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B2B Articles

For Local/B2B, Organic May Be Better Than PPC
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It can be especially difficult for business-to-business companies and brick-and-mortar stores to stand out in search results, especially if their relying on local results or paid listings. The answer to that, of course, is good (old fashioned?) SEO.

Galen De Young, managing director of Francis SEO, says research suggests b2b customers overwhelmingly ignore PPC ads in favor of organic listings. That and local search often fails to present businesses that serve a larger area than just their home base, or also nearby cities.

Increase Expected In 2008 Marketing Budgets

A friend recently told me about a loud, attention-catching commercial for a company’s going-out-of-business sale.  Only the friend had never before heard of the company.  Now, as the economy continues to look questionable, many places are preparing to increase their 2008 marketing budgets.

Top Challenges for B2B Demand Generation Marketers
I’m here at the MarketingSherpa B2B Demand Generation Summit in Boston. The opening session was by Sean Donahue, Senior Editor for B-to-B Marketing at MarketingSherpa. In it, he shared the top five challenges faced by B2B marketers. I was especially intrigued by challenges 3, 4, and 5.

1. The Growing Committee

SES: Inspecting B2B Tactics

Many aspects of a business’s operations need to be focused on its customers, and much of SES San Jose has been focused on that basic fact. 

Not all businesses have the same clients, though, so one session concentrated exclusively on business-to-business tactics.

80% of New Customers Believe They Found You

According to MarketingSherpa’s Business Technology Marketing Benchmark Guide 2007-08, 80% of decision makers who made a technology purchase believe that they found the vendor – as opposed to the vendor targeting them.

Social Media & B2B

One of the people I met a SMX was Lisa Ditlefsen of SEO Chicks (did I mention I totally need an SEO Chicks shirt for when I start video blogging again). During the SMO session she asked a question about how to use social media for B2B clients.

B2B Social Media Marketing

We know that word of mouth is the best and most trusted form of marketing. Consumers love to hear from ‘someone just like me.’

WoM the Most Influential for B2B Execs

Over at eMarketer, they’ve compiled some recent reports that suggest executives in business to business industries rely heavily on referrals and word of mouth, when making buying decisions.

Better B2B Landing Pages

If want to make Google richer without making any money yourself, then stop reading. You don’t need to worry about conversion rates or landing pages. But if you want to grow your own revenue using search engine marketing, then you must pay attention to converting your clicks into leads.

Social Networks Provide “Momentum Effect”
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Fox Interactive Media has released findings from a study that looked at the growth and marketing power of online social networks.

Over 70 percent of Americans ages 15-34 are using social networking sites on a regular basis. The sites see a spike in traffic during primetime hours, which improves communication with family and friends along with building brand connections.

B2B Marketing Budgets

I came across some awesome benchmark data about B2B marketing budgets, courtesy of SiriusDecisions. (If you are not familiar with SiriusDecisions, you should be — they are doing some of the best research available on B2B marketing and sales.)

Lead Nurturing – The YouTube Approach

Content is critical for lead nurturing. Whether it is a case study, new research on some aspect of your industry, a how-to guide, or a whitepaper, content is what makes your lead nurturing programs work – and lead nurturing is what helps marketing drive more revenue to sales.

Why Branding Matters in B2B Marketing

Strewn around my house are pens, coffee cups, calculators, USB memory sticks, and assorted swag from various companies I’ve met over the years. What is the purpose of all this stuff? Does having a leather portfolio with a vendor’s logo on it make me more likely to buy their products?

Thought Leadership To Build Brands and Nurture Leads

RainToday.com’s recent report "What’s Working In Lead Generation" got me thinking about the relationship of thought leadership to branding and lead nurturing.

In B2B marketing, all three serve the same purpose: to establish your company as a trusted adviser, so when a prospect is ready to buy, he or she will think of you and will want to speak with your sales reps.

Driving Conversion in B2B SEO

Obviously, getting your site to rank highly in the search engine results and getting searchers to click through to your site is one of the first objectives of B2B search engine optimization. But that’s just the beginning. You still have to turn the visitor into a customer or client.

Email Newsletters and Blogs

So I finally got a chance to catch my breath a bit and read some of the content on my “blogs I read” list.

Zibb Zips In With B2B Search

The electronics and construction industries in particular should find the business to business search concept of Zibb.com useful, as Reed Business’ RB Search division delivers its first product.

Don’t Waste Your Pay-Per-Click Budget
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Thanks to Jim Berkowitz and his CRM Mastery E-Journal for pointing me to the MarketingProfs article, Five Proven Ways to Waste Money With Pay-per-Click Advertising by John Grant.

E-mail And Phone Have High Response Rates

BtoB Magazine points out some interesting findings in the DMA 2006 Response Rate Trends Report which includes data for more than 1,500 campaigns received in 2004, 2005 and 2006.

Top Email Marketing Strategies For B2B Marketers

For B2B marketers e-mail marketing is one of the most successful tools for generating great results at the quickest possible time.

Target Marketing – Whats a Lead?

Many marketers believe generating more sales leads is the key to hitting revenue targets. That’s not always true. In fact, most companies need to do a better job managing and qualifying the leads (or more likely the inquiries) they already have.

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