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Digital B2B Marketing

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Does B2B Content Marketing Really Help Buyers Buy?

Digital B2B Marketing

In B2B marketing organizations, content marketing aims to help buyers buy. So before you start creating more content to move prospects through your buyers journey, step back and consider how to help prospective buyers buy. The coach’s real expertise is helping you overcome barriers, make changes and ultimately succeed.

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The Importance of Woozles in B2B Marketing

Digital B2B Marketing

With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? The buying process in some businesses is clearly defined, but it is not rational. Thank you to Christy Ferguson for leading a spirited discussion on the role of branding in B2B and helping to inspire this post.

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B2B Marketing’s Missing Objective: Creating a Home Field Advantage

Digital B2B Marketing

Are you simply helping your customers justify the decision they already want to make? The formula is pretty simple, even if it isn’t easy to execute: identify the buyers needs and priorities and provide information that helps them determine how to best meet those needs. You don’t need them, you want them.

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Three Reasons Advertising Isn’t the B2B Branding Answer

Digital B2B Marketing

No demo, trial or consultative sales process can change this. Yes, being the first brand that comes to mind in the category will help them find you. Before someone buys (and even for a period of time after), whether they are choosing an advertising agency or an ERP solution, they do not know the value. Your buyer is finding you.

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4 Ways to Plan for Unexpected Changes

Digital B2B Marketing

Doing a post-mortem now will help you adjust plans to accomodate a broader range of possibilities and will prepare you to react to the unexpected. Your Turn How do you build planning for the unexpected into your plans, process and organization? What if nothing changes, but the plan doesn’t drive the results expected?

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Marketing ROI Is a Broken Metric

Digital B2B Marketing

Listen for Anecdotes : Do you get feedback from sales discussions or your partners that your marketing is helping (or hurting) their efforts? Study your personas and attempt to go through the research and buying process the way they do. It is on you, not your reporting, to make sense of the whole package. Instead, go talk to them.

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B2B Online Advertising: Improve Targeting by 10x (or more!)

Digital B2B Marketing

By targeting companies in the buying process, you can reach a broader set of decision makers and influencers than you can via email. If you want help getting started with a program, you can contact Bizo or Demandbase (the only current providers I’m aware of), or reach out to me directly and I will be happy to discuss it with you.