Comments on: What’s Working in B2B Marketing? http://bly.com/blog/general/whats-working-in-b2b-marketing/ bly.com direct marketing blog Wed, 08 Feb 2012 14:52:06 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: CONNIE WERNER REICHERT http://bly.com/blog/general/whats-working-in-b2b-marketing/#comment-484300 CONNIE WERNER REICHERT Tue, 21 Aug 2007 06:39:42 +0000 http://www.bly.com/blog/?p=257#comment-484300 Online articles to places such as ezine articles and trifter, and more. Press releases published in target market newspapers Web site Blog Online articles to places such as ezine articles and trifter, and more.

Press releases published in target market newspapers

Web site

Blog

]]> By: pvavznullk http://bly.com/blog/general/whats-working-in-b2b-marketing/#comment-391429 pvavznullk Mon, 18 Jun 2007 21:13:37 +0000 http://www.bly.com/blog/?p=257#comment-391429 Hello! Good Site! Thanks you! cgxrxjfduj Hello! Good Site! Thanks you! cgxrxjfduj

]]> By: B2B Marketing Blog » Blog Archive » Marketing communications - it’s all in the mix http://bly.com/blog/general/whats-working-in-b2b-marketing/#comment-381786 B2B Marketing Blog » Blog Archive » Marketing communications - it’s all in the mix Wed, 13 Jun 2007 14:39:32 +0000 http://www.bly.com/blog/?p=257#comment-381786 [...] What’s working in b2b? [...] [...] What’s working in b2b? [...]

]]> By: What?s Working in B2B Marketing? : My Netrepreneur http://bly.com/blog/general/whats-working-in-b2b-marketing/#comment-341199 What?s Working in B2B Marketing? : My Netrepreneur Thu, 24 May 2007 11:08:34 +0000 http://www.bly.com/blog/?p=257#comment-341199 [...] What?s Working in B2B Marketing? When I got my first job in business-to-business marketing in 1979, the most important marcom tools were, in this order: A. Product brochures. B. Corporate capabilities brochure. C. Product data sheets. D. Bylined articles in trade journals. E. Application briefs. F. Case studies. G. Ads in trade journals. H. Trade show exhibits. Today, A and B seem to have vanished, but C through F […] [...] [...] What?s Working in B2B Marketing? When I got my first job in business-to-business marketing in 1979, the most important marcom tools were, in this order: A. Product brochures. B. Corporate capabilities brochure. C. Product data sheets. D. Bylined articles in trade journals. E. Application briefs. F. Case studies. G. Ads in trade journals. H. Trade show exhibits. Today, A and B seem to have vanished, but C through F […] [...]

]]> By: Michael A. Stelzner http://bly.com/blog/general/whats-working-in-b2b-marketing/#comment-336062 Michael A. Stelzner Mon, 21 May 2007 13:27:44 +0000 http://www.bly.com/blog/?p=257#comment-336062 Bob; I might place white papers a bit higher on your list. Here is a link to a new study on this topic: http://www.writingwhitepapers.com/blog/2007/05/10/white-paper-registration/ Mike Bob;

I might place white papers a bit higher on your list.

Here is a link to a new study on this topic:

http://www.writingwhitepapers.com/blog/2007/05/10/white-paper-registration/

Mike

]]> By: Hans De Keulenaer http://bly.com/blog/general/whats-working-in-b2b-marketing/#comment-330253 Hans De Keulenaer Thu, 17 May 2007 21:50:30 +0000 http://www.bly.com/blog/?p=257#comment-330253 The communications mix is changing, and I would add following as techniques that have been proven to work for us: - Blogs - Webinars (at least for image building & lead generation) - Software tools & interactive animations (for technical marketing) - Email marketing still works, but not as it used to Application briefs remain very popular in our sector, as are case studies. Technical articles in the trade press, and trade fairs are declining. For trade fairs, it's probably worthwhile to distinguish between information trade fairs (rapidly declining) and networking/business trade fairs, of which some are thriving. The communications mix is changing, and I would add following as techniques that have been proven to work for us:
- Blogs
- Webinars (at least for image building & lead generation)
- Software tools & interactive animations (for technical marketing)
- Email marketing still works, but not as it used to

Application briefs remain very popular in our sector, as are case studies.

Technical articles in the trade press, and trade fairs are declining. For trade fairs, it’s probably worthwhile to distinguish between information trade fairs (rapidly declining) and networking/business trade fairs, of which some are thriving.

]]> By: Niche Articles http://bly.com/blog/general/whats-working-in-b2b-marketing/#comment-329075 Niche Articles Thu, 17 May 2007 06:57:31 +0000 http://www.bly.com/blog/?p=257#comment-329075 Opt-in list for a prolonged success you need to have a good email list blogging a good outsource for article submission save you time and money Opt-in list for a prolonged success you need to have a good email list
blogging
a good outsource for article submission save you time and money

]]> By: Steve Slaunwhite http://bly.com/blog/general/whats-working-in-b2b-marketing/#comment-328444 Steve Slaunwhite Wed, 16 May 2007 22:05:21 +0000 http://www.bly.com/blog/?p=257#comment-328444 Here are my additions to the list: -- Lead gen letters (old-fashioned, but they work very well) -- Case studies -- Email (to an in-house opt-in list) -- Podcasts -- Webinars -- Articles (in ezines, mags, online pubs, etc.) -- Online press releases -- Short very targeted specialty brochures (sell sheets, application sheets, etc.). Usually one or two pages. You already mentioned online ads but... direct-response ads in targeted ezines are also working very well. And improving the copy on offer pages on websites can dramatically increase leads generated. Here are my additions to the list:

– Lead gen letters (old-fashioned, but they work very well)
– Case studies
– Email (to an in-house opt-in list)
– Podcasts
– Webinars
– Articles (in ezines, mags, online pubs, etc.)
– Online press releases
– Short very targeted specialty brochures (sell sheets, application sheets, etc.). Usually one or two pages.

You already mentioned online ads but… direct-response ads in targeted ezines are also working very well.

And improving the copy on offer pages on websites can dramatically increase leads generated.

]]> By: Greg Padley http://bly.com/blog/general/whats-working-in-b2b-marketing/#comment-328278 Greg Padley Wed, 16 May 2007 19:32:41 +0000 http://www.bly.com/blog/?p=257#comment-328278 A, B, C & D above make sense but it really depends on the product and the market you're selling into. One client for instance has a product that works in a new way compared to its competition. The product has to be demonstrated at trade shows for the prospects to understand the benefits and ease of use. Case studies and corporate capabilities brochures are most effective for a client selling highly specialized chemicals and services. Product brochures and data sheets worked well for a client selling a line extension for an established brand into supermarket chains. A, B, C & D above make sense but it really depends on the product and the market you’re selling into. One client for instance has a product that works in a new way compared to its competition. The product has to be demonstrated at trade shows for the prospects to understand the benefits and ease of use. Case studies and corporate capabilities brochures are most effective for a client selling highly specialized chemicals and services. Product brochures and data sheets worked well for a client selling a line extension for an established brand into supermarket chains.

]]> By: Bob McCarthy http://bly.com/blog/general/whats-working-in-b2b-marketing/#comment-328050 Bob McCarthy Wed, 16 May 2007 16:04:16 +0000 http://www.bly.com/blog/?p=257#comment-328050 In B2B, direct mail is still the king of prospecting. I would look at on-line ads only if my audience was difficult to profile precisely or too large to reach by mail. Email has emerged as the choice for conversion, retention and reactivation. Search engine optimization make sense in most cases, but if you market to a very small audience, it wouldn't be my highest priority. White papers make sense as do articles and speaking engagements. Bob McCarthy McCarthy & King Marketing In B2B, direct mail is still the king of prospecting. I would look at on-line ads only if my audience was difficult to profile precisely or too large to reach by mail.

Email has emerged as the choice for conversion, retention and reactivation.

Search engine optimization make sense in most cases, but if you market to a very small audience, it wouldn’t be my highest priority.

White papers make sense as do articles and speaking engagements.

Bob McCarthy
McCarthy & King Marketing

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