The Vocus Blog team is at the MarketingProfs B2B Forum in Boston, learning how businesses can market themselves better to other businesses. We’ll be reporting some of the in-depth case studies we’ve seen over the following weeks. For now, here are some useful B2B nuggets we’ve heard so far..
“People don’t search in a vacuum. Media, PR and marketing stimulate search behavior. Channels work together.” Kevin Lee, Didit
“The market is fluid today with many disruptors in the purchase cycle. Situational factors surround how consumers make decisions, and there is no longer a linear path to purchase.” Kevin Cain, OpenView Venture Partners
“When your product is similar to others, the story you tell and the way you tell it makes the difference. Put your content next to your competitor’s. If you can’t tell the difference, you will compete on price.” Jeannine Rossignol, Xerox.
“Content marketing is not rapid. The Oreo “dunk in the dark” image was created in minutes; the strategy behind it was not.” Kevin Green, Digital Influence Group
“There are three challenges for successful content marketing. Listen better than anyone. Be the best teacher of what you do. Help your employees find their own inner teacher.” Marcus Sheridan, The Sales Lion
“Your English teacher was not a writer. Feel free to use colloquial language (aka common usage) in your writing, not necessarily what’s grammatically correct.” Erik Deckers, Professional Blog Service
“Blogging” is an unhelpful term. A blog is simply a format for publishing information that educates.” Marcus Sheridan, The Sales Lion
“Ask your customer to write a blog about their success from their perspective. They tend to start with a bigger problem, and the solution wasn’t all about you.” Jeannine Rossignol, Xerox.
“Who should you interview for buyer personas? You’ll get more in-depth knowledge from the person who does all the work, not the C-level book-end decision maker that shows up at the beginning of the buying process and the end.” Adele Revella, Buyer Persona Institute
“Look at content as a journey, not a set of assets. This will enable you to lead customers to the desired outcome.” Kevin Green, Digital Influence Group
“Interview the people you want to market to before you start writing your content and copy. Listen to your buyers, really listen and dig deeper into their details. Their first stock answer you should already know. Ask why!” Adele Revella, Buyer Persona Institute
“People don’t ‘not care’ about issues. However, they may not care about the way you’re discussing them.” Teddy Goff, Digital Director, Obama2012
“People’s relationships with organizations have changed. They talk back, and talk about them, and distrust ads and rhetoric. But people themselves haven’t changed. They want to be engaged, inspired and entertained.” Teddy Goff, Digital Director, Obama2012
“Every person interested in your product has a limited attention span. Personalization of social content is essential.” Lee Odden, TopRank Online Marketing
“Never underestimate the power of having a conversation… just a conversation.” Corey O’Loughlin, MarketingProfs
Other Assorted Wisdom
“You don’t have to be a rocket scientist to be great at marketing. You just have to have common sense. 98% of people don’t have common sense, so you should be good.” David Manin, First Databank
“The biggest barrier to creating content in real-time is fear.” David Meerman Scott, Author
“Always close by saying thank you.” Larry Smith, the Six Word Memoir Project
Thank you, MarketingProfs! Now back to the sessions…