Social media can be a confusing channel to navigate when you're not a digital native. If you're wondering whether you need social media or not, we've rounded up a few articles to help you make up your mind.
If you don't live under a rock in the B2B world, you've certainly heard of content marketing. But do you understand what it is and what it can do for you? At Usher & Spur, we've found this great article that does a really good job of explaining it.
(6 1/2-min read) At Usher & Spur, we've identified six major problems B2B SMBs have. The third problem in our series is "We're not getting enough leads", which is another way of saying that you can't manage to grow your sales. This is a pretty big topic that we've chosen to break down into two more readable parts. Part 1 examines the role of digital marketing and what to consider before bringing an internal resource on board.
(5-min read) At Usher & Spur, we've identified six major problems B2B SMBs have. Over the next few weeks, we'll be covering these problems in no particular order in a series of posts. Today's problem is: "Our leads aren't high quality." In other words, you're not reaching people who are interested in buying your product or service in the near future.
(3-min read) At Usher & Spur, we've identified six major problems B2B SMBs have. Over the next few weeks, we'll be covering these problems in no particular order in a series of posts. Today's problem is: "People don't understand why we're better." In other words, they don't understand why they should buy your solution rather than some other company's.
At the end of 2016, DemandWave asked 179 US-based B2B marketers about their digital marketing. MarketingProfs published some of the main findings from the survey relating to what channels, what content, and what social media platforms generate the most leads for them. Let's have a look at those results.
Your website is the communications hub for your company. Customers, both existing and prospective, but also employees, both current and potential, investors, the media, and other interested parties, come to find the information they need. Yet, building or redesigning a website is often thought of in terms of how you can get the information out there.
(7 1/2-min read)Studies are showing that there is a disconnect between what B2B customers are looking for in terms of information about your business and products (and those of your competitors) and what marketing is providing. The problem is they don't always agree on what it is customers are looking for. In this two-part series, we take a look at two studies that show disconnects, ponder what reasons are underlying the figures, and suggest how to adjust your trajectory.
My father, a successful salesman, used to say, "If a potential customer contacts you, they want to buy. There might be a dozen reasons they end up not buying, but the desire is there." In B2B sales, most experts would agree that a major reason they don't buy is it's easier to do nothing. If what you offer can kill a pain they have, you stand a better chance of getting their attention. If you can convince them that pain is critical, you can move them through your pipeline.
(2 1/2-min read) What do we mean when we talk about content enabling sales? This guest post for the Content Marketing Institute (lots of really great resources there) puts it in terms of the challenges faced by your sales people (field or internal) and how great content can help them do their job better.