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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.

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 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.

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?

Optimizing the Digital and Social Customer Experience

Social Marketing Forum

In its 2009 article on the consumer decision journey McKinsey wrote “Consumers are moving outside the purchasing funnel—changing the way they research and buy your products. Customer service Relationship marketing Social business Social CRM Social media marketing Touchpoint marketing Bryan Eisenberg customer journey Dion Hinchcliffe McKinsey touchpoints W.H.

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. Our Hole Sponsors: D Custom. Redwood Custom Communications. 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.

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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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Top 20 CRM Blogs of 2009

B2B Lead Generation Blog

Think Customers: the 1 to 1. Social Customer Manifesto - Chris. Customer Insider - Graham. 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.

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

delicious b2bmarketing

Learn more about why our customers benefit from our focus on technical B2B. 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. Tired of rewriting copy and correcting errors?

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.

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.

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.

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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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!

My List of Demand Generation Vendors, and Who They Sell To

Customer Experience Matrix

The vendors are divided into four categories based on my understanding of their target customers. One of the audience members at the B2B Marketing University in Boston asked about demand generation systems for small businesses, and how to distinguish among the vendors in general. My brief answer was that the biggest difference was less functionality than the target markets the different vendors pursue. This has more to do with the degree of personal selling (and after-sale service) than anything else. also promised a blog post on the topic. Here it is.

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.

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.

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.

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.  

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.

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?

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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.).

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.

Custom Publishing Council Announces 2009 Pearl Awards

Junta 42

Had an outstanding time last Thursday at the 2009 Custom Publishing Council Pearl Awards (Junta42 was a sponsor of the event).   Here are all the winners below: Winners are listed by category, title, custom publisher and client name, included in parentheses. Silver: Destination Hyatt 2009, HCP/Aboard Publishing (Hyatt Hotels Corporation). Gold:  Acura Style, Javelin Custom Publishing (American Honda Motor Company Inc.). Bronze: The Barnett Shale, Wax Custom Communications (Chesapeake Energy Corp.). Acura Style, Javelin Custom Publishing.

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.

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.

Getting Your First 100 Customers: Strategies That Work

B2B Marketing Insider

Ok I realize I usually and generally deal with and write about brands that are way beyond their first 100 customers. Anyone with experience with startup companies and sales and  marketing  knows how hard it can be to engage those first 100 customers. One thing I struggled with is finding new customers. The first actual customer was in California, I believe in Orange County.

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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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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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.

An Example of Creating Customer Passion

Content Marketing for BI

This week I had the opportunity to attend the 2009 Tableau Customer Conference. And, their customers are passionate about their software. The conference has been very successful at staying in touch with customers and keeping them engaged. They reach their customers and prospects at their level. Something you might want to think about for your own B2B niche.

An Example of Creating Customer Passion

Content Marketing for BI

This week I had the opportunity to attend the 2009 Tableau Customer Conference. And, their customers are passionate about their software. The conference has been very successful at staying in touch with customers and keeping them engaged. They reach their customers and prospects at their level. Something you might want to think about for your own B2B niche.

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.

5 Tips for Optimizing your Facebook Marketing

Buzz Marketing for Technology

Creating a Facebook Application has become widely popular because custom applications are not that hard or expensive to build. And your key to success will be the consistent participation and willingness to engage your customers you can create by using great content. But that doesn’t mean you shouldn’t have a strategy in place for what you are trying to achieve.

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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.

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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Social Media will Disrupt every Function in your Company

Buzz Marketing for Technology

Social Media is having a big impact on Customer Service as evidenced by all the issues our teams are handling each week for Avaya. We see between 1000-2500 mentions of Avaya each week alone and engage with dozens of customers in any given week. We are at an interesting inflection point with Social Media today. Social Media already has changed Marketing forever.

Using Social Media to Deepen Customer Relations

Buzz Marketing for Technology

An obvious win for companies looking to jump into Social Media is in the Customer Support area. As more and more customers voice their opinions online, the choice is not if you should be responding using Social Media, but when are you going to start responding! Today’s customer support through Contact Centers typically feels anonymous.

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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