B2B Marketing Blog

3 Reasons Why Marketing Automation Is Worth the Investment

23 Oct

Lisa Shepherd

Are you among the 63% of businesses that said their top marketing challenges are generating traffic and converting leads?1 If so, you need to revisit your marketing strategy and strongly consider including a marketing automation solution.  Marketing automation software gives you rich insights into your website visitors allowing you to understand how to attract more.  You will learn if they are finding you through organic search, paid search, email, direct traffic or social media and you will have visibility into their content areas of interest.  Understanding your visitors, contacts and customers will also help you tailor your efforts to improve the quality of your leads, ultimately helping you convert more.  You will understand the return on investment of your various campaigns based on the metrics available for tracking and attribution. This plethora of information will allow you to make insightful decisions about which tactics to employ and the timing and frequency of your campaigns, ultimately helping you attract more visitors, convert more leads and delight more customers. Still not convinced?  Here are three things to consider: 

[Read more...]

Topics: Marketing ROI, B2B Marketing, B2B Marketing Strategy, B2B Marketing Planning, Marketing Automation, Marketing Plan, B2B marketing tactics

Facebook is Back in Business to Business

16 Oct

Lisa Shepherd

Trends, they come and they go. If you asked any digital marketer a couple years ago they would tell you that a Facebook business page is great for B2C but wasn’t worth it for a B2B organization and that other business minded social media platforms like LinkedIn or Twitter were the way to go. But oh how times have changed. Facebook is making a major comeback, mostly due to the sophistication of Facebook’s paid advertising.  Let’s look at the five reasons why Facebook has found its way back into the B2B toolbox.

 

[Read more...]

Topics: Marketing ROI, B2B Marketing, B2B Marketing Strategy, B2B Marketing Planning, Marketing Automation, Marketing Plan, B2B marketing tactics

You'll never get marketing ROI if you don't have this

21 Jan

Lisa Shepherd

One of the biggest trends I’ve seen in B2B marketing over the last 5 years is the growing focus on how a company will get marketing ROI. Maybe it’s always been prevalent, but I feel that the number of businesses who are focusing on the return they’ll get from marketing is increasing. It’s become a common question from prospects who are looking at our outsourced marketing services, and we spend a lot of time talking through how it can be measured, what kinds of return to expect and when to expect it. 

[Read more...]

Topics: Marketing ROI, B2B Marketing, marketing campaigns

The 8 sales metrics that marketing consultants need to advise to clients

12 Jan

Lisa Shepherd

You're probably wondering why a marketing consultant would write about sales metrics. Since Mezzanine is a marketing services company (a combination of a marketing consultant and a marketing firm), it's a reasonable question to ask.   

[Read more...]

Topics: Marketing ROI, Sales,

New Report Reveals Surprising Secret To Marketing ROI

18 Oct

Lisa Shepherd


HubSpot just released it seventh annual State of Inbound report. Every year HubSpot surveys thousands of B2B marketers in small and mid-size companies about their top priorities, challenges and successes. This year, almost 4000 marketers, mostly business-to-business, participated in the study, which provides a great base of data.  

Interestingly, this year's State of Inbound didn't just cover marketing.  

[Read more...]

Topics: Marketing ROI

Is your marketing head taking you to the top?

17 Sep

Lisa Shepherd

Everyone thinks marketing is easy. But it’s a business function like any other, and it takes time and effort to become good at. Your own B2B company may or may not have reached that point.

So, how can you tell whether your firm is doing the best job at marketing it can? And how can you determine whether your marketing will be effective in the coming year? There are five pointed questions you should ask your marketing department—or yourself, if you run your firm’s marketing—to gauge whether you’re on the right track to achieve powerful results:

[Read more...]

Topics: SEO, Marketing ROI

8 Steps To Make Your Email Marketing More Effective 

Despite rumours to the contrary, email marketing is still one of the best ways to connect with business to business (B2B) buyers. It’s used by over 90% of companies and is among the highest ROI marketing tactics available.  Sure, it’s not as easy as it once was to get your emails into the hands of your target customers. Recipients are more cynical about email and faster than ever to hit the delete button if your content isn’t highly compelling.    

[Read more...]

Topics: Website, Blogs, Email Marketing, Marketing ROI, Marketing Budget and Measurement

Build Trust and Revenue: How to collaborate with Sales

11 Aug

LAndrew

Since the launch of The Radical Sales Shift, we’ve been publishing the twenty lessons on the Mezzanine Blog. The lesson in this post is Lesson Twelve: Success Starts At The Top.

There’s a growing argument that the sales and marketing functions in B2B companies will disappear as separate entities and evolve into a “revenue generation” team with roles that correspond to the new buyer behaviour and purchase process. I believe we’ll see that occur in more B2B companies over the next five years. The process has begun in some companies who have chief revenue officers.

[Read more...]

Topics: Sales and Marketing Integration, Marketing ROI, Market Assessment

10 Sure-Fire Ways To Improve Content Effectiveness

27 Mar

LAndrew

Make like a bunny and multiply your content effectiveness with these ten tips.

One of the common mistakes I see B2B companies committing is that they're not good at leveraging the content they develop.

[Read more...]

Topics: Marketing Tactics, Marketing ROI

Driving Sales By Analyzing Customer Data - Is It Worth It?

13 Mar

Lisa Shepherd

The promise of driving sales by analyzing customer data seldom holds true for small and mid-sized B2Bs

There’s a lot of talk about using 'big data' to drive sales. According to this line of thinking, your sales and marketing teams had better be using big data to drive sales, or you’ll lose out to competitors who do.

[Read more...]

Topics: Outsourced Marketing, Market Research, Marketing ROI

Subscribe to Email Updates

Recent Posts