Sat.Apr 03, 2010 - Fri.Apr 09, 2010

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5 Steps to B2B Marketing Success

Everything Technology Marketing

By Holger Schulze Major shifts are taking place in B2B marketing that started a few years ago but have accelerated in recent months – in the marketplace as well as inside vendor organizations. Prospects and customers are becoming more sophisticated and better informed than ever before. Customers are are in the driver’s seat today. And today’s customers are busier than ever. Time to get ready

A top 10 of copy writing hates

B2B Marketing Online

Compelling copy is at the heart of any successful creative execution. So why do we see so many bad examples of copywriting when it comes to B2B marketing? It's as if briefs come pre-stamped with 'please talk to me as a big corporate machine rather than a human being'. This got me thinking about the things that I hate seeing in copy. All completely subjective - but it would be good to hear if others share my dislikes or have dislikes of their own. So here goes - a top 10 of copy hates : Exclamation marks - Sale! Vomit! This is one particular to my personal tastes. Can't button down a benefit?

Know When To Fold ‘Em

The CRAP Report

Ah yes – you know where that line comes from, don’t you?  While country music is not necessarily my go-to choice of music genres, I really love the song The Gambler by Kenny Rogers.  I love it for a couple of reasons, really.  Growing up, I can remember listening to it in my parents’ living room, on their 8-track player no less!  How does this relate to teleprospecting, though?  Get rid of them. 

Could Facebook become a Lead Nurturing platform?

Buzz Marketing for Technology

When you think of lead nurturing platforms you typically think of firms like Eloqua, Marketo, Aprimo, LeadLife, Market2Lead, Silverpop, even Salesforce.com is getting into the lead nurturing space. But Facebook? Element #2 – Email – the most critical element of a lead nurturing platform is email. Element #4 – Personas – from there you can compile a buyer persona with a minimal investment.

150 Content Marketing Tips

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

10 Things You Must Do for LinkedIn Profile Completeness

WindMill Networking

If you looked at 10 different LinkedIn profiles, you might see 10 different ways in which people have entered their details. The only way you get matched up and potentially completed is by having profile completeness.  So even if you are happily working, don’t you want to make yourself open to new opportunities should they come knocking on your door? Redefining LinkedIn Profile Completeness.

Top 25 Articles and 8 Topics in B2B Marketing for March 2010

B2B Marketing Zone Posts

Best of B2B Marketing. March  2010. Great stuff in the world of B2B Marketing for March 2010.  The following are the top items from featured sources based on social signals. What are the latest trends in search? Which industry segments are most actively discussed in social media? We’ve hit a new low: The shittiest social media marketing plan ever - grow - Practical Marketing Solutions , March 10, 2010 A local news and media company is getting into the social media consulting business.  You heard me right.  Step right up and getcha some! Here’s what I found. Socialnomics blog by Erik. Digg (43).

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Customers don’t care about Channels

Buzz Marketing for Technology

Let’s face it at this point social media has gone mainstream. Customers are not only surfing the web looking for information but more and more they are relying on social media to get their information. Your customers can seamlessly move from web to social to call center to your front door. But do you treat them the same in each channel? Do the owners of each channel interact with each other?

Cold Calling 101: The Monthly Campaign

Sales Prospecting Perspectives

A critical component to the success of any teleprospecting rep is a healthy regiment of cold calling. While qualifying inbound activity is also essential to hitting your goals, it is the cold calling activity that maintains the deep qualifying skills and habits of highly effective reps. For this reason, you should be running unique monthly cold calling campaigns with your reps. Here are the three steps we take when getting our monthly cold call campaigns started: 1. Get Specific - Take some time with your rep to define a special target for their monthly cold calling.

Wake up and Send More Email

Anything Goes Marketing

Social media is all the rage these days and I’m in complete agreement that it should be part of your campaigns but let’s not overlook the power of email and how it’s being underutilized by many organizations today. On the other hand, what you may find is that there are opportunities to send more relevant and timely email communications to certain segments of your database. Social media highlights.

Appointment Setting Vendors Can Reduce Carbon Footprint

Smashmouth Marketing

Someone asked me recently where the Green in Green Leads came from? It originally was a name that sounded great for a demand gen company, and "green" had lots of connotations: Money, greenfield opportunities and of course living green, which my wife Linda and I believe in and do our best to do our part. Last week's blog post sparked another discussion at a client meeting.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

List Building: A Pillar of Effective Teleprospecting

Sales Prospecting Perspectives

The key to any success is a strong foundation. good education will prepare you for your ideal job; a sturdy structure for a new building; and open communication for a strong relationship. The same theory applies when you begin your teleprospecting campaign. As spoken about in my webcast , before you start your calling efforts, you need to establish who your target market is, develop a strong value statement, and develop a list of contacts to call. List generation is one of the more crucial parts to receiving immediate success from your teleprospecting campaign.

New Buying Paradigm Not So New for High Tech Marketing

B2B Marketing Traction

Tweet. When I first read Geoffery Moore’s  Crossing the Chasm in the early 1990s, I was amazed at how well the author, then a partner at Regis McKenna, Inc. nailed what worked and what didn’t work in technology marketing. Back then, we didn’t have CTOs (Chief Technology Officers) – we had DP (Data Processing) Managers, then IS (Information System) Managers. Wrong!

BI’s Place in Sustainability Reporting

Content Marketing for BI

As some of you already know, I’m quite interested in the linkage between corporate sustainability, also known as corporate social responsibility or CSR, and business intelligence. There’s a very logical place for BI teams, processes, and technologies in CSR. CSR wraps the traditional, profit-making business efforts in ways that reduce their impact on both the environment and society.

Get Ready for the iBoard

Marketing Finger

I saw this image as a blog post comment yesterday and unfortunately can’t remember where I found it. If you know the copyright owner, please let me know so I can attribute it accordingly. This was just too funny to not share.

Study: How Much of Your Content Marketing Is Effective?

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

New Junta42 Top Content Marketing Blogs Released - Convince Converts

Junta 42

We are excited to release the eighth installment of the Junta42 Top Content Marketing blogs list. We started with 81 blogs in 2007. For this release, we individually reviewed more than 350 blogs on the basis of content marketing excellence ( click here for an explanation of how we review ). Special thanks to our lead researcher, Janet Robbins , who actually goes through each one of these blogs individually every quarter.  If you ever need a top notch research specialist, call Janet.  Click here for the entire Top 42 Content Marketing Blogs list (including all 350+). 13 IdeaLaunch.

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Is a Top-Down Prospecting Approach Necessary?

Sales Prospecting Perspectives

In an effort to keep things new here at AG, I always try to vary up our approach to traditional "cold-calling", with the primary goal of keeping things fresh. There are certainly core areas that we remain consistent with, but I've found that it doesn't hurt to take a slightly different slant on things because change is good with cold calling. If anything it prevents the monotony of banging away at the phone every day from eating away at our Business Development Reps. The beauty of this is it forces me to observe AG's calling approach and what, if anything, could use a little updating.

7 Content Marketing Tips from Five Guys Burgers and Fries

Junta 42

I just read an outstanding article in the April issue of Inc. Magazine on Jerry Murrell and Five Guys Burgers and Fries (I'll be going to my first Five Guys this week, so I'll keep you posted). As of this post, the electronic version was not available. Beside the fact that this is a must-read article for anyone in business today, I thought that Jerry's take on business has too many similarities when it comes to thinking about your content marketing (yes, I know, of course I made this link).  Here are my key takeaways: Keep it simple.   Never cut corners on content.

The email marketing classic FAIL

grow - Practical Marketing Solutions

“The essence of an exceptional technology public relations agency is not something that can be captured with words. Rather, it is something that must be experienced.&# — Tech Image website. To me, the blog would start looking like one of those jackets the NASCAR drivers wear. But I’m polite, especially when the folks think enough to write a personal note or even mention my blog.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Read this report to learn how B2B marketing professionals are developing strategies and programs to engage buyers in shaping opinion and sentiment about offerings. And learn how advocate marketing builds longstanding relationships that persist even when individuals move from one career opportunity to the next.

11 Ways the iPad can be used for B2B Marketing (aka a list of App Store apps all B2B Marketers should be using)

Modern B2B Marketing

Iphone Apps for B2B Marketing. Recently on LinkedIn the American Marketing Association posted a question about how Apple’s new  iPad can be useful for B2B marketers.  There were a lot of negative comments, saying there will be no use or impact.  I disagree.   . think the iPad will have a big impact on B2B marketing.  In some ways I think it will be similar to the impact of a Smartphone, but in other ways it will be much better.  Soon there will likely even be an app that pulls all these together so you can see everything happening in social media at once.  This will be useful on an iPad too. 

CPL 2

Hire, Train and Retain Top Talent #6 of Six

Your Sales Management Guru

In this last video blog, I share other tools that you can use to enhance your ability to be a successful sales manager. You can reach me at Ken@AcumenMgmt.com.

@chrisbrogan's New Marketing Experience, aka Inbound Marketing Summit: 5 Tips

Smashmouth Marketing

Next week I'll be speaking at Chris Brogan's New Marketing Experience in San Francisco. In a recent post, @chrisbrogan talks about the event: " One thing that’s different with my events than with other events: Every sponsor and exhibitor and speaker is someone we think has something to offer you. We appreciate their voice in our experiences. it’s a 1-day event. There’s no fluff. Don't cluster.

5 Tips For @chrisbrogan's New Marketing Experience, aka: Inbound Marketing Summit

Smashmouth Marketing

Next week I'll be speaking at Chris Brogan's New Marketing Experience in San Francisco. In a recent post, @chrisbrogan talks about the event: " One thing that’s different with my events than with other events: Every sponsor and exhibitor and speaker is someone we think has something to offer you. We appreciate their voice in our experiences. it’s a 1-day event. There’s no fluff. Don't cluster.

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.

Follow Friday Blog Post

The CRAP Report

In response to Chris Brogan ’s tweet and subsequent blog post about turning Twitter’s Follow Friday into a more expanded blog entry, detailing why you think people should follow your recommendations, here’s my entry – The CRAP Report’s #FollowFriday list: . Plus, he’s got GREAT taste in music.  . abneedles – Adam Needles , from SilverPop, offers fantastic data and stats on B2B marketing. 

The Marketing Dashboard imperative

Fearless Competitor

Today it’s imperative that marketers have metrics on the results of their marketing spend. Not only does it allow them to prove their value, but it also enables them to refine their allocations of spend as they see results. Is one source (blog for instance) a more cost-effective source of leads? Add more resources. Is something not working well, like PR? Take money away.

Savvy Week in Review - April 9

Savvy B2B Marketing

Here's a roundup of this week's thought-provoking posts to get your weekend started. Enjoy! ~ The Savvy Sisters How to Use Cliffhangers in B2B Marketing Content by @ardath421 Ardath Albee teaches us how to keep readers engaged by putting content out in stages Podcast on Blog Community Philosophy - by @markwschaefer Go behind the scenes of the popular blog {grow}. Did I mention he also cooks? Swoon.

Rebel Rant: Are They At it Again????

Phoenix Rising

RebelationsTV

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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.

Remedy for the Overworked B2B Marketing Director

The Content Factor

B2B Marketing Directors are particularly busy these days. While the economy shows signs of improving, they are skeptical and cautious. They will believe there's an upturn when their budgets and headcounts go back up. Until then, they are running as fast as they can on the tightest resources. read more.

Rebel Rant: Are They At it Again????

Phoenix Rising

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Mary Ann O’Brien at OBI Creative Sees the Big Midwest Picture

Marketing Edge

It’s one thing to rise within a small Midwestern company to international recognition, it’s another to return to the Midwest and create a new dynamic environment for others to thrive. Mary Ann O’Brien’s midwest roots grew with the success of Gateway computers during her marketing career with the PC giant where she became Executive Vice President for Marketing.

A Simple Technique for Reducing Bounces & Unsubscribes

The Point

It used to be said that the average US business mailing address (snail mail) changes once every 9 months. That’s individuals moving, not companies. The result: more hard bounces and unsubscribes. There is one simple technique, however, that can reduce the turnover. I was reminded of this lately when I changed companies (and email address) late last year. That’s crazy.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

Stepping Out With Your Brand Without Slipping Up

Savvy B2B Marketing

Say the word “tradeshow&# to a group of sales and marketing professionals and ask them for the first word/phrase that comes to mind. I got answers as varied as “booze-fest&# to “waste of time&#. Very few mentioned anything related to being a productive way to advance their brand. believe the problem comes in the lack of focus most companies give tradeshows. Tale of Two Groups.

How to Make your Content Work Harder for You?

Connect the Docs

I have invited Bett Hrusch to discuss about Repurposing Content. Beth is Senior Editor at Interact Media , a content marketing software company. Read on to get Beth's insights on how to creatively repurpose your content. Did you know that you are creating content for your business on a daily basis? Did you ever wonder what else you could do with it all? Auditory (hearing). Tactile (touching).

Inside HP Software Social Media

Marketing Edge

Time 21:13. Corporate America is getting comfortable with social media. Not every company, and surely not in every situation, but a year after the spike of Facebook and Twitter, and 18 months after social media contributed to the election of a President, social media is finding a spot in the processes of many Fortune 500 companies. The issue for many corporations is about process.

How companies miss the boat on experience

Fearless Competitor

The single most common requirement in a job description is industry experience.  If you don’t have banking, backup software, insurance, etc. experience, you need not apply. But in my mind, this is a BIG mistake. Experience Matters Not (or barely). My goal in this blog post is to explore why this is a red herring — a non-factor in most cases. In my long experience, the answer is no.

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.

Three Reasons Executives Should Invest in Customer Strategy Before Marketing Automation

Tony Zambito

Image by DavidErickson via Flickr. The temptation is enormous.   Each staff meeting is accompanied by a cacophony of demands.   Demands for sales force automation, marketing automation, social media platforms, content marketing platforms, lead generation programs, and much more presented with business case studies that appeal to the analytical side of business logic.