outbound marketing Archives - B2B Marketing Blog

Three Key Insights on How B2B Marketing is Changing

September 25, 2018 by Tom Pick

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?

Those 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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The Complete Guide to Scale Your B2B Business to Success by Marrying PR with Content Marketing

July 17, 2018 by Guest Author

Guest post by Sphoorti Bhandare.

As a B2B marketer, you navigate a long purchase cycle to get buy-in from decision-makers at every touch point.

You work with sales, content, SEO, and customer care champions to promote targeted messaging.

Overall, you’re doing the right things.

In reality, educating and nurturing B2B buyers in this crowded digital space is tough. As a result, measuring ROI on your marketing spend is getting tricky.

Which begs the question: How can you continue to attract and engage targeted buyers?
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Five Intriguing Inbound Marketing Stats [Infographic]

June 30, 2015 by Tom Pick

Inbound marketing is fundamentally about making your company’s website an active component of the sales process rather than static “brochureware.” It combines a fresh stream of compelling content with interactivity to promote engagement and SEO to make your site more “findable” when prospects are looking for what you offer.

Its use is becoming widespread (though adoption varies somewhat by company size), and offers some compelling advantages over traditional outbound (advertising, direct response, cold calling, etc.) activities. The most successful marketers though are likely combine both approaches in a coordinated manner.

This infographic from Akken Cloud was developed for the staffing industry, but most of its findings apply much more broadly across industries. It explains inbound tactics and benefits, and provides several intriguing facts and statistics about inbound marketing, such as:

• 85% of marketers now state they are using inbound marketing practices.
• But this varies by size: a whopping 93% of companies with marketing budgets in the $1 million to $5 million range do inbound marketing.
• Marketers who prioritize blogging are 13 times more likely to achieve positive ROI.
• It’s no surprise that different tactics are viewed as “rising in importance” among inbound and outbound marketers. However, both groups are in rough agreement regarding the importance of email, PPC advertising, and trade shows.
• Content creation is viewed as the most important (65%) element of inbound marketing, but also cited as the most difficult by 57%. SEO (54%) was cited as the second most important inbound marketing tactic.

Courtesy of: Akken Cloud

It’s interesting also to note the degree of overlap between inbound marketing (first image below) and web presence optimization (WPO – second image below).

WPO can be viewed as inbound marketing plus online advertising, content strategy, industry/community marketing (industry analysts, trade associations, event-related online tactics, community-based marketing, etc.), and business-level online marketing measurement.