Is your B2B website building the bottom line? Part 3
Galen de Young of leading B2B marketing agency, Proteus, recommends six steps to check how effective your B2B website is at pulling people in and keeping them engaged.
Content marketing is one of the most powerful tools for B2B marketers, most of whom likely have content development as a substantial part of their 2010 marketing plans.
But before you [...]
Is your B2B website building the bottom line? Part 1
Social Media B2BÂ suggests a four-step check on how effective your B2B website is at pulling people in and keeping them engaged.Â
As many websites have been around a while, they may not reflect your marketing initiatives and business strategies for this year. We offer the following suggestions to help guide your review of your site. Some [...]
Direct marketing in B2B: integrated approach creates higher impact
Many thanks to Michelle Cavé for this insight into how one of the world’s top agencies implements a strategic approach to direct marketing.Â
When it comes to generating a return on investment from direct marketing campaigns, half the challenge often is just being heard. But getting the attention of business decision-makers isn’t about shouting the loudest. [...]
B2B Marketing for Dummies
IAS b2b Marketing, winner of Agency of the Year at the UK’s B2B Marketing Awards 2009, has created a concise guide that highlights how to deliver the right B2B messages to the right people at the right time.Â
The minibook addresses key issues that anyone working in marketing may face with B2B brands. It’s easy to understand [...]
B2B marcoms: using funnels to create relevance and accurate positioning
Developing marketing communications for relevance throughout the buying cycle
The graphic below is from a whitepaper by Tippit Inc and it illustrates the phased nature of the B2B buying process. It’s such an important graphic for marketers because it provides a roadmap for developing and positioning marcoms that are relevant for each phase in the buying process - ranging from initial awareness through [...]
The role of ‘Value’ in B2B marketing
In B2B, Value comprises Five Factors: Response, Service, Time, Quality and Price.
These are the criteria that influence and motivate B2B buying decisions. This extract from an ealier post looks at analysing how products, services and processes create Value in relation to each of the Five Factors.
It is a simple approach, but it produces bottom [...]
Measuring B2B marketing performance
Performance is easier to assess when it’s measured against the two objectives of B2B marketing:
Cultivating consistent customers – CCC
Preventing price pressure – PPP
CCC is about keeping your customers loyal and finding more like them: sales and volumes. PPP deals with building and maintaining margins: delivering the right Value to the right people.Â
Are we asking the right questions?
Data, [...]
Leveraging B2B buying motivators
Developing B2B marketing communications for bottom line results.
All marketers understand the need for getting the right messages to the right people. What’s not so straightforward is defining the messages and who should be getting them.
Marketers need to be looking at what their market is buying, because B2B marketing is not about selling, it’s about buying.
An incisive approach [...]
CRM. Customers Really Matter?
For their help in contributing to this post, many thanks to:Â
Deon Cilliers at SAP South Africa; Bruce Bond-Myatt at SAS Institute; Bridgette Ward at AdvanceNet; and Julian Diaz & Jon Jacobson at Global Vision.
Several years ago, a little piece I wrote about CRM was kindly posted on themarketingsite.com. At the time, CRM solutions were a [...]
B2B marketing is about buying: What? How? Who?
Marketing is not about selling. Marketing is all about buying:
What are customers buying?
How does buying contribute to their success?
Who is buying?
These are the must-knows that determine tactics in B2B marketing. Cultivating consistent customers and preventing price pressure – CCC & PPP - provide the strategic direction, but What-How-Who drives implementation.
1. WHAT are customers buying?
Customers [...]
