B2B Marketing Unplugged

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Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

Content Marketing Getting & Losing Business Social Media conversations linkedin sales squirrels social media websiteMy agency suit friend, Marc has very sore feet this week. You see, he’s been making the rounds of the holiday parties. His agency has hosted a few, then there’s the ad club, the marketing association stuff, his clients’ parties and his suppliers’ lunches. Related Posts.

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

B2B Marketing Unplugged

We’ve all had that business of how much more it costs to acquire a customer than to retain one and, since June of 2012, we’ve been dealing with the apparent end of solution selling. B2B Advertising Metrics & Measures Sales vs. Marketing B2B marketing bizmarketer Elizabeth Williams getting the business linkedin P-Cube sales squirrels Goodness. Just like that? Neither do I.

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Three Reasons Customer Experience Management Fails

B2B Marketing Unplugged

Here’s a great post from Harvard Business Review summarizing what really does build loyalty. If you have nothing better to do sometime, pour a nice glass of wine and curl up with Arizona State’s Rage Study. That’s a lot of dough, Lords and Ladies of the Spin Cycle, and that’s just consumers. Now that’s fun. We focus on the problems. Nobody owns CEM design. Let’s dig in! All good.

Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

Darius has no idea how to reach anyone useful outside of business hours. As much fun as this is to watch, it’s really not a great business model. Darius has a cool job. He’s the marketing manager for a rapidly growing logistics company that serves the food industry. That’s right, my friends, he had a Porcupine in his social feeds. But the dude didn’t stop there. It gets worse.

B2B Marketing Trends for 2016

a better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. or very strong indirect) correlation with tangible business outcomes their. content.

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

B2B Marketing Unplugged

The good news is, this book is in bite-sized chapters (perfect for reading during the Air Canada safety video) and there’s no need for those tedious chapter-end summaries, key take-aways, book club questions or connect-the-dots that other business writers seem to think are helpful. I quite enjoyed my Air Canada experience that night. Scott Stratten, not so much. He is mad at Air Canada.

Awareness Plus Fatigue Does Not Equal Consideration

B2B Marketing Unplugged

Getting & Losing Business B2B marketing bizmarketer Elizabeth Williams getting the business linkedinConsider this: most people don’t give a sh*t about whatever it is you are trying to sell. They just don’t. That is some serious competition. Welcome to Consideration, Step 2 on our Journey of Unreciprocated Love. Where is it written that consideration necessarily follows awareness?

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Content and Karma and Pandas, Oh My

B2B Marketing Unplugged

Or maybe you didn’t, but you’re probably really, really busy. Last week we looked at the inconvenience and embarrassment of poor website housekeeping , and the uncomfortable truth that all content is findable and that is not always good news. Whether you like it or not, Google has set loose a Panda in that nasty, over-stuffed garage you like to call a website. Start with your keywords.

Why Your Contact Page is Terrible

B2B Marketing Unplugged

Well, except for the new business. We like it when new business contacts us but not any new business – only the kind we are going to like having as clients. Last week we lamented the deplorable state of most About Us pages. This week, it’s time to pick on everyone’s least favourite page, Contact Us. I know you came up with the perky “We’d love to hear from you” copy at the top.

B2B Marketing Trends for 2016

a better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. or very strong indirect) correlation with tangible business outcomes their. content.

Pssst. Trade Shows Suck at Lead Generation. Pass it on.

B2B Marketing Unplugged

That fishbowl full of business cards you’re going make Skippy type into your CRM system might as well be full of Lego guy heads for all the good it’s going to do you. But you know that business card ? Sales squirrels ignoring you? Here’s a fun way to get their attention: tell them you’re cancelling all the trade shows next year. Select all that apply. Uh oh.

Distance Between Decision-Makers and End Users is Key

B2B Marketing Unplugged

One of my favourite business writers, Geoffrey James , once wrote that B2B selling is “not only different from B2C selling, it’s massively more difficult …”. In the business buying world, the distance can be rather greater and will increase with the size of the organization. Here’s the whole article. In the consumer world, the distance is pretty short.

What Did Your Brand Ever Do To Deserve Bad Photos?

B2B Marketing Unplugged

We sell to businesses, and those businesses are full of people who work in teams. Marketer #1: The testimonials page is a bit dull with all those logos, so let’s be sure we show a photo of a confident, happy small business owner who has just used our services. Marketer #1: Hmmm. Time to update our corporate website again. Be sure the parking lot lines are visible.

Your About Us Page Isn’t About You

B2B Marketing Unplugged

Your prospects may not stop here first, but at some point, as they consider whether or not to do business with you, especially in B2B Land, they are going to pay a visit. What’s on your About Us page? I’ll bet you don’t even know. When was the last time you looked at it? Did you get the summer student to write it eight years ago? This includes your About Us page. . It’s about your customer.

B2B Marketing Trends for 2016

a better job of linking their efforts to measurable business results. Demonstrate business results: the challenge to tie marketing efforts to measurable business results (e.g., Encourage employee advocacy: a business's employees are (or at least should be) natural brand advocates. or very strong indirect) correlation with tangible business outcomes their. content.

The Thrill of Victory: What Marketers Can Learn from the Win Column

B2B Marketing Unplugged

Now we know that sales people are not always as truthful as we might hope when it comes to letting on why a particular piece of business got away. I think you’ll find, however, they are a lot more forthcoming when they have landed a tasty bit of business. Were you successful in getting your hands on the win-loss report from sales? All day long, if you let them. How did you know?

Getting Commitment Requires Primal Selling and Quiet Marketers

B2B Marketing Unplugged

They spy that giant nut, unattended and ready for the taking and are so busy planning what to do with their commission, they miss the bit where some other squirrel snags it or the nut simply rolls off the table and gets lost or refuses to cooperate and becomes a little tougher to crack than anyone had supposed. 80% of prospects will say no the first time we ask them for the business.

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Three Reasons Customer Experience Management Fails – Part II

B2B Marketing Unplugged

What about the ones who get a mostly accurate bill each month or whose product ticks along without much trouble or the ones who are too busy or too weary to bother complaining to you directly? Last week we looked at Customer Experience management (CEM) and the three reasons I think we’re doing it wrong. Reason #2: We focus on the problem. I think car dealers have figured this one out. Uh oh.

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

Books CRM Getting & Losing Business B2B marketing bizmarketer Elizabeth Williams linkedin social mediaI am worried that Candy Crush is eating our brains. I used to worry that email was eating our brains; now I’m pretty sure it’s that horrible game. Candy Crush is extremely habit-forming. Eyal proposes a four-stage Hook Model. Trigger. Connecting internal triggers with a. Action.

Sometimes Marketing Should Whisper

B2B Marketing Unplugged

Other than when I behave at the dentist or go to a low-rent business event, I hardly ever get stickers. I don’t know about you, but I’m about hoarse from all the yelling I’ve been doing lately. What with radio, OOH and a bunch of SEM stuff, I’ve been screaming for quite a few weeks now. I think these stickers are the smartest damn thing ever. I should throw them out. But I don’t.

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Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

If you suck at it as badly as most companies, you’ll have a great business case in no time, plus you can justify the need to own the conversation with your customers instead of letting them talk to strangers. Are you a self-starter with an eye for detail, a passion for great customer service and unresolved hostility issues? Have I got a job for you. I think it belongs on its own.

Your Customers Are Way More Efficient Than You Are

B2B Marketing Unplugged

In fact, I think there is an excellent business to be built around outsourcing conversations with terrible customer service organizations. For most businesses, efficiency looks a lot like repeatable, measurable processes that deliver value to the organization. I just love sitting in the quiet zone on the train. Now, it’s difficult to argue in public at the best of times.

It’s Time to Kill Off Your Dreary Customer Reference Program

B2B Marketing Unplugged

They need a reference in the resin lawn ornament manufacturing business. These are the things people talk about and these are what get you the business. CRM Getting & Losing Business B2B marketing Customer Reference Program Elizabeth Williams Flock of the Gruntled getting the business linkedin P-Cube social media Throng of the DisgruntledWe just aren’t good at it.

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To Everything Spin, Spin, Spin

B2B Marketing Unplugged

If corporations want to develop more creative solutions to business problems, if they want people who see things in a new light and who find patterns in the data that no one has spotted before, they might want to look beyond business schools.” I very much doubt there is a marketer in North America who has not attended a presentation by someone who worked on the first Obama campaign.

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Unique Selling Propositions Are a Myth

B2B Marketing Unplugged

I don’t think I’ve read a book about starting a business that hasn’t mandated the immediate development of the USP. But it wasn’t about a business, it was his thesis about why a series of ads was successful. My friend Sam was recently turfed out of his cushy corporate job and is currently spending his days taking unemployment lessons at an outplacement firm. Why?” I said.

There Are No Emergencies in Marketing

B2B Marketing Unplugged

Joan is frequently late for lunch, which has a fair bit to do with her busy job managing social media for a large bank. There are a lot of urgent things in social media. On a recent day, she huffed into the room looking more frazzled than usual. “Sorry, had a Code Red on Twitter,” she said. Well we certainly can’t be having that. “What did you do? ”, I asked.

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Why Meaning Matters More than Noise

B2B Marketing Unplugged

Jiwa proposes that great brands are much more than relevant; they are transformative at a personal level: “Every successful business creates a new kind of customer. That customer’s story changes because the business exists.” In addition to the blueprint, she offers multiple case studies demonstrating how it looks for different business models. it changes everything.”.

The Hidden Costs of Content Marketing

B2B Marketing Unplugged

you think. “Do you not want to close any business in your lifetime? “ That means someone (let’s call them you) gets to take time out of their busy day to teach the sales team how to use the content. Also, the sales team is going to have to take time out of their busy days to be taught how to use the content. Tired of whiny sales people who don’t know how to close?

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Stop Apologizing, Start Measuring

B2B Marketing Unplugged

If you’re feeling the need to apologize for something (Christmas, is just a few weeks away, after all), Harvard Business Review published a good piece in September to help you figure out whether to apologize, how to do it and how to tell if what you’re about to do is going to have any benefit at all. There are a thousand reasons to be happy you don’t work for Volkswagen just now.

Ask Customers What They Want to Say, Not What You Want to Hear

B2B Marketing Unplugged

Customers were spending far too much time trying to decipher the bills and allocate them properly across their own cost centres, so when a handsome competitor showed up with pretty statements, we were losing business. Speaking of nice people, I had lunch recently with a friend who had just finished a very detailed look at her lost business qualitative report. My goodness.

Your Customers Want to Talk to You

B2B Marketing Unplugged

I don’t know about you, but I’d rather have a whiny customer who is willing to invest the time to tell me what’s wrong than a customer who silently takes their business elsewhere. CRM Getting & Losing Business B2B marketing bizmarketer call center call centre customer hide and seek customer service Elizabeth Williams linkedin porcupines Seal Team Six We want to talk to prospects.

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

B2B Marketing Unplugged

If you don’t know the Win-Loss, it’s the document your friends in sales create each month or, sometimes, each quarter that lists all the business they’ve won, lost or are waiting to hear about. You might understand a little bit about why you lose business. You can totally understand why you win business. Why did you win the business? Do you get the Win-Loss report?

Why Content is Social Media Dietary Fibre

B2B Marketing Unplugged

It’s an all-you-can eat buffet of white papers, webinars and ebooks guaranteed to feed your busy professional brain that really delivers only the chronic reflux of relentless sales people. I like to start my Monday mornings with a visit to LinkedIn. It’s a lazy sort of way to shake off the Netflix hangover and ease into the week with a nice view of what my network has been up to.

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

B2B Marketing Unplugged

Back in May we looked at (and mocked) the silly world of stock images , particularly for business marketers. Photos of sleek call centres, beautiful employees and cult-level enthusiasm are used over and over again by lazy marketers and agencies to break up text and create a home for alt tags. All of this despite the new-found appreciation for all things design-driven. R-Factor #3: Narrative.

P-Cube Rising: Procurement is Cool Again

B2B Marketing Unplugged

According to Harvard Business Review, we’re finally spending again and external suppliers are seeing four percent more of revenue than in 2011. I’d say the first order of business is making sure we know who these folks are. 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.

Four Things Marketing Can Say “Yes” About in 2013

B2B Marketing Unplugged

When they come asking for a better billing system or lead-scoring platform, set up a giant committee to write the business requirements document, technical specification, RFP, and critical path. You’ve got to love January. Those plans you’ve been revising for months are finally in motion. I’ll bet they’re already asking you for hockey tickets. Go ahead. Maybe not.

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A Refreshing Look at Customer Loyalty

B2B Marketing Unplugged

The teaser on the cover of The Effortless Experience promises “a business detective story…” Who doesn’t like a business book with a few bodies piled up in the first chapter? I’m in. Alas, no detectives, bodies, forensics or car chases here, but all is not lost; this is a cracking good read about customer loyalty and it’s one marketers should pay attention to. . It doesn’t work.

Eight Rules for Lead Generation Events

B2B Marketing Unplugged

The embarrassed sales exec, who had flown in hours earlier with her crack team was busy blaming marketing for the invitation snafu while the guests were trying to find a spot to put the enormous orange nylon bags containing one pen and one notebook so they could eat. Rule 6: People are busy. These guys managed to violate all of the rules I subsequently made up for events like these.

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Border Collies are Loyal; Customers are Satisfied

B2B Marketing Unplugged

I once heard (but can’t source) a stat that 20 percent of all business deals are cancelled in the first 90 days. CRM Getting & Losing Business B2B marketing bizmarketer customer service Elizabeth Williams linkedinHere we are at the Loyalty phase of our Journey of Unreciprocated Love. This is the Unreciprocated Love part. Some of them are bad things. Customers are satisfied.