Lead generation at all stages of the sales and marketing funnel isn’t easy. There are many different approaches, strategies, tactics, and techniques and no one person has all of the answers. However, the basic B2B formula online looks like what we call inbound marketing today. That’s all and good, but with the plethora of businesses adopting inbound marketing, it’s never been harder to drive leads online. There is a silver lining, however. Inbound marketing can be augmented with acceleration driving technology and tactics.
With B2B products and services - the element of trust needs to be far higher. Consumers are more willing to take a personal risk and try out new brands and services for themselves, but when it comes to making a business purchase, buyers are far more cautious. A bad business purchase can put people into a very precarious position in the eyes of their company and those that they report to.
If you’re in the professional services industry, you already know that the competition today is fierce. What many executives don’t know, however, is just how critical a B2B website is in helping professional services firms stand out from the rest of the pack. So, how important is it? The Hinge Research Institute has found that 80% of professional services buyers check out a firm’s website to evaluate them as a potential provider.
A lot of B2B companies in boring industries are intimidated by content marketing or just skip it all together. So what if you’re not writing about the newest tech gadget that appeals to the mass market? Here are 3 B2B content ideas and examples from my time working with a "boring industry" client that I found gave us the best traction.
Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries. The impact of digital and social technologies on the nature of buying and selling, however, cannot be understated. They have changed how businesses interact and engage in the acts of buying and selling.
As a B2B marketer, you probably spend most of your time on direct marketing activities like lead generation programs, content creation and trade shows. But there is a key aspect that many B2B marketers ignore – influencer marketing. Rather than marketing directly to your customers, influencer marketing means creating relationships with thought leaders, who in turn influence your customers. Done well, this is an incredibly powerful marketing strategy, since you are in effect recruiting industry experts that your customers trust.
By listening to prospects and customers through conversations, social, search, formal research – we can get a clear sense of what business problems they wrestle with long before they need our products. That's what we create content to address.
For more people to see your posts, your B2b Facebook posts need “likes” shares and comments, collectively known as “engagement”. This concept should drive every single post you make for your business’ page. Facebook marketing can be particularly tricky for B2Bs, who do not have the traditional consumer customer base. Luckily, B2B marketing is my expertise. Here are my top tips for B2B small businesses to beat the organic reach problem on Facebook.
Meerkat and Periscope are two brand new mobile apps that allow anyone to publish a feed to a live stream of their device’s camera. Meerkat saw the initial hype, with celebrity investors and a launch at the preeminent interactive and technology conference, SXSWi. Periscope launched later, but was acquired by Twitter back in January (but they just announced this in March). The initial advantage of first-to-market by Meerkat is essentially nullified by the Periscope acquisition; from a media perspective, a Twitter acquisition is big news, and from a technology perspective, the acquisition by a social network means much tighter integration with the network itself, bigger investment in innovation, etc.