B2B Marketing Blog

Are You A Trend Setter Or Do You Play It Safe? Should You Gate Your Content?

25 Sep

Lisa Shepherd

Gating content is the practice of requiring users to share some information (usually name and email at a minimum; sometimes more details are required) before they are permitted to download your content.  We all have come across these forms and make the decision as to whether or not we want to divulge our information to receive the content.  Sometimes we exit out without completing the form.  Typically, gated information depends on the type of content.  Blogs, sales sheets and videos are typically ungated but webinars need to be gated as you have to communicate the log-in information to the participant.  But what about whitepapers, infographics, eBooks and other in-depth, thought leadership content that provides education?

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Topics: B2B Marketing, B2B Marketing Strategy, B2B Marketing Planning, Marketing Plan, B2B content marketing, B2B marketing tactics, gated content, gating content

Lead Nurturing: The What, Why and Some Lessons Learned

21 Sep

Lisa Shepherd

Lead nurturing in B2B sales is the process of building a relationship with prospective buyers who are not ready to buy yet, developing relationships with them at every stage of the sales funnel and through every step of the buyer’s journey.  Lead nurturing is targeted to build a reputation of a helpful and customer-oriented brand.1

  

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Topics: B2B Marketing, B2B Marketing Strategy, B2B Marketing Planning, B2B marketing tactics, B2B sales, lead nurturing, lead management

Want to see results? You need to stick to your marketing plan!

18 Sep

Lisa Shepherd

A good marketing plan can help you reach your target audience, boost your customer base, and ultimately, increase your bottom line.1 Companies that plan, grow 30% faster than those that don’t.2 Building a strategic marketing plan and then putting it into action is something every B2B company needs to learn how to do.  So far, relatively few have mastered it.  And for those who have created a plan, very few stick to it in order to benefit from the investment.  Many companies implement ad-hoc marketing tactics and then discount the value of marketing because they don’t see any results.

  

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

What is Agile Marketing and Why is it Important?

28 Aug

Lisa Shepherd

Agility by definition is the ability to move, think or understand quickly and with ease.[1] Similarly, the goals of Agile Marketing are to improve the speed, predictability, transparency and adaptability to change of a marketing function. The term itself takes its inspiration from Agile software development and it describes the speed at which marketing gets done and how it gets done. But what does this mean for your current B2B marketing strategy and how is it different?

 

 

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Topics: B2B Marketing, marketing planning, marketing campaigns, B2B Marketing Strategy, B2B Marketing Planning, B2B marketing tactics, agile marketing, SCRUM

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

Marketing is a Marathon, Not a Sprint: The 4 Stages of Year-One Marketing that Guarantees Results

11 Aug

Lisa Shepherd

With the 2016 summer Olympic Games underway in Rio, we thought it was a great time to drive home the analogy that marketing is a marathon and not a sprint. What do we mean by this? Basically, it takes more than a short burst of energy to see long term success in B2B marketing. Most of the time, B2B marketing strategy and tactics take almost a year to play out fully.

During the first year of marketing, there are 4 major stages that, depending on your sales cycles, almost always take place. Here are some tips on what to do during these stages that guarantees results at the end:

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Topics: marketing strategy, B2B Marketing Strategy, B2B Marketing Planning, Marketing Plan