B2B Online Marketing
750 views | +0 today
Follow
Your new post is loading...
Your new post is loading...
Scooped by Hans van der Meulen
Scoop.it!

The B2B struggle: Why are marketers still under pressure to prove their value?

“I don’t look for people who are marketing-trained. I just look for talent. I do want people who are passionate about marketing but I also want them to be passionate about the business.”

Hans van der Meulen's insight:

Waarom is het voor een B2B marketeer zo lastig om serieus genomen te worden door de directie?

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

How mobile is reshaping the B2B marketing landscape?

How mobile is reshaping the B2B marketing landscape? | B2B Online Marketing | Scoop.it

Finally, mobile leaders understand that combining their own data (from mobile apps, website, etc.) with relevant third-party data (from business partners, social media, etc.) creates better insight into customers, which helps improve experiences and drive loyalty.

 

The B2B purchase process can be long and complex, so high-quality, personalized content, delivered throughout the buying journey is an important differentiator.

Hans van der Meulen's insight:

Veel B2B bedrijven vinden het niet nodig om over 'mobile' na te denken, Google denkt daar anders over (en hun klanten ook)...

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

LinkedIn Is Suddenly a Hot Social Network. Here’s What Changed

LinkedIn Is Suddenly a Hot Social Network. Here’s What Changed | B2B Online Marketing | Scoop.it

The polite social network


Not surprisingly, LinkedIn dominates business-to-business digital marketing, says Will McInnes, Chief Marketing Officer for Brandwatch.

 

“LinkedIn is the Facebook for b-to-b marketers,” says McInnes. “LinkedIn is a great place to market your products.”

 

One reason is the sheer volume of data the social network collects. LinkedIn’s half a billion users share a lot of information – not merely their digital CVs, but endorsements, recommendations, blog posts, comments, likes, shares, and follows.

Hans van der Meulen's insight:

Hoe onmisbaar is LinkedIn voor B2B marketeers?

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

How to Create Personas and Map Content to the Buyer Journey

How to Create Personas and Map Content to the Buyer Journey | B2B Online Marketing | Scoop.it

Developing buyer personas is critical to determine:

 

1. What content to create;
2. What tone, style, and delivery strategies to develop;
3. What topics and targets you should focus on to grow your business;
4. Who needs to be in-the-know on your projects, now and in the future.

Hans van der Meulen's insight:

Wat is een Buyer Persona en hoe stem je die als B2B marketeer af op de reis van de zakelijke klant (Buyer Journey).

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

LinkedIn’s new Matched Audiences feature just blew Facebook Custom Audiences out of the water for B2B

LinkedIn’s new Matched Audiences feature just blew Facebook Custom Audiences out of the water for B2B | B2B Online Marketing | Scoop.it

Advanced email match strategies:

1. Add all of your current customers’ email addresses into a Matched Audiences segment. 
2. Add all of your current customers’ email addresses into a Matched Audiences segment to use as a product updates messaging channel. 
3. Add all of your leads that never closed into an audience and advertise to them, and be sure to exclude current customers from #1 above. 
4. Add all leads that haven’t closed to an exclusion list for all of your campaigns. 
5. Have an employee or founder who is big-time stuff in your industry and has lots of pertinent connections? Consider exporting their LinkedIn connections to CSV and upload that as a Matched Audiences segment. 
6. Have a large list of email addresses for the media? Use them in a PR segment meant to drum up interest from the media in your company. 

Hans van der Meulen's insight:

Wat gaan de 'Matched Audiences' binnen LinkedIn betekenen binnen B2B en voor zakelijke email marketing?

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

What's the Difference Between B2B and B2C Content Marketing?

What's the Difference Between B2B and B2C Content Marketing? | B2B Online Marketing | Scoop.it

Most B2C is cookie and behavior-based,” says Martin Longo, chief technology officer with Demandbase. “In B2B, it’s not about individuals, it’s about an entire organization. Account-based marketing is a strong trend in this space.”

Hans van der Meulen's insight:

Wat is het verschil tussen B2C en B2B content marketing?

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

20 Cool Tools for Creating Infographics

20 Cool Tools for Creating Infographics | B2B Online Marketing | Scoop.it

But why should you care about infographics?


1. We receive 5 times more information than in 1986 and are 80% more willing to read anything with colors. Infographics are great with colors.


2. 45% more users will click on a link if it features an infographic.


3. They help us get valuable inbound links - Streetcouch does a great job of explaining the importance of creating infographics and sharing them on social media in a 5-step process (as a link-building strategy).

Hans van der Meulen's insight:

Infographics zijn steeds vaker onderdeel van content marketing, overzicht van 20 'tools' die je hierbij kunnen helpen.

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

Part 1: How Interviewing Customers for Buyer Personas Yields Meaningful Insights

Part 1: How Interviewing Customers for Buyer Personas Yields Meaningful Insights | B2B Online Marketing | Scoop.it

A buyer persona is comprised of several persona attributes, which are characteristics that help define the persona. For example, attributes include things like “day to day business duties,” “current business challenges,” and “primary need for a solution.” The best way to gain deep insights into key persona attributes is to interview your customers.

Hans van der Meulen's insight:

Werkzaam in de B2B? Dan is de "Buyer Persona' een belangrijke trend voor jou, maar hoe interview je jouw klant(en)?

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

8 Ways Twitter Chats Can Benefit Your Business

8 Ways Twitter Chats Can Benefit Your Business | B2B Online Marketing | Scoop.it

#1: Give a Face to Your Business
#2: Prepare a Cheat Sheet
#3: Promote the Chat
#4: Participate to Stand Out
#5: Encourage Employees to Join the Chat
#6: Build Relationships Outside the Chat
#7: Become a Sponsor
#8: Host a Chat


Hans van der Meulen's insight:

Een Twitter bedrijfsaccount is prima, maar neem als bedrijf ook deel aan de 'chats', 8 tips om in gesprek te gaan.

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

New Content Marketing Research for Manufacturers: Are You Focused on What’s Working?

New Content Marketing Research for Manufacturers: Are You Focused on What’s Working? | B2B Online Marketing | Scoop.it
There’s a big disconnect between what manufacturing marketers are doing and what they find works. Let’s take a look at the newly released B2B Manufacturing Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America report.
Hans van der Meulen's insight:

Ben jij een industriële B2B content marketeer? Interessant rapport over de laatste benchmarks en trends in Amerika.

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

5 Things B2B Buyers Want Your Content To Do

5 Things B2B Buyers Want Your Content To Do | B2B Online Marketing | Scoop.it

1. Help me to build the business case for change;
2. Tell me in 90 words or less why I shouldn’t eliminate your product/service from consideration;
3. Give me more in-depth product info so I can determine if I should short-list you for evaluation;
4. Give me detailed case studies for companies like mine;
5. Help me to sell your solution to our internal stakeholders.


Hans van der Meulen's insight:

Wat willen jouw B2B klanten nu eigenlijk voor content van je? 5 belangrijke aandachtspunten...

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

12 Data-Backed Tips About The LinkedIn Company Page

12 Data-Backed Tips About The LinkedIn Company Page | B2B Online Marketing | Scoop.it

LinkedIn generates social media’s highest lead conversion rate


In a study of more than 5,000 businesses, HubSpot found that traffic from LinkedIn generated the highest visitor-to-lead conversion rate at 2.74%—277% higher than Twitter (.69%) and Facebook (.77%).

Hans van der Meulen's insight:

Nog geen bedrijfspagina op LinkedIn? Gemiste kans, want de conversie ligt gemiddeld veel hoger dan op andere social media platformen.

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

3 Easy Ways to Put Mobile First in B2B Marketing

3 Easy Ways to Put Mobile First in B2B Marketing | B2B Online Marketing | Scoop.it

1. Mobile Email Design;

2. Responsive Design for Web Pages;

3. Video Distribution via Social:

Hans van der Meulen's insight:

Ook binnen B2B wordt de mobiel steeds belangrijker, 3 tips over waar je als marketeer mee kunt beginnen...

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

Have You Heard? These 10 B2B Content Marketing Trends Are Going To Be Big(ger) In 2018

Have You Heard? These 10 B2B Content Marketing Trends Are Going To Be Big(ger) In 2018 | B2B Online Marketing | Scoop.it

1. Programmatic Ad Buying;

2. Mobile First;

3. Sales and Marketing Alignment;

4. Account Based Marketing (ABM);

5. Influencer Marketing;

6. Video Marketing;

7. Augmented Reality;

8. Big Data;

9. Long Form Content;

10. Employee Advocacy.

Hans van der Meulen's insight:
Duidelijk overzicht van de 10 belangrijkste ontwikkelingen en trends voor B2B marketeers.
more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

The State of B2B Content Marketing 2018: Top Stats + Takeaways

The State of B2B Content Marketing 2018: Top Stats + Takeaways | B2B Online Marketing | Scoop.it

Developing processes should be top-of-mind for content marketers in 2018.


In addition to improving ROI measurement, content marketers should also focus on establishing processes. Beets noted that the most successful content marketers rate their project management as excellent or very good. And it makes sense. Content marketing success relies on an interconnected web of processes around creating strategies; driving traffic, engagement, and conversions; and measuring and optimizing, based on learnings. If there’s a gap in any of those areas, it’ll compromise your program’s effectiveness.

 

“We’re hoping that more marketers will focus on process,” Beets says.

Hans van der Meulen's insight:

De stand van zaken over B2B content marketing in Amerika, ook leerzaam voor ons Nederlanders.

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

LinkedIn Website Demographics - Discover the Professional Traits of Your Website Visitors

LinkedIn Website Demographics - Discover the Professional Traits of Your Website Visitors | B2B Online Marketing | Scoop.it

For example, let’s say you run marketing for an IT business and traditionally target technology professionals.

 

Looking at your Website Demographics dashboard, you discover that healthcare professionals are visiting a product page more than you imagined.

 

Equipped with this knowledge, you can adjust your marketing strategy to target this newly discovered audience.

Hans van der Meulen's insight:

B2B marketeers opgelet, LinkedIn vertelt wie de zakelijke bezoekers van jouw website zijn. Hoor graag of het werkt!

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

The Power of LinkedIn's 500 Million Member Community

The Power of LinkedIn's 500 Million Member Community | B2B Online Marketing | Scoop.it

When Reid Hoffman, Allen Blue, Konstantin Guericke, Eric Ly and Jean-Luc Vaillant launched LinkedIn in 2003, they had a solid business plan. But they couldn’t possibly have guessed they’d go from 4,500 members after the first month to nearly 500 million in 2017.

Hans van der Meulen's insight:

LinkedIn heeft de grens van 500 miljoen gebruikers bereikt. Hoeveel connecties heeft de gemiddelde Nederlander?

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

Use These 21 LinkedIn SlideShare Tips and Facts to Supercharge Your
Content Marketing

Use These 21 LinkedIn SlideShare Tips and Facts to Supercharge Your<br/>Content Marketing | B2B Online Marketing | Scoop.it

Best Practices


17. The most popular presentations have an average of 37 or more images. Good visuals increase retention by up to 42%.


18. SlideShare recommends using fewer than 30 words per slide, using a big font for mobile-friendliness, and using no more than two fonts to give your presentation a clean look.


19. Research says bullet points make information more difficult to remember. Instead create slides with minimal text, use lots of images, and try to feature just one idea on each slide.


20. The first slide in your presentation will display as a thumbnail whenever you share your deck, so make sure it will grab readers’ attention.

Hans van der Meulen's insight:

Ben je een B2B marketeer? Lees dan deze handige LinkedIn tips over het gebruik van Slideshare,

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

How to Create More Exposure Using LinkedIn

How to Create More Exposure Using LinkedIn | B2B Online Marketing | Scoop.it

#1: Get on the Map With Company and Showcase Pages;

#2: Build Your Reputation With Publisher;

#3: Increase Visibility With Sponsored Updates.

Hans van der Meulen's insight:

Hoe kun je zakelijk meer uit LinkedIn halen? De eerste 3 stappen...

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

Four Powerful Tips for a Highly Effective B2B Social Media Strategy

Four Powerful Tips for a Highly Effective B2B Social Media Strategy | B2B Online Marketing | Scoop.it

Moreover, some 80% of B2B social media leads are generated from LinkedIn, with more than 86% of conversions among LinkedIn-generated leads coming from LinkedIn discussion groups, according to B2B social media management platform Oktopost.

Hans van der Meulen's insight:

Waar moet je rekening mee houden bij een effectieve B2B social media strategie?

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

Emerce100 | Beste Email Marketing Agency | Admitter | B2B email marketing

Emerce100 | Beste Email Marketing Agency | Admitter | B2B email marketing | B2B Online Marketing | Scoop.it

De boodschap en de uiting


Email biedt ongekende mogelijkheden als het aankomt op de creatie. In tegenstelling tot de meeste online advertentieformaten kent een ‘dedicated email’ (ook wel partnermail of EDM) genoemd geen beperkingen qua formaat. Je bepaalt zelf of je veel of weinig tekst en beeld gebruikt.

Hans van der Meulen's insight:

Email wordt nog steeds onderschat, daarom extra blij met de erkenning voor Admitter, het beste B2B email bureau!

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

Why Your B2B Brand Needs to be on Instagram

Why Your B2B Brand Needs to be on Instagram | B2B Online Marketing | Scoop.it

It’s a way to demonstrate your skills
MailChimp do an awesome job on Instagram. Fun, frivolous, and always brightly coloured, their Instagram updates give you a sense that they’re a cool company to work for, and therefore a cool company to manage your email marketing through.


Product launches are teased in one Instagram update after another, colour is used to make their brand stand out, and their tone of voice comes across as fun and helpful. Like, they’re a cool company, but you know what’s even cooler?  Getting your email marketing right.  MailChimp’s Instagram feed reaffirms the fact that they’re pros when it comes to visual communication; who else would you want to use to communicate with your email subscribers than a company who can help your company create visually-engaging emails?

Hans van der Meulen's insight:

Waarom ook B2B merken Instagram kunnen gebruiken. Leuk voorbeeld van MailChimp.

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

Five Most Common LinkedIn Mistakes

Five Most Common LinkedIn Mistakes | B2B Online Marketing | Scoop.it

1. NO PLAN

2. ADD VALUE

3. PROFILE PHOTO

4. PERSONALIZING YOUR COMMUNICATION

5. NOT USING IT!!

Hans van der Meulen's insight:

LinkedIn zakelijk niet gebruiken is de grootste fout, maar wat moet je ook zeker niet doen op dit B2B platform?

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

Do you really understand how your business customers buy?

Do you really understand how your business customers buy? | B2B Online Marketing | Scoop.it

Three priorities for reshaping the sales organization:


1. charting decision journeys by customer segment and drilling down on customer expectations and needs at each stage of the journey;


2. tackling the difficult process of reallocating sales and marketing resources to the activities most likely to influence decisions;


3. changing organizational structures to ramp up collaboration between marketing and sales.

Hans van der Meulen's insight:

Begrijp je als B2B marketeer echt hoe jouw klant koopt? En welke 3 prioriteiten er zijn voor marketing & sales mensen binnen dit proces?

more...
No comment yet.
Scooped by Hans van der Meulen
Scoop.it!

9 Steps to Creating A Powerful LinkedIn Profile

9 Steps to Creating A Powerful LinkedIn Profile | B2B Online Marketing | Scoop.it

ptimize
Just as you would optimize the foundations of your website before you start an aggressive inbound marketing campaign, do the same for your LinkedIn presence, starting with your profile, to get ranked high on LinkedIn.
There are 5 key areas within your profile where you will need to insert key words in order to get ranked high within search results when your target market is searching for your product or service.
a) Title, Current & Previous Experiences
b) Website URL
c) Summary
d) Work Experiences
e) Skills & Endorsements
By including keywords that people are using to find someone like you, you are ensuring that your LinkedIn profile performs well in search and that you will be found.

Hans van der Meulen's insight:

Zoek je een nieuwe zakelijke uitdaging? Of werk je in de B2B? 9 aandachtspunten om jouw LinkedIn profiel te verbeteren.

more...
No comment yet.