Topics: Content creation, B2B Marketing
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.
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?
Topics: Content creation, B2B Marketing
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.
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.
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.
Full disclosure: we are a Hubspot Partner Agency, but the internal discussions we had on the terms ‘content marketing’ vs ‘inbound marketing’ are one of the main reasons for this article. We needed alignment, and the following post is something we could all agree on!
