5 Practical Content Marketing Tactics to Educate & Inform Your B2B Audience
MAY 5, 2015
In the spirit of educating ourselves on the significance of this festive holiday, let’s take a look at 5 practical content marketing tactics you can take to educate and inform your B2B audience ( we are still in the office until 5:00 pm, after all ): Attend In-Person Events. What better way to deliver valuable information to buyers than to walk a mile in their shoes?
Buyer Roles, Buying Stages, and Perception Challenges
Digital Body Language
AUGUST 3, 2010
In each box, the messages, information, and perceptions that need to flow out to the market can be listed, along with an assessment (red/yellow/green) of whether you are currently being successful in getting those messages out to the market. Tags: leaky funnel Discovery Buying Process Validation Buyer Roles Education Content Awareness
9 Myths about BtoB Marketing by @billblaneyb2b
MAY 26, 2013
You have to know your customers and where they turn for information. (See earlier note on Buyer Personas. Even though the arguments about ROI are ever-present, most will agree that staying in front of customers, touting new innovations, and always selling is a valid use of time. Self Education b2b marketing Bill Blaney content marketing Find New Customers management-best-practices marketing-campaigns sales-challenges social media ” Since we did not have time to cover all the myths about B2B marketing in Bill’s show, I wish to share them with you here.
Review – Five step marketing automation checkup
JANUARY 12, 2016
And when forms are no longer valid, for example in the case of a webinar that is past, make sure the page automatically redirects to a more appropriate location – perhaps a replay of the webinar. Anonymous visitor information gives you tremendous insight into the success of inbound marketing. It’s also a great time to reexamine the marketing programs that you already have in place.
Advocate Marketing Creates B2B Relationships That Lasts A Lifetime
in this digital age, where information accessibility and service-oriented business models favor buyers, it is. this information show improved win/loss rates and shorter sales cycles when comparing deals that. ad, and they are twice as likely to trust them over information found on a firm’s website.4 Participating in challenges that are educational, entertaining, or.
Broadening Your Social Strategy to Attract More Students
MARCH 2, 2016
Our Social Media Benchmark 2015 Report found that the nonprofit / education sector leads the pack in the size of their social media communities. What social media sites do they trust to find information? With so much content to be found, people rely on their social media networks to find quality, credible information. EducationIt's a real time channel with maximum reach.
How & Why to Use Testimonials in Higher Ed Marketing
JANUARY 30, 2014
When students face the decision of which school to attend, they not only require more information than needed for lesser decisions. Testimonials validate any claims by providing evidence from actual students or graduates that the institution’s message is indeed accurate. They also often conform to others’ opinions. It’s a big decision that involves big research.
‘You Killed It’ – 5 Tips to Create a Persuasive Speech
AUGUST 5, 2013
The persuasive speech doesn’t just present information; it seeks to make some kind of change in the audience. They’re used in business, politics and education, and almost anytime someone seeks to direct others’ thinking or behavior. It is up to the speaker to validate the ethics of the speech and maintain integrity in the presentation. Treasury for Tax Policy.
Integrated Marketing Tips from Todd Davison of Demand Frontier
JUNE 26, 2013
Successes aren’t repeatable, failures aren’t used to educate. 4. Validators? With this information you can create a Lead Score: Who do I think my ideal leads are? Exhaust all potential sources of information and research: media companies, analysts, blogs, websites, social network and communities. You have information–figure out how to access it. What’s a win?
15 Tips to Generate More Leads in 2015 (Part 2, featuring tips 6-10)
B2B Lead Generation Blog
JANUARY 19, 2015
For example, if you have a webinar, send them a follow-up email with more information. Don’t sell; educate and help. The content must be educational and helpful. However, third parties can do that work for you and, more importantly, validate what you are doing in the marketplace. So, without further ado, here is Part 2 of the three part series, featuring tips 6-10: 6.
How to Write Headlines That Get Shared And Drive Traffic
APRIL 14, 2016
They are helpful for picking headlines, but they are really just educated guesses. Make sure you pick a winner that’s statistically valid. These aren’t statistically valid results, but this shows what your tests would look like. Listicles frame the information well. They make the information seem more manageable or “digestible.”. Headlines make the blog post.
Content Marketing vs. Stuff Marketing: Do You Really Know What You’re Doing?
DECEMBER 17, 2014
Stuff marketing ignores the conversational and educational opportunities in engaging communities, and just aims to pump out brand messaging and push products. Avenues for External Validation: Content marketing isn’t only about creating assets; it also entails collecting, curating , and collaborating with other sources of value for buyers. Take how humans achieved flight, for example.
Content with Intent: Inform Your Audience
AUGUST 16, 2010
Content to inform. Content to educate. Content to validate. Now that I have introduced the concept as a whole, let's jump right in and look at areas to consider for content that is intended to inform. First, you have to decide what it is that you want to inform people about. That's not informing someone. Now, you can inform people about anything, so for clarity I am going to stick to one area. It's the idea that companies need to inform their customers and prospects alike of just what is going on within the company. by Frank Reed.
10 Reasons to Develop a B2B Blogging Strategy
NOVEMBER 24, 2015
Quality blog posts provide a reason to reach out to potential link partners (site owners and bloggers for example), by showcasing relevant information or expertise, and developing connections through cross-collaboration, and supported thought leadership. 8.) Hopefully your organization is well ahead of performance benchmarks this year. Create opportunities for new SEO keyword strategies.
Smart Agencies Don’t Neglect the Middle and Bottom of the Marketing Funnel
DECEMBER 17, 2015
It often involves working on creative, colorful projects, and offering informative, compelling opportunities at the top of the funnel. People go online to gather information so they can make more informed decisions. Social Media – B2B buyers also frequently use social media channels to seek information and advice about their future purchases. What’s a Marketing Funnel?
17 Things High-Performing Companies Do to Optimize Their Buyer Personas
FEBRUARY 9, 2016
Survey tools are used to identify and validate persona research for both customer and non-customer communities. 8. In addition to internal CRM data insights, extensive external data sources are used to augment internal data, this may include personality attributes, professional details, social indicators, education level, income, and more. 9. Related reading: Why Personas Fail.
Business Buyers Relying More On 3rd Party Content
B2B Marketing Insider
MARCH 26, 2014
New content marketing research by the Chief Marketing Officer (CMO) Council reveals insight-hungry business buyers are increasingly reliant on trusted third-party information to make more educated decisions. It also showed that the sourcing, sharing and consumption of content occurred mostly among three types of informally structured buying groups within enterprise organizations.
Use Digital Content to Shorten the B2B Sales Cycle
Great B2B Marketing
JANUARY 14, 2014
Either way, it behooves you to have well-organized and complete product and services information. But the impact of all the other information you provide will be magnified if you have lots of testimonials and independent reviews available. Assuming your product is not overly complicated – providing this information will help motivate prospects to act more quickly. Case Studies.
10 Customer Experiences You Need To Deliver Today
B2B Marketing Insider
JULY 15, 2015
sources of information to make a purchase decision (Source: Google). Educate and communicate with your customers. They want to be educated on how your stuff can help them – then they will buy! Customers are self-educating, so integrate education and relevant content into their experience. If you don’t educate your customers, then your competition will!
How B2B Marketers Can Build Meaningful Customer Relationships In 3 Steps
OCTOBER 15, 2015
Depending on your business, a low-commitment action might include reading a blog post, watching an informational video, registering for a webinar, subscribing to an email list or providing small bits of personal data in exchange for access to exclusive content. The information is categorized so readers can easily find answers to their specific challenge. Be likeable by being helpful.
B2B Lead Nurturing Myths That Promote Sales Pipeline Leaks
It's All About Revenue
JUNE 22, 2016
If you send the right content that meets an individual’s needs, emails are effective in creating brand awareness, building trust and educating buyers. For instance, they may just be gathering information for a decision they plan to make several months from now. Nurture these leads with information aligned to their stage in the buying process. Lead nurturing works.
7 LinkedIn Marketing Tactics Designed To Boost B2B SEO Performance
DECEMBER 2, 2013
Publications, Projects, and Educational References. The endorsement from others for these skills provides immediate validation and might also act as a trigger for determining relevance for a particular keyword theme. Mike Allton wrote a great article on Social Media Today that provides more in-depth information on why to leverage LinkedIn skills and endorsements for your profile.
Matching Webinar Content to the Buying Cycle: Evaluation and Purchase Stages
It's All About Revenue
NOVEMBER 5, 2014
As prospects increasingly self-educate through the buying cycle, webinars have become a primary source of information that buyers turn to before making a purchase decision. Purchase-stage webinars are about validation, justification and risk mitigation. This post is Part 2 of a 2-part series. You can read part 1 here. Evaluation Stage. Competitive differences. Buying criteria.
Tips From Demand Gen Report’s 2014 B2B Buyer Behavior Survey
It's All About Revenue
FEBRUARY 10, 2014
Are buyers simply accessing information outside of vendor branded environments? A mix of both? Fortunately, B2B marketers are doing a better job of mapping content to specific vertical marketing and roles, so buyers are able to access more relevant information and getting up to speed before engaging with sales. To what do you attribute this?
The Blame Game : Open Rates vs Deliverability
NOVEMBER 11, 2015
The answer, of course, is that we have valuable information that needs to be seen by the whole world, or that’s what we all like to think. This is a valid question, though, and many of you should be asking this of yourselves before sending your emails out. Take an educated guess about a solution. But blaming the ESP may be the wrong response. Next, construct a hypothesis.
B2B Video Marketing Done Right
FEBRUARY 9, 2016
Informative. We’re curious about the products we invest in, and gain validation in our choices when we see an inside view the general public can’t or doesn’t. Sometimes we like a few laughs with our information. documentary like this one from CMI can be a great long-form piece that both entertains and educates. The word these days is content. Explainer.
Guide Your Buyers Through the Customer Journey with Social Media
Modern B2B Marketing
JUNE 16, 2016
With a s much as 90% of a buyer’s journey being self-directed, according to Forrester Research’s 2015 report, “Don’t Let Muddled Messaging Compromise Customer Experience,” it’s clear that the modern customer journey now begins with self-education. Learn more about a brand, product, or company and educate themselves on possible purchases. Be authentic.
Your Baby’s Ugly and Other Difficult Things Marketing Consultants Have to Tell Clients
B2B Marketing Traction
DECEMBER 12, 2014
The best thing to do in this situation is educate the client about the importance of planned, integrated marketing, understanding the audience, and crafting strong marketing messages that stress benefits and solutions to prospective customers’ pains and problems. Stop the business planning: your new product idea is already being done or isn’t valid. Your baby’s ugly.
10 B2B Growth-Hacking Tactics for Lead Generation
APRIL 13, 2016
Create content that is shareable and embeddable such as e-books, whitepapers, case studies, webinars, informative article posts, and slideshares. Make it easy to for people to share your content, as social validation has a direct effect on search engine rankings, especially in Google. 2. Offer educational articles that provide solutions to problems faced by your target audience.
Who Is Your B2B Customer & How Do They Find You?
MARCH 6, 2014
C-level executives need to stay informed about their target audiences, and the best B2B marketers find ways to make sure that understanding scales across the organization. The description of your B2B buyer should be based on collected data that may include education, income, favorite activities, age, gender, etc. ” Validate the Persona. Image Credit. Image Credit. Video.
It’s More Than a Job – 3 Ways to Maximize Internships
FEBRUARY 4, 2016
Additionally, for employers looking to hire interns, 51 percent of interns are seeking full-time employment and job retention is higher with those who interned versus than those who do not, according to a recent Forbes article, “ Internship Wish List: The 12 Things Students Value Most” More validation for the value of an internship program, this time as it relates to the employer.
3 Steps for Effective Sales Lead Follow Up (none are the Hail Mary)
APRIL 28, 2015
You have, no doubt, read that prospects are impatient with sales reps that ask a lot of discovery questions (especially if the information can be found with a little research). When (notice I said when, not if) you go to LinkedIn for background information, look for recommendations made by your contact’s peers. Review all information provided. Exciting when it works. Period.
The Top 10 Do’s and Don’ts of Email Marketing
NOVEMBER 17, 2015
Monitor Bounce Rates: In addition to monitoring bounce rates as part of the overall metrics you analyze to make more informed decisions about your email marketing strategy, you’ll also want to pay close attention to them individually. Some highlights include not using misleading or false information, including a valid postal address and promptly honoring opt outs.
White Papers are Not Dead. They’re on Life Support.
MARCH 27, 2013
The original purpose of white papers as a B2B marketing tactic was to produce objective information, packaged as quasi-academic research, that might validate a company’s or product’s value proposition. White paper sponsors sought to educate, inform, raise comfort levels and eventually initiate sales conversations with prospective customers. Executive Review?
A Simple B2B Marketing Framework
Everything Technology Marketing
JULY 10, 2010
This way you increase customer centricity and make sure that strategy and tactics are mapped to the buying process your customers perform (stages: unawareness, pain recognition, understanding how to solve the problem, identifying and selecting the right solution and vendor, validating the choice and acting on it). But that's content for another blog post.
Lead Generation: A Beginner's Guide to Generating Business Leads the Inbound Way
FEBRUARY 11, 2016
In other words, instead of getting a random cold call from someone who purchased your contact information, you'd hear from a business or organization you've already opened communication with. Essentially, a lead is generated through information collection. Although it's not a lot of information, it's enough for a business to know that someone has interest in their company.
Assessing the Buyer's Toolkit - 10 examples
Digital Body Language
MARCH 6, 2009
Each marketing asset helps a prospective buyer learn about your solution, but often in very different ways, from high level thought leadership when a buyer is in a market awareness/education phase, to education on capabilities when a buyer is in the vendor discovery phase, through to final validation of vendor selection.
The Risk of Stripping Down Customer Case Studies
Stories that Sell
DECEMBER 17, 2014
People need a LOT of information to make a decision. If someone is going to spend hundreds of thousands or millions of dollars on buying a product or service, then they assuredly need plenty of information to support the decision. What information did you need? Validate - A case study shows that real customers are seeing real results. And not just in printed material.
The Strategic Planning Checklist for Content Marketers
JANUARY 19, 2016
You’ve got everything in hand you need to be wildly successful—the right information, people and delivery mechanisms. Are you interviewing actual customers to validate personas? More educated customers? Do a basic SWOT analysis, then use tools such as Buzzsumo and Moz to validate your qualitative research. 5. Can you guess where the arrow will land? More sales? goals.
Using Purpose-Driven Content To Create Buyer Experiences
B2B Marketing Insider
JUNE 2, 2015
It’s no secret that the information pools that buyers can tap are overflowing. Just because we have the tools and technology to see every digital body language movement doesn’t mean that we’re able to develop something valuable from that information. The buyer went from awareness to customer to validation and then education because of the need to solve an immediate problem.
The New Market for Social Media Consultants
grow - Practical Marketing Solutions
OCTOBER 2, 2012
For example, they found that making information available via social media could reduce the time workers spend searching for information by 35%. Education and training —Most social media consultants have worked with a customer whose employees weren’t familiar with social networking, and weren’t comfortable with it. Education and training are essential in both environments.
Strike Gold: How to Find Leads with External Intent Data
Modern B2B Marketing
APRIL 5, 2016
Predictive lead scoring, personalization engines, and segment builders have evolved to help marketers find qualified leads and salespeople pursue them, but they can sometimes fall short on accurately delivering on the “Attention” and “Interest” areas of target audiences, making the success of “Decision” and “Action” at best an educated guess.