Buyer personas have been used for years to help marketers hone in on what causes purchasers to make positive buying decisions. They are basically character sketches that lay out your target prospect’s background, demographics, objections, challenges, hobbies, and interests. B2C buyer personas are relatively straightforward. What does your target prospect do for a living? How does he spend his time? What car does she drive? Where do they work? But, that is not the case for B2B.
B2B buyer personas are a tad more difficult. Now you have multiple people in charge of buying decisions, usually stakeholders or board members. So, how can you possibly create an accurate persona when you’re trying to nail down several different personalities, lifestyles, and habits? Continue reading
In my previous post, in an effort to clear up some of the confusion in the way new terms are being used in the industry, I discussed what Account-based Marketing (ABM) was all about. This time, I’ll attempt to define advocacy marketing.
Advocacy marketing generally describes the idea of promoting (advocating) a product or service, typically where people or brands act as a third party to encourage prospects to buy. The overarching aim is to create trust in your product and your brand, based on the principle that people tend to trust the opinions of those they perceive to be similar to themselves – or to be independent experts in a specific field. Advocacy marketing can be used both to acquire new customers and increase loyalty with existing ones. Continue reading
This second article of a two-part series discusses two of the four strategic pillars of building a B2B corporate website. In the first article, we looked at Strategy and Value Proposition. This time, we look at Brand and Offerings. Continue reading
How often do your colleagues complain about your company’s website? Like many website managers of B2B companies, you’ve probably had conversations with people who are reluctant to use it in their daily business. It could be that it doesn’t truly reflect the company today. Or maybe the content doesn’t support the negotiations salespeople have with customers and the conversations Executive Management have with key stakeholders.
But that’s not how it’s meant to be. At the very least, the website needs to support the business; at best, it should drive business opportunities. So how can you achieve that?
As with any marketing or communications initiative, website planning involves some level of strategic planning. But rather than being an academic exercise, it must be a targeted, pragmatic approach that aligns your online presence with the company’s strategy, brand, offerings and value propositions – what I’ll call the four strategic pillars of the B2B company website.
Long before even beginning to consider a website structure and content, these four strategic pillars need to be defined and documented. Don’t leave a strategic stone unturned until you’re sure. Not only will you save time creating and building your website, but you’ll be confident that you’re making good decisions about architecture, design, usability and content. Indeed, this strategic planning will be the foundation for the website’s success.
Standing in the center of the B2B marketing universe, you can be forgiven for having the distinct feeling that the job of the B2B marketer, already large and complex enough, is expanding at an alarming rate. Core skills and disciples, once easy enough to grasp and maintain, are moving further away from you at an accelerating rate, on their way, like the distant galaxies in Stephen Hawking’s famous Big Bang theory, to one day disappear completely from sight. Continue reading
Like all relationships between people, B2B relationships require trust and credibility to work.
In fact, we could liken a prospective B2B buyer to a sophisticated partner who is well-educated, has high expectations and is generally intolerant of mistakes. And like in all relationships, there are certain behaviours that strengthen bonds, and critical mistakes that turn people off.
Take your website, for example. In B2B, missteps can sow enough seeds of doubt in the minds of potential or existing customers to make them lose faith in your brand, question your professionalism, or simply click away from your site. Once you lose that credibility, it can be as hard to get back as convincing a cheated-on lover to trust you again. And the result of lost credibility? Lost sales.
So what can you do to make sure you hang onto B2B prospects?
Habits don’t form overnight — especially the good ones. Just think about how long it took you to start flossing your teeth every day (and chances are you’re not all the way there yet). For the average person, it takes about 66 days for a behavior to become habitual, and even then, that’s doing it daily.
You can imagine how difficult it can be to get in the habit of creating content. Yet the benefits of doing so are numerous. Companies that blog at least 11 times a month get almost three times the traffic as those that blog only once a month. Content also contributes to three times more leads than online advertising.
If that isn’t enough motivation to pick up a content habit, I don’t know what is. Here are seven steps to jumpstart your efforts: Continue reading
Are you confusing your customers with second-rate English? For example, did your company recently win a price? Are your people competent, and (by implication) not skilled? Are your writers to your webpage loosing you credibility with spelling misstakes, joiningwordstogether and split ting others, or not using all the write words – making the text that little bit to hard too read?
We all make mistakes sometimes. Especially if we’re writing in a second language. But if your organization has put blood, sweat and tears into creating an innovative product or service that stands head and shoulders above anything else on the market, doesn’t it deserve high-quality promotion? Shouldn’t messaging about what you stand for and what you offer be communicated clearly and professionally? Continue reading
Whether it’s your cup of tea or not, British comedian John Cleese owes a small part of his fame to the phrase: “Don’t mention the war”. And I’m reminded of that phrase every time I hear a B2B marketing or communication department agonizing over what should or shouldn’t be said in the public arena.
Recently, while visiting one of our customers in the UK, I saw a fascinating sign on a building next door to the customer’s own offices. I was struck by the boldness of the claim – particularly given how unimpressive the sign’s visual idea and execution was. The effect, in my mind, was to create something academics call cognitive dissonance. And that’s a certain something many B2B companies do all too often.