Posted by Rebekah Donaldson on Tue, Feb 26, 2008
When it comes to differentiating and nurturing for high-value sales, content is king. And case studies reign as king of high-ROI content.
In addition to building credibility and trust, case studies enable prospects to step into the shoes of your satisfied client. They are also one of the most passed around content items within a prospect's decision-making team.
To lift case study ROI, you can repurpose content in several ways:
*Core content for newsletters, websites, award entries, and press releases
*Hook/opener in direct mail letters
*Hook for a business brief offered in exchange for contact information
*Podcast content
*Seminar segments
*Focus for a speaking opportunity pitch, which can even land opportunities to jointly present with the end customer
Regardless of how you repurpose case study content, your prospects are certain to find the actual real-world experiences as relevant and compelling.
And the fact that your company offers a stable of case studies says, in itself, "We are confident about the quality of our work and strength of our client relationships. We understand how you evaluate potential partners."
How have you repurposed case studies?
Posted by Rebekah Donaldson on Mon, Feb 25, 2008
Does a particular competitor seem to be all over the news?
It's not luck. They're using smart media relations skills to earn media exposure. And you can earn it too.
To be continued...
Have you landed valuable interviews without a big media blitz?
Posted by Rebekah Donaldson on Sun, Feb 24, 2008
Marketers work hard to generate strong leads for the Sales team. So letting a good lead turn cold is money wasted, pure and simple.
How quickly should you follow up on Web leads? What follow-up days and times deliver the worst conversions?
New research presented at MarketingSherpa's October 2007 B-to-B Demand Generation Summit revealed the following interesting data:
- The odds of qualifying a lead decrease 21 times if you wait 30 minutes to place a follow-up call.
- If you wait more than 20 hours to place a call, you actually hurt your chances of qualifying that lead.
- 8-9 a.m. and 4-5 p.m. are the best times of day to qualify a lead by telephone.
- Wednesdays and Thursdays are the best days to qualify a lead, with Wednesday's conversion rate 24.9% better than Fridays.
Yes buts? Only true for some industries? Please weigh in.
Posted by Rebekah Donaldson on Wed, Feb 20, 2008
There’s a lot at stake for business decision makers today. To lower their risks, b2b buyers are looking harder during longer buying cycles. More and more decision makers are joining the committee – and they’re taking their roles seriously.
Each decision maker who joins the selection committee approaches the decision from a unique perspective – and may be seeking alternatives, shaping perceptions, and researching potential providers long before you even get wind they’re looking.
How do you get noticed, stay in consideration, and ultimately triumph over longer and more complex sales cycles? I think the keys to a successful b2b marketing strategy are:
- Integrating marketing efforts and tactics to touch prospects where they are already looking and in ways they prefer
- Building and strengthening relationships through numerous interactions and opportunities to engage
- Providing educational, confidence building content that speaks to prospects’ motivations and needs, and establishes credibility and trust
Posted by Rebekah Donaldson on Tue, Feb 19, 2008
Just announced: MAK Design + Build has hired Business Communications Group for marketing consulting. More...
Posted by Rebekah Donaldson on Mon, Feb 18, 2008
With all the buzz around newer marketing channels – blogging, RSS feeds, mobile marketing, and podcasting – it’s easy to question the value of email marketing. Is it still performing?
Is it time to reallocate resources or even replace email? (Eeek!)
Not by a long shot.
Email marketing is still king when it comes to:
- Keeping prospects warm and nurtured throughout lengthy B2B sales cycles
- Upselling existing customers
- Generating more high-quality leads
- Feeding sales the intelligence it needs to convert more leads to sales
- Strengthening relationships overall
In fact, this year 78% of 3,600 marketers surveyed by MarketingSherpa said that the impact of email marketing is increasing. Some reported a slow increase; some a significant increase. Bottom line, email still packs a punch.
Posted by Rebekah Donaldson on Sun, Feb 17, 2008
It’s a question I hear a lot. And for good reason. Either way, you’re still marketing to a human being – right?
Yes, and no.
In business to consumer (B2C) marketing, you’re convincing an individual – the same individual who considers the options, makes the decision, and pays the bill. The decision is often emotionally based, driven by impulse, status, or price. The level of perceived risk is typically low; most consumer purchases can be returned or exchanged with minimal inconvenience. And your target market can number in the millions.
In business to business (B2B) marketing, you’re dealing with multiple individuals – often large committees – throughout a lengthy buying cycle. Each person has a specific role in the decision-making process and a duty to judiciously compare all the options. The selling proposition is complex and the risk of a wrong decision is high and long-lasting. Your target market is small and focused.
Smart B2B marketers focus on building relationships through credibility and trust and offering multiple opportunities to engage. After all, B2B purchasers are buying the supplier along with the product or service.
From generating awareness to educating and influencing, success depends upon addressing each prospect’s unique motivations and needs – in the places they are looking and in the ways they prefer.
Posted by Rebekah Donaldson on Fri, Feb 01, 2008
Just announced: Business Communications Group has been hired by Sacramento human resources expert SilversHR. More...