The B2B Research Blog

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The French are stubborn

The B2B Research Blog

The French are stubborn.  Germans are meticulous.  The British are intelligent. National stereotypes are not always fair and should be challenged.  However, they’re also powerful, resistant to change and widely held.  To illustrate, try the following.  Type ‘why do French’ into Google and look at the auto-complete options.  These include ‘…people eat snails’ and ‘…people stare’. . Try the same for British, Italian or any other nationality.  An amusing exercise but one with a serious undertone.  Google is smart.  This implies that phrases like these represent common perceptions.

Are B2B marketers neglecting their brands?

The B2B Research Blog

Every so often it’s healthy to reflect.  To identify learnings in success and take a pat on the back; to re-classify disappointments as valuable experience; then to focus on future ambitions with renewed energy. In doing so it’s sometimes useful to have a catalyst which supports the thought process.  That’s why in early 2009 Circle Research, in conjunction with ABBA and The IDM, launched The B2B Barometer. . A ‘state of the nation’ survey amongst B2B marketers which gauges economic confidence, benchmarks marketing activity and explores key trends. Through what they hear and see from you. 

Ten reasons to blog – even if nobody reads it

grow - Practical Marketing Solutions

 . Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Look at companies like General Electric who do an amazing job with their blog and yet have almost no “community&# or comments at all. There must be some good business reason they do it, right? . There better be. Do your competitors have a blog? This is valuable real estate!

A fascinating “hardcore” B2B social media success

grow - Practical Marketing Solutions

With many companies now engaged in social media marketing strategies for nearly two years or more, success stories are starting to emerge, even in the difficult marketing world of industrial B2B.  I discovered a great success story to share with you through a masters thesis being developed by Haakon Jenson of Norway. BACKGROUND. Limited marketing budget and employee resources. STRATEGY. RESULTS.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

11 B2B Marketing Predictions for 2011

Buzz Marketing for Technology

Around this time last year I wrote about the 10 B2B Marketing Predictions for 2010 and while I would say 7 out of 10 have already materialized and the others are on their way. So that begs the question – what’s on the horizon specifically for B2B Marketers next year? Here are 11 concrete ways I think the environment in which B2B Marketers operate will evolve in 2011. Enjoy! Email this to a friend?

Cartoon: Who is creating content for your company?

Digital Body Language

Today's my first attempt at cartooning (okay, not really, all the hard work was done by gifted cartoonist Brady Bonus ). hope you enjoy it! First posted this morning on It's All About Revenue : Tags: Social media Content

7 Mistakes To Avoid In Your Next Webinar Invitation

The Point

I’ve written a number of times in this space about how to maximize response from email Webinar invitations. The campaign below from Parallels , a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. For example: 1. Sell the offer, not the product. Lead with compelling benefits, not just facts. Use images wisely. See #1 above.

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The 4 C’s of B2B Marketing

Buzz Marketing for Technology

We’ve all heard about the four P’s of marketing. Product. Price. Placement. Promotion. The four P’s were created mainly to describe the ideal “marketing mix&#. The term “marketing mix&# became popularized after Neil H. Borden published his 1964 article, Concept of the Marketing Mix. Connection – connecting with the audience you wish to attract. Digg this!

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.

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

A lead is a lead, right? Depends – are you in marketing or in sales? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). No, I am not splitting hairs nor am I indulging in semantics. Clearly defining and understanding the implications of MQL, SAL and SQL are critical to the success of B2B lead generation. Defining qualified leads.

How PR and Social Media Can Work Together


Social media and PR would seem to be natural allies. Both are primarily focused on brand awareness, credibility building and image enhancement. Both are critical tools for dealing with bad news or crisis situations. Both require relationships with influential people in one’s industry to be effective. And both rely on the ability to tell an interesting story. Since many (most?) Share this on Bebo.

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Is Traditional B2B Marketing Dead?

Everything Technology Marketing

Earlier this week, I was on a panel at the WIT event "The Intersection of Marketing & Technology" in McLean, VA. One of the discussions was about the dramatic changes happening in B2B marketing today and what the future will hold. The question "Is traditional B2B marketing dead?" ignited a lively discussion. think we are experiencing nothing short of a major disruption in marketing today.

Seven Ways to Use Social Media for Business


Though business use of social media is rapidly increasing, many executives remain skeptical of its value. more recent study reported by Forbes stated that while “60% (of small businesses surveyed) credit social media with positively impacting their businesses…(only) 36% have attracted new business as a result of their social media efforts.&#. Share content (your own and others’).

Facebook Advertising Tricks for B2B Marketers

Buzz Marketing for Technology

If I could offer you a billboard in the middle of Times Square for little to no cost for you to advertise your company would you do it? One of the great things about the Facebook is that it provides you access to a large audience of over 550 Million people worldwide at a very low cost so why not take advantage of it. Trick 1) Place specific Job Titles into the Likes and Interest field. Tweet This!

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

How Do You Define a Quality Sales Opportunity?

Sales Prospecting Perspectives

During my years as an Inside Sales rep, I've always appreciated working with the young hungry territory reps willing to talk to anyone "with a pulse". While I could appreciate that work ethic and the tenacity that hungrier reps displayed, I usually found that passing over anything lukewarm usually resulted in a lead that didn't go anywhere.and generally I was cold calling back into that company months later. On the other side of the coin, I struggled when passing leads to the veteran sales folks who wanted every opportunity completely teed up. Should you pass them anyone who wants to talk?

Improve Service with a Customer Touch Point Map

B2B Marketing Traction

Tweet. Have you ever bought a product or service where you were excited about your decision to buy (maybe after a rigorous buying process), only to be very disappointed by the delivery? It happens all the time. Could that describe your level of service to your customers? Make sure you provide an excellent customer eperience by doing a customer touch point analysis. “What’s that?”

11 Myths of Social Media Marketing


Though social media marketing is rapidly advancing in terms of adoption and sophistication, many marketers and business executives still struggle with it. They wonder if their organizations are doing enough, if they are doing things right, even if they should be involved in social media at all. This confusion is partly due to some still-common misconceptions about social media marketing. Argh, no!

Creating Engagement in B2B Marketing

Buzz Marketing for Technology

A recent Cone Inc.’s Social Media in Business study found that 60 percent of consumers believe they are already interacting with companies on the social Web. Nearly all participants — 93 percent — believe all companies should have a presence in social media. But the question has long been 2 fold: 1) How do you create engagement and 2) How do you measure it. Creating Engagement. Tweet This!

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Best of 2010 – 13 Twitter Tips for Increasing Engagement


2010 in Review! We’re posting the best articles from the year to help you get 2011 off to the right start! original on increasing engagement posted October 18, 2010) A major frustration for people trying out Twitter for the first time is figuring out how to get anyone to respond. They set up their Twitter account, tweet a few times and wonder why no one responds. Comment on their updates.

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Top-10 B2B Marketing Topics of 2010

Everything Technology Marketing

With 2010 coming to an end, it is time for a quick review of the most popular B2B marketing posts on the Everything Technology Marketing blog. Thank you all for participating in this blog - I learned a lot from our discussions this year. See you in 2011

The five elements of a perfect blog post

grow - Practical Marketing Solutions

“How do I create the perfect blog post?&#. That question by a young student stopped me in my tracks. After all, is there such a thing?  I had to dig deep on this question and turned to the qualities of my favorite bloggers to find some common themes.  They seem to fit for me — leave a comment and let me know how they land on you! 1. Hoist a hearty headline. Have the courage to be real.

20 of the all-time best Twitter bios

grow - Practical Marketing Solutions

Twitter biographies might be the ultimate creative-writing challenge. You have 160 characters to spin your personal story!  Here are 20 great mini-biographies that caught my eye and stole my heart.  Enjoy! QueenRania. A mum and a wife with a really cool day job…. Glinner. apologise in advance. oilman. Recommended by 4 out of 5 people that recommend things. TheMadHat. AllisonBatof. BittrBetty.

The Ultimate Guide to Content Experience

The process of content marketing has typically been defined by a three-pillar system that consists of “Creation”, “Distribution”, and “Insights”. However, this system neglects to include the significant fourth pillar of content marketing: Experience.

The 39 Social Media Tools I’ll Use Today

delicious b2bmarketing

Also, at my social media speaking engagements hither and yon I’m often asked what tools I use. So, I took a personal inventory and created this overview of the 39 social media tools I use daily. Twitter Tweetdeck I use Tweetdeck for serious twitter sessions. Tweetie This extremely intuitive Mac-only app is my hour-to-hour choice for Twitter. It’s a good choice for agencies, too. Smart.

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Four Must-Have Metrics for Marketing Measurement

Customer Experience Matrix

Summary: Four critical metrics tell you most of what you need to show the value of your marketing efforts and to optimize your results. And, here's a funny picture. There’s still time to sign up for my October 7 Webinar on stage-based marketing measurement (sponsored by Marketo and hosted by the American Marketing Association ). Marketing ROI. Inputs: marketing costs and marketing-related revenue.

17 Examples of Great Presentation Design


Last week we shared 10 rules to help instantly improve your presentations. While readers mostly agreed with the rules, they requested some examples of well-designed slides, so Dan and I did some digging. We gathered some of the best examples of slides and presentation design to help provide a clear picture of what great presentation design is and isn't. Sample Slides Based on Food, Inc.

The 20 craziest things you can do on Twitter

grow - Practical Marketing Solutions

OK, we’ve heard all the great business success stories about connecting and learning through Twitter. But the human race is made up of all kinds of people and some of them have more important things to do. Like hooking their toilet up to Twitter.  I started collecting some of these random (and real) uses of Twitter and thought I would present this amusing list to my dear friends on {grow}.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

Is The White Paper Dead for B2B Marketing?

Buzz Marketing for Technology

In a recent conversation I was having with the Bloom Group they believe “the practice of publishing white papers must come to a close because of the utter proliferation of white papers, and the poor content contained within so many of them.” Kill the white paper!” And I tend to agree. But then the question quickly becomes how do you build thought leaders? What’s your view on this? Tweet This!

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It’s The Little Things That Make Inside Sales Teams Perform Better

Sales Prospecting Perspectives

Like having your operations director dress up as a figure skater. We don’t play around on Halloween. Store bought costumes and cliché ideas are frowned upon at AG Salesworks. Today is our Halloween party and the office is buzzing. One of our operations directors is dressed as a male figure skater. How does a figure skating director increase sales for the outside reps? Absolutely!

Report: Blogs Are An Important Part Of The Marketing Mix

B2B Marketing Insider

The proof is in folks: blogs are an important part of the marketing mix, according to Technorati's recent ”State of the Blogosphere” report. And even though bloggers stated feeling that they aren't treated with the same respect as

How to Calculate Social Marketing ROI

Paul Gillin

This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. I’m particularly interested in your feedback on this chapter because it presents some new ideas I’ve been playing with about how to calculate the ROI of almost anything.

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.

It's Budget Season - B2B Marketing Budget Trends for 2011

Everything Technology Marketing

MarketingSherpa asked more than 900 B2B marketers how they expect their marketing budgets to change for 2011. The results are in: The majority of B2B organizations are increasing marketing budgets for inbound marketing tactics, including social media, virtual events and webinars, SEO and PPC. this year over 2009. last year. last year. last year. last year.

The New Marketing Accountability

B2B Marketing Insider

The most popular posts on B2B Marketing Insider over the last few weeks have a common theme: accountability and The Role of B2B Marketing. You can review both How To Align Marketing With Sales and Marketing Leads: Quality Vs

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Can Marketing Really be a Revenue Engine?

Digital Body Language

It's a key question in today's business environment - can marketing really be a revenue engine, or is this current energy around marketing driving revenue just a fad that will blow over. I was truly honored to host a panel at Dreamforce to discuss that question with three of the very best in the field. Revenue Performance Management marketing analysis marketing dashboards Revenue Engine

How To Focus On Your Marketing Plan

B2B Marketing Insider

I started writing this article a month ago but became sidetracked when I realized that marketing plans were as unavoidable (and as important) as Death and Taxes. And while we all try to avoid these topics, the best way to deal with them

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10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.