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For B2B companies, the growing importance of e-commerce is taking an increasingly central role in business marketers' minds, but building a mobile commerce presence may soon become a priority. 
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Scoop.it!
With the increasingly integrated role of social media in business and society, the structure of B2B is steadily changing. How is it Different from Standard Marketing Practices? Selling to businesses versus consumers has several huge differences. For starters, studies show that consumers purchase with different emotional prompts than businesses do. Common motivators for consumers can include personalized factors such as impulse or status, whereas with businesses, different individual emotional motivators apply. Researchers buying for businesses tend to hold the fear of making the wrong decision, uncertainty of the level of confidence in the forecasted ROI, and look for a level of trust that can be established in the seller’s people. Businesses look at the reputation placed on the corporate brand and this drives the actual purchase decision. Companies want to be assured of more than just the calibre of the product, they look to answer “Can I believe in this company? Can I trust them? How will the reputation of this company affect my business?”...
Jeff Domansky's insight:
Marleen Anderson looks at how b2b marketing is different from consumer marketing. Recommended reading. 9/10
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Marketing in an Interactive World B2B Marketing annually produces a Social Media Benchmarking Report. This report is written in association with Circle Research; and it is designed to provide insight into social media trends and activities in B2B organizations.Here is an infographic summary of the 2014 report....
Jeff Domansky's insight:
Excellent infographic
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..For B2B companies to distinguish themselves in the future, they will need to evolve their conversational abilities with all three groups. How B2B businesses speak to each group will matter more so. In some cases, particularly when it comes to buyer personas, I have seen companies focus on a narrow conversation with prospect buyers and attempt to engage existing customers in the same conversation. At the same time, be oblivious to the rising influence of users in buying decisions – only perceiving this group as subjects of training or professional services. The new manifesto now is to transition from a one-dimensional view of buying to a persona-based three-dimensional view....
Jeff Domansky's insight:
Tony Zambito says we need a new buyer persona paradigm if business is to be successful in the future.
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B2B marketing is becoming more competitive. Creating infographics is a great way to attract prospects to your website and build your inbound marketing program.
One of the great things about B2B marketing is there is endless potential for generating interesting content for your audience. Marketers have to constantly be aware of what the next big thing is and if that big thing is worth our time and money.
I think we can all agree that tools to help create cool and creative content is worth looking at, especially if that content format has proven successful time and time again.
Ok, Rookie, what’s your point? Infographics is that new, interesting style to create and display your content. Information graphic or infographics are graphic, visual representations of information, data or knowledge. These particular graphics are popular because they present complex information quickly and clearly. And given that 65% of the population are visual learners (including myself), infographics can easily be successful. Here’s 6 reasons B2B marketers should use infographics: 1. People connect with visuals. Visual consumption makes learning easier. In fact, the brain processes visual information 60,000x faster than text. Visuals allow quick interpretation. This would be great way for a client to convey a complex topic.
2. Easily shared. Downloading and uploading is easier with a graphic than a blog post or white paper. Infographics are also highly favored in social media because of the ease of sharing between users and networks, causing it to go viral faster.
3. Attracts more attention. Let’s face it, pictures are more appealing than something written. It’s content eye candy! The nature of an infographic is to instantly grab your attention with bold colors and creative imagery. These elements arouse the senses and encourage further reading of the text.
4. Great for link building. Infographics are great ways to build links. Someone could publish your content and you could ask for a link back to your site with a particular keyword. Google will index your website higher and it will gain importance to search engines.
5. Shows an expert knowledge of a subject. By creating content dedicated to a particular topic, you show the world you high level of understanding of that topic. You could be viewed as an expert in that topic.
6. Builds awareness and traffic. Every marketer knows that content creation is important to build hype around your company. The better the content, the more likely it will be shared to others. Infographics are trendy and if done right, it can get people coming back for more!
Natalie Hodgkiss's curator insight,
May 13, 2014 3:07 PM
The strength of this infographic is its simple, easy to look at design with clean lines. The weakness of this visualized article, however, is that it presents the information in a circular format which I personally don't like and there's not much eye catching color. 
Anthony's curator insight,
December 16, 2014 3:35 PM
This is absolutely necessary to take into consideration. We cannot get away from the fact that in this day and age 'visual stimulation' influences the masses almost immediately. Brands are embedded into our consciousness with careful design strategies (colours, angles, lighting, font size etc) just look at the Virgin logo for an example of visual brilliance. Simply yet unforgettable. See if you can implement some of the strategies given here in this article. Enjoy! |
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To help our clients understand their buyers, SiriusDecisions conducts significant and objective primary research. One of the most interesting discoveries revealed via our most recent b-to-b buying study is that there is not one buyer's journey. In fact, there are three common, distinct scenarios of buying behavior that we isolated. It's important to know which buying scenario that an offering or campaign is associated with in order to align go-to-market strategies to how b-to-b buyers buy.
Jeff Domansky's insight:
Three key buying decision scenarios every B2B marketer should know.
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Understanding the B2B buying process is an essential part of creating effective sales and marketing strategies. To help you identify, engage, and nurture potential customers in an increasingly competitive space, I’m taking a look at the four crucial ways the B2B buying process is changing....
Jeff Domansky's insight:
B2b buying is changing and marketers need to adapt and respond quickly. Here's how.
Mike Allen's curator insight,
April 29, 2015 6:06 AM
There are good elements to this logic view but emotional motivation is the missing key element at each stage.
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“The missing element is the human element, and when we add it to the equation, the chemistry changes...the human element. Nothing is more fundamental, nothing more elemental.” It may sound like a poem, but these words are actually from a 2006 Dow ad. With the “Human Element” campaign as its launch pad, Dow skyrocketed out of the traditional B2B realm, taking its message and brand to consumers in a big way. Once a strictly B2B chemical company — making products to be used by other businesses — in 2006, it realized it needed to actively appeal to the consumer, and with its campaign, Dow revamped its image.And it’s time for other B2B companies to take note....
Jeff Domansky's insight:
The human element matters in social media and can be a powerful competitive advantage in B2B marketing.
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Content is king... That's what all the buzz has been about, right? Yet the 2013 B2B Content Marketing Benchmark Report found that only 36% of businesses believe their content marketing is effective. (See the B2C version here.) Why? Simply put, with so many competing priorities, marketers struggle with producing not only enough content but also content that justifies their investment by truly engaging users.
Timely, pithy, and unique content is critical to establishing awareness and trust with your audience. The need for you to produce content is not going away. So how do you make content work for your brand?...
Jeff Domansky's insight:
More useful tips on how to use content marketing in your B2B marketing strategies.
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B2B and e-commerce trends are worth noting for marketers.