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Speaking at both a B2B Marketing and a Public Relations conference in the space of a week has yielded some insightful discussions. With myA involvement in the B2B marketing space, I get to talk to a lot of marketing and PR professionals about marketing and communications programs. In the B2B technology world, traditional digital marketing tends to focus directly on the customer as defined by sales. Creating a mix of content assets that describe a tech company’s products and services is not content marketing in the way that we practice it today.
Content Marketing is an approach and commitment by a brand to understand the specific needs of a target audience segment and to plan, create and promote content that addresses those needs. What many B2B companies are doing with their marketing and content is to execute tactics – create a blog, videos, microsite, articles, and other content without necessarily connecting those tactics to an overarching business goal (outside of hoping for leads).
When is it the right time for a B2B technology company to commit to a content marketing strategy? Guided by a strategy that answers why, for who and to what end, tech companies can plan and implement content programs accountable to how buyers discover, consume and act on information that will lead to engagement and sales – even advocacy. Informing buyers and constituents about your technology solutions isn’t enough to be competitive in the B2B space. What I love about working with tech companies in the B2B space is that they often have great products, an impressive roster of customers and important insights about those customers. Creating such a strategy and introducing creative ideas from other industries and engagements is exactly what I find so compelling.
While there has been a lot of talk about how social media is a great way to generate new leads for a B2C company, there significantly less attention paid to how social media helps with B2B marketing. It’s very easy to fall into the mentality that just because you are interacting with other businesses that you don’t need the same level of social interaction as with B2C marketing.
While Facebook may be huge, it is not always the best way to reach the types of businesses that you want. If you are an apparel company and your target audience is retail buyers then you should use the same terms and industry phrases that they do.
If you need more help with your social media marketing strategy please take a look at information we have for you here. Welcome to the Marketo Blog!Be sure to sign up to receive updates on the latest trends, best practices, and strategies to turn your marketing into revenue. B2B marketing is constantly evolving as organizations discover ways to perfect current strategies, new marketing channels emerge, and advanced marketing automation tools are introduced. This B2B email marketing strategy ebook from Marketo offers insight on how to nurture leads successfully through email marketing. This ebook, written by Philip Sheldrake of PR agency Racepoint Group, illustrates how B2B organizations can make the most of the social web by listening to conversations and engaging in dialog.
Bestselling author David Meerman Scott shares how word-of-mouth can spread marketing messages for free. This online marketing strategy ebook includes helpful tips for leaving comments on industry blogs, leveraging social networking channels, and writing articles for directories. Here, author Peter Conradie shares common web design interface elements and mistakes people often make with them. This B2B marketing strategy ebook discusses how organizations can benefit from marketing consultants.
B2B marketers can discover the top 7 problems passed along from organization to organization as marketers switch companies, as well as their solutions. This sales and marketing strategy ebook provides best practices and tips for empowering sales teams for success.
This ebook from Dianna Huff of DH Communications is designed to help B2B marketers develop strategies for marketing messages and campaigns that will resonate with customers — no matter the communication channel.

Kranz Communications presents this ebook for B2B marketers who offer complex or abstract products or services. In this marketing ebook, Seth Godin discusses the emergence of newer strategies including social media and brand monitoring, and how they can be applied to current business models. This interactive ebook, complete with an introductory video from the author, is presented by marketing firm PeopleWhoKnow. B2B marketers can discover 65 techniques for generating more leads in this ebook from marketing agency Spear Marketing. This ebook illustrates how to tie marketing and sales to business strategy to improve performance on a long-term basis. Ten Ton Marketing offers this ebook to show how white papers can be used as an effective B2B lead generation tool. Marketo’s 40-page ebook about lead nurturing shares best practices and worksheets for calculating ROI and measuring the impact of nurturing done well.
Ultimate Guide to Sleeping During Pregnancy , Learn about why sleep is important and cause of bad sleep. This infographic is a fantastic resource for all parents expecting a baby and not being experienced in bathing their little one.
Investments are made in advertising and editorial in the appropriate publications, speaking and sponsoring at the right events and creating a mix of owned media such as white papers, case studies and reports in the hopes that a C-level executive will find, read and be inspired by them.
Content Marketing programs reaches, engages and inspires buyers as well as those that influencer buyers. Not only are thought leadership objectives served with such an eBook, but so are customer acquisition and advocacy as the eBook is customized for specific customer segments and repurposed across channels from social networks to email to paid search ads. With co-created content marketing, not only do you create a higher quality content asset that participants are inspired to help promote, but you create an experience for the customers, influencers and prospects involved with it. Humanization of B2B content is essential to differentiate and create more relevant and meaningful experiences. More often than not, they also need someone with a strategic perspective that can pull all those important ingredients together to create content marketing strategy. As B2B companies undergo their planning for 2015, I hope posts like this one provide some perspective on the role that a content marketing strategy can play in the marketing mix for next year and beyond. We respect your privacy.EmailThis field is for validation purposes and should be left unchanged. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on integrated content, search, social media and influencer marketing.
We respect your privacy.NameThis field is for validation purposes and should be left unchanged.
This is unfortunate because social media is a great way for your business to appeal to other businesses. Remember that it will be actual people who you connect with in you B2B social media marketing and that they like to be treated as such. Are you looking to appeal to someone in their marketing division or a human resources director? Consider smaller social media sites that specialize in your field or subgroups of larger social media sites like LinkedIn.
Should you be interested in SevenAtoms social media marketing services please give us a call at (925) 566-6969 or reach us by clicking here. Here are 16 must-read B2B marketing strategy ebooks to help you stay current on best practices, techniques and tools. Tips include how to write effective copy, what to know about email clients, how to create effective subject lines, and how to target messages through segmentation. It also offers information on a large selection of free analytics tools, including Google Alerts, Google Trends and BlogPulse.

The marketing strategy ebook offers insight from new media experts as well as viral marketing success stories. For beginners, it provides a detailed, step-by-step guide for starting to develop an online presence.
He discusses best practices for elements such as linking, drop down menus, content and tabs in order to improve customer experience on websites. It includes tips for indentifying the best consultant for a B2B organization, proving ROI and leveraging online marketing more effectively. Problems identified by author Kathryn Roy include producing glamorous collateral pieces without analysis and creating campaigns with overly aggressive customer calls to action.
Author Jeff Ernst discusses how ensuring salespeople are able to have valuable conversations helps buyers advance through the buying process. Topics discussed here include understanding a target audience and clarifying campaign objectives. Author Jonathan Kranz argues that the more complex an offering, the more valuable case studies can be to generate leads. B2B marketers can learn to swap traditional product launch practices, such as press releases and events, for a series of customer interactions including market testing, social media involvement and sales momentum programs. The book offers tips for increasing response rates, lowering cost per lead, converting more leads to opportunities and more. Offered by Moderandi Inc., the book discusses competitive positioning, sales management and marketing ROI using charts, graphics and short copy. B2B marketers can learn to deliver relevant and valuable information to turn prospects to buyers, create attention-grabbing titles and increase registration rates.
It covers an overview of lead nurturing, describes basic and advanced lead nurturing concepts, and finishes with examples and worksheets to measure the ROI of lead nurturing. He is the author of multiple Definitive Guides including Marketing Automation, Engaging Email Marketing, and Marketing Metrics & Analytics.
When you subscribe to our email updates, you understand and agree that Marketo will send you email invites and updates, ranging from events, webinars, new content, and more, based on your settings. 78% of the most effective B2B marketers are creating more content than they did one year ago.
The editorial plans that drive a strategic approach to content marketing include specific goals right along with the ability to adjust and optimize program performance.
This type of approach is entirely transferrable to B2B companies that engage in industry events.
When not at conferences, consulting, or working with his talented team, he's likely on a beach somewhere doing absolutely nothing.
With that in mind, we have collected a number of tips that will help your B2B social media marketing strategy be more effective. He also discusses why, in an economic crisis, it is even more important to invest in the education of sales teams. Marketers can learn case studies best practices, including how to write effective headlines and subheads.
In 2010, The CMO Institute named Jon a Top 10 CMO for companies under $250 million revenue.
Jon holds a bachelor’s degree in physics from Harvard College and has an MBA from the Stanford Graduate School of Business.

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