Best in B2B Growth – Week of 4.10.2017
In this week’s issue of LeadCrunch’s Best in B2B Growth, we bring you a diverse set of articles about boosting b2b lead generation, the future of content marketing, and the death of the traditional sales funnel. Are you craving more great informational content? Rewatch one of our hottest webinars “How to Supercharge Your Inbound” with AJ Agrawal, CEO of Alumnify and Writer at Inc and Forbes.
Enjoy your week,
Curated content – summary
- How to Boost B2B Lead Generation with Content Marketing by Rhiza Oyos via Business2Community
- The Future of Content Marketing — 3 Predictions You Need to Know by Michael Brenner via Marketing Insider Group
- The 6 Growth Hack Mistakes All B2B Startups Need to Avoid by Granner Smith via Tech.Co
- B2B Marketers Have the Most to Gain With Universal IDs via AdExchanger
- The Traditional Sales Funnel is Dead by AJ Agrawal via LeadCrunch Blog
Watch it again!
“How to Supercharge Your Inbound”
AJ Agrawal CEO of Alumnify and Writer at Inc and Forbes
Curated content – detailed
How to Boost B2B Lead Generation with Content Marketing by Rhiza Oyos via Busienss2Community
In the 2016 report from the Content Marketing Institute (CMI), 62% of B2B marketers said that their organization’s content marketing efforts are more successful compared to a year ago. This is an indication that content marketing is more than just an industry buzzword, but an important business strategy that any organization must have.
The same report also revealed that the top content marketing goal of organizations in the following months is lead generation (80% of all surveyed marketers).
If lead generation is an important content marketing goal for B2B marketers, then the next logical question to ask is: what types of content produce quality sales leads? Here are a number of lead-generating content marketing strategies to consider.
The Future of Content Marketing — 3 Prediction You Need to Know by Michael Brenner via Marketing Insider Group
Just when you believe you’ve caught up with all the greatest techniques and tools, you look up from all your hard work – the riveting video campaigns, your exciting new influencer partnership, hey, you’ve even become agile! – only to find out the content marketing landscape is shifting again.
Which means one of two things:
- This is all just a dream
- Content marketing is a constantly evolving plane of reality
The 6 Growth Hack Mistakes All B2B Startups Need to Avoid by Granner Smith via Tech.Co
Starting up a new business is a challenge and the challenge is even bigger if you are venturing into the B2B territory. The B2B space differs in its risks and technicalities. These startups have to begin their journey in the absence of a proper road map. Lead generation and brand building are the toughest parts of their evolution as reaching customers and retaining them is not as simple as it is in B2C. Growth hacking is one of the key strategies that B2B marketers have adopted to overcome the challenges they face.
B2B Marketers Have the Most to Gain With Universal IDs via AdExchanger
Despite the growth of data-driven marketing, it’s actually becoming more challenging and costly for advertisers to identify, track and accurately target a single user throughout their customer journey. Cross-device targeting and attribution is often mentioned as the problem, but there is an even bigger issue – the lack of a universal ID.
Across all the disparate websites and advertising platforms currently powering the online advertising industry – from data management platforms, supply-side platforms and trading desks to the walled gardens of Google and Facebook – none use the same IDs to build audience profiles. While the notion has been discussed before, concrete efforts to develop a universal ID that bridges these gaps could help bring in a wave of new programmatic spending.
The Traditional Sales Funnel is Dead by AJ Agrawal via LeadCrunch Blog
I hate to break it to you, but it’s over. Our long love affair with the traditional sales funnel, which was a straight line from awareness to sale, is coming to a close. Instead, we’re getting to know the sales cyclone.
We’re all familiar with the sales funnel – that graphic we saw in our undergraduate program, and probably still makes an appearance at many of today’s internal meetings. It lays out the steps of closing a new customer that salespeople are meant to complete, in the order they’re most likely to go. The model has served us well for years, but with the introduction of big data and artificial intelligence engines, the sale cycle is becoming obsolete.
Enjoy your week and have a fantastic New Year!