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B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

What key tactics best fit our Marketing Strategy? But what tactics yield the best results? What B2B marketing tactics are working now for others, and how well? Where should we emphasize or deemphasize our marketing focus? In working with leading global B2B companies, our Fusion Marketing team is extremely familiar with the cost/benefits of various lead generation programs.

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Marketing Technology – Your Best Friend or Nightmare?

Great B2B Marketing

The post Marketing Technology – Your Best Friend or Nightmare? One of the most important enablers of an effective lead-to-revenue framework is marketing technology, which, combined with CRM and a […]. appeared first on Great B2B Marketing. Lead-to-Revenue Marketing Technology lead-to marketing technology

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How to Rejuvenate a Troubled B2B Brand

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This is an important question because the best brands have a timeless quality. And if you have changed the company or product name — other than the fact you want to redirect anyone looking for the old brand name to the new content — it is best to banish the old naming and messaging from your vocabulary. The first major category is where you change the name and everything else.

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How to Beat Larger Competitors at B2B Marketing and Sales

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Despite their large budgets, the people inside the massive companies may not be the brightest and the best marketers. Let’s face it – there is only one leader in every business category: Apple in smartphones, Wal-Mart in retail, Cargill in food processing, Microsoft in computer software and Wells Fargo in banking. This is equally true in smaller market segments. Go where they aren’t!

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Content Methodology: A Best Practices Report

Methodology: A Best. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. MICHAEL MARGOLIS 4Content Methodology: A Best Practices Report Create the most effective. Definition optimizeconnectcreate 5Content Methodology: A Best Practices Report II. 6Content Methodology: A Best Practices Report II. Content. Definition II.

The Economic Value of Your Company Brand

Great B2B Marketing

will leave you a quote from that paragon of branding, Jerry Garcia, who said, “Success isn’t about being perceived as the best at what you do. I was a guest speaker for The Center for Business Modeling at a video/podcast on a subject near and dear to my heart: the economic value of a brand. Following is a summary of what I said on the podcast. Actually, a strong brand has a monetary value.

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Lower the Cost and Boost the Productivity of B2B Sales

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Selecting from the best choices reduces your investment risk and increases the likelihood of a successful new hire. B2B Last month, David Brock, president of Partners in Excellence, published an excellent article titled A Frightening Look At the Cost Of a Sales Person.  Brock recounted some statistics that should disturb senior sales executives, as well as their CEOs and CFOs. For example: The average tenure of a salesperson from the time they start a job to the time they leave is less than two years (Sales Readiness Group). The average tenure of a sales manager is 19 months.

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Social Media – Driving Competitive Advantage for B2B Marketers

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The best path usually lies somewhere between these two extremes, with a healthy bias towards action. eMarketing Strategy’s Ruth Stevens, one of the nation’s foremost practitioners of B2B marketing, posted the above graphic on LinkedIn. Based on our experience speaking with many B2B organizations, these results pass the smell test. B2B Pull Marketing Social Media b2b

11 Rules You Must Follow to Be a LinkedIn Marketing Master

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As a B2B marketer, one of the best social media tools you can use is LinkedIn. At my company, Fusion Marketing Partners, we have a policy of not spending money on marketing or sales. We are “pull” (inbound) marketers to the core and this philosophy has served us well. Of course, we do lots of “push” (outbound) marketing for clients, but we try to move them in the direction of pull marketing in order to drive awareness and leads up and drive new customer acquisition costs down. But to be successful with LinkedIn marketing, you need to follow some important rules, like: Get started now.

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Get on Board the Mobile Marketing Revolution

Great B2B Marketing

Best of success in your B2B mobile marketing efforts. International Data Corp.’s ’s 2013 Tech Marketing Benchmark Study shows that B2B companies this year allocated only 1.7% of their marketing budgets for mobile ads, 1.4% for mobile web and apps, and 0.7% for SMS text messaging. This is why you need to devote time and resources to mobile marketing. Keep your messages brief.

How to be a Great B2B Marketing Coach

Great B2B Marketing

Great B2B marketing coaches know how to hire the best staff, mix up their plays, avoid the prevent defense, take intelligent risks, and elevate their game when necessary to beat the competition. In honor of Super Bowl week, I thought I would explore just what it takes to be a great B2B marketing coach. Hopefully you won’t have to deal with issues like injuries and deflated footballs.

Study: How Much of Your Content Marketing Is Effective?

idea that marketers are still searching for the best way to link their. to create content are beginning to learn how to best spend their sacred budgets. likely need some of the resources afforded to those best-in-class brands—a stable supply of time, money, and analytics that take the guesswork out of their jobs. Copyright © 2015 Contently. All rights reserved. content. 68% 16.7%

Important Lessons for Working with Channel Partners

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Regardless of how many times you hear adages from your partners such as, “Consider us an extension of your sales force” or “We’re all in this together,” – when the going gets tough, the partner will make decisions in its own best interest. Since the primary motivation of your partners is the success of their companies, why would they cooperate in a program that was not in their best interests? Lesson 4 – The best partners are the ones who bring in business, with minimal effort on your part. Lesson 1 –Channel partners are in it for themselves. Channel Partner

B2B Lead Management – 6 Best Practices

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Some companies are good at generating B2B sales leads , others are good at qualifying and closing those leads, but the top performing companies, are those that leverage B2B lead management techniques and can do both.  Here are six strategies you can implement to create your own unstoppable marketing and sales machine: Follow up every inbound inquiry within 48 hours – preferably 24 hours.  Leads have a short shelf and the person who was enthusiastic about your offer yesterday, may not remember who you are tomorrow.  Set-up a service level agreement (SLA) between marketing and sales. 

Why You Need to Pay Attention to Search Engine Marketing

Great B2B Marketing

As a B2B or B2C marketer, one of the best ways you can support your company’s sales team and revenue […]. The post Why You Need to Pay Attention to Search Engine Marketing appeared first on Great B2B Marketing. Search Engine Marketing SEO

Sales and Marketing Plans Need to be Aligned

Great B2B Marketing

In the best-case scenario, we get to review and provide input for the sales plan. At the least, we want to understand the sales model so that we can formulate a marketing plan of attack that best supports the sales plan. If you have a gap between sales and marketing, it’s best to address this quickly, especially by creating a service level agreement between the two departments.

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Staffing and Launching Your Content Marketing Program

from the best practices we learned from our own. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 A clear sense of identity is what categorizes the best. The late, great David Carr put it best when he said, “Creating. we’ve found putting our readers first is the best way to. ROI Best practices for tying content to business results. All rights reserved. So was I.

Should You Market to Pain or Persona?

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We were discussing the best way not only to attract prospects, but also to set up a lead nurturing campaign that will convert the largest number possible into paying clients.  I just had an interesting conversation about campaign targeting with a really smart client. The technical definition of persona is “the way you present yourself to the world.” But Carpe occasio. Persona Marketing

Why You Need to Be Hooked on Your Customers

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Question: How many companies have messaging like the following: “We have the best customer service in our industry”? Question: How many of the companies that claim to have the best customer service are lying? I just read the brand new book by Bob Thompson: Hooked On Customers: The Five Habits of Legendary Customer-Centric Companies. Answer: lots of companies say this.

How to Use B2B Marketing to Propel Rapid Sales Growth

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The best way to act quickly while minimizing risks is to work with B2B marketers (internal or external) who have a strong batting average with demand generation in your specific industry. You can best accomplish this by adopting a revenue model and practicing proven sales growth strategies. I just listened to an interesting podcast featuring my old colleague Heidi Melin. Heidi is CMO of Plex Systems and is a well-respected marketer. It was an interview-style podcast, hosted by Glenn Gow of Crimson Marketing. Drop the timid approach. Stealth marketing delivers mediocre results.

Eyeball Share Leads to Wallet Share

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More often than not, the best place to meet them is in cyberspace and not the other end of a telephone line. One other thing smart marketers and sales reps understand: The best way to capture eyeball share (and eventually wallet share) is to approach your social media and pull marketing efforts with a spirit of “What can I offer the marketplace?” There are now 2.7

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

service to your business goals -- is the best way. best: “We are 100 years old with more than 103,000 employees working all over the world. software from Dynamic Signal to collect best-practice content from knowledgeable accountants. saying “thank you” are the simplest and best ways to keep advocates engaged, as Blackbaud’s. Advocate Marketing Creates B2B Customer.

Why Your Allies and Actions Are Crucial in B2B Marketing

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He said that even the best speakers and authors get poor reviews for reasons as silly as someone viewing you as a threat or you reminding them of their ex-spouse. You can download a copy here. Let’s first talk about the action part of the story. Like me, Peters is a huge proponent of the Ready…Fire…Aim principle. This bias towards action is the hallmark of a good B2B marketing organization.

B2B Marketing: Six Need-to-Know Nuggets

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The Best Gurus Can’t Predict Test Results. When you think about it, if he (or any of us) was always correct, why test at all?  It’s no coincidence that the best B2B marketers are the ones who test the most. Sometimes there’s just too much going on for a single-topic post! Growth in Technology. He is the real deal, with an impressive career spanning technology, marketing and finance.

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B2B Sales and Marketing Trends for 2014

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For B2B sales and marketing professionals who want to improve their practice and results, one of the best things about the end of the year holidays is using some of these slower days to reflect on progress, review  the achievements and challenges of the past year, and think ahead to how your strategy can evolve and improve. You can read the full article here.

Commerce Interrupted – Four Barriers That Stop Your Prospects from Becoming Customers!

Great B2B Marketing

Is this my best option of all those available?   There are three primary objectives of a marketing campaign: Find qualified prospects (potential buyers). Create desire within these prospects to purchase your product or service. Remove all barriers to the purchase process. Many B2B and B2C companies do a good job at the first two objectives. They know where to find prospects, or better yet, they help prospects find them, which is the essence of effective inbound (pull) marketing. They also know how to write clever promotional copy and create compelling offers. it’s canned or off-target).

Content Marketing 2016: Staffing, Measurement, and Effectiveness

latest trends, and the ones with the best reputations. where to source the best freelancers. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III.

8 Reasons Why We Fail to Make the B2B Sale

Great B2B Marketing

Rather, you can make your best offer and keep in touch. I mostly write about B2B marketing issues, but am often asked by my clients to consult on issues related to sales performance. One of my key mantras is that you must have your B2B marketing and sales plans and processes fully aligned. What can then prevent the direct rep or sales rep from achieving the sale? You haven’t sold the value.

Pull Marketing vs. Push Marketing – The Shifting Battleground

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Rather than fight this reality, just accept who has the real control—and find the best ways to help people buy in the way they want to buy, instead of the way you want to sell to them. Even though I make my living as a marketer, I get as bothered as any other consumer by the constant intrusiveness of unwanted promotions. The abundance of unsolicited marketing pitches from TV, radio, Internet ads and other media exasperates me daily. Here are a few examples of irritating push marketing techniques: 1. Anyone showing up uninvited.  The exceptions are neighborhood scouts or sports teams. 2.

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How Popular Clichés Apply to B2B Marketing

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We have had our collective fill of managers preaching “synergy” and “putting the best foot forward”. Ever since the end of the 1990’s, there has been backlash against the proliferation of clichés in the business world. Although well intentioned, even useful mottos collapsed under the weight of overuse. Stop beating a dead horse. The new kid in school. Make an elephant out of a fly.”

Create an Unstoppable B2B Sales Machine – Part 1

Great B2B Marketing

Selling at its best is a team effort and it is a serious error to lose a possible deal because the sales rep neglected to bring in the rest of his or her teammates. My blog posts and articles mostly deal with marketing issues. After all, our main purpose is to create the foundation to enable our colleagues in sales to make their target numbers—or even exceed them!

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Evangelizing a Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY5 Matthews quickly convinced Marriott he was the best. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. brands.

Focus on Productive B2B Marketing and Sales Activities

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Like many of you, I am in the middle of the process of strategizing how to best achieve my 2015 objectives, which include optimizing results for my family, business, friendships, activities, and so forth. And when I look back on 2014, I think I did a decent job of improving results in each of these areas. However, if there is one thing that was a barrier to more success, it is the insidious habit of focusing on non-productive activities. Going to meetings that seldom accomplish anything. Producing reports that people don’t read or act upon. Carpe New Year!

Three Essential Content Marketing Practices

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If the answer is “it doesn’t,” best to spend your time elsewhere. Content Marketing Essentials. When I served on the AIM board, I occasionally had dealings with Bryant Duhon, the organization’s editor and community manager. Bryant’s latest post is a great example. Essential 1: Create your content with a purpose. Essential 2: Write well. It will have an impact on your credibility.

How To Protect Your B2B Marketing Budget

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Budgets are often like a “land grab,” with the best results going to those who get there fastest. If you have such a budget waster on your team, it’s best to part company with them quickly. In a recent discussion on the Chief Marketing Officer (CMO) LinkedIn network, Art Hyde asked this question: How do you keep your marketing budget from being cut by the CFO while every other line-item is untouched? Budgets are cut for all sorts of reasons, some rational and some not. But it helps to have a strategy to reduce the impact that cut-marketing-first thinking will have on you.

BANT: Is it Still a Useful Tool for B2B lead Qualification?

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For some time, these factors were considered the four criteria that best demonstrated that a specific individual or company was a qualified lead, and not just a raw inquirer or possible future prospect. I just read, and commented on, a thought-provoking article titled Lead Gen: A proposed replacement for BANT. Written by David Green, the premise of the piece is that the BANT formula, for the most part, is no longer relevant. Green’s article has some great advice on how to apply a new model with courtesy and relevance. In the age of online marketing, this is not always a valid assumption.

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B2B Marketing Trends for 2016

them the best rather than reaching for more eyeballs. the workforce around social business best practices. in training to enable their teams to make the best use of these new capabilities. technology will determine the best time and day to deliver the message. B2B Marketing. processes are fundamentally changing. know which half." Everything is now measurable. Look for.

Lead Retargeting – How to Revitalize Your B2B Contact List

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As I mentioned, we will talk in future posts about the best offers and methods to reactivate a tired contact list. Your contact list is not getting any fresher and the best time to begin is right now. I am going to be speaking on the topic of retargeting leads at the B2B Leads Conference in New York City, August 14-15.  I write a lot about how to generate B2B leads.  Usually, the context is to target new prospects, individuals or companies who have not previously responded to a lead gen offer. We often see remarketing results that are 5X to 10X that of marketing to fresh lists.

In B2B Marketing, Everything Counts

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You can claim to be the company with the best product or service, but it may not matter if you make a poor first impression. Also, best to be in business dress, not looking as if you just stepped off a baseball field. And of course we all love our kids and animals, but usually it’s best to keep them off the company website. So how does this lesson apply to B2B marketing?

Marketing and Sales – How to Achieve a Healthy Balance

Great B2B Marketing

And one of my best received seminar topics is Marketing is from Mars and Sales is from Venus (thank you John Grey for the title idea). After discussing the challenges of working with the sales department, a CMO friend stated something to the effect that “those sales people have no idea what we do around here.” And therein lies the problem. Here are two definitions of the term.

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How Marketing Can Double the Effectiveness of Your Sales Force

Great B2B Marketing

Instead, institute a qualification process so that sales reps spend time at what they do best (selling and closing), not what they do poorly (qualify leads).  I was talking to a former colleague yesterday and she made the claim that as a marketer, she had no control over the sales process and little or any impact on revenue. Regardless There are a number of important steps that marketing can take to add value to the sales process, specifically as it applies to supporting increased revenue.  Keep an eye out for this at the Fusion Marketing Partners website. Step 3:  Qualify the leads. 

Content Marketing Playbook: Strategy and Roadmap

approach delivers the best results: Target a primary and. 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. Adopting a Winning Perspective 7 III. Back at GE and in. conference.

Pull Marketing – a Valuable Strategy to Stay in Touch with Prospects

Great B2B Marketing

This not only gives you the best chance to be noticed but also to drive a conversion. Timing is an extremely important element in B2B marketing and sales.  The degree of prospect receptivity can range from zero percent (there is no chance I will buy your product) to 100 percent (where do I sign?).  Most prospects are somewhere in between these extremes.  The trick is to sell the ones who are ready to be sold, nurture those who are in-between, and keep in touch with those who have no interest now but may in the future. They are anyway, so why fight this?  Publish relevant content. 

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