September, 2011

Industrial Marketing Today

Trending Sources

Content – The Biggest Hurdle in Digital Marketing for Manufacturers

Industrial Marketing Today

Most manufacturers of industrial products agree that digital marketing is essential for their success now and going forward. Yet, many of these industrial companies are struggling to implement digital marketing because of lack of relevant content. At first glance, that may sound like an oversimplification of a bigger problem. I talk to small and mid-sized manufacturers on a regular basis. What I have learned is that these companies need help with content in digital marketing at many levels. This is not a new problem. They have become completely dependent on referrals and repeat business.

Website Content Must Address What’s Keeping Engineers up at Night

Industrial Marketing Today

Speak to engineers across the board about what keeps them awake at night and you are likely to hear these three words repeatedly: Risk. Security. Compliance. Does your website content address those issues? The content on your industrial site may be missing the mark completely if it doesn’t speak directly to engineers’ pain points. If you are in the process of redesigning your industrial website, pause for a moment and think about the site content first. I think Jeffrey Zeldman ( @zeldman ), the renowned web designer and blogger, summed up the problem best when he said, “Content precedes design.

Industrial Blog Sites Revisited

Industrial Marketing Today

The idea of combining a website with the benefits of a blog is very appealing to many industrial marketers. In my conversations over the past few months, I have noticed a growing acceptance of blog sites among manufacturers, industrial distributors and engineering services companies. Blog sites as inbound marketing hubs. Industrial companies have realized the importance of inbound marketing and its impact on lead generation. B2B marketers with blogs generate 67% more leads according to a study done by HubSpot (See Why Your Sales Funnel May Run Dry Without a Business Blog ). Content curation.

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Making Industrial E-mail Marketing More Relevant

Industrial Marketing Today

E-mail marketing to a house list continues to be the top marketing channel for many industrial companies and manufacturers according to Trends in Industrial Marketing 2011 from GlobalSpec. However, that doesn’t necessarily mean that industrial marketers are very happy with the results. The biggest challenge in e-mail marketing faced by industrial marketers, besides not enough resources, is getting their subscribers to pay attention to their emails when everybody’s inboxes are already overflowing with messages. E-mail List Hygiene. Check any rented list against your house list.

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.

The Trouble with Klout

Paul Gillin

Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The downside of reducing influence to a number, though, is oversimplification. Lately, I’ve been looking at Klout , the popular new tool that bills itself as “The Standard&# for influence measurement. The more I look at it, the less I like it.

Why Klout matters. A lot.

grow - Practical Marketing Solutions

Yes, this is a real invitation. If you hate Klout … and you probably do … try to take a deep breath and read ahead with an open mind. And, unlike every other blogger on the planet it seems, I’ve come to the conclusion that this is a very important development. In fact, a historically important development. Never has. Never will. Klout can be “gamed.&# Even me. Nothing more.

Social Media is Lowering Our Content Standards

Digital B2B Marketing

Sharing has ceased to be an endorsement of the quality of content. Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling. ie “LOVE this post! …&# or “+100 RT …&# ). The rules are at best guidelines, and nobody is requiring you to share mediocre content.

50 (of the) Best Social Media Guides, Tips and Insights of 2011 (So Far)

Webbiquity

Social media marketing has gone well beyond the hype stage and is now mainstream business practice. Still, questions remain: how do I use social media most effectively across the enterprise? Which social media monitoring tools should I use? What should I monitor for? How do I use my time and resources most effectively? What social media developments and trends should I be watching? What to do?

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.

20 of the world’s most clever Twitter bios

grow - Practical Marketing Solutions

Last year I started “collecting” great Twitter bios and kind of got hooked. When I decided to publish “The All-Time Best Twitter bios,” and “The 20 Funniest Twitter Bios,” readers of {grow} seemed to get hooked too! So here we are with the third edition. These are all real Twitter bios … @MichaelACaruso. I’ve learned I don’t know anything.

Three reasons social media marketing favors small businesses

grow - Practical Marketing Solutions

I’ve spent some time this week attending a few online webinars and catching up on my blog reader and I noticed an interesting trend. The conversations, research, presentations, and case studies focused entirely on large corporations. Look through the success stories in your blog reader. Coca-Cola. And of course the ever-present Zappos. Is anybody paying attention to the little guys? Get it?

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.

Can you make money managing social media?

grow - Practical Marketing Solutions

In a blog post almost two years about the best business idea for social media marketing , I made a prediction that I think stands up. I said that there would be increasing demand for out-sourced social media management and content farms that would pump out low-cost, low value content in a Wal-Mart kind of way. I’m not not saying this is recommended or ideal! ” Medium-sized companies.

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.

Measuring the Immeasurable

Paul Gillin

My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion. it also got me several e-mails from companies that claim to have built a better mousetrap than Klout. I haven’t reviewed these tools in detail just yet, but it appears that influence is a red-hot topic in PR and marketing circles right now. TopazPartners.com.

12 Tweetable Statistics Prove B2B Social Media ROCKS

PWB Marketing Blog

Know B2B social media fact from fiction. Fiction: Social media offers limited value to B2B marketers. Fact: 86% of B2B companies are using social media. B2B companies are absolutely using social media to generate leads , connect with customers, and reach business goals. We compiled twelve tweetable facts about the prolific use – and success – of social media among B2B marketers.

The New 4 P’s of Marketing

It's All About Revenue

by Brian Kardon | Tweet this You know the saying: You go to college for an education, and then spend years trying to un-learn everything you were taught. It’s hard to name a field that has faced as much disruption and change as marketing. It’s our attempt to spice up the stodgy principles of marketing. Here are the 4 New P’s of Marketing you’ll see throughout the syllabus. Personality. Publishing.

The hidden costs of social media conversation

grow - Practical Marketing Solutions

It’s all about the conversation. Have you heard that a thousand times? It’s a ubiquitous mantra of the social web to the point where sometimes I think it takes over as the ultimate goal. It’s not the goal. The goal of any organization is to increase shareholder value … a.k.a. make money. Even non-profits. What is the future of the social media “conversation?” Marketing, interrupted.

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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 Salespeople Hate Most White Paper Leads

The Point

How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? Wrong. It’s the offer. Even a well-written white paper, by a respected author, on a hot topic of vital interest to your target audience, can still generate leads your salespeople will consider “junk.” Then your offer should have as broad appeal as possible.

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9 attributes of the best thought leadership content

Chris Koch

Some time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. The best thought leadership pieces are bold and attack conventional wisdom. Differentiated. No “me too” ideas allowed. Relevant. Timely. Has a narrative. Demonstrates mastery.

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A broken heart for the social media community

grow - Practical Marketing Solutions

My friend Trey Pennington , one of the most popular figures on the social web, committed suicide today. I have been trying to figure out how to deal with this tragedy. I’ve been pushing it down, pushing it down. I want it to go away. But I decided that not writing something would be cowardly and a disservice to a man who has helped me and so many people around the world. In a car. In a bus.

Oops! I made this Social Media mistake. How about you?

grow - Practical Marketing Solutions

By Stanford Smith, Contributing {grow} Columnist. Many passionate and hardworking social business operatives are making a business-killing mistake. Proud of their impressive Twitter followings, Facebook crowds and Klout scores they are lulled into a false sense of security. The rude awakening often comes when they try promoting their product to their audience. Their error is simple. It’s easy.

A Content Formula for Complex B2B Organizations

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

The Ultimate Truth About Klout and Influence

Conversionation

An analysis of Klout, the use of it and the concept of influence from the Klout and social network perspective. Let me start by disappointing you. I do not know the ultimate truth. I just wanted to grab your attention. That’s what you do with a post title now and then. However, now that you’re [.]. Opinion Social media marketing Eloqua influence Joe Fernandez K+ Klout Klout score PeerIndex

Social Media — Just flirt with me, won’t you?

grow - Practical Marketing Solutions

Guest post by {grow} community member Krysia Hepatica. As a newly-divorced mom, being both back on the dating scene and trying to establish a new career, my life has been anything but dull. Because I was married at such a young age, I missed out on a lot dating and the drama that goes along with it. I also missed out growing a career because I was home raising babies. Several, actually. Say hi.

Influence of Buyer Perceived Value (BPV) on Buyer Behavior and Decisions

Tony Zambito

Image by Will Lion via Flickr In my recent article, Buyerology: The New Science of Understanding Buyer Behavior, I introduced the concept of Buyerology and the need for a renewed focus on understanding buyer behavior in the Social Age.

How Social Media Overtook Legacy Media

Sazbean

How Social Media Overtook Legacy Media. On September 3rd, 1786, a man from Peter’s Creek, Pennsylvania wrote to his local newspaper, commenting that “I see by your last paper that you have not been crammed with news.&# The Pittsburgh Gazette had been printing the news since July 29th of that same year, but Gilbert Gichen was the first to have his comments on the newspaper published for other readers to see. In the New Media era (social media, blogging, online journalism), Gilbert Gichen’s contribution seems somewhat trivial. How the Switch to New Media Impacted Business.

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.

Integrating RSS Feeds, LinkedIn, Facebook, Twitter, and Google+, a Primer for Managing your Social Media Time Efficiently

NuSpark

I’m taking a break from the usual material on lead generation strategy and tactics to do a post on managing my social media time. If you’re like me (and if you’re not, read this anyway), you’re looking for ways to monitor social media and blog feeds without jumping around to multiple platforms. We’re all busy, and am sure we have our own methods to monitor, share, and comment on the tweets, posts, blogs, and updates we receive each day. So I did a little research, and with the help of some tools, I think I am closer to my vision. First, my toolset: RSS Reader from Google. Google Chrome.

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Integrating RSS Feeds, LinkedIn, Facebook, Twitter, and Google+, a Primer for Managing your Social Media Time Efficiently

NuSpark

I’m taking a break from the usual material on lead generation strategy and tactics to do a post on managing my social media time. If you’re like me (and if you’re not, read this anyway), you’re looking for ways to monitor social media and blog feeds without jumping around to multiple platforms. We’re all busy, and am sure we have our own methods to monitor, share, and comment on the tweets, posts, blogs, and updates we receive each day. So I did a little research, and with the help of some tools, I think I am closer to my vision. First, my toolset: RSS Reader from Google. Google Chrome.

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11 Twitter Tips for Building Business Relationships

PWB Marketing Blog

More and more businesses are jumping into Twitter to find new customers and connect with current ones. The word’s out that Twitter builds relationships – but many businesses get it wrong. Twitter has unwritten rules of engagement. If you don’t follow the norms, you can be a turn off – losing your chance at building a relationship with a prospective customer. Know the norms on Twitter.

The Blog Tree: New Growth. Fruit for Your RSS Feed [Infographic]

It's All About Revenue

by Joe Chernov | Tweet this A couple weeks ago, I attended Content Marketing World , where I presented on the business value of infographics. Although the conference was chock full o’ content marketing goodness, one line rang most loudly: “You’ve gotta go through the eyes to get to the brain.”. Michael Stelzner of Social Media Examiner delivered that gem as he riffed on the importance of design.

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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.

Infographic of the Week: The NEW Marketing Trifecta [INFOGRAPHIC]

Ad Your Comment Here

For this week’s infographic by Flowtown, we take a look at the digital space of marketing. Check out how companies are utilizing Mobile Devices, Social Media, and Email to promote themselves. Infographics social media infographic infographic of the week Marketing

Three Dangerous B2B Social Media Mistakes

PWB Marketing Blog

Social media is more effective when you’re not making mistakes. Mistakes are costly. The best case scenario is you get nervous because management is breathing down your neck for bottom line results. The worst case scenario is you get fired for making a social media mistake. Social media investment is expected to increase among B2B companies (Source: Worldcom Public Relations, 2011). Wrong.

What Moneyball Teaches Digital Marketers About Winning

Buzz Marketing for Technology

“Adapt or Die” – Billy Beane. Moneyball , a book by Michael Lewis and now a movie starring Brad Pitt, is an amazing story of how Billy Beane, the then Oakland Athletics General Manager, chose to abandon baseball’s collective wisdom and applied what many considered to be “outsider” thinking to develop a winning team. When everyone’s way isn’t working for you, find your own path. We’re card counters.

What is Thought Leadership and Why Do you Need It?

B2B Marketing Insider

These were some of the questions asked recently at the #profschat back on September 16 th by @MProfsEvents and the good folks @MarketingProfs. During the one-hour “tweetchat” that occurs every Friday from 12-1pm EST, there was a great dialogue on the definition, the need and the value of Thought Leadership. I’ve been discussing the need for Content Strategy in B2B Marketing for some time now.

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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.