2011 B2B Marketing Advanced Practices Handbook

Posted on Wed,Mar 02, 2011 @ 09:00 AM

MarketingSherpa is offering a handbook that guides marketers through their FUEL methodology for B2B marketing. The 2011 B2B Marketing Advanced Practices Handbook walks you through establishing a detailed B2B Marketing strategy to increase your contribution to sales pipelines and revenues.

  • Find and attract leads
  • Uncover qualified leads
  • Establish automated marketing processes
  • Lift results
10 Questions Answered in the Handbook:
  1. How can I address the top challenges facing B2B marketers?
  2. Who are you targeting? Identifying buyer personas.
  3. What are the best tactics in content development?
  4. What are the steps to creating an effective webinar strategy?
  5. How can you generate leads with a social media strategy?
  6. Is bad data hurting your business? Database quality and maintenance.
  7. How do you define a qualified lead?
  8. What do you ask when selecting an automation platform?
  9. What are the best tactics for delivering marketing value?
  10. What are the best tactics for improving marketing and sales analysis?
Benefits of the Handbook:
  • Improving any part of the marketing/sales funnel
  • Marketing to a growing number of people in the buying process
  • Generating high quality leads, lead scoring, lead nurturing
  • Creating high quality marketing content and messaging
  • Inbound and Outbound marketing tactics
  • Establishing an automated marketing process
  • Marketing analysis and analytics
Order/Download the Handbook Here

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Tags: B2B Marketing, Lead Nurturing, Lead Management, Lead Conversion, Marketing Automation, Marketing Strategy, Lead Scoring

B2B Marketing Automation from a CMO Perspective

Posted on Tue,Mar 01, 2011 @ 09:00 AM

MarketingSherpa's special report addressing how CMOs use marketing automation, is available for free download. The report is the result of research conducted with almost 300 senior marketing decision makers. It focuses on in-depth analysis of the processes CMOs are using to optimize their marketing-sales pipelines, as well as implementation of the software applications that enable automation.

Contents of the report include:
  • CMO Challenges
    • B2B challenges increasing in pertinence
    • Marketing to a growing number of people involved in the buying process
    • Marketing to a lengthening sales cycle
  • Marketing Automation Maturity
    • Establishing marketing automation maturity
    • Case briefing: Marketing automation leads to 190% sales conversion increase
  • Marketing Automation KPIs
    • Benchmarking marketing automation performance
  • Recommended Actions
    • Identify funnel stages and definitions
    • Establish and optimize lead scoring and management methodologies
    • Develop and optimize lead nurturing campaigns
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Tags: B2B Lead Generation, B2B Marketing, Lead Nurturing, Lead Management, Marketing Automation, Lead Scoring

Essentials of Content Marketing

Posted on Thu,Feb 17, 2011 @ 11:00 AM

Good content marketing is a way to find customers and persuade them to buy in today's economic environment. From copyblogger.com's Content Marketing 101 series, three key elements for effective content marketing:

Reward Your Readers
Quality content rewards readers/listeners/viewers for opening your content and keeps them coming back for more. Every piece of content should be rewarding. That's how it becomes a habitual click-through. Fluff and overselling turns away your audience.

Position Yourself for Success
Customers want to do business with someone worthwhile. Lead by example. Take your work seriously, but don't take yourself too seriously. Show your stuff without lecturing.

Sell Smart
You aren't trying to sell with a single piece of content. You're building a case for many sales. Address underlying objections. Tell the story of others benefiting from your offering. Build a trusting relationship. Then ask for the sale.

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Tags: B2B Marketing, Marketing Strategy, Content Marketing

Social Media Analysis: Monitoring or Analytics?

Posted on Thu,Feb 17, 2011 @ 09:00 AM

The head of Avaya's social media strategy has researched numerous social media listening, monitoring, analytics, intelligence and insights firms. Based on his conversations with these firms, he measured their output along two axises: from reactive to proactive and from tactical to strategic.

The author also categorized the firms and provides a short synopsis of each.

Free Monitoring Services
  • Samepoint
  • Socialmention
Paid Monitoring Services
  • Radian6
  • Alterian
  • Sysomos
Sentiment Based Analytics
  • Collective Intellect
  • Converseon
  • Visible Technologies
  • General Sentiment
Analytic Aggregators
  • Syncapse
  • ConsumerSphere
Beyond Sentiment Analytics
  • Cymfony
  • Overtone
  • NMincite
View Original Article
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Tags: Social Media Marketing, B2B Marketing, Reports, Metrics

Content Marketing - Large vs. Small Companies

Posted on Tue,Feb 15, 2011 @ 09:00 AM

Research from Junta42 and Marketing Profs showed various content marketing tactics across industries and companies of all sizes. The attached article discusses the different ways that large companies (1000+ employees) and small companies (10-99 employees) use content marketing.

Large companies use more content marketing tactics than small companies, and adopt new tactics at a higher rate. In particular, only about 25% of small companies create microsites, while 50% of large companies do.

While large companies spend more on content marketing in total, they spend less (21%) of their total marketing budgets than small companies (28%).

Small businesses out-blog large companies (60% to 40%) and are more active in social media (84% to 71%). Small companies also tend to have more freedom with what they say in social channels.

More than 75% of large companies outsource at least some of their content development, while only 43% of small businesses outsource any of the work.

View Original Article

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Tags: B2B Marketing, Content Marketing

Prioritizing Social Business Budgets

Posted on Mon,Feb 14, 2011 @ 09:00 AM

Altimeter Group surveyed 140 buyers of social business services and technology at corporations with more than 1000 employees (enterprise-class). The attached presentation summarizes the challenges these buyers (Social Strategists) face and offers a guide on how to spend their budgets.

The average social business budget at enterprise-class corporations was only $833,000. While that is a tiny fraction of overall spending, Social Strategists are faced with increasing demands, and so, they need to be precise with their spending.

The survey identified 12 social business categories and suggests that corporate spending be based on the maturity level of their social business. Novice level corporations should concentrate on organizing their internal teams. Intermediate level social business programs should scale their customer-facing initiatives. Advanced programs should integrate social business throughout the enterprise.

View Slide Show
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Tags: strategic marketing planning, Social Media Marketing, B2B Marketing

ClientBridge Blog Featured in B2B MarketingZone

Posted on Sat,Sep 25, 2010 @ 10:09 AM

If you haven't found it already, I'd like to introduce you to a fantastic resource for B2B Marketing.  It's called the B2B MarketingZone.  This website offers a collection of the best B2B marketing advice, resources, blogs and articles, all brought together in one community. 

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Tags: Announcements, B2B Lead Generation, B2B Marketing, Partnerships

Tips for Lead Capture Forms on Your Website

Posted on Tue,Mar 30, 2010 @ 10:46 AM

The first tip for lead capture forms on your website is easy...get one!  If you're not asking visitors to take some action on your website, then the chances are...they aren't. 

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Tags: B2B Lead Generation, B2B Internet Marketing, SMB Lead Generation, Inbound Marketing, B2B Marketing

How to Find a Hook

Posted on Mon,Mar 22, 2010 @ 08:03 AM

You probably know that publicity in the media can be extremely valuable in building credibility and awareness for your company.

A legitimate news story is an endorsement that can reach a wide audience for very little cost beyond your own creativity and time.  It can help you

  •     Build awareness about your products/services, expertise and people
  •     Drive prospects to your website
  •     Drive participation in a promotion or event
  •     Educate the market about problems your company can solve

Getting publicity isn't about luck.  Just like any sales & marketing campaign, you gain publicity by knowing your audience, capturing their attention, and delivering a message that's interesting, timely and relevant.

Before you crank out a press release, how can you maximize your chances for success?  Here are a few general tips:

1.  Start with a strategy.  What's your goal for the campaign?  Are you looking for serious coverage in a major industry publication, or do you just need links or content for your website?   Different strategies require different tactics.

2.  Who's your audience?  Are you writing to capture the imagination of reporters or are you trying to reach your market directly?  Know and write to your audience.

3.  What's your hook?  Why should your audience stop what they're doing and read your story RIGHT NOW?  We all have thousands of options dancing in front of us at all times.  A good story has a hook, a compelling reason for the audience to read right now. 

If you're having trouble coming up with a hook, think about the last movie you saw.  Was the leading character the same in the end in the beginning?  Was life the same at the end of the movie?  No, because a real story is about change.  A character faces conflict and changes as a result.

If there's change and/or conflict in your announcement, there's your hook – you probably have a story.  If you can't find any change or conflict, then you have an announcement.  You may still generate some coverage, but if you can come up with a real story, you'll probably find greater success with your campaign.
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Tags: B2B Lead Generation, B2B Internet Marketing, strategic marketing planning, SMB Lead Generation, B2B Marketing

Competitive Positioning: Start with a Market Profile

Posted on Wed,Mar 17, 2010 @ 08:45 AM

Your competitive positioning is the foundation for your entire business.

  • What sets you apart from other market offerings?
  • What makes your product, service or business valuable to your customers?
  • What space have you carved out in the marketplace?
  •  What mind share do you occupy?

To create a unique brand strategy that will bring your competitive positioning to life, start by profiling your market. A market profile is not unlike your own. Viewing your profile allows you to see all of the unique features of your face, a face that is different from every other. Each distinct facial feature sets you apart.

A market profile reveals the unique characteristics of your typical customer and customer groups. It paints a picture of whom you are selling to and what your typical customer looks like. A good one will allow you to separate your prospects from those who aren’t interested in your product. Your brand appeal should be focused solely on the people or businesses that fit your profile.

The Classics

Let’s look at the classical approach to creating a market profile. Think about each attribute of your market and quantify that information.

Industries (for B2B)        

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Tags: B2B Lead Generation, strategic marketing planning, B2B Marketing

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