B2B Marketing Archives - Page 3 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. By 2020 millennials will control more than $1.4 trillion in spending power. But how do we, as marketers reach them?

Did you know that by the year 2020 millennials will control more than $1.4 trillion in spending power? So how do you reach them? Almost two-thirds (62 percent) of millennials say that online content makes them feel more connected to a brand, but only 32 percent find today’s brand communications helpful. So you have to try a little harder.

2. Are Your Inbound Marketing Client Engagements “Pulsing”?

Inbound marketing is still a new methodology. Yes, there are more people practicing it than ever before, but it’s new territory in many ways. One of the most interesting aspects of inbound is that there’s a pulse, heartbeat, or rhythm to an inbound engagement. When you’re active with over 40 inbound clients, you see patterns and trends that provide you insights into what needs to be improved over time.

3. 8 Brands Using the Collaborative Economy to Market Themselves

It pays to share, as the crowd shares your brand for you. Marketers first adopted the internet and then social media. The next digital phase is the Collaborative Economy. What’s that? If you’ve heard of Airbnb, Uber, Lyft, Kickstarter, Indiegogo, and the Maker Movement, this is the Collaborative Economy.

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.

Instilling a Content Culture to Overcome Content Spam

Content marketing has been every marketer’s favourite topic over the last couple of years.

To gauge the state of content marketing today, you don’t have to look much further than TwitterNearly three-quarters of Fortune 500 companies have active Twitter accounts where they share curated and greenfield content. The social network has become a very popular way to build relationships, serve customers and share industry news.

But that popularity means Twitter has become inundated with the same stories from the same sources. Businesses have a difficult time sharing original content that prospects haven’t seen elsewhere. Twitter has simply become an echo chamber.

Sharing relevant content is critical to growing an audience, but that content has to be original to gain any form of traction. With 95 percent of today’s B2B businesses using some form of content marketing, sharing original content is harder than its ever been before.

Content Marketing Spam

The consequence of all the sharing and re-sharing is the creation of content marketing SPAM and content marketing saturation means just one thing: “content shock”.

Companies often don’t have the resources to create enough pieces of original content during the course of a day, so the majority turn to content curation, where they identify relevant content to share with their audience through social channels. We, as marketers believe that we are producing ever-greater volumes of content to satisfy our customers’ need for information.

The sad fact is we produce so much more content than our audiences could ever possibly consume; be this in the form of blog posts, white papers, infographics, videos, podcasts… the list goes on and on and on.

There was a time when you could achieve some cut through by simply sharing something of value. But that’s no longer the case. In the ever-competitive content marketing landscape, we all have to work harder to eek out some value from our creative output.

Is B2B content marketing therefore going the same way as banner ads and email marketing, and becoming the new spam? Perhaps.

So How Do We Overcome Content SPAM?

The content avalanche. Content tipping point. Content saturation. Whatever you call it, there is concern among B2B marketers that content marketing is being abused and may cease to be effective. Many organisations view content marketing as a successor to traditional SEO and so “content spamming” is becoming the new norm for some.

SEO is critical to creation, optimisation, distribution and success of content. But, that does not necessarily mean SEO should define your content strategy.

Instilling a Content Culture

Switched on organisations build strong content culture. Without a culture of content businesses produce hectic and reactive content that will fall short of the mark – aims and objectives wise. Altimeter recently published a white-paper on this topic and defines a culture of content as:

“A culture of content exists when the importance of content is evangelised enterprise-wide, creation and creativity are encouraged, and content flows up and downstream, as well as across various divisions.”

Setting the right culture of content will help align SEO and content marketing initiatives and move you beyond the SPAM trap.

From strong content culture comes process. Implementing process ensures that content hits all your organisation goals. Process is where strategy and tactics align and is where multiple content strategies and SEO tactics can be set.

It is important to understand the different types of content that your organisation requires, and that you have the correct processes in place for the efficient production of this content. It is paramount you make your audience the primary focus, align your content to your marketing funnels accordingly.

Every piece of content should carry a purpose beyond SEO. Own your content and don’t be a content marketer spammer!

We often see companies struggling to cope with “content shock”, and whilst we develop strategies to support this, our event, techmap is a great opportunity to hear from three expert speakers who sure do know there stuff in the content marketing space.

Our speakers include,

Why not register now for our techmap Meetup, due to be held on Monday 27th April. Let’s get to grips with the content marketing deluge.

Feel free to leave a question in the comments below.

This Week’s Most Popular News Stories

The Easter Weekend is nearly upon us, which means its time for a round-up of this week’s top news stories on B2B marketing as voted for by our followers on Twitter.

1. 5 Reasons User Experience Is More Important in 2015 Than Ever Before

In 2014, Google and Facebook cracked the whip on page-view practices such as blackhat SEO tactics and click-bait headlines in order to increase the quality of information users see on these platforms. With the focus of two Silicon Valley giants shifting to user experience, others are sure to follow suit in 2015. Digital marketers need to be armed with knowledge to take on these changes.

2. The Case for Content Marketing – Why today’s Mad Men need to embrace the art of storytelling

In this increasing wired, interconnected world, it’s easy to get hung up on delivery, process and technology, and to miss what really engages people – that indefinable thing that is called, for want of a better word, ‘content’. Content is the stuff that makes up a marketing message, the thing that prompts people to act, change their behaviour or embrace a brand or service. It’s by far the most important component of marketing, and in many ways the most underrated.

3. Doug Kessler: Mastering Tone of Voice in Content Marketing

Doug Kessler once said, “tone of voice can make your message 10 times, maybe even a hundred times more convincing.” He goes on to define tone of voice in content marketing, “its how you say what you say, so if you remove all the content part of it – the ‘what’ you are trying to cram down people’s earholes, your left with the ‘how’, and this is what we want to talk about.”  Doug was at TFM&A 2015 to present his keynote on mastering tone of voice. If you missed out on his presentation or simply need another fix, the session was recorded, so watch it here.

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. App Wars: Twitter Launches Periscope, a Meerkat Rival

It’s been a huge two weeks for live streaming. First, the launch and success of Meerkat, an app that fed on Twitter’s user base; Meerkat went viral and had over 120,000 signups. Media outlets, tech fans, social media ninjas, and marketers all commented on the new app and its projected future. Then, in a power move, Twitter cut off Meerkat’s access to its “social graph.” Then yesterday, Twitter’s Periscope app hit the Apple store. To put it gently, the app has many things that Meerkat only “hints” at having in the future.

2. Challenges and opportunities shaping the technology marketing landscape

The recent B2B Marketing InTech event brought together leading technology marketers and brands from around the UK to discuss the challenges and opportunities currently shaping the tech marketing landscape. Collected here are some of the day’s key takeaways and soundbites…

3. Referrals Fuel Highest B2B Conversion Rates

Unlike many marketing channels, referrals have a steady influence throughout the business-to-business (B2B) sales pipeline, especially when it comes to closing the deal, according to October 2014 research by Implisit. Among nearly 500 US-based Implisit clients, who all used Salesforce.com as their CRM system, 3.63% of leads generated from customer and employee referrals resulted in a sale.

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.

techmap: Overcoming Content Shock

techmap

Save the date: April 27th.

The content revolution is on!

The next techmap Meetup has landed. In the second of a new series of techmap events we will be discussing all things content marketing related.

We are producing ever-greater volumes of content to satisfy our customers’ need for information. At least that’s what many marketers believe. The sad fact is we produce far more content than our audiences could ever possibly consume; blog posts, white papers, infographics, videos, podcasts… and the list goes on and on and on… Too much content means just one thing: “content shock.”

A little teaser for you.. Gareth Case from Xchanging will be throwing himself into the conversation as he makes up part of our speaking panel. Further speakers to be announced shortly so keep those eyes peeled and ears open!

Registration is now open, so why wait? Register now and make sure you have reserved a place for an evening of content natter. Its going to be good ‘un!

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. Sky’s marketing chief: ‘Customers should feel served, not stalked’

Personalisation helps businesses to build better relationships with customers, but it will turn them away if it feels invasive. There are lots of ways to personalise something. The best businesses cottoned on to the benefits of personalisation years ago as a way to build better relationships with regular customers. But the explosion of new technology has turned it into a whole new ball game – and now everyone’s playing.

2. Is the Tinderisation of marketing upon us?

As millennials eagerly swipe away on their phones, it seems that many brands have had their interest piqued by the new technology. But is it worth an investment?

Time is a precious commodity, especially to millennials. With short attention spans, apps that have “swipe right to like” technology like Tinder are proving increasingly popular. Consider these: DailyMail promises to give you a new batch of articles and posts tailored to your taste. Users can then swipe right for content they love and left for what they’d rather skip. But will this technology be more than a driver of buzz? Will marketers swipe left or right?

3. Customers more likely to hit delete button than ever

Marketers who fail to use customer data properly risk finding themselves “at the mercy of the delete button”, according to new survey from the Aimia Institute.

As part of a survey of more than 10,000 consumers in the UK, France, Canada, USA and India the Aimia Institute explored how consumers are coping with the new world of data-centric marketing and how they felt about how and what types of brand communications they were receiving. It showed that consumers were increasingly being unforgiving in their response to what they feel are overwhelming and irrelevant levels of communication from brands.

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. Vodafone brand chief: ‘The broadcast era of marketing was an aberration’

The days of pushing out marketing messages to a passive consumer are over, according to Vodafone’s most senior marketer, and marketers will now need to embrace a complex array of channels to bring a brand to market. Vodafone’s outgoing director of brand marketing, Daryl Fielding, said the one-to-many broadcast model currently seen as the norm was, in fact, an anomaly in the wider history of marketing.

2. Macmillan’s Hilary Cross talks about honesty and social media

As ever more of us are affected by cancer, Macmillan marketing director Hilary Cross hopes her campaigns will encourage everyone to pull together, even if that means borrowing ideas. When Macmillan Cancer Support rebranded in 2006, no one had heard of it. Brand awareness hovered around six per cent, with too many assuming the charity only provided nurses and end-of-life care. Nine years on and brand awareness has risen to 29 per cent.

3. How we got to #2 most popular inbound marketing blog in the UK; Dave Chaffey from SmartInsights share their top tips

Hubspot have just launched a new Inbound marketing ranking tool: InboundRank . It enables you to submit the URL of your marketing blog, and generate a ranking for your blog based on several parameters including inbound traffic, domain authority and average social shares. I wanted to go into a bit more detail on our blog on what seems to have worked for us, the pitfalls we tried to avoid and what could work for you. It’s great to see we’re well up there in the Hubspot benchmark of top marketing blogs.

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. Closing the gap between traditional and data-driven marketing

Marketing has always enjoyed some form of measurement. Still, the migration of marketing services to the Internet and the explosive growth of available analytical insights has fundamentally changed how we run marketing campaigns. But somewhere in that transition, a gap formed between traditional and data-driven marketing.

2. Half of B2B marketers expect their marketing budgets to increase this year, but where will the money be spent?

Nearly half of business-to-business (B2B) marketers worldwide expect their marketing budgets to increase this year, while just 17% say they’ll decrease. That’s according to ITSMA polling conducted in February 2015, which found that overall, budgets were expected to increase 4.4%.

3. Has context pushed historical insights into marketing data obscurity?

Historical data has always been one of the most important ingredients for any digital marketing campaign, but in the age of the customer does it still hold the same importance it once did? Marketing Tech spoke to several firms at the recent TFM&A event in London and it appears that 2015 might not only be the year of the customer, but also the year where company’s move away from the data land-grab strategy of old.

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, on 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. Is Your Content Marketing SMART Enough?

While content marketing has had significant trend growth across 2014, it’s still an area that baffles over half of UK Marketers … And while B2B Marketers everywhere generally still see ‘measuring content’ as one of their biggest challenges, more and more of us are coming up with well-documented strategies to smash those business goals … Creating content that is relevant, adds value and is SMART, is the sure-fire way to B2B lead generation success.

2. UK Native Guidelines Make Transparency a Must For Brands

Native advertising has rapidly become a popular way of getting sponsored brand messages in or close to editorial content. It’s also become one of the most controversial. When the UK IAB launched transparency guidelines for the channel this week it quoted native as accounting for just over a fifth of the billion pounds that were spent on digital display in Britain in the first half of 2014.

3. Facebook’s New Patent Allows Marketing to be the Most Influential

Trying to distinguish the influencers and experts among a sea of social media content consumers has always been tough, but the fact that Facebook has now patented a new way of doing it is likely to mean big change for the digital marketing industry. The patent – entitled ‘Identify experts and influencers in a social network’ was granted this week, four years after first being submitted by Facebook ads boss Andrew Bosworth in 2011.

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, on 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. Quick wins for Internet #marketing?

5 areas to invest in, to improve your online audience engagement. Never in the history of marketing have methods changed so rapidly; the fluid nature of the Internet requires constant innovation and flexibility. While 2015 will bring plenty of changes in the coming months, there are a number of things you can do now to maximise your success using some available tools.

2. When you set out on a content marketing journey, it helps to set your key KPIs at the outset. Learn what you need…

When you set out on a content marketing journey, it helps to set your key KPIs at the outset. The first question you should yourself is: “What are we trying to accomplish?” This will help you to think through an effective content marketing strategy in the first place. After all, as the old saying goes, ‘what gets measured gets done’.

3. How #Analytics is Changing People #Management

Employers have been using analytics for some time now to understand what makes their staff tick – using metrics such as staff engagement to understand what drives productivity and innovation in the workplace. The Big Data revolution has accelerated this practice as well as taken it in new directions – companies now have more data than ever on their employees, and more tools and technology with which to analyse this data.