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B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

The lead engine is an optimized, scalable set of people and processes that produce massive brand awareness, drive a planned volume of qualified leads, and result in revenue results that meet business goals. The Right B2B Marketing Strategy for Your Business. What key tactics best fit our Marketing Strategy? What B2B marketing tactics are working now for others, and how well?

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B2B Sales and Marketing Trends for 2015

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As Casey Szulc of Inc.com reported, “…89% of businesses who carry out any form of attribution say it had a positive impact on their business.”. There are many variations of sales funnels, but they all have one thing in common – they are focused on the methodology sellers use to find prospects, engage with them, and close business. You can read the full report here.

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Fast Lead Response Keeps B2B Leads from Going Stale

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My standard was that every inquiry was answered via telephone within 8 business hours or 24 calendar hours. Here’s the really bad news – if these lead response data points are similar to what you are doing, you are definitely losing business. Last month, I spoke about lead metrics and ROI at the B2B Leads Conference in New York. The average number phone calls made to new leads is 1?

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B2B Content Marketing That Drives Results

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Businesses that need to increase their brand awareness, credibility, and preference with their target audiences are turning to content marketing in greater numbers as a proven pull marketing strategy that aligns well with important business metrics. Whether There is a lot of buzz in the air about content marketing. The Payoff Earned from Effective B2B Content. Credibility boost.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

How to Beat Larger Competitors at B2B Marketing and Sales

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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. Even if you don’t stack up well in the feature and functionality category, you can beat the big player in ways that make customers feel good about doing business with you. 

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11 Rules You Must Follow to Be a LinkedIn Marketing Master

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Articles are a great to create or extend either your business or personal brand promise. 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. As a B2B marketer, one of the best social media tools you can use is LinkedIn. Offer value.

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Marketing Specialist or Generalist – Which do You Need?

Great B2B Marketing

One of my favorite business writers, Bob Bly, published an intriguing article in an October, 2015 newsletter on the topic […]. The post Marketing Specialist or Generalist – Which do You Need? appeared first on Great B2B Marketing. B2B Marketing Marketing Strategy

Use Digital Content to Shorten the B2B Sales Cycle

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Marketers, sales reps, and business owners are becoming aware of the many benefits of propagating fresh and relevant digital content. It seems like everyone is talking about B2C and B2B content marketing. But perhaps the most important content marketing benefit is the impact on the sales cycle. What types of digital content shorten the B2B sales cycle?  Company and Product Reviews.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

Assumptions are the Enemy of Good B2B Marketing

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On the business side, I downloaded two white papers and registered for a webinar, all found through either LinkedIn or a blog. The failure to recognize this causes countless needless friction, not to mention lost friendships, business relationships and marriages. In the business world, the principle of false assumptions applies when you are dealing with colleagues, customers or prospects (in other words, all human beings). Human nature causes us to assume that others share our interests, fears and motivations. That marketing media/technique doesn’t work.

Why You Need to Be Hooked on Your Customers

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And if you talk about your great customer service and treat the customer shabbily, they can hurt you not only by withholding future business but also by spreading the news about your poor service via the Internet. Like all good business reads, this book supplies both the “why-to” and “how-to.” This is where Bob Thompson’s excellent book comes in.

How to Find Elusive B2B Buyers

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10 messages pitching services and products that are not relevant to my business. Rather it is about a change in your business mindset. Contrast this to the couple who searches online to find a needed product or service, visits your website, decides that you are a company that is worth potentially doing business with, and invites you to their home to discuss purchasing your product or service. Okay, it’s time for a little honesty. How many of your potential buyers want to hear from you on an unsolicited basis?  The answer to all these questions is the same.

Eyeball Share Leads to Wallet Share

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First you attract them, then you educate them, then you engage with them, and only then do you transact business. One of my favorite bloggers is Paul Castain, who produces excellent content for the Sales Playbook website.  Paul’s column this week, “ A Deceptive Post About Cold Calling ,” discussed important activities that can either replace or enhance cold calling. There are now 2.7

Important Lessons for Working with Channel Partners

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Lesson 4 – The best partners are the ones who bring in business, with minimal effort on your part. There are those partners who require lots of time and attention from you and can’t seem to close business on their own. This will gain you the reputation as a good company to do business with, and this reputation will attract great new partners to you. However, there are some tough lessons I have learned over many channel relationships, some painful, some amusing, and some highly productive. Lesson 1 –Channel partners are in it for themselves. Lesson 6 – Training is crucial.

B2B Marketing Trends for 2016

better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. What are the business and. my business deliver upon them? B2B Marketing.

Sales and Marketing Plans Need to be Aligned

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As an example of why this is important, imagine two very different sales models: In the first example, awareness is created and generated leads are fed to a business development function. Second, reps get busy chasing their hot prospects and neglect to make the qualification calls in a timely manner. In the best-case scenario, we get to review and provide input for the sales plan.

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How to Use B2B Marketing to Propel Rapid Sales Growth

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Even if you expect to build your business with pull marketing techniques, you can bridge the gap with push marketing to fill your lead and revenue funnel. As marketers, when it comes to our business lives, our raison d’être  (primary reason for existence) is not to just do cool marketing stuff, but rather to support the revenue goals and overall objectives of the business. 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. Drop the timid approach.

Would Writing a Book Help You and Your Business?

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Assuming that you want to be seen as a thought leader, writing a book forces you to stay up on the newest aspects of your profession/business. 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.

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Do You Need to Recombobulate Your B2B Marketing?

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If your business is dependent on a personal selling model while your potential customers are educating themselves and buying online, you are going to experience declining results unless you change your strategies and tactics. Bear with me a bit and I will explain the odd title of this post. read an interesting tweet from Moira Geary , who gave herself the moniker of “Recombobulator.”

10 Critical B2B Sales and Marketing Metrics

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This is one of the sales and marketing metrics that is an important gauge of the health of the business, and you want this number to decline over time. Let’s face it.  If you tried to measure every single aspect of marketing and sales performance, you could quickly succumb to “analysis paralysis.” Next, the data must be “accurate.”  But as the saying goes, garbage in = garbage out.

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The Pros and Cons of Competitive Marketing

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In business, when your larger competitor counterattacks, they put you on a level playing field in the minds of the target audience. 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. You competitor is better known. Your offer is compelling. Even

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How Popular Clichés Apply to B2B Marketing

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Ever since the end of the 1990’s, there has been backlash against the proliferation of clichés in the business world. But the truth is, when an idea is universally accepted in the business world, that’s just the time to challenge it. In business, this can refer to a company with a new way of doing things in a time-tested industry. Stop beating a dead horse.

Why Your Allies and Actions Are Crucial in B2B Marketing

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Tom Peters, noted management guru and author of groundbreaking books like In Search of Excellence and Pursuit of WOW , published some great (and free) content about the importance of allies and action for driving change in business. We are living in a business environment where great initiatives start small and are highly iterative. You can download a copy here.

B2B Appeals that Motivate Action

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They want information on how to do their jobs better, make their companies more profitable, and have a successful business and home life. Napoleon Bonaparte said, “There are two levers for moving men: interest and fear.” ” These are indeed the two master motivators, and all others are subset of these behavioral drivers. Generate Leads Inbound Marketing Marketing Motivatio

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Pull Marketing vs. Push Marketing – The Shifting Battleground

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But I submit that a much more effective plan is to uncover a way to attract a larger share of the people who are already interested in what you offer and then convince them to do business with you.  It’s always easier and more pleasant when you can fulfill an existing need instead of trying to create a need. 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. Anyone showing up uninvited. 

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B2B Social Media: To Connect or Not to Connect

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This usually leads to a lively discussion since most business people are faced with this issue on a regular basis. At the other end of the continuum are those who believe they should not connect with anyone they don’t know personally and with whom they have not had a prior relationship (business or personal). The model for our business, Fusion Marketing Partners, is pull marketing.

8 Reasons Why We Fail to Make the B2B Sale

Great B2B Marketing

In a business environment, this means that the prospect can clearly see that what you offer solves a current challenge or moves their business forward in a positive way. Take the long view and you might get the future business. I mostly write about B2B marketing issues, but am often asked by my clients to consult on issues related to sales performance. You fail to follow up.

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

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Time – Assume that your prospects are busy, have short attention spans, and that you will get only one shot at their business. If your business is web-based, what is the time it takes someone to go through the education and purchase process?  If your business if phone-based, how long does it take you to get back to the prospect? have related on other posts how I have given business to one company over another simply on the basis of the speed at which the winning company responded to my query. Remove all barriers to the purchase process.

B2B Marketing: Do This, Don’t Do That

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Why in the world would you let the business go to a competitor? The secret sauce in marketing is to give prospects what they do want, and stop giving them what they don’t want. Easy enough to say but how do you accomplish this. First, the top three things that you should start doing, or do more of if you are already doing these things: Resolve to become a “branded authority”.

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B2B Pull Marketing Takes the Guesswork Out of Timing

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Use pull marketing strategies that make it easy for them to buy; meet them (online, by telephone, or in person) wherever they are in their buying journey and nurture them to an inevitable decision to do business with you. Daily business life for the marketer or sales person is much easier and more effective when it is based on the natural timing of the buyer’s sales cycle.

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. The subject of wasting time reminds me of the famous quote which opens Leo Tolstoy’s book Anna Karenina : “Happy families are all alike; every unhappy family is unhappy in its own way.” I can probably guess what attributes make you a good marketing manager, sales executive or business owner – but I have a harder time understanding what activities make you unproductive.

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

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Counselors refer to this as “choosing to be right instead of happy.” In the business world we refer to this as “choosing personal preferences over profits.”. Like many others, I’ve been reading Seth Godin’s blog for quite some time. 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. Not based on fear, but on possibility. Marketing Marketing Advice

Market Research – 8 Strategies for Getting it Right, Quickly

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I had a really good conversation with a business colleague who is launching his products into a new channel, with […]. Market Research

Obsession with “Listening to Customers” Can Lead You Astray

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But you need to accomplish the business equivalent of walking and chewing gum at the same time – keeping in touch with the needs of current customers while getting out in front with offerings that will appeal to multiple segments – and being brave enough to solve some problems that your customers don’t even realize they have yet. This is the essence of solid pull marketing.

B2B Retargeting – Benefits and Pitfalls

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For example, if you sell business accounting software, it can be valuable to aim specific and targeted messages to those who: Have searched on keywords related to accounting software. In my last blog post, I talked about how to use remarketing strategies to revitalize a stagnant B2B contact list. The gist of that article was targeting individuals who are already part of your database. Chris.

Answers to Six Key B2B Marketing Questions

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As I talk to clients, business owners and fellow B2B marketers, I hear the same questions and concerns on a […]. B2B Marketing

Actions Trump Ideas in B2B Marketing and Sales

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In his seminal book, Managing Oneself, my favorite business management guru/consultant Peter Drucker made the following observation: “For example, a […]. B2B Marketing Marketing Marketing Programs

Create an Unstoppable B2B Sales Machine – Part 1

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In fact, one of my closest friends is an insurance salesman, and he never talks business at our parties. My blog posts and articles mostly deal with marketing issues. 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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How to Shorten the B2B Sales Cycle

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Here are some primary reasons: Budgets are tighter.  In case you haven’t noticed, the go-go days of American business are pretty much over. If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle.  Everyone, from CEO to sales VP to sales rep, suffers from this problem and wants to know what to do about it.  Fear of making a bad decision.