B2B Marketing
Yesterday, Google added a new app to its repertoire of free tools. Google Photos a new, standalone product, “gives you a home for all your photos and videos, helps you organize and bring your moments to life, and lets you share and save what matters.”
Some features include: Continue reading
Data, mobile, social media, digital, blah, blah, blah. What’s B2B (business-to-business) marketing all about? Being human!
So says a terrific article in AdAge and I couldn’t agree more.
Data and automated messaging are hot topics, but b-to-b marketers say their marketing must get more personal in 2015. ‘We need b-to-b to be more human,’ said Andy Goldberg, global creative director at GE. That sentiment was echoed by other marketers and agency execs who shared their predictions for the top b-to-b trends of 2015.”
When did the humanity in marketing lose its luster? When we allowed ourselves to be distracted by the “next big things?” Continue reading
How much of your business-to-business (B2B) content marketing focuses on your company? If it’s a lot, you may want to change direction!
Different studies by the Economist Group and Peppercomm and Corporate Visions show that almost 1 in 3 B2B marketers says his/her content is company-focused, not customer-centric. They add that B2B content fails to change business executives’ perceptions by too closely resembling a sales pitch. And, that’s not what people want to read.
B2B marketers are more frequently referencing their products and services and experts’ points-of-view in their content than curated research and insights, which may offer a broader view of the industry that’s more in line with what executives reportedly want when making decisions.”
The best approach is to treat B2B marketing similarly to B2C - with customer-centricity. Here’s how to flip things around… Continue reading
