Producing customer-focused content is a foundational stone for successful inbound marketing. The golden content creation rule to increase B2B lead generation is to ensure the content is specifically attracting customers and helping close sales.
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More than 25 percent of total revenue and profits across industries, including the tech sector, comes from the launch of new products, according to a McKinsey survey.
Yet despite this, and increasing year-on-year R&D spend, McKinsey says its research reveals that more than 50 percent of all product launches fail to hit business targets.
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A recent survey from McKinsey reveals that team collaboration makes all the difference in the successful launch of a new product or service.
Use this to calculate lead goals based on sales headcount and marketing & sales conversion rates
Blogging has become a popular buzzword amongst B2B marketers, sales & comms professionals alike. And for good reason, blogs keep your website fresh with new content and attract potential buyers to your site. HubSpot estimates that B2B marketers using blogs receive 67% more leads than those that do not.
But introducing a blog to your company website is no small undertaking. One of the biggest challenges can be finding people from within the business to not only contribute regularly, but also to create content that is interesting and relevant. Then you have to manage the content.
So, here are four tips and tricks for B2B marketers, on how to get the most out of your blog:
Despite 95 per cent of B2B brands having social media profiles, only half of these accounts are regularly active. This is not surprising given that only 10 per cent of B2B companies are able to articulate the business benefits of social media efforts. Yet with 30 per cent of internet users going to social platforms like Facebook and Twitter to research products, an effective social media strategy is essential.
In this blog post, HubSpot lists a few reasons you might follow a brand on social media:
‘It could be because they share valuable, educational content that appeals to your interests and needs. Or, it could be that they give you access to exclusive deals, coupons, or other promotions. Or, maybe they're just ridiculously funny.’
So with this in mind, how can B2B marketers drive engagement and make the most of their efforts on social?
It’s a widely held premise that there are some clear differences between B2C and B2B marketing. Central to this is the idea that B2B purchases are believed to be based almost entirely on logic while for B2C these are more likely to stem from personal emotion. B2B buyer journeys also tend to be longer than in B2C and involve more than one decision maker.
Customer case studies are an effective marketing tool. By showcasing your company through the voice of your customers, who have directly benefitted from your product or service, they are able to tell a much stronger and trusted story on your behalf.
When done properly, a powerful case study can generate leads for the business and raise brand awareness. It can be used as a testimonial on your company website , to generate media coverage, as social media content, event collateral, as well as in new business meetings and pitches.
B2B decision makers have less time, more choice and greater complexity to navigate, so it is vital that every moment of attention that your business earns from prospective customers is put to maximum effect.
Attention from decision makers is a rare and valuable commodity which needs to be nurtured and cultivated to create opportunities. The trust and respect that your b2b inbound marketing programmes are cultivating is also a precious asset, easily damaged by perceived hyperbole.