Best in B2B Growth – Week of 6.20.2016
In this week’s issue of LeadCrunch’s Best in B2B Growth, we bring you a set of articles about how crucial your marketing strategy is, brand likeability, marketing metrics, and B2B lead generation tips. This week’s issue also features the top 40 demand marketing game changers in 2016, so be sure to check it out!
Enjoy your week,
Curated content – summary
- Why You Can’t Afford to Gamble With Your Marketing Strategy, by Andrea Lechner Becker via Marketo
- Is Your Brand Likeable? 7 B2B Technology Brands Taking a Creative Approach on Facebook, by Caitlin Burgess via TopRank Marketing Blog
- If Marketing Metrics Are Driving You Crazy, Read This, by Heidi Bullock via Marketo
- The 2016 Top 40 Demand Marketing Game Changers, via Integrate
- 5 B2B Lead Generation Tips for Building High Converting Landing Pages, by AJ Agrawal via LeadCrunch
Curated content – detailed
Why You Can’t Afford to Gamble With Your Marketing Strategy, by Andrea Lechner Becker via Marketo
When you gamble with your marketing strategy, it’s like calling “hit” on 20 when the dealer is showing 16. You can barely even classify it as a gamble—it’s just stupid. Show me a company with bad marketing practices, and I’ll show you key leads in their lead database that are missed, some never so much as receiving one email.
The stakes are too high for you to place blind bets. Every move you make needs to be informed by the right data and insights, and you can do this using a marketing automation platform. It’s a smart investment that’s well worth its weight in gold, but to really reap the full benefits of it, you need to understand how to manage the inputs behind-the-scenes. So, steer clear of wild marketing gambles and let these insights help you start turning more prospects into loyal customers:
Is Your Brand Likeable? 7 B2B Technology Brands Taking a Creative Approach on Facebook, by Caitlin Burgess via TopRank Marketing Blog
Between Facebook constantly tweaking features to improve user experience and the saturation of posts from every other brand out there, it’s becoming increasingly difficult for B2B brands to reach their audience by utilizing Facebook marketing tactics. According to the Content Marketing Institute & MarketingProfs’ B2B Content Marketing: 2016 Benchmarks, Budgets and Trends—North America report, 84% of B2B marketers said they used Facebook as a content marketing tactic, but just 30% said their efforts were effective.
But this doesn’t mean it’s time to abandon the Facebook ship. It’s just time to reset your course and put some wind back in your sails. It’s time to get creative.
If your brand is only posting promotional messages: Stop. That’s not what your audience is looking for and you’re probably not seeing much return. Your audience wants to know who you are, what you stand for and what you can offer—beyond a line of products or services.
If you’re in need of a little inspiration, here are 10 B2B brands that are getting creative with their Facebook strategy to woo new followers and keep them coming back for more.
If Marketing Metrics Are Driving You Crazy, Read This, by Heidi Bullock via Marketo
Does it feel like every day you see a new article on marketing metrics? Lately, there has been a lot of buzz around the RIGHT metrics to focus on. Today it’s pipeline, yesterday it was MQLs, and last week it was customer acquisition cost (CAC).
In marketing, the one thing that is a constant is change, and it can feel overwhelming to finally agree on a set of metrics with your team, then go to a conference or see a tweet from an analyst and realize that you’re missing five more.
Today, I saw that pipeline is the #1 thing your business should be looking at if you’re in B2B. I can’t say I disagree with this, but I do really think it’s less about one metric like pipeline and more about what metric matters forwhen you’re measuring.
Here are a five things I’ve learned over the years about marketing metrics, and while they may not be the trendiest, they still hold true to this day:
The 2016 Top 40 Demand Marketing Game Changers, via Integrate
DEMAND MARKETERS ARE HARD AT WORK TO DRIVE MARKETING’S SHIFT TO BECOME REVENUE-FOCUSED ENGINES, WHILE FACING NEW CHALLENGES AND RAPID CHANGE EVERY DAY.
Integrate and Heinz Marketing recently set out to recognize the pros who are defining what it means to be a demand marketer. With the help of a panel of expert judges, we identified the Top 40 Demand Marketing Game Changers.
“This is an incredible group of marketers who collectively and individually are teaching the rest of us what it means to be revenue responsible and revenue centric. They’re not afraid to take risks, make mistakes, and push the envelope while delivering material, measurable impact for their organizations.”
~ Matt Heinz, President of Heinz Marketing
5 B2B Lead Generation Tips for Building High Converting Landing Pages, by AJ Agrawal via LeadCrunch
Your landing page is the main vehicle for persuading B2B buyers to choose you. Yet there are so many landing pages that are simply ineffective, and the conversion rates tend to prove it. This has nothing to do with your digital marketing strategy this has everything to do with the final step.
This guide is going to show you some great B2B lead generation tips for building high converting landing pages.
Keep Your Forms
The vast majority of landing page forms ask for far more information than is really necessary. Customers are warier of giving up their personal information than ever before. They don’t want to give away their personal information unless it’s absolutely necessary.
Don’t play on the fears of your customers by asking for anything more than basic information. Evaluate what your forms are asking for and what you actually need. Yes, it would be nice to know everything about your prospect, but this doesn’t mean that it’s a viable strategy.
You should really be asking for no more than a first name and an email. Even asking for someone’s last name is too much these days.
Enjoy your week!