Content has become the fuel of B2B marketing. It helps generate quality leads, nurture prospects, and drive sales. 91% of B2B marketers use it to create demand and nurture TOFU (Top of The Funnel) leads. According to HubSpot, B2B organizations that blog generate 67% more leads every month than companies that don’t blog. It’s hard to beat blog posts as a solid investment for your digital marketing strategy.

The end of the year is always a good time for various summaries. And that's what we did! We looked behind and chose most viewed posts about inbound marketing published on our blog in 2016. Here we go! 

Is there a saying such as 'Creating the video is only half of the work, the other half is publishing and promoting it?’ If not, we’ve just said it, because the channels you decide to post on and how you distribute your video is just as important as producing a great piece of content. There is so much content in the digital space nowadays; the struggle is no longer to publish the next good one, but is rather in making it heard and putting it in front of your target audience.

Content marketing strategies have evolved rapidly over the past years, and there is no question that we have stepped into the era of video as of 2016. Video is the most recent superstar among digital marketers and is expected to dominate this field in the near future according to industry experts and studies. While Syndacast expects 74% of all Internet traffic in 2017 to be from video, Cisco adds to this with a forecast that it will increase to 80% by 2019.

Marketers are well aware of the power of telling stories; however, it may seem tricky when it comes to creating videos for B2B brands. There is often a misguided perception that B2B products or services are not as entertaining or attractive as those of B2C; yet, there is often more to tell your audience for the former. 

We live in a hyper-connected world. With online searches and social media sharing, brands are crossing borders faster than companies can keep up. The internet has no boundaries and neither should you.

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?