Posts in B2B

How account based advertising can help you avoid the 'content swamp'

Account based advertising can allow companies to win business from the companies they want to work with – faster – by increasing relevance and awareness.

You’ll reach them on the likes of the LinkedIn newsfeed, The Guardian, Marketing Week, The Engineer or any other website that supports advertising.

Simply creating content then using social media and search to drive buyers to your site is no longer sufficient. Account based advertising can give you the edge you need – and there are four factors powering an increase in adoption of this strategy.

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email

B2B email creative doesn't have to be all bells and whistles

The worlds of B2B and B2C marketing are more alike than they have ever been, from freemium model software such as Dropbox and Slack, to lookalike marketing or retargeting.

Sadly that means some B2B email marketers attempt clever, quirky or fun copy (like that more suited to smoothie packaging) and often fail to get their complex message across. One recent example I saw springs to mind – design studio Nucco Brain's GDPR repermissioning email (shown below and taken from our repermissioning roundup), which flogs an analogy to death.

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customer journey mapping canvas

How to use Econsultancy’s B2B Customer Journey Mapping Canvas

Last year I put together Econsultancy’s practical guide to account-based marketing (ABM). With many B2B marketers frustrated and exhausted by generating lots of leads for sales, ABM has emerged as an alternative approach.

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Six brilliant examples of B2B video content (& why they're so good)

B2B videos are no longer limited to the talking-head style of old.

In fact, brands are now becoming more creative than ever before, leading to an increase in enthusiasm for the medium within B2B circles.

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chance

Agencies, do you win business by accident or design?

In the recently published Benchpress agency survey, 38% of agencies stated that winning business was their biggest challenge.

Whilst the specific reasons were not cited, I have a theory.

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gdpr

How the GDPR will affect lead generation: Talking points for marketers

Are you a marketer who uses landing pages to harvest personal data in return for a whitepaper download, access to a game, entry to a prize draw?

These techniques are a mainstay of modern marketing. But how are they impacted by the GDPR? I had a rummage through the legalese to find out.

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10 must-have B2B marketing tools

Whether you’re a marketing veteran, or are brand new to the game, keeping on top of the latest technologies and tools available is a tough ask.

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Benchmarks Flyer

A B2B lead gen case study: Which channels achieve the most qualified leads?

Just to be up front; this is not a best practice blog post. I simply wanted to share my story of a recent lead generation campaign, with the hope it might be useful for marketers running similar campaigns.

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b2b dt report

B2B digital transformation: Key trends & recommendations

Digitisation is rapidly changing B2B businesses and it is crucial that companies transform and respond to these challenges.

According to McKinsey, "Turning your company into a top quartile B2B digital player can increase revenue by 3.5%".

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Three ways B2B marketers can drive more traffic to their sites

Advice for B2B marketers often focuses on how to optimise the company website. Specifically, marketers should state what problems the B2B company solves, deliver high-quality content, and include a clear call-to-action.

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Five steps to successful B2B influencer marketing

Influencer marketing is hardly something new.

From Mark Twain’s name and image being featured on two different brands of cigars in the nineteenth century to Kellogg’s partnering with Michael Jordan throughout the nineties, we’ve all got examples in mind of brands using celebrities to promote their products.

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How to score more leads with the B2B messaging equation

Business-to-business (B2B) marketers often face a dilemma. They are aware that digital marketing can be more cost-effective than traditional marketing, but at the same time they need to deliver leads and so typically have little opportunity for experimenting with digital.

To help those in this situation, Econsultancy recently held a Digital Intelligence Briefing in Singapore featuring B2B marketing specialist Anol Bhattacharya. Bhattacharya related his vast experience in generating leads online for some of the world's largest B2B enterprises.

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