B2B Marketing Unplugged

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

B2B Marketing Unplugged

This post on INSEAD’s blog by Martin Roll offers some great insights into where it went wrong and how this important brand ought to find its way home. . There are a few statistics that are used to torment marketers. We’ve all had some chief something or other office sneer that 50 percent of advertising is wasted. Goodness. Just like that? Where do you think it went? . Neither do I.

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

B2B Marketing Unplugged

If you are a current follower of Scott Stratten and Alison Kramer, very little in this book will feel new; Joshi the Giraffe, yodeling at Best Buy and Disney-flavoured doses of magic have all turned up in the UnMarketing blog , the UnPodcast or Stratten’s ubiquitous presence at North American conferences. There must be a thousand blogs about blogs about blogs about making money with blogs.

Content and Karma and Pandas, Oh My

B2B Marketing Unplugged

To that you could add three-year-old whitepapers, all of your campaign landing pages and the multiple copies of your CEO’s blog posts. For example, pages for products that don’t exist anymore can redirect to their extant counterparts; blogs by executives who were perp-walked out in 2010 can redirect to related posts by their replacements. The best practice here is to do redirects.

Getting Commitment Requires Primal Selling and Quiet Marketers

B2B Marketing Unplugged

Interesting Things I Found This Week: Thing 1: The photo on this week’s post is courtesy of a very funny blog post from Hubspot featuring Humiliating Grammar and Spelling Errors from Big Brands. If you love the smell of schadenfreude in the morning, here is the video. Being dazzled by the finish line is not limited athletes: Sales Squirrels and marketers do it all the time. Happy day.

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B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment. B2B Marketing. processes are fundamentally changing.

Why Meaning Matters More than Noise

B2B Marketing Unplugged

Bottom Line: Marketers who follow The Story of Telling blog , will have seen a lot of this content, but even if you’re a fan, stick with it because Jiwa expands on her usually spare posts in a very engaging style. “When everything you do is framed by the question ‘is this product or service worthy of my customer and why?’ it changes everything.”. Persuasion once felt like a shortcut.

The Hidden Costs of Content Marketing

B2B Marketing Unplugged

How could managing a bunch of stupid white papers and infographics and blog thingies possibly take so much time? Why, there’s LinkedIn, Facebook, Twitter, Pinterest, Tumblr, Google+ (yes, that’s still a thing), YouTube, SlideShare, blogs, online communities, websites and that guy you met on the plane who wants you to know his Candy Crush scores. But wait, there’s more. Creation.

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Four Rules for Getting.Organized

B2B Marketing Unplugged

Rule One: Don’t have two drinks and then decide it’s time to host your own blog. Rule Three: When you wake up the next day with your blog smeared all over WordPress because you didn’t really know what you were doing in the first place, be sure you call someone who will bail you out without being all judgey about it (thanks, Simon). . I’ve shifted the blog to my own domain for two reasons: I want to retain ownership of the content because it’s so frigging brilliant. BizMarketer is Finally Getting.Organized and will now publish at Bizmaketer.org.

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Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

From better planning to understanding campaign effectiveness, this blog post will give your nocturnal anxiety a lot more focus. . We’ve spent the past two weeks feeling sad about the state of customer experience management (CEM), so it’s time to lighten up a little and talk about why marketers should care. We can chalk up at least a bit of this to the value of the brand itself.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment. B2B Marketing. processes are fundamentally changing.

Social Media is Not the Telex Machine

B2B Marketing Unplugged

Sure, some of us use it to generate revenue, serve customers, trade recipes and shamelessly promote our personal blogs. About a thousand years ago, when I took my first job in the corporate world, my boss’s secretary gave me a little tour. We saw the Corporate Overlord floor , we saw the typing pool (yes, those were real). Dolores” , the secretary whispered, “is the Telex Operator.

Why I Won’t Endorse You on LinkedIn

B2B Marketing Unplugged

Side note: check out the Cubefarming blog here. Oh, goody. My LinkedIn connection, Diana, just endorsed my skills in marketing strategy. Yesterday Sylvie gave me a thumbs-up on my team-building expertise, and last week Martin endorsed me as the corporate communications guru I imagine myself to be. Self-esteem is running high, which means self-doubt can’t be far away. Let me help you.

P-Cube Rising: Procurement is Cool Again

B2B Marketing Unplugged

Matthew Eatough’s excellent blog post on the subject reveals that poor old P-Cubers are on the brink of becoming (gasp) strategic after decades of neglect by the C-Suite. It’s been a while since we checked in with our friends in the Vendor Abuse department , also known as Procurement, and it seems their lot is improving at last. So what does this look like? The Outsourcerer’s Apprentice.

Fixing the Customer Experience Part IV – Where to Start

B2B Marketing Unplugged

Hey, it’s my frigging blog; I’m allowed to be shameless. Enough whining. Time to solve the messy experience thing. Now that the Customer Experience is safely in the hands of the marketing department , it’s time to figure out where to start with the fixing of it. The first thing I would do is pour a lovely drink and sit down and read The Effortless Experience by Matt Dixon.

B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. A few recent success stories:  Doubled a large office products company's online footprint, launched a successful blog, increased organic search traffic to its main corporate site by 74% over a two- year period, and grew Web-generated leads by 79% in a challenging economic environment. B2B Marketing. processes are fundamentally changing.

Just Because It’s Content, Doesn’t Mean It’s Good

B2B Marketing Unplugged

One look at most agency blogs will reveal they haven’t got the slightest idea how to produce meaningful content that anybody wants to read, let alone use as an inducement to buy something. Blogs that haven’t been updated in months, Slideshare sales pitches, webinars featuring interviews with company spokes people and tired, terrible newsletters with data of dubious provenance.

The Agony of Defeat: Why Lost Business Reporting Isn’t Helpful

B2B Marketing Unplugged

If you’ve been handed the thankless chore of managing the customer referral list, here is a helpful post from the good people at Hubspot’s agency blog. Do you get the Win-Loss report? You really ought to get yourself on that list. Sometimes it’s called the sales activity report. This is not to be confused with the top ten report B2B sales people feed to their Corporate Overlords.

Border Collies are Loyal; Customers are Satisfied

B2B Marketing Unplugged

Here is a terrific list of 90 Questions to Ask Before Starting a Website Redesign from the always-insightful HubSpot Agency blog. . Here we are at the Loyalty phase of our Journey of Unreciprocated Love. This is the Unreciprocated Love part. Last week we talked about why we need to focus on the very end of the race, lest we be dazzled by the finish line and pipped by a competitor.

B2B Marketers Need to Pay More Attention to HR Trends

B2B Marketing Unplugged

Job requirements for CEOs will include blogging (it will not be a coincidence that there will be an acute shortage of talented ghost bloggers). I have never read a romance novel because I’m fairly sure I won’t like it, and I can see plenty of heaving bosoms at soccer any old time. Meister and Karie Willyerd. If you are pressed for time, skip to Section Three. Let’s go back to #17.

Three More Trade Show Goofs and a Ray of Hope

B2B Marketing Unplugged

And a Ray of Hope: If you think I spend my time at shows looking only for bitchy blog fodder, you will be mostly right; but sometimes I see something that gives me hope. Last week we revisited one of my favourite themes: the shocking inability of most companies to properly execute a trade show. Last week we looked at four cardinal sins: eating, popcorn, staring and reading.

Six Great (and brief) B2B Reads for Labour Day

B2B Marketing Unplugged

This blog post by Jeff DeGraff is one I have come back to a few times since it was published last year. Michael Brenner writes a very good B2B blog that is almost as good as this one, but has the distinct advantage of managing to include a Monty Python reference. This great blog post from Search Engine Watch shows us how H&R Block, Maersk, GE, CBRE and Neenah Paper pull it off.

Nine Visuals Your B2B Website Really Doesn’t Need

B2B Marketing Unplugged

And in the B2B space, you need to think before you post images on your website, blog, Facebook page, Pinterest boards and Google+ spots. But as perplexing as it is to me why anyone would create rubbish holiday greetings for people from whom they hope to extract more money, it is even stranger that they would post them on their blog or You Tube for everyone to see. Great got it.

The Revenge of the Content Monster

B2B Marketing Unplugged

It began an aggressive breeding program and allowed things like executive blog posts and infographics to join its growing army. I think it is fair to say that marketers have unleashed some pretty horrible things on the world over the years. Its time, I believe, we added content to that list. Content is a monster. Then along came a new creature. It was called Experiences.

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Should You Centralize or Decentralize Your B2B Marketing? Yes You Should.

B2B Marketing Unplugged

This was originally published on February 12th, 2014 on the Canadian Marketing Association blog. That’s why it seems so familiar. Somewhere on my desk is a mug with the cringe-worthy statement: Think Global. Act Local. This artifact is the sole survivor of a marketing centralization initiative from many years ago. Interesting that the mug is the only survivor.

Why It Doesn’t Matter that CEOs Aren’t Using Social Media

B2B Marketing Unplugged

Forbes, which should also know better, republished the company’s blog entry under this headline. Ah, a July heat wave and the livin’ is easy, unless you write about technology, in which case it’s that boring old period between the second quarter results and the fun new toys for Christmas. What to do? Say, let’s do some Ritual Shaming and dress it up with a few hysterical headlines. That’ll make things interesting! We don’t need to get too hung up about the source of the “research”. We’re B2B adults here and you won’t find me trash-talking sponsored research. And guess what? Holy cow!

Shouting Into Empty Barrels: Coping with the Decline of Associations

B2B Marketing Unplugged

Let them set up a table at your user conference or contribute to your customer-facing blog or offer a discount rate on membership. One of the great things about B2B marketing is that the world is fairly easily divided up into handy verticals. Pick a few industries your product seems to suit and then find the watering holes where your market congregates. For marketers, it was a revenue drive-through. Set up a booth, sponsor the coffee break, throw a few bodies onto the speaker panels and fire out the press kit. Ka-ching. Like shooting fish in a barrel. I’m not sure I’m proud of that.

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Five Signs of Hope in Marketing Land

B2B Marketing Unplugged

This marvelous post from Mark Schaefer’s {Grow} blog takes this a step further with some great lessons for those of us staring at mountains of data without a clue what it all means. Some people think Spring is the season of hope. I think it’s the season of mud and discovering, as the snow melts, that your neighbour’s large dog has added more fibre to its diet. Of Dogs and Big Data.

Ten Festive Links for Tired B2B Marketers

B2B Marketing Unplugged

If this is you and you are lost, here is a wonderful blog post from Marketing Experiments that’s full of helpful downloadable worksheets to get you going and make you look like the genius you really aren’t. Some of you are obviously not listening because poor Laura Hale Brockway (who writes a terrific blog at ImpertinentRemarks ) had to take time out of her busy day to show us the crap that’s been washing up in her Inbox. Here is a great blog post from Corporate Executive Board with links to classic Customer Abuse pranks and humour. Got a Social Disease?

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How to Use Your Subject Matter Experts for World Domination

B2B Marketing Unplugged

Internal Helpfulness: Sales launches; writing (or pretending to write) a blog; briefing agencies; generating internal excitement. External Helpfulness: Senior level sales pitches; speaking at large conferences; putting their name on important papers, blogs and articles; sitting on big-deal panels; golfing with customers; media events. Last week we visited the world of SMEARS (subject matter experts at rest) and the compelling reasons why marketing needs to step up and turn these poorly-used resources into something every bit as exploited as the rest of us. Hermit Crabs.

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Why I Won’t Accept Your LinkedIn Invite

B2B Marketing Unplugged

like the blog. hate the blog. Andrea Stenberg , who blogs wonderfully as The Baby Boomer Entrepreneur, suggested last year that we should accept all but the creepiest LinkedIn pickup lines. Dear Michael, Indra, Lori, Anders, Marta, Steve, other guy named Steve, Ali and all the others. I am sorry we’re not connected on LinkedIn and I appreciate your kind (and repeated) requests to join each others’ networks. I’m glad you: (circle all that apply). enjoyed the webinar. heard my speech. downloaded my presentation. once worked on the same street as I did.

A B2B Marketing Labour Day Reading List

B2B Marketing Unplugged

It’s from a terrific B2B blog so make sure you subscribe while you’re there. Well just a few more trips to the hammock for most of us and then it’s back to the trough for four months of Fun with Revenue. Here are a few things you might want to look at over that giant drink you’re already thinking about. It’s Not Dead; It’s Sleeping: Sometimes when you’re the only one in the office on a Friday, the boss notices and gives you credit. Other times the boss notices and gives you a giant dead woodchuck in the form of a strategic plan they need for Tuesday. Wondering where you might get those?

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Fixing Your Sucky Website Step Three: The End Game

B2B Marketing Unplugged

You know about blogs, live chat, video, mobile optimization, integration with social and rewriting all the copy to appease the SEO gods. Here is our final look at fixing sucky websites. In Step One , we cleaned up the obvious stuff like broken links and old content. Step Two had us updating images and fixing navigational dead ends. But that was just window-dressing. Not a web design firm.

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Ten Things to Make You Less Sad About Q4

B2B Marketing Unplugged

I don’t normally pay much attention to sales training blogs, but I happen to know and respect one of the old white guys at this firm, and it’s sometimes important for marketers to press an ear up against the sales training room door to see what’s going on it there. Has it started where you are? Are the Keebler Elves laying a trapline in the forest? What about those campaigns? Print This.

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Why You Need to Treat Your Brand Like A Dog

B2B Marketing Unplugged

If that neighbour blogs, tweets or otherwise moans publicly about it, then it’s still your problem but more people know about it. If the neighbour blogs, tweets or otherwise publicly praises the dog, it’s still your proud moment but more people know about it. Logo Designer Blog. Who owns your brand? Hint: The same person who owns your dog. Stop looking around. It’s you. If you don’t have a dog, just play along. If your dog eats the neighbour’s lawn furniture, it’s your problem. So it’s arguably a bigger problem. Not so many. But plenty mocked. Which brings me to GAP.

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Social Media Readings: Nine Things to Get You on Track

B2B Marketing Unplugged

It’s a great look at setting up your company page, groups and discussions plus hooking it all together with your blogs and Twitter feeds. We’ll end with this simple blog post from Hubspot. A long weekend looms here in Canada, with another just behind it for my American friends. Time to put some duct tape on the kids, some beer in the cooler and kick back with a good book.

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One Simple Way to Stop Undermining Your Brand’s Credibility

B2B Marketing Unplugged

This blog, no doubt, is loaded with shining examples of my own laziness when it comes to proofreading. I really do try not to be squeamish about them, and mostly I manage to resist the urge to scream, at least in public, when one startles me by creeping out of a corner or looking me in the eyes in a public toilet. Good thing I am fond of spiders or I’d have to worry about them too.

Eight Distractions for B2B Marketers

B2B Marketing Unplugged

Mark Schaefer makes a great case for NOT forcing your employees to tweet, text and blog every time they reload a stapler. Not this guy: Avish Parashar has a marvellous blog which addresses such timeless topics as why stupid people get ahead , how to suck more than you already do at a breakout session and great motivational tunes from the 1980s (who knew?). Stuck on a project charter review call with the Hand-Wringers? Sitting through yet another B2C webinar they promised had business content and doesn’t? Bored with the Keebler Elves’ mandatory due diligence training module?

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The Case for Contagious Deflinching

B2B Marketing Unplugged

Smith, who writes the wonderful In Over Your Head blog, says it’s this fear of the flinch that stops us from taking chances, breaking habits, parallel parking, and telling the nice lady in HR just what we think of her. Let’s make one thing perfectly clear: I loathe books that tell my all problems stem from one thing and that infinite happiness is but an attitude or soft-tissue adjustment away. I just can’t think I’ll be all that happy not being miserable. and IBM’s old marketing saw about fear, uncertainty and doubt (FUD). At the end of this path, you go on the defensive. being safe.”.

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Social Media is the Lighter Fluid, Not the Barbeque

B2B Marketing Unplugged

What should we measure for blogs? What’s the plan when your product strategy is published on some industry blog weeks before it’s even approved? According to a recent article in Ad Age, we’re all (well, most) (well, some) (well a little under 60% of us) are increasing our social spend this year. And that, says Ad Age, means it’s time for those who sell social to put away their SXSW glow sticks, slap on some shoes and get moving. For those of us on the spending side of things, that means a lot more strange voice mail messages and LinkedIn Stalkers. So what is a B2B marketer to do?

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