Posts tagged: Content Marketing

Content Marketing Best Practices For B2B Lead Generation

Content Marketing Best PracticesLast week I attended an online webinar by eMarketer on B2B Lead Generation: Best Practices in social, content marketing and video.

One thing that really stood out to me was the power and effectiveness that content marketing can have for lead generation when done correctly; by establishing your business as a trustworthy and knowledgeable leader, you can attract customers and generate new leads.

If you're unfamiliar with content marketing, it's a branch of marketing that involves creating and sharing valuable content to a defined industry as a way of acquiring new clients. The content that is being created can take many forms such as infographics, whitepapers, how-to guides & videos, articles etc, all with the purpose of sharing pertinent knowledge.

Below are some content marketing best practices to keep in mind when incorporating it into your business's marketing efforts.

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Why Niche Sales and Marketing is a Winning B2B Strategy

Niche-Sales-and-MarketingNiche sales and marketing is a tried and tested strategy for companies that sell to other businesses. Throughout my career, I've found it to be a strategy that works time and time again. My first B2B enterprise sales experience came with Lexmark, a global provider of printing and imaging products. Part of Lexmark’s early success was due in part to the fact we targeted very challenging vertical applications that drove a lot of volume and revenue. This initially served Lexmark very well and the company enjoyed rapid growth through the 90s.

This was a viable strategy in the 90s and still is today. One of our first blog posts at VA Partners was on focusing on the right target customers. I still talk to many tech entrepreneurs that don’t have a well-defined target vertical in mind. Entrepreneurs often want to sell to everyone. But with limited resources and runway, this is next to impossible.

Here are some of the advantages of focusing on niche sales and marketing:

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Making Business to Business Social Media Easy for the Sales Team

business-to-business-social-media-for-sales-teamsBy now, you’ve probably heard that marketers are pretty fond of social media. According to HubSpot, 56% of B2B marketers are planning to increase their social media spend in 2013. But what does the customer-facing sales team think?

Despite the fact that ‘social selling’ is a pretty popular concept right now, there still seems to be a good chunk of salespeople out there that remain reluctant to embrace business to business social media as a sales tool. Why is this?

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Creating a Lead Generation Machine with Content, SEO and Social Media

Lead-Generation-MachineHistorically, marketing has always been thought of as a cost-centre. But thanks to the phenomenal rise of inbound marketing and marketing analytics tools, marketers are now able to take credit for the lead generation they are responsible for.

As of 2013, 60% of companies have integrated some form of inbound marketing into their marketing strategy. While there are many moving parts to an inbound marketing program, here are three tactics all startups should emphasize to create an online lead generation machine.

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How to Create Contagious B2B Marketing Content

Creating-Contagious-B2B-Marketing-Content-Jonah-BergerWhat do hundred-dollar cheesesteaks, a golf ball destroying blender and a phone booth with a trick door have to do with creating great B2B marketing content?

In his book Contagious: Why Things Catch On, Jonah Berger uses each of these viral marketing sensations to help explore the question of why some products, ideas and behaviours succeed while others fail (a question at the heart of all marketing).

If only there was a simple way for marketers to create the next Will It Blend? or United Breaks Guitars! Unfortunately, while there isn’t a formula to ensure your B2B marketing content will be popular and widely shared, as the book highlights there does tend to be six key ingredients that make up a recipe for contagious content.

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