Savvy B2B Marketing

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8 Ways to Make Your Content More Like Personal Conversations

Savvy B2B Marketing

Spirited interactions go a long way toward creating and sustaining mutually beneficial business relationships. We're pleased to present this guest post by Dan McDade of PointClear. Read on to hear Dan's suggestions for creative ways to infuse your content with conversational elements. Personal connection. Understanding. Serving. The rules have changed with the self-educating buyer.

Beyond Buyer Personas: Connecting with Today's B2B Buyers

Savvy B2B Marketing

We know buyers aren’t operating in a cocoon when making a decision, but today, organizations often aren’t interacting with prospective buyers until quite late in the buying cycle. We’re seeing more of this interaction during purchase decisions because companies want to minimize risk. The static snapshot of a single buyer is a key problem with buyer personas today.

Be human. Your customers will thank you.

Savvy B2B Marketing

Four ways to humanize your brand: There are four brand element categories that can benefit from the human touch: message, language, visuals, and interaction. Interaction: Perhaps most importantly, be human in your interactions. Don’t freak out if customer interactions include banter or chatter or gossip about favorite TV shows. Your brand needs to be human, too.

If Content Marketing is the Titanic, Could Low Marketer Confidence be the Iceberg?

Savvy B2B Marketing

About the author: Tom Pisello, The ROI Guy, is an ex-Gartner Managing VP, and currently Chairman and Founder of Alinean - developer of research and software that is changing the way B2B sellers rearch frugal buyers with interactive white papers, assessment, ROI, and TCO tools. We're pleased to present this guest post by Tom Pisello, also known as The ROI Guy. Engagement Quality.

Evangelizing a Content Marketing Program

actually choose to read, watch, and interact with is. 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. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.

B2B Videos: Go Beyond Humdrum to Engage & Enthrall

Savvy B2B Marketing

Once you’ve been wowed by the interactive wizardry and special effects served up by Hollywood, it’s hard to settle for a talking head juxtaposed against tedious office and product shots. Whether used to inform or entertain, videos are claiming a place of prominence in the world of B2B content assets. And it’s no wonder. Why to Use Online Video for B2B Marketing.

Basic Training For B2B Social Media Turtles: Research & Preparation

Savvy B2B Marketing

Interactions: retweets, conversations begun, group discussions, comments to blog posts, increase in company and personal followers on Twitter, LinkedIn and Facebook. In a previous post , Billy covered the first step in five-step plan for B2B social media marketing success: listen and learn from experts in your industry. Here he explains the second step: research and prepare.

Savvy Speaks: White Paper Writing Best Practices

Savvy B2B Marketing

Use an interactive design that allows readers to easily navigate to areas of interest. These days everyone has a white paper or an ebook they'd like you to download. What makes a white paper stand out from the crowd? The Savvy Sisters have some ideas. Jamie. It solves my problem. not your lead gen problem - but my problem. Blah-blah-blah. That's what he cares about. Michele. Wendy.

Does your brand stand up?

Savvy B2B Marketing

It’s something that is constantly evolving based on your interactions with your audience. If you aren’t being your brand in every interaction, people will see that your brand is nothing but a cardboard cutout – a pale facsimile of the real thing. You are not in control of your brand. You never were and you never will be. You can make suggestions, of course.

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B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

Savvy Toolkit: FOCUS network

Savvy B2B Marketing

Focus Events are built around Expert speakers and provide attendees with an opportunity to personally interact with Experts. I know what you're thinking, "Great, ANOTHER business network - just what I need." " I have to admit, that was my initial reaction when the Savvy Sisters were invited to join as FOCUS experts. Be sure to look us up

How Can We Perfect Social Media?

Savvy B2B Marketing

Read on for Joe's thoughts on what's needed to elevate the effectiveness of social media and interactions (and check out his presentation from the Social Media Insider's Summit). We're thrilled to present this post by Joe Chernov , Director of Content for Eloqua. How can we perfect social media?" Impossible, but also kinda fun. And it was held in Miami. So I did. Here’s a summary.

B2B Videos: Go Beyond Humdrum

Savvy B2B Marketing

Once you’ve been wowed by the interactive wizardry and special effects served up by Hollywood, it’s hard to settle for a talking head juxtaposed against tedious office and product shots. Whether used to inform or entertain, videos are claiming a place of prominence in the world of B2B content assets. And it’s no wonder. Why to Use Online Video for B2B Marketing.

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Savvy Toolkit - Buyersphere 2012 Report from BaseOne

Savvy B2B Marketing

They are more likely to get it via offline interaction at a conference or seminar! Research about B2B buyer attitudes and perceptions of marketing and its effectiveness are very rare. Particularly comprehensive research spanning 800 decision makers across dozens of industries that take into consideration generational attitudes and biases of those buyers. But don't count social media out!

A Demand Generation Primer by DemandCon Presenters Lesson 2

Savvy B2B Marketing

This includes understanding the buyer journey, developing content maps to ensure you are having relevant dialogue at every buying stage and a continual measurement of buyer interaction. On Monday we ran the first post in this series clearing up the misconceptions between Demand Generation and Lead Generation. Do you want to know more? They pass them to sales before they’re ready.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

Savvy Speaks: Know Thy Customer

Savvy B2B Marketing

Deliver all of this so it can be put into play, either via a document or an interactive tool or by embedding it into an existing application, and then lead teams through the insights. Marketing is all about knowing your customers – but how do you get this data? This week the Savvy Sisters reveal their tips and methods for finding out those nitty gritty details that make sales. Heather. Because my whole career has been in B2B I can't stress knowing the customer enough! B2B customers very rarely "happen upon" your product. Current customers are the next best thing.

Savvy Speaks: Tips for Engaging in LinkedIn

Savvy B2B Marketing

And be sure to explore the world of LinkedIn Groups beyond your profile -- that's where you can interact with folks on a range of topics and post surveys. LinkedIn is sort of the dark horse of social networking; just about every professional we know is on it, but it doesn't get a lot of attention in the media compared to its flashier cousins, Facebook and Twitter. Jamie. Wendy.

5 Things I Learned About Content Marketing from a Kitchen Remodel

Savvy B2B Marketing

This is especially important if you will be interacting with this person day in and day out. Since moving into our 1940's bungalow, my husband and I regularly discussed, “What should we do with our small, original kitchen?” ” Some things had to be fixed, such as the white ceramic title floor that turned into an ice rink whenever it got wet. Understand your options.

How Converged Media is Changing Content Marketing

Savvy B2B Marketing

Consumers are multi-tasking, technology-savvy, interactive individuals these days. As if marketers aren’t juggling enough balls in the air, they now need to wrap their heads around the concept of converging their various content efforts. ” Otherwise they risk missing the opportunity to connect with today’s buyers. B2B Buyers are Also Consumers.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

Savvy Week in Review - January 13th

Savvy B2B Marketing

David Skok explains what drives prospect interactions with vendors and how B2B marketers can use this insight to their advantage. Winter may be settling in where we Savvy Sisters live, but the blogosphere has been hot-hot-hot with all kinds of great content and conversations. Seems many people were more than happy to leave 2011 behind and are revving their engines loudly as 2012 gets underway. Whatever your state of mind - enjoy the buffet of bloggy goodness, happy Friday the 13th, and we'll see you on the other side! 2012 Extreme Marketing Predictions by @HeidiCohen. Think again.

Savvy Speaks: Surprising Things We've Learned in Two Years of B2B Blogging

Savvy B2B Marketing

This makes it so much easier to manage these interactions and clearly explain what we're looking for and how to work with us. Savvy Jamie looked at the calendar recently and asked a question that got us all thinking: "Don't we have an anniversary coming up?" " As hard as it is to believe, Friday marks the two year anniversary of the Savvy B2B marketing blog! That got us thinking about how far we've come and the lessons we've learned along the way. With humble thanks to each other and to our loyal readers, we offer our "$.02" Michele. Jamie. Wendy.

Designing a Promotional Video

Savvy B2B Marketing

· you include interaction where appropriate. You’ve been asked to design a product video. Now what do you do? Video is big, it’s really big and many companies are finding out that video can be a powerful tool wjen creating buzz around their product. The thing to remember though is that this is not your Daddy’s video. Remember the film strips of yore when the beep is how you knew to advance to the next picture? Well times have changed. Everyone is busy and you’ve got seconds (5 - 15 by most accounts) in which to grab someone’s attention.

Savvy Speaks: Bloggers We LOVE

Savvy B2B Marketing

And it's true -- when Ardath talks on her Marketing Interactions blog , she tells it like it is and people take note. Mark Schaefer of {grow} is already one of our favorite bloggers. So when he started a movement for Valentine's Day called " Have you hugged your blogger today? " we couldn't help but jump on the love train. Wendy. Jonathan Fields -. Storyfix. Stephanie.

Savvy Week in Review - March 4

Savvy B2B Marketing

Revenue Performance Management and B2B Demand Generation: Connecting the Dots by @ BarbraGago of @ LeftBrainMktg Barbra Gago makes the case for content being at the core of every interaction you have with your buyers.and how revenue performance management is the way to measure the results. Could it be that winter is truly wrapping up? Some of us are hoping so. Meantime, while we're waiting for the spring thaw to set in, what better than to lose yourself in some terrific posts from the blogoshere? Enjoy! B2B Marketing Mistakes: Do You Label Your Target Audience? Road trip

Do you mix business and pleasure?

Savvy B2B Marketing

It depends on who you are, what your business is about, how you interact with your readers, your writing skills, your writing style, your bandwidth, and – ultimately – your blogging (and business) goals. Should I write about personal stuff on my business blog? How much? Which topics are acceptable and which are taboo? Can I swear? Should I voice political opinions? My kid?

Confronting the Trust Barrier

Savvy B2B Marketing

Fortunately, new tools enable you to powerfully stage and sequence your interactions without sacrificing the human touch. We're pleased to present this guest post by Britton Manasco, who specializes in helping companies establish thought leadership and enable their sales teams to engage more prospects and close more business. Read on for his insightful thoughts on what it takes to earn the trust of prospective buyers. Trust is essential to successful selling, particularly if you are engaged in a high impact sale. But here’s the problem. Why is that? Well, look around.

Savvy Toolkit: Website Improvement Widgets

Savvy B2B Marketing

So if your website is your primary interaction with prospects and customers then you need it to be representative of the classy, thoughtful and savvy organization that you are. In an increasing virtual world your website is increasingly becoming the "store front" for more and more companies. One quick way to see if your website is to use a tool like Hubspot's Web Site Grader.

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Content Marketing Tips: 8 Things to Look For When Targeting Blogs

Savvy B2B Marketing

Persistence pays off and if you are really passionate about what you are pitching you will take the extra step and interact with the blog authors through their social media profiles. This week we’re pleased to offer this guest post by Frank Anderson of Webhosting.net. But when you are building your list of potential blogs to target, you have to carefully judge the worth of each blog.

Savvy Speaks: Don't Try These Marketing Tactics!

Savvy B2B Marketing

The tone of the social media interactions was wildly different than the tone of his books. In the marketing world, wild schemes and hair-brained ideas abound. That's because some of them work - and when they hit, they hit big. Of course, for every one that hits, there are a dozen that fizzle. Heather. Doing something for the sake of doing it. It was a disaster of epic proportions. Wendy.

Savvy Speaks: Web Copywriting Best Practices

Savvy B2B Marketing

Before writing any website copy, I always start with an analysis of the overall site structure (navigation, pages, paths, etc) and the experience (how will the visitor most likely interact with the site). Everyone has a website these days. Some of them really catch your attention, while others make you click away faster than a speeding bullet. What makes the difference? The Savvy Sisters give you some of their best web copywriting strategies: Wendy. Keep it Clean. You don't need loud noises, flashy animation, and pop-ups to get attention. Instead try using restraint. Stephanie.

Come Together.the Best of Collaboration

Savvy B2B Marketing

Truth is, as a group of independent freelancers who interact almost daily to produce the Savvy B2B Marketing blog, the concept of collaboration is never far from our minds. COLLABORATE: to work jointly with others or together especially in an intellectual endeavor (source: Merriam-Webster). If you've followed our blog this week, you've noticed we've got collaboration on the brain. Read on! Surprising Things We've Learned in Two Years of B2B Blogging. Keeping Content Fresh: 7 Ideas for Group-Managed Blogs. Savvy Speaks: Collaboration Tools That Rock.

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Looking backward to look forward

Savvy B2B Marketing

imagine this little ceremony would be helpful to anyone who interacts with other people, anyone who manages others, anyone who breathes. It's the beginning of the New Year and for many that means we get rid of a lot of clutter, things that aren't useful, things that didn't work. Whatever the occasion, each is privately written down on a leaf. It has all finally been released. They laugh.

Getting Personal with Customer References: Matchmaking that Works

Savvy B2B Marketing

Serving up happy customers to speak with prospects requires a hands-on, interactive approach to customer reference management. We're pleased to present this guest post by Joshua Horwitz, president and founder at Boulder Logic. Read on for Joshua's insights into why it makes sense to help your prospects and customers connect -- and how to go about it. Let the matchmaking begin!

Savvy Speaks: Marketing Principles that Never Go Out of Style

Savvy B2B Marketing

think very few companies are truly in touch with the day to day pains and successes of their customers in interacting with them. If there's one thing you can count of in the world of marketing, it's that there's always something shiny and new to chase down. In fact, you're not alone if you feel like your head's spinning with all the new tactics and strategies you need to get your mind around. So take a deep breath and get the whirlwind under control by getting back to these tried-and-true basics. Go where your customer is. Where are your customers getting industry info? Heather. Michele.

The Dos and Don'ts of B2B Content Reuse

Savvy B2B Marketing

DO think about how users in that channel want to interact with that content. One trend in B2B marketing is repurposing content. For instance, you can make your eBook into a podcast, a series of blog posts, an article, etc. Content reuse is a great idea because effective content is time-consuming to produce, and you want to extend its reach as much as possible. again and again. Got Content?

Social Media and Financial Services: What's the Point?

Savvy B2B Marketing

That could be an active Facebook profile with hundreds of ‘fans’ interacting each day, or it could be a near-devoid Twitter account with just one or two tweets a month. It’s hard to underestimate the impact that social media has had on the world of business. From curry houses to house painters, it seems like everyone and their dog now has a social media presence of some kind. In any case, it’s clear that social media is here to stay. So the question then has to be, for companies who are in the financial industry – what’s the point of social media? Why Social? Getting Going - Try a Trial.

Two Non-Traditional Approaches to B2B Registration

Savvy B2B Marketing

Last week, Stephanie recommended marketers collect incremental information during the registration process , asking for more information during each interaction. Along with Stephanie's suggestion, I also want to share two other alternatives. Option 1: Self-selection. Want the White Paper and I'll Contact You When I'm Ready. Title. First name. Last name. Email address. Company website.

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Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

Ebooks can have interactive content. I have been thinking a lot about ebooks lately. Stephanie recently posted a fantastic interview with Cindy Kim that discussed how Lumension added ebooks to their marketing mix , and this started my gears turning. Here's the question on my mind: How are ebooks different from white papers, and how do you decide which one to use? What does this mean for you?

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