September, 2011

B2B Marketing Unplugged

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Schadenfreudian Slips

B2B Marketing Unplugged

You would expect a book about epic business failures to be a delicious, gloating, satisfying kind of fun; a long, slow I-Told-You-So Waltz. But Jim Collins’ book, How The Mighty Fall: And Why Some Companies Never Give In * takes a much higher moral road than, say, I would. Collins had the misfortune to be attempting to document falling companies right in the middle of the 2008 meltdown, which means that he was both spoiled for choice and missed out on some implosions that were taking longer than others. Great companies can stumble, badly, and recover. And speaking of Apple, well there you go.

Friends Like These or Why Most Trusted Advisors are Neither

B2B Marketing Unplugged

Is trusted advisor the theme of the week? have at least half a dozen emails, voice mails and other rubbish asking to be my trusted advisor on everything from social media to something called talent optimization ( which is either bagpipe lessons or a hit squad for employees I don’t like). Forgive the unfortunate visual but asking to be my trusted advisor is a bit like asking to be my strapless bra. May I suggest that if you do either of these things, you need to reevaluate some life decisions. …We believe in being more than just a loan officer, we are your trusted advisor.We

Why Are We Still Sending Bad Direct Mail? Part 1

B2B Marketing Unplugged

Even postal strikes aren’t what they used to be. Sure, there are picket lines, barrels full of burning (what do they burn, anyway?) stuff and a much emptier recycling bin, but the payoff wasn’t there. It used to be that the end of the strike was a bit of a postal Christmas morning. Beloved magazines,  postcards and letters from absent friends appeared and, for those of us who actually read junk mail, well it was a pretty great day. Both pieces feature clever custom comic-style characters, neither was followed up in any way, and both were profound wastes of wood cellulose. An ebook.

Algorithms & Blues in the Obscurocratic Empire

B2B Marketing Unplugged

This week my youngest son started high school. In an age where  self-esteem is considered a core metric of eduction systems everywhere, many high schools hold welcome parties or special orientation days for freshmen and their helicopter parents. They They give out elaborate packages of information but. naturally, the only thing in the package any of the kids really cares about is the timetable. . And there it is. . Can you figure this out? I can’t figure this out. My kid can’t figure this out. We looked through the package for a decoder ring. This timetable makes me sad.

150 Content Marketing Tips

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

Nine Great B2B Links for Labour Day that Have Nothing to do with Golf

B2B Marketing Unplugged

On the Thursday before Labour Day, good marketers across Canada and the United States are thinking  just one thing: How early can I sneak out today? Gentle friends, let me help you out. Go now. And take with you these links to terribly important marketing things you need to ponder from home. Or maybe on a dock or a beach. Certainly, you’ll want a drink in hand. . Insights from the Brink of Madness. He also writes letters to chewing gum.  . Time-Limited Way to Look Organized. You are probably feeling the tug of that black hole known as 2012 planning.  Nerds Can be Snarky Too. Genius.   . Really.

Thesis vs Genesis – Comparing Premium WordPress Themes

Sazbean

Over the Labor Day weekend, I had the pleasure of working on my first website using the Genesis Framework from StudioPress. I say pleasure because it happened to be my husband’s new photography site, and it was the first theme he’s chosen that didn’t lead me to using a string of obscenities that might actually shock people who regularly watch HBO. Thesis vs Genesis. Enjoy! 59.95.

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The Trouble with Klout

Paul Gillin

Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The downside of reducing influence to a number, though, is oversimplification. Lately, I’ve been looking at  Klout , the popular new tool that bills itself as “The Standard&# for influence measurement. The more I look at it, the less I like it.

50 (of the) Best Social Media Guides, Tips and Insights of 2011 (So Far)

Webbiquity

Social media marketing has gone well beyond the hype stage and is now mainstream business practice. Still, questions remain: how do I use social media most effectively across the enterprise? Which social media monitoring tools should I use? What should I monitor for? How do I use my time and resources most effectively? What social media developments and trends should I be watching? What to do?

Why Klout matters. A lot.

grow - Practical Marketing Solutions

Yes, this is a real invitation. If you hate Klout … and you probably do … try to take a deep breath and read ahead with an open mind. And, unlike every other blogger on the planet it seems, I’ve come to the conclusion that this is a very important development. In fact, a historically important development. Never has. Never will. Now, for a different perspective. Even me. Right?

20 of the world’s most clever Twitter bios

grow - Practical Marketing Solutions

Last year I started “collecting” great Twitter bios and kind of got hooked. When I decided to publish “The All-Time Best Twitter bios,” and “The 20 Funniest Twitter Bios,”  readers of {grow} seemed to get hooked too!  So here we are with the third edition. These are all real Twitter bios … @MichaelACaruso. I’ve learned I don’t know anything. 

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

The New 4 P’s of Marketing

It's All About Revenue

by Brian Kardon | Tweet this You know the saying: You go to college for an education, and then spend years trying to un-learn everything you were taught. It’s hard to name a field that has faced as much disruption and change as marketing. It’s our attempt to spice up the stodgy principles of marketing. Here are the 4 New P’s of Marketing you’ll see throughout the syllabus. 1. Personality. Physics.

Can you make money managing social media?

grow - Practical Marketing Solutions

Now, here’s the next big question … can you make money managing social media for others? My original prediction was based on a statement I heard at many companies: “Can you please just do this social media stuff for me?” ” Of the course the purists will contend that everybody should do their own social media because of the “authenticity” value.  Overseas.

The Ultimate Truth About Klout and Influence

Conversionation

An analysis of Klout, the use of it and the concept of influence from the Klout and social network perspective. Let me start by disappointing you. I do not know the ultimate truth. just wanted to grab your attention. That’s what you do with a post title now and then. However, now that you’re [.]. Opinion Social media marketing Eloqua influence Joe Fernandez K+ Klout Klout score PeerIndex

Three reasons social media marketing favors small businesses

grow - Practical Marketing Solutions

I’ve spent some time this week attending a few online webinars and catching up on my blog reader and I noticed an interesting trend. The conversations, research, presentations, and case studies focused entirely on large corporations. Look through the success stories in your blog reader. Coca-Cola. And of course the ever-present Zappos. Is anybody paying attention to the little guys?

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

The Death of Internet Marketing and the Rise of Social SEO

grow - Practical Marketing Solutions

By Robert Dempsey, Contributing {grow} Columnist. Internet marketing as we once knew it is dead. Gone are the days when a sales page was enough of a relationship to sell a product. Gone are the days when claims of riches tugged enough at the emotions to persuade a sale. Gone are the days when bloated claims could pass as truth and lies went unpunished. Now is the time of social SEO. Then Came SEO.

The hidden costs of social media conversation

grow - Practical Marketing Solutions

It’s all about the conversation. Have you heard that a thousand times?  It’s a ubiquitous mantra of the social web to the point where sometimes I think it takes over as the ultimate goal.  It’s not the goal.  The goal of any organization is to increase shareholder value … a.k.a. make money. Even non-profits. In the beginning, there was conversation. The conversation was always there.

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A broken heart for the social media community

grow - Practical Marketing Solutions

My friend Trey Pennington , one of the most popular figures on the social web, committed suicide today. have been trying to figure out how to deal with this tragedy.  I’ve been pushing it down, pushing it down.  I want it to go away. But I decided that not writing something would be cowardly and a disservice to a man who has helped me and so many people around the world. In a car. In a bus.

Social Media is Lowering Our Content Standards

Digital B2B Marketing

Sharing has ceased to be an endorsement of the quality of content. Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling. …&# or “+100 RT …&# ). As Jessica Northey wrote recently, Don’t Should On Yourself and instead, find what works for you. Forget the Rules.

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.

The Blog Tree: New Growth. Fruit for Your RSS Feed [Infographic]

It's All About Revenue

by Joe Chernov | Tweet this A couple weeks ago, I attended Content Marketing World , where I presented on the business value of infographics. Although the conference was chock full o’ content marketing goodness, one line rang most loudly: “You’ve gotta go through the eyes to get to the brain.”. Michael Stelzner of Social Media Examiner delivered that gem as he riffed on the importance of design.

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Measuring the Immeasurable

Paul Gillin

My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion. it also got me several e-mails from companies that claim to have built a better mousetrap than Klout. haven’t reviewed these tools in detail just yet, but it appears that influence is a red-hot topic in PR and marketing circles right now. TopazPartners.com. Just be skeptical.

Content Marketing As A Process: Three Rules Before Starting

Conversionation

Content marketing is defined as a marketing technique. However, it’s also  a process that it is very connected – and thus should be aligned – with several marketing purposes and business processes. Note that the definition of content marketing as a technique should not make you focus too much on the content itself. To succeed, [.]. Blog Blogging Content marketing Conversion Opinion AIDAS content marketing conversion customer life cycle customer-centricity lead management metrics ROI

12 Tweetable Statistics Prove B2B Social Media ROCKS

PWB Marketing Blog

Know B2B social media fact from fiction. Fiction: Social media offers limited value to B2B marketers. Fact: 86% of B2B companies are using social media. B2B companies are absolutely using social media to generate leads , connect with customers, and reach business goals. We compiled twelve tweetable facts about the prolific use – and success – of social media among B2B marketers.

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.

Why Salespeople Hate Most White Paper Leads

The Point

How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? Wrong. It’s the offer. When embarking on a content marketing strategy, one of the critical first steps is to determine the types of leads you want to generate. Then your offer should have as broad appeal as possible. Choose your content carefully.

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What is Thought Leadership and Why Do you Need It?

B2B Marketing Insider

These were some of the questions asked recently at the #profschat back on September 16 th by @MProfsEvents and the good folks @MarketingProfs. During the one-hour “tweetchat” that occurs every Friday from 12-1pm EST, there was a great dialogue on the definition, the need and the value of Thought Leadership. It can also include your unique perspective on hot topics relevant for your customers.

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Influence of Buyer Perceived Value (BPV) on Buyer Behavior and Decisions

Tony Zambito

Oops! I made this Social Media mistake. How about you?

grow - Practical Marketing Solutions

By Stanford Smith, Contributing {grow} Columnist. Many passionate and hardworking social business operatives are making a business-killing mistake. Proud of their impressive Twitter followings, Facebook crowds and Klout scores they are lulled into a false sense of security. The rude awakening often comes when they try promoting their product to their audience. Their error is simple. It’s easy.

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Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

9 attributes of the best thought leadership content

Chris Koch

Some time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. The best thought leadership pieces are bold and attack conventional wisdom. Differentiated. No “me too” ideas allowed. Relevant. Timely. Has a narrative. Demonstrates mastery.

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The Traditional Marketing Playbook Is Dead!

B2B Marketing Insider

Are you tired of being badgered by sales people before you are ready to buy? In some organizations, the primary role of marketing is simply to help sales make a deal. How do you help them make a deal? You negotiate amazing offers like price reductions and special financing. You create flashy sales collateral. You book fancy events and cold call to get them appointments. Hire people who are D.A.R.C.

Social Media — Just flirt with me, won’t you?

grow - Practical Marketing Solutions

Guest post by {grow} community member Krysia Hepatica. As a newly-divorced mom, being both back on the dating scene and trying to establish a new career, my life has been anything but dull. Because I was married at such a young age, I missed out on a lot dating and the drama that goes along with it. Yes, I have recently had an a-ha moment.  Rule #1 Get Noticed! Say hi.  Introduce yourself.  Period.

Great Content Marketing Case: the Vocus Social Media Strategy Tool

Conversionation

Content is a social object. By that I mean it is defined by what people want and how they interact, not the other way around. Content can take many forms. Often, it’s narrowed down to the types of content we immediately think of such as a blog post, a paper, a presentation, a video, the [.]. Content marketing Social media marketing Beth Harte content marketing case MarketingSherpa Serengeti Communications social media marketing strategy tool social media strategy app Vocus

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Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

Blogger outreach is scary

Biznology

Image via Wikipedia. Unlike a few years ago, today everyone at least pays lip service to reaching out to bloggers the same we PR people have always reached out to mainstream media. That’s what my company, Abraham-Harrison does, and lots of other companies try to do it, too. But I am still surprised that many companies don’t do blogger outreach, even today.

What Moneyball Teaches Digital Marketers About Winning

Buzz Marketing for Technology

“Adapt or Die” – Billy Beane. Moneyball , a book by Michael Lewis and now a movie starring Brad Pitt, is an amazing story of how Billy Beane, the then Oakland Athletics General Manager, chose to abandon baseball’s collective wisdom and applied what many considered to be “outsider” thinking to develop a winning team. When everyone’s way isn’t working for you, find your own path.

Infographic of the Week: Unique US Audience Composition Index to Social Networks and Blogs [INFOGRAPHIC]

Ad Your Comment Here

For this week we looked at the statistics behind what demographics are using and viewing social media and blogs. According to Neilsen a quarter of the time we spend on the internet is on blogs or other kinds of social media. 40% of these people using social media are accessing it through their cell phones. Check out the infographic to learn more!

E-Books: The Next Front for Journalists in Transition

B2B Memes

Over the weekend, I read a couple of blog posts that highlighted for me the shifting battlefront in the digital-media wars. Twitter is no longer a matter for debate among thinking journalists. Twitterland is settled, and the analog natives have either converted or consigned themselves to the dustbin of history. The next front is something quite different: e-books. In response to a reader of his superb recent series of posts on why and how to use Twitter, Steve Buttry addressed the question of how to handle curmudgeonly journalists who continue to resist it. He gave two answers. Probably not.

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.

22 Effective SEO Tips to Optimize Your B2B Website

PWB Marketing Blog

Do you ever wonder why your B2B website isn’t getting more traffic? It could be that your website isn’t properly optimized for search engines. Google indexes not only websites, but also images, videos, local listings, news stories, blog posts, and more. Google calls their search results “Universal Search” and blends listings from all types of content it gathers from crawling the World Wide Web.

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