- 04 Mar
B2B Companies See Purpose As A Path to Success
from Marketing Charts
For some time now, purpose has been an important factor when it comes to consumers’ connection to a company. And this sense of purpose has been a driving factor for many B2C businesses.
The Power is in The Purpose, Even for B2B Companies
But now, according to a report [download page] from the ANA, B2Bs are also recognizing the role purpose plays in setting them apart from the pack. And, they are beginning to recognize that their corporate purpose is important to their business success.
The study found that B2B companies are embracing purpose because, according to their customers, it shows values and character in action, drives business growth and deepens their customer relationships. All important factors in their business and market growth. Although the majority of B2B companies acknowledge the importance of purpose to business, only one-quarter. So, to see more insights into the study and to download the original report, read the full article at MarketingCharts.com
- 27 Feb
How to Build Interactive Content to Achieve Your Digital Marketing Goals
by Chris Lewis
Because the online content landscape is so crowded, audiences value originality that interest and engages them. One way savvy content marketers are responding is to create compelling interactive content.
But, What Is Interactive Content?
For a piece of digital content to succeed, it needs to engage. That may sound trite, but engagement is a big challenge for content marketers today. And it’s nearly always the deciding factor between a hit campaign and a miss that “fell just short.”
Now, interactive content comes in many forms. But all interactive content shares one main trait. It’s built to have an audience actively engage with it in a way that isn’t solely reading written content. I is nearly always customizable. It allows user input. And, it is functional only when a user engages with it. But, where and how to start? To help you get started, the right way, here are 4 types of interactive content you can build at MarketingProfs.com
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- 27 Jan
3 Ways to Make B2B Content Marketing More Engaging
by Leah Wynalek
When it comes content, even with complex topics, your content is most effective when it’s simple to understand. Whether a website, a blog post, white papers, your content must deliver a clear, valuable message. And it must do so in an engaging way for potential buyers to pay attention.
“Momma Always Said, Simple is as Simple Does”
Recently at Content Marketing World 2019, a number of B2B marketers led sessions about how to craft more compelling brand stories and thought leadership content. And all of the speakers at that event stressed the need to simplify your message. Storytelling need not be complex. The simpler, the better was their mantra.
The Bottom line: Buyers are people. They don’t want to be bored, and they shouldn’t have to analyze your content to grasp its business value. To learn 3 ways to accomplish this, read the full article on the Publishing Executive blog
- 15 Jan
Five Ways to Boost Your Email Campaigns’ Inbox Placement in 2020
Even today, email marketing remains as one of the most dependable tactics in the marketer’s playbook. Flashy, new marketing channels come and go every year, many of them promising to yield impressive ROI. But few of them can actually compete with the tried-and-true approach of email.
Easy to Use. Tough to Master.
Email is relatively simple to use, and it delivers great ROI. But, even though it is easy to use, email is difficult to master if you don’t act on insights that can help deliver impact. And, often, the result of that neglect is beautiful emails, with tempting calls to action, but they get marked as spam and don’t make it to the recipient’s inbox.
As we enter a new year and a new chapter in digital marketing, it’s imperative that your email campaigns reach their intended destination. So here are five best-practices to boost and maintain email deliverability in 2020 at MarketingProfs.com
- 19 Nov
Banish The Boring: Use B2B Video to Entertain, Educate & Engage
by Aljaz Fajmut
When we think of some of the B2B videos we have seen, we probably think to ourselves – BORING. Well, B2B videos don’t have to be boring anymore. No longer is it necessary for our customers to suffer thought a monologue of charts, facts and figures.
For B2B video marketing success today, those videos need to follow the Rule of the 3-E’s. They now need to entertain, educate and engage.
That Means It’s Time to Get Creative
We can no longer escape the fact that video is not a trend. It’s not a fad. In fact, it’s everywhere. And it has proven, time and again, to be a great way of connecting with clients, building leads and clinching sales. But, how relevant is it to the B2B sphere? Well, 73% of B2B marketers have already said that video positively affects their marketing ROI.
Today, there’s no reason why your next B2B video marketing campaign can’t hit a home run. And according to Aljaz Fajmut,as long as you use video to be entertaining, educational and informative, there is no reason to be boring. And to learn 7 of the best B2B video marketing techniques so that your own ROI grows and grows this year he shars, read the full article on Jeff Bullas’s Blog.
- 12 Nov
5 Big Changes in B2B Buying Behavior You Need to Know
If you’re a B2B marketer, and especially if you work for a services provider, your environment is about to be upended. Your customers are changing. And so are the ways those customers buy.
The Winds of Change Are Upon Us
There is mounting evidence that B2B buyer behaviors are shifting due to a number of dynamic forces. While those forces are slowing moving the markets we work in, most have not noticed the shifts. And if we don’t move with those forces, we will be left in the dust.
In this article from Target Marketing Magazine, Ruth P. Stevens brings forward five glaring developments in business buying behavior that you need to know about. And once you know, you must consider how to adapt and, better yet, turn the changes to your advantage. To learn what those developments are, read the full article at Target Marketing Magazine Online.
- 05 Nov
7 Ways B2Bs Can Use Social Media to Boost Conversion Rates and Lead Gen
by Tessa Burg
Almost all companies recognize the importance of social media. But recognition isn’t the same as understanding. And there is a huge amount of confusion around its value as a B2B marketing opportunity. A lot of those companies tend to view social’s utility through a narrow and skeptical lens.
Most B2B companies don’t believe any B2C marketing strategies will work for them. And this attitude extends to the notion that B2C social strategies won’t work. Instead, they mistakenly use social platforms as real-time broadcast channels. So, they only post announcements or company updates.
That Strategy Misses One Vital Ingredient: Participation
Social media allows B2B companies an opportunity to show their expertise while participating in and adding value to a community. Done correctly, social can drive B2B lead generation and even conversions. To learn how you can begin to leverage social media, read the full article at MarketingProfs.com
- 04 Nov
2018 B2B Video Completion Rates and Success Benchmarks
from Marketing Charts
We know that in the B2C space, marketing videos have grown in popularity. But, this year B2B marketers have also named video as their top lead generation tactic.
But keeping B2B buyers engaged can sometimes be a struggle. Marketers are constantly challenged with the cold, hard reality of engagement. So, the question remains if they work and how they can work harder for our marketing. And, can video really help with that?
One measure of video marketing success is video completion rate. That means, people watching the complete video from start to finish. And a new video benchmarks from Vidyard [download page] offers insights into that very benchmark. And what they found for completion rates for business-related videos, and the results are encouraging.
But beyond just completion rates, the study offers other benchmarks for business-related videos on Vidyard’s platform in 2018. To see what those are and to learn just how effective B2B marketing videos can be, read the full article at MarketingCharts.com
- 04 Oct
Which Tactics Do Marketers Consider Effective At Different Stages of the Funnel?
Many marketers could be suffering from leaky funnels, as the majority (82%) of businesses have zero to moderate integration of funnel sections, while only 2% say they have complete integration of their funnel sections. To make matters worse, according to a report [download page] from GetResponse and Demand Metric, 7 in 10 of the more… Read More »
The post Which Tactics Do Marketers Consider Effective At Different Stages of the Funnel? appeared first on Marketing Charts.
- 25 Sep
The 12 Types of Content Marketing in a Marketer’s Arsenal
When it comes to content marketing, it can be tough to know which ones to use and which ones will make a statement. There are a variety of content marketing types that marketers can choose from. For example, Southwest likes to mix it up by posting gifs, blog posts, commercials, and retweets on their Twitter page. Delta has recently been on a video and gif kick, posting strictly commercials, videos, and gifs about flight.
It’s Not About Me. It’s All About You . . .
It’s ultimately about what type of content marketing promotes your business effectively. But, it is mostly about what your prospects and customers want to see and engage with. And there is a range of different content marketing types to choose from when you want to make a splash in your campaigns.
To learn what they are and how they can impact your brand, read the full article at HubSpot.com
- 24 Sep
What is Intent Data and Why Should I Care?
As a marketer, you know how important it is to get in front of the right prospects at the right time. Your sales team may be asking for more leads, or maybe they have the volume, but not the low-hanging fruit—those prospects that fit your target audience and are ready to buy. A technology that could alert you when your ideal prospect was ready to buy sounds too good to be true, right? This is intent data. You may have heard about intent data, but maybe you’re not quite sure what that is or why its beneficial.
Now This May Sound Too Good to be True . . .
Intent data is important because it shows when “high-fit” accounts or leads have been researching solutions that your company specializes in. When they do this, they leave digital footprints that can be tracked. Utilizing this kind of information can drastically increase the number of qualified leads and new sales opportunities for your company. And that permits your sales team to focus its energy on the most fruitful prospects at the right time.
In the world of B2B marketing, intent data is still a relatively new resource. But with it, there is an opportunity for your company to stay ahead of the tech curve and your competitors. To learn what you need to do to get started, read the full article at Heinz Marketing Blog
- 23 Sep
Social Media Dominates Video Content Promotion Efforts
from Marketing Charts
Last year, Tubular Labs revealed that business videos experienced impressive growth on Facebook in the second quarter of 2018. No real surprise there. And now, in this most recent survey they found that the top channels for promotion were, once again, social media platforms.
This is a Really Huge Deal
Currently, over 89% of marketers use video as part of their content strategy. And that is not surprising considering marketers believe video converts better than other content. But how do marketers get their video content to their audiences? A new report [download page] from Wibbitz reveals that when marketers promote their videos, either organically or through paid ads, an overwhelming number turn to social media, even more so than their own websites or blogs.
Want to learn more? Then read the full article and access the source data at MarketingCharts.com.
- 10 Sep
Understanding Modern Marketing: Marketing’s Evolution and Digital’s Impact
by Elliott King
We know that “digital” has changed much of our business world. But, exactly how has digital changed the marketing and sales funnel? Are the 4Ps still important for successful marketing? Are they even relevant in today’s digital world? Or, has the emergence of customer-centricity supplanted them? And what’s the new relationship between Marketing and Sales?
All Good Questions. But What About Some Good Answers?
There is ample evidence that the customer has taken control of their buying process. Their entire methodology for how they research their purchase has fundamentally changed. And, this shift is continuing to change at a rapid pace.
This all means that it has become increasingly important that sellers and brands understand how to respond. In this article Elliott King explores the rise of “digital” in marketing, its origins and its impacts on traditional sales and marketing strategy. So to learn more, read the full article at MarketingProfs
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- 20 Aug
How to Create Compelling Brand Stories in a Noisy World
from Jeff Bullas’ Blog
Storytelling has long been considered an art form. But now, it has become a business imperative as well.
Emotions are the Sherpa in the Buyer Journey
Market studies tell us that brands with interesting, original and engaging stories can sell more than their blander competitors. And the reason? Well, stories touch upon emotions. And this is not simply conjecture. In fact, neuroscience shows that human beings make decisions based mostly on emotions. And not on logic. And surprisingly, that is the case even in the B2B space that has assumed only logic prevails.
The human brain is hardwired to be fascinated by good storytelling. And your business can benefit from that wiring. To learn how, read the full article on Jeff Bullas’s Blog.
- 10 Aug
Is Hybrid Content Strategy the Future of B2B Content?
by Tim Morral
A majority of B2B marketers plan to reshuffle their strategies and prioritize the development of short-form content in 2019. A move largely motivated by buyers’ changing content preferences. But aligning content with buyer preferences isn’t as simple as tweaking the marketing budget. Nor is it simply a matter of creating a few more social posts.
Today’s B2B marketers find themselves struggling to maximize business value. Now, they are challenged to use social, video, multimedia and gated content assets to engage audiences. And to do so on a meaningful level.
We know from the experience over the past few years that short-form content works. But as marketers, we have seen that long-form content has it’s place as well. The solution? Integration. By integrating short-form and long-form content in a hybrid content strategy, B2B marketers can increase the business impact of their content investments and engage buyers in more creative ways. To learn how, read the full article at TargetMarketing.com
- 03 Aug
6 Psychology-Backed Hacks for Making Engaging Videos
by Clifford Chi
It’s only natural that HubSpot would do a lot of digital marketing. After all, they are HubSpot, and central to that activity is video. So much so that they have compiled a lot of valuable insights into leveraging the natural power of video in their marketing.
Short-Form VS Long-Form
One thing that they noticed was that their one-minute Facebook videos usually receive more views than their longer videos. That would be expected. But, the seeming contradiction to this comes from the fact that their long-form videos are their third most viewed video. And when I say long-form, i mean that it is almost four minutes long.
Facebook will boost a video’s organic reach if it deeply engages viewers, so they knew their videos needed to grip their audience from start to finish. Especially since it’s four times longer than the majority of their videos. If it didn’t captivate them, Facebook could squash the video’s organic distribution.
So, to maximize audience engagement, they implemented psychology-backed hacks throughout the entire video. Check it out and see the takeaways to learn how to fully capture an audience’s attention with these 6 Psychology-based Hacks for Making Engaging Videos
- 27 Jul
10 Effective Tactics for Promoting Your Content
by Mario Medina
You want to make your content marketing program work. And to do that, you need to devote a huge amount of energy, time and resources. An add to that the fact that the creative process is not easy either. It simply takes a lot to create great content.
If a Whitepaper Falls in the Forest, . . .
But, even when you create great content, it might never be seen. That is, if it’s not promoted and shared. Content promotion is critical to the success of every piece of content. And that means that promotion is crucial to the success of your content strategy in general.
After all, the more views your content has, the more likely you are to engage a customer and ultimately make a sale. So, to make sure content gets seen and has a chance at generating leads, take a look at these 10 unpaid, organic content promotion tactics that Mario Medina brings us on MarketingProfs.
- 26 Jul
Captioned Video Ads Show A Lift in Brand Linkage
from Marketing Charts
We know that advertisers are increasing their video budgets this year. But are they missing out on one key element that could make a difference to audience engagement? A new survey from Verizon Media has found that and astounding 7 in 10 US consumers watch videos without sound in public spaces. This makes captioning not only important but expected by viewers and crucial for your business.
The vast majority of people who use captions are not hearing impaired. Half of the more than 5,600 US consumers surveyed report that captions are important because they usually watch videos with the sound off. Perhaps, more importantly, the majority of respondents said they are more likely to watch an entire video when captions are available.
What Does This Mean to Advertisers? Read the full article at Marketing Charts to learn more.
- 20 Jul
Three Proven Strategies for Engaging Millennial and Gen Z Customers
By current estimates Millenneials and Gen Z constitute a $350 billion combined spending power. And that fact has gotten the attention of almost every major brand. So, that means that brands are making those demograhics a priority. And today they are focused on how to reach them, motivate them, and inspire loyalty among them.
Now Here are the Real Questions
But what’s truly motivating these younger audiences? And how do they differ? And what strategies and tactics can today’s marketers use? Plus, what inspires the enduring loyalty of Millennials and Gen Z consumers?
To find out, Alison McGlone looked into it. She recently hosted a panel at Nerd 100 with prominent marketers and researchers. She assembled a panel of people who excel at understanding, engaging, and bridging these two generations of customers. So, to see what some of the things experts from Facebook, Airbnb, Lyft, Ellevest, and InterQ Research had to say, read the full article at MarketingProfs.com