B2B Marketing Traction

JANUARY 17, 2013

I think social media has crossed the chasm for B2B marketers as a way to create brand awareness. My personal belief is that B2B social media marketing adoption is subject to two major factors in the pragmatic Early Majority marketplace. Two, there has to be enough evidence that the business will get results from social media.

Social Media 100

Social Media Social Marketing B2B Marketing Media 100

B2B Marketing Traction

OCTOBER 16, 2012

To succeed in social media marketing, your goals must be SMART. Today most businesses have gotten beyond the question of whether or not to have a presence in social media. The plan is essential to successful, consistent execution, because there are a lot of moving parts in social media. Again, are your audiences on social media?

Planning 100

Planning Social Media Marketing Plans Social Marketing 100

B2B Marketing Traction

MARCH 18, 2013

Social media is not the be-all and end-all, but it is a marketing activity you should add to your marketing program. A lot of business owners view social media as that thing that kids do, or they dismiss it as an easy task. Are your customers, clients, referral sources on social media? Survey your stakeholders. Track results.

Social Media 100

Social Media Social Marketing Media Planning 100

B2B Marketing Traction

APRIL 30, 2014

According to IBM’s new Global C-Suite Study , CMOs are now second to CFOs in terms of influence, but most are still not ready to fully take advantage of the benefits of social media adoption and digital marketing. Customers want to feel valued when they are in their buying process as well as when they use a product or service.

CMO 100

CMO Social Media Media Correlation 100

B2B Marketing Traction

MAY 23, 2013

” It’s a crying shame, because today it’s easier to build a following of qualified prospects and referral sources through social media. ” The chasm is the point where a technology moves beyond the early adopters (the techies, the geeks who buy early) and successfully sells into the mass market.

Social Media 100

Social Media Cross-Selling Media Gartner 100

B2B Marketing Traction

NOVEMBER 18, 2011

(Read my previous bog, Why Product Launch Plans Need to Include Social Media.) Strategic connections that can tell, sell, buy, refer or simply share with their friends and colleagues. And they can do it through very cost-effective social media, but only if you are connected to and engaged with them.

Social Media 100

Social Media Peer-to-peer Media Cross-Selling 100

B2B Marketing Traction

AUGUST 19, 2011

As a B2B Marketing Consultant, I am often asked how many messages a business should post on their social media accounts. In fact, in a blog entry with this title, In Social Media, Failing to Plan is Planning to Fail , Brian Solis sites a Gartner statistic that 70% of social media campaigns will fail in 2011. for more on this.

Social Media 100

Social Media Media Gartner Planning 100

B2B Marketing Traction

SEPTEMBER 30, 2010

Organizations large and small are finding that employees, divisions and other factions have jumped into social media without guidelines or social media strategy from the central organization. Without a strategic social media plan or guidelines, the social media horse has already left the barn. Saying, “Stop!”

Social Media 100

Social Media Guidelines Media Social Networks 100

B2B Marketing Traction

MAY 30, 2014

Because the buying cycle usually starts online (studies show that buyers are often more than 60% through the buying decision cycle before they contact your company), showing the “human-ness” of your company and brand online is critical. People want to see from whom they are about to buy! Sociability.

B2B Marketing 100

B2B Marketing Product B2B Paid Search Agency 100

B2B Marketing Traction

DECEMBER 16, 2014

Yes they may have experienced a conservative buying experience in their B2B career. But your buyers are first and foremost human , and the way they buy consumer products has changed. They consult their peers and look at others’ reviews before they buy. People buy based on their emotions. They want stories.

B2B Marketing 100

B2B Marketing Peer-to-peer Planning B2B 100

B2B Marketing Traction

APRIL 4, 2014

If you are part of the late majority or laggards (those who drag their feet at technology adoption), don’t buy SEO services that are no longer working. It also recognizes the buzz your site pages get on social media. So before you unknowingly buy the SEO snake oil from a less-than reputable provider, do some research.

SEO 100

SEO Product Cross-Selling Buzz 100

B2B Marketing Traction

DECEMBER 30, 2013

This month Beyoncé bypassed usual methods for releasing a new album and instead used social media to surprise her fans. It’s a great example of creative marketing, leveraging a fan base and followers on social media as well as using the element of surprise that resulting in record-breaking sales on iTunes. Social Media/Web 2.0

Web 2.0 100

Web 2.0 Planning Business Advertising Agencies 100

B2B Marketing Traction

MARCH 14, 2014

There was an awkward pause, after which the sales man launched into a fast-paced monologue about how he’s using social media to do lead generation. I’ve been a marketing consultant since 1997 and an Inbound Marketing Certified Professional blogging, tweeting and working on social media for my marketing and for clients since 2009.

Cold Calling 100

Cold Calling Internet Marketing Social Media Inbound Marketing 100

B2B Marketing Traction

OCTOBER 12, 2012

The Internet is the disruptive innovation that has changed how people buy things. Someone who wants to buy a product or service now has a whole world to shop in (online) or at least to investigate what they want to buy before they buy it. resources before making a buy decision. ( Disruptive Innovation.

Internet Marketing 100

Internet Marketing Pricing Price Consulting 100

B2B Marketing Traction

NOVEMBER 2, 2012

Don’t take me down the rabbit hole of your choosing or do a bait and switch and try to get me to buy something else. Here’s a recent experience I had while on the website of a self-proclaimed “SEO expert” and “Top Social Media Marketer” I saw an offer for a list of top WordPress Plugins (see above).

SEO 100

SEO Social Media Transparency Internet Marketing 100

B2B Marketing Traction

DECEMBER 10, 2014

If you think pain is too strong a word to use for why your customers buy your product or service, use other words such as triggers, issues, problems. In the end it’s what gets them to part with their valuable money and buy your product or service. This is why social media is so essential.

Tactics 100

Tactics B2B Marketing Planning B2B 100

B2B Marketing Traction

JULY 12, 2013

That’s right, a CRM system where you leave the prospect site or phone call, pop open an app on your mobile device, select the photo of the person, drag and drop the next step in the buying cycle or your next event into a calendar. Marketing Soapbox b2b marketing sales social media' It’s about time!

CRM 100

CRM Ideal Customer Profiles Buying Cycle Social Media 100

B2B Marketing Traction

MARCH 13, 2012

I encourage my clients to think about the daily conversations they have in sales, customer service, with the media and within their industry. For example, if you sell graphic design, explain how great design makes a difference on different media. Explain why they should buy your service and what it is instead.

Blogger 100

Blogger B2B Sales Case Study Case Studies 100

B2B Marketing Traction

JULY 19, 2013

According to Larissa Faw, millennials don’t want to buy in a boring environment. We now have a great tool – social media – that provides a platform for this. We now have a great tool – social media – that provides a platform for this. We need to make buying fun, or at least interesting.

B2B Marketing 100

B2B Marketing Brand Identity Branding B2B 100

B2B Marketing Traction

MARCH 20, 2015

They think that all they need to do is get the word out about a product or service and people will buy. Next, create a marketing persona for each type of person who will buy your product. Just because you hear that the latest social media platform or mechanism is “hot” doesn’t mean you should begin using.

Analysis 100

Analysis Tactics B2B Marketing Planning 100

B2B Marketing Traction

NOVEMBER 22, 2013

Today more thank ever, buyers want a human experience from the brands and businesses they buy from. But now more than ever technology and social media are bringing opportunities for marketers to be in all business transactions. But people buy from people they like. It should sell itself on features and benefits alone!

B2B Marketing 100

B2B Marketing Planning B2B Advertising Agencies 100

B2B Marketing Traction

MAY 11, 2015

This is something new that probably many people have noticed but just haven’t gotten around to buying for themselves. Selfie stick video or photo social media campaign. Do you need to beef up your engagement on your social media platforms such as Facebook, LinkedIn, Instagram or Pinterest?

Promotion 100

Promotion Campaigns B2B Marketing Product 100

B2B Marketing Traction

MAY 22, 2012

Now that you’ve attracted qualified prospects to your brand, company, website, product or services, what do you do if they are not quite ready to buy now ? Engage your B2B prospects that are the middle of the buying cycle. The engagement step is the middle of the buying funnel, or MOFU (middle of funnel).

Top of Funnel 100

Top of Funnel Buyer Personas B2B Buying Cycle 100

B2B Marketing Traction

APRIL 13, 2015

social media (other than blogs), 2.) People want information when they are ready to buy, not when you want to sell. Use storytelling distributed on social media to “pull” buyers. Your great content in the forms just mentioned exist on social media platforms and on your website. eNewsletters, 3.) case studies.

Top of Funnel 100

Top of Funnel Customer Surveys B2B Marketing B2B 100

B2B Marketing Traction

MARCH 13, 2015

And most recently, I’ve been hearing about marketing providers who are just proposing the latest new tactic – social media – witho ut taking time to fully analyze and understand the client and their industry. Understanding of technology. Storytelling ability.

Consulting 100

Consulting Planning Marketing Proposals CPA 100

B2B Marketing Traction

OCTOBER 30, 2015

Don’t buy a bad template or plugin! This is one reason you may want to buy your template instead of using a free one. WordPress templates or plugins can result in a bad website. There are good templates and plugins and bad ones. Have an experienced WordPress programmer evaluate it first.

Template 100

Template Marketing Websites Design Google 100

B2B Marketing Traction

MARCH 21, 2012

This was your TOFU, or your activity generating leads at the top of the buying funnel. These include adding great content that helps and engages the buyer as they move through their buying process. But don’t just expect sales to do all the work from here. Great MOFU will get you to the bottom of the marketing funnel, BOFU.

Paid Content 100

Paid Content Top of Funnel B2B Marketing Planning 100

B2B Marketing Traction

SEPTEMBER 20, 2013

It leads to increased business, since people buy from people they know, like and trust. No more Mad Men using smoke and mirrors to trick the unknowing customer into buying our stuff. Doing business today requires transparency, which builds trust with your customers and partners.

Transparency 100

Transparency Trust Marketing B2B Marketing Ad Building 100

B2B Marketing Traction

MAY 6, 2013

For years I have been saying that there are many ways to market at trade shows without buying an exhibit space. I know the concept of not buying exhibit space may not be that popular with show management, but some companies just don’t have the budget to go all out on a trade show. An article in B2B Magazine, No booth? No problem.

Trade Show 100

Trade Show B2B Marketing B2B Paid Search Agency 100

B2B Marketing Traction

JANUARY 31, 2012

” Pinterest is a social media site that allows members to create boards for images that they like. I have folders at home that I organize my ideas into, including books to read, places to go, recipes to try (that’s a large recipe box), home improvements, gardening, and things to buy (including fashions I like).

B2B Marketing 100

B2B Marketing Trade Show Planning B2B 100

B2B Marketing Traction

JANUARY 5, 2012

The way people buy has changed forever. See my post on this, What Do You Do When the Social Media Horse Has Left the Barn? ). We can now do this, thanks to social media. B2B CMOs must break out of the marketing silo (ivory tower?) and lead , among other things. That means new roles and challenges for CMOs. on a real-time basis.

CMO 100

CMO B2B Leads Lead 100

B2B Marketing Traction

MAY 31, 2012

“Marketers have to realize that in the age of the customer, business buyers don’t “buy” your product; they “buy into” your approach to solving their problem. And, social media is making it easier for us to build and grow a thought leadership platform. Rather, B2B marketers need to take a stand to stand out.

B2B Thought Leadership 100

B2B Thought Leadership Thought Leadership B2B Marketing B2B 100

B2B Marketing Traction

FEBRUARY 22, 2013

Getting found online today is about posting great content and engaging with others on social media platforms. It’s called Inbound Marketing , and it starts with content and an optimized website, and then depends upon a smart marketing strategy to engage the right prospects and nurture them until they buy.

SEO 100

SEO Inbound Marketing Planning Contact Marketing 100

B2B Marketing Traction

DECEMBER 4, 2013

According to analyst Sheryl Pattek of Forrester Research , by the time Business-to-Business (B2B) buyers engage with you online, they are 60% or more done with their buying process. It’s critical to have a strong presence online to attract buyers and then to engage with impact as they make their decision. How do you get there?

B2B Marketing 100

B2B Marketing Planning Brand Identity Branding 100

B2B Marketing Traction

AUGUST 24, 2012

Other posts about Crossing the Chasm include New Buying Paradigm Not So New for High Tech Marketing , What Does Social Media Have to Do with Crossing the Chasm? , They just didn’t do much. [1] and Marketing Technology: Cross the Chasm with the Right Beta Customer. Since then, it’s only gotten worse.In

SEO 100

SEO Tagging Marketing Websites Marketing Proposals 100

B2B Marketing Traction

JULY 1, 2015

I know everyone is selling social media now ( I’m annoyed too, as it is not a panacea – it’s just another marketing channel! ). But, social media is a place where many people spend time. Read my post here for a practical approach to social media.). Read my post here for a practical approach to social media.).

Planning 100

Planning B2B Marketing B2B Buyer Personas 100

B2B Marketing Traction

JANUARY 16, 2014

The role of the CMO has changed dramatically in the last six years as companies struggle with new buying paradigms and increased competition. As technology and social media evolves, the CMO is in a position of having to accept some risk and experimentation (it can be controlled) in order to test new approaches. Analytical.

CMO 100

CMO Marketing Analytics Tools Paid Search Agency Work Management 100