Posted by Carrie Surprenant on Apr 26, 2013 10:41:00 AM
Online content in the sales and marketing industries is constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues.
Amy Guarino says marketers should follow along as a prospect journeys through the company’s various channels. This practice will return detailed insight into ways to improve the company's processes and additionally help lessen the number of leads that could be dropped in the hand-off from marketing to sales. Via Marketo
B2B marketing exec, Michael Brenner confirms that today’s B2B buyer is overwhelmed with the amount of product-centric content on the web. He shares eight steps to build a content hub that centers on providing useful information to your buyers. Brenner suggests a focus on conversion puts the prospect into an active relationship where you create unique value for the buyer. Via B2B Marketing Insider
Adding relevant content and extracting data can revitalize the tried-and-true tactic of e-mail marketing campaigns, according to a BtoB email research report “Email Marketing: An Established Channel Evolves.” More than half of B2B marketers say they are improving e-mail by adding segmented content. Additionally most respondents prefer building their own lists, the study found, as opposed to using lists rented or bought from third parties. Via BtoB Magazine
According to a recent survey conducted by BtoB magazine and Bizo, the B2B digital marketing mix is not addressing longer sales cycles. Only 40% of respondents say that the B2B sales cycle has either significantly or somewhat increased in the last three years. Most marketers (60%) report that they are not fully satisfied (neutral or dissatisfied) with their current efforts to differentiate on brand. Via MarketingProfs
Marketers can—and should—grow their e-mail lists organically, Mike Hotz writes. By designing the opt-in e-mail form on your website to stand out on several pages or exchanging e-mails for an offer, you can grow your list "in a safe, permission-based way.” Via Mashable
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