Great B2B Marketing

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Lower the Cost and Boost the Productivity of B2B Sales

Great B2B Marketing

Given the enormous cost of recruiting, training, managing and retaining sales talent, this should represent a red flag for many companies. I get a chance to work with many B2B sales executives, and from a marketer’s standpoint, I believe four major problems contribute to a high cost/low performing sales organization: Poor alignment between the marketing and sales functions. Last month, David Brock, president of Partners in Excellence, published an excellent article titled A Frightening Look At the Cost Of a Sales Person.  The average tenure of a sales manager is 19 months.

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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. As an example of why this is important, imagine two very different sales models: In the first example, awareness is created and generated leads are fed to a business development function. This imbalance leads to two negative consequences.

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Commerce Interrupted – Four Barriers That Stop Your Prospects from Becoming Customers!

Great B2B Marketing

Process – I once worked as a marketing manager in the business process management (BPM) space, even earning a BPM practitioner certificate from AIIM.  Just as a software developer thinks his/her computer program is intuitive and easy-to-use (despite user claims to the contrary), so, too, does the marketing and sales team often think they have created a seamless buying process.   There are three primary objectives of a marketing campaign: Find qualified prospects (potential buyers). Create desire within these prospects to purchase your product or service.

B2B Marketing: Do This, Don’t Do That

Great B2B Marketing

Here are three ideas to get started: Stop doing what doesn’t work. For example, when we develop a brand promise and positioning platform for a client, it is always with the thought that it will consist of messaging that has relevance two to three years from now as well as today. Easy enough to say but how do you accomplish this. Create quality content. So what should you stop doing?

B2B Marketing Trends for 2016

great example is Moz’s Web Developer’s SEO. Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. There will be more companies developing SLAs between sales and. Developed, optimized and.

Do You have the Right B2B Marketing and Sales Model?

Great B2B Marketing

For example, the business may utilize a direct sales model when a full or hybrid channel model would work better. Or there may be resources such as inside sales (sales development) and the Web that are not being used effectively.    . For example, the direct sales model will probably work best for increasing the average transaction size, but it will also be the most expensive on a per-transaction basis. Any conversation about the right marketing and sales model needs to start by acknowledging that there are three major ways to accelerate revenue. .

Why Your Long-Forgotten Boilerplate May Hold the Key to Your Marketing Strategy

Great B2B Marketing

When I’m working on a page for the new website, the first thing I do is cut and paste that boilerplate into my Word file. Define your position as a key part of your marketing strategy and then mercilessly reproduce that value message, in some form, every time you’re developing new content. Perhaps some of you have participated in scenes like this: your B2B company needs some marketing boilerplate copy—you know, the stuff that appears at the bottom of press releases, in the “About” section of your home page or on some evergreen sales collateral.

Five Great Ways to Drive Brand Engagement

Great B2B Marketing

Following are five things every organization should do to communicate their brand clearly and stay ahead of the pack. 1)      Will Work For Followers. Your employee communications have to be as accurate as a McIlroy putt; as fully developed as Phil Mickelson’s short game; and as powerful as Tiger’s drive in his prime.  You continue to improve and work hard at getting better. Every year, millions tune in to the PGA Championship, where golf’s finest duke it out on the green and golf enthusiasts cheer the winners and sometimes, even the heartbreaking losers. Publicly.

Marketing Strategy: Too Broad, Too Narrow or Just Right?

Great B2B Marketing

One of our Fusion Marketing Partners teammates worked for a company whose small C-level and business development team had dozens of potential deals cooking, not one of them anywhere near the one-yard line. If it worked, the company would have been awash in cash. Getting your marketing strategy just right is critical for B2B marketing success.

B2B Marketing Trends for 2016

great example is Moz’s Web Developer’s SEO. Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. There will be more companies developing SLAs between sales and. Developed, optimized and.

How to “Engineer” a Marketing Fiasco

Great B2B Marketing

Encouraged by their first few orders, the company promotes those engineers or product developers to fill the marketing and sales roles. This seldom works. Here’s the all-too-common scenario: A team of highly skilled engineers rolls out a product that passes beta and actually starts to get some traction (usually be networking with people they already know). Who better to sell the product than the person who built it? Besides, the product is so good, it will sell itself, right? We have seen a few companies luck out and have this scenario come true. Let your engineers design.

Don’t Drop Your Drawers on the Web – by John Leavy

Great B2B Marketing

Once the account is created a person can add a Photo, their Religious and Political Views, Education and Work Information along with what Groups they belong to. Organizations should develop a social media privacy policy before letting their employees jump into the “potentially” deep end of the pool. The title “Don’t Drop Your Drawers on the Web” may seem harsh at first; the provoking title is really meant to get your attention. little vigilance is in order. Keep in mind, telling someone or a community of people, your location also lets them know where you are not. . On Facebook.

Outbound Marketing versus Inbound Marketing by John Leavy

Great B2B Marketing

Take the time to develop some inbound and outbound prototype campaigns and measure the results to see which one’s work best for the clients you’re trying to reach.  Be prepared to change or drop campaigns that have been successful in the past.  .   “ In marketing there are those who satisfy needs and those who create wants. ” – Juan Carlos Castillo.  . There was a time when the housewife relished the thought of a salesman knocking at the front door; excited to see the latest technology for cleaning the floors. Commercials never appeared during the show. Those days are long gone.

Socialize your videos for business development


It feels forced, message-y, and sales-y; kind of like commercials on TV. H ere are some ideas for creating videos for business development and sales that fits naturally into the way today’s buyers communicate. They don’t want testimonials, they want to find out how your solution works for people like them. Video Content for Business Development is Just a Video. Video blogs.

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

The term, audience development , has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. Questions I often receive when working with CMOs specific to B2B.

B2B Marketing Trends for 2016

great example is Moz’s Web Developer’s SEO. Ambal Balakrishnan, Head of Marketing and Strategy, Click Documents [link] B2B Marketing Trends for 2016 9 Take Content Marketing to the Next Level Get Over Our Fear of Video 75% of executives watch work-related videos at least once a week, and. There will be more companies developing SLAs between sales and. Developed, optimized and.

Why Employee Development is Important


When was the last time, if ever, you had a clear direction for career development with defined goals? If you never have felt that way, or if it’s been a long time since you’ve felt warm and fuzzy about your work situation, I’d take a guess and say that you are probably looking around for a new gig. Blog employee development employee satisfaction Engagement Harvard Business Review

10 Reasons to Develop a B2B Blogging Strategy

KoMarketing Associates

Matched with keyword research , develop an editorial calendar that tackles topics related to keyword strategy that your site’s SEO strategy is lacking visibility for. 2.) Provide thought leadership in support of business development initiatives. These posts can often be used in reference, before or after business development discussions. 4.) Final Thoughts.

The B2B Sales Development Rep's Guide to Data Management

Sales Prospecting Perspectives

It doesn’t hurt to also start developing steps to improve and enhance your performance at work to make this year even better than the last. One way to improve in the New Year is to start at the foundation, and for many of us B2B sales development reps, that means cleaning up the database. CRM Sales Tools Data Management List Development Consistency is key! 3.

Crafting content that works


For too many marketers, content marketing doesn’t work. Here’s a guide to crafting content that really does work. If you can weave a narrative through the individual items you publish and through your work as a whole, you’ll grab your audience’s attention in a way few other approaches can match. The post Crafting content that works appeared first on Biznology. It should.

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11 Top Tips For Developing YouTube Influencers


The cost of working with YouTubers is highly variable. But most small- to medium-sized businesses can do very well working with a number of smaller channels, if the right strategy is executed. You think you know what works best for your product on YouTube, but you don’t. Products can do very well by working with niche channels, if the best practices are followed.

How to Develop an Effective Naming Architecture

CMO Essentials

Organizations most frequently need to develop a naming architecture when they are newly formed or have merged with another organization and need to clearly present a new or combined set of capabilities and offerings. There are typically four steps to developing a simple and effective naming architecture: 1. Portfolio modeling. Name selection criteria. Naming frameworks.

The art and science of developing an enterprise content strategy

grow - Practical Marketing Solutions

But how does a company develop a comprehensive content strategy that serves millions of customers and thousands of enterprise-level partners? Mark: One of the things I admire about you is that you were one of the first people I worked with that understood the importance of social influence. We’re looking at developing content models. Do you primarily lead or respond?

Why Every Marketing Leader Should Develop A Marketing Technology Roadmap


Fifteen years ago marketers began investigating whether technology could help solve the problem of marketing teams working in silos with separate assets, data and reporting. And using revenue as a North star, known as pipeline marketing , enables marketers to develop a competitive advantage through new marketing technology. But how do you manage a martech stack? Well it does, kind of.

Digital Developments in Event Marketing


But these days, business events are taking off in new directions, empowered by advancements in digital technology.  I’ve been keeping an eye on some of the new developments, and happily share a few here. . That’s including sessions, speaker bios, maps, the works. What new digital developments are you seeing as part of the business event marketing mix? Getty Images via @daylife.

5 Common Misconceptions About B2B Content Marketing Development

KoMarketing Associates

As the popularity of content marketing continues to grow, its misconceptions about what works and what doesn’t also continues to increase. There’s several different strategies for creating a social media editorial calendar , but what works for many businesses is to assign each day of the week a specific theme, and to stay with that. Once you write it, you’re done.

How to Work With a Developer: 6 Tips for Improving Your Relationship


You just hired your first developer. But before you start putting work on their plate, you should know that developers are a special breed of people. (I am one, so I can totally say that.) To set both yourself and your developers up for success, we've outlined six tips for building a more productive working relationship. Neither can your developer. Slack.

Are You Addicted to Work? [Flowchart]


How many of you out there wrestle with the urge to work outside of normal working hours? If you have a hard time taking a break from work to the point where your physical and mental health are on the decline, it's very possible you're actually addicted to work. Working too much might not sound like a serious problem. So, are you addicted to work?

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Best Practices For Identifying And Developing Marketing Personas For ABM


To create great personas that will help both your marketing and sales teams be successful, you must understand how to do two things: 1) identify your multiple personas and 2) develop each of their profiles. Once you talk to a few customers, you’ll start to identify trends in how your customers and prospects work. Developing Persona Profiles. Identifying Marketing Personas.

5 Steps to Successfully Build Your Company's Sales Development Efforts

Sales Prospecting Perspectives

Whether they''re Sales Development Representatives (SDRs), Market Development Representatives (MDRs), or simply inside sales, their role is a critical and strategic part of an efficient, scalable sales process. And when do they give up and work other leads instead? What are your best B2B sales tips for building a sales development team? Do the math. Build a process.

How to Motivate Your Sales Development Team through December Holidays

Sales Prospecting Perspectives

What December brings to the operations team is an opportunity to come up with some creative ways to manage our sales development team. Every year we work for the DARE home for children and the whole company signs up to donate gifts to kids in need. Management and SDRs working together to define a strategy around targeted mass emails and call blitzes can go a long way in December.

5 Best Productivity Tips to Maximize Sales Development Reps' Time

Sales Prospecting Perspectives

As sales development reps, our time is precious. Planning out your day as a sales development representative is a must, especially if you are working on multiple projects. In today’s world, calendars are easily accessible on your computer, smartphones, and tablets, and this is something sales development reps should use to their advantage. Lay out your day; have a plan.

7 Ways You're Letting Guilt Sabotage Your Work


And it’s killing the quality of our work. Ways You're Letting Guilt Sabotage Your Work. 1) You feel like you can’t take a break. What if my colleagues think I’m weird, or that I'm not getting my work done? uckily, I work somewhere that encourages taking that time to breathe, and has resources in place to support it. How many of you out there work best under pressure?

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3 Tips for Marketers Developing Training Materials


Whether it is the launch of a program, campaign, product, or instructional how-to’s, as marketers we’ve most likely developed training materials and conducted training sessions for members of our organizations. Developing the right kind of training materials (well-done and engaging) is essential in helping others understand and connect with your messages. Seriously.

How Can Marketing and Business Development Work Together to Maximize Results?


But, how do these departments and key attributes effectively work together to increase a firm’s ROI? While each department has its separate “duties” and functions, ultimately, they must work together to support the firm’s overall goal -- to grow the business. What Happens If Marketing and Business Development Are Unbalanced or Uncoordinated?

New Developments in B2B Loyalty Marketing


Let’s look at the traditional approaches to retention marketing in B2B, plus some new developments in loyalty marketing being adopted by B2B marketers today, including social media and gamification. . But as buying has become more complex, businesses have developed additional strategies to deepen customer relationships and engender loyalty.  Photo credit: Wikipedia.

Developing an Integrated Content Marketing Strategy that Works – Guest Post

Fearless Competitor

Maybe there are a few things in here that will help you as your develop out your content marketing strategy. Content curation  is the concept that we become the “expert filter” for our customers and deliver the best of what the industry has to offer, similar to a museum curator who presents only the best works of art. Full bio follows the post.). Thank you for this great post, Joe.

The Art of Turning Off: 7 Ways To Do Your Best Work (By Forgetting About Work)


Creative work takes a tremendous amount of energy. So much energy, in fact, that “turning off,” or forgetting about work for a period of time can feel counterproductive to a marketer who is set on creating something engaging and effective – especially if they’re under a deadline. Basically, “turning off” means taking a break from work -- and not thinking about it while you’re away.

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How to Work With Difficult People [Infographic]


Management Leadership Professional Development Daily IGSSWhen people think about becoming managers, many assume it's going to be all sunshine and roses. They'll have more responsibility! They'll get to help people grow! They'll get to shape the future of their company! They might even get a raise! But when they actually become managers, reality can be shocking.

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Marketing Minds: Chris Pinkerton – VP, Enterprise Development, Media & Research @ Mediative

Puzzle Marketer

Chris Pinkerton VP, Enterprise Development, Media & Research  @  Mediative Chris works with teams of marketing, branding and technology professionals to improve a companies interactive marketing, online sales, and clicks to bricks approach. One of the best ways to evolve as a marketing professional is to generate, collaborate, and nurture ideas among like-minded peers.