Business-to-business buyers have already conducted ample research before initiating contact with your brand, so marketers must create content that engages prospects right from the start, writes gyro's Christoph Becker. And since B2B buyers seek long-term business partners, marketers should demonstrate how their brand shares the same values, culture and drive to find solutions, he writes.
Sending cold emails to prospects is a losing business-to-business marketing strategy, as busy professionals who don't know your brand and are targeted too often will simply mark your address as spam, writes Ryan Phelan. Instead, invest in identifying the best prospects in collaboration with sales, and develop a lead-nurturing program that offers value to the people actively seeking solutions, he writes.
Business-to-business executives share their best LinkedIn tips, including Vendasta Technologies' Merridew Smith, who says organic reach can be boosted by up to 60% when regular updates and blogs are posted on the platform. Analytic Partners' Joe LaSala recommends investing in LinkedIn's paid ads, saying, "The ability to target by company, title, geography, etc, makes it a fantastic way to get in front of the people who matter most."
Today's most successful chief marketing officers are ambitious when its comes to innovation, possess digital know-how and are customercentric, Andy Betts writes. Additional traits include being both creative and analytical, a willingness to take risks and exceptional abilities at communicating and uniting teams.
SAP has released three tools to help marketers comply with the General Data Protection Regulation: Hybris Identity, Hybris Consent and Hybris Profile. The solutions are designed to track identity and opt-in consent across devices, with a single view of the data status of each customer.
Google and Facebook-owned Instagram gained ground as Facebook's share of visits fell 12.7% from the second half of 2016 to the second half of 2017, per the Shareaholic Traffic Report. The figures also show Google passing Facebook as the leading referral traffic driver last year, with Google getting a boost from its renewed focus on mobile.
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Great brands share one common trait: a deep understanding of their customers and how to engage them. Ed Faruolo, founder of VitaLincs and a member of the ANA School of Marketing faculty, shares six questions marketers should address for a brand to remain vital in the minds of its customers.
Get recognized as a top-performing company or marketer in business marketing by entering the 2018 B2 Awards. This prestigious awards program features new categories and the formation of an awards jury chaired by Xerox SVP and CMO Toni Clayton-Hine. The competition is open to corporate marketing teams, agencies, media firms, service providers and anyone working in B2B. The deadline for entries is March 9. Enter now.
Growth is an erratic forward movement: two steps forward, one step back. Remember that and be very gentle with yourself.