Savvy B2B Marketing

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Analyzing the Competition Where It Counts

Savvy B2B Marketing

In October 2009, Chris Koch of ITSMA coined the term idea marketing as a replacement for thought leadership. As a former competitive analyst in technology marketing, I know how critical it is to keep your finger on the pulse of competitors’ activities, announcements, and positioning. Content marketing. Buying experience. The Shift from Thought Leadership to Idea Marketing.

How to Fit Social Media into Your Marketing Strategy

Savvy B2B Marketing

As of 2009, marketing budgets had dropped to their lowest levels – less than 1% of revenue – since we began measuring in 1996. At the beginning of the year, ITSMA released a special 47-page report that outlines the steps marketers need to take to successfully integrate social media into their larger marketing strategies. What are we going to do on Facebook?

Savvy Toolkit - MLT Creative's eBook on Guest Bloggers

Savvy B2B Marketing

Since our launch in April 2009 we have featured over 40 different guest bloggers. Savvy B2B loves Guest Bloggers! We love making new friends, reading the great content they provide and offering a skill set, topic or voice to our blog that is unique and different. Later in the week we will be sharing a "best of" from the guest bloggers we have had the pleasure of working with.

How to Make Your B2B Website More Buyer-Centric

Savvy B2B Marketing

Recently, I've been spending a lot of time evaluating and writing web copy for clients. Not only have I discovered that I really love this type of work, but I am also seeing common trends of what websites do well and where they could do better. It should go without saying that your website should be aimed at your prospects and customers, but, perhaps surprisingly or not, this isn't often the case.

BtoB Content Marketing: Six Places to Find Hidden Content Gems

Savvy B2B Marketing

Looking for more content to support your marketing efforts? The Savvy Sisters welcome Joe Pulizzi, co-author of Get Content Get Customers, who shows you six places to uncover valuable content. It amazes me when I talk to b-to-b marketers who say they don't have enough content to support their online efforts. Companies churn out miles and miles of content. If so, do two things.

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Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

And, according to the 2009 TechTarget Media Consumption Report , white papers and ebooks are also both popular in the awareness and consideration phases of the buying cycle. I have been thinking a lot about ebooks lately. Stephanie recently posted a fantastic interview with Cindy Kim that discussed how Lumension added ebooks to their marketing mix , and this started my gears turning.

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Ebooks and White Papers: A Complementary Pair

Savvy B2B Marketing

And, according to the 2009 TechTarget Media Consumption Report , white papers and ebooks are also both popular in the awareness and consideration phases of the buying cycle. I have been thinking a lot about ebooks lately. Stephanie recently posted a fantastic interview with Cindy Kim that discussed how Lumension added ebooks to their marketing mix , and this started my gears turning.

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Two Non-Traditional Approaches to B2B Registration

Savvy B2B Marketing

Last week, Stephanie recommended marketers collect incremental information during the registration process , asking for more information during each interaction. Along with Stephanie's suggestion, I also want to share two other alternatives. Option 1: Self-selection. Want the White Paper and I'll Contact You When I'm Ready. Title. First name. Last name. Email address. Company website.

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Lose Control: Three Reasons Not to Require Registration for B2B Content

Savvy B2B Marketing

I've been thinking a lot of the registration process lately. How should marketers decide if they want they want to require registration for their latest offer? In the past, it seemed common to require registration for most things. It's an easy trade: a bit of information for some content, right? What's the harm in that? My second "ah ha" moment was more gradual. Makes a lot of sense!

Lose Control: Three Reasons Not to Require Registration for B2B Content

Savvy B2B Marketing

I've been thinking a lot of the registration process lately. How should marketers decide if they want they want to require registration for their latest offer? In the past, it seemed common to require registration for most things. It's an easy trade: a bit of information for some content, right? What's the harm in that? My second "ah ha" moment was more gradual. Makes a lot of sense!

Practical Public Speaking Tips from Janet Jordan of Keynote Communications

Savvy B2B Marketing

In part one of my interview with Janet Jordan of Keynote Communications , she shared her insights into brand communications and the power of storytelling. In part two , she discussed the necessary skills for effective consultative selling. In this final part of the interview, she shares tips for public speaking. Q. These can shut down the body. All of that is psychological noise.

Practical Public Speaking Tips from Janet Jordan of Keynote Communications

Savvy B2B Marketing

In part one of my interview with Janet Jordan of Keynote Communications , she shared her insights into brand communications and the power of storytelling. In part two , she discussed the necessary skills for effective consultative selling. In this final part of the interview, she shares tips for public speaking. Q. These can shut down the body. All of that is psychological noise.

The 3 Secret Ingredients of Viral Video

Savvy B2B Marketing

Alex Leo wrote (in 2009) about the Sound of Music video for Huffington Post , and he said, “We're in a global economic crisis, America's fighting two wars, there's genocide in Darfur, AIDs running rampant, and a pretty good shot that we could all be killed by bird flu in a year or two. Makes me cry every time. Backstreet Office This one’s just plain adorable. Here’s the thing. Everything.

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Back to School Brush-up for B2B Marketers

Savvy B2B Marketing

attended the first IMS in Kansas City in October 2009 and have been impressed with everyone I have attended since. I am in the home stretch! mere 11 more days and my children will be back under the watchful eye of their teachers seven hours a day. For a mom who works full-time from home summer break is the ultimate test in focus and time management! Supplies. Time is money. Classes.

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7 Critical Steps to Getting Effective Survey Results

Savvy B2B Marketing

We are very pleased to have Wendy S. Cobrda, President and Founder of Earthsense as a guest blogger this week. She is a veteran of the target marketing industry with 20+ years building innovative data and consulting solutions; a 10 years+ serial entrepreneur. So, you’ve been tasked with finding facts on product usage by your customers. Focus – Brevity and clarity counts. Budget for it.

5 Ways to Repackage Your Best B2B Content

Savvy B2B Marketing

I think about B2B marketing at the strangest times. Yesterday, it crossed my mind while eating lunch. The night before, I made some Asian-inspired pork tenderloin, which was good, but it was even better in the sandwich wrap I concocted with some miscellaneous ingredients in the fridge. What does this have to do with B2B marketing? And, you have new readers who may have missed your best stuff.

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Got Content? 10 Steps to Repurpose Your Best B2B Assets

Savvy B2B Marketing

Do you have great content that is buried on your blog? Or maybe you have older content that is still very relevant but you're not quite sure how to use it in your marketing campaign? If you are looking for a way to highlight your best content, think about developing a series of emails on a targeted topic. You have multiple touch points with a client over a period of time. Step 1: Select your topic.

WTF, B2B? Lighten up already! 7 Examples of Humorous B2B

Savvy B2B Marketing

Life is not meant to be that hard, and neither is marketing. Every once in a while, a swift kick in the pants is just what the doctor ordered to remind us not to take ourselves quite so goddamn seriously. As Brandan Gill wisely observed, "Not a shred of evidence exists in favor of the idea that life is serious." They even come with emotions, and - most importantly - a sense of humor.

5 Reasons to Include FAQs in Your Content Marketing Strategy

Savvy B2B Marketing

Lately, I've become a big fan of FAQ pages on websites. never thought that I would be recommending this type of "old school" content to so many of my clients, but I find myself doing so all the time. Here are several reasons. They're fantastic for SEO. If done well, FAQ pages answer the questions your audience has in the language they use (which means using words they are searching with).

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Help! We Have a Trade Show Coming Up!

Savvy B2B Marketing

I do a lot of work with start-ups and so I run into this issue a lot. They either have a limited amount of time, money, or both, but suddenly have a trade show coming up and they need something to give to prospects. Or they simply need to start creating marketing materials, and don’t know where to begin. Website: It seems almost too obvious to mention, but the website is the place to start.

Help! We Have a Trade Show Coming Up!

Savvy B2B Marketing

I do a lot of work with start-ups and so I run into this issue a lot. They either have a limited amount of time, money, or both, but suddenly have a trade show coming up and they need something to give to prospects. Or they simply need to start creating marketing materials, and don’t know where to begin. Website: It seems almost too obvious to mention, but the website is the place to start.

Need Content? 20 Formats to Consider

Savvy B2B Marketing

Content makes the world go round, doesn't it? B2B marketers know they need content, but sometimes it can daunting to decide what to produce. To make your job a bit easier, I've compiled a list of 20 types of content to consider. I'm sure you've thought of and used many of these, and not all of these content types will work for every situation, but hopefully you'll pick up a few new ideas.

Need Content? 20 Formats to Consider

Savvy B2B Marketing

Content makes the world go round, doesn't it? B2B marketers know they need content, but sometimes it can daunting to decide what to produce. To make your job a bit easier, I've compiled a list of 20 types of content to consider. I'm sure you've though of and used many of these, and not all of these content types will work for every situation, but hopefully you'll pick up a few new ideas.

9 Reasons Why White Papers Still Matter

Savvy B2B Marketing

70% of IT buyers used white papers to get information on enterprise technology solutions in the past three months. - The TechTarget 2009 Media Consumption Benchmark Report 2: Closing the Gap between IT Buyers and IT Marketers 2. Eccolo Media 2009 B2B Technology Collateral Survey Report 3. TechTarget 2009 Media Consumption Report: Mindset of the IT Pro During the Recession 4.

Savvy Year End Review – Social Media

Savvy B2B Marketing

This week we will be featuring some Best of Savvy Posts related with our most popular topics from 2009. No topic got more buzz on our blog and others in 2009 than Social Media. If you joined our readership later in the year it is a great way to catch up on some old posts or do a deep dive in a particular topic. We had 71 posts tagged with the Social Media topic. How Web 2.0

Savvy Week in Review - December 4

Savvy B2B Marketing

Enjoy! ~ The Savvy Sisters Business Buzzwords to be Banned 2009 - by @jamesbianchi Jim Bianchi queried marketing pros via is blog and Linked In to compile a list of words and phrases we love to hate. How can it be December already?! While the year's end is just around the bend, plenty of folks around the blogosphere are still generating fresh ideas. Here are our favorites for the week.

What If Your CEO Was a Kid?

Savvy B2B Marketing

Personal example: this morning, I became an official winner of Nanowrimo 2009. I love the Tom Hanks' movie Big , don't you? think everyone can relate to the feeling of being "just a kid" in the big, scary, grown-up world. But, the truth is, kids often have a leg up on us "grown-ups" when it comes to solving problems and getting things done. What the heck is that, right?

4 Ways to Create Impact by Getting Personal

Savvy B2B Marketing

2009 has been a rough year for many. When I pick up my mail, the first thing I do is quickly shuffle through the pile and pick out any hand-addressed letters. Experience tells me these will be the items that are important to me - birthday cards, party invitations, thank you notes. They are the stuff of "real" life. It's a case of actions speaking louder than words. I'm touched.

Survey Says…Tech Buyers Read and Forward White Papers

Savvy B2B Marketing

B2B technology marketers have access to lots of evidence when it comes to proving the value of white papers. A few reports include: How to Maximize the Use of White Papers in Your B2B Marketing and Sales Process , released by InformationWeek in February 2009. Eccolo Media surveyed 501 technology-purchasing decision makers and influencers in its second annual technology collateral survey.

Giving Thanks

Savvy B2B Marketing

Seriously 2009 has been a crazy year for me. Before we head off to enjoy the Thanksgiving holiday with our families and friends, we'd like to say how grateful we are for everything the Savvy site has brought our way. In January of this year, we were just six writers who met during the course of an online workshop. All our best!

Are You Reaching the Right CIO?

Savvy B2B Marketing

Here's a summary of the three archetypes featured in CIO Magazine's State of the CIO 2009 report: Function Head : These CIOs are primarily focused on activities that face the IT organization and are intended to achieve IT operational excellence. That means understanding not just the top 10 IT drivers for 2009 as predicted by Gartner or Forrester. Turns out that's not the case.

Are You Reaching the Right CIO?

Savvy B2B Marketing

Here's a summary of the three archetypes featured in CIO Magazine's State of the CIO 2009 report: Function Head : These CIOs are primarily focused on activities that face the IT organization and are intended to achieve IT operational excellence. That means understanding not just the top 10 IT drivers for 2009 as predicted by Gartner or Forrester. Turns out that's not the case.

Savvy Week in Review - August 28

Savvy B2B Marketing

And get out there and enjoy the final weekend of 2009!) It's hard to believe the summer is drawing to an end. If that thought dampens your spirits, dig into these posts for some rejuvenation! The Savvy Sisters The Three Rules to Marketing Reset - Spreadable. Ultra-Niche. Consistent. - by @juntajoe Marketing is in the process of resetting itself (and has been for a while).

Savvy Week in Review - August 28

Savvy B2B Marketing

And get out there and enjoy the final weekend of 2009!) It's hard to believe the summer is drawing to an end. If that thought dampens your spirits, dig into these posts for some rejuvenation! The Savvy Sisters The Three Rules to Marketing Reset - Spreadable. Ultra-Niche. Consistent. - by @juntajoe Marketing is in the process of resetting itself (and has been for a while).

Savvy Week in Review - September 4

Savvy B2B Marketing

Marketing in 2009 - The eBook You Might Have Missed - by @thebrandbuilder Olivier Blanchard reminds us about an eBook published earlier this year. Happy holiday weekend (for those of us in the states)!! Though many of our fellow marketers are going to be - ahem - attending offsite meetings this afternoon, before you go, take a peek at what intrigued us this week. Enjoy!

Savvy Week in Review - September 4

Savvy B2B Marketing

Marketing in 2009 - The eBook You Might Have Missed - by @thebrandbuilder Olivier Blanchard reminds us about an eBook published earlier this year. Happy holiday weekend (for those of us in the states)!! Though many of our fellow marketers are going to be - ahem - attending offsite meetings this afternoon, before you go, take a peek at what intrigued us this week. Enjoy!

Savvy Week in Review - December 18

Savvy B2B Marketing

With the end of the year looming, we're already looking ahead to what's in store for 2010. With that in mind, we're super glad that our favorite bloggy reads are still churning out the good stuff. This week, we've got a wide variety of topics to share with you including everything from multimedia integration to personal identity crisis. Cheers! Great idea! Here are nine ideas from Velocity.

How Do You Compare to the Best Content Marketers?

Savvy B2B Marketing

B2B marketers can glean lots of great insights from this $399 report (being offered for free until October 2, 2009). Recently Michele Linn posted about the importance of mapping content to the buying cycle. Right after that, I came across an interesting report released by the Aberdeen Group, which explains how industry leaders approach lead management and demand generation.

6 Tips for Preparing Your Company Sales Presentation

Savvy B2B Marketing

When it comes to preparing and delivering presentations, Olivia Mitchell has seen and done it all. We're thrilled to feature her words of wisdom so you can take your presentations to a new level. Simon Cowell has popularized the phrase “You owned that song&#. That small word "owned" packs a lot of meaning. Your sales reps also have to “own&# the company sales presentation.

9 Tips for Preparing a Solid Sales Presentation

Savvy B2B Marketing

When it comes to preparing and delivering presentations, Olivia Mitchell has seen and done it all. We're thrilled to feature her words of wisdom so you can take your presentations to a new level. Simon Cowell has popularized the phrase “You owned that song&#. That small word "owned" packs a lot of meaning. Your sales reps also have to “own&# the company sales presentation.