A blog where growth-oriented manufacturers find expert advice on marketing and sales.
Our goal is to help you generate better leads and close sales faster.
A big challenge for B2B marketers is getting management to understand and approve new marketing methods. One successful approach is to educate with questions.
Inbound marketing is not an effortless journey, but for marketers who focus on the five most important steps, the rewards can be transformative.
With the right understanding of email marketing, you can cost-effectively nurture prospects, deepen relationships with prospects and close more sales. And kick ass.
HubSpot has released its fifth annual review of inbound marketing trends and tactics. The report confirms the wild west nature of the current marketing world. And as with any change, it's accompanied by the good, the bad and the ugly.
B2B marketers who artfully blend the four essential ingredients of inbound marketing will have a recipe for consistently delicious success.
B2B companies who create marketing that their prospects and customers love can sell more, keep their customers longer and be less reliant on price competition. If you are a marketer, there's good news and bad news about how you are perceived by the general public: The good news is that, according to recent polling, marketers are held in higher regard than lobbyists, car salespeople and members of Congress. That's a relief. The bad news is that marketers are held in lower esteem than stockbrokers, labor union leaders and, gasp, lawyers! Ouch.
One of my favorite quotes about inbound marketing is from Guy Kawasaki, the Silicon Valley venture capitalist, best-selling author and former Apple executive: "If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing." Inbound marketing is a burgeoning area of marketing that focuses on attracting prospective customers online with valuable content, and then converting them into leads. Inbound marketing tactics include the use of blogs, social media, e-books, white papers, search engine optimization and webinars. In essence, inbound marketing is all about earning your prospect’s attention.
B2B marketers who adapt to the tectonic shifts in marketing can reap enormous benefits to both their company and career. As the apocryphal Chinese curse goes, “May you live in interesting times.” Most B2B marketers can relate as they race to keep up with the new and ever-changing best practices of marketing effectiveness. The current revolution from outbound to inbound marketing is akin to when the horse and buggy industry was faced with the automobile. Some in that industry adapted to the sea change. Many did not.
Rather than delegating marketing to one department, B2B companies who orient their entire business around marketing will thrive.
B2B firms who stay abreast of the latest marketing trends can better diversify into additional markets, evolve and grow. In an annual survey of marketing executives, Unica (a marketing solutions division of IBM) identified key trends that illustrate the "industrial revolution" occurring in the marketing world. Here's a recap of the most important B2B marketing trends: Marketers are getting the explosion of data under control. The #1 issue for marketers, according to 62% of respondents was "turning data into action." Marketers identified "measurement, analysis & learning" as the biggest impediment to action.
B2B marketers who use content marketing are lessening their reliance on traditional marketing tactics, and developing highly-qualified leads for less money. What is content marketing? Here's how the Content Marketing Institute defines it: Content marketing 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.