Great B2B Marketing

Trending Sources

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.

Trends 143

How to Rejuvenate a Troubled B2B Brand

Great B2B Marketing

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.

Brand 87

How to Beat Larger Competitors at B2B Marketing and Sales

Great B2B Marketing

People like to root for the underdog (David), and if you have a good story, the media can help you spread your message about how you are overcoming the giant company (Goliath). Let’s face it – there is only one leader in every business category: Apple in smartphones, Wal-Mart in retail, Cargill in food processing, Microsoft in computer software and Wells Fargo in banking.

B2B Content Marketing That Drives Results

Great B2B Marketing

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.

Content Marketing Playbook: Strategy and Roadmap

cultivated every internal asset that could help them. outside help when needed. that’s proven to work—one we’ve refined after helping. that sports an audience of over 300,000 readers. “We want to try to help marketers first,” Fishkin says. If you can help people solve their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. emerge.

Use Digital Content to Shorten the B2B Sales Cycle

Great B2B Marketing

In fact, anything you offer the prospect to alleviate the fear of making a bad decision can help shorten the sales cycle. Assuming your product is not overly complicated – providing this information will help motivate prospects to act more quickly. It seems like everyone is talking about B2C and B2B content marketing. What types of digital content shorten the B2B sales cycle? 

B2B Marketing: The Importance of Blocking and Tackling

Great B2B Marketing

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.

How to be a Great B2B Marketing Coach

Great B2B Marketing

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.

Assumptions are the Enemy of Good B2B Marketing

Great B2B Marketing

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.

Content Methodology: A Best Practices Report

It also helps maintain relationships with vendors, agencies, and. suppliers, and can help facilitate corporate communications and build company culture. The studio helps unify the company around a. Ultimately, a strong content methodology can help get you there. and triggers, which will help inspire different content types and formats that can be. help address?

5 Characteristics of a Winning B2B Marketer

Great B2B Marketing

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?

Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

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.

Important Lessons for Working with Channel Partners

Great B2B Marketing

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.

Would Writing a Book Help You and Your Business?

Great B2B Marketing

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.

Staffing and Launching Your Content Marketing Program

to help you get that promotion. We want to try and help marketers. helpful to keep your goals focused on the audience you want to serve. helping people tell amazing stories instead of polluting the web with me- diocrity, and in the power of ditching intrusive advertising in favor of great. But while freelance resources can be a great help, it’s. Introduction 3 II.

Why You Need to Be Hooked on Your Customers

Great B2B Marketing

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.

B2B Marketing Leaders: 3 Things that Can Hurt You (And Your Company) in 2015

Great B2B Marketing

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?”.

10 Critical B2B Sales and Marketing Metrics – Part 2

Great B2B Marketing

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.

B2B Social Media: To Connect or Not to Connect

Great B2B Marketing

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? 

Study: How Much of Your Content Marketing Is Effective?

on non-audience-relevant sites in the hope of getting more con- tent out there and the vain hope of helping our SEO.” can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. Copyright © 2015 Contently. All rights reserved. By Jordan Teicher Study: How Much of Your Content. Marketing is Effective?

B2B Sales and Marketing Trends for 2014

Great B2B Marketing

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.

B2B Appeals that Motivate Action

Great B2B Marketing

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

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

Great B2B Marketing

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.

8 Reasons Why We Fail to Make the B2B Sale

Great B2B Marketing

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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Would spending more money help? tools can help companies maximize their efficiency. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction II. Methodology III. But brands.

Pull Marketing vs. Push Marketing – The Shifting Battleground

Great B2B Marketing

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.

Cable 55

How Popular Clichés Apply to B2B Marketing

Great B2B Marketing

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.

Is Marketing Passé? You Be the Judge

Great B2B Marketing

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

Great B2B Marketing

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 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.

Create an Unstoppable B2B Sales Machine – Part 1

Great B2B Marketing

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.

Class 45

Social Media Marketing: What Not to Do

Great B2B Marketing

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.

The Biggest Threat to Your B2B Marketing Success

Great B2B Marketing

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.

How To Protect Your B2B Marketing Budget

Great B2B Marketing

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.

Evangelizing a Content Marketing Program

how content marketing helps generate. strengths, and where do you need outside help? “ The entire ecosysystem is competing. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II. Why This Guide 6 III. Marriott, then 76.

In B2B Marketing, Everything Counts

Great B2B Marketing

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.