Who benefits from a successful and well run B2B online community?

Posted by Ricardo Molina on Fri, Apr 24,2015 in B2B Content Marketing, Content Marketing, Inbound Marketing, B2B communities

If the qualitative and quantitative evidence that we’ve provided in other blogs isn’t enough to get the support of your team, or your CEO’s buy-in, the cherry on the cake in your argument will be demonstrating the effects of an online community at every level of the value chain.

There are several groups who will thank you for your efforts – in terms of both monetary rewards and delegate fandom.

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How to build your own news portal without writing any content

Posted by Ricardo Molina on Tue, Apr 21,2015 in B2B Marketing How to, B2B communities, Marketing Technology

Many companies, particularly smaller ones, find it difficult to create their own content, and instead resort to curating, reusing or even copying content from other sources. Big no no. Doing this can be time consuming (for little or no reward), risky in terms of copyright issues, and your website may not really be advanced enough to host this kind of content.

We always recommend that companies create their own unique content, and if possible host their own regularly updated blog. But if this is not a feasible undertaking – for reasons relating to time, budget, or technical capabilities – it’s better to take action and join the content publishers than take a backseat and simply watch others succeed in this arena.

There are a number of different tools you can use to create your own bespoke news portal in less than one hour. Yes you read that right - under an hour. It’s the perfect way to provide your audience (both internal and external) with relevant and industry related content that you think will add value.

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What is the return on investment from a B2B online community?

Posted by Ricardo Molina on Thu, Apr 16,2015 in Marketing Automation, B2B communities

This is the single question, budget holders ask most frequently to both marketers and service providers like us.

Everyone understands what are the benefits of adopting an inbound based, community driving approach. Everyon gets it, however to get the support of the big guys you will need to be able to back up the bold statements you’ll be making with some hard facts.

We’ve drawn upon HubSpot’s research with their 7,000 customers and the findings to demonstrate how a community based marketing strategy can impact your metrics – from website visitors to actual tangible customers.

The ROI is represented in three main areas, visits, leads and sales:

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How much does it cost to launch a B2B online community?

Posted by Ricardo Molina on Mon, Apr 13,2015 in Marketing Automation, B2B communities

Building a community is a big commitment for all parties involved, and one of these commitments is financial. Yes, depending on the company size, the financial commitment might be perceived as big or not and you need to commit for at least 6-12 months before you start realising results and a return on investment.

To give you an idea, it costs between £36k and £250k. That doesn't help does it? The reality is that the costs vary greatly depending on many factors and how you choose to go about it.

Let's hit the nail on the head, in order for a 12-month inbound/community marketing program to be successful, there will be many daily, weekly, and monthly tasks that need to be completed to stay on course for achieving your business goals and getting a return on your investment.

So you have two options:

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The state of inbound marketing – and what it means for events

Posted by Ricardo Molina on Wed, Apr 08,2015 in B2B Content Marketing, Content Marketing, Event Marketing, Inbound Marketing

Hubspot publishes every year ‘The State of Inbound’ report and it is full of fascinating insights, statistics and findings, but just in case you don’t have time to read it yourself, here are the top takeaways in easily digestible summaries. Not only is this a real time saver but we’ve also unearthed what these insights mean for the event industry – and how you can use them to your advantage.

1. Budgeting

As a marketer, you’ll be well aware that the size of your budget depends on and relates to so many different factors it can seem impossible to ensure all of them lead to an increase – but it is achievable. Factors such as the economy, a change in management and a past failure with inbound marketing typically led to a lower inbound budget being granted – however demonstrating success with inbound accessed significantly higher sums of budget.

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Five steps you must take to develop your online community further than your blog

Posted by Ricardo Molina on Wed, Apr 01,2015 in B2B Content Marketing, Content Marketing, B2B Social Media, B2B communities

We advocate that before you do anything else to kick off your community, you must, must, must have a blog, but once that’s done and you’re in the routine of publishing regular content, it’s time to bolster your efforts with the other platforms available to you.

These are the steps you must take to develop your online community:

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Launching a B2B online community, where to start?

Posted by Ricardo Molina on Fri, Mar 27,2015 in B2B Content Marketing, Content Marketing, Event Marketing, Conference Marketing, B2B communities

Great, you’re convinced. You realise that at some point you’re going to have to come around to the idea of an online community for your event(s) and what better time to start than right now? So how exactly do you do that?

Start Blogging! Start your own, blog on LinkedIn, blog wherever you want, but do it consistently.

Well we’ve shown you the shape an online event community can take, so think about which areas you’d like to focus on. We have some advice of our own on that topic but ultimately it’s down to you to fit the forum to your ideal customer, or the place you know your prospects and customers can be found.

However, we can’t stress this point enough – if you don’t have a blog you’re missing a major opportunity to generate leads and build a captive audience. This is the most effective first step you can take in creating YOUR community, though you might not think it’s the easiest.

Here are our 5 steps to blog success, take them one step at a time.

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What is the secret formula for event success? – There isn’t one

Posted by Ricardo Molina on Tue, Mar 24,2015 in B2B Marketing, Marketing Trends, Event Performance, Event Marketing, Conference Marketing

How to attract an event audience, and how to keep them

Is there really a secret recipe for event success?

And then a secret sauce to keep them coming again and again?

Not really, it is not rocket science.

This was the opening line from Ashley Friedlein from econsultancy at the recent PPA Breakfast connect event.

I couldn’t agree with Ashley more - there is no silver bullet for achieving event success. So if there is none, what is the magic that some successful events like the Festival of Marketing enjoy?

Everyone knows the formula for event success and the most common mistakes to avoid.

The way you will attract an audience is through the “promise of the experience” and the experience you deliver. This is what Ashley thinks is the secret sauce. Successful events like the Festival of Marketing have the following elements:

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Are you a B2B marketing technophobe or technophile?

Posted by Ricardo Molina on Fri, Mar 20,2015 in B2B Marketing, Marketing Trends, Marketing Statistics, Marketing Automation

In a recent survey, Adestra explored the attitudes of marketers towards emerging technologies, and their feelings towards adopting (or ignoring) it. They predicted that the research would unearth two distinct personas – the technophobes and the technophiles – and were surprised to discover that there were actually three separate camps. So which category do you as a marketing professional fall into, and what, if anything, should you do about it?  

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Event online communities: which companies are doing what?

Posted by Ricardo Molina on Tue, Mar 17,2015 in B2B Marketing, Event Performance, B2B Marketing How to, Marketing Buy-in, Event Marketing, Conference Marketing, B2B communities

Most event companies we’ve engaged with have at least an understanding that something in the industry needs to change, even if they’re not sure quite what shape this change will take. They’re all scratching their heads as to how they can achieve greater levels of awareness for their events, drive delegate attendance, and increase ticket sales – and do so in a sustainable way.

The beauty of the online community is that it checks all the boxes. It is the only clear solution. Any conference organisation that isn't thinking about developing a community, generating good engaging content, pulling rather than pushing and recognising that there needs to be a different approach, is missing a huge opportunity.

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