Jay Baer says, “Former-Intern-Turned-Media-Maven Caitlin Angeloff joins Jay and Adam this week to share her successful approach to social media marketing within her brand, DocuSign. Through a combination of thoughtful audience targeting andadvocate engagement, Caitlin gives her audience a peek into life at DocuSign while sharing the awesome convenience and widespread application of the product. With a blog that receives 30,000 unique visits each month and an initial snap that got 20,000 views overnight, she is working proof of the success potential within B2B social. In This Episode How... [...]

Dan newman says, “If you’re a small- to midsize-sized business (SMB) and in the business-to-business (B2B) space, you know how messy the digital revolution has been for marketing and sales. Not long ago, a sale needed some sort of human interaction — even with the web. Now, from fact-finding to brand-relationship building, your customers rely on the Internet to do it all. How can a small B2B-focused company get back into the discussion in this age of digital selling? Here’s a guide to help your SMB be found, seen and heard online. Being Found 1. The website: Your digital kingdom. Most... [...]

Laura Ramos says, “Earlier this year Forrester analyzed recent economic and survey data and reviewed the practices of over a dozen companies that have made customer-focused transformations. We found that customers are now more mobile, consume more reviews, and buy more online than ever before. So do B2B buyers. Business buying habits have followed closely in the footsteps of B2C counterparts because, outside of “9 to 5”, business buyers are consumers too. Together with Internet Retailer, we found 59% of B2B buyers and sellers prefer not to interact with a sales rep and 74% find... [...]

Eric Siu says, “When discussing content marketing, industry insiders tend to speak more to the experiences of B2C companies that are targeting consumers directly. They talk about things like how to get a branded entertainment video to go viral or how to reach consumers across different channels to increase the odds of a purchase decision — but these two considerations are not always relevant to people in B2B marketing. A company trying to reach decision-makers at another company requires a different mindset and strategy. Seeing Jean Claude Van Damme perform his epic split on... [...]

Ayaz Nanji says, “B2B content marketers are intent on pushing their products/services in content pieces, whereas their audience is looking for substantive ideas, according to a recent report from the Economist Group and peppercomm. The report was based on data from poll of 500 global business executives who were asked about what they look for in content, and 500 global marketers who were asked about how they’re building their content strategy. Some 75% of executives say their primary purpose for seeking out content is to find ideas, the survey found. However, 93% of marketers say the... [...]

Kayla Cobb says, “National Builder Supply, an ecommerce wholesaler of lighting, kitchen and bath fixtures, faced a problem many marketers have – large advertising spends and no way of tracking what was and wasn’t working. By creating an in-house revenue recognition model, rebuilding its online campaigns and finding a way to track its many call center sales, the B2B was able to determine which ad spends were actually worth the investment. Learn how this tracked marketing rebuild resulted in a 60% decrease in overall online spending without affecting sales”. B2B Marketing: Tracked advertising... [...]

Stefan Tornquist says, “The forces that have reshaped the consumer sector are increasing in B2B, demanding that marketers respond with a new emphasis on the customer experience.  Our new report B2B Digital Trends, conducted in partnership with Adobe, explores the practical and philosophical shift occurring in business-to-business marketing. Although every industry is changing at its own pace, there is universal movement toward an approach that looks more and more like consumer marketing. The report looks at B2B in general and more specifically at the healthcare, manufacturing, technology... [...]

Verónica Maria Jarski says, “What does the state of B2B product marketing look like right now? Here’s what recently surveyed senior marketers shared about current trends and practices. “Creating collateral is a top priority for B2B product marketing,” states Kapost in the following infographic based on Regalix research. Some 80% of survey respondents cited it as their top priority. A total of 71% of surveyed marketers stated sales enablement, and 70% mentioned “defining position.” The most popular digital channels are websites (91%) and email (89%), followed... [...]

Kristin Hovde says, “Creating a successful B2B content marketing strategy is easier said than done; many marketers have different views on what works and what doesn’t. Eighty-six percent of digital marketers are using content as a way to educate and inform their audience, according to MarketingProfs. If you aren’t seeing results from your content marketing efforts, then there could be one thing standing in your way of it being a success: relying on your memory instead of writing it down. When you are writing countless pieces of content and dispersing them to several different websites,... [...]

Meghan Keaney Anderson says, “One of my favorite memories at HubSpot was watching our email marketer’s eyes go wide the first time she used our new email dashboard. Her reaction was was unrelenting, overflowing, and wholly genuine. Her expression mirrored the type of excitement typically reserved for iPhone launches and new seasons of Netflix series — but it was caused by software she used every day at work. Those who think B2C companies have locked down all the truly interesting marketing angles have forgotten how passionate people can be about their jobs. For every B2B product,... [...]