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.

Brand Identity 258

Brand Identity Branding Paid Search Agency Inbound Marketing 258

Savanta

MARCH 26, 2012

I’ve always felt my groaning inbox bore testament to the popularity of email marketing. Now my suspicions are confirmed. . The latest report in B2B Marketing’s Benchmark series reveals that a whopping nine in ten (88%) B2B marketers make use of the technique. Remarkably, amongst those doing so almost one half (44%) broadcast emails once a week or more often.

Email Marketing 240

Email Marketing B2B Thought Leadership Broadcasting RSS 240

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.

Lead Ranking 217

Lead Ranking Top of Funnel Marketing Qualified Leads Marketing Automation Services 217

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.

Mobile Marketing 182

Mobile Marketing B2B Marketing iProspect Mobile Advertising 182

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Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

Webinar Metrics

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.

Paid Search Agency 231

Paid Search Agency Internet Marketing Banners Segmentation 231

Webbiquity

MARCH 30, 2012

With more than 90% of companies now using social media to find employees and 82% having a Facebook page , there’s no question that business use of social media has become commonplace. But “use” and “success” are two different things. Many organizations, having now realized that the “build it and they will come” model doesn’t work in social media and that it isn’t just another channel for promoting news releases and marketing brochures, are st

PageRank 180

PageRank Budget Programs Social Media Blogger 180

The Point

MARCH 29, 2012

Want a simple way to have your corporate blog show measurable results? Take a hard look at your sidebar. Here are 3 techniques guaranteed to make an impact: 1. Promote subscriptions prominently. Capturing new subscribers is one of the most efficient ways to convert random visitors into loyal readers that you can nurture over time and eventually turn into actionable sales leads.

RSS 168

RSS Paper Case Study Case Studies 168

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.

Design 210

Design Brand Identity Branding Paid Search Agency 210

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.

Advertising Channels 170

Advertising Channels Eloqua Ad Building Paid Search Agency 170

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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.

Paper

Biznology

MARCH 27, 2012

Google plus one (Photo credit: Wikipedia). There were so many great questions that were asked in chat during my recent webinar, Google+ for Business , that I broke them into parts. Here’s part 1 and I hope I have answered your questions. And, if you have additional questions, please pop them in the comments and I will address them in future “Answers” posts.

Google 167

Google Business Burn Rate Advertising Mediums 167

B2B Marketing Traction

MARCH 27, 2012

Is blogging worth it for B2B marketers? Here are 12 benefits business to business marketers can gain from blogging. 1. Add value for prospects and customers. Blog posts that include how-to information or provide insightful opinions about your industry serve your audience, create goodwill for your company, and move you away from just selling. 2. Create credibility for your business.

B2B Marketing 167

B2B Marketing Planning B2B Word of Mouth 167

Writing on the Web

MARCH 28, 2012

Maintaining a business blog is time-consuming. However, if you have clear objectives in mind, the effort very well could be worth your while. As you establish your blog, define your goals to determine whether to keep it alive. Below are five common uses for feeding regular content into a business blog. ( photo courtesy digitalart ). 1. Raw Sales. For retailers and service providers, the most obvious reason to host a business blog is to peddle products or services.

Business Blogging 167

Business Blogging Business Copywriting Sales Qualified Leads 167

Marketing Insider Group

MARCH 27, 2012

B2B Marketers have always been doing content marketing. And the reason is simple: the decision making process in B2B is a bit more complicated than buying a pack of gum. There are colleagues to convince, bosses to educate, accountants to please and more. Because of this we have a history of producing static spec sheets, overview presentations, data sheets, brochures, feature lists, user manuals and. zzzzzzzzzz (snore).

Inbound Marketing 165

Inbound Marketing Content Paid Search Agency Buying Cycle 165

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Tony Zambito

MARCH 26, 2012

This is part 3 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . Buyer Persona © All Rights Reserved Cristian Cardenas. The sheer size of the SMB makes for a daunting task for any organization intent on marketing to the SMB segment.

SMB 161

SMB Enterprise Management Buyer Personas Marketing Management 161

Webbiquity

MARCH 28, 2012

Inspired web designers continue to push the envelope on what’s possible in online presentation, utilizing HTML5 and design elements and techniques like parallax scrolling effects, imaginative icons and unusual typography to stand out from the ordinary and grab visitors’ attention. Any website element can be creatively designed and optimized, from navigation menus and forms to landing pages and 404 error pages.

Design 158

Design Marketing Websites Tips Landing Pages 158

Digital B2B Marketing

MARCH 28, 2012

I have had it with “research” about the content formats B2B buyers prefer at each stage of the buyers journey. Multiple B2B publishers are pedaling this misinformation and as B2B marketers struggle with content marketing, it is diverting their focus. Here is one example from TechTarget : eBooks are earlier than white papers which are earlier than virtual trade shows?

Buyer's Journey 143

Buyer's Journey Trade Show Content B2B Sales 143

Marketing Insider Group

MARCH 29, 2012

“Social Media” is so 91 days and 42 seconds ago…. Content Strategy and Content Marketing may be the marketing buzz words of 2012 but their meaning is still debated by the best consultants in the field, in the halls (or conference calls) of large organizations and on the trade show floors of today’s hottest marketing conferences. To me, content strategy is all about focusing on the needs of our audience.

Curation 163

Curation Marketing Management Content Marketing Buyer's Journey 163

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.

Planning

Tony Zambito

MARCH 30, 2012

© All Rights Reserved I-5 Design and Manufacturer. This is part 4 of a series on the challenge of targeting SMB markets and how the use of buyer-based modeling and buyer-based marketing help organizations to grow their SMB customer base. . When it comes to the SMB segment and the multiple sub-markets, it is just a plain fact that you cannot be everywhere.

SMB 159

SMB Advertising Channels Enterprise Management Work Management 159

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

Microsite 139

Microsite Activities Conversion Content 139

Biznology

MARCH 26, 2012

Image via CrunchBase. The best way to motivate a click online is to make a compelling offer and provide an urgent call to action. This is not news to Internet marketers. But when it comes to search engine advertising, like Google AdWords, you need to think about your offer and call to action a bit differently. The secret is coming up with an offer that attracts qualified prospects, to maintain conversion rates—instead of bringing in tire-kickers who are only interested in getting a quick deal

Search Marketing 139

Search Marketing B to B Marketing Management Adwords 139

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.

Social Media 167

Social Media Media Marketing & Strategy Work Management 167

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Digital B2B Marketing

MARCH 27, 2012

B2B marketing often includes thought leadership in areas that are outside a company’s core product or service focus. Omniture (now Adobe) wants to be a leader on driving business results with digital marketing, not just measurement. Eloqua has an active voice on the entire spectrum of content marketing. What happens when a company tries to align with something new to them?

Examples 127

Examples Planning Marketing Management B2B Thought Leadership 127

B2B Memes

MARCH 28, 2012

Gina Tapani. Anytime you write in depth about a new technology, you are at risk of falling into what might be called the Trapani Trap. A couple of years ago, Gina Trapani , the founder of Lifehacker and a cohost of This Week in Google , wrote and self-published the Complete Guide to Google Wave , which she described as “an experiment in iterative publishing.” As Google’s innovative technology evolved and its uses expanded, she would continue updating her book.

Media 125

Media Google Social Media Facebook 125

Biznology

MARCH 30, 2012

Christopher Wilder (Photo credit: Wikipedia). This post is coming into existence purely based on my own personal feelings and positions regarding social media. This is not a treatise on the nature of the social media space. It’s not a predictor of the future of social media. It’s not a rant for or against social media. What it is is actually quite simple.

Social Media 124

Social Media Media Wikipedia Social Marketing 124

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.

Social Media 165

Social Media Media Marketing & Strategy Work Management 165

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

B2B Marketing

Direct Response Coach

MARCH 26, 2012

Search engine optimization (SEO) seems very complicated, doesn’t it. Just the name itself will make you dizzy. Then there’s the onslaught of advice you get around keywords, meta data, inbound links and, of course, content creation. It’s a bit overwhelming especially if you don’t focus on this topic. You can see why people feel the [.].

SEO 122

SEO Keywords Course Optimization 122

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.

Lead Ranking 120

Lead Ranking Barriers Content Custom Publishing 120

Biznology

MARCH 28, 2012

Image via CrunchBase. I am used to seeing Google try to siphon off traffic that once went to site search engines. It makes sense, from Google’s point of view, to grab as much search traffic as they can–the better to show their ads and put a few more pennies towards the bottom line. So Google’s toolbar makes it easy to search just within a site, and the true geeks among us can use the site” operator right from the search box.

Google 122

Google Traffic Ads Leads 122