Reputation to Revenue

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Winning with thought leadership: Six lessons from IBM and Deloitte

Reputation to Revenue

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.

HP backs solutions rhetoric with org change and investments

Reputation to Revenue

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. Return on Investment.

Bad service blowback - United Breaks Guitars

Reputation to Revenue

Lots of companies are still nervous about participating in social media; they fear negative comments, among other things. The reality, of course, is that if you're providing lousy products or service, the bad comments are coming anyway, and with an ever larger megaphone. Four days after posting the video, and 1.3 Obviously the damage is done. Thanks to Marketing Pilgrim for the pointer.

More evidence that give-to-get is the key to success

Reputation to Revenue

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. The answer was the supplier  most proactive in helping you  [emphasis in original].

New research and paper on "Four Steps to Solutions Growth"

Reputation to Revenue

It outlines four initiatives companies can take to accelerate solutions growth through the rest of 2009 while also repositioning their organizations for longer-term success. I'm pleased to announce the launch of a new Point of View series with my partners at Solutions Insights. Our first Point of View, Adjusting to the New Reality: Four Steps to Solutions Growth, is available now.

The power of video: Outsourcing reality show illuminates the buying process

Reputation to Revenue

About a month ago, the good folks at the Outsourcing Institute asked me to contribute some  "lessons" for services marketers based on their web-based reality show, The Transaction. No cash involved, but it sounded like an quick PR hit for me while helping out a great organization.  When I checked out the series, however, I realized this was a much bigger deal. Endless

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Blog as hub, site as spoke

Reputation to Revenue

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.

Words and meaning: The power of alignment

Reputation to Revenue

Suzanne Lowe from Expertise Marketing has a great piece in her June newsletter on the importance of developing a common lexicon for marketing and business development in professional service firms.  Shouldn't the term "marketing be understood to also include targeting and segmentation? Pricing? Client loyalty? In many professional firms, marketing does not mean these latter terms, only the former.

The joy of tweets: Twittering Rocks on Bloomsday

Reputation to Revenue

Normally I write about B2B marketing, thought leadership, sustainability, solutions, and other allegedly useful and important things.  But sometimes you just have to stop and revel in the joy of sheer creativity.  Today, June 16, is Bloomsday , the fabled day in James Joyce's pathbreaking novel Ulysses. For Quite natural." James Joyce Textorized image by maxf.

The hard questions about social media for B2B solutions providers

Reputation to Revenue

The skepticism about social media for B2B is pretty much gone by now. It's still pretty new for a great many companies, but the combination of legitimate success stories, overwhelming hype, and the desperate search for new ways to reach customers when the old ways work less and less has convinced all but the most recalcitrant among us that social media is at least worth a try. Photo credit: OCLS.

YouTube as corporate home page?

Reputation to Revenue

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. Embedded links in the main video connect viewers to additional company information, including a cute video thanking the Obama family for naming its new dog Bo after the company's initials. Modernista! Surely the world has changed more than that! 

Permission marketing turns ten

Reputation to Revenue

Seth Godin today marked the tenth anniversary of his hugely influential book, Permission Marketing. And this was all years before anyone ever heard of blogging , YouTube , Facebook , or Twitter. Thanks Seth! P.S. You can still get the first four chapters free at permission.com.

Put everyone in marketing? Yes, and with a social spin

Reputation to Revenue

Harvard management guru Rosabeth Moss Kanter last week suggested: "In a Recession, Put Everyone in Marketing." The idea, of course, is that you can't just keep cutting costs endlessly, and your employees are your most important asset. When times are tough, everyone needs to contribute to growth. Great. If we give them a social spin, the possibilities become a lot more interesting.

Acid test for social media: The lunch lady blog

Reputation to Revenue

Tac Anderson at NewCommBiz  just posted the true test for companies working in social media: Will they let the lunch lady blog? Tac says he often poses a question to audiences when he talks about social media: You talk to a CEO on a flight and ask him about his company's recent poor results, and get one answer. Whose answer do you believe? Second, the lunch lady may well already be blogging!

Smarter marketing at IBM: Big Blue's latest green consulting launch

Reputation to Revenue

Pardon me for talking about IBM yet again, but the company continues to impress me with its ability to ride the green wave with intelligent and high-potential offerings. The latest example is last week's announcement of a new Sustainable Procurement consulting offer.  Marketing Lessons At the same time, the initiative points to a powerful reminder for B2B marketers in today's challenging economy.

Carrotmobs make my night

Reputation to Revenue

Triple Pundit almost always brings a smile to my face, and for that reason is one of my favorite blogs by far. The group blog highlights the three "p's" of sustainable business -- people, planet, and profits -- and highlights a steady stream of optimism-inducing stories about both creative startups and long-established corporations doing well by doing good. And it sounds really fun!

Marketing as service: Samsung and Best Buy put customers first

Reputation to Revenue

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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Oh, the pain of it all

Reputation to Revenue

Watch and whine (at least if you're a consultant, at an agency, or otherwise actually trying to wrangle real money from clients these days). Thanks to Todd Defren for the link.

The new, new marketing: Health tech coalition may point the way

Reputation to Revenue

The buzz in marketing is all about social media, with Twitter as the flavor of the month and maybe even a tipping point in getting laggard companies to finally take the promise of social media seriously.  I'm all for it, of course. Certainly the hype can get tiresome, and there are huge strategy and organizational questions that companies have to face with social media, but I think we're well past the stage of wondering whether there's real gold in those hills. But social media was "new" in marketing five years ago. responses. Yes these are self-serving marketing programs. What do you think?

Learning from Gen Y

Reputation to Revenue

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.

The urgency of B2B content marketing

Reputation to Revenue

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.

2009 Big List of B2B Marketing and Sales Blogs

Proteus B2B Marketing Blog

With all the micro-blogging, I’ve often wondered whether the number of bloggers who actually create original, substantial content is decreasing. Don’t get me wrong, you can create meaningful thought in 140 characters, but it’s a lot easier to write 140 characters (no matter how well crafted) than it is to consistently create original content for [.].

Sales Ready Leads: Quality vs. Quantity

Smashmouth Marketing

The topic of Quality vs. Quantity in demand gen has been a constant debate. Whether it's inbound marketing or outbound marketing there are costs associated with a lead, there are costs associated with the time and effort needed to convert that lead to an opportunity, and there are costs tied to the quality of those leads and how that impacts conversion rates. As David Greenberg, Sr. Quality Vendor.

2009 Junta42 Golf for Autism Another Success - $30k in Proceeds in 3 Years

Junta 42

  Our original goal for 2009 was $12,000. 2009 was our first year and we have every intention of participating next year. It was another perfect day for an amazing cause.    On August 14th, nearly 100 golfers and over 80 sponsors and contributors came together to raise more than $10,000 to help get children with autism get speech therapy services. All proceeds for the event go to Easter Seals Northern Ohio. By late 2008, it was apparent that this year was going to be much more challenging. All told, we feel pretty good about surpassing the $10k level. Thanks Joe!

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6 steps to writing a better Request for Proposals, a primer

Confluent Forms

We believe strongly in Requests for Proposals (RFPs) as a tool for companies to find the best products and services at competitive prices, but also as an evaluation method for finding that elusive "best fit". However, too often the RFP process is run by people who have never experienced the process before, either from the issuer or vendor side, and essentially don't know what to say or what to ask.

Winners of the 2009 Markie Awards

Digital Body Language

It was a great night last night in San Francisco with the Markies awards gala being the show highlight at Eloqua Experience. The competition was intense this year with submissions from all sizes of companies, all industries, and all regions of the world.

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What Exactly IS Digital Body Language?

Digital Body Language

I've been using the term "Digital Body Language" on this blog quite a lot for obvious reasons. However, I have not really taken a moment to define the term, as I realized recently after a presentation on the topic. So what is it? What we are referring to when we talk about Digital Body Language is the aggregate of all the digital activity you see from an individual.

Fire your Director of Social Media!

Buzz Marketing for Technology

At a recent ANA conference I was interviewing Brian Wallace VP of Digital Marketing and Media for RIM when I heard him say “2 years from now- if I still have a Director of Social Media – I should be fired!&# and after thinking about that I can’t help but agree with him. Said differently how do we make social part of the very DNA of the firm? What’s your view? Tweet This! Digg this!

Top 20 CRM Blogs of 2009

B2B Lead Generation Blog

Read Forecasting Clouds' Top 20 CRM Blogs of 2009 Forecasting Clouds ranked the top 20 CRM blogs based on their content, readability and frequency of posting. I'm honored to have been included on the list. As I read over the list of blogs, I discovered some new ones worth reading along with a number of bloggers I already follow. Here's a partial list of the CRM blogs on their list: PGreenblog and CRM: The Conversation – Paul Greenberg. Beagle Consulting Blog – Denis Pombriant. Brent’s Social CRM Blog - Brent Leary. Think Customers: the 1 to 1. Jeremy Nedelka. Carfi. Blog - Michael Maoz.

5 Secrets of Creating Successful Marketing One-Sheets

B2B Marketing Traction

Tweet. One of the networks I belong to, ProVisors , advocates the use of one-sheets or one-pagers that describe each member’s differentiators and the benefits of the service(s) they provide. See samples at the end of this post.) These one-sheets are important, because in each ProVisors meeting there are about thirty different service providers giving their elevator pitch to the group. The Grabber.

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TriComB2B: Smart. Strategic. Technical. - Technically Focused B2B Marketing Agency - formerly TriCom Marketing & Communications

delicious b2bmarketing

more » News / Press Releases TriComB2B Named as 2009 Best Places to Work Winner. We get it. From writing technical bulletins for your sales force to composing a speech for your CEO, our technically oriented staff of engineers, account managers and marketers will produce deliverables that make sense for your business with results you can measure. We are distinctive due to our technical aptitude , industry knowledge and business acumen. Contact TriComB2B to learn how our focus on technical products and services can help make your marketing efforts more effective. All Rights Reserved.

Inbound Marketing University | inboundmarketing.com

delicious b2bmarketing

Subscribe by RSS InboundMarketing.com Home News Jobs Forums University Search this site: Home Inbound Marketing University Posted May 5th, 2009 by Rick Burnes Register for IMU | Class Schedule | Professors | Student Tools | IMU Badges | Partners | Student Bulletin Board >>Click here to attend this weeks classes! **By clicking the above link, you will have access to the upcoming and recorded webinars. June 15-19, 2009: Inbound Marketing University Classes June 22, 2009: Review Session and Certification Exam New feature! Program Schedule: ( Cant make one of the classes?

Why Are Marketing Automation Managers So Hard to Find?

LeadSloth

Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only  2-5% of B2B firms have invested in full-featured Marketing Automation. But that percentage is rapidly growing. Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them? New technology requires people with a new set of skills, nothing new about that. But that’s for web analysts.

Lead Generation Tips - Take 3 Hour Lunches

Smashmouth Marketing

There were days in my lead gen life where I could have easily left for lunch and not come back for four hours. MIT data shows that that might have been a good idea! Gerhard Gschwandtner of Selling Power just highlighted last year's MIT / InsideSales.com study of outbound prospecting lead conversion. It got me thinking. Layer the times together and stagger them for time zone.