Categories ArchivesB2B Marketing

8 Steps to Build a B2B Lead Generation Strategy on Social Media image

Lead Generation through Social Media.  As a marketer in the B2B world, you know that social media is the forefront of lead generation; but where do you begin? 2014 has been defined in many ways. From the year of the consumer as defined on Forbes to the year of the socially conscious brand; it is becoming more and more important to tell your brand’s story through social media.  However, without a strategy, how are you going to motivate individuals to follow and interact with your brand? This is why, after a detailed search of insights offered by thought leaders on this topic, we would like to share an 8 step process to generating B2B leads on Social Media.  Special thanks to ...

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Information Technology (IT) Marketing Infographic image

Our IT Marketing infographic shares IT expenditures in the United States, expenditures by category, marketing spend, an IT marketing checklist, and more. For further details, download the new whitepaper, IT Marketing: 10 Modern Best Practices. In our last blog post, we shared a checklist of the top 10 marketing best practices for IT marketing with detailed descriptions including: analysis and research, planning, brand image, brand awareness, website improvement and SEO, event marketing, thought leadership content, blogging, social media, and direct marketing. For more details, read Information Technology (IT) Marketing Best Practices. Before the infographic, let's look at 4 reasons IT firms should reconsider marketing: 4 Reasons IT Firms Should Reconsider Marketing Sourcing or selection of IT related products or services has shifted. Studies show that ...

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Information Technology (IT) Marketing Top 10 Best Practices image

In the not so distant past, marketing of software systems, hardware or IT services was secondary in importance to sales and business development. Today, changing market dynamics have forced IT product and service providers to reconsider and elevate marketing to mission critical status. In our new whitepaper, Information Technology (IT) Marketing: 10 Modern Best Practices, we identity four reasons that effective IT marketing is more important than ever,  along with details on the Top 10 IT Marketing Best practices (below), an IT marketing infographic, and finally, a case study example. So what types of marketing should IT firms undertake? What marketing is most effective? Here are our Top 10 Marketing Best Practices: 1. Analysis and planning 2. Build awareness 3. Leverage vendor support 4. Direct ...

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Social Media Importance for B2B and IT Brands image

As the content marketing generation proceeds, how will you continue to tell your brand’s story? Social media was once limited to consumer or retail brands. Now, Social Media Marketing (SMM) is becoming increasingly important to business-to-business (B2B) marketing develop leads and create customers.  In a recent Ad Age Article aptly titled “Social Media Increasingly Important for B-to-B Marketers,” the link between B2B Marketing and Social Media was confirmed.  We studied this report and offered our knowledge on how this will affect marketing strategy in 2014 and beyond. Social Media: The Single Most Important Factor in IT Buying Decisions B-to-B marketers have traditionally used a steady diet of white papers and nurturing initiatives to form relationships with prospects. But a new study ...

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CMO Predictions for 2014 image

It’s the month of predictions for next year, and this is an important one for B2B Chief Marketing Officers (CMO’s).  International Data Corporate (IDC), offered their prediction regarding what Business-to-Business Chief Marketing Officers (CMO's) can expect for the year of 2014.  Learn 10 things you can expect as a CMO in the next year. 1. Increasing Complexity and Augmented Job Description As ways to best reach clients changes, so does the job description for a CMO.  The concept of marketing is becoming more and more complex, and as firms adapt, so will their needs.  Ideas have even come across as the development of a position known as the “Chief Content Officer” to augment the C-Suite, focusing strictly the company’s voice and ...

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Top 10 Modern Marketing Resolutions For 2014 image

It is reported that only 8% of people achieve their New Year's Resolutions. Don't become another statistic. Make 2014 a year of marketing success with the following 10 modern marketing resolutions for your company: 1. We Will Get Visual As attention spans decrease, and the oversaturation of information continues, visual (and micro) content will become even more important. Infographics, videos, pictures. The popularity of sites like Instagram, Vine, or Snapchat is a clear indication of a preference shift towards visual. Visual content will dominate in 2014. Consider these statistics (Wishpond): 90% of information transmitted to the brain is visual, which is processed 60,000 times faster in the bran than text. Videos on landing pages increase average page conversion rates by 86%. Businesses who market ...

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3 Ways To Align Marketing & Sales in 2013 image

With increased pressure on both sales and marketing departments to do more with less, collaboration is no longer a pipe dream, but a requirement. The sales and marketing divide has been well documented and experienced throughout business history: “Our campaign was brilliant. It is the sales teams fault it did not succeed” – Marketing “The marketing department has no idea what customers are really like. And they set prices too high!” – Sales And, in the digital information age, the divide is expanding even more! Today, 83% of B2B buyers research and make product decisions online (Brafton). Thereby, communicating with the sales team of a company even less! The digital age has created its own set of challenges and opportunities for marketing and ...

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Trade Show Marketing (Part3/3): Results Measurement image

Trade shows are one of the most important- and costly- elements of the marketing mix for a product or service. In our three part series, we’ve covered the planning needed before the show followed by the execution during the event.  Now we will cover how you can measure your return on investment (ROI) from all the work- and money- you put into Part 1 and Part 2. As mentioned previously, trade shows are costly requiring a great deal of resources including time and costs associatedwith not only the show itself, but also travel time and expenses.  Some make the argument that the strongest measurement for your return on investment (ROI) is the sales leads generated from the show. However, we ...

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Trade Show Marketing (Part 2/3): At the Show image

In part 1 of our trade show marketing blog, we discussed the details of planning a for a trade show. Planning is one of the most important parts of any business activity, with no exception to large trade shows, as it gives you a strategy and a guide to work around. In part 2, we will walk you through the execution of a successful trade show. This post focuses on bringing the right materials, getting the most out of your staff, setting yourself up for post-show measurement, qualifying leads, and understanding that not all attendees fit your target market. 1.)    Materials Needed (and sometimes forgot) One challenge of hosting a booth at a trade show is sheer amount of materials needed. With the ...

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Trade Show Marketing (Part 1/3): Planning image

In our three-part trade show marketing series, we will cover before, during, and after a trade show (planning, at-the show, and results measurement). No question trade shows are one of marketing’s biggest budget line items including exhibit construction, storage, transportation, erection and space rental, not to mention staffing and travel expenses. Therefore, the planning phase is of increased importance and the first step (of course) of all trade show events. The trade show planning phase should consist of the following 5 steps: trade show research/selection, goal setting, display selection, budgeting, and pre-show promotion. 1. Trade Show Research and Selection There are thousands of trade shows per year and many marketers have reduced their trade show marketing budgets, often by eliminating certain shows. Therefore, ...

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Emotional Marketing For B2B Companies image

Emotional marketing moves beyond rational marketing that focuses just on product attributes, to emotional marketing that focuses on capturing share of heart with products that connect on a deep personal and emotional level with customers (B2Bwhiteboard). Emotional marketing is a frequently used tactic for business-to-consumer (B2C) companies. But how can business-to-business (B2B) companies leverage such an effective tactic? First, remember that behind every business decision, a person is involved! Therefore, emotion-triggering techniques can still be effective, just with a slightly different twist. For B2B companies, emotional marketing should appeal to different emotions than consumer purchases. Geoffrey James shared seven unique “emotional hooks” that drive B2B buying: Job Security The buyer feels "safe" purchasing from you and your firm. Because he believes that you'll ...

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MMP Recognized as a Top Agency By BtoB Magazine image

Modern Marketing Partners was recognized as a top business-to-business agency by BtoB Magazine in its March issue. Founded in January of 2012, Modern Marketing Partners is extremely proud to receive this honor after it's first year of operation. The 2012 Top Agencies report by BtoB magazine includes four categories: Small agencies (revenue up to $10 million); midsize (revenue between $10 million and $99.9 million); large (revenue of $100 million and up); and interactive agencies. The finalists in each category were selected based on percentage of total business that is b-to-b, revenue growth, new client wins, innovative work and expanded service capabilities. Modern Marketing Partners was distinguished as a top small agency in the magazine's special report dated March 4, 2013. "BtoB magazine ...

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Catalog Marketing Best Practices image

Despite rumors of its demise, catalog marketing can be successful when properly executed. Because of incumbent printing, production and postage costs, catalog marketing can be quite expensive and unprofitable if not implemented correctly. Beside high profile, big budget consumer catalogs like Crate and Barrel or Victoria’s Secret, what are effective techniques for business-to-business or niche market catalogs? In the new whitepaper, “Catalog Marketing Best Practices”, we share the Top 10 Catalog marketing best practices, along with some examples, and additional resources. Top 10 Catalog Marketing Best Practices 1. Brand Identity 2. Design 3. Copy 4. Photography 5. Easy Ordering 6. The Mail List 7. Promotions 8. Niche Catalogs 9. Cross-Channel Marketing 10. Measurement No question, catalog marketing is declining with ever-rising postage and printing costs, and of recent, the pending elimination of Saturday ...

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Valentine’s Day Marketing For B2B Companies image

Valentine’s day is a cash cow for the greeting card, flower, candy, jewelry, and the retail gift industry. The average annual Valentine’s Day spending is $13.19 billion, with over 180 million Valentine’s Day cards exchanged annually, and 196 million roses produced for the special day (StatisticBrain). Notoriously a consumer holiday, is there any opportunity for B2B brands to have Valentine’s Day promotions? Below we will share the pros and cons of Valentine’s Day marketing, 6 B2B Valentine’s Day marketing ideas, and a Valentine’s Day infographic. The Pros and Cons of Valentine's Day Marketing Valentine’s day marketing is a given for some companies (jewelry, flowers, etc.), but perhaps not so obvious for others (B2B). Before your B2B company starts to plan your campaign, ...

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Capital Equipment Purchasing — 4 Aspects image

Because of the high costs involved, the capital equipment purchasing process is complex for 4 reasons: the number and type of decision makers, the need to carefully evaluate and compare multiple options using financial analysis, the economic environment, and changing tax laws. This blog details these reasons or aspects. Related content in our capital equipment marketing best practices series includes a Guide to Capital Equipment Marketing, a Marketing Capital Equipment Checklist, a Capital Equipment Marketing Infographic, and 3 Capital Equipment Marketing Considerations. A Closer Look at Capital Equipment Purchasing Lets examine some of the aspects of capital equipment purchasing, beginning with the decision-making process. As stated, capital equipment purchasing typically involves multiple decision-makers and influencers including: • Executive and financial managers • Technical experts and consultants ...

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3 Capital Equipment Marketing Considerations image

There are at least three (3) factors that can have profound implications for downstream marketing. First, reputation is critical. Second, the number of customers is limited. Third, many capital equipment brands tend to be so technical, that engineering involvement and information must be part of both buying and selling, including marketing. Related content our capital equipment marketing best practices series includes a Guide to Capital Equipment Marketing, a Marketing Capital Equipment Checklist, a Capital Equipment Marketing Infographic, and 4 Aspects of Capital Equipment Purchasing. Reputation Regarding reputation, when investing huge sums of money, while multiple decision makers evaluate multiple options, the lowest price is rarely the most important criterion, certainly in comparison to brand reputation. Risk avoidance is paramount. This is further ...

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Capital Equipment Marketing – Infographic image

This blog will share a capital equipment marketing infographic that visually represents capital equipment expenditures in the U.S., top capital equipment categories, marketing spend by top capital equipment categories, and a marketing checklist. In our last blog post, we shared a checklist of the top 10 marketing best practices for capital equipment marketing with detailed descriptions including: analysis and research, planning, brand image, brand awareness, website improvement and SEO, event marketing, thought leadership content, blogging, social media, and direct marketing. For more details, read Marketing Capital Equipment Checklist. Other content in this capital equipment marketing best practices series include 3 Capital Equipment Marketing Considerations and 4 Aspects of Capital Equipment Purchasing. In this post, we offer our experience and insight about capital equipment marketing ...

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Marketing Capital Equipment Checklist image

How do you most effectively market capital equipment? Following is a checklist of the top 10 marketing best practices for capital equipment, followed best practices detail. Related content in our capital equipment marketing best practices series includes a Guide to Capital Equipment Marketing, a Capital Equipment Marketing Infographic, 3 Capital Equipment Marketing Considerations, and 4 aspects of capital equipment purchasing. Capital Equipment Marketing Checklist Analysis and Research Planning Brand Image Brand Awareness Website Improvement and SEO Event marketing Thought Leadership Content Blogging Social Media Direct marketing Captial Equipment Marketing Best Practices Detail 1. Analysis and Research - Because of the limited number of customers, market and competitor intelligence is more critical in capital equipment than any other category. Start with market segmentation to understand which verticals drive sales and profit. Use secondary or published research including ...

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Virtual Events – Planning, Frequency, and Promotion image

Virtual events, including webcasts are gaining popularity due to cost efficiencies and lead generation. Whether webcasts, webinars, web conferences, or virtual trade shows, managing virtual events requires both careful planning and ongoing execution. Below we will share some virtual event best practices including planning, frequency, and promotion. Also, we will share a flowchart depicting the communication/support process for a webcast. Planning Virtual Events Start with a plan that defines content and frequency. What topics are of interest to your customers and prospects? Be sure to not just be a sales pitch or commercial for your company or you will lose interest and participation fast. If possible, recruit opinion leaders for given topics, or multiple subject matter experts (SMEs) as panelists. If necessary, ...

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Modern Marketing Resolutions image

In this time of New Year’s resolutions, why not set some resolutions for achieving marketing success? Following are 5 key initiatives that can help marketers crush the competition and get that promotion. Commit to these modern marketing new year's resolutions to improve your bottom line. 1. Customer Insight The more you know about your customers, the more effective your marketing can be. Do market segmentation and sales analysis to identify top customers by sales and profit. Determine purchase criteria and decision-making process. Understand keyword search volume that drives website traffic. Conduct frequent surveys, and invest in market research. 2. Marketing Plan Larger brands do planning months before a fiscal year. But, even smaller companies should develop and implement a marketing plan. Establish a marketing ...

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A Guide to Modern B2B Content Marketing image

With the rapid increase in the use and discussion of content marketing, it’s time to address how modern B2B companies can leverage content marketing to build awareness, traffic, and leads. How can you plan your content marketing initiatives? What types of content are most effective for B2B companies? And importantly, how can you actually measure the result of your content marketing? A Guide to Modern B2B Content Marketing from Modern Marketing Partners takes you through the content marketing process; including planning, implementation, and measurement. The guide also provides tips and best practices for three of the most popular types of B2B content: blogging, case studies, and white papers. “Content marketing is a hot topic,” states Neil Brown, Partner and Chief Marketing Officer ...

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Measuring Marketing: Traditional Measures image

Frequently called marketing metrics, depending on the scale of your company or program, measuring marketing results can range from simple to a variety of complex methods and approaches. In fact, some of the traditional methods of measuring results are still some of the most important. Below we will identify traditional approaches to measuring marketing. Make sure to check out the other blogs in our measuring marketing series including Internet measures and social media measures. Financial measures like sales revenue, unit volumes, or profit margins are not only important, but also closely tied to company or brand success. Other traditional approaches might include identifying new customers, and having sales, service or telemarketing personnel ask (and document) how they found out about your product ...

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Direct Mail for B2B – 5 Tips! image

Direct mail is still a top marketing tactic for B2B Companies. Why is direct mail still important? It can get delivered to decision makers that might not open email, it can be personalized, it can break through the “clutter”, and it can now be easily integrated with digital media! Therefore, it would be detrimental to leave direct mail out of your marketing mix! But how can you incorporate direct mail into a B2B multichannel marketing strategy? Chief Marketer interviewed Michele Fitzpatrick from The Agency Inside Harte-Hanks and Kevin Kerner from Mason Zimbler US on this topic. Below you will find 5 tips on using direct mail in a B2B multichannel strategy from the interview. 1. Make it Meaningful In order to grab ...

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Content Marketing—Survey Results! image

The results are in! The Content Marketing Institute (CMI) and MarketingProfs have published the third annual B2B Content Marketing Benchmarks, Budgets, and Trends – North America and an overwhelming 91% of B2B Marketers are using content marketing! Below we will share some key findings from the report including usage, confidence, distribution, and challenges. For more information, read the full report: B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends – North America.  Content Marketing Tactics On average, B2B content marketers use 12 of the tactics listed above. On the other hand, the 2012 and 2011 studies only reported 8 tactics. Social media (other than blogs), articles on a website, eNewsletters, blogs, and case studies are the top 5 most used tactics whereas ...

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Content Marketing Measurement image

How can you measure content marketing? A new eBook entitled, "A Field Guide to the Four Types of Content Marketing Metrics" is now available from the Content Marketing Institute and Convince&Convert. It is all too common that content marketers believe they can't accurately measure results, or a tactic isn't measurable, or they don't feel comfortable measuring content. Below you will find the four types of content marketing metrics, including consumption, sharing, lead generation, and sales, that enable you to measure their impact on your business. You can view the entire content marketing report here. Consumption Metrics The simplest of content marketing metrics, consumption metrics answer the question, "How many people viewed, downloaded, or listened to this piece of content?" They measure ...

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