Key takeaways from B2B Marketing’s CXcellence 2016

Posted by Libby Millier on 11-Nov-2016 15:30:00

"CX is the sum totality of how customers engage with your company and brand, not just in a snapshot in time, but throughout the entire arc of being a customer." Harvard Business Review.

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Topics: B2B marketing, b2b marketing cxcellence, b2b marketing customer experience

B2B Lead Generation – Winning in This Numbers Game

Posted by Kenneth Connolly on 04-Nov-2016 15:30:00

When it comes to B2B lead generation, we’re all given basically the same objectives – get more leads and ensure they are high quality. As marketers, the pursuit of these goals keep our minds occupied almost constantly. But, one factor is more important than the other. For example, if you can’t generate leads, then their quality is going to be the least of your concerns. So, for this reason alone, lead generation needs to be the primary focus for B2B marketers.

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Topics: B2B Lead Generation, B2B lead generation strategy, B2B Lead Generation Planning

Bringing Dead B2B Marketing Leads Back to Life This Halloween…

Posted by Kenneth Connolly on 28-Oct-2016 16:30:00

Taking its name from an ancient ritualistic feast called ‘All Hallows Evening’, Halloween is the one night of the year when the spirits of the dead can return to earth. So, as the streets fill with devilish ghouls, wicked witches, hideous monsters… and a lot of kids dressed as Harry Potter, ask yourself what you can do to breathe life back into your dead B2B marketing leads.

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Topics: B2B marketing, B2B marketing leads, dead b2b marketing leads, marketing leads

Is Your B2B Marketing Content Missing the Mark?

Posted by Libby Morgan on 21-Oct-2016 15:00:00

As a B2B marketer, do you feel like you’re on the same wavelength as the buyers you’re targeting? Do you think you understand exactly what their needs are, what they take away from the B2B marketing content you provide them with, and what types of content they’d like to see more of in the future?

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Topics: B2B marketing, B2B Marketing Content, B2B marketing persona creation, B2B Marketing Personas

B2B Marketing and Achieving the C-Suite’s Buy-In

Posted by Kenneth Connolly on 14-Oct-2016 15:45:00

You’re a B2B marketing manager and you’ve spotted a great opportunity to improve your results. It’s a combination of marketing automation and social media, and it’s a sure-fire way to generate more leads than ever before. However, before you can call the supplier and sign up your company, you first need to get approval from the board. Whether it’s the Chief Marketing Officer (CMO), the Chief Finance Officer (CFO), or a combination of all the top brass, these individuals can put an end to your latest idea before it's even begun. So how can you ensure you achieve buy-in from the C-Suite and get your plans off the ground? Here’s how…

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Topics: B2B marketing, B2B Marketing c-suite buy-in", B2B Marketing C-Suite

B2B Marketing Messages and Metrics – What’s More Important?

Posted by Kenneth Connolly on 30-Sep-2016 16:00:00

 

During a recent B2B marketing research project, I found myself speaking to multiple suppliers and peers about the level to which their offerings could measure prospect, lead, and customer data. More often than not, the conversations led to discussions about capturing a variety of behavioural data and insights, and then automatically feeding this back into a marketing automation platform. Now, as marketers, we experience unrivalled levels of excitement when discussing subjects such as automated data capturing, but this is what led me to question, ‘what is the most important factor here?’

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Topics: B2B marketing, B2B Marketing Messages, B2B Marketing Planning, B2B Marketing Metrics

Are you getting the best from your B2B marketing automation tool?

Posted by Kenneth Connolly on 23-Sep-2016 16:00:00

There are nearly 11 times more companies with marketing automation today than there were in early 2011[i]. And yet, 85% of B2B marketers using a marketing automation platform feel that they’re not using it to its full potential[ii].

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Topics: B2B marketing, B2B Marketing Automation, Marketing Automation, b2b marketing automation software

The changing face of B2B social media marketing

Posted by Kenneth Connolly on 16-Sep-2016 15:30:00

For quite some time now, marketers have felt confident in their use of social media as a marketing channel. LinkedIn is the network for professionals, Twitter follows closely behind, Facebook is more for personal use, and sites like Pinterest and Instagram are more for companies selling consumer products. This has been the case for quite some time, but sadly things are changing again.

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Topics: B2B social media marketing, B2B marketing, B2B Social Media

The B2B Marketing Awards… we’ve only gone and done it again

Posted by Kenneth Connolly on 06-Sep-2016 15:00:00

So… it’s been an exciting couple of weeks at Really B2B, and an unbelievable couple of years. Here’s why…

Back in the year 2014, we were shortlisted for 3 awards at the annual B2B Marketing Awards. From these nominations we scooped two highly coveted accolades - Best use of Content Marketing and Best SME-targeted Campaign. When we finally peeled ourselves off the ceiling and got our heart rates back to normal, we decided to refocus on our marketing activities and aim for more awards the following year.

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Topics: B2B Marketing Awards, award-winning b2b marketing, b2b marketing awards 2016

Align your B2B sales and marketing like the Olympic GB synchronised diving team

Posted by Libby Morgan on 02-Sep-2016 15:30:00

With the 2016 Rio Olympics over, it's clear to see that Team GB really did us proud. The final medal tally was a whopping 67 medals; 27 gold, 23 silver and 17 bronze, and the country is still united in unparalleled support and admiration for our athletes.

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Topics: B2B marketing, B2B Sales and Marketing, b2b align sales and marketing

B2B Customer Retention – An Overlooked Opportunity

Posted by Kenneth Connolly on 29-Jul-2016 16:00:00

Over two-thirds of B2B customers are actively disengaged with the companies they purchase from – B2B Marketing

Life for sales and marketing teams is all about new business. It’s about generating leads and converting them to sales. Ultimately, getting the buyer’s signature on the dotted line is the objective. But what happens after this? What happens when a lead actually becomes a customer and you have to start fulfilling all the things you said you would? Based on the statistic above, it would seem that most businesses lose the enthusiasm towards leads as soon as they become customers. And as expected, the buyers become jaded and disconnected from the brand. If you’re wondering if this is really a big deal, just consider this…

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Topics: B2B, B2B marketing, B2B Customer retention

Where Will B2B Marketers be in 12 Months’ Time?

Posted by Kenneth Connolly on 15-Jul-2016 15:00:00

According to the Hays UK Salary & Recruiting Trends 2016, 60% of millennials in marketing anticipate leaving their jobs within the next 12 months and 34% expect to leave within six months[i]

With an industry-wide skills gap already having an impact on marketing teams, what will this exodus of millennial workers mean for marketing in future? Well, firstly, it simply cannot be allowed to happen. Millennials and digital natives are vitally important to modern marketing, and their ability to adapt to frequent and rapid changes makes them ideal employees. So the question then, is how to stop them leaving the industry? The only real way to solve this issue is by finding out exactly what is driving them away.

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Topics: B2B marketing, B2B Marketing Skills, B2B Marketers, b2b marketing millennials

B2B Lead Generation – Still About Sales and Revenue

Posted by Kenneth Connolly on 08-Jul-2016 16:30:00

In a February 2016 report, 83% of B2B marketers said they were focusing on lead quality over lead quantity[i]

So, what is considered a high-quality lead, and why are B2B marketers turning their attention to quality over quantity? Well firstly, a high-quality lead is one which meets all of the BANT criteria (Budget, Authority, Need Time), and adheres to the sales team’s lead conditions. But most importantly, a quality lead is one which is easily converted to a customer and spends money with the organisation. The reason B2B marketers are more focused on this outcome rather than generating multiple leads is because, you can’t pay bills with engagement.

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Topics: B2B Lead Generation, B2B marketing, B2B Sales

A B2B Marketing Game of Phones – 5 Tips for Getting Past Gatekeepers

Posted by Libby Morgan on 01-Jul-2016 16:00:00

Unless you’re one of the seemingly few people on the planet who’s never seen it, fantasy drama series Game of Thrones is the TV show of the moment. With millions tuning in to each episode, especially the season finale this week, and fans enthusiastically taking to social media to discuss their favourite actors, plot theories, and (spoiler alert) who’s going to die next, the show’s popularity shows no signs of fading[i].

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Topics: B2B marketing, B2B Outbound Marketing, B2B Outbound Sales, b2b marketing gatekeepers

The General Data Protection Regulation and the Brexit

Posted by Kenneth Connolly on 23-Jun-2016 10:00:42

So, unless you’ve been hiding under a rock with your fingers in your ears for the past few months, you’ll no doubt be aware of the Brexit referendum today. This is, of course, the UK’s opportunity to choose whether it stays as part of the EU or not. Now, disregarding all of the apparent ‘scaremongering’ and campaign ‘spin’, some marketers may be thinking that leaving the EU will mean we can avoid the new GDPR… but that’s possibly not the case. Whether the country Brexits or not, any UK that has dealings with the EU will likely still have a responsibility to comply with the new data laws. Following a departure from Europe, the UK will likely negotiate a new data framework, but in the meantime, it’s safer to just assume GDPR is still on its way. So what does this mean for you?

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Topics: B2B marketing, b2b GDPR laws, DGPR, b2b marketing brexit, General data protection regulation, b2b marketing GDPR

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