Research & Strategy

Virtual events aren’t just timely, they’re the future of work | Yesler – B2B Marketing Article

In recent weeks, global concerns about the novel coronavirus have compelled many companies to cancel their in-person events or move them online. While businesses are now facing many new challenges, this moment also offers a valuable opportunity: to understand why, and how, to create a virtual events strategy that’s integrated with your overall marketing plan, now and for the future. According to Bizzabo, 80% of marketers believe that live events are critical to their success. When surveyed, B2B marketers rate…

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Need a customer evidence pipeline pronto? Our tried-and-true approach | Yesler – B2B Marketing Article

The hardest part of creating customer case studies? Finding and convincing customers to share their stories. That’s the bread-and-butter work of the Yesler advocacy team, and it’s why our clients hire us to build or accelerate their reference and evidence programs. But a recent challenge in our work for the Microsoft 365 team upped the ante. Our job was to project manage and create a robust library of customer evidence, but there was no existing pipeline and time was limited.…

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B2B tech marketers: Get ready to think differently in 2020 | Yesler – B2B Marketing Article

In the more than 20 years that I’ve worked with or at technology companies to market their products and drive adoption, I’ve seen a lot of changes in the industry. I’ve watched as technology companies radically reorganize to meet the challenges of customer-driven sales cycles and changes in revenue models brought by the shift from physical software delivery to the cloud subscription model—and with this shift has come added complexity to the technology-buying process. We had a strong hunch at…

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B2B tech buyers start with advocates | Yesler – B2B Marketing Article

When we think about what marketing does, B2B marketers have rightly focused on driving interest in their brand and producing content that matches a problem to their solution. The idea is that this makes it easier for prospects to identify their problem with the solution and begin the journey down the marketing funnel—usually some variation on Awareness, Research, Consideration, and Decision, otherwise known as ARCD. In recent years, we’ve seen technologies crop up that help you take that same funnel…

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What customer experience really means for B2B tech marketing | Yesler – B2B Marketing Article

When we saw the importance of advocacy in the technology customer lifecycle (discussed in part 1 and part 2 of this series), we joked that it was just like that ’80s Fabergé Organics Shampoo commercial: “When I first tried Fabergé Organics Shampoo with pure wheat germ oil and honey, it was so good that I told two friends about it, and they told two friends, and so on, and so on …” And it is just like that. Our research…

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How does Yesler’s own martech stack up? | Yesler – B2B Marketing Article

You’ve got a martech stack, but you aren’t sure it’s meeting your needs. As the VP of Sales and Marketing here at Yesler, I was in the same position. For a relatively small company (Yesler has 230-ish employees, whereas many of our clients have thousands), we actually have a fairly robust tech stack. Here’s a look at how we positioned it for our entry into the Stackies this year: Still, when I kicked off my 2019 planning last December, I…

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Want customer clicks? Start by questioning your solution-based marketing strategy | Yesler – B2B Marketing Article

There’s a reason that click bait, listicles, and fake news inspire some thumb-stopping headlines. They promise an answer to a burning question we have (or suddenly realize we have). Even before we asked the question outright, someone offered an answer we’ve been looking for to make our jobs or lives easier or better. Zeitgeist and trending memes aside, at the core there’s something magical at work here with this predictive Q&A approach. As marketers, this is something we routinely forget.…

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