As B2B marketers, we’re pros at identifying and solving problems. Iteration is one of our super powers and we can always make a campaign better next time. But sometimes we’re so focused on improving that we don’t stop to celebrate our successes or be thankful for how much B2B marketing practices and technology has changed for the better over the past few years. In honor of Thanksgiving, here’s a list of 4 things that B2B marketers can be thankful for.
In 2001, Thomas Davenport and John Beck coined the phrase Attention Economy to describe the scarcity of attention and how to measure it, understand it and use it. It’s no accident that this idea coincided with the mass adoption of the web, which provided people with practically unlimited access to information. The notion of the attention economy is even more relevant today and it continues to have far-reaching implications for how marketers influence and educate their buyers.
In part two of her series Explaining Modern Marketing to My Mom, Martha Prange tackles the question: “What is “content” anyway and why is it so important to B2B marketers today? Martha looks at various content types and the difference between first-party and third-party content.
In honor of Halloween, earlier this week we looked at the content marketer’s worst fear (#MktgFearFest), which got us thinking about what terrifies other Sales and Marketing professionals in their roles. We asked around and came up with a list of frightful things that keep some of members of your Sales and Marketing team up at night.
With Halloween right around the corner, it’s the perfect time to take a look at what terrifies content marketers most and what you can do to dispel your worst fears. First, you might want to take a deep breath and brace yourself because it’s pretty scary: No one is reading your stuff. Or are they? Let’s grab our ghost-busting gear and investigate.
Things are pretty exciting in marketing tech these days. With all of the great solutions out there, it's easy to get swept up in the moment and forget some best practices. You invest a lot of time, effort and budget into your marketing stack and the potential benefits are huge. But your shiny new marketing automation platform, video hosting tool or content engagement platform is only as good as the planning and process that goes into it.
Tracy Staniland is VP Corporate Marketing at Asigra, a cloud-based data protection software company based in Toronto. We caught up with Tracy to talk about how B2B marketing and the sales funnel have changed over the past decade and the challenges and opportunities B2B marketers face in the new era of content engagement.
While most marketers were firmly grounded to Earth last week, I was blasting off to Vidyard Space Camp in San Francisco – two full days of video marketing content, complete with space suits, cosmonauts and more space puns than you can shake a rocket at.
How often do you go to YouTube and only look at one video? Yeah, me neither. It’s more likely that I’ll watch one cute pet video (don’t judge), get enticed by another related one andanother. Then 10 or 15 minutes later, I’ll come up for air, having spent way more time avoiding work than I ever imagined (don’t tell my boss).
My name is Martha Prange and as a kid I always had a hard time figuring out what my Dad’s job was. “He works for a mutual fund company” was my best response, which usually elicited glazed eyes and a rapid change of subject. Now our roles have reversed and it is my parents who have a hard time grasping what I do for a living.
At the start of a new back-to-school season, it’s a great time to think about how marketers educate and nurture their prospects today and to take a quick refresher course at “Nurture U.” Given the typically low response rates and conversions for most lead nurture programs, marketers need to consider whether they’d give their own program a passing grade. We’ve put together the ultimate guide to nurturing in the new era of content engagement.
When I started working on the Business Development team here at LookBookHQ, I knew that, even though I had no previous experience working in the marketing tech field, I had a ton of customer service experience that I could bring to the table. But, what I never imagined is that my most valuable and relevant biz dev skills would come from being an amateur stand up comedian.
Unless you’ve been asleep for the past 10 years, you’re probably aware of a little thing called content marketing. (Today, it’s really just called marketing).
The hot topic at the #MKTGnation tour stop in Toronto was the importance of engagement marketing and the best ways to reach busy prospects. Marketo’s presenters shared their easy to remember “ABCDE”s of engagement marketing with great tips for ways to bring the prospect to the content and grab their attention.
Recently, Sean Callahan published a terrific article on the LinkedIn Marketing Solutions Blog titled: B2B Beat: Reach Prospects While You Sleep With Always-On Marketing. In his post, Callahan makes a compelling case for “always-on” as the natural evolution of marketing.
Care to take a guess on how long the average person’s attention span is? According to Statistic Brain, the average attention span in 2015 is 8.25 seconds – down from 12 seconds in 2000*. That’s awfully short, especially when you consider that the average attention span of a goldfish is 9 seconds.
When’s the last time you watched just one episode of House of Cards in a sitting? We’d guess it was more like 3-4 episodes in an epic binge-watching session. As a B2B marketer, wouldn’t it be great if your prospects consumed your content with the same enthusiasm and appetite for more?
“Hi, I know we’ve only just met, but let’s get married!” Seriously? Most rational people wouldn’t do this in real life, but many B2B companies are culprits of trying to move things along way too quickly with new leads and contacts. Case in point: Have you noticed that marketers sometimes do some pretty silly things with forms?
Much has been written about the critical nature of “speed to lead” or “speed to contact.” This typically refers to the amount of time it takes for a sales rep to attempt contact with an inbound lead. Benchmarks abound on how quickly you need to get in touch before your prospective buyer is off thinking about something else - and probably gone for good.
Recently, I re-watched Moneyball with Brad Pitt on Netflix and it got me thinking about how marketers gauge success. Can you call your content strategy a victory if you don’t really know how your content is working to engage buyers?