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Last week, we discussed switching from lead generation to demand generation as a way to master marketing within the new B2B sales funnel. The problem is that many marketers still don’t understand the difference between the two approaches. This, of course, prevents them from using either approach successfully. Here’s what you need to know. Demand […]
On Monday, we discussed the changing B2B sales funnel and how to address it as marketers. It’s important to understand how the funnel works for your company’s consumer base and how it functions within your industry. The key to good marketing – and sales – is understanding how your customer discovers your brand and enters […]
In April, Twitter announced the latest development in their advertising platform: keyword targeting. The feature is available in all languages and markets where Twitter ads are supported. Though user experience did not noticeably change, ads appearing in timelines are now potentially based directly on a user’s recent tweets and retweets. B2B marketers should take advantage […]
The internet has radically changed the nature of the sales cycle. Traditionally, the B2B sales funnel was straightforward and looked like this: Today, it is more convoluted, like this: As this diagram shows, today’s sales funnel is full of questions, research, and answers. Endless comparisons are made from reviews that are written and repeatedly shared. […]
Recent and continued shifts in the marketing industry have established content marketing as a core B2B marketing initiative. As marketers continue to learn and master this skill, its challenges evolve each year. According to a survey conducted by Curata in 2012, the greatest challenges faced by B2B content marketers are limited budget (27%), limited staff […]
A popular, current discussion among B2B marketers is the fact that they are prioritizing social media and search and content marketing above all else. Both have become vital tools in the digital age. While social media presents difficulty in measuring ROI, its ability to engage an audience and contribute to the total package, leading in […]
Unfortunately, B2B marketing has a reputation for being dry and boring. We all know that dry and boring is unacceptable in today’s world of social sharing and virality. In fact, engaging the customer with compelling content has become the essential path to getting a sale. Sometimes, this quest for fun and shareable seems easier for […]
Here on our blog, April has been devoted almost entirely to Brand Empathy. We’ve been staying up-to-date on industry news, though, and now we’d like to share our favorite B2B Marketing posts from around the web. B2B Marketers Say Twitter is Now but Google + is the Future By Cynthia Boris, Marketing Pilgrim B2B Marketing […]
Like any useful tool, Brand Empathy has potential downfalls that must be avoided. Before you start restructuring your marketing program to create an empathetic culture, be mindful of these risks: Empathy cannot be bought Companies can put a lot of time and energy into cultivating Brand Empathy, but in the end, it is only your […]
As many of you realize, Brand Empathy shares some similarities with what has been known for years as “thought leadership marketing.” Both approaches are centered on earning trust and credibility among consumers. Thought Leaders specialize in sharing something beyond product – information, insight, and ideas – and they are viewed as the trusted authority in […]
