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Data Driven B2B Marketing: The Risks of Marketing on a Whim

Data Driven B2B Marketing: The Risks of Marketing on a Whim | Public Relations & Social Marketing Insight | Scoop.it
From www.socialmediatoday.com - December 14, 2014 11:57 PM

We’ve learned by now that B2B marketing often involves targeting a market-savvy and knowledgeable audience. However, usually the selling business is full of knowledgeable experts as well, and quite often they rely on their experience and instinct to make marketing decisions “on a whim.” While there is no denying that industry experience is a powerful resource, B2B companies that rely on instinct rather than data run the risk of generating ineffective or even damaging, marketing strategies and campaigns.

Remember the difference between B2B and B2C consumer buying habits. Do B2B consumers generally make purchases on a whim? Most likely no. Therefore, should your marketing be done on a whim?

Here are some examples of how to conduct data driven marketing and apply it to your marketing strategy.....

Jeff Domansky's insight:

Marketing on a whim? Time to rethink it.

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12 Facts About the Human Brain That Will Make Your Marketing More Successful

12 Facts About the Human Brain That Will Make Your Marketing More Successful | Public Relations & Social Marketing Insight | Scoop.it
From www.entrepreneur.com - November 4, 2014 2:47 AM

Humans will remember something longer if it made them feel rather than think. They gravitate towards provocative images -- think food, sex and danger. They’re drawn toward images of faces. The color yellow puts them on edge.


Understanding how the human brain works is fascinating, but it’s also good business.


Marketing campaigns rooted in neurology are more likely to get and hold attention. And in the attention economy we are living in, where consumers have access to more emails and tweets than they could ever manage to read and digest fully, being able to get and hold attention is what separates the wheat from the chaff. That’s what gets consumers to spend.  


If you are looking to get more of your marketing efforts seen, then have a look at this infographic, embedded below, generated by Nashville, Tenn.-based Emma, an email-marketing software provider. The infographic highlights 12 biological trigger mechanisms that make the human brain light up....

Jeff Domansky's insight:

Don't make them think, make them feel! That's why understanding how the brain works can make your marketing much more effective.

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Melanie Leszcynski's curator insight, November 4, 2014 10:51 AM

Very very interesting. Extremely helpful in trying to understand our  consumers as well as ourselves. 
Marshall Gass's comment, November 4, 2014 3:26 PM
The article so relates to how Poets perceive images and are able to project these images into words that leave lasting impressions. Great write.
AffiliateMarketHelp's curator insight, November 4, 2014 10:51 PM

A serious marketer, or blogger/author/etc., must take into account what will generate the best desired results.  By not taking into account the thought process of your audience, you are making a potentially fatal error.
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The 9 Essential Elements of any Content Marketing Strategy

The 9 Essential Elements of any Content Marketing Strategy | Public Relations & Social Marketing Insight | Scoop.it
From blog.thesocialms.com - December 7, 2014 9:39 PM

According to a study by Content Marketing Institute and MarketingProfs only 38% of B2B companies think their content marketing is effective. The same study also states that only 35% of the companies have a documented content marketing strategy.

My guess is that some of these companies do not even know whether they are effective or not. They cannot say what “effective” really is in regard to content marketing without goals, metrics etc. It would certainly help with effectiveness of content marketing to have a strategy at hand.

Here are 9 essential elements any content marketing strategy should include....

Jeff Domansky's insight:

Susanna Gebauer shares valuable tips for effective content marketing strategies.

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Desiree Mitcham's curator insight, December 8, 2014 11:55 PM

I thought a higher percentage of companies would think their content marketing is actually effective. I found it interesting that making companies don't set up goals or objectives and ways to measure their marketing.
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Analyzing Customer Behavior to Produce Business Results | Marina Maher Communications

Analyzing Customer Behavior to Produce Business Results | Marina Maher Communications | Public Relations & Social Marketing Insight | Scoop.it
From www.mahercomm.com - August 7, 2013 9:35 AM

Brands like Amazon, Netflix, OKCupid, Pandora and Twitter are tracking customers’ online behavior to produce targeted offerings and increase sales. What stats are they looking at and offering as a result, you may ask? This infographic tells all....

Jeff Domansky's insight:

This is a really valuable post for social marketing strategists. It looks in detail at which consumer behaviors some of the major business to consumer marketers are measuring.

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