In this week’s issue of LeadCrunch’s Best in B2B Growth, we bring you a diverse set of articles about the major key to B2B marketing success, the 8 missed opportunities in your B2B content, and 5 B2B podcasts you should tune into. This week’s issue also features a live webinar- How to Supercharge Your Account Based Marketing with Mark Kosoglow.
Enjoy your week,
Curated content – summary
- 84% of B2B Sales Start with a Referral — Not a Salesperson by Laurence Minsky and Keith A. Quesenberry via Harvard Business Review
- The One Thing YOu Must Have for B2B Marketing Success: Be the Best Answer by Lee Odden via Top Rank Blog
- Eight Missed Opportunities in Your B2B Content by Dan Stelter via Marketing Profs
- Gartner Hype Cycle for Digital Marketing & Advertising, 2016 Adds Predictive B2B Marketing Analytics by Louis Columbus via Forbes
- 5 B2B Podcasts You Should Listen to Regularly by AJ Agrawal via LeadCrunch
The best B2B webinar you’ll attend in November
How to Supercharge Your Account Based Marketing with Mark Kosoglov, VP of Sales at Outreach and Founder of the Mercenary Sales Group
Curated content – detailed
84% of B2B Sales Start with a Referral — Not a Salesperson by Laurence Minsky and Keith A. Quesenberry
Outbound B2B sales are becoming less and less effective. In fact, a recent survey found that connecting with a prospect now takes 18 or more phone calls, callback rates are below 1%, and only 24% of outbound sales emails are ever opened. Meanwhile, 84% of B2B buyers are now starting the purchasing process with a referral, and peer recommendations are influencing more than 90% of all B2B buying decisions.
The One Thing You Must Have for B2B Marketing Success: Be the Best Answer by Lee Odden via Top Rank Blog
While B2B companies are investing in content for marketing, making more content is not creating the windfall of leads that many senior business marketing executives had hoped for. The problem? A lack of insight about what makes better content.
I believe that finding a solution to the “more” vs. “better” challenge starts with customer empathy.
Eight Missed Opportunities in Your B2B Conent by Dan Stelter via Marketing Profs
Just 30% of B2B marketers rated themselves as “effective” at content marketing in 2015. That’s down from 38% the previous year, according to Content Marketing Institute’s and MarketingProfs’ joint Content Marketing Benchmarks, Budgets, and Trends report.
And the content output for brands increased 35% from its highest to lowest points in 2015, but engagement with that content fell, on average, 17%, TrackMaven found.
So what gives? Why do you hear everyone trumpeting content as “king,” but just a few companies experience great results?
Gartner Hype Cycle for Digital Marketing & Advertising, 2016 Adds Predicitive B2B Marketing Analytics by Louis Columbus via Forbes
Real-time marketing techniques, personalization, the use of contextual clues, and the rapid convergence of marketing technology (Martech) and advertising technology (Adtech) are four key forces driving the future of data-centric marketing. The 2016 Hype Cycle for Digital Marketing and Advertising reflects how the combined effect of these four forces are fueling innovative new uses of analytics, contextual clues enabled by Internet of Things (IoT) devices, machine learning, personalization and a more data-centric approach to driving marketing strategies.
5 B2B Podcasts You Should Listen to Regularly by AJ Agrawal via LeadCrunch
Podcasting is a massive hit in the B2B arena. These podcasts give you access to some of the best influencers on B2B activities on the planet.
And with podcasting growing 23% between 2015 and 2016, this trend that isn’t going away anytime soon. Clearly, podcasting is here to stay.
Many of these podcasts are so good they feel as if the producers are speaking directly to you. Whether you want to be inspired or just want advice on B2B branding, you’re sure to find the podcast for you.
Enjoy your week!