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Customer advocacy, better quarterly business reviews, and tips for better lead nurturing programs are among the topics we circulated to our team in January.

B2B Tech Buyers Start with Advocates – David Jones via Yesler

The idea presented here is that tech buyers are in a state of near-constant research, keeping up with products and services so that when the time comes to adopt something new to solve a problem, they already know where to turn.

Yesler also makes Advocacy the foundation of its 5A framework (along with Awareness, Assessment, Adoption, and Attrition) for marketing and customer experience. These “customer lifecycle” models are starting to replace the traditional buying funnel as marketers start to fully grasp the way current customers make decisions to stay or go and the importance of a full lifecycle approach to marketing.

Key quote:

“Two different types of advocates exist: public and private. Public advocates are the ones you know about because they talk to you. They participate in your case studies and they give testimonials. You see their recommendations on social channels. Private advocates, who are far more common, fly under marketing’s radar.”

Yesler

Read the rest: https://yesler.com/b2b-tech-buyers-start-with-advocates/

Tips for Successful Lead Nurture Programs – Lisa Heay via Heinz Marketing

This article lists five ways marketers can use nurture programs beyond what all too often happens and all too often fails: sending company and product-focused messages to new prospects.

The five scenarios include:

  • Welcome program for new leads
  • Re-engagement for those in your database who have gone inactive
  • Bottom-funnel/sales enablement to assist with the decision-making process
  • Customer retention
  • Partner education

This piece also touches on another aspect of nurture programs that doesn’t get enough attention, perhaps because it differs widely from business to business: program exit. Defining when someone is ready to move out of nurture and be sent to sales is critical to program success.

Key quote:

“Product and company focused messaging in a top funnel nurture sent to people who don’t even realize they have an issue to solve will simply fall flat. That person won’t care you have this great product – they don’t know you from the next company sending them emails, so why pay attention?”

Heinz Marketing

Marketers Expect Content-Driven Campaigns to Increase in 2020 – Amy He via eMarketer

The interesting trends here are the continuing evolution of content marketing, away from a tool for lead generation and toward a tool for educating, branding, thought leadership, and relationship building; and the adoption of new formats.

The rise in audio content is interesting because audio is hardly novel, but it’s become easier to produce, is great for multitaskers, and appeals to a generation that’s been walking around listening to podcasts on their phones for a number of years now.

 Key quote:

“Brands are looking to establish themselves as trusted experts and give customers a reason to come back to their websites. That allows them to convert more visitors into leads down the line. A robust content-led marketing strategy encompasses both content creation and a plan for multichannel dissemination.”

eMarketer

Read the rest: https://www.emarketer.com/content/marketers-expect-content-driven-campaigns-to-increase-in-2020

Avoid These Critical Mistakes in Your Quarterly Business ReviewsNicci Nesmith Hammerel via Corporate Visions

Corporate Visions identifies two critical mistakes businesses make in their quarterly business reviews that can leave the relationship open to the competition.

The first is focusing on the wrong metrics. Your clients don’t care how busy you were, they care about business results. The second is limiting your conversations to the problem you originally promised to solve for them and not expanding the discussion to other potential pain points or industry shifts.

Key quote:

“But while you’re having a quarterly business review with your customer about utilization metrics and project status updates, that same customer’s name is moving through your competitor’s sales funnel—being targeted with marketing campaigns, discussed in sales forecasts, and being put through account strategy planning sheets.”

Corporate Visions

Read the rest: https://corporatevisions.com/quarterly-business-review/

Bonus: We recently recorded a podcast with Tim Riesterer of Corporate Visions about the limitations of personas, how you treat existing customers, and more. Listen to our discussion here: https://www.quinstreetb2b.com/podcast-how-well-do-you-understand-the-way-your-buyers-make-decisions/.

Why All Marketing Should be Performance Marketing – Ryan Sullivan via Think with Google

Google makes the case that if you can bring performance thinking to your top-of-funnel tactics, you’ll get better ROI. For too many brands, they invest in getting prospects into what they believe is the bottom of the funnel, and then apply performance metrics. By that time, they’ve already invested in people who might never be buyers.

The key here is intent signals, which Google says can help brands guide their spending in a way that’s superior to what many brands do today: target a certain demographic with an optimal frequency.

Key quote:

“Linking brand building and acquisition to performance enables brands to plan, buy, and optimize all media and content while holding it accountable to overall business outcomes, like incremental revenue, customer lifetime value (CLV), and profitable lead conversion.”

Google

Read the rest: https://www.thinkwithgoogle.com/marketing-resources/data-measurement/full-funnel-marketing-performance/