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- 07 Jan
How to Create the Right Amount of the Right Type of Content
There is such a thing as too much content. And if you’re creating content for the sake of it (without a clear business need, strategy or to simply create something new), you’ve taken a wrong turn.
The Content Paradox: Not Enough or Too Much?
In today’s fast-paced, digital-first world, there is a glut of content available. And it’s a fine line between not having enough content and having too much content. On the one hand, you need enough content to satisfy various use cases. As an example, consider Forrester’s finding that a person on average consumes 11.4 pieces of content before buying.
On the other hand, having too much content creates challenges. When you have too much content, it becomes difficult to manage and volume can degrade the value of that content with both customers and your sales team. So where is the line between not enough and too much content? And how do you find the “just right” amount of content? Start with these six steps at MarketingProfs.com
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- 17 Oct
How to Create Effective Sales Enablement Content
In far too many businesses there is far too little connection between marketing and sales team members. And that’s a shame. Because everyone in those companies suffers as a consequence of this lacking.
Marketing and Sales Have Plenty to Offer One Another
Marketers drive interest in the product or service through the content they produce and publish. Salespeople nurture the would-be clients through the educational content and sales materials they share. But if the content coming from marketing is disjointed, prospective clients can quickly lose trust. And then, unfortunately, marketing content is often shelved after one use.
That can make it a costly investment. But, what if that content could have a second life, or third, fourth, and more. Well, its ROI would soar. So, to learn How to Create Effective Sales Enablement Content, boost sales and increase the value and return on your content, read the full article at MarketingProfs.com
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- 19 Jun
Three Types of Events That Will Fuel Sales for Your Brand
In a digitally driven world, the human element can get lost. However, nothing can replace face-to-face rapport. And that is why events can do wonders for your sales. However, certain types of events can be more effective than others, depending on your brand and positioning.
If you’ve never hosted an event but are considering it, the one thing that is probably holding you back is the sheer complexity. Having attended events, you know that just on that level, events are hard. And hosting one yourself can be daunting to manage all the details, schedules and logistics.
But the Effort Can be Well Worth the Reward
There are three types of events in particular that can boost your sales. And depending upon your brand and your positioning any one can help your business. To learn what they are and how they can impact your sales, read the full article at MarketingProfs.com
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- 15 Jun
How to Captivate Customers by Using Video in Digital Ads
There is ample evidence that video dominates the web. Today, consumers spend an average of five to six hours watching videos each day. With 20 percent of that time devoted to digital content alone. And Forrester Research predicts that digital video ad spend will reach $102.8 billion a year by 2023.
A Medium That is Big and Only Getting Bigger
There are a lot of advantages that video content offers marketers and brands. For one, it allows companies to engage with their audience. And, study after study tells us that consumers trust video ads more than static advertisements. So, the use of video in our ads can hel establish a deeper relationship with consumers to progress them through the buyer’s journey.
As long as it’s done well, every industry stands to benefit from the use of video. One study suggests that 74 percent of users who watched an explainer video proceeded to buy the product or service they learned about. But implementing video in digital ads and on social media can be an intimidating thought. And if you are wondering How to Captivate Customers by Using Video in Digital Ads, read the full article on Chief Marketer.
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- 10 Jun
How to Generate Quality Leads From Your PPC Campaigns
You’ve poured thousands of dollars into your Pay-Per-Click (PPC) search campaigns. And you have managed to generate a substantial number of leads. You’re rocking your conversion rates and your cost per lead is great.
What’s the problem?
It’s only when you start analyzing your results and dig a little deeper that you realize an overwhelming majority of these leads are, in essence, “junk leads.” Very few are turning into opportunities, let alone customers. The bottom line is, you’re just not seeing a healthy ROI.
What’s the solution? And, how can you turn this around? In this post, Andy Beohar gives us 10 proven strategies that you can use to generate better quality, bottom of the funnel leads from your B2B PPC campaigns. Let’s dive in at HubSpot.com
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- 20 May
B2B Buyers Want More Data and Research in Vendor Content
from Marketing Charts
If you are selling to other companies and you work to develop a thought leadership position, then content is a core tool. And that content is a critical building block for your success. But, what you think is valuable content may not be what your buyers think is valuable content. Wouldn’t it would be great to be able to know exactly what content buyers value in their purchase journey?Well, Now You Can
Thanks to a recent study [access page] by Demand Gen Report and ON24 we can now better understand what our B2B buyers value in content as they make their purchase decisions. One thing the report does bring out is that an extremely high percentage of B2B buyers say they currently have less time to devote to reading and research durring their purchase journey.
So how can vendors make content more valuable when time is limited? To find out, gain additional insights and to learn a few actionable points using data from the study, read the full article at MarketingCharts.com
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- 26 Apr
Global Buying Behavior in 2019 You Need to Know
by Mimi An
The average person spends 135 minutes on social media every day. It’s where we get our news, our entertainment. And at this point, sadly, it’s a sizable chunk of our human interaction. But where exactly are those 135 minutes spent? On Facebook? Twitter? YouTube? And who is spending their time there?To find out, in early 2019, HubSpot Research partnered with SurveyMonkey to conduct new research on social media preferences and buying preferences. They used SurveyMonkey Audience to ask over 2,700 around the globe questions on how they buy.
Turns Out, Not All Buyers Are The Same
The resulting report highlights the fascinating differences discovered in buying preferences worldwide. And if you’re a marketer or creator deciding where to focus your content efforts, the first step to success is finding the platforms with the most receptive audiences. So, keep reading to learn some of the buying trends we observed through our research at HubSpot.com
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- 05 Nov
B2B Salespeople Say They Get the Best Results From Referrals
from Marketing Charts
We know that word-of-mouth is the most powerful purchase influencer for consumers. But, what is not so obvious is that it works in B2B too. A new study [download page] from ValueSelling Associates finds salespeople consider referrals as the most effective method for reaching prospects. And this is far ahead of any other method.Prospect Engagement is the Key Here . . .
Studies show that getting targeted prospects to engage is and obstacle. In fact, it is the top B2B demand generation challenge. And, recently, Bizible also found that word-of-mouth/referrals were said to have the biggest impact on revenue. But, interestingly, these studies show an interesting twist. They indicate that prospects were even more likely to initially engage with a vendor if the salesperson offered target-specific information as well.
To see more of the data and insights, read the full article at MarketingCharts.com
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- 31 Jul
A B2B Buying Process Timeline Indicates That Vendors Can Engage Buyers Early
from MarketingCharts.com
For years, we have made assumptions about the state of B2B marketing. Most of these have revolved around the B2B buyer journey map. And the consensus has been that B2B buyers have their own agenda. Plus, they have their own timeline. And, even more critical, they have probably made their buy decision by the time they make first-contact with sales.Destiny vs. Design is More Than a Theological Discussion
If this is the case, then the role of marketing and sales is little more than a mix of luck and patience. However, this may not be the case. According to a recent Demand Gen Report 2018 B2B Buyers Survey Report [download page], that fully 69% of respondents indicated that they spoke to and engaged with a sales representative from the vendor they selected within the first 3 months of the process.
This is far sooner than previously thought. And yet this is another indicator in a string of recent research that buyers are open to engaging vendors early on. And to see more of the data and additional insights, read the full article at MarketingCharts.com
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- 04 Jun
How to Successfully Sell on Facebook
It’s incredibly easy to get sidetracked from sales. There are so many ‘moving parts’ go into selling now. And, adding social media into the mix, makes it really complicated.
In this modern, ‘digital forward’ world, traditional selling is becoming tricky
If you have tried social media to help sell, you’ve probably seen mixed results. In fact, the prevailing opinion has been that you simply can’t sell on social media. It’s impossible to sell on Facebook, right?
No it’s not
Actually, there are a growing number of businesses that do sell on Facebook. And the do so very successfully. But, you need to remember one thing: The purpose of your investment in social media is ultimately to sell. So, to see how you can harness Facebook’s potential as an online store, read more at MarketingProfs.com
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- 15 Mar
Three Reasons Social Selling is Good for Business and Four Steps to Get You Started
Remember the days when cold calls? And when door-to-door sales were the best way to find clients? Thankfully, those days are long past. Now there is a better tool that. And it has the capacity to do even more with less effort.Welcome to The Age of Social Selling
Simply put, social selling is the practice of using social media as a means to target prospects, build connections, and establish rapport and trust. That means that today, social media isn’t just for collecting likes and follows. It can actually help you increase sales. Especially when it’s used right.
But, the question remains, is social selling right for your business? And, how exactly does social selling do all of that? To learn the more, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
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- 15 Feb
Surprise! B2B Buyers Say They Want to Hear From Vendors Early in the Buying Process
from Marketing Charts
All those statistics about how much of the purchase journey is complete before a buyer connects with a vendor. We have all seem them, right? However, perhaps B2B vendors shouldn’t take them too much to heart.Surprise! Surprise! Surprise!
Recent research [download page] from the RAIN Group Center for Sales Research finds that buyers prefer to hear from vendors earlier than later in the buying process. The report indicates that an overwhelming majority of byers said they want to hear from vendors when they’re looking for new ideas and possibilities to drive stronger results to improve their business.
To see more insights and to download the original report, read the full article at MarketingCharts.com.
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- 13 Nov
Complete Beginner’s Guide to Account-Based Marketing (ABM)
Account-based marketing is a “trending” topic in the digital marketing world. And according to a study done by Sirius Decisions in 2016, it is growing fast.Is This Just Another Marketing Fad or is it Really Working?
They found that more than 70% of B2B marketers are ramping up ABM specific programs. That compares to 2015, when only 20% of companies had AMB programs in place. And according to ITSMA, about 85% of marketers who measure ROI describe account-based marketing as delivering higher returns than any other marketing approach!
With all of this growing popularity, there are some critical questions that come up if you are a business leader. What exactly is account-based marketing? Should you implement account-based marketing? And, what is the best way to get started?
To find the answers to these questions, read the full article at WordStream.com
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- 08 Nov
How Often Do Free Trials Convert? And Do Coupon Discounts Work?
from MarketingCharts.com
For B2B technology startups offering subscription based products success can be elusive. One of the first market challenges faced is to gain traction for their product in the market. After all, their product and their company are unknown and not broadly adopted. So, why would someone spend money for their product?FREE TRIAL OFFER . . . Do They Work?
One of the more popular approaches to break through, especially in the early stages, is to offer a free trial. But, do free trials work? And does the length of the trial period have an impact on conversion rates?
This and several other questions have been answered by Recurly. They recently released some valuable benchmarks from an analysis of 1,200 subscription commerce sites over a 15-month period. To see the results and more of the conclusions of their report, read the full article at MarketingCharts.com
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- 31 Oct
Holiday Email Marketing Trends and Tips for 2017 From the Experts
There’s still plenty of autumn left. But you can already feel the holiday season approaching. And while you might think that you still have plenty of time to launch your holiday email marketing campaign, the truth is that the time to prepare is now—at least if you want to get the most of this holiday season.But Don’t Forget 2016 Just Yet
Many businesses are afraid of seasonal promotions because they find it hard to come up with new strategies year after year. But the truth is that almost all of them already have the most important resource they need: data.
So, to help you out, here are some of the best holiday email marketing tips from the experts that will help you make this year’s holiday the best yet at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
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- 30 Oct
Understanding Amazon as an Advertising Platform
Amazon is a retail giant. Or is it a marketplace, a retail and content company? Or is it simply the most customer-centric company on earth?Digital Behemoth or Digital Powerhouse?
However you classify it, it’s also a digital ad powerhouse. This year, about a quarter of Amazon’s US digital ad revenues will come from search placements. That means that Amazon will earn 1.1% of US search ad spending, enough to put it in fifth place after Google, Microsoft, Oath and Yelp. Now that is impressive for a company that has only recently discovered it’s ad revenue muscle.
For more of the numbers and added insights, read the full article on eMarketer.com
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- 24 Oct
Are Amazon ‘Sponsored Products’ Ads Worth It?
by Gil Roeder
Say you’re in the market for a new pair of headphones or a new guitar tuner. Where would you start your search? Google, right?Not so fast. According to a 2016 survey of 2,000 consumers, 55% of people actually skip Google altogether. It seems that they start their online shopping searches directly on Amazon. Google still remains the top search tool for B2B purchases and services. But Amazon is steadily overtaking them in the B2C market.
So what does this mean for you, the advertiser?
When you’re thinking about your online advertising strategy, you want to meet your consumers where they are. And if you’re a B2C company, that place is – more likely than not – Amazon. And to learn how to get started with Amazon ‘Sponsored Products” ads, read the full article at HubSpot.com
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- 21 Oct
Event Marketing Effectiveness: Three Key Factors to Consider Before Investing in an Event
One of the oldest yet most powerful means of reaching out to your target audience is tradeshow and event marketing. But, unlike digital marketing, events require a lot more preparation. Plus they can incur far greater costs to execute. And in addition, without advanced planning and goals, you may have no ready metrics to determine whether the ROI of the event was positive.But, Tradeshows and Events Work
The rationale behind what makes an event a trusted medium despite all the overhead is simple. Unlike most any other medium, events provide a near assurance that you have your potential customer’s attention, in person, one on one. But there are a huge number of events happening around the world every single day.
And with the high cost of doing events the key questions that arises are: Which event is the right event? And is the event worth spending those valuable dollars on event X or event Y? So, to help you find the answer, here is the Event Evaluation Matrix. This is a tool that can help you gauge which is the right event for your marketing efforts. So read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
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- 05 Oct
Scaling Engagement: 5 Strategies to Connect With More Customers
by Shayla Price
This may sound trite, but customer engagement without a strategy is misguided action. Instead, your goal is to create a memorable customer experience and scale engagement.So, Where To Start?
To scale engagement, your business must focus on executing strategies that boost customer satisfaction while saving your team time. And to get to that point, let’s think differently about expanding engagement. Rather than thinking about building sales, think about how to build quality customer relationships.
Here are five ways you can scale up your efforts at HubSpot.com
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- 29 Sep
B2B Buyers to Vendors: Stop and Listen For A Moment
from MarketingCharts.com
If there’s something that really irks B2B buyers, it isn’t a vendor’s lack of understanding of the company, its needs, or even its industry. After all, those things can be learned or explained in the course of a discussion. But there is one thing needs to happen first. Vendors have to listen. This is according to the second installment of Merkle’s 2017 B2B loyalty research [download available].The Sounds of Silence . . .
The survey asked 200 B2B buyers in North America and Europe to choose from a list their greatest challenges during their purchase process. They probed the range of activities from searching for, identifying and considering which business products and services to buy. And, by far the most common complaint related to vendors being unwilling to listen to them.
To see more of the data and insights, read the full article at MarketingCharts.com
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