B2B Marketing Blog

Why metrics and milestones

12 Feb

Lisa Shepherd

If you run any sort of business, someone at some point has broached the subject of measurement with you. And if no one has – you should be thinking about it. Metrics and milestones should not strike fear into the heart of the intrepid business-person – hiding from the truth has never made it go away. So, instead, consider the possibilities that measurement will provide you to demonstrate success as well as identify problems you can solve to continuously improve your business.

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Topics: B2B Marketing Strategy

Stop suffering from marketing anxiety

05 Feb

Lisa Shepherd

Marketing anxiety is the feeling of worry and fear that can overtake you during the planning phase of a new strategy or campaign and early in implementation where you wonder if all this time and budget will amount to more leads and more revenue for your company. We want your marketing efforts to work so we thought we should refresh our webinar from a couple of years ago, 7 Reasons Why Companies Fail at Marketing. The 7 reasons are still valid and we recommend you spend some time with the recording or the presentation slides in addition to reading this update.

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Topics: B2B Marketing Strategy

Lesson #4: It's all about the customer

29 Jan

Lisa Shepherd

READY, AIM FOCUS!

What if I told you to stop trying to reach every potential customer with your marketing – to limit your scope and narrow your focus? Sounds crazy, right? But this is exactly what small to medium-sized B2B companies need to do.

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Topics: B2B Marketing Strategy

5 Reasons why you need to add YouTube videos to your B2B Marketing now

22 Jan

Lisa Shepherd

Would you believe that, by 2019, 80% of all internet traffic will be streaming video content?1 Videos are more important now than ever before as a B2B marketing tool. And YouTube is at the forefront of this enormous phenomenon.

YouTube is more than just a video hosting website. It’s the 2nd largest search engine in the world, boasting over 3 billion searches per month, which accounts for more search volume than Bing, Yahoo, AOL and Ask.com combined.1 

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Topics: B2B Marketing Strategy

B2B Marketing Trends to Consider in 2018

15 Jan

Lisa Shepherd

Each year we look forward to delivering our predictions for the marketing trends that we think will take off and become the new normal 12 months later.  Last year our predictions were pretty accurate and we’re all seeing more online sales direct from B2B websites (our last project in 2017 was launching an ecommerce module for a client), we’re still repurposing content, we’re spending more than ever before on paid search content and video is everywhere.  Where we fell down in last year’s predictions was user generated content, already prevalent in B2C, would come to B2B.  Except it didn’t, at least not in the way we thought. 

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Topics: B2B Marketing Strategy

Lesson #3: Good marketing supports the strategy of the business

08 Jan

Lisa Shepherd

WHY You can’t have one without the other  

You can’t market strategically until you have your business strategy in place, period. Successful B2B companies understand that strategic marketing isn’t an end in itself; it’s a necessary tool to achieve their goals. For that reason, marketing strategy must always align with and follow the company’s overall business strategy.

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Topics: B2B Marketing Strategy

Use what's in your head: why thought leadership beats promotion every time

02 Jan

Lisa Shepherd

Some B2B leaders are shying away from thought leadership marketing because they see it as a form of promotion: something that doesn’t apply (or necessarily appeal) to their end customer. They know where their lane is, and they want to stay there.

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Topics: B2B Marketing Strategy

7 Advanced Metrics You Should Be Tracking to Boost Revenues and Grow Your Business

27 Dec

Lisa Shepherd

Tracking your marketing efforts is the key to taking control, and when it comes to marketing metrics, the first thing that comes to mind is web traffic. In fact, 78% of B2B marketers plan to use website traffic as a key metric for determining the success of their marketing content campaigns this year.¹

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Topics: Business Growth

LESSON #2: Strategic Marketing Isn’t About Pictures and Colours

18 Dec

Lisa Shepherd

Getting to Know The 4 Functions of Strategic B2B Marketing

When people think about marketing in B2B companies, many assume it’s all about the color of the logo or the design of the new trade show golf shirts. Those elements are part of marketing, but they are far from the most important part.

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Topics: B2B Marketing Strategy

Inbound Marketing:  What You Need to Know

11 Dec

Lisa Shepherd

If you’ve read The Radical Sales Shift, then you already know that the way that business people research and make purchase decisions has changed radically in the last five years.  Buyers now resist talking to salespeople until they’ve completed their own research and are confident about their options. 74% of business buyers told Forrester they conduct more than half of their research online before making an offline purchase.1  Unfortunately, many business owners that I meet still rely on tactics like tradeshows, print ads and cold calling as their primary focus for marketing.   While these tactics can be included as part of your marketing strategy, they cannot stand alone.  Companies who are looking to increase sales and revenue need to shift their approach to include inbound marketing. 

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Topics: Inbound Marketing, Inbound Strategy

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