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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.

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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.

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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!

 

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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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