5 Tips for Smart B2B Marketers on Black Friday
by MGB2B
Everyone else is out getting deals, pushing through crowds, and fighting over the last electronic gadget available for 79% off. But you — you are sitting back, eating a nice pile of leftovers, and planning for 2017. That’s the kind of business you run. So as you prepare, we’ve got a fews tips to get you started.
Here Are 5 Tips for Smart B2B Marketers As You Think Ahead to 2017:
- Get Your Creative Media Mix Right. Are you using the right medium at the right point in the sales funnel? This guide will help you fine-tune your plan, and hit the right people at the right time.
- See What You Can Gain From Your Trade Pubs. You can get more than just a print ad from your trade publications. More opportunities. More value. And a lot more leads.
- Learn the Latest Paid Search Opportunities. Adwords device bidding is one of the latest tools available to B2B marketers from our friends at Google. Those who use it correctly can gain an edge over their competitors.
- Know How Others In Your Industry Use Content. Learn not only the important stats for 2017, but what each one means for you.
- Rock the Trade Shows. Trade shows aren’t obsolete. They actually offer great new opportunities that never existed before. Use these 8 tips to do trade events right in 2017 — before, during, and after each show.
As the exhausted masses return from the malls, bruised and irritated by humanity, you’ll be sitting home with a belly full of turkey and a brain brimming with ideas for next year.
Happy Thanksgiving and a very Happy (and Smart) Black Friday to you!
Need more ideas for 2017? Drop us a line.
Continue ReadingTop 10 Types of B2B Lead Generation Content
by MGB2B
Have you ever experienced “writer’s block?” Sometimes instead of not knowing what to write, the trouble is figuring out what form to write it in that will entice new leads to engage. This is a content rut and it happens to everyone.
Fear not, because Mascola B2B has compiled a list of the top 10 performing B2B lead generation content pieces. Say goodbye to your tired content calendar and hello to your list of fresh, new leads!
- White Papers. Tried and true, white papers are a standard for offered-value. People download them because they are authoritative, detailed, and informative. When you’re looking to pack a punch with your offering, a white paper will do just that.
- Podcasts or Videos. If you have the time and bandwidth, audio and video content are two great ways to engage your audience. They’re opportunities to put a voice to your brand and allow your team to show their creative side. When it comes to generating leads, be sure to include a form fill so your listeners/viewers can subscribe.
- Contests. Who doesn’t love to win something? Contests are great for driving engagement, growing your reach, and, most importantly, generating leads. Contests also adapt to many online platforms like your website, lead gen landing page, and social media channels.
- Ebooks. Like white papers, ebooks provide a comprehensive look at a specific topic. Ebooks tend to be a little more creative, so be sure to inject a combination of information and creativity into yours.
- Checklists. Unlike many content formats, checklists are short, simple, and easy to generate internally, while simultaneously offering unique, digestible content to your readers. Include clear headers and keep copy brief.
- Templates. A template is a strong offering because it provides the reader with a usable tool for creating an original piece of their own. Templates can take many forms such as calendars, outlines, plans, or worksheets. And each time your downloader wants to create a new piece, he or she will be reminded of you upon returning to the original template.
- Original Data & Research. There’s no offering more unique or informative than original research findings from your company. One of the least expensive ways to curate original data is to conduct a survey and share the results via a downloadable report or infographic.
- Demos. You’ve hooked your reader with a few blog posts, a podcast, and perhaps a white paper. Now they’re ready to give your product a try. Create an enticing free offer with language reinforcing the highlights of your product. Also, make sure it’s seamless to schedule a demo.
- Tool Kits. If you have a bunch of related pieces of content lying around, a tool kit is a great way to re-purpose them into a meaningful, cohesive collection. This can be a great follow-up method for connecting with past customers or readers who have downloaded a few pieces of your content.
- Webinars. A webinar is a useful format for combining an authoritative tone on a topic with the personality of your company’s leadership. However, a successful webinar can take a lot of work. Try partnering with your industry’s leading trade publication to produce a sponsored webinar and let the pros handle the hard part, while you get to play host and collect the leads.
From templates to white papers to podcasts, there are endless types of B2B lead generation content out there. The key is finding the right mix of what works for your business while keeping your audience alert and engaged with new topics and formats.
Still stuck in a content rut? Mascola B2B is here to help.
Continue ReadingB2B Monday Myth: B2B Buyers are Different From the Average Consumer
by MGB2B
The Myth: B2B Buyers are different from the average consumer.
The Truth: B2B buyers are more like B2C consumers than you may realize.
B2B buyer behavior is commonly thought to differ greatly from that of B2B consumers. Many assume B2B buyers are solely logical consumers who are more cautious when it comes to making a purchase. Marketers, therefore, take a very factual tone with this audience, without adding in any emotion or depth. This can actually hinder your attempt to drive B2B buyers to purchase. For they are more like B2C consumers than you may realize. The myth that there are two different types of consumers you must market to is just that – a myth.
Here’s the the lowdown:
- B2B Consumers Are Emotionally Driven. B2C consumers are considered impulsive buyers who base their purchases on their emotions. Many marketers think B2B consumers, on the other hand, are capable of removing emotion from their decision-making process. Because of this perception, B2B marketers often assume that these customers want their content to be dry and informative. Many forget that B2B buyers are often driven by emotion as well. In fact, 71% of buyers who see personal value – as opposed to business impact – in a B2B purchase are likely to move forward with that purchase.
- They Buy Online. B2B consumers, just like the average buyer, prefer dealing with purchases online. This is despite the assumption that they purchase using more traditional methods. Last year, Forrester Research discovered that 59% of B2B customers prefer not to interact with a sales rep and 74% prefer the convenience of making purchases online. B2B buyers research products heavily before making a purchase to be confident in their decision, just like B2C customers.
- They Are Big On Reviews. You may assume that B2B customers are not reading your reviews online. They are, and they value the content of these reviews more than you might think. Just like B2C customers, B2B customers want to trust your company enough to make the purchase, and a significant number of people find that validation through reviews.
- B2B Buyers Are Not Robots. B2B customers are emotionally driven and shop online. Yes, they value reviews. Because they are human. Sure, they need to be informed and value the insights your company can give them, but the way you approach the content you distribute to prospects shouldn’t be markedly different from the way you would approach a B2C consumer. All consumers, to some extent, value convenience, clarity, and quality. Talk to them like you would if you were making a recommendation to a friend, not like a stiff salesman in a spiffy suit. Keep it conversational and helpful, and you may just earn their trust – and their business.