Tue.Sep 13, 2011

Content Marketing for BI

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The Death of Internet Marketing and the Rise of Social SEO

grow - Practical Marketing Solutions

By Robert Dempsey, Contributing {grow} Columnist. Internet marketing as we once knew it is dead. Gone are the days when a sales page was enough of a relationship to sell a product. Gone are the days when claims of riches tugged enough at the emotions to persuade a sale. Gone are the days when bloated claims could pass as truth and lies went unpunished. Now is the time of social SEO. Then Came SEO.

How Do You Inspire A Demotivated Inside Sales Rep?

Sales Prospecting Perspectives

With summer behind us, those of us in the inside sales game realize it’s time to focus. No more excuses about having a difficult time getting decision makers on the phone. Guess what, they’re in the office and all you need to do is just to take the initiative to pick up the phone and sell. So let’s assume the playing field is level and the team has every tool at their disposal to be fully productive. Your job is done, right? Well from what I’ve seen it’s more than just giving your team what you perceive they’ll need to be successful.

A/B 59

Blogger outreach is scary


Image via Wikipedia. Unlike a few years ago, today everyone at least pays lip service to reaching out to bloggers the same we PR people have always reached out to mainstream media. That’s what my company, Abraham-Harrison does, and lots of other companies try to do it, too. But I am still surprised that many companies don’t do blogger outreach, even today.

Are Smartphones Making Us Stupid?

Digital B2B Marketing

Smartphones always have a corner of our attention. When they beep, buzz or blink, we take notice. Walking down the sidewalk, on public transit, or while watching television, our smartphones are our sidekicks. Even during meetings, or maybe especially during meetings. But our attention is rarely complete. Few people schedule smartphone time the way they schedule work time. Shortened attention spans.

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.

Announcing the B2B Social Media Book

Social Media B2B

Announcing The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More (Wiley) by Kipp Bodnar of Hubspot and Jeffrey L. Cohen of Radian6, who are also the co-founders of SocialMediaB2B.com. We are so excited we can barely hold back the whoops and the high-fives. Why Did We Write A B2B Social Media Book? CEOs are wrong.

What is an Interactive White Paper?

The ROI Guy

An Interactive White Paper dynamically customizes the content of a white paper for prospects based on the prospect’s registration profile (if available), and inputs to a few profile questions. Based on the profile, the white paper content intelligently fine tunes itself to be more relevant and personalized for a prospect’s particular research and needs. More relevancy improves the white paper’s effectiveness at attracting, engaging and selling today’s more overloaded, skeptical and frugal buyer. interactive smart content interactive white paper Demand Generation Pisello Alinean

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When are Interactive White Papers best used in the sales & marketing process?

The ROI Guy

Interactive White Papers can be used at various stages to help facilitate the buyer’s decisions, depending on the content of the white paper itself. Early in the sales cycle, during the discovery phase, buyers need help in identifying issues and understanding what solutions might exist to help solve their priority opportunities. Interactive White Papers that contain personalized research, simple diagnostic assessments, relevant case studies and personalized solution recommendations serve best during this stage. interactive smart content interactive white paper Demand Generation Pisello Alinea

Pardot Stays Focused on Small and Mid-Size Clients

Customer Experience Matrix

I caught up last week with Pardot co-founder and Chief Operating Office Adam Blitzer. It had been over a year since I’d had a serious briefing from Pardot, although we do keep in touch and I have current information on them in my VEST report on industry vendors. Pardot is funny that way: with nearly 700 clients, they’re arguably the third-largest B2B marketing automation vendor and have a broad industry presence, but their formal marketing is relatively quiet. For example, their Web site lists eight press releases during 2011, compared with 46 for Eloqua and 30 for Marketo.

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.

Leverage social media, beat your B2B’s competition

EMagine B2B Blog

No, it won’t cure snakebite or remove warts …although some social media enthusiasts may have left that impression. However, properly done it can… boost your traffic and help generate leads elevate your website’s ranking complement your marketing with peer reviews/referrals help increase sales yields But did you know? … as a smart marketer, you can [.]. B2B Web Strategy Social Media

More of Us Using Social Networks Daily

MI6 Marketing Agency

The Mi6 Chart of the Day is a new blog series where we feature a chart each weekday that we think is relevant and of interest to our readers. Our readers comprise of entrepreneurs, business owners, marketing, sales and business development professionals. I tweet charts regularly via my Twitter stream which are archived on my Posterous site here. Some observations about this chart.

Twitter Introduces Free Twitter Web Analytics Tool


Ever get a hankering for some Twitter web analytics? Well, it looks like your craving is about to be satisfied. Twitter announced today that it will be releasing its own official Twitter Web Analytics tool, which is aimed at helping website owners understand how much traffic they generate from Twitter as well as the effectiveness of Twitter integrations on their websites. Connect with HubSpot

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This is the week that was: Welcoming the wind of change

Earnest about B2B

As the fuzzy heads clear from the aftermath of the Earnest summer party; we look back on a week in which America and the UK battled Katia and David Walliams took on the fine feat of swimming the 140 miles of the Thames for charity. Back on dry land it was business as usual for the B2B mob, keeping the marketing wheels greased and rolling… B2B resource of the week. Social bling of the week.

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.

Are Smartphones Making Us Stupid?

Digital B2B Marketing

Smartphones always have a corner of our attention. When they beep, buzz or blink, we take notice. Walking down the sidewalk, on public transit, or while watching television, our smartphones are our sidekicks. Even during meetings, or maybe especially during meetings. But our attention is rarely complete. Few people schedule smartphone time the way they [.]. In Theory Mobile attention B2B marketing mobile Mobile Marketing smartphones

Using Social Sharing Buttons Leads to 7x More Mentions [Data]


Social media can be a great promotional vehicle for sharing your content and helping it reach an extended audience beyond your direct network of fans, followers, and subscribers. But are you missing out on some low-hanging fruit to make sure you give your content what's necessary to help it spread? So if it's so easy, everyone must be doing it, right? Wrong. of websites. Marketing Takeaway.

What do you wish you asked your marketing automation vendor before buying?

Fearless Competitor

B2B Lead Generation | 20-20 Hindsight on Marketing Automation. Your Friendly Salesman. Hindsight is 20/20 and buyers of marketing automation software are probably thinking “If I had only known what I know now. Implementing Marketing Automation is hard work.&#. It also takes People and Process. To read the full article, click on the Permalink. But we will summarize what they concluded.

How B2B Sales Cycles Are Changing

Modern B2B Marketing

by Carol Fox As Dylan wrote, “The times, they are a-changing,&# and B2B sales cycles are no exception. In particular, social media and the dragging economy have caused major ripples in the business world. But regardless of the factors at play, it stands to reason that learning more about what’s happening to sales cycles can help sales and marketing departments figure out how to shorten them.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.

Favorite Marketing Tools: B2B Blogging Edition | Marketri


10 Inbound Marketing Videos That Will Make You Giggle


Whoever said business content had to be limited to text? Creative content can be fun and effective, and it can take the form of more than just text-based blog articles and ebooks. And there are so many possibilities! Infographics, cartoons, and slideshows can all be great content options. But perhaps one of the most fun and engaging forms of content you can create is video! Link Love. er, Volpe.

Savvy Toolkit - Tapping into the SEO lobe of John Hoff's Brain

Savvy B2B Marketing

When we started featuring Toolkit on the Savvy blog almost a year ago the very first installment was an SEO tool because I feel like it is one area that confounds most B2B marketers the most. Many of us come from a copywriting background and the idea flies somewhat in the face of what we have classically done. Writers are proud of our thesaurus like vocabularies.

3 Creative Ways to Spread Content to People On the Go


A couple of weeks ago at Dreamforce , HubSpot made quite the impression. We dressed in bright orange track suits, handed out thousands of unicorns, and performed individual website consultations for people using Website Grader. But at a conference with 42,000 attendees, it takes more than a great marketing strategy to reach people and make an impression. Use QR Codes. Create Foursquare Locations.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.

6 Reasons Marketers Should Use Bing for Paid Search


This a guest post by Donald Nosek , VP business development at ymarketing , a full service digital marketing agency and sponsor at this year's HubSpot User Group Summit. So, is your search marketing ready to help generate a year-end boost? Here are 6 reasons why digital marketers should use Bing for paid search. Bing Serves 30% of All Searches. online search market. search share itself. Pos 1).


7 Best Practices for Improving Your Website’s Usability


Writing content for web users has its challenges. Chief among them is the ease with which your content is read and understood by your visitors (i.e. its readability ). When your content is highly readable, your audience is able to quickly digest the information you share with them — a worthy goal to have for your website, whether you run a blog, an e-store or your company’s domain. Below are a handful of dead-simple tips and techniques for enhancing the usability and readability of your website’s content. General Goals of User-Friendly Web Content. they must legible). News & Notes

Content Marketing in 2012

Client Bridge

Content Marketing Institute asked the speakers for Content Marketing World to make a series of predictions. Here's a summary of what they expect 2012 to bring in the content marketing space. Chris Baggott - Content marketers will realize that the real opportunity lies in attracting new customers, not retaining existing ones. Content volume will dramatically increase due to employee blogging. Keith Blanchard - A major TV advertiser will pull out of broadcast media altogether and shift that money into digital-only campaigns. Internal and external communications teams will collaborate more.

Marketing on a Budget – Methods for Executing Great Marketing Campaigns (Without Breaking the Bank!)

Fearless Competitor

B2B Demand Generation | Guest Post by Dee Mason. We’re pleased to present this guest post by freelance writer, Dee Mason. Thanks Dee. Please note this is similar to our post/presentation “ How to Do Great Marketing with (Almost) No Money.&#. __. Start-up businesses tend to have the highest mountains to climb. So what’s the trick to getting started on a low budget? Credit Card.

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.

Target Fails To Connect The Dots With Missoni Launch


Target Fails To Connect The Dots With Missoni Launch

Target 1

4 Sure-Fire Ways to Heat Up Your Content Marketing Strategy


This is a g uest post written by Susan LaPlante-Dube , principal at Precision Marketing Group LLC and sponsor of this year's HubSpot User Group Summit. Is your idea of content marketing to: Publish newsletters periodically but not consistently? Write about an eclectic mix of topics that may or may not be relevant to your audience? Churn out copy that varies in quality, voice, and tone?

How long does it take a user to interact with the Interactive White Paper tool to generate and receive a customized white paper?

The ROI Guy

Most Interactive White Papers are developed with only a handful of questions, usually limiting the profile the customer needs to complete to less than 5 questions. As such, the user should be able to answer the profile questions, register (if not registered already) and download a completely personalized white paper in less than two minutes. interactive smart content interactive white paper Demand Generation Pisello Alinean

Can the Interactive White Paper support a simple quantification of financial benefits / ROI or TCO?

The ROI Guy

Because buyers have become so focused on economic justification and competitive advantage, Interactive White Papers are often designed to communicate the unique potential benefits and prove the value of proposed solutions. Interactive White Papers could facilitate the buyer’s journey: D uring the middle stages to communicate estimates of savings / benefits, total cost of ownership advantages versus the status-quo, and return on investment, During later stages, to competitively differentiate the solutions versus specific competitive options / solutions.

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.

Can different call to actions in the Interactive White Paper be recommended based on the customer profile information?

The ROI Guy

Often, based on the user’s role and stage in the buying lifecycle, the call to action within the Interactive White Paper can be custom configured to provide proper / better guidance. For example, early in the buying lifecycle, executive decision makers could be guided towards a diagnostic assessment, to help pinpoint opportunities and provide prioritization advice / build urgency. interactive smart content interactive white paper Demand Generation Pisello Alinean

There is content that will be required to support the customization within the Interactive White Paper – how does that content get developed?

The ROI Guy

On average, Interactive White Papers require 25% more content to be developed than a traditional white paper. This could be more or less, depending on the requirements, but on average, this is what we plan for. For the case where the white paper already exists: The quantitative content usually requires a small model be built in order to support converting a static average TCO savings or benefit assessment presentation in a traditional white paper, into a dynamic / personalized calculation unique to the prospect. In some instances, customized content needs to be developed.

What is the ideal length, in pages, of a typical Interactive White Paper?

The ROI Guy

Recent research indicates that attention spans are getting shorter, so keeping the white paper concise is important. No more than 5 pages is recommended. However, traditional white papers are often longer than this because they have to include information to cover multiple audiences and profiles. Interactive White Papers can use intelligence to target the information more precisely, delivering only the content that is relevant for the buyer, resulting in a more effective and concise deliverable for the prospect.

Does Alinean have programs to help with audience acquisition using the Interactive White Papers?

The ROI Guy

Yes, we have established audience development partnerships, leveraging extensive audience communities in many industries, with databases and e-mail marketing to develop an audience for the Interactive White Paper. With the right targeting, and the Interactive White Paper as the value-add deliverable, we can drive the lead generation you require for this campaign. Special pricing is provided for the Interactive White Paper and audience development deliverable, priced on a “per lead” basis to ensure program goals and ROI are achieved.

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.