| | | Reputation to Revenue | |  2009 | 24 articles |
| Page 1 of 1 | Previous | Next | REPUTATION TO REVENUE JUNE 23, 2009  Blog as hub, site as spoke David Berkowitz ( @dberkowitz) from the digital marketing agency 360i had a nice article today about building your brand with social media He used the example of launching the agency's new Social Marketing Playbook earlier this month (which is well worth a look). The With the blog as a hub." For readers at small companies or consulting on their own, the idea of the blog as hub is nothing special. | REPUTATION TO REVENUE NOVEMBER 5, 2009 Winning with thought leadership: Six lessons from IBM and Deloitte B2B marketers know they need to invest in thought leadership, and many have indeed invested more during the last few years. Making the most of these investments, however, rests on having the right answers to a set of difficult questions: What topics should we highlight? How should we produce and package thought leadership content? How should we promote it? How can we measure success? Absent good answers, thought leadership initiatives quickly fall prey to more traditional priorities around lead generation and sale support. Innovative beyond customer imagination. Globally integrated. | | | | | |
| REPUTATION TO REVENUE MARCH 16, 2010  The urgency of B2B content marketing Today's new s from American Business Media adds another note of urgency: Business magazine revenue was down another 24% in 2009 from 2008, and total pages declined almost 29%.and Yesterday I wrote about "marketing as media" in B2B and the challenge of becoming a top source of information and ideas for your customers and prospects. and 2008 was a pretty bad year! Photo credit: back_garage. | REPUTATION TO REVENUE DECEMBER 3, 2009  More evidence that give-to-get is the key to success It's pretty much a cliche to say that marketing today is all about give-to-get. You provide customers and prospects with new ideas, new experiences, and new connections in order to earn their attention. You keep at it until they open up to a conversation that, over time, can lead toward an actual sales opportunity. And you see it when marketers hand off the first hint of a "lead" (e.g., | REPUTATION TO REVENUE NOVEMBER 18, 2009  Reengineering the white paper, part 1 Several months ago, I began talking with colleagues Bob Buday and Tim Parker about "reengineering the white paper." Our basic idea was that, although white papers have flooded the Web for years, and more and more companies are investing in them to help demonstrate expertise and thought leadership, the reality is that most of them are pretty bad. they are developed and marketed the right way. | REPUTATION TO REVENUE NOVEMBER 3, 2009 Marketing as service: Samsung and Best Buy put customers first I love this new effort from Samsung to generate helpful user questions and answers on the BestBuy.com. As explained today in Clickz, the "Brand Answers" feature (based on technology from Bazaarvoice ) has just finished a five-month trial and almost doubled views of Samsung products on the Best Buy site: When visitors click a button on the brand's products details pages, a pop-up FAQ feature that's called "Mr. Samsung" appears. Then, visitors can read pages of questions and answers that were previously supplied by other viewers. | | | | | | | |
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REPUTATION TO REVENUE | FRIDAY, AUGUST 28, 2009  Aren't we past random acts of "selling"?
Sigh -- another random call this morning from a telemarketer on behalf of a large tech company: Caller: "Hi, this is [name] from [company name] on behalf of [tech company]. noticed you downloaded some research. Did you find everything you need? Me: To be honest, I don't remember. Caller: Well, it would have been in the last 30 days, or maybe the last two months. Do you have any plans to purchase software in the next 18-24 months? 30 or 60 days ago? can't remember last week. Do $1 apps for my iPhone count? Given the high-priced enterprise applications this company sells, I'm guessing not! MORE >> -
REPUTATION TO REVENUE | FRIDAY, APRIL 17, 2009 Learning from Gen Y
MediaPost , one of my favorite sources. launched a new blog recently, Engage: Gen Y , and the first few posts are already capturing my attention. Today's post suggested five simple rules for "snagging consumer 2.0" and they are well worth pondering even in the rarified air of high-end B2B solutions, where Gen Yers are still mostly consigned to support roles outside the orbits of purchase decision makers. The rules are these: Authenticity Trumps Celebrity. Niche is the New Norm. Bite-Size Communications Dominate. Personal Utility Drives Adoption. Consumers Own Brands. No hype allowed. MORE >> -
REPUTATION TO REVENUE | TUESDAY, JUNE 9, 2009  YouTube as corporate home page?
BooneOakley, a North-Carolina based agency, has gotten a lot of attention in the last few days by essentially shifting its corporate site to YouTube. Click on Booneoakley.com and you get to a "this is our agency" video on YouTube, complete with story of a struggling marketing director going down in flames (actually, a bloody ax) because he chose some other boring conglomerate firm instead of the oh-so-creative BooneOakley. The main video has received more than 220,000 views in its first 10 days, quite impressive for a small local firm. Modernista! Surely the world has changed more than that! MORE >> -
REPUTATION TO REVENUE | TUESDAY, JUNE 28, 2011 HP backs solutions rhetoric with org change and investments
HP has developed and sold enterprise IT solutions for years but a renewed push in 2009 led to a much sharper focus on 10 critical areas of business customer need , such as enterprise security, converged IT infrastructure, and application transformation. . Everyone talks about "solutions" these days but few seem to invest in the changes necessary to move beyond the rhetoric. For example, truly developing, marketing, and selling integrated B2B solutions typically requires both a strong focus from the top down and a new alignment from the bottom up. Walking the Walk. It won't work. MORE >> -
REPUTATION TO REVENUE | WEDNESDAY, JULY 29, 2009  Rite Aid impresses with active customer service
Little things really do add up. Like many people, I have several prescriptions with Rite Aid Pharmacy. Refills are easy; you just call the number on the bottle a few days before a prescription runs out, tap your way through the automated voice prompts, and pick it up the next day. Nothing earth-shattering, but it's convenient and a good, simple use of Interactive Voice Response (IVR) technology. Today, though, I caught the next wave. Coming home and finding a voicemail on my home phone, I listened to an automated message from Rite Aid asking me to call an 800 number about my prescription. MORE >>
- The power of video: Outsourcing reality show illuminates the buying process REPUTATION TO REVENUE | THURSDAY, JULY 16, 2009
- Smarter marketing at IBM: Big Blue's latest green consulting launch REPUTATION TO REVENUE | MONDAY, APRIL 13, 2009
- Carrotmobs make my night REPUTATION TO REVENUE | MONDAY, APRIL 13, 2009
- New research and paper on "Four Steps to Solutions Growth" REPUTATION TO REVENUE | TUESDAY, APRIL 28, 2009
- Acid test for social media: The lunch lady blog REPUTATION TO REVENUE | FRIDAY, MAY 1, 2009
- Put everyone in marketing? Yes, and with a social spin REPUTATION TO REVENUE | MONDAY, MAY 4, 2009
- Permission marketing turns ten REPUTATION TO REVENUE | WEDNESDAY, MAY 6, 2009
- The new, new marketing: Health tech coalition may point the way REPUTATION TO REVENUE | THURSDAY, MAY 14, 2009
- Oh, the pain of it all REPUTATION TO REVENUE | THURSDAY, MAY 28, 2009
- The hard questions about social media for B2B solutions providers REPUTATION TO REVENUE | THURSDAY, JUNE 11, 2009
- The joy of tweets: Twittering Rocks on Bloomsday REPUTATION TO REVENUE | TUESDAY, JUNE 16, 2009
- Words and meaning: The power of alignment REPUTATION TO REVENUE | WEDNESDAY, JUNE 17, 2009
- Bad service blowback - United Breaks Guitars REPUTATION TO REVENUE | FRIDAY, JULY 10, 2009
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