B2B Marketing Archives - Page 2 of 6 - Klaxon

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. How PESO makes sense in influencer marketing

The PESO model, which Dietrich developed, is a strategy that heralds the integration of paid, earned, shared, and owned media in order to deliver integrated marketing strategy, extend reach, and establish brands as leaders within their industry.

With content creation an industry standard and competition for influencer attention ever increasing, implementing an integrated paid, owned, earned, and shared content strategy is paramount. The key, though, is to treat each influencer campaign uniquely.

2. How do you create a data-driven culture in your marketing team?

Becoming a data-driven organisation doesn’t just rely on the right technology, structure and processes. The human element is key, and without the right skills, qualities and roles, any effort to be successful at data-driven marketing is destined to be a massive flop. The kinds of skills that support a data-driven philosophy are rich and varied.

‘The team needs to be technically savvy,’ says Jim Sterne, Founder of the Digital Analytics Association. “They don’t need to be technologists, but they do need to understand how the Internet functions at the bits-and-bytes level, so they can make the most of it at the human level. The team needs to understand how data is collected and where it may have weaknesses so they can make informed decisions about which numbers to trust and in which situations.”

3. 7 Reasons You’re Not Getting ROI From Your #Content

Content as a marketing strategy is reliable and cost-effective, but only if it generates high-quality leads. To succeed, you must not only create and promote content, but also analyse and optimise the content.

If you are uncertain what content creates the highest return-on-investment, you are most likely spending time and money creating content that does little – or could do more – to contribute towards reaching your online marketing goals. An immediate return-on-investment is rare and not without much anxiety. However, when content does take hold, the benefits can be quite rewarding. But you’ll only know that once you start to measure.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Only 23% of staff think marketing should lead digital strategy

In the fields of strategic management, marketing strategy and business strategy, digital strategy is the process of specifying an organisation’s vision, goals, opportunities and related activities in order to maximise the business benefits of digital initiatives to the organisation

According to digital agency Omobono’s recent report, less than a quarter of professionals working outside of the marketing function think the department should lead their company’s digital agenda, despite most marketers contrary thoughts. The disconnection between the rest of the business and marketing highlights the obstacles of erecting an integrated digital strategy in companies without a clear leader in place to manage it. Contrary to this, marketing more than any other function, understands the huge importance of a digital strategy with most (94 per cent) saying its “important” and more than half (56 per cent) saying its “crucial”.

2. How to generate leads from small B2B audiences in a niche market

A niche market is the subset of the market on which a specific product is focused. The market niche defines the product features aimed at satisfying specific market needs, as well as the price range, production quality and the demographics that is intended to impact. It is also a small market segment. Taking the lead within a niche B2B market generally minimises competition, reduces price pressure and the ‘me too mentality’ brings a supplier closer to their customers and increases their loyalty.

  • But why do so few companies make a success of niche marketing?
  • What are the challenges associated with lead generation?
  • What is the best combination of marketing tactics to achieve success?

3. What are the main challenges facing the programmatic industry at the moment?

The term programmatic encompasses an array of technologies that automate the buying, placement, and optimisation of media inventory, in turn replacing human-based methods. In this process, supply and demand partners utilise automated systems and business rules to place advertisements in electronically targeted media inventory. It has been suggested that the programmatic industry is a fast-growing phenomenon in the global media and advertising industry.

Industry insiders detail how the programmatic industry is changing and what agencies and brands need to look for on this shifting landscape.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. ‘If I left my agency what could I take with me?’ Nestlé Gawain Owen on Data Ownership in Programmatic Advertising

Nestlé has detailed an advanced programmatic road map, which will see it push for its own data management platform and programmatic technology. Digital lead Gawain Owen explains why his biggest question when it comes to working with agencies is “if I leave tomorrow what could I take with me?”

Programmatic trading has attracted controversy since the outset. To date it has been the domain of agency networks, tech giants such as Google, and numerous independent tech vendors all scrambling for space. Yet the majority of brands have remained unconfident of the area – held back by a lack of understanding of the technology and how it can benefit their business. Until now. The contrast in today’s digital landscape is vast.

2. Competing with Content Marketing

Content marketing refers to any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.

In this infographic, Smart Insights highlight a process to help your business grow using Content Marketing, which many believe should be at the heart of your digital marketing strategy throughout 2015. Review or benchmark how well you compete with your content marketing, by following each step in the infographic.

3. Avoid the Bermuda Triangle of Marketing Leads

When it comes to marketing, understanding the buyer’s journey is crucial, but guiding the lead journey can be arguably just as important. Often leads get stuck in the sales funnel or even completely lost. This is an important consideration where marketing data can assist. There is no shortage of intelligent and engaging marketing campaigns out there generating leads, but how can you maximise the likelihood that the leads will turn into actual sales? Similarly in the Bermuda Triangle, leads are continuing to disappear under mysterious circumstances.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Why marketers and media buyers need to start acquiring audiences, not ad space

‘Can we plug-in to your platform?’ ‘Can we have your data?’ are the most common questions Agency Trading Desk (ATD) employees ask ad tech companies. Some of you may remember when agencies were saying, ‘not another ad network!’ perhaps they will soon be saying, ‘not another plug-in!’

The way we purchase digital media has evolved significantly since 2008, exploding to new horizons with the multitude of technologies available to us.

2. TV production firms attack BBC over unfair competition

PACT, the trade body representing Britain’s independent production industry, has laid into plans by the BBC to compete directly for commissions – accusing the broadcaster of benefitting from illegal state aid.

BBC director general Tony Hall intends to go head to head with the UK private sector, including the makers of Sherlock and Downton Abbey, as well as take on internet services such as Amazon and Netflix.

3. Ten Ways Cross-Channel Marketing Is Not Rocket Science

We all know the world is changing. Marketing is changing. The traditional model, which saw the customer path as a linear funnel, is broken. Today, customers follow whatever path they want, and you’re expected to reach out to them on their terms. And its more than simply blasting them with messages through every channel you can find. Your customers expect you to be there when they want you and to back off when they don’t.

You need a way to succeed in this evolving market place to give customers what the experience they deserve. You need cross-channel marketing.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. The Algorithms of Today’s Programmatic World Mean Winning the Attention of the Consumer Has Become a Precise Science

From the appearance of your name on a bottle of Coke or jar of Nutella to targeted e-mails and in-store offers based on your buying history, through to native advertising tailored to reflect your interests – personalisation is on the rise. Frequently it makes all the difference between marketing success and failure.

While there is still an important role for mass media campaigns, it stands to reason that, assuming it is done well, personalised marketing has a far higher chance of hitting home. With so many brands shouting for attention, those that shout the consumer’s name are most likely to be heard amid the hubbub. Indeed, if they know your name and what interests you, they probably don’t need to shout at all.

2. 6 Data Backed Lessons for Content Marketers in Europe

Content marketing is nothing new to marketers all over the world. Many of us know it’s the fuel that drives many of the key inbound marketing techniques across web, search, social, and email marketing. But because content has become a well-established part of global companies’ overall marketing strategies, the online content space is becoming more and more competitive.

To get ahead and stand out, the key is knowing where in your content strategy to invest. The question is, how? And how can you tell whether you’re behind the curve or on the cutting edge of the content game?

3. Which Do You Need Most, Social Presence or Influence? Check out this hierarchy of needs

Quite often, we use the same terms when we talk about social media interaction as we do about communicating in-person: talking “social media faux pas” and “etiquette,” comparing conversion leads to first dates and talking about “wooing” customers. Despite all this, sometimes we forget the “social” part of social media—the fact that behind all those profiles are real people, with behaviours that can often be explained by psychology concepts.

For example, take Maslow’s hierarchy of needs. Over the years, Maslow’s pyramid has been adapted to many different environments.over the past decade, social media has evolved into a complex system with multiple kinds of relationships to manage, many of which follow certain hierarchies. We decided to give it a try ourselves, and imagine how Maslow’s hierarchy of needs could help a social media manager win their followers’ hearts.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. 5 things content marketers can learn from list headlines via Doug Kessler

We’ve all said it: “List headlines are lazy, boring and formulaic.” But list headlines also work. Ridiculously well.

But here’s the thing: what’s important for content marketers to learn is not the fact that list headlines work but the reason they work. In this post Doug Kessler discusses what it is about the number-based headline that people love so much and why listicles get 37-72% more traffic than number-free headlines.

2. How to use the power of the 70:20:10 model work to prioritise your digital marketing

With new marketing tools and techniques available to us almost daily, it can be difficult to know where to prioritise your marketing activities to get the most ‘bang for buck’.

As marketers we need to be agile through reacting to new developments, but at the same time, we need to avoid being ‘technology magpies’ following seductive, shiny new tools. This is where the 70:20:10 rule can help, it’s a simple device which helps us think through the process of how we can organise the time and budget we put into different marketing activities.

3. Companies urged to prepare themselves as latest EU data law proposals threaten digital marketing industry

Businesses are put on red alert as an update in the most recent EU data law reform draft proposals have come to light, revealing measures which, should passed, could hinder big data strategies and bread-and-butter marketing activity such as prospecting, segmentation and tracking data.

Earliest implementation will be at the end of 2017 to the start of 2018, but don’t think that’s a long way off – some of the changes are quite fundamental and preliminary work should start now.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Sow the seeds of good data and harvest later

A building without an architect is likely to be a unique but unstructured and difficult to navigate mess. The same can be said of a dataset without a data architect, or sufficient forethought as to what you would like to achieve from your data collection endeavours. The online world is becoming every-increasingly complex, thus there needs to be sufficient initial thought as to how you organise the data you collect to facilitate insight that can be proactively acted upon.

2. Pizza Hut to adapt marketing strategy to balance appeal between millennials and mainstream customers

62%  of millennials say that if a brand engages with them on social networks, they are more likely to become a loyal customer. This startling statistic by Forbes proves how vital a digital presence can be for companies trying to reach the millennial generation. Simultaneously striking a balance between appealing to millennials and mainstream consumers is another vital challenge many organisations of today need to overcome. Pizza Hut parent company Yum! Brands look to tweak its marketing strategy for the brand in the US to strike this exact balance. 

3. 6 lessons on compelling B2B content marketing from Fuji Xerox and Dell

While the B2B sector rarely has the opportunity of working with the kind of emotional marketing strategies which the B2C sector tends to use (think of Dove’s Beauty Sketches), B2B strategies can be equally engaging. Rupali Shah, digital marketing lead for Asia Pacific at Fuji Xerox, spoke on the brand’s content marketing strategies at Marketing’s Content 360 conference, and defined the goals of B2B content marketing. With this in mind, several effective strategies for B2B content marketing are outlined.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Businesses Failing on Internal Marketing

Whilst companies may spend small fortunes on their marketing budgets promoting themselves externally to customers, it seems many are failing to market themselves properly to their own employees.

The results of a new survey from marketing and sales messaging, tools and training company Corporate Visions, showed that 70% of more than 500 B2B marketing and sales professionals polled worldwide do not follow a clearly-defined message development process within their organisation. Perhaps more shocking however was that 11% claimed they weren’t sure what their company does at all.

2. How to Psychologically Interpret Website Analytics

Web analytics can be extremely useful, but the data can also be a curse. Indeed, online we now live in a world swimming with data, so much so we have to call it “big data”. The problem with big data is it needs big analysis. The more analytics you collect, the more time it takes to wade through the reports and try to work out what is happening with your website. 

Google Analytics, for instance, has 103 standard reports you can look at. That’s before you start adding your own specific requirements and comparisons. In addition, there is a problem with all of these reports; none of them tell you “why” a visitor did what they did. All that analytics data can show you is an historical picture of what happened. This is a real problem in marketing because the crucial piece of information you need to know is “why” someone does whatever it is they do on your website. Only by knowing “why”, instead of “what”, can you improve your website to match user intentions, emotions and desires.

3. Why Your Marketing Content is an Asset, Not a Cost

Basic accounting rules require marketing costs to be listed as expenses on a company’s P&L. However, today’s marketers and smart executives consider marketing an investment in driving revenue rather than a cost. This is where an overall mind shift is needed. Marketing needs to be considered an investment, and your content an asset.

We invest in technology, equipment and people to grow our businesses without hesitation. So, why wouldn’t we do the same with our content? It’s time to finally categorize content as an asset and treat it like you would any other company asset. After all, your brand, unlike a building or inventory, never depreciates. Your brand is your greatest asset, and your content tells the story of your brand.

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

This Week’s Most Popular News Stories

See below for this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. Five Tips on How SEO and Link Building Combined with PR Can Develop an Enhanced Digital Marketing Strategy

Over the years traditional PR has made way for online PR due to the advances and importance of all things digital, and this itself has become a hybrid of PR, digital marketing and advertising. PR as part of any firm’s engagement and marketing plan cannot be obsolete; we are humans and interaction is what makes the business world go round.

Thankfully, there are so many tools available today, which enrich the PR world and perfectly compliment a digital marketing strategy, particularly link building.

2. Why Marketing Automation Needs Permission Marketing

Even if you’ve never heard the term before, chances are you’ve experienced permission marketing. Ever subscribe to a company’s blog to receive notifications when they publish new posts? That’s permission marketing.

For some marketers, this whole concept feels foreign. They’re used to buying lists and watching their sales team make cold calls to generate leads and close customers. And at the same time, more and more marketers are looking to purchase software to automate their marketing. The truth is you can’t have both. If marketers want to buy and successfully use marketing automation software, they’re going to need to embrace permission marketing.

3. Mobile ad spend increased 122% in the past year and will account for more than 50% of ad spend by 2016

Given the growing use of smartphones it’s probably no surprise that marketers expenditure on mobile marketing spend will continue to rise over the next 4 years. So many businesses are clearly embracing these advertising opportunities to connect with new and existing customers in this way.

New research from EMarketer shows the recent growth and forward to 2019. Mobile ad spend is due to increase by 60% this year and will reach a ‘tipping point’ in 2016 when mobile ad spend exceeds spend on desktop ad formats begging the question ‘How much of our investment in communications is aimed at reaching consumers on mobile devices?

If you have any questions, want to suggest a post, or are interested in how Klaxon can support your business, you can contact me here, via twitter @lauren_klaxon, or in the comments below.

How to Engage Millennials with Content Marketing

Did you know that by the year 2020 millennials will control more than $1.4 trillion in spending power?

Millennials – who are they?

The generation born between 1983 and 2000 – commonly known as Millennials. They represent approximately a third of the total population and wield enormous spending power and even greater social influence. Millennials are digitally savvy. Computers, mobile devices and tablets are a part of their lives and mobile technology is essential. In fact, Millennials have access to an average of 7 devices each and regularly visit five different sites to watch video online.

When it comes to targeting millennials, marketers may need to rethink their content marketing strategy.

So, how exactly do you reach them?

The answer is close to home: the millennials themselves are constantly producing content for their peers to consume and share. So the trick for advertisers is to harness some of the ingenuity that millennials possess when it comes to creating engaging online content.

Some are doing this by ‘buddying up’ with successful You Tube vloggers. For example Zoella, the 24 year old online sensation. Zoella has brands falling over themselves to pay her for a product plug.

However, online partnerships are not the only way millennials are helping brands to tune in to the youth of today. Brands should engage millennials on a human level, with creative to help millennials get a sense of escape, discover things they didn’t know and achieve their aspirations. These are all things millennials desire from the content they consume and share.

One of the most effective ways to harness some of the ingenuity that millennials possess is to allow the audience to become co-creators of the actual content.

Co-Creators

A key to successful co-creating is allowing the audience to feel part of the campaign while retaining some control. This isn’t necessarily for the faint hearted: it requires bravery to put faith in voices beyond the office walls.

But by giving millennials the opportunity to co-create, you are encouraging brand loyalty. When millennials’ see their input actually matters, this encourages continued engagement.

At this year’s SXSW, Oreo co-branded to good effect by turning tweets into treats. Festival-goers, many of whom were millennials, were able to create personalised cookies based on trending Twitter topics and with the use of a 3D printer. The concept went viral with long queues to take part.

Millennials can prove to be one of your most willing sources of ideas.

Digital Natives

Brands and millennials share a common goal – they both just want to be heard. The fact that millennials are digital natives, who really understand the social landscape and hold real power as online content creators, makes them an obvious choice in helping to create content that will achieve cut-through.

Millennials are natural content marketers. Why? Because digital and social media are not an add-on, they are integral to how they live their lives and how they identify with the world around them. This means, they can develop content with ‘reach’ and ‘engagement’ brands and marketers can only envy.

One day, these millennials will be the next breed of marketers and brand managers. Once this happens, online content marketing will come into its own. In the meantime, we should try and understand how we can effectively find our audiences and deliver original content that accurately represents what our brands have to say.

Why not register now for our techmap Meetup, due to be held on Monday 27th April where we’ll discuss this topic in more detail. Let’s get to grips with content marketing.