Incite http://www.incitenewbusiness.co.uk New Business Fri, 11 Apr 2014 10:25:46 +0000 en-US hourly 1 http://wordpress.org/?v=3.8.1 Inbound Marketing For Agency New Business: An Infographichttp://www.incitenewbusiness.co.uk/latest-incites/blog/inbound-for-agency-new-business/ http://www.incitenewbusiness.co.uk/latest-incites/blog/inbound-for-agency-new-business/#comments Sun, 23 Mar 2014 08:02:33 +0000 http://www.incitenewbusiness.co.uk/site/?p=63 The post Inbound Marketing For Agency New Business: An Infographic appeared first on Incite.

]]>
Infographic-slim

The post Inbound Marketing For Agency New Business: An Infographic appeared first on Incite.

]]>
http://www.incitenewbusiness.co.uk/latest-incites/blog/inbound-for-agency-new-business/feed/ 0
Agency New Business Buyer Trendshttp://www.incitenewbusiness.co.uk/latest-incites/blog/agency-new-business-buyer-trends/ http://www.incitenewbusiness.co.uk/latest-incites/blog/agency-new-business-buyer-trends/#comments Wed, 19 Mar 2014 08:05:36 +0000 http://www.incitenewbusiness.co.uk/site/?p=75 To better understand why B2B content marketing is growing so rapidly, new …

The post Agency New Business Buyer Trends appeared first on Incite.

]]>
To better understand why B2B content marketing is growing so rapidly, new business agency Incite has been keeping one eye on agency new business buyer trends and one eye on business side marketing trends (making us slightly boss-eyed but well informed).

To explain the sudden increase in B2B content marketing a well-known saying comes to mind ‘it takes two to tango’. Let’s compare the changes in activity between both participants:

New Business Buyer Trends

Agency new business buying is changing. Gone are the days of schmoozing business buyers over the phone and a steak dinner. You can still try that method but nowadays those buyers are already 50-60% of the way along the buying cycle before they even make contact with a vendor. So how are they making these buying decisions?

The evidence of ‘how’ is plain for anyone to see who has a desktop, smartphone or tablet to hand – so that’s pretty much everyone then. Business buyers only need to query their search engines a few times to find examples and information on the types of vendors they are looking for. From our research we have put together some important new business buyer trends that illustrate how they are doing their research.

  • According to Genius.com’s Breaking Out of The Funnel report 78% of business buyers are looking for information around their business problem online.
  • 81% of these buyers start with a web search.
  • Nine out of ten business buyers say when they are ready to they will contact the vendors.

There it is, business buyers are online and they researching potential vendors before they disclose they are looking. It is now more important than ever for business side marketers to invest in B2B marketing. In particular content marketing that can put their business in their eye-line during buyer’s initial online research.

The Business Side Marketer

So how are business side marketers responding to the changes in new business buyer trends? Our other eye, focussing on business side marketing trends, spotted a fact-filled infographic published by Sherrilynne Starkie with some interesting stats.

It is clear B2B marketers are feeling the pressure to make their business well-known and searchable beyond direct contact and word of mouth. Overall 72.2% of B2B marketers use content marketing as a part of their marketing strategy. And here is where they are investing it:

  • 77% of B2B content marketers use blogs
  • 70% of B2B content marketers use videos
  • 52.5% are increasing their search marketing budget
  • 35.5% plan to increase their spending on mobile marketing this year
  • 87% use social media to distribute content up from 74% in 2011

In a reaction to the changes in new business buyer trends and behaviour there has been a sudden boost in investment for B2B content marketing. The results of Technology Marketing Community’s B2B content marketing trends report 2013 showed 82% of B2B marketers are increasing their content production over the next 12 months. The same survey showed that 71.3% of business side marketers invest in content marketing for lead generation.

Incite new business Agency New Business Buyer TrendsB2B Content Marketing Report 2013 Survey Results – Graph Top 3 Trends Of Content Marketing

Although these stats clearly show where the money is being invested it does not fully explain how these efforts are transformed into leads and new business potential. This is achieved through different strategies of B2B inbound marketing using content marketing as a tool.

Incite view the process of B2B content marketing and inbound marketing as three stages to Attract, Convert and Close leads.

The post Agency New Business Buyer Trends appeared first on Incite.

]]>
http://www.incitenewbusiness.co.uk/latest-incites/blog/agency-new-business-buyer-trends/feed/ 0
Three Steps – Inbound Marketing For Agency New Businesshttp://www.incitenewbusiness.co.uk/latest-incites/blog/inbound-marketing-agency-new-business/ http://www.incitenewbusiness.co.uk/latest-incites/blog/inbound-marketing-agency-new-business/#comments Wed, 19 Mar 2014 08:03:21 +0000 http://www.incitenewbusiness.co.uk/site/?p=64 Inbound marketing for agency new business is a fundamental shift in how …

The post Three Steps – Inbound Marketing For Agency New Business appeared first on Incite.

]]>
Inbound marketing for agency new business is a fundamental shift in how we relate to potential leads. Instead of you finding buyers and selling to them, buyers find you. This poses a problem of how to engage those potential buyers. To do this you must become a master of attraction to capture the buyer’s details and log them as a lead.

Then comes the process of nurturing those leads to turn them into a potential new business buyer for your agency. By giving them what they want at different stages of their buying journey you can convert and close a new business deal online.

More business side marketers are turning to inbound marketing not just for the changes in new business buyer trends but also for the money saving opportunities. For example, outbound marketing is less value for money when compared to inbound. Outbound costs £240 per lead compared to £100 for inbound.

There is a good chance many of you use some inbound marketing tactics. Content, SEO, email lead nurturing are some examples. Inbound marketing is how these work together in perfect unison to attract, capture, convert and close leads. A recent article in e-consultancy shows three inspiring b2b marketing case studies, all of which use content or inbound marketing for new business.

Inbound Marketing For Agency New Business

Step 1 – Attract

Attracting leads using inbound marketing requires a strategy of content creation such as blogging, social media and SEO. These methods allow you to uphold an online presence that business buyers use as channels to discover your business. At this point your inbound marketing strategy needs to be adapted to target and reach buyers where they are searching. A general idea of where this is:

Your audience are online and mobile

Incite New Business Agency Inbound Marketing New Business

(Sources: The 2012 Ipsos Media report into media consumption of the Business Elite)

Step 2 – Convert

Next is the time to capture more information about your leads with landing pages containing forms and calls to action. The convert phase uses capture forms to collect more details from potential leads. By this point the new business buyer will have spent some time researching the ‘Attract’ content you have produced. Now you need to provide them with targeted content on the topics they are looking for. Many businesses use whitepapers and free downloadable content to continue contact with and qualify leads. It is important to continue to produce this content. Recent stats show:

  • If the order value is more than 10k – 70% of buyers say they review four or more pieces of content prior to purchase.
  • The white paper is still the most read piece of content – but 60% of buyers say they don’t have the time for reading so the shorter the better.

Step 3 – Close

The aim of these stages is to bring your lead to a point of close. Once you have the relevant contact information they must be added to workflows in order to determine how far along the buying stage your lead is. This will be the point of CRM integration and lead scoring.

The three stages of inbound marketing for new business, when executed correctly, invite new business buyers directly to you and provides them with the information they are looking for to make their buying decision.

The post Three Steps – Inbound Marketing For Agency New Business appeared first on Incite.

]]>
http://www.incitenewbusiness.co.uk/latest-incites/blog/inbound-marketing-agency-new-business/feed/ 0
New Business Agency Incite discuss key findings from IPA Surveyhttp://www.incitenewbusiness.co.uk/latest-incites/blog/new-business-agency-positive-procurement/ http://www.incitenewbusiness.co.uk/latest-incites/blog/new-business-agency-positive-procurement/#comments Tue, 18 Mar 2014 08:04:24 +0000 http://www.incitenewbusiness.co.uk/site/?p=65 New Business Agency, Incite discuss key findings from the ‘IPA Q1 2013 …

The post New Business Agency Incite discuss key findings from IPA Survey appeared first on Incite.

]]>
New Business Agency, Incite discuss key findings from the ‘IPA Q1 2013 New Business Survey Results’ in reaction to IPA President’s recent concerns over client to agency relationships.

In May the IPA New Business Survey Results were published. Although Incite did not comment at the time it certainly did not slip under our radar. In fact, it came as cause for celebration for Incite thanks to its shining recommendation of the use of intermediaries or a new business agency in agency procurement.

We were reminded of the importance of the survey research after Ian Priest, President of the IPA spoke out about his concerns for client and agency relationships in Marketing Week Magazine this week.

Priest expressed his concern over statistics from the report showing that thirty-eight per cent of agencies that took part in the survey disagreed that agency selection procurement techniques were ‘appropriate’.

This may be due to client procurement departments conducting their research and briefing process in an inexperienced manner. Some of the issues noted by agencies in the survey included: the budget not being clear upfront and lack of clarification on how many other agencies were involved in the pitch.

Importantly the IPA survey results showed over 50% of respondents, where applicable, indicated that the involvement of intermediaries was good or excellent. This is a great indicator of how a new business agency can mediate the client, agency relationship.

There’s more. The results also showed in just over two-fifths of instances there was confirmation of a new business agency also being involved in the pitch process. This evidence resounded throughout the report with one of the three Main Findings stating: ‘Positive perceptions of the pitch process ar

The post New Business Agency Incite discuss key findings from IPA Survey appeared first on Incite.

]]>
http://www.incitenewbusiness.co.uk/latest-incites/blog/new-business-agency-positive-procurement/feed/ 0
Incite From A New Business Agency #2 – Content Even More Important Than Everhttp://www.incitenewbusiness.co.uk/latest-incites/blog/incites-from-new-business-agency-2/ http://www.incitenewbusiness.co.uk/latest-incites/blog/incites-from-new-business-agency-2/#comments Wed, 19 Feb 2014 07:58:35 +0000 http://www.incitenewbusiness.co.uk/site/?p=62 As perhaps the UK’s leading new business agency, we always try to …

The post Incite From A New Business Agency #2 – Content Even More Important Than Ever appeared first on Incite.

]]>
As perhaps the UK’s leading new business agency, we always try to stay at the forefront of thinking and practice.

Being ahead of the market means we can get our clients to places other new business agencies can’t, they win and we win. Simples.

We recently updated our original research to see how clients start on their road to selecting a new agency. We were really surprised with the findings.

Our original set of statistics from 2012 found 28% of agency selection decisions were based on research from press and online sources

Our new data shows this has increased to 54% when selecting firms. So getting found in this process using inbound and outbound marketing tactics is even more important than before.

See our last blog on this to find out why

The post Incite From A New Business Agency #2 – Content Even More Important Than Ever appeared first on Incite.

]]>
http://www.incitenewbusiness.co.uk/latest-incites/blog/incites-from-new-business-agency-2/feed/ 0
Incite From A New Business Agency #1 – Why Content Is So Importanthttp://www.incitenewbusiness.co.uk/latest-incites/blog/incites-from-new-business-agency/ http://www.incitenewbusiness.co.uk/latest-incites/blog/incites-from-new-business-agency/#comments Wed, 19 Feb 2014 07:57:32 +0000 http://www.incitenewbusiness.co.uk/site/?p=61 As perhaps the UK’s leading new business agency, we always try to …

The post Incite From A New Business Agency #1 – Why Content Is So Important appeared first on Incite.

]]>
As perhaps the UK’s leading new business agency, we always try to stay at the forefront of thinking and practice.

Being ahead of the market means we can get our clients to places other new business agencies can’t, they win and we win. Simples.

We recently conducted some research into how clients select which agencies they want to take a closer look at, ahead of any pitch (we are not really interested in browsers over here at incite).

We spoke with 333 marketers across the UK from the big and beautiful brands and also some less glamorous ones.

One big insight we found was 28% of agency selection decisions were based on research from press and online sources, with online wielding the majority of influence.

This is a huge argument for marketing your agency using content marketing.

We meet with lots of agencies in the course of our business and we work with a lot too – the number with a solid content marketing strategy in place is pitiful, with agencies usually falling into two camps:

1)      They do it wrong – it isn’t joined up, wide enough and doesn’t deliver leads

2)      They don’t do it at all – not enough time or belief

Agencies only need to look at the content marketing industry for clues how to do it right.

Here are some common mistakes in agency content marketing

1)      We’ve loads of twitter followers - but often these are all students, competitors or suppliers

2)      We write a blog – but it is updated every two months and not search optimised. Content marketing is about consistently and regularly producing relevant content not occasional bursts

3)      No variation in content – marketers want infographics, detailed white papers, quick overview blog entries, short tips, slide videos, case studies at different stages in the sales process

4)      Content is not optimised for different stages of the sales cycle – you need early, mid and late funnel content – wrong type of content at the wrong time

5)      Content is never seen as it isn’t marketed – you need online PR, paid and organic search, social and discovery strategies for your best pieces and, I’m afraid to say, a small budget for each

6)      No activation strategy – activating content marketing is the difference between good ROI and no return at all – how do you monitor who looks at your content and how do you follow up with them and nurture them – speed is of the essence in this. Leads go cold in minutes and hours, not days and weeks.

Agencies really do suffer from cobbler’s shoes syndrome.  The best people available to write content are tied up with big pitches and big clients, which makes all the above quite understandable really.

Perhaps it’s time to treat content marketing as a specialist discipline (in the same way traditional trade PR is) and outsource it to professionals like us who can get the right strategy in place, link it and activate it.

The post Incite From A New Business Agency #1 – Why Content Is So Important appeared first on Incite.

]]>
http://www.incitenewbusiness.co.uk/latest-incites/blog/incites-from-new-business-agency/feed/ 0