B2B Content Isn’t Boring Unless Your Writing Is

It’s a common refrain: “We’re a B2B company. We can’t do the same things those B2C funsters get up to.” Another good one is, “Our product/industry/niche is just too serious and boring for content marketing.”

But it’s also worth pointing out that shedloads of content are published every day for which “boring” might be a polite description (“predictable” and “unnecessary” would be others.) I regularly come across reports, white papers, and articles that would require me to stab myself repeatedly in the leg with a fork simply to stay awake beyond the opening paragraphs.

I’m sure the marketers publishing this content wouldn’t say it’s boring. Perhaps they don’t always realize it is. Perhaps internal feedback convinced them the world really is desperate for an academic thesis on interlocking flanges … or something. Perhaps, as can be the case in B2B, the content was written to satisfy an internal audience – a C-suite eager for the brand to appear smarter than the competition on everything to do with flanges.

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lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content marketing, marketing leaders, marketing tactics, Tactical Marketing Plan, B2B strategy

What B2B Marketing Leaders Are Measuring: Five Key Takeaways

  • Our 2020 Metrics Study looked at the metrics included on the leadership dashboards used by B2B marketing leaders to express performance
  • The selections of metrics provides a deep view into the areas of performance B2B marketing leaders are prioritizing
  • Differences seen between high- and low-growth organizations provide a view into how successful companies focus their performance measurement

Are you curious about what marketing leaders across B2B are measuring these days? How does it compare with what your organization is measuring? We’ve recently completed our 2020 Metrics Study and have some answers.

The study looked at the metrics B2B leaders use to manage performance. Instead of asking leaders their opinions on which metrics they feel are most important or have available should the need arise, we simply asked worldwide B2B leaders which metrics appear on their company’s top-level dashboards. I’ll focus on the data we gathered on top-level marketing dashboards, often referred to as the CMO dashboard.

I’ll focus on the data we gathered on top-level marketing dashboards, often referred to as the CMO dashboard. The findings tell us some critical things about the state of B2B marketing today:

  • Leadership attention is precious. Although the potential for marketing to make an impact may feel limitless, the attention of executive audiences has its limits. On average, marketing leadership dashboards present eight metrics for consistent review. 
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marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, marketing leaders, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021

Time To Update Your B2B Go-To-Market Strategy

“The internet hasn’t been kind to the sales rep,” says sales and marketing author Brian Gray.

If you are thinking your sales reps will be the gateway of your go-to-market strategy, experts say you have another think coming.

Increasingly, sales reps must provide an experience, not just info.

“Before the internet, when the rep was in control of distributing all the information a prospect could get, they knew early on that they were being considered,” says Gray, leader of Revenue Path Group. “It allowed for multitouch sales methodologies to form. Each call, at each stage, took on different importance and training.”

Before the internet, business-to-business (B2B) prospects needed a sales rep to obtain information. That meant that as soon as a prospect entered the marketplace, they were in touch with viable options.

“Today that's not the case,” says Gray. “Prospects delegate a lot of research to a lower-level employee, who brings options to the table. By the time they make contact, they have decided their own solution, pigeonholed you in with some competitors and want you to compete on price.”

The importance of the internet and social media is not news. But like many other aspects of marketing, Covid-19 has dramatically accelerated this shift. This has a huge impact on go-to-market strategy.

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marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, marketing leaders, customer experience, sales strategy, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021, Sales Cycle, Go-to-market

B2B marketing: Solving the big five challenges

Let’s face it, as a B2B tech company, marketing isn’t easy.

With typically longer sales cycles, multiple key stakeholders involved in every decision, fierce competition within the industry, and many B2B businesses selling complex solutions rather than single products, B2B tech marketing is… well, it’s complicated. But it’s not impossible.

To help you succeed, we’ve broken down 5 of the most common marketing challenges faced by B2B tech businesses today, and how you can solve them.

B2B tech: it’s a fast-paced industry
With the tech industry evolving so fast, marketers need to be agile; pivoting quickly and adapting effectively when faced with changes or growing competition within the market.

To stay on the leading edge of the industry, be sure to keep your ear to the ground at all times. This means keeping an eye on your target market and your competition, and monitoring reputable sources for any announcements, opportunities or potential threats to your brand.

Changes within the market can present a real problem for businesses who aren’t paying attention. But they can be a boon to brands who are prepared to change and adapt.

Sometimes being just a little quicker than the competition may be all you need. For example: being the first to start talking about a rising trend or new cutting edge technology may help your brand define itself as a thought leader in your industry.

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marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, marketing leaders, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021

Three steps to level up your B2B marketing in 2021

2020 was full of disruption and fast pivoting across the marketing spectrum. But for B2B marketers—whose plans are often anchored around in-person events—this period changed the playbook on how to reach crucial business decision-makers. To learn more about how the business decision-making process has changed—and how marketers are adapting accordingly—Twitter partnered with Bain on a new research study.

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content marketing culture, marketing strategy, B2B content marketing, B2B marketing, capturing audience, CMO, content creation, content marketing, marketing leaders, Tactical Marketing, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021, Marketing Trends 2021

How to set the content marketing world on fire.

As a copywriter and content marketer that has been fortunate to work with some pretty stellar startups, I’ve seen first-hand (and admittedly at times by my own hand) what works and what doesn’t in the content marketing world.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content creating, content marketing, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, Tactical Marketing Plan, Best tactics marketing, Advertising Campaigns, B2B strategy, B2B Sales, Advertising trends 2021, B2B ads

7 Costly Misconceptions About B2B Content Marketing

B2B marketing has changed a great deal over the last decade (and arguably even more so over the last year). To be sure, such transformations have affected content marketing just about every step of the way.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content creating, content marketing, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, CTA

How Marketing From Home Will Help Align Marketing and Sales

Misalignment between your marketing and sales departments can cost your business money, waste valuable B2B content, and cause lead-to-sale conversions to fail.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content creating, content marketing, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021, Marketing Trends 2021, Marketing and Sales, Smarketing, Improve Customer Journey, Marketing from home

What B2B marketers can look forward to in 2021

“For me, this is the best time to be a B2B marketer. It’s not only B2B marketing’s opportunity, but it’s B2B marketing’s responsibility to take back control of the buying cycle.” Forceful words from Nick Heys, CEO of Jabmo, a global ABM platform serving industrial and manufacturing businesses, bio-sciences and healthcare.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content creating, content marketing, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Marketing 2021, Marketing Trends 2021

What Makes a Good ‘Call to Action’ in B2B Content Marketing?

In marketing, a good ‘call to action’ – which elicits the desired response from our reader or viewer – can elevate content from merely insightful to truly valuable.

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content marketing culture, lead generation, marketing strategy, B2B content marketing, B2B marketing, capturing audience, content creating, content marketing, marketing leaders, entertainment, future of marketing, marketing tactics, Tactical Marketing, Tactical Marketing Plan, Best tactics marketing, B2B strategy, B2B Sales, Call to Action, CTA

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