B2B marketing used to be a business career backwater that lacked the bombast of sales or the glitzy sheen of B2C marketing. Thank goodness that’s changed. When I reflect on the evolution of my career from calculating co-op funds, doing merge-purges of prospect lists created from scanned conference badges, and creating mountains of marketing collateral, I find there’s much to be thankful for.
Nearly everyone understands the value of using customers as advocates. But few understand what’s involved in doing customer references right. More often than not, a handful of key customers gets overused and burned out, and no one follows up to see if that journalist interview resulted in a positive story or checks to see that ... Read more »
Today, B2B marketing helps forecast revenue, formulate customer strategy, and inform decisions that move the entire company forward. The evolving role of marketing demands that marketing and sales work together. There’s no tolerance for fighting or finger-pointing. Traditional barriers need to be obliterated and collaboration is paramount to success. Yet at most companies, sales and ... Read more »
They’re on paper tickets, TV shows, commercials, the Super Bowl, and even the leader of the free world uses them: the hashtags are here. Like them or not, along with the ever decreasing size of the sound bite, the growing trend of snackable micro content, and the importance of online dialogue, they’re here to stay. ... Read more »
More than nine out of ten B2B marketers now employ content marketing to build brand awareness, generate and nurture leads, showcase their thought leadership, and engage with their customers, according to the 2014 B2B Content Marketing Trends Report from the Content Marketing Institute and Marketing Profs. That means that the competition for the attention of ... Read more »
Most B2B marketers know tons about their own products but little about their customers. For years, they’ve focused on selling products rather than helping customers solve problems. To adapt to this new way of doing business, marketers need to know as much about customers as they can. Becoming customer centric requires a mindset shift inside ... Read more »
Do you have leads that act, well, kind of like zombies? Prospects that once showed interest, but now show no signs of life? Fear not. Those zombie leads don’t need to be a drain on your life force. In honor of the season, we present our six top tips for how to revive your undead ... Read more »