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2018: The year of influencer marketing for B2B brands - Marketing Land

…consumer products. It’s said that B2B buyers get as far as two-thirds through the purchase journey before they contact a vendor, and that’s only if the vendor’s capability meets the basic technical requirements. How influence works in B2B Sadly, reaching B2B decision-makers isn’t easy.…

How to overcome unique B2B digital marketing challenges

When it comes to business-to-business (B2B) marketing, anyone who has been operating in the space understands it comes with a particular set of challenges. Unlike marketing to consumers, B2B companies often have to deal with longer sales cycles, smaller audience markets, and higher ticket prices. In…

The business stats you must have on instant recall - Marketing Land

…conversion rates, number of segments and average order value. What were my goals and what percentage of them did I accomplish? Acquisition. As a B2B marketer, I need to show how many high-quality leads and customers I acquired. For B2C marketers, how many subscribers or customers did you acquire…

How soft calls to action will save your B2B campaigns

…danger. The fun part is figuring out why they are underperforming. Now, if you’re in the B2B space, then you know the importance of keeping the sales team happy with “hot” leads. The reality is that B2B marketing is a weird balance of generating marketing-qualified leads and sales-qualified leads.…

The podcast option: How audio content can help build a B2B business

…time investment. What’s lost in visuals must be gained in depth. But for the right brand, a B2B podcast can be a great way to learn while branding. If you’re considering a podcast as a B2B content option, this post lays out reasons to pick up the mic, and reasons not to. The benefits of…

How to increase B2B form submissions through conversion testing - Marketing Land

Nearly all business-to-business (B2B) marketers are focused on increasing leads, improving lead quality and improving return on investment (ROI). Conversion testing plays a key role in all three of these objectives. Let’s look at four tests that illustrate how improving the online experience…

How researching B2B influencers can deliver actionable intelligence - Marketing Land

In my last article, I talked about the opportunity that B2B brands have with influencer marketing, leveraging the 1:9:90 Model of Influence. The next step in this approach is to research and analyze the influencers’ behaviors, media consumption and conversational trends — what are they…

Hey, email marketers - Take a load off and embrace automation - Marketing Land

…that AI will drive 95 percent of customer interaction by 2025. Email automation has been at the heart of business-to-business (B2B) marketing for a decade. B2B marketers look at email automation as a form of lead nurturing. For B2C marketers, a welcome series could constitute simple, basic…

Marketing Day: February 29, 2012

…Search Engine Marketing For Seasonal Opportunities The Conversion Chain In Paid Search: Beyond Traditional Key Performance Indicators Beef Up B2B Publications With Rockstar Industry Conference Coverage How To Creatively & Effectively Build Links Using Public Data Live Blogging the Google…

Voice search and SEO: Why B2B marketers need to pay attention now

…adopted for a variety of purposes, and its influence on B2B decision-makers is growing as well. By looking at who’s using voice search, why they’re using it, and where they’re using it, it becomes very clear that the impact of voice search on B2B SEO is inevitable. Adoption of the technology is on…

Marketing Day: December 8, 2011

…Marketing Marketers Plan to Invest More in Social Media and Email, Marketing Pilgrim Marketing Tim Tebow Style!, www.marketingprofessor.com B2B Marketing 2012 Trends Part 2: Campaign and Funnel Automation, www.kwanzoo.com Online Video Viewing Passes 50% of Total US Population, www.emarketer.com…

Bombora gives marketers self-service access to its B2B surge intent data

…a firm like Demandbase is also known for providing B2B intent data, it’s focused on visitors to a company’s own website. “We’re the primary source of B2B intent data,” CEO Erik Matlick told me, adding that his company is the “only one with B2B surge data.” His company’s other product focuses on…