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

You ride on the ABM train because your destination is a 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…

B2C strategies can also be used for B2B audiences, after all, all marketing is human to human

B2B marketing strategies can be hard to get a handle on since reaching potential customers is very different from B2C ones, right? Or are there strategies that translate from consumer-focused organizations to B2B ones? In a word, yes...and it is those strategies that need to infiltrate our marketing efforts in the business-to-business world to compete in the current and future age. All marketing is, after all, human to human. In their article (and accompanying infographic), Imaginasium, a B2B marketing agency, demystifies B2B marketing with stats, tips, and strategies you can put to use today. First, let’s review a couple of those surprising stats about B2B marketing strategies; for more of these, see the full infographic below. 51% of companies don’t have a clear marketing strategy 68% struggle with getting enough quality B2B leads 79%…

Channel sales compose a fundamental part of most business models. Trusted partners can help companies enter new regional markets with little investment or expand their share in existing markets.

But most channel partners will work with more than one brand, so a business needs to establish close relationships with its partners to boost its channel sales strategy. In a crowded landscape, live experiences (online and offline) have proven to be a successful way for brands to establish relationships with target audiences. Traditional marketing can communicate the quality of your brand’s product and the value of your relationship, but connecting channel partners with your brand amplifies the impact even more. With the right B2B event marketing strategy, you can build confidence in your brand plan and help secure further investment, too. [si_guide_block id="146918" title="Download our Business Resource – Channel and partner marketing improvement guide" description="In this guide we'll show you the seven factors that you should use…

Looking to improve your content marketing outcomes? Capture share of mind with a data-driven B2B content marketing strategy that doesn’t cost the earth

The B2B purchase cycle is changing significantly - and so are decisionmakers, who are under more scrutiny than ever to ensure that the solutions they pick deliver ROI. This means they need to get up to speed fast on new technologies, new approaches, new solutions and more. It’s a tall order, which has led the average sales cycle for a B2B solution to increase by 22% in recent years, according to Kapost. As a result, content is now playing a vital role. B2B decisionmakers are spending more than 57% of the purchase cycle engaging with content before they ever reach out to sales representatives. According to Forrester, on average a person consumes 11.4 pieces of content before making a purchase decision. That’s…

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…

Chart of the week: 64% of B2B organizations have a formal marketing plan, but what do they need to keep in mind for 2020?

Understanding where B2B industries are going with their marketing can help you identify trends, discover the next big thing and keep ahead of the competition. This is especially important as we get ready to head into 2020, as marketing trends are set to change for the new year, which will likely affect your upcoming strategies. We’ve taken a look at the latest B2B Marketing Mix Report from Sagefrog Marketing Group to see what the state of B2B marketing currently is. We’ve highlighted what we believe are some of the key findings that could help you see more success from your marketing in 2020. [si_blog_banner_cta]

Most organizations have a plan

When it comes to B2B organizations, 64% say they have a formal marketing plan, helping to shape and…

Chart of the Week: 86% of B2B marketers have used content marketing to achieve brand awareness goals in the last year

B2B marketers are successfully using content marketing to achieve top-of-the-funnel goals, with 86% saying they have used it to achieve their brand awareness goals in the last 12 months. New research from the Content Marketing Institute (CMI) has revealed that content marketing is helping 79% of marketers to educate their audiences while 75% are successfully using it to build credibility and/or trust. However, fewer marketers are managing to make the most of content marketing when it comes to actions deeper in the funnel. According to the 2020 B2B Benchmarks, Budgets and Trends report, just 63% are managing to use content marketing to build loyalty with existing clients or customers, suggesting they could be missing out on 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…

Content marketing is one of the best ways to generate leads as a B2B company. However, many struggle with executing it correctly. Are you one of them?

Around 70% of users on the internet learn via content before purchasing a product versus traditional advertisements. Times are changing. The average person used to need advertisements to tell them about a product or service. Not anymore. B2B consumers are smarter and more resourceful than ever. They have everything they need at their fingertips to make an informed decision. That’s where content marketing comes in. It aligns with this behaviour by offering high-quality valuable content that educates prospects on a relevant topic. This, when done properly, gets them sucked into your lead generation funnel, as well. [si_guide_block id="5651" title="Download our Individual Member Resource – Content marketing strategy guide" description="This guide…

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…