In a recent study, CEB’s Marketing Leadership Council and Google found that 57% of the buying process is complete before a B2B buyer ever contacts a salesperson. And their results showed an even higher number, 70%, in some instances. The researchers used their interviews with more than 1500 decision makers and influencers in a recent [...]
Tuesday, October 2, 2012
B2B marketers are looking for ways to improve their social media marketing results, and one of the platforms that helps with that is LinkedIn. Many B2B companies have seen success on the professional social network by getting employees to represent the company in addition to their own experiences, managing company pages and even running industry [...]
Thursday, July 12, 2012
Having spent a number of years marketing B2B products in the financial services space, the concept of marketing mix modeling has been beaten into me. For those who aren’t familiar, marketing mix modeling or MMM is the process of assigning meaning to changes in incremental sales volume based upon specific tactics used within the marketing [...]
Wednesday, June 20, 2012
LinkedIn now lets companies target their status updates by a variety of factors. One of the tactics I mentioned in a post about B2B companies generating leads on LinkedIn was to use status updates to share content with your LinkedIn followers. If you have various lines of business, you can now focus those updates to [...]
Wednesday, June 6, 2012
Many B2B companies have been successful at generating leads from LinkedIn, but there are features of a company page that B2B marketers are just not aware of. Most B2B companies have company pages on LinkedIn where they include a keyword-stuffed paragraph or two of marketing-speak. It also shows the employees who work at the company. [...]
Tuesday, May 22, 2012
B2B companies who embrace social media to connect with prospects and customers need to understand storytelling as a means for communication. No one wants to hear about your products. They want to hear about solutions to their problems. One way to get there is by sharing compelling stories. As many B2B marketers still struggle with [...]
Thursday, May 3, 2012
Earlier this year Twitter announced a partnership with American Express to make their self-serve advertising platform available to a limited number of small businesses. We signed up for SocialMediaB2B.com because access to Twitter’s advertising platform previously has been limited to those with big budgets. This leaves out many B2B companies. We offer this preview of [...]
Tuesday, May 1, 2012
A recent article on Marketing Sherpa discussed the idea of bringing gaming mechanics, or gamification, to the internal and external operations of B2B companies. One of several definitions in the article is using game-style systems of “goal setting, real-time feedback, transparency, competition, teams, etcetera — to motivate and engage customers and employees.” While not expressly [...]
Thursday, April 26, 2012
As the web has grown and more B2B companies have expanded their online presences, they have had to deal with the notion of Amazon as a competitor. Not in the normal sense of competition for business, but competition for attention. B2B companies have also had to contend with the Amazon experience. No matter what your [...]
Thursday, March 1, 2012
Facebook rolled out its new timeline for B2B Business Pages, so these Pages now have a similar look to personal profiles where content is organized and viewable by date. It is becoming a more visual platform and they continue to promote the idea that photos and videos create stronger connections with customers, prospects, fans and [...]
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Tuesday, March 19, 2013
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