CEOs Love Pie: The B2B Social Media Case Study, Part 2
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My previous post described the social media adoption gap that our B2B marketer survey identified, and it noted that social media curmudgeons among the B2B C-suite were largely to blame for it. I then promised a 3-part guide for building a B2B business case to win over those C-suites, but then only managed to deliver one of the lessons, which involved widening your CEO’s perception of what constitutes social media.
Conversations that Aren’t about Mel Gibson: the B2B Social Media Case Study, Part 1
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A couple of months ago, White Horse released the results of a survey comparing adoption of social media marketing by B2B companies vs. B2C, looking at issues of staffing, management buy-in, and the use of specific tactics.
SocialTech 2010: 6 Ways to Generate and Nurture More Leads on Twitter
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Now more than ever, lead generation for the complex sale is a long process of developing relationships with your prospects. Gone are the days of just getting names and making calls. Since Twitter is a fantastic way to build new relationships, it makes sense that B2B adoption continues to grow. However, because it’s still a relatively new channel, many B2B marketers struggle with how to use it and aren’t harnessing its full potential. With that in mind, here are 6 ways to generate and nurture more leads on Twitter.
3 Ways B2B Marketing Professionals Can Adapt to the Real-Time Web
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It’s no secret that modern B2B marketing is all about the web. B2B marketing is actively being shaped by the power of the Internet as a resource and researching tool for prospects and buyers alike.
Add another layer of change when you consider the ability to share information in real time, and modern marketing can get complex quickly. In this ever-changing environment, sometimes it feels difficult to stay ahead of the game—but it’s vital. To accomplish this, it’s pertinent you stay adaptable.
Why B2B Email Marketing Segmentation Is Like Running A Restaurant
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Have you ever worked in the restaurant business? Ever managed a restaurant? If you have, you know how different each day can be and how different each customer can be. No two days, or two customers are the same. For anyone who has not worked in a restaurant, you’ll still appreciate this as long as you’ve been to a few different restaurants in your life.
As B2B marketers, we need to think of email marketing in the same light as a restaurant manager would run his or her business. Here’s why.
The Menu Design
Assumptions And Opt-Out: A Deadly Combination
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Like many topics in the world of email marketing, one seems to be rearing its ugly head quite a bit lately: opt-out.
Adapt Your Marketing to the Five B-to-B Decision Stages
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We business-to-business marketing professionals think about our target audience practically every minute (it’s kind of an obsession). We know their revenue, their number of employees, the titles they hold, their budgets, their hobbies, and most important, their decision roles. This is static lead information, and we try to know as much as we can.
But what about dynamic information, which changes over time? For instance, when are people ready to buy?
B2Bs Still Struggle to Tie Leads to Marketing Touchpoints
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While online marketers continue to rely on the click as a major measure of effectiveness, often to the neglect of other marketing channels that played a role in earlier stages of the purchase funnel, business-to-business (B2B) marketers around the world have a similar problem, according to the “2010 Lead Generation Marketing ROI Study” by the Lenskold Group.
Mobile Email: Trends, Challenges, Solutions and Resources for 2010
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It’s hard to find a clear explanation of just how the growth of mobile email changes things for email marketers. Partly because there are no simple answers to satisfy our need for…simple answers. For a long time you could hear experts saying you should simply add a link to a mobile-friendly version of your email at the top of your templates.
Which sounded easy until you actually tried to create a link that would work on all mobile devices.
How to Create a Content Strategy for B2B Nurturing Campaigns
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The Sales Cycle Has Become the Buying Cycle
If you are like many B2B marketers, you have great content-delivery tools—in the form of marketing-automation or campaign-management software—but a short supply of effective content to push to the market.
There are two reasons for the lack of content: marketing myopia and underestimating how buyers use content.
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