B2B marketers face several challenges. For example, when it comes to lead generation barriers, 42% of B2B marketing professionals state that a lack of quality data is the biggest problem. To help B2B marketers enhance their efforts, HubSpot’s Taylor Burke has published five tips. On importance of nurturing leads, Burke says, “Reality show producers are the masterminds behind engaging TV. They look for contestants who will play the best on our screens — creating drama, relating to the audience, or just being outrageous. It may be going too far to say sales is manipulation, but... [...]

Writing a blog post for any audience is a challenge, especially when it is to be created for a specific audience. For example B2B content. To help B2B marketers, Econsultancy’s Ben Davis has shared 10-step process that can help them write excellent B2B blog posts. On picking up a right topic, Davis says, “If you are short of ideas and there isn’t an obviously outstanding trend in your industry that your customers are fretting about (for us at the moment it’s AI, GDPR, or the perennial favourite, customer experience) there are lots of ways to settle on a topic. You can: look... [...]

Social media advertising has extended its reach widely. B2B and B2C are the domains covered by this. It avails multiple ways to marketers for reaching out prospective clients. Marketing Land’s Brad O’Brien has shared five tips to utilize social advertising approach for boosting the B2B and B2C performance. Advising marketers to design people-based advertising, O’Brien says, “A core draw of social advertising for B2C and B2B advertisers is its near-unmatched ability to execute “people-based advertising.” Essentially, your first-party data is leveraged to match and message... [...]

eMarketer is hosting a webinar on ‘B2B Mobile—How to Effectively Reach the Ever-More Mobile Buyer’ on Thursday, June 15 at 1.00 pm ET with Nicole Perrin. This webinar participants will learn hhow B2B buyers have shifted their behaviors around mobile and more. The webinar attendees will also learn: What disconnect exists today between buyers’ expectations and the customer experience Why mobile should no longer be treated as a single channel More key trends to consider for the year like app development, mobile commerce and sales enablement”. ‘B2B Mobile—How to Effectively... [...]

SEO is important for all. For Business-to-business companies, SEO plays the role in getting a good web rank to promotion of their products and services. In his recent article Search Engine Land columnist Garrett Mehrguth has shared advice for the B2B companies on how to treat SEO. Mehrguth says, “If your B2B SEO strategy is based around ranking your own website instead of positioning your brand, you’re missing the bigger picture. The reality is that your own website is no longer the best answer in Google’s mind for the keywords that are lowest in the funnel. Google favors independent... [...]

Forrester’s Steven Wright has published a new report titled ‘Build A Seller Development Framework’. The report offers advice for B2B marketers on how to address customer obsession. According to the report, customers prefer to engage online more rather than with sellers. Wright says, “Sales enablement vendors have also taken note of the need to embed seller development within sales enablement automation. Brainshark has announced partnerships with Highspot and Seismic to leverage Brainshark’s solutions for sales mastery and continuous training as part of overall sales enablement... [...]

Marsha Hunt says, “All B2B marketers and business owners are on a constant search for ways to grow their company. One of the keys to success for any small company or startup is growth hacking. Growth hacking allows you to find the most effective marketing channels and take advantage of them to connect with your audience and scale your business. Growth hacking tools can measure the performance of your marketing campaigns across different platforms. You can then use the information you gather to find the best ways to engage your audience. Why focus on growth hacking? It’s critical for B2B... [...]

Barry Levine says, “Artificial intelligence (AI) is more than a stylish trend. It goes beyond rules, providing the ability to understand content or language, find patterns that can be applied to the future, digest all kinds of information and make reasoned decisions. One by one, B2B vendors are rolling out their AI chops — targeting platform Demandbase, CRM and marketing platform Salesforce, account engagement platform YesPath, conversational platform Conversica, and B2B predictive marketer CaliberMind, among a growing list of others. To get some insight into what this means for businesses... [...]

Maz Nadjm says, “We may not give it a lot of thought, but artificial intelligence is already part of our daily lives in a number of ways. When it works well, it makes our life slightly easier – from trying to anticipate our needs (e.g. Amazon’s suggested products or Netflix’s recommended shows) to preventing us from being victims of fraud (e.g. our bank’s fraud detection systems). As a result, our experiences as consumers and humans becomes more seamless and pleasant. It doesn’t take long to get used to this, to the point that some of us are now starting to expect a certain level... [...]

Lisa Murton Beets says, “Too many B2B enterprise marketers are focusing on their brand rather than their audience while creating content. That’s one of the key findings in our new research report, B2B Enterprise Content Marketing 2017: Benchmarks, Budgets, and Trends—North America sponsored by KnowledgeVision. Let’s take a look at the actual stat: 53% of B2B enterprise marketers who responded to our annual content marketing survey say they agree that their organization is focused on creating content for their audience versus their brand. That’s a lot lower than the 69% of all B2B... [...]