B2B Marketing

6 Keys for Creating Compelling White Papers

In the latest 2010 B2B Technology Collateral Survey Report business to business technology marketers found out what works when trying to influence their prospects.

What was at the top of the list?

White papers.

Of course not all white papers are created equally. Done well, white papers can mean the difference between a prospect engaging in the sales process with you, rather than the competition. Done poorly, white papers can do more to make you look bad than influence your prospects to buy.

So whether you call them white papers, executive briefings, or special reports it’s important to take the time to make them the best they can be.

Here’s my list of six things that will help you make your next white paper as compelling and effective as it can be.

#1 – Write to a single ideal prospect

I know many of you may bristle at this one, ...

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K’s Top Five for the Week – November 19

This week my top five picks feature three articles about how to improve your website. Whether its calls to action, landing pages, or making your site mobile-friendly, you'll find something to help your web marketing efforts.

The last couple of picks feature information that can help improve your B2B marketing processes. In both cases it can be small changes that make big differences in how well things are working.

Hope you find something you find helpful. Leave a comment if you’ve found an especially helpful tidbit this week. I’d love to hear about it.

Until next week!

Finding the Right Calls-to-Action for Your B2B Website via @sengineland

If MarketingSherpa research is any indication, most B2B marketers aren’t thrilled with the calls to action on their website. This article gives some good ideas on how to figure out if yours are working and how to improve them.

How to Make ...

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K’s Top Five for the Week – November 12

It’s been an amazing week of indian summer here. It doesn’t feel at all like November, but that’s all about to change…

While enjoying the amazing warm weather, I’ve read some great case studies this week. I put those at the top of the list because it’s always fun to see the real results someone got from changing their approach. Also have some posts that show how you can improve marketing copy and results. Hope you find something you like.

Until next week!

Why Companies Need to F-R-E-E Their Case Studies by @casey_hibbard

Great article on what happened for one company when they released their case studies from registration. I’ve always felt case studies are more “first date” content anyway. You don’t want to ask for a ton of information to read them. You want to point readers to more in-depth information through them.

Lead Generation: Real-time, Data-Driven B2B ...

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K’s Top Five for the Week – November 5

Sorry for the long absence! As most of you know, I’ve been working on moving my website both to WordPress and to a new domain. I’m happy to report I’m finally finished, and the new site is working beautifully. Plus it’s a dream to maintain and update. Gotta love that!

I’ve really missed blogging over the last couple of weeks, but I’ve still been out checking out the great information other folks are putting out there. So this week I’m back on track with a top five post and next week I’ll be back with some fresh new content as well.

This week’s posts focus on web development myths and maximizing the results your website generates. Hope you find them useful.

Until next week!

5 Web Development Myths Debunked by @HelenaBouchez via @MarketingProfs

Great article on the myths of web development and what really makes it difficult. (It’s not ...

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3 Ways to Get the Most from Case Studies

What’s one of the most valuable pieces of collateral you can have in your B2B marketing toolkit?

Case studies. Customer stories. Success stories.

Whatever you like to call them, they’re marketing gold. And survey after survey shows customers value them. Take Eccolo’s recent survey of technology buyers and influencers. Nearly 80 percent of respondents said case studies were moderately to extremely influential in their decision.

And getting your customers to talk about their experience with you not only influences prospects to do business with you, it can even trim the sales cycle.

Since case studies are so valuable, you want to make sure and get the most impact you can. Here’s three ideas on how to do exactly that.

#1: Be Strategic

In the excitement of getting a customer who’s interested in doing a case study, it’s easy to forget to be strategic. But just like any ...

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K’s Top Five for the Week – October 1

Boy the weather has turned here in Ohio over the last week. Talk about going from the dog days of summer to fall-time breezes! But I was ready for the change.

If you want to change some thinking and turn assumptions on their head, I’ve got a couple of posts for you. Check out the first two on the pick list.

This week’s other choices give some good data about who’s on your targeted social media site, how to avoid direct mail mistakes and discuss what “engaging” content means. All are great reads.

Enjoy this week’s picks and let me know which ones you found to be most helpful.

Until next week!

Are B2B Marketers Shooting for the Wrong Target? by @jeremyvictor via @B2Bbloggers

If you ask marketers what their biggest challenge is, chance are you’ll hear “getting more high-quality leads.” But is that really the best way to ...

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B2B Technology Marketers Find Out What Works

Last week Eccolo Media released the 2010 B2B Technology Collateral Survey Report. This survey gathered preferences of 500 U.S.-based respondents who were influencers or decision makers on a technology buy

And here’s what they shared…

  • Brochures and data sheets are the most frequently consumed content (83%)
  • White papers are the most influential content
  • Both influencers and decision makers ranked white papers as being most influential
  • After white papers, case studies are considered most influential

While white papers and case studies are must-have tools, they are not all created equally. The number one disappointment?

Poorly written content.

Brochures also aren’t making the impact they might be. While they are the most frequently consumed, their influence isn’t as high as other collateral. A better B2B brochure might solve this issue.

Preferred Format & Length

Most respondents prefer written case studies, though video testimonials are gaining ground. Video is ...

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K’s Top Five for the Week – September 24

This week’s top five starts with analysis of a fresh batch of research from Eccolo Media on what B2B Technology Buyers like in their collateral.

It’s followed by some posts on how to be a thought leader and become a trusted expert resource.

All content is meant to have prospects take some sort of action. If you think you may fall short in this area, check out the post on how to improve your calls-to-action.

Last, but not least, see some metrics on the impact of Google Instant.

Enjoy this week’s reads and let me know if you’ve found something you think I’ve missed. Until next week!

B2B Technology Buyers Share Their Content Preferences by @StephanieTilton via @Savvy_B2B

Eccolo Media just released their third annual B2B Technology Collateral Survey Report. In this post Stephanie summarizes the collateral buyers like the most and when they’re most likely to consume it. ...

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3 Reasons Why You Need a Creative Brief

When you think “creative brief” you may automatically think “ad agency.” And that’s ok. Creative briefs are well within the traditional stomping grounds of agencies. Many won’t start a project without one.

Interestingly, while clients seem happy to provide key project information for a creative brief, they often look at it as an agency product. Too often they look at it as something unique to agency projects.

It’s not.

A good creative brief is a vital document that should be done for every marketing project regardless of who’s involved. Even if it’s an internal project. Even if it only involves a freelancer or two.

Why?

Here’s three reasons why you need a creative brief for every marketing project.

They Set Expectations

A good creative brief sets expectations for the project. It answers key questions such as:

  • What is the project? (i.e. banner ad, white paper, e-mail, ...
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K’s Top 5 for the Week — September 17

This week’s roundup focuses on content and the way it impacts our businesses and marketing programs.

We start off with a little research and research analysis followed by tips to improve your website and the content it contains.

Have a great read and let me know what you think about this week’s choices. Did I miss anything that would fit well with these posts?

2010 B2B Content Marketing Benchmarks, Trends and Budgets by @juntajoe via @junta42

If you’ve wondered about what tactics B2B marketers use in their content marketing efforts or which industry has the highest level of content marketing adoption, this is the study for you. This study was a collaborative effort between Junta42, Marketing Profs, the Business Marketing Association, and American Business Media. It’s full of great information and you can’t beat the price tag!

New Study Reveals 3 Things You can Learn from Effective Content Marketers by ...

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