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E-commerce opportunity is evolving fast, but only 25% of B2B marketers are taking advantage of it, according to a 2012 Oracle study. Time for another look. The typical B2B company selling online is the classic catalogers like Edmund Optics and Seton, which were fast to supplement their print catalogs with e-commerce. But with the new functionality now available, just about any business marketer can find ways to reduce selling expense and attract new customers by integrating e-commerce into their go-to-market strategies. Read the remainder of this entry »
Business marketers have embraced social media with enthusiasm. One of the reasons social media is working so well in B2B, in my opinion, is that business marketers tend to wear their direct marketing hats when they strategize and plan how to apply social media to their marketing objectives. So they get a lot of measurable value from social media, and they pull it into their programs as a full-fledged member of the integrated marketing mix. In B2B, social media and direct marketing have—in other words—met, hit it off, and developed a long-term relationship. Read the remainder of this entry »
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.
I like to do book reviews once in a while on Biznology, and this one was a natural because I know Ruth Stevens and I know her expertise in B2B marketing, so I needed to pore over her book, Maximizing Lead Generation, for tips–and I found them. I have lots of experience as a B2B marketer from my days at IBM and in all of my work with clients at Converseon since I retired from IBM. But my expertise in B2B is as a digital marketer–my expertise in offline marketing is nowhere near Ruth’s–so I got a schooling in more traditional approaches for B2B. But schooling seems like the wrong word, because I always hated school and this book is nothing like a my old schools because it gets to the point. This book does not drone on and on–it is 200 pages jam-packed with practical approaches you can put to work immediately. Read the remainder of this entry »
Image by EmaStudios via Flickr
When I presented at a recent MENG New Jersey meeting, chapter president Monique de Maio took a quick video afterward asking me to discuss how B2B marketers are adjusting to digital marketing. If you are asking yourself exactly when B2B companies started to do some marketing, that’s exactly what I talk about in this video. B2B companies must do more than adjust to digital marketing. They need to adjust to marketing itself. If that makes sense to you, check out the video of my take on B2B marketing.