B2B Conversations Now

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2012 B2B Demand Generation Benchmark Survey Report

B2B Conversations Now

Research consultancy Software Advice recently released the results of a five month-long investigation into which channels, content and offers business-to-business marketers find most successful. The poll also asked similar questions about content and offers, such as live demos, free trials, webinars, videos and more. Perceived Quality of Leads by Content or Offer. 26 to Nov.

Solution or Price - Which comes first?

B2B Conversations Now

Ardath Albee recently wrote an article One Content Asset Can’t Do Everything that included the following: “ We’ve got to talk to them about pricing first. Content is certainly king but the volume of content around each and every solution may simply be overwhelming the interested prospect. 100% of the time, the response is Price! And I wait…. problem.

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Adopt Zero-Time Selling and Boost Sales Now

B2B Conversations Now

Here’s the golden formula: RESPONSIVENESS = CONTENT + SPEED. Andy continues… Responsiveness is composed of two elements: content and speed. The customer gets the exact content they want faster than they ever imagined. I just finished reading Zero Time Selling by Andy Paul, which was selected as one of the top 3 sales and marketing books in 2011. It’s simple.

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Product Content is #2 for B2B Buyers

B2B Conversations Now

Do you believe as a marketer that “product content is king&# for B2B lead generation ? Are you creating blogs, producing webinars, recording podcasts and saturating social media channels with hopes of winning the content race? Well, according to MarketingSherpa and Enquiro , you can stop running now; product content is #2 on B2B buyer’s wish lists. TIME vs. CONTENT.

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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

Do your Calls-To-Action meet these 5 criteria?

B2B Conversations Now

Scarcity (#2) is an issue with the ubiquitous nature of the internet; make sure your content is not available via an easy Google search. All marketers are familiar with B2B Calls-to-Action (offers) used to motivate a prospect to take action. In the pre-internet era this usually manifested itself as a “Double your order by calling our 800 number now.”. The 800 number is certainly still in use today but is gradually being replaced with the more modern “Visit our Website”. However, once visitors arrive at the Corporate website the hard part begins; qualifying and converting the prospect.

Why IT VAR Marketing Dev Fund (MDF) programs don’t work

B2B Conversations Now

Here’s the 3 steps: The OEM must create compelling content that draws in anonymous, potential customers to the manufacturer’s website(s). Focusing on great content, strong website offer(s) and a formal hand-off process for new/existing partners can help any IT vendor build a successful channel. Are your VAR partners failing to generate demand for your products? Summary.

Why IT VAR Marketing Dev Fund (MDF) programs don’t work

B2B Conversations Now

Here’s the 3 steps: The OEM must create compelling content that draws in anonymous, potential customers to the manufacturer’s website(s). Focusing on great content, strong website offer(s) and a formal hand-off process for new/existing partners can help any IT vendor build a successful channel. Are your VAR partners failing to generate demand for your products? Summary.

Stale Content at the Speed of Now

B2B Conversations Now

There is no doubt content drives sales interactions. When a prospect encounters a business issue and starts researching a solution, the content prepared by vendors is critical. Whether a potential customer uses Google, Bing, YouTube or even social media for initial research, those vendors with fresh, pertinent content get the first shot. Warning: Watch Speaker Volume!

Stale Content at the Speed of Now

B2B Conversations Now

There is no doubt content drives sales interactions. When a prospect encounters a business issue and starts researching a solution, the content prepared by vendors is critical. Whether a potential customer uses Google, Bing, YouTube or even social media for initial research, those vendors with fresh, pertinent content get the first shot. Warning: Watch Speaker Volume!

Stale Content at the Speed of Now

B2B Conversations Now

There is no doubt content drives sales interactions. When a prospect encounters a business issue and starts researching a solution, the content prepared by vendors is critical. Whether a potential customer uses Google, Bing, YouTube or even social media for initial research, those vendors with fresh, pertinent content get the first shot. Warning: Watch Speaker Volume!

Evangelizing a Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI.

Adopt Zero-Time Selling and Boost Sales Now

B2B Conversations Now

Here’s the golden formula: RESPONSIVENESS = CONTENT + SPEED. Andy continues… Responsiveness is composed of two elements: content and speed. CONTENT - In a MarketingSherpa study of B2B buyers , the #1 piece of information they want in the first step of the buying cycle (”Awareness” phase) is budgetary pricing. They key to MILT is RESPONSIVENESS.

Adopt Zero-Time Selling and Boost Sales Now

B2B Conversations Now

Here’s the golden formula: RESPONSIVENESS = CONTENT + SPEED. Andy continues… Responsiveness is composed of two elements: content and speed. CONTENT - In a MarketingSherpa study of B2B buyers , the #1 piece of information they want in the first step of the buying cycle (”Awareness” phase) is budgetary pricing. They key to MILT is RESPONSIVENESS.

Solution or Price - Which comes first?

B2B Conversations Now

Ardath Albee recently wrote an article One Content Asset Can’t Do Everything that included the following: “ We’ve got to talk to them about pricing first. Content is certainly king but the volume of content around each and every solution may simply be overwhelming the interested prospect. 100% of the time, the response is Price! And I wait…. ” problem.

Should Sales and Marketing Merge?

B2B Conversations Now

One of the presenters was Ardath Albee who continues to create value for her followers (I’m one of them) and clients by generating great content, non-stop. Virtually all marketing materials direct prospects to the company website where rich content awaits. She is obviously a deep thinker about all things marketing and one of her slides stopped me in my tracks. Here’s why.

Content Marketing Playbook: Strategy and Roadmap

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Conclusion 31 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 In 2008, General Electric CMO Beth Comstock had just.

Blogs without Calls to Action are like…

B2B Conversations Now

Giving away valuable content can lead to the same result - lots of fish around the boat but nothing to eat. If you goal is to catch fish, drop your hook where they gather for your great content… your blog. If you utilize a blog as part of your social media marketing strategy then you may want to consider adding a call to action other than “sign up for our newsletter&#.

Do your Calls-To-Action meet these 5 criteria?

B2B Conversations Now

Scarcity (#2) is an issue with the ubiquitous nature of the internet; make sure your content is not available via an easy Google search. All marketers are familiar with B2B Calls-to-Action (offers) used to motivate a prospect to take action. In the pre-internet era this usually manifested itself as a “Double your order by calling our 800 number now.”. The 800 number is certainly still in use today but is gradually being replaced with the more modern “Visit our Website”. However, once visitors arrive at the Corporate website the hard part begins; qualifying and converting the prospect.

Price Papers vs. White Papers for B2B Lead Conversion

B2B Conversations Now

White papers are higher in value than brochures, especially if they provide high-quality content and are well written. While most B2B marketers are familiar with using white papers for lead generation, they may not have heard the term price paper ™ A price paper is a document that helps prospective customers with budgetary information about complex products and services. Summary.

Inbound Sales … at a Tradeshow

B2B Conversations Now

My contention is that inbound marketing/sales is creating an environment where prospects can self-qualify by taking a specific action when presented an offer. Have you ever stood in a booth at a tradeshow peddling your wares? Did you know you can apply inbound sales techniques easily at a tradeshow and come away with lots of new opportunities? Can I show you our X24 encryption engine?&#

Staffing and Launching Your Content Marketing Program

ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Staffing Your Content Team 24 VI. Pros, Cons, and Costs of the Top 10 Content Distribution.

Crush Your 2011 Sales Objectives - Recorded Webinar

B2B Conversations Now

It’s not enough to just create great content and hope people engage; you need an edge that reaches out and captures serious prospects when they land on your website or blog. Do you want to crush your 2011 sales or marketing objectives? If so, you’ll need a good dose of inbound marketing to augment your traditional outbound processes. Enter Bernie Borges, founder of FindAndConvert and an inbound marketing and social media expert. In this exclusive pre-recorded webinar hosted by Bernie, you’ll see first hand how to capitalize on your Social Media activities.

Why Won’t Anyone Return My !*#@$% Call? (guest post)

B2B Conversations Now

You can learn more about the buyer as they come back for more of your great content. This is a guest article by Don Fornes , CEO of SoftwareAdvice.com. You can find the entire post here: Why Won’t Anyone Return My !*#@$% Call? Want to know why B2B sales is getting tougher? Hint - the customer doesn’t feel they need a Sales person as early in the sales cycle as they used to.) Don gives a great description of why sales people are getting pushed out of the sales loop by the self-service nature of the Internet. Enjoy! This summer, that became my job. It’s not just cold calling.

Sample Content Rewrite; From Bland to Bold

B2B Conversations Now

Wow. I am completely blown away. I’m no slouch when it comes to writing compelling content but the latest installment from Jim Logan at B2BRainmaker has really impressed me. thought I would share the before and after versions so you could see the difference. The task was simple: Take my existing “How EchoQuote Works&# copy and make it compelling. I had reworked and rewritten it several times and thought it was pretty tight. ———- Here’s the OLD (BEFORE) version ———-. They need your products and services. Think about it. Need Proof?

Why Hubspot is Successful

B2B Conversations Now

Marketing. I won’t spoil the content here but if you are in the process of starting or growing a new business, check it out. I just attended what was probably the most enjoyable webinar I’ve attended in a long time. Brian Halligan and Dharmesh Shah, Hubspot founders, presented a behind the scenes look at how they started and grew Hubspot. It was called Money, Marketing & Management. The conversation was refreshingly candid and focused on five areas: 1. Idea. 2. People (Team). 3. Money (Angel and VC). 4. Management. 5. Many thanks to Dharmesh and Brian for sharing.

Marketing Technology: 3 Solutions You Can't Live Without

Marketing Technology: The 3 Solutions You Can’t Live Without sponsored by:eBook Table of Contents The State of Marketing Technology Demands of the Modern Marketer Inside the Marketing Technology Explosion Marketing Technology Landscape What Marketing Technology Do You Really Need? conversion ● Execute nurture campaigns with personalized content to. video content. Whether.

Sales 101 Myth Can Hurt Your Marketing Efforts

B2B Conversations Now

It became a vicious circle of trying to use an ever increasing amount of content to engage an increasingly indifferent pool of potential customers. Have you ever heard this from a B2B Sales or Marketing Manager? Never, ever, ever give the customer pricing until you’ve CREATED VALUE ! have and it’s wrong. What if I told you I can prove it? We’ll get to the proof in a minute but let’s examine the myth first. began my IT sales career in the early 90s and we were involved in the “complex&# sales process I keep hearing so much about. The world was in order.

B2B Website Conversion Strategies

B2B Conversations Now

Ask yourself if your website content and calls to action are engaging for visitors at different stages of their buying cycle. I’ve always really liked the team over at FindandConvert, which offers first-class internet marketing services like SEO, PPC and Social Media development. The CEO, Bernie Borges publishes an excellent blog, “Web Marketing Strategies, SEO, Social Media Marketing and Podcasting&#. Bernie just published a podcast with me discussing B2B conversion strategies. This is especially prominent in B2B websites. Many marketers struggle with how to engage a website visitor.

The 23 Best Content Ideation Tools

Webbiquity

Great content—the kind that resonates with your audience—starts with great topic ideas. What are the best tools for finding great content ideas? Here are almost two dozen of the best content ideation tools finding and capturing bursts of inspiration. Sample review:  “Turns your content creation into a magazine, while it can also be embedded on WordPress sites too.”

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Should your content generate leads or relationships?

grow - Practical Marketing Solutions

His business goal was to generate an ever-increasing number of leads from his company’s blog content and he wanted my ideas on what they might try to kick the number up. “Should your content be aimed at building short-term leads for cold calls, or for building real business relationships?” Should content generate leads or relationships? ” I asked.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Citations@forrester.com or +1 866-367-7378 Forrester Research, inc., 60 acorn Park Drive, Cambridge, Ma 02140 USa +1 617-613-6000 | Fax: +1 617-613-5000 | forrester.com table of Contents The Digital Age Raises The Importance Of. Beyond quantity, advocate content and interactions are more valuable because buyers see them. What they love is exclusive access to content, events, and.

7 Content Marketing Mistakes Costing You Time and Money

Act-On

Content marketing is getting harder. Ironically, it’s because of the content itself. There’s just a crazy amount of content available right now. Here’s what the increase looks like year over year: That rate of content publishing – sometimes called content “velocity” – isn’t going to stop. Because it appears the more content we publish, the less engagement we get.

Cost 124

22 Tantalizing Content Marketing Stats and Facts

Webbiquity

With the near-universal embrace of content marketing— 93% of B2B marketers are using content marketing , and B2C marketers are close behind—the amount of brand content being produced has exploded. Already widespread, content marketing will continue to grow. Visual and video content will become increasing important. Stats About Content Marketing Use and Trends. 1.

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25 Content Marketing Tools To Jumpstart Your Content Marketing Strategy

B2B Marketing Insider

Creating and finding good, relevant content to share with your target audience is hard work. But thankfully there are lots of great time-saving content marketing tools out there to make this process easier for you. have listed some of my favorite tools below to help you brainstorm content ideas and put together great content […]. Content Marketing

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How To Lead With Customer-Focused Content

Tony Zambito

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business space. by Creative Stall. New Dilemmas For Marketers.

Content Methodology: A Best Practices Report

Content. Practices Report Copyright © 2016 Contently. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V. Create a Content Plan VI. Contents “ If you want to learn. content possible based. the content creation and. Competitive Content.

The 12 Hottest Tools for Content Promotion

B2B Marketing Insider

Content marketing is nothing without good promotion. There are a lot of people furiously writing great blog posts, spending hours a day, hoping that an insane amount of new customers will magically find their content and purchase their app, solution, merchandise or something else. Promotion was important before content marketing […]. Content Marketing

The business case for unbranded content

grow - Practical Marketing Solutions

In this age of overwhelming content, our consumers can steer around what bore them. You could have a massive marketing budget and team of writers and designers, but if no one engages enough to share your content and ideas, then it’s just not working. Why would you create content and not even take credit for it? Using unbranded content when branding is impossible.

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How to Create Dynamic Social Content

B2B Marketing Insider

Dynamic social content is content that evokes responses, earn shares, and meets a need. One way to determine whether or not your content is dynamic is to ask yourself if you would share that content if it came across your newsfeed. The post How to Create Dynamic Social Content appeared first on Marketing Insider Group.

Industrial Content Marketing’s Role in Sales

Industrial Marketing Today

You’ve probably read all the buzz surrounding industrial content marketing. The Content Marketing Institute found that 81% of business-to-business (B2B) manufacturers in North America said that their organizations were using content marketing (Source: 2016 B2B Manufacturing Content Marketing Trends—North America). This is only a content summary.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Copyright © 2015 Contently. contently.comBy Jordan Teicher Content. Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. The Track Maven study found that content engagement decreased by 17% in the same period.