Know the pros and cons before you dive in
Like any endeavor, B2B collaborative marketing has its up and downsides. It’s up to the partner-brand companies to strike a good balance. Before we dive too deeply into B2B collaborative marketing pros and cons, definitions are in order because a few related terms - i.e., co-branding, co-marketing, brand partnership - are often bandied about and may cause confusion.
Topics: Content marketing, Marketing, Social media, Brand, Customer communications, Integrated marketing, Collaborative marketing
The best version of collaborative marketing drives success for everyone involved – sharing channels to present complementary solutions strengthens both brands while increasing leads.
1) Select the type of B2B partnership you need
Topics: Content marketing, Content, Customer communications, Corporate communications, Account-based marketing, Collaborative marketing, SMART Goals
Topics: Blog, Marketing, Social media, Marketing strategy, Target audience
Collaborative marketing can be productive and profitable in your B2B marketing arsenal – if…
To gain the benefits of positive brand association, new marketing and product ideas, expanded market reach, increased social media following, and more, you need the right partner. You need a B2B vendor whose brand message and solution offerings are compatible with yours, with whom you can have a smooth and productive relationship, and whose impeccable brand reputation will reflect positively on yours.
Topics: Content marketing, Sales, Marketing qualified leads (MQL), Sales qualified leads (SQL), Marketing strategy, Collaborative marketing
How to hire an A-team that delivers quantifiable results
Topics: Public relations, Journalist, Content marketing, Content, Marketing, Metrics, Social media, Persona, Inbound marketing, Audience, Personas, PR, Corporate communications, SEO
Consumers are overwhelmed with offers – WhatsApp ads, retargeting, Facebook and LinkedIn ads, text messages, and some even still watch TV and listen to the radio. In today’s super-competitive climate, if you want to get prospects’ attention and money, you’ll need to hook them with highly targeted messages wrapped in something:
Topics: News value, Content marketing, Marketing, Customer communications, Messaging, Personas, Sales, Client relations, Video, B2C
Let’s start with a simple statement: in the age of AI, person-to-person communications are as important as ever. Anyone at any organization can become a content generating powerhouse, using AI to “write” post after post, blog after blog, article after article. Of course, all this content needs to be reviewed by great editors – since AI writing is bland and repetitive - but that’s another blog…
Topics: Public relations, Content, AI, Thought leadership
Let’s just cut to the chase: Never put DIY and content marketing in the same sentence.
Topics: Content marketing, Content, DIY, Social media, Persona
Robert, CMO of a cybersecurity business, devotes his energies to making his company’s solution stand out in a very crowded marketplace. He ensures his marketing and sales teams stay on top of the latest available analytics, CRM, social media, and other technologies that’ll help them achieve his goals. While Bob is a super-effective CMO, he’s also a fanatical sportsman - forever trying to fit tennis matches in his already busy schedule - as well as a devoted dad of three.
Topics: Marketing, Message, Messaging, B2B, Customer journey, Integrated marketing
Recent research indicates that influencer marketing can generate 11 times greater ROI than more traditional strategies. Unlike conventional tactics that push a message in front of sometimes reluctant audiences, influencer marketing delivers your message via credible, authoritative experts to audiences who trust their content over that from brands. Moreover, influencer marketing is more critical for B2B than for B2C: With B2B purchase price overwhelming B2C’s, word of mouth and endorsement is critical to the former’s success.
Topics: Marketing, Analyst relations, Inbound marketing, Messaging, PR, Account-based marketing, Sales, ABM, Influencer