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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.

 

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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.

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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.

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marketing-automation

 

Marketing automation can streamline your B2B marketing efforts, including email marketing, lead nurturing and reporting, but only if you have a marketing automation platform that aligns with your marketing strategy and you know how to use it. It sounds silly as I write it, but these are often the areas our clients struggle with the most. These tips can help you make the most out of your marketing automation with smart planning and thoughtful execution.

 

Select the Right System

Marketing automation platform (MAP) vendors present their product as a “closed loop” system that delivers all of the insight you need to get smarter about your marketing. In reality, some MAPs offer more insight than the average small business needs. Other MAPs don’t offer enough for the “advanced marketer”. And then others simply aren’t the right fit for B2B marketing. To get the most out of your marketing automation platform, you’ll need to first understand and articulate your marketing goals and processes so that you can select a platform that best helps you meet your stated goals. Leadit Marketing can help to select the perfect marketing automation platform for your business.

 

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b2b marketing

When you’re a business that sells primarily to other businesses, you need to employ different marketing tactics than if you were selling to the average consumer. B2B marketing is targeted to specific industry niches and involves a much longer and more complex buying process. These basic techniques can help you connect with your business audience to build better, stronger relationships and increase their likelihood to buy from you.

 

Understand The Buying LifeCycle

The B2B purchase process involves multiple people and multiple departments within a company all communicating about whether or not to spend money on what your selling. It’s a long, complicated decision-making process that must be nurtured every step of the way. You can move the process along by tailoring the information you offer. Start by understanding their pains and lead with education on how they can solve the problem, then move  to showing how your solution helps solve problems and makes their business easier. End by providing practical data showing potential profits to drive the final sale. It’s what we fancy marketers call the buying lifecycle.  It’s important to realize the questions your buyer is asking himself/herself at each stage of the buying lifecycle.  As a B2B marketer, your approach and content should change as well.

 

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email marketing

 

Launching a successful email marketing campaign can drive new leads, boost sales and develop brand loyalty. Since your prospects and customers are inundated with so much email, proper design, tone of voice and execution are important to ensure that you stand out from the crowd and keep their attention. The following tips can make the difference between an opened and unopened email.

 

Subject Lines: Opened, Deleted or Spam

The subject line often determines whether your email is opened and how the recipient responds.  Subject lines should be short. I often advise clients to keep them friendly or funny, but to the point.  Subject lines are one of the most important parts of the email because it’s the first impression you give on what your message is about.  If it doesn’t spark their interest, they are not going to engage with you. Most email subject lines are 40-60 characters in length.  It’s important to avoid spam words like free, guarantee, act now.  Avoid using uppercase words and make sure your messaging is compelling for your audience.  You only get one chance to make a first impression!

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marketing automation

 

Marketing is a fundamental component for most businesses, but not all campaigns are successful. But why is that? Converting leads and establishing long-term customer relationships can be difficult without the appropriate tactics. This is why marketing automation is a beneficial and powerful tool for marketers. It breathes life into traditional marketing techniques that aren’t keeping pace with digital marketing strategies. With an automated marketing program, you can continually nurture your prospects and encourage repeat business.

 

Building a Foundation

Marketing automation software allows organizations to amplify marketing and ultimately increase revenue at a quicker rate. However, if you haven’t established a presence within your market, you won’t have a solid starting point for engaging a larger audience. You’ll need a strong foundation of organic leads or an existing marketing database in order to benefit from this type of automated marketing.

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partner

To find the right content marketing partner, marketers need to analyze four critical areas when developing their content marketing plan. 

Strategy

Before you get your content marketing strategy off the ground you need a plan. But there are a few things you need to determine first. Who are attempting to reach? What are their pains? Do you know the types of questions that are asking them self as they move through the buying lifecycle. Do you have effective messaging to reach them? Do you have different content identified for different stages of the buying lifecycle?  Some of this may sound very familiar to many of you. Buyer Personas are the foundation of your content marketing strategy and if you don’t have those defined, you should be working on your content plan.

Your strategy should cover the buyer persona questions listed above as well as your goals, reach, budget and metrics to determine success of your content plan. Read more »

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Content StrategyCreating a content strategy should be simple right? All you have to do is strategically provide content which will engage your audience.  Though it sounds simple enough, there really is a lot more to it than meets the eye.  Ever heard the phrase, “Nobody cares how much you know until they know how much you care!”?  More important than speaking to your audience is listening to what they have to say.

Customers know what they want, and tell us every day through keyword searches and their social media channels.  By analyzing the data provided by these sources you can gain a better understanding of how to connect with your target audience.

Keyword research tools can help you understand how your potential customers speak, what content they’re after, and what stage of the buying lifecycle they are in.  Social media provides you with a way to see the types of content your customers want, the context of the keywords they use as well as the sentiment, and where this need is located.

Once you have a general idea of how to connect with your target market, you can use this information to improve your content strategy.  Listed below are a few simple ways to do this. Read more »

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ideas

GE management has recently stated that they would rather spend $30 million to release an imperfect prototype of a new product and gather customer feedback, rather than spending $300 million for a completed product.

This example shows a shift in focus from delivering a perfect offering to an emphasis on speed to market and ability to iterate. This demonstrates how an ethos once exemplified by startups and small companies has jumped to one of the world’s largest brands.

Marketing organizations are adopting this approach as well these days. While it brings clear benefits, it does raise some questions: How do you know when a marketing effort is ready? How do you know when enough is good enough?

Companies trying to answer this question have to change how they evaluate their readiness. In marketing, readiness usually revolves around the concept of perfection. Marketing assets and efforts are evaluated against the standard of being the best they could possibly be. While this makes sense in a few cases, it’s often overkill for assets used in short-lived marketing campaigns. In the end an imperfect asset in use is more effective than a nearly perfect asset that is being developed. This is especially true when your competition is already out in the market with 5 other assets just like it.

In order to side step this trap of pursuing perfection, readiness needs to be determined by evaluating whether the asset or marketing effort addresses buyer concerns and guides them through the buying cycle. If it provides value to the majority of buyers by giving them the information they need, when they need it… it’s ready!

This approach can reduce the expensive process that marketing efforts go through as they are reworked in search of perfection. It can stop edge cases and exceptions from delaying the progress of marketing efforts that would be useful to the majority of buyers.

Changing your standard from “perfect” to “effective” creates a more meaningful measure and ultimately helps you get to market faster.