B2B Marketers Should Build Bridges If They Want Opportunity


Latest talks of opening diplomatic relations between Cuba and the United States could create new opportunities for certain industries. When you think about it though, B2B marketers don’t necessarily have to create world peace just to see how building bridges can also grant them their own opportunities.

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Outsourced Lead Generation Tips – Don’t Expand Beyond What You Can Sell


Outsourcing is often touted as not just cost efficient but also a convenient means to increase the reach of your lead generation strategies. All without the heavy expenses of hiring your own marketing teams all the time.

Though no matter how you expand, is lead generation the only process that needs to grow? You could get a campaign that reaches out to hundreds of prospects. But when those prospects show up, how prepared are you to qualify them and arrange meetings with sales? What if you’re only as few as five people on a sales team?

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Using B2B Marketing to Pitch for Pressure


Sometimes a company’s greatest strength is brought out only after certain conditions are met. Sometimes these conditions can have steep costs (e.g. long integration time, expensive consulting etc) and other times, they can really be taxing (e.g. thriving under pressure, tight budgets etc). How can your B2B marketing strategy pitch these conditions without causing more than a few prospects to step back?

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Lead Generation Tips – Making Up Rules as You Go Along


Ever been in a situation where you had to make up the rules of something as you go along? You might’ve done it during a long road trip or when trying to past the time. However, the longer version of that actually happens during your lead generation campaign.

For example, say you’re using a mix of content and event marketing to drive prospects into your lead generation process. You present a new technology or practice that’s been shaping up the office world lately. (It could be a new HR system, EMR integration, or even just a new style of organizational structure.) However, you’re also well aware of some of the problems people run into when implementing it and thus make suggestions on how to avoid them.

Sound familiar? You’re already making rules!

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How Independence Day Teaches B2B Marketers to Go Global


For the internet, Independence Day can mean one or two things. You had the regular 4th of July but you also have the 1996 movie of the same name. And with constant rumors of a sequel, it’s not a film that’s easy to forget.

Yet, that’s exactly why both the film’s legacy and message applies to global B2B marketing and outsourcing.

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How Splitting Off Can Boost Lead Generation


Separation never seems to be a good thing for most people. It’s like the Grim Reaper to personal relationships and the recipe for war to those in political office.

But for your lead generation campaign, it might actually be an all-new selling point and the birth of better value proposition to your prospects. To demonstrate, here’s a look on how a complete break-up worked to benefit the conflict between Samsung and Apple.

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Outsourced Lead Generation and Its Basic Benefits


Those new to the idea of outsourced lead generation don’t always know enough about what the real perks are. They also have a loose idea of how little control they may seem to have over their sales leads and appointments.

The truth is the benefits of outsourcing any process are universal. Businesses big and small even outsource more than one in order to multiply this advantage.

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Defining the Content in Content Marketing


Whether you know it or not, your business is already using content marketing as part of the overall marketing strategy. It’s arguably the most critical piece of any inbound marketing strategy.

But how exactly do you define it? Is it blogging? Is it PR? Will this even include the content of your telemarketing scripts or email templates?

Let’s start with a general definition. Content marketing is really about providing valuable information or creative content to current and potential customers for the purpose of:

  • Building trust
  • Brand awareness
  • Positive sentiment

A successful content marketing campaign presents you as one trusted expert in your field. In turn, this makes it easier to maintain a long-term business relationship by holding your focus on it instead of just winning your daily sales quota.

Strategies in this type of marketing analyze the different ways content is found across the buyer’s journey, the customer lifecycle, and other different customer experiences and touchpoints. It also looks for means of integrating it with other (bigger) marketing strategies.

But despite the many ones you’re likely to find, they have the three objectives in common. That way, no no matter how many different forms that marketing content takes, you can keep it consistent.

  • Knowing your Buyer’s Preferences – Buyer personas have an impact on content marketing just as any other. In fact, content marketing only makes them more dynamic. You will always want to know what kind of buyer would buy what kind of product. This leads to understanding the different kinds of people who prefer different kinds of content (and in different kinds of channels).
  • Using Goals to Define ‘Better Content’ – Are you trying to build traffic? Improve conversion? Many people don’t know just how much of their marketing is using the content you create. That’s why you should try aligning their goals along with yours.
  • Adapt to Industry Changes – When an industry changes, so do the buyers it caters too. Look at how B2B marketing itself has changed because of the new trends in content marketing. Thanks to birth of search engines and social media, they have again redefined content’s role. It’s the same when you learn of other changes in your industry and need to inform the target market about these changes.

You may not even need to immerse yourself completely to understand content’s vital role. You just need to recognize what that role is. Don’t worry about giving a bigger slice of your budget for an exclusive content marketing campaign. Content itself can just ties with your other marketing goals without too much of a demand on your investment.