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Tips on Leveraging B2B SEO During the Recession


Many people have a “set it and forget it” approach when it comes to SEO. But if you have a good site (in terms of organic search), you should be taking advantage of it—especially during these tough economic times. SEO remains one of the most cost-effective marketing strategies, especially over the long haul. If your site [.].

Demand Generation Overview

Customer Experience Matrix

As I promised (threatened?) in my last post, I've been furiously writing articles to explain demand generation for the new Guide Web site. I just finished #2, the not-very-creatively titled "Introduction to Demand Generation Systems" and posted it there. I won't recap the piece in detail, but am pleased that it does contain pictures. Anyway, you probably knew all that. But I do like the pictures.

My Top 5 Blogging Outreach Mistakes

PR Meets Marketing

The posts that I learn the most from are by those who are willing to show their mistakes and what they’ve learned. This not only humanizes them but also makes us feel just a little bit less stupid! . While there are a lot of posts about how to pitch a blogger, I thought it would be an interesting twist to list the top five mistakes I’ve made a la Letterman style: .

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

Marketing Automation vs. Demand Generation: What's the Difference?

Customer Experience Matrix

One of the first people I told about the new Guide to Demand Generation Systems -- an experienced database marketing consultant, no less -- was receptive to the Guide but asked whether there was any real difference between "demand generation" and "marketing automation" in general. This set off all kinds of alarms, since this was someone who clearly should have been familiar with the distinction. As with most things, my immediate reaction was to write up an answer. All this is on top of the piece I was in the middle of writing, on how to cost-justify a demand generation system.

The Branded Experience Delivery Process


Want to get something done in the A/E business? Manage it like a project. That's my standard advice when confronted with almost any kind of corporate initiative. Need more sales? Make it a project. Need to increase profitability? Make it a project. Need to improve client service? Same answer. The vast majority of A/E firms do neither. There's no planning, little process, few standards, no metrics.

B2B Market Sizing on the Cheap

B2B Marketing Confidential

With budgets being cut for marketers, the core jobs still remain. One of the first things anyone doing marketing needs to understand is the size of the market. This isn't complex segmentation by any means. It's based on "observable"

B2B Pipeline Optimization

B2B Marketing Confidential

Interesting case study available on [link] on pipeline optimization for Siemens Medical. Basically, the idea was to take a look at pipeline performance and benchmark against best-in-class competition at each stage

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.

LinkedIn B2B Surveys - Will They be Social?


Essentially, companies that want to conduct market research among difficult-to-reach B2B and IT decision makers will now be able to slice and dice profiles of LinkedIn's large member base to reach groups with very specific attributes. But it seems to me there may be an opportunity missed here. Among the top reasons people join are to get recognition and to form new relationships.

Fishing for B2B leads? Choose the right bait.


Fishermen (fisherpeople?) choose their bait based on the type and quantity of fish they hope to catch. On the lakes of Minnesota, worms and small leeches are great for catching sunfish, and if find a good spot, you can catch a lot of them in a short time. However, it's likely that you'll also end up throwing many of them back because they're too small to be "keepers."

"How to Choose the Right Marketing Analytics Partner?" Buy a.

B2B Marketing Confidential

BtoB has a thing in the October 13 issue about "how to choose the right analytics partner." " The summary factors for decision making are: 1. Industry expertise 2. Skills and resources 3. Process 4. Cultural fit 5. Intellectual property

Delivering the Branded Experience


At the core of your firm's brand is what the client experiences working with your firm. So how much time and money do you spend on enhancing the quality of the client experiences you deliver? If you're like the overwhelming majority of firms in this business, it pales in comparison to the investment made in your technical capabilities. What is the branded experience? Predictable experience.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.

B2B Marketing Confidential: Predicting Growth Companies for Sales.

B2B Marketing Confidential

A lot of companies are looking for ways to find the highest potential customers and cover them more aggressively. This is really a key tenant of predictive modeling in the B2B arena--if you can find the customers that

Small Business Branding: 10 Most Important Branding Terms to Know

Smart Marketing

I don't usually do this, but I thought I might throw this open to you out there. I'm searching for the 10 most important branding terms to know these days. My criteria would be it 1) must be a popular term used in everyday branding work and 2) it must be an important facet in the art of branding. Here's my list of the 10 Most Important Branding Terms to Know. Value Proposition. Brand Equity. Differentiation. Brand Attributes. * Key Messages. Targeting. Segmentation. Core values. Integrated Marketing Communications. Metrics. Which am I missing