6 Tips for Understanding the B2B Business Decision-Making Process.
APRIL 28, 2010
The decision-making process for purchasing business software, for example, is longer and more complex than that which involves an individual consumer and an impulse buy. This presents some unique challenges to marketers: More people are involved in the decision-making process , representing different facets of the business. The buyer isn’t spending their own money. Why buy?
B2B And A Resistance To Video Marketing
MARCH 26, 2012
Marketers often falsely assume that a video is not easily optimized; the process, they figure, is not worth the trouble. Conventional wisdom says that you would use every tool at your disposal to reach potential business prospects. That’s not always the case, however. B2B companies have long resisted video as a means of marketing, but that medium is gradually becoming more accepted.
B2B Social Media FAQ: How Much Should We Budget?
APRIL 16, 2012
Programming support to help set up accounts, update templates, install applications and set up/process analytics. First the good budgeting news: Making hard conversions part of the social strategy simplifies and clarifies the budgeting process. A question we get repeatedly from B2Bs that are new to social media marketing is, how much should we budget? Minimum Budgeting Requirements.
Are You Ready for B2B Mobile Marketing?
APRIL 23, 2012
In addition day-to-day, offline business activities such as processing RFQs can be translated into mobile apps to make them more convenient and efficient. Mobile computing is not only a challenge for consumer brands. B2B buyer behavior is changing thanks to the proliferation of smart phones and tablets, which means B2B marketers have a lot more to think about. Advertising. QR Codes.
Content Methodology: A Best Practices Report
connection processes based. Content methodology is a process to continuously improve the effectiveness of a. with strong content processes, measurement tools, and enterprise-wide buy-in. process, bolsters the larger Raymond James brand. processes and. Evaluate existing processes and. processes are needed. Content. Methodology: A Best. Definition II.
25 Awesome B2B Blogging Tips
MAY 2, 2012
Why are so many B2B businesses, from the providers of a credit card processing service to the makers of GPS for vehicle tracking, blogging today? Because they recognize the potential power blogging represents—when done right, blogging gives B2B companies a way to generate greater interest, leads, orders, brand awareness and brand loyalty. Overall Guidelines. Set goals : Why are you blogging?
Buyer Personas: Where (and How!) to Start | B2Bbloggers.com - B2B.
JULY 7, 2010
And that same thing is true for ALL the individuals involved in the B2B buying process from users, to the influencers, and the executives. If you sell to multiple industries or market segments, you need to evaluate the buying process for each industry separately. You need a detailed view of who is involved, their role within the organization and within your buying process.
7 Hot Trends In B2B Marketing Analytics | B2Bbloggers.com - B2B.
OCTOBER 7, 2010
Some possible goals may include the following: Improve engagement and conversion rates Increase organic search traffic to your site Decrease costs and improve efficiency through the lead management process For more resources on B2B marketing analytics and how it will increase your marketing ROI, subscribe to the Modern B2B marketing Blog or follow @Marketo on Twitter. Social media?
Exclusive Interview With SAP's Director Of Social Media - Michael.
AUGUST 24, 2010
Jeremy: What advice do you have for other B2B marketers who are in the process of shaping their company’s social media efforts? One of the ways we are delivering on that vision is through interviews with B2B marketers. Thus far those interviews have included Jeffrey Hayzlett , Stacey Holleran , and Gord Hotchkiss. Enjoy the read. Michael: Our customers are passionate. It’s about being real.
7 Reasons You Can’t Afford to Ignore Lead Nurturing
JANUARY 12, 2012
This is crucial because response rates decline rapidly as the age of a lead increases. By setting up your lead nurturing emails to run automatically, you no longer have to worry about forgetting to follow up with your leads right away, and you make the whole process much simpler and much more effective. 4. Only 33% of B2B marketers say they have an effective lead nurturing process. As a marketer, your most important job is to generate leads for your business. But what good are those leads if they’re not managed properly? Source: Gleanster Research). Source: InsideSales.com).
10 Questions Your Content Marketing Operations Must Answer
AUGUST 29, 2012
Have we documented each step of blog posting process? Writing the post is just one step in the process. Take the time to write the process down, it becomes very helpful for resource allocation. 6. One of the core objectives of content marketing is to nurture customers through the buying process. By no means is this an exhaustive list, just 10 to get you started.
Evangelizing a Content Marketing Program
efficiencies in the process.” 4. What processes need to be in place with. process, hierarchy, and consistent publishing cadence. It’s something we call the Content Flywheel, the visualization of a process in which key content. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 4 II. Why This Guide 6 III.
3 Simple Ways To Differentiate Your Business To Attract Today’s B2B Buyers
MARCH 28, 2012
Make asking for testimonials part of your new customer process and account management strategy for existing customers. In the uber-connected and ultra-competitive world we live in today, you have to differentiate your product, your company and your people from others looking to knock you off your game. It is not a matter of simply showing buyers how good your product is, it’s about connecting with your buyer so they can solve a problem, improve performance or have the confidence necessary to open their wallet. Here are three tips to help you connect more deeply with buyers. Have a Voice.
7 Factors To Consider Before You Follow Someone On Twitter
JUNE 9, 2010
Simply more information to help the decision making process. 6. and “What should I look for when doing so?” There are a couple of schools of thought on the answer and it ties directly to what your goals are with your account. Some focus on growing the follower number as high as possible as quickly as possible. Because I have a specific purpose defined for each account. Why not be prudent?
50 Ways To Make 2011 Rock | B2Bbloggers.com - B2B Social Media and.
JANUARY 5, 2011
Fear, risk, uncertainty and doubt all come into play during the B2B purchasing process. We’ve had to make difficult decisions; cut back on expenses, let good people go from jobs we knew they needed. There is no denying that times have been difficult. In the face of all of that though, a commitment to both personal and professional development has never been more important. Here’s a list of 50 ways to make 2011 rock for you and your company. Put customers at the center of every decision. If an activity is not benefiting your customers, stop and ask “Why are we doing this?” Iterate.
The Top Three B2B Marketing Themes for 2012
JANUARY 19, 2012
Do you have plans to automate your marketing processes? While 2011 was coming to a close, I noticed a slew of articles on what B2B marketers should anticipate this year. Of the 10 or so articles I read regarding B2B marketing predictions for 2012, there were three top themes consistent amongst each article. 1. SOCIAL MEDIA. According to an article by Gary Halliwell on iMediaConnection , a wider range of employees and departments will be representing brands on social media in 2012. Facebook marketing programs are seen as the most important venue. MARKETING AUTOMATION. CONTENT MARKETING.
Staffing and Launching Your Content Marketing Program
butchering it in the process, I’ll just share her recommendation in full: ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY9 Say you’re going to a dinner party full of people you. At Contently, we boil this process down to the. out of the approval process as much as possible by. However, the process doesn’t bog down GE Reports’. All rights reserved. Introduction 3 II.
7 Steps For Dealing With Negative Blog Reviews And Comments.
JUNE 12, 2010
It’s hard to be too upset with someone who says, “thank you. If you start the process of responding to negative reviews online with a determination to express appreciation, it will help shape your response into a brand builder for you. someone in your office gasps. Both men presented a wonderful example of being negative and dealing with negative. Go ahead and engage.
Practical B2B Blog Strategy | B2Bbloggers.com - B2B Social Media.
AUGUST 4, 2010
Then ensure that you’ve got a process in place that assesses the conversions you’re getting from that traffic, running A/B tests over a period of time to tweak your site. But at the end of the day success in the B2B sphere isn’t about conversations and engagement: it’s about sales. clicks down. So What’s the Best Approach for B2B blog success? Or Does It? 5.
Top Four Ways to Convert Social Networkers into Customers
MAY 7, 2012
With social media you can move issues up the chain very quickly and get it resolved and that process is not private but public. So you have thousands of followers on Twitter, hundreds of Facebook “Likes,” and millions of views on your YouTube channel. What’s the secret to turning all your social networkers into cash-buying customers you ask? What’s the magic pill you ask? It’s easy. You just have to understand one thing. Nobody cares about your product. Nobody cares about your product. Customers care about their experience first. It’s not difficult, says Walters. Listen, don’t just talk.
5 Secrets Behind A Strong B2B Content Marketing Strategy
JUNE 26, 2012
The larger the deal, the more time is spent on the decision-making process – thoroughly investigating the company and people involved. In B2B social media, the best results come with great content. With this content, you can showcase expertise and provide helpful insight; you can attract attention and make clients and customers interested in you and your company’s services. Forms, outlets and advice for how to advance content are numerous , though often hard to narrow down and use to formulate a strong content marketing strategy. Goals: Have an intention and keep it in mind.
Marketing Technology: 3 Solutions You Can't Live Without
insight and scalability that disparate and manual processes. the two by introducing a standard process and lead scoring. CRM platform ● Clearly define your buyer’s journey and lead scoring process ● Involve sales in the lead scoring process in order to improve. the lead-to-revenue management process ● Measure ROI of marketing efforts and impact on lead. Whether.
B2B Mobile Marketing. there's an app for that | B2Bbloggers.com.
MAY 11, 2010
Based on my work with B2B high tech and industrial companies, the following list offers ideas for B2B mobile apps: Let’s say you provide a B2B software application. Is there a dashboard or other view that would simplify a process for your customer? reasing brand engagement. A more powerful use of B2B apps is to enable greater personal productivity and connectivity. Thanks! Or Does It? 5.
Content Marketers: How to Think and Act Like a Publisher
JULY 22, 2010
How many steps does it take to complete the process? But one key thing publishers have always focused on that B2B marketers traditionally have not is the profitable creation and distribution of massive amounts of content. So how do you begin to find or create the content you will need to succeed? These posts are for marketers interested in learning how publishers think and act. Sign up.
Print Advertising's Fit Into Today's Marketing Mix #B2Bchat Recap.
JUNE 4, 2010
jeremyvictor: It certainly has impacted my thought process relative to contributing content to publications – more interested now. B2Bchat Recap] June 4th, 2010 | By Jeremy Victor Well this week’s #B2Bchat on print advertising and where it fits into today’s marketing mix was a lively discussion. Enjoy the read and special thanks go to @KentHuffman for moderating this week for me.
5 Ways To Use Data Insight In Marketing Strategies
JUNE 13, 2012
Knowing what new technologies are out there to automate these complex processes and making sure they are updated as soon as cutting edge products appear is the best way to cut time, human and financial resources as well as stay ahead of competition. Today many changes are taking place in content marketing. Information is power, and according to the latest research, the companies that use this wisdom to run their business, are flourishing. Online marketing is also experiencing huge shifts in relevance with content and data coming to the forefront of industry forces. Keep data up-to-date.
Advocate Marketing Creates B2B Relationships That Lasts A Lifetime
process of creating advocates — people who have a personal story or expert perspective to share. Bringing process and structure to advocacy programs changes behavior and. processes that win, serve, and retain customers across their lifetime.5 if the customer journey is now. personally rewarding deepens relationships without the manpower that manual processes require.
5 Ways Marketing Automation Can Funnel Better Leads to Sales
MAY 24, 2010
Lead nurturing is a content-focused process that allows you to always be relevant and constantly provide value. Lead nurturing through a marketing automation platform can be done pretty effectively, since it becomes an automated process. But it doesn’t stop there, marketing automation software offers a number of benefits to help funnel better leads. 1. Or Does It? 5.
Three Steps To Create Awesome Product Content
AUGUST 9, 2012
Particularly if you’re offering a complicated product like a SaaS platform or a B2B consulting process, the importance of simplicity in your Point cannot be understated. It’s a lot easier for a surfer to sit through a 2-minute video than it is for them to read 2 minutes worth of text and process it. Imagine running a brick and mortar retail shop. You have a big sign out front with a brand name handy, but not necessarily a lot of information. Even more difficult, there are several competitors all readily available on the same street. Capture Interest. Convey The Point.
The Future of Marketing: The Greatest Marketing Challenge of our.
MAY 13, 2010
Most companies aren’t aware or can’t afford these software solutions so Marketers need a disciplined planning process with clear steps to help you increase your chance of success. To be clear, let’s revisit Jessica, our 25-year-old professional working in the year 2020. We’ll use a day in her life to explain how you might make better channel marketing decisions for your business. Step 2.
10 Corporate Blogging Pitfalls To Avoid | B2Bbloggers.com - B2B.
SEPTEMBER 29, 2010
Having that understanding going in will help you plan for the copy editing process. Not just for the publication dates of your articles, but all the additional dates and milestones in the the article writing and blog posting process. Failing to have a pre-defined process for handling negative comments It is going to happen. Corporate blogging is not a one time event. Have some.
Study: How Much of Your Content Marketing Is Effective?
and look at their thought processes for making content market- ing decisions. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. content.
Why Marketing Automation Is A Must Have (For Every B2B VP of Sales.
OCTOBER 28, 2010
Highlights and Key Learnings B2B buyers no longer follow a linear purchasing process and therefore using a single sales discovery process with all prospects may frustrate buyers and can create an immediate disconnect in the buyer-seller relationship. You need a way to identify what the buyers know and what stage of the process they may be entering (or coming out of). Sign up.
Exclusive Interview Eloqua's Director Of Content @jchernov.
AUGUST 30, 2010
Joe: While the process itself is automated, and much of the back-end components (like lead scoring, progressive profiling, etc.) Jeremy: What advice do you have for other B2B marketers who are in the process of shaping their company’s social media efforts? The main reason: it shared real life experience of implementing and managing social media marketing. It was Michael. That’s DBL.
A Two Way Conversation | B2Bbloggers.com - B2B Social Media and.
DECEMBER 6, 2010
Within this process the customer’s need thus their reason to buy, can often be overlooked. You know why the product or service is good, but if they don’t understand the value they’re getting out of it, or how it’s likely to improve their current dilemma, then what good is it to them? This is no different to a business pitch. Read his blog. 50 Ways To Make 2011 Rock 2.
What I Learned About B2B Social Media In Memphis
MAY 20, 2010
The majority of B2B companies are just now beginning the learning process. The event was headlined by Chris Brogan and organized by Amy Howell (@HowellMarketing) of Howell Marketing Strategies. It was my first opportunity to experience the benefit of the time I have been investing into social media marketing for Make Good Media and B2Bbloggers. That’s right, LISTENING. Sign up.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
marketing technology into a seamless process. 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. Key Findings IV. Results and Analysis V. But in 2015, a.
B2B Twitter Reseach Report Uncovers “Secret” to Success
JULY 2, 2010
The boat would circle around and we’d go through the process all over again. Over the next few posts, I’ll present and expand upon some of their key B2B Twitter Research Report findings. To start, BtoB discovered that: B2B companies who invest in using Twitter for business marketing and use it more frequently, experience greater success and satisfaction with Twitter. It was far from natural.
The Year Of The Real Time Enterprise | B2Bbloggers.com - B2B.
NOVEMBER 12, 2010
B2B buyers now own the discovery process and educate themselves using multiple channels. We could all suggest that mobile, apps, and b2b social media are high level trends that will continue into for 2011. They are no-brainers, right? Over the next few Friday’s, I’ll reframe some of those trends and introduce a few new ones that will impact B2B marketing and sales in 2011. What do you think?
Your Business on the Cover of a Magazine? (It’s easier than you think.)
OCTOBER 26, 2011
There are no upfront costs or minimum print runs, and it’s a painless process to turn a PDF file into a professional-quality print publication without ever leaving your desk. If you have value to offer, you have a story to tell. You may already be creating material, online or in print, that tells your prospects and customers about the value of your products and/or services. Storage?
Conduct a Content Audit For Your Content Marketing Strategy.
APRIL 27, 2010
Campaign Message matrix is a grid with the customer buying process and other variables laid out in a visual manner. Those companies are undoubtedly asking themselves Is our content really working? Is it engaging our target audience? Is it helping us sell? Their content is not helping them sell. How can we ensure our content is doing what we need it to do? Is it simple and engaging?
B2B Marketing Trends for 2016
processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. company sales rep, it becomes even more vital that both groups understand the buying process from.
Fostering Innovation - Eloqua Experience Day Two Keynotes.
OCTOBER 20, 2010
Agile marketing has paid off in many ways including: Major shift in velocity Prioritization Resourcing Clarity Approval Process Video has been the single most important thing Salesforce.com has done in the past year, because of the ‘fidelity’ of the message. Each of the presentations offered attendees insights and inspiration. Enjoy a summary of some of the key learnings.