Live events. Do you remember them? With inspiring key-notes, spontaneous meetings and a great party halfway through? Last year, getting inspired this way was not an option. But events are back. And I happen to love Content Marketing World. Ahead of this Content Marketing Institute (CMI) flagship event in September, I had the opportunity to speak with bestselling author Robert Rose, CMI’s inspirational Chief Strategy Advisor. Robert helps manyRead more
Embedding some B2B marketing trends in your marketing plan will not save you in 2021. This time around, your handling of key B2B marketing and sales disruptors will determine your success. Embrace a radical new approach and continuous improvement. Just paying some more attention to content marketing, marketing automation, SEO and social advertising today, may be too little too late. To quote Microsoft’s CEO, Satya Nadella, “We saw twoRead more
Partner marketing programs have proven to be massively successful to accelerate growth for many companies. By partnering with companies that offer a related portfolio, you can maximize your marketing impact while sharing the costs. With the right partner marketing strategy you can take advantage of each other’s audience, combine forces in content production and optimize commercial follow-up. In this blog we take a closer look at partner marketing strategyRead more
Featuring five deadly sins and five heavenly virtues B2B content marketing is about telling stories to convince and convert your audience. How effective are your stories? Do you always comply with the heavenly virtues of B2B content marketing to effectively convince your audience? Or does your strong desire to convert tempt you to commit one of the deadly sins? Here we discuss B2B marketing fails originating from 5 deadlyRead more
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
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
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
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
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
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