Updates from June, 2012

  • B-to-B Social Media: "Stock" and "Flow"

    Joe Hendershot 10:44 am on June 18, 2012 | 0 Permalink | Log in to leave a Comment

    When it comes to social media, many enterprise organizations are embracing what’s referred to as “attention economics”, meaning testing various tactics to secure the attention of both customers and prospects.

    OK, that’s a confirmed strategy for very large companies … but the same strategy can be used by mid-size and even small companies in the b-to-b space.

    Social media is about content that drives engagement and interest, which in turn drives sales leads: the right content, consistently delivered, using the right channels.

    Social media content can be divided into two categories. First, “stock” content, which is designed to drive deep engagement via helpful, informative, objective material. After all, people crave information to stay up to speed professionally and to help them do their job. Stock content can be a video, a white paper, or a how-to that gets into detail.

    Flow content is less “heavy”. It may even be considered as throwaway content, but it’s no less important. It’s designed to deliver snippets of helpful information that, over time, helps you build trust with prospects and customers and helps you nurture relationships.

    It’s helpful for small and mid size firms to pay attention to what enterprise organizations do to see if those big-budget strategies and tactics can be applied on a smaller scale; usually they can.

  • Email Marketing to Lead the Way in 2012

    Joe Hendershot 6:04 pm on January 19, 2012 | 0 Permalink | Log in to leave a Comment
    Tags: , email marketing

    Marketing budgets healthy. Email marketing on the rise in a big way.

    According to an extensive survey of more than 900 large, medium and small firms conducted by Zoomerang in November, 2011, marketing budgets will be healthy this year, with email marketing being a huge focus for most of the firms.

    In terms of marketing budgets for 2012, 51% of the companies will be increasing their budgets and 41% will maintain current levels. Email marketing will be replacing or overcoming other tactics in terms of budget allocation.

    For email marketing, some of the biggest findings were:

    • 60% of firms plan to increase their email marketing spend
    • 68% will focus on “win back / re-engagement” tactics and 59% on “welcome” programs
    • 48% want to increase email subscriber engagement and 32% want to grow their email opt-in numbers
    • biggest challenges include: 45% of companies need to integrate their customer data better; 43% are challenged with lack of staff and resources
    • 67% see email marketing’s primary value as a customer retention / loyalty tactic

    So, companies realize the potential value of email marketing and they know it can help retain customers — if they do it right and they have the time and resources to execute email marketing on a consistent basis. The study also showed that email tactics are replacing other tactics such as direct mail and trade shows.

    The name of the study is the “StrongMail 2012 Marketing Trends”. It took place online by Zoomerang and polled more than 900 marketing and business leaders over a wide industry spectrum.

  • Smart Music Stars Choosing Smaller Venues. Why?

    Joe Hendershot 11:22 am on May 14, 2011 | 0 Permalink | Log in to leave a Comment
    Tags: business to business marketing, customer loyalty, marketing buzz, smart marketing

    There’s a new development in the live music industry that provides a great example for smarter marketing, whether for b-to-b marketers or b-to-c.  “Less is More” … Let’s Make a Stronger Connection”.

    Big stars such as Janet Jackson, Adele, Death Cab for Cutie, as well as decades-old-but-still-popular groups, are choosing to play to smaller audiences — say, 1,500 or even 450 people — instead of 6,000 people.

    These people are smart marketers who have the best interests of their fans in mind, instead of focusing on a fatter wallet.

    Their strategy?  Focus on their dedicated, loyal fan base first.  Make a highly personal connection.  Focus on increasing the loyalty of their fans — a smaller base maybe but a stronger one.  Create more buzz about their music.

    Hmmm — seems to me that this strategy is akin to that of brands such as Apple, which of course sells to businesses as well as consumers.

    And akin to many other brands which are carefully targeting (as in rifle, not shotgun) their customers and prospects with highly relevant content, solutions-based messaging, and personal service.  But that’s not all…

    Smart marketers are also patient.  They take one careful step, then another.  The music stars who “go smaller” are testing things, introducing new songs, getting closer to their fans.  Then they’ll fine-tune things and roll out to a bigger fan base.

    Does this sound like a pretty good marketing plan?  Think about it.

  • Engaging your prospects and their peers

    Brianna Deihl 12:29 pm on September 7, 2010 | 0 Permalink | Log in to leave a Comment
    Tags: blog, , word of mouth advertising, youtube

    Word of mouth is probably the best way to get new business. It means that your brand is strong and identifiable, but it also means you have brand loyalty from your customers. Buyers and researchers rely on information from their peers just as much (or more so) than information from suppliers.  If you can engage prospects and peers in the social media sphere, you are increasing your chances of a solid reference and bankable mindshare.  If they’ve heard your name, seen testimonials on your blog and watched a product video on youtube,  you’ve got an interested lead and a credible-looking brand.

    Keep the word-of-mouth via social media avenue in the forefront of your marketing plans. This approach is strong and can be cost effective.

  • New B2B Inc. Website; Free B-to-B Marketing Downloads

    Joe Hendershot 7:59 pm on August 30, 2010 | 0 Permalink | Log in to leave a Comment
    Tags: , free b2b marketing, free b2b marketing advice, new b-to-b website, new b2b website, new b2bmn.com website, new business to business website

    We’ve launched our re-vamped website: same basic design but, importantly, a big change in content and the way the site is structured.

    Content has been expanded by more than 500%.

    Site structure has been re-vamped to appeal to the search engines: three basic categories (b2b branding, b2b strategy, b2b online presence) with DEEP content below those main categories.  This is what’s recommended today in terms of structure.

    Plus, we’re offering free, extensive downloads with just a couple of clicks.

    Hope you enjoy the new content.

  • Looking ahead

    Brianna Deihl 3:26 pm on December 1, 2009 | 0 Permalink | Log in to leave a Comment

    For those still sitting on the sidelines of social media, do take heed in 2010. In a recent post from trendwatching.com consumers lust for instant gratification will continue to spill over into their product review posts. While consumers are increasingly talking to potential buyers about your products, how will you monitor and respond?

    If this unchecked interaction makes you nervous, contact us now! We would love to integrate social media into your marketing/business plan. Don’t leave social media up to the intern!

  • Social media is here to stay.

    Brianna Deihl 2:53 pm on December 1, 2009 | 0 Permalink | Log in to leave a Comment

    What’s the role of the CEO?  Of the CMO?  How does social media fit into the marketing plan?  Here’s a link to one of the best social media articles we’ve seen, with additional links to further reading — this is a must for CEOs!

    For more information on how B2B Inc. can utilize ’social media’ for your company, click here.

  • B2B Inc. video, a conference success

    Brianna Deihl 1:22 am on September 30, 2009 | 0 Permalink | Log in to leave a Comment
    Tags: , ,

    Recently our video “The Evolution of Business Communications” was featured as the kick off video for the BMA (Business Marketing Association) New Jersey’s Impact Awards.

    Impact Awards Committee member Tom Lento dropped us a line about how our video enriched the ceremony.

    “[The video] certainly got people’s attention. Everyone at the event was bowled over by the thought you put into the message, and the creativity with which you realized the concept. What a way to kick off the awards segment of the event! Too bad we didn’t have video capability so you could hear the huge round of applause from the audience. You now have fans in New Jersey.”

    Ah shucks Tom. Thanks for the note!

    Guests at the Impact Awards enjoyed our video

    Our very own Joe Hendershot is featured on screen.

    Watch this video “The Evolution of Business Communications” here. If you’d like to speak to use about the applications of online video contact us.

  • 16 c-level rules

    Joe Hendershot 12:23 am on September 16, 2009 | 0 Permalink | Log in to leave a Comment


    The New Rules of B-to-B Engagement for 2010.

    We’ve recently launched our thought leadership campaign  - offering must-do tactics for business-to-business marketing in 2010.


    Download our ebook here- or visit our “16 c-level rules” page here for more information. Hard copies are also available here.

  • Video Featured at BMA Award Ceremony

    Brianna Deihl 9:58 pm on September 3, 2009 | 0 Permalink | Log in to leave a Comment
    Tags: , BMA-NJ, business to business video, Impact Awards,

    B2B Inc.’s video “The evolution of business communications” will be featured at this year’s BMA-NJ Impact Awards ceremony in West Orange, NJ. The Impact Awards is New Jersey’s leading awards program for business-to-business marketing. Now in its 14th year, the Impact Awards honor business-to-business marketers whose creative excellence and effective communications have a direct impact on a company’s growth and profitability. The Impact Awards, founded in 1995, are open to companies based in New Jersey, New York or Philadelphia metro areas, Connecticut, and to firms that produce marketing communications for companies in this region.

    This is an incredible honor for B2B Inc.

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