B2Beacon aims to provide free, unbiased educational resources for B2B digital marketers including: a new approach called “The Company Buying Journey”; how-to guides, as well as insights and case studies from the front lines.
ClickZ, in collaboration with business-to-business (B2B) agency BusinessOnline and 30 leaders in digital marketing, have launched B2Beacon – a collection of insights, data, tools and a new approach to help digital marketers in the B2B sector, improve their performance.
B2Beacon aims to provide free, unbiased educational resources including: a new approach called “The Company Buying Journey”; how-to guides to help users implement this approach at their company, and insights and case studies from the front lines. All resources are based on current research and real-world experience.
“We recognized a major gap in the B2B education market”, says Mike Grehan, publisher, at ClickZ. “We knew we could and needed to do better, so we assembled a group of advisors to create resources to meet the unique needs of B2B marketers.”
B2Beacon’s “Company Buying Journey” is a new approach for B2B digital marketing that is centered on the prospect or customer as they move through a continuous, looping buying journey. It is named “Company” Buying Journey because B2B marketers typically sell to a company of people, not to one individual.
“The majority of our new business comes from current customers,” says Mike Kawasaki, global marketing program director at Agilent Technologies. “B2Beacon’s approach is a much better fit for B2B than the old funnel model.”
Additional topics found in B2Beacon’s “how-to” guides include: get data right; know your customers; develop strategic plan; get your house in order; develop the right content; and optimize programs.
As mentioned above, B2Beacon has been developed by a select group of analysts, associations and industry leaders representing every key aspect of B2B digital marketing. Experts making contributions are from organizations including Adobe, Bizo, BMA, BusinessOnline, ClickZ, Conductor, Content Marketing Institute, DemandBase, ExactTarget, Forrester Research, Google, Kenshoo, LinkedIn, Marketo and Salesforce.com. And an Advisory Council that includes Jeffrey Hayzlett, Jim Sterne, Joe Pulizzi, Rand Fishkin, Jon Miller, Russ Glass, Chris Golec and Liz Miller.
“B2Beacon is a rallying cry for B2B marketers to band together and elevate B2B marketing,” says Thad Kahlow, chief executive of BusinessOnline. “Help us refine and shape this resource… be the beacon for your peers, join the movement!”
Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).
In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.
2015 Holiday Email Guide
The holidays are just around the corner. Download this whitepaper to find out how to create successful holiday email campaigns that drive engagement and revenue.
Three Ways to Make Your Big Data More Valuable
Big data holds a lot of promise for marketers, but are marketers ready to make the most of it to drive better business decisions and improve ROI? This study looks at the hidden challenges modern marketers face when trying to put big data to use.
December 2, 2015
1pm ET/ 10am PT
Wednesday, December 9, 2015
5pm HKT / 5am ET