6 Keys to B2B Marketing Success Today

With fewer than 1/2 of all salespeople making quota (CSO Insights) and almost 7 out of 10 saying they don’t have enough high quality leads (MarketingSherpa), it’s painfully obvious that times have changed and companies need to adapt. How can more salespeople make quota, CMOs get more job security and shareholders prosper?

What should you do? In my quest to improve the world of B2B marketing, I distill it down to 6 things. Do these 6 and your business will prosper.

  1. Simplify
    The data shows people only read 28% of the words on a website. Cut it down drastically. Less is more today.
    Check the home page at Find New Customers. Look how simple it is. Check out VisibleGains for another incredibly simple site.
    Use graphics like this Infographic from Content Marketing Today.
  2. Entertain
    Do you ever go to a trade show and watch the attendees? They scan your booth and instantly size you up - barely even slowing as they walk past. They do that online too. You have seconds.
    So stop the boredom.  Make it fun.
    For examples, look at HubSpot and Kinaxis. HubSpot does a campy TV show every Friday afternoon and Kinaxis produced the hilarious SuiteMates series.
  3. Educate
    David Meerman Scott says “No one cares about your products and services except you. “ David’s right. But most websites tell what we do and what services we provide. Instead, focus on buyer problems and answers. Teach them a better way to serve THEIR customers.
  4. Serve
    Content is king, queen and prince today.  Not only do you need content, but you need to craft it in a story-telling, problem to solution format.  You need to offer it in many different media and in many different places and not just on your Resources page. In essence, you need the ability to deliver the right content at the right moment to the right person.  Avitage has a great explanation on their Content Strategy and Execution site.  Patiently serve buyers over time, by gently nurturing them.
  5. Listen
    8 out of 10 buyer say they found the seller.  If buyers are talking, listening becomes critical. Twitter, Facebook, Linkedin, etc. are all places where you can listen and communicate.  You need to be there.  Look into social media listening platforms like Radian6 and Visible Technologies.
  6. Share
    Give away great stuff.
    Make it easy.  No long registration forms.  Don’t be a jerk.

That’s it.  My 6 keys to B2B Marketing success today.

What do you think? Do you have others?

We love comments.  We love Twitter followers. And we love our Facebook fans. You can use the buttons below to share this content.

Add to FacebookAdd to DiggAdd to Del.icio.usAdd to StumbleuponAdd to RedditAdd to BlinklistAdd to TwitterAdd to TechnoratiAdd to Yahoo BuzzAdd to Newsvine

Companies today need a Chief Content Officer.

Join us every Thursday at 8pm ET/5pm PT for Twitter chat about b2b demand generation. Just go to http://tweetchat.com/ and enter hashtag #b2bchat.

Jeff Ogden, the Fearless Competitor, is President of Find New CustomersLead Generation Made Simple.” He’s also the author of two highly acclaimed white papers, How to Find New Customers and Definitive Guide to Making Quota, as well the e-book, Prospect Driven Marketing (and he’s about to start on his third white paper) and holds a BBA in Marketing from theUniversity of Notre Dame.

Find New Customers helps business develop and implement programs to drive more sales leads by improving the way they find and acquire new customers using best practices in lead generation.

5 Responses to “6 Keys to B2B Marketing Success Today”

  1. 1 Blake Cahill June 23, 2010 at 12:34 pm

    Jeff - nice post. Thank you for including @visible_tech in your post.



  2. 2 Katie Morse June 23, 2010 at 1:37 pm

    Thanks for the Radian6 mention, Jeff! Those sales stats aren’t that surprising, but they are astounding to see in black and white! I also like your tip about educating your potential consumer. I don’t want to buy your product just because it’s your product, I want to buy it because it improves my life somehow. Tell me how upfront and I’m personally much more likely to buy.


    Katie Morse
    Community Manager | Radian6

  3. 4 Michelle June 24, 2010 at 5:12 am

    Really great points, Jeff, and regarding your comment above it READS like you had fun writing this, which makes B2B breathable and fun :)

Leave a Reply

The Fearless Competitor

@fearlesscomp on Twitter

B2B Marketing and demand generation best practices. Dad, husband and passionate fan of my alma mater, Notre Dame. Team builder, company transformer and difference maker.

View Jeff Ogden's profile on LinkedIn Jeff Ogden

Create Your Badge Featured blogger at The Customer Collective
Junta 42 Top Blogs - Content Marketing Blogs B2B Marketing As Featured On EzineArticles Inbound Marketing University

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Connect with me

@fearlesscomp on Twitter http://www.twitter.com/fearlesscomp Connect with me on Facebook http://www.facebook.com/fearlesscompetitor Connect with me on Linkedin http://www.linkedin.com/in/jeffreyogden
Bookmark and Share

Top Clicks

  • findnewcustomers.net/
  • findnewcustomers.net/getc…
  • twitter.com/home/?status=…
  • contentmarketingtoday.com…
  • linkedin.com/in/jeffreyog…
  • facebook.com/sharer.php?u…
  • fearlesscompetitor.com/20…
  • emarketingstrategiesbook.…
  • webinknow.com/2009/10/ter…
  • webinknow.com/2008/07/how…