In addition to being the CEO and co-founder of Enquiro (which was acquired on October 26, 2010 and is now part of Mediative), Gord Hotchkiss is a past director and Chairman of SEMPO (The Search Marketing Professionals Organization), a columnist for MediaPost and Search Engine Land, a regular presenter at all the industry shows and a popular keynote speaker. He is also the author of The Buyersphere Project: How Business Buys from Business in a Digital Marketplace. You can find him over at OutOfMyGord.com.
Today on Digital Marketing Radio we discuss B2B Digital Marketing Strategies, including:
- How is B2B marketing different from B2C marketing?
- What is key when trying to understand B2B purchase behaviour?
- Why does lower traffic figures not necessarily matter when you run a B2B site?
- Should you always be looking to meet B2B prospects face-to-face?
- How to deal with risk when communicating with B2B prospects
- Is reputation management more important for B2B?
- Is it important to be a content marketer if your primary focus is a niche B2B market?
- Is it appropriate to try to build an email list of B2B prospects?
- Is LinkedIn an appropriate place to make first introductions?
- Does paid advertising has to go hand-in-hand with earned exposure?
Software I couldn’t live without
What software do you currently use in your business that if someone took away from you, it would significantly impact your marketing success?
DEVONthink [Information management]
Google Trends [Consumer insights]
Trello [Project management software]
What software don’t you use, but you’ve heard good things about, and you’ve intended to try at some point in the near future?
AdGooRoo [Competitive intelligence tool]
Comscore [Competitive intelligence tool]
Plus software for usability audits
My number 1 takeaway
What’s the single most important step from our discussion that our listeners need to take away and implement in their businesses?
Be an empathetic marketer. Learn how to step outside your reality and into the reality of your audience. Become very good at understanding their perspective and giving your clients (if you’re an internal marketer or an agency marketer, it doesn’t matter), just be really good at being able to bring that outside-in perspective and then share that internally and communicate it. And be a champion for that point of view, because in my years of marketing, it is amazing to me how few companies really have a good handle on what their customers think about them, how they qualify their buying decision and how they decide to buy something or not buy something.