December, 2011

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Social Business Is About Actions Not Words

Convince & Convert

A cried a little on a plane last week. It wasn’t due to a delay, an uncomfortable seat, or peanut salt getting in my eye. It was because I saw a shining example of “social business” at work in the real world. Mid-way on a Southwest Airlines flight home from a speaking engagement in Ft. Lauderdale, I looked up from my laptop to find Becky the flight attendant standing at the front of plane with a boy of about 9. “Ladies and gentlemen, I’m sorry to disturb you, but I

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eGuide on getting more ROI from your marketing strategy

Tomorrow People

Why inbound marketing is your marketing strategy’s new best friend. Go on, admit it. You want your marketing strategy to get you better results. You want more from marketing budget - and that makes perfect sense. But what’s the missing ingredient that can transform your marketing into something truly effective? Inbound marketing. As a highly innovative and targeted approach, inbound marketing is designed to take the mix up out of your marketing mix.

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How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment

markempa

Tweet In the 2012 B2B Marketing Benchmark Report , 1,745 marketing organizations revealed that trade shows took up the biggest chunk of their marketing budget – over 21%. Yet, they only ranked fourth in marketing effectiveness, under websites, SEOs, and emails. I suspect that part of the ROI problem may be due to improper prioritization. Smart marketers apply some type of lead scoring to leads generated from website, SEO, and email initiatives.

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Thank You to Our 27 Guest Marketing and Sales Bloggers in 2011!

ViewPoint

This year, we’re honored to have published posts from twenty-seven guest marketing and sales bloggers here on ViewPoint, and I wanted to say to all of you how much I appreciate your contributions. You’ll see from the list below that our marketing and sales bloggers are B2B lead generation and lead management thought leaders who share their expertise as business executives, strategists, consultants, speakers, authors, editors and college professors.

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WorkCast's Ultimate Webinar Handbook 2024

Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

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Influitive Helps Marketers Build an Army of Advocates

Customer Experience Matrix

Marketers recognize the potential reach of social media, but are rightly frightened that they can’t control the message. Most social marketing applications sidestep the issue by focusing on creating communities ( Jive , Lithium ), monitoring conversations (Radian6 , Trackur ) and running promotions ( CrowdFactory , Nextbee ). Marketing automation vendors have mostly worked on making it easy to post and share messages and to capture social data.

More Trending

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9 Surprising New Facts About Social Media in America

Convince & Convert

(Happy Holidays! I analyzed my Top 6 blog posts for 2011 by total page views, and am re-running them this week as a “greatest hits” compilation. This is #2. Outstanding research from Tom Webster that debunks some common myths about social media. Emjoy! – Jay). Social media is growing up fast. No longer a niche plaything of the digerati, social media is firmly entrenched as a societal game changer of historical importance.

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eGuide on building the perfect marketing mix

Tomorrow People

Is your marketing mix up to the mark? Is your marketing mix achieving everything you want it to? Recent research suggests that companies using social media or “collaborative Web 2.0 technologies” achieve higher profits (Source: McKinsey). So, are you one of the companies missing out on a better marketing ROI by neglecting or misusing social media and other technologies?

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From a Challenging Marketing Past to the Most Promising Marketing Future: Top Takeaways from the 2011 B2B Roundtable Webinars

markempa

Tweet I can’t stress this enough: when it comes to marketing, if we’re not constantly learning, we’re going to find ourselves left behind faster than ever. Some people say I’m an expert in B2B lead generation because I wrote a book on it, but you know what? I am astonished by what I didn’t know then compared to what I know today. This past year has been especially illuminating thanks to the brilliance of smart marketers who are expanding and perfecting the lead-generation concepts I wrote about

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The R and the I – What’s Engagement Worth?

ViewPoint

Chris Selland is CMO at Terametric , a company focused on maximizing marketing ROI by helping marketers capture and measure all their channel marketing data. Chris is an experienced technology business development & marketing executive, with deep domain expertise in the areas of online and inbound marketing, strategic alliances, demand generation, and corporate development/M&A.

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The Top 3 Tips for Writing Successful White Papers

In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.

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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. But there’s also a growing realization that many marketing automation systems are used for only simple tasks – often no more than email, landing pages, and CRM integration. For example, LoopFuse found that nearly twice as many used email and web landing pages as lead scoring.

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Content Marketing Tip: Start with Ready-to-Publish Articles

Writing on the Web

Content marketing is easier when you can outsource some of the writing and researching to qualified writers. A great way to short-cut the time needed to research, write and publish quality online content is to find a good writer to supply articles. For example, as a former executive coach and psychologist, I write for other coaches and consultants who are too busy with clients to write their own newsletters and blogs.

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Why Google Has the Hammer To Make Businesses Use Google Plus

Convince & Convert

(Happy Holidays! I analyzed my Top 6 blog posts for 2011 by total page views, and am re-running them this week as a “greatest hits” compilation. This is #1. This is probably my favorite post of the year. I like the way it’s written, and my favorite thing to do as a blogger is piece together the bigger picture. This post got a lot of reaction from people like Robert Scoble who don’t typically read or tweet me.

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How to get more with a marketing mix

Tomorrow People

Marketing. It can make the difference between a good business performance and a great one. But is your marketing strategy lacking the marketing mix? Ask yourself these four questions to assess whether you could be getting more with a real marketing mix. 1. Is this a marketing mix or a marketing mix up? How many channels do you use to market your services or products?

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21 Advanced ChatGPT Prompts To Take Your Social Media to the Next Level

Upgrade your social media game with our in-depth playbook: "21 advanced ChatGPT prompts for social media managers". These powerful prompts are tailored to supercharge your content creation, strategy development, and results analysis. Say goodbye to writer's block and hello to endless creativity as you effortlessly generate engaging posts, come up with original strategies, and optimize your social media performance - all in a fraction of the time.

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Email Marketing: Where’s the Innovation?

markempa

Tweet I always look forward to the announcement of the MarketingSherpa Email Marketing Award winners; they’re a great source of inspiration. In fact, just couple of weeks ago I wrote about how the B2B Best in Show Winner’s unexpected email approach grew its subscriber base by millions. But honestly, I think B2B marketers might be more disillusioned with the power of email, if the feedback from 1,745 marketing organizations in the 2012 B2B Marketing Benchmark Report is any indication.

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B2B Marketing Insider Top Posts Of 2011

Marketing Insider Group

I’m not sure why we are obsessed with lists at the end of each year. I know I am fully immersed in reading about the best songs, books, movies, tweets, blogs, etc. Maybe there is just something in the human psyche that requires us to count the progress we’ve made, to recognize the success we’ve achieved, to learn what works so we can emulate it and to learn what didn’t work so we can eliminate it.

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Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

Social media is arguably overhyped as a marketing trend: it gets well under 10% of marketing budgets (different surveys have figures from 3% to 8%) and results are questionable (it was rated the least effective content marketing tactic in a recent MarketingProfs study ). But social is clearly growing fast and has great potential. So marketing automation vendors are understandably eager to support it in their systems.

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Social Media & Content Marketing Predictions 2012

Ambal's Amusings

Content Marketing Institute has published marketing predictions from over 80 contributors. FREE Download. No Registration. What are you waiting for? Grab a cup of coffee and browse this reasure trove to get ready for 2012. Social Media & Content Marketing Predictions 2012 View more presentations from Content Marketing Institute. Here is the my prediction.

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The Resurgence of Direct Mail as a Growth Marketing Strategy

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

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Corporate Twitter Account Train Wreck! The 3 Types of Self-Destructive Tweets

Convince & Convert

(Happy Holidays! I analyzed my Top 6 blog posts for 2011 by total page views, and am re-running them this week as a “greatest hits” compilation. This is #3. Everybody loves a disaster! Enjoy. – Jay). Twit happens. As more and more companies ramp up their Twitter presence, the likelihood that something off-message will slip by the digital goalie goes up considerably.

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What’s your marketing strategy resolution for 2012?

Tomorrow People

The New Year is nearly here. Do you have a marketing strategy resolution for 2012? What do you wish you had done differently in 2011 and what will take you forward into the coming 12 months? Here are some suggestions for some New Year’s resolutions to create a marketing strategy that works in 2012: New Year’s Resolution 1: I will get a better ROI on my marketing.

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Why a Square Logo is Better for Online Marketing

B2B Marketing Traction

If your logo is not square, it should be! Why? Because more and more online and electronic logos display best in a square format. For example, a logo that is horizontal must be reduced to a small size to fit in your email signature line (and to avoid having a large graphic in your email). As a result, the company name in the logo may not be legible.

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Information Kits: Packaging Offer Content for Higher Response

The Point

For most B2B marketers, information offers like white papers, case studies, and analyst reports strike an effective balance between response rate and lead qualification. Compared to a Webinar, for example, they require little time and commitment on the part of the prospect, yet if written, titled, and positioned carefully, can serve to generate leads that are reasonably qualified.

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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

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12 B2B Marketing Predictions for 2012

Digital B2B Marketing

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Name recognition will rule. Flooded with content, audiences will turn to recognized sources.

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Five New Year’s Resolutions for the CMO

ANNUITAS

I had lunch recently with a VP of Marketing. He was telling me about his organization, the relationship between sales and marketing, and what he knew needed to change to make his company more effective. I listened to him, thinking that he was hitting on many of the points I would have made if I were in his shoes. When he concluded his assessment, I asked, “What does your CMO (his boss) think of all of this?

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Social Media, Pretend Friends, and the Lie of False Intimacy

Convince & Convert

(Happy Holidays. I analyzed my Top 6 blog posts for 2011 by total page views, and am re-running them this week as a “greatest hits” compilation. This is #5. Probably the most difficult post I’ve written, but also the post that solicited the most intense feelings among readers. R.I.P. Trey – Jay). It’s not an illusion. We really are doing more with each 24 hours, as technology enables (or forces) us to interact and intersect and do and consume with unprecedented volu

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What’s your marketing plan for 2012?

Tomorrow People

Do you have a marketing plan for 2012? Is it simply to spend less on your marketing or to work towards a specific goal? Or are you wondering where to start? Here are a few tips to creating a marketing plan for the year ahead. Fine tune your strategy. This is the crucial part. Assess what your business approach is for the year ahead, then consider how you can reach your target market.

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How to Improve Email Deliverability and Optimize Each Send

Learn how to optimize email deliverability and drive greater email ROI. What lands your email in the customer’s inbox? Understanding those factors, otherwise known as email deliverability, is critical to getting the most return on your campaign investments. But the “rules” around which factors land you in the spam folder aren’t always easy to keep up with.

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40 Awesome Marketing Tweets From 2011

Marketing Insider Group

“These are a few of my favorite things…” Now that you have that song in your head, let me tell you a little bit about how I come up with some of my blog content. I try to follow as many really interesting people who write about (or simply share) interesting stuff in the world of B2B Marketing. And when I see a topic that I think I could cover in a new or fun or exciting way, I write about it.

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B2B Marketers – Do You Zee What I Zee?

B2B Marketing Traction

People’s eyes view print marketing pieces in a Z format and on-screen marketing content in an F. Why should you care? Because if your most important information – e.g. your call to action – isn’t strategically located on your page or screen, you will get less than optimal results from your marketing. Years ago an ad agency guy told me about the “Z” scanning format for print pieces.

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Best B2B Holiday Card of the Year?

The Point

Like any company this time of year, when we send out holiday cards to customers, friends, and partners we hope to show our appreciation to the people that make our work possible and also spread a little cheer along the way. But never did we expect our card to be described as “Best B2B Holiday Card of the Year.” Says Matt Heinz of Heinz Marketing on his blog : “Brilliant effort from Howard Sewell and the team at Spear Marketing.