5 Keys to Creating B2B Content That Engages Different Verticals
According to new research by the Content Marketing Institute and MarketingProfs, B2B marketers create content for an average of four audiences. The 2015 B2B Content Marketing: Benchmarks, Budgets and Trends – North America report also states that B2B marketers use an average of 13 different content marketing tactics. This tactics include blogs, e-newsletters, case studies, […]
Should You Use Social Media or Traditional Marketing to Engage IT Buyers? [IT Pros Sound Off]
When it comes to making the best use of your marketing time and resources, should you: Send more emails or post more content to your blog? Create a direct mail campaign or run ads on LinkedIn? Host a webinar on your website or a Hangout on Google+? With so many options, it can be hard […]
7 Ways to Promote Your White Papers to Get More Downloads, Leads and Shares
White papers, guides and ebooks are time-intensive content marketing projects. It’s surprising that many B2B marketers put lots of time and resources into developing white papers and then simply post them on their websites and hope leads will pour in. Unfortunately, it’s not this easy. Here are seven ways you can promote your white papers […]
What Types of B2B Content Do You Need to Convert Leads?
Here’s a hard truth about marketing … You can produce tons of B2B content – even great content – but if it’s not relevant to your target audience, you’re wasting your time and resources. In the latest TechTarget Media Consumption Research Brief, B2B technology buyers stated that “media is only effective if the information that […]
How to Build a B2B Blog that Attracts Leads and Increases Your Conversions
According to InsideView, B2B marketers who blog generate 67% more leads than those who don’t blog. However, many B2B marketers struggle to engage their target audience and increase their conversions through their blogs. Check out the webcast below, where I discuss how to build a B2B blog that attracts high-quality leads and motivates them to […]
5 Reports That All B2B Technology Marketers Must Read
It seems as though I get a new report in my inbox every day. Many of them aren’t relevant, but every once in a while, someone sends me intriguing statistics that I just have to share. Without further ado, here are five reports that can give you valuable insights into B2B technology buyers and where […]
How to Optimize Your LinkedIn Company Page for B2B Lead Generation
LinkedIn is proving to be the No. 1 social network for B2B. The B2B Content Marketing Report 2013 Survey Results revealed that 85% of technology marketers believe LinkedIn is the most effective social network for distributing their content.* In addition, HubSpot found that LinkedIn’s visitor-to-lead conversion rate is 277% higher than Twitter and Facebook. These […]
5 Keys for Creating a Call to Action that Boosts B2B Conversions
The strength of your calls to action directly impacts your conversions. However, many B2B marketers treat the call to action like an afterthought. They may devote hours – or even days – to developing a piece of content only to spend just a few minutes writing its call to action. One of the biggest mistakes […]
How to Draw Readers into Your White Paper
One of my clients believes that most B2B marketers just “throw shit against the wall” and hope that it sticks. This may keep you busy, but it won’t bring you great results. When you’re putting a ton of time and effort into creating a white paper, you don’t want to throw random content out there […]
How to Write B2B Email Subject Lines that Get Your Messages Opened
Email subject lines are often an afterthought. After preparing your email’s content, you might only have a few seconds to dash off a quick subject line and send out your email. However, since the best B2B customers often come from in-house email lists, you should spend more time crafting subject lines that get readers to […]
Will Your B2B Website Matter in Two Years?
With the rise of social networks, earned media (e.g. social shares and positive online reviews) is becoming more valuable in the eyes of customers. Because many customers now base their buying decisions on social proof, the chat questioned whether paid media (e.g. ads) and owned media (e.g. your website) are still valuable marketing tactics. In two years, will your corporate website still be important?
7 B2B Twitter Best Practices
If you’ve been questioning whether Twitter is a worthwhile marketing investment, check out these statistics… According to the “Tweets in Action: Mobile/Tech” survey, 59% of people who have seen a tweet from a B2B technology company have visited the company’s website, as compared to 40% of Internet users who have not seen a tweet. When […]
The 4 Things You Must Include in Your White Papers to Engage, Persuade and Convert Leads
One of my freelance projects involves finding interesting technology resources and recommending them on a client’s blog. I read a lot of technology white papers and often pass over quite a few duds before I find one that is valuable enough to share. The main reason that I will refuse to promote a technology company’s white […]
The 5 Biggest B2B Case Study Mistakes
According to the B2B Content Marketing 2013 Benchmarks, Budgets and Trends-North America Report, 71% of B2B marketers are using case studies as part of their content marketing strategy. This is because case studies can be a powerful tool that educates prospects on how to solve their challenges while proving that your services are valuable. However, many B2B marketers make mistakes that diminish the value of their case studies and turn what can be a compelling story into just another sales pitch that nobody wants to read. Here are the five biggest case study mistakes …
How to Drive Customers to Your B2B Content: Lessons from the Juicer Guy
Over the holidays, I bought myself a gift – a juicer. For me, deciding on the right kitchen appliance involves more research than I care to admit. I probably spent more time picking a juicer than I did picking a university! I spent hours on the Internet, comparing models and brands and figuring out which […]
How to Create B2B Content that Converts and Shortens Sales Cycles
Highlights from my session at Content Marketing World 2012 I had the pleasure of speaking at Content Marketing World 2012 on the topic of using content to generate leads and shorten the B2B sales cycle. One of the big issues that I wanted to address in my presentation was how B2B companies, particularly technology companies, […]
The Top 10 B2B Marketing Insights from Content Marketing World
It’s that time of the year again … marketing professionals are returning to the office from summer vacations and trading long lunches on a patio for a quick bite in front of the computer. Since it can be hard to make the transition from relaxation to a regular work schedule, I was lucky to […]
The Biggest B2B Content Marketing Fear
Wow – it’s less than one week until Content Marketing World 2012 – the world’s largest gathering of content marketing professionals. I’m thrilled to be speaking at this event. My presentation will explore how B2B companies can use content marketing to generate leads and shorten their sales cycles. In preparation for Content Marketing World, I […]
15 Ways to Get to Know Your Target Audience
One of the biggest factors impacting the success of your marketing is how well your audience relates to your content. If your audience feels that you understand their needs and can help them, they will be more likely to respond to your calls to action. If your content isn’t relevant, they will tune your messages […]
How to Prioritize Your B2B Lead Generation and Content Marketing Efforts
Whether you’re starting out with content marketing, changing your marketing strategy to focus more on your customers or planning your next lead generation campaigns, it can be easy to get overwhelmed. You’ll probably have a mile-long list of projects that you would like to tackle, such as new white papers, launching a blog or […]