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For B2B Companies, Selling Better is Not the Answer

Great B2B Marketing

The post For B2B Companies, Selling Better is Not the Answer appeared first on Great B2B Marketing. When challenged, we humans have a tendency to resort to the known and familiar path (not taking “the road less […].

The Economic Value of Your Company Brand

Great B2B Marketing

When people talk about a company brand, it is often expressed as sort of an abstract concept – we feel good about our brand — or perhaps not so good. For instance, it can be a boon to the stock price, making the entire company more valuable.

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B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

In working with leading global B2B companies, our Fusion Marketing team is extremely familiar with the cost/benefits of various lead generation programs. What key tactics best fit our Marketing Strategy? What B2B marketing tactics are working now for others, and how well?

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B2B Sales and Marketing Trends for 2015

Great B2B Marketing

We see many B2B companies adopting an end-to-end marketing and sales framework that: Attributes new revenue to specific lead sources. My company, Fusion Marketing Partners, has conducted extensive research on short- and long-term B2B buying patterns.

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Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality

How Digital Marketing Can Drive Your B2B Company Results

Great B2B Marketing

I suspect that two types of people will read this article. The first group consists of those who are fairly […]. B2B Marketing Digital Marketing Sales Cycle

How to Rejuvenate a Troubled B2B Brand

Great B2B Marketing

Two months ago, I wrote an article titled The Economic Value of Your Company Brand. The theme of the post: No matter the size and scope of your company, the brand position you hold with your prospects and customers has monetary value in terms of sales, stock prices and even employee retention.

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B2B Content Marketing That Drives Results

Great B2B Marketing

People buy from companies they know and content can help you get known. If your company is in a well-defined market where the competition isn’t strong, you might require a relatively small amount of new content. There is a lot of buzz in the air about content marketing.

Lower the Cost and Boost the Productivity of B2B Sales

Great B2B Marketing

47% of companies say it takes 10 or more months for new sales people to become fully productive (67% are 7 or more months)(CSO Insights). Just when a new rep is starting to become productive, they (and their sales manager) are in the waning days of their tenure with a particular company. Given the enormous cost of recruiting, training, managing and retaining sales talent, this should represent a red flag for many companies.

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How to Beat Larger Competitors at B2B Marketing and Sales

Great B2B Marketing

More often than not, you are not going to be the biggest company in your space and will have to adjust your strategy accordingly. For example, the big dog company has more marketplace awareness. Big companies are often driven by factors that are counter-productive to results (e.g.

Are You Marketing to Gain or Pain?

Great B2B Marketing

As a marketing or sales professional, you have a choice in how you message your company and its offerings, with […]. Marketing Content

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How to Achieve Expert Status in B2B Marketing and Sales

Great B2B Marketing

On my last post, I talked about the huge difference between companies and individuals who are considered experts, versus those […]. B2B Marketing Expert Status B2B Sales

11 Rules You Must Follow to Be a LinkedIn Marketing Master

Great B2B Marketing

At my company, Fusion Marketing Partners, we have a policy of not spending money on marketing or sales. It has gained us awareness, leads and revenue, and it can do the same for your company (as well as you as an individual). A technology company founder told me that he rejects most connection requests because he only wanted people he knows personally. Treat this medium as a way to showcase your company and personal attributes, not your personal life.

Use Digital Content to Shorten the B2B Sales Cycle

Great B2B Marketing

Company and Product Reviews. Companies hesitate to do this because they are afraid it will chase away prospects and because competitors will have access to this information. It seems like everyone is talking about B2C and B2B content marketing.

Get on Board the Mobile Marketing Revolution

Great B2B Marketing

’s 2013 Tech Marketing Benchmark Study shows that B2B companies this year allocated only 1.7% International Data Corp.’s of their marketing budgets for mobile ads, 1.4% for mobile web and apps, and 0.7% for SMS text messaging.

B2B Marketing: The Importance of Blocking and Tackling

Great B2B Marketing

More often than not, the B2B companies we talk to can benefit from a better-performing website. I talk often about the importance of creating a “marketing machine”.

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

Great B2B Marketing

The transition to a new year can be a perilous time for B2B marketing organizations. Sales managers, finance people and CEOs are gathered in rooms or on conference calls having tough conversations about priorities and funding for the new year.

Big Bang Marketing is Out – Agile is In

Great B2B Marketing

multi-million dollar Super Bowl commercials), huge direct marketing promotions, or a total pivot of a company to promote one particular product or service. Our clients are not Fortune 1000 companies that can afford to spend a lot of time and money and still get it wrong. I got the idea for a blog post from an uberflip.com interview with Jeremy Burton, chief marketing officer of EMC.

Why You Need to Be Hooked on Your Customers

Great B2B Marketing

I just read the brand new book by Bob Thompson: Hooked On Customers: The Five Habits of Legendary Customer-Centric Companies. Question: How many companies have messaging like the following: “We have the best customer service in our industry”? Answer: lots of companies say this.

Social Media – Driving Competitive Advantage for B2B Marketers

Great B2B Marketing

This group could range from companies who are barely utilizing social media to those who are avid practitioners, but feel they could be doing better. eMarketing Strategy’s Ruth Stevens, one of the nation’s foremost practitioners of B2B marketing, posted the above graphic on LinkedIn.

How to Find Elusive B2B Buyers

Great B2B Marketing

This is why they don’t answer the phone and why they use personal email addresses to download your online offers that don’t reveal their company name, address and phone numbers. 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.

Important Lessons for Working with Channel Partners

Great B2B Marketing

It can be a compelling proposition to have external companies working for your success without the heavy investments necessary to build, equip, and train an internal sales organization – particularly if you need to reach a broad geographic area. Since the primary motivation of your partners is the success of their companies, why would they cooperate in a program that was not in their best interests?

Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

For example, an enterprise software company with a 12-month sales cycle would operate differently than a SaaS provider that uses a free-trial offer or a consulting services provider that has a four- or six-week sales cycle. For example, research from our friends at MarketingSherpa shows that only about one quarter of B2B companies have a lead generation and follow-up process that is routinely followed.

Should You Market to Pain or Persona?

Great B2B Marketing

For example, if you sell accounting software, one persona might be middle-aged males who are controllers at mid-sized retail companies. I just had an interesting conversation about campaign targeting with a really smart client.

Are You a Dirt Road or Superhighway Marketer?

Great B2B Marketing

Companies have different objectives, work styles and temperaments. Unfortunately, what is needed to achieve marketing success often contradicts what the […]. The post Are You a Dirt Road or Superhighway Marketer? appeared first on Great B2B Marketing. Marketer Marketing

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Sales and Marketing Plans Need to be Aligned

Great B2B Marketing

As a B2B marketing outsource provider, my team and I usually work very closely with the sales department at our client companies. The goal is to achieve effective alignment between what the marketing and sales teams are doing: driving to a common goal and reaching agreed-upon revenue targets.

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How to Use B2B Marketing to Propel Rapid Sales Growth

Great B2B Marketing

The topic of the podcast is How CMOs of High Growth Companies Can Achieve Rapid Scale. Naturally, as a former CMO of, and current service provider to, high-growth B2B companies, this subject is very important to me. 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.

Do You Need to Recombobulate Your B2B Marketing?

Great B2B Marketing

This tendency to change what is already working really hurts companies, but it a common occurrence nonetheless. A big change in pricing by your company or its competitors can cause a disruption in your strategy and tactics.

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10 Critical B2B Sales and Marketing Metrics

Great B2B Marketing

This affliction occurs when a company starts to spend more time analyzing data than they do communicating with prospects and customers. Let’s face it. If you tried to measure every single aspect of marketing and sales performance, you could quickly succumb to “analysis paralysis.”

10 Critical B2B Sales and Marketing Metrics – Part 2

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Effective B2B companies understand how to move prospects through the sales process in a streamlined manner. 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.

How Popular Clichés Apply to B2B Marketing

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In business, this can refer to a company with a new way of doing things in a time-tested industry. We need to stop treating such companies as the weird new kid, and start listening to see if what they have to say might help us change the way we do things.

B2B Sales and Marketing Trends for 2014

Great B2B Marketing

One of the great things about my job is the opportunity to work with some of the leading B2B companies in the US and worldwide. Many gurus stress that the most essential shift in thinking for companies who want to be successful at content marketing is to start thinking like publishers.

The Pros and Cons of Competitive Marketing

Great B2B Marketing

Then you need to reach these individuals and companies with an offer so compelling that it upsets the status quo. Few prospects will respond to a generic message like, “We are just as good as Company X.”

How to Build Company Value in a Down Economy

Great B2B Marketing

But we do have a great deal of control over our micro economy – the part of the whole where we can make an immediate difference for our companies, our clients, and our families. Here are three suggestions on how to use marketing and sales strategies to build value in your company.

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.”

B2B Social Media: To Connect or Not to Connect

Great B2B Marketing

Obviously, this strategy is predicated on connecting with lots of individuals and companies. Friends and colleagues occasionally ask me if they should accept the various connection requests from social media platforms like LinkedIn, Twitter, and Facebook.

8 Reasons Why We Fail to Make the B2B Sale

Great B2B Marketing

People, whether buying for themselves or on behalf of their companies, like to purchase from a known entity. And you have to show the prospect that not only the risk to their company but also their personal risk (e.g.

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

Great B2B Marketing

Many B2B and B2C companies do a good job at the first two objectives. I have related on other posts how I have given business to one company over another simply on the basis of the speed at which the winning company responded to my query. 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.

Why You Need to Pay Attention to Search Engine Marketing

Great B2B Marketing

As a B2B or B2C marketer, one of the best ways you can support your company’s sales team and revenue […]. The post Why You Need to Pay Attention to Search Engine Marketing appeared first on Great B2B Marketing. Search Engine Marketing SEO

B2B Marketing: Do This, Don’t Do That

Great B2B Marketing

A branded authority is an individual or company that is known and commonly accepted as an expert on a particular B2B topic or service area. Many companies can’t answer the simple question: How many leads to you need to achieve your sales targets?