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Tweet As I talk to marketing and sales leaders, I hear this reoccurring theme: “I want to do something that really matters; I want to feel what I’m doing is really making a real difference.” ” I feel the same way, but I’ve painfully learned that it’s futile to make changes outside before we make changes inside. This requires a different kind of thinking to drive a different way of marketing. MORE
Join us to for tips to create thriving programs with digital MORE
If you are responsible for business-to-business lead generation at a large company, don’t miss this webcast! This one-hour webinar will cover: The latest trends in B-to-B lead generation, and how you can leverage them; Which lead gen strategies and tactics are working best, and which no longer work for enterprise companies like yours; The pros and cons of various marketing media for generating, nurturing, and qualifying leads. MORE
Chief Marketer highlights FreemanXP in its annual B-to-B Top Shop listing MORE
Learn from the team elevating brand experience MORE
Have you noticed how so many B2B companies seem to be running their own proprietary conferences these days? In conversations with several marketers, I have identified six reasons to consider it. What a great way to get your customer’s full attention, especially compared with a trade show, where you have to compete with zillions of others. Although primarily for clients, many of these conferences are designed to include prospects as well. MORE
Today, 89% of B-to-B marketers in the U.S. are using social media, says a study conducted by iTracks and the Business Marketing Association (BMA). In fact, B-to-B use of social media may have even eclipsed that of consumer marketers, according to another report from White Horse Productions. But the B-to-B marketers I talk to still sound confused. What you want to do is get out of the hype, get real, and get results. MORE
There’s a spirited debate in B-to-B marketing about whether it’s best to give away information (aka “content,” like white papers and research reports) to all comers, versus requiring web visitors to provide some information in exchange for a content download. In other words, to gate your content or not to gate. The underlying assumption there is that people buy from companies that they trust—a valid point, to be sure. MORE
B-to-B marketers are often guilty of laziness when it comes to testing their communications, whether it’s testing the copy approach, the layout, the offer or the target audience. Well, to call it laziness may not be entirely fair. It’s a fact that the typical B-to-B campaign targets universes that are too small to support a split test. I work with a company that offers employee benefits programs, and markets to HR professionals. MORE
Use analytics to build a profile of your best customers, and use that model to find lookalikes. Develop content that helps them do their jobs and solve their business problems, and that they are likely to be searching for online. Use their keyword planning tool to generate likely phrases from your website and those of your competitors. Business people like to share valuable ideas and do favors. MORE
It refers to the ascendance of content marketing (especially in B-to-B), and the differential between the current inventory of quality content that most B-to-B companies have, and the amount they need to have to market effectively. MORE
The top reason why I love my work is the fascinating people I have the privilege to meet. Today, I am happy to introduce 10 of the many fascinating people I’ve interacted with during my adventures in 2018. All of them are high-energy contributors to the advancement of our field. And a lookback shout-out to my fascinating contacts from 2017 , 2016 and 2015. . Samantha Stone ’s energy and good humor seem single handedly to keep the wheels of B2B marketing going. MORE
This is the first in a series of occasional interviews with top practitioners in the field of B-to-B demand generation. Today’s guest is Michael Damphousse , CEO/CMO of Green Leads, LLC , a firm that specializes in using the phone to get qualified appointments for its clients’ salespeople on a pay-per-performance basis. His blog, Smashmouth Marketing , has developed a wide following among B-to-B marketing professionals. MORE
Insights on audiences, event measurement, and brand experiences MORE
The new Event Marketer B-to-B Dream Team weighs in MORE
Key takeaways from the 2018 B-to-B Dream Team panel at Experiential Marketing Summit MORE
Forgive the rant, but I have to get this off my chest. . Businesses play their cards close to the vest. Have you ever tried to get a client to give you a testimonial? I don’t want my competitors to know how good this is.”. And in theory business people want to help each other, so you’d think testimonials should be easy to get. Because buyers want to keep their good things to themselves. They talk to their peers. MORE
Get the 411 on Top Takeaways from Top B-to-B Event Marketers MORE
Let me share a few ironies that I’ve noticed, and I hope readers will add others to the list. Or tell me to shut up and talk about something else. . The theory is that if you post irresistible content to your website, you’ll rise in search rankings and attract interested buyers to find you. Which is true, but it’s gotten to the point where some marketers have gotten the impression that outbound marketing is bad, inferior, old-fashioned, or maybe even immoral. MORE
I listened to Michael Brenner recently give a keynote talk to B2B marketers at the MeritDirect Coop client conference, and picked up scads of great insights, tips, and strategic wisdom I’d like to share. One of Brenner’s many career accomplishments was his early recognition of the value of web communities as a way to attract, engage, and establish a relationship of trust with customers and prospects. MORE
In my view, the primary objective of B-to-B marketing is to drive leads and sales. Recommendation: Let your brand come along for the ride while you focus your marketing on convincing potential buyers to raise their hands and express interest in your products or services. In other words, branding is a secondary objective. Especially for marketers with limited budgets (and today that’s just about everybody). MORE
Blue Yonder is spending millions of dollars on TV advertising to explain what it does, but I’m still confused. B to B SolutionsDoes the company name Blue Yonder give you any idea what this company does? What about the tagline “Fulfill your potential?” MORE
Celebrating brand experience innovators MORE
In the old days—just a few years ago—when business buyers had a problem, they’d call in their vendors for advice on how to solve it. So a sales person was in a nifty position to educate—and influence—the buyer from the earliest stages of the process. Buyers don’t really want to talk to vendors until somewhere akin to 70% of the way down the road, at the stage of writing RFPs and getting quotes. So marketers have to think differently today. MORE
Lessons from the B-to-B Dream Team Power Panel MORE
Because this is what happens when somebody realizes that there are not enough sales leads in the pipeline to meet this quarter’s sales revenue goals: Scenario A: Forced Labor They grab a couple of unlucky administrative assistants, salespeople or interns, put them on […]. The post Business-to-Business Telemarketing: Wasting Your Money? Telemarketing B-to-B telemarketing lead generation MORE
Because this is what happens when somebody realizes that there are not enough sales leads in the pipeline to meet this quarter’s sales revenue goals: Scenario A: Forced Labor They grab a […]. Telemarketing B-to-B telemarketing lead generationAre you dialing for dollars or wasting your money with telemarketing? Unfortunately, most of what B2B marketers call “telemarketing” simply doesn’t work. MORE
FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading! Call for speakers: MarketingSherpa’s B2B Marketing Summit 5 dials to tune in your lead generation process Recent Comments Copyright This work is licensed under a Creative Commons License. I won the best B-to-B Marketing Blog in MarketingSherpas Readers Choice Awards! MORE
It refers to the ascendance of content marketing (especially in B-to-B), and the differential between the current inventory of quality content that most B-to-B companies have, and the amount they need to have to market effectively. Changing buyer behaviors require B2B marketers to communicate with prospects and customers in new ways. Content + Automation = True 1 to 1 Marketing. MORE
If you are lost as to what you want to focus on in your B2B marketing in 2018 to exceed your growth goals, this video is for you. Garrett Mehrguth highlights data-backed approaches and tactics for you to test. You’ll find out how to maximize your time and efforts on search marketing in 2018. The key is knowing how to do less and focus on your core channels. Thanks to all our sponsors! MORE
Every time you turn around, a new “performance marketing” opportunity turns up for B-to-B marketers. But there are some potholes to consider. Let’s look at how marketers get value out of this approach to finding new customers. . To back up, what is this performance marketing thing, anyway? There are scads of ways performance marketing is being applied across the B-to-B go-to-market spectrum. Photo credit: Wikipedia. MORE
Attendees don’t have to travel, or even leave their offices. The post When it comes to generating leads, do virtual events make sense for B-to-B marketers? Think of a conference or tradeshow conducted online with presenters, exhibitors and attendees exchanging information and networking from the convenience of their computers. These “virtual events” can benefit all parties. Neither do the speakers and exhibitors. MORE
Learn from top marketers at the Experiential Marketing Summit MORE
If you’re selling to business buyers, data about your customers and prospects is essential to success. Even with the data on hand, many marketers are unsure of what to do with it. You need to get a grip on customer data, and figure out how to put it to work for your business. A lively case study of how a tech company used data to fuel its business growth. Thanks to all our sponsors! Our latest webinar was presented by Ruth Stevens. MORE
Powerful personalization leads to authentic connections MORE
Also ranked as the largest B-to-B experiential marketing agency in the United States MORE
How the PCMA annual meeting connected with a new generation MORE
B to B Related Topics Sales Lead Insights
JUNE 23, 2018
It refers to the ascendance of content marketing (especially in B-to-B), and the differential between the current inventory of quality content that most B-to-B companies have, and the amount they need to have to market effectively.
Sales Lead Insights
SEPTEMBER 28, 2009
This is the first in a series of occasional interviews with top practitioners in the field of B-to-B demand generation. Today’s guest is Michael Damphousse , CEO/CMO of Green Leads, LLC , a firm that specializes in using the phone to get qualified appointments for its clients’ salespeople on a pay-per-performance basis. His blog, Smashmouth Marketing , has developed a wide following among B-to-B marketing professionals.
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Biznology
MAY 30, 2012
There’s a spirited debate in B-to-B marketing about whether it’s best to give away information (aka “content,” like white papers and research reports) to all comers, versus requiring web visitors to provide some information in exchange for a content download. In other words, to gate your content or not to gate. The underlying assumption there is that people buy from companies that they trust—a valid point, to be sure.
Biznology
JULY 5, 2012
Every time you turn around, a new “performance marketing” opportunity turns up for B-to-B marketers. But there are some potholes to consider. Let’s look at how marketers get value out of this approach to finding new customers. . To back up, what is this performance marketing thing, anyway? There are scads of ways performance marketing is being applied across the B-to-B go-to-market spectrum. Photo credit: Wikipedia.
Sales Lead Insights
OCTOBER 16, 2018
Attendees don’t have to travel, or even leave their offices. The post When it comes to generating leads, do virtual events make sense for B-to-B marketers? Think of a conference or tradeshow conducted online with presenters, exhibitors and attendees exchanging information and networking from the convenience of their computers. These “virtual events” can benefit all parties. Neither do the speakers and exhibitors.
Biznology
NOVEMBER 30, 2011
B-to-B marketers are often guilty of laziness when it comes to testing their communications, whether it’s testing the copy approach, the layout, the offer or the target audience. Well, to call it laziness may not be entirely fair. It’s a fact that the typical B-to-B campaign targets universes that are too small to support a split test. I work with a company that offers employee benefits programs, and markets to HR professionals.
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The Freeman Company
MARCH 16, 2018
The new Event Marketer B-to-B Dream Team weighs in
Sales Lead Insights
JULY 14, 2011
It refers to the ascendance of content marketing (especially in B-to-B), and the differential between the current inventory of quality content that most B-to-B companies have, and the amount they need to have to market effectively. Changing buyer behaviors require B2B marketers to communicate with prospects and customers in new ways. Content + Automation = True 1 to 1 Marketing.
The Freeman Company
MAY 1, 2018
Learn from top marketers at the Experiential Marketing Summit
Biznology
OCTOBER 14, 2015
If you’re selling to business buyers, data about your customers and prospects is essential to success. Even with the data on hand, many marketers are unsure of what to do with it. You need to get a grip on customer data, and figure out how to put it to work for your business. A lively case study of how a tech company used data to fuel its business growth. Thanks to all our sponsors! Our latest webinar was presented by Ruth Stevens.
Biznology
DECEMBER 21, 2011
In the old days—just a few years ago—when business buyers had a problem, they’d call in their vendors for advice on how to solve it. So a sales person was in a nifty position to educate—and influence—the buyer from the earliest stages of the process. Buyers don’t really want to talk to vendors until somewhere akin to 70% of the way down the road, at the stage of writing RFPs and getting quotes. So marketers have to think differently today.
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Sales Lead Insights
APRIL 4, 2011
In my view, the primary objective of B-to-B marketing is to drive leads and sales. Recommendation: Let your brand come along for the ride while you focus your marketing on convincing potential buyers to raise their hands and express interest in your products or services. In other words, branding is a secondary objective. Especially for marketers with limited budgets (and today that’s just about everybody).
Biznology
FEBRUARY 29, 2012
Today, 89% of B-to-B marketers in the U.S. are using social media, says a study conducted by iTracks and the Business Marketing Association (BMA). In fact, B-to-B use of social media may have even eclipsed that of consumer marketers, according to another report from White Horse Productions. But the B-to-B marketers I talk to still sound confused. What you want to do is get out of the hype, get real, and get results.
The Freeman Company
OCTOBER 12, 2015
Also ranked as the largest B-to-B experiential marketing agency in the United States
The Freeman Company
MAY 9, 2017
Lessons from the B-to-B Dream Team Power Panel
The Freeman Company
FEBRUARY 2, 2016
How the PCMA annual meeting connected with a new generation
The Freeman Company
MAY 1, 2018
Join us to for tips to create thriving programs with digital
Sales Lead Insights
JUNE 25, 2019
Because this is what happens when somebody realizes that there are not enough sales leads in the pipeline to meet this quarter’s sales revenue goals: Scenario A: Forced Labor They grab a couple of unlucky administrative assistants, salespeople or interns, put them on […]. The post Business-to-Business Telemarketing: Wasting Your Money? Telemarketing B-to-B telemarketing lead generation
Sales Lead Insights
JANUARY 5, 2010
If you are responsible for business-to-business lead generation at a large company, don’t miss this webcast! This one-hour webinar will cover: The latest trends in B-to-B lead generation, and how you can leverage them; Which lead gen strategies and tactics are working best, and which no longer work for enterprise companies like yours; The pros and cons of various marketing media for generating, nurturing, and qualifying leads.
Biznology
JULY 2, 2018
Use analytics to build a profile of your best customers, and use that model to find lookalikes. Develop content that helps them do their jobs and solve their business problems, and that they are likely to be searching for online. Use their keyword planning tool to generate likely phrases from your website and those of your competitors. Business people like to share valuable ideas and do favors.
The Freeman Company
APRIL 26, 2017
Learn from the team elevating brand experience
B2B Lead Generation
AUGUST 18, 2014
Tweet As I talk to marketing and sales leaders, I hear this reoccurring theme: “I want to do something that really matters; I want to feel what I’m doing is really making a real difference.” ” I feel the same way, but I’ve painfully learned that it’s futile to make changes outside before we make changes inside. This requires a different kind of thinking to drive a different way of marketing.
The Freeman Company
MAY 10, 2016
Get the 411 on Top Takeaways from Top B-to-B Event Marketers
Biznology
MARCH 23, 2018
Let me share a few ironies that I’ve noticed, and I hope readers will add others to the list. Or tell me to shut up and talk about something else. . The theory is that if you post irresistible content to your website, you’ll rise in search rankings and attract interested buyers to find you. Which is true, but it’s gotten to the point where some marketers have gotten the impression that outbound marketing is bad, inferior, old-fashioned, or maybe even immoral.
Biznology
MARCH 9, 2018
If you are lost as to what you want to focus on in your B2B marketing in 2018 to exceed your growth goals, this video is for you. Garrett Mehrguth highlights data-backed approaches and tactics for you to test. You’ll find out how to maximize your time and efforts on search marketing in 2018. The key is knowing how to do less and focus on your core channels. Thanks to all our sponsors!
Biznology
NOVEMBER 5, 2018
Forgive the rant, but I have to get this off my chest. . Businesses play their cards close to the vest. Have you ever tried to get a client to give you a testimonial? I don’t want my competitors to know how good this is.”. And in theory business people want to help each other, so you’d think testimonials should be easy to get. Because buyers want to keep their good things to themselves. They talk to their peers.
The Freeman Company
NOVEMBER 1, 2015
Chief Marketer highlights FreemanXP in its annual B-to-B Top Shop listing
The Freeman Company
JUNE 10, 2016
Powerful personalization leads to authentic connections
The Freeman Company
JUNE 1, 2016
Insights on audiences, event measurement, and brand experiences
Biznology
AUGUST 18, 2017
I listened to Michael Brenner recently give a keynote talk to B2B marketers at the MeritDirect Coop client conference, and picked up scads of great insights, tips, and strategic wisdom I’d like to share. One of Brenner’s many career accomplishments was his early recognition of the value of web communities as a way to attract, engage, and establish a relationship of trust with customers and prospects.
B2B Lead Generation
JUNE 27, 2006
FREE E-Book 8 Critical success factors for lead generation Just tell us where to send your FREE updates Subscribe in a reader Podcast Feed Subscribe via iTunes Recognition Thanks for Reading! Call for speakers: MarketingSherpa’s B2B Marketing Summit 5 dials to tune in your lead generation process Recent Comments Copyright This work is licensed under a Creative Commons License. I won the best B-to-B Marketing Blog in MarketingSherpas Readers Choice Awards!
The Freeman Company
APRIL 11, 2016
Celebrating brand experience innovators
Messages that Matter
OCTOBER 8, 2020
Blue Yonder is spending millions of dollars on TV advertising to explain what it does, but I’m still confused. B to B SolutionsDoes the company name Blue Yonder give you any idea what this company does? What about the tagline “Fulfill your potential?”
Sales Lead Insights
APRIL 18, 2018
Because this is what happens when somebody realizes that there are not enough sales leads in the pipeline to meet this quarter’s sales revenue goals: Scenario A: Forced Labor They grab a […]. Telemarketing B-to-B telemarketing lead generationAre you dialing for dollars or wasting your money with telemarketing? Unfortunately, most of what B2B marketers call “telemarketing” simply doesn’t work.
Biznology
JANUARY 3, 2019
The top reason why I love my work is the fascinating people I have the privilege to meet. Today, I am happy to introduce 10 of the many fascinating people I’ve interacted with during my adventures in 2018. All of them are high-energy contributors to the advancement of our field. And a lookback shout-out to my fascinating contacts from 2017 , 2016 and 2015. . Samantha Stone ’s energy and good humor seem single handedly to keep the wheels of B2B marketing going.
Biznology
SEPTEMBER 3, 2015
Have you noticed how so many B2B companies seem to be running their own proprietary conferences these days? In conversations with several marketers, I have identified six reasons to consider it. What a great way to get your customer’s full attention, especially compared with a trade show, where you have to compete with zillions of others. Although primarily for clients, many of these conferences are designed to include prospects as well.
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