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How To(s) relating to B-to-B Marketing

How To #HOW32266:

Marketing Basics: 7 B2B content marketing tactics

Summary: If the MarketingSherpa B2B Summit 2012 presenters were correct, content marketing is becoming the focal point around which all other marketing channels orbit. Without quality content, email is less effective, social media would probably be unnecessary, and both lead generation and lead nurturing would be more difficult.

To provide some insight into B2B content marketing, MarketingSherpa reached out to two B2B content marketing consultants for seven tactics for this important marketing channel. Read on to learn more about types of B2B content, how to find content topics, and mapping B2B content to the buying stages of the complex sale. continue...
Posted: Sep 12, 2012
How To #HOW32243:

B2B Marketing: How National Instruments simplified lead generation and B2B e-commerce decisions for its customers

Summary: National Instruments, a provider of hardware and software for engineers, has products ranging from hundreds to millions of dollars. Consequently, its website serves as both a lead gen engine and an e-commerce hub.

This how-to article covers seven tactics the marketing team used to serve both functions: driving both online purchases and qualified leads for Sales. These tactics include utilizing tools to learn more about visitors and offer recommendations, and using targeted social proof to gain prospect trust.

Joe Rawlinson, Senior E-commerce Product Manager, National Instruments, will present these tactics at the MarketingSherpa B2B Summit 2012, August 27-30 in Orlando. continue...
Posted: Aug 22, 2012
How To #HOW32234:

Sales-Marketing Alignment: 8 tactics from a marketer who has worn both hats

Summary: The topic of Marketing and Sales alignment interests almost every marketer. When these departments are in harmony, the entire complex sales funnel becomes a much more manageable process from lead generation to closed deal.

This how-to article offers eight tactics employed by the marketing team at Carousel Industries, a communications technology firm, that have led to not only a closer alignment with Sales, but also a more transparent relationship across the entire enterprise.

Kelly Harman, Vice President Marketing, Carousel Industries, will present these tactics at the upcoming MarketingSherpa B2B Summit 2012, August 27-30, in Orlando. continue...
Posted: Aug 08, 2012
How To #HOW32185:

Brand-side Marketing How-to: 6 content marketing lessons learned from a B2B IT company

Summary: As a B2B marketer, you have likely read about the importance of content marketing countless times over the last few years. And, MarketingSherpa has been no exception, having published a wealth of articles highlighting effective content marketing efforts.

In this article, Softchoice, a B2B IT company, offers six content marketing lessons it has learned after placing a stronger focus on content strategy over the last three years. Read on to see why the company puts the customer at the forefront of its content efforts; how it utilizes internal sources to create successful content; and how it measures content's effect. continue...
Posted: May 23, 2012
How To #HOW32179:

B2B Lead Generation: 6 social media tactics from 7 experts

Summary: Making social media part of the B2B marketing strategy can be a challenge. One notable use of this channel is lead generation, which can be done effectively when connecting social media with an overall content marketing strategy.

For this article, we reached out to seven social media experts who provided a range of tactics for generating leads through social media platforms such as Twitter, LinkedIn, Facebook, Quora. continue...
Posted: May 16, 2012
How To #HOW32164:

Gamification: 6 tactics for B2B marketers

Summary: Gamification is a fun marketing channel, but it's really just for consumer marketers. Right?

Not so fast. B2B marketers have many opportunities to take advantage of with gamification. This how-to article includes two gamification experts who provide six tactics on B2B gamification applications.

The topics covered include motivating employees, getting Sales to engage with the CRM, driving online community engagement, driving website engagement for lead nurturing, and appealing Gen Y. One key takeaway: gamification is not about the games -- it's about measuring and motivating. continue...
Posted: Apr 25, 2012
How To #HOW32142:

B2B Email Deliverability: 11% of B2B email is classified as spam, these 6 tactics will help

Summary: Deliverability is a complex topic that challenges every marketer using email. However, it is an even greater challenge for B2B marketers.

B2B marketers must meet unique deliverability rule sets for each individual domain in databases filled with hundreds or more. Whereas B2C marketers likely have a database full of freemail accounts, and can resolve an issue with that provider and settle a huge portion of the list with a single effort.

Read on for six tactics from two email deliverability experts. They cover tactics on reputation, testing, domain distribution reports, mediation and more. continue...
Posted: Mar 28, 2012
How To #HOW32128:

B2B Marketing: 7 mobile and social media tactics

Summary: Recently we had the opportunity to speak with five experts in mobile and social media marketing. Last week’s B2B newsletter featured two of those experts. This week we have insights and advice from the other three industry thought leaders.

This article features seven tactics, ranging from why LinkedIn remains the top B2B social media platform, to utilizing QR codes in your mobile campaigns. These tactics include both broad-stroke practices and detailed ideas you can implement into your own efforts. continue...
Posted: Mar 07, 2012
How To #HOW32124:

B2B Marketing: A discussion about integrating mobile, email and social

Summary: Mobile, social and email are three marketing channels that work best as an integrated whole, but both mobile and social can be a challenge for B2B marketers.

This discussion with two industry experts, who served as panelists at the recent MarketingSherpa Email Summit 2012 held in Las Vegas, features four ideas for integrating these channels with a focus on the mobile B2B marketing channel. continue...
Posted: Feb 29, 2012
How To #HOW32082:

B2B Marketing: 6 lessons learned in 2011 from 7 marketing experts

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. continue...
Posted: Dec 28, 2011

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