Seven Essential Tips on Applying Thought Leadership in Your B2B Email Marketing Campaign

Emailing the C-suite to promote your company, brand, or products/services can be a serious cause of headache for many B2B email marketing practitioners. But, when done right, the rewards can certainly be worth more than your while. So, how do you email the recipients in your C-level executive business contact database the “right” way?

The answer is through thought leadership. Thought leadership is the state of being recognized by your audience as a source of useful information about a particular field. This is primarily achieved through educating your prospects, customers, community, connections, etc. Thought leadership builds credibility which, in turn, builds trust and loyalty.

Read more

How To Develop Workable Lead Nurturing Strategies for B2B Email Marketing

We’ve taken a look at applying lead nurturing concepts broadly to an integrated marketing campaign in a previous blog post. Now, let’s narrow down our discussion to cover lead nurturing in the realm of B2B email marketing and see what we can do with our B2B contact lists, email messages/content, and other campaign considerations to improve the quality of our prospects.

We’ve also already seen in the above-mentioned blog post that there is evidence in the real world suggesting proper lead nurturing improves the efficiency of the marketing and sales process. Organizations that are really good at lead nurturing report marked improvements in the efficiency and effectiveness of their sales teams (50% better conversion rates, 33% lower marketing costs) plus higher potential for developing customer loyalty.

Yet, despite its clear advantages, other studies also indicate that lead nurturing is not on the radar screens of many B2B marketers at this time. A UK-based study shows that as much as 3 out of every 4 B2B marketers there have no lead nurturing strategy. In terms of email, around 42% of respondents in a separate study rated this channel as best suited for “quantity” of leads, not lead quality.

With recent and broader B2B marketing trends strongly showing a shift in focus toward lead quality (given top priority by 53% of B2B marketers), these imply the underlying need to follow and nurture prospects throughout the sales pipeline. That’s why every marketing channel including email campaigns should follow a lead nurturing strategy, and here are the steps to build one:

Read more

Software Marketing Survival Guide: Tip #5 – What to Blog About

As much as 80% of blogs created end up being abandoned within two months of their existence. Despite the major role that active blogging plays in communicating with our target prospects, growing our B2B database, and promoting our brand, this percentage shows how little many people think of blogging as a marketing device.

As a marketer, you should avoid making the mistakes that many others do, failing to regularly update company blogs. If you ever find yourself running out of ideas on what to post, keep in mind that the IT/software industry is a dynamic source of blogging ideas, and here are a few of them:

Read more

Software Marketing Survival Guide: Tip #4 – Sharpening Your Shareware Conditions

By offering trial-ware versions of their commercial products, software developers are not only improving the marketability of existing or new applications but are providing value to customers and prospects as well. But these offerings do also have their own set of special issues. This blog post takes a hard look at the factors to consider when setting the terms and conditions for use of your shareware.

Read more

Software Marketing Survival Guide: Tip #2 – Reaching Prospects Worldwide with Your Site

Your web pages are only a tiny speck in an ocean of at least 8.3 billion pages in the World Wide Web, all competing for the time and interest of about 2.3 billion Internet users across the globe. With websites at quite a premium, it’s no surprise why SEO is such an important tool in getting noticed. But SEO can do only so much. Once visitors are actually at your site, it takes more than keywords to keep them from leaving.

Read more