October, 2011

Earnest about B2B

Trending Sources

The epic rise of online video in B2B

Earnest about B2B

From kids biting fingers to customer vox pops, online video today has changed the way people consume and share content online. The fact is video has become one of the fastest growing content channels in history. YouTube is now the second largest search engine in the world with well over two billion searches per day. Amazingly 48 hours of video is uploaded to YouTube every minute. The seismic shift of how information is being consumed and shared online is clear to see. Over 1.5 million business searches are made on YouTube every day ( source: Google ). Yes, 15 million. Are you convinced yet?

This is the week that was: Getting inside the minds of CMOs

Earnest about B2B

As we brush off the dust from the winter coats and ponder the annual question of why there are Christmas adverts on the TV already, there is another week of news to digest. There was one more addition to the history books as Col. Gaddafi left us for the next life. At the same time the UK government debated leaving the EU , and the city of Manchester was split down the middle after the football shock of the season. And as BlackBerry grovelled to their customers with app handouts ; the business, tech and marketing world rumbled on. Here are the highlights. Important advice to take on board.

This is the week that was: A slice of the BlackBerry crumble

Earnest about B2B

There was a lot going on out there last week. Sadly up to a third of you may have missed many of the best articles as your smartphone became about as useful as a banana and you had to revert back to that strange machine sitting on your desk to check your emails and communicate with all and sundry. So whether you suffered BlackBerry Interruptus or not, here’s Earnest’s take on the top stories of the week in the world of B2B marketing… Brand damage of the week : One poor soul in Slough didn’t have a very good week at all as the great BlackBerry blackout swept the planet. WinBerry anyone?

This is the week that was: When CEOs transformed from people to tweeple.

Earnest about B2B

It may seem like a running theme, but this week the decline of the Eurozone economy continued to dominate the headlines, with more rescue plans than the emergency services in the Himalayas. To add to the pain for big business here in the UK, the opposition leader Ed Millband waged war on the fast buck business culture. Long gone are the days when you could stick Gary, the student on work experience, in front of a laptop and ask him to tweet about what’s on his mind. Today content is the key to your strategy, and self created unique content is the jewel in the crown. Or then again perhaps not.

150 Content Marketing Tips

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

This is the week that was – Public bickering and mourning.

Earnest about B2B

It was not just big news for the tech industry but consumers all over the world – this week sadly saw Steve Jobs passing away, leaving behind a great legacy. Although the iPhone 4s did not wow the crowds who had their fingers and toes crossed for the iPhone 5, the forward thinking technology delivered by the new leadership at Apple shows signs of good times ahead. Here in the UK, while Liam Fox continued to bring his best mate along to every top secret meeting he could squeeze him into, we have been sifting through the top stories to share with our trusty following. Watch this space.

5 Ways Social Media Can Drive Revenue

It's All About Revenue

by Steven Woods | Tweet this There’s no doubt that social media has been a disruptive force on B2B marketing. Yet, many marketers struggle with how to use social media to go beyond awareness, to actually drive revenue. I’m here to tell you it’s not magic. Here are five ways social media marketing can be used to drive revenue. 1. Extending Your Reach. Social media has once again changed that model.

When social media destroys a career — The business case for being a fake

grow - Practical Marketing Solutions

A guest post by {grow} community member Leslie Lewis. Leslie Lewis is not my real name. You don’t need to know my real name, and you may never know it.  Here’s why. I’ve worked in social media since 2005, and I knew I needed a tightly controlled message and presence online.   You could Google my real name and find my blog, or find me on Twitter, LinkedIn, Flickr, or Facebook.

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Dear social web, Let’s try keeping it real.

grow - Practical Marketing Solutions

I hesitate to be drawn into the Klout firing line again but I have had so many requests from the {grow} community to comment on the Klout Meltdown this week that I guess I need to respond. At the risk of adding to Klout weariness, here are a few observations. My Klout score dropped from 82 to 64. Who cares?  My wife and kids still love me. Funny. They’re the same level now. agree with him.

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12 Internet Trends You Need To Know From Mary Meeker

B2B Marketing Insider

Every year I look forward to the amazing insights provided by Mary Meeker at the Web 2.0 Summit. Mary moved from Morgan Stanley to join the venture capital firm Kleiner Perkins. If you don’t know Kleiner Perkins, they’ve invested in some companies you may have heard of…like Facebook, Twitter, Spotify, LegalZoom and Groupon. Globalization Continues. While U.S. Mobilization. Sound.

10 Commandments of Email Copywriting

The Point

Thou shalt not direct people to “Learn More.” ” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? 2. Thou shalt tell people What, Why, and How. Thou shalt not require scrolling. Thou shalt sell the offer, not the product. Thou shalt use benefits, not features. What did I miss? ”

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Social Media Marketing and Darwin: Evolution or Irrelevance

Buzz Marketing for Technology

“If you don’t like change, you’re going to like irrelevance even less.” – ” – General Eric Shinseki, former U.S. Army Chief of Staff. The media landscape has evolved tremendously over the last quarter century. Consumers have evolved even faster with the advent of high-speed Internet-enabled mobile devices and social media. The answer: You don’t.

10 Marketing Nightmares

It's All About Revenue

by Jesse Noyes | Tweet this Forget Hollywood horror films and haunted houses. Those working in B2B marketing have their own special blend of anxieties and fears. Things like typos in big campaigns, mis-fired tweets and screwed up presentations are enough to scare even the most competent marketer. Today, we spotlight 10 marketing nightmares – and explain how you can avoid them. 1.

A glimpse of the next generation of social media entrepreneurs

grow - Practical Marketing Solutions

By Neicole Crepeau, Contributing {grow} Columinst. One of my children attends a private school that is offering a new class called “The Evolution of Society.’  ’  I recently had the opportunity to sit in on this class and if the kids in this course are any indication, watch out!  The next generation of entrepreneurs is going to rock the world! To kids, free is just part of life.

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The business case for Facebook, in one sentence

grow - Practical Marketing Solutions

What is the most-debated question in social media today?  One candidate is,  “Should my company have a Facebook page?” ” The tension comes from several angles. It could be due to: The company is not culturally-ready to deal with comments from real people. The company has whacked-out expectations about how sales will increase once they have a Facebook page. ” Think about it. 

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Study: How Much of Your Content Marketing Is Effective?

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

Why SEO Is The Key To Successful Marketing

B2B Marketing Insider

Everyone uses a search engine! And yet, not everyone in marketing understands the difference between SEO, PPC, metatags and keywords. SEO stands for Search Engine Optimization. PPC stands for Pay-Per-Click. In know it can be confusing but… To be a successful marketer today, you need to understand how to show up in the search results of your buyers’ search engine activity.

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What is Web Presence Optimization, and Why Should I Care?

Webbiquity

Web presence optimization (WPO) is the art and science of being found online. As indicated in the masthead of my blog, it has both an explanational definition (The fusion of SEO, search marketing, social media, reputation management, content marketing and social PR) and a reasonal one (Being omnipresent on the web for the search phrase that uniquely describes you or your organization.) It’s the evolution of search engine optimization (SEO), or alternatively,  SEO on steroids. And getting found is the necessary first step to winning that business.

7 Ideas for Advanced Social Media Education

grow - Practical Marketing Solutions

For the past three years I have been teaching college or graduate level classes in social media marketing. Executives are clamoring for the next level of education in this area and so I’ve been wondering … what would an Advanced Social Media Class look like? What new skills and ideas would go into the next level of social media education? How do you organize to optimize?

3 Steps to Making Change Happen

It's All About Revenue

by Jesse Noyes | Tweet this People don’t change, right? This fundamental assumption is often what stops potentially great marketers from seeing success. How could we ever convince anyone to change their entrenched habits? Here are the things we know about change: it’s hard, people hate it and they resist it. But, Heath said, our conventional wisdom about change might be off. Step One.

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.

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. Thinking in those terms, Beanstalk Data is a tasty morsel. It provides all the basic B2B marketing automation functions: mass email, landing pages and surveys, behavior tracking, lead scoring, nurture campaigns, and CRM integration. Anyway, back to BeanStalk.

5 ways to use social media for solution marketing

Buzz Marketing for Technology

It’s easy to get caught up in the buzz, and the hype, around social media. I’ve been working with many B2B companies to help them figure out when and how to use social media in their business. The answer is always a bit different depending on the product or service. One area that few people have written about is how to use social media for solution marketing. So there you have it.

Are there any ethical bloggers left out there?

grow - Practical Marketing Solutions

With your kind support, {grow} has become a fairly popular blog. With this distinction, I’m deluged with requests to do sponsored posts (companies offering to pay for their promotional content to show up as a blog post). There must be a critical mass of influential bloggers out there accepting money for blog posts, otherwise these people would go away! Are you interested? Susan. Hi Mark!

Survey: 71% of CMOs Feel Unprepared For Today’s Market

B2B Marketing Insider

As CMOs go full-force into planning mode for their 2012 marketing strategy , a recent report suggests that they are ill-prepared for the changes taking place in the larger business world. This is according to the Global Chief Marketing Officer survey from  IBM. The key takeaway: Change is coming to marketing  and most marketing executives feel unprepared. 2011). Major Challenges. 2011). Strategy

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.

Do You Know The New 4 Ps of Marketing?

B2B Marketing Insider

Marketing has changed drastically since I started almost 18 years ago. And if you speak to senior marketers and advertising agency heads they will generally agree that finding and keeping talented marketers is one of their toughest challenges. The recent grads coming into the marketing field today don’t remember a world without the internet. They are social savvy digital natives. Strategy

How do you make your content go viral — offline?

grow - Practical Marketing Solutions

You’re probably stressed. It’s likely that you (and your customer contacts) are doing the job that used to be done by three people. The information density of our wold is overwhelming. Budgets and resources have been cut. It seems that everything is working against our ability to connect with customers and share information that could influence a purchasing decision and close a deal!

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Please. Stop making your company blog suck.

grow - Practical Marketing Solutions

Mark Schaefer on Blogging. Let’s face it.  Company blogs suck.  They just do, at least most of the time. But they don’t have to and I’m on a mission to bring the world my message of blog anti-suckology.  I’ve been giving a lot of presentations lately and this has been one of my most popular! Highlights include: A few stats on blogs. New directions in corporate blogging.

How to Improve Your Marketing Automation ROI

Sales Lead Insights

Effective B2B marketing processes plus automation yield outsized returns. According to the study results, Marketing Automation technology paired with appropriate, systemic processes can yield four to five times the number of closed deals when compared to deployed technology alone. The magic lies in realizing higher conversion rates throughout the Sales cycle. No MAP / No Processes. Lessons Learned.

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Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

Have The Right Content. Help Your Buyers. Get More Customers.

B2B Marketing Insider

I have been struggling with this dilemma for months. When you talk to most marketers and even the majority of business people, they get that the web , social media , mobile  devices and the  content  we place on these channels are all important factors in driving real business results. But then the questions arise: How? What is Content Marketing and this thing called a  Content Strategy ? Creation.

Is Blogging Right for my Business? The Benefits of a Business Blog

NuSpark

The strategy of blogging, especially from a b2b perspective, can be somewhat misunderstood. What are your goals? Thought leadership, SEO, lead generation? How do I get people to read it? How to I build subscribers? Are my audiences really interested in my thoughts?  So I thought I’d raise the question on the benefits of blogging to the NuSpark Marketing content alliance team, and get their reaction to the following question. “I’m not convinced a blog is right for my business, plus I’m concerned over time and resources.  Below are the responses.  . From Apryl Parcher. From Maureen Monfore.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective. Marketing’s role is growing through the addition of what I call ‘sales enablement’ activities. With social media, buyers can reach out to colleagues, experts, peers, etc.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective. Marketing’s role is growing through the addition of what I call ‘sales enablement’ activities. With social media, buyers can reach out to colleagues, experts, peers, etc.

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.

Why Your Marketing Needs Real-Time Data

Buzz Marketing for Technology

Another Advertising Week in New York is upon us and so far I have seen some great presentations from companies like Facebook, LinkedIn, Twitter, Quantcast, comScore, and even Yahoo! However, if there is one thing that is becoming painfully clear to me is the need to be relevant to your audience – whether you are advertising to them, being social with them, or just creating the right kind of conversations about your brand. We often throw this idea around as marketers – “being relevant”, but few people discuss how! So to illustrate this, I decided to run a research experiment to show at IAB MIXX.

Is it time for an anonymity movement to challenge Facebook?

grow - Practical Marketing Solutions

I ‘m delighted to feature today a guest post from Gregory Pouy, one of France’s top marketing bloggers. Following your Facebook feed can become a part-time job! For me, the changes with Facebook have made make me shudder, especially when I start thinking through some of the implications of the new direction they are taking. Facebook uniquity. You might be thinking : “wake up!

6 Signs You Need Marketing Automation

It's All About Revenue

by Michael Martin | Tweet this You’ll feel it when it happens: When you’re spending all your time managing lists and unsubscribes; when the sales team won’t return your calls; when all the good leads seem to land with your competitor. Below, I outline 6 signs of sickness in a marketing structure and how marketing automation helps cure them. 1. You Can’t Target the Right Prospects. The Remedy.

Swabbing the Decks of the Titanic: Why You Should Learn Programming

B2B Memes

Last week journalism professor Matt Waite wrote a blog post worrying about the typical defeatist reaction of journalism students when faced with a coding challenge, whether in HTML, JavaScript, or other language: “I can’t do this,” they tell him. This is impossible. I’ll never get this.” When I tweeted a link to the article, I wrote “”Journos: If you fear coding, you fear the future.”.

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.

5 Reasons Content Marketing is Getting Harder

Writing on the Web

I hate to be a purveyor of gloom, there’s too much of that around these days. But I’ve been thinking about this and want to share my thoughts with you. Here are some reasons content marketing is getting more challenging. There exists: A shift away from focusing on your products and services (what you know well). shift towards the reader/customer and their needs (what you may not know very well). business environment that is changing rapidly (what is unknown). More people online in your field writing about the same things (some better, some worse). So what to do? What else?