In this week's issue of LeadCrunch's Best in B2B Growth, we bring you a set of articles which answers your email marketing questions, displays trending content topics in b2b marketing, shows you where to place your b2b marketing bets in 2016 and provides tips for increasing the value of your b2b deals. This article also features an awesome webinar with Brian Carroll, Chief Evangelist of MECLABS!
Curated content - summary
- Q&A: The Big Email Marketing Questions Answered, by Dave Chaffey via Marketo
- Trending Content Topics in B2B Marketing, by Ayaz Nanji via MarketingProfs
- Where to Place Your B2B Marketing Bets in 2016, by Chris Pemberton via Gartner
- A B2B Marketer Spends a Month with Snapchat, by Jason Miller via Linkedin
- 5 Tips for Increasing the Value Of Your B2B Deals, by AJ Agrawal via LeadCrunch
5 things you can do immediately to improve your lead generation with Brian Carroll, Chief Evangelist, MECLABS
[live stream webinar]
[thurs july 28 10 am pst]
Curated content - detailed
Q&A: The Big Email Marketing Questions Answered, by Dave Chaffey via Marketo
I recently participated in a Marketo webinar on Key Email Trends European Marketers Need to Know (that really all marketers need to know). We left some time for questions, and we received plenty of interesting questions on email marketing—from basic to advanced. It was interesting to see how similar these questions were and the common themes that arose, despite the different topics we covered.
Because we couldn’t address all the questions in the session, I’ll answer some of the most frequently asked questions in this blog. I’ve grouped them into the categories of evaluation, growing and profiling your list, segmentation and targeting, and email frequency:
Trending Content Topics in B2B Marketing, by Ayaz Nanji via MarketingProfs
The Surge Report was based on an analysis of the content consumption behavior of visitors to 2,500 B2B websites (4 billion monthly interactions).
The researchers examined which content topics were being looked at compared with established benchmarks. Each topic was assigned a Surge Score of between zero (not trending) to 100 (highly in demand).
Marketing dashboards are the hottest area of interest with B2B marketers, garnering a Surge Score of 90.
Lead generation is second (85), followed by telemarketing, QR codes, and social media monitoring (80 each).
Where to Place Your B2B Marketing Bets in 2016, by Chris Pemberton via Gartner
In the past, first contact with a potential B2B buyer relied on traditional outbound tactics such as email and telemarketing geared toward education. Times have changed. Today, for example, a buyer for jet engines or enterprise servers would arm itself with search and social tools before any contact with sales. By the time the jet engine buying team indicates interest, they have prepopulated their vendor scorecard with comparative feature analysis and even talked to reference customers they’ve met on social networks. They largely ignore outbound marketing messages in favor of online self-education.
This new reality is why tactics such as B2B inbound marketing are now mainstream for B2B marketers and one of five techniques to focus on in 2016, noted Adam Sarner, research vice president, Gartner for Marketing Leaders.
Here are five important B2B marketing techniques for 2016:
A B2B Marketer Spends a Month with Snapchat, by Jason Miller via Linkedin
“I need another social network like I need another black t-shirt,” I told myself. “I can’t waste time on something that doesn’t deliver value.”
I’m not one to fall victim to shiny object syndrome, but Snapchat kept getting up in my business. Whether it was GaryVee insisting it’s the next great thing for B2B, or HubSpot applauding its benefits as a content platform, I finally decided I better take a closer look.
I would test Snapchat for a month, doing my best to find at least one “Snap-able moment” every day to add to my “story”—the equivalent of a news feed on LinkedIn or Facebook. Along the way, I would look for a business use case
If it weren’t for the Millennial on my team, I wouldn’t have gotten past the download. Looking at this app, I felt like the old dude in 2008 who had just discovered Twitter. “What in the hell do I Snap about? My lunch?” Today, Twitter is indispensable for amplifying content and connecting with the broader content marketing community. Would I follow the same trajectory with Snapchat? It seemed like a long shot.
5 Tips for Increasing the Value Of Your B2B Deals, by AJ Agrawal via LeadCrunch
Everyone wants to increase the value of their B2B deals. But when only a miniscule number of opportunities actually turn into deals, you may think that you can’t afford to be choosy. That’s the talk of a company that is languishing. To thrive you need to think bigger.
This guide is going to show you how to use what you have to increase the value of your B2B deals.
Selling to the Right People
It starts with selling to the right people in the first place. If, for instance, you are only targeting small businesses that have only been in operation for six months, you will hit a ceiling on your revenue per customer. Challenge yourself to improve the quality of your leads, which, as it turns out, is what 70% of B2B businesses want.
Target larger and more lucrative companies, also known as "going upmarket." Don’t be intimidated by them. The worst thing they can say is no, and then you simply move on to the next one. Remember that if you are only targeting the little fish there’s only so much flesh you can extract.