In this week's issue of LeadCrunch's Best in B2B Growth, we bring you a diverse set of articles about B2B customer experience excellence, social media marketing, and B2B leads. This week's issue also taps into the insights of B2B tech CMOs so be sure to check it out. Finally, don't miss the singular webinar with Hubspot's Chief Revenue Officer, Mark Roberge!
Curated content - summary
- The Six Pillars of B2B Customer Experience Excellence, by Julia Cupman via MarketingProfs
- An Open Letter to B2B Content Marketers, by Carlos Hidalgo via Linkedin Pulse
- B2B Tech CMOs: What's On Their Minds, What Are They Reading, And Who Influences Them?, by Kimberly Whitler via Forbes
- 3 Key Takeaways From Social Media Marketing World, by Lisa Marcyes via Marketo
- Why You Need Leads Not Inquiries (And Making Sure That Happens), 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
The Six Pillars of B2B Customer Experience Excellence, by Julia Cupman via MarketingProfs
There is substantial evidence correlating positive customer experience with business growth.
Most customers spend more as a result of a positive customer experience, and more than half of customers who recommend a brand do so because of the customer experience (versus other factors, such as price or product), research has found.
However, many companies fail to deliver excellent customer experience.
Yet, poor customer experience drives brand switching—typically a key reason for three quarters of lost customers. And most customers who suffer a bad customer experience spread negative word-of-mouth.
Recent research* conducted by B2B International found that only 14% of large B2B organizations are truly customer-centric—i.e., the customer experience is ingrained in the fabric of the company.
An Open Letter to B2B Content Marketers, by Carlos Hidalgo via Linkedin Pulse
Dear B2B Content Marketer:
First let me say that I am one of you. I spend countless hours each week writing about, thinking about and helping my clients maximize the value of content. I am passionate about content marketing and believe that there is no better time to be a B2B marketer and we have so much opportunity ahead of us. However, I need to write and ask you to stop!
We are squandering this opportunity that has been given to us. I just finished reading through Content Marketing Institutes B2B Enterprise Content Marketing Report and the results do not bode well for those of us in this profession.
Only 22% say they are successful with content marketing and only 35% have a documented strategy (which is most likely why so few are seeing success). Despite these kinds of results, the overwhelming majority of marketers responded to the study saying they will continue to create more and spend more on content marketing. [more]
B2B Tech CMOs: What's On Their Minds, What Are They Reading, And Who Influences Them?, by Kimberly Whitler via Forbes
There is a list that ranks those people who most influence CMOs through Twitter. And a list of the most influential CMOs. However, to date, we haven’t had much insight into specific subgroups of CMOs. For example, the topics that B2B versus B2C CMOs are interested in may be different. And the interests of tech CMOs is likely different than professional services CMOs.
To generate deeper insight into one of these subgroups, B2B Tech CMOs, I turned toLeadtail, one of the most prominent providers of insights regarding CMOs. Leadtail analyzed 42,946 tweets from 281 B2B Tech CMOs that were published on Twitter during Q1 2016. The results provide a glimpse into the topics, influencers, and location of these B2B Tech CMOs and is broken into the following areas: 1) what topics matter most, 2) the top 20 influencers of B2B Tech CMOs, 3) the source of content shared most, and 4) where are the B2B Tech CMOs located?
3 Key Takeaways From Social Media Marketing World, by Lisa Marcyes via Marketo
Last week, I was in sunny San Diego for Social Media Marketing World, where I had the opportunity to attend several amazing breakout sessions, hear from industry thought leaders, and meet incredible visionaries from the social media field.
While all the sessions were packed with knowledge, here are three insightful takeaways that were echoed throughout the conference:
1. Content is King, and Engagement is Queen
In every session throughout the conference, the same message resonated: you are nothing without your audience, and your audience craves great content. So to give your audience what they want, start by researching who exactly they are. Only then can you determine what your audience will find relevant to write about it. And if you don’t know what they want to hear, just ask them!
Why You Need Leads Not Inquiries (And Making Sure That Happens), by AJ Agrawal via Leadcrunch
Generating sales leads is about bringing in as many people as possible who want to buy from you. But where many businesses slip up is when they fail to separate leads and enquiries. An enquiry is often categorized as a lead, when it’s actually something different entirely.
It may not seem like a problem, but if you want to generate solid leads this sort of data can completely ruin your strategy because it will skew the metrics that really matter. This guide is going to show you why you need to be looking at leads not enquiries when growing your business.
They are Not the Same
Just because you brought someone to your site and they downloaded your free eBook doesn’t make them a lead. Just because someone from your chosen demographic visited your site doesn’t make them a lead. Just because someone read a lot of your blogs doesn’t make them a lead.