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5 Tips to win B2B Marketing 2019 1. B2B Social All selling is social. B2B selling is especially relationship driven. People buy from people they know, like and trust. It used to be that those relationships were formed through in person meetings. Social media has transformed the way we build relationships and, if used properly, can transform your sales and marketing as well. It can give you access to those hard to reach, high value prospects that will have a huge impact on your top line growth.  Adopting a social media strategy that combines targeted marketing with content will have a positive ROI. Daily content sharing and posting on LinkedIn will keep your business top of mind and create a stream of new business and referrals. 2. VIDEO SOLUTIONS Video content will rule in 2019! Whether it’s video sales presentations, webinars, or social media marketing it will provide a big boost to your online marketing efforts. According to Forbes - 90% of customers report that product videos help them make purchasing decisions. Video content is also valued by the Google algorithms and will boost your SEO, helping you get seen by more people searching for what you have to offer.  3. PERSONALIZATION Personalization is a key success factor in 2019.  Decision makers are inundated with sales people marketing to them. The salespeople and marketers who will win will have a personalized strategy for their prospects. Segmenting your database into small groups and having a personalized social media / phone / email marketing strategy will give you big ROI. A great way to get started is to take your current database and filter job titles / functions / industry, then start breaking it down into groups that make sense. Next create a title for that group then develop personalized marketing to the prospects in each of those groups. 4. PHONE Personal touch is a winning trend in 2019. That’s especially true for communications. With the advent of email and social media marketing personal conversations have taken a back seat. It’s human nature to take the easy route of sending emails or pushing out posts but a winning sales and marketing strategy should include the personal touch of a phone conversation. The marketers and sales people who get ahead will be the ones who pick up the phone and have dialog with their prospects.  A few stats to think about - 80% of sales require 5 follow-up calls after the initial meeting and 44% of sales reps give up after 1 follow-up. What are your reps missing out on by not picking up the phone?   5. ACCOUNT-BASED MARKETING (ABM) ABM takes a hyper-focused approach by directing marketing efforts to a specific set of prospects at targeted accounts, essentially treating that one target account as a market in and of itself. ABM implements highly personalized messaging using multi-channel methods to reach varied stakeholders within targeted accounts. It requires a well-thought strategic plan to be effective and forces alignment between sales and marketing teams.  According to ITSMA 87% of companies say ABM delivers higher ROI than other types of marketing.  How are you going to win in 2019? *David Berens*

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