Kate McPolin
5 Hacks for Choosing Engaging B2B Blog Topics
Content marketing, and blogging in particular, is a relatively easy and low-cost marketing tactic that can be well worth the effort—if you can get your target audience to engage. Blogging can help establish your organization as a thought leader, convert leads to customers, increase website traffic, and even attract qualified ...
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Five Features of Compelling B2B Social Media
Social media is a marketing tactic used by 75% of business-to-business (B2B) marketers, according to the latest Sagefrog B2B Marketing Mix Report. And why not? It’s a great tactic for achieving their top marketing objectives:
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You’ve Got E-Mail: Implementing B2B Marketing’s Most Popular Tactic
B2B marketers rely on email marketing more than any other marketing tactic, according to the latest Sagefrog B2B Marketing Mix Report. It’s not surprising given that email marketing is also cited by marketers as a top source of leads (second only to referrals). In fact, the ROI on email marketing ...
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How to Set Your Marketing Budget
A marketing budget without a plan is as incomplete as a plan that has no funding. While the former scenario is no doubt preferable to the latter, the ideal approach involves developing a strategic plan that outlines how much you’ll spend on specific marketing strategies and tactics designed to achieve ...
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How to Use Nurturing to Turn Leads into Customers
The business-to-business (B2B) buying cycle can last months or longer, particularly if the capital outlay is significant. While patience may be a virtue, it’s not an effective sales strategy on its own. To convert leads into customers, you’ll need a documented marketing communication (marcom) plan that includes tactics for nurturing ...
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Measure Your Marketing to Find Qualified Leads
“What gets measured gets done.” It’s a popular business adage, and for good reason. The practice of setting measurable goals has proven effective, time and again, at compelling people and organizations to move initiatives forward.
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Marketing to Multiple Decision Makers? Start with Buyer Personas.
In contrast to much consumer buying, the business-to-business (B2B) buying decision is rarely made solo. Larger purchasing decisions typically involve multiple people within the organization, each with individual motivations and needs. Having a deep understanding of your audience is critical to creating marketing strategies and tactics that lead to customer ...
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Here’s Why B2C Tactics Don’t Work on B2B Audiences
We’re all bombarded with business-to-consumer (B2C) advertising messages, day in and day out. And while some of the B2C strategies and tactics we’re all familiar with can be adapted to business-to-business (B2B) marketing, many can’t. The return on investment on a $1 million Super Bowl ad, for example, would disappoint ...
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Buyers Have Changed. Your Marketing Plan Should, Too.
Most of us have had to make marketing changes over the past year, pivoting to find new ways to reach prospective customers. Gone are the advantages of face-to-face interactions in a retail store, via in-person sales calls, or at a trade show. It’s likely that any marketing plan you crafted ...
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Are you neglecting your biggest growth opportunity?
In business as in life, healthy relationships are worth nurturing. Humans tend to be more receptive to people and organizations they know, like, and trust, whether as consumers or when making purchasing decisions on the job. With a positive, mutually beneficial relationship in place, customers are more likely to remain ...
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The Differentiation Difference: Marketing for Commodity Manufacturers
All marketers benefit from branding that clearly communicates what they have to offer and differentiates them from their competition. If you’re a manufacturer selling a so-called commodity product, that goes double for you. In spite of the ‘commodity’ label, any product or service can be differentiated. (Twenty years ago, would ...
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Using surveys to inform your strategic marketing plan
A strategic marketing plan is key to ensuring that a manufacturer’s marketing efforts will yield positive ROI and support business goals. But before you can develop that plan, research is required to provide a deep understanding of your customers, competition, and market, and how they interact with your brand.
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