Tag Archives: B2B

Ad Age’s 2014 B-to-B Marketing Fact Pack

28 May

Advertising Age has just published the 2014 edition of its B-to-B Marketing Fact Pack. This fact pack “includes spending trends for the leading marketers, as well as covering topics such as CRM automation, content marketing, social marketing, mobile and E-mail marketing, and lead generation. A list of the top 50 agencies and leading agency profiles is also included.”

Click the image to access the full fact pack.
 

 

The Importance of Customer Service in Marketing to Small Firms

1 Apr

Just like their larger counterparts, small business owners expect their channel partners (especially the manufacturers and suppliers with which they interact) to provide superior customer service. They do not want to be neglected or overlooked.

According to a February 2014 study by Cargo and Toluna (as reported by eMarketer): “Nearly half (47.3%) of small business owners (SBOs) said that poor customer service was the most common mistake brands made. Marketers must make an effort to relate to SBOs: Talking at SBOs (instead of with them), as well as failing to understand their businesses, were also big no-nos, cited by 44.7% and 40.7%, respectively.”

Click the chart to learn more.

 

results from a February 2014 study by Cargo and Toluna suggest that marketers should pay attention to their customer service if they’re looking to benefit from such growth.

Nearly half (47.3%) of SBOs said that poor customer service was the most common mistake brands made. Marketers must also make an effort to relate to SBOs: Talking at SBOs (instead of with them), as well as failing to understand their businesses, were also big no-nos, cited by 44.7% and 40.7%, respectively.
Read more at http://www.emarketer.com/Article/Small-Business-Owners-Wonrsquot-Put-Up-with-Poor-Customer-Service/1010723#CmyPSFEfXZZFMPuo.99

results from a February 2014 study by Cargo and Toluna suggest that marketers should pay attention to their customer service if they’re looking to benefit from such growth.

Nearly half (47.3%) of SBOs said that poor customer service was the most common mistake brands made. Marketers must also make an effort to relate to SBOs: Talking at SBOs (instead of with them), as well as failing to understand their businesses, were also big no-nos, cited by 44.7% and 40.7%, respectively.
Read more at http://www.emarketer.com/Article/Small-Business-Owners-Wonrsquot-Put-Up-with-Poor-Customer-Service/1010723#CmyPSFEfXZZFMPuo.99

 

 

Justin Timberlake and B2B Marketing? Really!

3 Nov

Justin Timberlake is a very smart and very savvy entertainer, entrepreneur,  and social media phenomenon. Just check out his Web site.

Nonetheless, the recent Timberlake story in Forbes by Steve Olenski (“What Justin Timberlake Can Teach B2B Marketers”) only adds to the Timberlake mystique.

Here are excerpts from Olinski’s interview with  Anthony Kennada, the head of marketing at Gainsight, a customer success management platform provider:

“Olenski: How would you say Justin set new rules for B2B marketing?”

“Kennada: Justin and his team have executed a new marketing playbook that has changed the way brands are developed and products are released in the connected and digital age. (1) Progressive leaking of new content. (2) Leveraging partners for launch programs. (3) Taking the message on the road early.”

“Olenski: What did he do specifically that B2B marketers can learn from and apply?”

“Kennada: There’s a lesson here for B2B marketers who are looking to launch new products or services in a big way. (1) Drive feature ‘micro-launches’ prior to full product announcement. (2) Make partner marketing core to each launch. (3) Think beyond Silicon Valley.”

Click the image to read more about the points raised in the Forbes interview.

Photo from Wikipedia

 

B2B: Marketing to Marketers

29 Oct

As marketers, we have some idea of what works when marketing to our customers. But what about when B2B firms market to marketers?

Here’s an interesting infographic from LeadJen.

 

 

What’s Ahead for Business-to-Business Online Marketing?

6 Oct

What will business-to-business firms be doing in 2014 with regard to online marketing?

In the infographic shown below, “CMI and MarketingProfs report that 93 percent of B2B organizations rely on content marketing for brand building and demand generation. Most importantly, B2B marketers are getting better at content marketing; in fact, 42 percent of respondents indicated that they are more effective at content marketing in 2013, compared with 36 percent in 2012.”

Click the infographic for a larger image.

by km4c. Explore more infographics like this one on the web’s
largest information design community - Visually.

 

From YouSendIt to Hightail: What’s in a Name?

24 Jul

One of the biggest marketing decisions that any firm makes is to change its corporate brand, which represents the foundation of its positioning message. So, what do YOU think of YouSendIt’s rebranding itself as Hightail?

Here’s the company description of itself from its Web site: “Founded in 2004, YouSendIt was working in the cloud before the term was even coined. At first, the service was a simple way to send the large attachments that E-mail couldn’t process, but has since grown to offer robust online sharing, storage, and file management capabilities. Today, the company serves more than 40 million registered users across 193 countries and 98 percent of the Fortune 500.”

View this video to see the company’s rationale for its recent name change.

 

 

B2B Meet B2C

20 Jul

We know that business-to-business marketers often operate in a different business space than business-to-consumer companies — in terms of customers, suppliers, distribution channels, media, and so on.  Nonetheless, B2B businesses can learn from their B2C colleagues and vice versa.

Consider these observations from Derek Singleton, writing for MarketingProfs: “I think some of the best B2B marketers are not only thinking like B2C marketers but also borrowing marketing strategies that have already proven successful in the consumer world. In the tech sector, borrowing from the consumer world has been dubbed the ‘consumerization of IT.’ In my view, we’re also starting to see the consumerization of B2B marketing. That is, B2B marketing — at least in the tech world — is starting to mirror the simple marketing, transparent pricing, and frictionless buying process of the B2C world. Although this trend is still developing, several ways that B2B companies can borrow strategies from the consumer world are already evident.”

Click the image to read more.

 

 

B2B Marketing Online: An Infographic

29 Jun

Check out this business-to-business infographic from Content Crossroads.
 

 

A Business-to-Business Planning Infographic

1 Jun

This is a good overview of the B2B planning process.

 


 

How to Improve B2B E-Mail Marketing

25 May

Business-to-business firms use a lot of E-mail marketing. So, enhancements in tactics are always helpful.

Check out this chart and click it for more information.

 

 

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