Small Business Buyers Demand Reviews

Small Business Buyers Demand Reviews

If you are a B2B marketer trying to win small business buyers, how do you cut through the clutter of other marketing mediums and messages? It turns out, small business buyers demand reviews – third party voices that reduces their risk. A September 2014 study by The Alternative Board reports nearly half of small businesses worldwide said that when making a major purchasing decision about a new product or service, other business owners using the product or service were the most helpful human … [Read more...]

Video Connects with B2B Executives

Video Connects with B2B Executives

How does your company get to the person in the corner cubicle? That seems to be the magic question for a lot of B2B marketing people, as the order comes from on high to deliver the message and gain leads a bit higher up the management food chain. Well, new research shows that video connects with B2B Executives. A recently released a survey of various B2B marketing techniques and how effective they were deemed by their users. And the results are very interesting. The top 3 used tactics for … [Read more...]

LinkedIn’s Next Great Tool for B2B Marketing and Sales

LinkedIn’s Next Great Tool for B2B Marketing and Sales

The salesperson or marketing person who knows the most about their accounts tend to win most often. LinkedIn’s next great tool for B2B Marketing and Sales appears to automate and simplify knowledge gathering. The product is a derivative of Sales Navigator and offers a stream of updates from a company’s target accounts, finding the type of data -- job changes, press announcements, status updates and blog posts -- that B2B marketers can use to source more effective sales-ready … [Read more...]

Integrating B2B Marketing and Sales Planning – Product Sales Training

B2B Product Training

This week we’ve been looking at ideas for aligning marketing and sales teams, a task that sometimes seems as difficult as solving the challenges of the Middle East. We’ve looked at defining a qualified lead, cooperating to define core messages and a value proposition, and the final step – cooperative product sales training. Here’s how too many product sales training sessions usually go: bring in the sales team for 3 to 4 days. Plant them in a conference room or an auditorium for 8 hours a … [Read more...]

Integrating B2B Marketing and Sales Planning – Core Messages

Core Messages

Getting marketing and sales teams to cooperate historically has been a difficult task. But a good next step, after defining a qualified lead, is to host a discussion on the core messages of the company. Marketing is the creator of the message, but its sales who must deliver them to prospect after prospect. Together the core messages will be much more effective. Core messages are those key statements, usually one set for the company, and another set slightly tuned for each target market, that … [Read more...]

Integrating B2B Marketing and Sales Planning – It Starts with a Lead

Integrating B2B Marketing and Sales Planning

For too long in B2B companies, the marketing and sales organizations are, to paraphrase either Wilde or Shaw, "two nations divided by a common language". One goal – to see its company successful in a market, while at the same time feeling like there are very different ways to achieve the goal. Today, with markets and customers more sophisticated, division is deadly. Here are some ideas on integrating B2B marketing and sales planning. First, let’s acknowledge that both groups do have different … [Read more...]

Biggest B2B Challenges Vary by Company Size

B2B Challenges Vary by Company Size

Ever sat back at your keyboard and day dreamed about how easy the other guy has it? In this case it doesn’t matter if you are the big company guy dreaming of the small start-up or vice versa, we all think the other guy has it easier. And it turns out they may have. As we wrap up our look at B2B Content Marketing, we’ll see that B2B Challenges vary by company size. Yesterday we looked at the top frustrations overall faced by B2B Content Marketers, from the recent Content Marketing Institute … [Read more...]

B2B Marketers Struggle with Time and Production

B2B Marketers Struggle with Time

How we spend our time and our degree of relevance are two key aspects of being an engaged human being. And it turns out B2B Content Marketers have the exact same problem, or at least they share these two problems with a number of others. For the last few weeks we have been looking at a recent study from the Content Marketing Institute on how B2B Marketers look at Content Marketing. We’ve seen the strategies and the questions, so today we turn to the most fundamental of data – what are the … [Read more...]

How B2B Marketers Tailor Content

B2B Marketers Tailor Content

To increase readership, we all attempt to tune our content to provide the maximum value to our readers. Continuing our look at the Content Marketing Institute’s 2014 B2B Content Marketing Trends – North America study, today we look at how B2B marketers tailor content to their company’s advantage. The top 3 approaches to content development are to focus on Industry Trends (65% of users), Profiles of Individual Decision Makers (59%) and Company Characteristics (55%). These are logical, and help … [Read more...]

What Functions B2B Marketers Outsource Most Often

Functions B2B Marketers Outsource Most Often

You can’t do it all, and when it comes to Content Marketing, the functions B2B Marketers outsource most often are writing and design. At least according to a recent Content Marketing Institute study titled the 2014 B2B Content Marketing Trends Report. Nearly two-thirds of B2B Content marketers outsource writing, according to the report, and just over half, 54%, outsource design. Given the scarcity of good writing, as well as the quantity of good designers, these two skills leading the list is … [Read more...]