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Six Ways to Connect with Hard-to-Reach Business Buyers

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It’s a paradox of modern marketing that even with today’s ubiquitous high-speed wifi and cell connectivity, wide range of devices, and abundance of communication channels, business buyers seem harder to reach than ever.

Many corporations have tight email filtering in place which renders many externally originating messages invisible. And even with those filters in place, inboxes are often overflowing, leaving buyers with little time or bandwidth to deal with any but the most urgent messages.

How to connect with hard to reach business buyersSocial media is the top digital marketing channel for vendors, but organic social media reach continues to decline,  LinkedIn’s strategy for groups remains muddled, and many business buyers aren’t even on Twitter.

Banner ads? Sure, those work great—if you’re happy with a click-through rate of 0.05% (yes, that is five clicks for every 10,000 people who see your ad). Business Insider humorously reported a few years ago that you are statistically more likely to be dealt a full house in a poker game, win the Mega Millions lottery, have twins, be accepted into Harvard, complete Navy SEAL training, or survive a plane crash—among other things—than you are to click on a display ad.

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How to Get Started with Inbound Marketing

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Guest post by Mario Medina.

You’re no doubt familiar with the concept of inbound marketing, but did you know that it’s (arguably) more effective and economical than traditional marketing methods? If your organization is still relying primarily on disruptive marketing methods (like pop-up ads, cold calling, and spammy mass emails) it’s time to look at boosting your efforts with inbound marketing methods.

But how do you get started with inbound marketing? This beginner’s guide will help you navigate the transition to inbound methods and will highlight the benefits you can expect by doing so.

What Is Inbound Marketing?

Inbound marketing is about drawing people in by sharing useful, relevant information that is helpful to them. Interesting, high-quality content will attract leads and (hopefully) help turn them into delighted customers and advocates.

How to get started with inbound marketing

The traditional way of doing things, otherwise known as outbound marketing, is often considered “disruptive” — think about getting unexpected cold calls, spammy mass emails or pop-ups that you swat away. Not very appealing, right?

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Four Great Ways to Use Personalization in Digital Marketing

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Guest post by Stefan Debois.

Today, personalization is more important than ever, as consumers and business decision makers alike are overloaded with content. While a lot of information gets ignored, personalized content tends to hit home.

How to personalize email marketing messages

Image credit: Autopilot

That should come as no surprise. When someone hears their own name, that triggers a unique reaction in those parts of the brain associated with long-term memory. A similar reaction takes place in the brain when people receive personalized content. They tend to remember it for much longer, too.

Additionally, a study by University of Texas shows that personalization helps consumers in two ways: Tailored content makes consumers feel that they have some control over what they wish to see, and it saves them from information overload.

Here are four areas where your business can benefit from using personalization in your digital marketing.
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Six Benefits of Business Process Automation for Your Small Business

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Guest post by Kurt Webber.

Automating business operations and processes provides several benefits, including lower costs and higher quality. And business automation is no longer just for large enterprises. Smaller companies are using smart tools to reduce their labor costs and improve efficiency when processing orders and managing the customer-relationship experience.

Benefits of business process automationFrom the warehouse to marketing to shipping and receiving, you can automate your business tasks as a way of increasing your bottom line and improving customer satisfaction. Take the redundancy out of your business while improving consistency. Here are half a dozen noteworthy benefits of small business automation.

Scalability as Your Business Grows

Small business owners can hit a wall if they see a sudden rise in orders. A rapid change in demand can put your company at risk if you don’t have the people or resources to fill these orders on the agreed-upon timeline. This can lead to poor customer service and delivery delays, which can damage your company’s reputation over time.

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Three Key Insights on How B2B Marketing is Changing

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What content marketing channel do B2B marketers pretty much all agree is highly effective? Which tactics do they disagree about? And what potentially powerful B2B marketing strategy is perhaps the most overlooked?

How B2B marketing is changing - researchThose are among the many questions answered in the new report from B2B Marketing Zone, How B2B Marketing is Changing, and their recent webinar highlighting some of the key findings.

The webinar detailed seven conclusions from the report, which was based on in-depth interviews with senior B2B marketing professionals. Three of those findings are presented below.

Data from the report was supplemented with examples from B2B technology companies as well as research from other sources, including LinkedIn’s marketing group.

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