Real-world examples of PR getting an account-based makeover

You ride on the ABM train because your destination is results town. Life is all about the names on your account list that you’ve converted into customers and the revenue you’ve brought in from doing so. There’s a beauty to this kind of commercial simplicity! Although the endpoint is succinct and straightforward, that doesn’t mean to say the process will be. You’ll likely have to flip, hack and smash your way through the age-old promotional mix in a way that befits an approach that operates with laserlike focus. This brings a neat blend of freedom and flexibility when you’re looking at the activities to deploy as part of an ABM campaign. One such area that’s been under the spotlight for me recently in helping companies with ABM strategy is PR: specifically account-based PR. Before we get into the detail on that…

A content marketing funnel acts as a guide for your prospects and leads. It shows them the specific steps they need to take before purchasing your product or service

According to Demand Metric, content marketing generates three times more leads than outbound marketing and it’s about 62% less costly. As a B2B brand, if you want to attract more leads to your business and spend less to do so, you should leverage content marketing. [caption id="attachment_148039" align="aligncenter" width="550"] [Image via Demand Metric][/caption]To do this effectively, you need a content marketing funnel. A content marketing funnel acts as a guide for your prospects and leads. It shows them the specific steps they need to take before purchasing your product or service. It also helps your business get more qualified leads. In this post, you will learn how to create a…

Don't let your B2B site lose you leads by making these five basic mistakes

There are literally millions of business to business websites out there, but not all of them are as efficient as they could be. The purpose of creating and managing a B2B website is mainly to engage with your audience and turn them from passive viewers into active clients. So, why is it so hard to engage the audience that visits your website? Firstly, most of the B2B websites don’t respect a set of basic rules that ensure success. They usually focus on the wrong thing, forgetting about the audience. A B2B website is, of course, a way for you to present and advertise your business, but it should be much more than that. [si_guide_block id="85722" title="Free Resource: 10 B2B marketing mistakes" description="Everyone makes mistakes! Over the last 20 years, we have consulted and trained with many B2B businesses which…

If you can get customers to become loyal to your brand, their lifetime value to your company will skyrocket.

Turning customers into loyalists was once the holy grail of branding: If you can get customers to become loyal to your brand, their lifetime value to your company will skyrocket. Today, fanatics are the new loyalists. They don’t just buy your brand all the time, yours is the only brand they buy, so it becomes an important part of their identity. A loyal customer loves your brand, but they might also buy your competitors’ products half the time. Brand fanatics — like sports fanatics — are fiercely loyal to the point of exclusion. They’ll even turn other items into billboards for your brand by placing your stickers and logos all over their computers, cars, and backpacks. [si_guide_block id="59989" title="Download our Individual Member Resource – Customer onboarding guide" description="This guide will show you how to…

Right now there’s no more prime real estate for video marketing than YouTube.

The writing is on the wall and video is poised to take over cyberspace completely. Right now there’s no more prime real estate for video marketing than YouTube. This isn’t merely a clip-sharing social-media site, it’s the number two search engine in the entire world after Google. It goes without saying, then, that if you want an effective digital marketing strategy for your B2B business, it should include YouTube. Below we look at some of the most effective strategies B2B companies can implement to maximize their YouTube initiatives.

Create engaging vlogs and post regularly

If you’re a B2B that’s up to date on your content marketing strategies, that means you publish a company blog regularly. In 2019 you should absolutely be supplementing these blogs with vlogs. In these videos, you should build…

An account-based twist to your experiential planning

In the B2B marketer’s toolkit, events are pretty much stitched into the fabric. For as long as there have been buyers and sellers in a market there have been events that bring the two together with varying degrees of structure in the middle. It’s not all been plain sailing though. Over the past twenty years, it’s had a rocky ride. Digital developments have meant that investment in experiential were put under pressure. The tide is turning though: Bizzabo found that 63% of marketers plan on investing more in live events in the future both in budget and number of events. In my experience, one of the main drivers of this increased focus is ABM. Creative ABMers the world over are turning to tried and tested techniques like events and giving them an extreme account-based makeover (without the Hollywood tears).

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In this guide, I’m going to show you how to leverage inbound marketing on LinkedIn to create a steady stream of high-quality B2B leads and accelerate your sales.

No scraping emails and outbound outreach. No mass-spamming. Just exact step process you can follow to regularly fill in your sales pipeline with high-quality inbound leads. Let’s get started. [si_guide_block id="25525" title="Smarter LinkedIn marketing guide" description="For a complete overview of everything LinkedIn can do and how to set up a business page that will generate interest on the platform, download our Smarter LinkedIn marketing guide."]

Step 1: Define and focus on your target market segment

From a glance, this is the easiest the step but, at the same time, wrong targeting makes every marketing campaign doomed before it ever started. There is a famous Russian proverb: A person who chases two rabbits won't catch either. Different market segments who potentially can buy your product have different challenges, goals and, accordingly, seek…

It’s never been easier for B2B businesses to identify and target their ideal customers online.

"I have a great product or service but I just can’t seem to be able to find buyers." I hear this a lot. It's one of the most frustrating things for a passionate business owner or manager with a solution that can solve a genuine problem for people. For anyone who says "my product/service is for anyone that wants it", this may be true; but it won’t help you with your marketing strategy. [si_guide_block id="18795" title="Download our Individual Member Resource – Customer persona guide and template" description="This template will be useful for both agency and client-side marketers to help them create compelling customer personas for their marketing plans."/] Think about a sliding scale. At one end you have people who don’t, and probably never will have an interest in your solution. At the other end, you have the person who recognizes…

How to apply our RACE Planning Framework and SOSTAC® to a B2B digital marketing plan

We pride ourselves in giving you content that you can apply directly to your company – whether you’re a burgeoning start-up trying to make your mark in a competitive market or an industry-leader taking your next step to global expansion. Our digital marketing plans are used by members from around the world in a wide variety of industries, which is why we’ve created a new batch of example marketing plans. These example plans will show you how our RACE planning framework can apply to specific industries and help you to set attainable targets for your marketing activities. They combine two recognized methods of structuring digital marketing plans used throughout the Digital Strategy Toolkit – Smart Insights’ RACE Digital Marketing Planning™ and PR Smith’s SOSTAC®. Our first digital marketing plan example is for the B2B packaging industry!

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Statistics exploding the myths that mobile marketing is less important in B2B sectors

We have documented the ongoing growth of mobile adoption in our mobile statistics compilation. Yet most of our stats are based on consumer surveys and panels. It's rare for B2B specific data to be shown. Given this lack of insight, most businesses will turn to their analytics to assess the importance of visitors from smartphones. Looking at our own analytics, for Smart Insights it seems that mobile visits are relatively unimportant, with smartphones currently accounting for 19% of visitors, with an increase of around 8% increase year-on-year. Yet, one-fifth of all visits IS significant, especially since as you see with B2C organizations, our conversion rates are lower on smartphones, so lead generation is challenging on mobile.

The Boston Consulting Group research on mobile use in B2B

Given the lack of research on B2B mobile adoption, it was interesting to see this report looking…