It’s that time of year, when B2B marketers create their big ideas and big plans for market domination in 2019.

And as every good marketer knows, next year’s plans begin with a review of this year: what campaigns worked and what didn’t? For most B2B marketers and for most companies, 2018 was a good year. Customers were buying, and many companies will finish 2018 with solid gains in revenue and likely profitability. Marketers are faced with that never-ending challenge – sure, this year was good. But what will you do for me NEXT year? How do we ensure that you don’t lose the traction that was gained last year?

Goldstein Group Communications announces the addition of Rachel Kerstetter to its expert team as Marketing Manager. 

With more than seven years of business-to-business marketing communications experience, Kerstetter will help clients with communication strategy, content development, public relations and media relations. 

“We’re glad to have Rachel join our growing team here at GGC,” said agency President Joel Goldstein. “Her previous successes earning high-value coverage for technical organizations will be instrumental in delivering measurable results for our clients.”

Kerstetter earned her bachelor’s degree in communication from the University of Mount Union. She is currently serving as vice president and chair of the communications committee for the PRSA Greater Cleveland Chapter.

One of our primary practice areas is marketing to the technical buyer.  So we’re passionate about learning how engineers look for information about new products and technologies, and just what captures their attention. 

We marketers seem to spend so much time preparing for product launches – get the web page launched, fuss over the data sheet, and prepare for searchability. Then, we throw it over the transom to the salespeople, and wonder why orders take so long to ramp up.  “Have at it, sales team.” But they have no input on key applications, competitive advantages, or who to target first. 

Much of our work involves helping manufacturers prepare their new products for launch. We’ll spend quite a bit of time crafting a message for a product, and then building a lead generation campaign to support it.

It all begins with the budget, and that’s where the confusion starts as well. Every CEO asks, how much should I spend on marketing? And every marketing VP asks, where will I get the most impact?

It’s hard to believe that Content Marketing World has come and gone for another year. It seems to fly by faster each year. But, as always, there was a ton of information packed into just a few days. It’s no wonder that we all leave inspired, motivated … and a bit dazed. It's the perfect opportunity to ask questions of the experts and learn the right ways to incorporate a content marketing strategy into your business. 

I’ll admit that I’m a fan of industry studies. Among my favorites are the surveys conducted by publishers to document how engineers learn about new products and where they go to buy them. In an era of growing ecommerce, Amazon and other dramatic shifts in how companies market to engineers and other technical buyers, keeping in front of these trends is rather critical.

So, with gratitude to several engineer-focused publishers who share our interest in digital marketing trends, here are some highlights from a variety of studies we’ve seen recently.

1. Perhaps at the top of the list is the explosive impact Amazon is having in the b-to-b market. We’ve talked about it coming for several years. Now Amazon has gone from no where two years ago to a whopping 38% of electronic engineers reporting they buy products on Amazon for work-related purchases. It’s even more pronounced among younger engineers, as you’d expect: 55% of younger engineers report using Amazon.
   
   What it Means: If you don’t have an Amazon Prime store on Amazon, get one. Before the end of the day.
   
   

One of the common questions our agency is asked is what marketing automation software platform clients should choose. We think they’re all good tools, and certainly add a strong dose of measurability and analytics to the marketing programs being implemented. And we love those analytics.

Today, as we’ve now become one of HubSpot’s newest Platinum Level Value Added Resellers, we thought we’d share a few opinions we have on how Pardot and HubSpot compare. Certainly, we’re a bit biased toward HubSpot, as we’re proud to have achieved Platinum status as one of just 100 VARs out of HubSpot’s 3000+ VAR community. However, we tend to do more HubSpot work more so because the bulk of our clients have chosen that tool, not because we’ve insisted they make that choice.

Everyone hates to do it, and in truth there are few people who are good at it.  And even though an earlier blog post from us talked about the increasing difficulty in selling over the phone, particularly to younger professionals, we do encourage sales organizations to make outreach a part of their strategies for acquiring new accounts.

In fact, one of our clients with a particularly well-oiled sales machine has generated millions of dollars in new account revenue from their targeted cold calling campaigns.

So, with that in mind, I was sent these latest statistics on cold calling and telephone selling recently by sales veteran Tim May, who runs sales at our client N2Net. (Author’s admission:  Tim gives full credit to pulling these from one of his LinkedIn contacts, Emma Marriott, Business Development Manager at Pingala Media!)