To drive improved revenue performance means providing buyers with what they need, when they want it, in their preferred channels. Do you have the insights to respond to what buyers want, to understand why they need specific types of information from you, and when? If not, you’re likely to waste money on content marketing.
Tagged as:
B2B marketing,
buyer personas,
buyer's journey
LinkedIn aspires to be for businesses what FaceBook is for consumers: the go-to social media connector for B2B marketing. Until recently LinkedIn’s primary benefit for organizations was employee recruitment. Now LinkedIn has launched a beta level service that lets companies promote their products and services, and show customer recommendations for each product or service. This […]
Tagged as:
B2B marketing,
LinkedIn
Businesses can stumble badly in their financial projections if they over-estimate customer adoption rates. And if you work in product marketing or sales environments where everyone must “drink the Kool-Aid,” you’re potentially at risk, especially in B2B markets.
In consumer markets, where the decision maker and the end-user are often the same person, motivational issues are less likely to affect post-sale adoption rates (unless the product is a “lemon”). Here’s why.
Tagged as:
B2B marketing,
experience design,
forecasting,
product adoption
Revised on June 4, 2010
Razorfish has published the results of a survey and analysis they did jointly with TNS Cymfony. In their report entitled Fluent, they explored the links between brand affinity, purchase decisions, and the impact of people and social networks at different stages of the consumer buying cycle. This post describes the types of social influencers, and looks at the implications of Razorfish’s proposed social media metric for B2B marketers.
Tagged as:
B2B marketing,
social influence marketing,
word of mouth
