An exasperated executive at a successful B2B found the causes of inadequate response to the company website by conducting a personal investigation. He recalled seeing a training film in which a video camera moved around an office, focusing on improper practices such as a stack of undelivered telephone messages.
The best idea in the world won’t set the world on fire unless it’s shared in just the right way. Too many people let smart ideas and good products fall to the wayside because they falsely believe that if they build it, people will come. You wouldn't expect to see lines forming at your door if you opened a store that sells down jackets and snow boots along a desert highway in the middle of July. However, setting up a kiosk that sells fur-lined boots and hats in a cozy ski lodge just might create a line full of eager buyers. The same basic logic applies to B2B marketing. Far too many people are opening coat stores in the desert instead of taking their products directly to the ski lodge. The simple truth is that how we share is as important as what we share these days. Successful marketing is actually just successful storytelling. A confident marketer knows how to jump in and narrate every twist and turn of a great story. While many people assume that advertising to other businesses involves less creativity than marketing to the general public or niche markets, B2B marketing actually requires its own specific type of storytelling. If you're looking to craft a B2B marketing strategy, you need three things:
Look at what is not working, scale up what is – that is what the agile, smart startup looks to do.
Investments in your startup are followed closely by marketing in terms of the vital areas that require your focus, writes Steven Shattuck for Techpoint.
Consider what channels produce customers. Avoid wasting many
Computing muscle that was once available to large corporations is now accessible to everyone including small innovators, a major shift in the dynamics of business competition, Beverley Head writes in a recent AFR Weekend.
Still, with the key stakeholders believing in an idea, most startups face a daunting challenge trying to get sales.
Startups aren’t on social media to share cat videos and read celebrity gossip - they’re on social media for business. But, getting leads from social media is not so easy.
In 2013, Forrester Research conducted a survey on website habits and found that 96 percent of all visitors to a website moved on without taking whatever action the marketer wanted them to take. If you are a B2B marketer, that bounce rate can cause you more than a few moments of anxiety, particularly if you rely on inbound traffic for sales or leads. You may have looked at the statistics and wished that you had a second chance to engage the customer — and that is exactly what you can get with remarketing.
Social media marketing has become an integral part of B2B marketing strategy. And all us B2B marketers have had our fair share of struggles to get it off the ground.
Pitching a new idea to an untapped market is no small task, especially for startup companies with little or no brand power. These “disruptive innovations” have the power to change the landscape of the existing market, but to do that, you have to create the demand necessary to bring your product into the public eye.