The end of March is approaching, and once again we’re sharing a roundup of our favorite B2B marketing blog posts. Last month we covered which social media networks are the best for businesses, and this month, we found information about Twitter’s specific usefulness for B2B tech brands. Additionally, you’ll find posts about customer roles, content advice, and the customer-after-sale relationship.
Twitter partnered with Compete to provide an intricate study on tweets as they relate to B2B tech brands. They observed traffic of more than 6,000 American users to over 400 B2B tech sites for one month in 2012. They found that a Twitter presence raised site visits by a staggering 47%, and it increased brand consideration by an even greater 150%.
Some B2B marketers focus so intently on building their persona that they fail to consider the drastic relationship shift that occurs once a purchase is made – the buyer becomes the customer. When this happens, needs and interests change, and B2B marketers must work to provide continued attention throughout the lifecycle to keep consumers engaged.
All marketers know that metrics are essential to their success. Thanks to the digital revolution, there are now endless, and sometimes daunting, forms of tracking available. With a focus on monitoring entire sales cycles, Justin Gray explains the metrics most crucial to measuring buyer motivation and business value. Most importantly, he concludes with a guide to using them to drive up ROI.
B2B marketers often do not trust their content to deliver the complexity of their message or increase their sales. In this post, Eric Wittlake encourages you to understand the true purpose of each piece of content – to capture a lead – and offers advice to simplify and streamline it, thereby increasing its effectiveness.
Photo credit: Sadi Junior Photography
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