2009

Cliff Allen on Marketing

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Developing a Marketing Communications Strategy

Cliff Allen on Marketing

Raising awareness of your product in your target market is where sales begin, and this is where marketing communications activities begin the selling process. With today's multiple channels for content to reach potential customers, the art and science of marketing communications has become increasingly important. Another key part of the messaging process is creating the positioning statement.

Turning Marketing Strategy into Marketing Program Plans

Cliff Allen on Marketing

Every good strategic marketing plan includes two elements: strategic direction and plans for moving the company in the new direction. After you have developed your strategic marketing direction , it's time to develop strategies for each of your major marketing functions. You've probably seen companies where the advertising didn't match the actual customer experience at the point of sale.

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Strategic Direction - The Core of a Strategic Marketing Plan

Cliff Allen on Marketing

Taking a long trip is like marketing. You need to pick a direction, which will determine what to pack -- shorts and sandals for summer, or coats and gloves for winter -- and who you will meet along the way.  . The same is true for marketing. The importantce of choosing the right strategic marketing direction. For many years Sears was the low price leader for many products that consumers buy.

Using Marketing Analytics in Strategic Marketing Planning

Cliff Allen on Marketing

A good marketing strategy is based on good data. That's why it's important to start the strategic marketing planning process with data about your industry and specific market, and about your customers. Industry and market data. When your industry is growing, your company is probably growing, too. Macro economic trends. Industry size and growth. Competitor size and growth. Customer behavior data.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

How to learn about social media marketing

Cliff Allen on Marketing

The popularity of social networking among friends — and would-be friends — is fast becoming "social media.". Individuals are now concerned about their "personal brand." And, companies are looking for ways to use social media in their marketing to increase brand awareness and drive traffic to their Web site. It's personal because it depends on personal relationships and conversations.

Get in the "Zone" with B2B Marketing Zone

Cliff Allen on Marketing

Marketing has become more and more complex as the Internet has become part of everyone's lives. Blogs have sprung up everywhere on all aspects of marketing, but it's been hard to find the really good marketing blogs, especially good blogs on B-to-B marketing. Recently, a couple of really savvy guys created a great site that allows us marketers to find the latest blog posts on B-to-B marketing from some top notch marketers. added B2B Marketing Zone to my blog reader when it launched, and it's made it so much easier to keep up on hot B2B marketing topics.

Market Research Answers the Second Question

Cliff Allen on Marketing

Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. Recently, I found a list of ways market research could be used that included a few I hadn't thought about. It reminded me that many experienced executives and sales managers have a good feel for where a potential market is -- but it may not be such a good market. customer may have ordered a product that isn't normally purchased by that type of company. Two questions about that market come to mind: What is it?

Market Research Answers the Second Question

Cliff Allen on Marketing

Every marketer has done market research, even if it's just looking at a competitor's traffic at Compete.com. But, we sometimes forget just how many ways we can use market research. Recently, I found a list of ways market research could be used that included a few I hadn't thought about. It reminded me that many experienced executives and sales managers have a good feel for where a potential market is -- but it may not be such a good market. customer may have ordered a product that isn't normally purchased by that type of company. Two questions about that market come to mind: What is it?

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.

Keeping Up with Tech in Southern California

Cliff Allen on Marketing

Southern California is a hotbed of technology companies that are leaders in their sector. This includes MySpace, CitySearch, Ticketmaster, eHarmony, and thousands of lesser known technology companies. high-tech community like this also has many bloggers and Web-based news outlets that cover our companies, venture capital, and events -- plus a number of advisers who help technologies entrepreneurial companies grow. It's been difficult to keep up on all aspects of the technology sector in Southern California. For example, here's a page on that site that summaries my recent blog posts: [link].

Keeping Up with Tech in Southern California

Cliff Allen on Marketing

Southern California is a hotbed of technology companies that are leaders in their sector. This includes MySpace, CitySearch, Ticketmaster, eHarmony, and thousands of lesser known technology companies. high-tech community like this also has many bloggers and Web-based news outlets that cover our companies, venture capital, and events -- plus a number of advisers who help technologies entrepreneurial companies grow. It's been difficult to keep up on all aspects of the technology sector in Southern California. For example, here's a page on that site that summaries my recent blog posts: [link].

Keeping Up with Tech in Southern California

Cliff Allen on Marketing

Southern California is a hotbed of technology companies that are leaders in their sector. This includes MySpace, CitySearch, Ticketmaster, eHarmony, and thousands of lesser known technology companies. high-tech community like this also has many bloggers and Web-based news outlets that cover our companies, venture capital, and events -- plus a number of advisers who help technologies entrepreneurial companies grow. It's been difficult to keep up on all aspects of the technology sector in Southern California. For example, here's a page on that site that summaries my recent blog posts: [link].

Are You an Analytics Leader?

Cliff Allen on Marketing

No matter how much you use marketing analytics, you could probably be doing more. Mila D'Antonio at Think Customers: The 1to1 Blog reports that Garther, the consulting and analyst firm, says that many of the largest companies will miss opportunities because of under funding their analytical processes: Gartner reports that through 2012 more than 35 percent of the top 5,000 global companies will fail to make insightful decisions about significant changes in their business markets due to under investment in the information infrastructure and business user tools.

Are You an Analytics Leader?

Cliff Allen on Marketing

No matter how much you use marketing analytics, you could probably be doing more. Mila D'Antonio at Think Customers: The 1to1 Blog reports that Garther, the consulting and analyst firm, says that many of the largest companies will miss opportunities because of under funding their analytical processes: Gartner reports that through 2012 more than 35 percent of the top 5,000 global companies will fail to make insightful decisions about significant changes in their business markets due to under investment in the information infrastructure and business user tools.

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.

Gravity Summit Slide Presentations

Cliff Allen on Marketing

I recently mentioned that I attended the Gravity Summit one-day seminar on social media marketing. Here are slide presentations from representatives of three large brands on how they have used social media marketing: Yahoo. Sprint. In addition, here are slide presentations from two social media consultants who presented examples of clients they've helped: David Reis. Rodney Rumford , co-producer of the event. These presentations show what's possible by using social media to raise awareness of brands.

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Gravity Summit Slide Presentations

Cliff Allen on Marketing

I recently mentioned that I attended the Gravity Summit one-day seminar on social media marketing. Here are slide presentations from representatives of three large brands on how they have used social media marketing: Yahoo. Sprint. In addition, here are slide presentations from two social media consultants who presented examples of clients they've helped: David Reis. Rodney Rumford , co-producer of the event. These presentations show what's possible by using social media to raise awareness of brands.

Gravity Summit

Cliff Allen on Marketing

Social media marketing is the current "hot" marketing technique that marketers are turning to. recently attended the one-day Gravity Summit seminar on social media marketing. The speakers from Sony, Sprint, and Yahoo presented excellent examples on how major brands can generate attention for a product by using social media. And, representatives from social media marketing agencies described how they help clients plan, implement, and monitor a social media marketing campaign. Create social media profiles on sites such as Facebook, MySpace, Twitter, and others.

Gravity Summit

Cliff Allen on Marketing

Social media marketing is the current "hot" marketing technique that marketers are turning to. recently attended the one-day Gravity Summit seminar on social media marketing. The speakers from Sony, Sprint, and Yahoo presented excellent examples on how major brands can generate attention for a product by using social media. And, representatives from social media marketing agencies described how they help clients plan, implement, and monitor a social media marketing campaign. Create social media profiles on sites such as Facebook, MySpace, Twitter, and others.

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.

What Data Crunchers Did for Obama

Cliff Allen on Marketing

The election of President Obama was significant in many ways to many people. As marketers, it represented a continuing evolution of the use of market research data at the individual level. Political consultants have used survey statistics for a long time to help their candidate tailor campaign messages. However, small survey samples resulted in imprecise analysis, and messages that were not always on target. Today, marketers can obtain access to comprehensive databases about what people have bought, which gives some insight into how they make decisions.

What Data Crunchers Did for Obama

Cliff Allen on Marketing

The election of President Obama was significant in many ways to many people. As marketers, it represented a continuing evolution of the use of market research data at the individual level. Political consultants have used survey statistics for a long time to help their candidate tailor campaign messages. However, small survey samples resulted in imprecise analysis, and messages that were not always on target. Today, marketers can obtain access to comprehensive databases about what people have bought, which gives some insight into how they make decisions.

Sales Ready Leads: Quality vs. Quantity

Smashmouth Marketing

The topic of Quality vs. Quantity in demand gen has been a constant debate. Whether it's inbound marketing or outbound marketing there are costs associated with a lead, there are costs associated with the time and effort needed to convert that lead to an opportunity, and there are costs tied to the quality of those leads and how that impacts conversion rates. As David Greenberg, Sr. Quality Vendor.

6 steps to writing a better Request for Proposals, a primer

Confluent Forms

We believe strongly in Requests for Proposals (RFPs) as a tool for companies to find the best products and services at competitive prices, but also as an evaluation method for finding that elusive "best fit". However, too often the RFP process is run by people who have never experienced the process before, either from the issuer or vendor side, and essentially don't know what to say or what to ask.

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Why Are Marketing Automation Managers So Hard to Find?

LeadSloth

Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only  2-5% of B2B firms have invested in full-featured Marketing Automation. But that percentage is rapidly growing. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them? New technology requires people with a new set of skills, nothing new about that. But that’s for web analysts.

13 Top Books for CMOs - Recommended by The CMO Club

Smashmouth Marketing

Pete Krainik of the CMO Club posted thirteen books that members of the CMO club have recommended. Great list : Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. Business Stripped Bare: Adventures of a Global Entrepreneur. Clued In: How to Keep Customers Coming Back Again and Again. Crucial Conversations: Tools for Talking When Stakes are High. Leading Change. Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence, and Business Impact.

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Cold calling and the Complex Sale: observations you can learn from (thanks to my daughter)

B2B Lead Generation Blog

I was somewhat shocked to find out that my 14-year-old daughter had searched YouTube recently for any mention of her dear old dad. She stumbled across a video that included a recent mention of my book, Lead Generation for the Complex Sale. Isn’t it just amazing how easy it is in today’s world for our children to get the goods on their parents? But, excuse me, I’m digressing. With it.

Annoucing a new family member

B2B Lead Generation Blog

I seldom write personal posts but I'm making an exception to share my joy. Lydia Faith Carroll was born on 7/8/09. She is 7lbs 6oz and 19 inches long. Mindy and Lydia are doing great! Lydia getting some rest : ). Our first family photo with Lydia. happy family of five! feel very grateful and blessed

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.

What Exactly IS Digital Body Language?

Digital Body Language

I've been using the term "Digital Body Language" on this blog quite a lot for obvious reasons. However, I have not really taken a moment to define the term, as I realized recently after a presentation on the topic. So what is it? What we are referring to when we talk about Digital Body Language is the aggregate of all the digital activity you see from an individual.

TriComB2B: Smart. Strategic. Technical. - Technically Focused B2B Marketing Agency - formerly TriCom Marketing & Communications

delicious b2bmarketing

We get it. From writing technical bulletins for your sales force to composing a speech for your CEO, our technically oriented staff of engineers, account managers and marketers will produce deliverables that make sense for your business with results you can measure. We are distinctive due to our technical aptitude , industry knowledge and business acumen. Combined with a comprehensive portfolio of marketing tools and top-notch creative, these attributes enable us to develop innovative strategies and compelling concepts that accurately and effectively position your products and services.

5 quick tips to writing better proposals (RFP responses)

Confluent Forms

We're frequently asked for any tips we might have for people writing proposal responses to Requests for Proposals (RFP) that they've received. After finding us through the RFP Database , seeing the abundance of RFPs that it contains, and knowing that all of those RFPs are open competitions, the natural question is "if I'm going to spend time writing a proposal it has got to be a winner". Faced with the situation of having to read 300+ pages of different vendors' proposals many people read the first page and then start skimming, and if they're not skimming, their minds are probably going numb.

Fire your Director of Social Media!

Buzz Marketing for Technology

At a recent ANA conference I was interviewing Brian Wallace VP of Digital Marketing and Media for RIM when I heard him say “2 years from now- if I still have a Director of Social Media – I should be fired!&# and after thinking about that I can’t help but agree with him. Said differently how do we make social part of the very DNA of the firm? What’s your view? Tweet This! Digg this!

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.

Webinar on Effective Lead Management: How to Convert Marketing Leads into Sales Pipeline

B2B Lead Generation Blog

Research shows that about 80% of leads marketers generate end up getting lost, ignored or discarded. So, instead of continually struggling to find new leads for Sales, marketers should begin focusing on developing effective lead management processes for converting more leads into sales pipeline. In fact, in a recent lead generation poll I conducted through my LinkedIn group, I found that converting leads to pipeline revenue was the biggest challenge for marketers. The key is to look back at your past marketing activities to find the gold that’s been lost in the Sales and Marketing pipelines.

Is social media effective for B2B lead generation?

Sales Lead Insights

I’m probably biased, but I believe the primary objective of business-to-business marketing is driving sales of the company’s products and services. Of course branding and awareness are also roles that can be played effectively by B2B marketing, but from my point of view these are only supporting roles—secondary to the primary objective of helping drive sales. Yet many of these same companies eventually come to the realization that not every prospective customer is ready to buy now. What’s all this have to do with social media? about a survey they recently conducted. Not bad!

Lead Generation Tips - Take 3 Hour Lunches

Smashmouth Marketing

There were days in my lead gen life where I could have easily left for lunch and not come back for four hours. MIT data shows that that might have been a good idea! Gerhard Gschwandtner of Selling Power just highlighted last year's MIT / InsideSales.com study of outbound prospecting lead conversion. It got me thinking. Layer the times together and stagger them for time zone.

7 Reasons Why Marketing Automation Projects Fail

LeadSloth

Needless to say, Marketing Automation software is very popular today. It can be used for email campaigns, drip marketing, lead nurturing, lead scoring, landing page management and for brewing coffee. It is often positioned as something that will solve all your marketing problems for a couple of thousand dollars per month. Okay, I made up the part about brewing coffee. Unclear Prospect Profile(s).

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.