Business Building

Actionable advice on starting and growing business in a data-driven way.

B2B Video Marketing: A Strategy for Lead Generation

Video marketing is booming. It’s no longer news. Cisco predicts that, globally, video traffic will be more than 80% of all web traffic by 2022 (up from a prediction of 75% made in 2017).

Other recent reports claim a 17% leap in video content usage in 2018, with the average person watching more than 90 minutes of online video every day. In the same report, 85% of surveyed consumers said they would like to see more videos from brands.

However, simply creating videos isn’t enough. Content marketing in general—and video marketing in particular—needs strategic planning to work.

Keep reading »
Webinar Emails: A Start-to-Finish Promotion Process

Webinars can establish a relationship with leads and teach them how your product can improve their lives. Some 75% of marketing and sales leaders say webinars are one of the most effective methods to generate high-quality brand awareness.

But not every webinar is a success—78% of webinars have 50 or fewer attendees. A major reason? Poor promotion. If you can promote your webinar the right way, you can gobble up more viewers and increase conversions. 

Keep reading »
The 4 Types of Value Propositions Every Business Needs

Humans are value-rating machines. Every day, all day long, we size up different decisions by appraising the value proposition of that action.

Should I buy this product? Sure, that’s the obvious one. But also:

  • Should I go to lunch with this person?
  • Should I open this email?
  • Should I even spend the time to ponder this decision?

When most marketers think about a value proposition, they’re thinking of the 10,000-foot-view—an overall company value proposition. This can make them feel powerless, especially in a large organization. The CEO controls the company value prop. What can you do?

Keep reading »
B2B Influencer Marketing: 4 Strategies that Move the Needle

Influencer marketing has been around long enough to generate great case studies—and skepticism. That’s especially true for B2B marketers. An Instagram model gushing over a new fashion product seems infinitely remote from strategies they might deploy.

Still, about 65% of brands planned to increase their investment in influencer marketing in 2018, which puts the strategy on track to top $10 billion by 2020. Yet, according to another study, only 11% of B2B companies have ongoing influencer marketing programs, compared to 48% of B2C brands.

B2B brands shouldn’t feel left out, even if they lag behind. Professional communities on social media are strong. We’ve all given and received one-off recommendations in Slack groups or via email. Those under-the-radar endorsements can influence purchasing decisions for cloud-based CRMs as much as cleansing teas.

Keep reading »
How to Increase SaaS Prices the Right (and Profitable) Way

Have you ever gotten a bill that—inexplicably—is two or three times more than usual? What was your reaction? Probably something like this:

[A SaaS vendor] pulled a massive price increase on us (over 300%!) and that was it. I don’t care how much I like their product, I’m gone. We use Drift now.
Keep reading »
Marketing Project Management: A Reliable, Reusable Framework

Lurking beneath every goal are dangerous assumptions. The longer those assumptions remain unexamined, the greater the risk.

– Jake Knapp, Sprint: How To Solve Big Problems and Test New Ideas in Just 5 days

Imagine this scenario. You’re a marketer, and you’ve just launched a marketing campaign that you spent weeks or months building. You checked all your boxes:

  • You assigned roles and responsibilities.
  • You kept stakeholders informed along the way.
  • You activated all the right channels to reach your target segment.

But something is wrong. Hardly any prospects are opening your emails. Almost none are engaging with your ads. The only feedback you are getting is that certain elements on your landing page are broken and, worse, don’t load properly across devices and browsers. 

Keep reading »