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.

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!

Plan 19

150 Content Marketing Tips

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

You Don’t Know Jack About Online Marketing – More than Just the Coolest Marketing Game Ever

Modern B2B Marketing

Today, Marketo launched a fun interactive game called You Don’t Know Jack about Online Marketing.  Within minutes of the launch, we had hundreds of marketers testing their skills to see how their knowledge stacked up compared to their friends and marketing peers.  There has been lots of great feedback, but we have received a few questions about why we’d create this online marketing quiz. This effort doesn’t directly generate leads, and doesn’t require registration to play, so why create this game? . Marketo sees this type of quiz as content, similar to a white paper or webinar. 

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 17

Visualizing Olympic Information

Content Marketing for BI

I’ve always had a fondness for visual data, so in honor of the Olympics, I thought I’d share these winter sport and Olympic infographics I found. Maybe it’s my simple mind, but I appreciate their ability to distill complex information into a (relatively) simple graphical image. I’ve located these and offer them for your enjoyment. Here’s ice hockey: (infographic by Ciaran Hughes ).

Do You Have Any Idea Who You're Talking To?

Savvy B2B Marketing

It's a no-brainer: You can't make a connection with your audience unless you know who you're trying to reach. This gets down to marketing basics – you need to develop buyer personas. Yet my unscientific polls show that a fair number of B2B marketers haven't undertaken the exercise of developing buyer personas. So here are words of wisdom from those who have done the dirty work. But Do You?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

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?

(Almost) 100 (of the) Best Social Media Marketing Blog Posts and Articles of 2009

Webbiquity

Social media marketing activity exploded in 2009, and so did coverage of these practices. Every social media consultant , corporate marketer and PR professional was challenged to keep up with the latest writing on the topic. So in case you missed any of these, here are almost 100 of the best blog posts and articles covering social media strategy and tactics, measurement, monitoring, research, pitfalls to avoid, policies, tools and more from 2009. Social Media Measurement. and ROI. ROI Is Dead by StraightUpSearch Blog. Ryan Walker. Understand the Impact of Social Media by ClickZ. Jason Burby.

SEM 14

Twitter’s Biggest Scams Part 4: The Trump Network

grow - Practical Marketing Solutions

Yes, it’s THAT Trump.  “The Donald&# is actually behind this Multi-Level Marketing (MLM) program.  A key difference between this and the other MLM programs explained this week is that there is an actual product exchanging hands – nutritional aids. They sell vitamins and supplements, which are popular with many other recruiting MLM companies. Part 1 in the series: Multi-level marketing.

Media 14

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 13

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.

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.

Want to Fail at Telesales?

Sales Prospecting Perspectives

I can't stand most telesales reps. cringe when I pick up the phone only to hear a teleprospecting rep jump into a 5-minute spiel on the benefits of whatever product/service they are providing. respect that they are trying to do their job, and I always give them a few seconds to catch my interest (mostly because of the industry I am in) but 9 times out of 10 I am itching to get off the phone after 10 seconds. Here are some of the most common reasons why I end up cutting an unsolicited cold-call short (and what I train my team NOT to do). 1. The sales person doesn't know who they are calling.

Social Media is not a campaign it’s a commitment!

Buzz Marketing for Technology

A while back I created a post called – There is no “campaign&# in Social Media because when marketers use the word “campaign,” it tends to suggest an initiative to get a message out to a targeted group of constituents. It also implies there will be a beginning and, somewhere down the road, an ending. Tweet This! Share this on Facebook. Share this on Linkedin. Share this on del.icio.us.

Digg 11

So, You’re a “Telemarketing” Firm?

Sales Prospecting Perspectives

It is my turn to share some thoughts with you - so I figured I would draw from an experience I had this weekend. On Friday night I was out having dinner with some friends and as the night went on we ran into a group of folks that I had not met before but who knew the people I was having dinner with. We ended up inviting them to join us, and as the story goes in most settings with folks you are just meeting, inevitably the question arose, "Matt, what do you do?". One comment that was said during the conversation that stuck in my head: " So, you're a Telemarketing firm?".

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.

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!

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. 

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!

Business Karma

Sales Prospecting Perspectives

I just got back from a ski trip in the Birkshires with my wife and two boys. love vacation time, absolutely love it. Some people use the fact that "they have not had a vacation in 3 years" as a badge of honor. While I respect and live by a strong work ethic as one of the keys to success philosophy, there is a point of diminishing return. You can always make more money, you can't make more time. Enjoy your time, it's going by faster than you might think. Clearly few people would argue that taking time to "charge the batteries" is not important. find it's not that common.

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.

Increasing Teleprospecting Connect Rates

Sales Prospecting Perspectives

A question we often ask ourselves here at AG is "How do we increase our conversion and connect rate?" Let's face it, the traditional methods of prospecting have a much higher likelihood of failure than success. If you've spent enough time in the trenches making cold calls, inevitably you've had that day where you feel like nothing has been accomplished. Eight frustrating hours of constantly leaving voicemails, assistants pushing you to a vendor-line, emails getting caught in a prospects spam filter.the list goes on. Our answer - send Outlook Invites. Good luck and happy prospecting

Optimism as a Sales Tool

Sales Prospecting Perspectives

A few weeks ago, we had our  annual sales kickoff meeting.  I presented a review of the past and present and laid out the vision of the future, and how we would get there; Operations and Marketing did the same. The theme going into the meeting was to keep the goals for each individual as well as the team, simple, clear and attainable.  Given the feedback I received I am comfortable we got the message across effectively.  I felt a strong sense of optimism upon leaving this meeting and saw immediate results upon returning to our offices. But once created, it must be nurtured constantly. 

Sales Prospecting and Messaging Mistakes

Sales Prospecting Perspectives

We often run into this situation with our clients - with all of the voicemails we leave and unreturned emails that go out, yes, sometimes our connect rates are lower than where we want them to be. We realize that when you make teleprospecting dials that no matter what, you are never going to talk to every prospect each attempt you make at reaching them. That being said, we scrutinize our approach over the first few weeks of any engagement to determine what works best. If anything you are putting your sales rep at a disadvantage because you've already set a number in the prospects mind.

Calculating the True Cost of an Email Campaign

Digital Body Language

Since the advent of email marketing in the mid-1990s, companies have embraced the misconception that email is virtually “free” as a marketing medium. This false impression often leads to over-communication, which, in turn, triggers diminished response rates, spam complaints, and unsubscribes. To understand true cost, you need to first understand your marketing database a little better.

B2B 8

10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.

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?

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.

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.

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!