I recently went to a large well-known Swedish furniture shop to buy a sofa, and ended up leaving with a cheese grater and some light bulbs.
The phrase ‘B2B inbound marketing’ has become part of our everyday vocabulary and commonplace among our multi-channel marketing campaigns. But, is it now being taken for granted and overlooked in certain cases? When working on a new project, there’s a tendency to quickly run through the required activities such as email, direct mails, telemarketing, social media, blogs, and some content. But is this undervaluing not only what is required to create great content, but also the ROI that inbound marketing can generate?Read More
The handshake, the light bulb and the group huddle. What do all of these have in common? Have you got it yet? They’re all B2B marketing clichés! In the Really B2B office, these are just some of the concepts that spring to mind when we think of over-used images in B2B direct mail. But if people recognise these to be clichés, why are they frequently used in lots of B2B marketing campaigns?
So we’ve all been told how important blogs are to a marketing strategy. After all, they’re excellent pieces of content that help us address prospect’s pain points and educate them in short, concise and interesting ways.
But too many marketers still aren’t making the most of their potential. So here you go… no more excuses, follow these simple rules and within a couple of hours you’ll have a blog that’s ready to start bringing in warm leads and nurture prospects through the sales journey.
Etiquette refers to a code of rules governing behaviour in society. As human beings we understand that good manners and etiquette are important for making good impressions on the people around us. For example, when we cough, we say ‘excuse me.’ When another person sneezes, we say ‘bless you,’ and when we knock into someone, we apologise. It’s just polite!
61% of consumers feel better about a company that delivers custom content and are more likely to buy - Demand Metric
We all know that the B2B marketers who create original and unique content are the ones who will stand out from the crowd and generate the most ROI over the coming months and years. The secret though, is how to change current content curation processes into idea-filled original content that’s engaging and likely to generate leads, sales and revenue. To help you with this transition, we’ve created a scrapbook of ideas and techniques that will have you pushing the boundaries of innovation in no time. And the starting point is the coming together of the right team.
According to Forbes.com, 58% of B2B marketers plan to increase their content marketing budgets over the coming year. But, will they be investing in original content or curated content? In order to debate and examine this subject closer, it’s first necessary to clarify exactly what each term means.
During the run up to an election, party political rhetoric increases significantly. By now we are all used to the multitude of leaflets posted through our letterboxes, party political broadcasts replacing TV adverts, and town centres grinding to a halt as MPs speak on a personal level to prospective voters.
Whether at sports day, cross country at school, or running after work, most of us can relate to the pain, sweat, and tears experienced at this year’s Virgin Money London Marathon (if you ran, please accept a virtual slap on the back from me). Yet all the while we are acutely aware that after crossing the finish line, and for quite some time after, the contestants are some of the happiest and proudest people on earth – months of training and preparation have been converted to an overwhelming feeling of accomplishment and success.
In a recent survey by BrightTALK (which surveyed 600 marketing professionals), the respondents were asked what they believed made B2B marketing content effective. The results, as shown in the graphic below, found that the top three priorities were audience relevance (58%), engaging and compelling storytelling (57%) and information that triggers a specific response (54%). These three factors are the fundamentals of any good B2B content marketing.
A recent report by Ascend2 found that search engine optimisation (SEO) is the fourth most effective online tactic used for lead generation, preceded only by email marketing, content marketing and company website. However, the same report also found that SEO is the third most difficult online tactic to execute for lead generation purposes.