Welcome to this edition of B2B Marketing at its Core, an industry newsletter with news, nuggets, and information on best practices in business-to-business technology marketing and public relations. With it, we hope to share information vital to any organization looking to generate revenue and accelerate growth through intelligent strategy, messaging, branding, public relations and demand generation.

Taking Thought Leadership by the Horns
Business-to-business technology companies often face two combined hurdles: how to generate content for marketing and sales and how to increase leads for the sales team.

In order to keep prospective customers energized and interested in your products or services, marketing teams must have relevant and compelling content to deliver as part of their marketing strategy. Often companies struggle in developing original content because, simply put, they are focused on delivering their core business. This puts B2B marketers in a bind.

Creating killer content
One way to break out of this uncomfortable situation is to commit to a thought leadership strategy grounded in unique industry research. Architecting and executing focused survey campaigns is one of the strongest ways to deliver a unique form of thought leadership that generates persuasive content, and that can be leveraged across multiple marketing avenues.

Creating content your company can own also permits you to highlight your company’s expertise and differentiate it from the competition with fact-based data. By elevating the conversation to trends and issues – and away from features and benefits – you can stake a claim to a true thought leadership position.

Now that you have content, what’s next?
Now that the marketing team has content, how can they harness it?

From a PR perspective, news releases, bylined articles or interviews with subject matter experts rank high on the list for using your content. A series of presentations and panel events at trade shows are easy extensions and can be coupled with distributing the survey findings at the event.

In addition, thought leadership-based content also provides the information necessary to drive a series of webinars, whitepapers or direct mail efforts that extend beyond the usual product- or service-based marketing programs. These marketing efforts raise your organization above the expected market place messages and position you as a true industry discussion leader with new thinking and ideas.

Build it and leads will come
Every industry has a unique sales cycle, but the common thread for most B2B companies is that the sales force always wants more leads. Today more and more marketers are using thought leadership-based content to generate leads.

Turn your new thought leadership program into leads by merchandising it online. Create a sales sheet highlighting new industry insights and “fast facts” with professionally designed graphics and charts. This becomes a unique collateral piece for the sales team, as well as a very effective website download offer that can attract site visitors, increase traffic and grow your leads database.

Survey findings can also be leveraged in customer and prospect e-marketing efforts. For example, pay-per-click campaigns can be constructed to help disseminate the information and also attract prospects to your website.

Thought leadership-based surveys support and complement other marketing tools such as whitepapers, presentations and media coverage. When using these calls-to-action on your website, don’t forget to employ the “give-to-get” model by adding a registration page for key offers to capture the lead, before users can download the item.

With a smart thought leadership program, B2B companies of all sizes can create compelling and insightful content, repurpose it for multiple marketing efforts, and in the end, use it to support the sales team’s lead generation efforts.

We created B2B Marketing at its Core with the goal of enhancing your marketing and PR practices. We hope you enjoyed this edition. If you have any questions, ask Arketi – we’re always glad to help.


Arketi Group


Arketi Client Visiprise  to be acquired by SAP


BtoB Magazine Recognizes Arketi Group as a 2008 Top Agency Read more

Four Arketi Clients Bring Home TAMY Technology Marketing Excellence Awards Read more

Arketi’s Annette Filliat Elected to Atlanta Ad Club Board of Directors Read more

Arketi Principals Join the Technology Executive Roundtable Board Read more

Inviro Medical Devices/American Nursing Association Thought Leadership Work By Arketi Helps Earn 2008 MAX Awards Finalist Read more

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Arketi Client Visiprise  to be acquired by SAP

Marketing for Growth: Cbeyond, Inc., a leading IP-based managed services provider to small businesses

Corporate Repositioning: Georgia Tech Research Institute, the nonprofit, applied research unit of the Georgia Institute of Technology – one of the nation’s top-ranked academic and research institutions

Corporate Repositioning: IP2Biz, a leading technology acquisition, development, licensing and growth company

Marketing Tactic: Xerox Mortgage Services, provider of one of the most widely-used solutions for electronic mortgage document collaboration