Emily Collins says, “After almost every loyalty-related speech I give, I get some variation of the following question: “How does this apply to B2B?” Sure, customer loyalty programs are most frequently associated with consumer-facing rewards schemes, but earning customer loyalty is very important for B2B companies too. After all, loyal and satisfied B2B customers provide testimonials, case studies, and referrals that result in a fuller and more qualified pipeline of new business. It can be easy for B2B marketers to dismiss consumer loyalty models as inapplicable to their complex... [...]

Selena Blue says, “How do you improve an already effective marketing program? Online testing lets marketers optimize their current efforts through small changes or radical redesigns. The key is to design tests that provide customer insights, not just metric lifts. As part of the Email Summit 2015 Live Test, VolunteerMatch used a three-part series of experiments to learn how to better engage its B2B audience for its SaaS product. Learn how it increased clickthrough in emails and on a landing page while still gaining invaluable insights about the needs of its potential customers”. Online Testing:... [...]

Peter O’Neill says, “In last week’s post, I mentioned the upcoming transition of the Sales Enablement role to a much more strategic B2B Marketing role. In April, overnight, you will have immediate access to over a hundred reports about B2B marketing written by experienced Forrester analysts Laura Ramos, Lori Wizdo, and Kim Celestre. This is in addition to the reports you know already from our existing sales enablement research. That body of research will continue as planned within the new role; there is no let-off in our momentum on sales enablement coverage. But this research will... [...]

Peter O’Neill says, “Wow! It may have taken place eight days ago, but I am still exhausted — and also exhilarated. In all modesty, we held a great Sales Enablement Forum in Scottsdale, Arizona last week. Nearly 350 attendees enjoyed presentations from 34 different speakers, including many industry practitioners, as well the opportunity to meet 21 sponsoring companies. As I promised you a few months ago, the agenda was equally strong around B2B marketing topics. For those of you who did not make it, here is a short recap on the Sales Enablement landing page of what we covered in... [...]

David Moth says, “Case studies are always hugely popular on the Econsultancy blog because they act as a valuable source of inspiration for marketers. In this post I’ll roundup six interesting mobile case studies, some of which perhaps lean more towards being about multichannel marketing. These have mostly been borrowed from the Econsultancy Case Studies Database, which is packed full of useful examples from a range of brand and industries. Mobile search marketing US firm Legal Brand Marketing managed to increase click-through rates by 89%, while halving its cost per lead, after switching... [...]

Eric Holman says, “As a B2B marketer, you’re responsible for driving leads that ultimately convert to revenue. But what happens when you overlook a valuable source of leads… such as inbound phone calls? Nearly two-thirds (66%) of businesses rate phone calls “good” or “excellent” as a source of leads—more than any other inbound lead source, according to BIA/Kelsey. Remarkably, though, most B2B companies don’t have a strategy to drive inbound calls. In fact, 60% of marketers don’t know which campaigns drive inbound calls”. Listen Up,... [...]

Andy McCartney says, “If designed and executed correctly, this agile approach to target market engagement could easily be regarded as the Holy Grail of digital marketing.   Bypass indirect prospecting and establish direct and compelling conversation with B2B prospects and customers via the creation of a Digital Industry Network (D.I.N.). A D.I.N. is a peer group of professionals engaged around a compelling topic of interest. This network is created from scratch, comprises a conversation zone (e.g. LinkedIn Group) and other communication feeds, and is designed to build mindshare and stimulate... [...]

Ayaz Nanji says, “Company websites remain the top digital channel for B2B marketers, with 81% rating their sites as effective in helping accomplish key marketing goals, according to a recent report from Regalix. Email ranks second, with 71% of B2B marketers saying it was effective in helping to achieve marketing goals in 2014. Search engine optimization is the only other digital channel rated as effective by more than half (54%) of the B2B marketers surveyed”. Top B2B Marketing Channels and Tactics MarketingProfs  [...]

eMarketer team says, “B2B decision-makers are everywhere—yet they are tough to find and difficult to target. eMarketer reviewed hundreds of B2B marketing studies and sifted through thousands of data points. In the end, we isolated 14 key insights that will help marketers reach virtually any B2B buyer. Can you afford not to know these tips? Register for a free eMarketer webinar that will help you identify and target B2B buyers. The webinar will address these key questions: What is the first step that virtually all B2B buyers take when considering a purchase? How do they use mobile devices... [...]

eMarketer team says, “B2B decision-makers are everywhere—yet they are tough to find and difficult to target. eMarketer reviewed hundreds of B2B marketing studies and sifted through thousands of data points. In the end, we isolated 14 key insights that will help marketers reach virtually any B2B buyer. Can you afford not to know these tips? Register for a free eMarketer webinar that will help you identify and target B2B buyers. The webinar will address these key questions: What is the first step that virtually all B2B buyers take when considering a purchase? How do they use mobile devices... [...]