Three things executives care about: "Will it take my time or my company's time? Am I incurring significant risk? Will it cost me or make me money?"
Three things managers think about: "Can I trust the quality? Will I get good service? Is the price the best deal I can get or is it fair?"
Think about your audience. Maybe it's managers and executives. Students. New hires. Recruits. Vendors. Partners. Existing customers. One message does not fit all.
Here are five practical ways your Web assets can speak to different audiences.
Acquiring new customers can cost five times as much as retaining existing customers. But that doesn't mean that getting repeat B2B business is easy. Eric Fraterman is a customer-focus "transformist" who has B2B customer service consulting experience in more than 20 industries and six countries over 25 years. He told ZoomInsights that one of the keys is proactively staying in tune with your customers.
Content marketing is "the practice of developing awareness, recall, purchases and loyalty through the use of content published online or offline."
It goes by many names: thought leadership, social media, email marketing, whitepapers, press releases, etc.
Through the mass adoption of smart phones, tablets, data plans and ubiquitous high-speed internet plans, the market has made it clear that it wants content. Not spam, but value-adding, quality content.