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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

Six Fast Ways to Improve Your B2B Copy

Great B2B Marketing

Every few months I get the urge to focus my blog post on the subject of copywriting – specifically, how to write B2B copy that achieve the intended results. I do this not only to help the readers of my blog, but also because I need the useful reminders myself on how to communicate in the most effective manner. Assume everyone is as busy as you and get to the point quickly.

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. The average number phone calls made to new leads is 1?

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Content Methodology: A Best Practices Report

resources Blog, social, email Google Analytics, biannual. editor) Blog, social, email, paid distribution Google Analytics, engagement. managing editor) Create 2–4 pieces per month 2–4 pieces per week 1+ pieces per day Blog, social, email, paid. 2,500 Format Blog post. Blog post Longform. blog post Longform. blog post Longform. Content. Definition II.

Big Bang Marketing is Out – Agile is In

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I got the idea for a blog post from an 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

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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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How to Find Elusive B2B Buyers

Great B2B Marketing

talk a lot about pull marketing on our 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? 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

Content Marketing Playbook: Strategy and Roadmap

you Google it, you’ll find a thousand different blog posts. than thinking about it as a company blog. Its three robust blogs see 2 million. Our blog generated 2 million views. has built blogs with over 100,000 monthly readers for. problems through your content, you’re much more like- ly to get them to read your blog and pick up much more. Introduction 3 II.

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

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.  A recent blog post titled The Thorny Question of Marketing Attribution: Does it Apply to B2B illustrates this perfectly.  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.

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

While this is easy to say, it is not so easy to do. 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. You need to identify your top suspects and collect as much information about them as you can. Drop the timid approach.

10 Critical B2B Sales and Marketing Metrics – Part 2

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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.

Evangelizing a Content Marketing Program

So, naturally, she want- ed Marriott to have a blog, and she wanted Bill Marriott. read a blog from me?” blog post at a time. Marriott’s efforts started with weekly blogs. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. Introduction 4 II.

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

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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 not me, it was a bad lead.” Why don’t we cut the marketing budget by 20 percent?”. No problem.

The Pros and Cons of Competitive Marketing

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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. There is a precipitous event.

How Popular Clichés Apply to B2B Marketing

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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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Study: How Much of Your Content Marketing Is Effective?

For example, Thea Oliver, communications manager at Thrive, said her biggest content failure last year was pushing “guest blogs. produced blog posts this year due to lack of budget and time, and. early days of content marketing as a one-click solution to popu- lating corporate blogs and as a hack for boosting search rankings. Copyright © 2015 Contently. All rights reserved.

Would Writing a Book Help You and Your Business?

Great B2B Marketing

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. So let’s start with the reasons why you may not want to write a book: It takes a lot of time. There is an opportunity cost.

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   I really liked this sentence in his post: “How about warming up potential customers by giving them gifts of valuable content well before the salesperson bugs them by trying to sell something?” Set-up a service level agreement (SLA) between marketing and sales. 

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.

Staffing and Launching Your Content Marketing Program

blog came from posts that were more than a month. That entire team could stop blogging for a whole. work needed,” he wrote in a blog post. As venture capitalist and content market- ing expert Tomasz Tunguz recently wrote on his blog, “Content is one of the few forms of marketing that has. instance, found that the average post on his blog. All rights reserved.

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. 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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B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. 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.

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 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).   I have seen a repeated pattern when it comes to using social media in B2B marketing.  A company executive or marketing manager drinks the social media Kool-Aid and decides to make it a big part of their pull marketing strategy.  This is the classical “sprint” scenario. But actually, good social media is more like a marathon than a sprint. 

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. 6. It’s the season for wrapping up the old year and prepping for the next. 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. Tune or replace your sales model. Even if you are relatively satisfied with your go-to-market model, there are probably ways that you can tweak it for better results. The

Patience and Persistence – A Powerful Combination in Marketing

Great B2B Marketing

You can always do a bit more to optimize the website, create more content, tighten your message, or figure out how to better add value to the selling process.  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. Here are some examples of when to practice persistence. Be persistent in setting goals for your marketing programs. 

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

blogs anymore—they’re. of the “brand blog,”. out short blog posts, some brands switched their. blogs—they’re navigating all of the opportunities. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But in 2015, a.

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

Great B2B Marketing

Today’s blog post is inspired by one of my favorite Far Side cartoons. I can’t help smiling when I see this cartoon and I think it contains a great deal of wisdom. 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.

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Use Pull Marketing to Communicate with the SMB Market

Great B2B Marketing

In his April 17, 2012 blog post at, 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.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. 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.