Hashtag Team: How to make emotional marketing work for your B2B

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It’s time for another Hashtag Team column! As always, we’ve used Nexalogy to easily sift through piles of social data and discover the most buzzed about B2B articles on social media this week.

This week, we found some content marketing tips from Marketo, advice on generating sales leads organically and effectively, an upcoming webinar about lead generation, and an infographic about how mobile is impacting the buyer journey.

TRENDING TOPICS

B2B Content Marketing

As a B2B marketer, chances are one of your biggest struggles is generating new, high-quality leads. This post from Marketo details two tactics that can be the biggest help in this area: content marketing and in-person connections. Content marketing is especially effective for products and services with long sales cycles. Three types of content marketing are covered in this post, and they are all worth considering for your B2B business: your website landing pages, social media, and a company blog.

Generating Sales Leads

Speaking of generating more leads, this tweet from Nomvo gained some serious traction this week. The post breaks down generating B2B leads into two categories: organically and effectively. Organic leads come from website traffic, social media, and referrals but generating leads effectively requires some analyzing, measurement, and realistic expectations. Definitely a fresh outlook on a subject covered quite frequently.

B2B Marketing

Should B2B marketing be emotional? The answer to that question is yes, as this post by Brooke Ballard on the {grow} blog points out. As Brook points out, according to research from CEB and Google, B2B businesses that connected with buyers through an emotional approach instead of solely focusing on business value saw twice the impact. Think an emotional approach won’t work for your B2B business? This post offers some practical solutions that just might change your mind.

TOP MEDIA

Lead generation webinar

Interested in learning how some of the most innovative B2B marketers are finding success generating new leads in the context of this ever-changing digital landscape? Register for this free webinar from VentureBeat happening on September 10 and you’ll learn about B2B ad channels including technology review sites and content syndication, how to make the most of search, display and paid social media campaigns, and low-risk ways to test new tactics before scaling your spending.

Infographic

As profiled in Social Media Today, Usablenet put together this infographic about how mobile impacts the B2B purchasing decision process.

 

b2bmobile

If you missed last week’s edition of Hashtag Team written by Brett Wilkins, head here to check it out.

As always, if you have any B2B content we think we should share next week, let us know below or via @b2bnewsnetwork.

Flickr photo via Creative Commons license

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Sarah Dawley

Sarah Dawley

Sarah is an Ecosystem Copywriter at Hootsuite, where she writes a variety of materials about social media and its impact on business. Prior to joining Hootsuite, she was the Social Marketing Manager for the Music & Entertainment Channels at Bell Media, where she spent nearly four years building the presence of Much, MTV Canada, M3 and E! Canada into social communities of over 2.8 million fans and followers. Find her on Twitter @sarahdawley