Marketing budgets

9. October 2017
by Stephan Nobs
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The consequence of moving marketing budgets away from branding to lead generation

Late last year, leading analyst firm IDC predicted that businesses’ marketing budgets will increasingly reallocate funds- with a third of today’s “awareness” budget being redirected to later stages in the buyer journey by 2019.
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2. October 2017
by Stephan Nobs
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Five Signs That Your Company Needs a Marketing Portal

Maybe the last thing you want to do is deploy more technology, or perhaps you think your marketing operations are already running like a smoothly oiled machine. But here are some indications that you might need a helping hand:
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Advertising agency

31. August 2017
by Stephan Nobs
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Do Today’s Marketers Still Need Agencies?

The role of ad agencies and how they support their client businesses has evolved over time. It used to be just a case of a company developing a marketing strategy, and then sharing it with their agency who would then take over the creation, planning and execution of appropriate campaigns. Today, things are much more complicated. For a start, there are many more channels available to reach customers – including a plethora of digital channels which need to be handled in real-time. Executing a strategy, and planning which content appears at what time and on what channel has become a real challenge.
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Blog_Content_bigwheel

25. July 2017
by Stephan Nobs
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Content Distribution

According to analyst firm IDC, by 2020, more than 50 percent of a company’s commercial content will be created outside of marketing’s direct control. What does that mean for CMOs?

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Customer engagement

29. June 2017
by Stephan Nobs
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Customer Engagement – the What, Why, and How

Customer engagement has become an increasingly important topic over the last couple of years.

The field is maturing, but the early adopters, evangelists, opinion leaders and companies that make up the industry haven’t quite reached consensus yet on some important questions about the “What, Why and How” of customer engagement.

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Customer alignment

12. June 2017
by Stephan Nobs
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How can you align the right content with the right buyers at the right time?

We recently covered how to segment your prospects into groups according to where they are in the buying cycle, how to select the most appropriate category to focus on, and how to create content that appeals to the specific information needs of each. Now we want to discuss how to get your content in front of those targets.

The first conversion is always challenging. You have content that is designed to address any stage of readiness to buy, your product or service might be a perfect solution to a prospect’s challenges, but they don’t know who you are.
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Prospect nurturing

30. May 2017
by Stephan Nobs
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How do you make B2B pull marketing work?

In our last post, we talked about how we strongly believe that the time for push marketing is over – and that potential buyers need to guide their own customer journeys by means of pull marketing. But how can you actually make this change?

First, we have to take a step back. If we decide that we want customers to be in control of the content they consume at any given time – what does that mean? It means that we have to supply them with meaningful and interesting content exactly when they want to receive it. So, the first step is to figure out how we can get in front of prospects at the right time. This means that we need to somehow align the content we have with the prospect’s need. At BrandMaker, we do this by identifying the different stages of the buying process that prospective B2B customers navigate, and by selecting the right channels.
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Martech conference

19. May 2017
by Stephan Nobs
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Reflecting on This Year’s MarTech Event

Along with over 2,500 of my fellow marketers, I attended the MarTech event in San Francisco last week to catch up with my peers and some of the latest trends. I’ve finally had time to catch my breath – I have to admit that running from one meeting room to the next across the entire venue was tiring – and to reflect on this busy event.
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Push marketing

10. May 2017
by Stephan Nobs
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The History of Push Marketing… and Why it Doesn’t Work Today

Push marketing gained traction as media began to be an effective way of reaching different audiences. First there were newspapers that could take a product sales pitch right into the hands of possible buyers, and then came TV advertising, direct mail, and sponsorship.

In fact, marketers embraced each new way to reach people. Every new channel became a new weapon in their armory – enabling them to bombard prospects with as much advertising firepower as they could afford. Potential buyers were always passive recipients, powerless to control the deluge of content.
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22. March 2017
by Stephan Nobs
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Map The Buyer Journey To Find Digital Marketing Gold

Customer_Engagement_Journey_MapsPush marketing is out, pull marketing is in. The key to B2B digital marketing success is making it effortless for prospects to fulfill their own specific content needs. As a marketer, you need to map the buyer journey to a selection of relevant content pieces, and let prospects choose what appeals to them. This approach will maximize the consumption of the content you create – a key success factor on the path to achieving digital marketing excellence. Here’s why.

B2B is an interesting but crowded market

The B2B eCommerce market is more than twice the size of the B2C market in terms of revenue. And B2B is expected to grow almost 50% over the next five years. There is a lot to play for, but the market is rapidly becoming overcrowded.

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