Opinions, best practices and research into B2B marketing strategy and practices

Branding workshops 3/3 – How to get great results

colleagues results fist bump ideas

It’s either a CMO’s dream scenario or his/her worst nightmare: The entire marketing department gathered in a workshop and told they should put all their branding ideas on the table – and that every idea is welcome. But how do you extract really useful concepts from it all while ensuring everyone feels their input is valued? How do you get results from a branding workshop?

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Telling B2B stories: Mention the war!

Whether it’s your cup of tea or not, British comedian John Cleese owes a small part of his fame to the phrase: “Don’t mention the war”. And I’m reminded of that phrase every time I hear a B2B marketing or communication department agonizing over what should or shouldn’t be said in the public arena.

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Is your company magazine a one-hit wonder?

Company magazines continue to consume a significant proportion of many B2B marketing budgets. Understandably so, as magazines can be a great way to profile the company’s achievements, internally and externally. But many companies have a long way to go before their content can easily be found and consumed online – that is, read, watched, listened to, or clicked on. No wonder it’s easy to question the business case for a magazine. Is it worth applying so much time and budget to a magazine if its long-term reach and impact is limited? Continue reading

New report: B2B buyer behavior online

Marketing technology firm Software Advice has released a new report on online B2B buyer behavior, detailing business implications for inside sales professionals in 2014 and beyond. The folks at Software Advice run a highly tuned sales machine where fast phone followups are part of the model, so they know what they’re talking about when it comes to getting visitors to move down the conversion funnel. And for the hungry B2B marketer, there are a few pointers worth noticing.

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Marketing technology and the challenges it brings for B2B

Considering the rate at which technology is advancing, it’s a fool’s errand to try to stay in front of the latest developments. Most marketers are more concerned with staying on board with the latest, but that can be pretty confusing too when there are so many concerns on the table. A vocabulary rich in buzzwords won’t get the job done, nor will a whole suite of sophisticated marketing tools that nobody knows how to use properly.

So, for the small- to medium-size business with limited marketing resources, what are some concerns to focus on? Continue reading

Content marketing – old wine in new bottles?

Effective content marketing is based on a genuine desire to help potential customers – and can, when implemented, lead to fundamental change in company culture. But old wine is old wine…

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7 ways to keep your subject matter experts feeding the Content Machine

If your company has established a blog, a few social media accounts or perhaps an independent thought leadership platform, then you have a group of employees contributing content on a daily, weekly or monthly basis. To keep the content flowing, they need to be supported as best they can. Continue reading

A Christmas Wish: that marketers ‘get’ the need for content promotion

Imagine you had asked your ad agency to create a TV commercial for your latest product. But you hadn’t allocated funds for actually airing the commercial on the right TV channels. Would you expect your campaign to be the talk of the town? No, right? Then why should corporate marketers expect they can create great content and the world will just sort of, well, see it and engage with it? Content promotion is key in today’s communication landscape. Continue reading

B2B and the tourism Industry: the business case for video

In my previous posts I covered two fundamental issues for B2B companies and marketers in the tourism industry looking to stay ahead of the competition: the need to develop a strong digital strategy and the growing importance of the “mobile factor”. Here I want to focus on another crucial aspect: the massive potential of video. Continue reading

8 ways to come up with great last minute content

“If you want to be interesting, be interested.”

There’s probably a good deal of truth in this saying, and if your business is content marketing or depends on your blogging activities, you’d do well to keep it in mind.

Coming up with interesting content that addresses and tantalizes your readers and giving it a remarkable personal (or corporate) spin are basic tenets of content marketing and the recipe for blogging success. But doing this day after day can be hard. Very hard. This is where it gets interesting. Continue reading