Great B2B Marketing

Lower the Cost and Boost the Productivity of B2B Sales

Great B2B Marketing

I get a chance to work with many B2B sales executives, and from a marketer’s standpoint, I believe four major problems contribute to a high cost/low performing sales organization: Poor alignment between the marketing and sales functions. B2B companies need to carefully evaluate prospective sales reps in these often overlooked criteria: Territory and Pipeline Development – What processes does the candidate use to develop a robust and high-quality pipeline?

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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Trending Sources

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

Great B2B Marketing

Process – I once worked as a marketing manager in the business process management (BPM) space, even earning a BPM practitioner certificate from AIIM. Just as a software developer thinks his/her computer program is intuitive and easy-to-use (despite user claims to the contrary), so, too, does the marketing and sales team often think they have created a seamless buying process. There are three primary objectives of a marketing campaign: Find qualified prospects (potential buyers).

B2B Marketing: Do This, Don’t Do That

Great B2B Marketing

Here are three ideas to get started: Stop doing what doesn’t work. For example, when we develop a brand promise and positioning platform for a client, it is always with the thought that it will consist of messaging that has relevance two to three years from now as well as today.

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Manic Depressive or Social Media Maniac? – by John Leavy

Great B2B Marketing

What if we develop a social media schedule that does not run our lives; but does keep us accountable? If it’s not working then change it and keep making modifications until it works. Clinically speaking, a manic depressive disorder is defined by the presence of one or more episodes of abnormally elevated mood. Some manic episodes include increased energy, activity, with rapid talking & thinking, followed by sustained periods of unusual, even bazaar behavior.

Why Your Long-Forgotten Boilerplate May Hold the Key to Your Marketing Strategy

Great B2B Marketing

When I’m working on a page for the new website, the first thing I do is cut and paste that boilerplate into my Word file. Define your position as a key part of your marketing strategy and then mercilessly reproduce that value message, in some form, every time you’re developing new content.

Five Great Ways to Drive Brand Engagement

Great B2B Marketing

1) Will Work For Followers. Your employee communications have to be as accurate as a McIlroy putt; as fully developed as Phil Mickelson’s short game; and as powerful as Tiger’s drive in his prime. You continue to improve and work hard at getting better. Every year, millions tune in to the PGA Championship, where golf’s finest duke it out on the green and golf enthusiasts cheer the winners and sometimes, even the heartbreaking losers.

Marketing Strategy: Too Broad, Too Narrow or Just Right?

Great B2B Marketing

One of our Fusion Marketing Partners teammates worked for a company whose small C-level and business development team had dozens of potential deals cooking, not one of them anywhere near the one-yard line. If it worked, the company would have been awash in cash.

How to “Engineer” a Marketing Fiasco

Great B2B Marketing

Encouraged by their first few orders, the company promotes those engineers or product developers to fill the marketing and sales roles. This seldom works. Here’s the all-too-common scenario: A team of highly skilled engineers rolls out a product that passes beta and actually starts to get some traction (usually be networking with people they already know).

Don’t Drop Your Drawers on the Web – by John Leavy

Great B2B Marketing

Once the account is created a person can add a Photo, their Religious and Political Views, Education and Work Information along with what Groups they belong to. Organizations should develop a social media privacy policy before letting their employees jump into the “potentially” deep end of the pool. The title “Don’t Drop Your Drawers on the Web” may seem harsh at first; the provoking title is really meant to get your attention.

Outbound Marketing versus Inbound Marketing by John Leavy

Great B2B Marketing

Take the time to develop some inbound and outbound prototype campaigns and measure the results to see which one’s work best for the clients you’re trying to reach. . “ In marketing there are those who satisfy needs and those who create wants. ” – Juan Carlos Castillo. . There was a time when the housewife relished the thought of a salesman knocking at the front door; excited to see the latest technology for cleaning the floors.

How to Develop a Brand Voice You Can Live With

Act-On

I became very familiar with a couple of these handy books back when I worked at ad agencies. And you’ll have a spiffy draft to work from as your content operation scales up. If you’re in a large company that’s already done a lot of brand work, you may only have to look at its tagline.

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What Is Content Marketing Development?

KoMarketing Associates

This past year, I’ve had the opportunity to work on a number of content advisory programs, where our team is making recommendations for our clients’ content marketing teams – and then they execute. Let’s have a look: What Is Content Marketing Development? It’s that time of year again.

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

The term, audience development , has become more ubiquitous in the world of marketing. For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development and engagement can be perplexing.

Why Employee Development is Important

ANNUITAS

When was the last time, if ever, you had a clear direction for career development with defined goals? One of the recurring themes in studies that I’ve reviewed recently is how important employee development ranks in overall job satisfaction and engagement.

Socialize your videos for business development

Biznology

H ere are some ideas for creating videos for business development and sales that fits naturally into the way today’s buyers communicate. They don’t want testimonials, they want to find out how your solution works for people like them.

When developing a personal brand, sometimes your dreams follow you

grow - Practical Marketing Solutions

Neither of those things worked out exactly, but I have landed in a career that’s very satisfying and fun. This runs counter to most of the entrepreneurial advice you hear on the web, but a lot of research supports that this is how it works for most people who make it.

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The art and science of developing an enterprise content strategy

grow - Practical Marketing Solutions

But how does a company develop a comprehensive content strategy that serves millions of customers and thousands of enterprise-level partners? Mark: One of the things I admire about you is that you were one of the first people I worked with that understood the importance of social influence.

Why Every Marketing Leader Should Develop A Marketing Technology Roadmap

bizible

Fifteen years ago marketers began investigating whether technology could help solve the problem of marketing teams working in silos with separate assets, data and reporting.

10 Reasons to Develop a B2B Blogging Strategy

KoMarketing Associates

Matched with keyword research , develop an editorial calendar that tackles topics related to keyword strategy that your site’s SEO strategy is lacking visibility for. Provide thought leadership in support of business development initiatives.

Does corporate storytelling work? Some mega-brands say no.

grow - Practical Marketing Solutions

But as you’ve seen today, sometimes even the biggest and most successful brands who are throwing everything at their “story” can’t make it work. Most people don’t know this but I have a graduate degree in organizational development. By Mark Schaefer.

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How to reach your customers at work or at home

Biznology

On the flip side, consumer marketers can use the capability to broaden the profile of their targets—where they work, their titles, schools attended, past employers, their LinkedIn URL, and maybe even their business email address—all kinds of data points that provide additional insight and access.

How Account-Based Marketing Changes the Business Developer’s Role

Modern Marketing

To implement account-based marketing, you must change the role of your business developers. Once you know the firmographics of ideal accounts, you can develop a profile and find the companies that meet it. If that doesn’t work, try to connect via social media.

11 Top Tips For Developing YouTube Influencers

Act-On

The cost of working with YouTubers is highly variable. But most small- to medium-sized businesses can do very well working with a number of smaller channels, if the right strategy is executed. You think you know what works best for your product on YouTube, but you don’t.

How to Work With a Developer: 6 Tips for Improving Your Relationship

Hubspot

You just hired your first developer. But before you start putting work on their plate, you should know that developers are a special breed of people. (I 6 Tips for Working With Developers. Imagine you're a builder working on a brand new house. You did it.

Does Native Advertising Work?

Content Standard

For those who are unfamiliar, let me explain: imagine your team is working with a journalist to create your next native ad. Going further, because mobile goes everywhere, Facebook provides guidelines and development tools for inserting native ads in mobile apps.

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6 Phrases to Demonstrate Active Listening -- at Work, or Elsewhere

Hubspot

That came to light when someone important to me pointed out that I don't seem to have any interest in what he does for work. In reality, I could learn to appreciate my friend's line of work, for example, if I learned to listen actively. Professional Development Daily Tactical

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Crafting content that works

Biznology

For too many marketers, content marketing doesn’t work. Here’s a guide to crafting content that really does work. Provide it, and you’ll develop a loyal following who turn into customers and advocates on your behalf.

How Can Marketing and Business Development Work Together to Maximize Results?

Marketri

But, how do these departments and key attributes effectively work together to increase a firm’s ROI? While each department has its separate “duties” and functions, ultimately, they must work together to support the firm’s overall goal -- to grow the business.

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

B2B Marketing Insider

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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5 Common Misconceptions About B2B Content Marketing Development

KoMarketing Associates

As the popularity of content marketing continues to grow, its misconceptions about what works and what doesn’t also continues to increase.

Best Practices For Identifying And Developing Marketing Personas For ABM

bizible

To create great personas that will help both your marketing and sales teams be successful, you must understand how to do two things: 1) identify your multiple personas and 2) develop each of their profiles. Developing Persona Profiles.

Digital Developments in Event Marketing

Biznology

I’ve been keeping an eye on some of the new developments, and happily share a few here. . That’s including sessions, speaker bios, maps, the works. What new digital developments are you seeing as part of the business event marketing mix? Getty Images via @daylife.

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3 Tips for Marketers Developing Training Materials

ANNUITAS

Whether it is the launch of a program, campaign, product, or instructional how-to’s, as marketers we’ve most likely developed training materials and conducted training sessions for members of our organizations. Work with those limitations rather than against them.

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Are You Addicted to Work? [Flowchart]

Hubspot

How many of you out there wrestle with the urge to work outside of normal working hours? If you have a hard time taking a break from work to the point where your physical and mental health are on the decline, it's very possible you're actually addicted to work.

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Get Ready for the TilLT Sales Development Challenge

DiscoverOrg

Sales development is now the need-to-know skill set for growth and enterprise companies. Companies with high-producing SDR teams are also ones with continued education paths and development. How to Grow Your Sales Development Performance.

Marketing Automation for Sales Development: An Essential for Revenue Success

Modern B2B Marketing

In my experience as the Director of Enterprise Sales Development at Marketo, I’ve seen firsthand how marketing automation generates more quality leads and contacts that turn into great sales opportunities. Author: Ernesto Castillo Marketing automation isn’t just for marketing.

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The Art of Turning Off: 7 Ways To Do Your Best Work (By Forgetting About Work)

Hubspot

Creative work takes a tremendous amount of energy. So much energy, in fact, that “turning off,” or forgetting about work for a period of time can feel counterproductive to a marketer who is set on creating something engaging and effective – especially if they’re under a deadline.

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What Is Content Marketing Development?

KoMarketing Associates

This past year, I’ve had the opportunity to work on a number of content advisory programs, where our team is making recommendations for our clients’ content marketing teams – and then they execute. Among other things, what it’s taught me is that content marketing development looks different for every organization and there’s no set blueprint for getting the job done right. Let’s have a look: What Is Content Marketing Development? It’s that time of year again.

How to Work With Difficult People [Infographic]

Hubspot

Management Leadership Professional Development Daily IGSSWhen people think about becoming managers, many assume it's going to be all sunshine and roses. They'll have more responsibility! They'll get to help people grow! They'll get to shape the future of their company!

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