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Social Media – Driving Competitive Advantage for B2B Marketers

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This group could range from companies who are barely utilizing social media to those who are avid practitioners, but feel they could be doing better. But regardless of how the 45 percent is allocated, there is a significant majority of companies who are either not using social media at all or doing it in an ineffective manner. B2B Pull Marketing Social Media b2b

B2B Marketing: Know the Trends, Pick the Right Strategy

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Content marketing and social media are increasingly important, but these tactics often require a sustained commitment and time to yield significant results. Pull (Inbound) B2B Marketing: The Increased Importance of Content Marketing & Social Media. What key tactics best fit our Marketing Strategy? What B2B marketing tactics are working now for others, and how well?

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B2B Sales and Marketing Trends for 2015

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Trend 2: Social media is getting tougher. The social sites that used to be mostly promotion-free (LinkedIn, Facebook, Twitter) are now inundated with paid promotion. Just as with past “hot media” like direct mail, email and online banner ads, when advertiser activity goes up, response rates go down. You can read the full report here.

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11 Rules You Must Follow to Be a LinkedIn Marketing Master

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As a B2B marketer, one of the best social media tools you can use is LinkedIn. wrote about this in a 2011 blog post titled Is Social Media a Marathon or a Sprint ? Don’t put social items on LinkedIn. If you follow them, I hope that LinkedIn is as beneficial to you as it has been for me and my company. I’ll talk about other social media in future posts. LinkedIn Marketing Social Media Social Media Marketing At my company, Fusion Marketing Partners, we have a policy of not spending money on marketing or sales.

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B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. social media. Look for.

How to Beat Larger Competitors at B2B Marketing and Sales

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People like to root for the underdog (David), and if you have a good story, the media can help you spread your message about how you are overcoming the giant company (Goliath). Utilize content marketing, pull marketing and social media. Clever content marketing and low-cost pull marketing tools like social media and PR can differentiate you and boost market awareness.

Eyeball Share Leads to Wallet Share

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billion social networking accounts worldwide and that number is expected to grow to 4.3 The reason to establish yourself through social media and pull marketing is not to avoid personal selling but rather to lay the groundwork that makes selling easier. Cold calling Pull Marketing Social Media This number ranges as high as 80% in some industries. There are now 2.7

Get on Board the Mobile Marketing Revolution

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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 This is why you need to devote time and resources to mobile marketing. So there is still plenty of opportunity. from 3.2%.

Social Media Marketing: What Not to Do

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I’ve written a lot about the subject of what you need to do to be successful in social media and pull marketing.  And for goodness sake, don’t insult your boss or your company in social media. Remember that everything you say, and every photo you place, in social media, can and will be used against you.  It is difficult to overcome a negative online reputation. Don’t lose your momentum by incorrectly utilizing social media and don’t waste precious time generating trivial, mundane, or superfluous material. Don’t become a nuisance.  Irvin S.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. social media. Look for.

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

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 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.  The next thing you know, he or she is posting, tweeting, responding, bookmarking and otherwise fully engaged in every social networking outlet they can find.  But actually, good social media is more like a marathon than a sprint.  This principle also applies to social media.  Happy New Year.

Do You Need to Recombobulate Your B2B Marketing?

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If you are not using pull marketing, social media and/or content marketing, you may want to investigate how these strategies are generating awareness, leads and revenue. Bear with me a bit and I will explain the odd title of this post. read an interesting tweet from Moira Geary , who gave herself the moniker of “Recombobulator.” The English language gains a new word.

B2B Marketing Leaders: 3 Things that Can Hurt You (And Your Company) in 2015

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What’s up with all this social media? The transition to a new year can be a perilous time for B2B marketing organizations. Sales managers, finance people and CEOs are gathered in rooms or on conference calls having tough conversations about priorities and funding for the new year. Why don’t we cut the marketing budget by 20 percent?”. The website is awful and our leads our worthless.

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.  social media agencies) and others have actual experience. The correct answer is that while it depends on the company, target audience, and product or service, most of the time you can generate leads and revenue through social media. As I wrote in a recent blog post , social media should be considered a marathon, not a sprint. 

Why Your Allies and Actions Are Crucial in B2B Marketing

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Likewise, if you take any type of stand in the public arena, you will have critics, and social media makes it easy for them to broadcast disparaging views. 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. This bias towards action is the hallmark of a good B2B marketing organization.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. social media. Look for.

Pull Marketing vs. Push Marketing – The Shifting Battleground

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The abundance of unsolicited marketing pitches from TV, radio, Internet ads and other media exasperates me daily. Instead of just relying on ads pushing your value proposition, you produce valuable content (through social media and at your website) that solves problems. Even though I make my living as a marketer, I get as bothered as any other consumer by the constant intrusiveness of unwanted promotions. 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. 

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Would Writing a Book Help You and Your Business?

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book can give you a large amount of source material for your social media initiatives. 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.

Marketing Resolutions for 2014

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This could be social media, online marketing, mobile marketing, search engine optimization, or anything else that is timely and impactful. 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. Listen in on a couple of sales calls.

B2B Retargeting – Benefits and Pitfalls

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Have either posted or read social media content related to accounting software. Two general categories of retargeting are ad retargeting and social retargeting. Social retargeting works in a similar fashion.  When a prospect clicks on one of your social media links, a cookie is created and targeted display ads are presented when they are online in the future.

Is Marketing Passé? You Be the Judge

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It’s usually (not always) better to get the word out through pull marketing and social media methods. Steve Case, founder of AOL, just wrote an article for Mashable about Facebook’s acquisition of WhatsApp. The article is titled 10 Lessons We Can Learn From WhatsApp. While I am an admirer of Mr. Case and agree with much of what he stated, I sharply disagree with one of his 10 lessons.  To quote from the article: “Marketing is passé. Viral is the new marketing, and great products increasingly sell themselves. And it spread like wildfire.”. and having the right gene pool.

Creating an Effective B2B Marketing Machine

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marketing machine falters when it is idle and the pump must be primed constantly with awareness building, social media, web content and lead generation activities. Consistency – You must have a consistent message across all media. The message doesn’t have to be outstanding (although that helps), but it must be repeated again and again, across multiple media.

Making the Transition from Push Marketing to Pull Marketing

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Since pull marketing depends heavily on fresh content, you need to have one or more people in your organization dedicated to creating a steady stream of content (social media, web content, sales collateral). Here is a post you might enjoy that illustrates this point: Is Social Media a Marathon or a Sprint? You have no doubt heard of the many benefits of pull marketing, also called inbound marketing. But perhaps you face a common challenge – how to implement pull marketing without disrupting what you are doing with your push marketing model.

Marketing Can Be Amusing

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And while the outcome wouldn’t have been amusing, the thought certainly was. • A CMO told me that social media marketing never works and stated that it is a total waste of time and money. This despite two inconvenient facts: First, several of our clients found us strictly through social media, and second, we have used social media to drive large amounts of revenue for our clients. The CMO was entitled to his opinion, but this did not negate the truth: Social media marketing works if you do it right.  Marketing Revenue Social Media

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

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Here are five ways you can keep in touch with B2B prospects until the time is right to engage with them in the sales process: Connect with prospects through social media.  Here’s a link to a recent post on how to use social media to generate and nurture B2B sales leads. Be aggressive with public relations.  PR is a low-cost way of getting your message out.  In addition to the use of targeted press releases, submit articles to relevant industry publications and participate in media interviews. Technorati Tags: B2B Marketing , Pull Marketing , Social Media.

Patience and Persistence – A Powerful Combination in Marketing

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Be persistent in your social media initiatives. Results in social networking don’t usually come quickly, but they will come if you stay the course. 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.

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How to Expand Your Circle of Marketing Influence by Christopher Ryan

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By contrast, in today’s social media focused “pull marketing” model, the idea is to broadcast powerful and consistent messages to the universe and give people good reasons to engage with you. The Middle Circle is the Moderate Influence Group and includes contact lists, blog readers, suspects, social media followers, group members (e.g.

In B2B Marketing, Everything Counts

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If you want to show the world that you are an expert in your market space, share relevant content with your website and social media audience. When my sons were in high school, I used to tell them that everything they did during their high school career counted. So how does this lesson apply to B2B marketing? Glad you asked! Be professional. Be articulate. Be accurate. Be personal.

Should You Say YES or NO to Social Media?

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The speaker at the event mentioned social media and the guy immediately stated, “I hate social media.  I know social media would be good to help me sell books but I’m not sure if I can bring myself to do it.  So how does one choose whether or not to embark on the social media path?  You can reach your prospects through social media

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Manic Depressive or Social Media Maniac? – by John Leavy

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That would describe some social media personalities. Was the organization’s social media person out of the country? There’s no method to the company’s madness in being a social media participant. They’re on the social media fringe. Whether the company is a one-person business or a large organization the commitment to social media must be consistent, compelling and informative. The social media community is a fragile, collaborative ecosystem. Perhaps being a social media maniac is not the right persona either.

Five Ways You Can Get Big Value from LinkedIn

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I talk about social media quite a bit in my blog posts, articles and conference presentations.  Social media is a key component of a viable pull marketing mix, and should be part of most companies’ go-to-market strategy. And the first and most important social media tool for B2B marketers is LinkedIn marketing. You might even go viral. 

Three Essential Content Marketing Practices

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That means that you need to be aggressive in propagating your content as far and wide as possible while making sure to hit the most appropriate social media channels. Content Marketing Essentials. When I served on the AIM board, I occasionally had dealings with Bryant Duhon, the organization’s editor and community manager. Bryant’s latest post is a great example.

Outside-the-Box B2B PR Strategies

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Use social networking – There are many social media tools available to help you move the needle of public perception, and gain far more awareness among your target audience. 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.

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B2B Marketing Mottos to Avoid

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Who needs all this pull marketing and social media stuff?  Let’s call these the Dirty Dozen – 12 things you don’t want to say (or have said) about your marketing operation.  Over my long career in B2B marketing I have heard a variation of all of the following: We are clueless but hope to have an answer someday. Buy from us because we really need the money. My job is on the line. Can you purchase today instead of next quarter? Who needs leads when you have a phone book? Yes, our website is lousy, but please trust in our competence anyway. Who needs a new press release? 

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

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Less emphasis on the social aspects.  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. Differentiation is still a challenge. Trust me on this one. ROI is crucial.

In B2B Marketing, it’s Usually Better to Act than Wait

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Marketers often wait until they have all the data they deem necessary to launch into a new market or with a new media. However, the growth of pull marketing and social media have provided even the smallest companies with ways to get the message out. I wrote an article last year titled How to Recognize and Avoid the Seven Deadly Sins of B2B Marketing.  Sin number six is “stagnancy.”  Stagnancy occurs for a number of reasons but it usually has negative consequences.  More often than not, it is better to act than to wait. This is a common reason for inaction. Lack of data.

B2B Marketing Game Changing Ideas

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Instant streaming media (e.g. Netflix) has largely replaced brick and mortar media outlets (e.g. There are a number of ways to do this including social media, content marketing and public relations.  Sometimes it is not enough to simply make incremental progress on the small things.  There are times when you need a marketing or sales accelerator – something that takes you to an entire new level.  Here are six ideas to get you started. Find a new target audience.  Very few changes to the product were required to tap this rich new source of revenue. Blockbuster). 

B2B Retargeting – Benefits and Pitfalls

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Have either posted or read social media content related to accounting software. Two general categories of retargeting are ad retargeting and social retargeting. Social retargeting works in a similar fashion.  When a prospect clicks on one of your social media links, a cookie is created and targeted display ads are presented when they are online in the future.

A Dozen B2B Marketing Mantras for 2012

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Learn the newest social media techniques and apply them with relentless consistency. The Fusion Marketing Partners team got together last week to do our year end recap and strategize plans for 2012. The bottom line is that we had a good year.  As part of the discussion, we talked about some guiding principles (mantras) for how we will conduct business in 2012. Here Here is a sampling that might give you some ideas for improvement in the coming year. Continually improve the results that you deliver.  Be better tomorrow, next month, next year. Like Yoda said, “There is do or do not.

Database Marketing is Alive and Well

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Today we are heavily oriented to online methods like pay-per-click (PPC), search engine optimization (SEO), social media and permission-based email. But while the media has changed, the principles of database marketing are the same. I’ve been practicing the B2B marketing thing since the late 1980s, when the term “database marketing” first started being mentioned. Endless articles and entire conferences were devoted to the subject. While the buzz around database marketing has waned, its importance to the B2B marketing community has not. Find your right contact tempo.