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B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

In fact we work closely with the management teams of numerous B2B product and services companies to build and help execute a marketing strategy that fits their industry and their sales model. Knowing the most effective tactics can help you refine or enhance your strategy. Higher cost push marketing programs such as Pay-Per-Click help supplement the lead flow.

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How to Rejuvenate a Troubled B2B Brand

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This is a step where you may benefit from outside help. Two months ago, I wrote an article titled The Economic Value of Your Company Brand. The theme of the post: No matter the size and scope of your company, the brand position you hold with your prospects and customers has monetary value in terms of sales, stock prices and even employee retention. Decide where you want to be in five years.

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B2B Content Marketing That Drives Results

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People buy from companies they know and content can help you get known. Quality content helps web searchers find you quickly. Good content helps prospects learn about your products and services and self-qualify themselves. Make the effort today and begin creating good-quality B2B content that will help you meet your marketing goals and drive solid business results.

Six Fast Ways to Improve Your B2B Copy

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Every few months I get the urge to focus my blog post on the subject of copywriting – specifically, how to write B2B copy that achieve the intended results. I do this not only to help the readers of my blog, but also because I need the useful reminders myself on how to communicate in the most effective manner. Assume everyone is as busy as you and get to the point quickly.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Assumptions are the Enemy of Good B2B Marketing

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If you found this post helpful you might want to also read that one. 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.

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How to be a Great B2B Marketing Coach

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Here are six strategies to help you accomplish this: Don’t keep running the same plays. In honor of Super Bowl week, I thought I would explore just what it takes to be a great B2B marketing coach. Hopefully you won’t have to deal with issues like injuries and deflated footballs. By same plays, I mean that you don’t mix up your media or messaging. Don’t practice a “Prevent” Defense.

B2B Marketing: The Importance of Blocking and Tackling

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When creating a B2B marketing machine, it helps to be smart and creative. I talk often about the importance of creating a “marketing machine”. By marketing machine, I mean a systematized process for creating awareness, generating B2B leads, qualifying prospects, and converting them into sales opportunities. There is both an art and science to creating an effective B2B marketing machine.

Would Writing a Book Help You and Your Business?

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I just published my fifth book, Winning B2B Marketing.  Being a glutton for punishment, I seem to get the urge to do this every five years or so. Fortunately, each book project gets easier because you learn to write faster and you can leverage material from previous books. I’ve been asked by colleagues and clients about the book writing process and whether or not it is worth it. Psychic benefits.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

Why You Need to Be Hooked on Your Customers

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As a marketer, my job is to help organizations with the front parts of the process: establishing brand awareness, generating inquiries, turning raw leads into qualified opportunities, and so forth. I just read the brand new book by Bob Thompson: Hooked On Customers: The Five Habits of Legendary Customer-Centric Companies. This is where Bob Thompson’s excellent book comes in.

Important Lessons for Working with Channel Partners

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They want you to bring them prospects and then require you to help them close the deal. Of course you need to practice judgment – you don’t want to invest major resources in potential deals that have only a minor upside, but there are many ways you can help partners in a cost-effective way. It can be a compelling proposition to have external companies working for your success without the heavy investments necessary to build, equip, and train an internal sales organization – particularly if you need to reach a broad geographic area. Lesson 2 – Win-win scenarios are crucial.

Marketing Analytics – Measuring What Matters in B2B

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All the marketing analytics in the world won’t help you if you don’t have your marketing act together. Here are four we typically focus on for our B2B clients: Cost per lead Cost per customer acquisition Conversion ratio of inquiries to qualified leads Conversion ratio of qualified leads to sales I hope you found this information helpful. The author, Ruth Stevens, talked about the difficulty of linking B2B sales with specific marketing touch points. The question is: Do you attribute the sale to the first prospect response, the last, or some weighted model? Carpe Occasio.

5 Characteristics of a Winning B2B Marketer

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There are a few characteristics that will help you not only survive, but thrive—regardless of any shifts in the changing marketing landscape. Following are five key characteristics that will separate you, as a winning B2B marketer, from the has-beens and also-rans. Winning B2B Marketer Stops What is Hurting. The first road to improvement and setting the stage for success is to stop doing that which hurts you or which does not make a positive contribution. Remember that everything has an opportunity cost – is there something more productive that you could be doing?

10 Critical B2B Sales and Marketing Metrics – Part 2

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This will largely be outside the scope of the marketing department, but you can certainly help your sales colleagues by providing sales support and enablement tools. In my last blog post , I talked about the first five of the 10 most critical B2B marketing metrics.  Just to recap, they are: Cost per new inquiry. Conversion of inquiries to qualified leads. Cost to acquire a new customer.

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 Marketing Leaders: 3 Things that Can Hurt You (And Your Company) in 2015

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My recent post on how to align sales and marketing plans will help you in this area. The transition to a new year can be a perilous time for B2B marketing organizations. Sales managers, finance people and CEOs are gathered in rooms or on conference calls having tough conversations about priorities and funding for the new year. Why don’t we cut the marketing budget by 20 percent?”.

B2B Sales and Marketing Trends for 2014

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In the rapidly evolving B2B arena, knowing the key trends can help you refine, adjust or enhance your strategy. Offering your prospects high-quality content that helps them meet their challenges, find better solutions, and do their jobs better will be key in 2014. This gives the FMP team and me the ability to track the most significant issues facing marketing and sales professionals.

How Popular Clichés Apply to B2B Marketing

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However, in my opinion, we’ve let a lot of helpful tips go by the wayside – in other words, we’ve thrown the baby out with the bathwater. By the way, sorry for the overuse of clichés in the preceding paragraph, but hope it helps you get the idea. Ever since the end of the 1990’s, there has been backlash against the proliferation of clichés in the business world. The new kid in school.

B2B Appeals that Motivate Action

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Financial – The financial hot buttons of your prospects can be pushed two ways: first, by demonstrating how your product or service will save money, and second, by demonstrating how your product or service will help generate more income. Napoleon Bonaparte said, “There are two levers for moving men: interest and fear.” Generate Leads Inbound Marketing Marketing Motivation

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

Pull Marketing vs. Push Marketing – The Shifting Battleground

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the question becomes: How can I help people solve their problems? Rather than fight this reality, just accept who has the real control—and find the best ways to help people buy in the way they want to buy, instead of the way you want to sell to them. Even though I make my living as a marketer, I get as bothered as any other consumer by the constant intrusiveness of unwanted promotions. The abundance of unsolicited marketing pitches from TV, radio, Internet ads and other media exasperates me daily. Here are a few examples of irritating push marketing techniques: 1.

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8 Reasons Why We Fail to Make the B2B Sale

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hope this information helps you and your company achieve a better level of sales success. I mostly write about B2B marketing issues, but am often asked by my clients to consult on issues related to sales performance. One of my key mantras is that you must have your B2B marketing and sales plans and processes fully aligned. You haven’t sold the value. The risks outweigh the benefits.

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B2B Social Media: To Connect or Not to Connect

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By contrast, my wife is in a profession where networking is not particularly helpful, so she chooses not to spend her time on 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. Think of these people as highly responsive networkers. Do you mind having a public persona? 

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

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They know where to find prospects, or better yet, they help prospects find them, which is the essence of effective inbound (pull) marketing.   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. Remove all barriers to the purchase process. Many B2B and B2C companies do a good job at the first two objectives. They also know how to write clever promotional copy and create compelling offers. You get a response, but it doesn’t answer your question (e.g.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

The Biggest Threat to Your B2B Marketing Success

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If you have a gnawing realization that there are big things you need to be doing (for your company or yourself), but are held back by some inner demon, Pressfield’s book could help you like it did me. 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? Resistance.

Marketing Resolutions for 2014

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And don’t worry about whether or how your outreach is reciprocated – the fact that you reached out is what is most helpful. Someone sent me a list of “unusual New Year’s resolutions” and I found two to be particularly interesting: I will not bore my boss with the same old excuses for taking leave. will think of some more excuses. You can read about our top five 2014 marketing trends here.

Is Marketing Passé? You Be the Judge

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Some good luck is also helpful. 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. WhatsApp built its massive audience with no traditional advertising or marketing. And it spread like wildfire.”. and having the right gene pool.

Creating an Effective B2B Marketing Machine

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The message doesn’t have to be outstanding (although that helps), but it must be repeated again and again, across multiple media. ” This comment resonated with me because it perfectly sums up our philosophy of B2B marketing. We refer to this as being “coin operated.” The key to creating a true sales and marketing machine is to be very intentional about the process.

B2B Marketing Strategy: Inform and Educate

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When you provide potential clients with credible, helpful information, and making it easy for them to buy when they are ready, you are practicing effective pull marketing. Inform and educate and always remember that it is far easier and more profitable help people buy what you are selling than it is to sell them.  David Meerman Scott, a prominent author and speaker in marketing and leadership, recently posted a blog entry with some valuable information on how companies ought to be reshaping their web strategy. You’ve got expertise, so share it liberally.

Create an Unstoppable B2B Sales Machine – Part 1

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service level agreement (as discussed in other blog posts) will help keep the alignment on track. You need to be very aggressive about letting your reps know about all the resources they have available to help them at every stage of the sales process. My blog posts and articles mostly deal with marketing issues. Woody Allen once said, “There are worse things in life than death.

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How To Protect Your B2B Marketing Budget

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But it helps to have a strategy to reduce the impact that cut-marketing-first thinking will have on you. In a recent discussion on the Chief Marketing Officer (CMO) LinkedIn network, Art Hyde asked this question: How do you keep your marketing budget from being cut by the CFO while every other line-item is untouched? There is a lot of interest about this issue in the B2B marketing community, for good reason.  No one likes to see their budget cut, especially if they (fairly or not) perceive this as a sign of waning influence.  Here are some ideas: Tie your budget directly to revenue.

Social Media Marketing: What Not to Do

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You get the impression they care a lot more about selling you than they do in helping you.  If you feel this way, it is probably true. I’ve written a lot about the subject of what you need to do to be successful in social media and pull marketing.  The other side of this coin is a list of things that are harmful or counterproductive – in other words, stuff you should refrain from doing. Don’t become a nuisance.  Communicating with people who have opted-in to receive your messages is a privilege. Don’t abuse that privilege by constantly badgering your audience. Don’t constantly sell.

How Marketing Can Double the Effectiveness of Your Sales Force

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To put this in practical terms, if your organization is struggling to grow revenue with 10 salespeople, it probably makes sense (sorry) to let the two weakest performers go, and redirect the expense at a more effective marketing operation – or what we call “building an unstoppable marketing and sales machine.”  If you do this right yourself, or get a partner like Fusion Marketing Partners to help, you will get substantially better results from your new integrated marketing and sales machine, than you did in a heavily sales-oriented environment. Step 3:  Qualify the leads. 

Patience and Persistence – A Powerful Combination in Marketing

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Since the web is such a powerful awareness and lead generation tool, anything you can learn about how it works is helpful.  So are specialized skills such as search engine optimization (SEO) and lead generation techniques like pay per click (PPC). You can cut your effective sales cycle dramatically by having a great website full of useful information, and by presenting all the information necessary to help them make the right decision (buying from you of course).  As has been stated in works ranging from the Bible to the Beatles, there is a time for every purpose.

In B2B Marketing, Everything Counts

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Delivering on what you promise in a prompt and helpful manner is also important. When my sons were in high school, I used to tell them that everything they did during their high school career counted. Not just their grades, but also their participation in sports and extracurricular activities would be seen and evaluated by future employers and especially college admissions people.

How to Expand Your Circle of Marketing Influence by Christopher Ryan

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Where you are going: This graphic illustrates how your pull marketing and social media efforts will help you grow the number of key influencers and moderate influencers.  Those nearest to the core are loyal, lifetime customers, prospects in active sales cycle and others that you have direct influence on. Those farthest away do not even know that you exist.

The Importance of Clarity in B2B Marketing Copywriting

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Today’s blog post is inspired by one of my favorite Far Side cartoons. I can’t help smiling when I see this cartoon and I think it contains a great deal of wisdom. once had a copywriter on my staff who stated “If the people who read my copy aren’t smart enough to understand it, that is their problem, not mine.”  Rather it was to educate, persuade and generate action. 

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Pull Marketing – a Valuable Strategy to Stay in Touch with Prospects

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In other words, your primary objective should be perceived as helping your prospects, not selling them something.   A good ratio of informational vs. sales pitch is 3 to 1.  Timing is an extremely important element in B2B marketing and sales.  The degree of prospect receptivity can range from zero percent (there is no chance I will buy your product) to 100 percent (where do I sign?).  Most prospects are somewhere in between these extremes.  Pull marketing allows prospects to be in control over the timing of the sale.  They are anyway, so why fight this?  Publish relevant content.