Beyond Marketing
Follow
Find tag "B2B"
9.3K views | +1 today
Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
Your new post is loading...
Your new post is loading...
Scooped by Denis Failly
Scoop.it!

Is Your B2B Content Stuck in Purgatory ?

Is Your B2B Content Stuck in Purgatory ? | Beyond Marketing | Scoop.it

One of the challenges I’ve had a number of conversations about recently has been the ability of B2B content to attract the right audience. Much of the content created by B2B companies gets a limited amount of pageviews, social shares or direct passalong.

There can be many reasons for this, but for the purpose of this post, we’ll assume that your content meets the standards for “amazing.” We’re going to talk about distribution.

One of the things I’ve often ranted about is the lack of content strategy. An important part of content strategy is distribution. So hopefully, this post will help start a trend for more B2B marketers to turn to strategy before they publish.

Denis Failly's insight:

What's your goals ?

 

Do you want to engage new audiences?Do you want people to engage with that content and then demonstrate their level of interest by clicking on a “see also” link to a related piece? Or something else.Brand awareness? Although this is often a pretty wimpy catch-all on its own.Lead generation?Customer engagement and retention?
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Why the Cost of Inaction is so important in B2B Sales

Why the Cost of Inaction is so important in B2B Sales | Beyond Marketing | Scoop.it

Return on Investment (ROI) projections are often regarded as a critical element of B2B sales proposals, particular for high-value considered purchases. There’s no arguing that they have a role to play - but your sales people would be very unwise to rely on them.

In fact, I’ve become convinced that over-reliance on ROI calculations is one of a number of key factors that are driving the high level of “decisions to do nothing after all” that so bedevil many long and complex sales cycles. Here’s why:

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Happy B2B Sales Endings Start at the Beginning

Do you wish that your sales people were better at closing? Or that their sales forecasts were more accurate?  Are you frustrated that apparently well-qualified opportunities end up with the prospect deciding to do nothing? If so, you’re not alone. I hear these complaints all the time.

Denis Failly's insight:

"the issue often lies with how they started the sale, and not with how they are trying to close it."

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

BANT: Is it Still a Useful Tool for B2B lead Qualification?

Denis Failly's insight:

Think, out of the BANT

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

10 B2B Content Marketing Tips

10 B2B Content Marketing Tips | Beyond Marketing | Scoop.it
Every B2B company today realizes that content marketing is an integral part of their demand generation and marketing strategy.
Denis Failly's insight:

15-60-25 rule :  Only 15% of the leads you engage with qualify as “right-time-right-place”—so they may choose to buy based on their strong inclination.  60% of leads fall within the nurturing phase—so these will get filtered through your sales funnel. 25% are not interested at all.

 

You will find 10 quick tips to simplify your B2B content and make it shareable, make it compelling, make it sell and make it stick...

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Download the Define What's Valued Online Presentation - CMO COUNCIL

Download the Define What's Valued Online Presentation - CMO COUNCIL | Beyond Marketing | Scoop.it

This presentation examines what BtoB buyers and influencers value in digital content. The presentation provides analysis on over 400 queried BtoB content seekers worldwide on how they source, value and share content online.

Denis Failly's insight:

Understanding How BtoB Buyers Source, Value and Share Content Online

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

B2B Complex Sales: the 4 states of the buying decision mindset

B2B Complex Sales: the 4 states of the buying decision mindset | Beyond Marketing | Scoop.it

There's been a lot written - some of it by me - about the stages B2B prospects tend to go through in their buying decision process, and the need to align your your sales and marketing tactics accordingly. Of course, their journey is rarely linear: at any point they can choose to move forwards, revert to a previous stage, put the project on hold, or abandon the journey altogether.

But the stage your prospect is currently at isn't the only thing you need to be aware of when it comes to understand their likely buying behaviour: you also need to understand something about the state of their thinking about what they are trying to achieve, and how they think they might go about achieving it.

Denis Failly's insight:

A new interesting visual example, that is out of traditional vision of funnel

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

5 Buyer Behaviors Reshaping B2B Marketing

One thing we can count on is by the time you have finished reading this buying behavior may have been altered one again.  Changes in buyer behaviors continue unabated.  This is making it difficult for marketing and sales leaders to plan the right mix of strategies and tactics resulting in a winning formula.

Denis Failly's insight:

-Collaboration
-Co-Creation
-Less Content but Smart content
-One to One
-More Than Insight
-Adaptive and Agile Marketing

 

 

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Identifying the Questions Your Prospects Need to Answer

Identifying the Questions Your Prospects Need to Answer | Beyond Marketing | Scoop.it
At the most basic level, successful B2B marketing and sales depend largely on having solid answers to four questions: Why do companies and businesspeople
Denis Failly's insight:

how prospects actually make buying decisionsis the big question, here is

anoter vision of buying process

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Online Communities for B2B Lead Generation: A Guide for B2B Marketers

Online Communities for B2B Lead Generation: A Guide for B2B Marketers | Beyond Marketing | Scoop.it
With an increasing amount of time being spent online in communities and the subsequesnt uptake of community building activities in the B2B world, now is the
Denis Failly's insight:

Communities remain a "packaging" without high quality contents

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

B2B Lead Generation on Google+

B2B Lead Generation on Google+ | Beyond Marketing | Scoop.it
When Google updates its algorithms, marketers, content writers and all companies with a website should update their content and SEO strategies on the double. Google+ is all the more important because of its increasing influence on search.
Denis Failly's insight:

Time to invest more time on Google+ which was until now a curiosity

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

For B2B Brands, Facebook Delivers Traffic, Twitter Delivers Leads [STUDY]

For B2B Brands, Facebook Delivers Traffic, Twitter Delivers Leads [STUDY] | Beyond Marketing | Scoop.it
For B2B Brands, Facebook Delivers Traffic, Twitter Delivers Leads [STUDY]
Denis Failly's insight:

I am a little sceptical Linkedin vs Twitter

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

4 Lies B2B Business Owners Shouldn’t Believe About Inbound Marketing

4 Lies B2B Business Owners Shouldn’t Believe About Inbound Marketing | Beyond Marketing | Scoop.it

If you’re like most business owners, you’ve probably heard some occasional chatter about marketing trends: social media, content marketing, SEO and other hot topics. You may have read up on some of these trends circulating, but you question which are passing fads and which will truly impact your company. We’ve spoken to many business owners who communicate hesitations about adopting inbound marketing practices. Most of them struggle to establish the truth hidden in the multitude of eager over-promises and conflicting opinions. Among these protests to adopting an inbound marketing strategy, 4 lies surface again and again."

Denis Failly's insight:

For the uncredulous

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

B2B Businesses Are Adopting a B2C Sales Approach

B2B Businesses Are Adopting a B2C Sales Approach | Beyond Marketing | Scoop.it
See where B2B and B2C sales are converging.
Denis Failly's insight:

"Rather than having a solid “average sales cycle,” we simply know how long we've been engaged with them (not how long they've been in the process of buying)."

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

2013 Content Marketing Research: What B2B Content Delivers Best ROI?

2013 Content Marketing Research: What B2B Content Delivers Best ROI? | Beyond Marketing | Scoop.it
Time and money are the the obvious and most reported constraints in implementing content marketing programs that work.
more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Interesting Infographics: Top 3 Challenges B2B Leaders Face Today - Business 2 Community

Interesting Infographics: Top 3 Challenges B2B Leaders Face Today - Business 2 Community | Beyond Marketing | Scoop.it

Although branding plays an integral part in every business, B2B leaders continue to face numerous challenges. The following are statistics you need to know to understand the obstacles of B2B leaders. This, in turn, will help you reflect on what you need to improve as a B2B leader:

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

How to Tackle the Most Common B2B Sales Objections

How to Tackle the Most Common B2B Sales Objections | Beyond Marketing | Scoop.it
Struggling with how to handle objections on your sales calls? Here are the four most common objections with tips on how to address them.
Denis Failly's insight:

So you can object now...

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The Most Profitable Content in B2B Marketing [Infographic]

The Most Profitable Content in B2B Marketing [Infographic] | Beyond Marketing | Scoop.it

This is the type of information from Content Crossroads could transform your ROI (return on investment) – is the secret sauce? If we know which content provides the most profit, then why not focus our resources on that? Let’s take a look at what this infographic reveals and then decide:

Denis Failly's insight:

I think it's above all a smart combination of relevant content , in your ecosystem in line with the ecosystem of the decision makers.

more...
Scott Armstrong's curator insight, June 24, 2013 8:02 AM

Great stats on B2B content usage.

Scooped by Denis Failly
Scoop.it!

6 Zones of Buyer Insights to Help You Target the Right B2B Buyer

6 Zones of Buyer Insights to Help You Target the Right B2B Buyer | Beyond Marketing | Scoop.it

Getting to know what is on the minds of buyer today is a hard proposition.  Sometimes, without this knowledge, it is like navigating a minefield.  One misstep and all your efforts with potential buyers can blow up on you.  Leaving you wondering why.

With the buyer-seller world flipped upside down, acquiring deep profound buyer insights is something marketing and sales leaders need to spend time on.  Today, getting profound buyer insight leads to competitive advantage.  Not just any competitive advantage – but – the sustainable kind.

Denis Failly's insight:

A Buyer Insight Map™ consisting of 6 Buyer Zones of profound insights. Check it

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle

Denis Failly's insight:

This post has to make us realize how the reality is more complex, whence the difficulty to integrate complexity in linear or simplistic model.

 

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Why B2B Companies Need Private Online Customer Communities [Example] |

Why B2B Companies Need Private Online Customer Communities [Example] | | Beyond Marketing | Scoop.it

I love the marketing software that I use! I like their approach, the company’s culture, and the solution itself.

However, like all products and services, my marketing software and its provider are not perfect. A recent attempt at sharing a new feature with customers turned into a less than positive exchange.

 

Negative public comments from existing customers can be harmful to a company. They have the opposite effect of the customer advocates B2B businesses work so hard to develop.

We live in an age where people look for products with five out of five ratings on Amazon and glowing Yelp reviews. For three and four star ratings, buyers decipher the comments and reviews to see if the reason for the downgrade is something that they can live with.

Often times, buyers comb through reviews, blog comments, and discussions on social networks not to find out which product they should buy, but to look for reasons not to buy a specific product or flaws that they may have overlooked.

Denis Failly's insight:

Why it's profitable to create and manage B2B community (and manage the risks) when you're a supplier.

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

The Dangers of Using Cost per Lead as a Metric to Measure Marketing

The Dangers of Using Cost per Lead as a Metric to Measure Marketing | Beyond Marketing | Scoop.it

Twice over the past two years I blogged about the dangers of using cost per lead as a metric to measure marketing.

Denis Failly's insight:

three critical elements that impact B2B lead generation costs in the complex sale

 

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

Is Word-of-Mouth Best for Business Execs? | Business 2 Community

Conversation is more than a social media strategy. While all the attention these days seems to be on online marketing – and, sure, that’s where the excitement is, there are still plenty of B2B executives getting results from good ol’ fashioned face-to-face networking and word-of-mouth exchanges. By and large, we are social beings, and most of us still value the opinions of people in our personal networks and trusted business connections more than rather tenuous Twitter and LinkedIn connections. But what is word-of-mouth marketingworth in B2B? Find out below and find three tips for making your clients become your biggest advocates.

 

Denis Failly's insight:

I think it's not one or all. Word-of-mouth in real life an social media are additional and experience from one nurtures the other and reciprocally.

According the level of maturity of Execs, the entry key to get informationS, referrals...will vary

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

LinkedIn Aims to Become Premier Hub for Content Marketing

LinkedIn Aims to Become Premier Hub for Content Marketing | Beyond Marketing | Scoop.it
LinkedIn wants to help B2B content marketers tackle their distribution challenges.
Denis Failly's insight:

Basically, LinkedIn wants to become the first place professionals come to both distribute branded content and consume content that will help them do their job better.

more...
No comment yet.
Scooped by Denis Failly
Scoop.it!

5 Steps to Effective B2B Social Media Lead Generation

5 Steps to Effective B2B Social Media Lead Generation | Beyond Marketing | Scoop.it

Over 1,200 people registered for our B2B social media webinar yesterday featuring Lauren Vaccarello, Senior Director of Digital at Salesforce.com. She started the webinar with the words, “There’s a weird thing called the internet and everyone uses it.”

Denis Failly's insight:

Some Classical Steps in LeadGen

more...
No comment yet.