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Is Account-Based Marketing the Holy Grail for Lead Generation Nirvana? [PowerOpinions Part 3]

ViewPoint

Even in companies with a TAM in the many thousands, there are key accounts and current customers that can be segmented for ABM applications while leaving the remainder of the marketplace to the normal marketing automation applications. I recently asked fellow industry leaders to weigh in on the rising popularity of Account-Based Marketing among B2B companies. Total Number of all U.S. 5,686.

PowerViews with Carlos Hidalgo: A Holistic Approach to Driving the Demand Process

ViewPoint

Carlos has been named three years in a row—from 2009 to 2011—to the Sales Lead Management Association’s 50 Most Influential People in Sales Lead Management. He concludes, “I think marketers and salespeople who truly get to know their customers will be light years ahead because now you can plan the content and plan the delivery of that content. marketers are ahead of salespeople.

Good Reads for B2B Marketing - 8 Changes that Will Improve Your Marketing

ViewPoint

B2B Marketers Benefit from Customer Reviews. The best place for them to get this confirmation is from product or service reviews from satisfied customers. Learn the best ways to identify and request customer reviews. Study: Email Lands More Customers Than Facebook or Twitter, but Still Fewer than Organic Search. B2B Buyers: Traits by Generation [Infographic].

PowerViews with Dave Munn: The Transformed Marketing Organization

ViewPoint

and notes how transformation has been driven by marketing budgets reaching new lows in 2009 and 2010: “Marketing, rather than just trying to do more with less, had to do something differently and had to transform.”. Below, you can read highlights from our discussion or use the links to start the video from different parts of the conversation. New marketing channels. Social media integration.

New Response Databases - Valuable Resource for B2B Marketers?

ViewPoint

Ruth is Founder of eMarketing Strategy , a consulting practice that assists companies build their customer acquisition and retention strategies. Have a look at the reports here: 2009 and 2010. Today we're honored to have guest blogger Ruth Stevens share her thoughts on database marketing. The main concern we hear about is accuracy. Is the data correct? Will my mail be delivered?

Ensighten Transforms Web Tags into Rich Customer Data

Customer Experience Matrix

Looking back once more at last month’s post on the future of marketing data , you may recall that I briefly mentioned the intriguing rise of Web tag management systems as platforms to integrate customer data. million to support its stated mission of “capturing and serving up real-time, 360-degree customer insight to all of their [customers’] enterprise applications.” Sounds like a Customer Data Platform to me. If origin stories count, and I think they do, then it’s worth noting that Ensighten’s started in 2009 as a digital analytics agency.

13 Top Books for CMOs - Recommended by The CMO Club

Smashmouth Marketing

Clued In: How to Keep Customers Coming Back Again and Again. Pete Krainik of the CMO Club posted thirteen books that members of the CMO club have recommended. Great list : Breakthrough Marketing Plans: How to Stop Wasting Time and Start Driving Growth. Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. Business Stripped Bare: Adventures of a Global Entrepreneur. Crucial Conversations: Tools for Talking When Stakes are High. Leading Change. Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence, and Business Impact.

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7 Reasons Why Marketing Automation Projects Fail

LeadSloth

An exception is when you have a lot of customers, and want to use the Marketing Automation system to cross-sell and up-sell. 4. Needless to say, Marketing Automation software is very popular today. It can be used for email campaigns, drip marketing, lead nurturing, lead scoring, landing page management and for brewing coffee. Okay, I made up the part about brewing coffee. Not Enough Leads.

Is social media effective for B2B lead generation?

Sales Lead Insights

Other B2B companies try to skip the leads-to-salespeople-to-sales process, instead encouraging prospective customers to initiate purchases themselves from print or online catalogs and/or via order forms, e-commerce sites, phone calls or purchase orders. Yet many of these same companies eventually come to the realization that not every prospective customer is ready to buy now. I’m probably biased, but I believe the primary objective of business-to-business marketing is driving sales of the company’s products and services. about a survey they recently conducted. Not bad!

Rick Short Explains How to Turn Staff Into Prolific Bloggers

delicious b2bmarketing

This, theoretically, delivers customer contacts on targeted topics-leading to increased sales, as well as insight into future opportunities (technologies, developments, etc.). It also delivers our customers a sophisticated source of support. Remember, my staff, and our customers, are extremely sophisticated, well-educated, and technologically astute. Wrong. and Italy. Move on.

5 Steps for Brainstorming Your Marketing Plan

B2B Marketing Traction

Invite others who deal with your customers, including customer service, product development, sales, distributors and possibly suppliers or strategic alliance partners. Tweet. One of the most fun aspects of marketing planning can be brainstorming. Here are ways to make sure your marketing brainstorming is fun and productive. 1. Invite the right people. Clear your calendar. Worst?

Plan 37

what's your marketing approach?

The Effective Marketer

An interesting post by Steve Johnson talks about marketing not being a list, but rather an approach to solving customers problems and helping buyers to buy. Here are some actions you can take that might help: After you create a presentation, review it thinking not only on who you will be presenting it to, but now thinking about whether more people in your market (customers and prospects) would find it interesting/educational When you wrap up things for the day, think back at everything you created (collateral, presentations, copy, etc.) Like Be the first to like this post.

10 Most Popular Content Marketing Posts of 2009

Content Marketing Today

In fact, visitors searching our site for the phrase “content marketing” increased by 85% in 2009 over 2008. Want to Attract and Retain Great Customers? You may also do a regular eNewsletter to inform your customers and prospects about the great content you have created recently online. Your next step is to create an e-book that targets your ideal customers. But now.

Lead Generation Checklist - Part 2: Sales and Marketing – One Team

B2B Lead Generation Blog

Your organization’s way of selling and marketing must confirm to the customer’s buying process, driven by a clear understanding of both the needs and the impact of those needs on both the company and your customers. Keep in mind that each customer will have a slightly different buying process. Be sure to create value for the customer throughout the process. Wish-washy and unfounded statements about the benefits customers get from working with your organization can be the cause of lead generation problems. Your “marketing” approach should be more consultative.

On Lead Nurturing - thinking beyond the send

B2B Lead Generation Blog

Define that problem from your customer's perspective. The challenge today is not in generating leads, but truly connecting with them. That's why lead nurturing matters. This is why I found this post by my friend Ardath Albee titled, " Strategy Beyond the Send " helpful. Ardath's post gives some useful ideas on how we can better connect by thinking, "like your prospects do when they set out to solve a problem. One step leads to another.and another." I agree. Review your options for content that addresses these concerns.

Do you want your customers to be able to reach you?

Junta 42

 It's all about being accessible for your customers?  Today, your customers expect you to be reachable, in whatever way they want to reach you.   How your customers, prospects and others are going to find you is key to your content strategy. This is a guest post compliments of Junta42's VP of Operations Pam Kozelka.  Are you? Every time we update the Junta42 Top 42 Content Marketing Blogs list, one of the jobs is to get the name and email for each blogger.  Doesn’t sound too tough, right?   HA!  Fooled you.  

B2B Marketing | Business to Business Marketing Information Portal

delicious b2bmarketing

B2B Marketing News SMEs flock to BT Tradespace 10 June 2009, 11:30 GMT BT Tradespace has announced 400 per cent year-on-year growth. Reed Smith selects Concep Fujitsu eyes top prospects Orange digitises customer magazine View more news From audience selection to results analysis and strategy refinement , data has the greatest potential to increase your marketing effectiveness – but its also the hardest for B2B marketers to get right. profile your customer base Advice on developing a picture of your customers to enable enhanced targeting and more meaningful insights.

The Top 3 Priorities for 2010 Marketing Budgets

delicious b2bmarketing

About | Advertise | Submissions | Write for Us CrowdsourcedFRD Home Advertising Branding Design PR SEO-SEM Social Media Strategy More testchannel AdROCK eBooks Educational Facebook Guest Posts Twitter The Top 3 Priorities for 2010 Marketing Budgets November 2nd, 2009 | By guestblogger By Tom Pick | Online Marketing Executive | KC Associates With a lingering recession, the U.S. Get your company listed with b2b-focused social media site FYIndOut.com , and encourage your best customers to contribute reviews. And second, that funds will be limited and must be spent very carefully.

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Gainsight Gives Customer Success Managers a Database of Their Own

Customer Experience Matrix

I had a conversation last week with a vendor whose pitch was all about providing execution systems with a shared database that contains a unified view of customer information from all sources. Sadly, they were unfamiliar with the concept of a Customer Data Platform as I’ve been developing it over the past few months and didn’t realize that they fit the definition.

Top Automated Marketing Personalization Tactics

Anything Goes Marketing

This is important : Besides all of the technology out there that can make this process easier, it’s important to keep in mind that the goal is to create engaging experiences for your customers and potential customers so that they will respond and ultimately purchase your products and services. You should make the customer feel that you are carrying on a conversation from where it left off last time – not starting all over again. There are many different ways to do this but the best time to deliver the right message is at a time that matches your customer’s buying process.

Less of Me, More of You - A Stella Pop Content Marketing Video

Junta 42

Where did corporations go wrong thinking that our customers wanted to hear all about our products and services? We talk about this and more in the following video, including: - What if customers actually requested your marketing? Big thanks to Mike O'Grady at Stella Pop for putting out the latest edition of eVidmagazine featuring yours truly. hmmm, why not? Buyers don't.

Content Consistency and Guinea Pigs

Junta 42

Not that your customers are like Guinea Pigs, but the same behaviors apply. content marketing initiative, be it a blog, enewsletter or custom magazine, is a promise to your customers. Once the promise is broken, you should expect a change in behavior in some of your customers ( interesting story on that here ). About a month ago, we brought home our first pet.a

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Social Media Stages of Involvement - Where You Should Be Spending Your Time

Junta 42

Great social media presentation short by Andrew Davis from TippingPoint Labs given last week at Custom Media Day in New York City.   Andrew is an expert at social media adoption, and breaks down the percentage of time brands (and in this particular case, custom content provider clients) need to spend on social media at certain points in the lifecycle of the social media tool.

BtoB Content Marketing: Six Places to Find Hidden Content Gems

Savvy B2B Marketing

The Savvy Sisters welcome Joe Pulizzi, co-author of Get Content Get Customers, who shows you six places to uncover valuable content. While that may or may not be true, marketers often overlook the most obvious of places when searching for valuable information to share with customers. Customer Visits: If a customer comes into the office, get them on video.

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BtoB Content Marketing: Six Places to Find Hidden Content Gems

Savvy B2B Marketing

The Savvy Sisters welcome Joe Pulizzi, co-author of Get Content Get Customers, who shows you six places to uncover valuable content. While that may or may not be true, marketers often overlook the most obvious of places when searching for valuable information to share with customers. Customer Visits: If a customer comes into the office, get them on video.

BtoB 23

B2B Email Marketing: Interview with Stephanie Miller

Sales Lead Insights

Stephanie describes herself as a customer advocate who, through her work with email performance company Return Path , helps marketers reach the inbox and connect with prospects and customers via email and social marketing. This study tracks with Return Path’s Deliverability Benchmark Report on the first half of 2009, which is based on the data Return Path manages for ISPs and corporate system administrators. Treat prospects differently from customers. Email is great for customizing the "storyboard&# – aka: sending drip marketing campaigns.

How to Make Your B2B Website More Buyer-Centric

Savvy B2B Marketing

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. Recently, I've been spending a lot of time evaluating and writing web copy for clients. It's quite common for me to go to a website and be quite puzzled about what this company actually does. Make this prominent interesting. tell them!

Content Marketing Gaining in Popularity

Junta 42

From April to July, 2009, there were an average of 15.59 Subscribe    -    Junta42    -    Custom Content Experts    -    Get the Book I had two phone calls this morning from colleagues that asked about the popularity of the term " content marketing " In looking at trend lines for "content marketing" on icerocket.com, the buzz over content marketing has doubled over the past two years. From August to October, 2007, there were an average of 8.57

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10 Things Fashion Can Teach Us About Marketing

Savvy B2B Marketing

In marketing, the little things can make a huge impression on your customers. Small niceties, extra special customer care, a highly intuitive ordering process - spit and polishing all these little pieces of your business is well worth the effort. 3. Engage people with fresh perspective (freelancers, your customers, the janitor) to help assess your marketing. and cliffs. 8.

Top 10 Triggered B2B Email Marketing Campaigns

Anything Goes Marketing

One of the themes for marketers in 2009 is “doing more with less”. It’s at times like this when you need a bounce in your step and powerful tools that will make it easy to keep you engaged with customers and prospects but allow you to leave work at a reasonable hour. Customer service survey. New customer program. white paper, webinar, etc.), Welcome email campaign.

10 Social Media Tools - Best Kept Secrets

Junta 42

My friend Scott Abel ( The Content Wrangler ) gave an outstanding presentation at Web Content 2009 on social media tools - best kept secrets.  Create custom forms for surveys and downloads. Customize in less than 10 minutes. Subscribe   -   Junta42   -   Custom Content Experts   -   Get the Book   The full presentation is below, but here's the quick take on the 10 Scott shared: 10 Web 2.0 Tools Marketers Can Use Today View more Microsoft Word documents from Scott Abel. Google Docs Forms Designer. Ping.fm. GoView.

Interviews and Content Marketing - Ambal Balakrishnan

B2B Marketing Zone Posts

Some other bits of background about Ambal: Ambal’s book “Content Marketing Tweets: Bite sized tips on creating compelling content your customers and prospects will love&# will be published in late 2009. Social Media (including blogging, twitter etc) is about building trust and relationships with our prospects, customer and community. Ambal Balakrishnan and I have been having some interesting conversations around her interview series and how it relates to B2B Marketing , visible networking and Browse My Stuff.  of Penn. She loves reading, music and hiking.

Practical Public Speaking Tips from Janet Jordan of Keynote Communications

Savvy B2B Marketing

You can assume you have a great message, but you'll never be sure unless you check in with your audience, whether they are your peers, customers, analysts, or the press. In part one of my interview with Janet Jordan of Keynote Communications , she shared her insights into brand communications and the power of storytelling. 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

You can assume you have a great message, but you'll never be sure unless you check in with your audience, whether they are your peers, customers, analysts, or the press. In part one of my interview with Janet Jordan of Keynote Communications , she shared her insights into brand communications and the power of storytelling. These can shut down the body. All of that is psychological noise.

Launch International - Marketing for Technology Companies: Sales Enablement for Technology Companies

delicious b2bmarketing

See Samples We focus on marketing for sales enablement —we are experts at building the messages and tools that help salespeople close business faster and customers buy from you. The worlds largest and most successful technology companies arm their direct and indirect sales organizations with marketing, sales enablement and sales tools developed by Launch International. Understand Our Approach.

Five Guys Burgers and Fries Really Understand in Person Content Marketing

Content Marketing Today

While working on a client project, I had the opportunity to learn about the way they operate their restaurants–and how they think about their customers and their employees. The family that owns Five Guys were concerned that they could not maintain a high level of customer experience if they were to expand too far or to move into franchising. They understand their customers.

Email Autoresponders 2.0 in B2B Marketing

Anything Goes Marketing

Dynamic Content : This is one of the key areas that makes me smile when I'm reviewing how our customers are getting the most out of our product. Using dynamic content you can change key areas such as what was exactly downloaded as well as customizing a call to action either based on what they downloaded and/or the interests that were specified in the registration process. Chad H.

Happy Birthday, sales lead generation company Find New Customers – belatedly

Fearless Competitor

Buffer On February 13, 2009, the sales lead generation company Find New Customers was born. Find New Customers, the demand generation company, is led by the award-winning marketer Jeff Ogden , who’s also the creator of the very popular and highly syndicated online TV show, Marketing Made Simple TV. Who should talk to Find New Customers? That is nearly everyone.).

Marketing Shoelaces

Junta 42

Focus on listening to your customers and stop listening to those people in your company that want to keep things exactly as they are. No one seems exactly sure when, but shoelaces became popular sometime in the 20th century to better tighten shoes, replacing buckles and buttons (which were slow and cumbersome). Shoelaces are odd to me. The technology exists today that we can manufacture any type of shoe, dress, casual or sport, without the need for shoelaces. There is no need to tighten shoes, because the shoe itself can loosen or tighten, depending upon the need. And no shoelaces.

Are You Creating Necessary Content?

Junta 42

Take a few minutes and do an inventory of the content you send to your customers and prospects.    In this case, look at the type of information you distribute that educates your customers and positions you as an expert resource. In addition, is the information necessary for your customers' growth?  So often companies concern themselves with getting out the next post or next newsletter issue without doing the analysis about the significance of the content to their customers. Listen to your customers. Is it necessary? Recruit help.

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