Posted On

website visitor tracking

 

You’ve invested a lot in a professional website. You’ve committed to a marketing budget to drive traffic and you have a well-designed sales process to convert the new leads that will be pouring in from your contact forms.

And then you wait….While 90% of B2B buying decisions start on the web, research shows as little as 2% of those website visitors make contact on that first visit to your web site. The B2B purchasing process simply takes time.

Can you see the gap? You have an engaging website with steady activity, and a successful lead conversion process for those leads that make contact. And unfortunately as far as your sales team is concerned, the 98% that don’t fill out your contact forms on their visit might as well not exist.

What would it mean to your business if you had a way to know who these visitors were – and to get them into your sales pipeline?

Read more »

Posted On

best-practice-sign

 

Managing prospect and customer relationships can be a huge challenge for many B2B companies. I see it time and time again, the bigger the company and the more people touching the CRM system, the more challenging governance of that system becomes.  It’s really quite simple though.  If this is the tool that glues so many departments together, it’s worth the investment in people, processes and SLAs to govern it to ensure it’s a source of truth for your company.

Read more »

Posted On

Posted On

email marketing

 

First I hope I don’t offend any plumbers out there!  It was such a funny “like-combination” I just had to use it! But in all seriousness email marketing remains a fundamental strategy for B2B demand generation teams. In fact, many teams are maturing their usage of email to create very targeted campaigns based on where a buyer is in their “buying journey” (aka lead nurturing).  Creating an efficient email campaign that generates new contacts, drives sales, nurtures your prospects, and assists in customer retention can be difficult.  It’s definitely not a one size fits all approach.   However, here are a few helpful tips you can apply to any email marketing strategy.

Read more »

Posted On

demand generation

 

Smart marketers take a strategic approach to demand generation. Sales may be about getting your leads to choose you over your competition, but demand generation can reposition your product or service to be the only solution to their problem, eliminating the competition pretty quickly. If your goal is to increase pipeline and revenue, focus on your demand generation and sales will follow.

Read more »

Posted On

marketing data

Business-to-business (B2B) marketers place a high level of importance on building trust and relationships with their buyers. With a smaller target market and longer buying cycles (compared to B2C), B2B marketers must understand the unique needs of each target buyer to build more rapport and trust. Applying data and logic to your marketing plans is the key to building a successful B2B marketing strategy. Simple put it drives effective decision making with a logical application of real-world data.

Read more »

Posted On

advice-help-support-and-tips-signpost-showing-information-and-gu

I was on the phone with a client yesterday (we are making a major change to their messaging strategy) and I found myself trying to describe this new “tone” that we are using.  At first I started by describing it as fun, conversational and bold but it wasn’t quite getting my point across the way I wanted it to.  Finally one of my team members came out and bluntly said:  “We are writing things that that humans actually like to read!”  It was a simple statement, but it had so much power!

Tone is a writing term that I thought I left back in high school English class, but modern marketers have the experience and data to prove that the tone of a content piece can make or break a marketing conversion. The way you address your audience within a piece of content is critical. A conversational tone with your audience – like the conversation we’re having here – prevents your message from being construed as stodgy, “authoritative” and let’s just be real…boring!

 

Read more »

Posted On

b2b marketing

 

In most of today’s industries, top executives, marketers and salespeople alike view relationships as being central to hitting the big sales numbers. In fact, entire businesses have been built on the premise of helping other companies build strong connections with buyers and customers as well as manage those interactions better. (Think marketing agencies, CRM companies and marketing automation companies to name a few.) It is in business-to-business (B2B) marketing, though, that building personal relationships truly has a whole new meaning.

 

Read more »

Posted On

email marketing

 

An email newsletter for B2B marketing is a cost-effective way to market your business and establish yourself as a trusted industry leader. A newsletter helps you build your brand, stay on your customers’ radar, and increase sales.

But here’s where the slope gets slippery: A poorly designed or convoluted email newsletter will only serve to annoy, and it will likely result in the dreaded unsubscribe. On the other hand, a perfectly appointed and highly relevant newsletter will engage your customers and keep them coming back for more.

Read more »

Posted On

retargeting

 

If you haven’t already taken your B2B marketing into the digital age, now’s the time. In fact, 67 percent of the B2B buying process happens online, making your digital marketing strategies of the utmost importance if you want to drive new business. What’s even more staggering, 98 percent of people visiting your web site don’t convert. Meaning they were obviously interested enough to visit your web site, but they didn’t feel compelled to tell you who they are.

Read more »