- 10 Dec
How Marketers Are Using Video In 2018
from Marketing Charts
Video continues to be viewed enthusiastically by marketers. Now 83% are reporting that video content is becoming increasingly important to them. This according to the latest “State of Video Marketing” report [download available] from Demand Metric and Vidyard.
Both B2B and B2C Marketing Are Seeing The Benefits of Video
But, what is behind this migration to video? For one, the majority of marketers believe that video converts better than other forms of content. Previous stats from Vidyard show that video completion rates are also on the rise. Plus, these upbeat figures are likely partly a result of B2B buyers watching more video as well. We know that consumers tend to find video more engaging than other forms of content. And it’s very possible that B2B consumers are alike in that regard.
- 04 Dec
New Report: Content Strategies for Better SEO
Content marketing is no longer the shiny new object. Those who have caught on are no longer asking “should we do this”. Rather, they are asking “how do we really dig in and get results?”
It seems that content marketing has matured. And the one most convincing pieces of evidence of this maturation comes from a report [download available] just released by the Content Marketing Institute. In cooperation with MarketingProfs, they surveyed a broad range of B2B content marketers across the United States.
In the 2018 results, and the insights they provide, offer some key characteristics of the more successful marketers. To see what they are read on and consider how your organization stacks up against your peers.
- 03 Dec
A Surprising Cold Email Practice That Works
Increasingly, clients are opening emails based on curiosity about what’s inside the email — not anticipation of value they’ll receive. Likewise, prospects are replying to cold messages based on curiosity, not value received in the message. Nor, for that matter, in anticipation of the value in a meeting.
Great. But How Does This Work?
Instead of asking for a meeting, help prospects ask you for a discussion by piquing their interest in one. Not by offering value. But, rather, by being vague. Simply pique their interest in a discussion.
This helps your message stand out from the pack. It’s unusual in how it breaks the typical cold email best practice (pushing value) pattern. And to see how to put it to work for you, read the full article at TargetMarketing.com
- 01 Dec
B2B Content: To Gate or Not to Gate, That is the Question
Everyone wants to build their lead databases and prove the value of their marketing automation programs. Gated content is one way to do that. But B2B marketers need to resist the urge to gate everything.
You Want Leads and That Means Contact Information
However, trying to grab someone’s information too quickly is a move that will fail. At that point in their process, the perceived value of what you’re offering in return doesn’t seem greater than the perceived pain of sharing their email address. Early in the purchase consideration process, prospects aren’t yet looking for a product. They have a challenge to solve. They need ideas, information, data and they’re looking for a solution.
So, where’s that balance point? To Gate or Not to Gate, That is the Question. And to find answers, read the full article at Chief Marketer.
- 28 Nov
How Marketers Can Generate Their Own First-Party Intent Data
For B2B sales, wouldn’t it be valuable to understand when your prospects intended to make a purchase? This is the essence of the use of “intent data”. It is an actionably data set that enables B2B marketing and sales to understand what new leads and current prospects want.
Your Customer- Intent Crystal Ball
The value of this data is that it indicates what to serve as the most optimal content, message, or product across channels. And it gives an indication of where they are in their own buyer journey. And how ready they may be to buy.
Now, most of that type of data is readily available from third-party providers. And it is available for purchase. This third-party customer-intent data is helpful, but the best way to ensure you have the most accurate, useful intent data is to collect website-visitor data yourself. Here’s how to do that at MarketingProfs.com
- 19 Nov
What’s Your Post-Tradeshow Plan? Six Tips for a Successful Follow-Up Campaign
by Kelsey Stage
Few marketers would argue against the benefits of exhibiting at a tradeshow. In fact, businesses of any size can easily gain exposure to lots of high-quality leads in a single space. But many marketers focus too much on lead capture. And they forget a critical component to their tradeshow strategy: the follow-up plan.
Following up with leads while they’re still interested in your company is the key to getting the best return on investment from tradeshows. With the right follow-up campaign, you can ensure that the time, money, and effort you’ve invested into a tradeshow don’t go to waste.
Here are six tips that will help you nurture new leads into valuable customers at MarketingProfs
- 16 Nov
9 Easy Ways to Convert Webinar Leads into Sales
A jam-packed webinar is a beautiful thing. But you know what’s better than filling your funnel with webinar leads? Converting those leads into customers.
Plus, Webinar Leads are Some of Your Best Leads
A recent GoToWebinar study on content engagement revealed that people are willing to spend more time with a webinar than any other type of content. These are some of your most engaged leads, so make sure you have a plan to convert them.
However, the key to turning webinar leads into sales is giving your prospects a clear path forward. Too often, we focus on creating great webinar content and hosting an engaging webinar, which are both important, but we don’t spend enough time on the next step.
So, to learn the 9 Easy Ways to Convert Webinar Leads into Sales, read the full article at HubSpot.com
- 14 Nov
The Top Factors That Slow B2B Purchases
by Ayaz Nanji
Do you sell into a B2B industry? It may seem at times that the final purchase decision simply takes too long. Now, we know that our time-line is not necessarily the customers time-line. But still, it is frustrating. You know they want to buy from you but it seems to stretch out further and further.
So, “Why Is That?” You Ask . . .
It seems that the people at Showpad had the same question. And what better way to find out than to ask actual B2B buyers to find out. So they polled 656 B2B buyers based in the United States, the United Kingdom, and Germany who made a purchase in the previous 12 months. Their report does have value in that it was based on data from a survey conducted in June 2018.
What they found out may not be a surprise, but it is certainly revealing. To see what it was that they said, and gain insights into how to solve it, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Free Registration is not required to read this article.
- 09 Nov
Filling the Funnel: Proven B2B Video Marketing Styles
by Sean Gordon
B2B video marketing has radically shifted the manner that we communicate with prospective buyers. And the overall video marketing landscape is constantly morphing in response to new strategies.
And that means that in today’s competitive video marketing landscape, a lot of catching up and jumping ahead has happened. Relying on the old methods of pushing a few product and company videos just isn’t going to cut it. Your prospective buyers are sophisticated and being courted constantly. And, in response B2B brands demand clear and clever content that is going to cater to their individual needs and concerns as a company.
Needless to say, it’s time to step up to the plate and start exploring some different takes on video marketing. So, to see a few B2B video types and where they can be used in your marketing funnel to get the best possible results for your customers, read the full article at TargetMarketingMag.com
- 08 Nov
An Effective Email Follow-up Tactic for Unresponsive Prospects
We love when successful meetings happen. But then prospects stop responding to emails and voicemails. It makes no sense. Because when good meetings end, prospects are enthusiastic. They show interest in meeting again to go deeper into your solution to their challenge. But suddenly, and without reason, crickets. Now what? Time for an effective email follow-up for unresponsive prospects.
What if you sent an email follow-up provoking them to define and explain their position to you? What if that same email message offered them a feeling of safety and control over the conversation?
This might sound too good to be true. But, there actually is an email follow-up tactic working very well lately. To learn what it is and how it works, read the full article at TargetMarketingMag.com
- 07 Nov
Why and How You Should Use Instagram’s IGTV to Improve Your Social Media Video Strategy
by Alice Oh
With its release of IGTV, Instagram is tapping deeper into the rise of video content. And brands and marketers have taken notice. The new platform is a great place for content creators who want to use longer-form videos. Major brands, including Netflix, Chipotle, and Nike, have taken advantage of it, publishing content for their IGTV channels.
Take the Path Less Traveled and Win
And now, IGTV represents an opportunity to dominate long-form vertical video content in a space that’s less flooded with content from competitors. Therefore, content will be more easily visible and accessible to their followers. Brands that take advantage of this in-depth viewing experience now can become an early pioneer and reap the benefits.
So, if you want to elevate your social media video efforts, here are a few ideas that can help your brand best harness the power of IGTV. So, here are 7 tips to help marketers use IGTV at MarketingProfs.com
- 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
- 01 Nov
Better B2B Email—10 Quick Tips
Could your B2B email campaign use a boost? At Connect to Convert, Mary Hart shared 10 surefire tips marketers can use to improve their B2B ROI.
Hart—a senior writer, content marketing at life sciences supply chain solution TraceLink—noted that above all, marketers must test and keep the metrics in mind. This is especially important if they want to achieve email nirvana. “Track everything,” she says. “Know what people clicked and when they clicked. Track it all.”
So, what else did she say? Read the full article on ChiefMarketer.com to find out and to learn her 10 quick tips on how to achieve Better B2B Email.
- 09 Oct
The Business and Industry Content Preferences of C-Suite Executives
by Ayaz Nanji
We know that content marketing works. But in order to get to the point where our content drives engagement, it all depends upon the big “IF”. That is, if the key decision maker in the c-suite actually is drawn to interact with or read that content.
So, a simple question would be, “what types of content do they want? How do they like to receive that content? And, What are their preferences?”
It seems that Greentarget, a strategic public relations firm focused exclusively on business-to-business organizations, wondered this as well. And, so they ran a study based upon data from a survey of more than 100 C-level executives who are responsible for the purchase of professional services for their firm to find the answers to these questions.
First of all, they found that senior executives rely heavily on email and traditional media for their content. And they are most interested in content that delivers useful insights. In other words, the content they prefer has intrinsic value to the.
To see more of the data and insights from this report, read the full article at MarketingProfs.com
- 04 Oct
The Secret to Account Based Marketking Success
You’ve probably seen the reports, case studies, and testimonials about the advantages of account-based marketing (ABM). But let’s be honest: Although some marketers are successful with ABM, many struggle to achieve its promised value.
Implementing a successful ABM program is a big, complex job. And it requires a whole new way of thinking and new set of processes. After all, ABM is about more than working with Sales, defining a list of target accounts, and creating campaigns. The essence of ABM is to develop a comprehensive understanding of the account persona and to engage based on that understanding.
But, how can you make that happen? That can happen only if you have an account PI on the job. And to see how to put all the pieces together for your ABM success, read the full article at MarketingProfs.com
- 01 Oct
Incorporating Email Personalization in Your ABM Strategy to Boost Engagement
by Kevin George
Today, email is not just about promoting your brand offerings. Now, it’s about giving your subscribers a more personalized and relevant experience. But, this is not a new concept. However, it is still a new idea for Account Based Marketing.
Email Marketing + ABM, a Match Made in Marketing Heaven
Separately email personalization and account based marketing are powerful tools for B2B marketers. But, combined, they can be an explosive force for your conversion rate.
Email personalization, in it’s simplest form is all about sending the most relevant information to your prospects, customers and subscribers at the most suitable time. And, account-based marketing (ABM) focuses on targeting the most relevant audience to market your brand. That means that by combining personalized emails with ABM strategy, you will be able to boost engagement and get the desired results.
So, to learn the ways to build a successful ABM strategy by incorporating personalization into your email campaigns and its benefits, read the full article on the Marketo Marketing Blog.
- 24 Sep
These Are the Types of Events That B2B and B2C Firms Splurge On
According to current indications, events are becoming a more prominent tool. And this is becoming more prominent within the B2B enterprise space. But, not just for branding purposes. Now, events are considered a top means for both lead and demand generation.
While this trend has been growing steadily over the past few years, currently events hog a large portion of marketing budgets for B2B exhibitors. Now, a new Splash-sponsored survey from Harvard Business Review (HBR) Analytics Services [download page] confirms this notion.
And not only are these companies attending more event, now they are substantially increasing their sponsorships of events. Some, are even devoting substantial marketing dollars to creating and delivering their own events.
To see all of the data on what is working best and to access the original report, read the full article at MarketingCharts.com