The buying process has gotten messy for B2B marketers. This easy access to
information means that engagement one second can turn into disinterest in the
next. Every new channel puts a hole in your funnel. (Although I've never
liked the funnel construct, it's appropriate for making the point.)
Marketers who don't integrate new channels into their content marketing
strategy will find they have a very leaky funnel. I'm not talking about using
them, I'm talking about considering how they all work together.
If you want to plug the holes, it's time to consider:
Consistency of Story
Given that only 32% of enterprise B2B marketers consider their content
marketing effective, they need to pay attention to what they're doing with
the 17 tactics they use, on average. Forty-one percent are creating more
content than they did last year but the question remains as to what it is and... (more)
Many of the buyers who visit your company’s website probably originate from
a click generated by a search result. Most marketers have done a great job
managing from the home page inward. But, how many marketers spend time
optimizing from the back of a website to the front? Consider that an interior
page can often be the first introduction many of your buyers have to your
Are you certain of the impression you’re making? Could it be stronger?
Stop now and go to a search engine and type in your company name, product, or
a keyword and take a look at the search results. Notice... (more)
The mantra heard most often in business these days is "Do More With Less."
For many businesses, cutting costs while trying to grow—or even sustain
their place in the market—is easier said than done.
What could help many businesses is gaining access to some of that $787
Billion in Federal Stimulus Package monies. Not surprisingly, many small
companies [94% of them according to a recent Intuit survey] said that,
"success depends more on what they do for themselves than the government."
Steve King from Emergent Research—when interviewed by Entrepreneur about
the survey—said he's not... (more)
When the economy trends down, it’s challenging enough to address people’s
uncertainty and concerns.
Buyers tend to hunker down and avoid anything that isn’t already a project
in progress, sometimes even standing by while those projects shut down in
mid-stage. You may start to notice a drop off in responses to your email
campaigns. This can lead to a bit of uncertainty of your own in regards to
your ability to maintain marketing effectiveness during the economic
Often, in our tendency to respond to this perceived dip in prospect interest,
we up our instances of email co... (more)
Marketing a professional services firm takes a bit of a different mindset
than marketing a product and solutions company. One of the major differences
is that the partners of the firm are doing the selling.
Marketing has often been an after-thought or undervalued resource for service
providers. However, the need to master engagement in the changing customer
environment gives marketers the opportunity to become a critical component of
a firm's ongoing success. Where services companies used to be able to rely on
referrals and recommendation for their business development needs, that... (more)