Salesforce revs up Pardot with two new B2B marketing-automation tools. It’s coming up on two years since Salesforce acquired Pardot, and on Thursday the company enriched its resulting Sales Cloud B2B marketing-automation product with two new key capabilities.
Intelligent Engagement Studio, for instance, offers granular targeting, testing and reporting capabilities designed to help marketers and sales teams connect with prospects in new ways. For example, the new feature enables adaptive lead-nurturing campaigns that evolve based on more than 100 triggers. Previously, B2B marketers could see only basic behavioral data such as the rates at which prospects opened their emails; sales-stage data from their CRM systems was not integrated with it. Now, with Intelligent Engagement Studio, marketers can act on the combination of those data points. So, when someone advances to a new sales stage and also views a specific piece of content, Intelligent Engagement Studio will analyze those data points to proactively route the prospect to a new lead-nurturing path.
5 Steps for Kickstarting Your Online B2B Sales Operation. If you’ve been down the road of launching a new B2B web service, you know there’s no silver bullet or quick path to success.
Building and monetizing a sales machine for a new business involves lots of hard work, learning, and iteration. But whether you’re starting from scratch or already a ways down the road, here are five steps to help you kickstart your operation. Step 1: Figure out what metric your target audience is really willing to pay for. If you’re looking to drive revenue, the key is figuring out what your customers are actually willing to pay for. Is it a specific feature set? Step 2: Engage your users consistently to understand the value they get from your service. Regardless of what you thought you were building your product for, only once you get it into the hands of real users will you understand how they internalize and articulate the value. Step 3: Create awareness of your market and value proposition. 5 Ways to Master Influencer Outreach with B2B Social Media. Influencers have long been part of marketing, but they are a key element of social media marketing for B2B companies and need to be part of your outreach process.
An influencer is not just someone with a large Twitter following, but someone who can influence someone to take an action. In social media, those actions can be to click on a link, share a post or sign-up for a product demo. You can break your program down into the following 5 steps: 1. Breaking the Boring Barrier of B2B Social Media. There’s a great line in Donny Deutsch’s memoir Often Wrong, Never in Doubt where he goes on a tirade about the shallowness of the advertising industry who, prior to the ’90s, turned their nose up at pharmaceutical advertising.
“Where does it say that only running shoes and beer ads can be sexy?” This paradigm is also at play in the world of social media — specifically as a stigma impacting B2B social. While stylish B2C brands like Nike, Starbucks, and Ford often nab headlines and case studies, many in the B2B world are doing great things with social media too. The Death Of The “How To” Article. This is a guest post by Tommy Walker, host of Inside The Mind.
The “How To” article is suffocating the blogosphere. One look at Google explains why: “How To” returns nearly 13 BILLION results. In the past hour Google reports 55,100 results & Twitter shows “How to” updating at nearly 200 results/minute. “How to” has saturated the internet. The Dark Side of Content Marketing - Aren't you THE Tom Webster? Social Media Marketing for B2B Companies. Can social media work for B2B Marketing. Social media can turn you into a business-to-business (B2B) marketing superstar by cutting your costs, increasing your leads and helping you earn a measurable return on your marketing investment (ROI).
Nearly three of four CEOs mistakenly believe that marketing executives cannot verify the correlation between their activities and their firms’ bottom lines – but with social media, you can. This disruptive technology constitutes a “revolution in which creativity and analytical thinking collide.” To build a strong advantage, step up and join the revolt – but only if social media communication is appropriate for your firm. These channels don’t fit every commercial enterprise. For example, if you serve five customers or fewer, just communicate with them directly and focus on face-to-face contact.
In traditional marketing, you rent your prospects’ attention by buying ads. 5 Advantages in B2B Social Media Monitoring. B2B Online Community Tips for Online Marketers. This week at the PRSA Digital Impact Conference Vanessa DiMauro, CEO of Leader Networks talked to attendees about the benefits of online communities as part of a B2B social media strategy.
According to DiMauro, nearly 2/3 of organizations surveyed are engaged in private, online communities hosted by companies that sell them computer hardware, software or services. The average visit in an online B2B community is 10 minutes, with 1 visit every 5-7 days. What B2B organization wouldn’t want roughly 40 minutes of time per month with members to help solve problems, learn how they are using tools and what topics they are most interested in? Building an online community gives organizations an opportunity to strategically connect with its audience in meaningful and sometimes deeper ways through private interactions.
Many companies continue to respond chaotically to social chatter. Part of that muddle is due to baseline measurement such as number of fans/followers. Those where customers are: 2. 3. 1. Social Media Marketing Success for B2B Marketers. There are many misconceptions regarding social media among B2B marketers.
Among the most common is from people who feel that social, while interesting, is best suited for B2C brands. Fact is, there are many B2B companies using social media to great effect today- not only for relationship building, but to drive bottom-line sales. The simple question to answer is, how? After deconstructing dozens of best practices, we identified three recurring strategies that can lead to success for B2B marketers: Example- visualize your B2B services partnership... 7 B2B Companies to Admire for Exceptional Visual Content. Confession time: As a B2B inbound marketer, I sometimes get jealous of our B2C inbound marketing brethren.
It feels like they have it so easy, particularly when it comes to visual content. For them, creating visual content can sometimes be as simple and effective as snapping a photo of their product and adding an Instagram filter. For us B2B folks, on the other hand, visual content can pose much more of a challenge. B2B products don't tend to be inherently visual, so in order to ride the wave of visual content popularity, we usually have to go the extra mile and think outside the box.