I talk with B2B companies who are on board with content marketing as a concept, but don't know where to start. Tags: B2B Buying Cycle Business to Business (B2B) Content Strategy What makes content "good" for their particular buyers? And how can their content be more compelling than their competitor's? They can brainstorm titles for white papers all day, but not be confident that one content theme will be any more effective than another. read more. MORE >>

As B2B marketing outsource providers , we get to hear some interesting statements about marketing. Some of these statements indicate a philosophy that can be detrimental to achieving your marketing and sales objectives. For example, according to Hubspot.com , in the B2B arena, 80 percent or more of the product research is done by the potential buyer before they interact with you. B2B companies have been implementing the “hire more sales reps” strategy for years and most of the time, this doesn’t work. That’s what our sales team is for. It is that simple. MORE >>

I was thrilled to run a social media workshop this week with a large B2B technology and services provider (and ITSMA member). The great thing about the experience was that this company is already doing social media. In other words, I didn’t have to spend any time defending the honor of social media and explaining why they should be doing it. This company has established a highly visible presence in social media—indeed, it has won an award for it. We could all use some way to gauge our progress, especially in large, dispersed companies and marketing organizations. MORE >>

“According to research from global consulting firm Accenture , almost two-thirds of B2B marketing executives view social media as an extremely important or a very important channel to interact with customers, partners and stakeholders. Due to lack of resources, skills and measurement B2B firms hesitate to step into the opportunity social media offers to their business. An important evidence for the lack of skills in this area is the wrong thinking that more tools are needed to measure and improve B2B social media practices. Tweet this on Twitter! MORE >>

The marketer in charge of the company’s social media effort gave me a clear edict: “Look, I don’t want you focusing on Facebook, okay? Seemed a bit harsh, but I had to admit that I had been harboring my own doubts about the value of Facebook for B2B for a long time. m not saying that B2B companies shouldn’t be on Facebook. think every company should be on Facebook. There are just too many people passing through those turnstiles not to put up a sign somewhere. Much of what works on Facebook seems to fall into two camps: Charity. Why not? Tweet This Post. MORE >>