Content Marketing Strategies for Effective B2B Marketing

Posted by Arvind Sehtia on May 23, 2016 9:00:00 AM

When it comes to building a successful content marketing strategy, knowing your target customer is paramount.

So once you’ve established who your avatar is, what’s the next step?

Providing entertaining, educational, easily consumable content or information that your audience is interested in.

This will inevitably build awareness around your products and services. It will also position you in a place of expertise in your industry. Thus, having a content marketing strategy which feeds your overall B2B Marketing is very important. 

Don't have one? Let's take a look at some ways of building one. 

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B2B Marketing Strategies - Get your Email Marketing Right

Posted by Arvind Sehtia on May 16, 2016 8:42:55 AM

Say what you will about email, but it is still one of the best ways to reach people. It is tried and tested.

Everyone has one and depending on your personal compulsions, you check your email about a dozen times a day. Unfortunately for email marketers, customers are receiving 100+ emails a day and opening only a fraction of them. 

The strongest B2B marketing practices come from providing value to customers and building an ongoing relationship with them on a one-to-one basis.

So how do you do this with 3-seconds of attention in an email?

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Topics: B2B lead generation, Email Marketing Leads

Companies that use Oracle - Why 97% of Fortune 100 Companies use it?

Posted by Arvind Sehtia on May 9, 2016 8:49:23 AM

In 2013 Oracle passed IBM as the 2nd largest software vendor. Oracle is 81st on the Fortune 100, with $10.2billion in revenue, 420,000 customers worldwide, 310,000 Oracle database customers and 37,000 developers.

After nearly 40 years, Oracle continues to grow and provide a diverse suite of products across many industries.

Who wouldn't want to use Oracle?

Statistics like "97% of Fortune 100 Companies use Oracle" left me a little curious? I know, large companies use multiple platforms, but still 97%?

Let's take a look at the research I have put together for figuring out such a high rate of affinity for Oracle. 

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Topics: Technology Users or Install base Lists

Why you should Market to Companies that use SAP?

Posted by Staff Post on May 2, 2016 10:00:00 AM

Every B2B marketer understands the value of install base marketing, not many get it right. 

Take the example of SAP users. Most marketers think SAP is only for big businesses, but today more than 80% of its customers are small and medium enterprises.

Do you have a product or service which integrates with SAP?

Keep Reading.

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Topics: Technology Users or Install base Lists, SAP Customers

What does the Bluewolf report say about companies that use Salesforce?

Posted by Arvind Sehtia on Apr 25, 2016 9:00:00 AM

The State of Salesforce 2016 has been published. Did you go through it?

Read it already? What is on the mind of Salesforce users this year?

Haven't read it? I'll tell you what is it about.  

This is an annual report by Bluewolf on how the best companies plan to use Salesforce for their business in future. 1500+ companies were surveyed for this report. 

Through this blog I'll be conveying what is on the mind of Salesforce users this year and what are they looking to leverage for achieving business objectives. 

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Topics: Technology Users or Install base Lists

Importance of Data Hygiene Services for CMOs in 2016

Posted by Staff Post on Apr 18, 2016 4:47:22 AM

How was your last email marketing campaign? Did you have any issue with the contact database? Did the first name look like last? Was the company name wrong or email sent twice to a prospect? 

As marketers, we must rank data hygiene, as highly, as optimized landing pages and lead magnets.

If you’re managing a database of hundreds or millions, using inaccurate data will produce deceptive results and will cloud future business decisions. Before a new marketing campaign can begin, you’ll need an accurate list of prospects, and a meticulous team for the ongoing success of your data management.

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Topics: B2B Data cleansing & Hygiene, data enrichment services

B2B Lead Generation Must-Dos for CMOs

Posted by Arvind Sehtia on Apr 11, 2016 7:45:33 AM

Ask any CMO and they could rattle out 100 reasons why B2B marketing is complex?

In all the complexity and ambiguity, one objective remains sacrosanct - lead generation.

We are four months into 2016 and for most companies, strategies have been built, goals set and budgets allocated for marketing. But, are you doing the basics as part of your B2B lead generation efforts?

Here is a quick refresher.

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Topics: B2B lead generation

Outbound Lead Generation is alive

Posted by Arvind Sehtia on Apr 4, 2016 12:43:34 PM

Lead generation is now solely a function of the marketing department. Almost. Thanks to the evolution in buying patterns brought by the Internet.

Sales professionals, before you squirm in your chairs, please wait till you get to the end of this post.

Most of the information is now openly available (infact more) which was once obtained only through an interaction with sales. Hence a drastic drop in willingness to interact with SDRs.

This direct result of this shift has led to Inbound Marketing. 

The disruptive nature of inbound marketing made us believe that Outbound Lead Generation is counting its last days. I'll agree with the diminishing results of outbound marketing but, it isn't dead yet.

Let's take a look at the current state of B2B Lead Generation through Outbound Marketing. 

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Topics: B2B lead generation, B2B Sales Lead Generation

What the Forrester 2016 B2B Marketing report almost missed?

Posted by Arvind Sehtia on Mar 28, 2016 9:00:00 AM

Have you read the Forrester report, "Predictions 2016: B2B Marketing's New Mission"?

If you have, chances are that you must have had this very singular takeaway - the life of the CMO is only getting difficult.

Isn't that true though?

On the business strategy front, CMOs and marketing teams are being increasingly involved to assume P&L responsibilities. At the same time, on the tactical side, marketing teams have to contend with a sense of overwhelm - data, big data, new technologies, the social media trail, the ever-changing customers, the flood of content and last but not the least, SLA demanding sales teams.

The Forrester captures all of the above, but for one, almost.

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Topics: data enrichment services

Reasons your Email Marketing List isn't working ...

Posted by Arvind Sehtia on Mar 21, 2016 9:00:00 AM

Email campaigns can be done for free (upto a certain limit). This doesn't mean that you can send out whatever pops up in your mind. 

Every email must be constructed carefully for it to be effective and serve the purpose. Do you do that?

How do you measure the success of an email campaign - Open Rates? Well it should be just one of the metrics as many people now preview an email in the preview pane and move on. The other factors that shoud be considered are clicks, visitors and reply rates. 

How would you rate your email campaigns now?

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Topics: B2B lead generation, Marketing Automation, Email Marketing Leads

The Sales Insider Blog

The Sales Inside Inc blog is focused on impact B2B contact databases on lead generation and revenue growth. We cover best practices and insights on all aspects of databases including list building, list acquisition, data verification & cleansing, contact discovery, data enrichment etc. Please subscribe to our blog to stay abreast of industry news, trends and inside tips on these topics.