If you could break it down to its essence, what really is B2B marketing? It is not, as the name suggests, one business marketing to another or one business buying from another. If you look up the definition of a business, after all, it is an organization.
An organization of people. In the end, people choose to buy, or not buy, from you. When I’ve worked with enterprise sales organizations, they’d often talk about the deals as the “Bank of America deal” or the “Walmart deal” when they really should have called them the “Hannah, Fred and Bill deal.” After all, Hannah, Fred and Bill are the ones making the buying decisions, not a multinational corporate entity that exists only on paper in a P.O. Box in Delaware.
So to truly succeed in B2B, you need to make it P2P. Even more so than consumer marketing, where a customer may buy a product off the shelf with no interaction at all with the people in your company, B2B is very people-oriented. Everyone from sales executives to customer service reps to consulting teams interacts with the real people in your customer organizations … except, perhaps, marketing managers.
If you’re in marketing, you tend to have among the least interaction with your customers. And yet, you are the ones responsible for the messages you’re sending to those customers. How can you bridge that gap? Check out this video A/V Specialist Luke Thorpe put together about Kristin Zhivago’s keynote at the East Coast swing of MarketingSherpa B2B Summit 2011 – “The Buyer’s Funnel and Your Political Power: Joined at the Hip” – along with my quick interview with her after the Summit wrapped …
Comments Off on B2B Lead Generation: Four experts’ advice on generating higher-level leads
Last week in Boston we held the East Coast leg of B2B Summit 2011, featuring two days of case studies and actionable marketing advice for more than 200 attendees.
Following lunch on day one, Daniel Burstein, Director of Editorial Content, MECLABS, bounded onto the stage, thinly-disguised as Donald Trump to host an interactive panel of four experts, presented in the style of NBC’s “The Apprentice.”
Daniel quickly passed the “boss” baton to the entire audience who had the chance to vote on which panelist gave the best advice on three lead generation scenarios. The panelists each had three minutes to offer quick-hit tactics for each challenge.
For this post, let’s take a look at each expert’s take on one of the situations.
Comments Off on B2B Social Media: Jay Baer discusses social media ROI and Facebook likes [Video]
Quick checklist, B2B marketers. Do you have:
Customers?
Prospective customers?
Employees?
Competitors?
A story to tell?
Then, according to Jay Baer, “Congratulations, you have the raw materials for social media.” And he makes a good point. After all, some B2B marketers think of social media as more of a consumer marketing tactic, and many B2B marketers think they can’t learn anything from their B2C brethren.
But at last week’s MarketingSherpa B2B Summit in Boston, Jay made a very convincing argument for B2B social media. But he didn’t just aim to shift the audience’s paradigm; his keynote was replete with actionable advice, including ideas on how to tackle one of the most daunting tasks of all, measuring social media ROI.
He also talked about search and social going together like peanut butter and jelly. Jay gave the audience examples on how they could be a “digital dandelion,” spreading their content through the digital world like dandelion seeds on a windy day.
After his keynote (and once he was finished signing books for his marketing groupies), videographer Luke Thorpe and I cornered Jay on the expo floor and peppered him with a few questions about some of his more eye-opening ideas …
Comments Off on Search and Email Marketing: Why these channels dominate
I always start an interview with general questions. I ask about the company, the marketer’s role, and the company’s marketing in general. It helps frame the case study or tactics we’re about to cover.
I sometimes ask, “What are your top marketing channels?” This helps me understand the team’s priorities. Some say ‘catalogs’ or ‘telesales,’ but the two channels I most often hear are email marketing and search.
Again and again, marketers say one or both of these channels are the primary drivers of their success. That got me thinking about the similarities between email and search engine optimization (SEO)/pay-per-click (PPC). I came up with three: Read more…
At this week’s B2B Summit in Boston, one of the case studies presented was on a multi-channel lead generation campaign conducted by CenterBeam, a technology infrastructure company serving mid-sized businesses. This campaign included an extensive outbound element with multiple phone calls and follow-up email, and a “friends and family” referral program.
The third piece of this campaign, a new content marketing strategy, was created from the ashes of a failing pay-per-click effort.
Reallocate the budget away from losing efforts
CenterBeam simply took money from the PPC campaigns, and put that budget line into the content strategy. There was no new expense, just a reallocation of money Marketing had to spend.
Karen Hayward, EVP and CMO, CenterBeam, says the company’s paid search program was not producing positive results. The campaigns were bringing in smaller companies that weren’t part of the CenterBeam’s target market.
The solution was to take that spending and apply it to a concentrated content marketing strategy to boost organic search traffic, and hopefully draw in more qualified leads.
For this effort, CenterBeam went to an outside vendor specializing in custom news creation with a number of requirements:
50 articles per month
Every article had to be unique and exclusive to CenterBeam’s website
CenterBeam optimized the keywords
CenterBeam provided six categories of relevant topics for the articles
Here you can see a screenshot of the news page at CenterBeam showing the heavy dose of new content: Read more…
We just wrapped the production of our 2012 B2B Marketing Benchmark Report. The overwhelming theme in this study of 1,745 B2B marketers is that the B2B marketing environment is becoming increasingly more challenging over time. In year-over-year (YoY) comparisons of the research, the perceived effectiveness of tactics has seen severe declines. MarketingSherpa wanted to get to the bottom of what’s really happening.
Marketers are all aware of the changes that have taken place in the market. Buyers research their purchasing decisions online, not by calling Sales. Marketers get that. But what are they really doing about it? Read more…
My reporter antenna was humming during the presentation yesterday from Jay Baer, President, Convince & Convert, at the MarketingSherpa B2B Summit in Boston. I could write a blog post everyday for two weeks based on Baer’s advice — and it encompassed only a single hour of the day packed with insights.
Baer methodically destroyed “the seven myths of B2B social media,” the first two of which directly addressed why B2B companies need to care about social media. Read more…
Like many marketers, I am not a lawyer. So when I see terms and conditions, my eyes glaze over and I shoot an email to our excellent in-house counsel.
However, if you conduct a campaign on a third-party site, you are at the mercy of their rules.
Take Facebook, for example. According to a recent whitepaper from Bulbstorm, “Run afoul of the guidelines, and your page could be shut down by Facebook at a moment’s notice … Facebook accepts reports of violations, and no one watches your page more closely than your competitors. They’d love nothing more than to see your campaign fail. So, follow the guidelines and don’t give Brand X a reason to tattle.”
But if you’re not a lawyer, following these guidelines to the letter is easier said than done. So, to help you avoid the LSAT, I grabbed Matt Simpson, Director, Interactive & Client Services at Bulbstorm, a developer of Facebook applications, and asked him a few questions that will keep you on the sunny side of Mark Zuckerberg and his team …
I’m horrible at naming. As a writer, this is one of my least favorite projects.
First, you have to create a string of words/syllables that have never existed before. Then, you have to make sure that, well, it truly never existed before and you can legally get the name (and, as the Barenaked Ladies so wisely sang, “It’s all been done.”) Lastly, you want to secure that Park Avenue address of the Internet – a “.com” address.
Whew.
And unlike the perfect headline that just sounds like music to my ears (even years later), by the end of the entire process, I find myself saying random syllables over and over so much that they all just start to sound kind of weird.
Yet, a good name can make be a huge ally to all of your future marketing endeavors. I’ve always loved ICQ, an early instant messaging client, because it gave you a real sense for what the product did. HotelTonight is another great one, and the subject of David Kirkpatrick’s product launch article in today’s MarketingSherpa consumer marketing newsletter. Get a hotel … tonight.
But if you’re engaged in your own product launches, you flat out need a good name. So I asked a few marketing pros for the origin stories behind their own names, and what lessons they learned in the process to help you the next time you have to, gulp, name that product or company … Read more…
Groupon is one of the biggest email marketing success stories you’ll ever hear. The daily deal company launched in November 2008 and was dubbed the fastest growing company ever last year by Forbes. Much of that growth is powered by targeted email messaging.
Today, Groupon sends about 5 billion emails each month, according to John Becvar, Sr. Director of Relationship Marketing at Groupon. I was lucky enough to hear Becvar comment on the company’s growth and email strategy during a panel session at ExactTarget’s Connections 2011 last week.
“We really began with no personalization and no segmentation,” Becvar said.
Becvar joined Groupon almost two years ago, back when its site featured a single deal each day in markets such as greater Chicago, with no deals on the weekends. Today, Groupon offers about 1,000 deals in the Chicago area in a given week, Becvar said.
“When I joined we had about 2 million subscribers. Based on our most-recent finding, we have over 115 million subscribers … We were in 20-some-odd markets when I joined. Now we’re in 45 countries and 500 markets … So we’ve obviously had to do a little bit of segmentation and personalization to stay relevant,” Becvar said.
Becvar described four types of segmentation Groupon uses for its email marketing: Read more…
Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
