Background in B2B, web marketing and digital experiences (agency experience an asset) which you will leverage to direct and manage the positioning of our products and solutions as well as web promotions that are measurably effective, attractive to small, medium and large business audiences, and aligned with the company’s overall Business messaging.
You will have a solid understanding of business brand management as you deliver projects to ensure you continue to drive the online brand. You will build relationships with cross-functional teams to ensure we are maximising the effectiveness of the web to support our Small Business Solutions and Business Solutions marketing campaigns. You will have a solid track record in online lead generation and a sharp business acumen that will allow you develop strategies that drive lead generation behaviour. Manage and grow relationships with internal teams and agencies to ensure optimal expertise is obtained and strategy is executed. Responsible for all aspects of B2B merchandising, product launches, promotions, and order fulfillment along with growth of the online channel. Responsible for delivering on key business objectives through creative thinking and problem solving. Identify and implement ongoing improvement of our online marketing processes; including prioritization of activities. Analyze site usage reporting, customer feedback, marketing and competitive research to inform and improve site experience and performance. 7 plus years of online marketing experience, specifically, website management, B2B online lead generation, content creation, solution and product merchandizing and management. Track record in managing on time and on budget projects working with IT services, including managed services from agencies. Ability to multitask, handle pressure and meet deadlines in a fast paced agile and entrepreneurial environment. Understanding of software development product lifecycle with experience in agile methodology. Supported file types: HTML, TXT, CSS, GIF, PNG, JPEG, JPG, TIFF, BMP, AI, EPS, PS, RTF, PDF, DOC, DOCX, XLS, ZIP, RAR, WAV, MP3, PPT.
Due to the amount of resumes we receive, time does not permit us to personally respond to every single submission for an individual position or opportunity.
A Fully Integrated B2B Communications Strategy is Essential You are using an outdated browser. The following practical approach to B2B content marketing strategy provides a framework to plan content development and marketing prioritized against your objectives and audiences. For many B2B leaders, content marketing is a key initiative when marketing a complex product or solution. The first step in building a B2B content marketing strategy is committing to measurable marketing objectives and prioritizing their importance against your business objectives.  B2B marketing plans often include both qualitative and quantitative objectives. Because content marketing is resource-intensive, you must prioritize your resource allocation to achieve better results. If you have the opposite priority of attracting more leads, then your investment priorities will be reversed. The next step should focus on using a customer-focused articulation of the business you are in. The classic example is Theodore Levitt’s question: “What business are you in?” He illustrates this point with drill bits. The third step in building your content marketing strategy is profiling your target customer segments. First, model your pipeline by understanding the different stages a customer goes through when deciding to do business with you. The information-seeking has a broad focus, using more generic and high-level search terms and keywords. They are seeking assistance with definition, scope, and internal buy-in to solving a problem.
Keywords and search terms will be more specific and will start to reflect solution alternatives or categories.
They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the decision alternatives. Keywords and search terms will be much more specific and will be focused on specific solutions. They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the alternatives. The chart below is the tool we recommend to map decision stages and content opportunities for your content plan. Part of the answer to achieving better content marketing results is faster content planning and better execution. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
While the right B2B marketing strategy will vary by type of product and industry, we do see distinct trends. Basic Brand Strategy Template to help fast-moving B2B startups with minimal budget, get up-and-running quickly.


Clipping is a handy way to collect and organize the most important slides from a presentation. Social media marketing Ireland for sales and marketing people with tips on social selling, lead generation from across the social networks.
How many small businesses really value a B2B social media strategy as a channel to create awareness and drive customer acquisition? If you are a business owner selling into a B2B market then maybe it is time to challenge some of your beliefs regarding the power of social. Social media allows us to open communication channels, local and global interactions and instantly share information or news across large networks of people. If we take a wider or bird’s eye view of how social can impact our business then we switch from simply seeing B2B marketing as managing our Twitter account or Facebook page towards really evaluating how much a B2B social media strategy can help our business as a whole from sales to customer support to recruitment. Now I’m not suggesting business owner’s start throwing buckets of ice over their heads but I am using this example as a reason to encourage anyone involved in B2B sales or marketing to think broader about social. There are many ways in which the networks can help those in a B2B market to achieve their goals. Most social media strategy plans are centred on using social to engage directly with a target audience. There are tens if not hundreds of industry forums, interest groups and social business groups which can be tapped into to increase awareness for your business. Now is the time for B2B companies to really make social a key part of not only their digital strategy but their overall business strategy. As a final step before posting your comment, enter the letters and numbers you see in the image below. NEXT POSTSales Prospecting Tips from The Bitter Business The building blocks for successful sales prospecting or lead generation are not solely down to selling skills but a combination of prospect lists with data, accurate targeting and understanding the buyers journey.
PREVIOUS POSTB2B Marketing Strategies – The Bitter Business In the world of B2B marketing strategies, CMO’s and marketing leads are finding out that there is allot more to them than just content and SEO. Ensure implementation of programs, processes and policies are consistent with in-market promotions.
So B2B firms are capitalizing on the idea of “brands becoming publishers” because they control the message and they publish the content. Planning against these measurable strategic objectives allow you to report on marketing results instead of just tactical activities. This will help to identify which content categories, topics, and approaches are most relevant to your customer. Drill bit manufacturers care about everything involved in the production of their drill bits, but drill bit customers don’t really want drill bits. Sales profiles, personas, and best customer models are tools you should use to profile your customer segments in order to improve the relevance and effectiveness of your content marketing. Make sure to focus on your customer’s needs and pains, rather than simply providing expert knowledge. Brainrider recommends using these 4 strategic elements as a practical framework to plan content development and marketing prioritized against client objectives and audiences. The marketer’s challenge is to combine the right mix of programs to build market awareness and fill the sales funnel each month at a low blended cost per lead. If any proof was needed I have many examples of B2B focused businesses who have implemented a successful social strategy to engage buyers and drive higher consideration levels for their product or service.
Nearly every business size and type can utilise social networking to boost buyer consideration.
While most people will identify or even use platforms like LinkedIn, Twitter or Facebook, any strategy involving a social element is more than just profiles or getting followers. The use of social networks can rapidly improve how we communicate both internally and to the external market which can open up all types of possibilities that go beyond the traditional view of what social media does for a business. Just a few short summers ago, we all were throwing buckets of ice over ourselves or over someone else. A common issue I still find is that many B2B businesses still do not fully understand how social media can help them.
As a business network, LinkedIn is proving to be really effective for B2B sales and for social selling.
Also think about what you can get out not just about what you have to put in (content, articles, information news). Please keep in mind however that we do file all resumes that are submitted for future considerations. And this emphasis has marked a seismic shift in marketing communications, because marketers are no longer dependent (or at least significantly less dependent) on advertising and public relations to get their audience’s attention.Everyone’s a journalist with shared mediaShared media is similar to earned media however instead of earning the attention of the press, you’re earning the attention of your audience.
Otherwise, your campaign will be trying to accomplish too many things at once without focusing on your objectives. The key in building the right segments is to identify customer needs and pains, filter them through the business you are in, group their needs and pains by roles or audiences, and then use that data to profile your top customer segments. Click here to download a working copy of the B2B Content Marketing Strategy Template or contact us for more information about how we help clients get better content marketing.


With that in mind, we examined the recorded effectiveness of the many online lead generation options. Yet many companies still have a very limited exposure or plan on to use social networks to help scale their sales.
Being a social business means defining a whole range of actions and goals that match a bigger business. It all started with someone living with Lou Gehrig’s disease (ALS) to raise awareness for people suffering from it.
As how sales teams prospect for new customers evolve then LinkedIn will increase in value for how sales people research and engage potential customers.
The value in B2B social media can be found in SEO, in readership, in views, in reviews, in referrals, in content found and shared, for data in social conversations, in buyer’s profiles, in social data and in potential buyer contact details.
Does your strategy involve using the networks to source emails, telephone numbers, conference attendees, competitor analysis, event details, buyer likes and interactions? Cultural shifts and the proliferation of digital, social and mobile channels have made a permanent impact, making the need for a fully integrated B2B communications strategy absolutely essential.As we’ve previously discussed, effective B2B marketing in today’s ecosystem requires a strategic and integrated approach. Social media has created a generation of audience-journalists, which means that your firm’s content—whether owned, paid or earned—can be shared by your audience to their networks and thus compounding the reach?exponentially.Owned and shared media provide an opportunity for smaller firmsHistorically, smaller and mid-sized firms were at a significant communications disadvantage to large firms whose budgets for advertising, public relations and tradeshows were unmatchable.
While these areas of expertise are important to managing and operating a business, not all of them are relevant to what your customer wants to know. Understanding the business you are in through the lens of your customer ensures that you are marketing holes, not just bits.
It is important to profile these segments by developing a long list of customer needs and pains using your customer’s own “How do I” questions.
Is it due to a lack of resources, maybe   not sure of the value or return, maybe you think your business or product does not warrant investing in social, uncertain as to what social media can do or is it just a simple case of unsure as to how to implement a social media strategy? At the heart of it all social marketing is a belief, a concept, and an approach to engaging people for work, pleasure, family, friends or business. The idea quickly spread, so fast that the ALS Association made it an official charity effort.
Strategy should come before tactics, content before channels, online and offline efforts should reinforce one another and everything marketing does should be aligned with sales.
With owned media, it’s not about outspending your competitors; it’s more about outsmarting them. There were the ideals from which all platforms were created and I am sure on which new ones will be formed. This fun activity, shared by so many of social media raised over $115 million for the charity.
Due to the impact the internet has on all our lives whether consumer or business means the world is moving fast and faster.
Nowhere is this need for integration more necessary than in a firm’s communication strategy—and the execution.The new media landscape is no longer just paid and earnedHistorically B2B firms had to rely on paid media and earned media their primary means to get their message across to their target audience. In this new media landscape, smaller and mid-size firms can have just as much marketing power (and sometimes more) than their peers with deeper pockets.Your content can generate media coverageAnother amazing thing about publishing content is that owned media also leads to earned media. It resulted in over one million related videos on Facebook videos and got over two million mentions on Twitter.
As social media becomes more and more accessible on mobile, TV and devices while time poor buyers turn to it to self discover for purchasing decisions, then not engaging with it can leave you at a disadvantage. Paid media is obviously attention that you pay to receive, including traditional advertising, direct mail as well as online advertising, search engine marketing and paid social media amplification. While still important, the traditional press release and media pitch in many cases has been supplanted by something known as Google and Twitter.
Public relations and earned media have always been a communications plan staple with the goal of receiving attention from the press in the form of articles, mentions, features and interviews.
Many journalists and reporters use search engines and social media to do their research, look for story ideas and seek out subject matter experts.
In today’s marketing ecosystem, all marketing and communications tactics and activities—including public relations, advertising, content marketing, email marketing and the like—should be operating from the same overarching communications strategy. Each component should be supporting the other and conveying the same consistent message from channel to channel.Content marketing is a strategy, not a tacticIt’s important to realize that content marketing done right, is not merely another tactic to add to the mix, but rather a philosophy that should permeate every facet of your marketing and communications plan.
If your firm is committed to content marketing, your integrated communications plan around owned, earned, paid and shared media should be ultimately support the objectives, goals and target audience of your content marketing strategy.Leverage a combination of owned, earned, paid and shared mediaEven though owned media may be the dominant centerpiece of today’s B2B marketing mix, it’s best to leverage the strengths of all media options in order to most effectively reach and engage your target audience. Remember that owned leads to earned and shared, and paid and earned lead to greater visibility of both your firm and your content. Diversify your mix and let each component reinforce and compound the effectiveness and reach of the other.Due to the ever-shifting media landscape, it’s even more critical to communicate—whether online, offline or in the media—from one holistic and integrated strategy. Consistency in both your objective and message will ensure the best possible outcome of your communications efforts.



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