There's no substitute for direct customer insight. It's a marketer's superpower. This is a reminder to any marketer out there who isn't actively trying to connect with their customers and prospects that second-hand customer information doesn't cut it.
I want to share with you some ideas from one of my favorite workshops from INBOUND; Making it Last: How to Future Proof Your Content. As marketers who focus on B2B SaaS companies, we are often coming up with new content to educate our audience. Good content takes time and time is a limited resource. Because of this, we like to get as much out of each piece of content as possible so future-proofing whatever we can is a must.
The other day, I was having coffee with a small group of marketing leaders and consultants and the conversation turned to the question of, “What is Marketing Strategy?” Some of the responses were uncertain. Smart, accomplished marketers responded with “I’m not quite sure.” It occurred to me—if we, a group of marketing leaders don’t know how to describe marketing strategy, our leadership teams and departmental peers don’t know either.
Springtime is when I am ready to get my house in order, fall is when my focus turns toward my office. The back-to-school season has long been a time to step back, look at the big picture, and reorganize.
During our elementary days, it may have been new binders and pencils, but the concept remains the same: fall = time to reinvest in the tools that help us work smarter and more efficiently. It’s time to say goodbye to lazy summer days and hello to productivity.
This new B2B buyer demands a lot from today’s marketer. Your brand has to be “on” all of the time and distributed across channels, supporting in-person and online marketing experiences.
For small to mid-size companies with small budgets, this can seem an impossible expectation to deliver on, especially if your competitors have bigger budgets. But there are ways you can still meet the needs of today’s buyer, affordably.
Here are five suggestions for extending your reach and connecting with today’s B2B buyer, even on a small budget.
A few weeks ago the TB team attended a writing workshop with Tanja Pajevic. Tanja is an author of two books, has been published in many publications such as The New York Times and the Huffington Post, is a writing coach, and is the recipient of several awards and fellowships. She’s got a lot of tricks up her sleeve and I want to share with you the tips that hit home for me.
The demand for more leads is the one constant in a marketers life. In every marketing role I’ve held, “More leads!” was the battle cry from the leadership team and the sales reps. As I’ve supported clients, the demand has remained consistent.
Recently I found myself at the Digital Summit in Denver, surrounded by fellow marketers in a familiar discussion about how we can better align sales and marketing teams to truly provide a cohesive customer experience. This particular discussion resonated with me more than most as it took a step further than just restating that cohesion needs to happen and actually provided tactical tools to facilitate this in reality.
Learning from others catapults creativity and inspires innovation. Sure, you can learn by reading a book or googling answers, but there’s so much more to be gained by interacting with others. Diversification adds a spark that can’t be created artificially. But it’s not always about diversifying by culture and race, it’s inspiring to collaborate with people who have different specializations and interests.
We all know that PR is great for brand awareness, but it’s also great for link building and SEO. And the path to press coverage is open to anyone. Here are some suggestions for how to get your brand covered.
As my team and I took our seats in the Ellie Caulkins Opera House for the Denver Digital Summit, we commented on how nice it was to get out of the office and how today, the reality of “work” expects that we be producing and productive at all hours of the day all the time. As the keynote kicked off, I remarked on how, as American workers and businesses, we tend to ignore basic human needs. Like fatigue.
Online reviews sites are an essential channel for companies. Buyers research and learn about any (and almost every) product, before they reach out to the business directly. Here’s how to make sure that your brand is represented on review sites, so you are part of the consideration buying stage.
After selling HubSpot and advising so many clients on it, I was inspired to put pen to paper, and share what I’ve learned, to guide others who are thinking about or currently using HubSpot. There’s a lot of ground to cover, but to start, the first question I want to help you answer is how to know if HubSpot is right for you and your business.
Whether you’re a marketer or not, being able to clearly express your views, or your company's message, through writing is a skill worth developing. Every one of us is, in fact, a writer, so you better get used to it.
As a wine eCommerce platform, VineSpring stemmed out of the tight-knit beverage alcohol industry with a heavy reliance on word-of-mouth marketing. As they grew, so did their marketing needs. As a small and hardworking team, VineSpring didn’t have the capacity to or expertise to build out a multi-channel marketing strategy. Think Better offered the know-how and flexibility that they needed.
To embrace our team value to always be curious and think creatively, we started a book club. We are continually looking for new opportunities to learn and as a team of self-proclaimed bookworms, a bookclub was the natural way for us to continue to grow, learn, and explore.
I’ve been thinking and talking a lot about the current B2B buying process this year.
The B2B buying journey is longer and more complex than it’s ever been and sellers have less ability to influence customer decisions directly. Buyers collect information when they are looking for a new vendor, in all kinds of places and ways that aren’t owned by you, the seller.
Since search engine algorithms regularly change, it’s a good idea to regularly update your search engine optimization (SEO) tactics and keep your site current. What might have been successful for your site a few years ago could be irrelevant today.
Plus, SEO isn’t a one-time task, it’s an ongoing process and something you should be constantly thinking about as you add new content and update your site.
Your website is often the first impression a person gets of your business, and it needs to be a positive one. In just a few short seconds, you’ll need to encourage engagement, explain your product and its value, and make the path to convert clear and friction free. The best websites capture the attention of a prospect, no matter where they are in the buyer's journey, the moment they hit the homepage.
Content marketing — it’s definitely a buzzword and though the term may be overused, the concept shouldn’t be overlooked. At the heart of it, content marketers are recognizing that the buying journey has changed, and they are responding to those changes. Prospects don’t sit back and wait for companies and brands to tell them what they need. With the onslaught of information and access these days, they will tell us what they need and when they need it.
Last week I attended the Business of Software conference in Cambridge, England. BoS is a conference that takes place in both the US and the UK each year and draws software professionals with its promise of “bringing together the world’s smartest software entrepreneurs for learning, listening, and networking.”
As we enter Q2, do you have your marketing team in place to tackle the rest of the year? Job descriptions are important, and sure there are tactical things that your team needs to be able to accomplish, but we have found that the most critical elements to a successful hire lie within the person and not always the credentials.
What are the basics for B2B email marketing? We’ve listed our six best practices for you to use as a guideline, but don’t stop there. It’s going to take some testing on your end to figure out what’s perfect for your specific audience and industry.
I've been devouring podcasts lately and many of them are hosted and/or produced by inspiring women. Two of my favorites are Nora McInerny of Terrible Thanks for Asking and Hillary Kerr of Second Life. Let me explain why.
In honor of Women’s History Month (and a belated International Women’s Day) the Think Better team is reflecting on the women who inspire us. When I started to think about the women who inspire me, I was overwhelmed. I am inspired every single day by the incredible women that are out in the world.
The focus on “more leads” can be a trap that many B2B businesses fall into. The smaller budgets and business demands often create a culture of short-term priorities that over time degrade brand reputation. The primary focus on just acquiring more leads—which I find are often just thought of as email addresses—creates unattainable goals for marketing, feeds tension between marketing and sales, and sometimes incentivizes the wrong strategies.