February, 2010

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Most important B2B Marketing Metrics For CEOs

B2B Lead Generation Blog

Today CEOs expect marketers to provide metrics and to be accountable to meeting their numbers just like sales people. They do have a bunch of activity metrics and some squishy metrics like brand recognition. At the same time, most CEOs agree that they aren’t getting enough activity at the top of the sales funnel. Thus their marketers are constantly reminded that more leads are needed.now! When the revenue doesn't immediately materialize, CEOs will lament, why can't I see ROI from marketing? This is what CEOs should be asking?

Lead Nurturing & the 80/20 Rule

The Point

A couple of months ago, in a respected marketing Webzine, there appeared a case study detailing a software company that had gone to impressive lengths to make the most of their investment in marketing automation. That is, by most standards, a program of gordian complexity, and the effort and strategic thinking that went into its design should be lauded. But is all that necessary? Not really.

Thought leadership is still dead; long live idea marketing

Chris Koch

So much of what passes for thought leadership these days is little more than warmed over brochures. It may look better and read better than a brochure, but it’s still a brochure because it emphasizes our products and services over the needs of the people we are trying to reach. Last year, I wrote a piece that talked about why thought leadership is dead and why we needed a new term to describe it. This week, Gartner proved why we need to make the change. Glad that we now have permission to finally get ourselves organized and go forth and do what we’ve already been doing for years. Yikes.

B2B 30

Nine mistakes to avoid in writing online B2B lead-generation copy

EMagine B2B Blog

Ambal Balakrishnan has done us a great service by collecting the thoughts of several experts on the subject above, then posting the collection in ClickInsights.  His experts:  Michael Stelzner, Stephanie Tilton, Cindy King, Michele Linn, Jonathan Kranz.  We’ve picked out a “top nine” here;  for the rest – plus more depth – just click on [.].

150 Content Marketing Tips

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

Brands as Publishers - Where's Your Content Strategy?

Junta 42

Just returned back from Online Marketing Summit 2010 where the statement "brands as publishers" almost seemed overused. Although we've been talking about that on this blog for three years now and in more detail in Get Content Get Customers , this is the first time I've heard this type of statement in force "out in the real world". It started with John Batelle from Federated Media. John might be most well-known for being one of the creators of Wired magazine. does not work without first having content strategy. Need more proof? what are the informational needs of my customers? Want proof?

Social Media Usage in Content Marketing Jumps 500% in Two Years

Junta 42

As a follow up to our 2010 Junta42 Content Marketing Study , we've been doing some comparisons between content marketing product usage in 2010 versus 2008.  The findings are interesting, to say the least. Here are the highlights: Significant Increases in Content Distribution. Social Media (i.e., Twitter, Facebook) - distribution of content through those channels has increased over 500% in two years. Blog usage has more than doubled. Online video has jumped nearly 2x. eBooks have nearly doubled. Slight Content Marketing Increases. Digital Magazines. Podcasts. Microsites. eNewsletters.

Three reasons why the “experts” are wrong about social media measurement

grow - Practical Marketing Solutions

 . There is an argument around the blogosphere that is DRIVING ME CRAZY.  . Their point is that you just need to accept the social web as something ubiquitous and necessary, so why worry about it?  . This is lunacy.  Here are three reasons why this “no need to measure&# view is an irresponsible position:  . 1) Never get caught with your stats down  . Yes, that company car  may be cut. 

Stats 16

Optimize Your Tradeshow Presence

PR Meets Marketing

"conference hall" by shinemy via Flickr. Exhibiting and sponsoring at trade shows is an important component of the marketing mix.  While While physical meetings and conferences experienced a hit in 2009, I believe that more marketers will return to physical events in 2010. Here are five tips to optimize your trade show presence: Media Alert. Consider issuing a media alert (a smaller version of a press release) one to two weeks before the conference. Announce News. Consider announcing significant news at the conference to drive buzz about your company. Media Outreach. Social Media.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

B2B Marketing: Trust + Community = ROI

Buzz Marketing for Technology

Trust is not a new thing when it comes to marketing and communications as evidenced by one of the most awaited studies in the communications world is always the annual Edelman Public Relations Trust Barometer. Social Media changes that and elevates Trust to the individual level. This is actually good news for the B2B Marketer. Building demand for their unique point of view. Tweet This! Digg this!

Social media measurement: Sometimes a picture is worth a thousand tweets

grow - Practical Marketing Solutions

In all of the posts I’ve read about social media measurement, very few address the possible role of qualitative research — measuring when you don’t have data — so let’s take a look at that today, shall we?  This will not be boring, I promise. These are the facts and figures that get all the headlines. . Story time. Sound familiar? What are your ideas?  Digg this!

10 Reasons I Won’t Follow You on Twitter

Webbiquity

Before I start this rant, let me make it clear that I love gaining new followers on Twitter and I’m honored by (almost) every one—I’m grateful that you want to hear what I have to say! Also, as indicated by my high ratio of following to followers (currently 87%), my default rule is to follow back. There are no RT’s in your tweet stream. How sad. 2. Your profile is blank.

The First (Almost) Clickable Direct Mail

The Point

Marketing pundits have been proclaiming that direct mail is making a comeback ever since I first cut my teeth in direct marketing back in the late 80s. I can only report that whereas the heady days of mail are long gone, far more B2B clients are utilizing direct mail today compared to say, five years ago. Hardly the kind of immediate, instinctive response we direct marketers look for.

Gain insights into your visitors using Analytics

Confluent Forms

Google Analytics is a service provided by Google that enables webmasters, through the inclusion of a small bit of code in their website template, to gain a pretty good breakdown of their site's usage and log reporting. Beyond the basics of visits, page views, etc., For example, how are people finding your website? Is it by referring sites, search engines or direct traffic?

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.

Genoo Aims to Shake Up Marketing Automation Market

Webbiquity

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. Companies evaluating established providers such as Marketo , Eloqua , Silverpop’s B2B Engage and HubSpot would be well-advised to check out a relatively new contender as well— Genoo Marketing Automation. downloading a file, clicking a link in an email) to provide relevant content; No limit on the size or number of visits permitted to microsites. Share this on del.icio.us. Digg this! Post this on Diigo. Tweet This!

The NEW “Four P’s” of marketing

grow - Practical Marketing Solutions

Place, product, price and promotion. We all learned these basic marketing principles in college and they still stand up today. But the social web is a true shift in the way we communicate and go to market.  For the first time, mankind has access to real-time, free, instantaneous, two-way, global communication — and the good old marketing mantra needs a little updating.  People. Publicly. 

9 Tips for Leveraging Synergies of Email & Social Media

Proteus B2B Marketing Blog

Are you using social media to promote your email marketing efforts? Are you using your email marketing to promote your social media efforts? The easier you can make it for people to go between the two, the more connections and touchpoints you’ll forge. Here are 9 tips to help you do just that. Promote your Email [.].

Search Engine Marketing (SEM) Best Practices

Webbiquity

Search engine marketing (SEM) can be a powerful lead generation source, or a complete waste of money. B2B marketers often get less from their SEM programs than possible by overlooking basic but critical steps. Here are some best practices to optimize your results from SEM campaigns: 1. Geographic display—a global campaign needs a higher budget than one limited to one or a few countries. Digg this!

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.

StumbleUpon: It’s NOT About the SEO! 4 Compelling Reasons to Become a Heavy StumbleUpon User.

WindMill Networking

O.K., I am going to admit that I first joined StumbleUpon as part of a strategy that the “SEO [Search Engine Optimization] Gurus&# recommend to create backlinks to your blog content from social bookmarking sites like Digg and Reddit. The idea being that the more links you have from other sites, the higher your SEO will be. And you know what? sites out there. Social Media Marketing 101.

Inbound Marketing: Does a 60% Lower Cost Per Lead Interest to You?

Proteus B2B Marketing Blog

Internet marketing technology provider Hubspot recently released a study entitled The 2010 State of Inbound Marketing. The study included 231 marketing professionals, 69% of whom worked for B2B companies in a wide variety of industries. The largest industries were professional services (22% of respondents) and technology (15%). Inbound Marketing refers to marketing strategies and tactics designed [.].

Where Should B2B Bloggers set up the Corporate Blog?

Proteus B2B Marketing Blog

The question of where B2B marketers should place the corporate blog is a critical one. It has implications in terms of B2B SEO, positioning, and your ability to later successfully transfer the trust and authority you build up in the eyes of search engines. This post addresses some of the options and their implications. Jeffrey Cohen [.].

How do I get a job in social media marketing?

grow - Practical Marketing Solutions

In my role as an educator and an advocate for social media marketing, this is a question I get asked at least once a week.  Here are some ideas on how to prepare yourself for a marketing career in the social economy: If you’re just starting out. If that’s not possible, join the American Marketing Association and immerse yourself in their journals and webinars. Tweet? Train others?

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.

To Follow Or Not To Follow: That is the Question on Twitter

Marketing Finger

You go through the ritual once every couple of days. Unless you have auto-follow, that is. How do you decide whether or not to follow someone back on Twitter? fielded the question on Twitter and here are some of the responses I got. CWarfield: shared interests; no spam or useless “eating a ham sando&# posts. walkerjill: but not tweet TOO MUCH! Looking at these, I consider: 1. Tweet volume.

San Diego Chargers Do Social Media Right

Marketing Edge

Social media is at its best when people come together. That was the case when I met Joel Price, the manager of interactive services for the NFL’s San Diego Chargers at the February meeting of the Social Media Breakfast San Diego. Joel, who can also be found on Twitter @joelprice , is the guest on this episode of the Marketing Edge, which we produced on video. Flickr. Twitter. Facebook.

In an Instant

Phoenix Rising

Life changes - in an instant. I was riding the Headwall lift at Squaw Valley last week. It was a gray snowy day, but all us locals were out playing in the storm. noticed a gang of the local hotshots up on the Light Towers, a series of gnarly chutes off of the Slot - a famous Headwall run. The kids here ski those chutes as baby-training and I'm always amazed at their ease and grace. Darn it!

Steve Woods

Connect the Docs

Does your marketing promote your Corporate Social Responsibility program? Sarah Mitchell says that promoting a company through altruistic activity is going to be far more effective than slick advertising campaigns. We asked Sarah Mitchell "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" Sarah Mitchell. Recommended Resources.

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.

Jonathan

Connect the Docs

Does your marketing promote your Corporate Social Responsibility program? Sarah Mitchell says that promoting a company through altruistic activity is going to be far more effective than slick advertising campaigns. We asked Sarah Mitchell "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" Sarah Mitchell. Recommended Resources.

Patsi

Connect the Docs

Does your marketing promote your Corporate Social Responsibility program? Sarah Mitchell says that promoting a company through altruistic activity is going to be far more effective than slick advertising campaigns. We asked Sarah Mitchell "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?" Sarah Mitchell. Recommended Resources.

You Can’t Expect to Hear “No”

The CRAP Report

Did you ever have a Magic 8-Ball ?  You remember that, right?  You ask it questions, shake it up, and then look at the bottom of the ball to see which side of the twenty-sided die inside floated to the top.  And what do you think happened?  They said “no” and hung up on me more often.  But was it because I was expecting them to?  I think so.  . Focusing on what has already happened does no good. .

Be a Strategic Planning Action Hero with Micro-Strategies

B2B Marketing Traction

Tweet. Dave Logan, Co-Founder/Senior Partner of Culture Sync, Professor at the Marshall School of Business at USC, and C0-Author of the book Tribal Leadership , presented the opening keynote at the Association for Strategic Planning annual conference in Pasadena, California. Here’s a summary of the talk: Dave started by discussing an important disconnect in strategic planning. 93% compliance!

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.

Conversen Simplifies Complex Messages Through Multi-Channel Dynamic Content

Customer Experience Matrix

Summary: Conversen makes it easy to generate dynamic messages across multiple channels. It's more a supplement than a replacement for conventional campaign management but should save a lot of work for marketers and their agencies. The problem is that this requires creating hundreds of versions of the messages and making sure that each is matched to the correct end-point. So where’s the catch?

Are You Backing Up Your Social Data?

Savvy B2B Marketing

What would you do if Gmail crashed, your facebook account got suspended for suspicious activity, your LinkedIn network disappeared, or the Fail Whale moved in permanently? Online networking and collaboration services provide us with great tools that have become part of our everyday routine. It's important to remember, however, that we don't own that data. EVERYTHING. admit it. Now - off we go!

Savvy Webinar Resources from the iConnect Conference

Savvy B2B Marketing

Greetings to those who attended the iConnect Webinar event From Sale to Renewal: Leveraging Webinars to Improve Your Entire Customer Lifecycle this afternoon sponsored by iLinc. As promised during the live webinar we are sharing our presentation and some additional resources to further illustrate the points we made during the presentation. Have no idea what I am talking about?

There is no social media strategy, only marketing strategy

Chris Koch

Image via Wikipedia. I’ve been working with my colleagues at ITSMA on another survey on social media for B2B marketers that I hope you’ll take by going here. As we put together the questions, we struggled with the issue of social media strategy. B2B marketing lays the path to a sales discussion and supports relationships with existing customers. Social media is no silver bullet. What do you think?

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.