Three Vital Components to B2B Marketing Success

Posted by Cameron Cooper on May 25

 

The B2B marketing world is ever-changing. With new technology, tools, and the rise of social media, our marketing strategies need to evolve, too.

While there are many different approaches you can take when it comes to marketing, the infographic below shares three essential components of a successful and prosperous campaign. Your website, content usage, and activity on social media should grow your audience and drive sales by giving decision makers a sense of your company’s culture and values.

Check out these key tips and insights to improve your marketing efforts and ensure your program is effective!

Read More

Topics: B2B Marketing

How Content Marketing and SEO Relate in 2017

Posted by Terry M. O’Connell on May 19

Content Marketing correlates directly with SEO

When it comes to digital marketing, many of us have a tendency to see things in black and white, technical SEO and heuristic based Content. The truth of the matter is, the best results come from a healthy combination of the two. Content and SEO are the ying and yang of a great web presence.

The first thing to keep in mind when thinking about the term Search Engine Optimization, is what are your customers/prospects actually looking for? The single best way to gain traction with Google is to simply be the best answer to a question. How is ice-cream made? What are good cloud solutions for logistics companies? Should my team invest in a new project management platform?

Read More

Topics: B2B Marketing, B2B Content, SEO

Virtual Reality is Changing Business

Posted by Denis McInerny on May 5

Virtual reality is already having a big impact on marketing in 2017...

The demand for virtual reality experiences is growing — companies like Facebook, Samsung, & Google are largely invested in the future of the technology. With the rise of Mobile solutions, widespread use of VR isn’t dependent upon top-of-the-line head-mounted displays (HMDs for short). Thanks to the accessibility of smartphones, average consumers can now get in on the VR fun — and marketers should be paying attention.

Read More

Topics: B2B Marketing, Brand Identity, Brand Strategy, virtual reality

The Value of Infographics in B2B Marketing

Posted by Owen Matson, Ph.D. on April 19

The Value of Infographics in B2B Marketing

Infographics have emerged in status from powerful option to essential strategy. Consider the stats:

  • According to Hubspot, "blog articles that included infographics generated an average of 178% more inbound links and 72% more views than all other posts." 
  • Demand for infographics has increased 800% in the past year.
  • Infographics are liked and shared on social media 3X more than other any other type of content. -MassPlanner

The most powerful infographics do more than simply present information; they can telegraph a complex story in simple visual terms to a broad range of audiences in creative and engaging ways.

Read More

Topics: B2B Marketing, B2B Content, B2B Digital Marketing, Content Marketing, Infographics

Why Marketing and Sales Need to Collaborate on Content Strategy

Posted by Owen Matson, Ph.D. on April 19

Marketing and sales tend not to have a reputation for collaboration—in terms of partnerships, the two are more likely to inspire comparison to King Kong and Godzilla.

Read More

Topics: Content, B2B Marketing, Content Strategy, Marketing and Sales

Brand Marketing’s Double Bind: To Stand Out, Brands Must also Fit In.

Posted by Owen Matson, Ph.D. on April 18

Brand Marketing’s Double Bind: To Stand Out, Brands Must also Fit In.   

At its core, brand strategy is all about highlighting the differences that define the unique value of an organization, its products, and its services.  Yet branding is not only about being different.  Branding also involves a degree of what we might call sameness:  While striving for difference, brands must conform to norms that make them accessible and familiar to target audiences.

Read More

Topics: B2B Marketing, Brand Writing, Digital Marketing, Brand Identity, Brand Development, Brand Strategy

Is Your Sales Team Getting the Content it Needs?

Posted by Owen Matson, Ph.D. on April 6

"Don’t Make Your Sales Team Run Marathons on Milk Duds."

Let me explain.  See, I had this kind of absurdly anxious nightmare.  Our firm was in some kind of Olympic race—but not really The Olympics.  (You know how dreams are.)  Anyway, we were sending our sales team out to run a marathon.  For some reason, I said, "they can't run on an empty stomach."  Then the sales team looked at me.  Somehow, I realized I was in charge of the food.  Then I gave them each a Milk Dud.  That’s right—a Milk Dud, the odd little chocolate-caramel candies in the yellow box. Except I didn’t give them a box of Milk Duds--just a Milk Dud, singular. They looked confused and disappointed.  I felt guilty and anxious.  Then we lost the marathon.   

Read More

Topics: B2B Marketing, Sales Cycle, B2B Content, B2B Social Selling, Content Marketing, Marketing and Sales

Subscription as Artistic Service: Autonomy On Demand at HBO and Netflix

Posted by Owen Matson, Ph.D. on April 3

Working with HBO was an opportunity to experience creative freedom and 'long-form development' that filmmakers didn't have a chance to do before the emergence of shows like The Sopranos.

 —Martin Scorsese            

Subscription Service and the Importance of Risk Taking

Martin Scorcese is not alone in his opinion that HBO offers an "opportunity to experience creative freedom."   References to creative freedom and idependence have become hallmarks of HBO's brand identity. Less aknowledged, however, is the business model that supports this freedom.  At its core, HBO's capacity to provide "an experience of creative freedom" reflects the autonomy of a subsrciption-based business model that enables independence from external commercial funding.  

Read More

Topics: Content, advertising, Brand, B2B Marketing, Content Strategy

Studies Suggest Marketers Confront Increasing Stress: Here's Some Tips to Help Manage Content Creation

Posted by Owen Matson, Ph.D. on April 3

Stressed by the Demand to Create all that Content? 

If the answer is "yes," you're not alone.  Studies show that marketers are undergoing increased job stress.  And it's no wonder, given the increased complexity of the work.  Marketers face many challenges today: High growth expectations, hyper competition in crowded market places, and the digital and social-media revolution. What’s more, growing pressure from the C-suite to implement marketing return on investment measures as a way to track and evaluate marketing success is increasing the marketer’s workload. Studies show that stress rates for marketers are on the rise.

Read More

Topics: B2B Marketing, B2B Content, Content Strategy, B2B Digital Marketing, Content Marketing, MarketScale B2B Marketing, B2B Content Writing, Content Creation

The Value of Repurposing Content

Posted by Owen Matson, Ph.D. on March 30

There’s a lot of content out there—according to reports, about 27 million pieces of content get published online each day—27 million. No doubt, that pushing your content to your target audience has become an uphill task. One has to devise creative ways of making their content stand out so it can give them positive ROI. If you want your old content to continue giving you returns on investment, here are some of the ideas you can use to exploit its potential.

Read More

Topics: B2B Marketing

Recent Posts

Posts by Topic

see all