Elaine Fogel

B2B Marketing

Which Content Types B2B Buyers Value Most

CONTENT 3d inscription large golden letterIf you own or work for a B2B (business-to-business) company, you’ll want to know which types of content your prospects prefer. Right?

What’s the point in spinning your wheels if your prospects and customers don’t read your stuff? Well, a new study from the CMO Council and NetLine tells us what 350 business buyers value most.

But first… the good news for those of us who market to businesses. Online content sourcing by buyers has a big influence in identifying, qualifying and selecting vendors.

• 54% of respondents note that it keeps them current on new technologies.
• 40% say it helps them identify potential suppliers, partners and solution providers.
• 38% note that it provides strategic insights and shapes purchase specifications.
• 37% report that it educates them about issues, problems and challenges in their industry.

The three main factors that motivate buyers to find content supporting their decision-making:  Continue reading

Does Your Marketing Reflect Older Customers? 10 Tips

Senior Couple Walking In ParkDid you know that 2 billion people worldwide will be 60 years and older by 2050, according to the World Health Organization? That’s one in five people!

In the U.S., the number of Americans 55 and over will grow to 112 million in 2030, according to U.S. Census figures. And, while the aging population is growing in number, their spending power is growing too, as many have more time to shop and spend than their younger counterparts, says a new Nielsen study.

Now, take these facts into account, too: 

  • Businesses started by those ages 55 to 64 in 2013 accounted for nearly one-quarter of all new businesses started, according to the  Kauffman Index of Entrepreneurial Activity.
  • Three-quarters of U.S. adult workers in 2013 believed they will continue working past retirement age, with 40% saying they will do so because they want to, and 35% because they will have to, according to Gallup.

But, here’s the disconnect -  Continue reading

Customer Testimonials Best for Business-to-Business Marketing

Companies that market to other businesses have unique challenges. With employee turnover rates at some companies between 30-40%, decision makers to whom they market can change frequently. So, how do business-to-business (B2B) companies build trust and acquire new customers?

The latest B2B research from the Content Marketing Institute (CMI) and Marketing Profs shows that 73% of marketers use case studies, and 65% feel they are an effective tactic. But, for many smaller businesses, the $2,000-$5,000 of internal resource time needed to produce a case study may be too high.

Besides, if you were writing a case study to market your company’s products and/or services, wouldn’t you make it appealing? Continue reading

Want to Reach Your B2B Buyers?

Reaching-B2BWhat are the best methods to reach your B2B (business-to-business) buyers? A recent study by Pardot (ExactTarget), has some interesting findings for companies that market to businesses.

Entitled “The State of Demand Generation,” results focus on what’s working best in demand generation. Just in case you’re unsure what this term means, here’s the definition used by the study author, Matthew Sweezey:

Demand generation:  the practice of driving awareness and interest in a brand’s products and services.”

How do buyers find you?  Continue reading

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