B2B Marketing

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• How to Evolve Your B2B Customer Experience Using ImagesChad McCloud
  Do you know why your customers behave as they do? People tend to have difficulty explaining exactly why they like a product, but using images can help you get to ...
  B2B Marketing, Brand Equity, Customer Experience, Customer Relationships, Voice of the Customer
• Three Steps to Choosing the Right Marketing Automation Platform
  Marketing automation systems—and the solutions they promise—can hold a magnetic appeal for B2B marketers. As Liz McLellan describes it at the BtoBlog, "We were going to have fewer but more ...
  B2B Marketing, Marketing Tips, Sales
• B2B Brands Tap (Social) Content Marketing for Lead Generation
  With lead acquisition the top goal of today’s B2B companies, marketers are prioritizing investments in social media and digital content marketing in 2011, according to a survey from Focus. Meanwhile, ...
  B2B Marketing, Channel Marketing, Lead Generation, Research Summaries
• Three Ways to Improve Your Online Forms
  "Finding a balance between gathering relevant information from your leads and not sacrificing your conversion rate can be difficult," writes Billy MacDonald at the HubSpot blog. "You want to generate ...
  B2B Marketing, Collaboration, Lead Generation, Marketing Tips, Writing
• How to Recapture Lost Leads and Turn Them Into Clients
  "We have found that a large number of companies allow unfulfilled leads to fall into a great abyss, never to be contacted again," writes Mike Neumeier at the Arketi Group ...
  B2B Marketing, Lead Generation, Lead Nurturing
• Five Tips for Writing Content That Keeps Pace With B2B Searches
  "In B2B marketing, slow and steady tortoise-like activity may achieve results in social media, but a business marketer must be quick to respond to trends and market fluctuations resulting from ...
  B2B Marketing, Content, Marketing Tips, Search Engine Marketing, Writing
• How Visa Shifted Its Marketing Focus to Social and Digital Media
  In a CMO Close-Up interview at BtoB Magazine, John Obrecht speaks with Antonio Lucio, global chief marketing, strategy and corporate development officer at Visa. The two discuss how Visa has shifted ...
  B2B Marketing, Digital Marketing, Sales, Social Media
• What You Need to Know About Lead-Nurturing Messages
  In a post at Marketing Interactions, Ardath Albee recalls a B2B client who thought her proposed lead-nurturing messages might be too brief. Albee begged to differ. "[I]nundating prospects with more links ...
  B2B Marketing, Email Marketing, Lead Nurturing, Personalization
• When Expensive Marketing Collateral Is a Waste of Money
  In a post at The Top Line blog, Barbara Bix recounts the story of a friend who disapproved of the expensive marketing collateral sent by universities to her college-bound son. ...
  B2B Marketing, Content, Print Collateral
• Keep Up With Marketing's Industrial Revolution: Five Tips for Retooling Your TeamEd Thompson
  Marketing automation is rapidly changing how we mine our data, create our programs, deliver our content, and continually refine, streamline, and automate. But getting results requires having (and retooling) the ...
  B2B Marketing, Career Management, Hiring Outside Resources, Management, Websites
• Signup Forms: More, Not Less, Boosts Results for a B2B Service Provider
  This February, copywriting coach Chris Marlow sent out an email promoting a free webinar. At the webinar signup page, recipients encountered a form that required more than the usual amount ...
  B2B Marketing, Lead Generation, Promotions, Sales
• Online Ad Targeting: Who's Most Likely to Act?
  Business professionals working in the legal, retail, and software industries are most likely to take action—such as download a whitepaper, start a free trial, or make a purchase—after clicking on ...
  B2B Marketing, Customer Behavior, Demographics, PPC Campaigns, Research Summaries
• Four Steps to Creating Valuable B2B Customer Content
  "Would it shock you to learn that 68 percent of customer defections occur because customers perceive 'an attitude of indifference?'" asks Ardath Albee in a recent post at the Marketing ...
  B2B Marketing, Content, Customer Retention, Sales
• Is Social Media a Waste of Time and Money for B2B?Glenn Gow
  Though no one can deny the explosive popularity of social media, some hard-core justifications for its B2B use have yet to be laid out. Consider these four points before leaving ...
  B2B Marketing, Collaboration, Creativity, Metrics, Social Media
• Two Key Rules for B2B SEO
  "White hat search engine optimization (SEO) principles that apply to B2B online marketing also apply to B2C, but B2B is otherwise a different animal," writes Nick Stamoulis in an article ...
  B2B Marketing, Keywords, Search Engine Marketing, SEO
• Three Ways to Use the iPad as a B2B Sales Tool
  "The iPad 2 is here and Apple apps are hotter than ever," writes Tom Ballew in a post at the B2B Insights Blog. "Now B2B marketers are starting to want ...
  B2B Marketing, Consumer Electronics, Creativity, Lead Generation, Sales
• Three Tips for Lead Generation at LinkedIn
  "Most people use LinkedIn as a contact management tool to connect with friends or former co-workers," writes Judy Schramm at Marketing Ideas You Can Copy. There's a chance, then, that ...
  B2B Marketing, Lead Generation, LinkedIn, Marketing Tips
• 'Don't Tase Me, Bro!' Or, How I Got an Engineer to Write a WhitepaperAri McKee-Sexton
  For some of us writerly types, content comes easy. But extracting copy from others is like pulling bad teeth. But it needn't be. Use these winning strategies to unleash the ...
  B2B Marketing, Collaboration, Creativity, White Papers, Writing Whitepapers
• Six Key Questions (and Answers!) About B2B Mobile MarketingChristina "CK" Kerley
  Everywhere you turn, everyone is talking about mobile. Though B2Cs have been diving into mobile, B2Bs have been falling behind and missing prime opportunities to reach and engage their business ...
  B2B Marketing, Customer Engagement, Marketing Tips, Mobile Marketing, Web Content
• Forrester: B2B Marketing Budgets Up 6.7% in 2011
  After several years of making cuts, B2B marketing leaders are increasing their budgets 6.7% in 2011 over 2010 levels, with tech-services companies driving much of the expansion, according to a ...
  B2B Marketing, Marketing Budgets, Research Summaries