After you identify which metrics have the most impact on your business goals and which you’re planning to actively track—the next step is setting targets and marketing goals. Is there a certain *type* of content that’s working best? Further, 47% of C-suite executives say they’ve offered up their contact information after reading thought leadership content. But live chat is so much more than a customer service function. Having new stuff to play with online is always cool, but the reason that offering free tools is a great brand development strategy is that it’s all about empowering the customer to do things they wouldn’t be able to on their own. “It cost us a bunch of money because it was total revenue. Intercom in particular frequently hosts webinars that feature a well-known guest or business leader sharing their expertise. It’s a strategy where employees share company content to their personal social networks and in turn are able to grow their personal brands. It’s because it works. And while most tactics don’t last, the rules of brand strategy have proven to be far more consistent. Your research needs to go deeper than that. In 2019 we analyzed 100 Facebook ads from SaaS brands to see what tactics, campaigns, and ad types were working the best—be sure to give that post a read as well if you’re planning to launch an ad campaign in the near future. Creating a B2B content marketing strategy is not rocket science, but it does require intentional effort and dedicated time and resources to get it completed. In some ways, marketing is a simple business. It’s all about diverse and consumable content aimed at your targeted buyer, … I can categorically tell you that it’s not just about building a happier office. Visitors who use web chat are 2.8 times more likely to convert than those that don’t. There’s an obvious reason for the longevity of word-of-mouth marketing – it works. Our walkthrough on how B2B marketers can identify key content marketing metrics and objectives outlines how to approach this from a content marketing lens, but the same thinking can be extrapolated to other marketing strategies. But why should you be so concerned about the relationship between sales and marketing? As with word-of-mouth marketing, employee activation – or at least the full benefits of it – won’t be achieved by sitting back and waiting for it to happen. Offering downloadable assets is one of the most common lead generation strategies—and for good reason. Is it really worth taking resources away from executing on marketing tactics to put together this plan—especially when your marketing team is small (or non-existent)? That’s a waste of time, effort and money. (Hint: It starts with a good amount of research). Here’s the thing that we see a lot of B2B marketers get hung up on: All data can be important, but if you try to measure and analyze everything, you’re going to end up with nothing. According to LinkedIn and Edelman, 58% of decision-makers consume between one and four hours of thought leadership content every week. One of the best examples of employee empowerment as a B2B marketing strategy was the video campaign the live chat company Drift ran on LinkedIn in 2018—a campaign that was planned only five days before it was launched, yet generated 3 million views and resulted in the highest single-day traffic in the company’s history. Are you going to use content like blog posts & videos to attract people first? Just a few short years ago, the web was full of articles proclaiming the death of email marketing. Advertising great Bill Bernbach once said: “If you stand for something, you will always find some people for you and some against you. Instead, use these five elements for a successful content marketing strategy. Use the Sherlock Homeboy Technique to see what’s working best for your competition. Are click-through rates from Twitter posts impacting your business goal of generating more inbound leads? Think case studies, webinars, product demos, and anything else that targets the pain points of specific prospects. “If you know the enemy and know yourself, you need not fear the result of a hundred battles. For those keeping track at home, that’s seven brand building strategies that the top brands in B2B have used over the past decade to position themselves as industry leaders. First of all—what does this *actually* mean? There’s a ton of value in offering downloadable assets on your website, especially when they speak to problems beyond your product or service. At this point, you’ll have conducted plenty of research—customer research, industry research, analytics research—to pull out as many valuable insights as you can. You need a plan, whether it’s rewarding referring customers or providing a email template that makes it easy for them to do so. It’s a tactic that Slack also utilized recently, when it put an open letter to Microsoft as a full-page ad in the New York Times the day the software giant’s competitor, Microsoft Teams, was unveiled. What was innovative last year is standard practice this year; what works today may not work in six months’ time. As a marketer, your natural instinct is to focus on bringing in as many leads as possible. Surprisingly, while buyers clearly engage with and enjoy thought leadership, vendors are yet to be convinced. Ahead of a major campaign launch, Salesforce CEO Marc Benioff hired actors to pose as protesters at a conference for Siebel. Not only does this keep you focused on what matters, it prevents you from being overwhelmed by the sheer amount of data points you have at your disposal. But word-of-mouth marketing isn’t just about doing your job and hoping happy customers will refer you. It is for businesses that sell services or products to other organizations or businesses, unlike consumers, usually use B2B marketing strategy … Check out Finteza for automated funnels. Where are they going to ask those questions? And that’s where the qualitative and quantitative analysis comes into play. And how do you turn that strength into a weakness?”. The same is true for B2B marketing strategies—a successful strategy could be one that increases sales, or generates awareness, or attracts more leads, or increases customer referrals, and the list can go on & on. That’s exactly what Salesforce leadership did in the early days: They picked an enemy to oppose—their biggest rival, Siebel Systems. Similarly, Intercom offers downloadable ebooks on product management, customer engagement and even the jobs-to-be-done productivity framework. Plenty of B2B companies host conferences with the goal of helping to educate and inform. As a brand development strategy, transparency may be trendy, but open and honest communication with employees and a commitment to providing more opportunities to underrepresented groups will never go out of style. But good email marketing is about much more than sending a few messages and waiting for the leads and sales to come pouring in. With a little effort, your live chat function can be one of your most potent and productive sales channels. The Top 12 Most Effective B2B Marketing... Pros and Cons of Running Multiple Businesses, How to Grow a SaaS Company Past $10m ARR – Experience from Intuit & When I Work, How to Grow a SaaS Company From $1m-$10m ARR – Experience From Mailshake & When I Work, How to Grow a SaaS Company From $100k-$1m ARR – Experience from Mailshake & Right Inbox, 14 of My Favorite Companies Doing Content Marketing Right. But in other ways, marketing is incredibly tough. In fact, all they’re looking to do most of the time is figure out what their friends, family, colleagues and favourite celebs are up to. Over the years, Benioff has grown fond of these guerrilla marketing tactics—using the actions of competitor companies to put a spotlight on his own brand. Patagonia isn’t in the B2B space, but the same principle applies: One of the most surefire brand development strategies is to stand for something. To gain the best possible understanding of the market and your customers, you’ll need both. According to McKinsey, it’s the primary factor behind 20 to 50% of all purchasing decisions. 2. One of the best conferences is Twilio’s Signal. For example, Stripe offers guides and resources on everything from talent recruitment to using machine learning for fraud detection. What you need to figure out now is how you’re going to increase the amount of case study downloads this year. The first question you’re probably asking is this: Why is a documented and well-researched marketing strategy so important? Here’s the high level view of the 4-step persona process, but the full post is worth a read if you’re still at the persona-building stage. B2B stands for Business To Business, it refers to any content marketing strategy that is created to target an organization or business. One of the most significant trends in the B2B world over the past several years has been the Yelpification of B2B. Storytelling Simplifies Your Message. It’s difficult to understand a context sometimes, but it’s easier … Naturally, some people loved the ad. A brand development strategy that more and more companies have been adopting in recent years is transparency. And you’ll have a (rough) map of which metrics matter most and how exactly they tie into your overall business goals. But before you dive right in, we want to share a handful of examples from the real world. (i.e. Here’s what they share directly on their about page: Companies are always eager to talk about their successes, but never their failures, even though that’s where the valuable stuff is. The user gets actionable insights and suggestions. It’s a two-day customer and developer conference focused on Twilio’s products, one-on-one engagement with experts, networking and building stronger relationships with customers. For Buffer, this has meant making all of their behind-the-scenes data—revenue, workplace diversity metrics, even salaries—freely available to anyone who wants to access them. And leave it as open-ended as you can. And that’s the art of the pitch: Demonstrate the value of a product to a user, showcase how it can make their life easier, and they’ll typically be willing to at least give it a try. 60% of businesses with a documented B2B content strategy … Dave Gerhardt (Former VP of marketing at Drift) had been running some engagement experiments using LinkedIn video, which was a fairly recent addition to the platform, and found his videos getting thousands of views and a ton of engagement. In that letter, Slack spoke about the lessons it had learned in building its platform, noting that communication software has to be more than a list of features. Subscribe today to get access to some of the best content on B2B growth & tech. On average, a company’s employees have ten times more connections than the company itself. What’s more, it has a key role to play at all stages of the user journey – from initial consideration to the moment of purchase – and in both mature and developing markets. Given this final stat, it’s hardly surprising that almost two-thirds of marketers planned to spend more on influencer marketing in 2019. Like Kickstartershows us here, a compelling narrative can work wonders for your brand. However, among B2B companies, only around 30% see their content marketing as effective. When you visit Capterra and see that Notion has an overall rating of 4.5 stars, tons of glowing reviews, and starts at $4 a month, odds are you’re going to click through to Notion’s product page to at least see what all the hype is about. While paid social ads are similar to Google ads in the sense that you’re paying to reach your audience right away—the stage itself is a bit different. Retargeted customers are three times more likely to click on an ad, while 26% of customers will return to a website after being retargeted. Renowned content marketer Gregory Ciotti leveraged guest blogging to build a database of. Just creating a bunch of content doesn’t mean you have a content marketing strategy… focused on buyers and leveraging the buyer’s experience to move them along to purchase. Whether you’re the size of Apple and Patagonia, or you’re still in the early days trying to win your first 100 customers—that primary goal is still the same. While the Slack Shop is no longer a permanent fixture (it only appears from time to time), it’s an example of cause and purpose association, also known as cause marketing or cause-related marketing. While Intercom may talk a lot about the features of their platforms, their public-facing webinars are intended to be as valuable as possible, and that’s what will lead people to poke around their websites and sign up for trial accounts. 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