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Carri Bugbee

Defining Your Content Strategy :: BtoB Magazine - 0 views

  • Find out what are the top five events your target audience attends every year, the top five publications they read, the top five blogs they subscribe to, the top five influencers they follow, top analyst firms they go to for referrals, etc. Information is the new currency, and by knowing where your audience turns to for information, you can prioritize your marketing tactics and align your content strategy accordingly.
  • Build a brand story that has multiple levels of content to support your story and messaging.
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.
Carri Bugbee

Buyer Personas, Content Strategies Fuel Successful Marketing Campaigns - Musings - 0 views

  • To improve sales pro­duc­tiv­ity mar­keters must pro­vide rel­e­vant infor­ma­tion to sup­port the needs of both key deci­sion mak­ers, as well as the buy­ing influ­encers. Effec­tive lead nur­tur­ing cam­paigns are highly depen­dent upon the avail­abil­ity of rel­e­vant con­tent, for each key touch­point through­out the buy­ing cycle. B2B mar­ket­ing automa­tion experts like Elo­qua and Mar­keto say that this con­tent should be rel­e­vant to the buyer’s role and key busi­ness issues, not just to the appli­ca­tion or solu­tion under consideration.
  • 45% of CMOs sur­veyed say they are faced with “mar­ket­ing to a grow­ing num­ber of peo­ple involved in the buy­ing process,”
  • A buyer per­sona is a detailed pro­file of an exam­ple buyer that rep­re­sents the real audi­ence — an arche­type of the tar­get buyer. Mar­keters can use buyer per­sonas to clar­ify the goals, con­cerns, pref­er­ences and deci­sion process that are most rel­e­vant to their cus­tomers. Imag­ine how effec­tive mar­keters could be if we would all stop mak­ing stuff up and start align­ing our mes­sages and pro­grams with the way real peo­ple think.
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  • ead nur­tur­ing cam­paigns are heav­ily depen­dent on high qual­ity con­tent that can be served up to the right per­son, at the right stage of the buy­ing cycle. With­out that con­tent, lead nur­tur­ing ini­tia­tives can­not deliver supe­rior results.
  • Map Buy­ers to Content Once you’ve iden­ti­fied key buyer per­sonas and devel­oped a POV on how best to inform or moti­vate them, you’ll want to turn that into a con­tent map. B2B mar­ket­ing automa­tion Mar­keto pro­vides sev­eral resources to help with con­tent map­ping. For exam­ple, Marketo’s blog shows a grid that you can adapt, with rows and columns to map the con­tent you have (or need to cre­ate) for each key buy­ing role, for each key stage of the buy­ing cycle.
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    Develop Buyer Personas When build­ing your con­tent strat­egy, don't over­look the crit­i­cal impor­tance of iden­ti­fy­ing key buyer per­sonas and char­ac­ter­iz­ing their respec­tive needs as they progress through the buy­ing cycle. For exam­ple, if a CMO, CFO, and VP of Mar­ket­ing Oper­a­tions all need to say yes before you can make a sale, how do you address their dif­fer­ing concerns? What's a buyer persona? "A buyer per­sona is a detailed pro­file of an exam­ple buyer that rep­re­sents the real audi­ence - an arche­type of the tar­get buyer. Mar­keters can use buyer per­sonas to clar­ify the goals, con­cerns, pref­er­ences and deci­sion process that are most rel­e­vant to their cus­tomers. Imag­ine how effec­tive mar­keters could be if we would all stop mak­ing stuff up and start align­ing our mes­sages and pro­grams with the way real peo­ple think.
Carri Bugbee

Marketers embrace digital content testing :: BtoB Magazine - 0 views

  • While testing content is nothing new—in fact, most marketers and agencies perform some sort of testing on creative content before publication—the formalization of such processes has become a priority at many b2b companies.
  • We've learned that simplicity is the key—easily scanned, brief content, appropriate imagery and a value-based call to action.” For example, after simplifying a registration form for a particular call to action, SAP.com saw a 96% increase in the number of registrations.
  • “We have to look at what is the downside to SAP in removing a field, such as taking away "industry.' We have industry-specific sales teams, so for each field we take away to get an increased conversion, there is a downside—now we have to do more work on the back end [to learn this information].”
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  • For its Web pages, HP scores content using tools such as Safeguard by SDL Tridion, which scans Web page content for keyword optimization, metadata and visual elements to optimize the user experience and improve SEO.
  • HP's social media group reviews blogs written by HPers and implements best practices, such as testing headlines, language and calls to action. Once blogs have been reviewed and tested, the views on blog pages may increase up to eight times, Anderson said.
  • “We have a publishing calendar every week, which looks at all the content we're pushing out to meet our corporate goals,” said Cindy Kim, director-marketing and social media at JDA. “We use LinkedIn, Twitter and Facebook to see what topics resonate.”
Carri Bugbee

Time to shift b-to-b social media marketing focus from the "media" to the "social" :: B... - 0 views

  • Social media is about relationships, so it requires you to engage in two-way conversations and participate consistently. Social media is real time, so you need to be monitoring the conversations and taking action on them in real time. Social media enhances and amplifies other channels, so it cannot be used in a silo.
  • To generate demand from these conversations, you want the engine to identify those people who are potential buyers in the discover phase of their customer life-cycle so that you have already started a relationship with them and created brand preference when they enter the explore phase.
Carri Bugbee

Web Sites - Five Things B2B Website Content Needs to Do to Engage Visitors : MarketingP... - 0 views

  • Immediately orient visitors. "You'd better make sure people can figure out what your company does, why they're staring at your webpage and what they should do/get—and do it fast," Albee advises. Dump the jargon and get to your core information. Speak directly to them. Tell them what's in it for them. "Make sure your content speaks directly to them about stuff they care about—high-priority stuff," she says. Provide 'interest pathways' for them. To accommodate a range of prospects, offer unique pathways that appeal to individual interests—such as, "if X is your priority, then click here for all the resources you need about that topic." Answer their questions. Access your own site from the Internet, navigate it and see what questions come to mind as a visitor. This exercise can help you identify information gaps. Get them to do something. "What event can they sign up for that relates to their interests?" Albee asks. "What white paper or eBook can they download? Do you have related blog posts they might be interested in?" Invite them to follow you on Twitter.
Carri Bugbee

B2B Websites NOT Great At Demand Gen | Business 2 Community - 0 views

  • If you look at the data from the survey, you will see that marketers believe their website is the leading source of leads and that 80% of marketers believe they are NOT maximizing their efforts there.As I like to say:  “you got them into the store (aka website), now what?”  The next step for marketers who are doing the right things with inbound marketing, lead nurturing, and such as optimize conversion when they get them to the website.
  • I am shocked that in this day and age: 27% have 8 or more fields.
  • Ardath: In your opinion, what is the biggest reason that B2B websites fail to generate demand?Craig: There are two reasons.The first is the propensity for creating brochureware.   Many websites are still boring, corporate, sterile, etc.  In today’s world, content needs to be arresting and provide buyers with something they actually want to read.  As well, design and usability is very important to the user experience.The second is conversion, plain and simple.  You have to decide what you want your website visitors to do on a particular page, etc.  If it is to register for something, then optimize the experience for the registration.   Most websites are not the great at that.
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  • Craig: There are powerful people in every organization who have opinions about the website who have no idea what modern marketing is about.  An optimized website typically comes from an organization where the marketing department is given autonomy to build what the buyers want, not what the CFO or even Product Development wants.
Carri Bugbee

7 Must-Have B2B Web Design Elements for 2012 : Technology :: American Express OPEN Forum - 0 views

  • Responsive design. This is a term that means that your website automatically senses what kind of device is being used to access information and adjusts accordingly. To further explain, responsive design allows the users to access an advanced four column layout, with the width of 1292 pixels, on a 1025 pixel width screen, and then automatically simplifies the site into one or two columns for smart phone viewing.
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

11 reasons B2B technology whitepapers are broken | Pixels and Clicks - 0 views

  • All successful whitepapers have a call to action. Download this ROI calculator, visit our website, call us on this number- you get the idea. You have wooed the reader, don’t leave them hanging.
  • A broken or non existent content strategy Whitepapers can’t stand on their own- they need content leading up to them, and they work best when they can direct the reader to another piece of collateral. A well written whitepaper is no replacement for a content funnel. 7
  • 10. No social sharing buttons
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  • 11.Restrictive gating behind long forms
Jean Lie

Calling a Prospect on a Bad Day. What Should you Do? - 0 views

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    What will you do if you reached a prospect and you can tell by the tone of their voice that they don't want to talk to you?
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