The anatomy of a B2B marketing strategy is far different from consumer brands. Whereas most B2C brands will do business in volume to grow, we (B2B companies) rely on relationships, repeat business and loyalty to survive. Because this, it's crucial to know how to work each part of your sales funnel to build a long-lasting client roster.
Last year, we here at 41 Orange were lucky enough to attend Hubspot’s annual INBOUND conference in Boston, Mass. It was a three-day whirlwind of learning, listening and sifting through it all at the end. But one keynote really resonated with me, personally, and it was Seth Godin’s talk on permission marketing. If you’re not familiar with Godin, he’s the godfather of permission marketing and coined the term in 1999. In fact, he literally wrote the book on it, “Permission Marketing: Turning Strangers Into Friends, and Friends Into Customers,” a winning must-read to enhance your permission marketing knowledge.
The day of researching and qualifying every single business lead manually are coming to an end. Forget spending hours going through your leads to identify whether or not they are the right person. There's technology for that -- affordable technology. In fact, many of your marketing activities can, and should, be automated.
As a business owner or head of marketing, your main responsibility is to grow your company. Everything you do is geared towards helping your company reach the next level. You know that in order to really grow, you need to invest in marketing your business.
But before you invest in your marketing or even engage an agency partner for any marketing services, you need to decide what success really looks like for you. And we mean really defining what you and your team want to achieve through your marketing efforts.
This is where "GPCT" comes in.
You've heard the rave reviews about how blogging helps generate new business. Excited and ready to give it everything you have, you jump right in. Blog posts are coming easily and quickly, and you're publishing regularly.
But there's just one problem: You're not getting leads.
If you're reading this article because your blog is not bringing in the business you want, let me just say this: You are not alone, friend. There are several reasons why your blog isn't generating new business for your company -- and they are quite common. Here's what to look for and how to fix the issue to start generating those leads!
Inbound Marketing. You’ve probably been hearing this phrase getting tossed around more and more. The digital world is changing, faster than we could have ever imagined. And with Google at the helm, we are all set on the course that this Silicon Valley behemoth guides us towards. Where are we headed? Well, Google isn’t too keen anymore on SEO-keyword-overload or extreme keyword density, or any of the other tricks of the trade that savvy marketers have been conjuring up for the last few years. Traditional outbound marketing isn’t working anymore, either. The average human today is inundated with more than 2,000 outbound marketing interruptions per day—not much room for your business to break through, huh?