123 eGuides

1 Minute Advice: Email Still Tops for B2B Marketers

The resilience of email as a marketing medium, at least for B2B marketers, is impressive. A very recent survey of B2B marketers conducted by Chief Marketer indicates that email is ranked as the top lead producer and responsible for the highest ROI leads. Second on the list for lead generation is live events, third is SEO, and fourth is content marketing.

Other interesting data points from this survey of over 240 B2B marketers in companies of all sizes:

• Over half of the respondents (54 percent) said social media plays a role in lead nurturing, but it is not a major source of generating leads
• Only half of respondents feel that sales and marketing teams communicate effectively
• Data hygiene and standardization are a challenge for B2B marketers; 25 percent do data hygiene quarterly and 29 percent do data standardization quarterly, but 13 percent never do data hygiene, and 22 percent never perform data standardization

If you're looking to improve your B2B marketing, consider ordering a copy of B2B Marketing 123. This eGuide presents a 3-step approach for marketing to businesses that is grounded in timeless principles but recognizes and takes advantage of the more complex marketing world we live in. Purchase B2B Marketing 123 today for just $2.99 at the Amazon Kindle store or in any eBook format, including PDF, at Smashwords.com. This title is also available wherever eBooks are sold. 

1 Minute Advice: No Easy Answer to Consumer Trust

Do consumers trust ads from marketers or online reviews from users? It depends. While online information and reviews are in vogue, there appears to be no easy answer when it comes to sources consumers might trust the most about products and brands.

eMarketer reports that in one recent survey, 82 percent of Internet users trust print ads in newspapers and magazines when making a buying decision, 80 percent trust TV ads, 76 percent trust catalogs received in the mail, and 71 percent trust radio ads. Only 61 percent of these users trust search engine ads and 43 percent trust social media ads, such as those embedded in Facebook.

Another study showed significant differences attributed to generations. For example, while 40 percent of Millennial Internet users said online reviews were the most trusted source for accurate product information, only 32 percent of Gen Xers and 24 percent of Boomers said the same thing about online reviews.

This is the kind of contradictory evidence that could drive marketers to distraction but, as eMarketer points out, "it’s likely that marketers will have to keep a close eye on rapidly shifting consumer sentiment in the months [ahead] as they look to find the most trustworthy methods of reaching online shoppers."

1 Minute Advice: How B2B Marketers can Benefit from Social Media

B2B marketers often struggle with how best to use social media, especially since it is challenging for them to determine the ROI of social media. Research firm eMarketer queried several B2B marketing experts and put together a list of five solid tips for how to benefit from social media. Among them are these two bits of useful advice:

1. "B2B buyers take their time researching, consulting and getting approvals before making any decisions. ...Rather than using social media to drive direct sales, B2Bs should leverage it to share valuable content and position themselves as subject matter experts throughout the buyer journey."
2. "...B2Bs can build niche decision-maker communities where questions are answered and industry-specific matters are discussed. The reach may be smaller [than larger social media networks], but with more room for one-to-one conversation, the impact could be greater."

The article concludes that "taking a more consultative approach to social media could have a big payoff for B2B companies." Read the entire article here.

And if you're looking to improve your B2B marketing, consider ordering a copy of B2B Marketing 123. This eGuide presents a 3-step approach for marketing to businesses that is grounded in timeless principles but recognizes and takes advantage of the more complex marketing world we live in. Purchase B2B Marketing 123 today for just $2.99 at the Amazon Kindle store or in any eBook format, including PDF, at Smashwords.com. This title is also available wherever eBooks are sold. 

1 Minute Advice: A To-Do List for Marketers

Chances are your marketing objectives this year are built around efficiency, cost effectiveness, and ROI. What are some of the things you are doing to meet those objectives?

MarketingProfs.com offers a handy infographic in the form of a "To-Do List" that could point you in the right direction. It includes information about experimenting with new technology, investing in experiences, building a stronger content strategy, using stories to captivate customers, using big data effectively, and treating customers as individuals. It also includes some interesting facts. Did you know, for example, that stories are up to 22 times more memorable than facts or figures alone?

You can download the infographic at the "View this photo" link below.  Also consider signing up for a free subscription to MarketingProfs.com. It's a great resource for all marketers.

View this photo

And if you're looking for some great strategies for the most cost-effective way to market products and services, get your hands on the eGuide, Low Cost / No Cost Marketing 123: 3 Steps to Effective Marketing with Little or No Money. This eGuide documents a practical, proven way to do effective marketing while spending little or no money. It explains a 3-step strategy that combines online marketing, public relations, and community engagement – all of which have little or no cost associated with them.

This eGuide, intended for small business owners, offers an overview of each of the three areas and provides specific tips for implementation. Additional resources selected specifically for small business owners are included.

Purchase Low Cost / No Cost Marketing 123 for just $2.99 at the Amazon Kindle store, in any eBook format at Smashwords, or wherever eBooks are sold.