The more change occurring the more questions arise. This year is no exception. B2B Marketers are experiencing ongoing as well as new challenges as we start to hit stride in 2013. What are the big future questions for B2B Marketers? Let's look at a few:
How do we generate more leads and keep them?
Survey after survey indicate B2B marketers have this issue top of mind. Creating demand and filling up a pipeline is loaded with pressure packed environments. In my qualitative buyer research work, I see shifts in behavior on the part of buyers. There are unique sets of goals and behaviors emerging in the area of nurturing. Calling into question how leads should be defined and segmented. Lead research and unique lead persona development will emerge to help B2B marketers address this most important question.
How do we use marketing automation effectively?
Marketing automation has crawled out of infancy stage and is being more widely adopted. Many organizations have been in the "let's just get started" phase. Experiencing the pain of implementation. The next level question is how to make marketing automation more effective to get better results.
How do we operationalize content marketing?
Content marketing has certainly arisen as one of the core capabilities B2B marketing... Read more
Luxury brands have different needs than mass brands do. Even for affluent consumers, there’s a longer decision cycle for a pair of Prada loafers versus a pair of Weejuns, and for a Tag Heuer versus a Timex. Marketers familiar with the space know that they need to be more persuasive with their campaigns, and richer and more impactful with their ads. Luxury brands need to tell stories of quality and of lifestyles full of aspiration to convince consumers they’re worth the additional money.
Portrait ads make it easier for brands to tell those stories. The oversized, three-module units create rich-media canvases for brands to share HD video, audio, images, social media and other interactive elements. Many leading publishers are successfully creating native opportunities for advertisers by incorporating their own site content into one of the modules. The adjacency of premium publisher content to the advertiser’s own content is mutually beneficial and creates an effective, engaging ad unit that feels as if it’s part of the website. While the publisher content within the unit does not truly constitute an editorial endorsement of the advertiser’s product, it does serve to instill the consumer with a sense of trust for the brand advertised.
We know... Read more
In the pre-digital days there really wasn’t a need for brands to produce more than the ads that went on traditional media. Now they need to produce an almost constant stream of fresh content to keep up with digital channels and social media.