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Posts tagged with B2 B

maersk

Big B2B content marketing: Maersk, Siemens and GE

Shipping and engineering are inherently cool.

I thought I'd take a quick scoot through the websites of General Electric, Siemens and Maersk and check out what sorts of content they provide to market.

It's by no means an exhaustive journey, but hopefully it will give you some links to check out and some inspiration for your own B2B content.

These behemoth sized B2B companies, in the case of Maersk, make great use of their heritage. For GE and Siemens, the task is more about appearing imaginative and innovative and almost appearing as synecdoche or at least flag bearer for particular industries, i.e. an indisputable authority.

Let's take a look.

0 comments
uber rush

Uber to Airbnb: what can B2B learn from the prosumer model?

Prosumer is a portmanteau of professional and consumer.

I first came across it writing a blog post on the secret to mobile startup success.

There are many startups that begin as consumer focused businesses before unveiling an enterprise product.

It strikes me this often leads to a successful B2B product, so I thought I’d look at Uber (and briefly Airbnb) and discuss what B2B companies can take from a prosumer model.

1 comment
Facebook vs. LinkedIn: B2B Special

Facebook vs. LinkedIn: which is better for B2B marketing?

Do you ever wonder which social network is best for B2B marketing?

Me too, so I did some audience research and found some surprising results.  

Here's how you can do it too.

30 comments

Five ways to use psychological pricing

Psychological pricing is a strategy that retailers can take advantage of, whether they operate online, offline, or in multiple channels.

When retailers tap into these pricing tactics, they are able to effectively boost sales and conversions.

There are a variety of pricing tricks and tips to entice shoppers to buy, so price intelligently to benefit from this phenomenon.

4 comments
Russian doll, are links dead for Yandex?

Are links dead for Yandex?

Yandex back links as a core ranking factor; it’s a dirty trick that’s been played for years in the commercial web landscape, especially in Russia.

However, back in December 2013, Yandex’s head of web search Alexander Sadovsky announced a shake-up in its algorithm, confirming that Yandex will no longer use back links as a ranking factor for commercial search queries.

This led to a lot of speculation. How is Yandex going to deal with such a major change? What are the repercussions? Which verticals will be more seriously affected by this change?

With this in mind, this article aims to shed some insight on how the update has affected SERPs and how Russian website owners should really deal with it.

0 comments

Five inspiring examples of B2B product pages

B2C and B2B product pages will often differ due to the nature of the products and services being sold, but there are common elements.

Both need to clearly explain what the product or service is, how much it costs, and how it will benefit the customer as well as providing a visual appeal.

In this post, I've collated some examples of great B2B product pages. They're not necessarily all perfect, but each contain features and elements of note.

9 comments
wall

The freemium model and paywall strategies: how much should you give away?

The freemium model is spreading in B2C and B2B, as are paywalls more broadly.

At a recent publishing conference, long gone were the days of impassioned debate about whether a paywall is ‘right’.

The revenue models are working for many and an over-reliance on advertising revenue has been addressed, albeit with mobile making online advertising more lucrative (and to a lesser extent, contextual, programmatic and native ads).

The original discussion seemed about more than revenue, as if the whole concept of the web was under threat. Academics were writing about the democracy of the internet and whether this would be eroded by a dearth of free news content.

Of course, it’s silly to think that ethics play any part in the discussion. Once some companies proved the ability to sell combined subscriptions and then digital only subscriptions, the bandwagon was jumped. These are businesses after all, and many had been in trouble for years.

In this post I’ll detail some examples of approaches to metered paywalls, and look at what factors influence paywall strategy.

3 comments

Responsive design: 13 inspiring B2B sites

Responsive design is still one of the most popular topics on the Econsultancy blog, though among all our roundups one industry that we’ve neglected to cover is B2B.

It’s easy to see why publishers and B2C ecommerce stores might benefit from having a responsive site, as they need to cater for an ever-growing proportion of mobile traffic.

However if we’re happy to make sweeping generalisations, then it can be said that B2B companies are more likely to get a majority of their traffic during working hours when people are in front of a desktop, and also have a longer sales cycle so don’t need to worry about occasional impulse purchases from mobile users.

7 comments

Why it's always good to share in our Big Data society

We are all sharing more data than ever before with other organisations in our emerging Big Data Society. Sharing lets us use our resources much more precisely and produce completely new services.

But misusing customer data risks destroying customer trust. Still, we all need that missing piece of the Big Data puzzle, so we all need to share more.  

2 comments
responsive design examples

The importance of responsive design for B2B companies

Out of the entire FTSE 100, only two companies use responsive design. One of these is a Chilean mining company (Antofagasta), the other a UK based commercial property company (Land Securities Group).

Of the remaining 98 companies, 42 use dedicated mobile sites, while the other 56 do not provide a separate mobile experience from the desktop version of their site.

The Search Agency UK has revealed these results as part of its mobile experience scorecard, in which the mobile site performance of each of the FTSE 100 companies was evaluated.

7 comments
Exploring Today's CMO

Why this is an extraordinary time to lead marketing

This five part series is designed for all those marketers around the world who are aspiring to lead a marketing function.  

The objective of this series is to share insights, experiences and ideas for passionate marketers who want to grasp what it takes to be in charge of marketing, especially in these amazingly progressive times where marketing has attained a more strategic role.  

The series could be seen to be oriented towards B2B, but many marketers see the lines with B2C blurring. So grab a coffee, put your feet up and read on.

6 comments
bee to bee

Three unique B2B marketing campaigns

We are regularly asked for more B2B examples of great marketing campaigns.

B2B is one of the categories in the annual Digitals awards handed out by Econsultancy. So, I thought I'd revisit the spring 2013 shortlist and pick out some B2B nominees that haven't made it on to the blog yet.

Here are three campaigns that are unique, for one reason or another. Perhaps a unique client, idea or business gain.

Let me know what you think, or leave your own examples in the comments.

2 comments