Category Archives: content-based marketing
Can micro-moment sales and marketing help restore balance in the playing field?
Mobile devices and 24/7 access to information have certainly changed the way business is conducted. Case in point: More than half of all searches on www.Richardson.com are done on mobile devices, the numbers rising to 52% from 19% in less than a year.
In a B2C world, such a dramatic and rapid shift would make more sense, driven by on-the-go searches by consumers looking for restaurants or best product prices. But for a B2B company like Richardson? It’s hard to imagine someone waiting in line for a latte to suddenly tap her iPhone and say, “Siri, I need to implement a sales training transformation for my 5,000 global sales reps — which providers should I call?”
Content marketing: How the Sales Team Should Work with Marketing
In Part I of this series, we talked about the rising popularity of content-based marketing. A reported 93% of B2B marketing teams in North America are using a content-marketing approach, according to B2B Content Marketing 2014 research. While that’s an impressive number, only 9% of survey respondents felt it was “very effective,” while 33% said “effective.” That tells me people are jumping on the bandwagon without clear strategies, tactics, or implementation.
Content Marketing: How the Marketing Team Should work with Sales – Part I
Content marketing — it’s all the rage. A reported 93% of B2B marketing teams in North America are using a content marketing approach, according to B2B Content Marketing 2014 research. While that’s an impressive number, only 9% of survey respondents felt it was “very effective,” while 33% said “effective.” That tells me people are jumping on the bandwagon without clear strategies, tactics, or implementation.
Which e-mail Campaigns Deliver More: Broad-based or Account-based?
Every day, it gets more difficult to capture the attention of busy professionals using a broad-based e-mail marketing campaign.
More and more companies are adopting automation tools for content-based e-mail marketing campaigns that typically focus on the top few generic topics faced by everyone in their database. For most marketers who use this approach, the key performance indicators (KPIs) involve tracking and capturing opens, click-throughs, and responders. The next step is an automated drip follow-up campaign to nurture these leads and take them to the next level.
Content marketing has emerged as the “strategy de jour” for B2B marketers. According to the Content Marketing Survey Report published by E-Consultancy:
Over 90% of respondents believe that content marketing will become more important over the next 12 months. Nearly three quarters (73%) of digital marketers agree that ‘brands are becoming publishers’. Top content marketing objectives include: Search engine optimization, inbound lead generation, positioning a brand as a thought leader in your space
Testing the follow-up on Content-based Marketing Campaigns: Companies are Falling Flat
Content-based marketing is on the rise. It’s expected to represent 35% of the marketing budget in 2013, which, according to the latest estimates, is up 84% from 2012.
Companies are having no problem cranking out content-based marketing campaigns — with information aimed at positively influencing a customer in some way — but they seem to struggle with follow-up and nurturing leads.
Content Marketing and Insight Selling – Companies Need to Become a Source of Ideas and Insights for their Customers to Add Value
Buyer behavior has changed, fueled not only by the economy but also the ever-available and increasing sophistication of online marketing and social media. Our clients recognize this and agree that they need to do something about it or risk not being heard by their customers.