B2B marketing

4. Practice attention marketing – and make it measurable

by: Jon Miller

Customers today have become adept at tuning out unwanted marketing. Personally, I am in the business of marketing, and yet still I tune out as much marketing as I can.

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3. Test everything – but don’t over test

by: Jon Miller

The best B2B marketers test everything, and almost everything can be tested: offers, copy, headlines, forms, bids, colors, designs, lists, and more. Testing removes any debate about what works and what doesn’t; testing lets your customers vote with their actions.

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2. Landing pages, landing pages, landing pages

by: Jon Miller

The main reason B2B companies use online advertising is to drive traffic to their website. But that only means they got a prospect to click. Once there, the marketer has just a few seconds to convince that prospect to stick around, read more, and perhaps share some contact information so the company can continue the dialog.

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1. Embrace online channels

by: Jon Miller

The tradeshow must die – at least as a way for B2B companies to drive leads. The same dollars invested in webcasts, online demos, videos, and other online methods are more measurable and more effective. The same is true for other offline marketing methods.

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Ten Practical Trends in B2B Marketing

by: Jon Miller

What’s the latest thinking in B2B marketing? What techniques and trends are today’s best practice B2B marketers using to drive more revenue and demonstrate accountability?

Over the next 10 posts, I’ll share the top trends that are changing the practice of B2B marketing. I’ll discuss key best practices you should have on your radar, as well as practical tips for how to take advantage of the trend to improve your performance.

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Earn a Seat at the Revenue Table – Part II

by: Jon Miller

In Earn a Seat at the Revenue Table – Part 1, I asked how can marketers take more control over the revenue process, build the respect of their organizational peers, and earn a seat at the revenue table.

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Earn a Seat at the Revenue Table – Part I

by: Jon Miller

Who is in charge of revenue at your company?

In most B2B companies, the Sales Department owns the revenue pipeline. Marketing may play a supporting role by supplying leads (that probably get ignored). But in these companies, Sales controls the revenue process and is accountable for top-line growth. As a result, Sales holds the most political power of any function.

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Banner Impact on Search Click-Thru

by: Jon Miller

Seth Godin recently had a post called The 249% Solution, in which he referred to a Yahoo! study on how brand ads and search ads interact. The study found that for one Yahoo! client, (Harris Direct, an on-line brokerage), a "reasonable buy of banner ads" grew unaided brand awareness by 7% but increased clicks on text paid search ads by 249%.

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Optimize for B2B Search Marketing – Part 2

by: Jon Miller

AKA, “How an mp3 player is different from a million-dollar CRM system.”

In Part 1, I explained that B2B search marketing requires different techniques and optimization methods than B2C search, and that search marketing vendors should specialize on B2C clients or B2B client, but not both.

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Optimize for B2B Search Marketing – Part 1

by: Jon Miller

By almost any measure, B2B marketers are embracing search engine marketing. A few statistics:

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