Content marketing is a hot topic for both B2C and B2B marketers. What many are wondering, though, is what makes a content marketing strategy truly successful. In the 2013 “B2B Content Marketing Report” report, Holger Schulze took a look at why B2B marketers are using content marketing, what tactics they’re using and the results these businesses are achieving. It becomes clear that certain trends are taking place. Here’s what Schulze found and what you can take away. Read the full entry

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For today’s businesses, professional connections start relationships, but personalization deepens it. You may be thinking of sales, but the same is true for online marketing. In a recent study conducted by Neolane and the Direct Marketing Association, researchers took a look at how marketers are embracing, or shying away from, real-time marketing and consumer personalization. The top findings can offer your business some insight into how it can become more personal and more successful. This post breaks down what those are and suggests a few steps you can put into your strategy today. Read the full entry

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We know the purchase process has changed – that information isn’t new. Today’s buyers have more control over their journey and marketing has become more involved in the selling process for many businesses for this reason. Sales, they’re a top priority for all businesses and return customers are what keep those numbers growing. One recent study from Llloyd’s found that customer loss is the second biggest business concern for C-suite and board level executives around the world. While product enhancements and better customer service can contribute to customer retention, your business can make a few simple tweaks in its behavioral marketing strategy to see greater success in terms of ROI, marketing revenue and customer loyalty. Read the full entry

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Email continues to adapt, even as some continue to disregard its long-term success. As the purchase process of customers has evolved, marketers and email software programs are evolving to meet their needs. B2B businesses are becoming more reliant on email as a means of generating content marketing leads and, according to a recent study, content is what feeds the flame of success. According to BtoB’s “Email Marketing: An Established Channel Evolves,” 47% of marketers said improving their email programs is dependent on increasing their ability to deliver content relevant to specific segments of their audiences (Tweet this stat!). This post takes a look at what modern marketers think about their email efforts and provides tips on how you can be more successful with your own email campaigns. Read the full entry

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Retargeting is becoming a more prominent tool for marketers as buyers pull their purse strings tighter and are becoming more educated on their own before making a decision. Businesses want to be at the forefronts of the minds of their audience and retargeting campaigns generate constant brand awareness and impressions. The Chango Retargeting Barometer found that 53% of marketers and agencies intend to increase their search retargeting budgets in the next six months, while 46% of marketers and agencies intend to increase their site retargeting budgets in the next six months. In this post, we break down the what, why and how of retargeting. Read the full entry

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Businesses are all about the bottom line. While returning customers definitely make an impact, new customers are what allow a business to grow and evolve to its full potential. Lead generation is one way many B2B businesses acquire new prospects. However, not all leads that your business will generate will be ready to make a purchase right when you receive their information. Social media is an often untapped way that your sales and marketing team can nurture leads. Sure, pushing shareable content out through company and personal accounts is nothing new. But, using social networks as a way to have nurturing conversations is rarer. Here are three reasons why you should be using social media to nurture new leads. Read the full entry

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We hear it all the time, read it on every marketing blog and in every advertising magazine. When it comes to buyers, your success is dependent on how effective your business’s content is in driving awareness, engagement and profits. On average B2B marketers spend 28% of their overall budget on content marketing (Tweet this stat!), according to research from B2B Marketing. Content marketing can drive brand awareness, quality leads, and boost customer engagement. Content marketing can’t be ignored because it’s what buyers want throughout the purchase process. In the B2B space, your content marketing delivery could be the make it or break it moment. Let’s take a look at what the B2B Marketing study found and what your business can take away. Read the full entry

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