Three Ways to Lighten the Content Marketing Burden

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Recent and continued shifts in the marketing industry have established content marketing as a core B2B marketing initiative. As marketers continue to learn and master this skill, its challenges evolve each year. According to a survey conducted by Curata in 2012, the greatest challenges faced by B2B content marketers are limited budget (27%), limited staff (25%), and creating enough new content (21%). Here are three ways to overcome these difficulties: Focus on quality over quantity Creating enough new, engaging content…

Social + Search = B2B Success

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A popular, current discussion among B2B marketers is the fact that they are prioritizing social media and search and content marketing above all else. As summarized in this article, both have become vital tools in the digital age. While social media presents difficulty in measuring ROI, its ability to engage an audience and contribute to the total package, leading in the end to bottom line sales, is undeniable. Search and content marketing is easier to gauge but requires the development…

Five Ways to Make B2B Content More Fun, Engaging and Shareable

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Unfortunately, B2B marketing has a reputation for being dry and boring. We all know that dry and boring is unacceptable in today’s world of social sharing and virality. In fact, engaging the customer with compelling content has become the essential path to getting a sale. Sometimes, this quest for fun and shareable seems easier for the B2C marketer. B2B marketers, in contrast, are faced with the challenges of highly complex products, educated prospects, and extended sales cycles. To solve this…

April Faves

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Here on our blog, April has been devoted almost entirely to Brand Empathy. We’ve been staying up-to-date on industry news, though, and now we’d like to share our favorite B2B Marketing posts from around the web. B2B Marketers Say Twitter is Now but Google + is the Future By Cynthia Boris, Marketing Pilgrim B2B Marketing and Circle Research recently produced a Social Media Benchmarking Report for B2B Marketing. An overwhelming 85% of marketers chose Twitter as their most effective social…

{FREE WHITE PAPER} Engaging B2B Buyers Before the Buying Process

Brand Empathy White Paper | Get There by Movéo

Throughout April, we have used this blog to share our philosophy that Brand Empathy is the next evolution for B2B marketers. We discussed why it’s important and shared the success stories of IBM and vAuto. Like many things, the internet has made Brand Empathy necessary, useful, and in some ways, easy to achieve. If you have found the Brand Empathy research helpful and want to incorporate it into your business, today’s post is for you. We invite you to download…

Brand Empathy: Three Ways to Mess it Up

Brand Empathy can't be bought | Get There by Movéo

Like any useful tool, Brand Empathy has potential downfalls that must be avoided. Before you start restructuring your marketing program to create an empathetic culture, be mindful of these risks: Empathy cannot be bought Companies can put a lot of time and energy into cultivating Brand Empathy, but in the end, it is only your consumers who can grant you that status. Marketers can attempt to guide perception, but a culture of empathy cannot be purchased. It comes only through…

Brand Empathy: A Fancy Name for Thought Leadership?

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As many of you realize, Brand Empathy shares some similarities with what has been known for years as “thought leadership marketing.” Both approaches are centered on earning trust and credibility among consumers. Thought Leaders specialize in sharing something beyond product – information, insight, and ideas – and they are viewed as the trusted authority in their industry, after having contributed generously to its well-being. Like Thought Leadership, Brand Empathy is also based on providing something beyond product. At first glance,…

Three Ways to Discover Your Customers’ Biggest Pain Points

Customer Care Counts | Get There by Movéo

On Monday, we discussed how important it is to create a culture of Brand Empathy with your customers. The first step in that process is, as you know, to figure out what consumer problems are. Only then can your company guide the conversation and present a solution to the problem. Even better, when customers feel like you care, they will be more likely to choose your product over your competitors’. To help you take a step in that direction, here…

Brand Empathy: How to Establish It and Use It To Your Advantage

Diesel - Because we care | Get There by Movéo

This month, we’ve been discussing Brand Empathy, the most important modern tactic for B2B marketers to master in the digital age. While you may be convinced that this step is necessary, development and implementation of Brand Empathy can be daunting. The key is to convince your customers, through conversation and engagement, that you care deeply about their problems. After establishing this culture of empathy, it can be positioned to positively impact your business in a variety of ways. Here are…

Brand Empathy: Why It’s Important

A New White Space | Get There by Movéo

On Monday, we discussed the growing need for Brand Empathy among B2B marketers. The internet has changed the buying process for businesses, and brands no longer have the influence they once did in the middle of the sales cycle. Branding is no less important, but today, companies must gain influence at a different time: before a consumer enters the buying process. Enter Brand Empathy –  the perception that your company deeply cares about a prospect’s needs, challenges, and the marketplace…