| | | Conversionation | |  B2B | 13 articles |
| Page 1 of 1 | Previous | Next | CONVERSIONATION NOVEMBER 27, 2012  The Big Content Marketing Fail: How Much Content Do You Need? guess that if this happens in our industry, it will happen in other (B2B) markets as well. This blog post tells some personal stories and takes you a bit back in time. So, if you care about your budget and your customers read this. In 2001, I acted as the administrator of a small company , called WebWare. However, everyone overlooked content. was obsessed with content since long before. | CONVERSIONATION JULY 22, 2011  Social CRM and Return on Marketing: Customer Life Cycle Value They all have their advantages and disadvantages and much of course depends of the type of company or industry (for instance: retailer chains versus B2B service firms). B2B Marketing ROI Social CRM brand equity customer equity Customer Life Cycle Value customer-centricity retention equity Return on MarketingNo marketing activity is an island. Integrated. People-centric. Why now? | | | | | |
| CONVERSIONATION JULY 26, 2011  Content, Stories and the Blurring of B2B and B2C Marketing B2B and B2C: it’s all just people-to-people. Again: both in B2B and B2C. When talking about content marketing and content in context, we are, however, mostly talking about “inbound marketing” and lead nurturing and, indeed, often in a B2B marketing framework. The role and impact shows how the lines between B2B and B2C marketing are blurring. Joe Pulizzi. Bob Gilbreath. | CONVERSIONATION JULY 18, 2012  Altimeter Report: the Convergence of Paid, Owned and Earned Media In B2B marketing we have been advocating an integrated approach across media, channels and all stages of the buying journey for ages. It reminds me of a friend who wrote a book on social media a few years back, among others because she discovered this thing called ‘the customer journey’, which as B2B marketers we knew and understood since so long. Just two considerations. | CONVERSIONATION JULY 21, 2011  B2B: Involve Your Sales People in Social Media Marketing and CRM Now In many B2B companies, especially those with a longer sales cycle (or buying cycle if you will), there is at least one division where employees meet customers and prospects without sitting behind their computers and campaign or CRM dashboards all the time: sales. B2B Customer service Sales Social CRM Social media marketing lead management OgilvyOne sales social media marketing | CONVERSIONATION APRIL 24, 2013  Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration? B2B marketer? Most customers – certainly in my area, B2B – use search engines in their buying journey. 'Here’s the golden rule I always followed as an IT business guy, marketer, publisher and digital strategist: I only care about the customer of the customer. In the social era we have started calling this the audiences of audiences of audiences, etc. An open letter to the CxO. | | | | | | | |
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CONVERSIONATION | FRIDAY, MAY 27, 2011 Where does Content Marketing Belong in the Social Business?
It’s difficult to compare a large international B2B technology company with long sales cycles and a complex go-to-market model, to a local fast moving consumer goods e-commerce pure player or a non-profit organization, for instance. Content marketing is mostly used in a cross-channel B2B context, but certainly not only there. Blog Content marketing AJ Huisman Ann Handley B2B Chief Content Officer content marketing customer-centricity Joe Pulizzi social business social media marketingMy default answer to responsibility questions is: “it depends”. Do you need those? MORE >> -
CONVERSIONATION | TUESDAY, MAY 24, 2011  B2B Blogging Trends 2011: Towards an Integrated Approach
Earlier this year I was asked to contribute to a white paper on blogging trends (and tips as well), aimed at B2B marketers. You can read a summary of the trends and their thoughts and tips in the B2B Blogging Trends 2011 white paper. These are just a few takeaways from the B2B blogging trends paper. B2B Blogging Trends 2011. Blog Blogging Ambal Balakrishnan Ardath Albee B2B blogging trends customer-centric Erik Qualman integrated blog marketing integration Jay Baer Maddie Grant Tom PickIn many organizations, blogs are still seen as almost separate entities. MORE >> -
CONVERSIONATION | SATURDAY, SEPTEMBER 10, 2011 The Single Most Important Success Factor of Inbound Marketing
B2B Blog Connected marketing Content marketing Conversion Marketing theory Social media marketing Word of mouth marketing content marketing customer-centricity inbound marketing multi-channel search engine marketing social media marketing word-of-mouth marketingInbound marketing is a ‘hot’ topic among marketers, as are its good friends content marketing, social media marketing, blog marketing and search engine marketing. MORE >> -
CONVERSIONATION | WEDNESDAY, MAY 25, 2011  The Social Customer Service Elite: All Customers Are Equal But Some Are More Equal than Others
Another thing many businesses failed to do was help their customers become “bigger” customers, certainly in B2B, by supporting them through the value chain. Last week George Orwell’s famous “All animals are equal but some are more equal than others” line from “Animal Farm”, his anti-totalitarianism novella, came to mind in an unusual context: customer service in a “social media world”. Do you remember the days of the Pareto principle? Businesses used to look at the top 20%, generating 80% of the revenue, customers first? The long tail and the socialization of customer service. Red alarm! MORE >> -
CONVERSIONATION | TUESDAY, MAY 15, 2012  The Power of Powerlessness: Let Go and Put the Customer First
It’s a similar approach as the B2B Blogging Trends paper Aggregage did in 2011. Jan Van Aken I was recently asked to participate in the creation of a collaborative white paper, initiated by Selligent (for the record: one of our customers). The topic of this collaborative white paper, however, is direct marketing or should I say dialogue marketing. Jordie van Rijn , Mario Marlisa , Kenny Van Beeck and several other email and DM experts share their views on the evolutions regarding direct marketing in the paper (if you speak Dutch, you can get it here ). Today he is a Partner at Futurelab. MORE >>
- Social Media and Inbound in B2B Marketing: Evolutions and Challenges CONVERSIONATION | THURSDAY, MAY 19, 2011
- Selling as a reason to invest in valuable B2B marketing content CONVERSIONATION | THURSDAY, JULY 29, 2010
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