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5 Resources to Use for Quick and Easy B2B Prospect Research

Written by Jeff Kalter Thursday, 20 July 2017 00:00
5 Resources to Use for Quick and Easy B2B Prospect Research
The Need for B2B Prospect Research The more you can personalize your communications with B2B prospects, the greater your competitive advantage. Because of this, marketers and salespeople are scrambling to learn more about their prospects than ever before, including everything from firmographics to insights on individual personalities. To communicate in a way that’s relevant, you need to dig deep to understand: The market in which target accounts operate Company growth, profitability and strategies Buying team structure and key players Your business’s connections to the account. Has anyone in your organization interacted with the account in the past? Do you have any links to them based on education, employment history, interests or group memberships? Which accounts are sending signals online or offline that they intend to buy? How can I best communicate with prospects based on their personalities? But how can you do the research efficiently and effectively?

How to Create Attention Grabbing Emails for Account-Based Marketing

Written by Wolfram van Wezel Wednesday, 05 July 2017 00:00
How to Create Attention Grabbing Emails for Account-Based Marketing
As the account-based marketing (ABM) phenomenon gathers steam, sales and marketing professionals need to add the human touch to their communications. After all, ABM is all about communicating with individual prospects or accounts as a market. Last time, I wrote about how to craft outbound calls for ABM. Now, let’s move on to emails. Because executives are deluged with emails that clamor for their attention, communicating via email marketing to large groups is no longer as effective as it was in the past. To cut through the clutter and get attention, emails must be personal and relevant. These emails must feel like they are written by one person to another. There’s no need for fancy designs and images that involve HTML code because plain text is as personal as it gets.

Do Emotions Matter in B2B Sales?

Written by Sabrina Ferraioli Wednesday, 03 February 2016 00:00
Do Emotions Matter in B2B Sales?
“Humans are wired to connect with each other. And we connect with one another by feeling, not thinking. …Emotion is now increasingly recognized as the key to moving hearts and minds,” Helio Fred Garcia, author of The Power of Communication B2B buyers are a rational bunch. After all, they’re making decisions about business. That’s not emotional. That’s not personal. It’s simply a matter of tallying up the business benefits, weighing them against the price, making some tradeoffs and coming up with a sound business decision. So says traditional thinking. There is, however, a problem—it’s not true. And there’s research from The Corporate Executive Board Company (CEB) to prove this. They conducted an extensive study, including responses from 3,000 B2B buyers. It showed that personal considerations, including emotions, trump business considerations in decision making.

How to Maximize Results from the Most Effective B2B Content Marketing Tactic

Written by Jeff Kalter Wednesday, 20 January 2016 00:00
How to Maximize Results from the Most Effective B2B Content Marketing Tactic
“Productivity is never an accident. It is always the result of a commitment to excellence, intelligent planning, and focused effort,” Paul. J. Meyer, founder of the Success Motivation Institute The Most Effective Content Marketing Tactic When you think of content marketing, do online tactics come to mind—e-books, white papers, emails and more? If so, it’s not surprising. That’s where a lot of the marketing action is today. Given our focus on all things web-related, it may come as a surprise to discover that the number one content marketing tactic is good old-fashioned in-person events. That’s according to research conducted by the Content Marketing Institute and their partners. When they asked B2B marketers what their most effective content marketing tactics were, in-person events topped the list. Seventy-five percent of survey respondents said event marketing was the most effective form of content marketing. While in-person events are impactful, they are also a…

2016: The Year of the Human Touch in B2B Marketing

Written by Wednesday, 16 December 2015 00:00
2016: The Year of the Human Touch in B2B Marketing
In his newly debuting book, “The Human Brand,” Chris Malone and Susan Fiske talk about how human beings developed the split-second ability to judge people on their intentions and capabilities. It was a matter of survival for our ancestors. Today they write, we still judge people based on “these same two categories of social perception, which are known as warmth and competence.” When someone exhibits both qualities, trust develops. If warmth is lacking, suspicions and envy take over. If competence is not evident, we feel sympathetic. In the worst case, when someone is neither warm nor capable, there’s little chance for a budding relationship. The research presented in this book goes beyond the human-to-human relationship to the human-to-brand relationship. We judge brands by their warmth and competence too. Those perceived to have both attributes are more likely to develop deep, enduring relationships with their customers. Now that’s something to aspire…
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