Can you shift your B2B sales funnel to digital?

B2B Marketing 186

B2B Marketing Planning B2B Trade Show 186

Biznology

OCTOBER 27, 2017

There are so many great new techniques in B2B marketing today, it’s hard to keep up. A technique unavailable to consumer marketers, this one’s extremely valuable for B2B. And its cost is going down, as more marketing automation systems bake the functionality into their systems. Upgrade your lead qualification.

Account Based Marketing 207

Account Based Marketing Tactics B2B Marketing Lead Qualification 207

Biznology

SEPTEMBER 26, 2013

The Number One rule in B2B marketing: Never, ever, pass an unqualified lead to your sales force. Because they’ll hate you in the morning… But seriously, if the role of B2B marketing is to provide leverage to sales, then burdening a sales rep with a prospect who is not a realistic potential buyer is no help.

Lead Qualification 80

Lead Qualification Lead Generation Lead Ranking Lead Scoring 80

Biznology

JANUARY 6, 2020

I’m back with my roundup of brilliant B2B marketers whom I’ve encountered this year. Nancy Harhut is the Energizer Bunny of B2B copywriting. Catch her informative keynotes at B2B marketing conferences here and abroad. Sean Campbell is CEO of Cascade Insights , a Portland OR based tech market research firm.

netFactor 197

netFactor B2B Marketing Advertising Agencies Paid Search Agency 197

Biznology

NOVEMBER 2, 2020

They’re clearly interested in your category and it’s very likely they are in the market for an offering like yours. But there are methods for converting business visitors to identifiable prospects, for ongoing marketing interaction and development. The only problem is that they tend to come, poke around and leave.

Marketing Automation Services 197

Marketing Automation Services Marketing Websites B2B Paid Search Agency 197

Biznology

MAY 5, 2021

Do you know of a growing B2B company that sells only domestically? So, most B2B marketers are desperate to get their hands on good quality prospecting data in other regions, for sales lead generation. B2B marketers with prospecting lists. Exclusively B2B. Both B2B and B2C. This is not easy.

B2B 118

B2B Marketing Prospects Sample Opt-in 118

Biznology

MARCH 23, 2018

I’ve been noticing some ironies in the world of B2B marketing lately; you know what I mean. Hubspot preaches inbound marketing as a mantra, right? The result: you get higher quality prospects, with higher conversion rates and at lower cost than traditional outbound marketing. But guess what? Kudos to them. Like this post?

B2B Marketing 190

B2B Marketing Work Management Marketing Management Opt-out 190

Biznology

FEBRUARY 23, 2018

I’ve long observed that B2B marketers focus too much on lead generation, and not enough on current customer expansion and retention, which is, after all, where the bulk of profits lie. When asked, the typical B2B marketer will say that 80-85% of their effort goes to customer acquisition. marketing program?

Top of Funnel 205

Top of Funnel Work Management Marketing Management Churn Rate 205

Biznology

MAY 25, 2021

But vaccinations and safe practices provide some reason for optimism, so it’s time for B2B marketers to plan their event calendars. May 26-27, hybrid, B2B Marketing Leaders Forum APAC 2021. The largest B2B event in Asia Pacific is sold out for in-person in Sydney Australia, but virtual tickets are still available.

Conference 104

Conference B2B Marketing Peer-to-peer Planning 104

Biznology

DECEMBER 18, 2020

It combines documentary-style interviews with leading minds formerly at Facebook, Twitter, Uber, Instagram, and so on, along with star turns from Shoshana Zuboff, Jaron Lanier, and Renee Diresta. Paul and David discuss the wider implications of the movie for B2B marketers, particularly for the tech world that we both know so well.

B2B Marketing 104

B2B Marketing Social Marketing B2B Paid Search Agency 104

Biznology

JULY 7, 2020

The pandemic has taken away one of B2B marketing’s steadiest, most reliable sources of lead generation and customer engagement, on a global basis. It’s not easy to replace a marketing channel that represents on average 20% of our marketing mix—with many marketers devoting as much as 60% of their budgets to events.

B2B Marketing 166

B2B Marketing Marketing & Strategy Webinar Metrics Marketing Strategy 166

Biznology

DECEMBER 2, 2019

So let me plunge ahead with 7 bets on likely new developments in the world of B2B marketing. My crystal ball is on back order,” as B2B database expert Bernice Grossman is fond of saying. Voice search takes hold in B2B buying, for real. My guess is that some types of B2B social media posts are ripe for automation.

Enterprise Management 143

Enterprise Management Work Management Marketing Management B2B Marketing 143

Biznology

NOVEMBER 27, 2018

To get some insight into what’s going on in B2B marketing here, I tapped the brain of Sudhi Seshadri , who is dean and professor of marketing at MYRA School of Business in nearby Mysore, and has a PhD from Penn State. Sudhi has been teaching B2B marketing for decades, and knows the territory.

B2B Marketing 147

B2B Marketing Work Management Marketing Management Top of Funnel 147

Biznology

MARCH 9, 2018

If you are lost as to what you want to focus on in your B2B marketing in 2018 to exceed your growth goals, this video is for you. You’ll find out how to maximize your time and efforts on search marketing in 2018. You’ll also see data that demonstrates where you need to be focused to drive sales qualified leads at a lower cost.

Sales Qualified Leads 164

Sales Qualified Leads Cost per Acquisition B2B PPC 164

Biznology

JANUARY 19, 2018

My list is about the most interesting people that I came across in B2B marketing during 2017. So meet this year’s fascinating B2B marketers, and let’s not forget the outstanding members of my lists in 2016 and 2015. . Katie Martell coined the term “on-demand marketer” to describe herself and her business.

Top of Funnel 166

Top of Funnel B2B Marketing Lead Ranking Digital Marketing Funnels 166

Biznology

NOVEMBER 27, 2018

To get some insight into what’s going on in B2B marketing here, I tapped the brain of Sudhi Seshadri , who is dean and professor of marketing at MYRA School of Business in nearby Mysore, and has a PhD from Penn State. Sudhi has been teaching B2B marketing for decades, and knows the territory.

B2B Marketing 136

B2B Marketing Work Management Marketing Management Top of Funnel 136

Biznology

APRIL 18, 2019

The biggest mistake that many companies make in their B2B sales and marketing activities is the way they fragment or silo different touchpoints in the customer journey among disparate functional teams. Customer experience matters for B2B marketers. You’ve got a social marketing team, ditto. If not, why not?

B2B Marketing 151

B2B Marketing Paid Search Agency B2B Top of Funnel 151

Biznology

AUGUST 8, 2019

I was teaching B2B digital marketing to master’s degree students at San Andres University in Buenos Aires again this summer. So, I decided to look into what’s going on in B2B marketing in Argentina. Ruth: How do B2B marketers in Argentina approach new customer prospecting these days? Here’s what I learned.

Demand Generation Agencies 106

Demand Generation Agencies Enterprise Management Marketing Automation Services B2B Marketing 106

Biznology

MARCH 1, 2020

Alibaba and eBay are also competing actively in the B2B space. How should B2B marketers get in on the action? This is as much as distribution question as it is marketing, so engage your entire go-to-market team to develop a strategy. In B2B, the answer usually begins with the aftermarket, like parts.

B2B Thought Leadership 104

B2B Thought Leadership B2B eCommerce Amazon 104

Biznology

FEBRUARY 25, 2020

B2B lags in digital. Some B2B companies love their tried-and-true strategy. They have always gone to market with big trade events, airport advertising, and field sales reps to follow-up on all those leads. But they’ve noticed that B2B digital experiences aren’t keeping up with their expectations.

B2B Marketing 118

B2B Marketing Work Management Marketing Management B2B 118

Biznology

MARCH 24, 2020

The second quarter is often the peak time for you and other large enterprise B2B marketers to be out at events telling your stories to prospects. It doesn’t if you’re able to get a disproportionately larger output from your other sources of leads. Lack of engagement leads to a lack of results.

B2B 118

B2B Enterprise Management Marketing AI Digital Marketing Funnels 118

Biznology

JANUARY 22, 2019

I am adding my voice to the chorus of observers who predict various developments in 2019 for B2B marketing. B2B marketing communications become more human. I wrote about this in 2014 , saying we must not confuse marketing automation for marketing strategy. Social is no longer a nice-to-have in B2B.

B2B Marketing 120

B2B Marketing B2B B2B Sales Forrester 120

Biznology

MAY 18, 2017

You’re ahead of many B2B companies and right in there with > 80% of those companies that have organized LinkedIn programs. Here’s some reality: you’re not going to generate many leads this way , and you’re missing a big opportunity–especially on LinkedIn. Why brand maintenance doesn’t generate leads. I’ll say it again.

Social Media 143

Social Media Sales Qualified Leads Lead Ranking Lead Scoring 143

Biznology

APRIL 26, 2020

Your trade shows are all canceled, so you don’t know where your leads are coming from. Your face-to-face sales team can’t see anyone face to face, so even if you get a lead, you can’t close it. Because so many of the things that we depend on to execute our marketing and sales are not working right now.

Trade Show 138

Trade Show B2B Marketing B2B Work Management 138

Biznology

FEBRUARY 2, 2017

Here’s my fresh list of ten innovative thinkers and doers in the world—and I mean the wide world—of B2B marketing which, for most companies, involves a global scope. Gary Skidmore founded one of the more effective B2B call center operations in the pre-modern B2B marketing days. Hats off to them all!

Enterprise Management 80

Enterprise Management B2B Marketing PointClear Advertising Agencies 80

Biznology

NOVEMBER 30, 2017

Everyone is aware that B2B buying is complex. I interviewed Brent Adamson , Sales Principal Executive Advisor on Sales, Marketing, & Communications, and got the skinny. I interviewed Brent Adamson , Sales Principal Executive Advisor on Sales, Marketing, & Communications, and got the skinny. Please explain. stakeholders.

Buy 131

Buy Process Gartner B2B 131

Biznology

FEBRUARY 9, 2016

Over the past few months, I have gotten a number of calls from individuals who are seeking new sales leads for their company. They range from marketing managers to sales managers, and even presidents of smaller firms. If you’re an experienced B2B direct marketer, this is probably not for you. Do You Know the Basics?

Direct Marketing 80

Direct Marketing Marketing Management B2B Marketing Paid Search Agency 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

JULY 31, 2015

Lead qualification is one of the primary jobs for B2B marketers, and a great deal of time and money is spent on this step of the sales cycle. Now that I’ve stated the obvious, I see both good and bad lead qualification processes in the market. Which leads me to 5 Do’s and Don’ts of B2B lead qualification.

Lead Qualification 80

Lead Qualification Lead Ranking Sales Qualified Leads Lead Scoring 80

Biznology

NOVEMBER 23, 2015

Want to convert more of those visitors into leads and customers? Then you should highly consider investing in digital business video production as a part of your overall marketing and sales support strategy. For these reasons, the use of B2B corporate video production is becoming more prevalent. But this won’t last for long.

Video Marketing 80

Video Marketing Product Tips B2B 80

Biznology

JUNE 10, 2015

Does your B2B company struggle to integrate sales and marketing? Marketing sends “great” leads to Sales and Sales complains about how lousy they are. One way to bridge the gap is with a more focused kind of content marketing than you probably do today. Neither side really understands what the other is doing.

B2B Sales 80

B2B Sales B2B Marketing Content Marketing B2B 80

Biznology

APRIL 24, 2015

My new book, B2B Data-Driven Marketing: Sources, Uses, Results , is launching in a few weeks. 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. Competitive technologies installed.

Ideal Customer Profiles 80

Ideal Customer Profiles Case Studies Case Study Marketing Management 80

Biznology

JUNE 26, 2015

I have a salesperson’s perspective in B2B, and I still consider myself a salesperson even though I have been on the marketing side since the early 1980’s. I’m bothered by much of what I read and hear today when marketing people and agencies pontificate about B2B in presentations, webinars, white papers, and even blogs like Biznology.

Work Management 80

Work Management Marketing Management B2B Marketing Trends 80

Biznology

OCTOBER 14, 2015

But for many marketers, thinking about data is a chore—or a bore. Even with the data on hand, many marketers are unsure of what to do with it. You’ll find out: New sources of B2B data you may not have known about before. Today’s most effective applications of data in B2B marketing. This seminar will help.

B2B Marketing 80

B2B Marketing Emarketing B2B Webinar Metrics 80

Biznology

JANUARY 5, 2022

This month we’re pleased to feature Consultants Collective member customer acquisition and retention consultant, specializing in B2B markets, Ruth Stevens. Ruth advises companies on go-to-market strategy, sales lead generation, customer and prospect data, content marketing and ABM. It paid off, big time!

Ideal Customer Profiles 104

Ideal Customer Profiles Consulting Profiling BtoB 104

Biznology

FEBRUARY 13, 2015

Overview: There are four primary elements of a B2B targeted marketing campaign: Targeting, segmentation and list selection. Of the four, no experienced B2B marketer disagrees that the targeting, segmentation and list element is the most important. Internal lists are primarily customer or past lead lists.

List Brokers 80

List Brokers Ad brokers B2B Work Management 80