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

Which Digital Marketing Trends Will Expire In  2018?

This blog was originally posted by our colleagues at HubSpot and Kuno Creative.

When it comes to marketing tactics, unfortunately there are no "Best before" dates. But that doesn't mean what worked last year -- or even last week -- will work today. In fact, some of the most popular digital marketing trends have reached the end of their shelf life and are well beyond their expiration dates. 

Here is a list of B2B Sales & Marketing Strategies for 2018

Topics: Digital marketing trends

How to win at B2B sales in 2018

If you are a B2B salesperson you might be rather worried about some of the research data that's being widely quoted by "the experts."  Here is a selection:

  • "Customers rate the salesperson as the least influential interaction in the buying process" - Gartner
  • "Death of the B2B salesperson: 93% of buyers say they prefer buying online rather than from a salesperson" - Forrester
  • "57% of the buyer's journey is complete before a customer's first contact with supplier" - Corporate Executive Board
  • "67% of the buyer's journey is now done digitally" - Sirius Decisions

Salespeople would be forgiven for thinking they'll all be out of work in a few short years! Yet the reality is nothing is further from the truth.

But there's a catch...

Topics: sales and marketing alignment sales strategy b2b sales Inbound Sales

Use the Netflix model to create Binge-worthy content for your B2B marketing

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 MarketingMarketingProfs B2B Forum.

Topics: content marketing B2B marketing strategy b2b content marketing strategy B2B marketer

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

What is a Pillar Page? (and why it matters for your SEO strategy)

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.

Topics: seo strategy Inbound Marketing strategy

Understand how & why you need to buy a marketing automation platform

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:

Topics: marketing automation B2B marketing strategy HubSpot marketing automation HubSpot Australia Digital marketing trends

Email Nurture Campaign Strategy for B2B Marketing Made Simple

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!

Topics: marketers buyer personas lead nurturing email nurturing campaign strategy

What are the Successful B2B Marketing Trends For 2017?

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.

Topics: Marketing trends 2017 Measure Marketing

Are you a hamster or an eagle? 3 steps to building a successful B2B lead generation engine

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.

Topics: b2b marketing B2B lead generation strategies business growth

How to develop a B2B marketing strategy to grow your business

"51% of B2B Companies don't have a B2B Marketing Strategy."

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!

Topics: b2b marketing strategy b2b digital marketing b2b marketing strategies