Biznology

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Event marketing has long been a staple in B-to-B, where the face-to-face conversation enabled by a trade show or corporate event plays a valuable role in launching or deepening a business relationship.  But these days, business events are taking off in new directions, empowered by advancements in digital technology.  I’ve been keeping an eye on some of the new developments, and happily share a few here.  Read the remainder of this entry »

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The best way to motivate a click online is to make a compelling offer and provide an urgent call to action.  This is not news to Internet marketers.  But when it comes to search engine advertising, like Google AdWords, you need to think about your offer and call to action a bit differently.  The secret is coming up with an offer that attracts qualified prospects, to maintain conversion rates—instead of bringing in tire-kickers who are only interested in getting a quick deal, and won’t actually buy.

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Today, 89% of B-to-B marketers in the U.S. are using social media, says a study conducted by iTracks and the Business Marketing Association (BMA).    In fact, B-to-B use of social media may have even eclipsed that of consumer marketers, according to another report from White Horse Productions.  But the B-to-B marketers I talk to still sound confused.  “What should I be doing,” they ask.  “What’s really worth my time?” Read the remainder of this entry »

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One problem that plagues B-to-B sales and marketing is coming up with relevant, timely messages for nurturing customer relationships.  A territory-based sales rep may be trying to keep in touch with hundreds of contacts at a time, but struggles to find a steady supply of good-quality reasons to reach out, without being a pest.   I recently ran across a particularly compelling solution to this problem: Personalized email that links to entertaining, but useful, videos. Read the remainder of this entry »

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The Internet has driven dramatic changes in business buying behavior.  Just as no one buys a car anymore without first checking prices and features online, business buyers now research and educate themselves online, months—even years—before ever seeing a sales person. In the old days—just a few years ago—when business buyers had a problem, they’d call in their vendors for advice on how to solve it.  So a sales person was in a nifty position to educate—and influence—the buyer from the earliest stages of the process.  No more.

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