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As such, companies need to inject some personality and boldness into their brands. Take We Work as an example. On the surface, the company is essentially office and working space.

LinkedIn Publishes New Checklist for Tech Marketers [Infographic]

But everything from the service, to the interiors, to the brand mission breathes personality in a subtle, hip manner. We Work is just one of the many B2B brands who will harness this approach over the next few years, and as a result, our expectations from B2B marketing will continue to shift.

The issue is that many B2B brands are stuck in their ways of creating bland or highly technical content because they have forgotten who they are talking to: a person, not a company. And people want engaging content, not something that switches them off instantly.


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Creative storytelling is one effective way to generate content that people will respond to. Move away from the blog and look at more dynamic approaches, such as quizzes, videos, and webinars. Use numbers by all means to illustrate a need or problem, but make sure the numbers are presented in a digestible way.

This approach is not limited to startups, but one that established brands such as Deloitte are embracing by demonstrating the power of storytelling and ensuring it speaks to its audience.

B2B Tech CMOs on Leveraging Data to Strategically Cater to Buyers

For example, Yoast is a popular SEO plug-in. And Edit Flow, another personal favorite, helps you plan content on a simple calendar. In B2B technology marketing, you often reach several buyer segments, such as technical buyers vs. Therefore, you will need to monitor your ability to reach various segments — and create impact that compels them to convert. You can use Spreadsheets to track and store data over time. Analytics will help you identify different segments and their engagement with your digital presence.

And the newer Google Data Studio will help you create and present beautiful visual data reports, for every web metric under the sun. MarketingProfs and Content Marketing Institute. By Date You Need These Tools April 5, Thankfully, you can install one of many tools for industry monitoring. What is the conversion rate of this page or offer?


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To learn more about how Skyword helps brands deliver exceptional content experiences, schedule a demo. Featured image attribution: Dayne Topkin. This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website.

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MBA 101: Marketing, B2B vs B2C Marketing

Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website. Here are some of the major takeaways for B2B tech content marketers we learned from the CMI report: 1.

Leveraging Social Media in B2B Tech Marketing

Content Marketing Budgets are Growing as Brands Focus More on Revenue As predicted by Skyword CEO Tom Gerace in his keynote speech at Forward , content marketing is coming to the forefront as marketers evolve their role from behind the scenes players to main showrunners, thoughtfully curating customer experiences at the global level. Statistic attribution: Content Marketing Institute As the demands of the business become more intricate, marketers need effective marketing software that offers end-to-end management at all stages of the content marketing process, from strategizing, ideation, content creation, and optimization across multiple channels.

Content Is Expanding to Reach Every Level in the Organization According to the CMI report, 68 percent of tech content marketers identify the task of creating content that appeals to multiple roles as their top challenge.

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Statistic attribution: Content Marketing Institute B2B content marketers have to work within the strict sales structures, limited budgets, and tight oversight, while still finding a way to communicate their marketing strategy and analytics to executives and foster cooperation between departments. Sales and Marketing Are Collaborating on Content Strategy As content marketers fight to prove their business value and demonstrate ROI of marketing efforts, they need to accurately understand what conversations are going on in that essential purchasing moment.

So why is there so often a disconnect between these two pillars of an organization? Statistic attribution: Content Marketing Institute The silos between sales and marketing departments are a long-standing issue throughout all industries.

IT Market Research | Technology Market Research | B2B International

Statistic attribution: Content Marketing Institute Technology marketers who want to take a retention-focused approach to their marketing strategy need to find ways to offer customers additional value , rather than high-level information. Statistic attribution: Content Marketing Institute An essential part of social media strategy development for B2B brands includes knowing which social media platforms your potential customers are using.

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