Jul 11, 2016
B2B marketing is all about finding out what's most important to your target audience and seeing how your product or service can fill in the blanks. However, when it comes to marketing to millennials, many find themselves a bit lost.
Feb 11, 2016
If you were born before 1980, you may cringe at the thought of figuring out how to market your B2B product or service to Millennials. You might feel a bit like Liz Lemon on 30 Rock:
Recently, we did a post about how B2B content marketing will overcome the content shock barrier. Many of us have reached our capacity when it comes to ingesting any more content. The solution: B2B companies need to hone in on the channels that drive results and let go of the "be everywhere" notion.
Does navigating the waters of the millennial generation seem overwhelming? They're no longer the angsty teenagers who Smell Like Teen Spirit (click here if you're too old to get that reference). Nope, they're now the decision makers in today's marketplace. How do Millennials impact your B2B company? And how can you reach out them during the buying process?
Apr 23, 2015
Can I let you in on a little secret? B2B marketing is in some ways like fanacticism. People latch onto a belief and don't let go. There's just one little problem. What if the beliefs aren't right?
Here are 5 myths of B2B marketing that are just that. They are uttered as truths when in fact they don't make a lot of sense. Ready to do some myth-busting?
Jun 2, 2014
With so many great, new tactics for marketers, sometimes an old tried-and-true one gets forgotten. I’m talking about B2B marketing case studies -- tapping into a sincere recommendation from a satisfied customer. In this world of over-stimulation and media clutter, a simple story from a happy client can speak volumes. Ready to get started?
In our automated world, adding a human element to your marketing is essential. As PR professionals, we need to seek ways to amplify the good karma around our brand, our product, or our services. Case studies are an excellent way to do that, expressing something instinctual in human beings. An authentic case study provides a platform to share experiences, tell stories and give advice to those in need. This authenticity is rarely seen in other types of marketing.
Additionally, case studies put a face on an otherwise banal business. Customer success stories will help to differentiate your organization and remove you from the drudgery of having to sell on features.
Creating great B2B marketing case studies require that you first identify and recruit your most passionate customers. These customers are your evangelists, the ones already telling your story to their friends and colleges. Make sure that they deliver their story in their own voice and style. Over coaching customers can lead to in-authentic content and storytelling.
In addition to selecting raving fans, you’ll also want to find clients who are articulate about the value of your products and services. The content and message of the case study must be compelling and motivate leads to want to learn more. So select customers who have a convincing story to share.
Once you have developed the case study, you will need to distribute the content appropriately. The best ways to do that is on your website, your landing pages, your social media platforms, email marketing and via search engines. The latter can easily be accomplished with a press release.
Ask your clients to promote your content to their network of friends, fans and subscribers. By leveraging the network of your customers you effectively harness a much larger group of potential clients.
In conclusion, B2B case study marketing is an incredibly powerful tactic that can be utilized across multiple channels and networks. Additionally, case studies humanize your organization as no other marketing tactics can. They give you the ability to break free of selling on features and benefits, and allow you to tap into actual customer success.