Savvy B2B Marketing

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8 Ways to Make Your Content More Like Personal Conversations

Savvy B2B Marketing

Dan is one of SLMA’s Top 50 most influential people since 2010. We're pleased to present this guest post by Dan McDade of PointClear. Read on to hear Dan's suggestions for creative ways to infuse your content with conversational elements. In an ideal marketing and sales world, we’d all enjoy the opportunity to talk in person with each and every prospect. Understanding.

How to Engage Hyperactive Tech Buyers: Insights from TechTarget

Savvy B2B Marketing

In my last post , I summarized key findings of the newest research from TechTarget: A Profile of TechTarget’s Hyper-active IT Researchers. Here Marilou Barsam, Senior Vice President of Client and Corporate Marketing for TechTarget, shares further insights from TechTarget’s interviews with the participants in the survey. It all comes down to nurturing and closed-loop marketing.

If Content Marketing is the Titanic, Could Low Marketer Confidence be the Iceberg?

Savvy B2B Marketing

B2B Content Marketing: 2010 Benchmarks, Budgets and Trends represents the largest, most comprehensive survey about content marketing in the business-to-business (B2B) space to date. We're pleased to present this guest post by Tom Pisello, also known as The ROI Guy. Since content marketing is such a significant – and growing – budget line item, the need to prove ROI is high.

4 Reasons to Use More Numbers in Your Writing

Savvy B2B Marketing

Five of the ten most-visited posts on the Webbiquity blog over the last 30 days included numbers in the title, chief among them 55 (of the) Best Social Media Tips, Tactics and Tools of 2010. 2. trillion in 2010, equivalent to 1/9 th of GDP.” Read on for his thoughts on the power of using numbers in your writing. newspapers, and heaven forbid—books! Numbers get attention.

How to Fit Social Media into Your Marketing Strategy

Savvy B2B Marketing

Since 2010, our big theme at ITSMA has been marketing transformation. 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. You lay out three sequential steps for the social media process: monitor, engage, and manage. How can marketers overcome this ?

Savvy Week in Review: February 3

Savvy B2B Marketing

Best Content Marketing Guides, Tips and Tactics of 2010 by @TomPick A terrific roundup of resources for anyone investing in content marketing. With much of the country buried under feet of snow and suffering from chronic school cancellations, many of us are headed for the winter doldrums. It shouldn't come as any surprise - it is February after all. Go ahead and shirk your shoveling duties.

Savvy Speaks: Web Copy Turnoffs

Savvy B2B Marketing

With good reason, many feel a website is the hub of a company's presence. Yet some sites do their company a disservice, especially when the copy on them makes prospects and customers cringe or click away. Here are our top pet peeves when it comes to web copy -- and suggestions for how to get visitors smiling and coming back for more! Jamie The biggest turn off for me is copy that talks at me instead of to me. This type of offense comes in two flavors which, in the worst cases, are combined into a one-two punch that leaves any chance of making a connection KO'd on the mat: 1. Big mistake.

Top 10 Tips for Increasing Online Conversions

Savvy B2B Marketing

This is a guest post from Michelle Strassburg, Head of Sales and Marketing at online wooden worktops vendor Wood and Beyond. Michelle has over 10 years experience managing online sales and today shares with us her top 10 tips for increasing online conversions. It's a common practice nowadays for e-commerce website owners to focus on generating web traffic.

Savvy Speaks: Holiday Gift Ideas for B2B Marketers

Savvy B2B Marketing

Doing some last-minute shopping for the B2B marketer in your life? Or, maybe you've been a good little B2B marketer yourself and are looking for a little something-something to put in your own stocking? Either way, the Savvy Sisters have some gift suggestions that will make any B2B marketer smile a happy holidays smile. Thanks again for a great year. It's been an absolute pleasure "talking shop" with you each week. We're signing off to enjoy the holidays with our families, but look forward to seeing you on the other side in 2011. All the best! Heather. Michele. Jamie. Stephanie. Not convinced?

4 Secrets of Socially Shareable Content

Savvy B2B Marketing

You're down with social. You've got yourself a blog, a Twitter account, and even a Facebook page. You understand that none of this works unless you're also down with content marketing, and you work hard to create excellent content so you have something to blog/tweet/Facebook about. But, something's missing. It's enough to break your heart. What went wrong? Social is all about self-expression.

Is Less Content Better? 5 Steps to Simplify B2B Marketing Content

Savvy B2B Marketing

Over the holidays, I was on a cleaning rampage. organized my basement and in the process, I got rid of boxes of books, and a minivan full of miscellany. It felt great! Similarly, I think it's a good idea to occasionally "clean house" with your B2B content. What needs to be updated and/or repurposed? What is no longer needed? Why is this necessary? What do you think? Got Content?

Savvy Toolkit - When It Comes to Content our Appetite is Insatiable

Savvy B2B Marketing

No doubt the portablility of content that can be consumed on your phone, tablet PC, etc is making us more efficient at consumption but based on the recent infographic from our friends at BaseOne's Beyond blog consumption is up in pretty much every media catagory from 2010 to 2011. The even print gets a boost from 37 to 48%.

A Question for B2B Marketers: Are You Focusing on What Needs to Be Fixed First?

Savvy B2B Marketing

Last weekend I reading The Happiness Project by Gretchen Rubin Although I'm not yet finished with the book, it has lots of good gems in it. This one passage keeps coming back to me, though: "A workaholic friend of mine bought a fancy new tennis racquet because he wants to play more tennis, but he still hasn't used it. It can be tough to know what to focus on. Where should I put my energy?

Savvy Speaks: Did You Hear the One About the.?

Savvy B2B Marketing

The videos -- and the related social-media campaign -- resulted in an award from BtoB Magazine in 2010. Tim Washer recently posted an article in Chief Content Officer Magazine about humanizing B2B content. That got us thinking. Is it OK to use humor in B2B marketing communications? And if so, are there any rules or does that just take the fun out of it? Jamie. Do it, but only if you can do it right. while back, I published a post titled WTF, B2B? Lighten Up Already! In it, I wrote about seven high profile brands and how they used humor in their B2B campaigns. They can relate to it.

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Do You Have Any Idea Who You're Talking To?

Savvy B2B Marketing

It's a no-brainer: You can't make a connection with your audience unless you know who you're trying to reach. This gets down to marketing basics – you need to develop buyer personas. Yet my unscientific polls show that a fair number of B2B marketers haven't undertaken the exercise of developing buyer personas. So here are words of wisdom from those who have done the dirty work. But Do You?

Savvy Speaks: What Makes a GREAT Case Study?

Savvy B2B Marketing

Ah, the case study. short, sweet and to-the-point story with a happily ever after ending that is sure to have clients clamoring for your solution. As great as these tools are, there are of course a wide range of styles, approaches and – ahem – quality when it comes to the B2B marketing case study. This week the Savvy Sisters decided to get together and share our tips for what makes a case study great. Kate Make it automatic Sometimes big wins go by so fast you don’t get a chance to get it in writing before the next opportunity comes along. Be conversational.

Savvy Toolkit: Be the First to Get Results from B2B Research

Savvy B2B Marketing

Last year's results were groundbreaking and published in the 2010 B2B Content Marketing Benchmarks, Budgets and Trends. If you are a B2B marketer, we'd love your help - and it won't take more than 10 minutes. Please take this short survey from the Content Marketing Institute and MarketingProfs to let us know how you are using content in B2B marketing. By completing this survey , you'll get the results first. We can't wait to see what the survey reveals this year. Thanks so much for your time

B2B Marketers: Are Your Glasses Half Empty or Half Full?

Savvy B2B Marketing

Lots of marketers seem overwhelmed by everything that now falls under their purview. Organizations are adopting marketing automation and inbound marketing software at dizzying rates. Participation in online communities and in an array of social media channels is flourishing. Mobile marketing has been added to the mix. Companies are augmenting trade shows with virtual events and webinars. Tweet.

How Tech Buyers Consume Content: New Findings from TechTarget

Savvy B2B Marketing

In October, TechTarget released A Profile of TechTarget’s Hyper-active IT Researchers , a report providing insight into the media consumption habits of the media publisher’s most active users. These users are the folks conducting research about technology products and services they might purchase. TechTarget followed up with select interviews of a subset of the respondents.

9 Reasons Why White Papers Still Matter

Savvy B2B Marketing

Paul Dunay of Avaya recently wrote a provocative post that fired up lots of folks. In Is The White Paper Dead for B2B Marketing? Paul summed up a conversation he had with the Bloom Group, which is telling its clients to stop producing white papers. Paul goes on to propose microsites and eBooks as alternatives to white papers. Eccolo Media 2009 B2B Technology Collateral Survey Report 3.

How to Create Remarkable B2B Content

Savvy B2B Marketing

With so much content online, it's getting harder to attract attention. Ideally you want to provide content that your readers find so valuable they talk about it and pass it along. If you're able to produce something entertaining, like this humorous video from Kadient or this witty interactive quiz from Marketo, great. But if not, don't worry. Here are some ideas to get your started.

Getting Back to the Roots of Buyer Personas: Interview with Tony Zambito of Goal Centric

Savvy B2B Marketing

Tony Zambito is the founder, president and CEO of Goal Centric , a strategy consulting organization with a focus in buyer insight and buyer persona development. Tony and his partner, Angela Quail, originated the development of buyer personas in 2002 based on their work with Alan Cooper, who is largely credited with the origins of user personas for the design of digital products. " A.

A 7-Step Plan for Getting Started with Content Marketing

Savvy B2B Marketing

A few years ago, my husband and I were preparing for our daughter's arrival. Like many parents-to-be, we wanted to have everything ready before we brought our daughter home. Not only were we prepping the nursery, but we also started thinking about everything from childproofing the house to saving for her college education. It was positively overwhelming! Where do you start?

How to Design a White Paper for Your Time-Challenged Readers

Savvy B2B Marketing

Great content is more than compelling words on a page. There are a lot of things that go creating content that your audience wants to read and forward, but one of the most critical factors is design. While I think most marketers agree that design is important, especially for things like websites and eBooks, I have often found that this is overlooked with white papers. Concluding summaries.

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78 Questions to Ask Before Launching a Blog

Savvy B2B Marketing

So, you've decided to launch a blog for your business. Congratulations! Welcome to the exciting worlds of content marketing and social media - all wrapped up into one bundle of bloggy joy that will require your nurturing attention for a long time to come. It's not exactly the same as giving birth, but it's not that different either. Grab a cup of coffee and a notepad. Got it? SITE BUILD: Finally!

Savvy Speaks: How To Choose a Marketing Provider

Savvy B2B Marketing

Before the Thanksgiving holiday, we talked about what we look for in the perfect client. Today's follow up question is: What tips would you give to a B2B brand trying to find the perfect marketing provider. Jamie Tip #1: Google is your friend. Google the candidate's name to see what's out there in the press, blogs, etc. Tip #2: Let social media work for you. You can learn a lot about a person by cruising her Facebook, Twitter, and/or LinkedIn profiles. Does she seem knowledgeable? Is she engaging in authentic conversations, or just blasting self-promotional messages? Tip #3: Role play.

Savvy Toolkit - eNewsletters

Savvy B2B Marketing

Hope you had a relaxing and joyous end to 2010. Welcome back! Perhaps you have some work-related resolutions for 2011. One of mine is to produce a couple of eNewsletters. In looking for guidance and resources I ran across Michael Katz at Blue Penguin Development. For over 10 years he has been publishing an E-Newsletter on E-Newletters and maintaining an archive of all the past editions. You can also search the archive here if you would rather research just a particular topic. Check it out! wealth of knowledge from an expert in the field

2010: Will Your Biz Fight or Flourish?

Savvy B2B Marketing

Coming off of a week away from the social media buzz and babble, I find that I'm starting 2010 with a greater sense of clarity about the kind of work I want to do and the way I want to do it. Call me Pollyanna if you will, but instead of letting the hue and cry of the "rabble" distract me, I'd rather spend 2010 focusing on my own vision and goals and how to reach them.

Savvy Week in Review - Nov 19

Savvy B2B Marketing

Pubcon 2010 Notes and Key Takeaways - by @ignitesma Brian Chappell's nutshell version of the highlights at the Pubcon 2010 conference includes tidbits about Twitter, SEO, reputation management, and social media measurement. To all my fellow North Americans. can you believe next week is Thanksgiving?!? Where did November go? How many days left until the holidays? Tweet

One Tech Marketer’s Approach to Lead Nurturing: Interview with Pete Marino of D-Link Networks

Savvy B2B Marketing

In October 2010, TechTarget hosted the Online ROI Summit focused on helping tech marketers understand how to identify, nurture, and convert prospects. As part of the session on The Role of Nurturing in the Lead Gen Campaign , Pete Marino – Senior Marketing Manager with D-Link Systems – presented his company’s approach to lead nurturing. We do that to build trust.

Savvy Roadtrip - Guest Posts

Savvy B2B Marketing

So this will be the last of our Summer 2010 Roadtrip posts. Well summer is coming to a close. Many of the Savvy Sisters have sent their offspring back to school and are now enjoying the peace and quiet that comes from an empty house once again. truly believe I saved the best for the last because after all what is a roadtrip without friends. At Savvy the friendship is the secret sause.

Savvy Toolkit: 101 Marketing Charts and Graphs

Savvy B2B Marketing

Most marketers are also true data geeks. We love feedback, statistics, polls, surveys, charts, graphs, and all the rest of it. Because we're interested in results, we love to get our hands on the nuts and bolts of what makes things work. We like to see trends, tricks, and tips. That's why we want to share this report from Hubspot: Marketing Data - 101 Marketing Charts and Graphs.

New Study Reveals 3 Things You Can Learn from Effective Content Marketers

Savvy B2B Marketing

Hop on over the Content Marketing Institute to get your free copy of B2B Content Marketing: 2010 Benchmarks, Budgets and Trends and check out the major findings of the study. Over the past couple of months, I've had the pleasure participating as one of the authors for some really interesting and eye-opening research from Junta42 and MarketingProfs on the topic of B2B content marketing.

Savvy Week in Review - December 17

Savvy B2B Marketing

Here in the northeast part of the US, we're feeling a bitter chill. can't think of anything more inviting than curling up with some good reads by the fire. With that in mind, we've rounded up a few of our faves from the past week -- hope they spark some hot ideas! Makes it super easy to prioritize. AND - while supplies last - she's got copies at a discount. stocking stuffer? Lots of great ideas!

Savvy Week in Review - July 30

Savvy B2B Marketing

" Online Marketing Research: Get your free digital copy of the Q2 2010 MarketingExperiments Quarterly Research Journal Ok - we haven't read this cover to cover (yet), but just the table of contents has got us thinking. Zoooommm! That's the sound of July speeding by. Hopefully you are staying cool and enjoying the simple pleasures of summer (if it's summer where you live!). Happy Friday!

Savvy Week in Review - Dec 10th

Savvy B2B Marketing

As the holiday season ramps up and the year winds down, we find ourselves running out of time more than usual. Friends and family arrive for planned or impromptu visits (five of the six Savvy Sisters managed an in-person dinner this week - such a treat!), and our heads are jingle-jangling with shopping lists and entertaining plans. Still, we can't quite tear ourselves away from our blogs. Tweet

B2B Technology Buyers Share Their Content Preferences

Savvy B2B Marketing

The 31-page Eccolo Media 2010 B2B Technology Collateral Survey Report is well worth reviewing for more insights around content preferences and consumption patterns. Eccolo Media just released its third annual B2B Technology Collateral Survey Report. The majority of respondents consumed most content in the pre-sales phase of the sales cycle. You can download it after registering.

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Savvy Week in Review - December 3

Savvy B2B Marketing

It's hard to believe we're in the last month of the year. The time feels as though it's flying by. Similarly, it can sometimes feel as if it's hard to grasp hold of all the inspirational ideas and thought-provoking conversations going round the web. We've pulled together a few of our favorites from this past week. Enjoy! Emphasis on "your." Think search. Tweet

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What is going to be hot this holiday season?

Savvy B2B Marketing

What is going to be hot this holiday season? Isn't that the perpetual question that is asked starting in the early summer months at every business each year? What is it that people will want? What will they buy? I, like millions of other people went out shopping on the Friday after Thanksgiving, now so routinely called Black Friday that even my kids referred to it that way. Let's face it.

Can’t Sales and Marketing Just Get Along?

Savvy B2B Marketing

It’s no secret – the classic love-hate relationship between sales and marketing groups negatively impacts top-line results. Even worse, fully 80 percent of enterprise technology deals won are not influenced by marketing at all." But the devil, as they say, is in the details. Many corporate cultures don’t support a meeting of the minds between sales and marketing.