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

How To #HOW31689:

Build Credibility and Sales with Small-Business Customers: 7 Lessons for Big Marketers from Rogers Communications

Summary: Big businesses that want to attract small-business customers need to do more than simply tweak marketing copy and creative. Small businesses have unique product and service needs, and respond to different types of messaging.

Read these lessons from the team at Canada's Rogers Communications, who spent the past three years retooling their strategy to serve small businesses. Includes advice for creating dedicated SMB marketing teams, developing new products, and getting involved with the small-business support network. continue...
Posted: Aug 13, 2010
How To #HOW31510:

Unifying Global Divisions for a Website Redesign: 6 Tactics to Manage the Process

Summary: A strong corporate website is an invaluable tool for collecting leads and promoting your brand. But getting to this point is difficult when trying to unify far-reaching global divisions with existing websites of varying quality.

See six key tactics a team used to consolidate several divisional websites into a new, unified corporate platform. Their approach to managing people, technology and content helped them finish the job on schedule, and create a site that’s seen Web leads grow 200% since launch. continue...
Posted: Jan 20, 2010
How To #HOW31444:

Create and Manage a Team-Authored Blog: 8 Steps to Reap SEO Gains

Summary: A company blog is a great way to share your industry expertise with clients, and to create keyword-rich content for search engines. But creating a blog and encouraging multiple authors to contribute can be daunting.

Read how a small consulting firm had nearly everyone in their company contribute to a corporate blog that now accounts for more than 50% of natural search-generated visits. Learn tips on identifying keywords, creating an editorial calendar and setting deadlines. continue...
Posted: Nov 05, 2009
How To #HOW31399:

Reformat, Reuse, Recycle: 5 Strategies to Stretch your Marketing Content

Summary: Your marketing content library can be an incredible resource in lean economic times. You have opportunities to repurpose, reformat and reuse that content for new lead generation campaigns.

We’ve collected five examples of clever content repurposing strategies that B2B marketers shared with us over the years. Includes tips on generating audio and video from text and finding new content for nurturing emails. continue...
Posted: Oct 21, 2009
How To #HOW31315:

Using LinkedIn for Lead Generation: 6 Lessons

Summary: Marketers frequently cite LinkedIn as one of the most valuable social networks to incorporate in a marketing strategy. But even marketers who have LinkedIn on their radar screens still wonder how to participate. What works, what doesn’t, and what should you expect?

We asked a marketer who is using LinkedIn for lead generation, to share his lessons on joining groups, sharing marketing collateral, and qualifying the leads that come through the channel. continue...
Posted: Jul 29, 2009
How To #HOW31173:

How Xerox Uses Promo Products to Get Leads, Higher ROI + Tips on Retaining Consultants

Summary: Promotional products can enhance campaign results by getting people to act. Discover 6 strategies Xerox uses to incorporate promotional products effectively into direct-marketing campaigns. This how-to includes tips for choosing the right promotional consultant. continue...
Posted: Apr 14, 2009
How To #HOW31067:

How to Market to Small-Medium Businesses – Follow These Five Lessons from Proven Campaigns

Summary: The small-medium business market comprises the majority of companies in the U.S. economy, making it an attractive target for B2B marketers. But, compared to enterprise clients, smaller companies have unique needs that your campaigns must accommodate.

We’ve compiled a list of five lessons for marketing to small-medium business clients, based on successful campaigns. These tips can help you plan your strategy whether you’re a marketer whose primary audience is SMBs, or one who balances enterprise-focused campaigns with those aimed at smaller clients. continue...
Posted: Mar 04, 2009
How To #HOW31059:

Lead Scoring: 6 Strategies to Partner with Sales to Rank, ID Prospects

Summary: Lead scoring helps marketers rank and identify the best prospects. But assigning scores requires the sales team's input.

Here is how one marketer worked closely with the sales team to set up and refine a lead- scoring system. Six strategies, including:
o Defining a sales-ready lead
o Establishing scores for different activities
o Testing your methodology
o Refining a system through ongoing collaboration continue...
Posted: Feb 25, 2009
How To #HOW31036:

How to Create High-Conversion Content for Lead Generation: 5 Key Questions Answered

Summary: Creating high-conversion content for lead generation drew almost 200 marketers to a MarketingSherpa webinar last week. Time constraints prevented presenters from getting to every question asked, including five on creating specific types of content.

We answer those questions on content here. Includes advice for strategies on creation and distribution, pertaining to:
o Targeting white papers to stages of the buying cycle
o Role of ebooks
o Sharing links to news articles and other third-party content continue...
Posted: Feb 04, 2009
How To #HOW30907:

What Boosts Lead Scores Now: 7 Tips for Surviving an Economic Downturn

Summary: Lead nurturing and scoring are among a marketer’s best tools during an economic downturn. Even marketers who already manage a quality nurturing and scoring program need to adapt for economic conditions.

We spoke with several experts to come up with seven tactics that can help you continue to find qualified prospects in tough times. They gave advice on:
o Measuring lead quality
o Developing analytics to target your strongest prospects
o Adapting content to attract highly qualified prospects
o Researching conditions in target industries. continue...
Posted: Jan 05, 2009

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