B2B Marketing Blog For SMBs

Sharing our views on B2B content, marketing & technology for small and medium sized businesses
Free e-book: Implementing B2B Content Marketing

We’re on a mission to enable small and medium-sized business to fully benefit from innovation in marketing technology like their larger counterparts do. In this B2B Marketing for SMBs we share our knowledge to build more effective campaigns.

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B2B Marketing Strategy For Small Business

How to get started with your B2B marketing strategy Finding it difficult to get started with defining a B2B marketing strategy for your small business? Just start with a simple starting point: ‘do what you say, say what you do’. When it comes to B2B content marketing, the urge can be to present things better and more beautiful than they in fact are. But when you tell tall tales,Read more

Owned, Earned & Paid Media Model For B2B Content Marketing

How can you set up an owned, earned & paid media model for B2B content marketing? It’s an essential question, as high-quality content that is mapped to the buyer journey of potential customer is worthless if it is invisible to the DMU. In order to bring across content effectively to the target audience, you need to think long and hard about the owned, earned and paid media model youRead more

Adding a Mailchimp opt-in to your download forms in WordPress

One of the best ways to grow your opt-in Mailchimp newsletter list is by offering great content. Adding a Mailchimp newletter opt-in to your WordPress download form can save you a lot of manual hassle. You can think of combining a content offer and newletter opt-in from two different angle: Give your audience a reason to join your Mailchimp newsletter list by requiring them to fill out a formRead more

Buyer Journey Content Mapping – How-to for B2Bs

Getting started with Buyer Journey Content Mapping Mapping content to the buyer journey is and essential success factor in B2B content marketing. Content should always be thought of in terms of the buyer perspective. Naturally many organizations are used to communicating from their own context, resulting in messages from themselves or regarding the products or services they offer. But in B2B content marketing we want to map content toRead more

7 Marketing Automation Alternatives for SMBs

What Marketing Automation alternatives are there for SMBs? Wikipedia refers to Marketing Automation as software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online (such as email, social media, websites, etc.) and automate repetitive tasks. According to Marketo, Marketing Automation helps marketers; streamline their lead generation, segmentation, lead nurturing and lead scoring, customer lifecycle marketing, cross-sell and up-sell, customer retention, andRead more

Configuring Lead Scores in Manceppo

To determine the sales readiness of leads, Manceppo offers lead scoring functionality on both behavior and profile criteria. Lead scoring is a way to measure the likeliness of a commercial opportunity for a potential customer. The lead scoring features in Manceppo include: Demographic (or explicit) scores based on specific profile characteristics that are generally available. Think of insight about buying authority, position or company size. Activity (or implicit) scoresRead more

Connecting WordPress to Manceppo

By connecting Manceppo to WordPress you will open up inbound marketing functionality. The connection enables you to: Create landing pages with forms for downloads Track visitor behavior across your website Build a lead score based on behavior and profile criteria Trigger email workflows in your connected Mailchimp account based on downloads on WordPress website Offering downloads like white papers, e-books and reference cases can be a great way toRead more

Connecting Manceppo to MailChimp

By connecting Manceppo to MailChimp you will open up marketing automation functionality. The connection enables you to: Add newsletter subscriptions to your WordPress call-to-action forms Trigger Automation workflows in MailChimp based on behavior on WordPress Sync MailChimp Audience data to build a 360 view of your contacts across your tools Build a lead score based on activity in emails, on your website and across other tools To connect ManceppoRead more

Creating B2B Content for Your Small Business (SMB)

When your B2B marketing plan is in place, the actual content creation phase can start. Research has shown that the content creation is seen as one of the biggest challenges for small businesses in marketing. It’s not just authors who suffer from ‘writers block’, entrepreneurs, consultants, business owners and actually complete organizations face this challenge. Creating content in itself is challenging, however, due to the rapid growth of contentRead more

14 Ways to use emotions in B2B marketing

For a long time, B2B marketers assumed that business decisions were primarily based on rational motivations. Anticipation based on emotion was an exclusive territory for B2C marketers. However, it’s becoming increasingly apparent that emotion plays an important role in B2B as well. Emotion and rationale are two power fields that together — sometimes in agreement but sometimes in conflict — come to a decision. It’s not one or theRead more

How to convert an MQL to an SQL

A practical lead conversion guide The definition of a lead is a common area of disagreement between marketing and sales. Marketing is often focussed on generating relevant response based on interest in a certain topic. But the sales team is only interested in those leads that are ready to talk business. To align marketing and sales in terms of lead generation we therefore need to look at the differentRead more

5 Key Dimensions of Lead Scoring that Determine the “DNA” of Your Leads

Which leads from your last campaign are valuable and which ones aren’t? To determine the sales readiness of leads, marketers increasingly use lead scoring functionality in their marketing automation system. Lead scoring is a way to measure the likeliness of a commercial opportunity for a potential customer. The lead score helps determine the next best step such as transferring a lead to the sales department or triggering a certainRead more

How to Extend Your MailChimp Automation Triggers to WordPress

A Review of MailChimp as Marketing Automation Tool MailChimp is a great tool, and we love it at Manceppo. It’s easy to use and has solid functionality and a reliable deliverability. To get started with marketing automation, MailChimp offers a good beginning but, fundamentally, it’s focused on executing basic drip campaigns. Marketing automation and drip campaigns are not the same thing. A drip campaign is a set of marketingRead more

Roles and responsibilities to organize B2B content marketing

In B2B content marketing the production of sufficient, appealing high quality content has been one of the biggest challenges. Additionally, the best content is in the heads of different employees, and not everyone is keen to start writing blogs, participating in webinars and taking part on social media. Facilitating the organization is of great importance. And when the decision is made to outsource the creation of content, the messageRead more

The History of B2B Content Marketing, way back in 1672

It’s often argued that content marketing has come to fruition in the past decade due to the rise of different technologies. The combination of the internet, mobile technology, cloud computing and social media has made it far easier for companies to communicate with their audience like publishers. But the success of content marketing is not due to the rise of internet technology. Its history goes way back, lets lookRead more

15 great SEO tips to make your WordPress blog rank even higher

So what the heck is going on with search engines lately? Previously, life was so easy. You made sure your carefully chosen keywords were properly integrated in your content and that they showed up in the right places in your WordPress website. Plugins like Yoast can help you do just that, and make sure you are all set for optimized titles, URL’s, keyword density and so on. With theseRead more