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When Is the Right Time to Implement ABM?

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If you’re reading this, you probably already know what ABM is, but just in case a refresher course is needed, ABM stands for account-based marketing, and it’s the newest strategy to successfully market to corporations and/or clients. Account-based marketing is different from normal methods of marketing. Normal methods of marketing say that you get your product out to as many views as possible, everyone is a customer and should not be forgotten.

Now, despite how it may seem, account-based marketing doesn’t ask of you to forget other customers but focus in on them. Think of every client and/or company as their own market. Research the key players inside the company and tailor your marketing to that client for an almost guaranteed higher ROI.

Now I know I wrote in a previous article that account-based marketing is the future and is the logical evolution of marketing as we know it, so right now you must be thinking to yourself, “Why should I bother with anything else?” Well, as amazing and effective as account-based marketing is, it isn’t always the right choice when it comes to specific circumstances.

The first thing that should come to mind is simply the size of the company. Account-based marketing is good because it brings your marketing and sales team together that so they can research and evaluate the clientele. In doing so, you learn if it’s worth going after a client based on the size and who the key players are. Account-based marketing requires more resources than normal marketing so if the company you are looking to sell too is underneath a certain size, it might not be worth it in the long run if you aren’t going to get a large ROI.

As a counterpoint to my first reason, it is essential that your marketing and sales teams identify the high-value accounts. If you find a high-value client that is worth pursuing, you make sure you allocate all the right resources to it and make sure that your teams are operating smoothly like machines.

Thirdly, it really matters who you are researching. While at first glance, utilizing account-based marketing seems to show that you care more about the client, the client may think that you are researching them so that you can get a better price on them. And while this is technically true, it isn’t done with negative intent. In any case, some people make take it the wrong way, so it’s important to be careful with your research.

Account-based marketing is something you should implement when your teams are working to their capacity. While it is true that account-based marketing strengthens the communication between the sales and marketing team, there has to be some connection, to begin with. To successfully implement account-based marketing, everyone has to be on top of their game. If one person slips up, say one of the teams misidentifies one of the key players in the company, that could lead to a fatal mistake that ends with that company dropping your business and all those resources that were spent were for nothing.

It seems that a lot of this boils down to plain, common sense. You have to ask yourself, “Is it worth it?” However, when you ask that, realize that you are not just asking it for yourself but also for your combined sales and marketing teams and anyone else who may be working on the client. Foresight and the eye of a seasoned leader are needed to pull the proverbial trigger.

In the end, there are a few factors that will define whether or not you should implement account-based marketing. It matters how big the client is. If they’re small enough they might not warrant the effort and resources needed to implement account-based marketing. At the same time, you should make sure that you are spotting all the high profile targets. Also at the same time be mindful of who you are putting your resources into, because some might not like the personal approach. In the end, it all comes down to common sense and decision making. Account-based marketing is a powerful tool that can bring your business great success, but you have to implement it wisely and strategically so that you can harness its true potential. Will that business be yours?

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Account Based Marketing: Pros and Cons

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Account Based Marketing (ABM) is here to change the future of the B2B marketing game.

However, ABM, like most marketing strategies, has not only pros but also some cons. In our opinion the pros of ABM are definitely far ahead of its cons. But you should definitely take a look and decide yourself, whether ABM is the right fit for your business.

Pros:

Higher ROI

ABM minimizes the possibility of buying the wrong traffic for highly targeted programs. By targeting specific accounts in a real-time you are increasing your chance of greater ROI by not wasting any resources on any accounts that aren’t a great fit.

Highly Targeted Campaigns

Since you know, who your target audience is, you can use advanced targeting technologies, like IP-based or cookie targeting to address highly specific ads even to the accounts you have never interacted before.

Better Marketing and Sales Alignment

ABM is a great way to align your sales and marketing teams. Marketers are forced to think more like sales, identifying new specific accounts and generating revenue from them.

Automation

ABM system is automated. This means, that you can set up the marketing campaign and run it for some time with the minimal management effort!

Cons:

Additional Research

To set up an effective ABM system you may need to deepen your understanding of what are the specific need of your accounts, how would they prefer to communicate with you. You would also need to create more messages addressing specific account-related challenges.

Technology Limitation

Our experience shows, that ABM technology is still in its early development stage. There are some limitations, especially when it comes to identifying accounts, using IP addresses and Cookie Files. It may require a couple hours of manual work to set up an efficient ABM system.

Resource investment

While it is true, that ABM saves your resources and increases your ROI, this technology requires a new platform that you need to invest in first. It also requires some marketing skills to set up an effective ABM system.

So, for today these were the main pros and cons of ABM, that we wanted to share with you.

In Social2B we strongly believe, that ABM can benefit any B2B company. Therefore, in our next blog posts, we will continue to share with you our hands-on experience on this topic. Don’t forget to sign up for our newsletter to remain up to date with the latest trends and developments in the field.

Why ABM is the Future?

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ABM is here and changing the marketing game. Here is how and why you need to use it!

This is probably not the first article you’ve read about ABM (account based marketing), and it certainly won’t be the last. It’s a hot button topic that many marketing companies are going wild over. So knowing this, what is ABM?

Account based marketing can easily seem like just a buzzword phrase that means nothing, but in actuality, it’s a very successful system that has proven to give back higher ROI. Account based marketing is the tactic of tailoring your marketing approach to a single client. This is opposed to the opposite method of just marketing to as many people as possible. Account based marketing seeks to tackle a single client or company and set it up as a market of one. Every client is their own market.

So why is this better? Well, believe it or not, clients appreciate when you put in the effort into their business. The higher percentages of ROI comes from the fact that when you put in the time for a more personal approach, clients are more willing to work with you.

This is arguably going to be the best way to market for the future and the reason for this is simple. The market has become oversaturated with competitors and the only way to distinguish them is by price. Sometimes that is just not enough!

As time goes on, clients continue to diversify and it becomes less optimal to just blanket market to as many people as possible. Over time, you’ll start to get diminishing returns which one could say is less than ideal.

Now that’s not to say that social media, PR and other methods don’t work because they usually do. But they should only be used as tools to start to engage your audience or client. Account based marketing works to combine all of your departments together to form a cohesive package so that you can seal the deal with your client. The bottom line is that if you want your client to stay interested, you have to customize your approach to their needs. Price isn’t going to be the only factor that keeps them, but taking the time to understand the client and how their business runs as well as understanding who the key players are, is going to play a large part in securing them.

So what else is there to know about account based marketing? To put it simply, ABM is the natural progression of things. You used to market to the masses but now you probably use elements of account based marketing without even knowing it by reacting differently to certain clientele.

So to reiterate, here are the reasons to implement account based marketing into your marketing strategies.

Personalized marketing strategies have been proven to pull in customers. Developing content for the key players at the company you’re trying to sell to is crucial and will go a long way to help finishing the deal.

Account based marketing is efficient and helps you structure your resources on the key clients that matter the most to you instead of using it on something you might not need. This will maximize the efficiency of your marketing AND sales team.

Your ROI will be more defined with account based marketing and you’ll be able to make a better a inference on whether you are getting your returns since you are engaging in a more personal form of marketing and you can see if your client is interested or not.

After using account based marketing over time, you and your team will be able to figure what works and what doesn’t for you so that you can refine fine your marketing process for later clients. With this, you’’ be able to have an overall higher revenue when you know where to drop your resources.

And finally, account based marketing will tighten the alignment of your sales and marketing team. Having them work together, using resources efficiently is the only way that account based marketing will work successfully.

All in all these are the reasons why you need to implement account based marketing and why it is the future. Personalizing your market strategy towards specific clients is the ideal way to get more ROI and have a successful business.

We here at Social2B are dedicated to bringing to you more quality content. The success of your business is important to us, so you are highly encouraged to sign up to our newsletter for more blog posts like this!

The Endless Possibilities for Content Marketing

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“Content is of great importance, but we must not underestimate the value of style.” – Maya Angelou

As content marketing is becoming the go-to strategy for reaching target audiences online, platforms are springing up across the Internet to take advantage of this booming marketing trend.  From CRM systems to content publishing and automation tools, there’s a platform for everything.  Content marketing is the power tool for B2B and B2C brands, with over 90% of customers finding custom content useful (Business 2 Community).  As consumers expect more content production from brands across the Internet, there is high demand for content publishing and socializing across media from photos to infographics to videos to whitepapers and webinars.  As this demand grows, so does the demand for hubs for all of this content.  Enter sites like Quora, Betterificand the up-and-coming Hublished, all avenues for content publishing, socializing, industry expertise, sharing, and more..

 

Got a Question? Quora Has Answers (And So Should You)

 

 

Quorais becoming an essential tool to social media marketing strategies.  Brands can use this tool to leverage posts and knowledge tied to their industry within the Quora Q & A infrastructure in order to act as an expert voice on specific topics.  Post and answer questions; become part of the conversation.  Quora is a platform that allows you to branch out and engage so share new ideas and use the platform for content curation as well.  Quora is also gaining traction in Google’s SEO landscape, becoming a valuable tool for SEOstrategy.  Access key words to optimize your SEO results and get involved with related discussions in order to gain visibility.   Monitor what your competitors are doing as well by seeing how they are using similar keywords and topics to promote their brand, and use this to stay on top of industry trends and ahead of the competition.  Quora is an excellent platform for taking the temperature of the marketplace, and allowing for networking and lead generation and nurturing.  Quora connects users with information they want to be learning about, so make sure you’re in the information feed by getting involved.  Provide that first-hand knowledge that consumers are looking for.

 

 

Betterific: Making the World a Better Place One Suggestion at a Time

 

 

We joke about Betterificbeing a site basically for the purpose of complaining about things people don’t like, but it’s actually a productive platform making suggestions for change and seeing how the public responds.  Betterific describes itself as a “digital suggestion box” where people can throw any idea out there, and if it actually is a good one it moves up in visibility and generates more engagement, a following, and ultimately loyalty to the idea (and therefore your brand if you use it correctly).  It is a unique content platform that allows for the subtlest of marketing, where you can pose suggestions that ultimately benefit your brand.  This must be done with the utmost skill, as it presents itself as more of a community-based platform where “corporate” messaging doesn’t really have a place, but if you send individuals representing your brand on this platform to share ideas and ultimately content, you may have some success.  “Join a movementof smart, creative, passionate people that have a vision to make things better,” while also promoting your marketing agenda.

 

Hublished: Your Hub To Pub(lish Content)

 

 

Hublishedis making a name for itself in a different kind of content marketing than many of the traditional platforms.  Although still a work in progress, Hublished is on track to be the ultimate destination for organizing, chronicling, sharing, and socializing eBooks, White Papers, and Webinars all in one place.  The platform removes the hassle of organizing landing pages for these items by implementing a user friendly form that creates a landing page within the website for readers/viewers to access the content.  Content topics are then linked to those trending on Twitter, to show relevant material and give you opportunity to increase the visibility of your content across the Web.  What’s especially satisfying to a user using this platform is that the content can always remain alive through Hublished.  Once your Webinar is over, it can still be seen on Hublished once you upload it.  Once an eBook is removed from your site, it can still be read on Hublished if you so choose.  Especially with SEO being a top priority for content marketers, the more relevant and interest content you are able to keep out there, the better, and Hublished helps that come to fruition.  This platform does so many things for content curation, socialization, and storing, and is only continuing to add on capabilities.  They’re a company worth watching out for.

 

Content with your Content

 

 

If you have content to share, these are just a few of the many platforms out there that can help you with your content marketing.  You shouldn’t just be content with your content as it is, sitting on your site, or only being Tweeted and posted on Facebook.  There are so many more new and creative outlets for ways to share information that you should be exploring as many of them as possible.  Get your content out there! Share and discover!

By Jessica Spar

Content Marketing: From the Written Page to the Visual Stage

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If a Picture is Worth a Thousand Words, Then Is a Video Worth a Million?~ Greg Jarboe

Content marketing has become a central strategy for marketers as traditional marketing expands to encompass social media and the many platforms it entails From blogging to social networks to website landing pages themselves, content marketing is essential for SEO rankings, and therefore a brand’s visibility across the Web.  As content marketing evolves, so do the many forms this industry essential takes. Content marketing, which started with the written word, has also transformed itself into the world of static and moving images.

Taking concepts that have long existed in traditional marketing, content marketing is moving increasingly into the visual space. From that traditional ad that captures the audience’s attention through visual appeal, the concept of the infographic has emerged, and from the idea of commercials comes to video marketing via many channels such as YouTube, and the newer Vine and Instagram video.  As we have progressed in the digital age, this transition from the written page to the visual stage has allowed for new and creative forms of brand expression, allowing for content curation across multiple platforms.

Almost any piece of written content can be made into an infographic, followed by a video (if you link to each of these you can see how Social2B, a digital marketing agency, did this successfully with their content on mobile strategy).

 

Especially as the “instant gratification” generation continues to grow, the need to capture the audience’s attention in new and innovative ways is constantly at the forefront of content marketing strategies.  From real-time marketing capitalizing on the NOW moment to the decrease of video lengths to 6 seconds via Vine in which you have to get your whole message in that span of time, it’s become more and more essential to capture an audience in the most efficient and captivating way possible.  When it comes to social media, the key objective is to produce quality content that will reach the largest audience possible in order to achieve the highest ROI and highest SEO rankings, so companies are constantly battling it out to find the best way to achieve this.

Here are some stats supporting the move towards video content marketing:

  • More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching videos (YouTube).

 

  • 92 percent of mobile video viewers share videos with others. (Invodo)

 

  • 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)

 

  • Only about 24 percent of national brands are using online video to market to consumers which means there is still a lot of opportunities to become a leader in this marketplace (Kantar Media)!

 

***These and more stats can be found via DigiDay.

 

Video storytelling is becoming the advertiser’s dream with everything from YouTube videos to the shorter Vine and Instagram Video destinations which all act as a persuasive brand medium.  While commercials have always been a way to reach people, as the consumer audience is increasingly moving towards mobile and online and away from traditional television viewing, these outlets allow these target audience members to be reached in a more personally engaging way.

By optimizing your content for the most platforms and mediums possible, you are increasing your chances of an appeal to audiences through variety and pure volume.  Dynamic content grows audiences, which is why visuals are an important element of content marketing. Even when incorporating blogs into your strategy accompanying them with images, and ultimately infographics that help summarize the blog’s material, can help keep a reader’s attention.  Strong text content connects audiences to brands through a more conversational outlet, while the visuals help keep their attention once you’ve reeled them in. Ensure that you don’t miss out on this next wave of marketing, and cover your bases with written, static images, and animated visual content.

By Jess Spar