As writers, we have all experienced that moment when we think to ourselves, why the heck am I writing this if no one is going to read it? And if your marketing department has been focused on content for basic demand generation, then your marketers have probably experienced that same thing. They’ve put a lot of time and energy into creating content with the hope of turning MQLs into SQLs, but unless the right people are finding it, all of that work goes down the drain.Continue reading
When asked by a client to repurpose a press release to an article recently, I tackled the task head-on and produced not one, but two brand-spanking-new pieces of landing page content. With a bit of creativity and stakeholder input, you can take content production out of the “too hard” basket.Continue reading
Since starting down the ABM track ourselves, we’ve presented the concept and workings of ABM to top management and sales and marketing leaders on many occasions. One comment we often hear early in our presentations, usually from salespeople, goes something like this: “In many ways, we’ve been doing ABM since forever. We just didn’t call it ABM.” And they’re right – in many ways.Continue reading
This article examines how approaching sales and marketing with account-based marketing (ABM) lifts efficiency across the board. To kick things off, we discuss a topic that is dear to the hearts (and careers) of sales leaders, CEOs and CFOs, but which Marketing is typically far removed from: the revenue pipeline.Continue reading
Many of us who work with 10X sales and marketing techniques (10X companies outperform their competitors by a factor of at least 10 in key aspects of their business models), invented and refined primarily in the US, view the success of Scandinavian companies such as Grundfos, Alfa Laval, Danfoss, Vestas Wind Systems and Foss Analytical Instruments with admiration. They’ve built their impressive track records on innovation, high-quality products and know-how.Continue reading
In many B2B companies, a lot more attention is paid to how many deals enter the pipeline than on measuring the rate of closed-won deals. Yet the average win rate is one of the most important measures of success! Although winning deals is normally considered the job of the sales team, how can the marketing team contribute to this crucial KPI?
If you’ve done the analysis, and your win rate is at or even below the industry standard, you might want to consider how account-based marketing (ABM) can boost revenue results.Continue reading
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
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
If saving time and money is high on your agenda, then giving your agency a good briefing is essential. With everyone pressed for time, it’s something we are all getting poorer at. It’s time to rein it in, though. Why should you invest time in getting the brief right?Continue reading