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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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).

The age of conversation. and the beat goes on

Leader Networks

I love a good social experiment and this one is definitely top of list! Drew McLellen and Gavin Heaton - two famous guys in the blogger world are extending the conversation online to print. Last year they pulled together 100+ top folks in social media and co-authored a book called The Age of Conversation which is now available on Amazon for purchase. They are also doing it again. Eric Potter , J.C.

150 Content Marketing Tips

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

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.

Fear not! Think like a savvy investor with lead generation

B2B Lead Generation Blog

This morning I was talking to a marketing leader about his 2008 strategy and he brought up some concerns he had about the economy and its potential impact on him and others. Can you blame him? In years past, marketing has been favorite target for cuts by CFOs and CEOs as they look to conserve cash and reinforce their balance sheets for tough times. I'm less concerned about budget cuts and more interested in opportunities for him and other B2B marketers who choose to bring focus to their marketing efforts. seldom find sales quotas are lowered to fit the news headlines.

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Latest Trends in Email Marketing: RSS and Calendar Reminders

Anything Goes Marketing

As we move into a new week there are some interesting trends and technology enhancements that will start to change the way that B2B companies use email. For those that are thinking "email is email - how can it change?", keep reading. Trend#1: The Blogletter is Coming - Actually, it's Already Here. One of my readers back then asked me how this concept would work. Automating email using RSS feeds.

Persona Centric Selling®: The New Science of Selling

Tony Zambito

For many sales executives today, the world of selling in the past ten years has changed at a faster pace than anytime in the 20th century when the sales profession grew in prominence. The advent of technology and the Internet has made selling a buyer-driven adventure versus sales-driven. For instance, buyers today may spend as much as three months researching products or services before ever engaging a sales professional into the buying process. This is the biggest transition facing sales executives and selling professionals today. What the heck is going on? So, what is needed?

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.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

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

How Business to Business and Business to Consumer Communities are different

Leader Networks

I am giving a webinar today on the difference between B2B and B2C online community for The Advisory Counsel. While online communities have been around for quite some time (think ARPAnet) they have recently been gaining quite a bit of media attention. But the problem with the information being discussed is that it often doesn't differentiate between the different types of communities and there are big differences between consumer and business models. Meanwhile, business to business communities are more focused on bringing the clients and the company closer together in partnership.

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.

Study: How Much of Your Content Marketing Is Effective?

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

Control Freak

PR Meets Marketing

Control Freak

PR 2

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.

Online communities: slowing down for success

Leader Networks

In this age of social media there is a perception that fast is better. More connections, faster links, speed to be everywhere at once through the Internet. This is a misperception. In order for the rewards of online communities to be realized, companies need to slow down and take time to get closer to their customers. Hear what they have to say, respond thoughtfully to their wants and needs, plan and integrate their points of view into products and services. Community is the slow but steady building of momentum and trust. Trust can not be found overnight. Slow Community

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.

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.

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.

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.

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?

Who says enterprise communities aren't sexy?

Leader Networks

I had an interesting discussion with a peer yesterday about why I build and research business communities and do not focus more on consumer communities. The charge was that we were missing opportunities to ride the media frenzy that currently surrounds social media. Granted, enterprise communities are not as sexy as consumer communities: they don't always use the latest tools and don't garner nearly as much public attention as brand communities. No one is telling funny stories about social media for enterprise or creating cultural lore about them like in the consumer space.

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.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

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.

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

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.

Hey you, want to be a community manager?

Leader Networks

This is fantastic! Recently Forrester research expert Jeremiah K. Owyang issued a report on the need to appropriately staff for social computing. In the report, Mr. Owyang asserts Don't try to build and run social applications without the right staff. We've identified two key new roles needed for success: 1) the Social Computing strategist, who'll lead the internal charge, and 2) the community manager, an external customer advocate. Working in tandem, these roles will align Social Computing programs with the business and ensure that community members are happy. Humanities background.

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: Redirecting

Buzz Marketing for Technology

Nothing focuses the sales force on sales like a quota. But what does a CEO use to focus Marketing? Can Marketing really begin to source leads for Sales? And how can you really optimize the relationship between Sales and Marketing

Best of 2007: Amusing and Creative Marketing Stuff

WebMarketCentral

Sell your soul on eBay. Buy trash at Target. 404 Error" pages that are actually entertaining. bedtime story about search engines. A rap about link building. What's going on here? It's the final—and best—installment of WebMarketCentral's Best of 2007 series. hope you have as much fun reading these as I had writing about them! Want even more interesting ideas for your 404 error page?

Alternatives to Paypal

My Travels on the Net

I am not a fan of Paypal but for many of my clients Paypal is a necessary evil. Paypal is pretty good if you're an individual or small business selling stuff on eBay but if you're selling an eBook, Payapl is an in-elegant solution. The problem is that once someone has purchased your eBook (or other informational product), it's really tough to tell them how to download their purchase. The best work-around I've found is to put in big, red, bold text on the order page “Click on the ‘Return to Merchant' link to download your purchase.” Yeah, right. Like that's gonna happen.

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

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.

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.