Great B2B Marketing

Asking “Why” Makes Your Marketing Content More Effective

Great B2B Marketing

Marketing Content marketing messageThis post is short and sweet, but it also highly important to your success as a B2B marketer. As someone […].

What Types of Content Propels B2B Buyers

Great B2B Marketing

I recently enjoyed an article titled, “Which Types of Content do B2B Tech Buyers Respond to Most?” B2B Buyer ContentThe article is […].

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B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

Content marketing and social media are increasingly important, but these tactics often require a sustained commitment and time to yield significant results. Pull (Inbound) B2B Marketing: The Increased Importance of Content Marketing & Social Media.

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B2B Content Marketing That Drives Results

Great B2B Marketing

There is a lot of buzz in the air about content marketing. The Payoff Earned from Effective B2B Content. Effective B2B content attracts visitors to your website, provides value for your social media outreach, converts website visitors to leads, and much more.

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

Six Fast Ways to Improve Your B2B Copy

Great B2B Marketing

As my recent blog post, Do Multiple Authors Create Better Marketing Content , points out, too many cooks in the B2B copy kitchen can spoil the broth.

Are You Marketing to Gain or Pain?

Great B2B Marketing

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

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How to Beat Larger Competitors at B2B Marketing and Sales

Great B2B Marketing

Utilize content marketing, pull marketing and social media. Clever content marketing and low-cost pull marketing tools like social media and PR can differentiate you and boost market awareness.

11 Rules You Must Follow to Be a LinkedIn Marketing Master

Great B2B Marketing

Make sure your LinkedIn updates include you sharing content or ideas of value to your audience. 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.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

billion on content creation Each year B2B organizations spend more than $5.2

Get on Board the Mobile Marketing Revolution

Great B2B Marketing

Provide attendees and visitors to your booth with real-time offers and show-related content. International Data Corp.’s ’s 2013 Tech Marketing Benchmark Study shows that B2B companies this year allocated only 1.7% of their marketing budgets for mobile ads, 1.4%

Assumptions are the Enemy of Good B2B Marketing

Great B2B Marketing

And two of our great clients discovered us through social media content. Human nature causes us to assume that others share our interests, fears and motivations. We tell ourselves: I am an intelligent and logical person – so why shouldn’t others feel and think like me? And if this is the case, I simply have to create promotions that reflect my personal preferences and the orders will flood in. This attitude is reflected in the following types of comments: That offer doesn’t appeal to me.

B2B Marketing: The Importance of Blocking and Tackling

Great B2B Marketing

Deliver quality content. Marketers need to create a steady stream of relevant web content, for two primary reasons. Here is a great presentation on how to create high quality web content. I talk often about the importance of creating a “marketing machine”.

Social Media – Driving Competitive Advantage for B2B Marketers

Great B2B Marketing

Creating and managing social media content can be an arduous task. 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

One of my favorite bloggers is Paul Castain, who produces excellent content for the Sales Playbook website. Paul’s column this week, “ A Deceptive Post About Cold Calling ,” discussed important activities that can either replace or enhance cold calling.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Should You Market to Pain or Persona?

Great B2B Marketing

As we have shown in multiple client engagements, online media can be extremely effective at both identifying pain points and then creating content, offers and lead nurturing programs to convert prospect pain to awareness, leads and revenues.

How to Use B2B Marketing to Propel Rapid Sales Growth

Great B2B Marketing

Pay-per-click and/or content syndication are excellent strategies to accomplish this. 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.

Do You Need to Recombobulate Your B2B Marketing?

Great B2B Marketing

If you are not using pull marketing, social media and/or content marketing, you may want to investigate how these strategies are generating awareness, leads and revenue. Bear with me a bit and I will explain the odd title of this post.

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Do Multiple Authors Create Better Marketing Content?

Great B2B Marketing

As a firm that creates lots of marketing content for our clients (and ourselves), we deal with this issue quite often. Another danger of the multiple-author process is that your content can end up in what I call “content purgatory,” where it can go from reviewer to reviewer (and back again) until it ends up in someone’s inbox waiting for one last look. Of course you should fact check and proof all marketing content. Copywriter Marketing Content Copy

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales

B2B Marketing: Six Need-to-Know Nuggets

Great B2B Marketing

Rather than my usual practice of writing some in-depth content about a specific subject area, thought I would share some quick thoughts on some important subjects related to B2B marketing and sales.

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B2B Sales and Marketing Trends for 2014

Great B2B Marketing

Trend 1: Increased Importance of Content Marketing. There’s a reason that you see keyword-driven SEO shops desperately rebranding themselves as content marketing experts: The old search engine-manipulating schemes and keyword games are becoming less effective by the day.

Pull Marketing vs. Push Marketing – The Shifting Battleground

Great B2B Marketing

YouTube now requires you to watch short commercials prior to viewing their content. Newspapers that contain ads that are wrapped around the editorial content, so you have to go through multiple gyrations to get to the news stories. Instead of just relying on ads pushing your value proposition, you produce valuable content (through social media and at your website) that solves problems.

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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.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful

B2B Appeals that Motivate Action

Great B2B Marketing

Note that this content is excerpted from my new book, Winning B2B Marketing. Napoleon Bonaparte said, “There are two levers for moving men: interest and fear.” ” These are indeed the two master motivators, and all others are subset of these behavioral drivers.

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B2B Social Media: To Connect or Not to Connect

Great B2B Marketing

Rather, we publish lots of content about B2B marketing and spread the word through social media. Friends and colleagues occasionally ask me if they should accept the various connection requests from social media platforms like LinkedIn, Twitter, and Facebook.

B2B Marketing: Do This, Don’t Do That

Great B2B Marketing

Create quality content. If content isn’t the king of marketing, it is certainly the crown prince, particularly when it comes to your website. Quality content is a magnet to attract customers, prospects and partners. But make sure the content you create is fresh and relevant.

B2B Lead Management – 6 Best Practices

Great B2B Marketing

I really liked this sentence in his post: “How about warming up potential customers by giving them gifts of valuable content well before the salesperson bugs them by trying to sell something?” Some companies are good at generating B2B sales leads , others are good at qualifying and closing those leads, but the top performing companies, are those that leverage B2B lead management techniques and can do both.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

B2B Pull Marketing Takes the Guesswork Out of Timing

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Educate – Have plenty of quality content to educate your prospect. One of my favorite bloggers, Paul Castain, posted an excellent article titled The Patience/Urgency Conundrum in Sales on his Sales Playbook website.

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BANT: Is it Still a Useful Tool for B2B lead Qualification?

Great B2B Marketing

By this I mean that you switch your focus from outbound to inbound, offer lots of good content, and let your prospects self-qualify. I just read, and commented on, a thought-provoking article titled Lead Gen: A proposed replacement for BANT. Written by David Green, the premise of the piece is that the BANT formula, for the most part, is no longer relevant. Green’s article has some great advice on how to apply a new model with courtesy and relevance.

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The Biggest Threat to Your B2B Marketing Success

Great B2B Marketing

If you think you just can’t launch your content marketing plan because you don’t have that fancy automated marketing suite or the top-flight analytics tool, #3 might be the real reason for this objection. Of all the threats to your ability to achieve marketing success, perhaps the most insidious is inertia. According to Wikipedia, “Inertia is the resistance of any physical object to any change in its motion (including a change in direction).”

Marketing Resolutions for 2014

Great B2B Marketing

Resolve to accelerate your content marketing efforts. You need fresh and relevant content at every stage of the marketing and sales process. This content will not write itself so put your plan together and get started.

B2B Retargeting – Benefits and Pitfalls

Great B2B Marketing

Have either posted or read social media content related to accounting software. The link can either be to your own content or to relevant third-party content – the prospect sees your ads regardless of whether they have ever registered for one of your offers.

Creating an Effective B2B Marketing Machine

Great B2B Marketing

A marketing machine falters when it is idle and the pump must be primed constantly with awareness building, social media, web content and lead generation activities.

Is Marketing Passé? You Be the Judge

Great B2B Marketing

Even viral marketing success stories often start with relentless content marketing and sharing of the message through every possible channel. Steve Case, founder of AOL, just wrote an article for Mashable about Facebook’s acquisition of WhatsApp. The article is titled 10 Lessons We Can Learn From WhatsApp. While I am an admirer of Mr. Case and agree with much of what he stated, I sharply disagree with one of his 10 lessons. To quote from the article: “Marketing is passé.

B2B Marketing Strategy: Inform and Educate

Great B2B Marketing

Rather than act like a relentless promoter for your brand, instead think of yourself as a publisher of useful content. 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. The more relevant content you generate the better chance you have of being found via search engines and talked about in social network channels.

Making the Transition from Push Marketing to Pull Marketing

Great B2B Marketing

Since pull marketing depends heavily on fresh content, you need to have one or more people in your organization dedicated to creating a steady stream of content (social media, web content, sales collateral). 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.

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