Many marketers believe that both the strategies of gaining more customers, increasing market penetration or customer acquisition, and selling more to existing customers, retention or loyalty strategy, are equally good. However, the loyalty strategy is often the chosen route due to the cost of acquiring new customers.Continue reading
It’s time to reconsider your strategic value proposition
In the current business environment, which brings a new level of difficulties to almost every business, sales teams are having to look closely at their company’s strategic value proposition. Does it reflect the current strategy? Is it the right fit for the customer? Does it align with current buyer behavior?
Now is the time to re-evaluate. But when speed of reaction to market dynamics is the essence, there’s no time for a protracted process. What’s needed is a rapid, pragmatic approach.Continue reading
The 7 steps to improving your digital B2B experience
In the midst of uncertain times, growing numbers of B2B companies are amping up their digital content strategies and seeing positive results. What is the ultimate digital B2B buyer experience and how can you achieve it?Continue reading
Where to next for content marketing?
At BBN, we’re embarking on a journey to update the content marketing toolset that has guided successful content marketing programs for B2B companies the world over.
Content marketing for B2B companies requires a well-planned and coordinated effort. Success comes down to being able to choose the most suitable approach, within the limitations of budget and resources, from a multitude of content marketing disciplines.Continue reading
What do gates have to do with content? A guide to paid, earned, owned and shared media
Promoting your B2B brand, its products and services is an essential part of successfully marketing yourself. But it can be tricky to navigate the multiple media types and with a lot of marketing jargon flying around.
What is the difference between paid, earned, owned, shared media? And what is gated and non-gated content? Here is a quick overview of how you can use these four media types to enhance your content marketing strategy.Continue reading
Content is king – but only in the right place at the right time
With a six times higher conversion rate than other methods, it’s no wonder that more and more companies are integrating content marketing into their marketing strategy.
Whether it’s a company targeting cement plant owners in the Middle East or another launching a new seed brand in Eastern Europe, many B2B companies use content to engage their audiences.
So, we know that content marketing works, but how do you decide what content works best – and when?Continue reading
B2B marketing and communications anno 2019
This year’s annual BBN owners’ conference offered a unique privilege to hear input from marketers working all over the world. At the conference, we shared our own reflections on the state of play of B2B marketing and what the future holds.Continue reading
6 ways to strengthen your content marketing in 2019
It’s nearing the end of February and that new year resolution to get fit is starting to fizzle. But the year is still young and it’s not too late to start planning your next content marketing move. Here are six handy tips to help flex your content marketing muscles.Continue reading
Why traditional sales training is a waste of time and money
Sales enablement expert Mauricio Garza believes closing deals takes more than classic sales training sessions. It means changing the way you work with your people.
So, why is traditional sales training a waste of money? And what can you do to ensure a highly-engaged sales team? Mauricio provides his top four tips to help you on your way.
Why don’t engineers trust blogs?
A blog can be many things. Fashion, food and lifestyle bloggers saturate the internet with millions of posts daily. But in B2B, do engineers have the same love affair with blogs?