99% of marketers report needing a consistent pipeline of fresh ideas for content production, but only 51% report having enough ideas to be successful. Check out this original research and guide, and start gathering and executing game-changing ideas.
Understanding the B2B buying process is an essential part of creating effective sales and marketing strategies. To help you identify, engage, and nurture potential customers in an increasingly competitive space, I’m taking a look at the four crucial ways the B2B buying process is changing.
1. The Buying Process Is Growing More Complex
Technology is developing at a rapid pace, especially within the B2B sector. Decision makers are faced with increasingly complex problems, and they often need to decide between growing numbers of potential vendors to solve them. B2B buyers engage with these vendors through an average of…
I still remember the first marketing conference I attended—I was just a young whippersnapper back then (five years ago). It was a little event in New York City called “Rainmaker,” sponsored by a company specializing in real estate blogging. It was a bit of an odd experience, being surrounded by people wearing suits who were twice or triple my age, in some fancy hotel that I still probably can’t afford to stay in.
I’ve been to many conferences since, and they’re always great learning experiences. But why pay all the money and travel expenses for a conference when there’s so…
“So many ideas are great but get lost along the way”
-Jessica Bergmann, Demandware
Quality ideas are a marketing lifeline, but it takes the support of a good team to bring them into reality. Yet with the fast, crazy pace of the marketing cycle, team members can feel like they’re on a never-ending wheel of idea generation with little payoff.
Why not give the members of your team the reward they secretly (or not so secretly) desire, while also pumping up morale and infusing their work with a sense of personal ownership?
The B2B sales process is growing more and more complicated, with potential customers engaging with vendors through a diverse range of touchpoints, platforms, and assets. In order to help sales teams effectively engage leads in this increasingly challenging environment, it’s essential that businesses provide them with the necessary tools and assets for the job.
Because of this, the process of sales enablement is an increasingly integral part of B2B sales strategies. But what is it, exactly?
To help your business enact an effective sales enablement strategy, I’ve compiled five of the web’s best enablement assets.
I was recently invited to speak at a conference on content marketing trends and insights. It was the final session of the day, it was 80 degrees (in February), and there were ice cream bars available outside when the session kicked off. I didn’t hold out a lot of hope for a high level of attendance.
I was pleasantly surprised when a number of people wandered in as the doors were closing—perhaps they were hot or looking for some shade so their ice cream didn’t melt. After finishing my presentation, I walked over to the evening reception…
It’s great to be a product marketer. You’re at the center of your company: you have a direct lens into multiple teams, operations, and initiatives. You’re also your customers’ chief empathizer, and you have an arsenal of data to learn about their most pressing needs.
But at any given time, you’re probably walking a fine line between “lots of great detail” and “information overload.” The biggest challenge you’re likely facing is how to distill your wealth of knowledge into a cohesive set of resources for your team.
Being in a relationship signifies a long-term, loyal commitment. The same rules apply in business. Relationship marketing is a way to cultivate ties between a brand and a company.
Relationship marketing is usually much easier in channels that have a one-on-one element. But what about in your broader content initiatives? How can you continue to foster brand loyalty and fan excitement from a blog or video series?
Well, who’s to say that relationship marketing and content marketing can’t go hand in hand? Here are four brands that nailed the combination.
Do you remember when you had to wait 20 seconds to download an image from a website? I do, and it sucked big time.
The web before broadband was a major headache. If you wanted to share information with other users you had to keep the number of images to a minimum and rely mainly on text, which was much quicker to load.
As a product marketer, you have three responsibilities:
Connect your company’s value proposition to your customers Ensure that your customers are empowered Help your entire organization learn as much as possible from the communities you influence
It’s an exhilarating role that requires you to cultivate powerful, 1:1 relationships. By getting to know your customers, prospects, and stakeholders, you’ll create a feedback loop that helps your company grow. As your company scales, however, a new challenge will arise—you’ll have very little time and will need to rely on marketing automation to reach people 1:1.
Content marketing has a process problem. Learn how SiriusDecisions recommends brands restructure their content factories to optimize efficiency and ensure the content being created is the content your buyers need.
Content marketing is cheaper, more effective, and better received by customers than traditional marketing efforts. Don’t believe us? Check out this full page of content marketing statistics, consistently updated with the newest research and findings.