Great B2B Marketing

B2B Marketing: Know the Trends, Pick the Right Strategy

Great B2B Marketing

With the explosion of information and social feedback available online, more buyers prefer to find solutions, choose vendors, and self-educate before engaging with sales. 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

The purpose or the report is to provide information that is timely and actionable. At the beginning of each year, my team and I publish a report on significant trends in B2B sales and marketing. This report is based on our experience with our B2B clients as well as relevant industry research.

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Trending Sources

Lower the Cost and Boost the Productivity of B2B Sales

Great B2B Marketing

By training, I don’t mean the traditional “how to close reluctant prospects” type of education, but rather, teaching sales reps to add tailored information above and beyond what the prospect can find online, and how to be and service-minded partners to your customers. Last month, David Brock, president of Partners in Excellence, published an excellent article titled A Frightening Look At the Cost Of a Sales Person.

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Use Digital Content to Shorten the B2B Sales Cycle

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Either way, it behooves you to have well-organized and complete product and services information. But the impact of all the other information you provide will be magnified if you have lots of testimonials and independent reviews available. Website Information.

B2B Marketing Strategy: Inform and Educate

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David Meerman Scott, a prominent author and speaker in marketing and leadership, recently posted a blog entry with some valuable information on how companies ought to be reshaping their web strategy. The title of the article was Educate and Inform Instead of Interrupt and Sell. 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.

Marketing Analytics – Measuring What Matters in B2B

Great B2B Marketing

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. One of the things that drives me batty is when otherwise smart B2B marketers focus relentlessly on marketing analytics that measure things that are not important, while neglecting the big picture – a classic example of missing the forest for the trees.

How to Use B2B Marketing to Propel Rapid Sales Growth

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You need to identify your top suspects and collect as much information about them as you can. 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.

How Popular Clichés Apply to B2B Marketing

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If we come upon a piece of information we can use to push ahead of the competition, we use it. Ever since the end of the 1990’s, there has been backlash against the proliferation of clichés in the business world.

B2B Sales and Marketing Trends for 2014

Great B2B Marketing

Smart content marketers offer visual information in addition to text. 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.

Pull Marketing vs. Push Marketing – The Shifting Battleground

Great B2B Marketing

You do this by discovering where your prospects congregate, making your information available to them in educational and entertaining ways and giving them incentives to come to you when they have a need for what you offer. Even though I make my living as a marketer, I get as bothered as any other consumer by the constant intrusiveness of unwanted promotions. The abundance of unsolicited marketing pitches from TV, radio, Internet ads and other media exasperates me daily.

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B2B Appeals that Motivate Action

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If you have the task of generating leads for a new product or service, create the curiosity in your advertising by withholding a little information. They want information on how to do their jobs better, make their companies more profitable, and have a successful business and home life.

8 Reasons Why We Fail to Make the B2B Sale

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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.

B2B Lead Management – 6 Best Practices

Great B2B Marketing

This should not just be an informal “what are you going to do for me?” 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. Here are six strategies you can implement to create your own unstoppable marketing and sales machine: Follow up every inbound inquiry within 48 hours – preferably 24 hours.

Focus on Productive B2B Marketing and Sales Activities

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Heck, I have a hard time figuring this out for myself, but here is a list of the usual suspects: Surfing the Internet for information that has nothing to do with your business. Good rule: If the information is not actionable, don’t report on it. Like many of you, I am in the middle of the process of strategizing how to best achieve my 2015 objectives, which include optimizing results for my family, business, friendships, activities, and so forth.

The Biggest Threat to Your B2B Marketing Success

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Information overload. 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).” This basically means that if you are currently doing little or nothing, chances are you will remain that way. Likewise, if you are doing stuff, but in the wrong way, you will likely continue to do stuff in the wrong way.

How to Shorten the B2B Sales Cycle

Great B2B Marketing

If your website contains a wealth of valuable information, the prospect can self-educate and self-qualify. If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle.

Social Media Marketing: What Not to Do

Great B2B Marketing

A number of marketers offer a thin veneer of informational content, then immediately launch into the sales pitch. The idea is to be seen as a source of valuable information, not a pushy salesperson. 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.

B2B Lead Generation – How Much Information Should You Capture?

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As Scott explains, “There are those who believe in making content like white papers totally free without registration in order to spread the information as far as possible. And one of the attributes of a high quality lead is full information about the prospect. The relevant point is that you need to make an informed decision about your lead requirements and design the right information collection strategy.

Can We Please Tell the Truth in Our Marketing Communications?

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When I answered that I would have preferred to have been informed in the letter that the call was about a proxy vote, the rep stated that the matter was indeed important, and anyway, the “letter did get you to call us, didn’t it?”. This post was inspired by a negative marketing event.

How Marketing Can Double the Effectiveness of Your Sales Force

Great B2B Marketing

One good way to do this is to practice step 3 and ask prospects what type of information is necessary to convince them to become customers. 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. Regardless of whether this is true at her particular company, B2B marketers should (and do) have substantial impact on sales revenue.

Patience and Persistence – A Powerful Combination in Marketing

Great B2B Marketing

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. Sometimes the best course is to persist and push through the obstacle and sometimes the best course is to apply a little dose of patience.

Use Pull Marketing to Communicate with the SMB Market

Great B2B Marketing

Note from the list above that the two top categories business owners use for information gathering about purchases are search engines and websites/blogs. I suggest you do this by taking three important pull marketing steps : Create an informative and engaging website that tells potential customers exactly what you do and why you are different and/or better than the alternatives.

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Lead Retargeting – How to Revitalize Your B2B Contact List

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There are many good reasons to focus on lead retargeting, including: Assuming you have good contact information, remarketing usually costs a lot less than marketing to fresh prospects. I write a lot about how to generate B2B leads. Usually, the context is to target new prospects, individuals or companies who have not previously responded to a lead gen offer.

D-Day Marketing: The Land and Expand Strategy

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Advertiser supported – many websites offer free information/services but require visitors to be subjected to constant advertisements. Let’s start today’s post by acknowledging one important fact.

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

Great B2B Marketing

Send “non-salesy” information. A good ratio of informational vs. sales pitch is 3 to 1. 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

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All you need to get started is special knowledge in your field of expertise and a unique way of presenting your information. Every B2B company has its own identity, target market and products or services. But all have one thing in common. Each wants to be perceived as a leader in its chosen market space, and each wants to gain as much publicity as possible while spending the least amount of time and money.

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Criteria of a Powerful B2B Lead Generation Engine

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You capture all information generated from inquiries and follow-up efforts immediately (and preferably automatically) in a database system. My team and I are always preaching the doctrine the consistent and predictable lead generation “engine.” The fact is this: Even the most creative branding and awareness-building program won’t produce the desired results unless you can efficiently work prospects through the system and produce revenue at the other end.

B2B Trade Show Marketing Circa 2013: Everything is the Same, Everything is Different

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Attendees use technology to capture relevant information and to connect with each other through social media. Last week, I attended a major technology conference on behalf of a B2B software client. My assignment was to gauge the marketplace, understand the key trends, research what competitors are doing, and gain insight from prospects and partners. In prior jobs I’ve spent hundreds (maybe thousands!)

B2B Marketing Game Changing Ideas

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First, to satisfy the information needs of your website visitors and convert them to leads or sales. Sometimes it is not enough to simply make incremental progress on the small things. There are times when you need a marketing or sales accelerator – something that takes you to an entire new level. Here are six ideas to get you started. Find a new target audience.

Where to Find B2B Sales Leads

Great B2B Marketing

You can work a deal with these companies to swap a certain number of prospect names and contact information. The need for fresh sales leads gives a recurring headache to B2B companies and the competition for prospects is only going to get fiercer. The key to success is to constantly supplement your existing lead generation efforts with new sources.

Make it Easy for People to Buy

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A software company that produces excellent information (white papers, presentations, etc.) Every day it seems that another business I deal with violates the principle of making it easy for prospects to buy. Roadblocks are thrown up where none are necessary and the buying process is often stopped dead in its tracks. Remember that buyers make the decision of whether or not to purchase based on the perceived value of the offering minus the financial cost, time and risk.

Database Marketing is Alive and Well

Great B2B Marketing

This means making sure that you send plenty of non-sales information that is aimed at helping your prospects do their jobs better, and less of the sales-pitch variety. I’ve been practicing the B2B marketing thing since the late 1980s, when the term “database marketing” first started being mentioned. Endless articles and entire conferences were devoted to the subject. While the buzz around database marketing has waned, its importance to the B2B marketing community has not.

Manic Depressive or Social Media Maniac? – by John Leavy

Great B2B Marketing

Whether the company is a one-person business or a large organization the commitment to social media must be consistent, compelling and informative. 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. That would describe some social media personalities.

Top Three Signs Your Marketing VP Might Be in Trouble

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Whether it is through blogging, social media, or branded articles, your content should contain relevant information presented in a conversational way which gives credibility to your brand. Inconsistency is an important aspect of marketing, providing prospects with a continual drumbeat of information and relevant offers.

Should You Say YES or NO to Social Media?

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There are still a few industries where social media is not utilized as an information gathering or networking tool. Last week, I was seated next to a guy at a business breakfast who told me he was embarking on a second career and becoming a writer.

B2B Marketers Benefit from Customer Reviews

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Preferably, they want to hear this information from a company and individual similar to themselves, either in terms of size, industry or title. Customers could either directly fill out an online review (preferred) or contact someone at your company for further information.

Attention to “Detale” is Crucial in B2B Marketing

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Missing critical information: Do you ever find yourself at a product website, decide you want to make a purchase, and then have trouble locating the. With apologies to my excellent English teachers over the years, the headline of this post illustrates why attention to detail is so important in marketing. All of us make mistakes, and I have made many. But keep in mind the old carpenter’s expression, “It is better to measure twice and cut once.”

Measuring B2B Marketing Success

Great B2B Marketing

If you need more information on how to determine lead requirements, read our article How Many Sales Leads Do You Need ? Get a bunch of B2B marketing professionals together and ask them: What are your most important criteria for benchmarking performance and how do you define marketing success? You’ll probably get some blank stares and muddled answers. Well, we find that in this world of Web 2.0, commitment to advertising synergy…” blah blah blah.

Intentional Marketing Beats I’ll Try Marketing

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Most of the time, when I ask a marketing manger to do something, I get an answer like the following: I’ll try to find you the information you need to make this campaign work. I intend for my company to have the most informative, compelling and conversion-friendly website in our industry. Do you want to make a big difference in your B2B marketing and sales performance? If so, adopt the practice of “intending” instead of “trying”.

How to Use Web Seminars to Generate B2B Leads

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Some want to gain competitive intelligence and others just want general information about your product category. However, others will attend to get information about your product or service or to confirm a decision to either purchase from you or a competitor.