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Enabling B2B Sales & Marketing

How to Outrank God on Google

Posted by Bruce Rasmussen on 21-Sep-2016 11:45:24

I've had 4 episodes this past week that have made me reflect on the power of content marketing - assuming it is done well.

I want to share them with you and add some commentary - in case they help your thought processes to move forward.  Hopefully the examples will give you some insights and tools to improve the outcomes of your content marketing program.

What this reinforced for me - you can't just "write content", and then hope.  You need a strategy, you need the best tools, and you need the best tactics.

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Topics: B2B Buyer Engagement, B2B Sales, B2B Buyers, Sales, Strategy, Marketing

Does your website fail the B2B buyer engagement test?

Posted by Bruce Rasmussen on 06-Aug-2015 13:46:00

If your website is not generating enough leads that turn into profitable conversations, and your ‘hot’ leads are also being pursued by your competition – then the likely answer is ‘yes’.

You – like 80% of the Australian ICT companies whose websites we assessed – are probably not meeting your buyer at the right point in the buyer’s journey.

We recently reviewed the websites of 20 Australian B2B companies operating in the Information Technology (ICT) space and found that 16 of the 20 websites failed our simple, 10-criteria buyer engagement test.

The criteria focus was on measuring the effectiveness of the website and its content to attract and engage B2B buyers – wherever they may be on their buying journey – and hence to generate quality leads.

In other words, these websites don’t sell how buyers buy. They only cater to the small percentage of buyers who know what they want and are looking for specific product information – ignoring the buyers still searching around their problem, those framing generic solutions or those completely unaware that there might be a better way of doing things.

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Topics: Whitepaper, B2B Buyer Engagement, Research Report