B2B Marketing Blog

What an outdated website communicates about you

13 Feb

Lisa Shepherd



Perception is stronger than reality. Your website isn’t just a marketing tool it is a representation of you and your company in every way. 

Two-thirds to 90% of the buying process happens before a potential customer or lead even contacts you.[1] What does this mean? What is the customer doing in the early stages of the buying process? The answer is simple, research. They are researching what they want, weighing their options and checking out potential businesses that can fulfill their needs. That means they are visiting your website to learn more about you and what your business does. However, a bad website can turn a hot lead absolutely cold.

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Topics: Website, Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing strategy, B2B Marketing Strategy, tactical marketing, B2B marketing tactics, outdated website

6 Tips to Boost Your Profile on LinkedIn

06 Feb

Lisa Shepherd


With over 467 million users worldwide, LinkedIn is considered the most professional and effective digital marketing vehicle for reaching clients B2B marketing. From building your personal profile on LinkedIn to targeting your desired audience, here are 6 ways to make LinkedIn your number one marketing tool:

 

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Topics: Social Media, Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing strategy, LinkedIn, B2B Marketing Strategy, tactical marketing, B2B marketing tactics

Tips to Improve Email Engagement

30 Jan

Lisa Shepherd


Email marketing is one of the most popular tools in the business to business marketing tool-belt. It is predicted that by 2020 there will be over 3 billion email users worldwide![i] Email marketing makes it easy to communicate with your mailing list for little to no money. However, while email marketing is a handy tool, it is not always easy to garner the results that you want from your email campaigns. How do you get more people to open your emails? How do you convert these opens to clicks and how do you convert these clicks to actions? Here are some simple tips to improve your email engagement:

 

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Topics: Marketing Strategy and Planning, Marketing Tactics, Email Marketing, B2B Marketing, Email, marketing strategy, B2B Marketing Strategy, tactical marketing, B2B marketing tactics

4 Tips for Strategic Marketing Planning That Work

23 Jan

Lisa Shepherd


In our recent whitepaper on strategic marketing planning for Business-to-Business (B2B) companies, we shared advice from over 65 Chief Marketing Officers.  The whitepaper provides guidance on how to create a practical, workable strategic marketing plan.  A plan that will actually be used, and achieve results. 

The report is a great read, full of useful tips.  If you haven’t had a chance to read it, you can download it here (no sign up needed).  

But the amazing thing was that in talking with so many CMOs, we had more ideas than we could pack into a single whitepaper.  There were 4 suggestions that are practical and helpful, but they didn’t make it into the whitepaper.  And we didn’t want to miss sharing them, so here they are: 

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Topics: Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing strategy, B2B Marketing Strategy, tactical marketing, download whitepaper, B2B marketing tactics, whitepaper

Five Tips for Leveraging Email to Re-Engage Existing Clients

16 Jan

Lisa Shepherd

When it comes to marketing products and services in the B2B industry, marketers put a lot of focus on strategies that support the sales team in bringing their prospects to the closed-won opportunity stage of the pipeline. Oftentimes, they forget to implement a marketing strategy that will pique the interest of their easiest audience to retain – their existing clients – to keep them coming back for more. One of the easiest and most cost-effective ways to engage inactive customers, keep current customers in the loop, and even create upsell opportunities to committed clients is the use of email.

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Topics: Marketing Strategy and Planning, Marketing Tactics, Email Marketing, B2B Marketing, Email, marketing strategy, B2B Marketing Strategy, tactical marketing, B2B marketing tactics

Should your B2B company have a blog and should you write it yourselves?

09 Jan

Lisa Shepherd



There are hundreds of millions of blogs (Tumblr says about 320 million) and millions of new posts every day (over 3M new posts a day).

In such an incredibly crowded space, should a B2B company that deals in a niche industry, with a niche solution, embark on a blog? 

It’s a good question - because NOT every B2B company SHOULD have a blog.  There are pros and cons, and for many B2B companies, the cons legitimately outweigh the cons.  I hope this post will help you evaluate what the value of a blog is for your business, and that if you decide to undertake a blog, you’ll know the resources that it will take to do it well.  And if you decide not to, you’ll know your reasons and be able to explain them to others. 

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Topics: Marketing Strategy and Planning, Blogs, Marketing Tactics, B2B Marketing, marketing strategy, B2B Marketing Strategy, tactical marketing, blogging, B2B marketing tactics

How To Develop Your Buyer Personas

05 Jan

Lisa Shepherd

Buyer or customer personas are fictional, generalized representations of your ideal customers and every marketing strategy should have them.   At Mezzanine, we build the personas before we start on the marketing strategy or tactical plan.  How many you have or who they are is completely different for every company.  Personas are important for a number of reasons:

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Topics: Marketing Strategy and Planning, Marketing Tactics, B2B Buyer Behaviour, B2B Marketing, marketing strategy, B2B Marketing Strategy, tactical marketing, B2B marketing tactics, buyer personas

4 Practical Strategies that B2B Marketers Can Leverage to Double the Lead Generation Potential of Every Blog

19 Dec

Lisa Shepherd

In the world of inbound marketing, B2B marketers are using blogs as a common tactic to get more online visibility. In fact, according to Hubspot, 60% of marketers say that blogs are their top inbound marketing priority. There are several good reasons to blog – from improved search engine rankings and increased website traffic to positioning your brand as an industry leader and building better customer relationships. Many of us however are not leveraging our blogs as a potential opportunity for conversion and lead generation – a missed opportunity.

So how do you do that?  Here are four practical strategies you can use, that when combined, will double the lead generation potential of every blog post you create.

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Topics: Marketing Strategy and Planning, Blogs, Marketing Tactics, B2B Marketing, marketing strategy, B2B Marketing Strategy, content marketing, B2B content marketing, B2B marketing tactics

23 Practical Tips for Strategic Marketing Planning

12 Dec

Lisa Shepherd

We’ve all read the articles, whitepapers and books on strategic marketing planning.  And we’ve even learned some great academic frameworks and concepts from those sources for building strategic marketing plans. 

But when you’re in the thick of writing a plan for your company, what you really value is practical advice. Those little tips and insights that come from people who’ve been there and done that, and that help you avoid pitfalls and end up with a plan that is actionable and useful

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Topics: Marketing Strategy and Planning, Strategic Marketing Planning, B2B Marketing, marketing planning, B2B Strategic Marketing Planning, B2B Marketing Planning, Marketing Plan

Whitepaper Vs. Article – What’s the difference and when should you use each?

05 Dec

Lisa Shepherd

We’ve all heard it before; in the world of marketing, content is king! But is all content created equal? Are there some forms of content that are better than others and should they be used differently in different situations? In this blog we will look at two different forms of content, the whitepaper and the article and we will uncover the differences between them and when you should use each in your B2B marketing plan.

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Topics: Marketing Strategy and Planning, Marketing Tactics, B2B Marketing, marketing strategy, B2B Marketing Strategy, content marketing, B2B content marketing, B2B marketing tactics