B2B Marketing Blog

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

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

4 Reasons to Invest in SEO

12 Jun

Lisa Shepherd

When was the last time you Googled for the services/products you offer? Go ahead and try it now.  If your company does not show up in the search results, you need to get to work on your Search Engine Optimization (SEO).

Online marketing is one of the most successful tools used to maintain brand awareness and drive sales.  However, it’s not just about having a marketing plan that includes website and social media presence.  It’s about showing up at the top of search engines and ahead of your competition.  70-80% of users ignore the paid ads, focusing on the organic results.   SEO will help you drive traffic to your website through organic, editorial and natural search results on search engines.  There is a starter guide created by Google you can check out by clicking here. It provides a step by step guide on how to set up your website by improving your site structure, optimizing content, dealing with crawlers, and enhancing mobile presence. It’s a great place for you to start. 

SEO is extremely important for the survival of your business.  It will require you to invest your time, but it will provide a major return.

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Topics: SEO, Marketing Strategy and Planning, Marketing Tactics, Strategic Marketing Planning, B2B Marketing, B2B Strategic Marketing Planning, CASL, marketing strategy, B2B Marketing Strategy, Marketing Plan, B2B marketing tactics, strategic marketing

CASL Transition Period Ends on July 1st: Are You Ready?

05 Jun

Lisa Shepherd

CASL, Canada’s Anti-Spam Legislation or Bill C28, has been in effect since July 1st, 2014 and all company commercial email communication and consent databases are expected to be in full compliance.3   When it came into effect, businesses were given a three-year transition period, according to section 66, which ends next month.  So, if you haven’t buttoned down your policies to ensure your business is CASL compliant, time is running out.  And for those who have their processes in place, you need to make sure you are familiar with the updated rules that will take effect on July 1st, 2017.

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

4 Steps to Creating a Video

29 May

Lisa Shepherd

If you’ve read our recent post Why Videos and When to Use Them then you are probably pretty excited about adding video to your marketing plan. With 74% of B2B marketers reporting that video now converts better than other content types,1 it’s no surprise that companies are investing in videos.

 

 

 

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

5 Reasons Why You Should Revisit Old Content

22 May

Lisa Shepherd

If your B2B marketing strategy utilizes content marketing and you have been disciplined about regularly writing blogs, articles or other types of content you should have amassed quite an archive of old content with many hidden gems inside.  Its time to revisit that archive to polish and reveal those gems in new and innovative ways.  We call that upcycling content. Heres why you should consider it:

 

 

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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 content, Recycling marketing content