- 28 Jul
What B2B Buyers Want From Vendors Right Now
by Ayaz Nanji
We all know that COVID-19 has had a disruptive influence on consumer buying. But the impact the B2B buyer hasn’t been discussed much. And, as it turns out, there has been impact there as well.
When In Doubt, Ask for Answers
To rectify that situation, LeadMD conducted a survey [download available] in April, at the beginning of the COVID-19 business impact period. They focused their study on nearly 200 buyers of B2B technology products and services. And, the insights gained are extremely instructive.
Rather than a product focus, buyers of B2B technology products and services want to understand how to get the most out of the solutions they already own. And one-fourth say what they want most is information about how vendors are supporting their customers during the COVID-19 pandemic.
While not surprising, the deeper you look at the numbers, the more they reveal. And to read the full article and to download the original study results, read the full article at MarketingProfs.com
- 17 Jul
How to Craft ‘Compelling Reason to Buy’ Messaging
A compelling reason to buy is not an elevator pitch. That’s even though it probably should be. Sales thinks of an elevator pitch as explaining what the product does. However, a compelling reason to buy explains the benefit that the target audience will realize with your product. And, as the name implies, it is a more compelling way to capture interest.
So, Why Do You Need a Compelling Reason to Buy?
Without a compelling reason to buy, a potential buyer is left having to try to make sense of what your product does. And exactly how it can help solve their problems. In our busy world the prospect doesn’t have the time or the right information to connect all the dots. It simply takes too much work for them and will often result in missed opportunities.
That means that you need to do the work for them. You need to make it crystal clear how your solution can make a positive impact on their day-to-day life. And, to learn How to Create a Compelling Reason to Buy, read the full article at MarketingProfs.com
- 04 Feb
Five Steps to Building Trust With Thought Leadership
According to current data, about 50% of B2B marketers believe thought leadership builds trust in their organization. However, among actual buyers, that number is much higher. That is around a whopping 83%.
Thought Leadership = Trusted Resource
And that represents a huge disconnect. This disconnect is preventing B2B marketers from using thought-leadership content to it’s fullest value – in their quest to become a trusted resource for their customers. And marketers and business leaders alike need to understand that establishing a thought-leadership program drives value and builds trust. And not doing so risks falling behind or damaging their brand’s credibility in the industry.
Are you in the same boat? Here are five easy-to-follow steps for kicking off (or elevating) your brand’s thought-leadership program at MarketingProfs.com
- 13 Jan
The 16 Best Marketing Strategies to Try in 2020
by Lisa Smith
Well, 2020 is here. And, so far, it doesn’t look a whole lot different than it did in December 2019. That’s why Lisa Smith, over at WordStream set out to ask dozens of digital marketers for their best marketing strategies of last year.
And Boy, Did They Deliver
They unloaded and gave us a huge list. But here is what we think are the 16 best marketing strategies you can take into 2020. So, to see what they are, read the full article at WordStream.com – The best marketing strategies to try in 2020
- 06 Jan
50 Bright Ideas for Promoting Content to Drive Leads
by AJ Beltis
We know that content marketing is huge. And there is no doubt about that. Content is being created and published every second of every day. Plus, in 2019, more than four million blog posts were published. On a daily basis!
WOW! That’s a Lot of Noise Out There . . .
This brings up an imperative question. And, it’s a question that all great content marketers need ask themselves. How do I get more people to see, engage with and react to my content?
How Can I Make The Most of My Content?
To help, the good people at HubSpot have put together a great guide. They have outlined the best content promotion ideas across various mediums. From podcasting to blogging, to everything in between. You can use these best practices to get a strong ROI from your content. So, to learn them all, read the full article at the HubSpot blog.
- 18 Dec
2020 B2C Content Marketing Benchmarks, Budgets, and Trends: New Research
by Ann Handley
Content marketing has become a consistent tool for B2B marketing for a long time now. But, until recently it is a tool that has been largely missing in the B2C space. For most marketers in that space, they knew it could work. But they simply struggled to understand how to make it work in their markets.
“. . . and nair the twains shall meet . . . “
Well, now, it seems that business-to-consumer [B2C] marketers are making steady progress with content marketing. And it is quickly becoming a key element of marketing strategy. This, according to a just-published annual content marketing study [download available] from MarketingProfs and Content Marketing Institute.
To see what key actions and approaches you can take to improve your own content marketing program, read the full article at MarketingProfs
- 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.
- 01 Oct
Traditional Marketing vs. Digital Marketing: Why Not Both?
We all know that the rise in the importance of digital in our world has changed marketing. And that has resulted in an argument between traditional and digital marketing has evolved. But is it really an “either – or” decision?
First let’s take a look at what differentiates the two
Traditional marketing refers to any type of marketing that isn’t online. This means print, broadcast, direct mail, phone, and outdoor advertising like billboards. From newspapers to radio, this method of marketing helps reach targeted audiences. It is a form of “broadcast marketing” targeting a broad audience.
Inversely, digital marketing is … well … digital. Digital marketing is any marketing a company conducts online. This can be anything, such as paid social media ads, email marketing, and PPC advertising. And digital marketing has become wildly popular due to the cultural, technological, and societal shifts around us. And as the world becomes more digital, the way we market has evolved.
So, when trying to choose between traditional and digital marketing, why not look at both? The question shouldn’t be “To traditional market or to digital market?” Instead, try “How do we use both tactics to market effectively?” To learn how, read the full article at HubSpot.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
NOTE: A Free Registration pop-up may open on this site. A Free ChiefMarketer Registration may be required to read the full article.
- 31 Aug
The State of the Marketing Industry in 2019: 7 Trends to Watch Out For
by Clifford Chi
If you work in marketing, you know of content marketing. And if you work with content marketing, you probably know that it is a booming growth and ever-evolving ecosystem. And you know that it constantly forces us to be on the lookout for the next big thing.
The Never Ending Cycle
One day we’re creating pillar pages and topic clusters to please the Google gods. And then the next, we’re overhauling our entire social strategy because another Facebook algorithm update will flatten our organic reach even more than before.
That said, trends come and go every year. But we believe that there are seven core trends that seem to be here to stay. Read the full article to learn about the marketing trends that could move from hype to reality in 2019 at HubSpot.com
- 15 Jul
Three Tips for Connecting with B2B Buyers
It seems that B2B buyers are waiting longer and longer to connect with vendors. Today, rather than immediately connecting with a sales rep, both B2B and B2C buyers prefer to do their own research online, or ask their peers for input. And this makes becoming part of the purchase conversation as early as possible in their consideration process crucial. But a lot more challenging.
Why Are They Waiting So Long Then?
Part of this is due to a lack of trust in vendors. In a recent report on B2B buyer disconnect, TrustRadius found that only 11 percent of buyers describe vendor reps as very trustworthy. And only 19 percent say reps have significant influence over their buying decisions. In contrast, 53 percent of vendors say they think their reps are very effective at moving the needle towards conversion.
How can you connect with prospects and get them talking? Here’s three ideas for driving engagement throughout the B2B buying cycle on ChiefMarketer.com
- 12 Jul
The Demand Marketer’s Dilemma: Achieving Authenticity, at Scale
by Paul Heald
In today’s marketplace there are myriad options for buyers. And buyers not only want and need information, they also want authenticity. They want to do business with companies that offer good products, believe in their quality and make genuine efforts to meet customer needs.
It Ain’t Easy Being
Green. . . Authentic
That means forging authentic connections with customers is the best way to cut through market noise and make a sale. Now, achieving authenticity in marketing may sound simple, right? But, when it comes to B2B marketing, though, the job is anything but.
However, authentic connections that are easy to forge with individuals gets challenging fast when organizations are trying to do it at the enterprise level. And if you need to scale, the job gets even harder. So, how can you achieve authenticity at scale? To learn how, read the full article at the Target Marketing Blog
- 06 Jun
Marketing Beyond Millennials: Connecting With Generation Z
For much of the last decade, marketers have poured most of their energy, time and money into trying to decode the most enigmatic generation of our time: Millennials. And why not? Studies show that Millennials are powering the US economy. They account for $600 billion in current annual spending and a projected $1.4 trillion a year by 2020. And with that much economic clout, Millennial preferences have disrupted entire industries.
But somewhere along the way, as we marketers were trying to figure out this generation, we missed something important about Millennials: They grew up. They moved on and now there is a new gen to set our sights on. Now we need to begin engaging with the up-and-coming Generation Z (Gen Z).
But, as the question always is, how? What is Gen Z? What are their preferences? And how can we, as marketers, really engage with them? Here are three ways we can break through to this rising generation at MarketingProfs.com
- 05 Jun
What is Earned Media? And Does it Really Work?
Remember ‘back in the day” how people used to learn about upcoming events, the latest trends, and cool new products. Well, it was probably almost exclusively from magazines, newspapers, and TV shows.
The Times, They Are a Changing . . .
Back then, this was where brands used to get all their earned media. But earned media has expanded beyond print and TV. And marketers can harness it in several ways.
But because the places we get information have changed over the last 30 years, earned media changed as a result. So what is earned media, is it really effective? And how can you gain some? To find out, read the full article at HubSpot.com
- 01 Jun
Empathy Mapping for Marketing Content: What It Is and How to Do It Well
by Linda Emma
Have you noticed that the best books and movies are so totally immersive you feel as if you’ve actually entered the world they depict? Which is why I’d argue that the people most skilled in content aren’t necessarily the best writers. Rather, they’re the ones who are able to empathize with characters so well that their creations seem real.
And when writing for marketing, you need to do the same thing. You need to connect with your audience. But first you have to understand who they are and what they care about. That’s where empathy mapping comes in.
So, What Is an Empathy Map?
An empathy map is a systematic tool that brings to light to your most likely customers. As you work through it, it teaches you how to connect with the people who will consume your content, products, or services. So, if you’re wondering how to understand what will motivate your potential customers, read the full article at MarketingProfs.com to find out.
- 21 May
How to Launch a Successful Online Community: A Step-by-Step Guide
It’s no secret that the way people buy has fundamentally changed over the years. These days, people are conducting their own research, reading product reviews, and seeking out recommendations before making a decision. And online communities are beginning to play an increasingly important role in this process.
This is Not Just A B2C Game Anymore
As of 2018, according to the B2B Buyers Survey Report, B2B buyers are increasing their use of buyers’ forums. In fact, the survey found that 45% of business buyers spent more time and resources researching purchases than they did the previous year. There are some great examples of B2B communities like G2Crowd or GetApp that can be used to educate prospective customers and help them make better buying decisions.
But how can you start? What platform is best? To walk you through the process of setting up an online community in more detail, read the full article at HubSpot.com
- 18 May
The Ultimate Guide to Community Management
In today’s digital, hyper-connected society, it’s been found that people are increasingly feeling disconnected from others. With so many people who communicate online, behind screens, this connected world is actually a rather lonely place at times. And this goes for personal relationships as well as business relationships.
“One is the Loneliest Number . . . “
So, what is it that has people feeling a disconnect to others and the companies they do business with? It all comes down to a lack of a sense of community. The “human connection” that we all instinctively need is missing. And that’s why so many brands today are beginning to invest in the creation of communities. They are doing this for their customers, employees, and fans, all as part of a process called community management.
What is the purpose of community management?
Community management has become increasingly popular and recognized by all types of businesses — however, it’s still largely undefined. So, what makes it so special? Why should your business adopt it? To answer those questions, read the full article at HubSpot.com to learn the main reasons why community management is critical to your success as a brand today.
- 11 May
How to Create UTM Codes to Track Your URLs
by Ginny Mineo
A crucial aspect of being a great marketer is being able to measure your success. No matter which metrics you use, you want to prove to your boss (and the company) that you’re worth your salt.
You deserve your budget. And maybe you need more of it. And you deserve to dedicate time to the marketing activities that work. But, measuring the impact of your work can be tricky without the right tools. And that’s where UTM codes come in. Building UTM codes that track your campaigns’ success is the best way to prove your success. Or even where campaign adjustments need to be made.
But, What are UTM codes?
UTM codes are snippets of text added to the end of a URL to help you track website traffic when users click a link to that URL. Marketers can customize this text to match the webpage this URL is linked on, allowing them to attribute the success of that campaign to specific pieces of content. And to learn how to build your UTM codes, read the full article at HubSpot.com
- 08 May
The Basics of Branding in 2019: What You Need to Know
There is good news. Thanks to new technology, customers are receiving thousands of advertisements from different brands each day. But there is bad news too. And, thanks to that same technology, customers are receiving thousands of advertisements from different brands each day.
Shocking! It’s Shocking, I Tell You
With this fast and continuous communication, many brands find it hard to keep their name at the top of the mind of the customer. And most struggle to even get noticed. As and example, studies show that most customers today would not even notice if approximately 70 percent of brands ceased to exist tomorrow.
After all that advacne in technology, this year, branding will be taking a turn to the human side. While technology will stay an essential part of the interaction with customers, companies will have to create a brand that is compassionate, based on values and builds an active community. But how? And what are the trends? Well, here are five trends that will define your branding strategy and what you need to know about the Basics of Branding today, on Jeff Bullas’ Blog.
- 10 Apr
Four B2B Marketing Trends to Watch This Year
One of the promises of digital technology was to put an end to the dilema John Wanamaker faced almost a centry ago. He once mused that he knew that half of his marketing spend is wasted. But, he just didn’t know which half. So for B2B marketers, it’s not too much of a surprise that less than 4% of those surveyed for a report by Wpromote [download page] plan to reduce their digital budgets next year.
But What Are The Factors in Play?
There are some significantt trends that surfaced from Wpromote’s study. Most of which connect with other themes as featured previously on MarketingCharts and show a clear picture of the four B2B marketing trends that merit watching.
To these trends and some probing insights, read the full article at MarketingCharts.com