Great B2B Marketing

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Asking “Why” Makes Your Marketing Content More Effective

Great B2B Marketing

Marketing Content marketing messageThis post is short and sweet, but it also highly important to your success as a B2B marketer. As someone […].

What Types of Content Propels B2B Buyers

Great B2B Marketing

I recently enjoyed an article titled, “Which Types of Content do B2B Tech Buyers Respond to Most?” B2B Buyer ContentThe article is […].

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B2B Marketing: Know the Trends, Pick the Right Strategy

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Content marketing and social media are increasingly important, but these tactics often require a sustained commitment and time to yield significant results. Pull (Inbound) B2B Marketing: The Increased Importance of Content Marketing & Social Media. Content Marketing Marketing Plan Marketing Strategy Marketing Trends What key tactics best fit our Marketing Strategy?

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B2B Content Marketing That Drives Results

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There is a lot of buzz in the air about content marketing. 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 The Payoff Earned from Effective B2B Content.

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey

Six Fast Ways to Improve Your B2B Copy

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Use a singular and human voice.  As my recent blog post, Do Multiple Authors Create Better Marketing Content , points out, too many cooks in the B2B copy kitchen can spoil the broth. Here are six ways to improve your B2B copy and driver stronger results: Cut back on the extraneous, superfluous, redundant, repetitive and unnecessary words – e.g. like the ones I used in this sentence.

Are You Marketing to Gain or Pain?

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

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How to Beat Larger Competitors at B2B Marketing and Sales

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Utilize content marketing, pull marketing and social media. Clever content marketing and low-cost pull marketing tools like social media and PR can differentiate you and boost market awareness. This is equally true in smaller market segments. Certainly there are some disadvantages. For example, the big dog company has more marketplace awareness. politics or personnel decisions).

11 Rules You Must Follow to Be a LinkedIn Marketing Master

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Make sure your LinkedIn updates include you sharing content or ideas of value to your audience. A bit of humor and motivation are also good, but don’t overdo it. 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. Offer value. Be visible.

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B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Get on Board the Mobile Marketing Revolution

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Provide attendees and visitors to your booth with real-time offers and show-related content. International Data Corp.’s ’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. So there is still plenty of opportunity. from 3.2%.

Assumptions are the Enemy of Good B2B Marketing

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And two of our great clients discovered us through social media content. Human nature causes us to assume that others share our interests, fears and motivations. We tell ourselves: I am an intelligent and logical person – so why shouldn’t others feel and think like me? And if this is the case, I simply have to create promotions that reflect my personal preferences and the orders will flood in. This attitude is reflected in the following types of comments: That offer doesn’t appeal to me. I don’t like that color, so we shouldn’t use it. That marketing media/technique doesn’t work.

B2B Marketing: The Importance of Blocking and Tackling

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Deliver quality content. Marketers need to create a steady stream of relevant web content, for two primary reasons. Here is a great presentation on how to create high quality web content. In addition to creating more content, you should make sure your navigation is intuitive and straightforward. I talk often about the importance of creating a “marketing machine”.

Social Media – Driving Competitive Advantage for B2B Marketers

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Creating and managing social media content can be an arduous task. eMarketing Strategy’s Ruth Stevens, one of the nation’s foremost practitioners of B2B marketing, posted the above graphic on LinkedIn. Based on our experience speaking with many B2B organizations, these results pass the smell test. My only problem with the graphic is the 45 percent who claim they are “getting there.”

Eyeball Share Leads to Wallet Share

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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. Here are a few of the statistics Castain points out: 67% of the buyer’s journey is now done online (SeriusDecisions). There are now 2.7

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

Should You Market to Pain or Persona?

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As we have shown in multiple client engagements, online media can be extremely effective at both identifying pain points and then creating content, offers and lead nurturing programs to convert prospect pain to awareness, leads and revenues.  I just had an interesting conversation about campaign targeting with a really smart client. In other words, to overcome their pain points.

How to Use B2B Marketing to Propel Rapid Sales Growth

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Pay-per-click and/or content syndication are excellent strategies to accomplish this. 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. 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. Drop the timid approach. Stealth marketing delivers mediocre results.

Do You Need to Recombobulate Your B2B Marketing?

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If you are not using pull marketing, social media and/or content marketing, you may want to investigate how these strategies are generating awareness, leads and revenue. 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.” The English language gains a new word. Recombobulate, America.

B2B Marketing: Six Need-to-Know Nuggets

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Rather than my usual practice of writing some in-depth content about a specific subject area, thought I would share some quick thoughts on some important subjects related to B2B marketing and sales. Sometimes there’s just too much going on for a single-topic post! Growth in Technology. He is the real deal, with an impressive career spanning technology, marketing and finance.

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B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Do Multiple Authors Create Better Marketing Content?

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As a firm that creates lots of marketing content for our clients (and ourselves), we deal with this issue quite often. Another danger of the multiple-author process is that your content can end up in what I call “content purgatory,” where it can go from reviewer to reviewer (and back again) until it ends up in someone’s inbox waiting for one last look. Sometimes good marketing content is lost forever in content purgatory, never to be seen by the people who matter – your prospects and customers. Of course you should fact check and proof all marketing content.

B2B Sales and Marketing Trends for 2014

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Trend 1: Increased Importance of Content Marketing. There’s a reason that you see keyword-driven SEO shops desperately rebranding themselves as content marketing experts: The old search engine-manipulating schemes and keyword games are becoming less effective by the day. Smart content marketers offer visual information in addition to text. Trend 4: Mobile Friendly Content.

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. You can download a copy here. Let’s first talk about the action part of the story. Like me, Peters is a huge proponent of the Ready…Fire…Aim principle.

B2B Appeals that Motivate Action

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Note that this content is excerpted from my new book, Winning B2B Marketing. 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. Following are examples of appeals that have proven successful for different types of B2B offers.

B2B Marketing Trends for 2016

They expect content to be relevant, easy to find, and mobile- friendly. B2B marketers are expected to use that data, in combination with new tools for content. relevant and carefully targeted) content. Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. content. B2B Marketing.

Pull Marketing vs. Push Marketing – The Shifting Battleground

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YouTube now requires you to watch short commercials prior to viewing their content. 3. Newspapers that contain ads that are wrapped around the editorial content, so you have to go through multiple gyrations to get to the news stories. 4. Instead of just relying on ads pushing your value proposition, you produce valuable content (through social media and at your website) that solves problems. In the push model, the marketer is seemingly in charge of everything—the timing, content and frequency of promotions. Anyone showing up uninvited.  Here’s the problem.

B2B Social Media: To Connect or Not to Connect

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Rather, we publish lots of content about B2B marketing and spread the word through social media. 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.

B2B Marketing: Do This, Don’t Do That

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Create quality content. If content isn’t the king of marketing, it is certainly the crown prince, particularly when it comes to your website. Quality content is a magnet to attract customers, prospects and partners. But make sure the content you create is fresh and relevant. Easy enough to say but how do you accomplish this. So what should you stop doing?

B2B Lead Management – 6 Best Practices

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Speaking of lead nurturing, David Meerman Scott wrote a very interesting blog post titled B2B Sales Leads are Too Important for Sales People at www.webinknow.com.   I really liked this sentence in his post: “How about warming up potential customers by giving them gifts of valuable content well before the salesperson bugs them by trying to sell something?” Some companies are good at generating B2B sales leads , others are good at qualifying and closing those leads, but the top performing companies, are those that leverage B2B lead management techniques and can do both. 

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

B2B Pull Marketing Takes the Guesswork Out of Timing

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Educate – Have plenty of quality content to educate your prospect. Follow the pull marketing principles I covered earlier: upgrade your website, attract more people at the top of the funnel, give these people plenty of great content, provide offers to turn visitors into leads, and have a solid plan to convert leads into new customers. Make it easy for them to find you.

The Biggest Threat to Your B2B Marketing Success

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If you think you just can’t launch your content marketing plan because you don’t have that fancy automated marketing suite or the top-flight analytics tool, #3 might be the real reason for this objection. Of all the threats to your ability to achieve marketing success, perhaps the most insidious is inertia.  According to Wikipedia, “Inertia is the resistance of any physical object to any change in its motion (including a change in direction).” This basically means that if you are currently doing little or nothing, chances are you will remain that way. But why do we fail to act?

Marketing Resolutions for 2014

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Resolve to accelerate your content marketing efforts. You need fresh and relevant content at every stage of the marketing and sales process. This content will not write itself so put your plan together and get started. will think of some more excuses. will assure my lawyer that I will never again show up drunk at a custody hearing. Resolve to be crystal clear about what you do.

BANT: Is it Still a Useful Tool for B2B lead Qualification?

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By this I mean that you switch your focus from outbound to inbound, offer lots of good content, and let your prospects self-qualify. I just read, and commented on, a thought-provoking article titled Lead Gen: A proposed replacement for BANT. Written by David Green, the premise of the piece is that the BANT formula, for the most part, is no longer relevant. Green’s article has some great advice on how to apply a new model with courtesy and relevance. To refresh your memory, BANT stands for Budget, Authority, Need and Timing. Let your prospects percolate. Promote higher-level offers.

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Is Marketing Passé? You Be the Judge

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Even viral marketing success stories often start with relentless content marketing and sharing of the message through every possible channel. Steve Case, founder of AOL, just wrote an article for Mashable about Facebook’s acquisition of WhatsApp. The article is titled 10 Lessons We Can Learn From WhatsApp. While I am an admirer of Mr. Case and agree with much of what he stated, I sharply disagree with one of his 10 lessons.  To quote from the article: “Marketing is passé. Viral is the new marketing, and great products increasingly sell themselves. And it spread like wildfire.”.

B2B Retargeting – Benefits and Pitfalls

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Have either posted or read social media content related to accounting software. The link can either be to your own content or to relevant third-party content – the prospect sees your ads regardless of whether they have ever registered for one of your offers. In my last blog post, I talked about how to use remarketing strategies to revitalize a stagnant B2B contact list. Chris.

Creating an Effective B2B Marketing Machine

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marketing machine falters when it is idle and the pump must be primed constantly with awareness building, social media, web content and lead generation activities. These contacts are nurtured with content marketing and enticing offers, so that by the time they are ready to engage in the sales process, you are the obvious choice. We refer to this as being “coin operated.”

B2B Marketing Strategy: Inform and Educate

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Rather than act like a relentless promoter for your brand, instead think of yourself as a publisher of useful content. When you unite your brand with strong content such as videos, e-books, white papers and blogs, you’ll greatly enhance your organization’s credibility. The more relevant content you generate the better chance you have of being found via search engines and talked about in social network channels. The title of the article was Educate and Inform Instead of Interrupt and Sell. You’ve got expertise, so share it liberally.

Three Essential Content Marketing Practices

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Content Marketing Essentials. Titled Content Marketing: 3 Essentials , the article boils down the complex subject of content marketing into three essential components. Essential 1: Create your content with a purpose. Essential number two sounds obvious, but how does writing well manifest itself in the context of content marketing? Essential 2: Write well.