Marketing strategy has been shifting over the last decade, and it has to – because both businesses and consumers are buying differently.
Traditional marketing campaigns are no longer as effective. TV ads get skipped, magazine advertising is being largely ignored, and consumers online have such a short attention span that they barely even glance at the ads for longer than half a second. Direct mail still works, but once it’s sent, it’s over – it goes in the bin, along with your marketing spend.
Topics: Sales, LinkedIn, Strategy, B2B Sales, Social Selling, content marketing, Social Media Strategy
Many B2B firms are developing both "content marketing strategies" and "social selling strategies".
Is there a link - or an overlap?
We think there is!
Topics: Sales, LinkedIn, Strategy, B2B Sales, Social Selling, content marketing, Social Media Strategy
Is your B2B demand generation program a stream of disconnected campaigns, with Marketing organising for a bought/rented list to be called down, given some offer - and then achieve a success rate of around 3%?
What happens to the information you gleaned (if any) from the other 97%? Perhaps they are willing to buy from you - but just not yet!
Topics: B2B Sales, B2B Buyers, Sales, Strategy, New Marketing
Seriously - is this the best we can do?
Is it really likely that I'm sitting here thinking Gee - I really need some web design and SEO work done - but I just don't know where to look to find someone who does it. Thank goodness this email has come along!
Topics: Social Selling, Social Media Strategy, Sales, Strategy, Social Media, LinkedIn
It’s no secret that the Internet and social media have changed the way we do business – and this is especially true when it comes to B2B sales and marketing. But the process has also changed fundamentally for buyers.
Today, buyers can research products and solutions with a few simple taps, and have often decided what they want to buy long before they’ve had contact with any sales department. So how should marketers and sales professionals respond to this?
Topics: Sales, Organisation, Strategy
The modern B2B technology buyer is sick of disruptive marketing, and sales people they perceive they can’t trust (either due to competence or character).
Research says that buyers get between 60-90% of the way through their buying journey before they reach out to sales organisations. They diagnose their own problems, download everything of relevance from the web – and then approach numerous providers at one time to fulfil their requirements.
Topics: Sales, Organisation, Strategy
With the year drawing to a close, people are preparing for their Christmas festivities. They're hanging up their suits. Settling down. Pushing all thoughts and worries about work to the back of their minds.
When they return to work in the new year, they often find themselves dealing with the fallout from their break. Erratic calendars, unplanned business activities, and confusion sweep through the office as people try to catch up on their backlog and get their business ready for the new year.
Why is this? They didn't take the time to properly plan out their year ahead.
Topics: Sales, Organisation, Strategy, Christmas, Planning
