2011

Savvy B2B Marketing

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B2B Fail: Confessions, Apologies, and Questionable Motives

Savvy B2B Marketing

Confession. Last week I did something really embarrassing. unwittingly became a spammer. Oh gods of marketing, social media, and E-mail forgive me. knew not what that click would do. should have dug deeper. should have checked references. ” Ewww. The road to hell is paved with good intentions. Who wouldn’t like a few more referrals? Some emailed to ask if the message was spam.

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?

What I will tell my kids about jobs

Savvy B2B Marketing

In his essay How will you measure your life? Clayton Christensen shares with his students a set of guidelines that have helped him find meaning in his own life. Second, how can I be sure that my relationships with my spouse and my family become an enduring source of happiness? Third, how can I be sure I’ll stay out of jail? Though the last question sounds lighthearted, it’s not.

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Sales Enablement 101: Treat Salespeople Like Customers

Savvy B2B Marketing

We're pleased to present this guest post by Jody Canavan, president of Launch International. If you're tasked with enabling your sales force, read on for ideas you can glean from successful demand-generation initiatives. For more than two decades, I've made my livelihood supporting salespeople. They sold my stuff because they knew I'd make sure they knew theirs. Nurturing Sales.

150 Content Marketing Tips

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

4 Steps to Creating More Effective Content From the Buyer's Perspective

Savvy B2B Marketing

We're pleased to present this guest post by Craig Rosenberg, aka The Funnelholic. Read on for Craig's insights into what it's like to be a B2B buyer. Author's note: I write this blog post with the sole purpose of becoming an honorary “savvy sister.” ” The most amazing thing happened to me recently. once watched a webinar with my colleague Chris Jablonski.

If Content Marketing is the Titanic, Could Low Marketer Confidence be the Iceberg?

Savvy B2B Marketing

We're pleased to present this guest post by Tom Pisello, also known as The ROI Guy. Read on for Tom's ideas on how marketers can regain confidence in -- and prove the value of -- their content marketing efforts. After two economic downturns over the past decade, most executives are scrutinizing budgets much more closely, and marketing is no exception. Engagement Quality. Sales Lead Quality.

6 Ways To Win As A B2B Social Media Turtle

Savvy B2B Marketing

This week's guest post is by Billy Mitchell, president of MLT Creative based in Georgia. Read on for the first in his multi-post series on how to succeed with social media marketing. My B2B marketing agency is often tasked with assessing the social media landscape for new clients and prospects. Others, let’s call them the turtles, are taking their time and moving very slow or not at all.

How to Fascinate -- and Better Connect With -- Your Audience

Savvy B2B Marketing

I’ve previously written about how marketers can deliver better white papers by applying the “triggers for compliance” laid out in Robert Cialdini’s Influence: The Psychology of Persuasion. Now I'm going to share new triggers that marketers can use to their advantage. Let’s walk through how marketers can use these triggers to better connect with their audiences.

Personality: The Missing Ingredient in B2B Marketing Today

Savvy B2B Marketing

We're pleased to present this guest post by Jeff Ogden (aka @fearlesscomp ), explaining how to use personality to engage prospective buyers in your products and services. “No one cares about your products and services except you.” according to David Meerman Scott, author of The New Rules of Marketing & PR. The implications are profound for sellers of products and services to other businesses.

Savvy Week in Review - January 21

Savvy B2B Marketing

I f you are in the northern states, are you feeling that winter doldrum hit? If so, indulge yourself by staying inside, drinking a hot cup of joe and catching up on some great reads from around the web. Have any other favorites? Let us know in the comments! Happy Friday, everyone! Ardath Albee shares her fantastic list of questions for evaluating your options. Should Your Content Be Behind Forms?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Top 10 Rules of B2B Blogging from DemandCon Social Media Panel

Savvy B2B Marketing

I had the great privilege last week, at the inaugural DemandCon event, to share the stage with Kristie Wells , Founder and President Social Media Club, Chris Kovac , Director of Social Influence Nicholson Kovac and Mike O’Neil , The LinkedIn Rockstar for a panel discussion on Social Media. Here is a copy of the presentation that I promised to all the attendees. Don’t do it!

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Analyzing the Competition Where It Counts

Savvy B2B Marketing

As a former competitive analyst in technology marketing, I know how critical it is to keep your finger on the pulse of competitors’ activities, announcements, and positioning. But to get a true sense of just how well they stack up, organizations should assess their competitors in three areas: Idea marketing. Content marketing. Buying experience. How the Buying Experience is Evolving.

4 Reasons to Use More Numbers in Your Writing

Savvy B2B Marketing

We're excited to present this guest post by Tom Pick , who has been named one of the 50 most influential B2B marketing thought leaders, a Twin Cities Top 10 Titan in Social Media, and a B2B Marketer to Watch by the American Marketing Association. Read on for his thoughts on the power of using numbers in your writing. newspapers, and heaven forbid—books! Numbers get attention. Go ahead.

6 Ways to Align SEO With Your B2B Content Marketing Strategy

Savvy B2B Marketing

While keyword research provides the foundation for every search engine marketing initiative, content marketing delivers results. In fact, there is a direct relationship between a successful search engine marketing and content marketing strategy. This post highlights six ways to apply tactical SEO strategies to ongoing content marketing initiatives. Optimize Key Page Elements. Meta descriptions.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Six Mistakes to Avoid In Selecting a Marketing Automation System

Savvy B2B Marketing

We're pleased to present this guest post by David Raab , who specializes in marketing technology and analysis. Read on for insights into the right way to choose a marketing automation system. Marketing automation systems have reached that magical moment when people start to want one without knowing exactly how they’ll use it. Here are some errors to avoid along the way. 1. Not really.

Create and Deliver Content Like a Publisher to Accelerate the Customer Buying Process

Savvy B2B Marketing

We're pleased to present this guest post by Jim Burns of Avitage. Read on for insights into how one B2B company mindfully repurposes its content. The concept of re-purposing content is maturing. If you're ready to take your content process to the next level, you could realize significant opportunities if you leverage your time, effort, resources and content. Re-imagining in Action.

Savvy Survey - Do you repurpose content from other blogs?

Savvy B2B Marketing

Coming up with orginal content for a blog 5 days a week is hard! We at Savvy know because there are 6 of us and even with the strength of numbers we often recruit guest posters, crowdsourced posts and our Friday Wrap Up to give our blog readers new information each day. We realize that "borrowing content" to fill space is often utilized in the blogging world.

4 Lost Copy Opportunities that Handicap Your Brand

Savvy B2B Marketing

The devil is in the details. One rotten apple ruins the crop. chain is only as strong as its weakest link. There’s a reason these sayings have become cliché – they’re based on truisms, and these truisms hold in business as much as they do in Life. The Big Things are important, but the details can have just as much impact on a person’s overall impression of your brand.

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.

Prospects DO Judge Your White Paper by its Cover

Savvy B2B Marketing

I’ve written quite a bit about white papers in my blog posts because they are one of the key content assets I develop for my clients. So I’m always on the lookout for new research and insights into how to magnify their effectiveness. That's why this study from IDG Connect caught my eye. The first cover was a standard, common cover design with a title and author name.

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Establishing A Formal Approach to Thought Leadership: Interview with Chris Koch

Savvy B2B Marketing

In March, I attended ITSMA’s road show on Thought Leadership Marketing: Moving from Ideas to Revenue. caught up with Chris Koch, Associate Vice President, Research and Thought Leadership for ITSMA, to dig down further into the topic. 1. What are the concrete steps to selecting the right issues to focus on and prioritizing ideas to develop for a thought leadership program? Why is this ?

Four Things That Cause Marketing & Sales Misalignment and How to Fix Them

Savvy B2B Marketing

We're thrilled to present this guest post by Carlos Hidalgo of The Annuitas Group. Read on for his prescription of how to fix the ails plaguing sales and marketing. Marketing and sales alignment continues to be a major challenge for B2B organizations. Just last week, Forrester released a report showing that only 8% of organizations claim tight alignment between marketing and sales. But it isn’t.

Why Design Matters in Content Marketing

Savvy B2B Marketing

I’m pleased to present this interview with Margery Stegman of Schenkel/Stegman Communications Design. Margery created a fantastic design for the eBook. wrote for AG Salesworks last fall. Here she shares thoughts on the important role that design plays in content marketing and how marketers can get involved in the design process. Q. Why is design is such a critical element of the content that companies publish? A. Design is critical for numerous reasons: Not everyone reads the same way. some want to skim for the top message while others want to dive in deep. 65% of people are visual learners.

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.

B2B Marketers: Have You Localized Your Content Plan?

Savvy B2B Marketing

If one thing has become clear, it’s that IT professionals search online for information to support their buying decisions. And understanding their online preferences and habits is critical to connecting with these prospects. But it’s a mistake to think that these patterns are transferable across geographies. That’s why marketers should be eating up this latest research from TechTarget.

Basic Training For B2B Social Media Turtles: Research & Preparation

Savvy B2B Marketing

In a previous post , Billy covered the first step in five-step plan for B2B social media marketing success: listen and learn from experts in your industry. Here he explains the second step: research and prepare. Many B2B marketers have fallen behind at using social media, but I say it’s never too late to make it a viable part of your marketing mix. Research Fundamentals.

Discovery Process: The Do-Not Neglect First Step to Creating Fabulous Content

Savvy B2B Marketing

We're pleased to present this guest post by Dianna Huff, the president of DH Communications, Inc. Read on for insights into how to build a solid foundation for content development. while ago I got pulled into a project as part of a larger brand marketing effort. My task was to create messaging and content. How will you measure success? How do people hear about you? How long is your sales cycle?

4 Things Content Marketers Can Learn from The Onion's Editorial Process

Savvy B2B Marketing

Several weeks ago I was listening to a This American Life podcast in which their host, Ira Glass, took an inside look one of the editorial meetings at the The Onion. I was fascinated to learn that for every 16 stories in their bi-weekly paper, they brainstorm 600 headlines. While this level of editing isn’t feasible for most B2B content marketers, there is a lot we can learn from The Onion ’s editorial process. Hat tip to The Beaverton Style Guide for this nice set of articles directly related to this.). How the process works. As content marketers, what can we take from this?

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

Savvy Speaks: White Paper Writing Best Practices

Savvy B2B Marketing

These days everyone has a white paper or an ebook they'd like you to download. What makes a white paper stand out from the crowd? The Savvy Sisters have some ideas. Jamie. It solves my problem. not your lead gen problem - but my problem. They see these content marketing pieces as glorified sales brochures where they get to beat their chests and talk about all their gnarly features. Michele.

4 Smart Ways to Repurpose Content

Savvy B2B Marketing

While your kids may turn their noses up at hand-me-downs, and your sweet significant other gives the thumbs down to left-over pot roast, there is a magical place where reusing, recycling and repurposing is a good thing. You guessed it – it’s in the B2B marketing world. But you have to be careful. You should really read that article before you start reusing. Use it on your website.

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Want to be Essential and Memorable? Teach Your Prospects!

Savvy B2B Marketing

I have always been someone who leaped before I looked. Impulsive, I believe is the word my teachers wrote on my report cards. Then in 6 th grade I had a wise but gruff old science teacher who made me slow down and watch experiments. He let me fail by trying to rush them but never got angry. He would just hand me a new set of supplies and tell me to start over. The Subject Matter Expert.

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Keeping Content Fresh: 7 Ideas for Group-Managed Blogs

Savvy B2B Marketing

This past week, a few people have mentioned to me that they are embarking on group blogging. In fact, we just received a comment from someone who is starting a blog: “Our biggest challenge will probably be publishing a continuous flow of interesting posts seeing everything is done on a volunteer basis.” ” Ah, yes, that is a huge challenge! Provide a list of topics. Get feedback.

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.

Savvy Week in Review - June 17

Savvy B2B Marketing

School may be out for summer for the kids, but there is no lack of idea sharing from the B2B marketing community! Here are some of our favorite posts from the week. And if you're a Dad in the US, enjoy your Father's Day weekend! The Problem with Content Marketing [infographic] by @juntajoe. The five stages of content-marketing grief by @ tomcopy. Don't make this mistake.

The rench in marketing - making way for dyslexics

Savvy B2B Marketing

As someone who has worked as a Special Education Advocate, it's pretty clear that more and more kids are showing signs of dyslexia in the classrooms. What was rare years ago, is now considered a common learning disability. Rather routine. We don't know if the reasons for this are environmental, genetic, or simply that we have better ways of diagnosing, all we know is. Symptoms vary.

Savvy Week in Review - February 18

Savvy B2B Marketing

It's been a tough winter for many us. Which is why we in the Northeast (and in other areas) are deeply appreciating this spell of mild weather. It's amazing how much lighter and inspired it you can make you feel! The same holds true for the favorite posts we're featuring this week. Hope some of that good feeling rubs off on you after reading them! Classic. Those naughty Facebook people.

How Can We Perfect Social Media?

Savvy B2B Marketing

We're thrilled to present this post by Joe Chernov , Director of Content for Eloqua. Read on for Joe's thoughts on what's needed to elevate the effectiveness of social media and interactions (and check out his presentation from the Social Media Insider's Summit). How can we perfect social media?" Impossible, but also kinda fun. And it was held in Miami. So I did. Here’s a summary. It’s a mess.

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.

Savvy Toolkit: A Content Marketing Case Study Filled with Practical Ideas

Savvy B2B Marketing

Late last year I had the pleasure of speaking with Joe Chernov , the Director of Content for Eloqua. In addition to be an exceptionally smart and nice guy, Joe had a ton to share on how they launched their content marketing campaign last year – in just a few months. My conversation and emails with Joe resulted in this case study I wrote for the Content Marketing Institute. In fact, I have !