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, such as co-branding, co-marketing, and brand partnership are often bandied about and may cause confusion.
Topics: Content marketing, Marketing, Social media, Brand, Customer communications, Integrated marketing, Collaborative marketing
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 tennis player as well as a devoted dad of three.
Topics: Marketing, Message, Messaging, B2B, Customer journey, Integrated marketing
Build your brand - By effectively using an orchestrated outreach strategy, such as PESO® (created by Gini Dietrich), across all channels, marketers will extend the reach and increase the overall effectiveness of their efforts, boosting both brand loyalty and revenue.
Topics: Journalist, Press coverage, Content marketing, Content, Marketing, Metrics, Social media, Brand, Audience, Corporate communications, Client relations, PESO, Earned media, Shared media, Owned media
In today's competitive SaaS landscape, closing deals requires more than just persuasive sales tactics: it demands compelling, data-driven content that resonates with prospects and clearly demonstrates value. As side benefit, it strengthens your GEO/AEO, getting you cited in the LLMs.
The good news? Your platform already contains the analytics gold needed to create powerful sales enablement materials that drive conversions.
Unlocking Your Data's Sales Potential
Your SaaS platform continuously gathers valuable insights that can transform sales conversations. Usage patterns reveal industry-specific needs, adoption trends highlight value realization timelines, and performance metrics demonstrate concrete ROI. These analytics aren't just operational data; they're the foundation for sales and GEO content that speaks directly to prospect pain points.
Topics: Marketing, Sales, Marketing qualified leads (MQL), Sales qualified leads (SQL), Sales funnel, Sales enablement content, Data
Content is king, and someone must create it.
Topics: Public relations, News value, Content marketing, Blog, Israel, Content, Marketing
Hmmm…should this be a blog or rant?
We’re constantly amazed at the number of companies who’ve been around for years and don’t have a cohesive messaging document (MD).
While I understand the aversion: MDs are difficult to execute, with various stakeholders within the company trying to get their voices heard, a well-conceived MD creates a virtual paint-by-numbers scenario, where all of your unique value propositions/unique selling propositions (UVPs/USPs) are well defined for audiences across the purchasing chain, smoothing the account-based marketing process.
Topics: Marketing, Brand, Customer communications, Message, Messaging, Corporate communications, Client relations, Integrated marketing
Marketing and selling to B2B customers used to be a lot easier, straightforward, and predictable. As marketers and salespeople, you were in charge.
Topics: Marketing, Sales, Client relations, B2B, Marketing strategy, Tactics, Buyer's journey, Sales funnel
Today’s B2B buyers and their buyer’s journeys have changed, and that’s why integrated marketing matters.
Topics: Marketing, Brand, Customer communications, Account-based marketing, Influencer, B2B, Customer journey, Integrated marketing, Influencer marketing
All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved. - Sun Tzu, The Art of War
Topics: Marketing, Persona, Brand, Customer communications, Audience, Sales, Planning, Marketing strategy, Tactics
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, like ChatGPT, etc., and still others that have continued to be normalized after 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 (MQL), Sales qualified leads (SQL), Sales funnel, Trends, Customer journey