We have all heard of Netflix and most of us would be keen Netflix fans as its changed the way we consume content at home and online. But if you’re a B2B marketer you need to read the following Three Takeaways to Creating Binge Worthy Content that was published on the 5th Oct 2017 on the Content Marketing, MarketingProfs B2B Forum.
If you’re selling complex or high-value B2B products or services, you’ve probably used Return on Investment (ROI) calculations to justify your value proposition and proposal. You may well market your offerings on the basis of the improved ROI you believe your target customers can generate.
But even when presenting to your prospects with a compelling ROI-based argument the chances are that you still won’t win the deal - and it’s not just because (even though it’s undoubtedly true) many buyers don’t trust the ROI calculations that vendors come up with.
Just when you thought you understood SEO...How you get ranked by the search engines has changed...
Again...
And this time its a big change which has some significant implications for B2B Marketers. The way you design your site, your content and the keywords you chose will all need to change. The following article was published in September 2017 by HubSpot.
Human search behaviors have changed, and so have the technologies used to interpret and serve up search results. Optimising blog content to rank for long-tail keywords is no longer the best way to rank in search engine results -- and your blog architecture has something to do with that.
In this blog post, we'll walk you through the ways search has changed, the scoop on topic clusters, and how pillar pages fit into the equation.
Marketing automation tools are the not-so-secret weapon for B2B marketers. It allows you to focus on thinking... designing and creating compelling lead generation campaigns, rather than the doing...as the automation software should do the grunt work for you.
Sounds great right? Well yes, but making a decision on which automation platform suits your needs best, requires some thinking and some research. Here is a list of topics to consider:
Great, you've got a list of contacts. Now what? Send them a generic promotional email and hope for the best? Good luck with that. In B2B marketing, the fact of the matter is, if you don't email your leads something suited to where they are at in the buyers cycle, specific to their business problems, they won't be interested. So how do you know where they are in the buyers cycle and what to say to them in order to generate some significant sales? I'm about to reveal!
We are already half way through 2017 so here are some of the top B2B Marketing trends that are gaining momentum this year. But beware...just because it is trendy does NOT mean its effective! Before selecting tactics always follow these steps:
Step 1: Strive to understand your customer and their buying journey before you decide what tactics to use. When you understand your customer and their pain points you're more likely to select marketing tactics that better engage your customer.
Step 2: Every marketing strategy and set of tactics must have clearly defined goals that tie back to the businesses overall success. It's key to be able to demonstrate the contribution your B2B marketing investments are making to the businesses overall success.
Do you ever feel like a hamster on the B2B sales and marketing wheel? Running faster and faster just to stand still? Executing the same old campaigns quarter after quarter because...well you simply don't have the time or capacity to stop and think of a better way. While a nagging doubt is growing in the back of your mind; that your same old tactics just aren't working very well any more - No wonder you have to run so fast.
One Key ingredient to grow your business is marketing success by aligning your marketing strategy with your business goals. Having a clear and measurable sales and marketing strategy to succesfully grow your sales and marketing leads is more important now than ever before, due to competition and the buyers process of researching online to make their decision!
Cutcher and Neale is a top 40 accounting firm based in Newcastle, NSW. They have a significant marketing team, but they still had a challenge. They had made the decision to purchase HubSpot software, and were using it as their marketing automation, CRM & CMS tool. But knew they weren't getting the most from their investment and struggled to use it to its full potential on a day-to-day basis.
Understand and use these "Fab 5" Marketing Metrics, to prove to your boss Marketing is WAY more than the (highly insulting) so called colouring-in department and build a different relationship with the senior executives within your company.