Informed Customer Understanding Should Guide Marketing

Tony Zambito

When it comes to informed choices on what will guide marketing, most processes will lack in assessing how well projects, campaigns, or initiatives meet the test of helping customers to achieve their goals. by Anton Scherbik.

B2B competitor research – 8 free sources of information

The B2B Research Blog

Here are eight free sources of competitor information for those operating in B2B markets: Companies House. So the trade-off is that the company needs to make certain pieces of financial information publicly available so that others can judge their health. If a competitor is publicly listed on a stock exchange, they disclose even more information. But in B2B markets this kind of customer review information isn’t usually available.

Trending Sources

Use Information Interview Approach for Sales Prospecting Conversations

Avitage

B2B sales organizations with a complex, “platform,” or value sales process face some of their biggest challenges in the initial prospecting stage. If you truly belief this, then my essential question is, “what is the minimal information you need, to know how to conduct a value-creating conversation, in an early stage engagement with your key stakeholder, in […].

The Who, What, Why & How of Sharing Information [Infographic]

Crimson Marketing

They share informative content via social networks as well as by email. Boomerangs: These sharers share information to get a reaction and to feel validated. B2B Infographics ). The post The Who, What, Why & How of Sharing Information [Infographic] appeared first on.

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How to Create B2B Personas that Inform Content Marketing Strategy

Kapost

While 89% of B2B marketers have embraced content marketing, only 37% have a documented content marketing strategy, and only 22% say they are extremely successful with their overall approach to content.

B2B Marketing Strategy: Inform and Educate

Great B2B Marketing

David Meerman Scott, a prominent author and speaker in marketing and leadership, recently posted a blog entry with some valuable information on how companies ought to be reshaping their web strategy. The title of the article was Educate and Inform Instead of Interrupt and Sell. When you provide potential clients with credible, helpful information, and making it easy for them to buy when they are ready, you are practicing effective pull marketing.

The state of B2B marketing in Asia—moving toward digital

Biznology

A standout in the B2B marketing field is David Ketchum , CEO of the demand generation agency Current Asia , and author of Big M, little m Marketing: New Strategies for a New Asia. He kindly agreed to share his perspective on B2B developments in Asia.

B2B marketing lessons from Michael Brenner

Biznology

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. The post B2B marketing lessons from Michael Brenner appeared first on Biznology.

How CEOs And CMOs Can Tell The Difference Between Information And Insights

Marketing Insider Group

When, in fact, they represent customer information and intelligence gathering organizations have to be good at just to compete. Carrying this thought a little further, sales often is in the act of gathering information on the strategic initiatives of a corporation.

How to Market to Chief Information Officers (CIOs)

B2B Marketing Traction

It is often a lengthy process, requiring a lot of information. For more information, read my previous post about this. ). Ask for a minimum of contact information when CIOs download your materials.

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Using Customer Data to Inform Your Personalization Strategy

Modern Marketing

In fact, your buyers begin to share information about themselves, what they’re interested in, and what their pain points are well before they formally introduce themselves. Capturing client and prospect data and using this information to segment your audiences provides the insight needed to identify what your buyers care about and informs how you build relevant messaging, or in other words, a personalization strategy.

20 Must-See SlideShare Presentations That'll Inform, Inspire & Entertain

Hubspot

What better way to display valuable pieces of information than through a visual format like a SlideShare? First of all, this presentation presents the information in an awesome way -- through sketchnotes. 12) The Search for Meaning in B2B Marketing, Velocity Partners.

Modeling B2B video content on micro-learning

Biznology

You might begin to think differently about designing video content if you think about your viewers and what they want to learn from your B2B video content. The idea is that you can reduce cognitive overload and increase retention by chunking information.

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Shifts in B2B Buyer Behavior Support New Priorities for Demand Gen Content

The Point

Demand Gen Report has published the results of this year’s “B2B Buyer’s Survey,” and the trends identified merit close attention for those marketers involved in B2B demand generation and content development. But that’s exactly the kind of information buyers want.

Filling The Knowledge Gap: How B2B Buyers Seek Information To Make A Purchase.

BaseOne

What information do B2B buyers want from you? B2B buyers do not make hasty decisions. Not only do they begin the buying process from a position of considerable knowledge, they also spend significant time acquiring the additional information they need to make the best possible choice. So the challenge for marketers is to provide them with that information in the smartest, most convenient (and most cost-effective) way possible.

80% Of Our Visitors Take Our Desired Content Path: Using Form URL (Form Page) Data to Inform Our Content Marketing

bizible

Tracking how many times that gets clicked is useful information, but to really understand our content path, we need to know more. We can’t get that information with CTA tracking. Pipeline provides similar information, but opens it up to what we can expect in the near future.

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3 Forces Shaping The Future Of B2B Marketing

Tony Zambito

While many companies have engaged in one or all three critical areas, the struggle is in creating a cycle that informs. Business and marketing leaders will need to move from seeing these areas as marketing “to do” tasks to one of a marketing cycle informed by insights.

Interesting Infographics: How To Use Storytelling To Reduce Information Overload

LEADership

The B2B industry is inundated with news and information. So how can you make your way through information clutter and get your message across? I invite you to review the following information, which is further explained in the Beutler Ink-LookBookHQ infographic.

You Need to Understand These 6 Things About What B2B Buyers Want

Act-On

The more we know, the better we can sell – especially when it comes to knowing what B2B buyers want. So, no wonder we like information. Information like that powers CRMs and databases all over the world. This data is very important, but it’s not all the information we need.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research. And, most B2B executives may be unable to see or recognize the problem. Which is, a majority of buyer persona development efforts are focused on reinforcing incorrect assumptions about B2B buyers. by Alex Auda Samora.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%.

B2B Copywriting: 5 Common Terms & Phrases to Avoid

The Point

Here are my candidates for 5 common terms and phrases that every B2B writer should eliminate from his/her vocabulary: To Learn More. For More Information. By not telling me WHAT information I receive, and how, you put the onus on me to decide whether responding is worthwhile.

The Emerging Importance Of B2B Ethnography To Buyer Personas

Tony Zambito

Resulting in a 3D view of buyers, which can help inform strategies related to each. Importance Of B2B Ethnography Grows In The Digital Economy. In order to see how behaviors and interactions are changing, CEOs and CMOs will need to embrace B2B ethnography.

New Features Added to B2B Marketing Zone and Social Media Informer

Webbiquity

Several great new features were recently added to the B2B Marketing Zone and Social Media Informer by co-founder Tony Karrer. Topics on B2B Marketing Zone include social media , inbound marketing and business blogging.

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Information Kits: Packaging Offer Content for Higher Response

The Point

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. You can expand the appeal of content like these by packaging them into information kits.

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Why you are just a resource & how you’re failing to drive demand with your content & social media marketing efforts

Biznology

Isn’t this information that most business, sales and marketing leaders should already know? So the information is simply a reminder. Doesn’t a thought leader make you think differently–so how is the information you’re providing making you anything other than a resource?

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

Tony Zambito

Many B2B firms today are either severely lacking in buyer insights or are led to believe the buyer intelligence they obtain is relevant to buyer insights. B2B companies may have to come to grips with the fact they are living in their own digital information bubble.

The Biggest Gap in Marketing Software Selection Isn't Product Information

Customer Experience Matrix

Suffice it to say that Raab Associates'' B2B Marketing Automation Vendor Selection Tool (VEST) is written by a professional analyst (me) who has assembled 200 rigorously defined points of comparison on 25 marketing automation systems, allowing buyers to quickly find vendors who meet their needs.

The Evolving Risks and Roles of CISOs in 2016

DiscoverOrg

Chief Information Security Officers (CISOs) are charged with more responsibility than ever before: Maintaining the enterprise vision, while ensuring technology assets are protected. Many issues that Chief Information Security Officers faced in 2015 will carry into 2016.

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Does Creative Still Matter in B2B Marketing?

The Point

As someone who’s worked in B2B marketing for more than twenty-five years, I need no convincing that marketing has taken on a more strategic, measurable role in driving corporate success. But is data all that’s needed to drive B2B marketing success?

The crisis of buyer information in B2B and how to fix it

Chris Koch

Obviously, this is less of an issue in B2B than B2C. Cookies help us learn more about our website visitors, but you won’t learn nearly as much about the spending patterns of B2B executives through web cookies as you do with B2C buyers. Privacy is a concern in B2B, too.

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The Attention Web: What B2B Marketers Need to Know

Marketing Craftmanship

In their 2001 book, The Attention Economy , social scholars Thomas Davenport and John Beck proposed that in today’s information-flooded world, the most scarce resource does not involve ideas, money or talent. Less can be more, when it comes to B2B content.

Are you ready for GDPR, Europe’s upcoming data privacy requirements?

Biznology

Most B2B marketers have customers worldwide. The data elements likely to be at issue include a name, a photo, an email address, bank details, posts on social media, medical information, or a computer IP address. B2B firms are going to need help determining how to comply.

How to Display Author Information in Organic Search Results

KoMarketing Associates

From a search engine results perspective, an image of the author will appear alongside applicable web information. At the very least, the following information should be entered when creating a complete Google+ Profile.

B2B Video Marketing Done Right

KoMarketing Associates

How can a good B2B video be characterized? Informative. Why is it a good idea to incorporate video into your B2B marketing? Categories of B2B video, with examples: Branding and Corporate Awareness. Sometimes we like a few laughs with our information.

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What Every B2B Marketer Needs to Know About Readability

Act-On

B2B marketers have named a perennial problem with producing engaging content. In the Content Marketing Institute and Marketing Profs 2016 B2B Content Marketing Trends report , “Producing engaging content” was the #1 challenge marketers face. Is the content you publish engaging enough?

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Winning B2B Email Campaign Keeps it Simple

The Point

In B2B email marketing , does short copy always win over long? You won’t see or find many shorter B2B emails than the one below from BounceX , a New York-based developer of “behavioral automation tools for digital marketers.” They just offer free information on how to be successful.

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B2B Lead Generation – How Much Information Should You Capture?

Great B2B Marketing

I just read an interesting article at Web Ink Now, titled New B2B Lead Generation Calculus. As Scott explains, “There are those who believe in making content like white papers totally free without registration in order to spread the information as far as possible. And one of the attributes of a high quality lead is full information about the prospect. This is a critical piece of information – visit this article for full details on how to calculate this number.

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B2B Marketing | Business to Business Marketing Information Portal

delicious b2bmarketing

B2B Marketing News SMEs flock to BT Tradespace 10 June 2009, 11:30 GMT BT Tradespace has announced 400 per cent year-on-year growth. The B2B social networking site – which was launched with the ‘specific mission’ of helping SMEs promote themselves, communicate with other businesses and grow – marked its second anniversary this month by signing up its 350,000th member. Go to B2B Marketing Awards homepage Username Password Forgotten your details?

6 B2B Online Marketing Predictions for 2017

KoMarketing Associates

This year, there are so many great things to look forward to when it comes to what’s next in B2B online marketing. Below are some of my predictions for the hottest new features and campaign strategies in B2B digital marketing in 2017.

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