VIDEO: B2B Marketing [r]Evolution

Posted on Thu,Mar 01, 2012 @ 10:00 AM


From PropelGrowth, here's a video about how inbound marketing can attract business to business customers.



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Tags: Social Media Marketing, Content Marketing, B2B Lead Generation, B2B Internet Marketing, B2B Marketing, Video

INFOGRAPHIC: History of Disruptions in B2B Marketing

Posted on Mon,Jan 16, 2012 @ 10:00 AM


From Eloqua and Jess3, here's an infographic that shows the breakthrough technologies and processes that changed the way B2B professionals approach to marketing.



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Tags: Innovation, Marketing Strategy, B2B Internet Marketing, B2B Marketing

VIDEO: New B2B Rules

Posted on Tue,Oct 25, 2011 @ 10:00 AM


From GoogleBusiness, here's a video presentation about new ways of business to business marketing.



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Tags: Marketing Strategy, Google, B2B Internet Marketing, B2B Marketing, Video

Facebook B2B Marketing Tips

Posted on Thu,Oct 20, 2011 @ 10:00 AM


Facebook isn't just about personal profiles. It also includes groups and pages for brands and companies. As such, Facebook isn't just a channel for business to consumer marketing. It has a growing potential to be used as a business to business marketing channel too. From Jeff Bullas, here are some tips for using Facebook for B2B marketing.
  1. Publish videos onto your company Facebook page in addition to posting them on your blog or website.
  2. Include breaking industry news items in your feed to give customers and prospects a reason to follow you.
  3. Provide reasons (like a giveaway) for people to "Like" your company and provide their email address.
  4. Use captured emails for lead generation.
  5. Use Facebook's self-service advertising feature for targeting decision makers.
  6. Use Facebook's survey tool for market research..
  7. Showcase your experts and thought leaders to build authority.
  8. Use apps that allow you to sell your products and services directly on Facebook.
  9. Enable Facebook content sharing, which builds more trust than advertising.
  10. Humanize your company through videos and images absent of corporate spin.
  11. Use Facebook to provide customer service that results in word of mouth referrals.

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Tags: Facebook, Lead Generation, B2B Lead Generation, B2B Internet Marketing, B2B Marketing

INFOGRAPHIC: Business vs. Consumer Behavior on Social Media

Posted on Mon,Oct 17, 2011 @ 10:00 AM


Marketing to consumers is not the same as marketing to businesses, and that truth extends to social media. From Zoomerang, here's an infographic that compares social media use by and between consumers and small & medium businesses.



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Tags: Marketing Strategy, Social Media Marketing, Infographic, B2B Internet Marketing, B2B Marketing

INFOGRAPHIC: B2B Marketing Guide

Posted on Mon,Aug 01, 2011 @ 10:00 AM


From KISSmetrics, here's an infographic based on a survey of over 600 B2B marketing professionals about their marketing strategy for 2011.



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Tags: Marketing Strategy, Infographic, B2B Internet Marketing, B2B Marketing

Things to Know about Web Analytics

Posted on Tue,Jul 26, 2011 @ 10:00 AM


Website traffic is great, but it doesn't necessarily generate revenue. Good website analytics can tell you not only who is visiting your site, but also why. Many free website analytics packages are available, including the ubiquitous Google Analytics. From Entrepreneur.com, here are questions to ask yourself as you analyze the numbers for your website.

Do your website visitors already know you?
Your website should be linking you to potential new customers who were previously unfamiliar with your business. Ideally, only a small percentage of visitors to your site should have used the company's name to find it.

Are you bringing in potential customers?
The more specific the search term used to find your site, the more likely that searcher will buy from you.

Does your social media presence work?
"If you spend 10 percent of your online marketing efforts on social media and 25 percent of your website visits come from Facebook or Twitter, you're in good shape." Track how many people come to your site for specific promotions on social media.

Are visitors bailing from your homepage?
Bounce rate is the percentage of homepage visitors who never clicked on additional pages. Anything over 70% is problematic. If the search terms that led people to your site are the ones you want, then the bounce rate is likely due to design issues or content that isn't compelling.

Are they looking at your product or service pages?
Your homepage is failing if people never look at pages that allow them to buy. The homepage should be divided into decision-making paths that quickly separate visitors by their interests and lead them to the information they want.

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Tags: Metrics, Social Media Marketing, Web Analytics, B2B Internet Marketing, Website Marketing

Seven Online Marketing Sins

Posted on Thu,May 26, 2011 @ 10:00 AM


David Chapman on MarketingProfs gives seven tips on how to improve and evaluate online marketing campaigns by avoiding the following mistakes, each based on Snow White's seven dwarfs.

Dopey
Don't be uninformed about what's new in online marketing. Either stay up-to-date yourself, or hire someone to do the research for you. You need to utilize the latest tools to be successful.

Sleepy
Stay observant. Constantly analyze your results. You need to stay vigilant to understand if your campaign is working and what areas need to be changed.

Doc
Online advertising does require a dispassionate and analytical approach some of the time. However, don't ignore your creative and artistic instincts. Remember that people don't always behave in a predictable manner.

Grumpy
Be kind and welcoming to potential customers. You need to do more than just cynically trying to move units. Make sure your content is upbeat and your website is easy to navigate.

Bashful
Tout yourself. Share your talents and successes.

Happy
Stay alert. Even if your online marketing efforts are enjoying tremendous success, avoid complacency. Keep moving forward. Be ambitious.

Sneezy
Sneezy never solved the problem of his cold. If you aren't having success with your efforts, find out why. Then do something about it.

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Tags: Inbound Marketing, Marketing Strategy, Social Media Marketing, B2B Internet Marketing

How B2B Marketers Should Be Using Social Media

Posted on Tue,Mar 22, 2011 @ 11:00 AM


Don't confuse where you network with how to do it. Participating in the right channels doesn't mean you're fully leveraging social media. Success in social media for B2B companies isn't the same as for B2C companies. B2B marketers must establish deeper, more meaningful relationships. From Maria Pergolino on Futurelab, social media advice for B2B marketers.

Social Sharing
Sharing links should be on all landing pages and emails to encourage and allow your audience to share your content.

Social Media as a Lead Source
Append links to capture social media as a lead source and capture the ROI on your social media programs.

Social Media Referrers
Web reporting in marketing automation software can break down your website traffic from social media according to more specific demographics.

Triggering Campaigns from Social Media Interactions
Marketing automation systems can also be used to trigger campaigns off of customer data and actions.

Social Media Lead Scoring
Change lead scores based on social media interactions. Eg. Increase a lead score if you receive a favorable comment on Twitter.

Social Validation
Promotions like white papers and webinars can include widgets that share what others are saying about it.

Integrated Programs
Social media is just one channel. Integrate it with all other campaign elements.

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Tags: Marketing Automation, Social Media Marketing, B2B Internet Marketing, Lead Scoring

Closing the Disconnect between Sales and Marketing

Posted on Mon,Mar 07, 2011 @ 11:00 AM


One of the chief functions of marketing, in addition to developing awareness and creating demand, is to make sales more productive. Most measurements of salesperson time management points to the obvious need for marketing's help. Marketing needs to start that conversation, not by talking up what it has to offer, but instead by listening to sales and providing feedback in sales language to describe the resources sales can leverage from marketing.

The following diagram is an example of how marketing programs align with sales' concerns.



This approach will help sales ask more questions of marketing. A deeper discussion can start once marketing gains credibility by first listening to sales.

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Tags: Inbound Marketing, Marketing Strategy, B2B Internet Marketing

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