| | | Great B2B Marketing | |  Research | 12 articles |
| Page 1 of 1 | Previous | Next | GREAT B2B MARKETING AUGUST 29, 2012 Marketing Analytics – Measuring What Matters in B2B 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. | GREAT B2B MARKETING JUNE 22, 2011 Lousy B2B Lead Generation Habits to Avoid 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. | | | | | |
| GREAT B2B MARKETING APRIL 23, 2012 Marketing Statements that Show Your Company is Out of Touch For example, according to Hubspot.com , 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. | GREAT B2B MARKETING FEBRUARY 19, 2013 Pull Marketing vs. Push Marketing – The Shifting Battleground 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. | GREAT B2B MARKETING OCTOBER 27, 2011 B2B Lead Generation – How Much Information Should You Capture? 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. | GREAT B2B MARKETING JUNE 20, 2012  Marketing Clichés Part Two good way to do this is to make sure you do your research before launching campaigns and look for any potential failure points. 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. Here are seven more for your consideration: Absence makes the heart grow fonder. Better safe than sorry. | | | | | | | |
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GREAT B2B MARKETING | WEDNESDAY, FEBRUARY 9, 2011 Don’t Major in the Minors of B2B Marketing – by Chris Ryan
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 MORE >> -
GREAT B2B MARKETING | MONDAY, MARCH 25, 2013 Make it Easy for People to Buy
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. MORE >> -
GREAT B2B MARKETING | MONDAY, APRIL 4, 2011 Five Questions Every B2B Marketer Needs to Ask – by Christopher Ryan
According to HubSpot, 78% of Internet users conduct product research online. 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? This is a critical question because it will determine how you must market to be successful. A differentiated product or service has advantages, but it must usually contend with a much smaller market niche. MORE >> -
GREAT B2B MARKETING | WEDNESDAY, DECEMBER 12, 2012 Marketing Life Lessons
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. MORE >> -
GREAT B2B MARKETING | TUESDAY, OCTOBER 4, 2011  Why You Need a Strong Web Presence to Meet Your Lead Objectives
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? sell a/an (infrastructure/sophisticated technology/enterprise/ services/ international) product to businesses. How do I know my customers are on the Internet? We just spent $X on a website upgrade/replacement. Your Business Objectives. MORE >>
- Lousy B2B Lead Generation Habits to Avoid GREAT B2B MARKETING | WEDNESDAY, JUNE 22, 2011
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