| What's the latest thinking in B2B marketing? What | | | | Help buyers research early in the sales cycle: Buyers |
| techniques and trends are today's best practice B2B | | | | use the internet to research before they engage with |
| marketers using to drive more revenue and | | | | sales. By helping to educate the customer, you can |
| demonstrate accountability? Over the next 10 posts, I'll | | | | establish your company as a trusted advisor that |
| share the top trends that are changing the practice of | | | | understands their problems. |
| B2B marketing. I'll discuss key best practices you | | | | Manage leads - don't generate demand: Marketers |
| should have on your radar, as well as practical tips for | | | | who excel at managing leads (i.e. acquiring, scoring, |
| how to take advantage of the trend to improve your | | | | nurturing, and routing leads) can more than double the |
| performance. | | | | number of marketing leads that turn into a sale. |
| Update: Here are the Top 10 Practical Trends in B2B | | | | Lead nurturing 101: 95% of the prospects on your site |
| Marketing: | | | | are not ready to speak with sales. Leads that are |
| Embrace online channels: The internet has transformed | | | | nurtured before going to sales buy more, require less |
| best-practices in B2B marketing. As a result, spending | | | | discounting, and have shorter sales cycles. |
| on online advertising at B2B companies is growing at | | | | Measure relationship depth: Track the number and |
| 25% a year. | | | | quality of marketing interactions with each prospect |
| Landing pages, landing pages, landing pages: Sending | | | | company, so you know the next best marketing action |
| traffic to a landing page can improve conversions by | | | | to take. |
| 2X, and following best practices can raise them | | | | Stop being a cost center: Help the CEO and CFO think |
| another 40%. | | | | of marketing as asset that drives revenue, not a liability |
| Test everything - but don't over test: Testing is the | | | | that needs to be reduced, by framing the issue of |
| best way to discover what works, but don't test too | | | | marketing spending in terms of revenue and growth. |
| many variables or you won't get significant results. | | | | Invest in marketing automation: As marketing |
| Practice attention marketing - and make it measurable: | | | | operations are become increasingly complex, |
| Customers are adept at tuning out unwanted | | | | marketers will need to find ways to automate key |
| marketing. Leverage the internet and word of mouth | | | | processes through technology. |
| to break through the attention barrier. | | | | |