B2B Marketing Unplugged

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Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

What if we accept or even welcome that third parties are going to build and maintain the platform we use for conversations? Helping them find resources (yours and other people’s). We need to be looking at getting our sales teams invited to those parties and helping them have conversations that don’t begin and end with a lurid invitation to the storage locker. Related Posts.

Three Reasons Customer Experience Management Fails

B2B Marketing Unplugged

When we can figure out how to build an emotional bond between our brand and our customer’s brain, the wallet, friends, will surely follow. Whether it’s helpful geniuses at the Apple store patiently explaining how stuff works or the just-in-time container of ball bearings, it’s all about how we make our customers feel. Now that’s fun. We focus on the problems. Nobody owns CEM design.

Why Your Contact Page is Terrible

B2B Marketing Unplugged

You’ll be wanting to screen out the ones who are whiny, don’t pay on time, want help with things, can’t figure out your billing statements. suggest it’s kind of our job to let that conversation happen and to help it happen quickly and productively. More importantly, are the people who can help the people who don’t use phone and email actually on these platforms? know, I know.

Your About Us Page Isn’t About You

B2B Marketing Unplugged

God help us, you didn’t put your mission, vision and values up there, did you? We have discussed the perils of photos of your building , your parking lot, your shipping department, your Christmas party and all staff-owned animals off your site. think they are about building trust for two key audiences: prospects and recruits. That builds emotion and humanity. Now stop.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

think this group should be beholden to everyone, while it helps them serve their respective Daddies. They are the ones who are going to tackle the nasty job of pulling accurate data from your customer database, marketing automation system, billing application and sales automation platform to build a more or less coherent view of the customer base. Have I got a job for you.

Getting Commitment Requires Primal Selling and Quiet Marketers

B2B Marketing Unplugged

After months or years of building something someone gives a sh*t about , and more months and many marketing calories  convincing them to give it a look , and the scary bit where we have to out-skate the competition and our own incompetence, we come to this. 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.

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

If you spent your last performance review quietly plotting to build a habit-forming killer app as your exit strategy, you will want to grab a copy of Eyal’s book, Hooked. Those rewards that help us acquire the resources we feel we need, such as Pinterest, and slot machines. This is where great loyalty programs build the anticipation of future rewards. Trigger. Action.

Why Meaning Matters More than Noise

B2B Marketing Unplugged

If you know Bernadette Jiwa , this line will feel familiar; if you don’t know Jiwa and her work around helping brands tell their stories, this book is a great place to check out her refreshing worldview. Build brand awareness. Another great spot for help with email, is this site reallygoodemails.com. . That customer’s story changes because the business exists.” Tell our story.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. granted, and will even build the case for higher budgets in function of. With marketing now responsible for helping to nurture and. advocacy program aimed and fine-tuned for their sales department will help. B2B Marketing. Look for.

Unique Selling Propositions Are a Myth

B2B Marketing Unplugged

Inspired by the session on entrepreneurship, he’s decided to start up a lawn care company and called me for help with his homework. “I need a unique selling proposition” , he said. The other said “Well, I don’t light fires anymore.” No help there, and not likely to get a decent buck for either of them. Google is positively awash in helpful stuff about how where to develop a USP.

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

B2B Marketing Unplugged

Now that’s all fine and dandy but really doesn’t help us down in the pit mines of marketing. No sales person has ever lost a deal because they were personally offensive or failed to build a good relationship. Next week, we’ll look at how to mine the Win column for helpful marketing information. Do you get the Win-Loss report? You really ought to get yourself on that list.

Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

This would be your community management team, whose time is much better spent moderating helpful discussions instead of hiding the pitchforks from the villagers. It’s far better to have people chatting happily about you on LinkedIn and Facebook than building online monuments to your terrible customer service.  This is why I think marketing ought to own CEM. Namaste, my friends.

Still Using Bad Photos? You Need the Other High-Res

B2B Marketing Unplugged

If you have the patience and the budget, I maintain you should go find a photographer and a good art director and start building a library of great, original images that you can use over and over again.  In addition to having content you own and your competitors don’t, you also get to control the most important factor of all: resonance. Resonant images work very, very hard.

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Why I Won’t Endorse You on LinkedIn

B2B Marketing Unplugged

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.  Let me help you. Oh, goody. My LinkedIn connection, Diana, just endorsed my skills in marketing strategy. Self-esteem is running high, which means self-doubt can’t be far away. This profile is surely someone else’s.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. granted, and will even build the case for higher budgets in function of. With marketing now responsible for helping to nurture and. advocacy program aimed and fine-tuned for their sales department will help. B2B Marketing. Look for.

Fixing Your Sucky B2B Website: Step One

B2B Marketing Unplugged

It’s going the way such things usually do, and Aileen is self-medicating with a nice pinot noir when she isn’t building Dan-shaped snowmen to run over in her driveway. called the other night to see if she needed help with the Tuesday Night Effigy Burning. That’s not going to help much is it? My friend Aileen is breaking up with her husband Dan.

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

B2B Marketing Unplugged

If we want to build our houses of content, ( I don’t think we do ) then we need to figure out how to pay for it. Helpful Hints for The Clydesdales of B2B Content. It must have been about June when Linda called. “Do you know a good B2B writer?”, ” Not true. Linda has at least some of them locked in a closet. We’ve been cranking it out for years.

B2B Marketers Need to Pay More Attention to HR Trends

B2B Marketing Unplugged

Until recently, I had never read a human resources book, on the general assumption that it would have to do with team-building exercises, being nice to the legal department  and why pepper spray is an inappropriate Secret Santa gift (for the record, the lady who won it, lives in a rough neighbourhood, and said I saved her a trip to Buffalo). Meister and Karie Willyerd.

Nine Visuals Your B2B Website Really Doesn’t Need

B2B Marketing Unplugged

Your building. Please don’t make us look at a photo of your building. Obvious Exception: You are a construction company and you built that building. 2. Dogs and Cats: In what possible universe is having an animal image going to help you? All together now: “Content is goooooood.Visual content is gooooooder.” Great got it. But guess what? All pictures are not good. Please.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. granted, and will even build the case for higher budgets in function of. With marketing now responsible for helping to nurture and. advocacy program aimed and fine-tuned for their sales department will help. B2B Marketing. Look for.

Preference and Its Pylons

B2B Marketing Unplugged

In marketing, our job is to get our pylons into a more delicate sport or, at least help our Sales Squirrels skate around them. And none of that fluff about friendly service and, heaven help us, your value proposition. Just as it’s not a bad idea to stay friends with former suitors, building preference for your product gives you an edge if the whole commitment thing doesn’t work out.

Marketing Recruiting is Broken Part 4: Guess Who Blew the Interview?

B2B Marketing Unplugged

But only if someone builds the initial table for me. For some reason, it is far easier to yell at managers about screwing up onboarding, training, managing and retaining new hires than it is to help them make the right decision in the first place. I am not ashamed to admit that pivot tables terrify me. The same is true of mail merges in Word. blame HR. But that didn’t happen.

Six Ways to Not Suck at Selling Things to Me

B2B Marketing Unplugged

This nifty tool will help you understand the buyer’s background, so you needn’t waste precious meeting time patiently explaining how, say, newswires work to someone with 20 years of experience in PR. Even the follow up email managed not to include links to their work, though it helpfully included the form (see stunning differentiator above) and a suggestion to just go ahead and fill that in if I need some work done. One of their claims to fame was building fancy interactive sales tools that work on iPads. Is there a rehab centre nearby for under-performers?

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

B2B Marketing Unplugged

As the local marketer at the far end of this well-meant scheme I invested countless hours figuring out how to get around the stuff I didn’t like and how to get someone else to pay for the bits that were helpful. I’m sure that wasn’t what my corporate overlords had in mind, but that is the sad reality of a highly centralized marketing structure. That’s why it seems so familiar.

Why Sales Doesn’t Use Most Marketing Content

B2B Marketing Unplugged

If that’s not your style, pay a visit to the Squirrel Kings and get them excited about the content, then keep feeding them updates so they can help you sell it to sales. If you have read the venerable children’s book, Paddle to the Sea , then you can understand how frustrating it can be to get a piece of content out the door. Sales People Are From Mars.

Paper 36

Finally, A Marketing Book That Helps

B2B Marketing Unplugged

But hidden in this final bit of the book is a wonderful pitch-building technique called Yes-But-So. If you need help writing positioning statements and core messages, you will find it here. Interesting things happen when we tidy up. So naturally I stopped cleaning and sat down to read the Playbook. The deal is this: there are five ways to attack a market. Not four. Not six.

Help 25

Four Things Marketing Should Say “No” About in 2013

B2B Marketing Unplugged

You can see my rants on the subject in the related links below, but suffice to say that I think most of these things are a pretty poor excuse for marketing, and we’re egged on by sales because, when all the booths, celebrity look-alikes and, heaven help us, popcorn machines are put away, all we really have is a bunch of names. Are you feeling the love yet? Good for you. Period.

Ten Festive Links for Tired B2B Marketers

B2B Marketing Unplugged

Yet they’re routinely charged with figuring out value propositions for cans of compressed air, software that helps other software manage software or industrial thickeners. 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. When There’s No Seat at the Grown-up Table. Many marketers spend years in the asteroid belt around their Corporate mother-ships, never getting to play with the master brand. It’s about social.

Link 31

Is It a Beautiful Day in Your Brand’s Neighbourhood?

B2B Marketing Unplugged

Walk out the door of any major urban hospital and you will soon find yourself among buildings full of physiotherapists, medical device suppliers, specialists’ offices, pharmacies, diagnostic imaging and, helpfully, malpractice lawyers. My friend Gurmit has built a successful business   helping companies understand their phone bills. Welcome to the hospital suburbs.

How to Use Your Subject Matter Experts for World Domination

B2B Marketing Unplugged

Sales people like them because they help sell stuff. Marketing ought to like them for a bunch of reasons because, used properly, they help us too by becoming SMELTS (subject matter experts liberally talking). Internal Helpfulness: Reviewing white papers, product literature, web pages and sales presentations for accuracy; helping to design user group or customer training programs. External Helpfulness: Moderating online forums; leading user groups; participating in highly technical panels or industry standards groups. Hermit Crabs. Make sales do that for you.

Fixing Your Sucky Website Step Three: The End Game

B2B Marketing Unplugged

Their Daddy is building something pretty and moving on to the next project. Sure, they’ll build you a platform that slices, dices and juliennes. But the right consultant’s Daddy is a whack of money to help you get on track and enough smarts to know that if they do it right, there will be plenty more projects to follow. Here is our final look at fixing sucky websites.

Dwell 18

How to Be the Sally Field of B2B Email

B2B Marketing Unplugged

Are you helpfully suggesting to people that if the email looks funny, they should go online to consume it in a browser? Sally Step One: take the time to build something that can be at least partially digested on a mobile device. If you’ve been sitting smugly by while I berate your analogue brethren about their crappy printed direct pieces , time to wipe that smirk off. Yes, you.

Field 25

Are You Counting Your Marketing Calories?

B2B Marketing Unplugged

Paying a construction crew to build your two-storey house of mirrors trade show booth. Building and testing new landing pages. Let’s not forget the hours and hours and hours that go into helping the Sales Squirrels understand what you’re doing, why it’s a good idea and why you keep whining about updating the CRM database. Me: You’re licking the inside of a Pop-Tart wrapper.

Social Media Readings: Nine Things to Get You on Track

B2B Marketing Unplugged

But if you’re curious, here is a brief, complete and well-written document to help you decide. It’ll walk you through setting yourself up and building a network. It costs $49 but it’s money well spent and includes some B2B content that  may  help you stick-handle LinkedIn past your Corporate Overlords. Let’s start with this new one from the good people at Hubspot.

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Daddy Issues: Why You’re Having Trouble with Alignment

B2B Marketing Unplugged

The reason IT won’t build that online billing interface for you isn’t because you forgot to give them some of the nifty new logoed travel mugs (though that doesn’t help); it’s because their Daddies are software release deadlines, a user license cap and getting the payroll processed. I receive this email solicitation about once a month. It is not.

Why Time is on Your Side When Marketing to Small Business

B2B Marketing Unplugged

Make sure you have a live chat support service so the customer can multi-task while you help them. Build a website that’s easily navigated from a smart phone or a tablet. Welcome, small business owners! Hard to believe it’s Small Business Week again! Come in, sit down, enjoy your eggs. We’ve got a great morning planned for you! We’ll start off with an address about how important you are from the Parliamentary Secretary to the Minister of State for Bingo Halls, Hosiery and Small Business. Guess who won’t be in the room? Small business owners, that’s who.

Keeping Skippy Busy: The Scourge of the Summer Student

B2B Marketing Unplugged

But they can’t really be helpful in the marketing department. Of course, this doesn’t help you now, does it? Gentle friend, I’m here to help. They’ll need someone to peek in now and again and help them decide what is and isn’t garbage, but it’ll kill a few days. You really ought to because you just know that sales repacked it after the last show with the help of a five iron and it just won’t be pretty. It always seems like such a great idea in February. And despite all evidence that you really don’t, you say yes. Or at least any that you can use.

Five Steps to Catching Your Subject Matter Experts

B2B Marketing Unplugged

Today I’d like to finish up by looking at how to create a subject matter expert program that can help you get the most out of your SMEARs without traumatizing anyone involved. 1. Helpful Hint: Take note of anyone who was once a nurse or a paramedic; you never know. Perhaps it’s time you forgave the HR people for sucking all the fun out of Groundhog Day and worked with them to build a Subject Matter Expert system. Besides, they could probably use your help with the rebrand to something called Talent Management. (Plus Two Other Ideas). For now.

Why Marketing Briefs are a Circle of Hell

B2B Marketing Unplugged

A friend asked me recently to review a marketing communications brief he had drafted to help his internal customers, mostly product managers, get something meaningful out of his group. My friend was also planning a series of meetings and webinars to help his colleagues fill it out correctly. This archaic formula makes sharpening a pencil look like a pyramid build.  It involves estimating the level of effort for everything from finding a dull pencil in the first place to forging the little screws that hold the sharpener together. Sorry? Pardon? Are you an airline? Uh oh.