60 savvy b2_b_marketing_inspirations


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The "Savvy Sisters" of www.savvyb2bmarketing.com share sixty bite-sized bits of marketing wisdom gleaned from three years of blogging.

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60 savvy b2_b_marketing_inspirations

  1. 1. 60 Savvy B2B MarketingInspirationsFrom the Six Savvy Sisters at www.SavvyB2BMarketing.com
  2. 2. Bite-sized Inspirations for BusyMarketersLooking for inspirational ideas and practical insights to takeyour marketing to the next level? The Six Savvy Sisters haveboiled down three years worth of their award-winning blogposts into 60 bite-sized morsels for your quick consumption.So take a quick trip through the surprisingly sexy andcreative world of B2B marketing. We hope you’ll findsomething to sweeten up your next inspired initiative!Brought to you by the 6 Savvy Sisters at www.SavvyB2BMarketing.com
  3. 3. Life is not meant to be that hard, and neither is marketing. Every once in a while, a swift kick in the pants is just what the doctor ordered to remind us not to take ourselves quite so goddamn seriously. - JAMIE WALLACE from WTF, B2B, Lighten up already! 7The |G|TM Examples of Humorous B2B.
  4. 4. Your Brand Voice
  5. 5. The soul of the brand needs to be the same in allmediums. You must be authentic with your audiencewhere ever they encounter your brand.- HEATHER RUBESCH from What Barbie and Pong can teach us about Consumer Experience marketing
  6. 6. It might be naive to think that modern businesses are above this sort of touchy-feely behaviorbut as I sat across from this guy, who was incredibly happy with the fact that people showed upto his restaurant to play board games on Thursday nights, I couldnt help but think, maybe therereally is a place in our world for a business where “everyone knows your name.”– WENDY E. N. THOMAS from The Place Where Everyone Knows Your Name Photo credit: http://www.flickr.com/photos/peanuttt/
  7. 7. While variety may be the spice of life, inconsistency isthe doom of brands…Ultimately, branding is aboutsetting expectations -- and meeting them.– STEPHANIE TILTON from Making a Case for Consistency in B2B Case Studies Photo credit: omphale44 on flickr
  8. 8. Your brand isn’t defined by what you say, it’s defined by whatyour customers say. It is a “living” asset that evolves or devolvesbased on the quality of the relationship between you and yourcustomers.– JAMIE WALLACE from How to Create Strong Branding That Kicks Your Fear to theCurb So You Can Soar Photo Credit: horrrigans
  9. 9. Connecting with YourAudience
  10. 10. If you can reach your target market with a message thatreally speaks to their problems, you will automaticallystand out from the crowd of milquetoast, gray, blandmarketing messages that your prospective clients arebusy ignoring.- KATE WADDELL from Who the Heck Do You Think You ARE?
  11. 11. I can design the best learning series or write the best manual but ifmy audience is incapable of relating to it or doesn’t have thecapacity to understand it, I might as well throw my money to thewind.– WENDY E. N. THOMAS from What My Greyhound Taught Me about Nailing Audience Needs Photo credit: http://www.flickr.com/photos/marktee/
  12. 12. Lest we forget (and its easyto do), everything we do isbeing "consumed" by a realperson, not an organization,a department or a nebuloustitle. The more personal,targeted and relevant we canbe, the greater the chancethat theyll be delighted -and well be remembered.- MICHELE LINN from Be Unexpected: What B2BMarketers Can Learn from a Resale Shop
  13. 13. In B2B the sales cycle is longand often requireseducating customers on theROI and value at manylevels and in variousdepartments. Being anexcellent teacher who iswilling to adapt to differentlearning styles is practicallya requirement to weave themaze of customerengagement that is requiredto close most deals.- HEATHER RUBESCH from Want to be Essentialand Memorable? Teach Your Prospects!
  14. 14. If I had a nickel forevery timesomeone said theywanted to target“C-levelexecutives” I’dhave a whole lot ofnickels.- KATE WADDELL from What SavvyMarketers Can Learn from a Guy WhoSpent $6 on Google AdWords
  15. 15. Being specific with your words might just mean the difference between connectingwith your audience and getting something accomplished or ultimately gettingbopped on the head by someone who didnt truly understand what you were saying.– WENDY E. N. THOMAS from Little Bunny Foo Foo and the Art of Being Specific Photo credit: http://www.flickr.com/photos/dcjohn/
  16. 16. Like any parent can attest, you never know how your child will respond to something you aretrying. Sometimes you think you are doing the right things, but then your child doesn’t respond.Or, on those great days, you accidentally stumble on something that works wonders. The sameis true with content marketing: you never know what is going to work until you try it.- MICHELE LINN from A 7-Step Plan for Getting Started with Content Marketing
  17. 17. Unfortunately, when it comes to their customers, many companies display thesame cavalier behavior as a typical playboy. Instead of cultivating meaningful,long-term relationships, these conquest-based companies put notches in theheadboard and then - hardly pausing to say "thank you" - head back out torevel in the thrill of the chase.So not cool.- JAMIE WALLACE from Is Your Business the Marrying Kind, or a One-Night Stand?
  18. 18. Assuming the sale is one thing…taking yourcustomers for granted is another.- KATE WADDELL from Election Reflections; What Martha Coakley Can Teach You about Your NextMarketing Initiative
  19. 19. Shock and awe, it’s not just a military tactic. When used in writing and presentations,it’s also a tremendously effective way to get one’s attention.– WENDY E. N. THOMAS from Shock and Awe Guidelines for Use in Writing and Presentations: TreadGently While Going for Blood Photo credit: http://www.flickr.com/photos/somethingness
  20. 20. B2B buyers expect their interactions with your company to be seamless everystep of the way. If there’s any discontinuity between the information marketerspresent and the conversations sales reps spark up, the prospect is likely to bail.– STEPHANIE TILTON from B2B Marketers: Are You Delivering a B2C-Worthy Buying Experience? Photo credit: svenwerk on flickr
  21. 21. Though we humans like to think wemake choices based on a logicalthought process, the truth is weusually make decisions based on gutreactions. We “like” a person or aproduct or a brand “just because.”Though a side-by-side comparison oftwo similar products might tell us thatproduct A is the logical choice, ifproduct B has found a way to connectwith our human, emotional side, itwill have the edge.- JAMIE WALLACE from Be Human. Your Customers WillThank You. Image Credit: WebWizzard
  22. 22. People are moreinspired by reachingfor something greatthan merely avoidingsomething unpleasant.- KATE WADDELL from Are You Scaring Your Customerswith Too Much Doom and Gloom? Reframe YourMessaging Formula for Even Bigger Impact.
  23. 23. Audience rapport is critical to conversion. An audience is just a bunchof onlookers until you make them part of the experience. Create aninteraction that is genuine, personal, and relevant. Don’t be afraid tolet people participate. Build trust by listening closely and adaptingbased on what you hear.- JAMIE WALLACE from Build Your Audience Like Your Life Depended On It on {grow} Image Credit :The Red Trouser Show
  24. 24. Think of your web copy astrying to get a date withan attractive stranger youmeet at a cocktail party.- KATE WADDELL from People Aren’t Reading Your WebCopy? It’s Not Them, It’s You
  25. 25. One way to provide value to prospects and customersis to help them easily find information of interest..– STEPHANIE TILTON fromHow to Create Remarkable B2B Content Photo credit: kugel on flickr
  26. 26. Put together scarcity andexclusivity and you’ve got apowerful motivational forcethat will knock buyers out ofcomplacency and send themclamoring to your door.- KATE WADDELL from What Marketers Can Learn from a Rogue Underground Barely-Legal Restaurant
  27. 27. Mastering Social Media
  28. 28. Social media can be a lifeline or a noose. The question is: where do you fall on the spectrum and how can you get the most out of your social media time? -JAMIE WALLACE from Social media balance: a rant, a lament, and 5 tipsImage Credit: stiatska
  29. 29. If you are going to foray into social media you need tobe prepared to follow-up, follow-through and checkyour account religiously. Anything else is just a fail.-KATE WADDELL from Social Marketing fail – How NOT to Use Twitter
  30. 30. The businesses who succeed in social media are the ones that thinkof their audience less like "targets" and more like "allies.” They payattention to the social cues and create a respectful dialog thatallows them to learn valuable insights. They give their audiencecredit for being at least as smart as they are. - JAMIE WALLACE from Important Social Lessons from Avatar Image Credit: Bluedharma
  31. 31. The folks who are alreadybuyers/subscribers/fans areyour most valuable asset. Youalready know they like you. Ifyou engage them in a real way…… they will love you.Even better, they will share yourstuff with their social networkfriends. It’s a circle of goodsocial karma – you reach out,they respond, you keep up thedialog, they share, new folksdiscover you, you respond tothem … and so on and on andon…- JAMIE WALACE from Building Your Social Networkfrom Scratch
  32. 32. Crafting Content
  33. 33. Readers dont really want a laundry-list of resources, but ratherthey want to be easily educated.- MICHELE LINN from Is Less Content Better? 5 Steps to Simplify B2B Marketing Content
  34. 34. By pulling like items together, turning the focus outward in an effort to acknowledgeclients, and by being a bit more bold about who you are and why you are clearly thebetter choice, you will be well on your way to getting your message out, loud andclear, for all to find.– WENDY E. N. THOMAS from 6 Tips to Strengthen Your Business Internet Message Photo credit: http://www.flickr.com/photos/eusebius/
  35. 35. You don’t have to create content from scratch to deliver value.Curating and pointing folks to content of interest, inviting others tocontribute content, and putting a new spin on existing content are allways to generate a fresh stream of content that keeps your audiencecoming back for more.– STEPHANIE TILTON from 21 Things Content Marketing Experts Wish They HadKnown When They Got Started Photo credit: tomswift46 on flickr
  36. 36. How many kids do you know start stories off with the history first? No, theywant your attention and they are very good at getting it. Having someonecome up to you and say “Guess What?” forces you to focus and stop whatyou are doing to reply “What?”– WENDY E. N. THOMAS from Everything I Needed to Know About Writing I Learned from My Kids Photo credit: http://www.flickr.com/photos/praveenpn4u/
  37. 37. … less is more, but sometimes you have to put in moreeffort to get to the shorter version. Do the legwork toget your message tight and focused.- JAMIE WALLACE from Marketing Copy Secrets: How to Make “Less” More Image Credit: Stephie189
  38. 38. You must constantly ask yourself – Does my product live up to themarketing? If the answer is no then something has to give. Either youpull back and reflect some of the features as “in development” or youput in the hard work to develop them as part of the base product.- HEATHER RUBESCH from Marketing is Not Magic
  39. 39. …you can’t consistently deliver relevant content if you segment only by those characteristics[prospect’s title and role]. After all, how much do you know about a potential buyer basedsolely on what’s listed on his or her business card?– STEPHANIE TILTON from How to Join the Ranks of Best-in-Class Content Marketers Photo credit: Curtis Gregory Perry on flickr
  40. 40. While there is value inpromoting recent content, Iall-too-often see companiesfocusing primarily onrecent content instead ofthe most relevant content,especially if they have ablog.- MICHELE LINN from 3 Ideas on How to Feature the MostRelevant Content on Your Website
  41. 41. Business innovations should be communicated in a show-dont-tell way. If I have to tell you its innovative, itsprobably just more of the same old crap packaged up in anew way.- JAMIE WALLACE from The Truth About Innovation Image Credit: Steve-h
  42. 42. …start considering your content as the core value you’re providingto prospects. Of course the ultimate goal is to help yourorganization generate revenues. But the first step is to producecontent that is irresistible and relevant to prospective buyers.– STEPHANIE TILTON from The 7 Keys to Transforming from Marketer to Publisher Photo credit: spettacolopuro on flickr
  43. 43. The best B2B marketers Iknow have a knack forexplaining things in very easy-to-understand terms. I admirethese people greatly becauseit is much more difficult toexplain things simply than it isto use big, academic words.- MICHELE LINN from Eight Things Your ProspectsWish You Knew
  44. 44. In this age of theempowered buyer,successful organizationsare the ones that shiftfrom being product andcompany focused toorganizing aroundprospect and buyerconcerns and perspectives.– STEPHANIE TILTON from CMOs: WieldPowers of Influence to Gain a Seat at theExecutive Table Photo credit: TheG-Forcers on flick
  45. 45. More content is not whatour prospects want, is it?What they want is tounderstand. This mayseem obvious, but in thefervor to create content, Ithink it is easy to losesight of this.- MICHELE LINN from Get Back to Basics: 4 KeyQuestions for B2B Content Marketing
  46. 46. What’s especially appealing about content marketing is thatwhen companies deliver content prospects find relevant andvaluable, theyre seen as a trusted advisor. And that’s anenviable position for any organization.– STEPHANIE TILTON from Analyzing the Competition Where it Counts Photo credit: image munky on flickr
  47. 47. The Science Behind theMagic
  48. 48. …embrace your new place inB2B marketing and step outsideof your comfort zone. It’s amind-set that can ignite yourengine, providing the fuelneeded to drive your dailypassion.– STEPHANIE TILTON fromB2B Marketers: Are Your Glasses HalfEmpty or Half Full? Photo credit: mattsabo17 on flickr
  49. 49. So, what makes a good call to action? It’s specific,logical and easy.- MICHELE LINN from 3 Keys to a Winning Call to Action for B2B Content
  50. 50. If you want people to read your content and not just scanuse smaller type. Text has better recall for facts and databut graphics are better for new or unfamiliar concepts. - HEATHER RUBESCH from The Eyes Have It
  51. 51. Not everyone is adept at humor, if you are by now you know it. If you have a strongand tested sense of humor, you need to trust it and jump in with both feet taking achance in your writing. Intelligent humor, well delivered may sometimes miss themark but it will always make a splash– WENDY E. N. THOMAS from Mark Twain: What a Dead American Humorist Can Teach us About B2B Writing Photo credit: http://www.flickr.com/photos/kierenpitts/
  52. 52. Pay peanuts,get monkeys.- KATE WADDELL from Pay Peanuts, GetMonkeys
  53. 53. As B2B marketers we do our clients little good to make them soundbetter than they actually are. We aren’t writing infomercial copy. Weneed to focus on proven results and documentable case studies as thesharpest tools in our bag. - HEATHER RUBESCH from Marketing is Not Magic Photo Credit to Livia Labate
  54. 54. The very act ofhaving a scheduleand sticking to ithelps get the juicesflowing.- MICHELE LINN from How RemarkableDoes Your B2B Content Need to Be?
  55. 55. A great ice breaker for any business cold contact is toprovide a link to information or data the prospect canuse. I recommend clients use third party data, a news storyor analyst report . - HEATHER RUBESCH from So you have a prospect list….now what?
  56. 56. The bottom line is this. I’m just as busy as you are. If you make my life easier as awriter, chances are, I will make your life easier by picking up and writing about yourpress release.– WENDY E. N. THOMAS from Write a Great Press Release: 6 Tips from a Journalist Who HasSeen it All Photo credit: http://www.flickr.com/photos/kierenpitts/
  57. 57. There is nothing that will sink youfaster than a boring headline.- KATE WADDELL from Win Free Sex! – Taking a Tip from the Tabloids
  58. 58. …registration cancreate friction in thelead generation andnurturing process…by making it easy forprospects andcustomers to accessthe information theyneed, you will deliveran experience thatstands out…– STEPHANIE TILTON fromAre Your ContentRegistration Forms anEntry Point or a Barrier?Photo credit: Patrick Hoesly on flickr
  59. 59. As marketers, it canbe tempting to jamevery bit of detail intoa white paper or awebcast because wewant our prospects toknow everything wethink is important.However, mostprospects are like me:they can only absorbso much information,so if you share toomany details, theylltune out.- MICHELE LINN from Are You GivingYour B2B Prospects Too MuchInformation?
  60. 60. The first rule of ethical competitiveintelligence is honesty. Be honestabout who you are and why youwant the information you areseeking. -HEATHER RUBESCH from Do you know your enemy? A competitive intelligence primer
  61. 61. First person testimonials are among one of the most effective tools you can use inmarketing writing. Boy, if you can find someone to speak highly of your product or topublically endorse your company that will go a long way in creating credibility andauthority with your readers. We want to trust others, we really do.– WENDY E. N. THOMAS from Mark Twain: What a Dead American Humorist Can Teach us About B2B Writing Photo credit: http://www.flickr.com/photos/hellokayla/
  62. 62. Stop “writing” for thesearch engines.-KATE WADDELL from 4 Simple Steps to Turn You into an SEO Web Copywriting Pro
  63. 63. Be a good steward of corporatesuccess and take some timeimmediately after the launch to hold astakeholder meeting and capture whatworked and what didn’t. The powerof perception changes over time so itis important to assess shortly after thelaunch.- HEATHER RUBESCH from Pacing Your Product Marketing Launch forSuccess Photo Credit photographyblogger.net
  64. 64. When asking a question designed to get comments, you have to create emotion, usefriendly (if not downright buddy-like) language, and you need to allow your readersto use imagination, to tell us what they think and feel. Your readers need to be put ina position of thinking, hmm, well I would....– WENDY E. N. THOMAS from Using Questions to Get Comments: What is the Absolute BestMethod? Photo credit: http://www.flickr.com/photos/seatbelt67/
  65. 65. Quit revising and start over! A rewrite in the proper frameof mind will take less time and energy. I have been doingthis long enough to remember electrictypewriters. Remember the thrill of feeding in that cleanwhite sheet of paper and tabbing over for the title? Go tothat point and begin.- HEATHER RUBESCH from I Know You Hear Me but are You HEARING ME? – 3 Steps to Fixing Your Tone Photo Credit photosbyceline.com
  66. 66. Oftentimes, its difficult to know what makes you unique or to say it in away that makes you stand out. Getting an outside perspective can reallyhelp give you a new perspective.- MICHELE LINN from 7 Ideas on How to Help You Differentiate Yourself on Your Website
  67. 67. Read a minimum of 10 posts on the blog you are asking to guest post for. Make sureyou fit the tone and topicality of that blog. If not move on. Don’t try to fit a squarepeg in a round hole!- HEATHER RUBESCH from Want to Be a Rock Star Guest Poster? Read This!
  68. 68. The Sisters Behind the Savvy Kate Headen Waddell Michele Linn kate@smartb2bmarcom.com michele@linncommunications.com www.smartb2bmarcomcom www.linncommunications.com @kateheaden @michelelinn Heather Rubesch Wendy E N Thomasheather@idea2paper.com wethomas@gmail.com 913.549.3672 www.simplethrift.wordpress.com @idea2paper @WendyENThomas Stephanie Tilton Jamie Wallace stilton@tentonmarketing.com jamie@suddenlymarketing.com www.tentonmarketing.com www.suddenlymarketing.com @stephanietilton @suddenlyjamie