"THE GROWTH BLOG" - A RESOURCE FOR B2B LEADERS, MARKETERS, SALES & SERVICE PROFESSIONALS

This post was originally published by The B2B Marketing Lab.

Previously, if you wanted to build your website using the HubSpot content management system (CMS), you had to purchase a HubSpot marketing licence (Basic, Professional or Enterprise) and install the CMS as an ‘add-on’. The CMS ‘add on’ would give you access to the website management platform, allowing you to build your website and put it live.

However, since HubSpot’s conception in 2006, there has been no way for businesses to have the HubSpot CMS as a standalone solution to host and manage their website.

So for many businesses looking to take advantage of HubSpot’s sophisticated CMS, they had no choice but to grit their teeth, purchase a Basic, Professional or Enterprise licence and get on with it. Whereas others simply used something else!

That is, until now!

This post was originally published on the HubSpot Service blog.

Recommendations from colleagues, business peers and trusted advisors, even friends and family are incredibly valuable to your B2B customers. According to Nielsen's Global Trust in Advertising Report, 83% of respondents said they trust recommendations from family and friends more than any other form of advertising. 

This article was originally published the LinkedIn Marketing Blog.

When it comes to modern content marketing one key challenge is creating content that's relevant for each decision maker, at scale, without killing yourself.  You’ve got your work cut out for you! Here's how to tackle the challenge.

Before we get started - some definitions:

Account Based Marketing: “ABM is all about shifting your focus from lots of leads to highly targeted accounts that are very specific organisations and companies that are the best possible fit for your product or service.” - Forbes

Inbound marketing: "Is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimisation and branding." - Wikipedia

Perhaps only a few of the most "experienced" B2B marketers (a.k.a. old) may remember Monty Python's classic Parrot sketch, when the shop owner declares "That parrot isn't dead...it's just resting!" Many B2B Content producers are openly questioning if content marketing is in fact dead. It certainly feels that content has failed to deliver the expected returns it promised in terms of brand awareness, new visitors and leads. Its under increasingly intense scrutiny from those who have to pay for it, and those who produce it.

Is B2B content dead or just resting?

g2m conducted some qualitative research in Q1 2018, where we asked firms how they grow. How do they set strategy, build a plan, and then execute successfully over time? Particularly, we wanted to understand how the organisation’s digital transformation was affecting their approach to growth and was forcing them to change how they went to market. Turns out it's a long journey and 3 clear themes emerged:

Plan right + Invest in your team + Build & measure processes

Here are the 7 best practices the research uncovered:

The purpose of g2m's research, conducted in Q1 2018, was to ask firms how they grow. How do they set strategy, build a plan, and then execute successfully? What’s worked well and where have there been issues? Particularly, we wanted to understand how the organisation’s digital transformation was affecting their approach to growth and forcing them to change.

This blog post details the top 10 challenges respondents identified.  

This article was originally posted on the databox blog.

It’s commonly quoted that B2B buyers have access to unlimited information at their digital fingertips so they aren't contacting vendors until they are 70% of the way along the purchase process. Are they really waltzing happily through their purchase process without the need for marketing information and sales calls?

This article was originally posted on the kapost blog and we love it!

Dear wise and illustrious CMO,

We know you’re busy. You’re rushing from meeting to meeting all day every day making sure that everything we do drives the strategic messaging of our company forward. You’re our fearless leader and we’re lucky to have you. But if you have a minute, here’s some thoughts on marketing leadership we think you'd find valuable.