btob marketing

Study: Content Marketing Inefficiencies Cost BtoB Companies Nearly $1 Billion

Content Marketing InefficiencyHow Efficient is Your Content Marketing? That’s the question Sharon Goldman asks in the August issue of BMA Buzz that Robert Rose and I did our best to answer. The article was inspired by a new study that finds content marketing waste and redundancy cost business to business companies nearly a billion dollars a year.

Not only are companies challenged to create a variety of engaging content on a consistent basis with clear ROI, but the making of the content is wasteful as well.

Whether you’ve made progress towards increasing the effectiveness of your content for marketing or not, I think there are some important choices to be made when it comes to marketing organization, leadership and strategy. Here’s the full article:

B2B Content Marketing Playbook: Tips to Prepare You for the Big Content Game


The 2015 B2B Marketing Report from Content Marketing Institute and MarketingProfs sheds a pretty bright light on the true state of B2B content marketing. While 86% of B2B marketers are using content marketing, only 8% rate their content marketing efforts as “very effective”. It’s not so different than teams participating in sports like football. Sure, everyone is playing, but who is actually really good at it?

Fundamental blocking and tackling are key for a winning football game. The same can be said for implementing a successful B2B content marketing program: mastery of the fundamentals is essential. With B2B content creation in particular, marketers must be prepared for everything from understanding the voice of the customer to developing the right mix of content assets.

Storytelling, Positioning & Personas for More Effective B2B Content Marketing

buyer persona

Free B2B buyer persona development tool

Just as every B2B company stakes a claim to a market position, each of them has a story to share. The challenge is in figuring out how to share that story in a way that aligns with the needs and priorities of prospects and customers. But, it’s not just sharing the story. It’s about making the story so compelling that it elevates perceptions of value and urgency resulting in more qualified leads and faster purchasing momentum.

This is the sage advice from Ardath Albee, a B2B Marketing industry thought leader and practitioner that consistently delivers useful information. In fact, Ardath was one of the participants in our Content Marketing Secrets project and has been in the B2B content marketing game a very long time. The following post is a summary of her presentation at the recent Content Marketing World.

5 Ways to Win with B2B Content Marketing & Social Media

Dominate Your B2B Content MarketingIn the world of B2B online marketing, content and media have been used in a variety of forms to educate and persuade customers across long buying cycles with great success. Over the past few years I’ve heard from many B2B marketers that prospects are leading themselves through much of the initial phases of awareness, interest and consideration by consuming useful content discovered through social channels and published by the brand.

The result of smarter content and social engagement is a more qualified and educated consumer by the time they get to sales discussions which can mean a shorter sales cycle and even an impact on order volume and referrals.

B2B Marketing Best Practices – MarketingSherpa 2011 Handbook

MarketingSherpa B2B Marketing Advanced Handbook 2011

B2B Marketing Best Practices 2011

We’ve been fans of MarketingSherpa reports, guides and handbooks for many years, recently reviewing their SEO Benchmark Report for 2011. As passionate B2B Marketers, we’re always on the lookout for qualitative information to improve our B2B client marketing as well as our own. That’s why I’m pretty motivated by the new 2011 B2B Marketing Advanced Practices Handbook from MarketingSherpa.

Led by Senior Research Analyst, Jen Doyle, this Handbook is nearly 200 pages of research based best practices, graphs, worksheets and of course, their FUEL Methodology for elevating B2B Marketing effectiveness. Here’s a rundown of the report:

Search and Social Media News Thursday

Ron Belanger from Yahoo does a decent job explaining, “Engagement, Search and Social Media” in a video over at iMedia Connection. I like the context in which he presents social search – as a third channel to organic and PPC. Now if iMedia just offered some social bookmark links for the video!

WSJ posits a good question: “Google Tests New Ad Offerings — But Will Advertisers Follow?” In order to accomplish the transfer of ad dollars to other ad formats, Google will need to change existing mindsets about advertising in print, on radio and TV as being too expensive or complicated.

B2B Online’s recent survey gives us BtoB marketers a nice gift: “62.7% of marketers plan to boost budgets in 2007

Pandia posts it’s Google Santa wish list and Google is listening.

Resources for BtoB RSS Marketing

There’s lots of buzz about how to use RSS for business marketing of late, particularly for business to business RSS marketing, so here are some tried and true resources as well as a few recent articles:

KnowledgeStorm Research Report: “How Blogs and RSS Affect B2B Technology Purchase Decisions” also covered by DMNews.

If you work in the B2B marketing space, then you will also be interested in this upcoming webcast: “How to Use New Media to Market to IT Professionals” which is happening Nov 2nd.

Rok Hrastnik “wrote the book” on RSS Marketing who also published “The Business Case for RSS

Charlene Li from Forrester, “Using RSS as a Marketing Tool

White paper on RSS by Yahoo and Ipsos Insight,”RSS‚ÄîCrossing into the Mainstream” (pdf)