October, 2011

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7 Hot Email Prospecting Tips

ViewPoint

Jill Konrath is the author of SNAP Selling (#1 Amazon sales book) and Selling to Big Companies , a Fortune "must read" selection. As a frequent speaker at sales conferences, she helps sellers crack into new accounts, speed up sales cycles and win big contracts. For more fresh sales strategies that work actually with today's crazy-busy prospects, visit www.jillkonrath.com. Jill originally published this as a one-page whitepaper, and it is republished here with her permission. Crazy-busy people read their email with their finger on the delete key. Eliminate Delete-Inducing Words. ” 7.

Who is teaching the CMO how to sell?

ViewPoint

Debbie Qaqish is Principal Partner and Chief Revenue Marketing Officer for demand generation agency, The Pedowitz Group. nationally recognized thought leader and innovator in revenue generation, Qaqish has over 30 years of experience helping organizations connect marketing to revenue. She is a pioneer in marketing automation—first as a beneficiary of the technology and now as an advocate and expert. Her first book, " The Rise of the Revenue Marketer ® ," will be published in 2012. Who is teaching the CMO how to sell? Who doesn’t want this? But all is not lost.

The Top Ten Actions to take from the book: "Social Marketing to the Business Customer"

ViewPoint

I recently read Paul Gillin and Eric Schwartzman’s book: “Social Marketing to the Business Customer” I liked the book (so much so that I wrote an Amazon recommendation) for a number of reasons. First, I like the format. The book is broken down into three sections: Tools, Technology, Tactics. also liked that it is a very readable book (about 240 pages, lots of statistics, pictures…). Some of the best examples mentioned in this book have to do with subject matter experts becoming celebrities (example: Scott Hanson at Dell). This is a win-win-win situation.

Parallels: Social Manufacturing & Outsourcing Manufacturing Lead Generation

ViewPoint

An interesting post by SoftwareAdvice.com’s Derek Singleton— What Does Social Manufacturing Look Like? —noted the Dreamforce announcement of Salesforce.com’s support for Kenandy , a cloud-based manufacturing solution that incorporates the social tool, Chatter. Kenandy has been founded by Sandy Kurtzig, the former CEO of ASK Group and the creator of ManMan.

A Content Formula for Complex B2B Organizations

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

Takeaways from BtoB's NetMarketing Breakfast in Boston

ViewPoint

It's great to be home after a very productive trip to the Northeast. PointClear sponsored the October 11, 2011 breakfast featuring speakers from Intertek Group, Deltek, Hitachi Data Systems and OppenheimerFunds, Inc. The Westin in Waltham did a great job and the setting was conducive to a lively event. Here are just a few notes I jotted down during the event: By the end of 2012, at least 25% of the content on websites will be video. Mobile will eclipse standard browsers by 2013. In a BtoB test, Facebook beat LinkedIn and Twitter when measuring response to targeted ads (IT hardware product).

What I Learned From Steve Jobs

ViewPoint

Visionary, entrepreneur and leader, Guy Kawasaki is Managing Director of Garage Technology Ventures , a founder of Alltop , and the author of Enchantment: The Art of Changing Hearts, Minds, and Actions. As a member of the early Apple Macintosh team, an Apple evangelist and an Apple Fellow, Guy worked closely with Steve Jobs and is uniquely qualified to share these business lessons learned from him. Guy originally published this post on October 9, 2011, and it is republished here with his permission. Many people have explained what one can learn from Steve Jobs. Experts are clueless. In public.

Create Performance Combustion to Get the Sale

ViewPoint

Angela DeFinis is an industry expert in professional public speaking. As an author, executive speech coach, and founder of DeFinis Communications , she has spent over twenty years helping business professionals communicate with greater poise, power, and passion. Using her signature Line by Line Coaching™ process, Angela and her talented staff have trained business leaders and other professionals to speak with increased skill and confidence in engaging any audience. All salespeople are public speakers, whether they embrace that identity or not. These are your performance skills.

When social media destroys a career — The business case for being a fake

grow - Practical Marketing Solutions

A guest post by {grow} community member Leslie Lewis. Leslie Lewis is not my real name. You don’t need to know my real name, and you may never know it.  Here’s why. I’ve worked in social media since 2005, and I knew I needed a tightly controlled message and presence online.   You could Google my real name and find my blog, or find me on Twitter, LinkedIn, Flickr, or Facebook.

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.

Dear social web, Let’s try keeping it real.

grow - Practical Marketing Solutions

I hesitate to be drawn into the Klout firing line again but I have had so many requests from the {grow} community to comment on the Klout Meltdown this week that I guess I need to respond. At the risk of adding to Klout weariness, here are a few observations. My Klout score dropped from 82 to 64. Who cares?  My wife and kids still love me. Funny. They’re the same level now. agree with him.

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The business case for Facebook, in one sentence

grow - Practical Marketing Solutions

What is the most-debated question in social media today?  One candidate is,  “Should my company have a Facebook page?” ” The tension comes from several angles. It could be due to: The company is not culturally-ready to deal with comments from real people. The company has whacked-out expectations about how sales will increase once they have a Facebook page. ” Think about it. 

10 Commandments of Email Copywriting

The Point

Thou shalt not direct people to “Learn More.” ” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? 2. Thou shalt tell people What, Why, and How. Thou shalt not require scrolling. Thou shalt sell the offer, not the product. Thou shalt use benefits, not features. What did I miss? ”

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5 Ways Social Media Can Drive Revenue

It's All About Revenue

by Steven Woods | Tweet this There’s no doubt that social media has been a disruptive force on B2B marketing. Yet, many marketers struggle with how to use social media to go beyond awareness, to actually drive revenue. I’m here to tell you it’s not magic. Here are five ways social media marketing can be used to drive revenue. 1. Extending Your Reach. Social media has once again changed that model.

A glimpse of the next generation of social media entrepreneurs

grow - Practical Marketing Solutions

By Neicole Crepeau, Contributing {grow} Columinst. One of my children attends a private school that is offering a new class called “The Evolution of Society.’  ’  I recently had the opportunity to sit in on this class and if the kids in this course are any indication, watch out!  The next generation of entrepreneurs is going to rock the world! To kids, free is just part of life.

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The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. Thinking in those terms, Beanstalk Data is a tasty morsel. It provides all the basic B2B marketing automation functions: mass email, landing pages and surveys, behavior tracking, lead scoring, nurture campaigns, and CRM integration. Anyway, back to BeanStalk.

Social Media Marketing and Darwin: Evolution or Irrelevance

Buzz Marketing for Technology

“If you don’t like change, you’re going to like irrelevance even less.” – ” – General Eric Shinseki, former U.S. Army Chief of Staff. The media landscape has evolved tremendously over the last quarter century. Consumers have evolved even faster with the advent of high-speed Internet-enabled mobile devices and social media. The answer: You don’t.

Are there any ethical bloggers left out there?

grow - Practical Marketing Solutions

With your kind support, {grow} has become a fairly popular blog. With this distinction, I’m deluged with requests to do sponsored posts (companies offering to pay for their promotional content to show up as a blog post). There must be a critical mass of influential bloggers out there accepting money for blog posts, otherwise these people would go away! Are you interested? Susan. Hi Mark!

How to Improve Your Marketing Automation ROI

Sales Lead Insights

Effective B2B marketing processes plus automation yield outsized returns. According to the study results, Marketing Automation technology paired with appropriate, systemic processes can yield four to five times the number of closed deals when compared to deployed technology alone. The magic lies in realizing higher conversion rates throughout the Sales cycle. No MAP / No Processes. Lessons Learned.

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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.

The 3 P’s of B2B Lead Generation: People, Process, Platforms

NuSpark

When people ask me what I do, I usually give them my standard 15-second commercial; generate quality inbound leads and shorten sales cycles via lead generation, lead nurturing, and content marketing.  I am also active on Google Plus. wanted to explain this approach in a little more detail, as my firm’s website was recently reorganized to focus on these 3 Ps.  How boring.  Quality people. . Process.

The 3 P’s of B2B Lead Generation: People, Process, Platforms

NuSpark

When people ask me what I do, I usually give them my standard 15-second commercial; generate quality inbound leads and shorten sales cycles via lead generation, lead nurturing, and content marketing.  I am also active on Google Plus. wanted to explain this approach in a little more detail, as my firm’s website was recently reorganized to focus on these 3 Ps.  How boring.  Quality people. . Process.

7 Ideas for Advanced Social Media Education

grow - Practical Marketing Solutions

For the past three years I have been teaching college or graduate level classes in social media marketing. Executives are clamoring for the next level of education in this area and so I’ve been wondering … what would an Advanced Social Media Class look like? What new skills and ideas would go into the next level of social media education? How do you organize to optimize?

Why Your Marketing Needs Real-Time Data

Buzz Marketing for Technology

Another Advertising Week in New York is upon us and so far I have seen some great presentations from companies like Facebook, LinkedIn, Twitter, Quantcast, comScore, and even Yahoo! However, if there is one thing that is becoming painfully clear to me is the need to be relevant to your audience – whether you are advertising to them, being social with them, or just creating the right kind of conversations about your brand. We often throw this idea around as marketers – “being relevant”, but few people discuss how! So to illustrate this, I decided to run a research experiment to show at IAB MIXX.

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 B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective. Marketing’s role is growing through the addition of what I call ‘sales enablement’ activities. With social media, buyers can reach out to colleagues, experts, peers, etc.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective. Marketing’s role is growing through the addition of what I call ‘sales enablement’ activities. With social media, buyers can reach out to colleagues, experts, peers, etc.

How do you make your content go viral — offline?

grow - Practical Marketing Solutions

You’re probably stressed. It’s likely that you (and your customer contacts) are doing the job that used to be done by three people. The information density of our wold is overwhelming. Budgets and resources have been cut. It seems that everything is working against our ability to connect with customers and share information that could influence a purchasing decision and close a deal!

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Is Blogging Right for my Business? The Benefits of a Business Blog

NuSpark

The strategy of blogging, especially from a b2b perspective, can be somewhat misunderstood. What are your goals? Thought leadership, SEO, lead generation? How do I get people to read it? How to I build subscribers? Are my audiences really interested in my thoughts?  So I thought I’d raise the question on the benefits of blogging to the NuSpark Marketing content alliance team, and get their reaction to the following question. “I’m not convinced a blog is right for my business, plus I’m concerned over time and resources.  Below are the responses.  . From Apryl Parcher. From Maureen Monfore.

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.

5 ways to use social media for solution marketing

Buzz Marketing for Technology

It’s easy to get caught up in the buzz, and the hype, around social media. I’ve been working with many B2B companies to help them figure out when and how to use social media in their business. The answer is always a bit different depending on the product or service. One area that few people have written about is how to use social media for solution marketing. So there you have it.

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Please. Stop making your company blog suck.

grow - Practical Marketing Solutions

Mark Schaefer on Blogging. Let’s face it.  Company blogs suck.  They just do, at least most of the time. But they don’t have to and I’m on a mission to bring the world my message of blog anti-suckology.  I’ve been giving a lot of presentations lately and this has been one of my most popular! Highlights include: A few stats on blogs. New directions in corporate blogging.

Web analytics Is Not Sufficient For Customer-Centric Inbound Marketing

Conversionation

Web analytics offers enormous possibilities for those able to take all out of it. For many companies they are sufficient to measure and improve the results of content marketing, search engine marketing, social media marketing and what we generally call inbound marketing. However, if you want to go a step further and know the efficiency, [.]. Blog Inbound marketing Web Analytics Avinash Kaushik ClickTale heatmap HubSpot inbound marketing web analytics

7 reasons why social media success has nothing to do with social media

Chris Koch

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. But they call it “financial services” for a reason: They have all of the same struggles as technology services companies—with the added complication of tons of regulatory requirements. But when the panel was over, I realized something scary: Most of the success factors we wound up talking about had nothing to do with social media. Social doesn’t happen in B2B without a culture change. 30% said yes.

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.

What is Web Presence Optimization, and Why Should I Care?

Webbiquity

Web presence optimization (WPO) is the art and science of being found online. As indicated in the masthead of my blog, it has both an explanational definition (The fusion of SEO, search marketing, social media, reputation management, content marketing and social PR) and a reasonal one (Being omnipresent on the web for the search phrase that uniquely describes you or your organization.) It’s the evolution of search engine optimization (SEO), or alternatively,  SEO on steroids. And getting found is the necessary first step to winning that business.

B2B and B2C Marketing Automation: Understanding the Differences

Customer Experience Matrix

As you might have guessed from my recent list of B2C marketing automation systems , I’ve recently been spending some time helping consumer marketers to select vendors. This is more a return than a departure: although I’ve written mostly about B2B systems for the past few years, my earlier work was largely in consumer marketing. Like any traveler, I’ve returned home with some new perspectives. Here are some observations - consumer marketers have to build databases; B2B marketers don’t. This accounts for most of the work and most of the cost. This might spark some debate.

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Content Will Not Be King

Digital B2B Marketing

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown. Once a call for change and recognition of a new marketplace reality, Content is King has become conventional marketing wisdom. The problem is, conventional wisdom is average. Content marketing was not the norm.

10+ Ways To Use B2B Social Media In Your Business

PWB Marketing Blog

Social media should be an integral component of everything your B2B organization does including marketing, customer service, sales, and product development. It’s surprising how many B2B companies still overlook this key task. Eleven Different Ways to Integrate B2B Social Media. Every e-newsletter and email should have a call to action for the social web. Skin your YouTube page. Tweet with them.

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.