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Carri Bugbee

Web Sites - Websites Top Online Source of B2B Leads, but Still Underperforming : Market... - 0 views

  • Though 88% of B2B companies say they understand their target audiences at least moderately well, they still struggle to translate that understanding into new business leads via their corporate websites, according to a new study by Demandbase and Focus.
  • Corporate websites are a critical channel for B2B companies. After personal connections and referrals (41%), websites are the leading source of leads (23%) among surveyed B2B professionals, outpacing email (14%), online advertising (7%), and social media (3%).
Carri Bugbee

Two Major Building Blocks for Social Media Success in B2B Demand Generation «... - 0 views

  •   Social media participants contribute very little to conversations. Research from the Online Community Research Network shows that fewer than 10% of people in online communities ever say anything. And fewer than 2% take a leadership role in starting conversations. Therefore, if you want compelling and relevant content – it’s critical to have a content leader or practice who can think like a publisher and develop a strong editorial calendar.
  •   ITSMA research shows that 66% of buyers seek information themselves rather than waiting to hear from providers. They seek that information through search. 79% of C-level executives do at least three searches per day. They are more likely to encounter your content through search than through the social media channels themselves.
  • The bottom line: Organizations (and B2B marketers) need to focus on content, thought leadership and engaging B2B tech buyers in channels where they go to consume information.
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  • To build a successful B2B social media strategy, there are two major building blocks that all organizations must adopt: 1.      Think like a publisher 2.      Be a thought leader
Carri Bugbee

Top 5 Trends in Sales 2.0 - 0 views

  • 1 – Attract many, then focus on filtering If your prospects do research online, will they find your company, or your competitor? Mark Roberge, VP Sales from HubSpot argued that you should keep the top of your sales funnel as broad as possible.
  • #2 – Give all sales people a social media address Scott Holden, Senior Director at Salesforce.com argued that not just companies need to be discoverable, but also individual sales representatives. Social pages are often the first ones to come up in search results.
  • Scott Holden summarized this as moving from self-promotion to social referrals: “trust me, he is a great lover” and not “I am a great lover”.  I expressed a similar sentiment in my blog earlier this week on Genuine Customer Engagement.
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  • 50%-70% of sales processes start long before a sales person ever gets involved. The most important deciding factor in the sales process was “online demos”, not sales person interaction.
  • #5 – Consider a territory model based on social proximity
  • leads are assigned based on the personal relationship of a rep to the lead, rather than geography. On paper this social proximity model sounds great, but in reality it is still difficult to implement.
  • B2B companies need to learn from this and move to lower touch selling models, wherever possible. One of the speakers, Rini Das from PAKRA, has achieved just that. She is closing 95% of her business based on social media leads.
Carri Bugbee

Web Marketing B2B | B2B Advanced Strategies | Searchlight Marketing | Houston - Naples ... - 0 views

  • Persona I: The Methodical B2B Customer Methodical types need to be prepared and organized to act. How can your solution solve this problem? Provide hard evidence and superior service. Persona II: The Spontaneous B2B Customer Spontaneous types live in the moment. Why is your solution best to solve the problem now? Address immediate needs with relevant and credible options. Persona III: The Humanistic B2B Customer Humanistic types are usually slow to reach a decision and generally prefer the big picture. Who has used your solution to solve my problem? Offer testimonials and incentives. Persona IV: The Competitive B2B Customer Competitive types are goal-oriented and looking for methods to completing tasks. What can your solution do for me? Provide rational options, probabilities and challenges.
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