Sat.Apr 11, 2009 - Fri.Apr 17, 2009

Industrial Marketing Today

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Is social media effective for B2B lead generation?

Sales Lead Insights

I’m probably biased, but I believe the primary objective of business-to-business marketing is driving sales of the company’s products and services. Of course branding and awareness are also roles that can be played effectively by B2B marketing, but from my point of view these are only supporting roles—secondary to the primary objective of helping drive sales. Yet many of these same companies eventually come to the realization that not every prospective customer is ready to buy now. What’s all this have to do with social media? about a survey they recently conducted. Not bad!

Why the Contact Washing Machine must be In-House

Digital Body Language

As B2B marketers, we all deal with the same reality; we receive a continuous stream of dirty data, but yet realize that success requires us to work with clean data. wrote some time ago about the Contact Washing Machine concept, a data cleanliness program that standardizes and normalizes data within a B2B marketing platform.

Lyzasoft: Independence for Analysts and Maybe Some Light on Shadow IT

Customer Experience Matrix

Long-time readers of this blog know that I have a deep fondness for QlikView as a tool that lets business analysts do work that would otherwise require IT support. QlikView has a very fast, scalable database and excellent tools to create reports and graphs. But quite a few other systems offer at least one of these.* See my post What Makes QlikTech So Good for more on this.)

Strategy and Tactics in B2B Marketing with Social Media

Digital Body Language

The world of B2B marketing is changing. A lot. Many of us have been in conversations where we discuss the tactics we are using, and how they add up to an overall marketing strategy. I've been in a lot of these discussions too, and the general definition of what makes a marketing strategy leads to an interesting discussion. The honest truth is we don't know. None of us do.

150 Content Marketing Tips

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

Review of FormAssembly Form Builder

LeadSloth

On this blog I primarily write about integrated Lead Management systems , rather than small tools. However, in a previous post I wrote about a project in which I’m replacing a full-blown Marketing Automation system with tools that add on to Salesforce.com. You can simply add form fields to the form, position or group them, and get a live preview. Advanced Features. Submission of the Form.

Can B2B Marketing be Fun?

Content Marketing for BI

I was reading an interview with Charlie Todd of Improv Everywhere on SmartData Collective the other day and what I read and saw was “FUN!”. Improv Everywhere says they create chaos and joy in public places. First they get your attention and then they make you smile. When is the last time you did something silly? How about the largest game of Twister?  . Initially, you see the typical moving crowds.

Smarter marketing at IBM: Big Blue's latest green consulting launch

Reputation to Revenue

Pardon me for talking about IBM yet again, but the company continues to impress me with its ability to ride the green wave with intelligent and high-potential offerings. The latest example is last week's announcement of a new Sustainable Procurement consulting offer.  Marketing Lessons At the same time, the initiative points to a powerful reminder for B2B marketers in today's challenging economy.

Carrotmobs make my night

Reputation to Revenue

Triple Pundit almost always brings a smile to my face, and for that reason is one of my favorite blogs by far. The group blog highlights the three "p's" of sustainable business -- people, planet, and profits -- and highlights a steady stream of optimism-inducing stories about both creative startups and long-established corporations doing well by doing good. And it sounds really fun!

NewComm Forum Conference

Leader Networks

I am speaking at the 5th annual NewComm Forum April 27th - 29th in San Francisco, CA about Enterprise Community Best Practices and am also offering a SNCR Fellow Strategy session - a 2 hour individualized planning session for your enterprise community. You'll have the opportunity to sit down with an SNCR Fellow (me or my esteemed Fellow peers) to design your social media strategy. Together we will build a social media plan to address key questions such as "How will you build social media into your communications program? How will you sell it to your organization and its leaders?

Learning from Gen Y

Reputation to Revenue

MediaPost , one of my favorite sources. launched a new blog recently, Engage: Gen Y , and the first few posts are already capturing my attention. Today's post  suggested five simple rules for "snagging consumer 2.0" and they are well worth pondering even in the rarified air of high-end B2B solutions, where Gen Yers are still mostly consigned to support roles outside the orbits of purchase decision makers.  The rules are these: Authenticity Trumps Celebrity. Niche is the New Norm. Bite-Size Communications Dominate. Personal Utility Drives Adoption. Consumers Own Brands. No hype allowed.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Bring marketing into the account planning process

Chris Koch

We’re always hearing that marketing and sales should be better aligned (whatever that means), but I see little practical advice about how to do that beyond the usual change management stuff. I don’t discount the importance of change management, but sometimes you need something more concrete—something that marketing and sales can do together that gets them working closer together without people noticing it so much. Our research shows that we may have found something: account planning. For a company’s most important (i.e., biggest) accounts, good account planning is essential.

Twitter posts

B2B Lead Generation Blog

Via [link]. 16:14 The challenge today is not in generating leads, but more in truly connecting with them. That's why lead nurturing matters. #. Automatically shipped by LoudTwitter

define the title you want

B2B Lead Generation Blog

This is the TEST shipment you asked for. 22:29 I couldn't find a tweet to post for loudtwitter # 22:29 So I posted this. Automatically shipped by LoudTwitter

Seamus Culligan of Hunt Adkins

Marketing Edge

Albert Maruggi. President Provident Partners. Senior Fellow Society for New Communications Research. www.providentpartners.net. amaruggi@providentpartners.net. Office 651-695-0174. Cell 612-325-8126. Twitter.com/AlbertMaruggi. Sent from iPhone. Mobile post sent by AlbertMaruggi using Utterli. Replies.

Study: How Much of Your Content Marketing Is Effective?

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

LeadLife Mixes Advanced and Simple Features

Customer Experience Matrix

I have my little checklist of features to define whether a demand generation system is suited for simple or complex marketing programs. You'll find most of the list in our report on Vendor Usability Scores on the Raab Guide site.) Sadly, some vendors didn't get the memo and have built products that straddle my categories. Consider LeadLife. One way to explain this particular mix of features is to note that LeadLife’s founders previously sold sales automation software. Many of LeadLife's strengths and weaknesses are typical for sales automation systems. My point exactly.

Synopsys: Centralized Marketing Communications

Digital Body Language

Large organizations whose marketing groups have grown organically over time can often have fairly disparate functions, content, and databases. To bring those distributed marketing efforts into a central marketing database can often be an interesting challenge. Mital Poddar at Synopsys walked me through how they had tackled that centralization effort when I chatted with her during the writing of Digital Body Language. Synopsys: Centralized Marketing Communications Synopsys is a world leader in software and IP for semiconductor design and manufacturing.

Is social media effective for B2B lead generation?

Sales Lead Insights

I’m probably biased, but I believe the primary objective of business-to-business marketing is driving sales of the company’s products and services. Of course branding and awareness are also roles that can be played effectively by B2B marketing, but from my point of view these are only supporting roles—secondary to the primary objective of helping drive sales. Yet many of these same companies eventually come to the realization that not every prospective customer is ready to buy now. What’s all this have to do with social media? about a survey they recently conducted. Not bad!

PivotLink: Flexible On-Demand Business Intelligence

Customer Experience Matrix

I did a Webinar recently ( click here for slides ) about on-demand business intelligence systems, sponsored by Birst. It boiled to two key points: - most of the work in business intelligence is in assembling the underlying database, even though the term “BI systems” often refers to the query and reporting tools (a.k.a. the “presentation layer”). vendor strategies to simplify BI include: using simpler interfaces, automation or pre-built solutions to make conventional technology easier; or using inherently more efficient alternative technologies such as in-memory and columnar databases.

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.

5 Essential Questions to Ask Before Hiring Your Next Web Builder

Content Marketing Today

If you don’t get good answers, keep looking. If you are a big corporation, you may have plenty of in-house talent or can afford to spend a lot of money to outsource the rebuilding of your website. Even if you are a small organization with a limited budget, there are lengthy of technically and graphically talented folks who would love to work with you. Your customers crave great content.

Embarq’s 2nd Attempt to Get My Business Back: Even Worse than the First!

Content Marketing Today

Their first effort tried to play the cute, sympathy card with an actual card. Now they imply its my fault that I bailed on them and trash the company they wrongly assume got my business. But, did they give up? No, now they are starting to sound irritatingly desperate. Here’s their headline: We don’t blame you. We blame the cable company. What’s wrong with this approach? We went to Vonage.

Here’s a Terrific Low Cost Way to Share Your Great Work and Ideas with Prospects Online

Content Marketing Today

Phillywordsmith, Emily Sheetz, puts Google Docs to work with a simple, but engaging online slide show for her small business. There’s plenty that I love about the web. Discovering new people from whom I can learn is one of the most rewarding. The Question to Ask, Ask, and Ask Again to Get to Your Product’s Soul. Now, I found something else that’s pretty cool on her site.

Social Media - Expertise Without Experience?

WebMarketCentral

In most areas of life, experience with a particular field of endeavor is considered a vital component of expertise. If you needed surgery, for example, you'd probably prefer to have it done by someone who had performed many surgeries before than by an individual who'd merely read quite a bit about medicine. Their overconfidence in unproven ability can doom social media initiatives to failure."

PR 1

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.

Best of 2008: SEO Tools, Part 2

WebMarketCentral

What are the best tools for analyzing your website text? How can you view your website the way search engines see it? Which URL shorteners work best? How can you use free Google tools to benchmark your search marketing performance against your competition? the SEOworkers SEO Analysis Tool), readability ( TextAnalyser.net ), heading tag analysis ( Fangs ) and more.

Build Relationships on Principle, Not as Strategy

E-Quip

If your firm is among the enlightened ones, no doubt you've been talking about the importance of pursuing client relationships rather than merely projects. The latter is a common trap in our business. Technical professionals are usually more adept at sizing a pump or footing than sizing up a client's personal peculiarities. We target prized potential clients. We write capture plans.

Increasing Marketing ROI: The Top 5 Tips from our B2B Thought Leaders

Modern B2B Marketing

Increasing. marketing ROI is on every marketer's mind in today's business climate. As such, a common question I asked in the B2B Marketing Thought Leader Interview Series is "What is your advice for Marketers striving to increase marketing ROI?". Here are the Top Five Tips to increase marketing ROI, courtesy of our B2B marketing thought leaders: 1. Be Found — "According to a. recent study by MarketingSherpa, 80% of B2B purchasing decision makers say that they found the vendor when they were ready to buy, rather than responding to a vendor finding them," answered WebMarket Central's Tom Pick.

Me 2.0: A Guide to Building a Personal Brand Online & Beyond

Marketing-Gimbal

Dan Schawbel recently launched his new book Me 2.0. In it, Dan introduces the reader to the idea that in the 21st century you really need to think about building, and enhancing your personal brand via online and offline methods.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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