Sat.Mar 31, 2012 - Fri.Apr 06, 2012

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Lead Nurturing: Market to personality and behavior, not job title

markempa

Tweet In my most recent research project, the MarketingSherpa 2012 Executive Guide to Marketing Personnel , we identified key behavioral and motivational differences between marketing specialists. Much of what we learned applies beyond HR and can improve your lead nurturing and sales efforts. The key to navigating your way to a sales-ready lead is navigating through individual personalities.

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Five reasons you should never ignore your business branding

Tomorrow People

Every business-owner needs more time. Addressing your business branding can seem like yet another addition to your ‘to do’ list. But there are some very important reasons why you should never ignore your business branding: Credibility. Your branding design can have a direct impact on your profits – and that’s down to how your potential customers see you.

Branding 243
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9 Key Points About Google+ Pages for Business for the B2B Marketer

KoMarketing Associates

Earlier this year, we began putting together a strategic recommendation for our clients on Google+ Pages for Business. This new solution blends elements of popular social media platforms like Facebook and Twitter with social sharing sites like Flickr and YouTube, integrating search engine optimization and marketing into the Google network of sites.

Google 194
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The Cost of Bad Content

Marketing Insider Group

According to the Content Marketing Institute (CMI) and MarketingProfs 2012 report on B2B Content Marketing , 90% of organizations are marketing with content! (I’d love to know what the “other 10%” are doing?). But does anyone have a handle on the costs? What are the costs of producing content that never gets used? What are the costs of publishing bad content in the form of lost revenue?

Cost 166
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How to Leverage Behavioral Science Insights for Direct Mail Success

Speaker: Neal Boornazian, President and Nancy Harhut, Co-Founder and Chief Creative Officer - HBT Marketing

Direct mail has consistently remained a powerful tool in the marketer's arsenal, but in an age of digital dominance, its effectiveness hinges on the strategic integration of behavioral science. 💡 When you incorporate powerful behavioral science principles into your direct mail marketing strategies, you can prompt the hardwired decision-making shortcuts your audience relies on — and that automatically unlocks new avenues for engagement, conversion, and brand loyalty.

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Use Buyer-Based Selling To Engage The New SMB Buyer

Tony Zambito

©All Rights Reserve by PhotoSteve 101. This is part 5 and final article of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. Prognosticators today abound on the demise of sales. Not so fast. While the notion of field sales shrinking for the SMB is a fact, it doesn’t quite mean the end of sales.

SMB 160

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The Rise of Content Strategy–What to do about Google killing SEO

Biznology

I was sitting in a hotel lobby preparing to present as part of a panel at OMMA Global in San Francisco when a co-panelist said something that shocked me. “People ask why I got out of SEO to focus on paid media. I answer that Google wrecked SEO, so all that’s left is paid.” The context: we were talking about all the changes Google has made recently to make SEO more difficult–some might say impossible.

SEO 158
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“Enchantment” by Guy Kawasaki

ViewPoint

I am an avid reader, but I have to admit to reading more novels than non-fiction. However, there was something about the description of Guy Kawasaki’s book, Enchantment that intrigued me. So, I ordered it and read it in just a couple of sittings. I liked the book because it is well written, enlightening, personal and has an intimacy I find missing in many business books.

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6 Content Marketing Channels Missing From Your Plan

The Effective Marketer

Although much deserved attention is given to Blogs, eBooks, Webinars, Data Sheets, Press Releases, Videos, and other typical channels when talking about content creation, you shouldn’t forget to include the following touchpoints in your content marketing plan. 1. On-Hold Messages: Ditch the on-hold music and the typical sales pitch for something your customers, prospects, and partners will actually enjoy listening to.

Planning 154
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Best Local SEO Guides, Tips and Tactics of 2011

Webbiquity

While the web is worldwide, search is often local. An enterprise software developer may want its website to show up in relevant searches virtually anywhere on the globe, but a restaurant, retail shop, marketing agency or IT services firm is generally much more concerned about showing up in searches from its own backyard than from Bangladesh or Turkmenistan.

Tactics 148
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WorkCast's Ultimate Webinar Handbook 2024

Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

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Plugging The Leaks – Addressing The Early Stages of the Funnel

ANNUITAS

Our good friend Ardath Albee and I have recently had a series of conversations about the standard funnel that is used by many organizations. (If you don’t know Ardath I highly recommend you follow her: @ardath421.) This post is a result of those discussions. The standard sales funnel for most organizations is linear with several stages: Inquiry. MQL.

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Selfless Giving and Selfish Companies: A Social Media Conundrum

Digital B2B Marketing

Gifts. When we receive them, we feel special. When we receive them from people we don’t expect them from, they are a wonderful surprise and make a far larger impression. Gifts are special in part because they represent an investment of time or money someone did not need to make. When we receive these gifts, it makes an impact on us. However, gifts with strings attached or given out of obligation are not the ones that feel good to give or receive.

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Agile marketing meets TV

Biznology

(Photo credit: Wikipedia). I spend a lot of time speaking and consulting on agile marketing–what I wrote about a lot in Do It Wrong Quickly –and I often use the example of television commercials as the very antithesis of agile marketing, the epitome of old media. Agile marketing is all about experimentation, feedback, testing, data–just about the opposite of anything you can do with TV commercials.

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Content Marketing Strategy: Interact with your neighborhood

Ambal's Amusings

insta. Normal. sap. 2. 182. 2012-04-02T07:08:00Z. 2012-04-02T07:08:00Z. 1. 558. 3186. 26. 7. 3737. 10.2625. Clean. Clean. MicrosoftInternetExplorer4. Among the diverse resources which you can find befitting to content marketing and promoting your business online, some can score over the others. However, these resource tools have their own significance, and implementing them appropriately can ensure success.

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The Top 3 Tips for Writing Successful White Papers

In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.

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How Much Should I Spend on My B2B Marketing (Part 2)

B2B Marketing Traction

Blog entry excerpted from the Marketing chapter written by Jennifer Beever in The Book on Business from A to Z. When you budget your marketing dollars, it’s important to understand where you are in your product, service, or company life cycle. In an earlier post, I blogged on how to calculate your marketing budget by understanding your sales history.

Spending 111
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The Inbound Marketing Multiplier [Infographic]

Adobe Experience Cloud Blog

by Jason Miller Marketers often debate the merits of inbound marketing vs. outbound, but few discuss the added benefits you can achieve by combining both. A well rounded B2B marketing mix should include elements of both inbound and outbound marketing strategies. Combining the two can multiply the number of views you generate, dramatically increase sharing, and ultimately increase the number of potential customers who see your content.

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Global Search Marketing

Biznology

Yesterday’s monthly Biznology® Webinar was called “Global Search Marketing.” I talked for 30 minutes about how to optimize your Web site for a global audience. Lots of companies have products that can be sold outside their home country, but search marketing makes it easier than ever. Focus on what customers want, what content you need to persuade them, and how they can find it—those three keys will give you search marketing success in any country.

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Fight Premature Monetization – Add a Second Step to Your Content Marketing

Convince & Convert

Gary Vaynerchuk often warns against the “ 19 year old dude move ” – when over zealous businesses try to close the deal on the first social media transaction. Flickr image from Jurischk. There’s no question that companies are applying rigid direct marketing principles to social media, not recognizing that social is the long con , not a smash and grab.

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What Questions Are Brands Asking About Their ESG Initiatives Ahead of 2024?

Temperatures are rising (and not just metaphorically) as key stakeholders anxiously anticipate the outcomes of COP28. While companies reconsider their 2024 environmental sustainability strategies, there is another aspect of ESG that deserves exploring, the social sector. In the latest edition of "Navigating ESG Comms Through the Cosmos - Sagittarius Edition", 3BL hones in on this sign’s bold quality of asking questions others are burning to know the answers to.

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B2B Blogger – Are You Being Tricky or Transparent?

B2B Marketing Traction

If you ask me, visitors who land on a blog post have the right to know when it was written. So, why do B2B marketers hide their blog post dates? I guess they want to fool us. “Hey! This blog post could have been written yesterday… …or, 3 years ago!” They don’t want us to look at the post date and immediately leave for more current information.

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Robert Scoble Talks Social Strategy, Open Graph, Pinterest and More

Adobe Experience Cloud Blog

by Jason Miller I just got back from the ad:tech conference here in San Francisco and once again it was a stellar line up of keynotes and sessions. The highlight for me was the keynote on Tuesday with Guy Kawasaki and Robert Scoble. They took to the stage in a very informal conversational manner to discuss everything on the mind of a good social media marketer; Google+, Facebook, Twitter and everything in between, including lots of takeaways for the B2B marketing world.

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The Sorry State of Internet News

Biznology

Image credit: Getty Images via @daylife. I am likely to step on a few toes here. Don’t worry, though, because whatever seems like an accusation of the Internet and social media marketing “news” industry applies to me as well. In other words, I ain’t perfect. What I am, however, is a little frustrated. I have been “reporting” on the Internet and social media marketing space for the better part of four years now.

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Fight Premature Monetization – Add a Second Step to Your Content Marketing

Convince & Convert

Gary Vaynerchuk often warns against the “ 19 year old dude move ” – when over zealous businesses try to close the deal on the first social media transaction. Flickr image from Jurischk. There’s no question that companies are applying rigid direct marketing principles to social media, not recognizing that social is the long con , not a smash and grab.

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The Resurgence of Direct Mail as a Growth Marketing Strategy

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

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How to Blog: How Much Time Does It Take?

B2B Marketing Traction

If you’re thinking of blogging for your business, a very good question to ask is, “How much time will it take to write and publish a quality blog post?” It seems that many business marketers and others don’t consider the resource requirements of starting and maintaining a blog. A 2008 Technorati study showed that the blog abandonment rate was over 90%!

Blogger 102
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Manufacturing Infographics for Content Marketing

Industrial Marketing Today

Infographics, short for information graphics are hot right now. It seems everyone is creating one these days. Infographics have been around for a while and are used to communicate complex concepts visually and easily. If done right, they can be very effective in content marketing for manufacturers and industrial companies. In the early stages of lead generation, you are primarily dealing with “suspects” – people who you have not yet qualified as prospects or leads.

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Revenue Performance Management: Startling Stats Show that Your Success Depends on It

Adobe Experience Cloud Blog

by Seth Resler “Revenue Performance Management” (RPM) will be one of the most important business concepts to emerge in this decade. The future of B2B revenue revolves around it. Your success as an organization depends upon it. And your career as a leader may hinge upon it. How do we know? Because according to a new survey conducted by Marketo, RPM Leaders achieve 128% more revenue against their plans than average companies, and 178% more than the least mature companies.

Stats 84
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Think Narrow and Harness the Power of UnPopular

Convince & Convert

Excerpt of my interview with Erika Napoletano. Transcription services from our friends at Speechpad. For full conversation, watch the video! Jay: Hey everybody it’s Jay Baer from Convince & Convert , joined today by a very special guest, Erika Napoletano , author of The Power of Unpopular: A Guide to Building Your Brand for the Audience Who Will Love You (and why no one else matters).

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The AI-Enabled CMO: Practical Tips for Today's B2B Marketers

Speaker: Paul Slack, Vende Digital CEO

On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui

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Gartner cuts 2012 IT spending forecast by 1/3rd

The ROI Guy

Are you ready to grab your share of the dwindling 2012 IT Budget? The predictions for solid growth might have gotten ahead of themselves once again, as Gartner cuts their IT spending growth predictions by 1/3rd for the remainder of 2012. Going into this New Year, Gartner analysts predicted that IT spending would expand worldwide by 3.7%. But in their most recent estimates in April, Gartner has downgraded the 2012 forecast by a substantial amount, now predicting only a 2.5% expansion for the year

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B2B Marketing Online Testing: Eye-tracking Research and CTAs

MLT Creative

The Research: Eye-tracking studies have found that when most people view websites, they start at the upper left corner and then rush over the prominent images. So if you’re to the right of an image, you may have a better chance of being noticed than if you are to the left of it. There was a great case study about this on WhichTestWon.com — as well as the constant need to test rather than always just relying on research.

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7 Customer Loyalty Programs That Actually Add Value

Hubspot

According to Inc. , it costs a business about 5-10 times more to acquire a new customer than it does to sell to an existing one -- and on average those current customers of yours spend 67% more than a new one. So, what are you doing to keep your customers coming back to your business? If you’re like 65% of marketers, your company has implemented a loyalty program.

Loyalty 61