B2B Marketing Unplugged

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To Everything Spin, Spin, Spin

B2B Marketing Unplugged

If you have been dismissing Pinterest as the land of crochet patterns and photos of soup, this post by Michael Semer might change your mind about its B2B possibilities. . Books ad agency B2B marketing bizmarketer book review branding Elizabeth Williams linkedin social media It covers a lot of ground in a very short space and leaves brand marketers with 9 things to ponder. 1.

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Funnels, crazies and Jedis — you can’t UnRead this book

B2B Marketing Unplugged

particularly favourite bit of the book for me, and it should be required reading for those of us in B2B Land, is the Funnel Vision stuff. In B2B we live and die by our funnels and Stratten and Kramer absolutely nail the issue with our focus on the fictitious funnel where all leads go and are nurtured and wooed and worked until, just like a vending machine, out pops a sale. Be nice.

Why We Need to Shut Up and Let Our Customers Buy Something

B2B Marketing Unplugged

That’s when the Corporate Executive Board announced that B2B buyers were getting through almost 60% of the process without contacting a sales rep. Just the other day, my friend Lisa Shepherd was suggesting on LinkedIn   “…that B2B buyers are now self-nurturing and… sales needs help from marketing to enter the sales conversation earlier”. Goodness. Just like that?

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Three Reasons Customer Experience Management Fails

B2B Marketing Unplugged

It seems likely there is a fair bit of rage going down in the B2B world too; indeed, we know that B2B purchases can be more emotional than consumer purchases. If you have nothing better to do sometime, pour a nice glass of wine and curl up with Arizona State’s Rage Study. That’s a lot of dough, Lords and Ladies of the Spin Cycle, and that’s just consumers. Now that’s fun. All good.

5 New B2B Sales and Marketing Strategies

5 New B2B Sales and Marketing. The traditional B2B sales and marketing model is typically depicted in the shape. New B2B sales and marketing strategies. are required. 5 New B2B Sales & Marketing Strategies. B2B Sales and Marketing leaders should evaluate adopting these 5 new B2B. Collaboration Between B2B Sales & Marketing. Strategies. Overground. 2.

Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

For a quarter century, these marketing beasts of burden have been the centerpieces of most B2C and B2B marketing tactics, and a good bit of the strategy as well. My agency suit friend, Marc has very sore feet this week. You see, he’s been making the rounds of the holiday parties. Sometimes two or three on the same afternoon or evening. And don’t get him started on the client dinners.

Only You Can Prevent Feature Puke

B2B Marketing Unplugged

Franke , the Swiss kitchen systems manufacturer remembers a thing that B2B forgets sometimes, which is that at the end of the chain there is often a real person who wants to put something in their mouth. B2B Advertising Getting & Losing Business Stupid Ideas B2B marketing bizmarketer Elizabeth Williams getting the business linkedin sales squirrels Let’s start with this ad.

Your About Us Page Isn’t About You

B2B Marketing Unplugged

Your prospects may not stop here first, but at some point, as they consider whether or not to do business with you, especially in B2B Land, they are going to pay a visit. Websites B2B marketing bizmarketer Elizabeth Williams linkedin websiteWhat’s on your About Us page?  I’ll bet you don’t even know. When was the last time you looked at it? This includes your About Us page. .

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What Did Your Brand Ever Do To Deserve Bad Photos?

B2B Marketing Unplugged

Getty Critics  has lots of fun taking the p**s out of the banal and ridiculous world of consumer-targeted images; I think it’s time B2B marketers and agencies got a whole lot pickier about imagery and design. Fixing Your Sucky B2B Website Step One. Random Rants Websites B2B marketing bizmarketer stock photosMarketer #1: Hmmm. Time to update our corporate website again. 

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

Contents GOING LONG: HOW 5 B2B TECH BRANDS BUILT VALUABLE AUDIENCES THROUGH HIGH-QUALITY, LONGFORM CONTENT CONTENTLY3 Brands aren’t just publishing. Thirty-one percent identified as B2B marketers, 18. 49 percent work across B2B and B2C businesses. marketing in B2B tech, even major brands like. B2B marketers. for B2B marketers than for B2C marketers. little.

Why Your Contact Page is Terrible

B2B Marketing Unplugged

Websites B2B marketing bizmarketer contact customer service Elizabeth Williams linkedin sales squirrels social media websiteLast week we lamented the deplorable state of most About Us pages. This week, it’s time to pick on everyone’s least favourite page, Contact Us. Marketers, pay attention here: I know you went and found that swell stock photo of tin cans and string. Better make a form.

Why Your Website Needs a Good Cleaning

B2B Marketing Unplugged

In 2007, the average website had 273 pages. I’m willing to bet that 2007 was about the last time most B2B sites had a good clean out.  I can’t find any more current stats than that on page count, but I just can’t imagine it’s lower. Have you been keeping your website content up to date? Let me help you out. The answer is no. Why should we? Good grief. People can find your terrible video.

Content and Karma and Pandas, Oh My

B2B Marketing Unplugged

Related Posts: Fixing Your Sucky B2B Website Step One. Last week we looked at the inconvenience and embarrassment of poor website housekeeping , and the uncomfortable truth that all content is findable and that is not always good news. Whether you like it or not, Google has set loose a Panda in that nasty, over-stuffed garage you like to call a website. Your job is to do a bit of a makeover.

Three Reasons Customer Experience Management Fails – Part II

B2B Marketing Unplugged

CRM B2B marketing bizmarketer CEM customer experience management Elizabeth Williams linkedin porcupines Last week we looked at Customer Experience management (CEM) and the three reasons I think we’re doing it wrong. Reason #1 was forgetting that at the beginning, middle and end of all customer experiences is emotion. Reason #2: We focus on the problem. Well that’s hopeful. Uh oh.

Evangelizing a Content Marketing Program

Consider: Content Marketing on the Rise &86% B2B Marketers are now using content marketing in. strategic fashion 77% B2C Marketers 76% 69%& B2B Marketers are creating more content than they. report, only 21 percent of B2B marketers say that they’re. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 4 II. brands.

Pssst. Trade Shows Suck at Lead Generation. Pass it on.

B2B Marketing Unplugged

Be honest: for B2B sales, you need at least a director or better to get anywhere close to a deal. Stupid Ideas Trade Shows B2B marketing bizmarketer branding Elizabeth Williams Funnel of Love linkedin porcupines sales squirrels Sales-rejectable leads trade shows Sales squirrels ignoring you? It will sound something like this: “How will we ever make quota?” Uh oh. Wrong.

The End of Valued Customers

B2B Marketing Unplugged

CRM B2B marketing bizmarketer customer service porcupines Dear Valued Supplier, Thank you for your quarterly newsletter. It showed up in my email just yesterday, minutes after the monthly statement, and not long before the important reminder about the scheduled maintenance you’re doing this weekend. Could you look into that? Quite  a treasure. Sincerely, Your Under-valued customer.

Distance Between Decision-Makers and End Users is Key

B2B Marketing Unplugged

One of my favourite business writers, Geoffrey James , once wrote that B2B selling is “not only different from B2C selling, it’s massively more difficult …”. When we look at the marketing side of B2B, I’m not sure it’s any more difficult than B2C, but I suggest it is considerably more complex. Here’s the whole article. In the consumer world, the distance is pretty short.

Awareness Plus Fatigue Does Not Equal Consideration

B2B Marketing Unplugged

There is only so much room in any given brain to give a sh*t about stuff, and you’re up against stuff like Game of Thrones, videos of Russian car accidents and, for B2B,  dialing into conference calls wearing only a dollar-store tiara. But I’m not sure this is true, and I’m particularly suspicious of it in B2B marketing. They just don’t. That is some serious competition.

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Content Methodology: A Best Practices Report

benchmark report, 76 percent of B2B marketers and 77 percent of B2C marketers. and over half of both B2B and B2C marketers are not clear on what a successful. The Drum named the Best B2B Content Marketing of 2015. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. Definition II. Why a Content Methodology Is Needed III. the stories.

The Fish in the Barrel Don’t Like it When You Shoot

B2B Marketing Unplugged

Branding Stupid Ideas B2B marketing bizmarketer Elizabeth Williams linkedinWe marketers just love a captive audience, don’t we? We like them strapped into pressurized metal tubes at 35,000 feet with nothing to look at but a tiny screen or a drooling neighbor. We like them squished into subway cars, bouncing off each other in mosh pits or looking for a familiar taste far from home.

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Six Ideas for Getting Your Social Media Off the Ground

B2B Marketing Unplugged

This Thing: If you are way ahead of Patty (and, frankly most B2B marketers probably are not), you may be ready to kick off an employee advocacy program on social. Social Media B2B marketing bizmarketer corporate overlords linkedin social media Patty’s company recently lifted some of its restrictions, and now allows most employees to access the web from their desks. Yes, them.

Conversations Matter

B2B Marketing Unplugged

Random Rants B2B marketing bizmarketer Elizabeth Williams linkedin Oh dear, poor Radio Shack has bought the farm. To be honest, I thought they’d gone to Retail Heaven years ago, but apparently they struggled on far longer than I would have thought likely. Brands live (or not) at the intersection of experience and expectation, a location good marketers know well. Back to the party.

Marketing Automation, Meet Customer Communication

B2B Marketing Unplugged

CRM B2B marketing bizmarketer customer service linkedin Thank you to all who wrote and tweeted your deep concern for my emotional well-being following last week’s post. I can assure you I’m quite well and the post was less rant and more dramatic set-up for this week’s missive. Judging by some of your comments, over-communication with customers has struck a cringingly familiar chord. Why us?

Definitive Guide to Planning a New Content Initiative

THE DEFINITIVE GUIDE 1 THE DEFINITIVE GUIDE 2 Introduction For the last decade, DivvyHQ’s founders have been helping the world’s leading marketers. to plan and produce effective content for their respective companies. In that time, we’ve. experienced first-hand how much time, effort and thought is required to get a new. content initiative planned, launched and firing on all cylinders. the “what”.

Getting Commitment Requires Primal Selling and Quiet Marketers

B2B Marketing Unplugged

In B2B Land this sounds like “Quick, break out the Magic Discount Wand, blow the dust off some executives and for God’s sake find a frigging hockey ticket.” On the consumer side of the house, it reeks of free shipping, limited quantities and 15% off today only. Next week, we’ll take a look at that victory lap and why, despite our very best efforts, so many B2B deals fail in the first year.

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The Thrill of Victory: What Marketers Can Learn from the Win Column

B2B Marketing Unplugged

Awesome Ideas Getting & Losing Business Sales vs. Marketing B2B marketing content marketing getting the business procurement sales squirrelsWere you successful in getting your hands on the win-loss report from sales? Don’t feel too bad about it; that sort of information is not something sales people share freely, especially the loss part of it. All day long, if you let them.

Sometimes Marketing Should Whisper

B2B Marketing Unplugged

Well it’s August and that means B2B vacation time is about to come to a crashing end as another fall trade show season bears down. I don’t know about you, but I’m about hoarse from all the yelling I’ve been doing lately. What with radio, OOH and a bunch of SEM stuff, I’ve been screaming for quite a few weeks now. No think these stickers are the smartest damn thing ever. But I don’t.

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Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

Books CRM Getting & Losing Business B2B marketing bizmarketer Elizabeth Williams linkedin social mediaI am worried that Candy Crush is eating our brains. used to worry that email was eating our brains; now I’m pretty sure it’s that horrible game. Candy Crush is extremely habit-forming. So are Facebook, Instagram, Amazon and LinkedIn, and this, according to Nir Eyal, is why they succeed.

Content Marketing Playbook: Strategy and Roadmap

According to CMI’s 2015 report, just 35 percent of B2B or- ganizations and 27 percent of B2C organizations have a. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. conference.

There Are No Emergencies in Marketing

B2B Marketing Unplugged

Random Rants B2B marketing bizmarketer corporate overlords customer service Elizabeth Williams Hand-Wringers Seal Team Six social media Joan is frequently late for lunch, which has a fair bit to do with her busy job managing social media for a large bank. There are a lot of urgent things in social media. On a recent day, she huffed into the room looking more frazzled than usual.

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Why Meaning Matters More than Noise

B2B Marketing Unplugged

Awesome Ideas Books Branding B2B marketing branding linkedin value proposition“When everything you do is framed by the question ‘is this product or service worthy of my customer and why?’ it changes everything.”. Meaningful is a book about the importance of deliberately and transparently paying attention to customers and prospects. That customer’s story changes because the business exists.”

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Stop Apologizing, Start Measuring

B2B Marketing Unplugged

Here is one of the best B2B product launch videos ever. Branding CRM B2B marketing bizmarketer branding corporate overlords customer service Elizabeth Williams linkedinThere are a thousand reasons to be happy you don’t work for Volkswagen just now. One of them is getting to avoid being part of the orchestra accompanying its Dance Apologetic over the emissions software thing. Such fun.

The Hidden Costs of Content Marketing

B2B Marketing Unplugged

Just in case you are thinking the Slap Chop folks are moving in on your sweet B2B gig, this notion of the content machine isn’t new. Content Marketing B2B marketing bizmarketer content marketing Elizabeth Williams linkedin sales squirrels Hey kids, want to shoot your leads right to the bottom of the funnel just like that? Tired of whiny sales people who don’t know how to close? Uh oh.

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. B2B marketers will focus.

Fixing Your Sucky B2B Website: Step One

B2B Marketing Unplugged

Aileen is a B2B marketer with a website that sucks only slightly less than her marriage. But B2B websites are like old houses : they were never really conceived of as things that need constant reinvention, just a little upkeep. Related Posts: Nine Visuals Your B2B Website Really Doesn’t Need. Websites B2B marketing bizmarketer Elizabeth Williams linkedin website