Great B2B Marketing

B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

In fact we work closely with the management teams of numerous B2B product and services companies to build and help execute a marketing strategy that fits their industry and their sales model. Knowing the most effective tactics can help you refine or enhance your strategy.

How to Rejuvenate a Troubled B2B Brand

Great B2B Marketing

This is a step where you may benefit from outside help. Two months ago, I wrote an article titled The Economic Value of Your Company Brand.

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Trending Sources

Product Marketing’s Role in Driving B2B Revenue

Great B2B Marketing

Many B2B companies underappreciate the impact of quality product marketing and its critical role in helping to generate revenue. Perhaps […]. Product Marketer Product Marketing product marketer product marketing

B2B Content Marketing That Drives Results

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People buy from companies they know and content can help you get known. Quality content helps web searchers find you quickly. Good content helps prospects learn about your products and services and self-qualify themselves.

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

Use Digital Content to Shorten the B2B Sales Cycle

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In fact, anything you offer the prospect to alleviate the fear of making a bad decision can help shorten the sales cycle. Assuming your product is not overly complicated – providing this information will help motivate prospects to act more quickly.

Assumptions are the Enemy of Good B2B Marketing

Great B2B Marketing

If you found this post helpful you might want to also read that one. 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.

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B2B Marketing: The Importance of Blocking and Tackling

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When creating a B2B marketing machine, it helps to be smart and creative. I talk often about the importance of creating a “marketing machine”.

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Would Writing a Book Help You and Your Business?

Great B2B Marketing

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. Fortunately, each book project gets easier because you learn to write faster and you can leverage material from previous books.

How to be a Great B2B Marketing Coach

Great B2B Marketing

Here are six strategies to help you accomplish this: Don’t keep running the same plays. In honor of Super Bowl week, I thought I would explore just what it takes to be a great B2B marketing coach. Hopefully you won’t have to deal with issues like injuries and deflated footballs.

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Why You Need to Be Hooked on Your Customers

Great B2B Marketing

As a marketer, my job is to help organizations with the front parts of the process: establishing brand awareness, generating inquiries, turning raw leads into qualified opportunities, and so forth.

Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

All the marketing analytics in the world won’t help you if you don’t have your marketing act together. Here are four we typically focus on for our B2B clients: Cost per lead Cost per customer acquisition Conversion ratio of inquiries to qualified leads Conversion ratio of qualified leads to sales I hope you found this information helpful.

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Important Lessons for Working with Channel Partners

Great B2B Marketing

They want you to bring them prospects and then require you to help them close the deal. Of course you need to practice judgment – you don’t want to invest major resources in potential deals that have only a minor upside, but there are many ways you can help partners in a cost-effective way.

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5 Characteristics of a Winning B2B Marketer

Great B2B Marketing

There are a few characteristics that will help you not only survive, but thrive—regardless of any shifts in the changing marketing landscape. Following are five key characteristics that will separate you, as a winning B2B marketer, from the has-beens and also-rans. A Winning B2B Marketer Stops What is Hurting. The first road to improvement and setting the stage for success is to stop doing that which hurts you or which does not make a positive contribution.

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10 Critical B2B Sales and Marketing Metrics – Part 2

Great B2B Marketing

This will largely be outside the scope of the marketing department, but you can certainly help your sales colleagues by providing sales support and enablement tools. In my last blog post , I talked about the first five of the 10 most critical B2B marketing metrics.

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

Great B2B Marketing

My recent post on how to align sales and marketing plans will help you in this area. The transition to a new year can be a perilous time for B2B marketing organizations.

How Popular Clichés Apply to B2B Marketing

Great B2B Marketing

However, in my opinion, we’ve let a lot of helpful tips go by the wayside – in other words, we’ve thrown the baby out with the bathwater. By the way, sorry for the overuse of clichés in the preceding paragraph, but hope it helps you get the idea.

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B2B Sales and Marketing Trends for 2014

Great B2B Marketing

In the rapidly evolving B2B arena, knowing the key trends can help you refine, adjust or enhance your strategy. Offering your prospects high-quality content that helps them meet their challenges, find better solutions, and do their jobs better will be key in 2014.

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Pull Marketing vs. Push Marketing – The Shifting Battleground

Great B2B Marketing

the question becomes: How can I help people solve their problems? Rather than fight this reality, just accept who has the real control—and find the best ways to help people buy in the way they want to buy, instead of the way you want to sell to them. Even though I make my living as a marketer, I get as bothered as any other consumer by the constant intrusiveness of unwanted promotions.

B2B Appeals that Motivate Action

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Financial – The financial hot buttons of your prospects can be pushed two ways: first, by demonstrating how your product or service will save money, and second, by demonstrating how your product or service will help generate more income.

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B2B Social Media: To Connect or Not to Connect

Great B2B Marketing

By contrast, my wife is in a profession where networking is not particularly helpful, so she chooses not to spend her time on social media.

8 Reasons Why We Fail to Make the B2B Sale

Great B2B Marketing

I hope this information helps you and your company achieve a better level of sales success. I mostly write about B2B marketing issues, but am often asked by my clients to consult on issues related to sales performance.

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

Great B2B Marketing

They know where to find prospects, or better yet, they help prospects find them, which is the essence of effective inbound (pull) marketing. There are three primary objectives of a marketing campaign: Find qualified prospects (potential buyers). Create desire within these prospects to purchase your product or service. Remove all barriers to the purchase process. Many B2B and B2C companies do a good job at the first two objectives.

The Biggest Threat to Your B2B Marketing Success

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If you have a gnawing realization that there are big things you need to be doing (for your company or yourself), but are held back by some inner demon, Pressfield’s book could help you like it did me. 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).”

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Marketing Resolutions for 2014

Great B2B Marketing

And don’t worry about whether or how your outreach is reciprocated – the fact that you reached out is what is most helpful.

Creating an Effective B2B Marketing Machine

Great B2B Marketing

The message doesn’t have to be outstanding (although that helps), but it must be repeated again and again, across multiple media.

Is Marketing Passé? You Be the Judge

Great B2B Marketing

Some good luck is also helpful. 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. Viral is the new marketing, and great products increasingly sell themselves.

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B2B Marketing Strategy: Inform and Educate

Great B2B Marketing

When you provide potential clients with credible, helpful information, and making it easy for them to buy when they are ready, you are practicing effective pull marketing. Inform and educate and always remember that it is far easier and more profitable help people buy what you are selling than it is to sell them.

Create an Unstoppable B2B Sales Machine – Part 1

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A service level agreement (as discussed in other blog posts) will help keep the alignment on track. You need to be very aggressive about letting your reps know about all the resources they have available to help them at every stage of the sales process.

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How To Protect Your B2B Marketing Budget

Great B2B Marketing

But it helps to have a strategy to reduce the impact that cut-marketing-first thinking will have on you. In a recent discussion on the Chief Marketing Officer (CMO) LinkedIn network, Art Hyde asked this question: How do you keep your marketing budget from being cut by the CFO while every other line-item is untouched? There is a lot of interest about this issue in the B2B marketing community, for good reason.

Social Media Marketing: What Not to Do

Great B2B Marketing

You get the impression they care a lot more about selling you than they do in helping you. I’ve written a lot about the subject of what you need to do to be successful in social media and pull marketing. The other side of this coin is a list of things that are harmful or counterproductive – in other words, stuff you should refrain from doing. Don’t become a nuisance. Communicating with people who have opted-in to receive your messages is a privilege.

How Marketing Can Double the Effectiveness of Your Sales Force

Great B2B Marketing

If you do this right yourself, or get a partner like Fusion Marketing Partners to help, you will get substantially better results from your new integrated marketing and sales machine, than you did in a heavily sales-oriented environment. I was talking to a former colleague yesterday and she made the claim that as a marketer, she had no control over the sales process and little or any impact on revenue.

Patience and Persistence – A Powerful Combination in Marketing

Great B2B Marketing

Since the web is such a powerful awareness and lead generation tool, anything you can learn about how it works is helpful. You can cut your effective sales cycle dramatically by having a great website full of useful information, and by presenting all the information necessary to help them make the right decision (buying from you of course). As has been stated in works ranging from the Bible to the Beatles, there is a time for every purpose.

How to Expand Your Circle of Marketing Influence by Christopher Ryan

Great B2B Marketing

Where you are going: This graphic illustrates how your pull marketing and social media efforts will help you grow the number of key influencers and moderate influencers.

The Importance of Clarity in B2B Marketing Copywriting

Great B2B Marketing

I can’t help smiling when I see this cartoon and I think it contains a great deal of wisdom. Today’s blog post is inspired by one of my favorite Far Side cartoons.

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In B2B Marketing, Everything Counts

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Delivering on what you promise in a prompt and helpful manner is also important. When my sons were in high school, I used to tell them that everything they did during their high school career counted.

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Pull Marketing – a Valuable Strategy to Stay in Touch with Prospects

Great B2B Marketing

In other words, your primary objective should be perceived as helping your prospects, not selling them something. Timing is an extremely important element in B2B marketing and sales. The degree of prospect receptivity can range from zero percent (there is no chance I will buy your product) to 100 percent (where do I sign?). Most prospects are somewhere in between these extremes.

Outside-the-Box B2B PR Strategies

Great B2B Marketing

Use social networking – There are many social media tools available to help you move the needle of public perception, and gain far more awareness among your target audience. If it helps the company, create your own brand and establish thought leadership. Every B2B company has its own identity, target market and products or services. But all have one thing in common.

Five Ways You Can Get Big Value from LinkedIn

Great B2B Marketing

This enhanced exposure can only help you when it comes to boosting the levels of marketplace exposure. I talk about social media quite a bit in my blog posts, articles and conference presentations.

How to Avoid the Pitfalls of B2B Marketing

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Incompetent B2B service providers – If you rely on outside firms to help you with your marketing programs, understand that there is a large gap between the good ones and not-so-good ones. I hope this will help you avoid the B2B marketing pitfalls that can limit your success.

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