Thu.Jun 16, 2011

Industrial Marketing Today

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7 Ways to Format Blogs to Engage Readers’ Brains

Writing on the Web

What are the two most important parts (a.k.a. opportunities to engage readers) of your business blog post? Most experts will tell you this: The headline. The call to action. The headline is what gets read and spread. It’s your “shout-out&# on social media sites, in feed readers, and email updates. Writing magnetic headlines is crucial. It starts the participation process. P.S.S.

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Three Principles for the Future of Marketing

Digital B2B Marketing

In the future, marketing must be valuable. But that isn’t enough. Earlier this week, Michael Brenner outlined the future of marketing , drawing from last fall’s future of advertising article in Fast Company. It is a great perspective. The question is, how do you accomplish it? How do you, as Michael said, “create communities of customer advocates and evangelists&# ? Your Turn.

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5 Things I Learned About Content Marketing from a Kitchen Remodel

Savvy B2B Marketing

Since moving into our 1940's bungalow, my husband and I regularly discussed, “What should we do with our small, original kitchen?” ” Some things had to be fixed, such as the white ceramic title floor that turned into an ice rink whenever it got wet. Other things, like the original cabinets and tiled countertop, were functional but less than ideal. Understand your options.

How to Shorten the B2B Sales Cycle

Great B2B Marketing

If there is one thing that aggravates the modern B2B company, it is the constantly lengthening sales cycle. Everyone, from CEO to sales VP to sales rep, suffers from this problem and wants to know what to do about it. The future of your company (and its stock price) may depend on getting revenue in the door faster. What exactly do I mean by the term “sales cycle”? Fear of making a bad decision.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Why You Need to Treat Your Brand Like A Dog

B2B Marketing Unplugged

Who owns your brand? Hint: The same person who owns your dog. Stop looking around. It’s you. If you don’t have a dog, just play along. If your dog eats the neighbour’s lawn furniture, it’s your problem. If that neighbour blogs, tweets or otherwise moans publicly about it, then it’s still your problem but more people know about it. So it’s arguably a bigger problem. If your dog rescues a basket of kittens from a burning house and manages not to eat one of them, it’s your proud moment. Just like the dog belongs to whoever pays the vet bill, buys the kibble and takes it for a walk. Not so many.

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Establishing a global social media foothold (video)

grow - Practical Marketing Solutions

If you can’t see the video above, please click here: Mark Schaefer interviews Dr. Jon Buscall. What if you had the opportunity to establish yourself as a pioneering voice of authority in a region of the world that is relatively new to the idea of social media marketing? How would you start? The choice to blog in English versus his local language. Building a global audience.

How to hire great employees – every time

Fearless Competitor

New hires rarely work out (almost 1/2 fail within 18 months!). What are the chances the person you just hired will still be here in 18 months? Answer: Flip a coin. It’s sad how bad we’re doing. Is there a better way? For more on another theory, read “ Why New Hires Fail.&#. That’s right. Almost 1/2 fail and less than 1 in 5 achieve “unequivocal success.&# We fired him.

For What Do You Stand?

Fearless Competitor

BtoB Lead Generation | Core Values. Are people advocates for your business? Do they see the human face of your people? What do you stand for? Trust is the #1 asset of any business. Do customers trust you? Jeff Ogden, the Fearless Competitor. If you are to become an advocate for the B2B lead generation consultancy, Find New Customers , you have every right to understand what we stand for.

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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.

How to Structure a Marketing Operations Team

It's All About Revenue

by Heather Foeh | Tweet this If your company is new to marketing automation or having a marketing operations team, you may be wondering what the best way is to organize. Should you centralize or de-centralize your marketing functions? Should you outsource some pieces or keep everything in-house? Budgeting process. Company culture. Share email. Facebook. LinkedIn. StumbleUpon. Reddit.

Your Marketing Plan: Integrating vs Aligning vs Separating

Ad Your Comment Here

A few days ago, Eric Brown wrote a good piece over at Social Media Explorer about “un-integrating&# your marketing program. Instead of trying to please everyone or go with the newest “here’s what you’ve got to do,&# he sees the best approach as asking: “What marketing venue or platform are you going to stop doing, before you start doing social media marketing?:

Social Networking Sites and Our Lives


Close to half of all adults now use social networking sites (SNS) — double the number users in 2008 — and the average user is getting older. Are there benefits associated with being connected to others in this way? A new study finds SNS users more trusting, engaged and able to keep close social ties. - Social Networking Sites and Our Lives. News & Notes

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Secrets of Lead Generation Superstars

Modern B2B Marketing

by Carol Fox Why are a few B2B marketing people so effective at producing high quality leads, while a majority seem to just dither around conference tables trying to figure out their next move? Do the lead generation superstars have a special gift, or a bag of tricks the rest of us don’t? Do they understand certain fundamentals of business that most overlook? Steve Jobs: Love what you do.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

Do your readers want the truth?

B2B Memes

In a compelling but slightly unnerving blog post today , Amy Gahran argues that journalists should accept the fact that people are, in many ways, psychologically wired to resist the truth. Fighting it is pointless, she says. Instead, “to help people understand how things really are,” journalists must find ways to “to accommodate—not deny—these psychological tendencies.” But where, I worry, does that approach lead? There’s nothing new about these psychological phenomena, but as Farhad Manjoo argued in True Enough , the Internet can serve to reinforce them. You must be an advocate for it.

Google not resting on its search laurels


Image via CrunchBase. As easy as it can be to point a finger at Google and vilify them for all that they do wrong (Wave, Buzz etc etc), it is just as important to keep track of just how much innovation is still coming out from the granddaddy of all Internet monsters. Innovation you say? How is that possible? Aren't they just a search company that is milking their market advantage for all it is worth, while they desperately search (pun completely and fully intended) for a way to be something more than a search play? The easy answer to the last question is yes.

4 tips to improve search marketing in technical/industrial B2Bs

EMagine B2B Blog

{EAV_BLOG_VER:acdc09fe8f431157} Engineers form a key buying influence within the customer/prospect organizations of many B2Bs. And it’s probably not a surprise by now that those engineers do much of their purchase-related work on the Web. A recent GlobalSpec survey confirms that, and provides us with some interesting stats: 85% of engineers use the Internet to obtain [.]. B2B Web Strategy Search Engine Marketing

8 Ways to Think More Like a Publisher & Less Like a Marketer


You've probably heard us say this before: in order to be successful with inbound marketing, marketers must think more like publishers than like traditional marketers. Because one of the core elements of inbound marketing strategy is content , inbound marketers must constantly be creating content, much like a publisher does. Below are some helpful tips to get you into the publisher's mindset.

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.

Video: 10 Facts about Facebook

Client Bridge

From Visual Loop, here's a short video that shows the huge influence of Facebook and underscores its importance to marketers. 10 facts about facebook from marklukas on Vimeo. View Original Article

How to Optimize Your Google Shopping Data Feed


The following article is a guest post by David Weichel of CPC Strategy. To learn more about CPC Strategy register for the upcoming webinar entitled "How To Promote Your Products On Google" presented by CPC Strategy's CEO, Rick Backus, and HubSpot. Optimize Keywords in Product Titles and Descriptions. Leverage keywords that you already rank well for in Organic Search. Add Trusted Merchant Reviews.

How do you track phone sales from search?


Image by Pete Prodoehl via Flickr. Large companies have been employing direct marketing principles for their digital marketing tactics for a long time, but what about smaller businesses? By tracking your marketing tactics, you then know which ones are working, which ones aren't, and more importantly, how much money and time you ought to spend on each one.

Why Marketers Should Forget Frameworks & Think Outside the Box


For those of us who have taken any sort of marketing course, the 4 P’s and the 5 C’s are nothing new. Product, Price, Place, and Promotion give us 4 dimensions over which to analyze the scope of any given marketing campaign. But Dan Ariely, famous author of Predictably Irrational: The Hidden Forces That Shape Our Decisions , has a question. Are these frameworks really all that useful?

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.

How Content Can Fuel Your Rocket Ship & Launch Your Business to New Heights w/ Michael Stelzner [@InboundNow #25]


Michael Stelzner joins us for another exciting episode of Inbound Now, HubSpot's social media and inbound marketing podcast ! In this episode, we chat about: Attracting outside experts to help with content creation. Leveraging fire starters to supercharge your marketing activities. Pinpointing your correct buyer persona. Vision statements and why they are critical. The Elevation Principle.

Why Marketing Best Practices Aren't Always Best


No matter what your profession, best practices give us tried and tested solutions to common problems. They are formed by experience and assembly, meaning that someone else has already gone through the process of discovery and we can benefit from what was learned. Luckily for us, there is no shortage of the “ best” ways to do things on the internet. In fact, sometimes they can hurt.

10 Marketing Tips From the Speakers of Upcoming 2011 #IMS [Contest]


The Inbound Marketing Summit and HubSpot User Group Summit are two of the biggest inbound marketing events of the year. Running back-to-back September 14-16, 2011, here's what you have to look forward to: Marketing Wisdom: 10 Marketing Tips From the Speakers of 2011 Inbound Marketing Summit. View more presentations from HubSpot Internet Marketing. Race to 20% - Win Discounted or Free Tickets. To celebrate this great event, the IMS and HUGS team are giving folks a chance to win 20% off (or free tickets!). How does it work? Simple as that! Claim your discount now or learn more!

The 3 Habits of Successful Social Sellers


This is a guest post by Jeff Molander, author of Off the Hook Marketing: How to Make Social Sell. Jeff answers questions each month live on and blogs at Be sure to tune to this Target Marketing webinar on June 30, where he'll reveal tips on generating leads using social media. There is a simple way to make social media sell for you. It's practical enough that any business can gain benefits regardless of target market, products, services, or size. It is the key to selling more with tools like Facebook, Twitter, podcasts, YouTube, LinkedIn, and blogs.

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.

Why HubSpot Acquired Marketing Automation Company Performable


(and what does this mean for the marketing software industry). Today we announced that we acquired the marketing automation company Performable. You can read the formal press release announcing the deal , and you can sign up for the webinar where we will demo the two products together. Here are some of the reasons why we made the acquisition, why we’re so excited about it, and what we think it means for the future. Inbound marketing is about ToFu (top of the funnel) and MoFu (middle of the funnel). But the less talked about story within inbound marketing is that MoFu is also changing.