Great B2B Marketing

B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

The lead engine is an optimized, scalable set of people and processes that produce massive brand awareness, drive a planned volume of qualified leads, and result in revenue results that meet business goals. The Right B2B Marketing Strategy for Your Business.

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B2B Sales and Marketing Trends for 2015

Great B2B Marketing

As Casey Szulc of Inc.com reported, “…89% of businesses who carry out any form of attribution say it had a positive impact on their business.”. At the beginning of each year, my team and I publish a report on significant trends in B2B sales and marketing.

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Trending Sources

Fast Lead Response Keeps B2B Leads from Going Stale

Great B2B Marketing

My standard was that every inquiry was answered via telephone within 8 business hours or 24 calendar hours. Here’s the really bad news – if these lead response data points are similar to what you are doing, you are definitely losing business.

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B2B Content Marketing That Drives Results

Great B2B Marketing

Businesses that need to increase their brand awareness, credibility, and preference with their target audiences are turning to content marketing in greater numbers as a proven pull marketing strategy that aligns well with important business metrics.

Six Fast Ways to Improve Your B2B Copy

Great B2B Marketing

Assume everyone is as busy as you and get to the point quickly. 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.

11 Rules You Must Follow to Be a LinkedIn Marketing Master

Great B2B Marketing

Articles are a great to create or extend either your business or personal brand promise. At my company, Fusion Marketing Partners, we have a policy of not spending money on marketing or sales. We are “pull” (inbound) marketers to the core and this philosophy has served us well. Of course, we do lots of “push” (outbound) marketing for clients, but we try to move them in the direction of pull marketing in order to drive awareness and leads up and drive new customer acquisition costs down.

Use Digital Content to Shorten the B2B Sales Cycle

Great B2B Marketing

Marketers, sales reps, and business owners are becoming aware of the many benefits of propagating fresh and relevant digital content. It seems like everyone is talking about B2C and B2B content marketing.

Marketing Specialist or Generalist – Which do You Need?

Great B2B Marketing

One of my favorite business writers, Bob Bly, published an intriguing article in an October, 2015 newsletter on the topic […]. The post Marketing Specialist or Generalist – Which do You Need? appeared first on Great B2B Marketing. B2B Marketing Marketing Strategy

Assumptions are the Enemy of Good B2B Marketing

Great B2B Marketing

On the business side, I downloaded two white papers and registered for a webinar, all found through either LinkedIn or a blog. The failure to recognize this causes countless needless friction, not to mention lost friendships, business relationships and marriages. In the business world, the principle of false assumptions applies when you are dealing with colleagues, customers or prospects (in other words, all human beings).

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Why You Need to Be Hooked on Your Customers

Great B2B Marketing

And if you talk about your great customer service and treat the customer shabbily, they can hurt you not only by withholding future business but also by spreading the news about your poor service via the Internet.

How to Find Elusive B2B Buyers

Great B2B Marketing

10 messages pitching services and products that are not relevant to my business. Rather it is about a change in your business mindset. Contrast this to the couple who searches online to find a needed product or service, visits your website, decides that you are a company that is worth potentially doing business with, and invites you to their home to discuss purchasing your product or service. Okay, it’s time for a little honesty.

Eyeball Share Leads to Wallet Share

Great B2B Marketing

First you attract them, then you educate them, then you engage with them, and only then do you transact business. One of my favorite bloggers is Paul Castain, who produces excellent content for the Sales Playbook website.

Important Lessons for Working with Channel Partners

Great B2B Marketing

Lesson 4 – The best partners are the ones who bring in business, with minimal effort on your part. There are those partners who require lots of time and attention from you and can’t seem to close business on their own. This will gain you the reputation as a good company to do business with, and this reputation will attract great new partners to you.

Would Writing a Book Help You and Your Business?

Great B2B Marketing

Assuming that you want to be seen as a thought leader, writing a book forces you to stay up on the newest aspects of your profession/business. 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.

Sales and Marketing Plans Need to be Aligned

Great B2B Marketing

As an example of why this is important, imagine two very different sales models: In the first example, awareness is created and generated leads are fed to a business development function.

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How to Use B2B Marketing to Propel Rapid Sales Growth

Great B2B Marketing

Even if you expect to build your business with pull marketing techniques, you can bridge the gap with push marketing to fill your lead and revenue funnel. As marketers, when it comes to our business lives, our raison d’être (primary reason for existence) is not to just do cool marketing stuff, but rather to support the revenue goals and overall objectives of the business. I just listened to an interesting podcast featuring my old colleague Heidi Melin.

Do You Need to Recombobulate Your B2B Marketing?

Great B2B Marketing

If your business is dependent on a personal selling model while your potential customers are educating themselves and buying online, you are going to experience declining results unless you change your strategies and tactics. Bear with me a bit and I will explain the odd title of this post.

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10 Critical B2B Sales and Marketing Metrics

Great B2B Marketing

This is one of the sales and marketing metrics that is an important gauge of the health of the business, and you want this number to decline over time. Let’s face it.

How Popular Clichés Apply to B2B Marketing

Great B2B Marketing

Ever since the end of the 1990’s, there has been backlash against the proliferation of clichés in the business world. But the truth is, when an idea is universally accepted in the business world, that’s just the time to challenge it.

The Pros and Cons of Competitive Marketing

Great B2B Marketing

In business, when your larger competitor counterattacks, they put you on a level playing field in the minds of the target audience. However, the most daunting challenge in competitive marketing campaigns may be locating those who are already doing business with your competitor.

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Why Your Allies and Actions Are Crucial in B2B Marketing

Great B2B Marketing

Tom Peters, noted management guru and author of groundbreaking books like In Search of Excellence and Pursuit of WOW , published some great (and free) content about the importance of allies and action for driving change in business.

Pull Marketing vs. Push Marketing – The Shifting Battleground

Great B2B Marketing

But I submit that a much more effective plan is to uncover a way to attract a larger share of the people who are already interested in what you offer and then convince them to do business with you. 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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B2B Social Media: To Connect or Not to Connect

Great B2B Marketing

This usually leads to a lively discussion since most business people are faced with this issue on a regular basis. For most of us, the answer is usually somewhere in between and depends on the answers to these questions: Are you in a business that depends on networking?

B2B Appeals that Motivate Action

Great B2B Marketing

They want information on how to do their jobs better, make their companies more profitable, and have a successful business and home life. Napoleon Bonaparte said, “There are two levers for moving men: interest and fear.”

8 Reasons Why We Fail to Make the B2B Sale

Great B2B Marketing

In a business environment, this means that the prospect can clearly see that what you offer solves a current challenge or moves their business forward in a positive way. Take the long view and you might get the future business.

Commerce Interrupted – Four Barriers That Stop Your Prospects from Becoming Customers!

Great B2B Marketing

Time – Assume that your prospects are busy, have short attention spans, and that you will get only one shot at their business. If your business is web-based, what is the time it takes someone to go through the education and purchase process? If your business if phone-based, how long does it take you to get back to the prospect? When you send an online query, or ask to speak to someone, the company can lose your business in four ways: You get no response.

B2B Marketing: Do This, Don’t Do That

Great B2B Marketing

Why in the world would you let the business go to a competitor? The secret sauce in marketing is to give prospects what they do want, and stop giving them what they don’t want. Easy enough to say but how do you accomplish this.

B2B Pull Marketing Takes the Guesswork Out of Timing

Great B2B Marketing

Use pull marketing strategies that make it easy for them to buy; meet them (online, by telephone, or in person) wherever they are in their buying journey and nurture them to an inevitable decision to do business with you.

Focus on Productive B2B Marketing and Sales Activities

Great B2B Marketing

Like many of you, I am in the middle of the process of strategizing how to best achieve my 2015 objectives, which include optimizing results for my family, business, friendships, activities, and so forth. I can probably guess what attributes make you a good marketing manager, sales executive or business owner – but I have a harder time understanding what activities make you unproductive.

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

Great B2B Marketing

In the business world we refer to this as “choosing personal preferences over profits.”. Like many others, I’ve been reading Seth Godin’s blog for quite some time. 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. Not what you want to hear, but what you need to hear. Not imaginary, but practical. Not based on fear, but on possibility.

Death of the Hard Sell: Stop Closing and Start Empowering

Great B2B Marketing

The sales “closer” has an almost mythical reputation in the annals of business. Movies like Tin Men, Boiler Room, Door […]. B2B Sales Selling

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Obsession with “Listening to Customers” Can Lead You Astray

Great B2B Marketing

How often have you heard that the secret to good marketing is to thoroughly understand everything you can about your customers: who they are, their demographics, attitudes, habits, etc. However, this belief, like so much of conventional wisdom, may not be entirely accurate.

B2B Retargeting – Benefits and Pitfalls

Great B2B Marketing

For example, if you sell business accounting software, it can be valuable to aim specific and targeted messages to those who: Have searched on keywords related to accounting software.

12 Quick B2B Sales and Marketing Fixes

Great B2B Marketing

At Fusion Marketing Partners, we sometimes deal with clients who have both longer-term strategic issues (business model, lead-to-revenue strategy, etc.) […]. B2B Sales Cycle Sales and Marketing B2B Sales

Create an Unstoppable B2B Sales Machine – Part 1

Great B2B Marketing

In fact, one of my closest friends is an insurance salesman, and he never talks business at our parties. My blog posts and articles mostly deal with marketing issues.

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How to Shorten the B2B Sales Cycle

Great B2B Marketing

In case you haven’t noticed, the go-go days of American business are pretty much over. If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle.

Market Research – 8 Strategies for Getting it Right, Quickly

Great B2B Marketing

I had a really good conversation with a business colleague who is launching his products into a new channel, with […]. Market Research

Actions Trump Ideas in B2B Marketing and Sales

Great B2B Marketing

In his seminal book, Managing Oneself, my favorite business management guru/consultant Peter Drucker made the following observation: “For example, a […].

Marketing Game Changers for 2013

Great B2B Marketing

It’s a new year so why not make it a great year, instead of just another business-as-usual period of slight incremental progress? 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.

Social Media Marketing: What Not to Do

Great B2B Marketing

Remember that there is a difference in a medium like Facebook, which is essentially a social networking tool, and LinkedIn, which is primarily a business networking site. That’s not something you want a potential employer or business partner to see when they check out your LinkedIn profile. I’ve written a lot about the subject of what you need to do to be successful in social media and pull marketing.