Rachel Balik says, “At this point, it’s pretty common knowledge that two-thirds or more of the B2B buying cycle takes place before the buyer reaches out to the vendor. We all know that’s a big deal, but we’re not all in agreement about what exactly that means – or, more specifically, we’re not exactly sure how to integrate this new digital buying behavior into our marketing strategies in a way that will be effective at driving revenue. Although we don’t usually describe it so bluntly, when it comes down it, the digital age has led to a lot more work for marketers and increased... [...]

Verónica Maria Jarski says, “Most B2B marketers (58%) say they use lead scoring as a general way to make their marketing efforts more effective, according to the following infographic by Lead Lizard. Most marketers also say they use just one lead scoring program, and “very few marketers use more than four leading score models,” Lead Lizard states. What criteria are B2B marketers using for lead scoring? Some 32% of respondent marketers say they score leads based on fit and interest. And 24% of respondents say they send everything to sales and let them cherry-pick”. How... [...]

Larry Alton says, “Addressing a B2B customer takes an entirely different strategy than B2C. Just like a teacher would speak differently to a colleague than a student, the same is true in B2B vs. B2C. Here are a few action-based tips when addressing this type of customer. This advice is especially crucial when training a new employee – whether he or she is a marketer, a Web designer, a copywriter or a customer service rep – who may come from a B2C background: 1. FOCUS ON THEIR END RESULTS There are many ways a marketer can address how a product or service may benefit a B2C customer.... [...]

Rachel Balik says, “In its earliest days, advertising meant putting up a billboard or taking out an ad in a newspaper. If sales increased, it was generally declared that an advertising campaign was working. Although remedial and inexact, this type of measurement embodied the true purpose of an ad campaign: drive revenue. The downside is there were lots of X factors, and at the end of the day, you couldn’t really be 100% sure that the advertising had caused the uptick (or that poor sales were the result of poor advertising.) As technology advanced, things like Nielsen ratings gave us more... [...]

Christopher Ratcliff says, “Marketing has had to become less planned and much more reactive. As the consumer lifestyle becomes increasingly ‘always-on’ thanks to our multiple devices and improvements in connectivity, the more we demand rapid and personalised responses from companies we engage with. Those same consumers are also business people; the always-on lifestyle means that for many of us, we’re also ‘always-at-work’. Business purchasers can be connected at any time, and make decisions at any time. This means that ‘real time’ is becoming a practical requirement,... [...]

Allison Banko says, ““Before you can do anything to gain success in your business, you’re going to need the buy-in and support of your team,” said Yaniv Masjedi, Vice President of Marketing, Nextiva. “A team is what grows the business. It’s not the technology; it’s not the computers.” This MarketingSherpa case study features an internal marketing effort, targeting team morale by enhancing company culture. Learn how Nextiva’s company-exclusive weekly video series serves as a fun-filled tool to foster communication, excitement and plenty of... [...]

Andy Lombard says, “Social media can no longer be ignored as a viable marketing tool no matter what your industry. Social marketing has been able to convert leads and customers with unprecedented power by creating a community of loyal brand ambassadors. Social marketing is a powerful tool that is critical in B2B sales. B2B organizations are just beginning to embrace social and understand how to tie it back to their business objectives. Brands that don’t capitalize on it are handing the advantage to their competitors. Google Plus content appears prominently in Google search results, and authorship... [...]

Tara Chilla says, “Writing for a website is different from other kinds of writing. You have to make it short, sweet, and explanatory—and focus on communicating benefits, benefits, benefits. Oh, and also make sure you nail down relevant keywords and scatter them enough (but not too much) in the text. Writers who are new to writing copy for the Web have to learn what works and what doesn’t, and they have to learn fast. To make all that a bit easier, I’m going to discuss a few cardinal rules of business writing and effective online copy. Titles and search results snippets are... [...]

Allison Banko says, “When software company Lumension needed cut its costs, its marketing budget suffered the biggest blow. “Marketing is always a real easy place to look at, because unfortunately, it’s still considered — and has the perception of being — more of a cost center versus a revenue center,” explained Ed Brice, Lumension’s Senior Vice President of Worldwide Marketing. Though the department had to decrease its spend 30%, it needed to realign its strategy to protect its demand gen. Discover how Lumension leveraged retargeting online ads to increase leads... [...]

Megan Ritter says, “Sometimes it can be difficult to choose the right social network for your business. Sadly, you can’t make this choice based solely on the popularity of a network, because each social site attracts a different kind of audience. When it comes to marketing, it’s important to know your audience, as well as know how to reach out specifically to them. Pinpointing the right market for your message on social media can be an especially difficult task for B2B companies, as there are few networks where businesses tend to socially connect with one another. Thankfully, recent... [...]