In this week's issue of LeadCrunch's Best in B2B Growth, we bring you a diverse set of articles about B2B content campaign tips, moneyball tips for marketing, useful B2C approaches that B2B marketers could adopt, and LinkedIn's new tool for B2B marketing strategies. This week's issue also provides you with 8 steps to master to art of persuasion for B2B sellers - be sure to check it out. Also don't miss the singular webinar with Hubspot's Chief Revenue Officer, Mark Roberge!
Curated content - summary
- Six Things Effective B2B Marketers Know Are Essential to the Success of Content Campaigns, by Armand David via LinkedIn
- 5 Moneyball Tips fo Marketing and Sales to Win Big with Partners, by Sam Harkness via Marketo
- Five B2C Approaches that B2B Marketers Should Steal, by Bruce Swann via MarketingProfs
- What LinkedIn's New Tool Means for B2B Marketing Strategies, by Kyle Harper via Skyword
- 8 Steps to Master the Art of Persuasion for B2B Sellers, by AJ Agrawal via LeadCrunch
The Sales Acceleration Formula, Using Data, Technology and Inbound Selling to go from $0 to $100 million with
Mark Roberge, Chief Revenue Officer of Hubspot
[live webinar + bonus material]
[Mon May 16 - 2:00pm to 3:00pm CDT]
( this one is filling up quickly)
Mark Roberge, Chief Revenue Officer of HubSpot, author of "The Sales Acceleration Formula," Senior Lecturer in the Entrepreneurial Management Unit at Harvard Business School, and #19 in Forbes' Top 30 Social Sellers in the World.
Sanjit Singh, Co-founder and Chief Operating Officer of LeadCrunch
Curated content - detailed
Six Things Effective B2B Marketers Know Are Essential to the Success of Content Campaigns, by Armand David via LinkedIn
This is the second in a series of posts on how comms teams can help support and drive broader, integrated content marketing campaigns, to drive real business impact from our stories. If you missed the first piece, on some of the challenges traditional PRs need to overcome in delivering integrated campaigns, find it here.
There is a transition happening in marketing teams: field marketers of old are re-tooling for content marketing and trying to acquire the skills and insight needed to transition from one role to the next. And indeed, as this transition happens, the marketing and communciations functions are gradually breaking free of their siloes and working on integrated campaigns. Naturally, in some organisations these changes are more jarring than in others. Here we've highlighted some of the common issues that can occur as traditional field marketing and PR/comms organisations make the transition into content marketing teams driving integrated comms programmes.
5 Moneyball Tips fo Marketing and Sales to Win Big with Partners, by Sam Harkness via Marketo
Want to close 20 consecutive quarters on plan? Any interest in a 63% win rate? Need another 1,000 registrants for your next webinar?
If you haven’t seen Moneyball, you should. Based on Michael Lewis’s book on the Oakland A’s incredible 2002 season, Moneyball is the kind of movie you can watch 15 times, but then still get excited for when it pops up on Netflix. The movie blends together fan favorite themes of competition, analytics, and the underdog-taking-on-the-system. Marketing and sales teams face challenges eerily similar to the Oakland A’s in 2002: never enough budget, lofty goals, and pressure to win.
Five B2C Approaches that B2B Marketers Should Steal, by Bruce Swann via MarketingProfs
Gone are the days of the traditional B2B marketer who works exclusively with the sales team and over the phone to generate sales leads. In today's digital world, B2B buyers are more self-sufficient and reliant on digital marketing assets.
The most interesting recent trend we've been seeing is the adoption on the B2B side of B2C techniques. B2B marketing has become so sophisticated that it has begun to embrace what B2C marketing does. It's not just about lead management. It's about the customer journey and incorporating both outbound channels and inbound interactions.
So, how does a B2B marketer embrace B2C marketing techniques? Here are five approaches that B2B marketers can borrow from B2Cs.
What LinkedIn's New Tool Means for B2B Marketing Strategies, by Kyle Harper via Skyword
Delivering credible, objective, and engaging content is a must for today’s B2B marketer as prospects discover, explore, and buy your solution. But what attributes and sources make content credible and objective to B2B buyers? This is a common question asked of my consulting team, and in the age of the customer — where empowered buyers rely on multiple content sources before talking with a sales team and 50% of buyers say much of the content they receive is useless — the answer is more important than ever.
To get answers to this and other key questions we receive from content marketers, Forrester surveyed over 200 IT and LOB technology buyers and influencers. I address three of the common client questions below:
8 Steps to Master the Art of Persuasion for B2B Sellers, by AJ Agrawal via Leadcrunch
Mastering the art of persuasion for B2B sellers is about being able to win others over. Don’t underestimate the power of persuasion in the B2B world. Your target market may be knowledgeable of your industry, but that doesn’t mean they are immune from sales tactics.
Persuasion is all about psychology. The researchers at Psychology Today have documented how the culture of the world is changing and what you need to do in order to continue to be successful. If you are selling to another business, you need to take into account these steps.
Businesspeople love referrals and they love to listen to people who have clout. Use your reputation to your advantage. Make it clear that this isn’t your first time and that you know what you are doing. It’s a feeling of safety for a lot of businesses, which is why this always catches their eyes.