Poll Results: B2B KPIs

By Vlad andrianov, ADMA

B2B KPI for Acquisition

The ADMA B2B Expert Group has recently reviewed the results of its poll that went out to ADMA member organisations. Experts think the results offer a ‘good snap shot of the status quo’ in the B2B marketing space. Continue reading

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Online Communities for B2B Lead Generation: A Guide for B2B Marketers

BY Sarah Pern, Digital Marketing Consultant, G2M SOLUTIONS

Online Communities

With an increasing amount of time being spent online in communities and the subsequent uptake of community building activities in the B2B world, now is the time to get your foot in the door before your competitors obliterate you online and secure all your prospects.

B2B marketers need to know the following to generate leads from building online communities.

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Ones and Zeros Marketing

Zeros and Ones

With technology moving so fast it’s hard to predict whether we will still be calling digital marketing digital even one year from now, or whether we’ll drop the tag altogether, as everything seems to be digital these days.

Whatever it’s going to be, ones and zeros will continue to help us drive sales and be creative while doing it. Here are a few ideas about where we are headed. Continue reading

B2B Marketing: Do You Still Golf?

By VLAD ANDRIANOV, ADMA

Product development, distribution, branding and promotion: B2B marketers face the same issues as the B2C ones. And even though the line between the two often blurs, still there are plenty of differences, specifically when the product or service has a high price tag.

Here’s how it’s been done before: Continue reading

Why CEOs find B2B Marketers “Untrustworthy, Unimpressive and Disconnected!”

By Chris Fell, Managing Director, g2m solutions

Four out of five CEOs have trust issues with their marketing team and claim to be unimpressed by their work, a study by Fournaise Marketing Group has revealed.

Ouch! As a B2B marketing professional I find those findings very hard to read!

What could be driving such a resoundingly negative perception? The answer it seems is that marketers are disconnected from the core financial metrics of the business.

Fournaise surveyed more than 1200 CEOs in North America, Europe and Asia Pacific finding that 80% admit they don’t really trust and are not very impressed by the work done by marketers, while trust and value in the work of CFOs and CIOs was dramatically higher at 90% of the sample.

Jerome Fontaine, chief executive of Fournaise, believes “Marketers will have to transform themselves into true business-driven ROI marketers or forever remain in what 65% of CEOs told us they call ‘marketing la-la land’.” Continue reading

B2B: 10 Rules To Generate Leads Via Content Marketing

Content marketing is the new black. It’s just sooooo fashionable!

This is somewhat of a surprise when you think about it, content marketing is hardly new. So why the renewed interest?

Consider this statistic: Marketing Sherpa reports well over 80% of B2B buyers start their purchasing journey online.

Your buyers are researching their options, connecting with their peers, all online and all without referring to you or your competitors. Good, useful, well constructed, valuable content is highly prized by buyers in an online world crammed with information that is little more than simply noise.

Your second job as a B2B marketer is to get your content into the hands of your buyers or at least in front of their eyeballs.

Get these two elements right and your firm will dramatically increase the quantity and particularly the quality of leads. With better quality leads, conversion rates will soar and you lead-to-revenue ratios will significantly increase. In short your funnel will flow more efficiently.

This is why content marketing is receiving so much attention presently.

Building a Content Marketing Strategy

So what is content marketing? It means building valuable content that you give willingly to your contacts, leads, qualified prospects and customers that expand their understanding of the issues they face, assist them to clarify what’s wrong, and help them understand how best to fix their problems – one at a time.

Content marketing should aim to trouble the buyers of your target market about the problems they face, to such a point and in such a way, that they take action. Without creating action, marketing is a pointless exercise.

But here’s the rub. It means you have to stop  Continue reading

The Heart of B2B Marketing Strategy Success

By Chris Fell, Managing Director, G2M Solutions

It’s just SO tempting for B2B marketers to want to target large juicy market segments and market an ever increasing portfolio of products to that audience.

The cold hard truth is that there is nothing less likely to succeed. When I broach this topic with the delegates at ADMAs B2B Marketing Strategy course, I often get quizzical looks. Surely the larger the market the better? There are more potential customers that just have to be a better place for us to fish! Doesn’t it?

In B2B marketing, being a small fish in a big pond isn’t fun. You get pushed around by the big fish, bullied, picked on; it’s tough to win in a fight. Think about the last time you were in a sales call and positioned your company’s value proposition with a client. Did you have to say “Ahhh yes, we are like {insert name of your sector’s dominant player} but cheaper/more flexible service/we bundle heaps of extra stuff for free”…sound familiar? Continue reading

B2B Marketing Outlook Australia 2012: A Research Report Exploring B2B Marketing Usage, Intentions and Directions

Whitepaper Review by ADMA

This B2B Marketing Outlook Report 2011, conducted by Green Hat, confirms many long-held suspicions of B2B marketers about the differences between B2B and traditional B2C marketing; changes in B2B priorities, the impact of digital channels on marketing practices along with some new challenges and issues are rising to the surface.

Digital Marketing is Rising
Spend on digital marketing in 2011 was greater than predicted and in 2012, survey respondents plan to increase it again. At this rate of growth, the report says that digital is expected to “overtake traditional marketing in terms of budget share as the highest spend category during 2014”.

Traditional Moves Towards Measurability Continue reading

Why Your Q2 B2B Marketing Plan Might Be A Waste of Time

By Chris Fell, Managing Director, g2m solutions.

Easter break is that time of the year where many B2B marketers pause to catch their breath, reflect on what they have achieved so far this year, and refocus on the push for the financial year-end and perhaps beyond.

I teach ADMA’s B2B Marketing Strategy course twice per year, based on MathMarketing’s Funnel Academy. In the course, I always ask the same question: “What is your campaign planning timeframe?” Most answer “quarterly”, occasionally “six monthly” and very rarely beyond that other than in some vague general sense for budgetary purposes; usually something like, “Oh, the same as last year plus 5% for inflation.”

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How To Make Visitors Fall In Love With Your Landing Pages

By Chris Fell, Managing Director, g2m Solutions

Are you in love with your landing pages? Does you heart beat just a little faster when you check out its form fields and gaze longingly at its stunning Calls-To-Action?

Well you should be! Landing pages convert those flirtatious site visitors who are just checking you out and turns them into, well if not life long partners, then at least a first dinner date!

But there’s a Big Problem with Landing Pages

Typically, B2B marketers use landing pages as part of their website lead generation process. But how much is that beautiful site traffic worth if your site visitors don’t convert? According to New York Times Best Selling author, Bryan Eisenberg, on average only 2% of visitors convert once they reach a landing page!

That is a staggeringly low statistic if you stop for a moment and consider that in most cases the visitor has chosen (by clicking on a link) to go there.

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