Cogitation Supremacy
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Cogitation Supremacy
It's about thought leadership. A resource for thinkers, writers and marketers
Curated by Ryan Hines
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How B2B companies talk past their customers | McKinsey & Company

How B2B companies talk past their customers | McKinsey & Company | Cogitation Supremacy | Scoop.it
New research shows there’s a surprising gap between the brand messages that suppliers offer to customers and what their customers really want to know. A McKinsey Quarterly article.
Ryan Hines's insight:

A fascinating look at how top executives evaluate brand strengths of providers--and how these providers are way out in left field talking about other things.

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B2B Buyers Rely Heavily on Personal Value Considerations

B2B Buyers Rely Heavily on Personal Value Considerations | Cogitation Supremacy | Scoop.it
B2B brands need to consider emotion as well as reason when marketing to buyers, according to [pdf] a new study by Google, the Conference Executive Board (CEB) and Motista.
Ryan Hines's insight:

Emotion plays an important role in B2B marketing. Per this recent study, 71 percent of b2b buyers will buy something if they see personal value in the purchase and nearly 69 percent will pay MORE when that is the case.

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New Research Shows Increasing Reliance on Content Marketing to Drive Brand

New Research Shows Increasing Reliance on Content Marketing to Drive Brand | Cogitation Supremacy | Scoop.it
New Research Shows Increasing Reliance on Content Marketing to Drive Brand ...
Ryan Hines's insight:

The majority of marketers are producing MORE content. The full report is chock full of interesting factoids.

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Why SEO May Be Irrelevant When It Comes to B2B Thought Leadership

Why SEO May Be Irrelevant When It Comes to B2B Thought Leadership | Cogitation Supremacy | Scoop.it
It had potential to be the biggest long-term project in the history of an engineering firm that had seen more than its share of impressive projects.
Ryan Hines's insight:

A good reminder about the importance of choosing the right channels, particularly for 'complex' or B2B transactions.

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How To Be A Thought Leader In Your Industry: A B2B Marketer's Guide - Business 2 Community

How To Be A Thought Leader In Your Industry: A B2B Marketer's Guide - Business 2 Community | Cogitation Supremacy | Scoop.it
How To Be A Thought Leader In Your Industry: A B2B Marketer's Guide
Business 2 Community
Thought leadership is a different beast from the realm of product-pushing press releases, and company-sponsored magazine editorials.
Ryan Hines's insight:

Good how-to's for beginners. Having expert knowledge or a competitive advantage doesn't hurt in the quest to attain thought leader status.

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Above and Beyond: A Killer Example of B2B Content Marketing at Work

Above and Beyond: A Killer Example of B2B Content Marketing at Work | Cogitation Supremacy | Scoop.it
Take a look at Eloqua's stellar content marketing program — and a few key learnings that can help you produce equally winning results.

 

Great post from Amanda Maksymiw on a company that's profiting from it's thought leadership because it's aligned with the business strategy and useful for the audience.

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Everything We Thought We Knew About B-to-B Marketing Is Wrong

Everything We Thought We Knew About B-to-B Marketing Is Wrong | Cogitation Supremacy | Scoop.it
What company do customers feel most connected to emotionally? Apple? Nope. Amazon? Sorry. It must be Nordstrom then, right? Not even close.
Ryan Hines's insight:

It's not every day that an article lives up to it's title. Astonishing research about emotional connection of b2b buyers. Read it twice, then apply it.

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B2B Marketing: The Trouble with Thought Leadership

B2B Marketing: The Trouble with Thought Leadership | Cogitation Supremacy | Scoop.it
The trouble with most so-called b2b marketing "thought leadership" programmes is that they fail to trouble the reader...
Ryan Hines's insight:

Main contention: genuine 'thought leadership' must cause the audience to think differently about a topic. A good lithmus test, to be sure.

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How Thought Leadership Can Help B2B Companies Avoid The RFP Process

How Thought Leadership Can Help B2B Companies Avoid The RFP Process | Cogitation Supremacy | Scoop.it
With a thought leadership marketing strategy, B2B companies can influence buyers, outflank the competition and expedite the purchase cycle.
Ryan Hines's insight:

A well-researched blog entry that goes beyond the insight at the halfway mark on the opportunity to avoid the RFP process.

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How to Spark a Meaningful Connection Through B2B Content

How to Spark a Meaningful Connection Through B2B Content | Cogitation Supremacy | Scoop.it
From trash to technological treasure
Meet Kelvin Doe, otherwise known as DJ Focus. Kelvin is a 15-year-old boy from Sierra Leone who wanted to be a DJ so badly that he decided to build his own radio station from electronics scraps he found in trash.
Ryan Hines's insight:

A good cause marketing idea. The world could use more of these.

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B2B Clients Are People, Too - B2B Content Marketing Tips

B2B Clients Are People, Too - B2B Content Marketing Tips | Cogitation Supremacy | Scoop.it

In B2B selling, prospecting leading firms and their management can be intimidating, but it doesn’t have to be. Content marketing can be successful--provided that you have a realistic picture of your target audience.

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The Secret to Successful B2B Marketing in 36 Words - Dawn Westerberg Consulting

The Secret to Successful B2B Marketing in 36 Words - Dawn Westerberg Consulting | Cogitation Supremacy | Scoop.it

 

 

 

Pithy.

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