We’ve passed a turning point when it comes to digital marketing. For nearly two decades now, websites, landing pages, email, and sponsored media have given marketers a way to reach targeted audiences in a cost-effective and efficient way. But every channel or strategy becomes old and outdated unless companies innovate and refine the way they use it. Continue reading
Before you take the plunge into B2B content marketing or work on updating and improving your strategy, it’s important to understand the latest trends and get a sense of the overall landscape for marketers. How many B2B marketers are doing content marketing today, and how successful are they? Are there any lessons to be learned from their experiences? Continue reading
Understanding each of the five generations and its unique sensibilities is the key to driving effective marketing strategies, particularly in B2B marketing, where most of these generations might be in play as decision makers or influencers. Continue reading
This is the second post in this series. Click here for part 1.
Last post we highlighted the 5 Generations at Work.
As we can see in the table above, the formative experiences of each generation shape its values and preferences. For example, maturists or traditionalists grew up in the World War II era and may have experienced wartime rationing. As many of us who market to this generation know, they’re often more cautious and look for security and stability in making decisions. Continue reading
This is the first of a three part series.
This is the first time in history that five generations of people are in the workforce, which means it’s also a historic and unprecedented time for generational B2B marketing.
In generational marketing, each generation is considered as a distinct archetype or model for driving product development, marketing and customer service. We look at each generation’s formative experiences, characteristics, mindset and preferences. Continue reading
With web and social media marketing continuing to dominate, it’s important that marketers and companies understand that a solid strategy for reaching a set of goals is what’s going to eventually get your ROI. This means that strategy is what separates the successful B2B marketing campaign from the failures.
Generating leads is not easy – this is a given fact. And in the world of B2B, it’s even harder. Most B2B businesses need consistent marketing and effective strategies to be able to survive. But what do you really need in order to generate leads? Continue reading
If you want to make an impression in your customer’s or prospect’s consciousness, video marketing using YouTube can be an effective channel. However, simply posting a video and pointing to it from your website won’t help you achieve the objectives that underpin the YouTube format (views, link clicks, website visits, sales, etc.). You’ve got to market your marketing videos and deploy YouTube features that help marketers do their job. Continue reading
For those who use email drip marketing as a marketing tool, you may find attaining a high open rate is a challenging proposition. There may be several reasons your “read” rate is low. Deliverability issues (getting into the Inbox) could prevent views. Poor subject lines can be another reason. But don’t forget to ask yourself: am I sending anything my customers or prospects want to read? Continue reading
If you have considered marketing on Pinterest you are not alone. Many businesses of all size are turning to social media sites as part of their marketing effort. Pinterest is one of those social media sites that are quickly gaining in popularity, providing businesses with another effective way to market their products and services. It’s easy to use, visually appealing, and can be a great way to get people to share information about your business. Continue reading