Imagine receiving hundreds of the same humdrum sales emails each day. Sounds awful, right? Unfortunately, this is the reality for many in sales these days. Many emails never even make it to the prospect’s desktop. Some are filtered out by spam barriers and others are placed in the trash by the user themselves.
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To say that a video marketing strategy should be the foundation of any B2B campaign in the modern era is something of an understatement. Video marketing isn’t just popular – it’s also wildly effective, particularly when it comes to ensuring an ROI for your company. According to a study conducted by HubSpot, video marketing can improve just about every aspect of your campaign in a variety of ways. Even the simple act of including a well-produced, professional video on your landing page can increase conversion rates by an incredible 80%. Video marketing is an efficient way to increase exposure in the B2B space, as 92% of mobile video consumers are likely to share a video they enjoy with others.
Are you producing more valuable content than ever before but not seeing any changes on the bottom line? Maybe you’re doing it wrong.
Continuing education is a proven way to succeed in any career field. Conferences and training workshops are great tools to teach new sales models or techniques, but it is not always feasible to hop on a plane to attend the next seminar.
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The modern sales and marketing professions are becoming increasingly intertwined, and with good reason; to generate truly qualified leads, sales, and marketing departments must be in constant communication regarding company messaging and revenue goals.
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Too often, strategic content marketing is reserved for the consumer market. However, there’s every opportunity for utilization and optimization in the B2B market, as well. B2B companies who try to implement content marketing often misunderstand the concept, thinking that strategies must be modified in huge, overarching ways due to differences in the B2C and the B2B markets. Here are just a few additional reasons that B2B companies fail at content marketing:
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In today’s marketplace, buyers have more control than ever when it comes to making purchase decisions. Enthusiastic salespersons are no longer the first point of contact — Google is.
Companies like Yelp and Angie’s List have made millions in B2C by simply enabling customers to take control. There’s nobody we trust more than our peers and people who aren’t motivated by money to recommend a product or praise its attributes. In fact, 92% of customers read online reviews before making a purchase decision! Although some companies might be frightened by the idea of easy-to-find, up-to-date customer feedback, SmarkLabs sees this buyer journey revolution as an excellent opportunity for B2B companies to stay honest and be accountable to the products and services that they’re selling. (more…)
Content distribution has replaced content creation as the most important marketing goal. While “content is king” has been a buzzword for the last few years, savvy marketers have realized that distribution is the biggest challenge facing content creators today.
Even stellar messaging is virtually useless if no one reads it, and with volumes of fresh content being produced every day, attracting the attention of your target prospects is an uphill battle.
All too often, organizations rely on either sales or marketing efforts to drive business growth and ensure customer satisfaction. However, when the best of both disciplines work in collaboration and focus on complete funnel development, companies begin to see real results. The complete sales and marketing funnel consists of one funnel that measures the impact and progression of integrated sales and marketing efforts.
FunnelWise hosted a “Driving Results With Funnel Metrics” event at Chicago’s hub for the city’s thriving technology and entrepreneurial ecosystem, 1871, to discuss how organizations leverage revenue funnel metrics to improve growth, planning and performance.
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Type “sales enablement tools” into Google, and you get a whopping 709,000 results. Scroll down the list, and you’ll see a blend of content analytics plugins, sales training tools, sales management applications and much more. Forty percent of companies say they now use sales enablement metrics, and these tools serve various functions: business intelligence, B2B marketing, and lead generation.
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