December, 2011

The Effective Marketer

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Inbound Marketing Analytics 101

The Effective Marketer

HubSpot does it again, taking content that is not necessarily new or revolutionary and putting it in a nicely formatted eBook that makes reading it a pleasure. With “ An Introduction to Inbound Marketing Analytics “, you get an overview of what to measure and why. Especially useful for small companies and those who are just starting out with their marketing programs and need some help identifying key metrics, the eBook is packed with good advice. Inbound Marketing Analytics Overview.

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Demand Generation and Lead Management Explained

The Effective Marketer

Last week Carlos Hidalgo , CEO of the Annuitas Group , shared on the Software Advice blog a nice video explaining two basic concepts that are often used interchangeably by vendors and even analysts in the Marketing Automation space but should in fact be treated as separate concepts: Demand Generation and Lead Management. Demand Generation vs. Lead Management. According to Carlos, Demand Generation has two goals: Filling the funnel. Engaging with prospect throughout the funnel.

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Some Good Trade Show Advice

The Effective Marketer

Despite the fact that trade show attendance is going down and there is less money in your marketing budget for attending physical events, if you do have to go to one you’d better make it worth it. I like how Vanessa Nornberg described in an Inc.com article a few tips to make your trade show profitable: Buy a booth you can afford. Strategically organize your booth. No chairs. Eliminate distractions. No smart phones. Leave laptops at the hotel. Choose the booth staff wisely.

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What Are Your Brand Touchpoints?

The Effective Marketer

A nice post by Nick Westergaard on the “ 12 Most Underutilized Brand Touchpoints “ talks about the stuff many people relegate to second plan when thinking about their company’s brand. You have your logo, your tagline, your website… but how about product packaging, brochures, and holiday cards? Yup, holiday cards deserve some branding love too. It’s all about how you present yourself and your company to customers and prospects in every single touchpoint.

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5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

#NewNewTwitter: A New Opportunity for Marketers

Digital B2B Marketing

Twitter announced a new interface, rolling out over the next few weeks, this morning. You can preview the interface and the new features at fly.twitter.com. Compared to this change, the previous change to New Twitter (the current interface) was minor.

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The anti-prediction of 2012 social media predictions

grow - Practical Marketing Solutions

This is the time of year for predictions and it’s all starting to sound like yada-yada to me. Probably you too? But how many bloggers go back and actually let you know how they did with last year’s predictions?

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Cool & Useful Sites for the Holidays

Paul Gillin

The folks at the Webby Awards sent along a super-helpful list of Web resources to use over the holidays. They range from social shopping to gift recommendations to real-time TV and music sharing. While I was familiar with several of these sites, I hadn’t heard of gems like Yap.tv, Wantful and Trippy. Definitely bookmarkable. The descriptions below were provided by the Webby Awards. Skype .

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Best Facebook Marketing Tips, Techniques and Tools of 2011, Part 1

Webbiquity

You know the statistics : Facebook is the most popular method for sharing online content. It’s approaching one billion users worldwide. 85% of B2B journalists are on Facebook. 61 of the world’s 100 largest companies maintain Facebook brand pages, as do 71% of B2B firms.

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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.

48 Ways to Measure Social Media Success

Webbiquity

Ultimately, as Olivier Blanchard has pointed out repeatedly , social media marketing has to demonstrate an ROI (though he acknowledges the questions have to be made more specific). In the b2b world, the “R” is generally leads (website call-to-action conversions) with some monetary value applied to them. But it’s crucial to the social media ROI debate to recognize that “R” is an end-of-the-process measure.

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32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program

NuSpark

Everybody does list-format blog posts this time of year. Thought I’d give it a shot as well, running through a master list of “resolutions” as preparation for improving your inbound marketing and lead generation strategies for 2012 and beyond. Consider these as the stepping stones for optimal business growth by aligning marketing & sales, and developing a content strategy designed to generate leads and nurture them into sales. Process: Set your lead generation campaign goals.

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2012 Content Marketing Trends for Manufacturers and Industrial Companies

Industrial Marketing Today

I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI). This report is chock full of statistics and graphs about B2B content marketing.

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A Primer on Website Visitor ID and Smart Form Technology for Lead Generation

NuSpark

There’s a technology available that identifies company and prospect visitors to your websites, landing pages, and forms.

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Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

How To Generate ROI (Return On Interesting) With Content Marketing

B2B Marketing Insider

Lately I have been having some very passionate discussions about the best place to start in Content Marketing. Do you start with products, personas or topics?

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Sazcast Episode 35 – Twitter Analytics with Dave Peckens

Sazbean

Twitter Analytics – Why, What & How to Measure Your Efforts on Twitter with co-host Dave Peckens. Show notes. Here are the links we discussed in the podcast: HootSuite. Bit.ly. Twitalyzer. SproutSocial. PeerIndex. CoTweet. Twitter Grader. Wildfire Analytics. Klout.

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Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day.

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Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day.

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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.

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.

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Marketing Automation Skills are Scarce: Strategies to Close the Gap

Customer Experience Matrix

The marketing automation industry continues to grow quickly, with many vendors announcing their client bases have more than doubled in 2011.

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5 Ways New Buyer Behaviors Will Affect B2B Marketers in 2012

Tony Zambito

Changes in buyer behaviors continue to march on as new social technologies take root into the mainstream of B2B businesses.

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B2B Blogging and Video Takes Off

It's All About Revenue

by Jesse Noyes | Tweet this Some might say 2011 was the year of social media in b2b. But according to a survey released this week, it might have been the year of the blog.

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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.

The A-Z Guide to B2B Lead Generation

NuSpark

I thought I’d have fun with this post and attempt to explain key principles of lead generation and inbound marketing in an A-Z glossary format. Feel free to challenge me with your own list or a replacement term for one of the letters. Here we go: A- Analytics. All activity of the lead generation process needs to be measured via a robust analytics program. Specific dashboards exist to manage each step of the funnel; from prospect attraction to conversion to lead close.

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Connecting Thought Leadership to Lead Generation in B2B Marketing

Digital B2B Marketing

Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well. The problem is, registration and thought leadership are at odds with each other.

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Marking the 100th anniversary of the PR profession’s identity crisis

grow - Practical Marketing Solutions

I started my business career as a public relations professional 30 years ago. Since then I have morphed into new careers like sales, marketing, business development, consulting, and teaching, but there is a little piece of my heart that will always belong to PR.

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Klout rants are becoming a cottage industry

grow - Practical Marketing Solutions

Klout seems to be the blogger’s best friend these days. Is anybody NOT writing about it? What’s driving the frenzy? Are you really serious about privacy?

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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.

Sometimes not having a strategy is the best strategy

grow - Practical Marketing Solutions

The importance of strategy is woven into the fabric of every consultation and class I teach. I shout it from the mountaintops. And yet, sometimes I break my own rules … and with good reason.

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Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

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How blogging changed a life

grow - Practical Marketing Solutions

I was at a party the other night and was discussing some of my exciting current projects with a new friend. He asked me: “Five years ago, could you have ever imagined you would be where you are today?” ” He probably didn’t get the answer he was expecting.

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10 Ways to Use Social Networks for B2B Marketing

Webbiquity

Social networks are essential for expanding your web presence —not only for creating social signals now a key component in search engine rankings, which makes your website and blog easier to find in search, but also by giving you more places to be found online. Creating your profile on each of the major social networks is a first step, but just that. A profile alone won’t get you much. As with most things in life, you’ll get out of social networks what you put into them.

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A Content Formula for Complex B2B Organizations

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

Is “social media campaign” an oxymoron?

Chris Koch

If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach. I would have had only slightly less disdain for the audience for these campaigns. Fly-by-night opportunists hoping to win your Facebook sweepstakes. Win or lose, after the contest is over, they’d ditch you as quickly as a toddler dispatching a fistful of broccoli.

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Marketing IS Business: The Wisdom of Peter Drucker

B2B Marketing Insider

I have been using a lot of Peter Drucker quotes since I entered marketing over 18 years ago. And I have been using them a lot lately in this blog here and here , and in many of the presentations I’ve been giving.

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The customer is the customer. Adapt or die.

grow - Practical Marketing Solutions

I’ve had a variety of sales jobs in my career and have dealt with some great people … and some world-class jerks. Not just difficult and demanding people, but unethical, bullying, liars at Fortune 100 companies. One time, a powerful VP demanded that my company buy-back $1.2

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Why Writing Like You Talk Works Better for Your Brain

Writing on the Web

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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.