Tag Archives: channel communications

It Works If You Work It

17 Feb

3 Reasons Networking in the Building Products Industry Helps You and Your Business

Account Coordinator_LexiGuest Contributor:
Lexi Copeland, Account Coordinator

After moving from western Kansas (shout-out to Hays, America) to Kansas City more than two years ago, I initially felt like a very little fish in a very big pond. Starting off my career, I wasn’t sure where I could fit in. So rather than aimlessly float around, I decided to make a plan to grow into my new environment. What worked for me? I started participating in networking events hosted by a professional association specific to my field. My employment is a direct result of these efforts and I now hold a board position on the local chapter of that organization.

Have you ever heard that sometimes annoying phrase, “It’s all about who you know?” This is a universal truth when it comes to building your business and growing your professional and personal network—especially within the building products industry, where the relationships you nurture throughout your career could make or break a sale. Here’s exactly how networking can help you in more ways than one.

  1. Grow Your Business: When attending events within your industry, you are gaining an opportunity to be struck with inspiration and insights from members of the channel that you might not normally be exposed to. One of the owners of ER Marketing, Renae, just wrote about how Silestone’s team of “Trendspotter” designers are the perfect example of this. By interacting with a group in a different section of the channel, they have helped make their product better, in turn improving business and setting new style trends that will impact everyone in the industry. You also never know where new leads will come from. Wouldn’t it make perfect sense for a contractor looking for a new supplier to attend an event hosted by suppliers?
  2. Grow Professionally: An article recently published on attending B2B events emphasizes the importance of prioritizing new experiences because they help keep us fresh and creative. If you get so used to a daily routine that you never branch out, opportunities for new ideas and possibilities will pass you by. People also greatly respect those that position themselves as experts in their field but also share that knowledge with others. So also consider the speaking opportunities professional associations have to offer. In the world of building, it’s important to make sure you’re constantly evolving to meet your customers’ latest demands. Professional networking events and education sessions provide you with the opportunities you need to grow in that way.
  3. Grow personally: Relationships are essential to life’s happiness, and you may be surprised by the amount of meaningful connections that can be made through networking. Relating to others—inside or even outside of your industry—can give you a sense of fulfillment, perspective, and camaraderie not always possible (or at least easily accessible) in our normal day-to-day interactions. You should feel more energized, motivated, and inspired by your involvement. Not only that, but seeing what other people in your industry are doing can help you feel more rejuvenated during times when you might otherwise feel disenchanted with the ebbs and flows of your career—and the building industry.

It is also important to mention that networking is no longer just about saving business cards in a Rolodex. With today’s technology like LinkedIn and others, maintaining a network has never been easier. But access alone isn’t enough—your best chance at success will come from being real, authentic, and dedicating effort to helping others as well. In other words, don’t go into networking thinking only of what you can take or get from others; think of what you can contribute as well.

Here are a few of the best networking organizations for those in the building products industry:

 

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B2B Marketing: What’s Easy Isn’t Necessarily What’s Right

6 Aug

Is Your Marketing Making Life Easier for You or Your Prospects?

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There’s a saying that doing the easy thing is not the same as doing the right thing. It’s definitely true for B2B marketers—what’s easy for us to produce might not be what is right for our audience to consume.

But we like easy; as children, we were taught that practice makes perfect. We were taught to do the same thing over and over and become an expert at it. We were taught that the more you do something, the more successful you’ll be—and the easier it will get.

All of this is ingrained into our very being from a young age. And yet as B2B marketers, everything we know goes against this way of thinking.

Case in point: for many years, B2B marketers (especially in the building products industry) knew what their audience wanted—simple, sales-focused materials like brochures—and we gave it to them…in excess. We practiced it until we perfected it. And we did the same thing over and over until we were experts at it. The more we did it, the more successful we were. The easier it got.

We were practically crapping brochures. After all, what better way to showcase the features and benefits of your product than a document that does so in exhaustive detail?

In 2015, the answer to that question is: content that helps, not sells. Sure, your sales team might still need a brochure, but a brochure is little more than a “kiss ‘em goodnight” add-on to leave a prospect with—it’s not a way to start a conversation, and it’s certainly not going to generate leads by itself.

Interesting, then, that a recent study by the NetlLine Corporation and the CMO Council discovered that brochures are still the most commonly produced materials by B2B marketers, yet whitepapers deliver the best leads when it comes to B2B content marketing strategies. So where’s the disconnect?

Simple. B2B marketers are doing what is easy—what they know. And in doing so, they’re ignoring the very clear numbers that prove this is not the content their audience (or sales team) needs when making a buying decision. They need materials that help—not sell: whitepapers, calculators, apps, quizzes, etc. Unfortunately, these tools are more complex, time-consuming, and expensive to produce, so some B2B marketers opt for brochures.

For B2B marketers, making sales-oriented materials that focus on features and benefits of what we want to talk about (like brochures) is easy. We’ve practiced it, perfected it, become experts in it, and even had success with it. But what is right is giving your sales team the content they need to generate leads and giving your audience the content they need to feel comfortable making a purchase—content that educates and helps.

Be the B2B marketer who does what is right—not easy.

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Content Your Audience Wants But Isn’t Getting

23 Jul

Is Your Content Passive or Interactive?

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It’s no longer enough for content to be good. (Heck, maybe it never was.) It’s not even enough for content to be timely, personalized, well-distributed, or repurposed. What’s also important is that your content is interactive—or at least, some of your content is interactive. In fact, a Customer Think article argues that the #1 type of content that is most impactful to today’s buyers is also the same type of content that they get the least of: interactive content.

While whitepapers, webinars, and case studies are still widely consumed in the B2B space, there is plenty of room for new and innovative content. B2B marketers shouldn’t feel constrained by these more traditional types of content, described in the article as “passive.” Interactive content such as interactive presentations, ROI calculators, and assessment tools is highly valued by B2B buyers. Not only will it break through some of the clutter by simply breaking through established norms, but according to the survey, it also outperforms passive content in:

  • Producing prospect conversions
  • Educating the buyer
  • Creating differentiation from competitors

Most importantly, this is the type of content B2B buyers want. And the proof is in the numbers:

  • 45% of respondents rated the value of interactive presentations as a 4/5 or 5/5, but only 31% of them had been able to access any in the past year
  • 23% of respondents rated the value of ROI calculators as a 4/5 or 5/5, but only 31% of them had been able to access any in the past year

One of our clients features a piece of interactive content on the homepage of their site, which allows their prospects to calculate estimated savings based on the typical ROI from utilizing their services. This is a prime example of simple, interactive content that educates and produces more conversions because it offers a simple number that a B2B buyer can walk away with and have some idea of what the services can do for them.

Interactive content is the content your audience wants but isn’t getting, so take advantage of this opportunity to set your content apart. For more interactive content marketing revelations from the survey, click here to read the full article.

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B2B Email: Only As Good As the Inbox It Lands In

16 Jul

Simple Tips for Email Deliverability

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You’ve done the unthinkable: you’ve crafted the perfect marketing email. A stunning design, perfect CTA, and breathtakingly relevant content.

And guess what? None of it matters if it doesn’t land in an inbox. Email deliverability is one of the most important things to keep in mind as you engage with your audience. And yet, it seems like it’s often overlooked. This article from Marketing Profs talks about the importance of email deliverability and a few tips on how to improve it. Here are a few of the best tips from the article:

  • Personalize Your Emails: The more personalized your emails are, the more likely your audience is to engage with it. This will produce a more positive sender reputation with ISPs, who can make or break sender reputations. This should be a “gimme.” In fact, we’ve recently discussed the importance of producing personalized content based both on Buyer Personas (who your audience is) and the Buyer Journey (where they are in their sales journey). But according to this article, even simple customizations like variable first names and region-specific modifications make a big difference. There is even evidence that some users will sacrifice online privacy for personalization—in other words, they’re giving up one of their most precious online commodities simply to guarantee that the emails that land in their inbox are actually relevant to them.
  • Optimize Email for Mobile: Sorry, B2B marketers—this applies to you just as much as anyone else. Mobile open rates are growing for B2C and B2B industries alike, and B2B marketers will need to adapt their email code accordingly. Shockingly, only one-third of content publishers say their emails are mobile-optimized. This is unacceptable; since emails are usually opened once, marketers have one chance to make a first impression, and that means creating a content environment that the audience wants to participate in. So maybe it’s not just about personalizing based on where your audience is in their Buyer Journey—it’s about personalizing based on where they are literally reading the content. Don’t let your email deliverability suffer because you’re not willing to optimize for mobile.

These are just a couple of the tips from the article. For the full list of email deliverability best practices, read it by clicking here.

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