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... [...]

Peter O’Neill says, “Now it is high time that I remind you of our upcoming Sales Enablement Forum on March 2 and 3 in Scottsdale, Arizona,where the overall theme this year is about the different approaches required to optimize your sales channels. Our research shows that more transactional buyers now prefer more automation and self-service (eBusiness); whereas executives who are involved in buying prefer (no, insist on) having conversations and engagement that match their problem-solving needs. So we have designed an agenda that covers direct selling, selling through channel partners,... [...]

Eric Wittlake says, “It is that time of year again. The time when predictions of the obvious abound and resolutions are quickly broken. I’ll spare you my New Year’s resolutions (well, most of them at least, read on). Instead, here are my five B2B marketing predictions for 2015. 1. Predictive Marketing Goes Mainstream Predictive marketing is already a hot space, but it hasn’t hit its mainstream stride yet as a solution for B2B marketers to segment and prioritize leads for marketing and sales. In 2015, that will change. Predictive marketing solutions like Lattice Engines, Mintigo or 6sense... [...]

Ashtyn Douglas says, “For some professionals, this year came and went with monotonous familiarity to years past. Same clients, same routine meetings and same stale office coffee. But if you’re a B2B marketer, the previous 365 days were anything but repetitious. The nature of our industry is to disrupt the conventional way of doing things, so it’s no surprise 2014 outdid 2013 with new technology, new ideas and new performance standards. Along with the launch of our new site, we’ve documented and shared each new evolving trend with you. To ring in the New Year, we’ve decided to share the... [...]

David Kirkpatrick says, “As 2014 draws to a close, we want to offer 10 case studies that serve as examples of some of the trending strategies and tactics in B2B marketing and the complex sale. This year three areas stood out — taking a customer-centric approach to marketing, the importance of having a sound content strategy and retargeting as tactic to remain relevant and create brand awareness”. B2B Marketing: A recap of content and customer-centric marketing in 2014 MarketingSherpa  [...]

Jessica Lorenz says, “I’ve had some pretty terrible online shopping experiences. I’ve dealt with impossible product pages, awkwardly laid-out shopping carts and some sketchy checkout processes. It seemed as if companies were simply allowing customers to shop online, not encouraging it — especially smaller, specialized stores. Then came the rise of sites like Amazon and Zappos. Today, there is no excuse not to optimizing and improvng the customer experience. At IRCE 2014, MarketingSherpa Reporter, Allison Banko, sat down with Lisa Foreman, Marketing Conversion Manager, Nations Photo Lab,... [...]

Erin Hogg says, “In a previous blog post, we detailed how Felix + Iris, a newly launched eyewear ecommerce site, made simple tweaks to its hero unit to improve home try-on conversion 72%. In this blog post, read about how the Felix + Iris marketing team has embraced testing, and how the team shares results throughout the company. Read on to hear more from Jon Corwin, User Experience Lead, One Click Ventures (parent company of Felix + Iris), and how his strategies achieved testing and optimization success Step #1. Integrate testing into company culture At One Click Ventures, the testing function... [...]

Jessica Lorenz says, ““The innovation of how the buying process works really has helped us. Not only to help our existing customers, but really gain those new customers through that process and innovation,” explained Matt Ruggle, Ecommerce Manager, Great Northern Corporation, at IRCE 2014. Linda Taddonio, Co-founder and Ecommerce Strategy Officer, Insite Software, and Matt sat down with MarketingSherpa Reporter Allison Banko to discuss a new phase of site optimization: click tracking”. Web Optimization: How to help customers help themselves MarketingExperiments Blog  [...]

Chris Getman says, “I don’t know about you, but I hate shopping for shampoo. I know roughly what kind of shampoo I need — something that doesn’t dry my hair out — but when I get to the aisle to find it, I freeze up. There are roughly a zillion brands to choose from (Dove! Pantene! Herbal Essences!)and each one has a zillion types (Color Protection! Damaged Hair! Hydro-Recharge!). When the choices get overwhelming, I’ll end up going for the one that sound the most innocuous and least expensive. Too many choices isn’t just something that paralyzes... [...]