2017

The B2B Research Blog

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Map of the B2B buying process

The B2B Research Blog

Mapping out the buying process is critical for anyone looking to market or sell in business-to-business (B2B) environments. Armed with this understanding you’ll be able to target the right people, at the right time, in the right way. Different scenarios will of course see a different buying process, but a recent survey of 118 B2B buyers by Circle Research reveals that there are similarities in the buying process across many B2B markets. Click to enlarge. The winner is often preordained.

Secrets of the fastest growing B2B marketing agencies

The B2B Research Blog

B2B marketing agencies are in rude health. The B2B Agencies Benchmarking Report reveals that 62% of agency leaders (we spoke to 75 of them from the UK’s leading players) describe their commercial performance in 2016 as ‘good’ and a further 26% report that it was ‘strong’. Their financial numbers reflect this confidence. 85% of agencies have grown revenues year-on-year, with an average increase in Gross Income of 9% and an average rise of 31% in Net Profit.

B2B marketing agencies optimistic about BREXIT

The B2B Research Blog

I’ve been rummaging around the data underpinning this year’s B2B Agencies Benchmarking Report and was pleased to see how healthy the agency community is. Ask agency leaders (we spoke to 75 of them from the UK’s leading players) about their commercial performance in 2016 and the response is overwhelmingly positive. 62% describe it as ‘good’ and a further 26% report that it was ‘strong’. Their financial numbers reflect this confidence.

The Best Content Marketing Examples

B2B Marketing Insider

Last year we published 99 Amazing Content Marketing Examples. There were actually 106 examples there but “99+” felt better. This year, the list has almost doubled. So I’m giving up on counting them (You can count them below.)

7 Inspiring B2B Marketing Campaigns

Must-See Examples of Marketing Success That You Can Replicate.

The Great Big List of 23 Types of B2B Marketing Campaigns, by Funnel Stage

bizible

Need ideas on how to generate high quality demand and turn prospects into customers? You’ve come to the right place. Here is a list of 23 types of B2B marketing campaigns, as well as descriptions of when they are typically appropriate to use. The list is broken down by stage of the funnel.

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25 B2B Engagement Tactics For All Marketing Funnel Stages

bizible

With the myriad of available B2B marketing engagement opportunities, which strategies should marketers use, and at what point in the buying journey? At which of the marketing funnel stages are prospects prepared for various types of outreach?

Funnel 130

An Email is Not a Campaign: the Case for Integrated Marketing

The Point

The reality of life as a professional marketer is that there is rarely, ever, enough time, budget, resources or bandwidth to plan, design, build, launch and manage every campaign as we would if we could. I get that. We all make compromises.

The Demise of the White Paper is Greatly Exaggerated

The Point

If you can say anything about marketers, it’s that we love obituaries. Yes, we love to declare things dead. Inbound Marketing? The MQL? Lead Funnels?

Paper 124

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

MarTech: Top 100 Influencers and Brands

Onalytica B2B

Martech is the blending of marketing and technology, with the aim of streamlining processes to achieve marketing goals and objectives. In this digital age, there is a huge demand for marketing technology to provide marketers with the tools they need to succeed.

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5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads

The Point

Earlier this year, I talked to a CMO at a B2B tech company whose sales counterpart was lobbying strongly for the company to adopt Account-Based Marketing (ABM) as part of their demand generation strategy. The reason?

Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

Illustration by Gregory Cresnar. B2B companies are faced with the most transformative era in business history.

Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

by Louis Prado. In the past five years, we have seen exponential disruption each year in multiple markets. Digital technologies and resulting transformation turning markets literally inside out.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

Matrix of 31 Marketing Funnel Metrics [Infographic]

bizible

Marketing funnel metrics are always at the forefront of a B2B marketer’s mind. We’re constantly looking at conversion rates, cost data, social shares, open rates, and click-throughs -- just to name a few.

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The 15 Best Special-Purpose SEO Tools

Webbiquity

Given the importance of search engine optimization—organic search remains the top source of traffic for most B2B websites—t’s vital to use the right tools to help with various aspects of optimization, for any size website.

Tools 118

The 4 Levels of Sales Intelligence

Your Sales Management Guru

The Four Levels of Sales Intelligence. By Jeb Blount, Author of Sales EQ: How Ultra High Performers Leverage Sales-Specific Emotional Intelligence to Close the Complex Deal. The speed and complexity of the modern marketplace is the domain of intellectual agility.

Sales 110

8 Questions to Help You Decide if Your Content is Good Enough

The Point

The best demand generation campaigns start with content that your prospects want. Even the best data, and sparkling creative, can’t save you or your campaign if your content and offer isn’t up to scratch. Here are 8 simple questions to help you decide whether that content is good enough.

7 B2B Marketing Strategies You Need to Know About

As B2B marketers, we know that our buyers' needs are ever-evolving, but it's not just our buyers that are changing.

The Future of Content Marketing — 3 Predictions You Need To Know

B2B Marketing Insider

Just when you believe you’ve caught up with all the greatest techniques and tools, you look up from all your hard work – the riveting video campaigns, your exciting new influencer partnership, hey, you’ve even become agile! only to find out the content marketing landscape is shifting again.

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5 Painful Truths Damaging Your Content Marketing Strategy

B2B Marketing Insider

Facing the truth isn’t easy. But you have to do when it comes to your content marketing strategy. If not, you risk slowing down your website traffic, losing the interest of your leads, and possibly earning less sales for your business. It’s time to own your reality and do something about it.

B2B Marketing Experience: The Case For and Against Gated Content

bizible

Gated content—ebooks, reports, and other downloads hidden behind a form—has long been a part of the B2B playbook. If you’re going to take the time and effort to put together a great PDF download, you should be getting something of value (contact information) in return, right? Right?

Case 104

The 29 Best Social Media Monitoring Tools

Webbiquity

Social media monitoring is vital for virtually every B2B or B2C brand. 58% of consumers follow brands on social media.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

5 Simple Ways to Write Better Emails

Act-On

How much time do you spend on emails every week? If you’re average, it’s about 28% of your time ‒ almost one and a half days out of every week. So … how much of that time do you think is wasted?

The 26 Best All-in-One SEO Tool Suites

Webbiquity

SEO has a lot of moving parts.

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Content Marketing to Engineers is Tough. And Getting Tougher

Industrial Marketing Today

Every industrial marketer should sit up and take notice of some of the preliminary findings from a recent survey called the Engineering Marketers 2017 Survey conducted by ENGINEERING.COM.

Survey 107

5 Bold Ideas for Content Strategists in 2017

B2B Marketing Insider

You’re a high-level thinker. A problem solver. And a communicator worth an audience’s attention. So, you understand why bold ideas matter in content strategy. Without the vision to think bigger and better, companies usually get lost in content shock.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

The 21 Best Content Curation Tools

Webbiquity

Although content marking is now a nearly universal practice—with 93% of B2B marketers using content marketing— half of all marketers still rank “producing enough content” as one of their top five challenges. Fortunately, content marketers don’t have to do it all themselves.

How to develop buyer personas for B2B marketing

Tomorrow People

Creating buyer personas is a powerful way to build the audience understanding every B2B marketing department needs for success, and an essential part of your campaign research. b2b promotional campaigns buyer personas

New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation

Tony Zambito

Illustration entitled Insight by Yu Luck. The digitization of the global business economy has been taking place at an unprecedented rate. Consider this. Approximately forty years ago, 83% of the market value of the S&P 500 were tied to tangible assets – physical products.

7 Creative Demand Gen Tactics to Drive Trade Show Booth Traffic

The Point

Even in this digital age, trade shows are still a core part of many B2B marketers’ 2017 demand generation plans. Generating maximum return from that investment, however, requires careful planning, and close attention to both pre-show and post-show communications strategy.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

Five Strategies for Improving Customer Experience

Webbiquity

Guest post by Brooke Cade. As a marketing professional, you understand customers are your firm’s most valuable assets. They are the key to your brand’s ultimate success and survival.

Is Your Content Fresh Enough to Attract Google?

B2B Marketing Insider

So, you publish a new blog post or how-to video twice a week – does that mean your site is fresh as a summer rose? Not to the search engines. There’s more to website freshness than posting new content.

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Sales Management Thought Leadership:  efficient effectiveness

Your Sales Management Guru

Sales Management Thought Leadership: efficient effectiveness. As an Eagle Scout I can discuss the topic of “Be Prepared” easily and based upon my upcoming vacation next week it could lend more credibility.

Observations from the 2017 Marketo Summit

The Point

This week was my eighth consecutive Marketo Summit, all of them as a sponsor/exhibitor. The event has transformed since 2009, when the customer party fit (literally) onto a suburban restaurant patio.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.