Demand Generation

Nuggets of Marketing Wisdom from MarketingSherpa’s B2B Summit

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MarketingSherpa has just wrapped up another successful B2B Summit in San Francisco. At the summit, we had a chance to connect with many fellow marketers at the Marketo booth, plus listen in on the great content being presented in the lecture hall.

Here are the Summit’s main takeaways as we saw them. They cover the areas of social media, email nurturing, and conversion optimization.

Social Media

  • Don’t be afraid to let your audience have control, but do measure what is being said about your brand.
  • Keep your message simple, and keep it relevant.
  • Don’t let perfection get in the way of progress. Visibility wins over invisibility.
  • Know the influencers in your industry and make sure they know you.
  • The blog is replacing the website as the center of your social media strategy.
  • A good social media strategy is one that will outlive changes in technology.

Email Marketing and Nurturing

  • Don’t make your B2B emails too image heavy. Text and information are key.
  • In drip nurturing campaigns, remember to segment your audience first and tailor the content to them.
  • Social media sharing helps build email subscriber lists.
  • The word “Lead” is misleading. Think of them as future customers. Design your lead nurturing campaigns accordingly.
  • When building multiple nurturing tracks, use logic features in your campaign software to ensure your subscribers don’t get overwhelmed by multiple emails at once.
  • “Emotional unsubscribes” can be hurting you just as much as regular unsubscribes. Monitor for inactivity.

Conversion Optimization

  • Landing pages need to answer three questions: Where am I? What can I do here? and Why should I do it?
  • Consider your visitor’s thought process. Guide their thoughts. Make it easy for them.
  • Clarity trumps persuasion. Use quantitative statements when possible. And sentence modifiers, e.g. “complete”, “full”, “small & medium” must be used precisely and consistently.
  • Read your own landing page copy like you read your own inbox emails: skeptically, and as if you want to get rid of them quickly.
  • Consider all of the steps in the conversion process and ensure there is continuity and relevancy throughout.

Did you attend the event? Was there anything that stuck with you which we missed? Add your comments below to share them with our readers.