Fri.May 04, 2012

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Savvy Week in Review - May 4

Savvy B2B Marketing

Happy Friday, everyone! We hope that you are enjoying spring and getting outside when you can. To reduce the time you spend looking for the most useful posts from the week, check out our favorites below. Did we miss something? Add them in the comments! Enjoy the weekend, and see you on the other side. Is Your Content Supporting or Sinking Your Thought Leadership Efforts? Come and get 'em

How to Select a B2B Marketing Agency

Fearless Competitor

Criteria for Choosing a Full-Service Content Marketing Agency. That’s the name of an article that recently appeared at the Content Marketing Institute and it was written by a good friend and interviewee on Mad Marketing TV, Joe Pulizzi. Joe’s brilliant, but I also think he missed a key point in agency selection: Their internal network of experts. Strategic Planning. Tactical Expertise.

Meant to be Read: Writing a Smart Case Study

Marketri

When it comes to marketing collateral, there are few — if any — assets I like more than the case study. If structured and written correctly, a case study is a relatively short, interesting and effective weapon in your arsenal (i.e., a piece that will actually be read by your intended audience). When done properly, a case study becomes a tool for demonstrating how you deliver solutions.

LinkedIn Acquires Slideshare: Five Predictions for What’s to Follow

Modern B2B Marketing

by Jason Miller It’s like peanut butter and chocolate for the B2B Marketing  professional. The announcement of LinkedIn acquiring Slideshare has all the characteristics to make an incredibly enticing pairing. With an optimistic wishlist and no crystal ball in hand here are five predictions I have for this soon-to-be-integrated platform. How about private online interviews and mini-conferences?

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

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D-Day Marketing: The Land and Expand Strategy

Great B2B Marketing

Let’s start today’s post by acknowledging one important fact. It is usually much, much (did I say “much”) easier to up-sell an existing customer than it is to find a new customer. Yet, our marketing efforts are often focused on selling the whole enchilada to the customer on their first experience with us. This is where the “D-Day” analogy comes in.

Employers: Don’t Ignore These Two Acronyms for Social Media Policy Compliance

WindMill Networking

Undoubtedly, social media (SM) experts and enthusiasts are quick to understand acronyms like SEO , VLOG , RSS , and PM.  Similarly, lawyers, particularly employment lawyers, are fluent in another set of acronyms including EEOC, DOJ, FCRA, and DOL.  Why You Should Care About The NLRA:   Generally, the National Labor Relations Act (NLRA) , enacted by the U.S. Comments Comments.

I Don’t Know What DRM Is, But I’m Against It

B2B Memes

Well, OK, I do know what DRM is. But the biggest problem in the fight against it is the term itself. Even if he or she knows that it stands for digital rights management , the average, intelligent, but non- digerati person on the street has no clue what it means. But the process could be speeded up, I believe, if we could just come up with a better term for DRM. No related posts.

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The Social Media MBA: Part 4: Top Apps and Tools for Social Media Marketers

WindMill Networking

If you are a follower of this blog and the Social Media MBA series , you will recall that last month we discussed social media platforms and their potential uses for businesses and consumers. This month, I want you to be thinking about the technology that is enabling social media and how it drives new business. Social media has also shaped technology that can help drive business. Focus: Monitoring.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

25 Little Details That Will Make a BIG Difference at Your Next Event

Hubspot

Throwing a killer marketing event takes tremendous planning and resources; you have to think about attracting PR coverage , turning conversations into sales , and even how you'll integrate inbound marketing throughout the thing. But you're a pro -- wouldn't forget big components like that when planning your event. The smaller details, however, are likely to escape. Seems obvious, doesn't it?

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Why Lead Scoring is the New Opportunity Stage

It's All About Revenue

by Dan Pecoraro | Tweet this Do you miss the good old days back when a potential customer would patiently let you make your case, you could get a “feel” for them, and happily sell ‘em an yellow Oldsmobile? For For better or worse, those days are over. The scenario today is far more complex. By the time a potential buyer is talking to you, she has probably done plenty of research and might even be leaning towards a particular vendor. ” or “When will I make a decision?” ” But, without a strong relationship in place, the buyer might just tell you whatever.

Digital Marketing Puzzle – #8889

Puzzle Marketer

For a fun Friday brain teaser, PuzzleMarketer.com brings you a puzzle using terms out of our digital marketing glossary. See how quickly you can guess what the images below are identifying. Check back every Friday for a new advertising puzzle to solve. Are you stumped? Click here to go to our marketing puzzles answers page. Related posts: Why does your website need SEO?

The Age of the Buyer – How do you prepare?

Sales Intelligence View

THE AGE OF THE BUYER Now is the dawn of a completely different era I like to refer to as  The Age of the Buyer. Due to the emergence of social media as a means of communication and establishing relationships, consumers have been given the power to provide real-time feedback about products and services to an extensive audience. In a matter of a few hours, the photo had been viewed over 25,000 times.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

Don’t count your followers before they have hatched

Earnest about B2B

As B2B marketers from agencies across the country flocked to the Google offices for the monthly ABBA meeting , conversation quickly turned to everyone’s favourite topic – the issues facing agencies and marketers today. The answer was clear. Gone are the days of businesses chucking money at campaigns and crossing their fingers; organisations want to know exactly what financial benefits they will see from their marketing spend and need to hear those three magic words: Return on Investment. Over 400 Facebook likes! At least 7 retweets! Who cares?

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Measuring Social Marketing ROI

VisionEdge

Are you investing more in social marketing this year? If so, you are among the many marketers making this same decision. EMarketer estimates that four out of five U.S. businesses with at least 100 employees will be marketing on social media this year, and U.S. ad spending on social networks is expected to reach over $3 billion. How do you plan to measure the ROI of your investment? Many marketers use site traffic as their primary metric plus “soft” metrics such as counting fans and followers and positive buzz. Both variables will require measurement and analytical capabilities.

Finding Balance in the Always-On World

Paul Gillin

I picked up Erik Qualman’s Digital Leader expecting a very different experience from the one I got. Qualman is a thought leader on the transformative potential of social media whose 2010 bestseller, Socialnomics , is considered a textbook in its field. expected Digital Leader would instruct me on how to further immerse myself in these tools of change. But quite the opposite is true.

Marketing in a Downturn Part 3: Aligning Sales and Marketing

Modern B2B Marketing

by Liz Smyth In the final part of our Marketing in a Downturn series, we’re examining the importance of getting your sales and marketing teams aligned. Read Part 1: Lead Generation and Nurture and Part 2: Content, Content, Content.). But in an age of cautious spending, no company can afford to have sales leads disappear because of poor internal processes. Score Your Leads Collaboratively.

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Friday Wrap-up: This Week in B2B Marketing Tips

B2B Lead Blog

Each week we present a collection of some of the best marketing tips, guides, and best practices from thought leaders around the blogosphere to help you stay informed, hone your craft, and improve your marketing efforts. Enjoy! 1. Ways to Extract Brand Stories from Inside the Company In the “content is

Is It Time To Stop Listening to Social Media?

Sazbean

Shhhh. Can you hear it? It’s the sound of yet another corporate giant falling to its knees after a tidal wave of social media criticism. Corporate capitulation is happening with frightening regularity these days. We no longer look at the Fortune 500 as impenetrable monoliths; instead, they now appear as dominoes ready to topple at the first flick of public outcry via the Twitterverse. When do ‘we the people’ stop having a point? And when do we as communicators stop listening to it? – Is It Time To Stop Listening to Social Media? by Elissa Freeman. News & Notes

INFOGRAPHIC: Social Analytics

Client Bridge

Social analytics is defined as a business discipline that aggregates and analyzes online conversations and social activity generated by brands across social channels. From Social Media Today, here's an infographic about how social analytics can yield intelligence that can then be applied to improve brand awareness, marketing and sales effectiveness, and customer satisfaction. View Original Article

The Power of Insulting Customers: Confessions of a Vacuum Cleaner Sales Rep

Marketing Craftmanship

The Rolls Royce of Vacuum Cleaners. My connection with advertising legend David Ogilvy is that, early in our careers, we both sold consumer appliances door-to-door. Long before he founded Ogilvy & Mather in 1949, and following a short-lived career as a chef in Paris, David Ogilvy sold AGA cooking stoves to housewives in Scotland. Mrs. Jones:         Oh, my! How will I ever get that dirt out….

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Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

Eric Fletcher is Find New Customers Fan of the Month for May 2012

Fearless Competitor

We’re delighted to name Eric Fletcher Fan of the Month for May 2012. Congratulations, Eric. Eric is the Chief Marketing Officer of McGlinchey Stafford, PLLC. He’s also a heck of a nice guy and good supporter of Find New Customers. He also pens the popular blog, Marketing Brain Fodder. Post the award on your blog, Eric. Here’s how he describes himself: Proud Dad. Frustrated writer.

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Effective Tests We Should All be Conducting – But Probably Aren’t!

Vertical Response

Imagine that Dorothy, Tin Man and Scarecrow are sitting in on your next email or website marketing meeting. “I don’t like this website, it’s dark and creepy!” exclaims Dorothy, “Do you think we’ll see any wild testing strategies?”  “Some,” says Scarecrow, “but mostly buttons, copy and layout.” Buttons!” screams Dorothy, “and copy!” yelps Scarecrow, “and layout!” exclaims Tin Man. Oh …not again!”.

Brand Against The Machine – A Book Review

The New Strategist

After years of relentlessly being inundated by business books overflowing with textbook terms like ‘brand equity’, ‘value proposition’, and ‘positioning statement’, this book was incredibly refreshing and rejuvenating. It cuts through the BS and gives you the tools you need to build a powerful brand TODAY. Brand Against The Machine’ isn’t like any other brand book you’ve ever read.

Mobile Politics: How Political Campaigns Embrace New Media

SnapApp

For better or worse, modern American politics is as slick with advertising as any other industry. Television and radio spots, web pages, brochures, canvassing, robocalling and yard stakes are just some of the action we must all brace for during 2012. Although still a newer kid on the marketing block, new media -- especially text messaging and social media -- have gotten the attention of political campaigners nationwide. Check out some of the ways hopefuls and incumbents have embraced new media to get out the vote.? Location, Location, Location. Announcements. Covering All Bases. either name.

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2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.