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

The CRAP Report

Trending Sources

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.

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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.

Destination anywhere

B2B Marketing Online

“I want a B2B PR campaign,” says the prospective client. Fine, that’s great. So we go in with the creds to have an initial meeting on objectives and audiences. The client talks a lot about being a ‘thought leader’ and ownership – all of course perfectly valid. But it’s perfectly possible to get caught up in discussing tactics and mechanics then go away without ever actually teasing out from the client what the glossy new PR campaign is supposed to be delivering to the business. You need to pick your destination before choosing your vehicle.

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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.

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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.

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?

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?

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!

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.

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 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.

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.

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.

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.

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.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.

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.

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. I find some long held beliefs about white papers very interesting. Like many opinions, some are held long past their expiration dates. The ToC is yet one more distraction. I understand it.

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?

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.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.

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.

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. What prompted you to develop a syndication platform geared for the B2B supply chain? Or we can do it for them.

Sales 2.0: Marketing Automation & Salesforce Chatter


Today I’m at the Sales 2.0 Conference in San Francisco. I write about Marketing Automation, so why am I at a sales conference? I’m here because I believe Sales & Marketing should be on the same team. Marketing Automation can help both Marketing and Sales, but it requires intense collaboration: that’s what Sales 2.0 is all about. Chatter and Marketing Automation.

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.

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.

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.

“Pardon Me, Your Brand is Leaking” – 3 Ways to Fix It

Savvy B2B Marketing

This week we welcome John White who writes for the blog, How to Hire a Marketing Writer. His post is a great reminder to all of us about why--and how--we need to brand consistently. The good news is that the Web gives you dozens of B2B points of contact with prospects and customers. The bad news is that you need to synch and maintain all of these properties. Have you ever sent a message like this?

Why CEO’S Should Focus On Buyer Enablement

Tony Zambito

As a buyers’ marketplace takes hold in the 21 st century, it is becoming increasing clear that the mindset of CEO’s and senior executives need to undergo some significant alterations.   Some of the hard and fast rules of strategic planning are no longer true and figuring out what to do next is no easy task. Buyer Enablement.   Transparency. Interaction.   Why? Right Information.

We’ve hit a new low: The shittiest social media marketing plan ever

grow - Practical Marketing Solutions

A local news and media company is getting into the social media consulting business. You heard me right. They’re trying to augment sagging revenues from traditional advertising by leveraging their enormous customer base with this hot new add on: social media marketing! Step right up and getcha some! Their strategy is to blanket their market with a cookie-cutter social media product.

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 to Use the Social Web to be a Star at Work

grow - Practical Marketing Solutions

A few years ago, I was in a graduate leadership program at Carnegie Mellon University and took a class from a talented educator and author named Robert E. Kelly. Dr. Kelly had just written a book called “ How to be a Star at Work.&# (disclosure: I am receiving no affiliate income from this or any other book!). We all know that certain people tend to rise to superstar level at work. So there.

A Lesson from Demand Media: Embrace Your Commodity Content

B2B Memes

Editors of trade publications are confirmed believers in the preeminence of high-quality content. In their minds, everything in their publications is or should be outstanding. But the fact is, across-the-board brilliance is rarely possible, or even, perhaps, desirable. Like it or not, there is a role in most publications for run-of-the-mill, commodity content. The challenge for editors is not to eliminate such content, but to manage it effectively. Though it may sound like heresy to some to suggest it, Demand Media offers them a model for doing so. That’s a misguided objection.

Manhattan Associates Takes Home An AMY

The Content Factor

Congratulations to client Manhattan Associates for winning an AMY at last night's American Marketing Association awards dinner. The win was for "Zero Dissapointment Retail," Manhattan's unique offering and clever campaign that helps retailers offer a seamless cross-channel (Web, mail, store, call center) shopping experience to their customers. read more

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.

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.