b2b marketing tactics

How do you automate the buyers journey in B2B marketing using social media?

In B2B marketing we can learn a lot from our consumer cousins. But there are some tactics that while working well for B2C, just don’t work in the complex sales environment of B2B. One such tactic is still being hotly debated; and that's social media. what is its role for B2B marketing and what is the best practice for social media? The general notion is that if you’re putting your business out there by Tweeting and using Facebook you can cross ‘social media’ off your to-do list. Climbing numbers fo ‘followers’, ‘friends’ and click-throughs are surely testament READ MORE ›

By Hugh Macfarlane|Tactics|

Inbound marketing adoption data: are you getting left behind?

Chris Fell, Managing Director of g2m Solutions, writes... The majority of B2B organisations are increasing marketing budgets for inbound marketing tactics: social media, virtual events and webinars, SEO and PPC. When considering outbound marketing tactics, such as telemarketing, direct mail and print advertising, the majority of B2B organisations are either not changing, or they're reducing budgets. The growing trend to use inbound marketing tactics is due to the cost-effective reputations of these marketing channels. Applying these with established Sales Funnel processes that include a lead-nurturing stage for non-sales-ready leads, and lead scoring methodologies to determine when a lead is ready to READ MORE ›

By Chris Fell|Strategy, Tactics|

Tactics need to progress, recycle and nurture

Hugh Macfarlane, Founder & CEO of align.me, writes... Marketers usually choose their tactics carefully. They will ask questions like "what will work for my audience?", and "what tactics can I execute well, allowing us to stand out from competitors?". But we don't often select tactics with a clear sense of the start to finish journey for the buyer - the "buyer's journey". If you've been following us for a while, you'll already know that the buyer's journey is central to our approach to B2B marketing. And you'll likely also know that we believe marketers need to choose READ MORE ›

By Hugh Macfarlane|B2B marketing blog, Tactics|