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MARKETING GENIUS BLOG
DECEMBER 19, 2011
The B2B Buying Process Has Changed a Lot in a Year
With an expanding menu of information and options available at their fingertips, new research reveals B2B buyers are increasingly bringing their consumer buying patterns into their selection process for business solutions. This web-first buying pattern has transformed consumer shopping, but new research reveals these behaviors and expectations are quickly shifting to B2B buying as well.
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MARKETING GENIUS BLOG
MAY 12, 2010
Do’s And Don’ts Of Building A B2B Community On Twitter
Recently in an article on B2Bbloggers.com , I stated that the rate of adoption of Twitter for B2B marketing is being slowed because, frankly, at first Twitter can be difficult to understand and hard to use. The five Do’s and the associated Don’ts of building a B2B community on Twitter are a perfect primer if you are just getting started with Twitter. There is much more to cover on the topic of Twitter and building a B2B community. For now, following these guidelines will be plenty to get you started Tweeting responsibly and building a B2B community on Twitter.
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MARKETING GENIUS BLOG
OCTOBER 25, 2010
Marketing Automation Is No Longer About Competitive Advantage, All About Keeping Up
Last week I had the opportunity to co-host a webinar with Jen Doyle , who’s the analyst responsible for the research and development of the 2011 MarketingSherpa B2B Marketing Benchmark Report. The event focused on the challenges B2B marketers are facing now and in the coming year and the top 5 marketing practices they can embrace in order to be successful. Tweet This! Digg this!
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MARKETING GENIUS BLOG
MAY 25, 2010
Do I Really Need a Content Strategy?
Magazines have always been good at creating content, re-purposing content, and planning ahead, but for B2B marketers this hasn’t always been the case. If you want to make your life easier, yes. There are a number of reasons a content strategy is critical, but I’ll start with the simple fact that businesses are now being expected by their consumers to engage through content. Content Touches Everything. Kristina Halvorson in her book “ Content Strategy for the Web says “ Content strategy will help you deliver content that inspires trust. Drives action. Builds loyalty. On time.
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MARKETING GENIUS BLOG
JULY 29, 2010
3 Reasons to Track Social Media Demand Generation
B2B marketers are still getting their arms around measuring the impact of Social Media. Check out this short on-demand demo showing how a B2B Marketer tracks lead generation from social media. Everyone’s doing it, but few are able to attach hard metrics. Here’s 3 important reasons marketers need to figure out how to track Social Media lead generation : Social Media is not free. Far from it, Social Media takes up lots of time of at least one (if not many) team members and involves the extremely important art and science of content creation. Tweet This! Digg this!
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MARKETING GENIUS BLOG
AUGUST 20, 2010
Chart of the Week: Blogging Still Behind the Hype
As reported earlier in the BtoB Genius Marketing Skills study showed less that 50% of B2B marketers were actively engaged in corporate blogging — a number less than we might have expected. Source: eMarketer 2010. I saw this chart when perusing eMarketer. eMarketer’s post of 8/17 validates the earlier assertion and indicates that the BtoB -Genius results might have actually overstated blogging activity. eMarketer research shows that only 34% of companies are currently blogging. Are you blogging? If so, why so? If you aren’t tell what’s holding you back.
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