Some of the latest articles from the Marketing world:
Why Context, Timing and Relevance is Key to B2B Lead Gen Success
The B2B sector has changed dramatically over the last few years.
More specifically, the buying behaviours of the industry have changed, largely due to the amount of information that is available about products and services, and the ease of accessing that information.
What this means for the B2B marketer is that it is becoming more difficult to engage with the right prospects, and by extension, grow market share.
In this article from Marketing Tech they look at how implementing predictive, intent-based or behaviour-based marketing techniques can give tremendous value for your marketing team and overall organisation. It’s about using a wide range of information, tracking behaviours, to understand your prospect audience and be able to target them at the right time, with the right message – ultimately gathering quality leads which result in higher conversation rates.
3 Things You Can Learn from the World’s Best B2B Brands
In this article B2B Marketing examine some key takeaway messages from the success of three of the world’s strongest B2B Brands.
Brand really matters in B2B, nearly a quarter of B2B purchase decisions for the top brands are driven by brand. A strong brand engenders trust and reduces perceived risk.
Clarity is vital, the fastest growing B2B brands over the last five years have all prioritised being crystal clear on what they do and why – then living up to those promises.
Relevance and responsiveness are also major factors for the strongest brands. Providing the right services to the right people, and providing great support is the way forward. But it is important to remember that as the world changes so must you – if people’s requirements are developing you need to develop your services to match.
B2B Marketing: It’s Time to Talk to People, Not Companies
B2B products and services have a reputation for being boring and hard to understand, and traditional marketing efforts haven’t done much to change this.
In this article Marketing Tech explore the ways in which Marketers can make their efforts more personal, engaging, and creative. This approach has been embraced by B2C brands but now is the time to adopt it in the B2B sector.
Much of the shift has been down to the rise of B2B tech companies often founded by young talent that are fun and hip, such as Slack and MailChimp.
The lessons they teach us are to: Rethink the traditional B2B brand – drop the features and shout the benefits and build yourself a corporate personality people want to get to know.
Dream up content for humans – content is central to allowing prospects to research your product and services, but we need to move past dry technical specs and towards a creative, storytelling style.
Corporate gifting should just be gifting – getting a branded pen or USB might be nice but the impact of a more personal gift like branded cupcakes, or a bottle for the gym. Even theatre tickets or a national trust membership, something that will keep you front of mind for the individual decision maker.
Number of Insolvent UK Firms Rises at Fastest Pace Since 2009
The number of companies in England and Wales falling into financial distress is rising at the fast according to data on Tuesday that suggests the trouble suffered by big firms is indicative of a wider, deep-seated trend.
Department store House of Fraser, fast food chain Gourmet Burger Kitchen and home improvements retailer Homebase are among the well-known businesses to seek creditor protection in recent months.
The Insolvency Service said there was a 19.3 percent annual rise in business insolvencies between July and September, the sharpest increase since the second quarter of 2009 – during the financial crisis.