You’ve likely heard the information technology gurus. They have a mantra — people, processes and systems. For technology to be effective in decreasing costs or increasing revenues, people and processes have to be in place first.
It makes sense. You cannot automate a process that does not exist. Marketing automation often comes to a grinding halt because of the lack of people and processes to support it. It’s the good old cart before the horse problem. Take these three steps to solve the problem.
Who influences you, and whom do you influence? For years there’s been talk about creating “brand advocates” with social media. Everybody wants thousands of raving fans singing their praises on social channels, but few are willing to do the real work that advocacy (and influence) requires—relationship building. We see companies build elaborate social profiles and advertise to get more fans, and then wonder in a few months why no one spreads the word about them.
More and more brands are finding out that social media is more about building influence than harvesting leads. So how do you develop social influence, and how does it benefit your company in the long run?
Conversion optimization is the art and science of updating a website’s content, navigation, and technical aspects to increase engagement and inquiries (or “conversions”). Most of the articles on the web on conversion optimization cover e-commerce, but for this post, we’ll focus on B2B.
Many B2B websites aren’t designed well for email capture for a specific product or service. Sites should attempt to capture email addresses (or calls) in a number of ways
B2B marketing is challenging. That’s because products are complex, buying cycles long, there are multiple decision makers, you’re targeting a small customer base and you can’t afford to have sales people do all the work.
But today, your marketing issues are simpler to solve. That’s because the Internet has made it easier than ever to use content to market your offering. Content marketing involves creating and distributing content that is relevant and valuable to your target market. This process helps you to attract, educate, engage and convert them into customers. Learn how to use content marketing to overcome the B2B marketing hurdles.
As marketers and demand generators, we are always researching and looking for new and efficient ways to drive leads into the funnel, in order to follow-up with more content as nurture, or tele-services. I recently re-discovered the concept of co-registration as another means of capturing email addresses of interested prospects. Learn more about this effective but underrated lead generation tactic.
The corporate attitude toward social media and allocation of social budgets needs an overhaul. Currently, marketing gets the lion’s share of funding and almost no investment goes into educating sales teams to use social channels effectively. Read more to find out why there is such a disconnect, and what needs to change.
CEOs and marketing leaders often stand on opposite sides of a deep chasm in terms of their belief in the power of B2B content marketing. While marketers recognize that content marketing can boost ROI, many corporate leaders still live in a worldview where traditional direct marketing campaigns rule.