B2B | Internet Marketing Blog

Tips to enhance B2B digital strategies

When it comes to the B2B realm, the word “digital” is still considered a bit taboo. A good majority of B2B companies have yet to totally integrate digital strategies into their overarching marketing efforts.

Don’t get me wrong—some in the B2B sector really get it, such as Dell, American Express, GE, among others.

But why is it that so many B2B executives feel that digital marketing won’t help them take their business to new levels?

by Natalie Dold 10 May 2013 06:33am 1 comment

How B2B content can make you popular

Lately it seems like content marketing is all people are talking about. B2B marketers however, don’t always see themselves as getting a slice of that pie.

It’s true that B2B content marketing has unique challenges: it can be hard to get a conversation started (let alone shared) by business customers or to create viral appeal (usually pathos-driven human interest angles).

But just because you're B2B doesn't mean you can't be one of the cool kids.

by Charity Stebbins 07 May 2013 15:21pm 0 comments

Marketing automation gains momentum, but are companies making the most of it?

One of the B2B roundtables at this year’s Digital Cream London event focused on marketing automation, the findings of which have just been released in our free-to-access Marketing Automation Trends Briefing, sponsored by Oracle Eloqua.

According to Econsultancy calculations, major marketing automation vendors have secured more than $150 million in additional venture capital funding in the last few months.

Coupled with the consolidation spree we’ve witnessed lately, the market shows strong growth and potential, with some analysts predicting 50% industry revenue increase in 2013.

by Monica Savut 02 May 2013 10:03am 3 comments

B2B mobile: key takeaways from Digital Cream London

Whilst some consumer sectors, such as retail, are forging ahead in the mobile channel, it sometimes feels as if B2B is lagging behind.

It’s not surprising though. While retailers can use m-commerce or drive purchases through discounts or incentives, the opportunities and the ROI in mobile B2B seem less obvious.

Formation CEO and Econsultancy trainer Mark Brill chaired Mobile B2B roundtable at Econsultancy’s Digital Cream Event.

Here are his thoughts on the day's discussions...

by Graham Charlton 03 April 2013 11:03am 0 comments

Australian B2B companies are lagging behind with their online profiles

Australian B2B companies are struggling with their online presence, choosing not to properly utilise social media, according to a new government-funded study.

 The report, Australia’s Social Media Presence in 2012; The Roadmap for 2013, aims to better understand how social media can help B2B businesses, looking at how the top 207 B2B companies are using social media and how this influence can convert into real world sales.

by Claire Brinkley 19 March 2013 22:00pm 1 comment

Q&A: Minter Dial on the sales organization of the future

Minter Dial is co-author of a new report published by Econsultancy entitled The Sales Organization of the Future.

The report, which is free to registered Econsultancy users, explores how product-oriented companies need to evolve into value-added services organizations to meet the changing expectations of customers in a business environment which is fundamentally changing.

I asked Minter some questions about the report and the imperative for business change.

by Ben Davis 22 January 2013 10:56am 0 comments

Pitney Bowes talks segmentation, trends, and data

Mailrooms are quickly becoming anachronistic features of corporate offices, but in their prime, they featured postage meters and beeping, blinking copy and fax machines bearing the Pitney Bowes logo. The company did very, very well.

But as physical communication methods became more digital, Pitney Bowes’ profits fell. Between 2008 and 2011, revenues slipped to $5.3 billion, a billion-dollar drop as US and European economies, its key markets, softened.

Competitors like Kodak went bust and Xerox nearly filed Chapter 11, but Pitney Bowes sought to evolve with the times by adding a robust suite of digital marketing products for B2B clientele intent on reaching audiences through email, social, and mobile channels.

by Cielo Lutino 16 January 2013 16:27pm 2 comments

How to optimise your funnel: free B2B digital marketing briefing

Econsultancy last month held Europe's largest conference devoted to B2B marketing and sales.

Our London FUNNEL event at the Emirates stadium saw some of the world's leading B2B business experts present to an audience across four streams: Plan, Align, Attract and Engage.

The thoughts and insights shared that day, along with case studies illustrating best practice, have been used to create our B2B Digital Marketing Briefing, which is free to download.

by Monica Savut 18 December 2012 10:30am 0 comments

The power of negativity in content marketing

You know what I hate more than anything? I hate the people who won't let me hate.

Here's why Polyanna Positiveness is a bad thing for content marketing.

by Doug Kessler 11 December 2012 12:18pm 11 comments

Why is mobile important for B2B marketing?

I think it was five years ago that someone first asked me what the use of mobile was within B2B Marketing. Then I struggled to think of anything worth reporting.

In those dark days before the iPhone transformed our lives, there was little purpose in using SMS or primitive applications within businesses.

However, the tide has turned and now mobile presents a huge number of opportunities for B2B marketers, and as with consumer marketing, those who do not get on board run the risk of falling behind more nimble competitors.

So why is mobile so important?

by Tim Dunn 07 December 2012 11:08am 6 comments