Is Your Engagement Journey Falling Flat? You’re Not Alone

Posted by Scott Danish on Oct 29, 2019 4:29:59 PM

One of the keys to attracting and converting B2B prospects is routine engagement and consistent messaging. That way, prospects become familiar with your brand and what it stands for, and when they feel like they know you, they’re more likely to listen to you.

But that engagement journey isn’t happening as effectively as it should, according to the newly released “B2B Content Marketing 2020 Report” from the Content Marketing Institute and MarketingProfs. The report examines benchmarks, budgets, and trends in North American content marketing.

Only half of the B2B marketers in the report agree their organization provides customers with optimal experiences across the engagement journey. The reasons for that can be found in the responses to other questions in the survey.

For instance, 58% of B2B marketers in the report say their organization isn’t sophisticated or mature in their content marketing. That means that more than half of organizations are still experiencing growing pains creating strategy, or measuring and scaling their efforts, or, in 4% of cases, haven’t even begun to make content marketing a process.

We can follow the breadcrumbs from another response to get a fuller explanation of why these organizations aren’t yet mature: 56% of respondents say they have one or no full-time person dedicated to content marketing. And if an organization isn’t able to dedicate the resources to content marketing efforts, they’ll naturally struggle to optimize the customer engagement journey. 

With those tiny—or non-existent—resources for creating content marketing, companies are turning to outside help: Half of the respondents said their organization outsources at least one content marketing activity, usually content creation. If you’re like nearly half of the B2B marketers in the report and your organization will prioritize improving the quality and conversion of audiences in the coming year, BayCreative can help overcome staffing shortages. Please just let us know.
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Topics: strategic marketing, marketing agency, Social, Content Development, inbound marketing, full service marketing, marketing strategies, demand generation, Messaging, b2b marketing, Thought Leadership

Why Account-based Marketing Can Skyrocket Prospect Conversions

Posted by Scott Danish on Jul 24, 2019 1:11:58 PM

We’ve talked about it before: The best way to increase your chances of marketing success is to clearly define and categorize different segments of your audience, and then create content specifically for those different segments.

If you want to go even further with your segmenting, you can create content for the individual companies you’re targeting. That’s the idea behind account-based marketing (ABM). With ABM, B2B companies concentrate sales and marketing resources on a clearly defined set of high-value target accounts.

About B2B ABM

Today’s B2B buyers insist on outreach that connects with their business interests and their personal interests within the business. With ABM, you present your brand and highly relevant, targeted content only to the most sought-after prospects. That content should draw on the prospect’s pain points and needs.
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Topics: strategic marketing, marketing agency, Social, Content Development, inbound marketing, full service marketing, marketing strategies, demand generation, Messaging, b2b marketing, Thought Leadership

The B2B Marketing Value of Segmenting Your Prospects

Posted by Scott Danish on Jun 5, 2019 1:51:48 PM

Getting heard by B2B prospects is hard—particularly if what you’re saying isn’t significantly relevant to them and their workday. If your message is a general one, a large segment of your audience will ignore it because they have no reason to listen to it.

But if you create multiple messages, each targeted to a specific group of prospects and customers, you can craft content that makes them stand up and take notice. To do that, you need to segment your customers or market.

Customer segmentation, or market segmentation, is the division of customers and potential customers into discrete groups. Solid, relevant content mapped to well-built marketing segmentation will give you increased click-through rates and conversions from your content and offers.

Deeper Segmentation for Better B2B Marketing
Often, companies will segment the market into company characteristics, such as industry and size or economic value.

But those doesn’t really give you the information you need to craft relevant messages for the audience. Just because they share size or economic level doesn’t necessarily mean they share needs or problems. (Although, if you put size and economic value together, you may be able to sufficiently narrow the audience.)

So go deeper with your segmentation. Look at:
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Topics: strategic marketing, marketing agency, Content Development, inbound marketing, marketing strategies, demand generation, lead generation, Messaging, b2b marketing

Ensure Your Prospects Get the (Email) Message

Posted by Scott Danish on May 7, 2019 11:38:02 AM

Even in this age of saturated inboxes and tiresome spam, email marketing is still the most effective and cost-efficient B2B marketing channel.

Why? Part of it is because people use email. They may not use LinkedIn or read that trade publication you advertise in. But nearly everyone—85% of adult Internet users in the United States—has an email account. And at least 91% of consumers check their email daily.

For comparison’s sake, only 15% of U.S. Internet-using adults use search engines, and only 22% use social media.

But also: emails convert.

People who buy products through email spend 138% more than those who do not receive email offers. According to another statistic, the ROI of email marketing is 3,800%!

So marketers, email can be a significantly valuable tool for your marketing campaigns. But only if it doesn’t get snagged in the spam filter before your prospects even see your exciting offer.

How can you maximize the chances your email will reach its intended recipients? Read on.

How Spam Filters Determine Whether or Not to Intercept Your Email

Here’s a quick primer on how spam filters work on inbox providers like Gmail and Outlook: Those services actually look at the user engagement and interactions in your past campaigns.

They use that information to build two scores:

  • Your score with the individual subscriber. If that person is consistently opening your campaigns and/or moving them to folders, you’re going to build up credibility with that individual user.
  • Your score with the email provider. If the majority of your Gmail subscribers, for example, are opening your campaigns and moving them to folders, you’re going to build up a positive reputation with that provider.

You’re Being Scored

Here are some factors that go into those scores:

  • Whether a user frequently opens your campaigns. If they do, that’s seen as a good signal that your campaigns aren’t spam. If, on the other hand, recipients don’t open your email and delete it, that negatively impacts your score.
  • Whether people respond to your email.
  • If people move your email out of the junk folder or move it into various folders in their inbox. If they do that, your scores will be positively impacted; on the other hand, if they move your email to the junk folder, your score will be negatively impacted.
  • If your recipients add your email address to their address book.

How to Win the Spam Filter Game

Now that we know what goes into the score, let’s look at some tips for how you can increase your scores:

  • Only email people who have given you permission to email them. Don’t waste your money buying or renting lists; instead, build your own organic list by having people opt-in to your emails. Do this by clearly placing sign-up boxes on your website (and offering them a reason to give you their email address—whether that’s a free report or promises of great content in your emails).
  • Use a “From” name that they would know. For instance, if the recipient signed up to receive emails from your website, use the website’s name in the “From” box, rather than, say, the CEO’s name. Chances are, they won’t know the CEO’s name and will think it’s spam.
  • Use addresses that they can reply to. As mentioned, one of the signals use by email providers is whether or not you received responses to your previous emails. Make it easy for your audience to respond; don’t send the email from noreply@badmarketing.com, for example.
  • As always with marketing content—send relevant content. If people enjoy your emails, they’ll open them and perhaps even reply. So make sure your content adds value for its recipients.

Get Professional Help to Ensure Your B2B Email Marketing Success

Email marketing lets you actively target the prospects you covet. But if you don’t do it right—if you aren’t able to avoid the spam filter—you’re just wasting your time and money.

A professional B2B marketing agency like BayCreative can help. We have content gurus who can create compelling, relevant content that entice your audience to open your emails. We can make it so simple, you’ll feel like you’re mailing it in.

MORE INFORMATION: “19 of the Best Email Marketing Campaign Examples We've Ever Seen.”

When you’re ready to launch an email campaign that delivers results, just let us know.

All the best,
- Team BayCreative -

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Topics: strategic marketing, marketing agency, Content Development, inbound marketing, marketing strategies, demand generation, lead generation, Messaging, b2b marketing

Clutch Names BayCreative a 2018 Top California B2B Service Provider

Posted by Scott Danish on Oct 2, 2018 4:47:44 PM

It’s not easy to choose the right digital agency. But since 1998, we’ve been making the choice easier by helping B2B marketers out there make better decisions (with better results) for their brand and growth.

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Topics: strategic marketing, Brand Development, Content Development, creative marketing, Presentation, PowerPoint, demand generation, b2b marketing, digital marketing

PowerPoint: Get the Most Out of Your PPT Decks

Posted by Scott Danish on Jun 4, 2018 12:15:00 PM

PowerPoint is one of those handy tools that just won’t go out of style. Marketers lean on it for practically everything they do, and it’s no wonder. PPT files open and present from almost any device and they’re easy to edit. And with support for vector-based graphics and animation, your slide deck can be anything from simple explanation, to a detailed demonstration, to high-quality looping video.

Get the most out of your slides by making sure they are built with the highest quality design and attention to detail. 

At BayCreative we take PowerPoint creativity to the limits. We apply our 20 years of B2B marketing experience producing thousands of slides to get the very best possible. Often, people looking at decks we’ve produced have no idea they’re even made in PowerPoint. And, some of the decks we’ve produced:

  • Keynote presentations at large events
  • Fully integrated with video and audio
  • Interactive, self-navigable decks
  • Looping animated decks for passively viewed screens (lobbies, trade shows)
  • Sales presentation decks with easily customizable slides
  • Refined story flow and messaging 

Regardless of your specific need, let BayCreative take your work to the highest level of quality. And make sure you’re getting everything you can out of your PowerPoint presentations.

To find out more about what BayCreative clients say about our PowerPoint/presentation work and their experience collaborating with our agency, check out the BayCreative presentation examples in our website portfolio: http://www.baycreative.com/work-type/powerpoint/

Please keep us fresh-in-mind.

All the best!
- Team BayCreative -

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Topics: strategic marketing, Brand Development, Content Development, creative marketing, Presentation, PowerPoint, demand generation, b2b marketing, digital marketing

BayCreative Named in "Top 10 Fastest Growing Digital Marketing Companies" (2018)

Posted by Scott Danish on Apr 26, 2018 5:00:00 PM

Great Clients + Great Team = Great Results
 

For the second year in a row, BayCreative has joined the ranks of The Silicon Review's "Top 10 Fastest Growing Digital Marketing Companies" as published in its April 2018 edition.

 


"[BayCreative] brings more than 20 years of B2B marketing, branding and creative experience to the table and as a full-service B2B marketing agency it delivers value to growing businesses by providing a 'Marketing Department-in-a-Box.'" - The Silicon Review (April 2018)

We're thrilled to be part of Silicon Review's list as well as being listed in Clutch Research's "2018 Top San Francisco Digital Agencies." We've come a long way from our start as a small design shop, but ultimately our ethos remains the same.

Our goal then, as now, is to serve as an extension of our clients team, build a strong relationship through collaboration, and generate tangible results. And, as a single source for all B2B marketing/branding/creative support, we are now more than ever better able to serve our clients' needs.

At the end of the day, our success is our clients success, and commendations like these simply reflect the success we have helped our client's achieve.

Discover what BayCreative clients say about their experience collaborating with our agency, and see portfolio examples of work.

Please keep us fresh-in-mind.

All the best!
- Team BayCreative -

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Topics: strategic marketing, Brand Development, Content Development, website design and development, creative marketing, demand generation, b2b marketing, digital marketing

2018 Top San Francisco Agencies: BayCreative Recognized for Two Leadership Awards by Clutch Research

Posted by Scott Danish on Apr 10, 2018 10:18:20 AM

BayCreative is more than a full service B2B marketing agency; for more than 20 years, we've driven results for our clients as an extension of their team. With our “marketing department in a box,” approach, BayCreative offers in-depth, collaborative support to develop and execute effective digital/web marketing, inbound marketing, lead generation, brand awareness-building, new product/service launch and sales/channel enablement strategies that fuels our client’s growth.

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Topics: strategic marketing, Brand Development, Content Development, website design and development, creative marketing, demand generation, b2b marketing, digital marketing

2017 Top San Francisco Agencies: BayCreative Recognized for 4 Leadership Awards by Clutch Research

Posted by Scott Danish on May 4, 2017 8:00:00 AM

BayCreative is more than a full service B2B marketing agency; for more than 18 years, we've driven results for our clients as an extension of their team. With our “marketing department in a box,” approach, BayCreative offers in-depth, collaborative support to develop and execute effective digital/web marketing, inbound marketing, lead generation, brand awareness-building, new product/service launch and sales/channel enablement strategies that fuels our client’s growth.

Serving long-term needs is a must for us, and it seems our clients agree. Based on conversations with several of our clients, Washington D.C.-based market research firm Clutch has recently recognized our efforts with four "Market Leaders" awards: 

        

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Topics: strategic marketing, Brand Development, Content Development, website design and development, creative marketing, demand generation, b2b marketing, digital marketing

B2B Lead Nurture Campaigns Improve Personalization, Targeting

Posted by Scott Danish on Aug 13, 2015 10:24:00 AM

I frequently use eMarketer for trusted information, research and resources on B2B digital marketing.  You probably do too.  

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Topics: full service marketing, marketing strategies, demand generation, lead generation, b2b marketing

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