"The Growth Blog" - A resource for B2B Business leaders & marketers

Many B2B marketing professionals see guest blogging primarily as an opportunity to increase referral traffic. The dream is to attract hordes of new website visitors by having a post published on a big blog with thousands of readers. The idea is that a proportion of these readers will visit your website by clicking on links in your article; and, consequently, a proportion of these visitors will then become loyal readers, subscribers and even leads. What more could  B2B marketing professionals want? A lot.

The decision to invest in social media as a B2B marketing tool almost always boils down to three words: return on investment.

It's easier than you think to successfully fail on Twitter. In fact, there are many organisations that have already achieved great success in failing to utilise the blue bird for B2B marketing.

In a face-to-face meeting, sales professionals can easily scan the room for non-verbal cues that indicate who is acting in what role. By observing body language, they can quickly determine who defers to whom, who asks questions, and who’s interested in what topics, allowing them to adjust their behaviour accordingly. 

Easter break is that time of the year where many B2B marketers pause to catch their breath, reflect on what they have achieved so far this year, and refocus on the push for the financial year-end and perhaps beyond.

We all know that original content is the best way to go, but let's be honest; it's overly ambitious, even idealistic, for time-strapped marketers to say that it's the only kind of content they'll produce in their busy production schedule. Original content needs research and time, most of which is spent on checking your facts for credibility, and yourself for bias. That's why we turn to the now typical art of content curation to save the day.