Great B2B Marketing

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7 Lessons Learned in 7 Years of Blogging

Great B2B Marketing

I started my blogging journey at Great B2B Marketing seven years ago this month. B2B Marketing BloggingIt’s been quite an adventure and […].

How Do Potential B2B Buyers Find You?

Great B2B Marketing

There are hundreds of articles, blogs and papers on the subject of finding B2B prospects. The conversation goes something like […]. The post How Do Potential B2B Buyers Find You? appeared first on Great B2B Marketing. B2B Buyer B2B Marketing Pull Marketing

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The Tao of B2B Buying Behavior – Why Emotion Trumps Logic

Great B2B Marketing

I’ve always wanted to use the word “Tao” in a blog post because the term has such profound (albeit esoteric) […]. The post The Tao of B2B Buying Behavior – Why Emotion Trumps Logic appeared first on Great B2B Marketing. B2B Buying B2B Marketing B2B Buyer

Fast Lead Response Keeps B2B Leads from Going Stale

Great B2B Marketing

For more about this subject, read my blog post titled Sales Lead Management: Are You a Victim of FTFU (Failure to Follow-Up). Last month, I spoke about lead metrics and ROI at the B2B Leads Conference in New York. Several smart speakers brought up the issue of why the time to respond to inbound leads is a key success metric. of B2B leads are never called. But there is some really good news.

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B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment. B2B Marketing. processes are fundamentally changing.

Assumptions are the Enemy of Good B2B Marketing

Great B2B Marketing

On the business side, I downloaded two white papers and registered for a webinar, all found through either LinkedIn or a blog. By the way, I talked about this tendency to insert personal preferences into marketing in a March 2012 blog post titled, When It Comes to Marketing, You are Not Your Prospect. Human nature causes us to assume that others share our interests, fears and motivations. We tell ourselves: I am an intelligent and logical person – so why shouldn’t others feel and think like me? I don’t like that color, so we shouldn’t use it. Nobody reads long emails.

Customer Service is a Critical Marketing Attribute

Great B2B Marketing

This blog post might have been titled “A Tale of Two Gondolas” because the subject matter comes directly from a recent experience in Venice, Italy. My wife and I were there on a trip and another family member in our group suggested a gondola ride based on her recent experience. She raved about her gondola operator and how he not only gave them a great tour but also sang to them (in Italian, of course). Disappointingly, our gondola adventure was far different. Instead of singing and giving us the history of the Venice canals, our guide Marco was speechless. No exceptions.

Big Bang Marketing is Out – Agile is In

Great B2B Marketing

I got the idea for a blog post from an uberflip.com interview with Jeremy Burton, chief marketing officer of EMC. Burton made some great points in the interview, including the fact that he believes the big B2B marketing trends going forward are the use of video, analytics, and process automation. But to me, the most important points he made were about how the agile product development methodologies can be applied to the world of marketing. As Burton describes, Big Bang marketing is out and has been replaced by a series of sprints and changes. In the old days (e.g.

B2B Sales and Marketing Transformation

Great B2B Marketing

I just viewed a great online video that deserves its own blog post. The speaker is Barry Trailer, Chief Research […]. B2B Marketing B2B Sales

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B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment. B2B Marketing. processes are fundamentally changing.

How to Find Elusive B2B Buyers

Great B2B Marketing

I talk a lot about pull marketing on our GreatB2BMarketing.com blog, so please go there to learn more. Okay, it’s time for a little honesty. How many of your potential buyers want to hear from you on an unsolicited basis? How many are glad that you called when they weren’t expecting to hear from you? How many are happy that you keep sending them email after email until they finally click on the “unsubscribe” link and remove themselves from your email list? For that matter, how many would appreciate you showing up at their office without an appointment? 2 messages from clients.

Social Media – Driving Competitive Advantage for B2B Marketers

Great B2B Marketing

As I said in an early 2011 blog post , B2B social media is meant to be a marathon, not a sprint. 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

Eyeball Share Leads to Wallet Share

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There are about 181 million blogs (AC Nielsen). I’ve included many similar statistics in my blog posts and articles about pull marketing and the point is always the same – it is much harder to sell anything to people who do not know you. One of my favorite bloggers is Paul Castain, who produces excellent content for the Sales Playbook website. There are now 2.7

Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

A recent blog post titled The Thorny Question of Marketing Attribution: Does it Apply to B2B illustrates this perfectly. One of the things that drives me batty is when otherwise smart B2B marketers focus relentlessly on marketing analytics that measure things that are not important, while neglecting the big picture – a classic example of missing the forest for the trees. The author, Ruth Stevens, talked about the difficulty of linking B2B sales with specific marketing touch points. The prioritization of marketing metrics should always be based on your sales model. Carpe Occasio.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment. B2B Marketing. processes are fundamentally changing.

Sales and Marketing Plans Need to be Aligned

Great B2B Marketing

If you want to see the impact of slow lead response, read my blog post on this subject. As a B2B marketing outsource provider, my team and I usually work very closely with the sales department at our client companies. The goal is to achieve effective alignment between what the marketing and sales teams are doing: driving to a common goal and reaching agreed-upon revenue targets.

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How to Use B2B Marketing to Propel Rapid Sales Growth

Great B2B Marketing

I’ve written about this quite a bit, including a recent blog post on marketing and sales alignment. 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. The topic of the podcast is How CMOs of High Growth Companies Can Achieve Rapid Scale. Naturally, as a former CMO of, and current service provider to, high-growth B2B companies, this subject is very important to me. Drop the timid approach.

10 Critical B2B Sales and Marketing Metrics – Part 2

Great B2B Marketing

In my last blog post , I talked about the first five of the 10 most critical B2B marketing metrics. Just to recap, they are: Cost per new inquiry. Conversion of inquiries to qualified leads. Cost to acquire a new customer. Cost per new dollar of revenue. Sales and marketing cost as a percentage of total revenue. And here are the next six key metrics: 6. Important Marketing Metrics.

B2B Marketing Leaders: 3 Things that Can Hurt You (And Your Company) in 2015

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A lack of accountability can produce issues like that reported by John Staples in his blog post titled Why Don’t We Just Cut the Marketing Budget? : “Lead Generation does not produce quality leads – marketing continues to take the blame for a lack of evolution in many sales forces. “It’s The transition to a new year can be a perilous time for B2B marketing organizations. No problem.

The Pros and Cons of Competitive Marketing

Great B2B Marketing

In a 2013 blog post, I described a precipitous marketing event as anything that causes a swift change in the business or sales climate, therefore making the prospect more receptive to your offer. As a B2B marketing outsource provider, our clients sometimes ask about the advisability of running a competitive marketing campaign. You competitor is better known. You make it easy to switch.

How Popular Clichés Apply to B2B Marketing

Great B2B Marketing

Of course, as one of my 2011 blog posts points out, your marketing claims must always be believable. Ever since the end of the 1990’s, there has been backlash against the proliferation of clichés in the business world. We have had our collective fill of managers preaching “synergy” and “putting the best foot forward”. Stop beating a dead horse. The new kid in school. Time heals all wounds.

Pull Marketing vs. Push Marketing – The Shifting Battleground

Great B2B Marketing

If you enjoyed the perspective in this article, you might want to read another recent blog post on the subject of pull marketing strategies and timing. 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. Whether at the office or home, this is particularly irritating. Here’s the problem.

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Would Writing a Book Help You and Your Business?

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For example, you can find many of the ideas from Winning B2B Marketing repurposed for my white papers, blogs and articles. I just published my fifth book, Winning B2B Marketing. Being a glutton for punishment, I seem to get the urge to do this every five years or so. I’ve been asked by colleagues and clients about the book writing process and whether or not it is worth it. Psychic benefits.

B2B Lead Management – 6 Best Practices

Great B2B Marketing

This is such an important topic that I wrote a blog post about it titled: Sales Lead Management: Are You a Victim of FTFU (Failure to Follow-Up)? Speaking of lead nurturing, David Meerman Scott wrote a very interesting blog post titled B2B Sales Leads are Too Important for Sales People at www.webinknow.com. 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. Set strict criteria for scoring leads.

Good Advice (And Why You’re Not Taking It)

Great B2B Marketing

Like many others, I’ve been reading Seth Godin’s blog for quite some time. Three years ago, I wrote a blog post about how engineers harm themselves when they design a great product but fail to heed the advice of marketing and sales professionals when they try to bring it to market. Seth has a way of getting to the point quickly and many of his posts are 100 words or less. For example, he wrote the following about the importance of accepting advice: “Good advice…is priceless. Not what you want to hear, but what you need to hear. Not imaginary, but practical.

B2B Retargeting – Benefits and Pitfalls

Great B2B Marketing

In my last blog post, I talked about how to use remarketing strategies to revitalize a stagnant B2B contact list. In other words, you had a prior connection, such as when they registered for your blog or responded to an offer of some type. The gist of that article was targeting individuals who are already part of your database. Social retargeting works in a similar fashion. Chris.

Creating an Effective B2B Marketing Machine

Great B2B Marketing

Dan Kennedy, author of No BS Guide to Trust-Based Marketing and many other books about marketing and entrepreneurship, made the following observation in a recent blog post : “When prospects are properly selected, properly attracted, properly prepared and conditioned, and isolated in a no-competition zone, selling takes care of itself, closing is automatic.”

B2B Marketing Strategy: Inform and Educate

Great B2B Marketing

David Meerman Scott, a prominent author and speaker in marketing and leadership, recently posted a blog entry with some valuable information on how companies ought to be reshaping their web strategy. When you unite your brand with strong content such as videos, e-books, white papers and blogs, you’ll greatly enhance your organization’s credibility. The title of the article was Educate and Inform Instead of Interrupt and Sell. Scott was definitely speaking my language in this article and he had a number of salient points about successful marketing strategy.

Create an Unstoppable B2B Sales Machine – Part 1

Great B2B Marketing

My blog posts and articles mostly deal with marketing issues. A service level agreement (as discussed in other blog posts) will help keep the alignment on track. But we don’t conduct marketing in a vacuum, and even if you stay strictly on the marketing side of the fence, it is a good idea to understand what your colleagues in sales are experiencing. Stay tuned next week for Part 2.

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Making the Transition from Push Marketing to Pull Marketing

Great B2B Marketing

We explored the last benefit (staying in touch) in a past blog post titled How to use Pull Marketing to Stay in Touch with Your Prospects. You have no doubt heard of the many benefits of pull marketing, also called inbound marketing. But perhaps you face a common challenge – how to implement pull marketing without disrupting what you are doing with your push marketing model. In other words, how do your reap the inbound marketing goodies, without sacrificing what is already working. First, let’s briefly recap the benefits of pull marketing. Shortens the sales cycle by 20-40 percent.

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Little Things that Make a Big Difference in Sales and Marketing Success

Great B2B Marketing

You hear about the 80/20 rule in a lot of contexts and I talked about how the Pareto Principle applies to sales and marketing in a 2010 blog post titled: The Four Pillars of B2B Marketing Success. Most people have heard about the Pareto Principle: that 80% of the results come from 20% of the effort. Pareto developed the principle when he noticed that 20% of the pea pods in his garden produced 80% of the peas. This 80/20 formula sounds very exciting but consider that there are things you can do where your effort is multiplied way more than the 80/20 formula.

Is Social Media a Marathon or a Sprint? – by Christopher Ryan

Great B2B Marketing

For example, we will set up a schedule that includes blogging every other week, plus one daily Twitter tweet and two LinkedIn postings (one to update the company’s or individual’s status and the other to respond or post to a discussion group). Over time, the schedule of blog postings, Twitter activity and LinkedIn activity can increase, and we can start folding in additional social media outlets. As I talked about in an earlier blog post , you can definitely generate awareness, leads and revenue with social media. This is the classical “sprint” scenario. miles.”

Marketing Game Changers for 2013

Great B2B Marketing

To read more about this important subject, read the blog post How to Accelerate Your Success with Pull Marketing. It’s the season for wrapping up the old year and prepping for the next. I hope you are as excited about the potential of the coming year as I am, particularly as it pertains to how you can transform your marketing organization. Here are six ideas to get you started: 1. Understand your sales lead requirements. If you want to learn how to do this, read our article, How Many Sales Leads Do You Need. Tune or replace your sales model. What constitutes a sales-ready lead. Chris.

Patience and Persistence – A Powerful Combination in Marketing

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My last blog post: 10 Minutes to Marketing Success will give you some additional ideas. Write that blog post, update your LinkedIn, or send some tweets, even when you don’t feel like it. As has been stated in works ranging from the Bible to the Beatles, there is a time for every purpose. Sometimes the best course is to persist and push through the obstacle and sometimes the best course is to apply a little dose of patience. Here are some examples of when to practice persistence. Be persistent in setting goals for your marketing programs. Better yet, make them intentions.

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How to Expand Your Circle of Marketing Influence by Christopher Ryan

Great B2B Marketing

The Inner Circle includes is the Key Influence group including employees, partners, customers, active prospects, personal contacts, and blog contributors. The Middle Circle is the Moderate Influence Group and includes contact lists, blog readers, suspects, social media followers, group members (e.g. Those farthest away do not even know that you exist.

The Importance of Clarity in B2B Marketing Copywriting

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Today’s blog post is inspired by one of my favorite Far Side cartoons. And if you use WordPress for your blog, it has a plug-in that calculates readability (as well as a SEO score). For example, the WordPress calculator rates the text of this blog post at the 9 th grade level. I can’t help smiling when I see this cartoon and I think it contains a great deal of wisdom.

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Use Pull Marketing to Communicate with the SMB Market

Great B2B Marketing

In his April 17, 2012 blog post at tellallmarketing.com, Ray Schultz addressed the issue of How Brands Are Failing Small Businesses. magazine and Cargo, a B2B agency, here are the channels that business owners deem important in learning about products and services: Search engines - 85% Business blogs / websites - 85% Business magazines - 83% Trade shows / events - 77% Newspapers - 48% Radio news / business channels - 47% Television - 38% Billboards - 15% There is no doubt that most (not all) business owners use computers in to run their operations. Pull Marketing

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Lead Retargeting – How to Revitalize Your B2B Contact List

Great B2B Marketing

Blog subscribers. 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. While marketing to fresh prospects is certainly important, there may be a gold mine available right beneath your feet – your existing contact list. There are many good reasons to focus on lead retargeting, including: Assuming you have good contact information, remarketing usually costs a lot less than marketing to fresh prospects. Retargeting is a good way to protect your potential customer base.

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

Great B2B Marketing

Every connection you can make though LinkedIn, Twitter or your blog, gives you many future opportunities to educate your prospects and bring them into your sphere of influence. Make your website and blog a magnet for those who want to learn more about your area of expertise. 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. They are anyway, so why fight this?