| | | Marketing Interactions | | | | 9 articles |
| Page 1 of 1 | Previous | Next | MARKETING INTERACTIONS JANUARY 22, 2012 6 Tips for B2B Vendors Becoming Publishers Judging by the amount of online noise being generated, the idea of publishing content is no longer considered to be an "edgy" proposition for many vendors. But noise isn't going to help you meet your goals. The thing about noise is that we've all become adept at tuning it out. There's just so much of it that we've had to develop the survival skill of discernment. We've become very swift judges of what's useful and what's wasting our time. Time we have precious little of with all the social media interaction, email, meetings and job responsibilities. | MARKETING INTERACTIONS JANUARY 24, 2012  Are Shorter Sales Cycles a Wake-up Call for Marketers? Marketing Sherpa's chart of the week shows the answer to this question. Please select the time period closest to the length of your organization's entire sales cycle, from first lead inquiry to purchase. In the commentary , Jen Doyle states that these results showing shorter sales cycles correlate to the lower deal prices Marketing Sherpa's annual benchmark survey also discovered. | | | | | |
| MARKETING INTERACTIONS JANUARY 31, 2012 Why B2B Marketers Must Address Status Quo When I do stategic planning workshops with my clients, we get into a lot of discussions about buying stages. Anyone who's followed me for a while or read my book knows that I always start very early in the process with the stage of Status Quo. My definition of status quo is the buyer's current situation. We get to that by answering questions such as: How are they doing what your product enables today? What workarounds may be in place that could be escalating pain? Why should they care about what you're talking about? What would get their attention? Period. End of discussion. | MARKETING INTERACTIONS JANUARY 5, 2012 Blogs Provide Versatility for B2B Content Marketing According to the B2B Content Marketing: 2012 Benchmarks, Budgets and Trends report produced by CMI and Marketing Profs, the use of blogs has increased to 65% from 51% in 2010. From an effectiveness perspective, the use of blogs as a marketing tactic increased by a whopping 45% during the last year. This is terrific news! For those of you who haven't yet jumped on the Blogging bandwagon, it's one of the easiest formats for content marketing. No waiting in the IT queue line. This means your content can be live when you need it to be, without worry, teeth grinding or trauma. | MARKETING INTERACTIONS JANUARY 12, 2012 B2B Content Marketing as Trojan Horse I sat in on the Content Marketing for Real Marketers webinar, with Joe Chernov and Rebecca Lieb , hosted by #CMI and Joe Pulizzi. Of course there were many great points made, but two of them stood out and prompted this blog post: Content draws 10X more media attention than product launches. Diminishing the brand representation in favor of the story enables it to spread. If you look at the first point, it offers proof that no one cares about products, but rather what they enable — which is what great content marketing is all about. get asked a lot how to increase engagement with content. | MARKETING INTERACTIONS JANUARY 8, 2012  Why I Use Mind Maps for Content Marketing Projects I'm often asked how I manage all the details of complex content marketing projects. My favorite tool for this is Mind Maps. Specifically, I use MindJet. whipped up a simple example to show you: If I was doing this for real, I'd have the persona where it says Content Map Example. build my content flows based on questions the buyer persona asks at each stage of the buying process. | | | | | | | |
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MARKETING INTERACTIONS | SUNDAY, JANUARY 15, 2012 The Art of The Ask in Content Marketing
When working on content strategies with clients, the question about which content should be gated always comes up. Content — great content — takes a lot of time, effort and resources to produce. It just makes sense that B2B marketers want people to pay for it with their contact info. Or does it? Regardless of how much has been said about giving to get, setting content free, and sharing without restraint, what comes up for many corporate marketers is that they're stuck in the cross hairs of corporate objectives that don't give them a lot of wiggle room. Is it worth the risk? Seriously? MORE >> -
MARKETING INTERACTIONS | WEDNESDAY, JANUARY 18, 2012 What Happens When Inbound Marketing Works?
The term "inbound marketing" is getting a lot of play these days as B2B marketers grapple with labels and learning more about how marketing practices are evolving — including the dynamics of content marketing. I'm not getting into what all that means now, but invite you to be part of The Great Marketing Conversation , on January 24th, if you'd like to delve into the nuances. With Robert Rose, Mike Volpe, and Marcus Sheridan, we're bound to stir up quite a discussion. What I do want to talk about in this post is what happens when your inbound content marketing works. MORE >> -
MARKETING INTERACTIONS | SUNDAY, JANUARY 29, 2012  The Content Marketing Continuum: Part 1
Online publishing has changed the game. Yes, the Internet changed everything. You've heard it before. But, what many B2B marketers haven't yet grasped is the shift from start and stop marketing campaigns to approaching online publishing as a Content Marketing Continuum. To make this shift, marketers need a framework, not just the ability to publish content. Marketers are under pressure to create a sustainable buyer experience that results in a profitable outcome. " - How Online Publishing Changes the Game. Topics covered include: Defining the Content Marketing Continuum. MORE >>
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