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Published on Tuesday 27th of November 2012

Blogging: Is your company up-to-speed?

We all know the value of a business blog, but do we take advantage? In a recent study about the State of Inbound Marketing, marketing software company HubSpot reported 57% of businesses using company blogs have acquired a customer from a blog-generated lead; an increase of 11 percent since 2010. Also, corporate blogs were ranked by 55% of the respondents as the lowest inbound marketing tactic to result in “below average cost per lead” (see figure below).If this September is anything like the last one, a lot of organizations are going to be ramping up their B2B marketing efforts. Last year, when the end of summer came around, the search volume for business-to-business marketing in the United States started to increase, reaching its apex near the end of September. In Canada, we observed similar results, as you can see in the charts.

Blog-Generated Leads55% of companies whose blog indicated leads from this channel were ―Below Average Cost

When it comes to marketing, there’s no question business blogging is effective. It drives clients to corporate Websites and companies gain new customers from blog-generated leads. These days, blogs along with other social media tactics, can play a crucial role in your company’s online presence.

Despite this, company blogs are only effective when they’re updated regularly. Content is authentic and business blogs provide real value to readers making the consistent updating of your company blog as important as ever.

HubSpot’s study reveals most company blogs publish at least monthly, if not weekly. Unfortunately, most businesses lack the time and resources for regular business blogging. This is where Direct Objective can help. By meeting with the Direct Objective staff once a month to define blog goals, companies can reap the benefits of blogging, yet free themselves from the task of actual writing it.

Together we can explore blog ideas, ensure blog posts respect company guidelines, customize the blog to be SEO-friendly and most importantly, attract new prospects.

Does your company blog need updating? Consult with us to see how we can help.


B2B Marketing    B2B Marketing Strategies    Pull Makreting Strategies    New Marketing Strategies    Content Writing Services    

Published on Wednesday 31st of October 2012

Business-to-Business Marketing Horror Stories

Every year on Halloween, people of all ages turn off the lights, cuddle up on the couch and watch their favorite horror movie. While Halloween only happens once a year for everyone else, I am faced with horror stories all year long. On a weekly basis, I meet with companies that are living their very own nightmares as a result of their own marketing inexperience. While I am the first to agree that business-to-business marketing is no easy task, I am also the first to admit there are always ways to try and avoid problems. So for this Halloween, we here at Direct Objective have a little treat in store for you, so turn off the lights, cuddle up on your office chair and get ready for our very own Business-to-Business horror stories... candy not included.

Chapter 1 - Marketing Without Measuring

Companies spending large amounts of money on marketing should live by one word: measuring. If marketing initiatives are put in place without the ability to measure key performance indicators, then why bother? Make sure that the right plan is in place in order to fully reap the benefits of your marketing initiatives and not fall victim to the Marketing Grim Reaper.

Chapter 2 - Branding is NOT Forever Young

The branding of your company is not something where you should cut corners. While a substantial investment into your online content, signage and logo is definitely recommended, remember that over time, as the industry around you changes, so should your branding. Allocate an annual budget for revamping your website, marketing material and even your logo if necessary to avoid being viewed as the Mummy of your industry.

Chapter 3 - Marketing Tactics are not Automated

So your company wants to invest more in various marketing tactics, while this is a step in the right direction do not think that merely setting it up is enough. Integrate and Automate your tactics to ensure that your social media, email campaigns, SEO, PR and other campaigns are aligned accordingly, not doing so would be the equivalent of getting lost in a haunted house. Avoid it and plan ahead!

Chapter 4 - To go International or not to go International

Every year, innovative products are developed, successfully tested in local markets and 7 years later there is still no attempt to break into the international arena. In today’s business market, the world has become a global village, easily accessible to all who want to. Cut down your time-to-market by daring to enter the international market, you’ll find that it’s a lot less trick and lot more treat.

Chapter 5 - International Expansion Needs International Experience

Breaking into the international market is great, what is better is having someone that you trust with the knowledge on how to capitalize in that market. Above all else, make sure your company is ready for a new market, that you are attracting new leads in that market and then let your senior salesperson takeover. Remember, if the sales are not there... R.I.P.

So there you have it, your very own guide to avoiding B2B Marketing Nightmare mistakes, now turn on the lights and get back to work!

Happy Halloween!

B2B Marketing    B2B Marketing Strategies    Measure ROI    New Marketing Strategies    

Published on Monday 6th of December 2010

The 5 Major Shifts of B2B 'New Marketing Evolution'

A very interesting 2010 is wrapping up, and the marketing industry is facing some major changes moving forward. 2010 was nowhere near as financially tough for many as 2009, but the recovery, while starting to show signs of hope, is still hampering firms. In response to the economic downtown, as well as new, emerging technologies, companies have undergone a major shift from the old marketing regime in a process we’ve coined New Marketing Evolution.

We’ve identified 5 major consequences of New Marketing Evolution to consider as we head into 2011.

1. The definition of marketing, transformed: During the last 2 years, the marketing industry has undergone a significant shift. The mindset of the potential clients has changed and if you or your company continue employing the old methods, you may quickly fall behind the curve. The key changes:

Old Marketing Regime

New Marketing Evolution

5-year marketing plan

Real-time, here and now: Marketing strategies, technologies, and techniques are evolving every day, so companies are now sticking to a 6-12 month outlook.

Mass approach

Customized to the prospect: If you’re pitching a one-size-fits-all package to a potential client, odds are that they’ve seen it before, they can do it themselves, or they can find a better options by searching Google. A customizable, personal option is the way to make leads stick around.

Spend big bucks

WOM (Word-of-mouth): Why spend thousands on an ad campaign that you’re not even sure can reach the right people? B2B marketing strategy based around word-of-mouth saves money and can drive real, relevant leads.

Controlled sales environment

Welcome to the Wild West: Whatever your business, there are likely twenty others just like you, hungry for your business. Just like the Old West, you need to constantly stay on your toes and constantly adapt.

Push marketing (Tell me what I need to do)

Pull Marketing: Businesses are bombarded with marketing every moment of their lives. This isn’t the death of the cold call, but the new marketing strategy is: don’t interrupt me, I’ll call you when I've done my research.

Use of traditional offline media

Use online and offline media: Integration is a key for the success of marketing campaign. Combining the power of online marketing with some of the proven traditional media may yield the 1+1=11 effect. Just make the proper planning.

Mostly manual

Automated process: There’s an app for that. Just like about everything else, marketing automation software has become extremely prevalent and it allows you to do more with less.

No ability to measure

What is the ROI?: Calculating return-on-investment has become more sophisticated and easier, paradoxically at the same time. Invest in the marketing activities that would make an impact on your sales.

2. The competitive landscape is more spirited than ever, for three reasons: (A) the economic situation leads to less buying power, thus decreasing the number of potential consumers or clients, (B) a smaller world approach brings a lot of new competitors from international markets that were not present in our market before, and (C) the high pace of changes and the consolidation of technologies creates inherently new competitors, both direct and indirect. For example, the introduction of Apple's iPad imposed competition not only on eBook readers, but also on laptop, notebook, wireless phone, and portable entertainment devices. And in the first quarter of 2011, iPad will have its own breed of competitors; already, just two weeks ago, HP released the Slate.

3. Internal pressure to use fewer resources and deliver faster: Marketing budgets usually shrink or almost disappear in slow economies, but the need for good leads to fill your pipeline is still there. You just need to work harder with the limited resources you have in hand. Look again at the table above and notice how new B2B marketing strategies are designed for efficiency and cost-effectiveness.

4. The new marketer must master technology and create original content: While a lot of marketing is performed online nowadays, there are a hefty amount of tools that can be used to research, measure, and automate the marketing process. You need to learn them quickly, master them, and on top of that produce creative content. Here is the shift in the approach:

Old Marketing Regime

New Marketing Evolution Approach

Static Content

Authentic and valuable content

Monologues and speeches tone

Share, interact and collaborate

Isolated campaigns

Integrated strategy across channels

No data, no worries

Prospect data should be analyzed and drive improvements

If you’re not producing creative, original content through a company blog, or a Twitter account, or a sales presentation, or any other part of your marketing campaign, then why should a client listen?

5. Delivery = ROI: After you’ve spent time developing and implementing a well-targeted, carefully-researched, meticulously-refined marketing solution, you’ve only just begun. It is not enough to just spend time on delivering marketing activity; you must listen to your target audience, collect and analyze marketing results, deduct what the return on investment is and how it can be improved for future marketing activity.

Marketing Evolution may have created a more competitive and constantly changing environment, but it has opened the door for customization, unique interpretation, inspiring interaction, and creativity. New technologies and techniques allow new B2B marketing strategies to build closer relationships with clients than ever before. How your company evolves with New Marketing Evolution is up to you.


Marketing Evolution    B2B Marketing    New Marketing Strategies    B2B Marketing Strategies