December, 2011

Marketing to Business Executives Blog

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Choosing the Right Topic for Your Content Curation Initiative

Marketing to Business Executives Blog

Pawan Deshpande’s post on Crafting the Perfect Content Curation Strategy  raised the important issue of how one chooses the right topic for a content curation initiative. The topic choice drives actions and investments. Moreover, Moreover, the topic lays the foundation for engagement and becomes the focus for reputation building. Pawan points to three factors to consider in selection of the right topic: competitors’ content strategies, the volume of content on a subject, and audience interest.  These three are definitely important. But some refinements are in order.

Top Eight Reasons B2B Marketers Use Content Curation

Marketing to Business Executives Blog

Reason 1:  Many of the marketers who have stepped into curation on an enterprise basis are thinking about getting closer to their customers by providing an information service that draws people with similar interests and keeps them coming back. Marketers view content curation as a social as well as a content initiative. Visitors often click through to the company website.

Finding the Information You Need Quickly, Reliably and Cost-Effectively

Marketing to Business Executives Blog

Someone raised the question on Quora a month ago:  Would most users rather have content delivered to them based on interests or by their social connections?  Then Arnold Waldstein started a Conversational Rant a few days ago on his blog, pointing out that he would like to “parse my world by conversations, by topic, by trusted connections daily.” ” Then Romain Goday of Darwin Ecosystem  laid out  five different approaches to content curation : Expert approach: curators. Crowd approach: popularity. User behavior approach: personalization. Relationship approach: social graph.

Today’s Rant: Why Marketing is Harder — and More Fun

Marketing to Business Executives Blog

A salesperson who is face-to-face with a prospect can vary his or her dialogue to accommodate the prospect’s needs and interests.  The salesperson knows the company size, location and industry as well as the prospect’s role and stage in the buying cycle.  She can assess the prospect’s level of knowledge and fill in gaps.  Most importantly she can use the prospect’s responses to guide the discussion. Get comfortable experimenting, acting on partial information, and adjusting course as they find new information. Select and properly use appropriate technology.

150 Content Marketing Tips

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

Best Facebook Marketing Tips, Techniques and Tools of 2011, Part 1

Webbiquity

You know the statistics : Facebook is the most popular method for sharing online content. It’s approaching one billion users worldwide. 85% of B2B journalists are on Facebook. 61 of the world’s 100 largest companies maintain Facebook brand pages, as do 71% of B2B firms. Three-quarters Three-quarters of North American advertising agencies say their clients run PPC campaigns on Facebook.

The anti-prediction of 2012 social media predictions

grow - Practical Marketing Solutions

This is the time of year for predictions and it’s all starting to sound like yada-yada to me. Probably you too? But how many bloggers go back and actually let you know how they did with last year’s predictions? Lets’s start there, and then I will add four surprising 2012 predictions of my own at the end. Google+ will not be the Facebook killer. Doesn’t matter. Grade = A +.

Cool & Useful Sites for the Holidays

Paul Gillin

The folks at the Webby Awards sent along a super-helpful list of Web resources to use over the holidays. They range from social shopping to gift recommendations to real-time TV and music sharing. While I was familiar with several of these sites, I hadn’t heard of gems like Yap.tv, Wantful and Trippy. Definitely bookmarkable. The descriptions below were provided by the Webby Awards. 1.  Skype . Video chatting is now a standard activity for most Internet users – in fact, earlier this year, Skype reported that their users log 300 million minutes of video calls daily. Google+ Hangouts.

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48 Ways to Measure Social Media Success

Webbiquity

Ultimately, as Olivier Blanchard has pointed out repeatedly , social media marketing has to demonstrate an ROI (though he acknowledges the questions have to be made more specific). In the b2b world, the “R” is generally leads (website call-to-action conversions) with some monetary value applied to them. But it’s crucial to the social media ROI debate to recognize that “R” is an end-of-the-process measure. There are numerous in-process measures that may be impossible to tie directly to ROI, but are nonetheless critical in producing that final “R” value. Most of these are easy and free to track.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Brian Solis on Digital Darwinism and Customer-Centricity

Conversionation

As you probably know, Brian Solis published a new book a while back, called ‘The End of Business as Usual’. Since it’s an ideal time to catch up with my reading before going underground for the end of the year, I asked Brian some questions that are related to the ideas he develops in it.  [.]. Blog Connected marketing Customer-centricity Interview Social media marketing Brian Solis customer-centricity Digital Darwinism new consumerism The End of Business As Usual

2012 Content Marketing Trends for Manufacturers and Industrial Companies

Industrial Marketing Today

I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI). This report is chock full of statistics and graphs about B2B content marketing. In this post, I want to focus on some of their findings that I feel apply to content marketing for manufacturers and industrial companies. That’s not the only good news for blogs.

32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program

NuSpark

Everybody does list-format blog posts this time of year.  Thought I’d give it a shot as well, running through a master list of “resolutions” as preparation for improving your inbound marketing and lead generation strategies for 2012 and beyond.  Consider these as the stepping stones for optimal business growth by aligning marketing & sales, and developing a content strategy designed to generate leads and nurture them into sales. Process: Set your lead generation campaign goals. How many qualified leads. Cost-per-lead. Inquiry-to-lead conversion rate.  Revenue-per-lead.

Aha! Marketing Leaders Reveal Their Most Powerful Marketing Insights from 2011

B2B Lead Generation Blog

Tweet At the B2B Summit 2011 in San Francisco, Daniel Burstein, Director of Editorial Content at MECLABS, asked me and a few other attendees to reveal our most important “aha” moments in 2011. Our responses are compiled in the video below; hearing what my colleagues had to say produced even more “aha” moments for me, and I’m sure they will for you, too. In fact, this will be well worth investing nine minutes to watch if you want a serious dose of inspiration and insight. Everything I thought was true wasn’t.” There are huge companies that are just as green as the startups ,” he confesses.

How To Generate ROI (Return On Interesting) With Content Marketing

B2B Marketing Insider

Lately I have been having some very passionate discussions about the best place to start in Content Marketing. Do you start with products, personas or topics? You have heard me rant before about the biggest marketing mistake when we use our website and too much outbound promotion to just talk about ourselves. So you can eliminate product as the starting point. The Basic Argument. Test, test, test!

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.

A Primer on Website Visitor ID and Smart Form Technology for Lead Generation

NuSpark

There’s a technology available that identifies company and prospect visitors to your websites, landing pages, and forms.  Long available within marketing automation, these programs complement sales and lead scoring efforts, by allowing you to capture intelligence and follow-up with firms visiting your digital destinations. Analytics packages do this all the time to measure website performance. 

Sazcast Episode 35 – Twitter Analytics with Dave Peckens

Sazbean

Twitter Analytics – Why, What & How to Measure Your Efforts on Twitter with co-host Dave Peckens. Show notes. Here are the links we discussed in the podcast: HootSuite. Bit.ly. Twitalyzer. SproutSocial. PeerIndex. CoTweet. Twitter Grader. Wildfire Analytics. Klout. 10 Twitter tools for better social networking (Webdesigner depot). Subscribe to the Sazcast podcast: Subscribe in iTunes.

Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day. Many of these changes, like the well publicized rounds of Google’s Panda updates, are designed to remove ways companies have found to game Google’s search results. So how do you keep up with all the changes Google makes? Think Twylah. 5.

Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day. Many of these changes, like the well publicized rounds of Google’s Panda updates, are designed to remove ways companies have found to game Google’s search results. So how do you keep up with all the changes Google makes? Think Twylah. 5.

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.

Getting found on LinkedIn: how keywords can improve your visibility

Savvy B2B Marketing

Today's Post is provided by journalist and e-copy writer; Lisa Jackson. **. LinkedIn may have started out being a job board, but it has become a powerful B2B marketing tool for freelance professionals and others. It is a strong resource for making connections with people and businesses, leading to increased sales for you. Are you in the top 10? Are you on the first page of search results?

B2B Blogging and Video Takes Off

It's All About Revenue

by Jesse Noyes | Tweet this Some might say 2011 was the year of social media in b2b. But according to a survey released this week, it might have been the year of the blog. The survey found that blogs saw an 27% increase as b2b content marketing usage tactic this year over 2010, with 65% of respondents claiming they use blogs as part of their content marketing strategy. Want help from the experts?

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Marketing Automation Skills are Scarce: Strategies to Close the Gap

Customer Experience Matrix

The marketing automation industry continues to grow quickly, with many vendors announcing their client bases have more than doubled in 2011. But there’s also a growing realization that many marketing automation systems are used for only simple tasks – often no more than email, landing pages, and CRM integration. Surveys, like this one from IBM , show many obstacles to successful deployment.

5 Ways New Buyer Behaviors Will Affect B2B Marketers in 2012

Tony Zambito

Changes in buyer behaviors continue to march on as new social technologies take root into the mainstream of B2B businesses. 

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.

The A-Z Guide to B2B Lead Generation

NuSpark

I thought I’d have fun with this post and attempt to explain key principles of lead generation and inbound marketing in an A-Z glossary format.  Feel free to challenge me with your own list or a replacement term for one of the letters.    Here we go: A-    Analytics.   All activity of the lead generation process needs to be measured via a robust analytics program.  Specific dashboards exist to manage each step of the funnel; from prospect attraction to conversion to lead close.  By optimizing website and landing page traffic; conversion lifts will increase. B-    Buyer Personas. 

10 Ways to Use Social Networks for B2B Marketing

Webbiquity

Social networks are essential for expanding your web presence —not only for creating social signals now a key component in search engine rankings, which makes your website and blog easier to find in search, but also by giving you more places to be found online. Creating your profile on each of the major social networks is a first step, but just that. profile alone won’t get you much. As with most things in life, you’ll get out of social networks what you put into them. Interact (e.g., ask and answer questions). Recommend. Repeat. Plaxo). Create valuable backlinks for SEO.

Marking the 100th anniversary of the PR profession’s identity crisis

grow - Practical Marketing Solutions

I started my business career as a public relations professional 30 years ago. Since then I have morphed into new careers like sales, marketing, business development, consulting, and teaching, but there is a little piece of my heart that will always belong to PR. So I’m disheartened that the same tired questions about “what is PR?” Of course it is a profession. Calm down. Business.

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Connecting Thought Leadership to Lead Generation in B2B Marketing

Digital B2B Marketing

Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well. The problem is, registration and thought leadership are at odds with each other. Instead, thought leadership should be your door opener.

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.

Sometimes not having a strategy is the best strategy

grow - Practical Marketing Solutions

The importance of strategy is woven into the fabric of every consultation and class I teach.  I shout it from the mountaintops.  And yet, sometimes I break my own rules … and with good reason.  In a fast-changing competitive marketplace, sometimes not locking into a strategy is the best strategy. In my particular field, the dynamics are changing tumultously. Right And then there is {grow}. 

Klout rants are becoming a cottage industry

grow - Practical Marketing Solutions

Klout seems to be the blogger’s best friend these days.  Is anybody NOT writing about it? What’s driving the frenzy? Are you really serious about privacy? The biggest complaint about Klout (recently) is the fact that they have had some privacy breeches, most notably “opting-in minors” who were connected to people who had legitimately participated in Klout. Not one post.

How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment

B2B Lead Generation Blog

Tweet In the 2012 B2B Marketing Benchmark Report , 1,745 marketing organizations revealed that trade shows took up the biggest chunk of their marketing budget – over 21%. Yet, they only ranked fourth in marketing effectiveness, under websites, SEOs, and emails. suspect that part of the ROI problem may be due to improper prioritization. They need to do the same with trade shows. Booth visitors.

How blogging changed a life

grow - Practical Marketing Solutions

I was at a party the other night and was discussing some of my exciting current projects with a new friend.  He asked me: “Five years ago, could you have ever imagined you would be where you are today?” ” He probably didn’t get the answer he was expecting.  In fact, this question hit me like a punch in the stomach. You see, five years ago I was hopeless. Blogging. Personal

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.

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

This started as a post about Empathy Logic , a company that merges data from marketing automation, CRM, Web tracking, order processing, social monitoring, and other systems; lets marketers segment and select from this more complete set of data; and sends the resulting lists back to message delivery systems such as email and Web sites. So, yes, there’s a need for a company like Empathy Logic.

Five Ways B-to-B Marketers Need to Change Their Game

Biznology

Image via Wikipedia. The Internet has driven dramatic changes in business buying behavior.  Just as no one buys a car anymore without first checking prices and features online, business buyers now research and educate themselves online, months—even years—before ever seeing a sales person. In These days, the sales person has lost control.  But there’s more.  deliberate contact strategy.

Marketing IS Business: The Wisdom of Peter Drucker

B2B Marketing Insider

I have been using a lot of Peter Drucker quotes since I entered marketing over 18 years ago. And I have been using them a lot lately in this blog  here  and  here , and in many of the  presentations I’ve been giving. So I did some research and found this great paper  by Frederick E. Webster Jr., published in the Academy of Marketing Science in 2008. It encompasses the entire business.

Paper 99

The customer is the customer. Adapt or die.

grow - Practical Marketing Solutions

I’ve had a variety of sales jobs in my career and have dealt with some great people … and some world-class jerks. Not just difficult and demanding people, but unethical, bullying, liars at Fortune 100 companies. One time, a powerful VP demanded that my company buy-back $1.2 million of our material due to a cosmetic issue that did not affect the performance of their end product. Right?

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.