Sat.Jul 04, 2009 - Fri.Jul 10, 2009

B2B Marketing Traction

Trending Sources

How to Choose a Web Development Company

B2B Marketing Traction

A friend who is starting a new company contacted me recently for a referral to a web development company that could create a great web site but not break the bank. Choosing a web development company is difficult for most businesses

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Five Guys Burgers and Fries Really Understand in Person Content Marketing

Content Marketing Today

How They Use Secret Shoppers to Catch Their Team Members Doing the Right Thing. If you are looking for great basic meat and potatoes cooking in a casual atmosphere, you can’t do much better than Five Guys Burgers and Fries. The family that owns Five Guys were concerned that they could not maintain a high level of customer experience if they were to expand too far or to move into franchising.

The Difference Between Drip Marketing and Closed Loop Marketing

Modern B2B Marketing

These terms, often used interchangeably, are different approaches to how you nurture your prospects.    While they often imply use of email and online marketing, they have been used to improve the success of marketing efforts long before today’s marketing technologies were available.   The increase in the terms usage is due to marketer’s ability to better implement these programs, due to email, website monitoring and web analytics, campaign tracking, and campaign optimizing allowing for A/B email and landing page testing. lead nurturing

Savvy Week in Review - July 10

Savvy B2B Marketing

Popsicles for everyone! Hope you stay cool this hot summer weekend. The Savvy Sisters Profiling: Hitting the Turbo Button - by @BlakeHinckley Interesting ideas on how marketers can get around the fact that prospects often lie on registration forms. Capture the data. Bloggers miss the point of buyer personas This post discusses the one question that every buyer persona should answer.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

Twitter and B2B: don't be fooled by the silent majority

Beyond

Apparently, 90% of Twitter traffic is created by just 10% of users. This fact, according to the widely quoted recent report by Harvard Business School , "implies that Twitter resembles more of a one-way, one-to-many publishing service than a two-way, peer-to-peer communication network". The sub-text here is clear: Twitter is mainly spam.

Eight Ways to Make Key Points in Your White Paper Stand Out

Savvy B2B Marketing

Last week, I reviewed white papers posted on the White Paper Pundit to see how many had a call to action (for those who didn't read the post: only 30%). As I was going through that exercise, I noticed how varied white papers are - and how many could be improved. Many others didn't have such an academic look, but they weren't necessarily easy to read, either. Can the reader pick up your key points?

B2B Customer Engagement – Build a successful long term relationship

Savvy B2B Marketing

In the 1930’s the Hawthorne Effect changed how factory owners thought of their workers. The Hawthorne researchers were initially hired to test what variables in lightening conditions, temperature level, etc. make workers more productive. Simply - engaged workers are more productive. In the B2B world customer engagement is also getting a lot of buzz these days as well.

Eight Ways to Make Key Points in Your White Paper Stand Out

Savvy B2B Marketing

Last week, I reviewed white papers posted on the White Paper Pundit to see how many had a call to action (for those who didn't read the post: only 30%). As I was going through that exercise, I noticed how varied white papers are - and how many could be improved. Many others didn't have such an academic look, but they weren't necessarily easy to read, either. Can the reader pick up your key points?

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

B2B Customer Engagement – Build a successful long term relationship

Savvy B2B Marketing

In the 1930’s the Hawthorne Effect changed how factory owners thought of their workers. The Hawthorne researchers were initially hired to test what variables in lightening conditions, temperature level, etc. make workers more productive. Simply - engaged workers are more productive. In the B2B world customer engagement is also getting a lot of buzz these days as well.

Case Studies - Answers to the Questions B2B Marketing Managers Ask Most

Savvy B2B Marketing

At Savvy B2B Marketing, we thrive on different perspectives and new ideas, which is why we are thrilled to welcome today's guest blogger, Casey HIbbard, also known as the queen of case studies. In her blog - Stories that Sell - Casey shares success-story marketing best practices. More fantastic guests are planned for the weeks ahead, so stay tuned. The same questions come up again and again.

Case Studies - Answers to the Questions B2B Marketing Managers Ask Most

Savvy B2B Marketing

Customer case studies are high-value, in-demand marketing and sales collateral. Marketing teams are tasked with producing powerful stories, yet it’s not always easy. work with all types of marketers, from those new to case studies to seasoned veterans. The same questions come up again and again. How do we get customers to participate? Unfortunately, there’s no one-size-fits-all answer.

Social Marketing FAIL - How not to use Twitter

Savvy B2B Marketing

The other day I received an auto-follow message from someone I had "followed back" on Twitter. usually ignore auto messages, but this one had a link to something that looked interesting to me, so I clicked on it. The link was bad. messaged the original sender and asked if there was a mistake. Talk about a perfect social marketing pitch by this guy. His response? Share them here

Social Marketing FAIL - How not to use Twitter

Savvy B2B Marketing

The other day I received an auto-follow message from someone I had "followed back" on Twitter. usually ignore auto messages, but this one had a link to something that looked interesting to me, so I clicked on it. The link was bad. messaged the original sender and asked if there was a mistake. Talk about a perfect social marketing pitch by this guy. His response? Share them here

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

Is Good-Enough-Marketing-Automation Really Good Enough?

Digital Body Language

Today's post is a guest post from Paul Teshima, Eloqua's Senior Vice President of Customer Service. Paul is the person responsible for the team that drives the success of our clients, and is very hands on in working with clients big and small. I'm thrilled to have Paul post as the insights he brings are without parallel. Let me give you a couple of examples: 1. IBM, I.B.M. IBM Corp., etc.).

Inbound & Outbound Marketing - What is Your Mix?

Smashmouth Marketing

There have been a number of studies published about what marketing departments are spending budget on. We are looking at more of a granular study. What do people spend on Inbound Marketing and what do they spend on Outbound Marketing. We'll followup with a blog article discussing the results. Please spread the word.

Think Small

Savvy B2B Marketing

Seriously - I mean it. Think small. I've been working on a series of branding projects for the past few weeks. The thinking involved in this kind of work is BIG: strategy, the BIG idea, the grand vision, the mission. In the midst of all these BIG thoughts, I am reminded how important it is to also think small. BIG ideas are fun. BIG ideas are by nature rife with gray areas. " I doubt it.

A.T.T.P – Never write another piece without knowing what this is

Savvy B2B Marketing

When I first begin teaching a writing class, whether it is English 101 or Technical Writing, I always go and write across the board in large letters: A.T.T.P which stand for: Audience Tone Topic Purpose If you know what these are and how to identify them, I tell my students, then all of your written materials will always stay on message. Ask yourself who exactly are you writing for? Conversational?

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

Think Small

Savvy B2B Marketing

Seriously - I mean it. Think small. I've been working on a series of branding projects for the past few weeks. The thinking involved in this kind of work is BIG: strategy, the BIG idea, the grand vision, the mission. In the midst of all these BIG thoughts, I am reminded how important it is to also think small. BIG ideas are fun. BIG ideas are by nature rife with gray areas. " I doubt it.

A.T.T.P – Never write another piece without knowing what this is

Savvy B2B Marketing

When I first begin teaching a writing class, whether it is English 101 or Technical Writing, I always go and write across the board in large letters: A.T.T.P which stand for: Audience Tone Topic Purpose If you know what these are and how to identify them, I tell my students, then all of your written materials will always stay on message. Ask yourself who exactly are you writing for? Conversational?

5 Things You Can Do On Vacation If You Can't Get Work Out Of Your Mind

Smashmouth Marketing

My vacation read was The Historian by Elizabeth Kostova - an incredibly told story of Dracula from both an historical perspective, a thriller, and a biographical twist. It was a great book and I recommend it highly, but after a couple hours per day, some rain and relaxation, my mind still wandered back to work. Not much, mind you, but enough so that I wondered if I should pay attention to it.

RSS 2

How old-school data capture is poisoning marketing and what to do about it

Chris Koch

As social media becomes more prevalent in marketing, we’re going to have to rethink how we gather information from prospects. We’re starting to see social media have a positive impact on driving traffic to websites and on lead generation. In our recent Web 2.0 survey, (all ITSMA clients can download this executive summary ), we found that “increased web traffic&# was the most frequently cited benefit of Web 2.0 efforts so far (by 67% of respondents). Increased lead generation” was farther down the list—24% are seeing it. for at least that long. think the inherently casual (social!)

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Demand Generation Blogs Continued

LeadSloth

In the spirit of Twitter’s Follow Friday I’d like to finally publish the remaining Demand Generation blogs that I enjoy reading. Earlier I published the Top 10 Demand Generation vendor blogs and the Top 10 Marketing Automation Blogs. Of course, there were many great blogs that I forgot to include, so here are the remaining ones! B2B Marketing Zone. This is more of a meta-blog, aggregating a large number of B2B blogs, including this blog. I’ve discovered several new and interesting blogs on the B2B Marketing Zone, so highly recommended. DemandGen Report. Net-Results blog.

Lyzasoft White Paper Looks at Coordinating Business Analysts and IT

Customer Experience Matrix

Summary: a new white paper says business analysts gather data with little help from IT. I'm not so sure, but agree that collaboration tools like Lyza Commons can help both groups cooperate. Analytical software vendor Lyzasoft has just published a white paper by data warehouse guru Dr. Barry Devlin on how business analysts and IT can work together. Click to download Collaborative Analytics: Sharing and Harvesting Analytic Insights across the Business.) Since I’ve spent much time pondering this very issue, I was quite curious to see his perspective. Click to read my Lyza review.)

ParAccel Toots Its Horn and Revs Its Database Engine

Customer Experience Matrix

Summary: Over the past year, columnar analytical database vendor ParAccel has methodically proven its claims about speed, scalability and easy deployment. Now it's looking to grow fast. When I first wrote about analytical database vendor ParAccel in a February 2008 post , it was one of several barely distinguishable vendors offering massively parallel, SQL-compatible columnar databases. Their main claim to fame was a record-setting performance on the TPC-H benchmark, but even the significance of that was unclear since few vendors bother with the TPC process. The 2.0 release date is August.

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Pardot and (perhaps) Genius.com look particularly strong. But Eloqua , Silverpop and Marketo remain industry leaders. Last November, after much consideration of alternatives , I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors. You can see that post here. revisited that data today, adding a few new vendors and dropping some of the very minor ones. Results are in the following table. Ready yet?)

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

Six steps to help create your universal lead definition

B2B Lead Generation Blog

I’m amazed that 90% of the companies I’ve talked with over the last six months lack a clear definition of a sales lead really is – that is their sales and marketing departments don’t agree on a universal lead definition. By not asking and answering a few critical questions, these teams are working inefficiently, wasting time and money, and in effect, crippling the bottom line. Teamwork is the only way organizations can achieve maximum ROI. To get your lead generation program on track, I recommend that your organization start by creating a universal lead definition. Everybody must play. 3.

Marketing Automation Introduction

LeadSloth

Many posts on this blog are fairly in-depth, so it was fun to write an introduction to Marketing Automation on the Genius.com blog. For easy digestion, I split up the marketing automation process in four steps: Getting more visitors to your website. Get more visitors to register. Lead nurturing and scoring. Marketing & Sales Collaboration. In addition to the overview article that I linked to above, I’ve written one post for each step. Those will be published this week and next week.

Revenue's Down, Let's Fire Sales

Phoenix Rising

I met with a former client to discuss his company's current business. He wanted to pick my brain on how to best approach their opportunity to transform themselves, to reinvent and re-tune. In response to their flat (and somewhat declining) revenue, they've cut back their company resources across the board - but they've specifically reduced headcount in sales.    That surprised me.    Why would you cut sales when you need to drive revenue?      Beyond the obvious opportunity to let go of the dead weight?  Cutting sales.

LucidEra's Failure: More Evidence that Marketers Won't Pay for Measurement

Customer Experience Matrix

I’m just catching up with what happened while I was on vacation these past two weeks. One piece of news is the demise of LucidEra , which this blog profiled almost exactly one year ago. According to SearchDataManagement.com , the company said it shut down because it couldn’t raise new funds or find a buyer. There has been some learned discussion of the causes of LucidEra’s collapse on Timo Elliot’s BI Questions Blog. Much seems to focus on the apparent operating costs. These must have been substantial, since the company raised $15.6 million in 2007 and, presumably, has since spent it all.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.

B2B Marketing Zone – Great Resource

PR Meets Marketing

I wanted to point everyone to a new resource, B2B Marketing Zone, that launced last week. Brought together by Tom Pick of The Web Market Central  and Tony Karrer of eLearning Technology , the website brings together top bloggers and topics on B2B marketing into one place. I was honored to be asked to participate. recommend taking a look – there are a lot of topics relevant to B2B marketers. And I hate to say this, but for PR folks out there, you can research relevant marketing-related bloggers in one place. Just one word of advice, READ the blogs before pitching!

On Lead Qualification: Turning Web Inquiries into Viable Sales Leads

B2B Lead Generation Blog

A common lead generation practice using B2B inbound marketing includes offering whitepapers, demos, trial software, or other content assets in exchange for registration information. The problem is that many marketers immediately turn these form registrations (aka web inquiries) over to the sales team as "leads." I’ve already written about why lead quality should be emphasized over quantity. But, how do you weed through all those web inquiries to get to those that are truly ready for the sales team to engage? Ask yourself: What’s the company’s size, industry, and geography.

Reading Between the Lines is for Dating

Phoenix Rising

Looking at a friend of a friend's website. spent 30 minutes and was still scratching my head about the value the biz provides. found claims for improved performance, increased revenues and just plain super duper business results. Statistics and name dropping. Every popular buzzword right there on the Home Page for all to see. But I still didn't know what they did. I had to dive into the product pages. wonder how many other visitors would spend the effort? The point of communicating with an audience is to share relevant information quickly and clearly. So why all the ambiguity?

Bad service blowback - United Breaks Guitars

Reputation to Revenue

Lots of companies are still nervous about participating in social media; they fear negative comments, among other things. The reality, of course, is that if you're providing lousy products or service, the bad comments are coming anyway, and with an ever larger megaphone. Four days after posting the video, and 1.3 Obviously the damage is done. Thanks to Marketing Pilgrim for the pointer.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.