Archive

Posts Tagged ‘B2B marketing’

B2B Marketing: Using behavioral data to create a customer-centric website

July 12th, 2017
Share

“DLT is a value-added reseller. We work with the public sector, pairing some of the leading technologies and software solutions in the industry and helping to deliver those into the public sector,” said Tom Mahoney, Director, Marketing Operations, DLT.

The company helps to eliminate the obstacles to getting cutting-edge products and services into the hands of the government employees who need to be using it.

In the spirit of eliminating obstacles, DLT decided to do just that with its own customer experience by optimizing the company’s website and content.

When looking at the website, Mahoney said he and his team asked themselves, “Was it performing for us, was it delivering the message we wanted to deliver and was it easy to use?”

Mahoney pointed out that if the website isn’t working for you as a marketer, then it is definitely not going to work for your customers.

“We couldn’t even find or access the type of content that we wanted to be seeing, and we had built it,” he said. “We had to take stock of that, step back and ask ourselves what the website is meant to do and how can we make the experience a little more optimal?”

Read more…

4 Lessons About B2B Inbound Marketing from a Sunday Morning in the Coffee Shop

June 6th, 2017
Share

I was in Starbucks the other day, and in walks an older gentleman. I couldn’t help but notice that people kept focusing on him and chatting him up — in line, while waiting for a drink, etc.

I could overhear the conversations a bit, so I asked someone sitting near me, “Was that guy in the NFL or something?” He responded, “Yeah, that’s Rocky Rochester. He was defensive tackle for the New York Jets in Super Bowl III.”

He happens to sit by me, and we strike up a conversation. He notices I’m wearing a Hofstra shirt, and he says, “Hey, we used to practice there.” Then, when I notice his Super Bowl ring on his finger and mention it, he does something that simply shocks me.

He just hands it to me. So, I’m sitting there, holding a ring from Super Bowl III. The Super Bowl of Super Bowls. Broadway Joe. The Guarantee.

I share this story because inbound marketing was on the top of my mind in that coffee shop on Sunday morning — we were putting the finishing touches on the MarketingSherpa Inbound Marketing for B2B Quick Guide  — and I realized this story was the perfect analogy for effective inbound marketing. Often, we get so focused on data and metrics, technology and automation that we overlook everyday human interactions like this.

However, normal human interactions are what we should be trying to emulate with our marketing, especially inbound marketing.

Read more…

Trust Your Customers to Raise Their Hands: How to use non-gated content to more than double high-quality leads

January 20th, 2017
Share

Challenged to measure ROI on every program and hit a certain number of leads per month, some marketers make potential customers fill out forms to get access to gated content.

Instead of forcing form fills, Chris Keller, Vice President of Marketing, Health Catalyst, and his team set their content free in order to increase shareability and lead quality while more than doubling leads during a three-quarter period.

“We’re trying to be the non-marketing marketing group,” Chris said. “We’ve taken a controversial approach to educating the market.”

For Health Catalyst, a healthcare analytics company, aggressively educating customers was a key aspect of its strategy to deliver a high-growth pipeline of leads. However, in a crowded healthcare IT market, Health Catalyst wanted to establish leadership, not generate cold leads.

This led the team to take a different approach: as few lead forms as possible. Because they wanted a pipeline of sale-ready leads, they put their trust in prospects to raise their hands when they were ready.

Read more…

How PR Newswire Created a Customer-Centric Demand Gen Engine

January 13th, 2017
Share

In today’s digital landscape, the buyer is in control and is more sophisticated than ever before. In fact, according to Forrester, 93% of B2B buyers prefer to transact online when they have decided what to buy.

After publishing this week’s B2B case study featuring cyber security firm SecureWorks’ transformation of its demand generation, I realized how vital a clear, built-out purchase path can be for both marketers and consumers.

With that, I decided to reach back to a Media Center Interview with Ken Wincko, SVP of Marketing, PR Newswire, who spoke at last year’s MarketingSherpa Summit on the topic.

 

To effectively engage and target buyers, Ken and his team developed a sophisticated buyer-centric go-to-market approach that employs tailored content aligned to key segments and personas across the entire customer lifecycle.

It starts, he said, with recognizing that customers have options and that it’s very easy for them to make choices on their own.

“What we’ve really focused on is becoming buyer-centric, and to focus on [buyers’] core informational needs,” he said. “What are their challenges? Where are the opportunities for them?”

Read more…

The Most Shared Articles from MarketingSherpa Blog in 2016

January 9th, 2017
Share

While the jury may be out on 2016 as a whole, marketers have had a very exciting year, and MarketingSherpa (if we may say so) has hopefully shown a spotlight on it through our content.

In light of celebrating the good of 2016 as we’re all madly planning what 2017 will bring, we’re revisiting the most popular articles from the past 12 months. Looking back at top content helps us see what our readers found to be the most helpful and valuable content, and it helps you to know what your peers are looking for.

Below, see where we’ve been this past year using the nine most popular articles to find what elements you might want to bring with you into 2017…

#1. Six Places to Focus to Make your Website a Revenue Generator

We have more digital marketing channels than ever before, but it’s become even harder to connect with customers.

One thing’s become clear, that there is a growing divide between those who are fully engaged with digital marketing and those who are still figuring out the fundamentals. This interview with Kristin Zhivago, President of Cloud Potential, goes over her report on “revenue road blocks,” as a deep dive into what she’s discovered to help marketers quickly close this digital marketing gap and do better.

If marketers directly address getting the six key focuses covered in this blog post right, you can move forward and close the gap between digital and customers.

Read more…

How HCSS Used an Interactive Contest to Increase Web Traffic 800%

December 9th, 2016
Share

Pretty often with complex B2B products and services, it can be difficult, even for customers to show off the intricacies and value of the entire process.

With more than 4,000 construction companies and 45,000 end-users on HCSS software, the company was looking for a way to leverage clients’ stories and turn them into usable and compelling content.

 

Read more…

How SAP Engaged Its Best Customers to the Close of $27 Million

October 28th, 2016
Share

What do you do when optimizing customer engagement means transforming the way an entire organization thinks and functions?

Making a transformational shift in any company is a huge undertaking of thousands of details. In the midst of all of those details, you absolutely cannot forget to ensure that everyone, company-wide, is on the same page and focused on a unified value proposition.

When I spoke with Eric Martin, Vice President of Marketing, North America, SAP, the company had just undergone a transformation to account-based marketing, specifically in North America.

“It was a matter of bringing together a lot of existing marketing resources, and creating some new ones, and focusing them on a sub-segment of customers, a small group, that really you could consider the most strategically important customers,” he said.

Read more…

Five Tips From a Personal Care Industry CEO for Setting (and Getting Approval for) Your Marketing Budget

September 9th, 2016
Share

When we ask marketers about their biggest challenges, budget issues are usually at or near the top. Ecommerce marketers say size of marketing budget is the biggest challenge to their companies’ ecommerce operations. B2B marketers say lack of resources in staffing, budgeting or time are the biggest barrier to overcoming their top challenges.

Everybody is challenged by the budget in some way.

So to give you a business leader’s perspective on key budget questions: What should you prioritize in your budget? How should you work with the rest of the organization? How do you get your key priorities approved?

I looked outside of the marketing-sphere and interviewed Stuart Benton, President and CEO, Bradford Soap.

Budgeting Advice CEO_Sherpa_DB

Stuart has a unique perspective on budgeting, as he was formerly Bradford Soap’s CFO, and has a perspective on selling products as well from a previous stint as Director of Sales and Financial Operational Planning at Veryfine Products, a $250 million juice company (at the time).

To give you some context, Bradford Soaps is a 140-year-old, $100 million organization with 700 employees that develops and manufactures soap for Dove, Johnson & Johnson, L’Oreal, Tom’s of Maine, Dr. Bronner’s, and other brands.

“We make the majority of all the specialty bar soaps in America,” Stuart said.

Here are some tips from our conversation to keep in mind as you set your next budget…

Read more…

Content Strategy Versus Content Volume: How HR tech company, WorkCompass, wrote less content, but increased leads by 300%

January 29th, 2016
Share

Content marketing is a lot of work. Any company doing content marketing has to also run a media business on the side of their regular business.

But what if you could do less writing and still increase your leads by 300%?

That’s exactly what Alan O’Rourke did at HR performance management software company, WorkCompass, with a small marketing team.

According to his blog post on Audience Stack, O’Rourke was having trouble getting his content marketing efforts to pay off.

I tried it for a few months but found I was just sending more content to the same people. More was not better. It was just more. Using basic inbound marketing our audience and reach was not growing.

So what he did instead was create an inbound marketing strategy that focused 70% of his team’s effort on promoting his content, and 30% of his team’s effort in actually creating the content.

The results were fantastic. In fact lead capture (my primary measurement of success) jumped by over 300%!

Fortunately, he mapped out his entire strategy in a nice infographic. He calls it the One Month Micro B2B Marketing Plan — although I’m sure most savvy ecommerce marketers out there will be able to apply the same principles to their own content marketing strategies.

Micro B2B Marketing and Promotion Plan - Audiencestack.com
The Micro B2B Marketing and Promotion Plan from AudienceStack.com

 

So what does this mean for your team?

It means you can at least test slowing down your editorial calendar to produce higher quality long form content to promote over and over again.

P.S. I found O’Rourke’s blog post and infographic from a post on Reddit, where he had promoted it. Now I’m writing about it here, giving him links and hopefully sending a significant amount of traffic his way. So he’s doing something right.

 

You might also like

B2B Marketing: Content strategy results in 50% of qualified leads being inbound [From MarketingSherpa]

Content Marketing 101: Tips on content strategy

Content Marketing: How an energy data company’s content strategy increased leads by 733% [From MarketingSherpa]

Inbound Marketing: Beef jerky company develops content strategy around brand character to increase social media fans 2,113% [From MarketingSherpa]

Fuji Xerox Launches New B2B Product With a Fashion Show

December 29th, 2015
Share

“I think the industry … Fuji Xerox is [in is] a very competitive one,” Steven Caunce, Corporate Affairs Manager, Fuji Xerox, said.

Aside from the competitive B2B space, “selling print devices to large organizations, it’s not a particularly sexy business to be in, so we’re always looking for different ways to try to engage and motivate our customers.”

A prime opportunity to engage customers in this manner is when launching a new product, he said. It’s especially important since the industry is so competitive.

To generate excitement for the Versant 2100 printer, the team at Fuji Xerox created a fashion show featuring a fictional designer, complete with direct mail “lookbooks.”

The creative event campaign Steven and his team came up with generated new sales, inspired the brand’s sales team and accounted for 34% of the Asia-Pacific sales total.

 

Read more…