6 assumptions push marketing gets wrong
MARCH 20, 2017
I recently gave a keynote address to the Content Strategy Applied conference in London. My talk was well received , but when I went to post the slides, I realized that much of the talk was more TED-style: speaking largely without visuals. So I started working on some basic visuals to help people understand the deck without my voice. But digital is an opt-in, lean-in medium. ” No.
11 inspiring case studies of digital transformation
DECEMBER 28, 2016
88% of companies report they are undergoing digital transformation (source: Altimeter Group ). 85% of enterprise decision-makers say they have a time frame of two years to make significant inroads into digital transformation or they will suffer financially and fall behind their competitors (source: PWC ). COMPETITION: Rethink the competition and build platforms that deliver competitive advantage.
Social lead validation—the missing ingredient from most inbound LinkedIn marketing programs
JANUARY 4, 2017
All sales leads are not equal. I know this is something that most sales and marketing leaders understand and it’s why they put lead qualification and validation into most of their sales, marketing, and lead generation programs. They don’t want to waste time and money like the companies that Straight North recently evaluated. Of those 350,000, about half—178,000—were actual sales leads.
What am I supposed to do with all this data?
DECEMBER 29, 2016
Are you a marketer? Are you overwhelmed with the sheer amount of data that is now available at your fingertips? Yeah—me too. It’s almost comical how much data and insights are available to marketers today. So how do you sift through the noise? How do you prioritize what’s most important to your marketing or overall business goals? Tough to do! But how many can actually do this at scale? Web KPIs.
Lead Generation Checklist
You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.
How storytelling can shape the corporate brand and culture
DECEMBER 19, 2016
Technology has transformed our world into a data-obsessive circus where information is unbelievably accessible, connectivity is constant, and unpredictable events always surprise and engulf us. Call this extreme clutter and volatility. With so much information and multi-tasking surrounding us, it has become a challenge to restore simplicity, clarity and focus in our communications. Like this post?
The simple truth about what’s driving digital next year
SEPTEMBER 26, 2016
Someone recently asked me what I thought the future of marketing was going to look like: what’s driving digital next year and, most importantly, how marketers can prepare for the seemingly ever-shifting changes brought about by digital. This remains a critical question and one that I spend a huge amount of time thinking about for clients and my own business alike. hard and b.) Coincidence?
Search: The art and science of identifying your target audience
NOVEMBER 18, 2016
A common theme with marketers is to acquire as much intelligence, data, and insight as possible in order to “place your bets”: meaning, you want to make sure that the money you are spending on marketing will ensure the people you want to reach actually consume your messaging and then act accordingly. With digital, marketers have access to more data and insight than ever. Search is a critical piece.
All social media sites should offer profit sharing and ad revenue
MARCH 21, 2017
There is no reason why the executives at Facebook and Twitter couldn’t offer ad revenue share to their users in much the same way that Google offers AdSense revenue share to their users — and not only corporate and elite members but to everyone who opts in and is willing to sign up and jump through whatever hoops. On March 14th, Liz Mannebach asked me via Twitter, ‘Great piece.
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.
10 Marketing trends to watch for 2017
DECEMBER 22, 2016
As the end of the year approaches, it is time to look back on the year in marketing and analyze the trends we should expect to see in the coming new year. This helps you, as a marketer or business owner, be prepared for and to properly plan out your marketing for 2017. Here are 10 of the marketing trends to watch for 2017. Content marketing getting better. The same goes for B2C marketers as well.
The 10 most fascinating people in B2B marketing in 2016
FEBRUARY 2, 2017
Given the enthusiastic reception given to my debut “most fascinating” list last year, let’s make a tradition of it. Here’s my fresh list of ten innovative thinkers and doers in the world—and I mean the wide world—of B2B marketing which, for most companies, involves a global scope. Our discipline is blessed with a lot of talent and plenty of new ideas. Hats off to them all! friends. Thanks, Laura!
The state of B2B marketing in Asia—moving toward digital
OCTOBER 27, 2016
While teaching in Hong Kong for the semester, I’ve had the chance to meet some very interesting people. A standout in the B2B marketing field is David Ketchum , CEO of the demand generation agency Current Asia , and author of Big M, little m Marketing: New Strategies for a New Asia. David also serves as chairman of the Digital + Direct Marketing Association of Hong Kong. One is cost.
New Year’s resolutions for digital marketers
JANUARY 5, 2017
Since this is my first Biznology post of the year, it seemed appropriate to think about some New Year’s resolutions for digital marketers as you head into 2017. And there are five core areas that every digital marketer can use to set yourself up for a very successful year ahead. Adopt a test and learn mindset. Do you know how the most successful marketers continually win online? Everything.
How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel
Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.
The more the messier for content marketing SEO success
NOVEMBER 22, 2016
You need to spend only 20% of the time you do on your content marketing and marketing SEO than you’re doing — at least for now. Be quick, be messy, be pedestrian, maybe even turn off your Grammatik and your Autocorrect. Churn out five-times the amount of content you’ve been writing then hit publish and walk away for a couple days. Please. America voted Donald J. And though only.4%
Feed Google fresh sandwiches every day instead of Christmas dinner once-a-year
DECEMBER 20, 2016
Why do search professionals scatter like roaches when the kitchen light comes on? Why is everyone acting so sneaky all the time? Why do SEO professionals skulk around dark alleyways, offering their search engine services in furtive, hurried whispers? What’s up with that? Don’t we all know that Google Search is a somniloquist ! feed me Seymour.” Quality over quantity.
Cybersecurity in a hyper-connected smart city
DECEMBER 2, 2016
In our days we read more stories than ever about the current size of the IoT field. The fact that we can connect any possible device on the Internet and become capable of understanding the context in real time and making decisions based on the most accurate description of the situation opens new eras where we can develop business and opportunities. Smart cities are a constant developing concept.
Why content marketing complements (but doesn’t replace) link building
AUGUST 3, 2016
Content marketing has often been conflated with link building. In fact, numerous SEOs have declared content marketing to be the new link building. But there’s one problem: Content marketing doesn’t actually secure links without promotion. And manual promotion with the goal of links is, well, link building. Content Marketing and Link Building Aren’t Interchangeable. Link earning is a fallacy.
How to simultaneously attract new prospects and retain loyal customers
JANUARY 16, 2017
One of the challenges business owners face is attracting new customers while trying to retain current customers. Choosing where to spend your energy and how to divvy up your time between the two can be challenging. B2B companies tend to focus more resources on attracting new customers than retaining current customers. Should they be two separate initiatives, or can they overlap? Sealed the deal.
Modeling B2B video content on micro-learning
JANUARY 9, 2017
You might begin to think differently about designing video content if you think about your viewers and what they want to learn from your B2B video content. What is micro-learning? Micro-learning is the instructional design strategy embraced by eLearning professionals to reach a workforce—younger employees in particular—who are distracted, stressed out, and disengaged. Micro-learning course design.
OCTOBER 14, 2016
In our days, design becomes the cornerstone of digital transformation projects. Regardless of the industry or the verticals companies or consultancies operated based on, (what does this mean exactly?), design takes its leading role not only in addressing client-facing problems but also in humanizing and simplifying complicated structures and technology infrastructures. Batten Briefings 2015).
The ugly side of digital transformation
NOVEMBER 14, 2016
Back in the early 1990s, the corporate world was seized by a concept called “business process re-engineering (BPR),” the goal of which was to rethink business from the ground up, questioning every assumption, and redesigning processes from scratch to achieve massive gains in efficiency and competitiveness. Unfortunately, the latter is more likely. Corporate structure resists transformation change.
A Content Formula for Complex B2B Organizations
Content Marketing is essential for anyone who wants continued success and growth.
The implications for PR if Twitter goes away
MARCH 14, 2017
The reports of Twitter’s death have been greatly exaggerated — but what if they’re not? Personally, I feel like PR people might be happy when Twitter finally gives up its ghost or falls into disuse. To many brands, twitter is an uncontrollable firehose that can easily get away from you and turn from a promotional campaign to extreme crisis management. It’s now or never.
Gaining an edge over competitors with a knowledge base
NOVEMBER 17, 2016
A knowledge base is a tool that every company should rely on, as it easily improves customer support, collaboration, knowledge-sharing, and workflow within a company. If you are looking for a way to stay ahead of your competition, implementing a knowledge base for your business is necessary. Let’s take a look at some knowledge base basics and how it can help you stay ahead of the competition.
Interactive video for sales just got a big boost from Apple
OCTOBER 28, 2016
In a wide-ranging report, The Future of Video , Feng Li of London’s Cass Business School writes that “video is not simply an important part of the online experience. Increasingly, video is the internet.” But he goes on to note that “most consumption of online video remains very similar to watching TV via the internet.”. It’s more like an app. That’s engagement. Now it’s easy.
What is structured content?
SEPTEMBER 15, 2016
Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing , the one that has attracted the most questions from my colleagues is the section on structured content. Though important, AMP pages just improve load times for your mobile users.
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.
Are LinkedIn Groups experiencing a crisis?
DECEMBER 7, 2016
After all of the changes LinkedIn has made to groups, it’s no wonder LinkedIn users and social selling experts are questioning the value of LinkedIn groups for sales and marketing programs. It makes you wonder if LinkedIn groups will experience the same fate as Google+ Communities , deserted after members go elsewhere for relevant discussions and cutting-edge content? Post discussions consistently.
How even social media & social selling experts are getting LinkedIn wrong – Part 1
AUGUST 31, 2016
In previous posts, I shared how CMOs at Xerox, Lithium, G2Crowd, Wiley, and XOJet are getting LinkedIn wrong as they simply focused on brand awareness, reach, and filling the funnel. I showed how the actions of these CMOs and others are the reasons behind why 8 out of 10 sales and marketing leaders are unable to prove a clear social media ROI on LinkedIn. Rifles trump shotguns in this case!
Why you are just a resource & how you’re failing to drive demand with your content & social media marketing efforts
DECEMBER 14, 2016
According to a LinkedIn study reported in their Sophisticated Marketer’s Guide to Thought Leadership eBook, 88% of IT buyers said that thought leadership was important or critical in determining their short list of vendors. And, if they did this study with other industries, I’m sure they’d find very similar results. Don’t get me wrong. But I’m not going to invest in a resource. Like this post?
Buy domain names for all your pages, products, and services
FEBRUARY 21, 2017
Infomercials and commercials have become smart. They’ve always given viewers unique promo codes 800-numbers, and “tell the operator you saw us on WXYZ.” ” Well, it took forever but campaign-focused, product-focused, marketing-channel, and product-focused domain purchases seem to be the easiest way to do it. It’s short and dedicated to the one page. Now they all do.
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.
If you post it will they come?
JULY 19, 2016
I work harder promoting my online content than I do writing the posts themselves. And so does everyone else, including mainstream media. If you build it, they won’t come unless you get the party started yourself. Not even revolutions just happen. Everything requires a vanguard of the proletariat , a catalyst , a shove , a newsie , a royal entrance fanfare , even the King ! Like this post?
Real examples of how account-based marketing & selling is driving higher revenues on LinkedIn
NOVEMBER 3, 2016
Many social media and social selling experts say “volume” is the key to success on social media platforms like LinkedIn. In an article in Content Marketing Institute’s magazine , Jonathan Crossfield compares this scattershot “volume” method to a realtor’s flyer marketing efforts. Now, Jonathan is renting so I’m sure his landlord would have something to say about it.
Influencer marketing is one percent inspiration, ninety nine percent perspiration
AUGUST 16, 2016
Waiting for class. Last night I had the honor of dusting off my trusty old long tail earned media blogger outreach deck and updating it for the new world of earned media influencer marketing for the lovely Brigitte Winter and her Georgetown School of Continuing Studies students. My Personal Digital PR Philosophy. Spoil everyone (like you would Guy Kawasaki). Why You Should Reach Past the A-List.
How to reach your customers at work or at home
NOVEMBER 23, 2016
Have you ever wished you knew more about the consumer side of your business customers? I have just learned about a new service from the San Antonio-based database marketing company Stirista that offers a way to link an individual’s consumer record with the business record. I’ve been thinking about some of the things a marketer could do with this new capability. Access hard-to-reach segments.
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.