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Do Emotions Matter in B2B Sales?

Written by Wednesday, 03 February 2016 00:00
Do Emotions Matter in B2B Sales?
“Humans are wired to connect with each other. And we connect with one another by feeling, not thinking. …Emotion is now increasingly recognized as the key to moving hearts and minds,” Helio Fred Garcia, author of The Power of Communication B2B buyers are a rational bunch. After all, they’re making decisions about business. That’s not emotional. That’s not personal. It’s simply a matter of tallying up the business benefits, weighing them against the price, making some tradeoffs and coming up with a sound business decision. So says traditional thinking. There is, however, a problem—it’s not true. And there’s research from The Corporate Executive Board Company (CEB) to prove this. They conducted an extensive study, including responses from 3,000 B2B buyers. It showed that personal considerations, including emotions, trump business considerations in decision making.
How to Maximize Results from the Most Effective B2B Content Marketing Tactic
“Productivity is never an accident. It is always the result of a commitment to excellence, intelligent planning, and focused effort,” Paul. J. Meyer, founder of the Success Motivation Institute The Most Effective Content Marketing Tactic When you think of content marketing, do online tactics come to mind—e-books, white papers, emails and more? If so, it’s not surprising. That’s where a lot of the marketing action is today. Given our focus on all things web-related, it may come as a surprise to discover that the number one content marketing tactic is good old-fashioned in-person events. That’s according to research conducted by the Content Marketing Institute and their partners. When they asked B2B marketers what their most effective content marketing tactics were, in-person events topped the list. Seventy-five percent of survey respondents said event marketing was the most effective form of content marketing. While in-person events are impactful, they are also a…

2016: The Year of the Human Touch in B2B Marketing

Written by Wednesday, 16 December 2015 00:00
2016: The Year of the Human Touch in B2B Marketing
In his newly debuting book, “The Human Brand,” Chris Malone and Susan Fiske talk about how human beings developed the split-second ability to judge people on their intentions and capabilities. It was a matter of survival for our ancestors. Today they write, we still judge people based on “these same two categories of social perception, which are known as warmth and competence.” When someone exhibits both qualities, trust develops. If warmth is lacking, suspicions and envy take over. If competence is not evident, we feel sympathetic. In the worst case, when someone is neither warm nor capable, there’s little chance for a budding relationship. The research presented in this book goes beyond the human-to-human relationship to the human-to-brand relationship. We judge brands by their warmth and competence too. Those perceived to have both attributes are more likely to develop deep, enduring relationships with their customers. Now that’s something to aspire…

New Year’s Resolutions for B2B Lead Generation

Written by Wednesday, 28 January 2015 00:00
New Year’s Resolutions for B2B Lead Generation
Here are a few B2B lead generation New Year’s resolutions that will get you off on the right foot for 2015.
How to Segment Your Market and Increase B2B Conversions by 355%
Do you want to increase your conversion rates by 355%? Of course you do. What’s the secret? Well, according to a study by Jupiter Research, companies that segment their databases increase their conversion rates on average by 355%. It makes sense. Since your prospects and clients don’t all have the same problems and needs, you can’t expect a broad message to appeal to your entire database. To create a robust, successful marketing campaign you need to provide content and messaging that’s relevant. You need to segment your list so you can, for example, send targeted emails and structure tailored telemarketing programs. Getting Over the Initial Hurdle You’d think all business managers would be clamoring to slice and dice their list into micro-segments for marketing campaigns. But they’re not doing this! The same Jupiter Research study found that only 11% of companies are using a segmentation strategy. Why are 89% of…
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