- 15 May
The Disconnect Between B2B Tech Buyers and Vendors
by Ayaz Nanji
It seems that today, B2B technology vendors tend to focus on a number of marketing and sales tactics. And it also seems that their buyers don’t find those tactics especially useful or trustworthy. This is according to recent research from TrustRadius.
Are Buyers from Venus and Vendors from Mars?
The report indicates that buyers use five different sources of information, on average, to evaluate B2B technology vendors. And that the most influential information sources in evaluating vendors are their prior experiences with the product. After that, they found free trials/accounts, product demos, and referrals from friends/colleagues/peers to be most helpful. And the buyers also rank these four sources as the most trustworthy.
But vendors don’t seem to be recognizing these facts. And, in that, are missing opportunities they otherwise might gain. To see more of the data and some added insights, read the full article at MarketingProfs
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 14 May
4 Easy Ways to Get Your Customers To Provide Case Studies
According to the Content Marketing Institute and MarketingProfs 2016 B2B content marketing report, 65% of B2B companies say case studies are the most effective form of content they use. In fact, it is even more effective than blog posts, videos, infographics or any other forms of content.
Case studies are a goldmine for businesses when it comes to sales
For buyers, they represent the most believable marketing material out there. What can be more convincing than another customer vouching for a product or service they’re about to buy. It has far more power than the company singing its own praises for buyers and is seen as a form of “social proof” they need in their buyer journey.
Yet, as effective as these customer stories – case studies – are, there’s one common nagging challenge in trying to create them. Convincing customers to share their stories can be the single biggest stumbling block for case study success. So, here are 4 simple tips to significantly boost your success rate in getting customers to agree to share their stories on Jeffbullas’s Blog.
- 12 May
Multi-Step Welcome Emails Prove Popular With Email Marketers
from Marketing Charts
Marketers have plenty of room for improvement when it comes to marketing automation. According to a survey of GetResponse customers and Smart Insights members [pdf] just 1 in 5 say they use most or all marketing automation features available to them. But even with that, email automation still remains the most popular type of automation technique used.
Email is Still King Though
And, most commonly, marketers are generating leads through landing pages. Mostly, by including a newsletter signup form and by offering e-books, whitepapers, infographics, and other downloads. And email still remains as marketers’ largest source of traffic to landing pages. Surprisingly, followed by organic social media and organic search.
For more of the data, insights and to download the original report, read the full article at MarketingCharts.com
- 11 May
B2B Marketers Need to Get Ready for GDPR
Many B2B marketers don’t think GDPR is something that they need to be concerned about. And that could be a huge mistake.
Beware! The Ides of . . . MAY?
The May 25 deadline for compliance with the EU’s General Data Protection Regulations (GDPR) is rapidly approaching. Now, the regulations don’t get really specific about exactly what B2B marketers need to do to be compliant. But, GDPR has a lot of implications for B2B.
The law is often ambiguous. And the degree to which it will be enforced is yet to be seen. But the cost of non-compliance is severe and B2B marketers must be aware and prepare. So, to see some tips on how to do that, read the full article at ChiefMarketer.com
- 09 May
Get Readers to Instantly Trust You Even if They Have No Clue Who You Are
- May 09, 2018
- Dan Hoff
- Conversion Strategies, Marketing Communications, Website Conversion Strategies
You want to get readers to trust you. You don’t want them to discredit your advice. And you definitely don’t want them to ignore what you have to say. Without your audience’s trust, your blog, your website, your collateral and even your email messages are worthless.
But why should they listen to anything you have to say?
After all, you’re just an up-and-comer. Nobody knows who you are. Why should they listen to some stranger on the internet? And, we all know that first impressions matter. And that is not just the case in face-to-face interactions. It is crucial in your digital interactions.
In fact, numerous usability studies have discovered that a new visitor to your website will decide whether to leave or stay within 7 seconds. But, you’ll go a long way by using the following seven tactics on Jeffbullas’s Blog.
- 08 May
So Informative Content Helps Buyers. But What Kind of Information?
from Marketing Charts
There’s been plenty of research of late indicating that people value informative brand content. And a new report from Meyocks backs that notion up. According to that report [download page], 9 in 10 consumers surveyed agree that brands should provide value-added information to their customers.
Great! But What Kind of Information Do They Want?
Among those feeling that brands should offer value-added information, a strong majority felt that brands should provide details on how to get the most out of the product. And they wanted information on different ways to use the product. In other words, more than two-thirds of consumers overall feel that brands should be providing that information.
To see more of the date and learn more insights, read the full article at MarketingCharts.com
- 07 May
Email’s Still the Most Common Channel for Personalization, but Efforts Remain Fairly Basic
from Marketing Charts
Given personalization’s strong role in email marketing, it’s extremely instructive to see how marketers are putting these efforts to use. An as it turns out, personalization initiatives remain relatively basic, even yet.
Dear <<FIRSTNAME>> <<LASTNAME>> ,
It seems that more than three-quarters (77%) of marketers are personalizing their email marketing. That’s according to the 2018 Trends in Personalization report [pdf] from Evergage and Researchscape International. And, one prominent point that the report found was that the most common form of email campaign personalization has been around since the dawn of email. The use of first name and/or company name in the message or subject line (76%) is the most used technique. While this is the most basic use of email personalization, surprisingly it is still the most effective in generating above-average response rates.
To see more of the data and insights, and to download the original reports, read the full article at MarketingCharts.com
- 05 May
A Comprehensive Guide to Local SEO in 2018
by Kelsey Smith
Local search is powerful for small businesses. Why? Because today, four out of five consumers use search to find local information. And that means if your business isn’t optimized for local search, you could be missing out on 80% of your potential customers.
In Short, Local SEO is Critical if You Want Your Business to Stay Relevant
Local SEO helps businesses promote their products and services to local prospects and customers. And to thrive in local search, you need to do three things: optimize your Google My Business account, improve your on-page SEO by updating your website, and excel on the Wild Wild Web.
While it might sound overwhelming, it’s entirely feasible to succeed in all three with some patience and perseverance. So read the full article at HubSpot.com and we’ll explore each one in-depth.
- 04 May
How to Turn a Boring Presentation Into One That Inspires People to Take Action
by Paul Coelho
You’ve probably been there. You’ve taken time, and probably a lot of money to give a presentation. But as you sit in the audience and look around, the people in the front row are on their iPhone. The people who have turned up are distracted. They are gazing into the distance, chatting amongst themselves, and generally disinterested in what you have to say. Why?
This is Definitely a Sign Your Presentation isn’t Hitting a Chord with the Audience.
Now, it’s easy to deflect and believe that the audience is the problem, not you. After all, you’ve done hours of preparation and have a slide deck full of well-researched stats and information. And, after all, these people have turned up to see your presentation for a reason. So, you need to ask yourself, is it possible that your ability to prepare and deliver an engaging presentation is lacking?
If you want to turn your next presentation from a boring lecture into an inspirational TED talk, then you need to dedicate time to fine-tuning your approach. So, to really understand the key areas to focus on so you can take your presentation skills up a notch and WOW your audience, read the full article on JeffBullas’s Blog.
- 03 May
User Engagement: The Most Important Metric You Aren’t Tracking for Your SaaS Business (and how to do so)
Whether you run a light, freemium prosumer app; or a heavy, enterprise B2B app – the success of your business is dependent on the engagement level of your user base. And this is simply because the business model of SaaS is based on retention.
User Engagement is the Lifeblood of Every SaaS Business
SaaS business success is not simply about acquisition. Oh, you can sign-up as many customers as you want. But if they all leave after a month – you lose. The entire SaaS business model breaks without retention. And engaged users stick around for a long, long time. Unengaged users don’t.
So, without an engaged user base, you don’t have retention. Without retention, you don’t have a business. And, that may be the most important metric for your SaaS success and here is how to begin to track and own it at KISSmetrics.com
- 02 May
What is a Facebook Pixel? [An Easy Guide]
by Clifford Chi
A few months back, Mark Zuckerberg wrote a Facebook status that struck fear in marketers all over the world. He announced the social media giant was going to overhaul its algorithm once again. This time, to give users more opportunities to engage with their friends and family and less with brands. This meant a flattening of their organic reach more than ever before.
The Sky is Falling! The Sky is Falling!
As is the typical case with any change, panic ensued. Marketers around the globe were in panic. But, it has turned out that the Facebook pixel is marketing’s best friend. It is extremely powerful because it shows you how successful your Facebook advertising campaigns actually are. And it helps you reach new, relevant audiences.
And, so, if you want to optimize your Facebook advertising strategy, you need to be taking advantage of it. Read on to learn what exactly a Facebook pixel is, its capabilities, and how to create one today at HubSpot.com
- 01 May
How B2B Buyers Engage With Content: 4 Insights
It seems that half of B2B buyers now say that they rely more on content to research and make purchase decisions. And most are placing a higher emphasis on the trustworthiness of the source of the content. This according to the 2018 Content Preferences Survey Report [download available] from Demand Gen Report.
Really, It All Comes Down to Trust
As buyers lean more on content for purchase decisions, they’re looking for that content to come from trustworthy sources. In fact, fully 78% say they’re placing more of an emphasis on the trustworthiness of the source. And 65% said their consumption habits have changed to prefer credible content from industry influencers.
This is an important study for any B2B marketers that rely upon content in their marketing mix. Here are 4 takeaways from the study, which is based on a survey of almost 170 B2B marketing and sales professionals at Marketing Charts
- 30 Apr
4 Tips for Maximizing Trade Show Marketing With Digital
by Jen Spencer
Live event marketing campaigns like trade shows are expensive endeavors. But, it represents a huge amount of business. In 2015 alone, U.S. trade shows as an industry generated more than $12.6 billion in revenue.
Not a High Growth Industry, But Strong None the Less
Moreover, according to Statista, nearly half of the marketers surveyed maintained their trade show budgets from 2016 to 2017. And approximately 29 percent actually increased their budgets. The question that remains though. With such a significant amount of money being allocated toward trade shows, how can marketers make that spend more effective?
One idea is to incorporate these events into their more cost-effective digital marketing campaigns to improve their overall ROI. And here are four tips for a successful transition, from the moment you scan a live lead at a trade show to that lead’s conversion into a sales opportunity on ChiefMarketer.com
- 28 Apr
Five Ways to Make Your Marketing Copy a Whole Lot More Engaging
by Nick Usborne
Before the Web—a zillion years ago now—marketing copy was a one-way, broadcast affair. Companies simply pushed their promotional messages out through mass media.
That’s Called Engagement Isn’t It?
And their audiences had no way to push back. But the Web changed all that, Now it’s a two-way—or multi-way—medium. And, it’s the perfect medium for marketers to truly engage with their readers and viewers. But it takes engaging content to do that. Writing better copy to do that isn’t really difficult. And it does take a reset of how you think about marketing copy.
Here are five steps to find your brand’s authentic voice and connect with customers at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 27 Apr
Seven Tips for Using Email to Build Customer Loyalty
by Yoav Vilner
Many brands put much of their marketing efforts into obtaining new customers. And understandably so. But acquisition isn’t enough. Customers who make a one-time purchase won’t necessarily come back for more. And, if you want customers to return, you have to make your brand memorable by giving them the experience they feel they deserve. Taking the extra steps to make your customers happy is the secret to making them loyal.
A Happy Customer is a Loyal Customer and Money in the Bank
You can build customer loyalty in various ways, but email marketing is one of the most effective. That may sound surprising and counterintuitive to those of us who don’t like spammy marketing emails. Yet, email is the No. 1 activity on mobile phones, and strategic email marketing—done effectively—is one of the best ways to retain a loyal customer base.
Here are seven tips to make sure your email program encourages retention and loyalty at MarketingProfs.com
- 26 Apr
Video Ad Engagement Benchmarks in 2017
from Marketing Charts.com
The completion and viewability rates both improved. But, at the same time, so did the fraud rate. This from a recent report from Extreme Reach data. The firm analyzed billions of video ad impressions across desktop, mobile, and connected TV from 2015 through 2017 to provide benchmarks and trends.
To see more of the data, additional insights and for a chance to review the original report, read the full article at MarketingCharts.com
- 25 Apr
3 Tips for Using Facebook Ads to Drive Webinar Registrations
For business-to-business companies, webinars play a huge part in the buyer’s journey. And new data from ClickMeeting’s new “State of Webinars 2018” report suggests just that. It indicates that 76% of B2B buyers attend webinars in order to help them make purchasing decisions.
Where Exactly Do Webinars Fit in the Buyer Journey?
Webinars can be used at the top of your sales funnel. But most experts agree that they’re most effective in the middle of the funnel. Once your prospects have gotten to know your brand a little bit they will be more open to dedicating undivided attention to your presentation. And, that’s why Facebook’s advertising platform is such a good match for driving webinar registrations.
To learn how to use Facebook Ads to promote your next webinar, read the full article at WordStream.com
- 24 Apr
10 Pro Tips for Running an Effective PR Campaign
A PR campaign can have a long-lasting impact on your brand’s reputation and public image. But it must be well-planned.
An effective PR campaign is more than just a press release
To create a remarkably effective PR campaign, you need to take some big extra steps. When done right, your PR campaign can attract national (and positive) media attention. It can boost sales drastically. And it can create a positive relationship between your company and the public for years to come.
But what is an effective PR campaign? And, how to build one? To help you better understand and how to create success with your next PR campaign, we’ve compiled ten effective tips at HubSpot.com
- 23 Apr
10 Ways to Make Your Content Marketing Go Viral
from Jeff Bullas’ Blog
Viral content is any piece of media that becomes wildly popular overnight. It could be a Youtube video, Facebook post, or a tweet. Or it can be almost any social media content that gets shared thousands and thousands of times.
How do you send content viral?
Viral content starts to work for you on autopilot. It works by exposing your brand to a whole new audience that you probably would never quite reach organically. Now, you might think getting your content to go viral is as likely as you hitting the lottery. But nothing could be further from the truth.
If you’re looking to generate buzz for your business or if you just want your own 15 minutes of fame, continue reading on Jeff Bullas’ Blog. You learn 10 great ways to make your content marketing go viral. And not one of them involve buying a lottery ticket.
- 21 Apr
A Bird in the Hand can be Your Golden Goose
It’s only natural. When it comes to sales and hitting your sales goals you focus on the people who have already demonstrated that they’re willing to give you money. But, it turns out they’re the most likely ones to give you even more.
Consider these facts from both a Forrester Research study and a Harvard Business Review research project:
- Acquiring a new customer can cost five times more than satisfying and retaining current customers
- A 2 percent increase in customer retention has the same effect as cutting costs by 10 percent
- A 5 percent reduction in client defection can increase profits by 25-125 percent (industry specific but seriously – 25% is the low end!)
- On average, loyal customers are worth up to 10 times as much as their initial purchase
- The cost of bringing a new customer to the same level of profitability as a lost one is up to 16 times more