B2b Marketing News & Analysis
| Tuesday Dec 3, 2013
I'm normally pretty easy going. But I cringe at emails with no subject lines, at PR agencies that insist its company is the "leading provider of..." and at anyone who complains it takes too long at a drive-through food service restaurant. (Folks: we are handed food through the window of our engine-powered machines. No hunting. No walking. One minute is a reasonable wait.)
So what is annoying B2B marketers these days? Ridiculous buzzwords, we've learned.
| Tuesday Nov 26, 2013
At dinner the other night with a group of B2B marketers (sounds fun, I know) the conversation moved between discussing food delivery startups and ride sharing services, to all SaaS pricing, marketing automation and demand generation, all the time.
Now imagine you sell to B2B marketers and happened to be sitting nearby and listening in. Wouldn’t you have loved to pull up a chair and join our conversation? Sure you would. And maybe you’d have also wondered how to influence me or someone else at the dinner to recommend your company.
| Thursday Oct 31, 2013
Trick: Don’t listen to your customers. Follow the B2B marketing pack. Hope for great results.
Treat: Listen to your customers. Distinguish yourself from the pack. Know you’ll get great results.
Too many B2B marketers are falling for the “trick” traps in this “trick or treat” world of marketing messages. And a report we covered this week explains this and gives us opportunity to reflect, refocus and start delivering unique messages we can call our own.
| Tuesday Oct 29, 2013
B2B marketers value social responsibility, sustainability and global reach.Customers, though, see effective supply-chain management, specialist market knowledge and open and honest dialogue as important pillars in their relationship with B2B organizations.
Disconnect? You got it.
| Friday Oct 25, 2013
Big B2C firms can weather the loss of a few customers. But for B2B, every potential customer counts.
"Coca-Cola doesn't care if it loses a few customers to a rival," said Paul Gillin of Paul Gillin Communications. "However, a company that makes engines for commercial auto fleets cares deeply about each and every customer. The nature of the relationship is different and the social media tools the company uses are different as well."
| Thursday Oct 24, 2013
B2B marketers on social media need to know something before starting any campaign: Their potential buyers are focused and living and breathing in the same platform as their peers.
It’s one of the messages from Carla Johnson, principal at Type A Communications, who catches up with CMSWire in the second part of our series this week on B2B social marketing challenges.
| Wednesday Oct 23, 2013
B2B marketing in social. Excited or enough to make you cringe? Probably a little of both, we imagine. The fact is, though, that it’s here. The Content Marketing Institute reported 87 percent of B2B marketers using social media to distribute content. The challenges are determining how B2B marketers use social, for what purposes and what can they do to make things better.
CMSWire catches up this week with some industry analysts on B2B social marketing challenges. Today, we start with Michele Linn, director of content development for the Content Marketing Institute, in the first of three features.
| Thursday Oct 17, 2013
Eight out of ten CEOs don’t trust the work done by their marketers.
That quieted the room pretty quickly when Jason Stewart, content strategist for ANNUITAS, tossed out that number to the audience at Wednesday’s Digital Pulse Boston 2013.
And yes, that’s not a figure you’re taking back to your C-Suite any time soon -- but the 2013 B2B landscape has bright spots too. Let's wander through some stats.
| Tuesday Oct 15, 2013
Do you think that only consumer brands such as Apple, Harley Davidson, Starbucks and Trader Joe’s have customers passionate enough to recommend their products or services without being paid or otherwise incentivized? Every company has brand advocates, even those that sell to other businesses.
| Wednesday Oct 2, 2013
The folks at Leadtail have consistently delivered insights about how executives and digital marketers engage on Twitter. Now it's time to investigate how B2B marketers use the microblogging network.
| Tuesday Aug 27, 2013
It’s been said that the night is darkest right before the dawn of a new day. The same may be true for the dark days of B2B marketing. The past five years have seen marketing’s value, credibility and influence challenged to the point where many organizations removed their CMOs and had function report to sales.
| Monday Aug 26, 2013
B2B marketers will go anywhere and everywhere to get leads. It’s what keeps six out of 10 of them up at night: generating leads is their biggest challenge, according to data released this month by eMarketer.
| Thursday Jul 18, 2013
Every B2B customer is using social media for business, but how they use it depends on their particular situation. That's the key takeaway in a new report from Forrester Research.
| Thursday Jul 11, 2013
You meet new people all the time. At work, at your kid’s school, at Starbucks while waiting for your morning latte … and maybe it’s someone you've seen before, but once you've had a conversation you’ll always look at that person differently. Why? Because you've chatted, looked them in the eyes, traded pleasantries. It doesn't take much for you to form an impression.
| Tuesday Jul 2, 2013
Customer insight and trends are all about the numbers with social opinion and polling service 1World Online.