Here are two of our favourite methods to put into practice here: 1. Adam Morgan described it as ‘like a knife-fight in a phone box.’ there isn’t anywhere to hide. But live chat is so much more than a customer service function. Strategic choices in B2B marketing include the following: The measure to which content marketing is to be implemented relative to other marketing … Here’s the thing that we see a lot of B2B marketers get hung up on: All data can be important, but if you try to measure and analyze everything, you’re going to end up with nothing. It’s all about diverse and consumable content aimed at your targeted buyer, … The humble webinar has long been a staple of B2B marketing. So if you’re customer has questions, and you have answers—where is it that you need to be? Almost half of marketers are using automation to bolster their personalization efforts, second only to customer journey mapping and A/B testing. It’s also worth using resource lists and pain-point content (such as service/tool review content related to problems) as a key source of traffic for B2B lead gen. such as that of Salesforce show that content marketing … There isn’t any place for bystanders. It’s a strategy where employees share company content to their personal social networks and in turn are able to grow their personal brands. Let’s hear ‘em. The company couldn’t fight Microsoft in a battle of resources (see $1.27 trillion with a “T” market cap), but Slack’s role as the king of communication meant they weren’t afraid to offer some tips for success to the competitor infringing on its turf. And it’s even better when giving away these free assets that help your audience also result in leads for your business. The big takeaway that we’ll repeat here is this: Actually talk to your customers. Like Kickstartershows us here, a compelling narrative can work wonders for your brand. One of the most prominent companies to embrace cause and purpose association is the outdoor clothing and gear company Patagonia. Let’s talk lead generation tactics for B2B brands. And as you’re working backward from that primary business goal, the almost unavoidable step you’ll hit is lead generation. Expect this upward trend to continue next year. But they share a common theme – leveraging the authority of third parties to promote your own brand or product. Given this final stat, it’s hardly surprising that almost two-thirds of marketers planned to spend more on influencer marketing in 2019. So what sort of events should you be running? What’s more, employee re-shares have a click-through rate that’s 2.1 times higher than the original company post. However, that doesn’t mean you should start writing 3,000-word articles and immediately expect to see results. Depending on your business and marketing goals, the tactics you outline are going to look slightly different. As a brand development strategy, transparency may be trendy, but open and honest communication with employees and a commitment to providing more opportunities to underrepresented groups will never go out of style. “Marketing, like war, is a zero-sum game. Unbounce: Page Fights (R.I.P.) The moment you write down your answers to these seven questions, you leap ahead of the 68% of B2B marketers who currently operate without a documented content strategy, and significantly boost your chances of joining the B2B marketers who describe their marketing as “effective.” For more advice on winning big with content… Thought leadership is a viable approach for any number of business types and marketing strategies, but it’s particularly powerful for reaching the power brokers within target businesses. You can find plenty of crafty ways to get your message in front of prospects, but if you want those people to actually pay attention—rather than just ignoring you—you better do your research. Everyone needs toilet paper and (almost) everyone wants new shoes, but far fewer people will rush out to buy surface drills, ultrasound machines or a brand new customer support software on a whim. It’s hardly surprising that customers love live chat so much. This is the template we use at Foundation: (You can download a copy of your own here). In fact, 42% of marketers admit they don’t send targeted email messages, while just 4% use layered targeting. In order for someone to win, someone has to lose. A successful content marketing strategy where SEO is a major part is going to lead to long-term success when executed well, but the other search-related tactic you can start executing right away is Google Ads. — Ross Simmonds (@TheCoolestCool) June 9, 2019. When you know the specific pains your best customers are experiencing at each stage of their journey, you can reach out with the right message at the right time to help them solve those pains. Subscribe today to get access to some of the best content on B2B growth & tech. While Intercom may talk a lot about the features of their platforms, their public-facing webinars are intended to be as valuable as possible, and that’s what will lead people to poke around their websites and sign up for trial accounts. The key is to prioritize the metrics that best align with your business objectives. Companies with aligned sales and marketing teams: Live chat is often incorrectly pigeonholed as a way of dealing with complaints. Conversational Selling and Live Chat. But word-of-mouth marketing isn’t just about doing your job and hoping happy customers will refer you. More customers, better retention, higher quality pipeline—all of these goals have one thing in common: Revenue. (i.e. The best marketers don’t just know more about the latest channel, tool or tactic. Too often, marketers take a “write it and they will come” mentality to content creation. It’s about leveraging your engaged workforce to organically create and share content that’s of genuine interest to them. So are lawyers that write custom privacy, refund and TOS policies. Is it really worth taking resources away from executing on marketing tactics to put together this plan—especially when your marketing team is small (or non-existent)? It’s difficult to understand a context sometimes, but it’s easier … What’s more, it has a key role to play at all stages of the user journey – from initial consideration to the moment of purchase – and in both mature and developing markets. It’s just good, common sense. Most marketers aren’t interested in doing hard things like reading a blog post this long. Later, our End of Software campaign was recognized by PR Week as the ‘Hi-Tech Campaign of the Year.’” —Marc Benioff, CEO of Salesforce. This doesn’t mean you need to ship a press release for every single thing that ever happens with your company, but promoting and announcing that your company is top rated SaaS product in your category can affirm your position at the top. So it would make sense for a few of your marketing tactics to look like this: That will help you turn strangers into website visitors. Done right, all three can be especially effective when it comes to growing your business, because they take advantage of external platforms – whether a website, event, or social account – that already have a bought-in audience. Naturally, some people loved the ad. Demonstrating their commitment to their developers and customers, Twilio also hires developer evangelists who can teach others about coding and the world of software development to serve as the public face of the company to local groups around the world. For those keeping track at home, that’s seven brand building strategies that the top brands in B2B have used over the past decade to position themselves as industry leaders. And how do you plan to do it? That would be Google. Right now. And when you’re analyzing this data, remember that you can find insights using two different approaches—qualitative and quantitative. Put simply, cause and purpose association is tying your business to an issue or a topic that is more important to the world than your bottom line. Just a few short years ago, the web was full of articles proclaiming the death of email marketing. But taking the time to create a documented strategy could mean the difference between effective content marketing and ineffective content marketing. It’s a two-day customer and developer conference focused on Twilio’s products, one-on-one engagement with experts, networking and building stronger relationships with customers. In fact, 92% of customers say they’re satisfied with their live chat experiences – a higher proportion than any other communications channel. On average, a company’s employees have ten times more connections than the company itself. Stop Selling Your Product—Tell a Story Instead. In terms of the right technology, lots of tools, like Chrome Extensions, can help in executing these growth experiments successfully. Not only does this keep you focused on what matters, it prevents you from being overwhelmed by the sheer amount of data points you have at your disposal. Don’t be fooled, either—customer research goes beyond anecdotal evidence that your audience is on a specific channel or is purchasing a certain way. That’s just not how this works. Visitors type in their email address and the URL of their website, and the Website Grader will measure the site’s marketing effectiveness, generating a score between 0 and 100 based on factors including traffic, SEO and social media. As a result, trial users learn more about what the platform is capable of and how they might use it better, and have added incentive to become paid users. I’ve never met someone with such creative tactics and deep domain knowledge not just in one channel, but in every flavor of marketing. And in this post, we’re going to talk about why exactly that is, how you can navigate the process, and share some real-world examples from brands you know (and maybe love). Because the protest was so realistic, Siebel Systems called the police, and it wasn’t long before actual reporters showed up (ultimately earning Salesforce hundreds of new customers). 60% of businesses with a documented B2B content strategy … However, companies are starting to recognize that webinars are more than just great tools for interacting with and helping to educate current customers—they can also be used to increase customer lifetime value, reduce churn, convert trial users and, yes, even generate leads. Every organization is chasing success. In their classic book The 22 Immutable Laws of Marketing, Al Reis and Jack Trout write about The Law of the Opposite: “If you want to establish a firm foothold on the second rung of the ladder, study the firm above you. That was when just all hell broke loose, because at that point, then once people saw it, it turned into a competition here internally where everyone started to one up each other.” —Dave Gerhardt, VP of Marketing at Drift.