B-to-B Marketing

SUMMARY: To employ a more organized digital marketing strategy, take advantage of the interconnection of each channel. Digital marketing can make your message more consistent, and possibly reach more of your target audience.

In this case study, a company earned $105,000 in new sales after moving from its client services personnel delivering incentive fliers for ancillary sales, to delivering that message through a revamped and organized email campaign.

Find out the changes the company made to its overall marketing strategy, how it implemented the new email effort, and how it embraced social media to improve its connection to clients and prospects. read the complete case study

SUMMARY: To wrap up another year of B2B marketing, we’ve reached out to seven marketers and industry experts to offer you six tactics based on marketing lessons learned in 2011.

Read on to find out what our expert sources said about lead generation, lead scoring and lead nurturing; inbound SEO; letting your customer tell you how to market to them; and making that personal touch truly personal. read the complete article

SUMMARY: Apps for the iPhone have generated considerable buzz in the consumer world, but do they have a place in a B2B marketing strategy? The answer depends on several key factors, including the nature of your audience and the functionality you can provide through an app.

We asked a marketer from a large law firm to share details from their recent experience developing an iPhone app. Read on for six key questions that will determine whether the approach is right for you, and how you can manage the process. read the complete interview

SUMMARY: The relationship between average deal size and length of sales cycle is tight. Smaller deal sizes typically lead to shorter sales cycles. Last week, we saw that average deal sizes for B2B organizations have decreased year over year. This week’s chart looks at the corresponding shortening lengths of sales cycles. read the complete article

By Anne Holland, Founder

I woke with a start at four in the morning in a hotel room in Scottsdale, Arizona, where I was conducting research at a marketing trade show in October 1999.

Back then, as now, marketing, PR and advertising professionals were nearly deafened by a deluge of media "serving" them. Magazines, events, newsletters, etc., etc. But, as a 20-year veteran, I felt that huge amount of content hadn't been terribly... read the complete blog post