B2B Marketing

What is Social Selling and How Can You Incorporate it into Your B2B Marketing Strategy? – The Lead Agency – B2B Marketing Article

What is Social Selling? Social selling is the art of using social media to find, connect with, understand, and nurture sales prospects. It’s the modern way to develop meaningful relationships with potential customers so you’re the first person or brand a prospect thinks of when they’re ready to buy. – Hootsuite Think of social selling as the modern-day equivalent to cold calling, except slightly more passive and much more targeted. In the digital age, we have the ability to filter…

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A Temporary Change of Direction – B2B Marketing Article

For only the second time in over five years, I did not publish a post here last week. Over the past few weeks, I have found it increasingly difficult to create posts that I truly believe are timely, relevant, and useful for my readers. The reason for my difficulty is COVID-19, the disease caused by the novel coronavirus. One way that I keep myself on a regular writing and publishing schedule is to always have several topics lined up for…

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4 Things You Need to Know About B2B Email Marketing in 2020 – Marketing Article

By Lauren Dichter, Marketing Consultant at Heinz Marketing A few weeks ago, it was trendy to say the Coronavirus hysteria bubbling up here in the states was unfounded or an overreaction. As it turns out, it wasn’t. Now more than ever, if I know something to be true, I’m resolved to share those facts with people who don’t know any better at the time, even if the truths are hard to swallow or inconvenient. As silly as it sounds, the…

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How to Approach Demand Gen in Challenging Times – B2B Marketing Article

The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty – on top of the risk and strain caused by a global pandemic – whether an economic downturn is imminent, or how severe it might be, and for how long. Most B2B marketers we talk to are continuing to plan, develop and execute campaigns and other initatives, for the time being at least. Even then, we’re having many…

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How to Write Compelling Brand Content: Using Rhetoric in Marketing – B2B Marketing Article

Rhetoric in the context of marketing is likely to be initially met with a sense of unease. For many, the idea of rhetoric takes them back to a high school or college Language Arts course, with the instruction focused on how to communicate persuasively in order to manipulate others’ thinking in favor of your argument.

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Making Cold Calls Great Again – B2B Marketing Article

Recently I ran across and interesting discussion on LinkedIn about the effectiveness of cold calls — or maybe better stated — lack of effectiveness.  One comment in particular jumped out at me and really got me to thinking about a future where the cold call could again be an effective outbound sales prospecting tool.  Every time I get a cold call from a company, I feel it’s a scam. All about trust. Bo Griswold, CEO and Founder of Global Treasure…

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How to use a marketing cloud to activate intent data – B2B Marketing Article

A marketing cloud is an integrated suite of solutions available as web-based services delivered via software-as-a-service. The idea of a marketing cloud isn’t new, but the capabilities they offer change constantly, based on what B2B marketers need. Research finds the most critical marketing cloud capabilities are CRM (59%), marketing automation (49%) and personalization/targeting (46%). In one survey, 68% of respondents felt customer and digital analytics were the most critical core solutions within a unified suite of marketing tools. This underscores…

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Data Privacy, Anthropological Data, and Cognitive Load in Social Media – BBN – B2B Marketing Article

Social media has evolved into a complex advertising machine that we, along with our consumers, are still learning to use. Conversations around data privacy, transparency, and our brain’s ability to absorb so much content have been swirling in recent years, pushing advertisers to rethink their social media strategies. Traditionally, big data was at the forefront of the social media strategy, but as data privacy becomes a top concern for consumers, B2B marketers must begin studying anthropological data and cognitive load…

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