Top 10 lists are everywhere this year. I even ran across a top 10 list of top 10 lists — hilarious! My list is about the most interesting people that I came across in B2B marketing during 2017. I find them fascinating not only as interesting people, but also for making valuable contributions to our business and our world. So meet this year’s fascinating B2B marketers, and let’s not forget the outstanding members of my lists in 2016 and 2015. Lucky me, to have such fascinating people in my life.
How do you sell when your buyers can’t buy? Everyone is aware that the B2B buying process is complex. It involves multiple parties over long decision-making cycles. In large enterprise, this can take months, if not years, and involve dozens of individuals in the buying circle. But new research from CEB, now Gartner, suggests that things are even worse these days. It’s buying gridlock.
Ruth P. Stevens consults on customer acquisition and retention, and teaches marketing at companies and business schools in the U.S. and abroad. Crain’s BtoB magazine named Ruth one of the 100 Most Influential People in Business Marketing. She is the author of Maximizing Lead Generation: The Complete Guide for B2B Marketers, and Trade Show and Event Marketing. Ruth serves as a director of Edmund Optics, Inc., the HIMMS Media Group, and the Business Information Industry Association.
Sales needs to help customers simplify the buying process. For customers that report a high degree of “buying ease,” the suppliers selling to them are 62% more likely to win a high-quality sale—a bigger solution, at a wider margin. http://ow.ly/jBFD30h0hui#B2BSales#marketing
For a convenient round-up of the top applications in modern data-driven consumer marketing, check out my 6-page white paper, commissioned by Infogroup. @Infogroup (With webform.) http://ow.ly/UZc830hxu4r
Making decisions about marketing investments can be frustrating, because there are so many options available. Which marketing tools are most important? What tactics will give you the most bang for the buck? Download the white paper "5 Marketing Must-Haves" http://ow.ly/OqbP30gJoXI
Understanding millennial buying behavior will be key to success. They are now responsible for researching and influencing 65% of purchase decisions. It turns out that the first place they look for solutions is on social media. http://ow.ly/8dwS30hxqvC#B2BMarketing#millennials
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".