Great B2B Marketing

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 Sales and Marketing Trends for 2015

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Trend 2: Social media is getting tougher. The social sites that used to be mostly promotion-free (LinkedIn, Facebook, Twitter) are now inundated with paid promotion. At the beginning of each year, my team and I publish a report on significant trends in B2B sales and marketing.

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Trending Sources

B2B Content Marketing That Drives Results

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

11 Rules You Must Follow to Be a LinkedIn Marketing Master

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As a B2B marketer, one of the best social media tools you can use is LinkedIn. I wrote about this in a 2011 blog post titled Is Social Media a Marathon or a Sprint ? Don’t put social items on LinkedIn. I’ll talk about other social media in future posts. LinkedIn Marketing Social Media Social Media Marketing At my company, Fusion Marketing Partners, we have a policy of not spending money on marketing or sales.

Social Media – Driving Competitive Advantage for B2B Marketers

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This group could range from companies who are barely utilizing social media to those who are avid practitioners, but feel they could be doing better. Creating and managing social media content can be an arduous task. B2B Pull Marketing Social Media b2b

Eyeball Share Leads to Wallet Share

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billion social networking accounts worldwide and that number is expected to grow to 4.3 The reason to establish yourself through social media and pull marketing is not to avoid personal selling but rather to lay the groundwork that makes selling easier.

B2B Social Media: To Connect or Not to Connect

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Friends and colleagues occasionally ask me if they should accept the various connection requests from social media platforms like LinkedIn, Twitter, and Facebook. On one end of the continuum are those that are of the opinion that all social media connection requests should be honored.

Do You Need to Recombobulate Your B2B Marketing?

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

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What’s up with all this social media? The transition to a new year can be a perilous time for B2B marketing organizations. Sales managers, finance people and CEOs are gathered in rooms or on conference calls having tough conversations about priorities and funding for the new year.

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Why Your Allies and Actions Are Crucial in B2B Marketing

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Likewise, if you take any type of stand in the public arena, you will have critics, and social media makes it easy for them to broadcast disparaging views.

Pull Marketing vs. Push Marketing – The Shifting Battleground

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Instead of just relying on ads pushing your value proposition, you produce valuable content (through social media and at your website) that solves problems. 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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Would Writing a Book Help You and Your Business?

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A book can give you a large amount of source material for your social media initiatives. 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.

Is Social Media a Marathon or a Sprint? – by Christopher Ryan

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I have seen a repeated pattern when it comes to using social media in B2B marketing. A company executive or marketing manager drinks the social media Kool-Aid and decides to make it a big part of their pull marketing strategy. The next thing you know, he or she is posting, tweeting, responding, bookmarking and otherwise fully engaged in every social networking outlet they can find. But actually, good social media is more like a marathon than a sprint.

Social Media Marketing: What Not to Do

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I’ve written a lot about the subject of what you need to do to be successful in social media and pull marketing. And for goodness sake, don’t insult your boss or your company in social media. Remember that everything you say, and every photo you place, in social media, can and will be used against you. Remember that there is a difference in a medium like Facebook, which is essentially a social networking tool, and LinkedIn, which is primarily a business networking site.

Marketing Resolutions for 2014

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This could be social media, online marketing, mobile marketing, search engine optimization, or anything else that is timely and impactful.

B2B Retargeting – Benefits and Pitfalls

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Have either posted or read social media content related to accounting software. Two general categories of retargeting are ad retargeting and social retargeting. Social retargeting works in a similar fashion.

Is Marketing Passé? You Be the Judge

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It’s usually (not always) better to get the word out through pull marketing and social media methods. 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.

Creating an Effective B2B Marketing Machine

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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.

B2B Marketing Strategy: Inform and Educate

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The more relevant content you generate the better chance you have of being found via search engines and talked about in social network channels. 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.

Making the Transition from Push Marketing to Pull Marketing

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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). Here is a post you might enjoy that illustrates this point: Is Social Media a Marathon or a Sprint? You have no doubt heard of the many benefits of pull marketing, also called inbound marketing.

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Social Media – Can It Be Used to Generate Leads and Revenue?

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In the past few months, I’ve seen a number of interesting articles, blog posts and LinkedIn discussions lately that explore the question of whether social media is a good vehicle to generate leads and revenue. social media agencies) and others have actual experience. The correct answer is that while it depends on the company, target audience, and product or service, most of the time you can generate leads and revenue through social media.

Patience and Persistence – A Powerful Combination in Marketing

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Be persistent in your social media initiatives. Results in social networking don’t usually come quickly, but they will come if you stay the 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. Here are some examples of when to practice persistence.

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How to Expand Your Circle of Marketing Influence by Christopher Ryan

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By contrast, in today’s social media focused “pull marketing” model, the idea is to broadcast powerful and consistent messages to the universe and give people good reasons to engage with you.

In B2B Marketing, Everything Counts

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If you want to show the world that you are an expert in your market space, share relevant content with your website and social media audience. When my sons were in high school, I used to tell them that everything they did during their high school career counted.

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

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Here are five ways you can keep in touch with B2B prospects until the time is right to engage with them in the sales process: Connect with prospects through social media. Here’s a link to a recent post on how to use social media to generate and nurture B2B sales leads. Technorati Tags: B2B Marketing , Pull Marketing , Social Media. B2B Marketing Pull Marketing Social MediaTiming is an extremely important element in B2B marketing and sales.

Marketing Can Be Amusing

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A CMO told me that social media marketing never works and stated that it is a total waste of time and money. This despite two inconvenient facts: First, several of our clients found us strictly through social media, and second, we have used social media to drive large amounts of revenue for our clients. The CMO was entitled to his opinion, but this did not negate the truth: Social media marketing works if you do it right. A: Anti-social.

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Outside-the-Box B2B PR Strategies

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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. 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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Five Ways You Can Get Big Value from LinkedIn

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I talk about social media quite a bit in my blog posts, articles and conference presentations. Social media is a key component of a viable pull marketing mix, and should be part of most companies’ go-to-market strategy.

B2B Marketing Mottos to Avoid

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Who needs all this pull marketing and social media stuff? Let’s call these the Dirty Dozen – 12 things you don’t want to say (or have said) about your marketing operation. Over my long career in B2B marketing I have heard a variation of all of the following: We are clueless but hope to have an answer someday. Buy from us because we really need the money. My job is on the line. Can you purchase today instead of next quarter? Who needs leads when you have a phone book?

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Three Essential Content Marketing Practices

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That means that you need to be aggressive in propagating your content as far and wide as possible while making sure to hit the most appropriate social media channels. Content Marketing Essentials.

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

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Less emphasis on the social aspects. 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!)

In B2B Marketing, it’s Usually Better to Act than Wait

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However, the growth of pull marketing and social media have provided even the smallest companies with ways to get the message out. I wrote an article last year titled How to Recognize and Avoid the Seven Deadly Sins of B2B Marketing. Sin number six is “stagnancy.” Stagnancy occurs for a number of reasons but it usually has negative consequences. More often than not, it is better to act than to wait.

B2B Marketing Game Changing Ideas

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There are a number of ways to do this including social media, content marketing and public relations. 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.

B2B Retargeting – Benefits and Pitfalls

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Have either posted or read social media content related to accounting software. Two general categories of retargeting are ad retargeting and social retargeting. Social retargeting works in a similar fashion.

A Dozen B2B Marketing Mantras for 2012

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Learn the newest social media techniques and apply them with relentless consistency. The Fusion Marketing Partners team got together last week to do our year end recap and strategize plans for 2012. The bottom line is that we had a good year. As part of the discussion, we talked about some guiding principles (mantras) for how we will conduct business in 2012. Here is a sampling that might give you some ideas for improvement in the coming year.

Manic Depressive or Social Media Maniac? – by John Leavy

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That would describe some social media personalities. Was the organization’s social media person out of the country? There’s no method to the company’s madness in being a social media participant. They’re on the social media fringe. Whether the company is a one-person business or a large organization the commitment to social media must be consistent, compelling and informative. The social media community is a fragile, collaborative ecosystem.

Should You Say YES or NO to Social Media?

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The speaker at the event mentioned social media and the guy immediately stated, “I hate social media. I know social media would be good to help me sell books but I’m not sure if I can bring myself to do it. You can reach your prospects through social media.

Database Marketing is Alive and Well

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Today we are heavily oriented to online methods like pay-per-click (PPC), search engine optimization (SEO), social media and permission-based email. 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.

B2B Marketing Actions You Can Take Now to Have a Better 2013

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Assess your traditional and social media efforts in the past year. Evaluate your push and pull marketing campaigns as well as your social media statistics, posts and rankings. Are there new social media tools you can use (e.g. For most people, the end of the year means enjoying holiday celebrations, taking time off work, and making sure tax items are in order before Dec. For B2B marketers, the last weeks and months of the year can also mean opportunity.

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B2B Lead Generation – How Much Information Should You Capture?

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For these folks, value comes from many more people being exposed to the content and spreading the free content via social networks. I just read an interesting article at Web Ink Now, titled New B2B Lead Generation Calculus. Noted marketing thought leader David Meerman Scott revisits that often-debated topic of whether it is better to collect opt-in data before allowing people to download your content, or to make that content available without requiring anything from the website visitor.