Sat.Mar 06, 2010 - Fri.Mar 12, 2010

The CRAP Report

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Point – Counterpoint: Using Calendar Invites for Lead Gen

The CRAP Report

So as I was perusing my TweetDeck the other day, I saw that my buddy, appointment setting guru Mike Damphousse wrote a blog entry last week that I missed (sorry about that pal!)  However, I did want to use this opportunity to spring board into another Point – Counterpoint on The CRAP Report.  Mike’s article, entitled Appointment Setting: Was I Duped? really struck a chord with me. 

B2B 4

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.

The One Effective Use of Facebook for B2B Marketing


You’ve seen the eye-popping statistics: Facebook now has more than 350 million active users. If it were a country, it would be the third most-populous on earth , behind only China and India. Given that level of popularity and traffic, it’s no wonder that marketers have embraced Facebook in a big way. Not even close. It isn’t demographics. They buy from people.&# Digg this!

What Product Lifecycle (PLC) Means for B2B Inbound Marketing

B2B Marketing Traction

Tweet. One marketing tool to use in determining which marketing strategies and inbound marketing tactics will be most effective in B2B marketing planning is your product or service lifecycle stage. Over the lifetime of a product or service, you go through different stages of introduction, growth, maturity, and decline. Introduction Stage of Marketing Product Lifecycle. Please comment below!

150 Content Marketing Tips

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

A Marketer's Guide to Social Media - 8 Keys to Success

Junta 42

I participated in an amazing social media webinar today from MENG. The expert roundtable included members of the newly formed MENG Social Media Council ( Mack Collier , Paul Dunay , Beth Harte , Drew McLellan , Amber Naslund and myself ). Here are eight key social media points from the session: Start with a clear strategy , just like any other marketing initiative. Social media is both a concept and a set of tools. Before you can begin using the tools, you need to set clear goals and objectives as to what you hope to accomplish. It must be integrated into your entire marketing process.

Cost 15

A Platform for Syndicating B2B Content to Partners

Savvy B2B Marketing

I've written before about white-paper syndication options for B2B marketers. Here Patrick van Boom – Director of Worldwide Sales and Marketing with TIE KINETIX – and I discuss a syndication option that enables B2B marketers to easily distribute content to their partners. 1. What prompted you to develop a syndication platform geared for the B2B supply chain? Or we can do it for them.

Email Design Review Gallery « The Effective Marketer

The Effective Marketer

Are you tired of what your marketing emails look like? Are you in search of inspiration? Or just want to see what's out there? Well, this post may be the answer! Whenever my team talks about changing the design of our email campaigns

8 Signs of a Positive Leader

Phoenix Rising

Yesterday I added my two cents on sensationalism across so many aspects of our lives.    Today - I want to share my perspectives on the signs of a great leader. Not the sensationalism oriented gurus that seem to be popular today. Those approaches may not be the best to follow. As Dale Carnegie said, " Any fool can criticize, condemn, and complain -- and most fools do." So how do we know when we're following a true leader? Well, that's something we all have to decide for ourselves. But I have some ideas about what it takes to excel- as an expert and a leader.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation – and yet, many assets fail to provide true ROI. Download the eBook to avoid the three top problems that keep content from living up to its potential.

Social media and thought leadership: The virtuous circle for B2B marketing

Reputation to Revenue

As B2B marketers invest more money and time in both thought leadership and social media, they risk missing a great deal of potential benefit they can achieve by bringing the two together in a holistic way. All too often, at least in my experience in the tech sector, marketers investing in thought leadership view social media primarily as a channel for disseminating content.  Make sense?

A 7-Step Plan for Getting Started with Content Marketing

Savvy B2B Marketing

A few years ago, my husband and I were preparing for our daughter's arrival. Like many parents-to-be, we wanted to have everything ready before we brought our daughter home. Not only were we prepping the nursery, but we also started thinking about everything from childproofing the house to saving for her college education. It was positively overwhelming! Where do you start?

Keep These in Mind When Hiring Teleprospectors

Sales Prospecting Perspectives

I have been asked, several times, about the type of individuals I look for when hiring telesales reps. Many assume that, due to the nature of the job, we must have a revolving door of employees - this couldn't be further from the truth. Our people are our product, and it is imperative that we hire individuals whose values are aligned with ours and who impact our culture in a positive way. By doing this, our turnover has been much lower then is typically seen in similar organizations. These are the traits I look for when determining if someone is a good fit for our team: 1.

Social Media Listening for B2B Marketing

Buzz Marketing for Technology

One of the biggest challenges for organizations today is managing the flow of information about their brands, products, and services that occurs in social media channels, including microblogs (such as Twitter), social networking sites (such as Facebook), blogs, and online forums. To me this is the most fertile area on which to prove ROI. Tweet This! Share this on Facebook. Share this on Linkedin.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Content Marketing in Slovenia

Junta 42

Interesting interview with Primoz Inkret and Igor Savic from Poslovni Mediji (Business Media) in Slovenia. Some points covered include: The use of the term content marketing in Slovenia, talking about the move from corporate magazines to integrated corporate content. Traditional media usage in Slovenia, and the challenges with content marketing education. Social media in Slovenia.

White Paper Format: Fact or Fiction?

Content Marketing for BI

White papers are still one of the most popular marketing tools for BI and high tech companies, among others. Proof positive is that I just finished my fifth white paper in almost as many weeks. find some long held beliefs about white papers very interesting. Like many opinions, some are held long past their expiration dates. Your goal is to get your reader reading right away and keep them reading.

Social Media Budget Ratio in B2B Marketing

Buzz Marketing for Technology

In my new advisory role for the member s of MENG I have been getting a bunch of questions from the members that are making great fodder for blog posts. One question has popped up a few times to I thought it was worthy of some research and comparative analysis to give you a very clear answer. The question is – What is the appropriate level of budget to support social media for a B2B company?

Social media raises the bar for customer intimacy

Chris Koch

Social media is raising the bar on customer intimacy. Though it has become a generic term, customer intimacy was first coined by Michael Treacy and Fred Wiersema who worked at CSC/Index back in the 90s when I was a thought leadership marketer there. Rooted in Michael Porter’s timeless work in business strategy, Treacy and Wiersema took it a step further with their three “value disciplines.”. The theory is that every company competes in three disciplines: Customer intimacy. These are companies that go out of their way to build close customer relationships. Operational excellence.

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.

Matching Social Media to Your Needs and Resources

Customer Experience Matrix

Summary: Marketers face so many choices that just deciding which to explore is a major challenge in itself. Here are some ways to match social media to your business objectives and resources. I’ll be giving a Webinar on March 23 ( register here ) with Neolane about cross channel marketing. At least that’s the official topic. media must be matched to your resources.

Savvy Week in Review - March 12

Savvy B2B Marketing

From where we're sitting, time seems to be flying by. If you're looking for a reason to take a breather, we've gathered eight good ones right here. Sit back, take a deep breath, and lose yourself for just a bit. ~ The Savvy Sisters We've Hit a New Low - The Shittiest Social Media Marketing Plan Ever - by @markwschaefer Irreverent? You betcha, but Mark W. Dianna's got some solid tips here.

Email as a Discoverable Medium

Digital Body Language

I wrote on Tuesday about the difference between messages being "delivered" and messages being "discovered". Today, it's worth looking at that difference in approach via a very tangible marketing example. As one of the most commonly used marketing mediums, email is worth using as an example. We each receive more email on a daily basis than we are able or willing to read.

Shock and Awe - guidelines for use in writing and presentations - tread gently while going for blood

Savvy B2B Marketing

Years ago, in a Graduate Public Speaking course being the somewhat rebel I was, I started off my assigned presentation quoting a popular tag line from a then current television anti-diarrhea commercial. Now that I have your attention, I continued to the confused faces, I’d really like to tell you about, and I went on to present my speech. People don’t tend to like being shocked.

Content Strategy for Marketing

Learn about the benefits and key considerations in developing a content strategy for marketing that's sustainable, scalable and sale-able.

How to enhance information absorption for your white paper?

Connect the Docs

Many companies are producing video white papers as online presentations based on information that would normally go into a printed white paper. Visual connection seems to engage viewers better and also enhance information absorption. We asked our panel of white paper experts "In what scenarios should video white papers be used? What are components of a good video white paper?" Books.

Is Your B2B Marketing in 3D? Or Stuck in 2D?

B2B Marketing Traction

Tweet. Just as technology emerged in the movie industry to make 3D movie production  more cost-effective, so too has it  emerged to provide B2B marketers with a 3 dimensional, not 2 dimensional, platform to provide compelling information about products and services and engage the people who like them. People buy from people they like. This has been true well before use of the Internet.

Is Your B2B Marketing in 3D? Or Stuck in 2D?

B2B Marketing Traction

Tweet. Just as technology emerged in the movie industry to make 3D movie production  more cost-effective, so too has it  emerged to provide B2B marketers with a 3 dimensional, not 2 dimensional, platform to provide compelling information about products and services and engage the people who like them. People buy from people they like. This has been true well before use of the Internet.

The More You Think About ROI…

Marketing Finger

What is the Return on Investment (ROI) of an ad campaign? How do you go about measuring it? Which attribution models work best for your sales process? These are some of the things I was working on this afternoon which led me to ponder the following relationship. As you start to think of the ROI question, it sounds very straight forward. Return on Investment = (Gain – Investment) / Investment.

Ads 2

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.

Devices, Gadgets, and Drives – SxSW Road Trip 2010

Marketing Edge

Time 6:15. We are working our way through the Heartland of America on our way down to the South by Southwest Interactive festival. The more social we get online and on our phones, the more it seems we want to meet in person. That’s why Rick Mahn and I are looking forward to the tweet ups in Des Moines Wednesday, March 10 at 5:30 at the Raccoon River Brewing Company. location is TBD.

Message Delivery vs. Message Discovery

Digital Body Language

The most obvious change in marketing that we are seeing lately comes down to how our messages reach their intended recipients. This is driven, of course, by changes in the behavior of our audience of potential buyers. The information “filters” we use are shifting from being economic filters, driven by publishers, to social filters, driven by the relevance of individuals and their messages.

The Shift to New Media Cannot Be Gradual

B2B Memes

CJR: Huge culture gap between print and online. In the B2B publisher’s dream world, the transition to online media would come as a natural evolution from print. The vocabulary, the ethos, the culture, the methods would all be organic extensions of print. Reality, of course, is brutally different. The shift to online media is not an extrapolation of the past but a sharp break with it.

How to Implement The New Rules of Marketing and PR

Marketing Edge

Time 22:50. The second printing of best selling author David Meerman Scott’s New Rules of Marketing and PR demonstrates A) these rules work and B) it’s OK to learn as we go. The New Rules of Marketing and PR include participating in the communities with which you do business, not talking at them. Don’t worry we’ll put this in a nice list for retweeting and SEO purposes.

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.

How Dynamic is Your Marketing Consultant?

B2B Marketing Traction

Tweet. Marketing consultants have to come up with great ideas and sell them to their client. Some take it a step further and create project plans. A few even stick around to execute the marketing plan. How do you know how your marketing consultant can perform through this marketing continuum? You put time and energy into feelings, people and developing community.