HOT TOPICS: Customer Experience Marketing Automation Social Business SharePoint 2013 Document Management Big Data Mobile DAM

B2b Marketing News & Analysis

B2B Marketers: It's Time to Adapt, Be Brave, Embrace New Ideas

2015-19-February-change.jpg

Stephen Liguori wears multiple hats. He's the CEO and founder of his own consulting firm, an adjunct professor at Columbia Business School and former executive director of Global Innovation and New Models at General Electric.

He's also the global chairman of the 90-year-old Business Marketing Association, which made news late last year when it became a division of the Association of National Advertisers. The Business Marketing Association has 2,500 members in B2B marketing. The Association of National Advertisers, which has more than 630 member companies, represents business-to-consumer marketers.

CMSWire caught up with Liguori this week to get his take on the state of marketing — the good, the bad and the chaotic.

2014 Action Item: Did Marketers Master Blogging?

2015-7-January-blogger.jpg

We've all seen company blogs dash out of the starting gate like an Olympian sprinter.

Then it's a slow jog. A walk. A crawl.

And, finally, a death. It stops entirely, and your latest blog post is from the days of the Bush Administration.

Blogging -- and blogging consistently -- is critical for businesses, Dorie Clark, CEO of Clark Strategic Communications and a Forbes and Harvard Business Review contributor, told us last year. It was an imperative for 2014, Clark said.

So how did businesses and marketers do? We caught up Clark to find out. (Check out yesterday's "2014 action item" catch-up with Carla Johnson on agile marketing).

The Year B2B Marketing Stops Playing Second Fiddle to Sales

2015-07-January-Honkytonk.jpgAs a career-long B2B marketer, I notice and appreciate the way consumer brands speak to (or attempt to) speak to me. It’s easy as B2B marketers to get caught up in our own world, our own language, our internal nuances and what we “feel” will resonate with audiences. And often, the pressure to sell more or drive leads takes precedence over doing our research and really nailing the message.

Which is why, with every company I join, the first place I start is the story. Who are we talking to? Are we speaking their language? What do they really care about? And what challenges are we going to help them overcome? The bottom line: you’re never going to pass the class if you don’t first do your homework. So as we embark on another year, here a few reminders of B2B marketing strategies you can’t afford to leave on the table.

2014 Action Item: Did B2B Marketers Become More Agile?

2015-6-January-to do list.jpg

It was just a year ago that B2B marketers had a clean slate, the whole year in front of them.

Now it's over. 2014's gone. No second chances.

We caught up this time last year with industry insiders about some absolute must-dos for 2014. Starting today, we catch up with some of them again to see, well, if B2B marketers DID the must-dos.

We begin with Carla Johnson, president of Type A Communications out of Parker, Colo. Johnson's message last year to B2B marketers was to become agile.

"Why, how and what marketers need to perform in our roles has never changed so much or at such a significant rate as it is now," Johnson told CMSWire last year.

Companies Embrace Advanced Analytics But Not Big Data

Advanced analytics is becoming an enterprise essential. But most companies appear content to stick with the benefits of the "small data." the technology generates rather than make the necessary investments to capitalize on big data.

That's true even though a majority agree that big data is important, according to a new study commissioned by Dell and the International Institute for Analytics.

The study defines advanced analytics as predictive and prescriptive analytics rather than simple reporting.

Do Analytics Matter for B2B Marketers?

B2B marketers use analytics and gain value from them in their campaigns and marketing programs, a survey released today claims.

But earlier this year, another study claimed otherwise. It found only about a third of organizational projects include marketing analytics. And it further claimed there has been no significant gains for how marketing analytics contribute to a company's overall performance.

Who do you believe? Your call.

Today is ON24's day in the sun. The webinar-based marketing solutions provider based its findings on a survey distributed last month to 221 US-based B2B marketers experienced with marketing analytics. Redshift Research administered the survey and ON24 released the results today.

B2B Marketers: Think More Like Brand Marketers

2014-24-November-Think.jpgYou’d think there would’ve been more people like me at the Brand Innovators "mega-trends" in digital marketing conference. In fairness, the event was targeted at top digital marketers who work at leading consumer brands and agencies. So what was a B2B marketer like me doing there?

I wanted a glimpse into the future of B2B marketing.

How To Leverage Twitter Analytics

2014-03-november-tweet-tweet.jpg

I use Twitter on daily basis — so much so that I sometimes overlook how some people still struggle with understanding how to write a basic tweet.

Twitter has answered that struggle in launching Twitter Analytics, a dashboard suite. The dashboard is helpful in highlighting how well a profile is engaging with its followers, but is also supports the reach strategy for Twitter’s recent advertising services.

Here’s how reporting in Twitter Analytics can ensure that your social media strategy is effective.

B2B Marketers Unite with National Advertisers #ANAMasters

digital marketing, B2B Marketers United in Merger with National Advertisers #ANAMastersThe technology's there, and the door's open for innovation. But everything is so complicated.

It's an interesting dichotomy for B2B marketers -- where technological advancements are met with increased difficulties in the world in which they market.

"Complexity is exploding," said Stephen J. Liguori, founder and CEO of Liguori Innovation and the global chairman of the Business Marketing Association (BMA), the 17-chapter, 2,500-member network of B2B marketing peers. "B2B marketers have all the opportunities and challenges in reaching their customers in new ways just like B2C companies."

However, Liguori continued, "we additionally work in extremely complex markets and companies. Examples: digitally connecting healthcare equipment in hospitals to support doctors, nurses and patients. Building apps for airline pilots to fly shorter, smoother routes to save money and time. So gaining new skills and expertise to successfully navigate this complex world is critical."

Marketing Challenge: Social Recommendations or Content Marketing?

2014-2-october-opposable-thumbs.jpg

Why aren't B2B marketers doing more to generate recommendations for their brands? I mean every B2B marketer (or head of sales, for that matter) understands how important positive word of mouth and referrals are, right?

And these days, it’s easy to leverage social media to amplify favorable comments about your brand, products or content. Yet my experience is that few B2B marketers are making it a priority to generate these “social recommendations” as part of their marketing strategy.

Why is that?

Three Tips For a Bang-Up Blog

2014-17-September-Firecracker.jpg

Looking to get the most bang for your blog?

Follow the three-step playbook created by Anum Hussain, a growth marketer for HubSpot's inbound sales division, created after staring down the daunting challenge of creating a new blog HubSpot’s sales acceleration product, Sidekick. 

It's not enough just to have a blog, she said, you've got to create the right one.

Tweets to Treasure: Better Trend Analysis

2014-28-August-Sean Goggins and Ian Graves.jpgThere’s something intriguing about wandering anonymously through the day, going wherever you want, doing whatever you want — no questions asked, no calls from the office.

Too bad that rarely happens anymore.

Thanks to social networks like Twitter, a worldwide broadcast of your every move and mood is just 140-characters away. We've come a long way since 2008, when many of today's most tweet-happy users (myself included) complained about their fears of being followed and argued that the minutia of someone else's life isn’t interesting enough to distract their attention.

Nope, we've learned that Twitter really is the gateway to deeper, more meaningful communication — and allows people to more deeply connect, share resources, share online opportunities and collaborate.

And now researchers at the University of Missouri claim they've found a way to make Twitter even more useful for those who believe there's actually a lot of treasure in those tweets.

5 Ways to Sharpen Your B2B Marketing on LinkedIn

digital marketing, Five Ways to Sharpen Your B2B Marketing on LinkedIn

Raise your hand if you've been told LinkedIn is the best platform for B2B social media marketing

So we've all heard that one.

And here is the thing. It might be true for your company. Or it might not be.

If it is, though, there are a few things you should know — not the first of which is the new marketing features LinkedIn itself produced last week that focus on testing and personalization.

And if your company is investing in it as a B2B marketing platform, here are a few things to know as you take the plunge.

Do Omnichannel Principles Work for B2B?

2014-07-July-Magic-8-Ball.jpgYou may be familiar with the poster children for omnichannel B2C marketing -- Tesco, Macy’s and Nordstrom’s. The companies gained significant admiration for their ability to gain insights from shopping patterns and then offer that same user the perfect pair of shoes, or coupon, whenever they are ready to purchase -- be it in store, in-app or online.  

In the B2B world text messages, in-store shopping and coupons are close to irrelevant. Impulse buys never happen, acquiring a new customer unsolicited is unlikely, and while e-commerce does exist, its intent is entirely different. It’s not surprising that omnichannel is not a hot buzzword in this space.

The question remains “why?” Is it because it’s not relevant or because it’s relevant, but still too complex to generalize? Will omnichannel as a trend carry a significant shift in how we operate in the entire business world in the next few years?

Sales and Marketing Strategies from the #WorldCup

digital marketing, Five Ways Marketers Can Empower Sales With Strong Leads

World Cup soccer is a marketing goldmine. Just ask McDonald's.

So what lessons can we apply from this major sporting event to B2B marketing and sales? Officials at marketing software provider CallidusCloud say record-breaking viewership confirms that quality performance can deliver high returns. And this is a lesson that can be applied to sales and marketing.

Giles House, chief marketing officer at CallidusCloud, said marketers should try to balance the needs of sales when they pass on leads.

House shared five steps every marketer should take to keep the sales team supplied with quality leads.

Displaying 1-15 of 110 results

< Previous 1 2 3 4 5 6 7 8 Next >