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Despite all the research and writing on the B2B buyer’s journey, quite a lot of B2B marketers still believe that “my buyers aren’t looking for us in search.”
Their assumption is that the customer in a position to buy a six- or seven-figure (or larger) piece of equipment or service is going to be deeply experienced and already know who the main providers are, and that’s who they're going to request bids from. The evidence suggests otherwise.
Farming machinery isn’t necessarily the coolest product on the planet, so it’s good to see a B2B like Massey Ferguson doing interesting things with content, especially when compared to rivals like John Deere, which arguably has wider recognition.
I’ve been taking a look at the tractor company’s website and social feeds to get a feel for how it uses content to engage with a particularly niche market.
Incidentally, you wouldn’t believe how hard I’ve struggled to avoid using the phrase ‘content farm' in this article...
And for more on this topic, download Econsultancy's B2B Content Marketing Trends Briefing 2014.
Since 2010, mobile’s share of ecommerce traffic has grown from 3.5% to 36.9% with mobile revenue rising from $2bn to $42bn.
Knowing where, and how, to get customers to embrace this growth will separate your online store from the rest of the pack.
As an online retailer, you know it would be foolish to ignore mobile, but knowing where to start can be tricky.
Earlier this year, I wrote a post looking at some of the best ecommerce sites around, picking out aspects of these sites that others could learn from.
As the vast majority were B2C, some commentors challenged me to find similarly good examples of B2B ecommerce sites.
I've asked the Econsultancy team, found a few myself, and here we are.
Some are listed because they offer a great all round experience, others because they do a particular thing very well (navigation, copywriting, and so on).
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.
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.
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.
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.
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.
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.
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.
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.