Great B2B Marketing

How Do Potential B2B Buyers Find You?

Great B2B Marketing

There are hundreds of articles, blogs and papers on the subject of finding B2B prospects. The conversation goes something like […]. The post How Do Potential B2B Buyers Find You? appeared first on Great B2B Marketing. B2B Buyer B2B Marketing Pull Marketing

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The Tao of B2B Buying Behavior – Why Emotion Trumps Logic

Great B2B Marketing

I’ve always wanted to use the word “Tao” in a blog post because the term has such profound (albeit esoteric) […]. The post The Tao of B2B Buying Behavior – Why Emotion Trumps Logic appeared first on Great B2B Marketing. B2B Buying B2B Marketing B2B Buyer

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Trending Sources

Fast Lead Response Keeps B2B Leads from Going Stale

Great B2B Marketing

For more about this subject, read my blog post titled Sales Lead Management: Are You a Victim of FTFU (Failure to Follow-Up). Last month, I spoke about lead metrics and ROI at the B2B Leads Conference in New York.

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Six Fast Ways to Improve Your B2B Copy

Great B2B Marketing

Every few months I get the urge to focus my blog post on the subject of copywriting – specifically, how to write B2B copy that achieve the intended results.

7 Lessons Learned in 7 Years of Blogging

Great B2B Marketing

I started my blogging journey at Great B2B Marketing seven years ago this month. B2B Marketing BloggingIt’s been quite an adventure and […].

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Big Bang Marketing is Out – Agile is In

Great B2B Marketing

I got the idea for a blog post from an uberflip.com interview with Jeremy Burton, chief marketing officer of EMC. Burton made some great points in the interview, including the fact that he believes the big B2B marketing trends going forward are the use of video, analytics, and process automation. But to me, the most important points he made were about how the agile product development methodologies can be applied to the world of marketing.

How to Find Elusive B2B Buyers

Great B2B Marketing

I talk a lot about pull marketing on our GreatB2BMarketing.com blog, so please go there to learn more. Okay, it’s time for a little honesty. How many of your potential buyers want to hear from you on an unsolicited basis? How many are glad that you called when they weren’t expecting to hear from you? How many are happy that you keep sending them email after email until they finally click on the “unsubscribe” link and remove themselves from your email list?

Social Media – Driving Competitive Advantage for B2B Marketers

Great B2B Marketing

As I said in an early 2011 blog post , B2B social media is meant to be a marathon, not a sprint. eMarketing Strategy’s Ruth Stevens, one of the nation’s foremost practitioners of B2B marketing, posted the above graphic on LinkedIn.

Eyeball Share Leads to Wallet Share

Great B2B Marketing

There are about 181 million blogs (AC Nielsen). I’ve included many similar statistics in my blog posts and articles about pull marketing and the point is always the same – it is much harder to sell anything to people who do not know you.

Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

A recent blog post titled The Thorny Question of Marketing Attribution: Does it Apply to B2B illustrates this perfectly. One of the things that drives me batty is when otherwise smart B2B marketers focus relentlessly on marketing analytics that measure things that are not important, while neglecting the big picture – a classic example of missing the forest for the trees.

B2B Sales and Marketing Transformation

Great B2B Marketing

I just viewed a great online video that deserves its own blog post. The speaker is Barry Trailer, Chief Research […]. B2B Marketing B2B Sales

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Sales and Marketing Plans Need to be Aligned

Great B2B Marketing

If you want to see the impact of slow lead response, read my blog post on this subject. As a B2B marketing outsource provider, my team and I usually work very closely with the sales department at our client companies.

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How to Use B2B Marketing to Propel Rapid Sales Growth

Great B2B Marketing

I’ve written about this quite a bit, including a recent blog post on marketing and sales alignment. I just listened to an interesting podcast featuring my old colleague Heidi Melin. Heidi is CMO of Plex Systems and is a well-respected marketer. It was an interview-style podcast, hosted by Glenn Gow of Crimson Marketing. The topic of the podcast is How CMOs of High Growth Companies Can Achieve Rapid Scale.

10 Critical B2B Sales and Marketing Metrics – Part 2

Great B2B Marketing

In my last blog post , I talked about the first five of the 10 most critical B2B marketing metrics. Just to recap, they are: Cost per new inquiry. Conversion of inquiries to qualified leads. Cost to acquire a new customer. Cost per new dollar of revenue.

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

Great B2B Marketing

A lack of accountability can produce issues like that reported by John Staples in his blog post titled Why Don’t We Just Cut the Marketing Budget? : “Lead Generation does not produce quality leads – marketing continues to take the blame for a lack of evolution in many sales forces. “It’s

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How Popular Clichés Apply to B2B Marketing

Great B2B Marketing

Of course, as one of my 2011 blog posts points out, your marketing claims must always be believable. Ever since the end of the 1990’s, there has been backlash against the proliferation of clichés in the business world.

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The Pros and Cons of Competitive Marketing

Great B2B Marketing

In a 2013 blog post, I described a precipitous marketing event as anything that causes a swift change in the business or sales climate, therefore making the prospect more receptive to your offer.

Pull Marketing vs. Push Marketing – The Shifting Battleground

Great B2B Marketing

If you enjoyed the perspective in this article, you might want to read another recent blog post on the subject of pull marketing strategies and timing. Even though I make my living as a marketer, I get as bothered as any other consumer by the constant intrusiveness of unwanted promotions. The abundance of unsolicited marketing pitches from TV, radio, Internet ads and other media exasperates me daily.

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Would Writing a Book Help You and Your Business?

Great B2B Marketing

For example, you can find many of the ideas from Winning B2B Marketing repurposed for my white papers, blogs and articles. 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.

B2B Lead Management – 6 Best Practices

Great B2B Marketing

This is such an important topic that I wrote a blog post about it titled: Sales Lead Management: Are You a Victim of FTFU (Failure to Follow-Up)? Speaking of lead nurturing, David Meerman Scott wrote a very interesting blog post titled B2B Sales Leads are Too Important for Sales People at www.webinknow.com.

Good Advice (And Why You’re Not Taking It)

Great B2B Marketing

Like many others, I’ve been reading Seth Godin’s blog for quite some time. Three years ago, I wrote a blog post about how engineers harm themselves when they design a great product but fail to heed the advice of marketing and sales professionals when they try to bring it to market. Seth has a way of getting to the point quickly and many of his posts are 100 words or less. For example, he wrote the following about the importance of accepting advice: “Good advice…is priceless.

B2B Retargeting – Benefits and Pitfalls

Great B2B Marketing

In my last blog post, I talked about how to use remarketing strategies to revitalize a stagnant B2B contact list. In other words, you had a prior connection, such as when they registered for your blog or responded to an offer of some type.

Creating an Effective B2B Marketing Machine

Great B2B Marketing

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. When you unite your brand with strong content such as videos, e-books, white papers and blogs, you’ll greatly enhance your organization’s credibility.

Create an Unstoppable B2B Sales Machine – Part 1

Great B2B Marketing

My blog posts and articles mostly deal with marketing issues. A service level agreement (as discussed in other blog posts) will help keep the alignment on track.

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Making the Transition from Push Marketing to Pull Marketing

Great B2B Marketing

We explored the last benefit (staying in touch) in a past blog post titled How to use Pull Marketing to Stay in Touch with Your Prospects. 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. In other words, how do your reap the inbound marketing goodies, without sacrificing what is already working.

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Little Things that Make a Big Difference in Sales and Marketing Success

Great B2B Marketing

You hear about the 80/20 rule in a lot of contexts and I talked about how the Pareto Principle applies to sales and marketing in a 2010 blog post titled: The Four Pillars of B2B Marketing Success. Most people have heard about the Pareto Principle: that 80% of the results come from 20% of the effort. Pareto developed the principle when he noticed that 20% of the pea pods in his garden produced 80% of the peas.

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

Great B2B Marketing

For example, we will set up a schedule that includes blogging every other week, plus one daily Twitter tweet and two LinkedIn postings (one to update the company’s or individual’s status and the other to respond or post to a discussion group). Over time, the schedule of blog postings, Twitter activity and LinkedIn activity can increase, and we can start folding in additional social media outlets.

Marketing Game Changers for 2013

Great B2B Marketing

To read more about this important subject, read the blog post How to Accelerate Your Success with Pull Marketing. It’s the season for wrapping up the old year and prepping for the next. I hope you are as excited about the potential of the coming year as I am, particularly as it pertains to how you can transform your marketing organization. Here are six ideas to get you started: 1. Understand your sales lead requirements.

Patience and Persistence – A Powerful Combination in Marketing

Great B2B Marketing

My last blog post: 10 Minutes to Marketing Success will give you some additional ideas. Write that blog post, update your LinkedIn, or send some tweets, even when you don’t feel like it. 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.

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How to Expand Your Circle of Marketing Influence by Christopher Ryan

Great B2B Marketing

The Inner Circle includes is the Key Influence group including employees, partners, customers, active prospects, personal contacts, and blog contributors.

Use Pull Marketing to Communicate with the SMB Market

Great B2B Marketing

In his April 17, 2012 blog post at tellallmarketing.com, Ray Schultz addressed the issue of How Brands Are Failing Small Businesses. Note from the list above that the two top categories business owners use for information gathering about purchases are search engines and websites/blogs.

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The Importance of Clarity in B2B Marketing Copywriting

Great B2B Marketing

Today’s blog post is inspired by one of my favorite Far Side cartoons. And if you use WordPress for your blog, it has a plug-in that calculates readability (as well as a SEO score). For example, the WordPress calculator rates the text of this blog post at the 9 th grade level.

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Lead Retargeting – How to Revitalize Your B2B Contact List

Great B2B Marketing

Blog subscribers. I write a lot about how to generate B2B leads. Usually, the context is to target new prospects, individuals or companies who have not previously responded to a lead gen offer. While marketing to fresh prospects is certainly important, there may be a gold mine available right beneath your feet – your existing contact list.

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

Great B2B Marketing

Every connection you can make though LinkedIn, Twitter or your blog, gives you many future opportunities to educate your prospects and bring them into your sphere of influence. Make your website and blog a magnet for those who want to learn more about your area of expertise. Timing is an extremely important element in B2B marketing and sales. The degree of prospect receptivity can range from zero percent (there is no chance I will buy your product) to 100 percent (where do I sign?).

Marketing Can Be Amusing

Great B2B Marketing

This item from the hubspot.com blog is related to the previous anecdote: Q:What’s a personality trait of a bad marketer? Marketing is a serious subject at most companies. After all, the marketing department is only one step removed from the sales department and revenue generation—the lifeblood of all businesses. As one of my favorite CEO’s was fond of saying, “Revenue covers a lot of other sins, but a lack of revenue causes all sins to be exposed.”

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Outside-the-Box B2B PR Strategies

Great B2B Marketing

For example, a blog is a great way for reporters, editors, and analysts to find you and get the word out about your company and products. Self promote – Get your name out there with public speaking, presentations, podcasts, articles, blogs, LinkedIn, etc. Every B2B company has its own identity, target market and products or services. But all have one thing in common.

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Five Ways You Can Get Big Value from LinkedIn

Great B2B Marketing

I talk about social media quite a bit in my blog posts, articles and conference presentations. For example, you can share your blog posts, articles, white papers, etc., Stay Top of Mind – I wrote a recent blog post titled Market Awareness Trumps Sales Skills.

Social Media – Can It Be Used to Generate Leads and Revenue?

Great B2B Marketing

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. The ones who make a commitment to blogging, tweeting, content creation and LinkedIn updating, are rewarded, and the ones who choose not to do this (or let us do it for them) don’t get results (big surprise huh!).

Create an Unstoppable B2B Sales Machine – Part 2

Great B2B Marketing

My last blog post covered the first four keys to creating an unstoppable sales machine: 1. Make sure there is complete alignment between the marketing and sales departments. Concentrate your efforts on finding the companies and individuals that have a genuine need for what you offer.

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