How An Email List Should Point To Industry Culture

All right so your company is done with development, done with production, and now you have acquired an email list with details that will get in you touch with players in a new industry. But wait up, are you sure this is as easy as dropping down an email list vendor’s site, making a beeline for an industry category, and just clicking ‘Buy’?

You may not realize it but you have already skipped one or two critical steps to take before marketing to a new, unfamiliar industry!

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How to Extend the Shelf Life of Your B2B Email Content: Ideas from a Content Marketing Guru

The average corporate recipient sifts through 105 emails a day, according to IBM’s Email Deliverability Report. A study published by the Nielsen-Norman Group reveals that email users typically spend about 51 seconds reading a single newsletter. This means emails already take up 1.5 hours from the daily schedules of contacts like decision-makers in your managers business list.

Knowing that such a workload faces your contacts, what reasons would you give them to open, read, and respond to your emails?

The best answer would be distributing relevant and timely content. But, as you may fully be aware of, content doesn’t grow on trees. It takes a great deal of time and effort to think of and produce useful content. Content development is such a daunting challenge for every B2B marketer that this activity is usually delegated to someone else. However, for those who can’t find “someone else” to produce content for them on a regular basis, they have to rely on their own creativity which waxes and wanes unpredictably.

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Top 5 Reasons That Drive CEOs Toward Social Media and Why These Matter To Your B2B Marketing

Around 57% of CEOs think social media will play an increasingly important role in their business over the next 3-5 years. This is according to IBM’s Global CEO Study which surveyed over 1,000 chief executives more than 60 countries. Accordingly, B2B marketers must go beyond this headline numbers and examine the reasons beneath such a trend in order to help them make more informed decisions in terms of lead generation, contact list building, branding, ads, etc.

 

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Seven Things Your Email Campaign Metrics Are Saying That You Might Be Ignoring

Your B2B email marketing campaign talks to you through a special language called analytics which use numbers instead of letters to form words called metrics. Through combinations of these metrics and other data, your campaign lets you know about any aspect in your project —topics/content reception, effectiveness of timing, B2B email contact database accuracy, etc. This post looks at seven of these messages/warnings that you might be ignoring.

There are lots of email marketing metrics used today. You’ve got open rates, click-through rates, bounce rates, spam percentage, abuse reports, etc. to look at which can be quite overwhelming at times. To filter out the noise and make some sense out of them, you have to take them into context and not in isolation. Oftentimes, you need to compare these values to some benchmark or index as well as other measurements in your marketing campaign like ROI, conversion rates, and social metrics to arrive at valid and accurate conclusions which may include the following:

1. Adjust sending frequency. Sometimes, your metrics may be telling you that you’re sending too frequently or extremely rarely, depending on their values. If you suspect this to be the case, try changing your sending frequency on a small sample from your B2B contact database and see how the changes affect open rates, unsubscribe rates, and abuse reports.

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How to Create an Effective Elevator Pitch for Your Email Marketing and Win More C-level Leads

You’re in an elevator with a very important company executive, and you’re about make a proposal on which the fate of your business rests. The official seems to be in a hurry and, to make matters worse, he’s getting off on the next floor. How would you explain your ideas in such a short period of time? If you think about it, this question is also quite valid if you’re sending emails to contacts you acquired from an executive list provider. It’s the same set of persons and the same pressure.

An effective ‘elevator pitch’ is a good approach in organizing and presenting your ideas and proposals to important an audience, like decision makers. But, quite apart from what the phrase implies, a good elevator pitch has a broader range of applicability including email marketing. The elevator pitch helps you deliver your message to recipients more effectively and efficiently. It works best with contacts who are not yet part of your official subscriber list. Here are a few guidelines on how you can apply this method.

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Six Ways to Boost Your B2B Email Marketing Campaign with the Help of LinkedIn

With 161 million users and counting, LinkedIn is certainly the largest professional networking site today, growing at a rate of 2 new subscribers per second. As such, LinkedIn is one of the top destinations for marketers to generate online B2B leads. LinkedIn offers new opportunities for B2B email marketing with many features and functionalities useful to our campaigns.

This post talks about six tactics for B2B email marketers to enhance their results through incorporating LinkedIn into their projects.

The idea of using social networking sites to boost email marketing results is certainly not new. Studies have shown that 36% of B2B marketers integrate social sites like LinkedIn, Facebook, and Twitter as part of their email marketing strategy. Of these, around 25% prioritize building leads database and B2B mailing lists while 35% say they use these sites to announce upcoming email newsletters and other content.

Exactly how LinkedIn fits in your B2B email marketing campaign depends on the purpose you want to achieve. These goals are basically three-fold: to build mailing lists, to syndicate content, and to gather/share information. This post gives you two tactics for each as follows:

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Five Tips Every B2B Marketer Should Follow When Joining Niche-Specific Online Communities

Mainstream social media is dominated by a few names so overwhelmingly that many marketers tend to overlook smaller sites that serve a particular niche or sector. However, B2B marketing practitioners who actively participate in industry-specific online communities are discovering that these lesser-known channels are excellent websites to find leads in. Aside from generating fresh leads, B2B marketers are reaping the benefits that come with the quality of feedback and level of information sharing in these communities.

This post gives you a few pointers to help you become highly effective in using niche-specific online communities as part of your B2B marketing toolkit. But first, let’s have a look at some of the advantages you’ll likely get from participating in these online platforms.

While skeptics of industry-specific online communities prefer to operate within the boundaries the major social networking sites, advocates of these smaller platforms are tapping into more targeted audiences. Apart from growing their B2B leads database, the latter group of markets also uses sector-specific communities as a low-cost source of information, brand recognition media, customer service extension, and market research facilities.

To help you experience the full benefit of industry-specific online communities, apply these five tips in your own campaign:

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Five B2B Content Marketing Tips for the Savvy Start-up

Being a tiny neophyte in today’s business environment can be extremely daunting. You’d have to worry about doing your own thing without getting eaten by the industry behemoths that have almost every advantage at their side. Marketing is one of the areas where established businesses have an edge, with deep pockets to reach into for branding, advertising, and sales. With such overwhelming odds, is there anything at all left for the small start-up in B2B marketing? Fortunately, there is.

B2B content marketing is the great equalizer that levels the B2B marketing playing field for big and small participants alike. As one of the foundations of inbound marketing, it’s both very effective and relatively cheap. Recent data show that 57% of companies engaged in blogging generate leads there and as much as 62% of marketers in social media claim to acquire customers via that channel while spending around 45% to 52% less than average marketing expenditures.

B2B content marketing is now being adopted by more and more businesses, regardless of size. In fact, as much as 9 out of 10 businesses listed B2B content marketing as a top priority in order to build a more prominent online presence as well as to generate leads for their B2B database. Among the popular content marketing tactics are blogging, article posting, and social media.

So where does this leave you? It means you should start forming your own B2B content marketing strategy right now. To start with, these tips should help you out:

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The Four Biggest Reasons Why Effective Branding Helps You Win in B2B Marketing Today

Branding does have its place in the pursuit of fresh leads and customer loyalty. It’s an essential ingredient in both B2C and B2B marketing today. Information released by Technorati shows around 46% of bloggers post general brand-related content while 38% write strictly brand or product reviews. With such importance given to branding through blogging (which is a B2B marketing tool), its use cannot be overstated enough for success in the B2B setting.

This post looks at the four biggest reasons why effective branding boosts your chances of thriving in today’s B2B marketing situation. As we’ll talk about below, the major changes in digital media have given branding such a vital role in the modern marketing environment.

But not everyone is convinced that branding holds an important place in B2B marketing activities such as growing a B2B leads database. Some experts think branding only appeals to emotions, something which they believe B2B buyers don’t consider much in making purchasing decisions. Likewise, other notable marketing thinkers say that B2B products/services are typically too complex to be advertised in a simplified branding message.

Despite these arguments, many other B2B marketing specialists still claim that branding does play a major part in the B2B setting. Supporters of this idea cite that B2B decision makers have feelings too. In fact, research has shown that emotions do affect how decisions are reached. Because decision makers are normally bombarded with a bewildering array of choices, it’s more practical to select which information to consider in framing their conclusions. This is where branding comes in.

The most important contribution that effective branding gives is not in generating quality B2B leads, but in building relationships with people that matter. According to an article published on Forbes.com, there are four ways that branding develops relationships:

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