Using Customer-Related Content to Drive Demand
Using Customer-Related Content Involving customers in marketing has always been a successful tactic for businesses, particularly those who are B2B. Your prospects want to hear how a business with the same problem used your product to solve that problem and,…
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Intent Data 101 and Demand Generation 2.0
The late motivational guru Wayne Dyer left us with the following quote, which was the core of his world-renowned philosophy: “Our intention creates our reality.” As marketers, we must first understand a target customer’s intentions if we want to be…
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This Year’s Top 6 B2B Marketing Predictions– Are You on Track?
Now that everyone in the blogosphere has had a chance to chime in on what the biggest B2B marketing trends and recommendations are for 2014, we thought we’d provide a tidy summation of those top ideas – a “best of…
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Develop Commercial Insights That Challenge Buyers’ Thinking
What are commercial insights? Today’s B2B buyers, empowered by a 24/7 information-rich digital medium, have upended the traditional sales and marketing model for success. With this dramatic shift in buyer behavior, you have to make a correspondingly radical shift in…
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B2B Content Marketing: Making the Most of Your Blockbuster Content
A successful B2B content marketing strategy isn’t just about generating great content – although that’s key. It’s also about deploying focused and targeted content in a comprehensive and deliberate manner where your audience can find it when they need it. …
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4 Rules for Better B2B Content Marketing
The Internet has revolutionized much of life as we know it. Sharing information and engaging in critical conversations has become more direct, immediate, and yet infinitely more complex. Consider the more sophisticated B2B purchases, for example. The purchase process has…
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For B2B Marketers WOM Trust Trumps All
Consider this: you’re a B2B buyer in need of a complex technology solution. Your inbox has several emailed offers from various vendors, only some of which you’ve scanned over with a healthy dose of scepticism regarding their product or service…
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Going Beyond Thought Leadership to Commercial Insight
As B2B marketers, we know that truly connecting with prospects in a meaningful way requires connecting with them on an emotional level. Content based marketing employs just this strategy by creating messaging which resonates, identifying timely and relevant issues that…
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When Online Content May Not Facilitate the Sales Process
nA recent SimplyDIRECT-sponsored survey of senior enterprise marketers from major technology companies themed Facilitating the Sales Process asked, “To what extent do you feel online content facilitates the sales process?” The following chart indicates their combined response. You may be…
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B2B Marketing Strategy: Vertical is Vital Now
Today’s cloud solutions and the related customer needs are changing the service mix, affecting how such services are being sold and, who they’re being sold to. Before software-as-a service (Saas) and cloud computing started to have a major impact, most…
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Creating a Digital B2B Sales Process
Lisa Vitale Sales Process ExpertHere’s a sobering thought for B2B sales people and their marketing counterparts: “…today’s buyers might be anywhere from 60% to 90% of the way through their journey before they reach out to the vendor*.” The Internet…
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Step 2 – Update the Sales Process
The first of this two part series, Step 1 – Define Your Prospects Better, focused on defining the B2B decision maker. This post will focus on evolving your sales process to better align with buyer behavior in today’s digital world. …
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