In the “change is the only constant” department, we’re seeing B2B marketing evolve in approach, philosophy, and focus - with new opportunities and technologies promising to impact businesses for the long-run. Some of these come from the increasing sway of B2C marketing, others from emerging technology, and still others from the pandemic. Whatever their provenance, these will keep B2B marketers on their feet so they can stay ahead of the competition.
Topics: content, marketing, brand, customer communications, B2B, marketing qualified leads, sales qualified leads, sales funnel, trends, customer journey
Topics: marketing, persona, brand, customer communications, audience, sales, planning, marketing strategy, tactics
Today’s B2B buyers and their buyer’s journeys have changed, and that’s why integrated marketing matters - a lot.
Topics: marketing, brand, customer communications, Account-based marketing, influencer, B2B, customer journey, integrated marketing, influencer marketing
Or How to Get the Most Bang from Your Inbound Marketing Buck
While marketing budgets are growing and more and more companies are leveraging inbound marketing, many CEOs want to know: what returns are we getting out of our investment to prove that inbound marketing is the way to go?
One, inbound has now displaced outbound in terms of clearly measurable ROI; two, the ROI areas prove the effectiveness of inbound marketing; and three, 10 metrics to consider when measuring inbound ROI.
Topics: content marketing, content, marketing, persona, inbound marketing, customer communications
You can have it all, just not at the same time, or so it seems. Your SEO expert is amazing but your writing team doesn’t have the time to create all the needed content nor create all the content and landing pages. Your social media team has created comprehensive promotional campaigns but is falling behind on curating the objective content necessary to please your target audiences.
Topics: Public relations, content marketing, DIY, social media, persona, inbound marketing, customer communications, personas, PR, SEO
No other tool drives reputation management more effectively than public relations.
What Is Reputation Management, and How Does It Drive Investment Decisions?
Corporate reputation refers to what people think of your brand, company, or product. Reputation management deals with the efforts to influence and burnish such public perceptions - critical to your business’ survival and success. It has become pivotal in its impact on investor relationships, confidence, and, ultimately, decisions. The same goes for rapid, open response when there’s a problem or a crisis – the response immediately effects your reputation.
Topics: content marketing, social media, brand, customer communications, corporate communications, marketing qualified leads, sales qualified leads, corporate social responsibility, CSR, investor relations
Nike’s online community built around its Run+ mobile app not only benefits members through personal training tips and challenges, but also helps the company gain an in-depth understanding of its users’ interests and behaviors.
Online fashion brand Asos’ social followers constantly share content and respond to comments.
Spin Sucks’ 80,000-strong community’s passion for content marketing has made the brand a leader in the PR and communications industry.
Social media plays a critical role in building a community of loyal customers who can positively impact your brand or business.
Topics: content marketing, social media, brand, customer communications, audience, messaging, personas, client relations, Shared media, linkedin, marketing qualified leads, sales qualified leads, twitter, youtube, facebook, reputation
Implement almost any type of marketing campaign, and you’ll find that getting truly qualified leads is like trying to hit targets you can’t see.
Not so with social media campaigns.
By marketing to your followers on LinkedIn, Twitter, Facebook, Instagram, YouTube, TikTok, or anywhere else your customers may be, you’re reaching out to people who already love, support, or are interested in your company, or have had a prior relationship or encounter with you - in other words, a qualified lead.
Topics: content marketing, social media, brand, customer communications, audience, messaging, personas, client relations, Shared media, linkedin, marketing qualified leads, sales qualified leads, twitter, youtube, facebook, reputation
Social media has major impact – delivering increased customer engagement, free publicity, cost-effective public relations, enhanced brand awareness, stronger credibility, thought leadership-building opportunities.
Social media gives you more control over your brand image and reputation – and less.
Topics: content marketing, social media, brand, customer communications, linkedin, marketing qualified leads, sales qualified leads, twitter, youtube, facebook, reputation
Know What Your Customers Are Thinking
Quick. Name the most powerful marketing tool you have.
The answer comes in various forms - consumer insights, customer data, market research - but all these terminologies amount to one critical word.
KNOWLEDGE.
Topics: content marketing, social media, customer communications, linkedin, marketing qualified leads, sales qualified leads, twitter, youtube, facebook