Tag Archive
Abraham Harrison Advertising Bing Blog Brand Business Business and Economy chris abraham Content marketing Converseon Customer customer service Digital marketing Facebook Google IBM internetmarketing Internet marketing IPhone linkedin marketing Marketing and Advertising Microsoft Online Communities organic search pinterest Promotion public relations search Search Engine Marketing Search engine optimization Search Engines Searching search marketing SEO small business social media social media marketing Social network twitter Web analytics Web search engine Website Yahoo YouTube
Push versus Pull Marketing: In B2B, You Need Both
Photo credit: Aimar (Nidde)
The other day, a marketing colleague told me she was feeling under pressure to move all her efforts to inbound, or “pull,” marketing. “Outbound is bad,” she said. What? Well, I guess her feeling is understandable. Inbound marketing is all the rage today. Hubspot promotes it. Marketo promotes it. Seth Godin promotes it. With the new popularity of pull marketing, B2B marketers may be under the mistaken impression that push marketing is dead—or should be. How wrong they are. And here’s why. Read the remainder of this entry »
New developments in B2B marketing list acquisition
Photo credit: Wikipedia
To reach cold prospects among business audiences, sales and marketing teams often begin by developing a list of prospective targets. Marketers can find just about every target company, title and job function they need from traditional list suppliers. Plus, the Internet has made possible the introduction of some excellent new opportunities for identifying prospects at various stages of the buying cycle. Let’s look at what’s new in B2B lists these days. Traditionally, the first step in list development has been working with a list broker who has experience in your target audience category. There are more than 40,000 business lists available for rent in the U.S., plus numerous databases and online data enhancement services to choose from. Read the remainder of this entry »
Using Social Media for B2B Sales
Yesterday, I gave a Biznology Webinar called, “Using Social Media for B2B Sales.” B2B marketing and sales have always been divided, but those days are over. How do you decide which group handles social media? It’s both. Social media is a tool and B2B marketers and sales people must both use it. Does your sales team know what to do? Do they know how to avoid trouble? Will they know how to measure results or just play around? In this Webinar, I explain how to integrate your B2B marketing and sales so that social media adds to your bottom line. You’ll find out how to attract clients, persuade them, and move them to purchase, with social media available as a communication option each step of the way. Read the remainder of this entry »
How Performance Marketing Accelerates B-to-B Prospecting
Photo credit: Wikipedia
Every time you turn around, a new “performance marketing” opportunity turns up for B-to-B marketers. What a treasure trove! And on the face of it, a real boon, because you only pay when your prospect takes the action you’re looking for—the click, the download, the purchase, whatever. But there are some potholes to consider. Let’s look at how marketers get value out of this approach to finding new customers. Read the remainder of this entry »
Let your B2B content run free–the case against gating
Credit: Getty Images via @daylife
Yesterday, in this very space, my friend Ruth Stevens made the case for “gating content”–placing your best stuff behind a registration or contact form so that you mine your Web visitors for those precious e-mail addresses and hand them off to your CRM system so they can be worked as “leads.” Ruth agrees that intelligent people can disagree on this one, so I am glad that she holds out the possibility that I might be intelligent, because I definitely disagree. Read the remainder of this entry »
