Sat.Dec 13, 2008 - Fri.Dec 19, 2008


Trending Sources

Can a social media strategy boost your lead generation efforts?

B2B Lead Generation Blog

came across a blog this weekend that reinforced my thoughts. This post, written by Christian Fea , CEO of Synertegic, Inc., started off with a this statistic that he found on Twitter had around 3 million people visiting the site in 2008, and it grew 640% between November 2007 and November 2008. Ok, so how do we harness all of social media’s potential and use it to build a lead generation system? Well, I’ve started to use my Twitter account a lot more, and I’ve found some productive uses for the application: Sent mini survey question and got answers quickly. Offer actionable advice.

Brands that Tweet

Buzz Marketing for Technology

There has been a lot of discussion lately about whether or not brands should be on Twitter. Quite frankly I really enjoy and appreciate some of the brands that I follow on Twitter because they give me news about their brand without me having to go find it. Brands need to think before they tweet!

Share your marketing 'wisdom' with Sherpa readers worldwide

B2B Lead Generation Blog

I wanted to be sure to let you know that MarketingSherpa is gathering content for its seventh annual “wisdom report.” It’s a great opportunity for you to share your top 2008 story – and get back lessons learned from colleagues worldwide. Marketing Wisdom from the Field Report” will be published in January and distributed free to all MarketingSherpa readers. Here are a few suggestions for ‘wisdom’ stories: -Test campaign that worked better (or worse) than anticipated. Deadline for quotes for the ‘wisdom report’ is December 31. Here’s the link: [link

Don't Stop B2B Marketing During The Holidays

Smashmouth Marketing

As regular as Halloween and football, this time of year Green Leads usually hears the following questions from both new and existing clients. Why should we do appointment setting during the holiday months? Plus it's Q4, who has time for introductory appointments anyway?" Here are some points to ponder and they are relevant to all marketing programs, not just to appointment setting. The general message is to maintain momentum and take advantage of the time of year, not to shy away from it. Play offense when everyone else is in the huddle. We'll get to it in Q1 : Why wait? Go into offensive mode.

150 Content Marketing Tips

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

6 Ways to Get Sales to Adopt CRM Systems

Digital Body Language

As refined as today's CRM systems are, they suffer from an age-old problem; sales rep adoption. They have come a long way in terms of usability, configurability, and universal access, but the problem still remains. The good news is that we as marketers can help to tackle that problem, and in doing so, gain a lot of goodwill with the folks over in sales management. How can you do that?

Decorative Cakes and Social Media Policy

Digital Body Language

I just happened upon a friend of mine's blog. She does incredibly ornate, customized cakes for special occasions. Fun stuff like Mini Coopers, McDonald's Happy Meals, cowboy hats, etc. And I know for a fact that she does not have dedicated web team creating content. So why is it that getting into social media is so difficult for many companies. Minimal rules, just guardrails. link].

How to Prevent List Attrition yet Drive Event Attendance

Anything Goes Marketing

This week's blog post was inspired by an idea by Yaro Starak over at who suggested to look for blog ideas by scanning Facebook groups. decided to do a quick scan on Linkedin instead and found a great topic on email marketing. How often do you email your customers and do you have a format that eliminates multiple emails to the same contacts within a short time frame?

Pam O'Neal on How Companies of All Sizes Can Start a Social Media Marketing Program

Smashmouth Marketing

Pam O'neal and I have had the pleasure of talking recently as I was advising the micro lending sotry/non-profit One Hen on the virtues of SEO and Social Media. I had seen Pam's story on Marketing Sherpa and thought she would be a great person for them to meet and having been following Pam on twitter, I tweeted her up and made the connect. But it does take a fare amount of care and feeding.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation – and yet, many assets fail to provide true ROI. Download the eBook to avoid the three top problems that keep content from living up to its potential.

Fresh off the presses

Digital Body Language

I just received the final, final, final proof copy of the layout for my upcoming book - Digital Body Language. We're sending it to the print on demand presses tonight, and I should have a copy in hand within a week. Exciting times, to be sure. Also a good time to look back on the overall process for creating it. I had only a limited idea of what I was getting into when I agreed to write a book, so for anyone who is considering it, here's what it actually entailed. November 20, 2007: original idea formulated and discussed. Nothing like pressure. February-March: Here's where the fun began.

Five Ways PR Will Adapt to the Next Generation Newsroom

Marketing Edge

Time 30:05. What would a newsroom look like if you built it from scratch today? That was the question answered by a project sponsored by the Knight Foundation and conducted at the Chronicle, the student newspaper of Duke University. It was led by Chris O’Brien, who in addition to being project manager for the Next Generation Newsroom, is a business columnist for the San Jose Mercury News. The beauty of this project is that it’s not just research and concept; the blueprint of the next newsroom is now a proposal being considered by Duke University. Paul, MN, food shelter. Please stop.

What I Learned in Kindergarten about B2B Marketing

Digital Body Language

There's a lot about B2B marketing that can be learned in kindergarten. Like sharing. It's all the same except that the currency has changed from chocolate bars and those little packages of cheese and crackers to information. As a provider in the space, you (hopefully) have something to share in terms of your insights, ideas, best practices, and advice, and you definitely have something that you want in terms of an opportunity to share your value proposition with the right audience who may eventually become buyers. Don't ask for 15 fields of information because you "might" need it.

Simplifying Demand Generation Usability Assessment: No Obvious Answers

Customer Experience Matrix

My feelings are hurt, people. No one has commented on last week’s post about usability measurement. know it’s not the world’s most fascinating topic but I really wanted some feedback. And I do, after all, know how many people visit the site each day. Based on those numbers, there are a lot of you who have chosen not to help me. Oh well, no grudges here -- ‘tis the season and all that. I’m guessing the reason for the lack of comment is that the proposed methodology was too complex for people to take the time to assess and critique. Fair enough. But who would believe them? Forget it.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

What Obama's Campaign Can Teach about B2B Marketing

Digital Body Language

The folks over at the Jaffe Juice blog had an interesting post regarding Stephen Geer, Obama's lead email marketing strategist's presentation at the Email Insiders summit. It got me thinking about the similarity between their highly effective strategy for a Presidential campaign, and the approach required to be a highly effective B2B marketer. See the full blog post here: [link] They used a "3 M's" strategy, Messaging, Mobilization, and Money. think their approach has some great lessons for us B2B marketers looking to connect with an audience. Only then do you get to the last M - Money.

Chris Brogan: "Empower the Users" (Prospects)

Smashmouth Marketing

Chris Brogan 's recent blog post, Your Lead Generation Methods Have to Change hits on a topic that we all need to be reminded of: The new lead generation shifts your methods as a marketer from “talk about your dumb product” into “empower the users.” That, by the way is the nugget of this whole piece.) The lead process used to be “beat people with information until your sales person closes them.” Now, it’s a little bit more about relationships with products and companies. Look at Dell’s Digital Nomads. They are all about helping out a certain niche of prospect. They’re not selling. It’s perfect.

How Marketers Can Help Salespeople Succeed with Large Companies


Many technology products are sold to large companies or organizations, yet marketers are often insulated from the day-to-day challenges of that sales activity. Jill Konrath's book Selling to Large Companies is an essential

Enable Sales & Marketing with Buyer Persona Scenarios

Tony Zambito

In our new dynamic world, where nothing stays the same for any long periods of time, the difference competitively may be in the ability to anticipate.   Many successful corporations have stayed ahead of the pack due to their ability to read the market and anticipate how their customers will behave.   In sports, accuracy is tied to anticipation.   For example, an All-Pro quarterback is often touted for his pinpoint accuracy.   Buyer personas give us a good snapshot of buyer background and attributes as well as relevant goals and motivations.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

Smashmouth Review - ConnectAndSell, Off to the Sales 2.0 Races

Smashmouth Marketing

If new clients for your business is a pure numbers game, then you have to look at ConnectAndSell. This is one Sales 2.0 offering that I have to rave about! friend of ours recommended CAS a year ago and at first were reluctant. It seemed like a predictive dialer/call center offshore mashup and didn't resonate and for the price seemed like it would be questionably worth it. But then over the summer a good client of ours told us they were achieving results with it (thanks Char!). So we finally gave it a shot. It's INTENSE and I don't recommend more than a 2 hour session at a time. Need I say more?

Sales 2.0 - Call for Beta Testers

Smashmouth Marketing

This is shameful self promotion, but there is value in it to the readers, so I figured it passed the litmus test enough for me to write about it. Ok, it's meetings 2.0™. Green Leads is introducing a new product/service next year and are trying to test it with a small group of sales and/or marketing folks. The service is a Sales 2.0 It doesn't matter if it was internal or an external, but we are hoping to compare the service results and feedback to past experiences. We will be offering the beta test in two phases - alpha/beta. The alpha will be at no charge to the testers.

B2B Marketing Testing to Optimize Lead Generation Results

B2B Lead Generation Blog

Discovering and knowing what really works and what doesn’t for lead generation is essential for every marketer. The best way to discover this is through the process of testing. Personally, I’ve met only a handful of B2B marketers who are consistently testing their offers to optimize them and generate leads more effectively. In the interview, Hunter shares best practices for increasing conversion via testing , building a universal definition of a lead, and using testing to discover what works.

Giving Sales an "Out"

Digital Body Language

Any of us who work with longer sales cycles have experienced the leaky funnel. Laura Ramos at Forrester talks about it a lot, as do most other luminaries in B2B, and at Eloqua, it's one of the most common things our clients ask us about. So, as marketers, what can we do to "plug" it. not a simple task, as leads leak out of the funnel for so many reasons; interest wanes, priorities shift, or sales connect too early or with someone without enough pull to get something done. Mostly, these leads just go quiet. So, how do we as marketers help?

Content Strategy for Marketing

Learn about the benefits and key considerations in developing a content strategy for marketing that's sustainable, scalable and sale-able.

A Modest Proposal for Demand Generation Usability Measurement

Customer Experience Matrix

As Tuesday’s post suggested, my thoughts on usability measurement have now crystallized. To provide a meaningful and consistent comparison of usability across demand generation vendors, you could: 1. Define a set of business scenarios that must be supported by the system. Each scenario would describe a type of marketing campaign and the system tasks required to run it. These tasks would cover system set-up, materials creation, campaign design, execution and evaluation. Some tasks would be common to several scenarios, while others would be unique. small sample is below. sigh**. per year?

7 More Things Few People Know Anout Me (and even fewer care)


Paul Jahn over at the LocalMN Blog has tagged me, along with a few other people I need to get to know, in the spirit of the holidays, to write seven things that most people don't know about me. So here goes: 1. This proves that both sides of brain work (or at least that they are equally dysfunctional). 3. My original career aspiration, however, was to be a rock star. That's it!

B2B Marketing Confidential: Creative Destruction of the Demand Chain

B2B Marketing Confidential

By David Bradley, MarketBridge. As senior leaders in B2B companies evaluate their alternatives for competing in this time of crisis they will be confronted by a choice of merely surviving, or leveraging disruptive forces

Getting More Out of Each Click, Part 2: Docmetrics


It's a widespread and persistent quandary for marketers, particularly B2B marketers who use white papers as a lead generation incentive for response : on the one hand, if you place a contact form in front of your content, you'll get a very low conversion rate (on average, 95% of visitors will simply leave the site, and one-third of those who remain will enter bogus information). Printing it?

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.

Best of 2008 (So Far) - Website Design, Part 2


What are the most important factors to consider when designing (or redesigning) a website? Where should you start? How can you ensure that your site works well on mobile devices as well as conventional browsers? Which tools can help make your efforts more productive and effective? The 4 Essential Elements of Web Design by Spinfield Designer Jason Nester offers highly practical advice (i.e.

Don't Waste the Client's Time!


In the midst of a recession, we can expect a significant increase in the number of sales calls as firms scramble to find work. Poor clients! Let's face it, most sales calls are a waste of the client's time. Here are a few of the classic time wasters: Glad-to-meet-us sales calls. I'd like to come by and introduce you to our firm. Drive-by sales calls. Touching base sales calls. You're there to help.


WMC Interviews: Anne Holland


Over the past three years, I've had the honor of interviewing many brilliant marketers, including Laura Ries , bestselling author , blogger and TV personality ; Mike Schultz , president of the Wellesley Hiils Group ; and Janine Popick , co-founder and CEO of hosted email marketing platform VerticalResponse. Here's our discussion. WebMarketCentral (WMC): Thanks so much for your time today, Anne.

The Best of B2B Search Marketing 2008

Proteus B2B Marketing Blog

Articles and blog postings on B2B search marketing are often hard to find. At Search Engine Land, we’re fortunate to have a stable of experts who regularly contribute great content and make the Strictly Business column a success. But during the year, I’ve found a lot of other great content, too. chose 30 of [.].

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 B2B Search Marketing Blog Posts 2008


Articles and blog postings on B2B search marketing are often hard to find. But during the year, I’ve found a lot of other great content, too. chose 30 of my favorite B2B search and internet marketing posts from 2009. To that I added three of my own articles that were especially popular or [.].