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The Forward Observer

Expert Sales and Marketing Advice to Help You
Generate Better Leads and Close Sales Faster

The 3 Most Important Aspects of Inbound Marketing

Are you a bit overwhelmed by inbound marketing and all its moving parts? Don't be - it all comes down to three concepts.

5 Of The Fastest Ways To Improve Your B2B Marketing

Are you a B2B marketer who needs to make big improvements fast and are overwhelmed at all the options? Don't be. Focus on these 5 areas and you'll be a winner in no time.

How Buyer Personas Can Sharpen B2B Marketing

B2B marketers who develop a composite picture of the real people who buy, or might buy their products can form a bond of customer trust that most rivals can not overcome. Many B2B marketers have only the faintest idea what lies behind their customers’ buying decisions. They think they know, but a lot of presumption is involved. The truth is, buying decisions are driven by emotional factors which are then justified with rational factors about the product and the price. Add to that any number of subjective factors like office politics, conflicting priorities, and you need a sharp knife to cut through it all. That’s why the emergence of buyer personas as a marketing tool is becoming increasingly popular. In Adele Revella’s “The Buyer Persona Manifesto,” she offers this definition of a buyer persona: "It’s an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell." Buyer personas are like an avatar crafted from direct interviews with as many buyers as possible. And from their behavior observed at conferences, social media, etc. Other characters who influence the buyer’s decision-making process will emerge from this research: procurement people, bosses, rivals, etc. It’s important to remember that this buyer persona is not necessarily your customer. The development of the persona helps you discern the difference between who you THINK your customer is versus who you real customer is. Flowing from that is a wealth of strategic insights about not only who your customer is, but also how to talk to them. "So instead of talking at the buyer, blurting out a “me-me-me” narrative with absolutely no consideration of his real concerns, marketers can get straight to the heart of the matter."

Top 10 Content Marketing Tactics for B2B Companies

B2B marketers who use content marketing are able to reduce the cost of leads, increase awareness and position themselves as thought leaders. Content marketing, as defined by the Content Marketing Institute, is "... a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action."

Why B2B Marketers Should Use Slideshare for Content Marketing

B2B marketers who use SlideShare can increase awareness and credibility, generate leads and rank higher with search engines. SlideShare is the YouTube of slide sharing websites. Its users include B2B marketers, The White House, and the US Army and Navy. It is the largest presentation sharing community on the Internet. On SlideShare, you can upload and share (publicly or privately) presentations, videos, music files and more.

How B2B Marketers Can Find New Customers

B2B marketers can find new customers by adopting demand generation tactics such as providing educational content, making their website an educational hub, using marketing automation software and nurturing decision makers until they are ready. "Demand generation is the focus of targeted marketing programs to drive awareness and interest in a company’s products and/or services. Commonly used in business to business, business to government, or longer business to consumer sales cycles, demand generation involves multiple areas of marketing and is really the marriage of marketing programs coupled with a structured sales process." WIKIPEDIA

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