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? .

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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

It’s got a shiny new algorithm that, with each update, becomes less and less tolerant of “thin” content like press releases, greeting cards, song lyrics and discussions about online gaming.  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. This is what search engine experts lovingly call “dead content”.

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.  I quite like the H&M T-shirt as well. If you love the smell of schadenfreude in the morning, here is the video. This is the most heart-breaking of phases, I think. Happy day.

Content Methodology: A Best Practices Report

resources Blog, social, email Google Analytics, biannual. editor) Blog, social, email, paid distribution Google Analytics, engagement. managing editor) Create 2–4 pieces per month 2–4 pieces per week 1+ pieces per day Blog, social, email, paid. 2,500 Format Blog post. Blog post Longform. blog post Longform. blog post Longform. Content. Definition II.

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? I’m a marketer, damn it, not a librarian. I don’t know how to do this and if I could outsource it I would. 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? But wait, there’s more. Uh oh.

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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). . hope you’ll continue to keep me company on whatever this turns out to be and I apologize in advance if my complete incompetence with blogging platforms has mucked anything up. Here is what I have learned so far.

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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. This is why I think marketing ought to own CEM. Namaste, my friends.

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. A few of us are stupid, thoughtless, drunk or angry while we use it. 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).

Content Marketing Playbook: Strategy and Roadmap

you Google it, you’ll find a thousand different blog posts. than thinking about it as a company blog. Its three robust blogs see 2 million. Our blog generated 2 million views. has built blogs with over 100,000 monthly readers for. problems through your content, you’re much more like- ly to get them to read your blog and pick up much more. Introduction 3 II.

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. You’ll want to get them on your list.

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.

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.

Evangelizing a Content Marketing Program

So, naturally, she want- ed Marriott to have a blog, and she wanted Bill Marriott. read a blog from me?” blog post at a time. Marriott’s efforts started with weekly blogs. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. Introduction 4 II.

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. Marketing to the F-Word Part 2.

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.

Study: How Much of Your Content Marketing Is Effective?

For example, Thea Oliver, communications manager at Thrive, said her biggest content failure last year was pushing “guest blogs. produced blog posts this year due to lack of budget and time, and. early days of content marketing as a one-click solution to popu- lating corporate blogs and as a hack for boosting search rankings. Copyright © 2015 Contently. All rights reserved.

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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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. 9. Great got it.

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!

Staffing and Launching Your Content Marketing Program

blog came from posts that were more than a month. That entire team could stop blogging for a whole. work needed,” he wrote in a blog post. As venture capitalist and content market- ing expert Tomasz Tunguz recently wrote on his blog, “Content is one of the few forms of marketing that has. instance, found that the average post on his blog. All rights reserved.

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. Join the frigging things.

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. 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. Well done!

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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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B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. 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.

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. graduation. promotion. job change.

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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. You 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 digital agency.

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Ten Things to Make You Less Sad About Q4

B2B Marketing Unplugged

Here is a post by an old white guy who trains sales people. 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? What about those campaigns?

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

blogs anymore—they’re. of the “brand blog,”. out short blog posts, some brands switched their. blogs—they’re navigating all of the opportunities. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But in 2015, a.

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. If 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.

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. Let’s see some examples. Bizmarketer is Elizabeth Williams.

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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B2B Marketing Trends for 2016

marketing topics on the Webbiquity blog. ranging from single-person businesses to $1 billion+ corporations. 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.