Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
Ruth P. Stevens

Ruthless B-to-B Marketing

By Ruth P. Stevens

About Ruth

Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools around the world. She is past chair of the DMA Business-to-Business Council, and past president of the Direct Marketing Club of New York. Ruth was named one of the 100 Most Influential People in Business Marketing by Crain's BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc. She has held senior marketing positions at Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia University.

Ruth is a guest blogger at Biznology, the digital marketing blog. Email Ruth at ruth@ruthstevens.com, follow her on Twitter at @RuthPStevens, or visit her website, www.ruthstevens.com.

 

The Power Punch

Carolyn Goodman
Death of the Salesman
Nov 21, 2014

There's no question that the Willy Lomans of this world have been dying a slow, agonizing death—only instead of losing...



Here's What Counts

Chuck McLeester
How Do You Spell ROI?
Nov 20, 2014

Return on Investment: Everybody's talking about ROI, but not everyone agrees on what it is. Given the various ways that...



Mobile-First Marketing

Greg Hoy
Tracking Mobile Ad Effectiveness With Real-Time Data
Nov 19, 2014

The volume of mobile data and the speed at which it is created continues to increase as the global population...



Muscle Marketing

Wendy Montes de Oca
The Power of Interstitials … Are You Using Them?
Nov 18, 2014

Whether your goal is cross-selling or lead generation, interstitials are a great way to get your website visitors' attention and...



The Integrated Email

Cyndie Shaffstall
Moving Upstream on Cart Abandonment
Nov 17, 2014

After speaking at a conference on the topic of email automation for your online store, I was approached by more...



Making Social Sell

Jeff Molander
Social Selling on LinkedIn Doesn’t Require Thought Leadership (Part 2 of 3)
Nov 14, 2014

This social selling best practice is actually the worst—causing frustration and failure. I'm talking about "becoming a thought leader in...



Brand Matters

Andrea Syverson
Take Along, Share and Simplify: Essential Verbs to Enhance Your Brand Strategy in 2015, Part 2
Dec 9, 2014

Back in November, I shared with you two essential verbs to enhance your brand strategy: amaze and respect. Now I...



Direct Mail for the Modern Marketer

Summer Gould
What Can Variable Data Do for Your Direct Mail?
Nov 13, 2014

A direct mail piece is an effective way to reach out to your customers, putting your brand directly in their...



Reinventing Direct

Gary Hennerberg
How to Neutralize the Risk of Backfire
Nov 12, 2014

The mid-term elections are over, where widely divergent points-of-view are on display. The political campaign season (which one could argue...



Marketing Sustainably

Chet Dalzell
The 'Sustainability' of Giving Back: How Marketers Look After Their Own
Nov 10, 2014

Sustainability in business is often referred to as "the triple bottom line"—financial, environmental and social. This past week, I had...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Not All Databases Are Created Equal
Nov 6, 2014

Not all databases are created equal. No kidding. That is like saying that not all cars are the same, or...



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Giving Organic Search Credit
Oct 28, 2014

For many marketers, the end of the year marks the end of their budget cycle. It is certainly not revealed...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



4 Predictions for B-to-B Marketing in 2013

1
 
It's that time of the year when observers can't resist making predictions about developments on the horizon. I hereby take up that tradition, offering up four random prognostications for where B-to-B digital marketing is headed in 2013. My topics include Facebook, content marketing, personal branding and data hygiene—certainly an eclectic mix. I encourage readers to add their own.   

Facebook Is Ready, At Last, for the B-to-B Prime Time
It took a while, but Facebook (FB) marketing is now ready for mainstream B-to-B, in support of branding, lead generation and customer relationship marketing goals for enterprises of all sizes. There are several reasons for this—FB's universality being one of them. But the critical driver is the recent arrival of the Facebook Exchange (FBX) ad platform, which will allow banner ad bidding and retargeting to specific individuals, based on data matching. 

So, while I used to argue that Facebook should be at the bottom of a B-to-B marketer's to-do list, I am revising my view for 2013. Talking to my pals at Edmund Optics, where I serve on the board of directors, I am hearing confirmation of these developments. Edmund's target audience is optical engineers and others interested in science and technology. Years ago, I would have advised them to ignore FB and focus on more targeted social networks.

But now, EO has turned its Facebook page into an effective environment for engaging these guys, with weekly "Geeky Friday" offers, and the enormously popular Zombie Apocalypse Survival Guide at Halloween, where engineers were invited to design zombie-blasting tools using Edmund products. Facebook is now a top referring source for EO's website, up 60 percent from last year. I stand corrected. 

More and Better Content
B-to-B marketers were early to the content marketing game. In fact, I would argue that B-to-B has been a leading force in this area, in recognition of the importance of prospect education and thought leadership in the complex selling process. B-to-B marketers will continue to excel at creating valuable materials—digital, paper-based, video, you name it—to attract prospects and deepen relationships. 

How do I know this? A new study from the Content Marketing Institute and MarketingProfs, which says that 54 percent of B-to-B marketers plan to increase their content marketing budgets in 2013. Their biggest content challenge for next year? Ironically, it's producing enough content.         

Personal Branding as a Way of Life
Business people and consumers alike are realizing that their online personas have a growing impact on both their everyday lives and their professional careers. Rather than letting their personal brands evolve organically, individuals will make more proactive efforts to build and manage their images online, benefiting from the guidance of an emerging community of personal brand experts like William Arruda and Kirsten Dixson. This means establishing unique brand positioning and developing a set of active and consistent messaging across Internet media, especially social networks, to explain who they are and what are their capabilities. Personal branding is no longer just for celebrities or the self-employed; with the rise of social media, it is for everyone. 

Renewed Interest in Data Hygiene
Whenever I give a seminar on B-to-B marketing, I ask attendees to take out their business cards and look at them carefully. Then, I say, "Raise your hand if anything on the card is new in the last 12 months." Invariably, 30 percent of the hands go up. 

The high rate of change in B-to-B—whether moving to a different a company, a new title, even a new mail stop—is obvious. But only recently has it begun to sink in that addressing people incorrectly, or campaigning with undeliverable mail or email addresses, not only wastes marketing dollars, but also means lost business opportunity. So enough about big data. The focus in 2013 will be clean data. 

And if you want some tips on how to keep your B-to-B data clean, have a look at my white paper: "Our Data is a Mess! How to Clean Up Your Marketing Database."

So, those are my predictions. I hope readers will add some of their own. What do you think we'll be seeing in B-to-B digital marketing in 2013?

A version of this post appeared in Biznology, the digital marketing blog.

1

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: