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B2B marketing as media: Six ways to think like an editor

Reputation to Revenue

B2B marketers in great numbers have jumped on the content marketing bandwagon and embraced the idea that marketing needs to be more like media. Marketing Media Social Media Thought Leadership b2b content content marketing editorial strategy junta42 marketing marketingprofs thought leadershipWe have to focus on providing "readers" and "viewers" (i.e., Who's In, Who's Out. Who's Right?

Customer references and solutions marketing: Building blocks for business impact

Reputation to Revenue

B2B marketers focused on high value solutions know that customer evidence is like gold. Over the past six months I've had the opportunity to work with several large B2B firms to improve their customer reference programs. Great products may sell themselves based on features or price. ITSMA has found this repeatedly in sales studies. Benchmarking the Best. Do you agree with the list?

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Four levels of B2B content sharing: Publishing isn't everything

Reputation to Revenue

Consistently creating engaging content is one of those programmatic challenges that strikes fear in the hearts of many B2B marketers looking to take more advantage of social media. Indeed, there are four levels of content sharing that B2B marketers should include in their social media mix. Four Levels of Content Sharing. Effective curation is not simple. Do you agree?

Sustainability best practices can guide social media too

Reputation to Revenue

Listening to Hampson recount the impressive strides Capgemini has made in reducing the company's environmental impact, though, I couldn't help but think about how relevant his lessons were for B2B social media, as well. B2B companies anxious to get started in social media often get caught up in the tools and tactics of disseminating content and building follower lists. Do you agree?

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.

Is sales enablement dead?

Reputation to Revenue

Sales Enablement is a huge topic in B2B these days. We all know the B2B sales cycle keeps getting longer, more and more people are involved in big purchase decisions, and lead nurturing is incredibly important. In today's world of B2B solutions, is sales enablement even possible? The practical reality for many B2B organizations is that sellers don't really sell anymore.

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B2B ads worth spreading

Reputation to Revenue

So what's the B2B connection? For more and more B2B firms, thought leadership and educational content are the new advertisements. Advertising Creating Demand Marketing Reputation Social Media Thought Leadership ads worth spreading advertising B2B content marketing marketing TED thought leadershipIt wasn't an original idea. Am I setting the bar too high? Not very often, right?

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The lure of cheap content in B2B marketing

Reputation to Revenue

 An article in MediaWeek on content mills like Demand Media and Seed.com got me thinking about the dangerous lure of cheap content in B2B marketing. But the underlying idea of maximizing content with minimum investment is all too common in B2B as well, especially as business marketers scramble to keep up with the accelerating demands of content creation for lead nurturing and social media.

Marketing to key accounts: It's all about the relationships

Reputation to Revenue

As with many B2B firms, a relatively small number of key accounts generate a big percentage of revenue for this company, not to mention critical market insight, references, and the impetus for product and solution innovation. The Tags: Marketing Relationships Sales account management account-based marketing accounts b2b key accounts marketing relationships sales That's a no-no.

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Social media and thought leadership: The virtuous circle for B2B marketing

Reputation to Revenue

As B2B marketers invest more money and time in both thought leadership and social media, they risk missing a great deal of potential benefit they can achieve by bringing the two together in a holistic way. Tags: Collaboration Marketing Social Media Thought Leadership B2B community Edelman IBM marketing social media social networks thought leadership Make sense? What do you think?

The four engines of B2B marketing success

Reputation to Revenue

A friend recently had the good fortune not only to take over marketing for a successful B2B firm, but to do so with a mandate to build a new strategy that ensures a much greater impact on the business. More generally, though, I suggested that the strategy focus on the four marketing engines that I think all B2B firms need to have running smoothly to ensure business success.

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.

Strengthening thought leadership marketing: Five steps to excellence

Reputation to Revenue

Few other B2B firms took it seriously. Tags: Marketing Organization Reputation Social Media Strategy Thought Leadership b2b content contentmarketing customers ITSMA marketing research thought leadership thoughtleadership Boy, has that changed! can't name names yet because ITSMA is still selecting finalists and then the ultimate winners. Engage and empower internally. They go deep.

Winning with thought leadership: Six lessons from IBM and Deloitte

Reputation to Revenue

B2B marketers know they need to invest in thought leadership, and many have indeed invested more during the last few years. Although few companies have committed to thought leadership investment at anywhere near the level of IBM and Deloitte, the basic lessons from their winning initiatives are totally applicable to any B2B firm that needs thought leadership.  Making the most of these investments, however, rests on having the right answers to a set of difficult questions: What topics should we highlight? How should we produce and package thought leadership content? Stick with It.

HP backs solutions rhetoric with org change and investments

Reputation to Revenue

For example, truly developing, marketing, and selling integrated B2B solutions typically requires both a strong focus from the top down and a new alignment from the bottom up. Creating Demand Leadership Marketing Organization Sales Talent B2B enterprise HP IT marketing sales selling solutions solutions selling technology . Everyone talks about "solutions" these days but few seem to invest in the changes necessary to move beyond the rhetoric. Far too often, companies talk the solutions talk but fail to walk the walk. Walking the Walk. But you need to know what matters to clients.

Why is customer-centric marketing still more talk than action?

Reputation to Revenue

What amazes me, though, is why B2B marketers aren’t investing more in serious programs to build key customer relationships, generate deeper customer insight, and build stronger customer collaboration at least as a foundation to help drive that necessary innovation. In B2B technology, where I spend most of my time, a number of companies are putting some real money where their mouths are.

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.

Two cheers for Eloqua's Content Grid

Reputation to Revenue

Actually, I think Eloqua's new Content Grid is fabulous: it crams a complex story and a lot of information into an easy to understand infographic on a critical topic for B2B and solutions marketing. Nice job, folks! My small beef is with the definition of "content marketing" that underlies the grid. Indeed, I make a decent part of my living these days helping companies make this happen.

Four steps to strengthening B2B customer connections

Reputation to Revenue

Big company CEOs are struggling mightily, as the IBM report notes, with "the complexity of operating in an increasingly volatile and uncertain world." In this context, and especially from a B2B perspective, close customer connections are essential to: Gain deep insight into customer wants and needs. Isn't this just Marketing 101? Well, sort of. The CEO imperative makes sense.

The urgency of B2B content marketing

Reputation to Revenue

 Yesterday I wrote about "marketing as media"  in B2B and the challenge of becoming a top source of information and ideas for your customers and prospects. I'm certainly rooting for B2B magazines to make the transition they need to make, but it's hard for marketers to count on a lot of support in getting the message out and the conversation started.  and 2008 was a pretty bad year!

Editorial strategy: Why do B2B customers need your information?

Reputation to Revenue

So what's the B2B marketing connection? Tags: Marketing Social Media Strategy Thought Leadership b2b content content marketing editorial strategy journalism marketing media pew social socialmedia thought leadership We all know that social media is increasingly central to how we get our news and information. But they also differ greatly from each other." Those are table stakes.

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.

Master narratives and framing the debate with B2B marketing

Reputation to Revenue

It's critical with B2B marketing, too. Thought leadership marketing is supposed to create a master narrative for B2B organizations. The problem with so many B2B marketing programs, however, is that the master narrative is lacking. Tags: Marketing Reputation Social Media Thought Leadership Accenture B2B brand HubSpot IBM marketing narrative thought leadership Delivered."

Lessons from IBM's CIO community program

Reputation to Revenue

Most B2B solution providers have some sort of executive relationship program, often with some combination of advisory councils, executive briefing centers, executive dinners and seminars, and similar initiatives. Tags: Collaboration Community Innovation Leadership Relationships b2b cio collaboration community engagement FarlandGroup ibm marketing solutions solutions

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The hard questions about social media for B2B solutions providers

Reputation to Revenue

The skepticism about social media for B2B is pretty much gone by now. Marketing Organization Social Media Strategy B2B marketing skills social social media solutions SolutionsInsights web2.0Even for companies with a fair amount of social media experience, figuring out specifically where and how to invest in social media is a huge challenge.  How do we get their attention?

Marketing as media: Are you in the top five?

Reputation to Revenue

 B2B marketers are getting used to the idea that we have to think of ourselves more as media organizations and publishers than pitchmen and promoters. buyers) of B2B information.  Tags: Marketing Thought Leadership B2B content marketing media news publishing thought leadership Now that's a challenge! Do you have one of those top trusted sites for your customers and prospects?

Staffing and Launching Your Content Marketing Program

What’s the Difference Between B2B and B2C Market- ing?” ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Building an Editorial Calendar 20 V.

Aligning marketing and sales.with what?

Reputation to Revenue

Marketing folks in B2B are obsessed with aligning marketing and sales. But we know that B2B sales is undergoing changes at least as dramatic as marketing. It's a longstanding pain point, and it always comes to the fore in a down economy. Has the discussion really changed?  Beyond the junior partner idea, another common, unspoken assumption is that sales is just fine where it is.

TL in 4D: Four dimensions for thought leadership success

Reputation to Revenue

B2B marketers know that thought leadership is essential, especially when selling high-value solutions. For most B2B firms, however, thought leadership is getting a great deal more lip service than investment. All too often, thought leadership in B2B is thinly funded (if at all), episodic, and superficial. . We're still learning, too.    .

More evidence that give-to-get is the key to success

Reputation to Revenue

In B2B, though, I'm constantly surprised at how often marketers pay little more than lip service to this essential idea.  It's pretty much a cliche to say that marketing today is all about give-to-get. You provide customers and prospects with new ideas, new experiences, and new connections in order to earn their attention. The executives in the survey are saying "help me."  Photo: sekimura.

New research and paper on "Four Steps to Solutions Growth"

Reputation to Revenue

Based on new research with our partner ITSMA , the Point of View highlights findings from a survey with more than 30 B2B solutions providers on four critical initiatives: Improving the solutions development process. Tags: Creating Demand Marketing Reputation Revenue Sales Strategy B2B ITSMA marketing solutions Solutions Insights survey Reorienting value propositions and messaging.

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.

Smarter marketing at IBM: Big Blue's latest green consulting launch

Reputation to Revenue

Marketing Lessons At the same time, the initiative points to a powerful reminder for B2B marketers in today's challenging economy. Tags: Corporate Social Responsibility Green Innovation Marketing Reputation B2B consulting corporate social responsibility csr green IBM marketing smarterplanet sustainability Tap into the green wave; it's big and getting bigger. Heather Clancy at ZDNet.

The joy of tweets: Twittering Rocks on Bloomsday

Reputation to Revenue

Normally I write about B2B marketing, thought leadership, sustainability, solutions, and other allegedly useful and important things.  But sometimes you just have to stop and revel in the joy of sheer creativity.  Today, June 16, is Bloomsday , the fabled day in James Joyce's pathbreaking novel Ulysses. For Quite natural." James Joyce Textorized image by maxf.

YouTube as corporate home page?

Reputation to Revenue

It was nice to see that a majority of B2B marketers expect to increase their budgets next year, but the more stunning finding to me was that majorities of marketers expect to "stay the same" in many budget categories, including print, broadcast, television, radio, telemarketing, and outdoor. Modernista! And any number of small firms use their blog as their main site. What do you think?

The continuing rise of Account-Based Marketing: Four keys to success

Reputation to Revenue

Over the last 10 years, more and more B2B firms have invested in account-based marketing: treating individual accounts as "markets" and devising focused campaigns just for them. By 2005-2007, many of the top B2B tech and IT service firms were experimenting with ABM. Let's hope so; it's one of the most effective approaches we have in B2B marketing. Tags: Campaigns Collaboration Creating Demand Marketing Relationships Revenue Sales Strategy ABM Accenture account planning account-based marketing Alterra Group B2B HP IBM ITSMA marketing solutions Xerox What do you think?

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.

The lure of cheap content, continued

Reputation to Revenue

I wrote the other day about the lure of cheap content in B2B marketing. A few weeks back, I also wrote about the potential of marketers taking a journalistic approach to marketing.  It's certainly not anything for B2B marketers to look at. With B2B, we need to focus more on content that helps create lasting relationships, not quick sugar highs. Tags: Marketing Reputation Thought Leadership B2B content journalism marketing media thought leadership Now comes news that more mainstream media companies are themselves falling prey to the lure of cheap content. Aargh!

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Can corporate journalism work?

Reputation to Revenue

For now, B2B companies are mostly still struggling with how much to allow their own employees to go beyond strictures of message control and engage freely in social media and networks. B2B marketers know that the demand for content is growing every day, and that thinking like a publisher is increasingly central to making marketing work. Read an interesting post by Ike Pigott today (thanks Amber ) suggesting that as mainstream journalism continues to shrink, struggling journalists should consider jumping to the dark side and plying their trade as corporate journalists. 

Marketing as service: Samsung and Best Buy put customers first

Reputation to Revenue

It's obviously a consumer-focused initiative, but the principals hold true for B2B, don't you think? . I love this new effort from Samsung  to generate helpful user questions and answers on the BestBuy.com. As explained today in Clickz, the "Brand Answers" feature (based on technology from Bazaarvoice ) has just finished a five-month trial and almost doubled views of Samsung products on the Best Buy site: When visitors click a button on the brand's products details pages, a pop-up FAQ feature that's called "Mr. Samsung" appears.

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Learning from Gen Y

Reputation to Revenue

Today's post  suggested five simple rules for "snagging consumer 2.0" and they are well worth pondering even in the rarified air of high-end B2B solutions, where Gen Yers are still mostly consigned to support roles outside the orbits of purchase decision makers.  As the title says, this is consumer-oriented, but the application to B2B and solutions marketing should be clear immediately, and not just in thinking about Gen Yers. Consider the perspective of the buyers you're trying to reach in B2B: Authenticity: Let me speak with and learn from real experts, and get the real story.

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.

The new, new marketing: Health tech coalition may point the way

Reputation to Revenue

Back then, when I talked with clients about the promise of blogs and communities and the like for "serious" B2B marketing, I got a lot of blank stares and "really?" The buzz in marketing is all about social media, with Twitter as the flavor of the month and maybe even a tipping point in getting laggard companies to finally take the promise of social media seriously.  I'm all for it, of course. But social media was "new" in marketing five years ago. responses. Those days are long gone, even if many companies are just now dipping their toes into the water. What do you think?