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Now on YouTube: Our White Paper

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Demonstrating how to repurpose B2B content using simple video tools, we present the video version of "Secrets of Case Study Winners," based on our white paper about effective B2B case study programs. read more

More Cool Tools Applied to B2B Marketing: Video Capture

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Since email, as a marketing medium, has evolved past "mainstream" and on to "boring," let's get creative and look at some new ways to communicate to buyers. How about sending videos that show off a new product feature, explain a new research finding, or show how to do a task? Or even make a sales presenation? read more. Multimedia Tools

Sales and Marketing: Let Worlds Collide

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At a recent Focus Roundtable on Sales and Marketing alignment (or the lack thereof), we acknowledged the frequently discussed differences between the people who work in sales jobs and the people who work in marketing jobs. Marketing people think of their company’s prospects as a either a homogenous group or grouping of groups (segments), and they communicate with these groups through vehicles that are designed to reach masses of people. read more. Business to Business (B2B) Sales and Marketing Alignment

150 Content Marketing Tips

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

What did Don Draper know that we may have forgotten? (Part 1)

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Most of you know Don Draper as the iconic, chain smoking, hard driving, client schmoozing ad man on the show "Mad Men." Being in marketing, I’m always amazed that in every pitch to a client, Don always hinges a million-dollar contract on one or two simple things, such as a tag line or a visual. read more.

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RPM: Keep the Big Ideas Coming

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A challenge with Marketing Automation systems, so far, is that they are mostly tactical. But to fulfill the Marketing department's desire to think and act strategically, marketing automation had to do more. Enter B2B marketing's latest three-letter acronym, RPM, for Revenue Performance Management. read more. B2B Buying Cycle Marketing Automation Revenue Performance Management

Cool Tools Series: Repurpose Content on Brainshark

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In addition to repurposing our "Secrets of Case Study Winners" white paper on YouTube last week, now we have also put the same content on Brainshark to see whether that method is just as easy and effective. Here's the result: read more. Content Marketing Multimedia Tools

Please Accept This Interruption

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Marketing automation systems, like Eloqua and Silverpop , are becoming standard equipment among our clients. This is great for both our clients and for us. For the clients, these systems allow Sales to self-serve, and launch one-off campaigns to their prospects at just the right time in the buying cycle. read more. B2B Buying Cycle Marketing Automation

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Is Perfect the Enemy of Good When it Comes to Corporate Content Marketing?

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Everybody wants everything to be perfect, and this is especially true of corporate content. Catching typos, making sure everything is grammatically correct and on message—those are certainly table stakes for corporate content. But what about legal review, approval by various subject matter experts, review within the marketing chain of command and third party approval from customers and industry analysts? Is touching base and “covering off” with everybody absolutely necessary? read more. Content Marketing

Content Strategy, Straight Up

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A wonderful discussion thread was started by Own McDonald in the Content Strategy group on LinkedIn, with this challenge: I challenge any CS group member to offer a working definition of content strategy that's light on industry-speak and easily digestible for the average marketer in 100 words or less. Straight up. It started in January and is still ongoing. There is more great insight here than can be packed into 100 words. read more. Content Marketing Content Strategy

Dig Deep with B2B Buyer Personas

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Every B2B marketer I talk to is on board with the concept of user personas to guide their web content strategy. Now our team is working with several clients to really drive this concept home, and apply personas more aggressively to the content they are creating. The results are paying off in content that truly speaks to the buyer. read more.

LiveScribe: Groundbreaking Tool for Content Creators

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I have a new toy. It's really an amazing tool that gives my writing more detail, makes me more responsive to the marketing managers and subject-matter experts I work with, and saves me a ton of time. But it's so fun to use that it feels like toy. read more. Better Corporate Writing Writing Tools

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.

Beware the content inventory exercise

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We get asked all the time by clients to do a “content inventory.” ” In other words, assess what content is already complete and then fill in the gaps with some new stuff. This is usually a good exercise as it relates to product or service collateral–and should be done periodically to keep assets current. Content inventory Content Marketing content inventory

How to Shine: a B2B Personas Case Study

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Last week I met a B2B solopreneur who performs visual facilitation. She leads meetings and synthesizes group-think by illustrating discussions on a large mural, in real time. Julie's recent blog post is a perfect case study for B2B personas. read more.

What Can Food Trucks teach us about social marketing

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Much has been written lately about social media. One of the more interesting uses of social media involves food trucks and how they are using social to find and communicate with customers. This recent post from The Chempetitive Group is typical of what marketing experts are saying. read more

Case Study Winners: It’s a Program, Not a Project

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In a recent post, I told about my favorite discovery as we interviewed B2Bs for our new white paper, “ Secrets of Case Study Winners.” That discovery was that the “winners” created bene read more. B2B Case Studies Business to Business (B2B) Content Marketing

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.

It's Time for Alacrity

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a·lac·ri·ty [uh-lak-ri-tee] –noun 1. cheerful readiness, promptness, or willingness. read more. B2B Lead Nurturing Business to Business (B2B

Love Your Vendors, Get Tough with Your Clients

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I recently heard this advice from an experienced business consultant: instead of loving your clients and being tough on your vendors, it's time to love your vendors and get tough on your clients. His rule-of-thumb is contrary to conventional wisdom ; I was intrigued and asked him to elaborate. read more. Business to Business (B2B

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Switch: Motivate the Elephant.to Buy

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Coincidental to Paul's "Don Draper" series on using emotion in marketing content , I am reading Switch: How to Change When C read more.

Thought Leadership: The Currency of B2B Content Marketing

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Dana Van Heuvel blogs about thought leadership in marketing. read more.

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.

What's in a Lead Source?

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In the corporate marketing departments where I've worked, a bone of contention has been, "What's the Lead Source?" For any given suspect/prospect/lead/opportunity in the funnel, what or who gets credit for bringing it in? read more.

How to Attract Readers: Turn the Solution Around

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Want to increase your email open rate, white paper download rate, or registrations at your next speaking gig? Create a catchy title by turning the problem you solve on its head. read more.

B2B Marketing: The Fine Line Between Doing It Right and DIY

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The title of this blog post by Dianna Huff caught my attention: " DIY Marketing No Longer Cuts the Mustard. " (DIY=do it yourself.) She makes a convincing case that the tools and techniques of marketing, like the computer-enhanced motors of cars, are no longer the domain of the shade tree mechanic. read more.

Fulfilling a Content Strategy for the Enterprise: It's Much More than Writing

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I'm frequently approached by writers looking for work, and the first thing they want me to see is a sample of their writing. In ten seconds, I can tell whether a writer can put a decent paragraph together. But writing is only the first of many skills needed to produce content for an enterprise. read more.

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.

Avoid Paralysis of the B2B Buyer

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I need a new laptop. also know that I won't be happy until I have done exhaustive research to assure myself that I have purchased the perfect machine for me: the right compromise of weight and power, the best video for my needs, the right-sized keyboard, and so on. read more.

Create More Content--With Less

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The toughest part of a B2B marketer's job? 73% say: doing more with less. A new survey from Genius.com and BtoB Magazine is quoted in MarketingProfs (" B2B Marketers Struggle with Changing Roles "). read more.

Craft Content to the Buying Cycle: Stage 1, the Unaware Buyer

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Does your prospect need a whack on the head? If he is an Unaware Buyer, he doesn’t care about your product, even if he needs it. And he certainly doesn’t care about your webinar or your trade show booth. The challenge with the Unaware Buyer is that he goes out of his way to avoid any sales pitch, because he doesn’t think he needs to buy anything. read more.

Remedy for the Overworked B2B Marketing Director

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B2B Marketing Directors are particularly busy these days. While the economy shows signs of improving, they are skeptical and cautious. They will believe there's an upturn when their budgets and headcounts go back up. Until then, they are running as fast as they can on the tightest resources. read more.

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.

Whose Marketing Plan Is It, Anyway?

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There’s a chronic disconnect between the motivations of B2B marketers and their prospects. Until marketers fix it, they will contending with their prospects instead of influencing them. Does your marketing organization suffer from this disconnect? To find out, take a look at your marketing plan for the upcoming quarter. If it is like many, it is driven by internal events like these: read more.