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.

10 Infographics to Inform Your 2018 B2B Content Marketing Strategy

KoMarketing Associates

There are a number of B2B content marketing infographics available to help adopters and those looking to implement a strategy understand its importance. With this in mind, we’ve put together a short list of graphics that can help inform your content strategy as it launches and matures. In this graphic, Contently compares across the B2B, finance, and tech industries. It can be argued that content marketing is the most important digital marketing strategy available today.

Create B2B Buyer Personas that Inform Content Marketing Strategy

Marketing Interactions

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 marketing. A B2B Buyer Persona is a Functional Tool—Not a Poster with a Few Platitudes.

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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Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy. With information at their fingertips, the chances are that potential customers have already met you, judged you and have a firm impression on your company and products.

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.

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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.

5 Practical Content Marketing Tactics to Educate & Inform Your B2B Audience

KoMarketing Associates

In the spirit of educating ourselves on the significance of this festive holiday, let’s take a look at 5 practical content marketing tactics you can take to educate and inform your B2B audience ( we are still in the office until 5:00 pm, after all ): Attend In-Person Events.

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.

3 Ways Mobile Insights Are Informing Online and Offline Marketing

Buzz Marketing for Technology

It’s a goldmine of information for the direction of marketers’ mobile strategies and determining where mobile fits in as both a sales channel and marketing medium. 5 Ways B2B Can Learn from B2C Marketers Business and consumer brands have traditionally approached marketing from two.

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.

Six powerful B2B marketing tactics you may be missing

Biznology

There are so many great new techniques in B2B marketing today, it’s hard to keep up. A technique unavailable to consumer marketers, this one’s extremely valuable for B2B. In B2B, it’s about quality, not quantity.

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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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.

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.

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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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.

The 10 most fascinating people in B2B marketing in 2017

Biznology

My list is about the most interesting people that I came across in B2B marketing during 2017. So meet this year’s fascinating B2B marketers, and let’s not forget the outstanding members of my lists in 2016 and 2015. . After years of developing wildly creative PR strategies for D&B NetProspex and Aberdeen Group , she now advises companies large and small on how to create buzz in B2B. Top 10 lists are everywhere this year.

How do you sell when your buyers can’t buy? Mounting dysfunction in the B2B buying process

Biznology

Everyone is aware that B2B buying is complex. Your research found a lot of dysfunction in the B2B purchase process. Based on CEB’s latest observations, here is a summary highlighting the dysfunction in the B2B purchasing process: Bigger, increasingly diversified buying groups: It was only 2.5 Why do you think B2B buying has developed in this way? Mounting dysfunction in the B2B buying process appeared first on Biznology.

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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.

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.

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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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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.

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.

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?

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.

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.

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.

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%.

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.

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.

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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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.

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.

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.

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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B2B Marketing ROI: measure what matters

TaylorMadeIn KEW

Demonstrating marketing value in B2B has never been easy. Yet the past few years have placed a microscope on our B2B marketing activities and we continue under increasing pressure to ‘prove’ our B2B marketing ROI (return-on-investment).

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Content Metrics: How to Assess Your Content to Inform Your Marketing Strategy

Kapost

With that said, what I see most is that B2B marketers. The post Content Metrics: How to Assess Your Content to Inform Your Marketing Strategy appeared first on Kapost Content Marketing Blog.

Five levers of relevance for digital authors

Biznology

In the case of information, the work involved requires cognitive effort. This is where stories are very valuable, especially in B2B content marketing, where you are demonstrating that your product is not mere hype or vaporware.