| | | Marketing Interactions | |  2010 | 309 articles |
| Page 1 of 4 | Previous | Next | MARKETING INTERACTIONS JULY 1, 2010 Using Editorial Calendars in B2B Content Marketing This post is due to a Twitter exchange that ended a bit badly because I misunderstood the person's intentions. He was using Twitter to fire rapid questions at me after I completed my session at the Lead Management Summit on Tuesday and into Wednesday morning. The questions were coming so fast - before I could answer one, another several would appear. became frustrated that it appeared he either wasn't understanding me, that I wasn't understanding him or, even worse, that he wanted to argue about the concept of editorial calendars I had shared during my session. | MARKETING INTERACTIONS SEPTEMBER 20, 2010 When Thought Leadership Isn't Many B2B marketers cite a goal of their content marketing programs as establishing their company as thought leaders in their marketplace. This is an admirable goal, as prospects are looking for experts, not just products or solutions. However, becoming a thought leader takes a bit more effort than you may think. Definition of Thought Leadership by Wikipedia: A thought leader is a futurist or person who is recognized for. innovative ideas and demonstrates the confidence to promote or share. those ideas as actionable distilled insights. Innovative Ideas - Innovative = New. Be specific. Tell them. | | | | | |
| MARKETING INTERACTIONS OCTOBER 25, 2010 Sending an Email Is NOT Nurturing I just saw a Tweet come through the stream from the Marketing Sherpa B2B Summit that reads: So if sending an email isn't nurturing what is? b2bsummit. Lead nurturing is about providing the right content at the right time that addresses a problem that a prospect is focused on (or at least considering) solving. Lead nurturing is based upon content that educates the prospect about the problem, provides expertise about how to solve it and then proves via evidence that the expertise pays off with results the prospect wants/needs. Blogs are a great delivery vehicle for nurturing content. | MARKETING INTERACTIONS APRIL 17, 2010 The Difference Between B2B Leads and Personas B2B marketers have relied on lead definitions to define their marketing programs for years. Some definitions are more complete than others. The biggest disconnect for companies is that a marketer's definition of a lead can often be quite different than how sales defines what they need to accept a lead as qualified for follow-up. This said, a company's lead definition in this form has nothing to do with customers or prospects. It relies on mostly demographic information that we've culled to decide whether or not we want to pursue the lead as an opportunity for customer acquisition. | MARKETING INTERACTIONS AUGUST 31, 2010  Are B2B Marketers Missing the Point? Marketing Sherpa released this chart today about the processes B2B marketers are using to manage prospects across their buying cycles. What concerns me is the percentage of marketers who've labeled these processes as non-priority items and assigned them to purgatory. In my opinion, these marketers may well be the next to experience purgatory. This one always leaves me a bit perplexed. | MARKETING INTERACTIONS OCTOBER 14, 2010 When B2B Buyer's Needs Don't Create Demand What do you do whenever someone says, "Don't do that" or "You need to."? "? If you're anything like me, you go try to do what you've been told not to or you refuse to do whatever it is someone has said you "need to do." " Think back to when you were a teenager and tell me that you didn't do the opposite, trying to prove you knew better than your parents. In fact, I bet—depending on the source—that many of us still react that way today. Have you ever wondered if it's the same for your target markets? Why wouldn't it be? | | | | | | | |
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MARKETING INTERACTIONS | MONDAY, MAY 28, 2012 What Tech Buyers Want From Content
So for all of you who are relying on that white paper published in 2010 to do the trick, it's time to produce something fresh. One of the reasons to create personas is to develop a tool that guides your content strategy to develop content that they'll find interesting. In fact, I'm not quite sure how B2B marketers without personas actually decide what content to develop. If that's true, then maybe some new research will help dispel the idea that you don't need to know your audience to publish content they'll find relevant. Things change fast. MORE >> -
MARKETING INTERACTIONS | THURSDAY, JANUARY 5, 2012 Blogs Provide Versatility for B2B Content Marketing
According to the B2B Content Marketing: 2012 Benchmarks, Budgets and Trends report produced by CMI and Marketing Profs, the use of blogs has increased to 65% from 51% in 2010. From an effectiveness perspective, the use of blogs as a marketing tactic increased by a whopping 45% during the last year. This is terrific news! For those of you who haven't yet jumped on the Blogging bandwagon, it's one of the easiest formats for content marketing. No waiting in the IT queue line. This means your content can be live when you need it to be, without worry, teeth grinding or trauma. MORE >> -
MARKETING INTERACTIONS | TUESDAY, NOVEMBER 16, 2010 Buyers Set the Pace for B2B eMarketing
The ability to instantly publish content, send email, and Tweet give the impression that speed is a marketer's friend. Maybe so, maybe not. But, just because we can push content out more rapidly than ever, doesn't mean that your buyer's pace for making a purchase decision will match your stride. In fact, quite the opposite is likely true. Consider these 4 factors impacting the B2B buying process: More information availability translates to more work for your buyers. It's noisy out there and the volume increases every day. They have less. Are you helping or selling? MORE >> -
MARKETING INTERACTIONS | MONDAY, SEPTEMBER 6, 2010 5 Things to Consider BEFORE Using Social Media
Many companies I work with today are enthusiastic about diving into social media. It's shiny object syndrome at its finest. The problem I find most prevalent is that companies have no realistic idea about what it takes to launch and support a social media program. It takes a lot more than creating an account and setting up a profile with the best of intentions to participate. Here are 5 things to consider before you choose to add social media to your marketing mix: Prospect Preferences. Do you know where your prospects hang out online? Do they engage in social media? Is it helpful? MORE >> -
MARKETING INTERACTIONS | SUNDAY, DECEMBER 5, 2010 Writing is a Critical B2B Marketing Skill
I was reading an article written by Denny Hatch (a long-time copywriting expert) discussing why professional copywriting is critical for marketing where he shared this story he recalled: "What do you do?" " a guy at a cocktail party was asked. "I'm a brain surgeon," was the reply. "What do you do?" " "I'm a writer." " "Ah," said the brain surgeon. "I've often thought that when I retire I'd like to try some writing." I'm not talking about branding or corporate positioning as such. Writing is a skill. MORE >>
- Why a Blog Improves Social Media for B2B MARKETING INTERACTIONS | THURSDAY, MARCH 25, 2010
- B2B Marketers Need Big-Picture Thinking MARKETING INTERACTIONS | TUESDAY, MAY 18, 2010
- B2B Marketers Need to Look Beyond Decision Makers MARKETING INTERACTIONS | THURSDAY, FEBRUARY 25, 2010
- Staying Top of Mind is Not the Goal for Email Marketing MARKETING INTERACTIONS | SUNDAY, MAY 30, 2010
- B2B Lead Definitions vs. Personas - There is a Difference MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 27, 2010
- Embrace Articles for B2B Content Marketing MARKETING INTERACTIONS | SUNDAY, SEPTEMBER 12, 2010
- 6 Ways B2B Marketers Can "Listen" Effectively MARKETING INTERACTIONS | SUNDAY, FEBRUARY 28, 2010
- Give Marketing Content a Job Description MARKETING INTERACTIONS | THURSDAY, SEPTEMBER 2, 2010
- Cold Calling with Content MARKETING INTERACTIONS | TUESDAY, NOVEMBER 2, 2010
- How to Get More Social on Twitter MARKETING INTERACTIONS | THURSDAY, SEPTEMBER 9, 2010
- What Does Your Funnel Look Like? MARKETING INTERACTIONS | THURSDAY, OCTOBER 21, 2010
- The New B2B Marketing Manifesto MARKETING INTERACTIONS | THURSDAY, SEPTEMBER 23, 2010
- Multiple-Personality Disorder in B2B Marketing Content MARKETING INTERACTIONS | SUNDAY, NOVEMBER 7, 2010
- Tech Buyers Find Salespeople Lacking MARKETING INTERACTIONS | SUNDAY, AUGUST 29, 2010
- Use Story Elements in B2B Marketing Content MARKETING INTERACTIONS | WEDNESDAY, MAY 12, 2010
- B2B Lead Nurturing and Social Media MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 1, 2010
- Genius.com Removes the Handcuffs with Free, Instant-On Demand Generation MARKETING INTERACTIONS | MONDAY, AUGUST 16, 2010
- Content Marketing is for Customers Too! MARKETING INTERACTIONS | SUNDAY, FEBRUARY 21, 2010
- Does Sales Care About Alignment with Marketing? MARKETING INTERACTIONS | TUESDAY, NOVEMBER 9, 2010
- The Impact of Social on B2B Brand Personality MARKETING INTERACTIONS | SATURDAY, MAY 15, 2010
- What Goal is Your Marketing Content Achieving? MARKETING INTERACTIONS | TUESDAY, AUGUST 3, 2010
- Why Opt Out is Not a B2B Marketing Strategy MARKETING INTERACTIONS | WEDNESDAY, MARCH 31, 2010
- Content Marketing for Customers Instead of Prospects MARKETING INTERACTIONS | THURSDAY, DECEMBER 30, 2010
- Solicit Sales Feedback Marketers Can Use MARKETING INTERACTIONS | SATURDAY, OCTOBER 16, 2010
- Don't Put Your B2B Email In a Box MARKETING INTERACTIONS | TUESDAY, DECEMBER 28, 2010
- How to Keep Marketing Vs. Sales Alive and Thriving MARKETING INTERACTIONS | THURSDAY, NOVEMBER 11, 2010
- Takeaways from The Great Content Marketing Experiment MARKETING INTERACTIONS | SATURDAY, MAY 22, 2010
- When Should B2B Lead Nurturing Stop? MARKETING INTERACTIONS | THURSDAY, JANUARY 28, 2010
- The Focus for Content Marketing is Not Format MARKETING INTERACTIONS | MONDAY, JANUARY 25, 2010
- White Papers and Websites are Highly Influential to Buyers MARKETING INTERACTIONS | WEDNESDAY, SEPTEMBER 29, 2010
- Are You Letting the Competition Drive Your Marketing? MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 8, 2010
- B2B Content Marketing in the Age of TMI MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 6, 2010
- Take Your Content Strategy Up Stream MARKETING INTERACTIONS | WEDNESDAY, JUNE 2, 2010
- The Why of Prospect Problems MARKETING INTERACTIONS | SUNDAY, JANUARY 10, 2010
- The Left Brain Model for B2B Demand Gen MARKETING INTERACTIONS | MONDAY, NOVEMBER 29, 2010
- Is Internal Marketing in Your B2B Go-to-Market Strategy? MARKETING INTERACTIONS | SUNDAY, NOVEMBER 14, 2010
- 7 "Rs" for B2B Marketing Content Planning MARKETING INTERACTIONS | SATURDAY, APRIL 24, 2010
- No Differentiation in Corporate Messaging MARKETING INTERACTIONS | THURSDAY, JANUARY 7, 2010
- Do You Plan For The Content Experience? MARKETING INTERACTIONS | SUNDAY, JULY 11, 2010
- Is Your B2B Marketing Content a Filter or a Vortex? MARKETING INTERACTIONS | THURSDAY, JUNE 10, 2010
- Sales Support as B2B Marketing Leadership MARKETING INTERACTIONS | SUNDAY, DECEMBER 12, 2010
- Using Content for Inbound Marketing: Mine or Yours? MARKETING INTERACTIONS | MONDAY, SEPTEMBER 27, 2010
- The Fallacy of Control for B2B Marketers MARKETING INTERACTIONS | SATURDAY, MAY 1, 2010
- Marketing Content Must Reach Beyond Two-Way Dialogue MARKETING INTERACTIONS | SUNDAY, MARCH 14, 2010
- Does Your Content Marketing Make You Different? MARKETING INTERACTIONS | WEDNESDAY, MARCH 3, 2010
- Cheat Sheet for Marketing Content Consistency MARKETING INTERACTIONS | TUESDAY, FEBRUARY 16, 2010
- Marketing Above the Noise MARKETING INTERACTIONS | WEDNESDAY, AUGUST 18, 2010
- Is Sales Stepping on Your Marketing Dialogue? MARKETING INTERACTIONS | THURSDAY, JULY 22, 2010
- Define Progressive Triggers for Content Marketing Programs MARKETING INTERACTIONS | THURSDAY, JULY 8, 2010
- Is What You Don’t Know Tanking Your B2B Content Marketing Efforts? MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 22, 2010
- How do you define a High Quality Lead? MARKETING INTERACTIONS | FRIDAY, OCTOBER 1, 2010
- Prospect Intelligence is a Terrible Thing to Waste MARKETING INTERACTIONS | SUNDAY, JANUARY 31, 2010
- When Thought Leadership Isn't MARKETING INTERACTIONS | WEDNESDAY, JANUARY 13, 2010
- Send Your Marketing Content to Med School MARKETING INTERACTIONS | SUNDAY, NOVEMBER 28, 2010
- B2B Marketing Stocking Stuffers & Holiday Cheer MARKETING INTERACTIONS | TUESDAY, DECEMBER 21, 2010
- Juan Eloqua's Grande Guide to Sales Enablement MARKETING INTERACTIONS | WEDNESDAY, SEPTEMBER 22, 2010
- Key Content Marketing Trends & Predictions 2010 MARKETING INTERACTIONS | WEDNESDAY, JANUARY 20, 2010
- "Top of Mind" is B2B Marketing Schmaltz MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 29, 2010
- Is Your Marketing Content Wardrobe Complete? MARKETING INTERACTIONS | FRIDAY, FEBRUARY 5, 2010
- A Leaf on the Marketing Blog Tree MARKETING INTERACTIONS | WEDNESDAY, DECEMBER 15, 2010
- Can Sales Finish Marketing's Sentence? MARKETING INTERACTIONS | FRIDAY, JUNE 25, 2010
- Is Marketing a Numbers Game? MARKETING INTERACTIONS | FRIDAY, DECEMBER 17, 2010
- Marketo Revenue Cycle Analytics Power Strategy MARKETING INTERACTIONS | FRIDAY, OCTOBER 29, 2010
- Ditch the Weight & Drag Holding Your Business Back MARKETING INTERACTIONS | TUESDAY, SEPTEMBER 14, 2010
- Marketing Automation Needs a Relationship MARKETING INTERACTIONS | WEDNESDAY, AUGUST 4, 2010
- LoopFuse Removes the Budget Barrier from Marketing Automation MARKETING INTERACTIONS | WEDNESDAY, JUNE 30, 2010
- Webinar Q&A: Content is Marketing Currency MARKETING INTERACTIONS | SUNDAY, JUNE 6, 2010
- The Many Jobs of Marketing Content MARKETING INTERACTIONS | FRIDAY, MARCH 5, 2010
- B2B Buyers' Use of Social Media - BUYERsphere Report MARKETING INTERACTIONS | FRIDAY, APRIL 9, 2010
- Are You Marketing Static Value? MARKETING INTERACTIONS | WEDNESDAY, OCTOBER 20, 2010
- The Difference Between Features and Value MARKETING INTERACTIONS | FRIDAY, APRIL 2, 2010
- Find Out What Buyers Want MARKETING INTERACTIONS | THURSDAY, JANUARY 21, 2010
- The Power of Monotony in Content Marketing MARKETING INTERACTIONS | TUESDAY, JANUARY 18, 2011
- Lead Generation is NOT IT MARKETING INTERACTIONS | TUESDAY, MARCH 8, 2011
- Is Your B2B Lead Database Like Your Attic? MARKETING INTERACTIONS | THURSDAY, JULY 28, 2011
- Start at Status Quo to Create Buyer' Momentum MARKETING INTERACTIONS | MONDAY, AUGUST 9, 2010
- Why Marketing and Sales Need an SLA MARKETING INTERACTIONS | MONDAY, MAY 10, 2010
- How to Use Cliffhangers in B2B Marketing Content MARKETING INTERACTIONS | THURSDAY, APRIL 8, 2010
- It Takes More than Traffic to Generate B2B Leads MARKETING INTERACTIONS | MONDAY, MARCH 22, 2010
- Why Sales and Marketing Alignment is Like Golf MARKETING INTERACTIONS | TUESDAY, MARCH 9, 2010
- Content Marketing is NOT Wait and See MARKETING INTERACTIONS | SUNDAY, JANUARY 17, 2010
- What's the Cost When Sales Tries to Do it All? MARKETING INTERACTIONS | TUESDAY, FEBRUARY 2, 2010
- Relevance and Email are Like Reese's Peanut Butter Cups MARKETING INTERACTIONS | SATURDAY, JUNE 12, 2010
- Social Media is Not a Replacement MARKETING INTERACTIONS | MONDAY, APRIL 5, 2010
- Social Relevance Plays a Role In Vendor Selection MARKETING INTERACTIONS | WEDNESDAY, MARCH 17, 2010
- Get the Guide: Design Nurturing Programs to Drive Sales MARKETING INTERACTIONS | SATURDAY, JANUARY 2, 2010
- Juan Eloqua's Grande Guide to Lead Scoring MARKETING INTERACTIONS | WEDNESDAY, AUGUST 25, 2010
- Spin Your Marketing Dialogue Wisely MARKETING INTERACTIONS | FRIDAY, AUGUST 6, 2010
- How Catchy is Your Content? MARKETING INTERACTIONS | TUESDAY, JUNE 22, 2010
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