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…

Going viral is something of a dream for us B2B content creators and marketers. You’d be lying if you deny that, plain and simple

And why not? Creating original, high-quality content is a monumental task in itself, let alone marketing it and making it stand out. The thought of our content spreading across the internet like wildfire is often what keeps us going. However, for B2B marketers, achieving virality with a well-written blog post is even more inconceivable. That’s because our audience is highly targeted professionals and business leaders, and our content is not meant to entertain or amuse. Going viral with a piece of content is somewhat akin to finally getting our "big break" in the digital industry, after writing countless blog posts, outreach emails, and what have you. [si_guide_block id="5651" title="Download our Individual Member Resource – Content marketing strategy guide" description="This guide shows you both how to develop a content marketing…

Three ideas to help plan your digital marketing in 2019

With the end of the year on the horizon, as inevitable as night follows day, many people will be looking ahead to 2019 with a host of New Year resolutions: Whilst some claim that these good intentions don’t work, it’s hard to argue that an ambition to get fit, eat well or start a new initiative isn’t a positive way to start the year. New Year resolutions may not always last, but at least people acknowledge that there may be room for improvement in their lives. Good businesses will also be looking for ways to improve and there is already a range of business-critical trends to bear in mind for 2019. As with personal resolutions, professionals are always looking for an…

New research highlights activities from the top performers

Joe Pullizzi and team over at the Content Marketing Institute (CMI) have been doing a great job in tracking trends in content marketing over the years. I still think of content marketing as a relatively new label for a marketing technique that has existed as long as print (see this video history of how content marketing has evolved from 1895). Yet it’s now ten years since I first read ‘Get Content, Get Customers’ by Joe, which was the first call-to-action to modern content marketing that started the latest trend.

Content marketing management trends for 2019

The latest trends and success factors for the year ahead are highlighted in this research, which focuses on B2B marketer responses, but highlights content marketing strategy success factors relevant for many other organisations. These are highlighted by categorisation of respondents by ‘top performers’ who characterizes his or her organization’s…

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…

How to boost business results by recognizing cognitive biases

In the 1970’s two young psychologists named Daniel Kahneman and Amos Tversky pioneered a new field of study, which eventually became known as behavioural psychology. They were interested in understanding whether humans were rational, economic decision-makers or fallible creatures, vulnerable to mistakes and errors as a result of ‘cognitive load’. Their research suggested that our brains use two ‘systems’ for making decisions: In the words of Daniel Kahneman, system one ‘runs the show’ but is powered by a range of heuristics, or rules of thumb, which lead to biases and behavioural quirks. There are now nearly 200 recognized cognitive biases that can affect how we make decisions in a multitude of different ways. Some are fairly well known (e.g. anchoring) whilst others are slightly more obscure (e.g. the false consensus…

How do you know who isn't converting and how can you make the most of the data to bring them back to your site?

Have you ever looked at your website analytics in real-time and watched as people entered the site? To your excitement, some of them filled out a form and converted into a lead. I have, and it’s awesome seeing the 5-6% of people that make it through your website funnel pop out the other end. 

But what about the 94-95% of people who don’t convert? Most likely you’ve got a remarketing campaign setup, which is bringing some of them back. But is there anything else you can do?

[si_guide_block id="59581" title="Download our Quick Win – Inbound marketing Quick Wins template" description="Completing a website audit with the aim of improving results from your inbound marketing isn't easy if you're starting with a 'blank piece of paper'…

Chart of the Day: A review of the content types that engage B2B audiences

How to best engage audiences is a challenge in all sectors, but particularly in B2B marketing where there are so many potential formats that can be selected as suggested by our content marketing matrix. This new research considers the 5 most popular content types only, but is interesting since it goes beyond reviewing the content that supports B2B buying decisions, but also considers general content consumption by professionals: This chart shows that if you want to engage your audiences, publishing other types of industry content could be popular. Covering industry trends is significantly more popular with content around to approach business challenges less popular, but still worthwhile. This shows the value in creating an digital value proposition as part of your content marketing strategy. As the visual shows you should…

Find out the most effective steps that will help you grow your company and generate leads

With software development setting records every year, it is easy to see why SaaS presents a lucrative opportunity for entrepreneurs. But like in every other business, you need to have a sound plan if you want to grow. Luckily, new technologies allow for the creation of new software and enable companies in this niche to grow more rapidly. So, what are the marketing strategies that can help your SaaS business get the most out of its lead generation efforts? Take a look at our tips below. [si_guide_block id="5676" title="Download FREE Resource – Digital marketing plan template" description="Our popular marketing planning template built on the Smart Insights RACE planning system."/]

Content marketing

Everybody knows that content is the king. If that is so, why wouldn’t you use his majesty to attract more visitors to your website? The thing with content…