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B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

With the explosion of information and social feedback available online, more buyers prefer to find solutions, choose vendors, and self-educate before engaging with sales. Lead generation strategies that leverage content marketing and social media are increasingly effective in providing prospects the information they want to become viable sales prospects.

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B2B Sales and Marketing Trends for 2015

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The purpose or the report is to provide information that is timely and actionable. At the beginning of each year, my team and I publish a report on significant trends in B2B sales and marketing. This report is based on our experience with our B2B clients as well as relevant industry research. You can read the full report here. Trend 1:  Metrics are a major priority.

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Lower the Cost and Boost the Productivity of B2B Sales

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By training, I don’t mean the traditional “how to close reluctant prospects” type of education, but rather, teaching sales reps to add tailored information above and beyond what the prospect can find online, and how to be and service-minded partners to your customers. Last month, David Brock, president of Partners in Excellence, published an excellent article titled A Frightening Look At the Cost Of a Sales Person.  Brock recounted some statistics that should disturb senior sales executives, as well as their CEOs and CFOs. The average tenure of a sales manager is 19 months.

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Use Digital Content to Shorten the B2B Sales Cycle

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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.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

However, anecdotal comments only give us a glimpse of the information we need. And sometimes, the information we get is a complete outlier pointing us in the wrong. But without the context of multiple points, they do not provide enough information to guide the creation of new content. specific information.” Stop Killing Your Content: 3 Reasons Your Content Falls Flat.

B2B Marketing Strategy: Inform and Educate

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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. The title of the article was Educate and Inform Instead of Interrupt and Sell. 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. Scott started by saying that the key to an effective web presence is to “focus on your buyer’s needs, not your own ego.”

Why You Need to Be Hooked on Your Customers

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It is especially important that the information and resulting strategies presented in Bob Thompson’s book are based on a decade and a half of research on what separates the customer-centric (and thereby successful) firms from those that are customer neutral or hostile. This is where Bob Thompson’s excellent book comes in. Answer: lots of companies say this. Answer: most of them.

How to Find Elusive B2B Buyers

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Rather, it is to use pull marketing to make it easy for them to find you when they are already looking for information about your offerings. Okay, it’s time for a little honesty. How many of your potential buyers want to hear from you on an unsolicited basis?  How many are glad that you called when they weren’t expecting to hear from you? How many are happy that you keep sending them email after email until they finally click on the “unsubscribe” link and remove themselves from your email list? The answer to all these questions is the same. messages from clients.

How to Use B2B Marketing to Propel Rapid Sales Growth

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You need to identify your top suspects and collect as much information about them as you can. I just listened to an interesting podcast featuring my old colleague Heidi Melin. Heidi is CMO of Plex Systems and is a well-respected marketer. It was an interview-style podcast, hosted by Glenn Gow of Crimson Marketing. The topic of the podcast is How CMOs of High Growth Companies Can Achieve Rapid Scale. Naturally, as a former CMO of, and current service provider to, high-growth B2B companies, this subject is very important to me. Drop the timid approach.

Content Methodology: A Best Practices Report

feedback on its content from financial advisors via surveys that, in turn, inform the. personas already seek information relevant to. and informative content, or utility content—and. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I.

B2B Sales and Marketing Trends for 2014

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Smart content marketers offer visual information in addition to text. One of the great things about my job is the opportunity to work with some of the leading B2B companies in the US and worldwide. This gives the FMP team and me the ability to track the most significant issues facing marketing and sales professionals. You can read the full article here. Trend 4: Mobile Friendly Content.

B2B Appeals that Motivate Action

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If you have the task of generating leads for a new product or service, create the curiosity in your advertising by withholding a little information. They want information on how to do their jobs better, make their companies more profitable, and have a successful business and home life. Napoleon Bonaparte said, “There are two levers for moving men: interest and fear.”

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.

Pull Marketing vs. Push Marketing – The Shifting Battleground

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You do this by discovering where your prospects congregate, making your information available to them in educational and entertaining ways and giving them incentives to come to you when they have a need for what you offer. 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. Anyone showing up uninvited.  Here’s the problem.

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Content Marketing Playbook: Strategy and Roadmap

of information. The primary source of information is specialized. source of information is specialized investment media and financial. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.

How Popular Clichés Apply to B2B Marketing

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If we come upon a piece of information we can use to push ahead of the competition, we use it. Ever since the end of the 1990’s, there has been backlash against the proliferation of clichés in the business world. We have had our collective fill of managers preaching “synergy” and “putting the best foot forward”. Stop beating a dead horse. The new kid in school. Make an elephant out of a fly.”

B2B Lead Management – 6 Best Practices

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This should not just be an informal “what are you going to do for me?” Some companies are good at generating B2B sales leads , others are good at qualifying and closing those leads, but the top performing companies, are those that leverage B2B lead management techniques and can do both.  Here are six strategies you can implement to create your own unstoppable marketing and sales machine: Follow up every inbound inquiry within 48 hours – preferably 24 hours.  Leads have a short shelf and the person who was enthusiastic about your offer yesterday, may not remember who you are tomorrow. 

Focus on Productive B2B Marketing and Sales Activities

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Heck, I have a hard time figuring this out for myself, but here is a list of the usual suspects: Surfing the Internet for information that has nothing to do with your business. Good rule: If the information is not actionable, don’t report on it. Like many of you, I am in the middle of the process of strategizing how to best achieve my 2015 objectives, which include optimizing results for my family, business, friendships, activities, and so forth. And when I look back on 2014, I think I did a decent job of improving results in each of these areas. Carpe New Year!

Social Media Marketing: What Not to Do

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number of marketers offer a thin veneer of informational content, then immediately launch into the sales pitch. The idea is to be seen as a source of valuable information, not a pushy salesperson. 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 constantly sell.

Staffing and Launching Your Content Marketing Program

and information. give you information you can’t find anywhere else on the. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY17 This is another step that should be informed by the. INFOGRAPHIC Graphic visual representation of information, data, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 3 II. growth.

The Biggest Threat to Your B2B Marketing Success

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Information overload. 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. Likewise, if you are doing stuff, but in the wrong way, you will likely continue to do stuff in the wrong way. But why do we fail to act? Insufficient knowledge. It’s hard to do what you don’t know how to do.

Lead Retargeting – How to Revitalize Your B2B Contact List

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There are many good reasons to focus on lead retargeting, including: Assuming you have good contact information, remarketing usually costs a lot less than marketing to fresh prospects. I write a lot about how to generate B2B leads.  Usually, the context is to target new prospects, individuals or companies who have not previously responded to a lead gen offer. While marketing to fresh prospects is certainly important, there may be a gold mine available right beneath your feet – your existing contact list. Retargeting is a good way to protect your potential customer base. Lapsed customers.

B2B Lead Generation – How Much Information Should You Capture?

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As Scott explains, “There are those who believe in making content like white papers totally free without registration in order to spread the information as far as possible. But you get zero traditional “leads” Scott has a point and at Fusion Marketing Partners, we often deal with this issue.  If you ask a sales VP or CEO what they want out of marketing, they will say something like: “lots of high quality leads.”  And one of the attributes of a high quality lead is full information about the prospect.  Company and Title:   70 responses. Your sales process. 

How to Shorten the B2B Sales Cycle

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The second sales cycle is the time the prospect spends in a sales engagement with your organization.  I also call this the “effective sales cycle.”  If your website contains a wealth of valuable information, the prospect can self-educate and self-qualify.  If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle.  Lousy marketing and selling.

Content Strategy for Marketing

pushing products through mass media has been upended, as consumers, empowered by information, are demanding. Content. Strategy for. Marketing: Sustainable, Scalable, and Sale-able As the web weaves into every aspect of your customers’ lives, they expect the. right content in the right place at the right time. Content as an afterthought or. even as a one-time campaign no longer works. You’re.

Criteria of a Powerful B2B Lead Generation Engine

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You capture all information generated from inquiries and follow-up efforts immediately (and preferably automatically) in a database system. My team and I are always preaching the doctrine the consistent and predictable lead generation “engine.” The fact is this: Even the most creative branding and awareness-building program won’t produce the desired results unless you can efficiently work prospects through the system and produce revenue at the other end. The system produces a high percentage of qualified leads relative to raw inquires (this is a key conversion metric).

How Marketing Can Double the Effectiveness of Your Sales Force

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One good way to do this is to practice step 3 and ask prospects what type of information is necessary to convince them to become customers. I was talking to a former colleague yesterday and she made the claim that as a marketer, she had no control over the sales process and little or any impact on revenue. Regardless There are a number of important steps that marketing can take to add value to the sales process, specifically as it applies to supporting increased revenue.  Keep an eye out for this at the Fusion Marketing Partners website. Step 3:  Qualify the leads. 

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

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Send “non-salesy” information.   To be considered a trusted authority you need to make sure that you are considered by prospects as a valuable resource, not a persistent salesperson. 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?). 

Can We Please Tell the Truth in Our Marketing Communications?

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When I answered that I would have preferred to have been informed in the letter that the call was about a proxy vote, the rep stated that the matter was indeed important, and anyway, the “letter did get you to call us, didn’t it?”. This post was inspired by a negative marketing event. Perhaps I am an optimist by nature; I made the call. He actually had a point.

Evangelizing a Content Marketing Program

metrics are the core components that inform how you. 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. By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.

Patience and Persistence – A Powerful Combination in Marketing

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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. Sometimes the best course is to persist and push through the obstacle and sometimes the best course is to apply a little dose of patience.  Here are some examples of when to practice persistence. Be persistent in setting goals for your marketing programs. 

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Use Pull Marketing to Communicate with the SMB Market

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Note from the list above that the two top categories business owners use for information gathering about purchases are search engines and websites/blogs. suggest you do this by taking three important pull marketing steps : Create an informative and engaging website that tells potential customers exactly what you do and why you are different and/or better than the alternatives. In his April 17, 2012 blog post at, Ray Schultz addressed the issue of How Brands Are Failing Small Businesses. According to a major survey by Inc. Pull Marketing

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Outside-the-Box B2B PR Strategies

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All you need to get started is special knowledge in your field of expertise and a unique way of presenting your information. Every B2B company has its own identity, target market and products or services.  But all have one thing in common.  Each wants to be perceived as a leader in its chosen market space, and each wants to gain as much publicity as possible while spending the least amount of time and money. This is true for our Fusion Marketing Partners clients, and it is equally true for your organization. Make it personal – There are two important ways to make your PR personal.

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D-Day Marketing: The Land and Expand Strategy

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Advertiser supported – many websites offer free information/services but require visitors to be subjected to constant advertisements. Let’s start today’s post by acknowledging one important fact. It is usually much, much (did I say “much”) easier to up-sell an existing customer than it is to find a new customer. This is where the “D-Day” analogy comes in.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

B2B Trade Show Marketing Circa 2013: Everything is the Same, Everything is Different

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Attendees use technology to capture relevant information and to connect with each other through social media.  It is not unusual to accept someone as a LinkedIn connection five minutes after meeting them. Last week, I attended a major technology conference on behalf of a B2B software client. Here are a few observations. What is the same: Booth giveaways can still attract an audience. Almost every vendor at the show I attended had a giveaway offer of some type. More often than not, the drawing was for something like an Apple iPad Mini or smartphone. Differentiation is still a challenge.