March, 2008

Trending Sources

Podcast: A new role for sales as expert content filters

B2B Lead Generation Blog

I just had a great interview with Robin Carey, co-founder of the Customer Collective. Salespeople have become the second choice for information among buyers who'd rather just go to the Internet. This trend actually creates an opportunity for those who think and act like trusted advisors. You can listen here. In the interview, I share how I got my start and how the Internet has shifted control away from marketers and salespeople. also describe how today's sales people can add value to the buying process by becoming expert content filters for prospects. What's The Customer Collective ?

Technology Adoption Issues

Buzz Marketing for Technology

I'm sure we can all relate to this

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Marketers can drink it up at the Tiki Bar and the new short form genre

Marketing Edge

Time 20:22. Tiki Bar TV is one of the most popular vidcasts. This wonderful comedy short-form with colorful characters and a winning drink recipe at the end of every show is an excellent example of great work in this new genre — one in which marketers can access a community of fans. Tosca Musk of Musk Entertainment is the producer of Tiki Bar TV. ” They even invited me over for a drink.

Hello, My Name is Cece and I'm a Control Freak

PR Meets Marketing

Admit it. If you're in PR, you're probably a control freak. Come on, the first step in recovery is admitting that you have a problem. It took me over 10 years, and I can now calmly stand before my fellow PR colleagues, "My name is Cece and I'm a control freak." Follow these SEVEN steps and you too can start down the road to recovery:  . Not everything is in your control. Let me repeat that.

150 Content Marketing Tips

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

More Trending

The Limits of On-Demand Business Intelligence

Customer Experience Matrix

I had an email yesterday from Blink Logic , which offers on-demand business intelligence. That could mean quite a few things but the most likely definition is indeed what Blink Logic provides: remote access to business intelligence software loaded with your own data. looked a bit further and it appears Blink Logic does this with conventional technologies, primarily Microsoft SQL Server Analysis Services and Cognos Series 7. Now, this might be unfair to Blink Logic, which could have some technology of its own for data loading or the user interface.

New rules of marketing and PR: it’s about what buyers value

Marketing Edge

Time 16:56. major change for a company marketing today is the transformation from “messaging to the masses&# to “valuing the individual.&# This value can be shown by first understanding lifestyles, priorities and associations of a company’s buyers, rather than their age and income, then tailoring a personal approach that is relevant to their needs. We discussed this issue with David Meerman Scott, author of the New Rules of Marketing and PR. would term it a function of transforming from the industrial age to the service age. will be there and look forward to seeing you

Blogger: Redirecting

Buzz Marketing for Technology

You're about to be redirected. The blog that used to be here is now at [link] Do you wish to be redirected? This blog is not hosted by Blogger and has not

Email Branding Tip to Increase Open Rates

Anything Goes Marketing

This is a quick post on a great tip from Stefan Pollard in hist post: Use Brand-Recognition Elements to Combat Inbox Triage. Stefan recommends putting your company name in the "view online" link at the top of your email. For example: "BEFORE : If you can't see the images in this e-mail, please click here to view this e-mail through your Internet browser. AFTER : If you can't see the images in your edition of Browning eBlast, please click here." I liked this tip as it's easy to implement and should make a difference. Chad H.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Control Freak

PR Meets Marketing

Control Freak

PR 2
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Why cost-per-lead budgets fail and fewer leads are better

B2B Lead Generation Blog

A reader asked me to explain why fewer leads are better and why “cost-per-lead” budgets fail. These are two great questions that have the same fundamental answer: quality first then quantity. The truth is that sales people care very little about the cost of the leads we generate. What they really care about is how many of those leads will actually become viable sales opportunities. For this reason, I think cost-per-lead measurements are irrelevant unless we can answer another fundamental question first, “What is our rate of lead acceptance (a.k.a. Lead to opportunity.

Service Oriented Architectures Might Really Change Everything

Customer Experience Matrix

I put in a brief but productive appearance at the DAMA International Symposium and Wilshire Meta-Data Conference running this week in San Diego. This is THE event for people who care passionately about topics like “A Semantic-Driven Application for Master Data Management” and “Dimensional-Modeling – Alternative Designs for Slowly Changing Dimensions”. One of the few sessions I did catch was a keynote by Gartner Vice President Michael Blechar. This means that the data feeding into those services must be redesigned to fit this broader set of uses. I'd say that counts as "marginalized".

No recession in social media jobs - Why has the Kellogg Foundation established a new media manager position?

Marketing Edge

Time 11:40. The Kellogg Foundation describes itself with these words: Where Everyone with Ideas and Dreams for Helping Vulnerable Children is Welcome. Last year it distributed its largest amount of program dollars, $357 million. Communications were much different when it was founded by WK Kellogg in 1930. note this link will expire when Kellogg closes the selection process) In many cases, social media is something that gets dumped on the youngest member of a team and there it can smolder. The fact is social media not reserved for the young or even the techno-savvy.

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.

Blogger: Redirecting

Buzz Marketing for Technology

You're about to be redirected. The blog that used to be here is now at [link] Do you wish to be redirected? This blog is not hosted by Blogger and

Should You Still Email Your Press Releases?

Anything Goes Marketing

On B2B Online, Tricia Robinson answers the question " Any tips for using e-mail to send press releases? ". She goes on to write about not placing the whole release in the email, not including attachments and some other typical email "best practices". Here's a tip: "Don't do it". Does your whole database need to know every time you hire a new executive or win an award? Perhaps but you should really consider what you send and how you send it because email recipients these days no longer have the same patience as they once had.

PRMeetsMarketing Weekly Articles: March 11, 2008

PR Meets Marketing

I'm a little late in posting my Weekly Articles. will try to post another set of articles at the end of the week. However, future weekly updates may be more spotty as I'm focused on an upcoming launch. You can click on the Weekly Articles tag for previous issues or subscribe to the Weekly Articles Feed. Disclosing Everything? Scott's Morning Brew discusses how Mitch Ratcliffe of ZDNet discloses his professional affiliations. This raises an interesting question about ethical blogging. And in the spirit of full disclosure, I work for ON24. Listening to your customers will."    . In this post.

B2B 2.0 marketing expo by MarketingProfs

B2B Lead Generation Blog

The gang at MarketingProfs put together conference that's worth checking out. Now here's the best part. no conference travel required. The B2B 2.0 Marketing Expo is March 5, 2008 and you can register here

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.

eglue Links Data to Improve Customer Interactions

Customer Experience Matrix

Let me tell you a story. For years, United Parcel Service refused to invest in the tracking systems and other technologies that made Federal Express a preferred carrier for many small package shippers. It wasn’t that the people at UPS were stupid: to the contrary, they had built such incredibly efficient manual systems that they could never see how automated systems would generate enough added value to cover their cost. Then, finally, some studies came out the other way. Overnight, UPS expanded its IT department from 300 people to 3,000 people (these may not be the exact numbers).

Top 10 Benefits of Using a Social Network for Business

Marketing Edge

Twitter is a social networking combination blogging site. It is where people can follow the quick thoughts of others throughout the day. Many people share ideas in a sentence or two then link to a long piece, video or audio file. You can even identify people that might be interesting to follow by using a search engine specifically designed for twitter, one of them is called www.tweetscan.com. My twitter follower @pchaney today tweeted (meaning wrote a message for others to see) Love to see a Top 10 Benefits to Using Social Networking with Your Business. Hope this helps?

Blogger: Redirecting

Buzz Marketing for Technology

Brand building and reputation management are two sides of a coin. What brand managers do to build their company's reputation can come crashing down overnight with the keystroke of an angry blogger. Managing a company's reputation used

Which Social Networking Sites Really Drive Business Traffic?

WebMarketCentral

Harry Hoover at the THINKing blog recently asked his readers this question and posted some of the responses. While clearly not a statistical sampling, LinkedIn and Facebook were mentioned prominently by nearly all respondents. StumbleUpon and del.icio.us were common second choices. Here's the detail behind my response to Harry.

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.

Social Networking Resources

My Travels on the Net

I was asked to write an article on tips for creating a social networking profile and came across the following resources about social networking I thought were particularly helpful. Social Networking Resources: A short video with an overview of social networking. CommonCraft who produced this video also has other helpful overview videos on blogging, wikis and RSS.): [link] (Or see it on YouTube) [link] An in depth history of online social networking that includes links to the major players: [link] Social Networking Blog where you can learn about latest developments and new tools.

Smart Marketing: Small Business Marketing; Consider using a Style Guide to Boost your Brand

Smart Marketing

most small business marketing departments start developing a hodge podge of marketing materials and before they know it, the small business' brand and marketing efforts look haphazard. to address this small business marketing issue of

Ideas for greater wiki participation

Marketing Edge

Here are some ways to get people to participate in a wiki. Quick definition of a wiki , for purists the Wikipedia definition is what you should fall back on. For those that just want to keep reading here, a wiki is a web-based place for individuals to contribute knowledge so that others may benefit. At the Social Media Breakfast in Phoenix on March 14, 2008, I had a conversation with a colleague named Miles who provides tech support for computers at the retail stores of a major wireless company. Here are some ideas for launching an internal wiki focused on, but not limited to. tech support.

Social media is a movement, not a market

Marketing Edge

This is a follow-up to a conversation I had with Valeria Maltoni and the excerpt that Tom Kephart posted at New Tech Heroes about my “social media is a movement” theme. read that transcript of my comments and thought, “What the heck? Is this guy naïve or what?!” ” The whole human spirit thing can get a bit much, especially if I'm a marketer in a job that, on average, lasts 18-24 months, I don't have time for this touchy-feely stuff! Relationships? What are those? don't want relationships; I want revenues. There is a confluence of the following: -technology. social cynicism.

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.

Crisis communication lessons learned from Gov. Eliot Spitzer

Marketing Edge

Time 21:28. You’ve probably heard about Eliot Spitzer and his, well, lapse in judgment. We’re not going to spend too much time rehashing the ins and outs of what happened and the political significance (or lack thereof, depending on your perspective). Instead, my colleague Mike Keliher , who heads our PR practice here at Provident Partners, and I are going to analyze this situation from a PR perspective and share some thoughts on crisis communication. So I’ve been around the block on political communication.

The Conversation Agent gets Maruggi to converse about new journalism

Marketing Edge

Thank you to Valeria Maltoni, the Conversation Agent , for interviewing me on social media and journalism last week for her blog. The profession of journalism has changed considerably since my days in front of the camera and the mic. early & mid 80s if you must know) Now, the web makes every medium - multimedia. One of the most compelling and brilliant video news packages was produced by the New York Times, with writer Manny Fernandez and videographer Brent McDonald. The piece was called Johnny's Cave. of Digital Operations, the more appropriate maxim is all the stories that can be told.

Social Media Breakfast in Scottsdale/Phoenix, AZ, Friday, March 14

Marketing Edge

I’ll be in Phoenix visiting clients and family, and I thought it would be good to have a Social Media Breakfast. It will be at: Cafe Carumba. 7303 E Indian School Rd. Scottsdale, AZ 85251. It’s a casual gathering of marketers, PR and corporate communication professionals sharing ideas about social media. I am also looking for examples that I may feature in presentations I’m giving to the NewComm Forum (sponsored by Society for New Communications Research ) and the Media Relations Summit , or here on the Marketing Edge podcast.

Southwest Airlines is upfront with passengers - nice work on FAA issue so far

Marketing Edge

The airline America loves to love, Southwest, is in a bit of a safety issue with the FAA and Congress. It is reported that some safety inspections were not conducted or planes not grounded. This post is to highlight Southwest’s PR handling of the situation. As is the tradition of Southwest, they are upfront. Right on the home page of their website is a link to their statement on the story. Excellent. Some would counsel to put it in the news section, let the issue go through a 24-hour cycle and be done. Compliments to Southwest and their entire team for their candor on the matter.

PR 2

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.