Marketing Automation tools are so powerful they can help you efficiently overload your sales team, spam your market, publish lots of content no one will read, and then get accurate analytics on how your marketing investment has been wasted. If you think this might be happening don’t feel alone.
B2B strategy and execution is just starting to catch up to the potential of the software. The mix of skills and expertise needed to create success crosses different marketing disciplines from content, to web development, to campaign planning, to email marketing, to analytics and more.
This post reviews the different available service options, what to look for, and how to identify what you really need. (more…)
The business development goal of “getting us more customers” is becoming more challenging because B2B customers are more connected to more information earlier in the business development process than ever before. To succeed you need to market what you know not just who you are.
More than who you know – it’s what you know that counts
Traditionally business development required a large rolodex of personal contacts and enough charisma to network with those contacts 5-7 days a week. However it is no longer just about who you know (although it still very important). What you know and how you connect what you know with the buyers in your market have become the keys to business development success. The IT Sales and Marketing Association (ITSMA) has done a great job of profiling this change for technology buyers in their study “How Customers Choose Solutions Providers”. And cross-category data from MarketingSherpa, Sirius Decisions as well as BrainRider’s client experience indicates that this trend applies to other solution oriented businesses including: professional services, agencies, high-tech, software, specialized manufacturing, etc. (more…)
Staying on top of news, events, and conversations in your market is key to repurposing, curating and creating content. Consolidating all this information into a dashboard allows you to quickly scan and identify what is important.
Here are 6 steps for setting up a dashboard: (more…)
SlideShare is an online slide hosting service for posting PowerPoint, video and PDF documents. Search engines identify Slideshare as an interesting format and often prioritize it over other types of content. And since Slideshare can be embedded in other media it is a very efficient way to share content and connect with qualified prospects.
Here is an example of one of our presentations hosted on SlideShare and embeded in this blog post. (more…)
In the past year LinkedIn has expanded their company pages with several great B2B Marketing features. If you have not actively managed your profile to help connect with and convert more customers 2011 might be the time to start!
Getting found and quickly telling your story when customers search for you has become a key part of B2B marketing plans. Because LinkedIn profiles have great SEO they often deliver first page results. And since three quarters of B2B purchasers are now using social media as part of the buying process (source: ITSMA) you should expect that they will look at your profile as part of the process.
Make sure that your employee profiles and company profiles are telling your story and supporting your value proposition.
Key features you should be using on LinkedIn company pages