Localisation of B2B marketing content for markets abroad has become more than just translation. In this digital era, new technologies like predictive analytics and machine learning let marketers observe the nuances of buyer behaviour - enabling them to target buyers at just the right time.

Customer reviews are transforming marketing strategies, and it’s fair to say that marketers no longer have full control over their product’s branding. Market research and our own experience with our clients show that enterprise buyers are increasingly valuing and searching for transparent and unbiased information on your products and services. What this means is, they are no longer browsing through your website and pricing pages to form an opinion, but are actually looking to find information written by other users about their experience and thoughts on your brand, on third-party websites and alternative channels.

Developing and managing successful global B2B marketing programs is a challenge for any company. How do you balance local cultural relevance with economies of scale and global messaging? Here are some important success factors to consider based on my experience of rolling out and executing a global B2B marketing program for Twitter.

Buyer Personas – One of the Greatest Alignment Tools

If you were to ask members of your marketing department to describe your organization’s buyer personas or target audience, what would they say? Would they have similar answers or would they be different? Could they answer the question at all? 

I don’t speak to my mom the same way I speak to my husband. It’s hilarious to think that I communicate with my friends like I do with my cat. And I certainly don’t talk to my boss the same way I talk to my kids. 

Different types of people require different input. We choose our words, tone, and communication style based on who we’re speaking to. 

Outsourcing work to marketing agencies makes sense for enterprise and SME companies who don’t have the time, or in-house resources to complete all that needs to be done. Yet there is still frustration by B2B marketers when the work they get from agencies is inconsistent in quality or not what they expected. Let’s explore ways you can get more from your current marketing agency partners.

Why are we writing about tweeting tips?

With inbound marketing, great content is only half the story. Distribution and promotion of your content is the other half. As B2B marketers it’s critical to get your content out and in front of the right people. With over 2 million blog posts alone being created every day, the challenge is promoting your content amongst all the noise.

Great customer success story – now what?

Whether your case study is in video form, or as an article, don’t leave them to collect dust on a website somewhere. Hard work went into publication of the stories containing all the juicy data your clients were willing to share. Now it’s time to amplify, to promote, to put up big arrows in the digital world that point back to your customer success stories. Here’s 7 ways to do just that. 

Customer success stories are a vital part of B2B marketing. The testimony of a client to prospects and potential buyers is powerful when your solution is the answer to someone’s need. But what if the client is hesitant to participate?

As marketing managers for B2B companies, we already know how important it is to have an inbound marketing strategy in place. Creating and distributing relevant and valuable content allows us to attract and retain our target audience, which, when done right, translates into profits.