Convince & Convert
MARCH 25, 2012
I don’t have a problem with Guy Kawasaki. I enjoy his books. His track record in business is substantial. We have friends in common. But on the subject of social media strategy, we disagree in every possible way. Last month, Guy was interviewed (that happens a lot) in Inc. Magazine about social media, as was asked whether entrepreneurs should hire a consultant and develop a social media strategy.
KoMarketing Associates
MARCH 30, 2012
How important is mobile marketing to your B2B strategy? According to MarketingSherpa’s 2012 B2B Marketing Benchmark report , mobile marketing has yet to hit even close to the top of the priorities list for B2B marketers. Even still, we are seeing significantly increased mobile device usage percentages year over year and period over period for the majority of our clients.
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Customer Experience Matrix
MARCH 30, 2012
I recently gave a Web presentation comprised almost entirely of slides from different surveys. This was a bit of an experiment and, sad to say, it didn’t seem terribly successful. I did weave the slides into a nice little story line – marketers know they need better technology, poor data is the root of their problem, and we know how to solve this – but even that wasn’t enough.
Tomorrow People
MARCH 30, 2012
Bothering your customers is tempting. People always seem to think “maybe they didn’t get the message,” and “maybe I should talk with them just one more time,” and then another time, and another, and another. It can be hard for someone to accept that they have lost a client or customer, so they want to make triple sure that there is no getting that customer back.
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Avitage
MARCH 28, 2012
35 Days to First Conversation — do the math For prospects who actively engage your content, assuming a two day lag in viewing, here is a possible sequence to your first call appointment (elapse time not work days) (“your mileage may vary”): Day 1 – send initial invitation touch with vmail call Day 3 – prospect views email content Day 5 – send Touch #2 automatically, no call Day 7 – prospect views content Day 14 – send Touch #3 mail, vmail call Day
B2B Marketing Zone brings together the best content for marketers in the B2B industry from the widest variety of thought leaders.
Convince & Convert
MARCH 25, 2012
I don’t have a problem with Guy Kawasaki. I enjoy his books. His track record in business is substantial. We have friends in common. But on the subject of social media strategy, we disagree in every possible way. Last month, Guy was interviewed (that happens a lot) in Inc. Magazine about social media, as was asked whether entrepreneurs should hire a consultant and develop a social media strategy.
markempa
MARCH 25, 2012
Tweet If you’re among the roughly half of B2B companies that have strong alignment between your sales and marketing teams, then congratulations! Your salespeople are your biggest fans, right? If not, then you’re probably not as aligned as you think. Michelle Mogelson Levy, Associate Vice President of Marketing Programs, ECI Telecom , learned this the hard way.
Customer Experience Matrix
MARCH 25, 2012
I first bumped into Kwanzoo about a year ago at a conference trade show and was frankly puzzled at what they offered. The mechanics were clear: a tool to generate HTML-based forms, surveys, banner ads, and social sharing links that could be used on Web sites or embedded in emails. What puzzled me was the advantage of this over anyone else’s HTML content, including the content that could be generated using standard tools within most marketing automation systems.
Tomorrow People
MARCH 28, 2012
What’s the difference between good logo design and powerful branding? What makes the difference between good logo design and branding? It’s an answer that continues to be overlooked by too many companies today. Yet it can make a real difference in terms of revenue and overall performance, in a number of ways: Better ROI. So your branding agency has delivered good logo design.
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In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.
Avitage
MARCH 26, 2012
For marketers who have embraced the publishing mindset in support of inbound and content marketing strategies, execution has emerged as the new barrier to success. You understand the need to think like a publisher. You have shifted content focus from vendor and product collateral, to customer educational content. You blog, create whitepapers or e-books, conduct webinars and even dabble in videos.
KoMarketing Associates
MARCH 23, 2012
I had a great time speaking during a theater presentation with Matt Van Wagner , Greg Jarboe , and Dan Shure , who deserves a special thank you for putting everything together this week at Search Engine Strategies New York , on behalf of SEMNE. Here is a copy of my part of the presentation panel on Landing Page Optimization. #SESNY Theater Presentation: Landing Page Optimization.
Convince & Convert
MARCH 14, 2012
Jess Ostroff is Managing Editor at Convince & Convert , and also runs the virtual social media assistant agency Don’t Panic Management. You can find her tweeting about social media, martinis, and music as @jessostroff. If you have a conversation with any WordPress developer, they’ll likely tell you that less is more when it comes to plugins.
markempa
MARCH 18, 2012
Tweet A couple of weeks ago, I presented an American Marketing Association webcast , “ The One-Two Punch of Effective Lead Engagement: Accurate Lists and Powerful Content” (a replay of the webcast is posted below). The nearly 500 attendees had so many excellent questions that my webcast could have easily been an hour longer. That’s why I decided to answer nine of the most pertinent questions here today and another 12 in a post on the MarketingSherpa blog tomorrow.
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Customer Experience Matrix
MARCH 16, 2012
Salesforce.com yesterday announced the launch of Site.com , an enterprise-class Web site management system. The news didn’t seem to get much attention, perhaps because Salesforce.com itself pretty much buried it. But Salesforce.com VP of Product Management Anshu Sharma did post a detailed explanation of the rationale on a Salesforce.com blog. My original reaction was “I told you so”, since I’ve been talking about the convergence of CRM and Web site management for years.
Tomorrow People
MARCH 26, 2012
What is branding and why does it matter? Branding is a word that is used a great deal these days. But what does it actually mean? The Design Council defines a brand as: “a set of associations that a person (or group of people) makes with a company, product, service, individual or organisation. These associations may be intentional – that is, they may be actively promoted via marketing and corporate identity, for example – or they may be outside the company’s control.
Avitage
MARCH 20, 2012
When you hear the phrase “think like a publisher,” what does this mean to you? Why do you think you should think like a publisher? How would you explain this concept to your colleagues or managers? Perhaps most importantly, what would you do differently if you and your organization were to create content like publishers? For most people I speak with, they have a good, level one understanding: They can “become the media” and leverage the internet to “publish” c
Savanta
MARCH 16, 2012
Your organisation doesn’t own its brand. It can shape it, manage it, but never own it. That’s because a brand is not what an organisation says it is. It’s what the market believes it to be. It’s a perception developed through the sum of an individual’s experience. Through every encounter they’ve had with your organisation, your employees or products.
Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service
Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.
WriteSpark
MARCH 13, 2012
An obvious typo. A usage that shows a clear misunderstanding of the word's meaning or proper use. A statement of quantitative results where the math doesn't add up. A missing or incorrect source citation. These errors seem small on their own, but when they appear multiple times within your materials, they diminish your credibility in a reader's mind.
ViewPoint
MARCH 13, 2012
James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. When it comes to measuring marketing’s ROI most marketing managers hesitate to bite off more than they can chew. Undoubtedly, part of the hesitation comes from not having control over the entire process from lead generation to sales closure.
KoMarketing Associates
MARCH 12, 2012
At the end of March, Facebook will be launching their new design for fan pages. This launch includes both visual and functional changes to the page, which B2B marketers need to become familiar with in the near future. Over the course of the next few months, we plan on putting blog posts together emphasizing various aspects of the new Facebook fan page design, page recommendations and perspective, and examples of effective B2B organizations leveraging these changes.
Tomorrow People
MARCH 21, 2012
Is this the end for website design? Recent research revealed that more than half of UK businesses with fewer than 50 employees do not have a website. Of these, 58% believe that they don’t need one (Source: Serif). This is surprising at a time when £1 in every £10 is spent online (Source: Office of National Statistics) and when 78% of internet users conduct product research on the internet (Source: Hubspot).
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Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission
markempa
MARCH 11, 2012
Tweet You could be racing the finest Formula One car, but if you’re always steering in the wrong direction, even a horse and buggy will beat you to the finish line. So it is with marketing. Too many marketers think they can lead the pack by leveraging the hottest channels, software and platforms. But these tools, like race cars, are only effective when they’re steered in the right direction.
Avitage
MARCH 7, 2012
I’m a big believer in checklists. With the work I do with PrivateSalesCoach, and after reading Checklist Manifesto, we are applying checklists more rigorously throughout our business. I make sure to read most of what Nigel Edelshain publishes and his recent blog is no exception. 14 tips are quite a handful, so I thought as I share my reflections on these tips I’d also recommend you group them into three categories: Background, Tactical and Strategic.
WriteSpark
MARCH 13, 2012
An obvious typo. A usage that shows a clear misunderstanding of the word's meaning or proper use. A statement of quantitative results where the math doesn't add up. A missing or incorrect source citation. These errors seem small on their own, but when they appear multiple times within your materials, they diminish your credibility in a reader's mind.
Convince & Convert
MARCH 27, 2012
Guest post by Joe Pulizzi, founder of the Content Marketing Institute and Junta42. Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, Managing Content Marketing and Get Content Get Customers. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @juntajoe.
Speaker: Paul Slack, Vende Digital CEO
On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui
KoMarketing Associates
MARCH 9, 2012
Google’s Authorship program allows publishers to connect their authored content with a corresponding Google profile. From a search engine results perspective, an image of the author will appear alongside applicable web information. The end goal would be additional visibility to the author, both through impressions in search engine results and (ideally) click thru rates to applicable content.
Tomorrow People
MARCH 19, 2012
Is PPC past its Sell By date? For something that’s been around for just a few years, PayPer Click advertising , or PPC has become an established part of online marketing for many companies. Put simply, “Paid search marketing is the process of gaining traffic by purchasing ads on search engines. It is sometimes referred to as CPC (cost-per-click) or PPC (pay-per-click) marketing, because most search ads are sold on a CPC / PPC basis.
NuSpark Consulting
MARCH 31, 2012
LinkedIn and Twitter provide unique advertising opportunities for those who wish to target messages towards those audiences within these networks. If you’re buying online display for lead generation, you should consider social media advertising opportunities. Below is a basic primer on the options for larger businesses who wish to take advantage and test these channels.
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