B2B Marketing

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• Four Steps to Writing B2B Promos That Actually Work
  In a recent post at Rick Short's B2B Marcom Blog, Short recounts receiving two useless B2B email promotions. The first never explained what the writer's business actually did; the second ...
  B2B Marketing, Copywriting, Sales
• Content Marketing Vital to B2B Marketers
  Content marketing is now a well-established, core marketing strategy in the B2B marketplace, with B2B marketers considering content integral to their marketing mix: fully 9 in 10 organizations say they ...
  B2B Marketing, Content Marketing, Marketing Strategy, Research Summaries
• How Your Social-Media Strategy Is Stifling You
  Dianna Huff has long been telling B2B marketers that they need to have a strategy in place before they enter the social-media waters. "But here's the deal," she admits in ...
  B2B Marketing, Marketing Strategy, Sales, Social Media
• Four Rotten Marketing Thoughts to Avoid at All Cost
  In a post at the B2B MarketingSmarts blog, Susan Fantle recalls a negative thought recently expressed by a client—one she's heard countless times. "It occurred to me that it might ...
  B2B Marketing, Marketing Tips, Sales
• Three Ways to Kick-Start a Sales Cycle
  A 2009 survey of decision makers in B2B companies found that "86% of the 'unique benefits' touted by vendors were not perceived as unique or having enough impact to create ...
  B2B Marketing, Sales, Value Propositions
• Four Triggers That Show a Shift in Prospect Interest
  "Triggers are behavioral indications of a shift in prospect interest," Ardath Albee notes in a recent post at the Marketing Interactions blog. "They result from the ways in which prospects ...
  B2B Marketing, Lead Generation, Sales
• Meerman Scott: Three Tips for Creating Viral B2B Content
  As B2B marketers extend their reach into social media, here's some time-tested sage advice on viral marketing that's worth a second look. In an archived article at MarketingProfs, social-media guru ...
  B2B Marketing, Sales, Social Media, Word-of-Mouth
• Three Key B2B Decision Makers and How to Pitch Them
  "Reps selling into complex organizations need to be enabled with at least three levels of detail," Andy Hasselwander writes in a post at the B2B Marketing Confidential blog: "one for ...
  B2B Marketing, Sales, Value Propositions
• Solving B2B Challenges Through Social Media
  As online business communities flourish, the exchange of expert opinion and advice is expanding at a rapid pace. Marketers who once felt isolated can now gain insights from colleagues in ...
  B2B Marketing, Community, Sales
• Target Your Marketing Content to Each Stage of the B2B Buying Cycle
  "Marketing doesn't fully understand how buyers use content," warns Paul McKeon in a Pro article at MarketingProfs. "B2B marketing is no longer just in the business of brand management and ...
  B2B Marketing, Lead Nurturing, Sales
• Why 'Spray and Pray' Email Marketing Doesn't Work
  Your B2B email marketing program might have a good reason for sending a steady stream of one-size-fits-all messages to prospects. "The idea being that by keeping these folks exposed to ...
  B2B Marketing, Customer Loyalty, Email Marketing
• Four Tips for Making Chatter Into a CRM Power Tool
  Salesforce.com has released a beta of Salesforce Chatter, its "real-time collaboration cloud" that offers sales teams "a brand-new way to collaborate with people at work." So what exactly does Chatter ...
  B2B Marketing, CRM, Sales
• Seven B2B Marketing Lessons
  What's the easiest way to learn a tactical lesson about B2B marketing? By hearing it from someone who's already learned it the hard way. You gain the knowledge—but avoid the ...
  B2B Marketing, Marketing Tips, Sales
• A Smart Three-Step Process for Responding to Prospects
  Lead-gen alert: B2B prospects are "sick and tired of the sneaky ways being used to get their information so a salesperson can 'help' them," writes Dale Underwood in a post ...
  B2B Marketing, Lead Generation, Sales, Websites
• Four Ways to Be an Indispensable Resource to Prospects
  "One of today's hottest B2B marketing topics, along with social media, is content," writes Susan Fantle in a guest post at Marketfish. And if you want your content marketing program ...
  B2B Marketing, Lead Generation, Web Content
• Three Ways to Make Email a Lead-Generation Machine
  "Social media is all the rage these days, and I'm in complete agreement that it should be part of your campaigns—but let's not overlook the power of email," writes Chad ...
  B2B Marketing, Email Marketing, Lead Nurturing
• Four Ways to Track the People Yakking About You
  Face it: In today's world of blogs and social media, all company content—direct mail, ad copy or even personal correspondence—can become online content on view to millions. So warns Frank ...
  B2B Marketing, New Media, Sales
• B2B Marketers Satisfied With Twitter, Await Revenue
  Fully one-half (52%) of B2B marketers say they are satisfied with their return on investment (ROI) in Twitter—and among those who attribute direct sales to Twitter, that satisfaction level is ...
  B2B Marketing, Research Summaries, ROI, Twitter
• Caution: This Could Be a Trap
  The best that most B2B companies achieve with their online marketing programs is "average performance through a favorite tactic and/or advertising partner," states Ben Hanna in a post at the ...
  B2B Marketing, Marketing Tips, Online Marketing, Sales
• B2B Customer Engagement: High Priority, Low Marks
  Most B2B marketers say customer engagement is a high priority both within their marketing organization (72%) and across their entire company (58%), but they don't rate their company's level of ...
  B2B Marketing, Customer Engagement, Research Summaries