Great B2B Marketing

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Lower the Cost and Boost the Productivity of B2B Sales

Great B2B Marketing

47% of companies say it takes 10 or more months for new sales people to become fully productive (67% are 7 or more months)(CSO Insights). Just when a new rep is starting to become productive, they (and their sales manager) are in the waning days of their tenure with a particular company. In other words, the buyer’s funnel has replaced the sales funnel as clients/customers conduct product research, read reviews, discover pricing details and generally equip themselves in a way that make themselves tougher to manipulate, but easier to sell. Talk about a recipe for heartburn. 

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B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

In fact we work closely with the management teams of numerous B2B product and services companies to build and help execute a marketing strategy that fits their industry and their sales model. While the right B2B marketing strategy will vary by type of product and industry, we do see distinct trends. What key tactics best fit our Marketing Strategy?

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B2B Sales and Marketing Trends for 2015

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For instance, they may do their own competitive product research, read reviews and appear much deeper in the funnel, ready for a quote. 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 Rejuvenate a Troubled B2B Brand

Great B2B Marketing

And if you have changed the company or product name — other than the fact you want to redirect anyone looking for the old brand name to the new content — it is best to banish the old naming and messaging from your vocabulary. Two months ago, I wrote an article titled The Economic Value of Your Company Brand. The first major category is where you change the name and everything else.

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Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. When Marriott began production on Two Bellmen, its award-winning short film, Beebe largely gave director Miguel Cabrera full reign to exercise his creativity. and crisis management, or even productivity. your product and brand message. market for relevant and/or similar products and. Content. Methodology: A Best.

Use Digital Content to Shorten the B2B Sales Cycle

Great B2B Marketing

Here are a few ideas: Product Brochures and Data Sheets.  Prospects will want to review your product or services literature before making the purchase decision. Either way, it behooves you to have well-organized and complete product and services information. Company and Product Reviews. It seems like everyone is talking about B2C and B2B content marketing. Case Studies.

Get on Board the Mobile Marketing Revolution

Great B2B Marketing

QR codes are two-dimensional barcodes that allow prospects who scan them to access a web page that contains information like product data, offers, video or audio clips, coupons, and connections to social media platforms. International Data Corp.’s However, many B2B prospects – those people you aim to serve—prefer to read and engage via mobile devices (mostly smartphones and tablets). 

How to be a Great B2B Marketing Coach

Great B2B Marketing

As the leader of your team’s marketing efforts, you need to set the tone for how everyone communicates their feelings about your products or services. In honor of Super Bowl week, I thought I would explore just what it takes to be a great B2B marketing coach. Hopefully you won’t have to deal with issues like injuries and deflated footballs. For example, an email campaign that produced a.5

Big Bang Marketing is Out – Agile is In

Great B2B Marketing

But to me, the most  important points he made were about how the agile product development methodologies can be applied to the world of marketing. multi-million dollar Super Bowl commercials), huge direct marketing promotions, or a total pivot of a company to promote one particular product or service. I got the idea for a blog post from an uberflip.com interview with Jeremy Burton, chief marketing officer of EMC.  As Burton describes, Big Bang marketing is out  and has been replaced by a series of sprints and changes. In the old days (e.g. Agile marketing is data-driven. 

Content Marketing 2016: Staffing, Measurement, and Effectiveness

emerged with smart products that offer features like. attention from a high level of production to. increase productivity. 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.

How to Find Elusive B2B Buyers

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10 messages pitching services and products that are not relevant to my business. You may think that your product or service is so compelling that you are doing your prospects a favor by sharing it with them despite their lack of receptivity. Contrast this to the couple who searches online to find a needed product or service, visits your website, decides that you are a company that is worth potentially doing business with, and invites you to their home to discuss purchasing your product or service. Okay, it’s time for a little honesty. messages from clients.

Important Lessons for Working with Channel Partners

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However, there are some tough lessons I have learned over many channel relationships, some painful, some amusing, and some highly productive. There are many steps necessary to get new partners productive, and if you don’t follow these steps, many new and promising partnerships will wither on the vine. It can be a compelling proposition to have external companies working for your success without the heavy investments necessary to build, equip, and train an internal sales organization – particularly if you need to reach a broad geographic area. Lesson 6 – Training is crucial.

Focus on Productive B2B Marketing and Sales Activities

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However, if there is one thing that was a barrier to more success, it is the insidious habit of focusing on non-productive activities. By the way, if you want to understand the value of practicing intense focus on productive activities (FOPA), think about the last time you were heading off to a vacation. And so my mantra for 2015 will be to spend as much time as possible focusing on productive activities (FOPA) and as little as possible focusing on that which is unproductive. Going to meetings that seldom accomplish anything. Carpe New Year!

Should You Market to Pain or Persona?

Great B2B Marketing

Basically, products and services exist to answer the needs, challenges and desires of customers.  I just had an interesting conversation about campaign targeting with a really smart client. We were discussing the best way not only to attract prospects, but also to set up a lead nurturing campaign that will convert the largest number possible into paying clients. Carpe occasio.

5 Characteristics of a Winning B2B Marketer

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Remember that everything has an opportunity cost – is there something more productive that you could be doing? You must believe that you have the right product or service, that it offers real benefits, and that you are promoting it to the right individuals. There are a few characteristics that will help you not only survive, but thrive—regardless of any shifts in the changing marketing landscape. Following are five key characteristics that will separate you, as a winning B2B marketer, from the has-beens and also-rans. Winning B2B Marketer Stops What is Hurting.

Study: How Much of Your Content Marketing Is Effective?

products.” I’d imagine that sentiment rings true for many marketers in all. 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.

Do You Need to Recombobulate Your B2B Marketing?

Great B2B Marketing

This can be a new competitor or an existing competitor that introduces a product that upends the entire category and reduces your awareness, leads and revenue. For example, when a software company offers its products through a paid subscription model instead of an installed licensing model, a transformation is required in how you market, sell and deliver products and services.

B2B Marketing: Six Need-to-Know Nuggets

Great B2B Marketing

You can tell when someone really appreciates their product or service.  Of course it is important for you to promote your products or services with confidence, but the fact is, every one of your features is not superior to every other product on the market. Sometimes there’s just too much going on for a single-topic post! Growth in Technology. You can get both here.

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10 Critical B2B Sales and Marketing Metrics – Part 2

Great B2B Marketing

The average sales cycle can range from minutes with e-commerce products to a year or more with large ticket enterprise sales.  In my last blog post , I talked about the first five of the 10 most critical B2B marketing metrics.  Just to recap, they are: Cost per new inquiry. Conversion of inquiries to qualified leads. Cost to acquire a new customer. Cost per new dollar of revenue.

The Pros and Cons of Competitive Marketing

Great B2B Marketing

You make it easy to switch.  As I mentioned regarding systems like ERP, it can be a daunting proposition for someone to switch large and complex products or services. This can even be true for less expensive or complex products. Competitor has a product quality problem. Competitor has a product delivery failure. You competitor is better known. Your offer is compelling. Even

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

B2B Appeals that Motivate Action

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Copywriters who effectively push the greed button sell a lot of products. Instead of saying “If you buy our product, these good things will happen to you,” FUD copy implies, “If you don’t buy our product, these bad things will happen to you.” Curiosity – This appeal is most effective with so-called early adopters of products.

Why Your Allies and Actions Are Crucial in B2B Marketing

Great B2B Marketing

New ventures are started with minimum viable products (MVP) and fast failure is the key. Tom Peters, noted management guru and author of groundbreaking books like In Search of Excellence and Pursuit of WOW , published some great (and free) content about the importance of allies and action for driving change in business. You can download a copy here. This was another tough lesson for me.

8 Reasons Why We Fail to Make the B2B Sale

Great B2B Marketing

The quality of your product, promotion, sales pitch or website is poor. 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. What can then prevent the direct rep or sales rep from achieving the sale? B2B Sales

Pull Marketing vs. Push Marketing – The Shifting Battleground

Great B2B Marketing

Pull marketing centers around the idea that you actively draw clients or customers to seek out your product or services. 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.  Whether at the office or home, this is particularly irritating.  The exceptions are neighborhood scouts or sports teams. 2.

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B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Commerce Interrupted – Four Barriers That Stop Your Prospects from Becoming Customers!

Great B2B Marketing

Create desire within these prospects to purchase your product or service. Perhaps something on the website wasn’t clear or you needed to verify that the product was compatible with something you already own.  Risk – Buyers go through a mental checklist that goes something like the following: Will this product or service fill my needs or solve my problem?   There are three primary objectives of a marketing campaign: Find qualified prospects (potential buyers). Remove all barriers to the purchase process. Many B2B and B2C companies do a good job at the first two objectives.

Would Writing a Book Help You and Your Business?

Great B2B Marketing

There is no getting around the fact that book writing and production is huge time sink. I just published my fifth book, Winning B2B Marketing.  Being a glutton for punishment, I seem to get the urge to do this every five years or so. So let’s start with the reasons why you may not want to write a book: It takes a lot of time. There is an opportunity cost. You don’t have enough to say.

Good Advice (And Why You’re Not Taking It)

Great B2B Marketing

Three years ago, I wrote a blog post about how engineers harm themselves when they design a great product but fail to heed the advice of marketing and sales professionals when they try to bring it to market. Like many others, I’ve been reading Seth Godin’s blog for quite some time. Seth has a way of getting to the point quickly and many of his posts are 100 words or less. For example, he wrote the following about the importance of accepting advice: “Good advice…is priceless. Not what you want to hear, but what you need to hear. Not imaginary, but practical.

Obsession with “Listening to Customers” Can Lead You Astray

Great B2B Marketing

This is why Apple has sold so many products, despite the fact that Steve Jobs supposedly didn’t listen to his customers. If you provide lousy products and services they probably won’t come back, regardless of how much you listened. As Jobs said, “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them.”

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

Is Marketing Passé? You Be the Judge

Great B2B Marketing

Viral is the new marketing, and great products increasingly sell themselves. Gee, if it were only that easy: Create a product that customers love, let them tell friends and colleagues, watch it go viral, and sell the company to Facebook for $19 billion. However, no matter how hard we try, the large majority of us will never have an opportunity to launch a product that goes viral to such an extent. It’s similar with product or company success. Steve Case, founder of AOL, just wrote an article for Mashable about Facebook’s acquisition of WhatsApp.

B2B Retargeting – Benefits and Pitfalls

Great B2B Marketing

Are visiting websites that have something to do with accounting software, including your website, competitors’ websites, industry websites, or product comparison websites. In my last blog post, I talked about how to use remarketing strategies to revitalize a stagnant B2B contact list. The gist of that article was targeting individuals who are already part of your database. Chris.

B2B Marketing Strategy: Inform and Educate

Great B2B Marketing

Using your web channels to hype your products and services is usually not the most effective marketing strategy. While it is tempting to push your products hard and fast, sharing rather than selling can be a more persuasive tool. 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. You’ve got expertise, so share it liberally.

Create an Unstoppable B2B Sales Machine – Part 1

Great B2B Marketing

good way to kill the productivity of a sales force is to throw too much at them. Too many products, too many offers, and too many messages equate to too many chances for the sales team to mess things up and lose sales. One of my clients had great technology, but had a very bad habit of changing its product offerings and value proposition every six months or so.

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How to Shorten the B2B Sales Cycle

Great B2B Marketing

This is the purpose of the offer – to first drive prospect engagement and then drive prospect action (buying your product or service).  A good offer is the fuel that can not only shorten your sales cycle but also turbo charge your entire revenue generating machine. If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle. 

Market Research – 8 Strategies for Getting it Right, Quickly

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I had a really good conversation with a business colleague who is launching his products into a new channel, with […]. Market Research

Can We Please Tell the Truth in Our Marketing Communications?

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Claiming that the product or service is free. This post was inspired by a negative marketing event. received a personalized letter in an official-looking envelope from a company called: ABC Shareholder Services (real name not used to protect the guilty). Perhaps I am an optimist by nature; I made the call. He actually had a point. Claiming that the offer is personal.

How Marketing Can Double the Effectiveness of Your Sales Force

Great B2B Marketing

Here are a few examples: Step 1:  Tighten the message.  It is not unusual to find different sales reps speaking different messages about the company and its products and services. 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.

In B2B Marketing, Everything Counts

Great B2B Marketing

You can claim to be the company with the best product or service, but it may not matter if you make a poor first impression. Whether you are talking about your cleaning service or selling a multimillion-dollar product, companies with a reputation for competence will beat their competition. So how does this lesson apply to B2B marketing? Glad you asked! Be professional. Be articulate.