B2B Marketing

Is the Marketing Pendulum Swinging? Where Marketing Automation Has Led B2B Marketers

B2B Marketing, lead generation, Marketing, marketing automation /

DirtyOpi / Pixabay I was talking to a CEO the other day who was frustrated his organization’s email campaigns weren’t generating more leads. He went on to tell me he thought their open rates were dismal. This made me think about the metric-centric promise of digital marketing that viewed marketing automation as the magic potion […]

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Why No One Is Reading Your White Papers

B2B Marketing, Content, Content marketing, lead generation, White Papers /

geralt / Pixabay Companies invest quite a bit in their white papers. They hire outside white paper writers or use in-house writing resources. Their subject matter experts spend time talking to the writers. A team reviews the white papers for accuracy. Another team designs graphics and layout. The web team posts the white papers to

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How to Sell to Match the 3 Types of IT Decision Makers

B2B Marketing, b2b marketing strategy, IT decision-makers, Strategy /

When you are in the IT B2B arena, chances are you will deal with different types of decision-makers in different levels of management. These people can be the IT Managers, CIOs, CTOs, VPs, or CEOs. If you are lucky enough (pun intended), you might find yourself like a bouncing ball as one decision maker tells

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LinkedIn Navigator is Only a Tool and Does Not Drive Sales & Revenue Opportunities

b2b firms, B2B Marketing, B2B marketing and sales, b2b sales, best practices for social selling, LinkedIn, LinkedIn Revenue Opportunities, linkedin sales navigator, linkedin social selling /

Think about traditional email campaigns. Before LinkedIn, b2b firms used to buy “lead lists” to get contact info for prospecting. The conversion rate on these lists is less than 1%, which is why most experienced sales managers recommend against them. Now, sales and marketing teams are using LinkedIn Navigator as lead lists and achieving the

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Optimizing for Better Landing Page Conversions

B2B Marketing, landing page, landing page conversion, Landing page optimisation /

Landing pages are a crucial ingredient in a successful inbound marketing campaign strategy. Having more landing pages can help companies grow conversions by almost 50%! Often in marketing, you will find that less is more, but this is not the case with landing pages. As they are specific, full of core information and dedicated to

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How to Generate Qualified Leads

B2B Marketing /

The top priority of B2B marketing executives in 2018 is to improve lead quality over quantity. According to DemandGen Report’s 2018 Benchmark Survey Report, improving the percentage of leads considered ‘qualified’ ranked as the top organizational focus, followed by improving conversion rates and campaign results, then generating increased lead volume. image credit: DemandGen Report Marketing

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5 Ways To Attract High-Quality B2B Leads (Even with a Small Team)

B2B Marketing /

Traditionally, B2B selling involves mostly outbound techniques such as trade shows and cold calling. Companies doing so are simply casting a wide net and hoping for the best. These outbound strategies often don’t generate a high ROI due to the sizable budget required to execute the tactics and the change in prospect behavior to block

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Why Successful Value Propositions Require a Team Effort

b2b business, b2b content marketing tips, B2B Marketers, B2B Marketing, B2B marketing goals, B2b Marketing Ideas, b2b marketing strategy, b2b marketing tips, b2b sales, B2B sales and marketing /

Think about this. In your organization, whose job is it to come up with your company’s value proposition? As a lifelong marketer, I’m aware that value proposition development is widely seen as a marketer’s “thing”. But what really gets to me is that this narrow view forms the crux of the alignment problem that most

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