In this week's issue of LeadCrunch's Best in B2B Growth, we bring you a diverse set of articles about b2b marketing maturity curves, fundamentals of account-based marketing, b2b content secrets, and ways to generate more b2b sales. This week's article also features a free webinar featuring Brian Carroll, Chief Evangelist at the B2B Lead Roundtable, so be sure to check it out!
Curated content - summary
- How Far Along Are You On B2B Marketing Maturity Curve?, by Tanu Gupta via Linkedin
- What Linkedin's Head of B2B Marketing Just Said Might Surprise You, by John Nemo via Inc.
- Breaking Down the Fundamentals of Account-Based Marketing, by Heidi Bullock via Marketo
- 4 B2B Content Secrets You Fail to Use, by Dan Stelter via Content Marketing Institute
- How to Generate More B2B Sales For the Rest Of This Year, by AJ Agrawal via LeadCrunch
5 things you can do immediately to improve your lead generation with Brian Carroll, Chief Evangelist, B2B Lead Roundtable
[live stream webinar]
[thurs july 28 10 am pst]
Curated content - detailed
How Far Are You Along B2B Marketing Maturity Curve?, by Tanu Gupta via Linkedin
20 years ago marketing lived in the world of branding as buyers lived in the world of unknown. Buyers didn’t know what’s out there and marketers had to find ways to reach them. Their only goal was branding and they only figured ways to be catchier. Then came the internet in 1990’s which slowly began to change things.
Find out if you have evolved with changing customer behavior and emerging technologies
- 1990’s: The beginning – online branding
With internet the era of digital marketing age was born. Buyers started to spend more and more time on internet and marketers had to follow them there to be found. Marketers only goal was branding. Early digital marketers defined their online presence through simple websites and promoted their offerings via email. This worked wonders and helped marketers reach more and more prospects easily!
What Linkedin's Head of B2B Marketing Just Said Might Surprise You, by John Nemo via Inc.
In the process, he highlighted 3 key themes on what it takes to truly be successful in taking advantage of the massive, B2B marketing-related opportunities on LinkedIn.
Theme 1 - LinkedIn is Unlike Any Other Platform
"If you think about what LinkedIn has become, it's the first time in history of media that you can engage with the world's professionals in a single place," Karel said on a recent podcast interview. "And the opportunity is not just that professionals are gathering in such huge numbers on the platform, but that they are engaging with a unique purpose. They are coming to LinkedIn with a very different mindset then when they are going to other destinations online."
This is key - because of its "professional" theme and tone, LinkedIn users are not logging in looking for funny cat photos or restaurant recommendations.
Instead, they're visiting the platform to look for a job, find an employee, get online training, network with others, consume industry-specific content or even buy and sell products and services.
That means you have an immediate - and valuable - opportunity to build and develop 1-on-1, personal relationships with buyers who are already in "business mode" from the get-go.
Breaking Down the Fundamentals of Account-Based Marketing, by Heidi Bullock via Marketo
Okay, so maybe account-based marketing (ABM) isn’t quite as viral as Pokémon Go, but I would say that ABM is a close second in the B2B marketing world! But what does this mean for you as a marketer? What do you need to know about ABM? Why does it matter? How do you know if it’s right for your business? So many questions, and now’s the time for answers.
Here’s a simple way of looking at how to make sense of ABM. In demand generation, it ultimately boils down to two key strategies:
Traditional B2B marketing is often done through broad-reaching campaigns. Most marketers try to get their word out—as far and as wide as possible—by leveraging different marketing channels: owned, earned, and paid. The objective is to cast a wide net and put out as much content as possible, in order to act as a marketing magnet and draw a large number of leads into your funnel.
On the other hand, account-based marketing (ABM) is in many ways the exact opposite. It’s about getting all your resources— your program dollars AND your people (including your sales and marketing teams)—working together in a coordinated way to pursue and convert very specific accounts.
4 B2B Content Secrets You Fail to Use, by Dan Stelter via Content Marketing Institute
“When writing copy, assume that your product is the last thing on your reader’s mind.” Bob Bly shares that great insight in his Bob Bly’s Secrets of Successful Business-to-Business Direct Marketing special report.
And yet, much B2B content marketing is relatively immature, focusing on the product, features, and benefits. As the research reveals:
- Eccolo Media says “B2B buyers think white papers have too much marketing hype, not enough truly unbiased information, too general of information, and they’re too long”
How to Generate More B2B Sales For the Rest Of This Year, by AJ Agrawal via LeadCrunch
2016 is a year where B2B selling has changed again. If you want to get more sales, you need to make sure you are moving with the times. Every business needs the tools to convert a potential customer into a hot lead, including high converting landing pages and a clear sales pitch.
Strong digital marketing tactics will generate B2B sales. This guide is going to introduce you to four strategies you should employ to improve your company’s prospects.
Stop Telling So Many Stories
The perfect entrepreneur knows they have to tell a story if they are going to keep their target audience engaged. The problem is so often they’re not keeping their target audience engaged because they’re telling too many stories. Yes, it may be entertaining, but you’re here to sell something.
Work and play are becoming blurred and more and more businesspeople are carrying around their work with them. The Pew Research Center says that 30% of workers have never known work without the convenience of email.
Yes, you need to entertain and engage, but you also need to inform. Think about how you're convincing your target audience to make a purchase from you.