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What boiled cabbage can teach us about effective content marketing

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And funnily enough, I think we content marketers could learn from her experience When I was young, my mother would employ various tricks to make her children eat healthily.

Buyersphere 2015 has arrived!

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It doesn’t tell you what marketers think: it tells you what buyers do. The Buyersphere Report has become established as one of the most eagerly awaited annual research projects in the B2B space. The reason is simple. And the latest Report is out now

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How B2B made sense of Content Marketing for me

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A blog by Richard Gordon on how B2B makes sense for him with content marketing

The 2013 Buyersphere Report: the industry’s favourite exposé of B2B buyer behaviour

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It doesn’t tell you what marketers think: it tells you what buyers do. Now in its 4th year, the Buyersphere Report has become established as one of the most eagerly awaited and enlightening annual research projects in the B2B space. The reason is simple.

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7 Inspiring B2B Marketing Campaigns

Must-See Examples of Marketing Success That You Can Replicate

A brave new world of customer engagement

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Why it is wise to learn about new and innovative marketing techniques being applied in industries outside of your own

How Effective is Email Marketing?

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I will be very honest, I rarely used to open any email sent to me as part of a marketing campaign. I perceived them as a nuisance at best. But I must admit that in the past few years, I have changed my mind

Why most content about content marketing is a waste of time

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If content marketing is a stick, most marketers seem to have the wrong end of it

INFOGRAPHIC: Content Fracking – how to tap into rich new seams of content

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Content marketers are realising that they need to dig deeper in order to unearth the best content – but how do you do it Ever wondered what content treasures might be lurking deep underground within your organisation?

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B2B Marketing Trends for 2016

B2B Marketing. Pressure to demonstrate ROI: the great recession and subsequent slow recovery have forced B2B marketers to do more with less, and do. Never flush with cash in the first place, B2B marketing groups have been. Marketers need to take the. marketing, revenue.

Why do B2B buyers decide to buy? The Buyersphere Report reveals thinking behind the buying process

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The question every marketer wants to ask is answered by Part 1 of the Buyersphere Report. If there is a golden moment for B2B marketers, it is the very outset of the buying process. A Buyersphere mini-report by Base One and B2B Marketing. Why do B2B buyers decide to buy? When the blue touchpaper is first lit, and buyers finally decide that they have to buy… At this point the buyer is hungry for information. Open to ideas. Susceptible, even vulnerable.

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B2B and Customer Experience

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Customer experience (CX) has always played a major role in B2C marketing; so why is it that in a B2B scenario, CX is only now taking centre stage, and what are the implications for businesses

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Creating a Good Pitch

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Having been in this business for more than 20 years I can safely say that, as with so many things in the universe of marketing and design, there is no one recipe to guarantee perfect results What makes a good pitch?

Why talk of emotional marketing in B2B makes me angry

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There has been a lot of talk recently about emotion in marketing – largely instigated (in the UK at least) by the nice people at B2B Marketing magazine – but I have to say that the much of the coverage raises in me aren’t very positive ones

B2B Marketing Trends for 2016

B2B Marketing. Pressure to demonstrate ROI: the great recession and subsequent slow recovery have forced B2B marketers to do more with less, and do. Never flush with cash in the first place, B2B marketing groups have been. Marketers need to take the. marketing, revenue.

What do you need to create a good B2B marketing campaign?

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There are also some important differences and basic principles that as marketeers we need to recognise and understand if we are to ensure that our B2B customers are getting true value for their advertising pound

Star influencers: whose opinions matter most to B2B buyers?

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It can feel a bit like that for content marketers too – projecting content into the vastness of the web can be like shouting into the void In space, they say, no one can hear you scream.

The Winning Habits of Successful B2B Brands

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What do successful B2B brands do that you don't? We asked the buyers themselves. Check out the 4th and final part of our Buyersphere B2B research series. In the 1980s Stephen Covey wrote about The 7 Habits of Highly Effective People.

The Good and the Bad of Video Marketing

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Want to know what consist of good and bad video marketing? Take a look inside

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B2B Marketing Trends for 2016

B2B Marketing. Pressure to demonstrate ROI: the great recession and subsequent slow recovery have forced B2B marketers to do more with less, and do. Never flush with cash in the first place, B2B marketing groups have been. Marketers need to take the. marketing, revenue.

5 ways to ensure a magnificent mobile experience

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With the increased use of smartphones, marketing with mobile in mind is an imperative, as opposed to a choice.

Filling The Knowledge Gap: How B2B Buyers Seek Information To Make A Purchase.

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So the challenge for marketers is to provide them with that information in the smartest, most convenient (and most cost-effective) way possible. The findings are not only fascinating, but also extremely valuable to marketers and agencies who are planning their communications strategy. A Buyersphere mini-report by Base One and B2B Marketing. What information do B2B buyers want from you?

Advertising v Content Marketing: a battle of labels

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"Content marketing" is great, leading-edge, measurable and effective. Advertising", on the other hand, is understood to be ineffective, unaccountable, and hopelessly out of date. The truth is we’ve been doing both for years and will continue to do so

Which Of The 4 Types Of Content Marketing Agency Do You Want?

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News just in: 2013 is The Year of Content Marketing. The year for Talking About Content Marketing was 2009 or maybe 2010. The year of Talking Really Quite Seriously About Content Marketing But Not Really Doing Anything was perhaps 2011.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Why do B2B buyers decide to buy? The Buyersphere Report reveals thinking behind the buying process

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A Buyersphere mini-report by Base One and B2B Marketing. Produced in association with McCallum Layton and Research Now

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Battle of the Conferences: Silverpop v Eloqua

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A week apart from each other, the two big marketing automation players have been battling it out in customer and partner conferences – Silverpop Amplify and Eloqua Experience Europe 2013

Thoughts on B2B Marketing Content Marketing Report 2015: 1 – Why strategy is cheap

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There are lots of positives to take out of B2B Marketing’s recent Content Marketing Report. For a start almost three-quarters (71 per cent) of B2B marketers say it’s a very important component of their marketing activity.

What inspiration do we get from Pinterest as a B2B marketing agency?

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Creative Art Director and all round Pinterest fanatic, Lissy Smith, talks aout how as a B2B Marketing agency we use Pinterest as a tool for boosting creativity and pushing our ideas to the next level

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

How advocacy marketing saved my garden.

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To say the least, I am not gardening inclined; the idea of having a garden was much nicer than the reality of having one. The wisteria was everywhere and the flower beds were in a sorry state

How B2B Marketers Can Crack The Content Code

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Content marketing has become so popular that 'content saturation' was an inevitable consequence. But equally inevitable was that there would be people who worked out a solution. Mark Schaefer is one of those people, and his answer is The Content Code.

What’s the real difference between customer findings and insight?

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“Customer insight” must be one of the most overused terms in the lexicon of marketing jargon

Filling The Knowledge Gap: How B2B Buyers Seek Information To Make A Purchase

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A Buyersphere mini-report by Base One and B2B Marketing. Produced in association with McCallum Layton and Research Now Check out the 2nd report of the series

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies

Social Media: Are B2B Buyers Really Using It?

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A Buyersphere mini-report by Base One and B2B Marketing. Look beyond the hype – are B2B buyers really using social media? The answers are here. It’s a painfully repetitive question.

Apples, oranges and other confusing content formats

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The Content Marketing Report 2015 published by B2B Marketing is an excellent resource. But while it is informative, beautifully produced and useful, it is also confusing. Let me explain why, and clear up the confusion

How do buyers at SMEs differ from enterprise buyers?

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As B2B marketers, we''re pretty good at segmenting by company size. The bigger the company, the bigger the budget, the bigger the requirement. It''s pretty much about scale, right

B2B Content Marketing Report: 3. Personalisation

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One statistic that leapt out to me from the Content Marketing Report 2015 was that only 16% of B2B marketers were “personalizing” their content. This is not a failing. I think most of that remaining 84% are absolutely right not to do so

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all