I keep seeing that statistic - you know - the one that talks about how far
through the buying process prospects are before they talk to salespeople.
Here are a few reasons why:
Prospects don't care if they're interacting with marketing or sales, they
care about the quality of the conversation or interaction and that it's
giving them what they need. Salespeople are perfectly capable of using the
tools available today to engage with prospects across all stages of the
buying process. And they should be competent at all of those conversations.
Marketers can facilitate interactions by sharing the strategic
problem-to-solution story across the continuum of the buying process to
support both buyers and salespeople in having more relevant conversations.
For some reason, we haven't embraced these realities collaboratively.
Here's the question that we need to ans... (more)
When B2B marketers first embraced email marketing, the idea was to populate a
database and continuously send one-size-fits-all messages to supposed
prospects. The idea being that by keeping these folks exposed to your
company's name and logo, you'd stay "top of mind." That process is now
referred to as "spray and pray" marketing. In a longer-term, B2B complex
sales process, just knowing your company's name or recognizing your logo is
The one-size-fits-all email blast is a tactic, not a strategic marketing
process. And, a lousy tactic at that when relevance and value ... (more)
Is your marketing content unemployed? What I mean by this is that content, to
be of value to anyone, must do something. If your content is not written with
the express intention of helping your audience learn, understand or take
action about something (or all three), it's just sitting there on your web
page, taking up space.
And, quite possibly, driving people away from your website.
A lot of content I come across doesn't live up to its billing. How many times
have you read a headline and thought, "yes, just what I'm looking for," only
to click through and be disappointed to lear... (more)
Content Marketing on Ulitzer
When I first talk with clients about e-marketing strategy I often hear that
they don't have access to the data they need to implement a targeted
nurturing program. Their eyes get big and glazed and they look like Bambi in
the cross hairs.
One of the things we forget as marketers is that our own status quo gets in
our way as much as the status quo stance of our prospects. It's time for
marketers to turn the focus on themselves for a moment and consider how they
can free themselves to "just do it."
Information overload is pervasive. Not just for prospe... (more)
Focusing on website navigation paths makes perfect sense for B2B websites
with lengthening sales cycles. The added pressure for marketers to produce
measurable ROMI means that each click needs to be considered a conversion
that strengthens engagement, builds trust, and leads to verifiable
conversations. Websites should drive buyer momentum and work toward reversing
that lengthening sales cycle statistic.
When you build a B2B website, it’s imperative that you think about the site
user's context. You need to plan for and strategize every click and
interaction by focusing on your we... (more)