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Marketing to Influencers [#B2Bchat]

Marketing Finger

“Being good… is different than being worth talking about.” – Andy Sernovitz. Imagine you are tasked with, or involved in, a major purchase decision for your company. Where do you go to for information? Whose advice do you seek and which recommendations carry weight? As marketers, we understand value of word of mouth. Word of mouth is in our nature, and it’s powerful. How can we harness the opportunities before us to generate buzz, positive word of mouth, and new business referrals? Questions will include: Q. What are the best ways to identify influencers in your industry? Q. How? Q.

Why are so many B2B websites… boring?

Marketing Finger

I’ve worked with several website designs and website redesigns over the years, and one thing that always strikes me about B2B sites is how much they all look the same. With a few exceptions, you’ll most often find a polished, sterile, brochure-like presence which is sure to appease the discerning B2B buyer. But is this what is really needed? Why do B2B websites follow a similar pattern, and are there opportunities to break the mould and still be successful? We look forward to your input! Q. What are the first things that prospects look for on a B2B website? Q. Does fun mean unprofessional?

Is Quora Relevant for B2B Marketing?

Marketing Finger

It was just over two months ago that Robert Scoble gave an implicit endorsement for Quora, asking the question: Is Quora the biggest blogging innovation in 10 years? Quora , made available to the public in June 2010, was co-founded by Facebook’s former CTO Adam D’Angleo, and at first glance appears similar to LinkedIn Answers, Wikipedia, Focus.com or Yahoo Answers. But do we need another Q&A site? And why is Quora getting so much attention lately? In this Thursday’s B2Bchat, we dive into Quora’s role in B2B marketing. Q. Will Quora kill blogging? Q. What is the future of Quora?

Using Content to Reach and Engage Your B2B Audience [#B2Bchat]

Marketing Finger

You’ve heard it many times: Content is King. And in a world where B2B buyers go online to find answers to their questions, content marketing is central to any B2B marketer’s strategy. How do we best create, and leverage content to reach our audiences? Join us for our next #B2Bchat where we dive in to everything related to B2B content marketing: Q. What types of content are most effective in reaching a business audience? Video? Blog posts? Infographics? White papers? Q. What is the typical life span of content? Q. Who should write your content? Product team? Marketing? Outsourced? Q.

150 Content Marketing Tips

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

Content Marketing: How Companies are Doing It [Infographic]

Marketing Finger

Why do companies pursue content marketing, and how are they doing it? A new Infographic from Marketo and ColumnFive Media reflects the growing importance of content marketing, and gives us some insight into the specific tactics being used today. Here are some of the highlights: Companies with over 1,000 employees use an average of 9 content marketing tactics. B2B marketers allocate approx.

Blogging in the Social Media Ecosystem

Marketing Finger

Photo credit: Scott Beale / Laughing Squid. Okay, so you’re sold on the value of having a blog for marketing purposes. In fact, as a B2B marketer, you have probably been at the blogging game for three or four years now. But how have social media changed the way you blog ? Are you getting everything you can out of your corporate blog? Do your Twitter and Facebook followers read your blog?

How to Achieve Enchantment, by Guy Kawasaki [Infographic]

Marketing Finger

In his latest book titled Enchantment , Guy Kawasaki covers the principles that individuals and businesses can apply to achieve personal and professional success. If you don’t have time to read the book, or are looking for a nice refresher, look no further. Here is a handy overview in the form of an Infographic: How to Achieve Enchantment. marketing book Enchantment Guy Kawasaki Infographic

How to Turn Followers and Fans into Leads (and when not to)

Marketing Finger

One of the most evident goals of a social media program is to grow the fan base. Publish great content, develop a voice, reach out to others in social networks, rinse and repeat. But as social media becomes more accountable, marketers look for ways to generate leads throughout the process. So how do you best turn fans into leads? Should they be considered in the same sentence?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Review of Seth Godin’s Poke the Box

Marketing Finger

I recently had the pleasure of reading Seth Godin’s latest book, Poke the Box. It’s a nice, light read and something that can be fit into an afternoon visit to your favorite coffee shop. As with other Seth Godin books that I’ve read, the message first strikes you as self evident. “Of course this makes sense. Who wouldn’t know that?” There are two mistakes one can make along the road to truth.

Balancing the Demand Equation: a Twitter Chat with Adam Needles on his new book

Marketing Finger

There’s a brand new book that’s making waves in the B2B marketing community. Balancing the Demand Equation, by Adam Needles, addresses the strategy and tactics needed to succeed in modern business to business demand gen. Adam Needles is the Chief Strategy Officer at digital demand generation agency Left Brain DGA, and for our upcoming #B2Bchat, we’re joined by the author as he answers questions related to B2B marketing, demand generation, and his hot new book. Join us this Thursday, October 5 at 5:00 p.m.! To learn more, be sure to follow @abneedles and @b2b_chat.

What are marketers reading this summer?

Marketing Finger

The Fourth of July is just around the corner and for many of us, that means the official beginning of summer. With the new season come thoughts – or perhaps mere dreams – of lazy days ahead. Perhaps camping, road trips, flights to far away places, and time to catch up on some summer reading. What have you got packed away in your carry-on? Or on your Kindle? Or iBook? Why? Q.

How to Demonstrate the ROI of Social Media

Marketing Finger

As social media marketing matures from “something we have to do”, to “something we have to do well”, the question of social media ROI begins to rear its ugly head. But for the strategic marketer, the question may not be as intimidating. Join us for our latest online discussion with leading B2B marketers as we tackle the question: How to demonstrate the ROI of social media. Q. Pacific, 8:00 p.m.

Pushing the Right Buttons to Viral Video Success

Marketing Finger

This video crossed my radar this morning and I think it’s brilliant. wonder how many “push the button” spin-offs this will create? marketing social media video viral marketing

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.

Social Media Statistics for B2B Marketers

Marketing Finger

Here is a new, must-see video for B2B marketers interested in social media. It has been prepared by our friends at Earnest Agency in the UK. Of the stats presented, here some which are especially noteworthy: CIO’s could well be the biggest blocker to social media adoption. Fifty-four percent of CIO’s prohibit use of social networking sites while at work.

Do You Ping.fm?

Marketing Finger

How many social media sites do you update on a regular basis? Perhaps it would be better to rephrase the question as: How many social media sites would you like to update on a regular basis? Ping.fm is a useful aggregation service which allows you to do just that: post content simultaneously to a large group of social media sites. Twitter. WordPress. Tumblr. MySpace. LinkedIn. Delicious.

What Apple is Doing to Beat Microsoft and Google

Marketing Finger

Apple Study: 8 easy steps to beat Microsoft (and Google). View more presentations from Ouriel Ohayon. I’d like to share this fantastic presentation by French consulting firm faberNovel , a study on how Apple has maneuvered itself successfully in the market against Microsoft and Google.

Social Media Statistics for B2B Marketers

Marketing Finger

Here is a new, must-see video for B2B marketers interested in social media. It has been prepared by our friends at Earnest Agency in the UK. Of the stats presented, here some which are especially noteworthy: CIO’s could well be the biggest blocker to social media adoption. Fifty-four percent of CIO’s prohibit use of social networking sites while at work.

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.

What is Google TV?

Marketing Finger

The product managers at Google TV released a new video today explaining what Google TV is and what it may mean to you. On May 20, 2010, Google announced the launch of Google TV , a service which brings the Web and TV closer together. Here are some of the main features that Google TV will offer: Tune to channels or specific shows by conducting a text search. Record and play back shows.

Lead Scoring Best Practices

Marketing Finger

More and more B2B marketers are turning to lead scoring as a way of optimizing lead management. Many of us will remember when we used to process raw Excel lists, handing over hundreds of names with job titles and companies to our sales department, only to find that leads weren’t being followed up on. Here is a summary of the questions and comments, compiled: Q. What is lead scoring?

YouTube Turns Five

Marketing Finger

YouTube has reached a couple of milestones recently, including: more than 24 hours of video uploaded per minute. over two billion video views per day ( see the Mashable post ). YouTube also turned five years old a couple of weeks ago, and here is a video which celebrates its remarkable short history and growth.

How to opt out of Facebook’s new Instant Personalization Program

Marketing Finger

Over the past couple of weeks, a storm of angst has been gathering over Facebook’s new Instant Personalization Program. The program has been criticized by privacy advocates as many Facebook users are unaware that it now shares your personal information with partner websites, by default. Click on the Edit Setting button. That should do it.

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.

Measuring the Value of Digital Marketing

Marketing Finger

How do B2B marketers tackle the question of marketing campaign value? Do we make strategic decisions based on real, actionable data? With the firehose of data that is available to marketers now-a-days, it’s becoming increasingly difficult to find the information that truly matters. And this is especially true for B2B with their typically complex, drawn out sales cycles. Search (PPC and SEO).

PPC 2

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.

The Top 10 iPad Apps

Marketing Finger

It was just over two months ago that Apple CEO Steve Jobs unveiled the Apple iPad , the company’s new flagship product. As with the iPhone and iPod Touch, apps are going to be central to the iPad. Nearly all of Apple’s iPhone apps will run on the iPad, but there is also an emerging market for apps designed specifically for the iPad. The Elements: A Visual Exploration. OmniGraffle.

Predicting Twitter’s Success in 2006

Marketing Finger

Twitter Feasibilty Study Excerpt (2006) from 747 Media on Vimeo. When did you first hear of Twitter? Four years ago, could people have predicted the evolution of this micro-blogging site at its onset? Apparently, yes. The 20-somethings that were interviewed as part of a study by 747 Media were able to assess the power of Twitter quite accurately, even though they had never used it.

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

The More You Think About ROI…

Marketing Finger

What is the Return on Investment (ROI) of an ad campaign? How do you go about measuring it? Which attribution models work best for your sales process? These are some of the things I was working on this afternoon which led me to ponder the following relationship. As you start to think of the ROI question, it sounds very straight forward. Return on Investment = (Gain – Investment) / Investment.

Seth Godin Talks of the Lizard Brain

Marketing Finger

Seth Godin: Quieting the Lizard Brain from 99% on Vimeo. Why do humans abandon projects just before they’re finished? In this talk, recorded at the 99% Conference , Seth Godin explains how our fearful “lizard brain&# often gets in the way of success. Here’s a shout out to @w_chris_davies who first pointed out this talk to me.

To Follow Or Not To Follow: That is the Question on Twitter

Marketing Finger

You go through the ritual once every couple of days. Unless you have auto-follow, that is. How do you decide whether or not to follow someone back on Twitter? fielded the question on Twitter and here are some of the responses I got. CWarfield: shared interests; no spam or useless “eating a ham sando&# posts. walkerjill: but not tweet TOO MUCH! Looking at these, I consider: 1. Tweet volume.

Aligning B2B Sales and Marketing Efforts in Social Media

Marketing Finger

Marketing and public relations departments tend to be the ones driving social media within companies. But what about Sales? How can they best contribute to carrying the brand message and communicating with prospective customers? Join us for our upcoming #B2Bchat session on Thursday, December 16 at 5:00pm Pacific, where we’ll dive in to: Aligning B2B Sales and Marketing Efforts in Social Media. Q. What are the do’s and don’t's of posting for members of the sales team? Q. What can marketing can do to help the sales team be more effective with social media? Q.

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.

How Productivity is Killed

Marketing Finger

Thought-provoking insight on the contemporary workplace from Jason Fried, co-founder of 37 Signals and author of New York Times bestseller, Rework.

7 not-quite-predictions for marketing technology in 2016

chiefmartech

Most people suck at accurately predicting the future. I’m one of them. took my shot at the prediction hall-of-fame last year , predicting that Microsoft would spend more than $1 billion on acqusition(s) in the marketing technology space in 2015. thought it was a reasonably solid bet. So I earned a solid “F” on my one concrete prediction. ” (A). Martech is going mainstream.

The 9 Circles of B2B Marketing Hell

bizible

B2B marketing and sales is a drawn out process that takes months, or longer, to convert leads to customers. That extended timeframe means tons of touchpoints, multiple leads from single accounts, lots of nurturing, and too many opportunities to fall into marketing hell. But, if you know what to avoid, it’s much easier to navigate the marketing landscape and steer clear of traps. Think about it.

Why Context Is More Important Than Content In Marketing

Tony Zambito

Workspace by Universal Icons. The transformation to a digital economy has shifted behaviors considerably in the past decade.  Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. As a for instance, people today have no more than a 7 to 10-second span of attention when online.  Context Connects. Enjoy.).

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.