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.

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.

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?

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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.” If you work in an agency, this should sound like a pretty standard job description (and a sweet opportunity). 8. You need your geeks.

Study: How Much of Your Content Marketing Is Effective?

effective in measuring business results. only if the external publications are relevant to your business. content to business results. identified budget (34 percent), the inability to measure business. It will keep them busy for a while, but that’s. business content. Copyright © 2015 Contently. All rights reserved. Marketing is Effective? Introduction 4 II.

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.

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.

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.

Is Your Competition Making Stuff Up? Good.

B2B Marketing Unplugged

Awesome Ideas Branding Getting & Losing BusinessIs there anything prettier than a well-merchandised display of bed and bath linens?  I mean, what can beat the crisp, pretty sheets in their perfect little packages arranged by designer, colour, size and thread count. It’s all about potential. Is full size the same as double? Is that some mysterious European mattress size? Well it is.

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Evangelizing a Content Marketing Program

concrete business goals: — Ultimate Content Strategist Playbook: Content Road- map — Ultimate Content Strategist Playbook: Content Execu- tion — Ultimate Content Strategist Playbook: Growing Your. Content Marketing: When Figuring out if content marketing is right for your business. with deciding on what business goals. broader business goals. All rights reserved. brands.

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.

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.  It should have an Open sign and be a bakery or a flower shop.  . Marketer #1: Hmmm. Cuz we’re, you know, global.

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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.

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. just don’t give a sh*t. That is not what drives consideration.

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. could fuel better business results. business results, just 10 percent of respondents. content metrics and business results. BUSINESS RESULTS? 5% 25% 22% VERY. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. What paid.

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. know you came up with the perky “We’d love to hear from you” copy at the top.

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. think car dealers have figured this one out. Uh oh.

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.

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. think it belongs on its own.

Content Methodology: A Best Practices Report

they compete both against their business competitors and all content creators that vie. returns on business-related goals. have on myriad aspects of the business and driving the goals of specific divisions (e.g., business goals, such as “cost savings, risk. Business Goal Content Objectives KPIs Customer. to the larger business. Content. Methodology: A Best.

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. I’m not sure they are more truthful about why, at least in their reporting, but I am sure they are pretty keen to talk about it.

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.

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. 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. So are Facebook, Instagram, Amazon and LinkedIn, and this, according to Nir Eyal, is why they succeed.

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. No think these stickers are the smartest damn thing ever. should throw them out. But I don’t.

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Staffing and Launching Your Content Marketing Program

brand publishers aren’t in the business of publishing. business. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. We do have clear business goals for The Content.

Unique Selling Propositions Are a Myth

B2B Marketing Unplugged

Which is when I decided to do some digging. 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. Why?” I said. We talked through how his company was going to be unique: were they cutting the grass with scissors? Deploying sheep?

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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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? Enter Seal Team Six.

The Hidden Costs of Content Marketing

B2B Marketing Unplugged

you think.   “Do you not want to close any business in your lifetime? “ you think. 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. But wait, there’s more. That’s right, for free.

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B2B Marketing Trends for 2016

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. What are the business and. my business deliver upon them? B2B Marketing.

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. Meaningful has to cut both ways.”.

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. I can also recommend this article from Inc. Such fun. We train for this stuff.

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

None of these are bad things. 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

Content Marketing Playbook: Strategy and Roadmap

to really lay out the business case behind GE, and we. group of people who are important to your business, using content to align with their interests at a high. battling with their direct business competitors for. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. Introduction 3 II.

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.