Business to Business (B2B) messaging is more intellectually stimulating and harder to create than Business to Consumer (B2C) messaging. B2B messaging is harder to test as well, which is why the use of solid research methods is critical.
These challenges exist for one simple reason: B2B sales are more complex. Consequently, this complexity leaves B2B marketers with a heavy burden, one that can only be lightened with solid customer insights.
Facebook and Instagram provide tremendous B2B marketing opportunities – if your B2B creative is good enough to grab viewers’ attention. This is especially important in the niche B2B tech context, where generic creative really doesn’t fly.
How can sellers use cold email to engage rather than irritate?
How should marketers balance the need to be visible with the need to be relevant and useful?
The best marketers love data and the creative process in equal measure.
On this episode of B2B Revealed, “Analytical Marketer: How to Transform Your Marketing Organization” author Adele Sweetwood is our guest.
Sweetwood is the senior vice president of global marketing & shared services at SAS.
Cascade Insights CEO Sean Campbell and Sweetwood explore why an analytical mindset is necessary for a properly targeted marketing success strategy.
“The days of marketing as simply an artistic endeavor are gone. That’s not to say that creative skills are not in demand, it’s just that [creative skill] alone [is] insufficient.”
“We’re killing our customers with messages.”
“Once you start the engine moving, you don’t want the pieces missing.”
“The sales relationship needs constant care and feeding.”- Sweetwood on communication between marketing and sales.
“Investment in technology and … [capturing] data and analytics in your company is better than an ad you might buy or an event you might go to.” – Sweetwood on marketing for small businesses.
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This year our podcast went through a major change. The B2B Market Research Podcast became B2B Revealed. Our focus broadened to a myriad of issues that impact our clients in the B2B technology sector. The result? More interviews, more thought leaders, more insight, and an even better B2B Podcast.
It was a good year for B2B content. As we reflect on 2017, we bring you a countdown of our most read articles of the year.
Large companies lose touch with their customers all the time.
Thought Leaders You’ve Never Heard Of, a conference caste system, hair bands, professional photographers to steady your iPhone X while you take a selfie…
Cascade Insights is proud to announce our inaugural tech marketing conference parody: CONFERENCE CONFERENCE 2018.
Now that you’re in on the joke, here’s how our market research helps marketing teams in real life. (Seriously.)
Copywriting: Isabel Gautschi
Editing: Sean Campbell
Web Design: Kistner Group
Special thanks to Philippe Boutros, Bridget Burley, Colleen Clancy, Jacob Dittmer, John Najarian, Hercules Randolph IV, Blaze Schweickart, and Scott Swigart for contributing speaker sessions and content ideas.
Enthusiastic praise, frequent boosts in industry publications, social engagement and shares… By these measures, our marketing was, well, awesome. Especially seeing as we have a pretty niche focus: market research for B2B software companies.
