The B2B content that can help your sales team close

{ object.primary_image.title }}

30-second summary: The driving force behind many B2B marketing initiatives is content creation, but all content is not equal. Some content types are better for closing the deal than others. Tying content to specific stages of the buying cycle has been shown to increase b2B buyer engagement and lead to more deals. B2B buying groups spend most of their time researching new solutions independently. They use content to help facilitate this process. By creating content that matches different needs on the buying cycle, B2B marketers can help guide buyers in their increasingly self-guided buying process. Marketers who understand the job inherent in the buying funnel are in a better position to create content that helps buyers complete them. B2B marketing teams are juggling a million balls, with responsibilities that include driving demand gen and awareness through outbound marketing, creating compelling messaging for their company’s unique audience (not to mention defining that audience), and—above all else—producing sales qualified opportunities that close. The driving force behind many of these marketing initiatives is content, with one survey of nearly 700 B2B marketers listing the top 3 content marketing priorities as: Improving quality/conversion of audiences Improving content distribution/promotion Focusing on content quality/quantity Source: Marketing Charts All content is not equal, particularly when it comes to lead nurturing and the B2B buying funnel. Certain content types are more conducive to generating actual deals versus generating leads (even qualified leads). Content that’s developed with the bottom of the funnel in mind works better at the decision level for buying teams. Tying content to specific stages of the buying cycle has been shown to increase B2B buyer engagement and lead to more deals. Isabelle Papoulias, CMO at Mediafly, a sales enablement platform, writes, “Generally, B2B content should first create a positive predisposition and consideration for your brand, and later help accelerate the prospect along the path to purchase when they choose to buy. However, the buyer’s journey has become a self-guided journey, meaning by the time a prospect seeks to engage with a sales rep, they’ve already conducted a large majority of their research, narrowing down options before having conversations with sales.” Let’s unpack that a bit. The B2B buyer’s journey is becoming self-guided B2B buying is dominated by buying groups whose time is divided across five main buying activities, according to Gartner. The following chart shows how buyers’ time is spent: Source: Gartner Roughly 45% of …

Read Full Article on Clickz

Five problems with B2B content (and how to fix them)

{ object.primary_image.title }}

30-second summary: Businesses expect a lot from their B2B content, which can make its failures deeply disappointing. There are five common problems that sabotage the effectiveness of your content. They are: focusing on your needs over your audience’s needs, failing to tie it to the buying cycle, inconsistency, poor (or no) management, and the lack of a champion or leader. Each of these top problems is addressed using data from the Content Marketing Institute’s (CMI) 2020 report. The overarching problem with content is that it must be part of a company-wide initiative that leverages internal and external resources, strategy, and intention or you risk creating an asset that does not contribute to company growth. Content is the fuel that powers both inbound and outbound marketing efforts. Whatever form it takes—paid ads, video, images, blog posts, social media posts, case studies, webinars, infographics, whitepapers, eBooks…well, you get the picture—its end goal …

More

Four steps to ABM fueled targeting for B2B marketers

{ object.primary_image.title }}

30-second summary: Account-based marketing (ABM) is a B2B growth strategy that emphasizes targeting high-quality accounts by creating audience segments and maintaining an account-based funnel. Successful implementation of ABM requires that your marketing and sales teams are coordinated and that both teams approach ABM together. There are four accessible steps that companies can take to switch from traditional leads-based marketing to an ABM. These steps include: understanding the importance of high-value accounts, aligning marketing and sales teams, measuring and tracking what’s important, and investing in the right tools. Account-based marketing (ABM) is a B2B growth strategy that emphasizes targeting high-quality accounts over generating large quantities of leads. While an ABM approach may include both leads-based and accounts-based funnels, the emphasis with ABM is not on maintaining a high volume of leads, but on focusing your resources on fewer, more qualified, and higher-value prospects. Companies that are successful at implementing ABM tend …

More

How to Create a Customer Journey Map (Even if You Have No Idea Who Your Customers Really Are)

{ object.primary_image.title }}

Creating a customer journey map is enough to make even the best marketer freeze in their tracks and realize how little they really know about their prospects. If this sounds like you, don’t worry. Even if you’ve never created a buyer persona before, I’ll help you make sense of the process by giving you a sort of “map” to help you better understand who your customers are and what they want. Let’s take a closer look. Starting Fresh: The Basics of the Customer Journey Map A customer journey map is a diagram that illustrates each step in the buyer journey, including who the customer is, what their needs are, and what objections they face. This map makes it easier for sales, marketing, and executives to make more informed decisions and humanize your audience. The very first step in a customer journey map is the core demographic information about your customers, …

More

8 Unconventional Ways to Generate Qualified B2B Sales Leads

{ object.primary_image.title }}

Posted by Nadya_Khoja We know there are numerous ways to generate B2B sales leads, but let’s face it, the same old methods have been done to death. It’s time to take an unconventional approach to lead generation, especially for B2B companies, because B2B is a different ballgame than B2C — and your strategies need to reflect your audience. As a refresher, here’s how organization goals differ in the B2C versus the B2B sectors: Source: Venngage Before we begin detailing these B2B methods, it’s important to keep in mind that lead generation isn’t a one-and-done deal. You have to be open to A/B testing your strategies and your content. Regularly track your content performance, metrics, conversions, and be ready to improve. So, what are these unconventional methods to generate B2B sales leads? Read on to find out. 1. Tailor content for B2B sales leads B2B content is brand and agency-focused, and …

More

CMO confession #1: Who cares about MQLs?

{ object.primary_image.title }}

30-second summary: For marketers, setting your sights on opportunities, pipeline and revenue ensures better alignment with your revenue team peers in sales and customer success. That shifts us away from MQLs, which are still the lifeblood of many marketing teams. MQLs typically require a hand raise or website form fill in order to provide enough information to qualify the lead. MQLs keep marketers stuck thinking about leads or contacts, not buying teams. This creates a split between sales and marketing and is a missed opportunity for marketing to surround and engage all the buying team’s members to build REAL pipeline. With an ABM platform measuring account engagement, we get a clearer picture of who’s ready to buy and then can send them the most tightly-honed campaigns to move leads into our pipeline and beat our goals. I was recently asked to participate in a webinar called “True Confessions of a …

More

5 leading providers of enterprise marketing automation solutions

{ object.primary_image.title }}

30-second summary: We provide five examples of enterprise-level providers of marketing automation solutions including industry case studies. Each of these companies are leaders in marketing automation, with enterprise businesses (and, in some cases, SMBs) benefiting from their platforms, solutions, and technology. This list is not inclusive of every enterprise-level provider, but is meant to present an overview of best-in-class tools that exist in the market today, including tangible examples of how organizations are using them to improve their marketing, sales, and customer experience initiatives. It’s marketing automation week at ClickZ, and as part of our coverage of this game-changing technology, we’ve compiled a list of the top five enterprise-level solutions based on market share. The global marketing automation software market was $2.4 billion in 2019 and is expected to reach over $6.8 billion by 2026. Social Media Today’s 2019 State of Marketing Automation survey revealed that two-thirds of marketers are …

More

Terminus co-founder explains why ABM is a B2B strategy, not a tool

{ object.primary_image.title }}

30-second summary: Terminus is an award-winning account-based marketing (ABM) platform aimed at helping B2B marketers reach target accounts more efficiently and effectively. The platform, self-described as “all-in-one account-based marketing software” combines first and third-party data to help B2B companies target in-market accounts, manage audiences, and orchestrate marketing campaigns. With ABM, the goal isn’t to obtain more leads, but to be smarter about targeting the right prospects and nurturing those prospects throughout the sales funnel. Terminus developed a TEAM framework that includes five elements—target, engage, activate and measure (TEAM) which looks at ABM as a B2B strategy, not a tool. In 2018, Terminus acquired a company called Brightfunnel, a tool that measures marketing’s impact throughout the sales funnel. Meaningful ABM metrics are focused on business outcomes—improved acquisition, speeding up pipeline velocity, and expansion of existing accounts. Founded in 2014, by Eric Spett, Eric Vass, and Sangram Vajre, Terminus is a key …

More

True confessions of a CMO, part 3: Marketing sourced pipeline is bogus

{ object.primary_image.title }}

30-second summary: Too often we self-silo because it’s hard to control and attribute the breadth of potential revenue-generating sources back to each and every activity. But if you want to survive, it’s the job. The ultimate goal for marketing, sales and your entire organization is to achieve predictable revenue growth. Now, with an AI-driven account engagement platform, we have the means to measure our effectiveness, not for attribution credit or as a goal in and of itself, but as a way to optimize our campaigns and budget to maximize predictable outcomes. It’s much easier to predict revenue from a campaign aimed at a small segment of highly targeted accounts than it is from 1,000 leads who filled out your contact us form. Look at account engagement as a critical measurement for your account based segments with respect to timing, specifically how to identify and pursue “in market” accounts. Start with …

More

Key Insights: B2B content marketing decoded, top marketing technologies, and AI spotlight

{ object.primary_image.title }}

30-second summary: Content marketing has the key to a lot of opportunities, NetLine Corporation analysed their first-party data sources and the outcomes strongly support this statement 76% of marketers saw webinars as a good source to drive more leads Ebooks, whitepapers, and guides topped the content demand list, but there’s a twist Who’s most likely to demand more content? C-Suite executives vs Senior VPs The magic time window to reach a CEO was… read on to find out “Content & Experience” technology peaked marketers’ purchase interest in March, April, and May Only 8% of respondents across industries said their AI-relevant data are accessible by systems across the organization AI spotlight: Growth rate, front-runners, and content marketing Recent times have increasingly added emphasis on “adding value” and “being at the right place at the right time”. Today’s article shows exactly how these can be achieved through content marketing, a great marketing …

More

How would an SEO agency be built today? Part 2: Current business model(s)

{ object.primary_image.title }}

There are about 36,000 digital marketing agencies worldwide, based on our research on platforms like UpCity, Clutch, and our trials and users. Out of these, about 60% have SEO services integrated into their main activities. New agencies keep appearing, even in the current challenging context — more than 200 were created so far in 2020. With this in mind, our team at SEOmonitor designed a strategic experiment in three parts, starting from the question — How would you build an SEO agency in 2020? In the first part , we’ve explored trends, based on search data, and Gartner’s Hype Cycle to understand what’s transient and what’s here to stay, whether or not accelerated by the pandemic. In this second part, we’re looking at the status quo of SEO agencies and their current business models, introducing another strategic lens to guide our research: Alex Osterwalder’s Business Model Canvas or BMC. A …

More

Subscribe to our newsletter

Join our newsletter and never miss out trending marketing news.

HitcountVariables(pk=8753, ajax_url='/api/hit/ajax/', hits='1')