In this week's issue of LeadCrunch's Best in B2B Growth, we bring you a diverse set of articles about digital marketing metric averages, the increasing influence of b2b marketers, tactics for repurposing content, and pricing strategies you can use to generate more sales. This week's issue also features a way to get 100 free leads, so be sure to check it out!
Curated content - summary
- Digital Marketing Metric Averages for B2B Companies, by Peter Buscemi via Business 2 Community
- What Marketers Can Learn From the 50 Fastest-Growing B2B Companies, by Ayaz Nanji via MarketingProfs
- The Rapidly Increasing Influence of B2B Marketers, by Kimberly A. Whitler via Forbes
- 5 Magical Tactics for Repurposing B2B Marketing Content, by Lee Odden via TopRank Marketing Blog
- 5 Pricing Strategies You Should Use to Generate B2B Sales, by AJ Agrawal via LeadCrunch
Curated content - detailed
Digital Marketing Metric Averages for B2B Companies, by Peter Buscemi via Business 2 Community
Best-in-class marketers are more likely than their less effective peers to have a documented marketing strategy that is based on a set of assumptions. Actual history is the best assumption but when historical performance is not available then it is best to use industry averages. And, it is a best practice to evaluate your company’s performance against industry averages.
Insight Venture Partners “Insights Periodic Table of B2B Digital Marketing Metrics” provides industry averages that are good assumptions to include in your plan. Below are averages for SEO, SEM, email, website, conversion and free trials.
What Marketers Can Learn From the 50 Fastest-Growing B2B Companies, by Ayaz Nanji via MarketingProfs
The report was based on data from the Mattermark platform, which analyzes more than 1.5 million companies to identify the fastest-growing firms based on indicators such as employee count and funding.
The researchers manually examined the sales and digital marketing tactics of the top 50 companies to identify best-practices.
The top three fastest-growing B2B companies are Upwork, WeWork, and Slack, the analysis found.
Below, key findings from the report.
The Rapidly Increasing Influence of B2B Marketers, by Kimberly A. Whitler via Forbes
I’ve recently interviewed several CMOs (see list below). One thing I’ve noticed is that the role of the B2B CMO has changed drastically over the past decade. In many firms, sales historically ruled the roost as they owned customer understanding, relationship development, and the process to drive superior outcomes.
However, technology-enabled consumer insight has become the great equalizer, enabling CMOs and marketers to play a more important role in generating sales. To better understand the increasing influence of marketers in B2B firms, I turned to Margaret Molloy, Global CMO and Head of Business Development at global brand strategy, design and experience firm Siegel+Gale. In addition to having 20+ years of experience in marketing B2B firms, Molloy (@MargaretMolloy) has also become a leading influencer of CMOs on twitter (see here for the full list of influencers). What follows are her insights regarding the changing landscape for B2B marketers.
5 Magical Tactics for Repurposing B2B Marketing Content, by Lee Odden via TopRank Marketing Blog
Did you know, that on a daily basis, 16 to 20% of search queries on Google have never been seen before? With over 100 billion monthly queries, there are an incredible number of ways that people express their interests, wants and needs.
At the same time, a study from CMI and MarketingProfs reports that 50% of marketers say producing content consistently is a top challenge.
With the diversity of expressions buyers search for and the demands of producing a variety of engaging content on a consistent basis, one has to wonder why so many B2B marketers insist on publishing content once and with a singular theme.
To get more value from content investments while providing a greater variety of information to prospective customers, many B2B marketers are repurposing.
5 Pricing Strategies You Should Use to Generate B2B Sales, by AJ Agrawal via LeadCrunch
Pricing matters. People talk of how they should build up a great B2B sales team. It’s true this can have a huge impact on your performance, but a simple change to that number next to your offering could make or break a sale. There’s a large psychological side to pricing.
More than anything, you'll want customers to understand the benefits of your offering before seeing your price so that you can put price into the right context. Ideally, you'll have provided them a way to think about the return on your offering in a quantifiable way.
So how can you start using the psychology of pricing to benefit you?
Use Charm Pricing
Charm pricing is the most common strategy used by businesses across the world. You simply reduce the left digits of your price by one whole unit. This is why everything at the store never costs a whole dollar. It always costs 99 cents. It’s become so prominent that people no longer recognize it. They expect it.
But why is this so effective?