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The Evolving Journey of the B2B Buyer

Great B2B Marketing

Daniel Heimlich posted the following photo on his LinkedIn page. Not sure who the conference speaker was, but the five […]. The post The Evolving Journey of the B2B Buyer appeared first on Great B2B Marketing. B2B Buyer Buying Journey

11 Rules You Must Follow to Be a LinkedIn Marketing Master

Great B2B Marketing

As a B2B marketer, one of the best social media tools you can use is LinkedIn. But to be successful with LinkedIn marketing, you need to follow some important rules, like: Get started now. Lots of people talk about using LinkedIn effectively, but relatively few make it happen. Like most other worthwhile things in life, LinkedIn marketing becomes easier over time. Make sure your LinkedIn updates include you sharing content or ideas of value to your audience. A bit of humor and motivation are also good, but don’t overdo it. Don’t put social items on LinkedIn.

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B2B Sales and Marketing Trends for 2015

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The social sites that used to be mostly promotion-free (LinkedIn, Facebook, Twitter) are now inundated with paid promotion. 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.

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How to Sell More by Selling Less

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My friend (and very smart marketer) Debbie Breemeersch recently shared a great article on LinkedIn: The Secret To Sales Success: […]. B2B Sales b2b sale

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Organic Paid 1 2 3 4 5 6 7 FACEBOOK INSTAGRAM PINTEREST SNAPCHAT EMAIL EMAIL FACEBOOK TWITTER LINKEDIN OUTBRAIN/PINTEREST INSTAGRAM TABOOLA PAID AND ORGANIC CONTENT. In a bit of an upset, Twitter conquered LinkedIn in. analysis, LinkedIn is a more worthwhile channel for. Twitter’s average CPC hovers around. $1, while LinkedIn is a more premium service, offering. little.

B2B Social Media: To Connect or Not to Connect

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Friends and colleagues occasionally ask me if they should accept the various connection requests from social media platforms like LinkedIn, Twitter, and Facebook. An example of this type of person is a LinkedIn LION (LinkedIn Open Networker) who basically says that they will accept a connection from anyone, anywhere, regardless of whether that person has had any prior contact.

Five Ways You Can Get Big Value from LinkedIn

Great B2B Marketing

And the first and most important social media tool for B2B marketers is LinkedIn marketing. Our team at Fusion Marketing Partners has used LinkedIn to drive business and partnerships for ourselves and our clients.  I use LinkedIn myself at least 3-4 days per week and have seen amazing results. LinkedIn marketing is a great way to accomplish this. You might even go viral. 

Marketing Resolutions for 2014

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While sending out my end of year message to  LinkedIn contacts, I estimated that less than half of the company names are indicative of what the company actually does. 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. Happy New Year.

Obsession with “Listening to Customers” Can Lead You Astray

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read an interesting article on this subject on LinkedIn (courtesy of Gregory Ciotti), titled Why Steve Jobs Didn’t Listen to His Customers. How often have you heard that the secret to good marketing is to thoroughly understand everything you can about your customers: who they are, their demographics, attitudes, habits, etc. This is the essence of solid pull marketing. Customers Marketing

Content Methodology: A Best Practices Report

Twitter, Facebook, Snapchat, LinkedIn, etc.) • Combination of link. Outbrain, Facebook, LinkedIn, etc.) • Paid promotion of. industries, including Facebook, Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Gannett, IBM, Save the Children, Pinterest, LinkedIn, Cisco, ad and. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. Definition II.

BANT: Is it Still a Useful Tool for B2B lead Qualification?

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If you are selling a high-ticket item, you can increase your lead qualification and close rates by learning about the company (via their website) and the individual (via LinkedIn) before contacting a prospect. I just read, and commented on, a thought-provoking article titled Lead Gen: A proposed replacement for BANT. Written by David Green, the premise of the piece is that the BANT formula, for the most part, is no longer relevant. Green’s article has some great advice on how to apply a new model with courtesy and relevance. Let your prospects percolate. Promote higher-level offers.


How To Protect Your B2B Marketing Budget

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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.  Budgets are cut for all sorts of reasons, some rational and some not. Here are some ideas: Tie your budget directly to revenue. Make your requests early.

Is Social Media a Marathon or a Sprint? – by Christopher Ryan

Great B2B Marketing

For example, we will set up a schedule that includes blogging every other week, plus one daily Twitter tweet and two LinkedIn postings (one to update the company’s or individual’s status and the other to respond or post to a discussion group).   I have seen a repeated pattern when it comes to using social media in B2B marketing.  A company executive or marketing manager drinks the social media Kool-Aid and decides to make it a big part of their pull marketing strategy.  This is the classical “sprint” scenario. But actually, good social media is more like a marathon than a sprint. 

Social Media Marketing: What Not to Do

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Remember that there is a difference in a medium like Facebook, which is essentially a social networking tool, and LinkedIn, which is primarily a business networking site.  As an example of what not to do, a friend, who is a consummate professional at the office, posted a photo on LinkedIn where he was holding up a beer at a party. That’s not something you want a potential employer or business partner to see when they check out your LinkedIn profile. I’ve written a lot about the subject of what you need to do to be successful in social media and pull marketing.  Irvin S.

In B2B Marketing, Everything Counts

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This means clean graphics on your website and no LinkedIn photos of your executives drinking alcoholic beverages. When my sons were in high school, I used to tell them that everything they did during their high school career counted. Their performance in every class could mean the difference between being accepted into the university of choice or a college they had to settle for.

Evangelizing a Content Marketing Program

than ever—from recommendation widgets like Out- brain and Taboola to hyper-targeting on Facebook, LinkedIn, and Twitter to emerging experimental options. 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. Marriott, then 76.

Patience and Persistence – A Powerful Combination in Marketing

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Write that blog post, update your LinkedIn, or send some tweets, even when you don’t feel like it.  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.  Better yet, make them intentions. How many unique visitors will you have at your website? 

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How to Expand Your Circle of Marketing Influence by Christopher Ryan

Great B2B Marketing

LinkedIn), affiliates, industry influencers, press, and analysts.  Starting with your organization at the core, everyone that you can possibly do business with can be pinpointed somewhere in relation to the center.  As those individuals in the outer reaches of our marketing influence are brought closer to you, they become part of your circle.

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

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Every connection you can make though LinkedIn, Twitter or your blog, gives you many future opportunities to educate your prospects and bring them into your sphere of influence.  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. 

Outside-the-Box B2B PR Strategies

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Self promote – Get your name out there with public speaking, presentations, podcasts, articles, blogs, LinkedIn, etc. 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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Content Marketing Playbook: Strategy and Roadmap

stalwarts like Facebook, Twitter, and LinkedIn to emerg- ing platforms such as Instagram, Pinterest, and Tumblr. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. years prior.

Social Media – Can It Be Used to Generate Leads and Revenue?

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In the past few months, I’ve seen a number of interesting articles, blog posts and LinkedIn discussions lately that explore the question of whether social media is a good vehicle to generate leads and revenue.  The ones who make a commitment to blogging, tweeting, content creation and LinkedIn updating, are rewarded, and the ones who choose not to do this (or let us do it for them) don’t get results (big surprise huh!). Some people say it is worthless as a lead generation tool and others say it works great.  Some of these prognosticators are highly biased (e.g.

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.

Manic Depressive or Social Media Maniac? – by John Leavy

Great B2B Marketing

Scan LinkedIn questions from my network and respond when appropriate. Catch up on LinkedIn group discussions – and to discussion when appropriate. Send LinkedIn invitations to connect with clients when beginning a new assignment. Ask for LinkedIn recommendation after successfully completing a project or engagement. Scan LinkedIn for new connections and send invitations when appropriate. Clinically speaking, a manic depressive disorder is defined by the presence of one or more episodes of abnormally elevated mood. Suffered a grave illness? Not committed.

Five Characteristics of a Good B2B Marketer by Christopher Ryan

Great B2B Marketing

Social media is a low-cost way of generating awareness and leads for B2B marketers.  We need to help our clients establish and implement social media programs using such tools as blogs, LinkedIn, Twitter, etc.  A business colleague asked me what we looked for when recruiting new teammates at Fusion Marketing Partners.  Since we pretty much confine our services to B2B marketing, the question could have been, “What are the characteristics of a good B2B marketer?”  After taking a little time to think about this subject, here are my top five criteria: Understands pull marketing. 

Staffing and Launching Your Content Marketing Program

on each of our primary distribution channels (email, Facebook, Twitter, LinkedIn, and Google+). ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. 200,000 readers.

10 Minutes to Better B2B Marketing

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The least personal, but still effective, method is to connect with the individual via LinkedIn. I was attending a fitness class at my health club this past weekend and the instructor was talking about how full the club was in early January and how many of the people were “New Year’s resolution” exercisers who would probably be absent within a month.  He said that many people have noble intentions and set major goals, but they take an approach bound for failure, by overdoing it in the early stages – for example, exercising every day for an hour or running six miles. Scrub the list.

10 Winning B2B Marketing Habits to Adopt in 2011 – Part Two

Great B2B Marketing

For B2B marketing purposes, I recommend blogging, LinkedIn and Twitter. Last week, I talked about the first five winning habits you can adopt for more B2B marketing success in 2011.  You can find that article here.  Following are habits 6-10. Habit 6:  Work your social media plan. This is the year to really make social media work for your organization.  If you haven’t already started in social media, now is the time to jump in.  And if you are already swimming in social media waters, then this is the time to make your program effective. Habit 7:  Relentlessly build your network.

Use Social Media and Pull Marketing to Generate Business

Great B2B Marketing

Although I tweet and blog regularly, and have a presence on Facebook, our most effective source of inbound business has been LinkedIn.   People contact me because they are a connection or because of one of my postings to the LinkedIn groups. . Be consistent.  No blogging every other month.  No signing up for Twitter or LinkedIn and ignoring these media because you got busy with other things. . Social media and pull marketing have been around for some time but there is still a great deal of skepticism about their effectiveness. Otherwise, don’t bother.

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Where to Find B2B Leads – Part 2

Great B2B Marketing

Social Media – The big three B2B leadgen social media tools are LinkedIn, Twitter and blogging. In a recent post, I talked about six direct marketing sources of B2B sales leads.  You can view that post here. Let’s now turn our attention to nine more lead sources from two important categories – online media and pull marketing. Pull Marketing. All three can be a good low-cost source of leads.  If you are going to engage with these media – and I strongly suggest that you do – then make sure you include an informational offer (not a sales pitch) of some type in many of your postings.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. 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. Look for.

How to Become a B2B Lead Generation Master

Great B2B Marketing

Even social media tools like Twitter, LinkedIn and blogs can generate sales leads if there is a call to action.  Want to Achieve Your Revenue Goals? Learn These 7 Things Most B2B companies are successful only to the degree they are able to generate qualified sales leads. So why is lead generation such a mysterious subject to so many?  Here are a few of the more important factors:    They understand their target audience.  I mean really understand them, in terms of:   Who they are:  titles, industries, gender, education level, etc. What they care about: motivations, business drivers, etc.

Creating Different Social Networking Personas by John Leavy

Great B2B Marketing

Think of socializing in LinkedIn, a business community for professionals. LinkedIn. LinkedIn. As regular messages are received from LinkedIn members they will drop into your Inbox and also be routed to your email client if that is the way your settings are arranged. The messages will sit in the LinkedIn inbox until disposition. The only gap in communication is not logging into your LinkedIn account on some regular basis. The Office of the President itself deserves respect. Some professionals are known to you while others are not. Facebook. Twitter.

Don’t Drop Your Drawers on the Web – by John Leavy

Great B2B Marketing

Those are the people that might be following you on LinkedIn, Facebook or Twitter. The title “Don’t Drop Your Drawers on the Web” may seem harsh at first; the provoking title is really meant to get your attention. This post talks about not trusting every community site blindly with your personal information just because it’s popular or used by almost everyone you know. little vigilance is in order. Keep in mind, telling someone or a community of people, your location also lets them know where you are not. . For example: On Twitter. On Facebook.

Getting Noticed – in a Good Way – by John Leavy

Great B2B Marketing

Join or start your own discussions on LinkedIn. There are only 480,000 Groups on LinkedIn and growing.  . Let’s talk about being noticed in the social media community; being noticed without being obnoxious or looking desperate that is. Getting noticed in a good way is beneficial for business. Organizations work hard to position themselves as the experts in a certain field, the authorities, the go-to-guys, the ones-in-the-know. Here are some quick ways to begin to establish credibility in the social media stratosphere. are worthless. Question traditional thinking.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. 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. Look for.

20 Expert LinkedIn Guides


LinkedIn has made dramatic changes to its platform over the past 18 months, making what was a rather plain but effective business networking tool into a content-rich, visually dynamic, more interactive professionally-focused social network. Guides to Using LinkedIn for Career or Networking. Boost Your Brand’s Visibility With LinkedIn’s New Profile Features by Sprout Social.

How even social media & social selling experts are getting LinkedIn wrong – Part 1


In previous posts, I shared how CMOs at Xerox, Lithium, G2Crowd, Wiley, and XOJet are getting LinkedIn wrong as they simply focused on brand awareness, reach, and filling the funnel. showed how the actions of these CMOs and others are the reasons behind why 8 out of 10 sales and marketing leaders are unable to prove a clear social media ROI on LinkedIn. They want relationships first.

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10 Ways to Misbehave on LinkedIn


But LinkedIn  in is a different story. 1. Tis the season, but I beg you not to spread – or smear – political opinions on LinkedIn. Pretty much anywhere else on the web appears to be fair game (especially Twitter), but leave LinkedIn alone. LinkedIn is not Facebook. wonder if the experts might have responded differently if the negative post had been published on LinkedIn.

5 Reasons LinkedIn Has Lost Its Luster

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Twitter may be my favorite social network, but LinkedIn was always the network I valued the most. LinkedIn is where I connected with colleagues, clients and business partners. notifications on Facebook and the firehose of updates on Twitter, LinkedIn was a quiet and peaceful place. LinkedIn gamified the recommendation. But LinkedIn is seeing dollar signs.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. 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. Look for.