In this week's issue of LeadCrunch's Best in B2B Growth, we bring you a diverse set of articles about keeping your customers, recylcing content from your business blog, and using Gartner's Hype Cycle to improve your marketing tactics. Craving a great webinar? This article also features the webinar "How to Generate High Precision B2B Leads Using AI" with Steven Moody, President and CEO at Beachead Marketing.
Curated content - summary
- 4 Ways for B2B Businesses to Keep Their Customers by Bevin Maguire via Harvard Business Review
- 2017 Marketing Predictions [Slide Deck] by Heidi Bullock via Marketo
- Not Documenting Your Content Marketing Strategy? Here's What to Do About It [Infographic] by Joe Pulizzi via Content Marketing Institute
- 10 Ways to Recycle Content From Your Business Blog by Eric Bratner via Marketing Insider Group
- Gartner's Hype Cycle: What It Means For B2B Marketing by AJ Agrawal via LeadCrunch
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Curated content - detailed
4 Ways for B2B Businesses to Keep Their Customers by Bevin Maguire via Harvard Business Review
According to Gallup, only 29% of B2B customers are engaged with the companies they do business with.
Let that sink in. That means 71% of your customers are likely not committed to sticking with your company or, even worse, are actively seeking to move their business elsewhere.
This problem is not new. Too many companies ignore the voice of the customer, blast cookie-cutter emails to all the names in their marketing spreadsheets, and lack the right survey and interview tools to gauge the health of their customer relationships.
2017 Marketing Predictions [Slide Deck] by Heidi Bullock via Marketo
Do you ever get to this time of the year and look back and ask yourself where the time went? Maybe it’s just me, but 2016 went FAST. So instead of looking back, we’re looking forward to what 2017 will mean for marketers.
Here are four key themes that we see taking center stage in the upcoming year:
1. Customer-Centric Marketing
Customer centricity as a trend in marketing should not be a shocker to anyone. In fact, “customer-obsessed” could be the term that coins 2016! We all know how important and valuable our customers are, yet many organizations still struggle to effectively improve customer engagement.
Not Documenting Your Content Marketing Strategy? Here's What to Do About it [Infographic] by Joe Pulizzi via Content Marketing Institute
If you are a regular reader at Content Marketing Institute, you know how often we talk about the importance of documenting your content marketing strategy. According to our latest research, we know that marketers who document their strategy are much more likely to accomplish their content marketing goals and be successful. It really is that simple.
But, for some reason, we still see that the majority of marketers do not document their content plans in any way. In our latest study, just 37% of B2B marketers and 40% of B2C marketers have a written content marketing plan. While this percentage is up from 32% (B2B) and 37% (B2C) from the previous year, it’s still a woeful number.
10 Ways to Recycle Content From Your Business Blog by Eric Brantner via Marketing Insider Group
Creating quality content takes a lot of time and energy. That’s not to say every piece you put on your blog is your best work. But we all have those posts… you know, the ones where we just hit the mark. Maybe it was the depth of research. Or maybe it was a certain twist that caused the piece to go viral.
Unfortunately, all content eventually runs its course. Maybe it grows stale, or perhaps it just gets buried so deep in your blog no one ever sees it again. Whatever the case, once you’ve created an awesome blog post, you want to utilize it in as many ways as you can rather than letting it simply die.
Gartner's Hype Cycle: What It Means For B2B Marketing by AJ Agrawal via LeadCrunch
Gartner recently released its annual Hype Cycle report, which names the key drivers in the evolution of marketing and advertising each year.
This year Gartner combined its Digital Marketing and Advertising Hype Cycle reports. That follows logically given that a key driver named for 2016 is the very convergence of both marketing and advertising technology. As these two industries meld, it only makes sense to combine their measurements as well.
Garner's reports provide valuable insights that can help B2B firms compete. The question is: How can you use these insights to ensure that your marketing and advertising experiences deliver the best user experience possible? Also, what specific actions can B2B marketers glean from this report?
See below for the answers to these questions: