Sat.Jan 02, 2010 - Fri.Jan 08, 2010

Chris Koch

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There is only one objective in social media: create learning networks

Chris Koch

There is too much wringing of hands and gnashing of teeth about social media objectives and strategy these days. We all assume that our organizations are unique and that we must devote great sums of time and money to figuring out what our particular motivation is for social media and how we will carry it out. We’re wired as humans to believe that we are each unique and different—indeed, this perception shoulders the bulk of our self-esteem. And yes, we are all unique. little. But in most things, we’re the same and we can usually acknowledge that. Not in our businesses, though. That’s it.

Create a 1-Page Marketing Plan

B2B Marketing Traction

Tweet. like working from a one-page marketing plan for my clients and for my own business, whether or not we have a multi-page written plan as well. My clients can more easily maintain the chart if they choose to, which is so important in light of the fact that marketing is an iterative process, ever-changing as we learn about new tactics, new markets, new ways to do things, etc. Do you use it?

Plan 46

Lead Gen Tips from Yogi Berra

Smashmouth Marketing

Yesterday I was using ConnectAndSell as a training tool and had one of our BDRs (Business Development Reps) live and working a list and three others listening in and critiquing. This, btw, is one of the many benefits of ConnectAndSell. You can train with 5-10 pitches in an hour versus 1 or 2. You can see the Smashmouth ConnectAndSell product review here.) He had o bjection after objection.

Top 10 Tips for Increasing Online Conversions

Savvy B2B Marketing

This is a guest post from Michelle Strassburg, Head of Sales and Marketing at online wooden worktops vendor Wood and Beyond. Michelle has over 10 years experience managing online sales and today shares with us her top 10 tips for increasing online conversions. It's a common practice nowadays for e-commerce website owners to focus on generating web traffic.

150 Content Marketing Tips

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

When Viruses Really Make You Sick

Savvy B2B Marketing

For any of you out there who blog yourselves, you probably know what a pain it is to weed through SPAM comments and delete them on a regular basis. The Savvy blog recently fell victim to two separate attacks from the same website. Each time the SPAMmer left over 300 comments on our blog. But the latest attack did get me thinking. Anyone want to rant about a bad SPAM incident?

LinkedIn Search Optimization (LSO) Critical for B2B Marketers

Buzz Marketing for Technology

Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via natural search results. This gave birth to a whole industry centered on optimizing search results for a given term. For B2C or B2B Marketers this was a huge revolution. Late last year LinkedIn launched an advanced search feature on their site. Tweet This! Digg this!

Want to Increase Your White Paper's Influence? Try a Webinar

Savvy B2B Marketing

In my last post of the year, I wrote about ways to repackage content to make it more valuable. So, I was interested when I came across this information in the Eccolo Media 2009 B2B Technology Collateral Survey Report: "We were curious if respondents would find value in white paper content presented in alternate forms -- specifically, in audio form via a podcast, or in a webinar.

New Year, New Projects, New Writer?

WriteSpark

You may be coming back to work after the holiday break with new funds in your budget and a long list of new marcom projects to complete. Is it time to expand your list of project resources with new freelance writers? You may already have a good working relationship with one or more freelancers.great!  project needs a copywriter with highly technical knowledge. Working with Writers

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

BI Solutions for Sustainability Exist-But Can You Find Them?

Content Marketing for BI

I’m very pleased to see another business intelligence software company has added an offering for corporate sustainability reporting. On December 15, 2009, SAP/Business Objects announced their comprehensive sustainability solution, joining both Actuate and SAS. Corporate sustainability is increasingly becoming an integral function of the business and reporting plays a key role. So I tried SAS.

2010 – Welcome to the Age of Customer Service

Buzz Marketing for Technology

At the end of the last decade we saw Amazon snap up Zappos for $928 Million. Combining two of the most customer focused organizations I am aware of on the web and making one of the most powerful customer centric companies out there. Social media has forever changed the balance of nature in favor of the customer. But more importantly I think this is a sign of things to come in this decade.

BI Solutions for Sustainability Exist-But Can You Find Them?

Content Marketing for BI

I’m very pleased to see another business intelligence software company has added an offering for corporate sustainability reporting. On December 15, 2009, SAP/Business Objects announced their comprehensive sustainability solution, joining both Actuate and SAS. Corporate sustainability is increasingly becoming an integral function of the business and reporting plays a key role. So I tried SAS.

Influencers, Advocates, and the Mainstream

Digital Body Language

We've all heard the hesitations on social media - "I don't use it", "my peers don't use it", "our buyers don't use it", etc. Even if these statements are taken as true, the need to engage in social media in a B2B marketing context is just as great because of the effect of influencers and advocates, and their effect on the mainstream audiences. This is indeed the main challenge of today’s marketers.

2010: Will Your Biz Fight or Flourish?

Savvy B2B Marketing

After a week off, it's back to the grind stone for this Savvy Sister. Though it was tough to hear that alarm go off, an intriguing post by Savvy friend Mark W. Schaefer entitled "Does Amanda Chapel Matter?" " jumpstarted my brain and kept me mulling through Kindergarten drop-off, my exercise class, and a quick round of local errands. Two comments on Mark's post really stuck with me.

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.

B2B Demand Gen Rocks In January

Smashmouth Marketing

Just a quick note to everyone who might be spending the next few weeks planning for the new year. Don't take your eye off the ball. January, along with June and October, are the biggest Demand Gen months for Green Leads, and it may be for you as well. What was the best month? What was the most suprising month? The last two weeks do taper off, but December still came in 6th for the year

Technology. Tastes great. Less filling.

grow - Practical Marketing Solutions

 . This week I had problems with every piece of hardware, every piece of software, and every technology service provider important to my business.  In the spirit of technology anxiety, I offer this photo as the best use for a computer.  Also, the keyboard can be used as a very stylish serving tray for an assortment of cheese and crackers. This picture was sent to me by my friend Carrie.

The five questions small businesses need to ask about social media marketing

grow - Practical Marketing Solutions

I’d like to start with an excerpt from a a recent Gregg Morris post. They are competing not just with local competition but also with online, distant suppliers and, of course, big box retailers. To the point: Joe average – architect, restaurant owner, retail store – are not stupid, nor are they unaware of the need to handle their customers better. Not so with social media marketing.  Sorry.

Get out your dancing shoes, it’s time to blog

grow - Practical Marketing Solutions

 . Pop quiz: Over the next three years, what is the number one skill that will be needed by marketing professionals? Answer:  An ability to entertain. realize that is not normally something you would put on a resume.  Let me explain. Who doesn’t? . Well, guess what … you ain’t seen nothin’ yet!   What will make that content riveting? Let alone understanding of the message. 

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.

Does Amanda Chapel matter?

grow - Practical Marketing Solutions

 .  The mysterious, mean-spirited, self-proclaimed “strumpette&# Amanda Chapel is the most divisive personality in the social media movement.  She relentlessly shoots poison darts at nearly every voice of authority on the social web.  It’s typical for her to characterize many of her A-List blogger targets as: “Baby babble&#. “The cacophony of dopes&#. … and worse.

Great Web Content is Authoritative

The Content Factor

Here's #7 of a 10-part series on the "The 10 Hallmarks of Great Web Content." Read the full white paper, or view all the blog posts in the series.Hallmark of Great Web Content #7: Great Web content is authoritative.Great Web content puts your company’s best foot forward. It is original and demonstrates your company’s expertise, not lifted from outsiders or distilled from brochures. It is in-depth.

How to Write an Effective Business Blog

Webbiquity

Blogs are not a traditional marketing medium. Blogs written like extended brochures (in promotional language) don’t get read. They’re boring. blog is rather, a place to share useful content. Instead of saying “We’re the leading producer of widgets…” or some other such self-promoting statement, demonstrate your leadership by writing about the many creative uses of widgets, what to look for in a widget, recent developments in the widget field, or whatever. blog is not an ad, a traditional Web site or an online brochure. Who should write for your blog? Digg this!

RSS 2

Best Books of the Decade for Marketing and Selling Services

B2B Lead Generation Blog

Rain T oday , a great resource for those who market and sell services, selected their Best Book s of the Decade for marketing and selling professional services. I was humbled to see that they picked my book, Lead Generation for the Complex Sale for their list. They write, "Brian Carroll’s book is chock-full of information to help you identify ideal leads, align sales and marketing, build a strong pipeline, and effectively use lead-generation tactics.". If you market or sell professional services or have a complex sale be sure to put these “ best of the decade ” on your reading list. McLaughlin.

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.

Leverage Your Current Customers at Your Next Trade Show

B2B Lead Blog

At a trade show, you are all about talking to as many people (hopefully qualified leads) as you can.  But don't forget about your current customers that may be at the show.  More than likely you will have a few current customers already attending the events you sponsor.  Oftentimes with

Buyer Persona 2.0 - Power of Buyer Insight

Tony Zambito

During the previous decade, we’ve seen a growing acceptance for the use of buyer personas to help guide effective product, sales, and marketing planning.   The basic premise of their importance to the new world order of 21 st century marketing has certainly taken root and is sprouting.   As we enter into this new decade, it is prudent to enter into the next generation of buyer persona concepts. One of the dilemmas that the buyer persona concept faced in the previous decade is that, like any new concept that comes along, it had its fair share of misconceptions. Part II.

2010 Will Bring New Features to Demand Generation Systems

Customer Experience Matrix

Summary: the demand generation market will continue to grow in 2010, and it may attract some new, big competitors from outside the industry. But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation. 2009 was a year of tremendous growth for demand generation systems (a.k.a. business-to-business marketing automation. Perhaps most important, many potential buyers still don’t understand the value provided by these systems—although vendors are working very hard to educate them.

Helpful How-tos for B2B Marketers

B2B Lead Blog

Here on The B2B Lead, we are all about helpful how-tos.  Mashable is a great source for how-to do just about anything online.  Brenna Ehrlich compiled a great list on HOW TO: Do Almost Anything Online in 2010.  The list covers professional goals, lifestyle goals, fun and a bonus section

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.

Enough is Enough. Or Is it?

The Content Factor

BtoB Magazine's recent article "When Enough is Enough" describes how Cisco Systems straddles the fine line between spamming its existing customers, and keeping Cisco top-of-mind.The article quotes John Coe, president of the Sales & Marketing Institute, on the role of content:In fact, Coe said, if your messages bring value to your customers—beyond your company's latest product offerings—there.

Let's Start Over. Again.

Connect the Docs

Ahh, back to our routine! At this point, many of us are happy about the return of our regularly scheduled programming. Happy to pack up Christmas clutter. Really happy to throw out that fruitcake. Come to think of it, we're even happy to get back to work! But, wait a second. We shouldn't go back to our routine. Most of us want to change something in our lives or careers. And to do that, we need a new routine. Even those of us who scoff at New Year's Resolutions are still working toward goals of some kind. And simply putting your tie on and returning to work isn't a plan. Happy New Year!

Interview with David Meerman Scott

Digital Body Language

I had a chance to chat with David Meerman Scott recently on a wide variety of topics. As one of the leading thinkers on social media in a business environment, his ideas, examples, and perspectives are fantastic to hear. In this interview, we talked about why B2B marketers are so hesitant to embrace “ fun ” as an element of their marketing, and why we need to think about selling to people, not amorphous businesses. As part of that transition, we need to focus on creating a steady flow of rich, interesting, shareable content.

The Origin of Buyer Personas

Tony Zambito

As we begin a new decade, it is amazing to think how the term buyer persona has become part of the lexicon of business language.   I am often asked by clients, colleagues, friends, and family – where did the idea or the term buyer persona come from?   Like most watershed moments in life, there is an origin that exists which can sometimes get lost in the timeline of progress.   In the use of the term buyer persona , I believe such is the case.   Before a focus on the origin of the term and concept, it is important to grapple with how we have reached this point.

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.

Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. But enhanced reporting was the most common improvement of all. Could marketers finally be ready to spend on measurement? I’m pleased to report that the 2010 edition of the Raab Guide to Demand Generation Systems is officially available today, with updated entries on all vendors (alphabetically: Eloqua , Manticore Technology , Market2Lead , Marketbright , Marketo , Neolane and Silverpop Engage B2B ). Here’s a quick look at what I found. Social media. Sales access.

Updating Lead Status in SFDC for Better Marketing Data

B2B Lead Blog

Are your email lists growing?  If so, you’re among the majority of marketers, according to Marketing Sherpa’s Email Marketing Benchmark survey.   Despite the doom and gloom in the economy lately the majority of respondents appear to have not lost considerable portions of their email lists over the last year. Here’s the

B-to-B Lead generation: What Enterprise-size Companies Should be Doing Differently in 2010

Sales Lead Insights

If you are responsible for business-to-business lead generation at a large company, don’t miss this webcast! Lead Gen in 2010: Learn What is Working Best Right Now. January 27, 2010 at 11:00 am PST (2:00 pm EST). This one-hour webinar will cover: The latest trends in B-to-B lead generation, and how you can leverage them; Which lead gen strategies and tactics are working best, and which no longer work for enterprise companies like yours; The pros and cons of various marketing media for generating, nurturing, and qualifying leads. Why not register right now? Mac) McIntosh.

Where's Your Focus?

Phoenix Rising

Do you notice how many people around us are grumbling - sometimes even in expectation of something yet to come? Negative is the enemy of success. Negative attitudes spread through an organization like a virus.    The grousing and groaning become part of the company's culture. The next thing you know there's an excuse for every slip or stumble. We lose responsibility for our actions while we do the very thing to bring us down. We get more negative. We do the same thing in our personal lives - the grousing becomes a habit - and we bring that negative to every relationship.

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.