B2B Marketing Blog

Pay to play! Are LinkedIn Ads worth it?

21 Aug

Lisa Shepherd

Much like the cell phone, social media has become a staple in everyday life. With a reported 2.46 billion users in 2017 and a projected 2.95 billion by 2020[1], it is safe to say that social media has become a significant platform and a captive audience for marketers. So it’s no surprise that social media sites have become a major resource for engaging with the customer but also an advertising medium with high returns. However, while this makes total sense for consumer businesses are ads also worth it for business to business (B2B) companies?

 

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Topics: Social Media, B2B Marketing, LinkedIn, B2B marketing tactics, Linkedin ads, social media marketing, LinkedIn sponsored ads, social media advertising, targeted ads

5 Reasons to Start with Digital Marketing

14 Aug

Lisa Shepherd

Let’s start by defining digital marketing. Digital marketing is marketing using digital tools, such as paid advertising, social media, video, email marketing and blogging. Conversely, traditional marketing includes avenues such as tradeshows, print ads, radio, tv and direct mail.  Digital marketing is cost efficient and also easily allows you to measure, monitor, analyze and test your efforts.  Here are a few reasons why you need to think digital before allocating your budget to traditional marketing.  

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Topics: Social Media, SEO, Website, Email Marketing, B2B Marketing, video marketing, blogging, B2B marketing tactics, digital marketing

In-House or Outsourced Marketing: A Comparison

08 Aug

Lisa Shepherd

B2B small and mid-size companies often discover that the critical factor to achieving success (e.g., growing revenue through higher sales revenues) is an effective, efficient, and dynamic sales department.  However, cold calling is yielding lower results and marketing can fill that gap.  71% of companies say closing more deals is their top sales priority. (HubSpot, 2017) and prospecting is the most difficult part of the sales process for salespeople. (HubSpot, 2017) (Source: https://www.hubspot.com/marketing-statistics)

 

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Topics: Outsourced Marketing, b2b outsourced marketing agency, B2B Marketing, Inbound Marketing, B2B marketing tactics

No. More. Sliders!

31 Jul

Lisa Shepherd

You’ve gone to a new website, it loads and the top image catches your eye. You read the heading and decide that you want to click through to the next page, you cursor moves toward the image and just as your finger presses down on the mouse the image is gone, replaced by something else entirely and you’ve been taken to a different page that you were not expecting. You’ve been duped by the home page slider!

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Topics: B2B Marketing, B2B marketing tactics, design, functional design, website design, website sliders, hero images

4 Reasons Why White Space is Important in Design

24 Jul

Lisa Shepherd

In B2B marketing there are a variety of tactics that require design, including print and online advertisements, websites, whitepapers, infographics, business cards and pitch decks to name a few.  Regardless of the tool you are using, you need to be selective with the content that you include.  Many businesses have so much to share with prospects and clients, that they want to fill every inch of space with content but often the absence of content is even more impactful. This is where white space plays a role.   White space is often referred to as negative space. It is the portion of a page left unmarked: margins, gutters, and space between columns, lines of type, graphics, figures, or objects drawn or depicted.1   Many people often see this as wasted space when the complete opposite is true.

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Topics: B2B Marketing, B2B marketing tactics, design, functional design, white space

Strategies to Engage Sales with Inbound Marketing

17 Jul

Lisa Shepherd

You have a great marketing strategy and feel good about it.  Marketers often join sales meetings and share their action plans, full of passion and excitement for the plan.  Sometimes that passion doesn’t translate into the sales team, or you would like to see more of that passion transfer to Sales.

 

 

 

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Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, Inbound Marketing, B2B Marketing Strategy, Inbound Strategy, B2B marketing tactics, strategic marketing, engage sales

Should You Outsource or Insource Your Marketing? 6 Scenarios to Help You Decide.

10 Jul

Lisa Shepherd

There’s a lot of movement in B2B marketing today, with some companies hiring a marketer for the first time, some companies switching to an outsourced marketing company from a full-time staff member, and some companies evolving to an in-house team from an outsourced marketing structure. 

 

 

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Topics: Outsourced Marketing, Marketing Strategy and Planning, Marketing Tactics, b2b outsourced marketing agency, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, strategic marketing, incourced marketing, in-house marketing

B2B Companies Need These Timelines For Marketing Success

04 Jul

Lisa Shepherd

One of the most common questions we hear from B2B companies is about timelines.  “How long does it take for marketing to produce results?”  “When will we see sales from our marketing activities?”  And so on.

 

 


 

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Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, B2B Marketing Strategy, B2B marketing tactics, strategic marketing, Marketing timelines

How did we do? A review of our 2017 B2B Marketing Trends Predictions

26 Jun

Lisa Shepherd

Every year in our blog we predict the B2B marketing trends that we will experience the following year.  Now that we are half way through 2017 we wanted to review the trends we predicted to see what was accurate and report on what we actually have experienced to date.  We predicted:


 
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Topics: Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, B2B Marketing Strategy, marketing trends, B2B marketing tactics, strategic marketing

Social Media: How to Evolve it Over Time

19 Jun

Lisa Shepherd

Social media platforms are evolving at a rapid rate and as a result, the social media marketer must also evolve to keep up. Even more pressing is the fact that these social media platforms are constantly updating their algorithms so that users see the posts most relevant to them at the top, pushing company posts further down the timeline. As a result, marketers put much more effort into tailoring their marketing messaging for their target audiences.

 

 
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Topics: Social Media, Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, marketing strategy, B2B Marketing Strategy, Social Marketing, B2B marketing tactics, strategic marketing