The Content Factor

Breathe Life into your B2B Marketing Using Humor

The Content Factor

Many B2C companies know how to leverage the power of humor in their marketing campaigns. B2B marketing, on the other hand, can be clever and compelling, but is rarely funny. B2B marketers tend to steer away from the kind of edgy humor eagerly anticipated in Super Bowl advertisements.

Sales and Marketing: Let Worlds Collide

The Content Factor

Marketing people think of their company’s prospects as a either a homogenous group or grouping of groups (segments), and they communicate with these groups through vehicles that are designed to reach masses of people. At a recent Focus Roundtable on Sales and Marketing alignment (or the lack thereof), we acknowledged the frequently discussed differences between the people who work in sales jobs and the people who work in marketing jobs.

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Trending Sources

When you don’t have time for an elevator pitch.

The Content Factor

As the article points out: “Storytelling is at the heart of content marketing No matter the company or the communication goals, every brand has a story. A recent story entitled Five Lessons on Compelling Content from Australian Football from the Content Marketing Institute caught my attention. With an intriguing title like that I couldn’t resist. One of the lessons discussed was about the power of storytelling to attract and retain loyal fans.

You Can Get a Year’s Worth of Engaging B2B Content in Just One Day!

The Content Factor

I’ve wondered about this, as there are plenty of great agencies and talented writers who would love to help these companies overcome that particular challenge.

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Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

Lead generation is the process of attracting and converting strangers and prospects into someone who has indicated interest in your company's product or service.

The "new" AOL is trying to become a pay-to-play content company

The Content Factor

Last week the Wall Street Journal broke a story about AOL and CEO Tim Armstrong's new strategy to create a content company that is more attuned to what people are searching for and what advertisers want to promote. The plan is to create a network of freelancers that will write copy based on popular searches. Much of the freelancers' compensation will be based on how many times the content is

Case Study Winners: It’s About the Client

The Content Factor

Our new white paper, “Secrets of Case Study Winners,” outlines quite a few specific strategies for B2B companies to create successful case study programs. The idea for this white paper was borne from my observation that case studies are remarkably difficult for most B2Bs to generate, yet they are usually the most valuable marketing content a B2B can provide for its sales force. read more. B2B Case Studies Business to Business (B2B) Content Marketing

Craft Content to the Buying Cycle: Stage 4, the Invested Buyer

The Content Factor

Have you ever been solicited by a company that you already do business with? Don’t these companies know that I am already part of their value chain? It happens to me all the time. So, why are they spamming and cold calling me? I feel like I am being taken for granted, and I look for an excuse to “escape” through the bottom of their sales funnel. Don’t let this happen to your customers by neglecting their content. read more.

How To Craft Content to 4 Stages of the B2B Buying Cycle

The Content Factor

I talk with B2B companies who are on board with content marketing as a concept, but don't know where to start. What makes content "good" for their particular buyers? And how can their content be more compelling than their competitor's? They can brainstorm titles for white papers all day, but not be confident that one content theme will be any more effective than another. read more.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

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. B2B buyers are more sophisticated than ever before, from the customers’ initial discovery, to the moment they commit to buy.

Getting out of the B2B Marketing Manager's Muddle

The Content Factor

I had, at my fingertips, some powerful tools to share my company's message with the world. A year ago, I was a B2B marketing manager in a muddle. But I had nothing new to say. read more.

Great Web Content is Authoritative

The Content Factor

Read the full white paper, or view all the blog posts in the series.Hallmark of Great Web Content #7: Great Web content is authoritative.Great Web content puts your company’s best foot forward. It is original and demonstrates your company’s expertise, not lifted from outsiders or distilled from brochures. Here's #7 of a 10-part series on the "The 10 Hallmarks of Great Web Content."

Enough is Enough. Or Is it?

The Content Factor

BtoB Magazine's recent article "When Enough is Enough" describes how Cisco Systems straddles the fine line between spamming its existing customers, and keeping Cisco top-of-mind.The article quotes John Coe, president of the Sales & Marketing Institute, on the role of content:In fact, Coe said, if your messages bring value to your customers—beyond your company's latest product offerings—there.

Great Web Content Raises the Hairs a Bit

The Content Factor

It raises the hairs a bit.Whether you’re selling financial services to consumers or databases to businesses, remember: Companies don’t buy things; people do. Here's #6 of a 10-part series on the "The 10 Hallmarks of Great Web Content." Read the full white paper, or view all the blog posts in the series.Hallmark of Great Web Content #6: Great Web content is emotional.

Score One For Old School Marketing

The Content Factor

Jonathan Weber's interesting story about how that coolest of social media companies--Apple--relies on old media marketing techniques is well worth reading. According to Weber, Apple doesn't tweet, use facebook or do any of those other cool things. They do buy a lot of television, magazine pages and billboards, however

B-to-B Marketers Will Press the "Reset" Button on Thought Leadership in 2010

The Content Factor

This week, BtoB Magazine published these two stories, and it is up to me to connect the dots.Public companies shedding b-to-b mediaIncompatibility with volatile ad cycles has big publishers selling off propertiesThe global downturn has underscored advertising's cyclicality, with ad pages plunging an average 30% this year. Custom content is up, and trade publications are down.

Are Companies Ignoring Their Best Source for Buyer Insights?

Type A Communications

August 17, 2017 by Tony Zambito In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C. The rise of data analytics. read more.

12 Noteworthy Examples of B2B Companies on Instagram

KoMarketing Associates

So, what does this mean for B2B companies? This is the key element I am referring to: Instagram allows companies to tell their story without any interruption. Why It’s Noteworthy: Hootsuite’s Instagram exposes their followers to the company culture and core values.

Five Videos Every Company Needs

Act-On

What comes to mind when you think about companies using video? Many companies also use video to sell. But video can do even more for your company. Here are five videos every company needs in 2016. For many people, the Dollar Shave Club video is high on the list.

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Social media employee advocacy is the heartbeat of your company

Biznology

Employee advocacy is the heartbeat of your company. Does a company even have a heartbeat? For too many companies, their goal is to keep employees happy enough to keep that money flowing in. But that’s not your company.

How to Build a Productive Company Culture

Hubspot

Every company has a culture, much like every individual has a personality. And like a personality , a company’s culture can develop organically over time. Fostering a Productive Company Culture. A club, for instance, or a company or a country.

How do you persuade big company executives that digital marketing is important?

Biznology

Many of you no longer face this problem within your company, which is great. Some B2C companies spend the lion’s share of their marketing budget on traditional marketing, even though the digital is highly effective, and so should get a bigger slice of the pie.

One Company | One City | One Lattice

Lattice

Let’s start from the beginning – I had five months to find an awesome city with an amazing venue to pull off this awesome event that our company had never experienced before. Every great company kick-off needs to have an inspirational theme.

Is Marketing Automation Right for Every Company?

The Point

Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent. Even at mid-size companies ($20 Million – $500 Million), the figure is only 10 percent.

5 Common Marketing Challenges Agencies (and Companies) Face

Act-On

Over the past 15 years in business we’ve encountered many obstacles that are common to most companies, and we’ve learned a few ways to overcome them. Note: This article is written from an agency perspective, but the issues apply to most companies at one time or another.

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13 Customer Loyalty Best Practices for B2B Companies

Act-On

Existing customers interact with several departments in your company. An example of a survey that is probably trying to access the company’s Net Promoter Score. The Harvard Business Review suggests “Credit card companies would waive late fees for customers who were on vacation when the payment was due… Airlines and hotels would renew status levels for customers who took a hiatus from traveling when they had a baby or were between jobs.”. What could your company do?

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 […].

6 Branding Mistakes Undermining Your Company's Image

Hubspot

At the time, the growing ready-to-eat meals market seemed like a great space for an already-successful company like Colgate to expand their presence. Colgate had spent years branding themselves as a toothpaste company, and the new product just wasn't consistent with their existing brand image.

How Your SMB Company Can Adopt ABM Tactics

Act-On

We keep hearing that ABM is recommended for mid-sized companies and above, or rising brands with high lead volume. You just need to be laser-focused on accounts that matter to your company.

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Are You Building a Company or Just Laying “Marketing Brick”?

ViewPoint

Are you building a business with your lead generation efforts that drive sales or are you spending the company’s money on tactics that have tepid responses? And while they could have sold other products in the company, they instead started selling more and more of our division’s products.

Digital Transformation Works — So Why Are Companies Struggling to Transform?

Marketing Insider Group

To be successful, your company needs to be customer-centric, have the right team, and develop a digital framework. The post Digital Transformation Works — So Why Are Companies Struggling to Transform?

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Email Marketing for Manufacturers and Industrial Companies

Industrial Marketing Today

He considered marketing emails to be nothing more than […] The post Email Marketing for Manufacturers and Industrial Companies by Achinta Mitra appeared first on Industrial Marketing Today.

Are Companies Ignoring Their Best Source For Buyer Insights?

Tony Zambito

Through natural laws of inertia, companies can become insular because of data. An over-reliance on data and even in recent developments related to machine learning and artificial intelligence can cause companies to miss the all-important social context. Illustration by Aneeque Ahmed.

Industrial Email Marketing for Manufacturers, Distributors and Engineering Companies

Industrial Marketing Today

80 percent of marketers agree […] The post Industrial Email Marketing for Manufacturers, Distributors and Engineering Companies by Achinta Mitra appeared first on Industrial Marketing Today.

How to Solve the Marketing Skills Gap In Your Company

Digital B2B Marketing

A few weeks ago I was talking to Maureen Blandford about marketers, marketing technology, and the need for all of us to move faster. Our conversation turned to skill sets and the current digital and technology skills gap in marketing today.

5 Tips To Promote Your Company Blog

Marketing Insider Group

The post 5 Tips To Promote Your Company Blog appeared first on Marketing Insider Group. The competition is fierce out there. There are 58.6 million new blog posts each month on WordPress alone. Everybody, in other words, has clued into this content marketing thing.

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.

Marketing Services for Technology Companies

KEO Marketing

While many of today’s tech companies have amazing technology products and services, some are not quite sure how to market their solutions effectively. So what do tech companies need to know about SEO?

5 Keys to Becoming a Sales First Company

ViewPoint

We don’t want to become a sales first company, we are a customer first company. Being a customer first company is absolutely the right goal; however, in order to truly be a customer first company, you must initially become a sales first company.

10 Ways CMOs Can Help Grow Their Companies

Modern Marketing

And, while some growth has happened for your company, you might be feeling like you’ve hit a plateau and could use some new marketing strategies that will stimulate further business.

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