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3 Reasons B2B E-commerce Solutions Are Different Than B2C

Thanks to the success of Amazon and other e-tailers, $1.7 trillion will be transacted in business-to-consumer (B2C) e-commerce in 2015. That’s trillion with a “T.” By comparison, Forrester Research projects business-to-business (B2B) e-commerce in 2015 at just $780 billion. B2B e-commerce isn't as large as B2C but it's growing quickly and has some very unique requirements that savvy marketers have discovered. 

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Jun 4, 2015 8:09:12 AM
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Boost Your Social Media ROI with C-Level Twitter Engagement

Twitter can help your company increase engagement, build or expand your following, gain influence and attract new business.  Many marketers—in an effort to amplify their reach Twitter-c-level-social-roiand influence to a wide captive audience—make the mistake of over-automating their social media and blasting promotional spam, while failing to foster engagement or really listen to their audience.  These marketers perform social media marketing like spambots in a misguided effort to make their inbound marketing content reach far and wide.  Twitter is a social network, so your marketing there must be social as well and not overly salesy.  Instead, transform your company into a trusted and credible informational resource and post original and curated highly shareable content—chock-full of relevant, smart and valuable solutions and insight. 

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Apr 29, 2013 1:50:00 PM
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B2B Lead Generation on LinkedIn

LinkedIn is the world’s largest professional network with over 200 million users.  The social network is great for making new connections, staying up-to-date on relevant industry B2B-Lead-Generation-on-LinkedInnews and trends, sharing your original content, building a following and boosting visibility.  LinkedIn is the best social medium for B2B companies.  The social network has a visitor-to-lead conversion ratio of 2.74%, which is outstanding and greatly outranks the conversion rates of Facebook and Twitter.  Although the high conversion rate is very appealing, refrain from engaging in overly “salesy” marketing on LinkedIn.  After all, it is a social network, so be social, focus on being an informational resource and provide links to highly shareable content full of relevant, valuable solutions and insight.  LinkedIn is a rich opportunity to increase engagement, promote your company, gain influence, attract leads and win new business.  

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Feb 21, 2013 5:00:00 PM
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Does Your 2013 Marketing Budget Support Your Revenue Goals?

If you’re like most business owners or marketing executives, in 2012 you looked at your marketing as a cost center. We've all done it. You assumed your marketing would cost you more than you could measure that it added to your bottom line. History and experience told you that is how marketing should be considered.

So you created a budget sometime in Q4 2012 and allocated ‘spend’ based on what you believed it would take to achieve certain unmeasurable objectives like increasing visibility, improving awareness or launching a new produmarketing budgetct, taking into account competitive market conditions and business goals. If you did this, your 2013 is going to be a lot like 2012 and marketing will again be a marginally valuable cost center. Is this kind of marketing effective? Is it making your business more competitive? Does this kind of marketing support your revenue goals? What if instead you required that your marketing investments were directly tied to revenue or better, more revenue than they cost?

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Jan 29, 2013 7:50:00 AM
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Win Big: Inbound Marketing at The Enterprise Level

This week, I am attending HubSpot’s Inbound 2012, the world’s largest gathering of inbound marketers.  The conference has featured great keynote speakers, including HubSpot_Inbound2012Hubpot CEO Brian Halligan, HubSpot CTO Darmesh Shah, David Meerman Scott, Rand Fishkin, Susan Cain and Gary Vaynerchuk.  Today, I will focus on a seminar given by David Carpenter of Connection Model, Cut the Geek Speak and Triple Your Earnings.  In order to win long contracts with high value and high margin, you need to learn how to craft custom-tailored language and positions and ask the right questions to position your agency for C-level marketing success.  Engaging business principals about business growth through analysis and targeted online marketing is the key to achieving inbound marketing success at the enterprise level.  David Carpenter outlined a 15-point plan for high-level inbound marketing, which I will share with you now.    

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Aug 30, 2012 8:06:00 AM
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Social Media Makes Its Impact in The C-Suite

As marketers, we often speak or write about the advantages of social media in marketing. If you look back over the history of the Innovative Marketer’s blog, we’ve regularly discussed insights and perspectives about the ways social media can help your business, school or non-profit. In many organizations, CMOs and marketing directors have been making similar pitches internally.social media listening tools

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Aug 28, 2012 7:47:00 AM
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