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B2B Sales and Marketing Trends for 2015

Great B2B Marketing

This report is based on our experience with our B2B clients as well as relevant industry research. You can see a lot of the Global Web Index research here. For instance, they may do their own competitive product research, read reviews and appear much deeper in the funnel, ready for a quote. The purpose or the report is to provide information that is timely and actionable.

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Lower the Cost and Boost the Productivity of B2B Sales

Great B2B Marketing

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. 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. And only 58% reach quota.

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The Economic Value of Your Company Brand

Great B2B Marketing

On the other side of the coin are brands with declining value like Sears, Blackberry, (which used to be Research in Motion), H&R Block, Yahoo, and JC Penny. I was a guest speaker for The Center for Business Modeling at a video/podcast on a subject near and dear to my heart: the economic value of a brand. Following is a summary of what I said on the podcast. The brand is respected.

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B2B Sales and Marketing Transformation

Great B2B Marketing

The speaker is Barry Trailer, Chief Research […]. I just viewed a great online video that deserves its own blog post. B2B Marketing B2B Sales

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B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

For example, research from our friends at MarketingSherpa shows that only about one quarter of B2B companies have a lead generation and follow-up process that is routinely followed.  One of the things that drives me batty is when otherwise smart B2B marketers focus relentlessly on marketing analytics that measure things that are not important, while neglecting the big picture – a classic example of missing the forest for the trees.  A recent blog post titled The Thorny Question of Marketing Attribution: Does it Apply to B2B illustrates this perfectly.  Carpe Occasio.

5 Characteristics of a Winning B2B Marketer

Great B2B Marketing

It means you research competitors, test models and strategies, gain intimate knowledge of your audience, and continually refine your processes. 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. Remember that everything has an opportunity cost – is there something more productive that you could be doing?

Should You Market to Pain or Persona?

Great B2B Marketing

As you will see if you download the canvas, there is a lot of research, hypotheses and testing involved in persona marketing, while pain point marketing can be accomplished much faster.  I just had an interesting conversation about campaign targeting with a really smart client. The technical definition of persona is “the way you present yourself to the world.” But Carpe occasio.

Market Research – 8 Strategies for Getting it Right, Quickly

Great B2B Marketing

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

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

B2B Sales and Marketing Trends for 2014

Great B2B Marketing

Research has shown that delaying a follow-up call by a few hours can have huge implications for your close rate. 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.

Why Your Allies and Actions Are Crucial in B2B Marketing

Great B2B Marketing

Research is short and inexpensive because you know that the true test of whether something is going to work is at the point of purchase, not in a focus group or survey questionnaire. You can download a copy here. Let’s first talk about the action part of the story. Like me, Peters is a huge proponent of the Ready…Fire…Aim principle. You learn more from trying things than talking about them.

Pull Marketing vs. Push Marketing – The Shifting Battleground

Great B2B Marketing

Unsolicited telephone calls are still an annoyance — except they are now from so-called “market researchers” and charities, who are exempt from the privacy requirements. 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.  The exceptions are neighborhood scouts or sports teams. 2.

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8 Reasons Why We Fail to Make the B2B Sale

Great B2B Marketing

My company, Fusion Marketing Partners , has conducted extensive research on short- and long-term B2B buying patterns. 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. B2B Sales

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Reference content can include research, surveys and guides. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. They expect content to be relevant, easy to find, and mobile- friendly. know which half."

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

Great B2B Marketing

Conduct some research. 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. To refresh your memory, BANT stands for Budget, Authority, Need and Timing. Inquirers who are currently unqualified can be put back into the drip marketing pool. In the age of online marketing, this is not always a valid assumption.


Five Ways You Can Get Big Value from LinkedIn

Great B2B Marketing

Jill Konrath (author of SNAP Selling)  has done extensive research in this area and reports that top-earning sales reps use LinkedIn far more than their peers. When the user of your product or service is researching or evaluating purchase options, you want to be the company name that pops into his/her mind. But like everything else in life, there is always a first among equals. 

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

Great B2B Marketing

My assignment was to gauge the marketplace, understand the key trends, research what competitors are doing, and gain insight from prospects and partners.  In prior jobs I’ve spent hundreds (maybe thousands!) of hours at industry conferences, and it was good to be back in the saddle (so to speak).  It was interesting to note how things have changed—and the many ways they have stayed the same.  Prospects are smarter.  A large percentage of attendees have done a bit of pre-conference online research, perhaps at your website. Here are a few observations. Trust me on this one.

Make it Easy for People to Buy

Great B2B Marketing

In the meantime, I researched the market online and found a great set of policies. Every day it seems that another business I deal with violates the principle of making it easy for prospects to buy. Roadblocks are thrown up where none are necessary and the buying process is often stopped dead in its tracks. Remember that buyers make the decision of whether or not to purchase based on the perceived value of the offering minus the financial cost, time and risk.  If you make the cost factor too high in terms of obstacles, the prospect will buy elsewhere. That’s right, zero times.

B2B Lead Generation – How Much Information Should You Capture?

Great B2B Marketing

My research suggests that between 20 and 50 times more people download free content. I just read an interesting article at Web Ink Now, titled New B2B Lead Generation Calculus.  Noted marketing thought leader David Meerman Scott revisits that often-debated topic of whether it is better to collect opt-in data before allowing people to download your content, or to make that content available without requiring anything from the website visitor. For these folks, value comes from many more people being exposed to the content and spreading the free content via social networks.

Marketing Statements that Show Your Company is Out of Touch

Great B2B Marketing

For example, according to , in the B2B arena, 80 percent or more of the product research is done by the potential buyer before they interact with you. As B2B marketing outsource providers , we get to hear some interesting statements about marketing. Some of these statements indicate a philosophy that can be detrimental to achieving your marketing and sales objectives. If you hear any of your internal personnel saying any of the following, consider it a red flag and address the issue right away. Why should we spend any more time working on the website? It is that simple.

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Lousy B2B Lead Generation Habits to Avoid

Great B2B Marketing

The most carefully researched plans don’t work out when exposed to the marketplace.  I talk a lot about what you need to do to be successful in B2B marketing.  But it is helpful to understand what not to do as well.  Here are five habits to avoid in B2B lead generation. Lousy Habit 1: Waiting until conditions are “just right.” With some exception, the world can be divided into two classes of people, those who are prone to analysis and those who are prone to action.  You could also call these people the ready-aim-fire and the ready-fire-aim crowds.  This makes everything very unpleasant.

Five Questions Every B2B Marketer Needs to Ask – by Christopher Ryan

Great B2B Marketing

According to HubSpot, 78% of Internet users conduct product research online.  In some markets (e.g. technology) the percentage of web researchers is even higher.  B2B Marketing is a tricky business with a lot of moving parts.  To do it right, you need the answers to the appropriate questions.  Here are five to get you started: Is what you offer a commodity or a differentiated product or service?  By contrast, a commodity product or service must often be sold on the basis of pricing or some other non-unique attribute.    . Can you be successful in your chosen market space? 

Marketing Clichés Part Two

Great B2B Marketing

good way to do this is to make sure you do your research before launching campaigns and look for any potential failure points.  In other words, make sure you avoid the marketing pits. In my last post on marketing cliches , I talked about the origins of six commonly used clichés that have meaning in many areas, including B2B marketing.  Better safe than sorry. Bet the farm.  End of my rope. 

Marketing Life Lessons

Great B2B Marketing

Sometimes it is hard to decide what to do and sometimes research is needed. There are some lessons learned in life that apply strongly to marketing (and vice versa).  Here are five for your consideration. Lesson 1:  What you don’t know can hurt you. As a marketer, you need to have better and more current information about marketing than your CEO and sales VP.  And if you are a marketing services provider, you had better know more than your client, at least about the subject in which you specialize. Lesson 2: Action is almost always better than inaction.

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Why You Need a Strong Web Presence to Meet Your Lead Objectives

Great B2B Marketing

After all, it’s faster and cheaper to build a short list of vendor candidates with a little online research than it is to orchestrate a long parade of outside sales reps and hold innumerable vendor meetings. When I talk to business executives about web presence, I get an interesting mix of responses: What is a strong web presence and why do I care? Doesn’t that give us a strong web presence?

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Don’t Major in the Minors of B2B Marketing – by Chris Ryan

Great B2B Marketing

Examples include: creating content, lead generation projects, optimizing your website, meeting with sales counterparts, business social media, competitive research, strategic public relations, and lower-level partner meetings. One of the worst ways to spend your day as a B2B marketer is to “major in the minors.”  By this, I mean spending your time on activities that have little or no impact on results. . As I write this, it is snowy in Colorado.  There are three trucks in our company’s parking lot, scraping snow and sanding the pavement.  B2B Marketer B2B Marketing Marketing Strategy

Overcoming The Content Personalization Challenge With Buyer Persona Research

Tony Zambito

Buyer Persona Research. For example, use of marketing and content technology requires us to bring a design methodology to buyer persona research.  This is one of the main reasons why some companies still struggle with content personalization after they have gone through – what they believed to be – a buyer persona research initiative.  by icon 54. The correlation is evident. 

Use Buyer Persona Research To Improve B2B Customer Experience

Tony Zambito

Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another.  This type of recent B2B research, accompanied by others in the past few years, points to the major influence customer experience now has in B2B.  Buyer persona research can play a role. 

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

Research has proven that goals can vary immensely.  Utilize The Right Buyer Persona Research Approach. To achieve such understanding, it is important for B2B CMOs to be able to distinguish between authentic goal-directed buyer persona research from that of faux buyer personas.  To get at goals and behaviors requires qualitative research.  by Gregor Črešnar. Improving.

The 17 Best Keyword Research Tools for SEO and SEM


That’s where keyword research comes in. So once you or your team have developed topic ideas, planned content , and researched those subjects,  it’s time to use keyword research tools to find the best phrases to match up searcher intent with your approach to each topic. Here are 17 of the best keyword research tools according to expert reviewers. 1) SEMrush.

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

Tony Zambito

recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers , indicates that high performing organizations utilized qualitative research for their buyer personas.  Findings also found that 70% of companies who missed their revenue goals did not conduct qualitative research for their personas.  This is certainly anathema to qualitative research.

Nine Lessons in B2B Thought Leadership [Research]

B2B Marketing Insider

The post Nine Lessons in B2B Thought Leadership [Research] appeared first on Marketing Insider Group. We surveyed over 200 senior executives at FTSE 350 organisations to better understand how they view and use content marketing. The results bring good news to those in charge of a B2B firm’s marketing and communication programmes – if they heed these nine lessons.

Manufacturing Marketers See Content Marketing Breakthrough [Research]

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In my blog post announcing last year’s (somewhat dismal) manufacturing research results, I asked manufacturing marketers who were merely “doing” content marketing – with no strategy to guide them – to please stop. Our research consistently shows that documenting your content marketing strategy is a key to success. Content Marketing ResearchWhat a difference a year makes!

New research: An exceptional path to social selling success

grow - Practical Marketing Solutions

That’s why I was so pleased to see some real research come out on this topic from Dr. Ari Lightman of Carnegie Mellon University. The research showed that posts with high quality images received 200 percent more engagement on LinkedIn. The research found that two different platforms had the most impact on purchasing professionals. Social selling best practices. Marketing.

New research explodes the status quo of customer service

grow - Practical Marketing Solutions

Tom Webster led an Edison Research team to discover the truth of customer service on the web today. The post New research explodes the status quo of customer service appeared first on Schaefer Marketing Solutions: We Help Businesses {grow}. Tom Webster led an Edison Research team to discover the truth of customer service on the web today. Lots of possibilities here.

B2B market research – 10 unique features

The B2B Research Blog

Is B2B market research really that different from B2C?  Well in a nutshell, yes.  In this blog post Circle’s Andrew Dalglish explores the 10 key differences that make B2B research unique. These unique features of B2B markets have important implications when conducting B2B market research.  Consumer researchers often label themselves as ‘qualitative’ or ‘quantitative’.

How to Use Social Selling for Pre-Call Research in B2B Inside Sales

Sales Prospecting Perspectives

Sales Prospecting Strategies Social Selling Research B2B Inside Sales Sales Communication What is B2B social selling? There are many definitions, such as using social media outlets like Facebook, Twitter, Pinterest, etc., to spread the word about products and services to potential customers and clients. In fact, it’s something you’ve probably done in the past without realizing it.

Research: Effective B2B Content Marketing

Type A Communications

October 6, 2015 What’s success look like for you? That’s a critical question, and one that B2B marketers need to ask more often. It’s a big message that came out. read more. B2B Marketing Content Marketing Content Strategy