Marketing Pilgrim's "B2B Marketing Channel"

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B2B: Too much emphasis on the deal, not enough on relationships

DatingGameB2B is a lot like dating. You find someone with similar interests, ask them to join you for coffee. You talk about yourself and you ask questions about them. You find out their desires and life goals and if all goes well you see each other again. And then the deal making process starts. I’ll cook you dinner if you take me to the movies. I’ll go to your cousin’s wedding if you go to Comic-con with me.

Forrester Research says that many B2B marketers need to brush up on their courting skills if they want to enter into a long-term relationship.

Business Marketing Association Chair Steve Liguori says,

Average LinkedIn pro spends 8 hours consuming work-related content

LinkedIn consumptionLinkedIn surveyed 2,700 members and asked them questions about content consumption. What they discovered is that on average, their members spend 1 full workday (or more accurately, 8 hours over the course of a week) consuming professionally relevant content.

As a percentage of all the content they consume, 41% is work-related, 30% is news and only 29% is entertainment based. What’s even more interesting is that 65% said they were consuming more professional content than ever before.

If you’re in the business-to-business business, are you posting content on LinkedIn? I think it’s one of the most underused social networking platforms so you might be missing out.

If you haven’t tried it yet, here are a few points to think about:

Linkedin key needs

Doing business outside the US? LinkedIn adds language tools to company pages

Globe in the Grass mE3JWMASixty-seven percent of LinkedIn’s 300 million users are located outside of the US and the site is available in 22 languages including Dutch, French, German, Indonesian, Italian, Korean, Japanese, Norwegian, Portuguese, Spanish, Swedish, and English (both British and US?).

I knew the site had a global audience but didn’t realize that it was such a large part of their business model. If global is part of your business model, you’ll like these new features LinkedIn just added to Company Pages.

First, is language preference targeting. When you post a company update, you can now target members based on their selected language.

Majority of Marketers Say They Don’t Have the Digital Tools They Need to Succeed

Top PrioritiesThe newly released 2014 Digital Trends report from Econsultancy and Adobe shows that both B2B and B2C marketers are making big changes in the way they reach out to their customers. Unfortunetly, only 23% of marketers believe they have the tools they need to succeed.

Marketers said they were concerned about social media curation tools that block business messages. Others worry that we’ve given customers too many ways to buy exactly what they want so competition keeps growing as customer loyalty fades. But the biggest is the speed at which digital marketing keeps changing.

Said one respondent,

“The creative use of technology coming through the generations [is a key trend]. The 40-year-old marketing director doesn’t have the understanding and natural intuitiveness of the digital natives and so can’t imagine what is coming next. The hyper-connected generation and all its baggage is fast on the horizon.”

5 Lessons from LinkedIn’s Top Company Pages

Linkedin Best OfAs we approach the end of the year, we always see lists of top this and best that for 2013. Today’s list comes from LinkedIn. It’s the “top” – meaning most inspiring and engaging company pages as voted on by LinkedIn members.

The 10 companies comes from a range of industries; 4 are tech related but still represent different aspects of the industry.  The biggest surprise is that only a few are strictly business to business companies. Let’s take a closer look at a few of them and see what we can learn from each of them.

Adobe gets high praise for proper segmentation. Rather than cram everything into their company home page, they created individual pages for their Marketing Cloud product and their Creative Cloud product. This way, they can customize the message to suit the needs of two different customers.

B2B Readers Want Their Print and Digital, Too!

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While consumers are slowing giving up their magazine subscriptions in favor of the web, people are still turning to print magazines for their business needs.

According to a survey by ABM, 96% of media users still read trade magazines to keep up on what’s happening in their industry. 45% said they read a print magazine at least weekly. Of course, the numbers for web users were even higher but 74% said they go back and forth between traditional print and digital media.

Above all, B2B readers are looking for practical information they can use to run their business and make buying decisions. In addition to print and the web, 93% said they read information provided by product manufacturers, 92% rely on e-newsletters and 80% turn to conferences and trade shows to help keep them up-to-date.

B2B CMO’s Future Reliant on Doing Things They Have Never Done Before

Change is a constant in the world of business. Whether you are a finance specialist who has to watch the changing tide of the law or a technology leader who has to try to stay ahead of the ‘latest and greatest’ most business people certainly have their work cut out for them.

One area that our readers can certainly relate to is the rapidly changing landscape of marketing. One could argue that the change has been the most intense for this discipline because it has been completely redefined. Rather than keeping pace with what’s new, marketers, especially at the C-level have had to adjust to the reinvention of the position. Many who sit at the top of the marketing food chain have climbed a burning rope to the top. All that means is that what it took to get to the top no longer applies. This is especially true in the B2B space.

A new study by Forrester makes this point

B2B Marketing's Role Changing

Nearly everyone polled agreed (or strongly agreed) that doing something it has never done before is going to be critical for success in the future. This should be a true wake-up call for the B2B CMO.

Other findings make this shift feel more like doom and gloom than change and adventure. Why? Because even with the need to do something differently CMO’s must