Tagged 'b2b marketing'

The Solution to Sales and Marketing Alignment? Introducing the Blended Lead Score.

Posted by Rob Bois on October 16th, 2013 at 1:35 am

Much has been made of the poor alignment between Sales and Marketing departments. And in fact, the rift really does exist. According to Forrester Research, fewer than one in ten B2B organizations claim to have tight alignment between their sales and marketing functions. People are rarely surprised to hear about these challenges given the very different skill sets, metrics, and personalities between the two groups. But what if the problem is deeper than just misaligned priorities and actually ties back to the systems these teams use on a daily basis?
Selling to businesses
Sales people are all about converting qualified opportunities into customers. If you look at any modern CRM application, you’ll find that the workflow is largely built around the concept of an account. You create an opportunity that attaches to an account and you forecast revenue for it. The concept of a lead, or an actual human buyer, does exist but it’s not nearly the same focal point of the system. And I can’t remember the last time I saw a B2B sales forecast that named individuals, and not companies.
Marketing to people
Now, let’s look at the marketing side of the house. Marketing Automation systems have emerged to help marketers keep up... Read more

5 Buyer Behaviors Reshaping B2B Marketing

Posted by Tony Zambito on May 23rd, 2013 at 1:24 pm

One thing we can count on is by the time you have finished reading this buying behavior may have been altered one again.  Changes in buyer behaviors continue unabated.  This is making it difficult for marketing and sales leaders to plan the right mix of strategies and tactics resulting in a winning formula.
5 Buyer Behaviors B2B Marketing Must Keep An Eye On
New buying behaviors means B2B marketers have to become more responsive today.  Creating nimble organizations and improving knowledge in buyer understanding.  Here are ways buyer behavior will continue to reshape marketing:
Buyers Embrace Collaboration
Social and digital technologies has allowed for progress in the area of collaboration.  Meaning the sphere of influence and interaction not only has widened but increased.  Old ideas about roles on buying teams are being shattered as we speak.  The era of collaborative buyer networks has arrived.  We now have to consider internal as well as external members of collaborative networks impacting decision-making.
Buyers Want Co-Creation
Collaborative networks are fostering a new environment for co-creating products, services, and for solving problems.  This new development will put pressure on B2B organizations to get in line with flexible products and services which allow buyers to play an active role in co-creating.  Buyers... Read more

The Art of Buying

Posted by Tony Zambito on May 6th, 2013 at 1:16 pm

Galvanized by Art (Photo credit: cobalt123)
The quest to uncover how and why people and businesses engage in the act of buying is becoming an endurance race.  Spurred on by increasing social technologies advances.  The result is many organizations, whether academia or business, have focused on the science of buying.  What we may be losing is critical understanding of the art of buying.
What we are witnessing in the new digital age is the old rules of near total dependency on understanding processes and rules associated with buying is no longer the sole winning ticket.  Buying processes and rules have been dissected and analyzed many times over throughout the past few decades.  We clung to the belief of knowing the how will lead us to systematic knowledge of how to close more business with buyers.   The problem marketing and selling organizations face today is the how – processes and rules – are not as easily defined or structured as in the past.  Social technologies have made it possible for new networks and collaboration amongst buyers – causing plenty of flex in processes and rules.
The Why of Buying
If the science of buying has focused on the how of buying, the art of... Read more

When Crisis Communications Bleeds Into Community Support

Posted by Adam Leiter on April 3rd, 2013 at 7:07 am

The recent battle of claims and data between Elon Musk/Tesla and the New York Times showcases a unique crisis communications situation. What's the best way to handle a crisis of "he said-they said" before it spirals out of control?
At some point in their career, every communications professional needs to handle at least a few crisis situations on behalf of a client. All things being relative - whether it’s a disaster like the BP oil spill, a trolling commenter on your brand’s Facebook page, or an executive giving out embargoed information too early – the way you initially respond will set the tone for everything that follows. It’s all about being prepared to the best degree, and then maintaining as much control as possible.
But in some cases, keeping a loose grip on that control and relying on trusted advocates to speak on your behalf can be more effective than any prepared statement.
An example of this recently played out between Tesla’s CEO Elon Musk and the New York Times. When Musk went on the attack against a negative review of the company’s East Coast charging station, first via social media, then by blog, and eventually (perpetually?) even further, his response quickly incited a crisis spiral.... Read more

One Thing Brand Marketers Can’t Forget When Making New Year’s Resolutions

Posted by Alison Kessler on January 4th, 2013 at 8:08 am

Whether you focus on B2B or B2C, brands today have the ability to become their own media companies. With that in mind, there are lessons to learn from Mashable’s recent article, “4 Things Media Companies Must Do… Or Die.”…which I’ll re-categorize at this point in the year as “New Year’s Resolutions for Marketers.”
It seems that ever since the advent of mobile devices, brand marketers have been scrambling to keep up. In the early days of online advertising – and even more recent ones – advertisers simply transferred the content of their more traditional ads onto mobile devices and wished really hard that consumers would latch on. But as we have learned over the years, nothing worthwhile is that simple.
The consumer who clicks on an ad when surfing the Internet taps a different ad on his iPad. But even if the consumer does see your brand’s ad, who’s to say it’s effective? Learning what it takes to make a compelling ad is just as daunting as what form it should come in.
Whether you focus on B2B or B2C, we already know the overused-at-this-point-phrase that “content is king,” but what that really means is that brands today have the ability to become their... Read more