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The B2B Marketing Blog

Three More Ways to Get the Attention of Today’s Busy B2B Buyers

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Guest post by Marie Johnson.

If you’re in B2B sales or marketing, you know how challenging it is to get the attention of today’s buyers. B2B marketers are struggling more than ever to get targeted prospects to engage; almost 60 percent say it’s a challenge for them to generate new leads, according to Chief Marketers’ 2019 B2B Marketing Outlook report.

How to get B2B buyers to lsiten

Photo by Oleg Magni from Pexels

Although B2B sales and marketing teams have more channels that ever through which to reach buyers, they also have more obstacles to overcome in order to attract buyers and encourage them to engage throughout the sales funnel.

B2B customers are using larger buying committees to review potential purchases, they’re gathering almost all of their product research from digital content, and they’re taking longer than ever to make final purchase decisions. Cutting through all this noise is making it extremely difficult for sales teams to connect with potential leads.

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Four Great Benefits of Influencer Marketing [Infographic]

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Guest post by Brian Mechem.

Marketing budget allocations are being shifted from traditional, offline marketing strategies to more innovative, digital channels. And influencer marketing is one such strategy that’s become increasingly popular. According to recent research, 79% of brands have dedicated budgets for influencer marketing in 2019. Clearly, brands have realized the potential the influencer marketing holds.

4 ways to generate ROI from influencer marketingInfluencer marketing can help brands expand their reach, increase brand awareness and credibility, and generate more revenue. Research shows influencer marketing campaigns focused on engagement or branding have been found to generate up to 8X ROI.

Here are four major benefits a brand may realize after successfully implementing an influencer marketing: strategy:

It Helps Expand Your Reach

Influencers help marketers and brands reach new audiences. Brands can get instant access to potential customers who trust and value the recommendations made by the influencer.

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Six SEO Facts About All High-Ranking Content

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Guest post by John Aaron.

While search engine optimization (SEO) has become a common term in the online marketing lexicon, many folks will struggle to tell you exactly how SEO helps bring relevant traffic to the client—and marketers are at a severe disadvantage without that knowledge.

6 facts about high-ranking SEO contentOur relationship to technology is rapidly evolving, and Google’s SEO algorithms have steadily adapted in response to our behavior.

The good news is SEO analysts from across the web regularly gather some pretty revealing statistical data about which key factors help or hinder the performance of an article, page, or post.

So what are these SEO factors, and why should content creators and marketers pay attention to them if they want to increase their digital presence and performance? Here are six high-impact areas to focus on with SEO efforts.
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Three Top Challenges for B2B Tech Marketers

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Guest post by Lane Harbin.

Just a few months into 2019, now is the perfect opportunity to talk to your team about the problems you faced last year, then work toward ideal solutions.

Top B2B tech marketing challengesIf your team is like most B2B marketing groups, you’ve likely faced one or even all of the challenges below.

  1. Keeping up with new technology

While offline channels (print, radio, direct mail) are still used, marketing dollars are increasingly moving online. According to recent research, more than half of marketers now spend the majority of their budgets on digital channels, and 70% plan to increase that share over the next two years.

Marketing today has become so advanced that artificial intelligence (AI) is already being used by many companies to improve their campaigns.

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Search Engine Optimization THEN Blogging THEN Social Media Marketing

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By Peter Caputa.

I did a website analysis and custom demonstration for a local IT recruiting company recently.  This is a very successful company. They’re a leader in their field and they have a good number of recruiters working for them.

They’ve adapted to using online social networks (namely LinkedIn) to identify passive candidates in the last few years and it’s serving them well. If you know anything about recruiting, you know that identifying passive candidates (i.e., the ones not necessarily looking for a job) is the holy grail.

SEO blogging social media lead pipelinesThe theory goes that if someone is looking, they’re probably not the best candidate you can find. That’s certainly not always the case, of course. Nonetheless, many recruiting firms say they can find “passive candidates” and that’s their big selling point.

So, this recruiting firm is good at networking: online and in the real world.

But, they’re clueless when it comes to generating leads via their website.  Just like every other recruiting firm, they need to fill two pipelines. They need a pipeline of companies that want to hire them to recruit on their behalf. And they need a pipeline of candidates to fill those positions.

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