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For B2B Companies, Selling Better is Not the Answer

Great B2B Marketing

The post For B2B Companies, Selling Better is Not the Answer appeared first on Great B2B Marketing. When challenged, we humans have a tendency to resort to the known and familiar path (not taking “the road less […]. B2B B2B Buyer Prospect b2b

The Economic Value of Your Company Brand

Great B2B Marketing

When people talk about a company brand, it is often expressed as sort of an abstract concept – we feel good about our brand — or perhaps not so good. For instance, it can be a boon to the stock price, making the entire company more valuable.  It can be a sales and profit accelerator by helping you sell more products and services at a greater profit margin. The brand is respected.

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B2B Marketing: Know the Trends, Pick the Right Strategy

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In working with leading global B2B companies, our Fusion Marketing team is extremely familiar with the cost/benefits of various lead generation programs. In fact we work closely with the management teams of numerous B2B product and services companies to build and help execute a marketing strategy that fits their industry and their sales model. But what tactics yield the best results?

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B2B Sales and Marketing Trends for 2015

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We see many B2B companies adopting an end-to-end marketing and sales framework that: Attributes new revenue to specific lead sources. My company, Fusion Marketing Partners, has conducted extensive research on short- and long-term B2B buying patterns. feel confident that taking advantage of one or more of these sales and marketing trends can have a large impact for your company.

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B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

B2B Content Marketing That Drives Results

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People buy from companies they know and content can help you get known. If your company is in a well-defined market where the competition isn’t strong, you might require a relatively small amount of new content. By contrast, if your company is in a complex and highly competitive space, you may need quite a bit of new content. The Payoff Earned from Effective B2B Content.

Lower the Cost and Boost the Productivity of B2B Sales

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47% of companies say it takes 10 or more months for new sales people to become fully productive (67% are 7 or more months)(CSO Insights). Just when a new rep is starting to become productive, they (and their sales manager) are in the waning days of their tenure with a particular company. B2B companies need to carefully evaluate prospective sales reps in these often overlooked criteria: Territory and Pipeline Development  – What processes does the candidate use to develop a robust and high-quality pipeline? The average tenure of a sales manager is 19 months.

How to Beat Larger Competitors at B2B Marketing and Sales

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More often than not, you are not going to be the biggest company in your space and will have to adjust your strategy accordingly. I’ve spent a lot of my career as a so-called market “underdog.” I actually enjoy being in this position. For example, the big dog company has more marketplace awareness. Big companies are often driven by factors that are counter-productive to results (e.g.

11 Rules You Must Follow to Be a LinkedIn Marketing Master

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At my company, Fusion Marketing Partners, we have a policy of not spending money on marketing or sales. It has gained us awareness, leads and revenue, and it can do the same for your company (as well as you as an individual). technology company founder told me that he rejects most connection requests because he only wanted people he knows personally. Treat this medium as a way to showcase your company and personal attributes, not your personal life. We are “pull” (inbound) marketers to the core and this philosophy has served us well. Offer value. Connect with people.

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B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

Are You Marketing to Gain or Pain?

Great B2B Marketing

As a marketing or sales professional, you have a choice in how you message your company and its offerings, with […]. Marketing Content

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Use Digital Content to Shorten the B2B Sales Cycle

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Company and Product Reviews. Companies hesitate to do this because they are afraid it will chase away prospects and because competitors will have access to this information. It seems like everyone is talking about B2C and B2B content marketing. Marketers, sales reps, and business owners are becoming aware of the many benefits of propagating fresh and relevant digital content.

Digital Disruption and Disintermediation – Key Drivers for B2B Companies

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The post Digital Disruption and Disintermediation – Key Drivers for B2B Companies appeared first on Great B2B Marketing. One of our super-smart clients sent me a really interesting article titled The Battle is for the Customer Interface. The […]. Digital Marketing

Get on Board the Mobile Marketing Revolution

Great B2B Marketing

’s 2013 Tech Marketing Benchmark Study shows that B2B companies this year allocated only 1.7% of their marketing budgets for mobile ads, 1.4% for mobile web and apps, and 0.7% for SMS text messaging. International Data Corp.’s However, many B2B prospects – those people you aim to serve—prefer to read and engage via mobile devices (mostly smartphones and tablets).  from 3.2%.

B2B Marketing: The Importance of Blocking and Tackling

Great B2B Marketing

More often than not, the B2B companies we talk to can benefit from a better-performing website. I talk often about the importance of creating a “marketing machine”. By marketing machine, I mean a systematized process for creating awareness, generating B2B leads, qualifying prospects, and converting them into sales opportunities. Build the database. Deliver quality content.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

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

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The transition to a new year can be a perilous time for B2B marketing organizations. Sales managers, finance people and CEOs are gathered in rooms or on conference calls having tough conversations about priorities and funding for the new year. Why don’t we cut the marketing budget by 20 percent?”. The sales team thinks it can out-market the marketing team. What’s up with all this social media?

Big Bang Marketing is Out – Agile is In

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multi-million dollar Super Bowl commercials), huge direct marketing promotions, or a total pivot of a company to promote one particular product or service. Our clients are not Fortune 1000 companies that can afford to spend a lot of time and money and still get it wrong. 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.

Why You Need to Be Hooked on Your Customers

Great B2B Marketing

I just read the brand new book by Bob Thompson: Hooked On Customers: The Five Habits of Legendary Customer-Centric Companies. It was interesting to read about how companies like Home Depot, Sprint and Ritz Carlton earned their customer loyalty stripes, not by talking about taking care of customers, but by doing so in everyday situations. Answer: lots of companies say this.

Social Media – Driving Competitive Advantage for B2B Marketers

Great B2B Marketing

This group could range from companies who are barely utilizing social media to those who are avid practitioners, but feel they could be doing better. But regardless of how the 45 percent is allocated, there is a significant majority of companies who are either not using social media at all or doing it in an ineffective manner. B2B Pull Marketing Social Media b2b

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

How to Find Elusive B2B Buyers

Great B2B Marketing

This is why they don’t answer the phone and why they use personal email addresses to download your online offers that don’t reveal their company name, address and phone numbers. 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?  messages from clients.

Important Lessons for Working with Channel Partners

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It can be a compelling proposition to have external companies working for your success without the heavy investments necessary to build, equip, and train an internal sales organization – particularly if you need to reach a broad geographic area. Since the primary motivation of your partners is the success of their companies, why would they cooperate in a program that was not in their best interests? With few exceptions, the companies that provide their channel partners with the greatest quantity and quality of training have the most successful partner programs.

Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

For example, an enterprise software company with a 12-month sales cycle would operate differently than a SaaS provider that uses a free-trial offer or a consulting services provider that has a four- or six-week sales cycle. For example, research from our friends at MarketingSherpa shows that only about one quarter of B2B companies have a lead generation and follow-up process that is routinely followed.  The author, Ruth Stevens, talked about the difficulty of linking B2B sales with specific marketing touch points. Create a dashboard to showcase your marketing analytics. 

Are You a Dirt Road or Superhighway Marketer?

Great B2B Marketing

Companies have different objectives, work styles and temperaments. Unfortunately, what is needed to achieve marketing success often contradicts what the […]. The post Are You a Dirt Road or Superhighway Marketer? appeared first on Great B2B Marketing. Marketer Marketing

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Should You Market to Pain or Persona?

Great B2B Marketing

For example, if you sell accounting software, one persona might be middle-aged males who are controllers at mid-sized retail companies.  I just had an interesting conversation about campaign targeting with a really smart client. The technical definition of persona is “the way you present yourself to the world.” But In other words, to overcome their pain points. Carpe occasio.

Sales and Marketing Plans Need to be Aligned

Great B2B Marketing

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. 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

Great B2B 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. 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. Heidi made a number of good points, but two were especially valuable: The quantity of contacts in your database is not as important as the quality.

Do You Need to Recombobulate Your B2B Marketing?

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This tendency to change what is already working really hurts companies, but it a common occurrence nonetheless. Pricing changes. A big change in pricing by your company or its competitors can cause a disruption in your strategy and tactics. Bear with me a bit and I will explain the odd title of this post. The English language gains a new word. Recombobulate, America.

10 Critical B2B Sales and Marketing Metrics

Great B2B Marketing

This affliction occurs when a company starts to spend more time analyzing data than they do communicating with prospects and customers.  In other words, their focus is on internal data instead of the needs of the marketplace. . Let’s face it.  If you tried to measure every single aspect of marketing and sales performance, you could quickly succumb to “analysis paralysis.”

10 Critical B2B Sales and Marketing Metrics – Part 2

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Effective B2B companies understand how to move prospects through the sales process in a streamlined manner. 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. Important Marketing Metrics.

Seven Simple Ways to Differentiate Your Company and Products

Great B2B Marketing

My clients probably get tired of hearing me talk about the virtues of differentiation. But it’s usually better to remove […]. B2B Brand

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The Pros and Cons of Competitive Marketing

Great B2B Marketing

Then you need to reach these individuals and companies with an offer so compelling that it upsets the status quo. I’ve been asked to create campaigns that target ERP, CRM and ECM competitors; the fact is, these systems are very hard to displace. As a B2B marketing outsource provider, our clients sometimes ask about the advisability of running a competitive marketing campaign.

B2B Sales and Marketing Trends for 2014

Great B2B Marketing

One of the great things about my job is the opportunity to work with some of the leading B2B companies in the US and worldwide. For the past couple of years, we have been publishing the top B2B sales and marketing trends that we believe will have the most impact on a company’s ability to gain and maintain competitive advantage. You can read the full article here.

How Popular Clichés Apply to B2B Marketing

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In business, this can refer to a company with a new way of doing things in a time-tested industry. We need to stop treating such companies as the weird new kid, and start listening to see if what they have to say might help us change the way we do things. Ever since the end of the 1990’s, there has been backlash against the proliferation of clichés in the business world.

Why You Need to Pay Attention to Search Engine Marketing

Great B2B Marketing

As a B2B or B2C marketer, one of the best ways you can support your company’s sales team and revenue […]. The post Why You Need to Pay Attention to Search Engine Marketing appeared first on Great B2B Marketing. Search Engine Marketing SEO

B2B Appeals that Motivate Action

Great B2B Marketing

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

8 Reasons Why We Fail to Make the B2B Sale

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People, whether buying for themselves or on behalf of their companies, like to purchase from a known entity. And you have to show the prospect that not only the risk to their company but also their personal risk (e.g. If your company is smart and committed to success, it will remove any of these obstacles that prevent you from achieving good sales metrics. B2B Sales

B2B Social Media: To Connect or Not to Connect

Great B2B Marketing

Obviously, this strategy is predicated on connecting with lots of individuals and companies. Friends and colleagues occasionally ask me if they should accept the various connection requests from social media platforms like LinkedIn, Twitter, and Facebook. This usually leads to a lively discussion since most business people are faced with this issue on a regular basis. Are you responsible? 

How to Achieve Expert Status in B2B Marketing and Sales

Great B2B Marketing

On my last post, I talked about the huge difference between companies and individuals who are considered experts, versus those […]. B2B Marketing Expert Status B2B Sales