How social media muteness endangers your company: The crisis at McKinsey
JULY 29, 2011
Latest Post Social Media Thought Leadership B2B marketing Blogging Congressional Budget Office Employment Health care Health care reform in the United States ITSMA Marketing Strategy McKinsey & Company social media management social media strategy Urban Institute White HouseMcKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously—and when you lack the ability to respond in the moment through social media. textbook example of pragmatic thought leadership. That picture is stark and scary. And so it did.
What the slow death of B2B publishing means for marketers
MARCH 4, 2011
This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. But if you step back and think about where the real opportunity is for B2B marketers, it is idea marketing. B2B buyers are tired of marketing, but they’re not tired of ideas. Try all of them.
9 attributes of the best thought leadership content
SEPTEMBER 29, 2011
Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Share and Enjoy: Latest Post Thought Leadership B2B marketing Business Education and Training Executive leadership Management marketing Sales Thought leaderSome time back, I blogged about the attributes of a thought leader. Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. Differentiated.
Is ghost writing in social media right or wrong?
JUNE 18, 2012
Blogging Idea Marketing Latest Post Social Media B2B marketing Blog blogs social media management social media strategyThis week, I posted the first of what may prove to be a series of controversial blog posts on the SAP community network (known to members as SCN). The posts won’t be controversial so much for the content itself (although I hope that that happens eventually) as for the way I’m presenting it. I’m going to channel other people’s ideas, not my own. You can read the entire post here. They may not like it and you may not either. Others call it ghost writing.
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.
Is “social media campaign” an oxymoron?
DECEMBER 2, 2011
Actually, I’m not a slut. I’m more of a snob. I’m a content guy and I think thought leadership is the best way to build nurturing relationships with contacts in B2B marketing. Marketing automation vendor Eloqua released a SlideShare entitled 10 ways to “solve” Facebook for B2B. Reasons Why Facebook Stinks for B2B Marketing (christopherakoch.com). ITSMA Research Latest Post Social Media B2B marketing Business-to-business Eloqua Facebook ITSMA LinkedIn marketing Marketing Automation SlideShare Thought Leadership TwitterYou’ve heard of Farmville, right?
The five stages of social media grief—have you passed through them yet?
JUNE 15, 2011
Not gonna happen in B2B. Latest Post Social Media American Marketing Association B2B marketing marketing social media management social media strategy TwitterImage via Wikipedia. Social media (along with skimpy marketing budgets) are causing a transformation in marketing to a degree that we haven’t seen for a lifetime. Denial. This can’t be happening—not to me.” No way. Anger. Don’t.
Four reasons to hate thought leadership
FEBRUARY 4, 2012
First, because I’ve left ITSMA and joined SAP , where I will focus on marketing the good ideas of the many subject matter experts there. I’m going to share my experiences in helping to build an engine for developing and disseminating good ideas for SAP (with names changed to protect the innocent and guilty alike). I won’t be focusing on B2B marketing in the broadest sense anymore; I’ll be narrowing things to idea marketing (and the role that social media play in it). know because I have a column in my Twitter dashboard that searches the term. It’s bastardized.
How to measure influence in social media marketing
MAY 6, 2011
For example, many ITSMA members are companies that began by selling B2B products but are now trying to become known as full-service solution companies. Latest Post Marketing Strategy Social Media B2B marketing Empire Avenue Internet Marketing Klout Marketing ROI Media influence social media management Social Media Metrics social media strategy Twitter Twitter GraderThe monitors.
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.
Does integrity make you a social media loser?
OCTOBER 14, 2011
In three plus years of tweeting, I’ve picked up what I perceive to be the general etiquette for engaging on Twitter. I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. I’ve rolled all that up into an approach that I doubt constantly. I don’t seem to be alone. Here’s my list of what seem like the right things to do on Twitter so that I feel like I’m being a good member of the B2B marketing guild —i.e., Lots of people seem to be having Twitter identity crises these days. Do you? That’s my list. What’s yours?
How to use social media for B2B
MARCH 19, 2010
want to do something ambitious and I’m hoping you’ll help. I’d like to create a guide for how to use social media in B2B that does not involve talking about the specific tools—as least not in the top line. B2B buyers value peer connections above all else. Using mobile applications to engage with others is going to become important in B2B in the coming years. Engage. Manage.
15 things marketers should stop doing and thinking in 2011
DECEMBER 28, 2010
For expensive, complex B2B products and services, social media can improve relationships with customers and increase awareness. Latest Post Marketing Strategy Mobile Marketing Social Media B2B marketing Business Facebook ITSMA Research LinkedIn Marketing ROI Rate of return Smartphones Social network TwitterHere’s a list of things I wish we would stop doing and thinking as of December 31 st : Social media. Social media cause people to waste time at work. Companies have a long and pointless history of resisting new forms of communication. Dude, this stuff isn’t heroin, okay? Mobile.
4 Reasons Why Facebook Stinks for B2B Marketing
AUGUST 5, 2011
We don’t see the value of it for B2B and we want it off the table. Seemed a bit harsh, but I had to admit that I had been harboring my own doubts about the value of Facebook for B2B for a long time. I’m not saying that B2B companies shouldn’t be on Facebook. So I think B2B businesses should have a Facebook page that shares whatever content the company is already producing. What is B2B marketing all about? And I just don’t see what’s good about Facebook for creating relationships in B2B. The B2B pages I’ve seen on Facebook are broadcast focused.
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.
Eight attributes of a thought leader
FEBRUARY 18, 2011
Latest Post Thought Leadership B2B marketing Business Edelman Internet Marketing ITSMA ITSMA Research leadership Management Social Media Thought leader TwitterSocial media are growing up. The initial thrill of connecting to a bunch of peers that we’ve never met is giving way to the desire to get something useful out of those connections. Interesting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.” Clearly, there’s a growing hunger for thought leadership in social media. Relevant experience. Presence. Rapport. Curiosity.
I have seen the future of B2B marketing. It’s on Forbes.
NOVEMBER 7, 2012
Step Toward Better B2B Marketing. I’m sure I don’t need to introduce you to Forbes’ “BrandVoice” program (used to be “AdVoice). The guy who manages the platform at Forbes, Lewis Dvorkin, (if he also created the platform he’s a freakin’ genius) recently wrote about its power to disrupt traditional journalism , citing my new employer, SAP, as one of the companies that sometimes get more hits for the stuff it posts than Forbes’ own journalism. He concludes that journalism (what little is left of it) is safe from the assault of brands like SAP. Reinforcing the no-pitch rule. Favorite Voices.
3 ways to link marketing to revenue without metrics
MARCH 18, 2011
Latest Post Marketing Metrics and Analytics B2B marketing Business IBM ITSMA ITSMA Research marketing New York Sales Social Media Thought leaderI’m looking forward to our annual ITSMA spring road trip. This time, I’ll be speaking about how to tie thought leadership to revenue, starting in Santa Clara, CA next Wednesday, and in New York and Newton, MA the following week. Hope you can join us. Alas, no such magic metric exists. We’re focusing on the wrong things. If you have the ability to measure those two things, then great. Here are three ways to do it: Connect ideas to offerings.
The prerequisite to effective social media: the idea organization
MARCH 25, 2011
Make ideas part of individual expectations. I’m hearing B2B companies tell me that they are starting to make idea development part of the yearly goals of their subject matter experts. Latest Post Social Media Thought Leadership B2B marketing Boston Business Facebook Idea Marketing Idea Organization ITSMA marketing Marketing and Advertising New York Silicon Valley Subject matter expertEric Wittlake makes this point in a blog post this week and I heartily agree. What do I mean by an idea organization? Appeal to their egos. Give them the tools to think. Make it competitive.
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.
How to write blog posts from a white paper
MARCH 23, 2012
Let’s face it, there are some B2B executives who wouldn’t read a white paper even if you threatened them with lima beans (what, you like lima beans? Blogging Idea Marketing Latest Post B2B marketing Blog Business Business-to-business ITSMA Research marketing Paper Social Media social media management White paperIf you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a white paper that an external content person created for the company and now you need to make that content social. Eeewww!). decided to write down the ways.
Where is the utility in mobile apps for B2B?
DECEMBER 10, 2012
As is often the case, his advice pertains more to B2C than B2B, as I point out in a comment: “Utility” is a clear, succinct way of putting it. I am concerned about the B2B side of things, though, for complex technology solutions in particular. Social media hasn’t taken off for B2B because it doesn’t provide any more utility for making those things happen (except perhaps for finding old colleagues on LinkedIn). Awhile back, I tried to get at this concept, though much less elegantly than Joel, in terms of how B2B could make use of mobile apps.
2011: The year of personal brands
JANUARY 28, 2011
think we need to let the personal brand win—especially in B2B. Blogging Brand, Reputation, and Positioning Altimeter Group Augie Ray B2B marketing Brand Brand Management Business Corporate Brand Corporate Branding Forrester Research Interactive marketing Jeremiah Owyang Personal Brand Personal Branding Social MediaThis is the year that the personal brand begins to do battle with the corporate brand. Featuring big pictures and bios of your subject matter experts on your website is a good start, but it is the equivalent of paid search. Testing the popularity of content.
Marketing’s golden opportunity in innovation
APRIL 22, 2011
Latest Post Social Media B2B marketing Chief executive officer Chief marketing officer Innovation ITSMA Kickstarter marketing Netflix social media managementInnovation is becoming more external to companies and more social. When Netflix’s internal engineers struggled to get more than incremental improvements in the company’s movie matching algorithm, the company put the problem to the internet and crowdsourced a 10% leap in accuracy (of course, it didn’t hurt that they offered a million dollar prize). Even funding for innovation is becoming more external and social. What do you think?
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”.
6 lessons on how NOT to market to customers
JULY 22, 2011
All of which is a lead-in to this week’s entry, which is what we as B2B marketers can learn from health-care marketing. Many of us in B2B can be proud of how we educate our customers and prospects on the business issues they face—from current regulatory changes to future “sea changes.” We help ease them into the idea that they need our services and solutions to solve these problems so that the experience of spending all that money feels a little less like stepping off a cliff. Unfortunately, this one does often ring true in B2B, at least in my experience in consulting.
Why salespeople should sell ideas: an FAQ
MAY 15, 2012
We all know the increasing importance of ideas in B2B marketing. Every B2B company has subject matter experts (SMEs) who are working with customers to solve problems and have deep backgrounds in customers’ processes, industries, and functions. In a recent ITSMA survey, 88% of B2B buyers said that ideas are important or critical for providers that want to make it to their short lists. Besides creating idea networks, B2B companies also have to become publishers. With the decline of B2B trade publishing, B2B providers have to pick up the slack.
How do you know when you’ve reached the next level in social media?
APRIL 8, 2011
I was thrilled to run a social media workshop this week with a large B2B technology and services provider (and ITSMA member). What is the next level of social media in B2B and how do you know when you’ve gotten there? speak to many regulated B2B companies who (still) don’t believe their employees can engage in uncontrolled conversations with customers and prospects. The great thing about the experience was that this company is already doing social media. This was all about the how. But even the how was different. That got me thinking. Exactly what does that mean?
How to make social media add up to thought leadership
DECEMBER 16, 2010
In the nearly three years I’ve been writing this blog, I’ve been relentlessly chronicling my pursuit of the developing story of social media for B2B marketers and absorbing your comments and real-world stories. In the process, I discovered five important steps that B2B companies must take to integrate social media into the overall marketing strategy. ITSMA Research Latest Post Thought Leadership B2B marketing Marketing Strategy Social MediaIn this section, the Times would do something that drove me insane with envy and jealously. The predatory strike of summation.
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.
We need a chief marketing analytics officer
FEBRUARY 11, 2011
There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. think B2B marketing groups need the same emphasis–and that need will never go away once the systems are installed. Latest Post Marketing Metrics and Analytics B2B marketing Business Chief information officer Chief technology officer marketing Marketing Analytics Marketing and Advertising Marketing Automation Paul Dunay Scott Brinker Software as a serviceMaybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist.
How to get employees involved in social media: focus on ideas
MAY 20, 2011
In an interview this week with Stephanie Tilton (thanks, Stephanie!) on the Savvy B2B Marketing Blog entitled How to Gain Real Traction with Thought Leadership, I talk about how marketers need to create an idea network within their organizations to spur their subject matter experts to start thinking. Latest Post Social Media Thought Leadership B2B marketing Business Facebook Idea marketing Marketing and Advertising social media management social media strategy Subject matter expert TwitterBut focusing solely on engagement is the wrong goal. Knowledge share sessions.
The 2 questions on every buyer’s mind
SEPTEMBER 9, 2011
Share and Enjoy: Latest Post Thought Leadership B2B marketing Business Fred Reichheld Health care reform in the United States IBM ITSMA ITSMA Research marketing Marketing Processes Marketing Strategy McKinsey & Company Sales Subject matter expert Thought leaderAt any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Practical.
The crisis of buyer information in B2B and how to fix it
AUGUST 16, 2011
Obviously, this is less of an issue in B2B than B2C. Cookies help us learn more about our website visitors, but you won’t learn nearly as much about the spending patterns of B2B executives through web cookies as you do with B2C buyers. Privacy is a concern in B2B, too. Yet even in B2B, we have a growing concern over privacy in lead management. Pushing the easy button.
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.
3 factors in winning the social media horse race
AUGUST 23, 2011
The reason that blogs are so popular (and the cornerstone for social media in B2B social media marketing) is that they are long. Blogging Latest Post Social Media B2B marketing Blog Facebook Google LinkedIn social media management social media strategy Social network Tumblr Twitter YouTubeSeems everyone has an opinion about Google’s G+. And as usual in a situation where little data exists (yet) to support fact-based opinions, most of them are extreme. One writer claims that the attraction of G+ is the opportunity to start over in social networking. So much so that it takes a PhD.