Features - B2B Marketing Zone

Features, Functions, and Benefits Are for Closers

Sales Engine

JANUARY 7, 2016

But features, functions, and benefits are only for closers. Only at the middle and bottom of the funnel (when you’ve qualified and are in negotiations with a prospect) will it be okay to inform them about the features, functions, and benefits of your solution.

Top of Funnel

Top of Funnel Features B2B Thought Leadership Digital Marketing Funnels

We know you don’t want to talk to sales people, so don’t.

Sales Engine

MAY 11, 2016

For over ten years now, there’s been a gold rush in marketing automation technology with some fantastic features that make it a must-have for any B2B company engaged in content marketing. Mike Vannoy, co-founder and COO of Sales Engine talks about how this has happened in the marketing automation industry.

Webinar Metrics

Webinar Metrics Sales Qualified Leads Demand Generation Agencies Marketing Automation Services

How can you produce content for me when you’re not an expert?

Sales Engine

AUGUST 10, 2016

It’s a fair question, but I would argue that it’s also the wrong question because It speaks to how content has been produced up until now, which was largely based on on features, functions and benefits of the product or service set.

B2B Thought Leadership

B2B Thought Leadership Thought Leadership Content B2B Sales

How can you produce content for me when you’re not an expert?

Sales Engine

NOVEMBER 30, 2015

It’s a fair question, but I would argue that it’s also the wrong question because It speaks to how content has been produced up until now, which was largely based on on features, functions and benefits of the product or service set.

B2B Thought Leadership

B2B Thought Leadership Thought Leadership Content B2B Sales

Want more qualified sales conversations? Give marketing a quota…and some writers

Sales Engine

NOVEMBER 9, 2015

We were able to achieve over 15,000 hits to our website, and we were being featured in some big national publications. Several years ago, we made some significant investments in marketing after we’d purchased a marketing automation system, and the idea was to gain as much market traction as possible.

Sales Qualified Leads

Sales Qualified Leads High Quality Lead Conversion Paid Search Agency

The fastest route to success requires lateral thinking.

Sales Engine

JANUARY 25, 2016

Note that you don’t see a can of Redbull on the homepage and a menu system that leads you to learn about the drinks features and benefits or the different ways you can use the product. Stay with me for a sec…I know Redbull is a Business to consumer company but I think us B2B marketers can learn a lot from the trends in B2C.

Enterprise Management

Enterprise Management Marketing Management Marketing Automation Services Sales Qualified Leads

How to think differently about B2B Content: Interview with Florence Quinn

Sales Engine

APRIL 14, 2016

As a 25-year veteran owner of a public relations firm in New York and Miami, Florence Quinn has certainly seen some changes in the various ways that brands promote their stories. “In In the early days it was all about quantity of clips,” she says.

B2B

B2B Blogger Content Public Relations

The best content marketing blends old, new, and what’s next

Sales Engine

JANUARY 14, 2016

Plan your story: Are you going to write a blog post, white paper or news feature article? Get news coverage for your study, white paper or news feature – when warranted. Did the news feature win favorable recognition for your client in the local newspaper or on CNBC or Fox Business Channel? What worked, and what didn’t?

Planning

Planning Content Marketing Best Practices Content

Brawn vs. Brains: Shifting Your Content Strategy for a Noisy World

Sales Engine

JANUARY 28, 2016

A typical business magazine is going to contain feature articles with in-depth commentary and department articles that serve as the how-tos and listicles, so it serves both masters. The difference is in the packaging; with an elevated level of content in the feature articles, you’ll engage with new audiences over time.

Webinar Metrics

Webinar Metrics Marketing & Strategy Content Paper

Digital Marketing Requires Different skills

Sales Engine

JUNE 16, 2016

Most of that knowledge actually sits within the sales, product management, or executive teams— the same people that probably don’t have the writing skills and the time to produce a weekly blog for the organization.

Paid Search Agency

Paid Search Agency Trade Show Marketing & Strategy Public Relations

Why Perfect Branding Isn’t Enough to Connect with Buyers

Sales Engine

NOVEMBER 3, 2017

They go online to do their own research, compare prices and features, and make purchases. Today’s B2B Sales Cycle This B2B dynamic has changed, however. These days, buyers aren’t returning phone calls from anyone—great branding or not. Search engines are the new outlets for information, and Sales has less influence.

Branding

Branding Brand Identity Budget Programs Marketing Automation Services

4 Simple Strategies to Guarantee Content Budget Approval

Sales Engine

DECEMBER 28, 2015

Features, Functions and Benefits Are for Closers Seriously, if you’re still talking about how great your products and services are in your content marketing efforts, please stop. It’s just not going to help you at the top of the funnel.

Budget Programs

Budget Programs Top of Funnel Marketing Budget Webinar Metrics

Why Perfect Branding Isn’t Enough to Connect with Buyers

Sales Engine

MARCH 13, 2017

They go online to do their own research, compare prices and features, and make purchases. Today’s B2B Sales Cycle This B2B dynamic has changed, however. These days, buyers aren’t returning phone calls from anyone—great branding or not. Search engines are the new outlets for information, and Sales has less influence.

Branding

Branding Brand Identity Budget Programs Marketing Automation Services

Why Perfect Branding Isn’t Enough to Connect with Buyers

Sales Engine

MAY 12, 2016

They go online to do their own research, compare prices and features, and make purchases. Today’s B2B Sales Cycle Has Changed These days, buyers aren’t returning phone calls from anyone—great branding or not. Search engines are the new outlets for information, and sales has less influence with these top-of-funnel shoppers.

Top of Funnel

Top of Funnel Branding Brand Identity Budget Programs

6 Reasons Your Content Marketing Isn’t Really Working

Sales Engine

APRIL 13, 2016

It has to do with your features, functions and benefits, and certainly not “buy from me now” messages. The right approach to content development is to identify the high probability pain points that your prospect is experiencing and develop content that helps them get rid of that pain.

Top of Funnel

Top of Funnel Content Marketing Lead Ranking Digital Marketing Funnels

What Can a B2B Marketer Learn From a 150-Year-Old Museum?

Sales Engine

JANUARY 12, 2016

Sometime in 2011, the Metropolitan Museum of Art in New York City decided that it could not rely on its 150-year history to acquire new audiences—they needed to launch a massive digital initiative.

B2B Marketing

B2B Marketing Paid Search Agency B2B Storytelling

What Can a B2B Marketer Learn From a 150-Year-Old Museum?

Sales Engine

JANUARY 12, 2016

Sometime in 2011, the Metropolitan Museum of Art in New York City decided that it could not rely on its 150-year history acquire new audiences—they needed to launch a massive digital initiative.

B2B Marketing

B2B Marketing Paid Search Agency B2B Storytelling

Matt Spangler of Compass Disrupts an Industry With Content Marketing

Sales Engine

MARCH 3, 2016

Coming from a creative agency and media production background that includes Tribeca Enterprises (owners of Tribeca Films and the Tribeca Film Festival), Matt Spangler was looking for an opportunity to apply his skills to disrupt a larger industry.

Paid Search Agency

Paid Search Agency Content Marketing Storytelling Advertising Agencies

Matt Spangler of Compass Disrupts an Industry With Content Marketing

Sales Engine

MARCH 3, 2016

Coming from a creative agency and media production background that includes Tribeca Enterprises (owners of Tribeca Films and the Tribeca Film Festival), Matt Spangler was looking for an opportunity to apply his skills to disrupt a larger industry.

Paid Search Agency

Paid Search Agency Content Marketing Storytelling Advertising Agencies

B2B Marketing Zone

Sales Engine

Features, Functions, and Benefits Are for Closers

We know you don’t want to talk to sales people, so don’t.

Trending Sources

How can you produce content for me when you’re not an expert?

How can you produce content for me when you’re not an expert?

Want more qualified sales conversations? Give marketing a quota…and some writers

The fastest route to success requires lateral thinking.

How to think differently about B2B Content: Interview with Florence Quinn

The best content marketing blends old, new, and what’s next

Brawn vs. Brains: Shifting Your Content Strategy for a Noisy World

Digital Marketing Requires Different skills

Why Perfect Branding Isn’t Enough to Connect with Buyers

4 Simple Strategies to Guarantee Content Budget Approval

Why Perfect Branding Isn’t Enough to Connect with Buyers

Why Perfect Branding Isn’t Enough to Connect with Buyers

6 Reasons Your Content Marketing Isn’t Really Working

What Can a B2B Marketer Learn From a 150-Year-Old Museum?

What Can a B2B Marketer Learn From a 150-Year-Old Museum?

Matt Spangler of Compass Disrupts an Industry With Content Marketing

Matt Spangler of Compass Disrupts an Industry With Content Marketing

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