Retool Content

Improve Your B2B Lead Quality by Adding These 3 Elements to Your Content [INFOGRAPHIC]

Many B2B marketers are getting lots of “likes” and “shares” on their content, but they struggle to get leads to convert into paying customers. People genuinely appreciate their content—it’s helpful, engaging, and interesting. But while engagement is important, it’s not what B2B marketers ultimately need. 85% of B2B marketers say their top goal is lead generation, and 84% say it’s …Read More

Content to Shorten Sales Cycle

Use Case Studies to Shorten Sales Cycles and Convince Wary Prospects

Committing to an enterprise-level purchase is a stressful decision for most B2B buyers. There are real consequences to the business if a vendor performs badly, such as angry customers, lost revenue, or fines associated with failing to follow regulations. An individual’s promotion (or job) could be on the line if things don’t go as planned. Which is one reason big decisions tend to …Read More

Content Marketing Fundamentals

Want to Win at B2B Content Marketing in 2017? Focus on These Fundamentals.

Marketing has gotten pretty complicated. There are so many strategies, infinite numbers of tools available, and myriad metrics to track. It can be overwhelming.

Marketers are getting so focused on the new and the changing that they’re losing sight of the fundamental. But the reality is that the fundamentals are still fundamental and they haven’t changed. And if you stay focused …Read More

Happier Customer

Want Happier Customers Who Will Recommend Your Company? Give Your Products an Experiential Twist.

Black Friday this year found me exploring a wilderness-area canyon in central Arizona, in search of Sinagua cliff dwelling ruins. I didn’t miss shopping that weekend—and I had the time of my life.

You’ve probably heard that buying and consuming life experiences, contrasted with material items, leads to greater well-being. Many studies demonstrate that people are generally happier as a …Read More

Effective Promotion

Content Distribution Strategy is Overrated—Here’s Why (Plus, 3 Ways to Get Better Content Marketing Results)

With an overwhelming number of new websites and social media platforms cropping up every day, and with the influence of those sites and platforms constantly changing, marketers are increasingly focused on distribution and promotion strategy: where to share their content and how to get the word out. This is especially true for the notoriously-hard-to-reach B2B market.

In a recent study by Altimeter, …Read More

B2B buyers

3 Nuances of B2B Consumer Psychology that You Can Use to Boost Revenue

In one sense, the distinction between B2B buying psychology and B2C is a false one. Companies don’t buy services or products — human beings with concerns, fears, dreams, and goals do. In either case, we’re dealing with people. Whether you’re a B2B or a B2C company, you need to know how your buyers think and what motivates them to take action. …Read More

Sensory Images

Use Sensory Images in Your Marketing to Stand Out from Your Competition

 

Let’s face reality. Your prospects’ inboxes are overflowing, their social media feeds are filled with your competitors’ updates, and the first three pages of their Google searches contain sites just as good as yours. “Visibility” is no longer enough. Everyone is so visible that they’re all blending into one big bulk that might as well be invisible.

You are not just …Read More

content that produces leads

How to Re-tool Content That Isn’t Converting the Right Leads

Scissors are pretty nifty objects. They’ve been around since the time of ancient Egypt and have remained an essential tool in nearly every office and home. They’re really good at cutting things.

But when you want to hang framed artwork in your office or home, those nifty scissors leave something to be desired. You need a tool that’s designed to …Read More

B2B Marketing

Emotion Sells, Even in B2B. Here’s How to Use Emotion to Win Business Buyers.

B2B companies almost always focus on business value when marketing or selling their products and services. After all, ROI is the holy grail for businesses—if you can prove that you can deliver strong ROI, you win the deal, right? Except it doesn’t seem to work that way.

A 2013 study by Google and CEB’s Marketing Leadership Council found that, on average, …Read More