It’s that time of year again- not for Christmas shopping, overloading on eggnog and inappropriate White Elephant gifts, but for setting those New Year’s resolutions that determine the trajectory of success we follow in the coming year. With the ever-quickening pace with which the digital space is evolving, it’s vital to get an early start on your B2B marketing goals. But first you’ll have to assess how well you think you know the 2014 B2B marketing trends. Take this quick and easy “True/False” evaluation and test your CMO knowledge. Read the full entry
They’re everywhere. Holiday gift guides are now spread across the digital space, obviously trying to persuade clueless shoppers into buying their products. Grouping products to fit a “consumer persona”, these holiday gift guides help people find the perfect special something for a specific personality based off their label as a man, woman, mom, dad, boyfriend, boss, etc.
We’ve created our own Holiday Gift Guide, but this one is for the beloved B2B content marketer. Read the full entry
Any of these comments sound familiar?
- “Our sales reps just aren’t making enough calls”
- “They don’t prospect enough”
- “Our sales reps aren’t strategic enough”
- “We need solution-sellers and we have transactional sellers”
- “We’re just filling demand, we’re not creating demand”
- “Our reps keep selling features we don’t have. Can’t they just sell what we offer?”
The world of sales is going through a radical transformation based on the impact of digital technology. Read the full entry
“Hot Potato” is a popular children’s party game requiring the players to gather in a circle and pass along a small beanbag or baseball until the music ceases to play. As the music stops, whoever is holding the “hot potato” is out and the game continues until one player is left. Although widely amusing and adrenaline-inducing at parties, the same excitement turns to disappointment when B2B companies similarly fail to guide a potential lead into the next stage of the buyers journey and the hot potato lands in the hands of the wrong person when the music stops playing.
This hot potato phenomenon can occur when companies are inefficiently trying to generate leads. With the growth of the internet and the immediate availability of information, an SMB buyer now has the power to research, discover, and arrive directly in the palm of your hand. Your job now is to do something with this hot potato. Read the full entry
The benefits of search engine optimization are only successfully realized when companies can actually pull the trigger on delivering content. In too many circumstances, B2B marketers sit on content, hoping to catch lightning in a bottle. The marketing content automation provider TechValidate recently released a report conducted with B2B marketing professionals finding 42 percent of respondents took between two and five weeks to create each piece of content (Tweet This Stat!). What’s more, 13 percent said it took 10 weeks or more to create content. Read the full entry
There is a lot of talk lately about the best ways to market online. While it could be argued that your primary form of direct engagement is now going to rely on social media, that doesn’t mean the classics aren’t still very important. In fact, one of the most crucial forms of marketing is going to come from what it always has: content. Read the full entry
Reflecting on our Digital Talent And Knowledge Gap study (which I’m happy to share, BTW), there is clearly high demand for great digital talent and execution. Sadly, there is a dearth of people qualified to perform at a high level. The lack of quality practitioners can be seen across the industry in particular for B2B Marketing teams, small businesses and the agency.
It’s clear that we have some issues as an industry but let’s focus on how we can address this gap. Read the full entry
There’s no question that companies have recognized the way the Internet has transformed the way people and companies get information about other businesses. Certainly the way business-to-business (B2B) marketers have responded to the changing advertising landscape is indicative of the heightened role of the Web for communication. According to the Content Marketing Institute and Marketing Profs, 30% of overall marketing budgets is devoted to content marketing. But where should B2B marketers focus this budget? Blogs? Facebook? Twitter? Pinterest? Try LinkedIn. Read the full entry
Cat videos are not the wave of the future, but in 2011, it set the stage for all those in marketing.
The message: produce content that is digestible (and in this case, hilarious), and even if it is completely satirical, you will end up with 2.1 million views.
Content continues to evolve, and more marketers are becoming reliant on imagery and video in their content efforts as a means for generating traffic, engagement, and leads. Read the full entry
For B2B marketers and sales reps, generating leads is often the first step toward converting shoppers into purchasers. In truth, these two departments really need to be on the same page if either is going to succeed in creating opportunities.
Generating Leads Gives Marketers More Trouble than Expected
BtoB Magazine highlighted the growing evidence of businesses depending on lead generation to help their marketing campaigns. According to the study “2013 Lead Generation: Optimum Techniques for Managing Lead Generation Campaigns,” more than 70 percent of marketers responded they had modest investments in lead generation.
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