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

Why "ROI" messaging in your B2B Sales & Marketing doesn't work

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.

Topics: content marketing content strategy B2B marketing strategy b2b content marketing strategy b2b sales b2b marketing strategies

4 Ways You Can Redefine Your Content Marketing Strategy To Improve Your Sales

We are officially in the middle of 'Marketing-as-a-Service Month' and have been providing you with best practices about how to better align your sales and marketing teams to produce the best results possible in terms of funnel conversions and closing customers. However, we have yet to cover arguably the biggest topic of all – content strategy.

Topics: content strategy

The business leader's guide to content marketing planning

Content marketing has been around for long enough now that most businesses are practising it in some form. According to a 2015 report on the state of content marketing in Australia, 89% of respondents said they are using content marketing, defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action”. Out of this figure however, only 29% believe their content marketing is effective.

Topics: content marketing content strategy b2b content marketing strategy CEO Tips for CEOs,

How to bring your business blog back from the dead

Has your business blog lost its mojo? Do you have a more mechanical than meaningful approach to content? Blogging may start out as everyone’s priority, but it’s easy to let it fall behind. As soon as other projects come up, the blog is usually the first to suffer. It’s a challenge to consistently create high quality content when overall inbound marketing efforts take up most of your time.

Topics: content strategy blogging

Checklist: How to pick a brand journalist

By now, you fully understand the concept of Inbound Marketing and you’re ready to get started and show your boss that this is the strategy your marketing team has been missing all along. You know Inbound and content go hand in hand, you know that in order to succeed with your Inbound tactics you need a solid content plan, you know how to build this, you have all the technical necessities in place, you even got your hands on a shiny new marketing automation system – yes, the IT team finally gave in.

Topics: content marketing content strategy content creation brand journalist

Are We All Content? Why Thought Leadership Marketing Will Turn That No into a Yes

Topics: content marketing content strategy b2b marketing Thought Leadership Marketing

Buyer Centricity: The Missing Piece in your Content Marketing Puzzle

Your marketers are typically capable of producing good marketing material. From website content, blog articles, social media updates, online advertisements to emails, surveys, newsletters, brochures and eBooks. As a business owner you review the material and most of the time you’re happy with what they’ve produced. It is well designed, it has your brand name and logo, it describes your product / brand clearly and it is interesting. You believe your company has produced a great piece of marketing material. But there’s one problem: this material might not be good enough for your buyers.

Topics: content marketing content strategy b2b marketing content distribution buyer personas content creation buyer's journey buyer centricity

Top 9 B2B Content Marketing Mistakes

Many blogs out there give you lists of top content marketing mistakes to avoid while executing your B2B content marketing. In this blog we’re going to look a bit deeper from a more strategic perspective and also alert you to what mistakes you should avoid while creating your content marketing strategy.  

Topics: content marketing content strategy content distribution content creation b2b content marketing strategy

Goldilocks and The Three Stages of Lead Generation

Just like Goldilocks' quest to find the porridge that's just right, the challenge for marketers is to get the temperature of their content just right - not too cold and not too hot.

Topics: content marketing content strategy content distribution content creation

A Review of 2013: The Year of Relevant Content Marketing

Topics: Inbound Marketing lead generation content marketing content strategy marketers