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


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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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

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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Research and Insights on Attracting and Converting the Modern B2B Buyer

The pressure for B2B marketers is on. Modern B2B buyers have an increasing tendency and capacity to research purchasing decisions online long before they engage with Sales. They are empowered with information, and are reluctant from a persistently struggling economy. Winning over modern B2B buyers requires organisations to revolutionise their marketing approach, and the barriers to success are vast.

Facing great scrutiny, we must act on the buyer’s terms, tie all activities into revenue, and continually optimise performance.

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Special Announcement: Newly Launched Marketing Expert Groups

ADMA invites you to join its new Marketing Expert Groups. Formerly known as ADMA Councils, the new look Expert Groups are exclusively for marketers with a community focus on progressing direct, data and digital driven marketing.

Our Expert Groups have been designed for people who have an interest in advancing themselves through knowledge, technology and discovery. These groups will be the core of marketing excellence. Each group will debate on a particular issue or on a range of issues; they will gather and contribute to the overall advancement of our marketing industry.

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Twelve Online Lead Generation Mistakes to Avoid

By Chris Fell, Managing Director, g2m solutions.

The internet is a tough environment to make a sale, or even commence and influence a sale, especially for small to medium businesses. It’s so crowded with competition and flooded with data that when someone does visit your site, it’s a ever increasing challenge for B2B marketers to keep them there. Unfortunately, getting Google searchers to land on your site is only half the battle. Briefly skimming your homepage is different to sticking around and reading your content. People have almost zero patience when they’re browsing online, so it’s imperative to do whatever you can to keep them hooked.

Without further ado, here are some common mistakes to avoid when it comes to online lead generation:

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25 Business-Tastic B2B Social Media Case Studies

By Jake Hird, Senior Research Analyst, Econsultancy (UK)

I’ve been asked quite a few times over the past couple of weeks for examples of social media marketing being used in a B2B context. This is actually more prevalent than a lot of marketers appear to realise – and is certainly something that’s not new to the marketplace.

Here’s some great examples of B2B organisations using social media with commercial purpose. Some are old, some new, some you might be familiar with, others perhaps not.

1. American Expresss

OPEN Forum and Facebook campaigns

AMEX does a lot to support business customers, from the long-standing OPEN Forum, through to running related campaigns across its Facebook Page.

One of note was the recent “Big Break” campaign which was a contest for SME’s, the five winners of which received an all-expense paid trip to Facebook HQ, for a one-on-one business makeover and $20,000 to aid their existing social media strategy.

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Getting Closer to your Customer in the B2B Realm

Interview with Ray Kloss, Head of Direct Marketing, SAP Australia.

In this Interview, Head of Marketing for SAP Australia Ray Kloss discusses future trends within B2B and what to focus on in the data space…

1. What are the 3 biggest trends in the B2B industry at the moment?

Most of the big trends now are about re-thinking the buying journey in businesses, re-thinking how they make their purchases.  First, it’s time to think B2P instead of B2B.  Brands, businesses, have to speak to people.    Reference-ability and networking is more important than ever in an environment of ever increasing ROI required from the P&L.  Second, marketeers need to think past the business / customer, and think further out to the customer’s customers.   The big question to ask is, “How do our offerings help our customers serve their customers?”  Answering this question is key “creating” market and achieving growth faster than the market.  Finally, business customers (and governments) are keen on smaller transactions, but within an overarching offering that allows business return within a quarter, but with a view to multi-year returns.

2. Social for B2C has taken off; do you think there’s a real benefit for B2B marketers to be engaging in the social space? And if so, how can B2B marketers improve their current tactics?

The answer on this question is very straight forward, if you are not using social networking in your B2B marketing, you are completely missing the trend of moving from B2B to B2P marketing.  That being said, it’s very complex to build a social strategy where the end-buyer is a professional, as opposed to a consumer.  Emotions are still involved, but it’s much more about ROI and risk, and there is a strong immunity to messages that don’t deliver value to their role and their teams.

3. As a company, what are SAP focusing on at the moment within the marketing area, and why?

Within SAP Marketing, we are focused first on getting closer to our customers.   Some of our best performing investments in marketing have actually been developed in conjunction with what are customers have asked us for – more opportunity to network with other customers and business thought leaders.  People want to know how we help other people enable their companies to run better.  It’s all about personalising our brand promises to unique situations and to individuals.

4. What role do you think CLOUD will play in marketing in the next few years?

Cloud is one of the main markets SAP is moving into.  We’ve had our SAP Business byDesign cloud offerings for a few years, signing up over 1,000 customers in 2011, and SAP purchased Right Factors (15 million cloud customers) in Q4 in 2011 for just this reason.  Customers are keen on fast access to new capabilities, and Cloud enables us to supply this.   New innovation enablers, ready in days instead of months meets the needs of that trend of smaller transactions with faster ROI.

5. Where do you seek out industry trends and thought leadership?

I am following a number of CMO’s of the top 30 global brands, they are good at outlining other sources and their own ideas can be gold.  I also find that following Fast Company, Wired and the Economist gives me quick access to breaking ideas around the world, especially in emerging markets.  Finally, I prioritise face-time with our customers.  Whenever I get the chance to meet with our customer executives, I take the chance.  I now have a network across some of the biggest brands we service, and some of the smallest, and I can reach out to them ad hoc for fast market testing of ideas and concepts.  That connection helps me keep our efforts focused on delivering value and enable us to personalise to different customer scenarios.

6. Where do you see the B2B industry headed in the next few years?

Interested customers have to be able to have a full experience of a company’s offerings, without leaving their device.  Notice, I didn’t say “leave their office” because they’re not in offices much these days.  The decision makers in business and government have truly gone mobile.  Mobility devices permeate this market, and people are using them everywhere.  Those devices are the marketplace of the next few years.  People are getting very used to the online experience, and they’re expecting it from their key suppliers.

Ray will be presenting at the upcoming B2B Seminar in February, and will be providing the audience with predictions and key trends to look into for 2012. For more information visit B2B Marketing Seminar.

Ray Kloss is Head of Marketing for SAP Australia.