B2B buyers are increasingly turning to online marketing content to help them research purchasing decisions before they reach out to interact with B2B sellers.
B2B marketers must understand that the content they create has to create value in order to win over B2B buyers. So how can marketers get more value out of their content marketing? [...]
B2B marketers have long known that to succeed with social media they can’t view it as a stand alone campaign or tactic, but must integrate social media into their marketing plans. Here are four suggestions for doing just that.
1. A Social Website
A B2B website is the most likely destination for your prospects and customers with [...]
B2B marketers are always facing challenges in their marketing efforts, but in today's competitive landscape and tough economic climate those challenges are more pronounced than ever before.
In a recent Marketing Sherpa 2012 B2B Marketing Benchmark Report, B2B marketers were asked to identify their top challenges in their marketing efforts. By a large margin, "lack of resources in staffing, budgeting or time" was identified as the biggest B2B marketing challenge.
One of the biggest differentiators in B2B marketing is that a B2B purchase decision is not usually a solo effort- its a group decision. In most cases a team of people review the potential purchase, and in many situations there's a senior level person who has to approve the purchase.
So how can you use social media to influence the group buying decision? Are there ways to position your business ahead of your competition?
Although social media is seldom "easy", there are some distinct advantages that B2B companies have over B2C brands in the social media space. Here's a list of 8 reasons why B2B social media is easier than B2C.
If your B2B company has been diligent in its product research, sales relationship and customer service development, it has developed a core group of fans. These fans love your products and services, and would gladly recommend them to their co-workers, clients and business contacts.
In the music business, street teams have long been an invaluable group [...]
We've had a lot of interest in our previous posts on B2B Social Media Tools so we're providing another set of 7 tools you may find useful for your B2B business. Give these a try and let us know what you think.
Just because your B2B email recipients are business contacts doesn't mean your email content can't be interesting enough to start conversations and generate social shares. If you can create share-worthy B2B email content you can generate additional brand awareness and boost your potential for lead acquisition and sales by allowing your recipients to help you get your message in front of a new audience.
What do you really know about your B2B audience? Are they mostly early stage prospects or are they close to purchase? What topics generate leads and drive conversions? If you aren't using content marketing to better understand your B2B audience, you're missing an opportunity to discover what interests visitors and leads them to purchase.
This list of funny B2B videos includes two of my own projects, one each from Cisco and IBM, which seems both reasonable and in compliance with Sarbanes-Oxley. To keep the comparisons somewhat fair, I’m going to exclude videos for smaller ticket products (e.g. FedEx, Nextel, Staples) since their addressable markets are much closer in size [...]