How social media muteness endangers your company: The crisis at McKinsey
JULY 29, 2011
Maybe if we had all gone to the upper two percent of business grad schools like the folks at McKinsey we would have known better. McKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously—and when you lack the ability to respond in the moment through social media. textbook example of pragmatic thought leadership. The article itself is one of the best examples of thought leadership I have ever read. It is bold, clear, authoritative, and based on solid research. That picture is stark and scary. And so it did.
6 Freaky, Funny, and Scary Abilities of Computer Organisms
JUNE 18, 2014
It opens up many more possibilities for monitoring technologies for health, business, fitness, and other activities because the sensors can essentially live longer and more independently without an external power source. They are as dependent on the computing environment that surrounds them as living organisms are on their ecosystems. Hack your thoughts, beliefs, and your bank PIN.
What the slow death of B2B publishing means for marketers
MARCH 4, 2011
The business model is broken. It’s not that the journalists have gotten lazy; it’s a problem with the business model for B2B publishing. The business side of these organizations is trying to maintain profitability by slashing staff and by maximizing online traffic to make up for lost print ad revenue (and other desiccated revenue streams like events). Try all of them.
9 attributes of the best thought leadership content
SEPTEMBER 29, 2011
Share and Enjoy: Latest Post Thought Leadership B2B marketing Business Education and Training Executive leadership Management marketing Sales Thought leaderSome time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. Differentiated.
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.
7 reasons why social media success has nothing to do with social media
OCTOBER 7, 2011
They hold back because they know that they need the full support, commitment, and participation of the business in social media. One of the reasons I know that B2B marketers get this is because the number one goal of marketers in our survey was to integrate social media into the larger marketing strategy —to link social media to their idea marketing process and their events—the channels that are proven and where the business has committed to contributing content. The business case doesn’t exist for social media; but it does for idea marketing. 30% said yes.
Is “social media campaign” an oxymoron?
DECEMBER 2, 2011
ITSMA Research Latest Post Social Media B2B marketing Business-to-business Eloqua Facebook ITSMA LinkedIn marketing Marketing Automation SlideShare Thought Leadership TwitterIf you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach. would have had only slightly less disdain for the audience for these campaigns. Fly-by-night opportunists hoping to win your Facebook sweepstakes. You’ve heard of Farmville, right?
The last of the anti-social marketing tactics
NOVEMBER 11, 2011
Creating business impact. Passion for building stronger businesses. Unlike traditional taglines, which generally hang on the corners of websites like misplaced socks, with no discernible connection to anything around them, Smarter Planet is paired up with a lot of interesting thought leadership content that lines up with IBM’s business strategy—it’s a business theme rather than a tagline. Taglines are the last bastions of a classic, one-way marketing messaging strategy, preserving marketing’s perceived right to tell customers what to think. Agility made possible.
6 ideas for sifting the mobility chaos
MARCH 12, 2012
For about 20 years (sad to say I was a journalist for even longer than that) it seemed that every white paper that crossed my desk began with some variant of this sentence: “As the world becomes more global and interconnected, businesses need a way to see through the complexity. “ But now the ubiquitous opening sentence seems to be: “Businesses are awash [drowned, buried, you get the idea] in data. heard six: Mobility changes business models. Hire us.]“ Hire us.]“ “ Last week, I went looking for some good ideas on mobility. New Jersey.
15 things marketers should stop doing and thinking in 2011
DECEMBER 28, 2010
You meet tons more people than you would in more traditional permission-based environments and some of those relationships will wind up becoming the kinds of deeper, more meaningful exchanges that the critics say we are losing through social media. I’ve formed a handful of excellent business relationships on Twitter this year—we know each other on sight and (gasp) we’ve even spoken to one another. The ultimate risk in business is that your customers stop buying from you because they don’t trust you. Social media cause people to waste time at work. Social media has ROI. Mobile.
Eight attributes of a thought leader
FEBRUARY 18, 2011
Latest Post Thought Leadership B2B marketing Business Edelman Internet Marketing ITSMA ITSMA Research leadership Management Social Media Thought leader TwitterSocial media are growing up. The initial thrill of connecting to a bunch of peers that we’ve never met is giving way to the desire to get something useful out of those connections. Interesting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.” Clearly, there’s a growing hunger for thought leadership in social media. Relevant experience. Presence. Rapport. Curiosity.
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.
3 ways to link marketing to revenue without metrics
MARCH 18, 2011
In fact, our most recent thought leadership survey found that few marketers are measuring much besides consumption of their marketing content. I’m not saying that you should stop measuring consumption; but it’s clear that those kinds of metrics don’t give business people the answers they’re looking for when they ask about the value of marketing. One great way to connect ideas to offerings is to create a business theme—think IBM’s Smarter Planet or Cognizant’s Future of Work. I’m looking forward to our annual ITSMA spring road trip. Hope you can join us. But hold the beverages.
4 Reasons Why Facebook Stinks for B2B Marketing
AUGUST 5, 2011
So I think B2B businesses should have a Facebook page that shares whatever content the company is already producing. keep waiting for Facebook to buy LinkedIn or Twitter and just put an end to the business vs. consumer distinction. Latest Post Social Media B2B marketing Business-to-business Cisco Company EMC Corporation Facebook Intel LinkedIn marketing social media management social media strategy TwitterRecently, I was preparing a workshop on social media for an ITSMA client. We don’t see the value of it for B2B and we want it off the table. Why not?
How to write blog posts from a white paper
MARCH 23, 2012
Blogging Idea Marketing Latest Post B2B marketing Blog Business Business-to-business ITSMA Research marketing Paper Social Media social media management White paperIf you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a white paper that an external content person created for the company and now you need to make that content social. It’s an important part of social media management. Eeewww!). ITSMA research shows that buyers want the whole menu of content—not just a white paper here or a video there. Humorous.
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.
The prerequisite to effective social media: the idea organization
MARCH 25, 2011
Latest Post Social Media Thought Leadership B2B marketing Boston Business Facebook Idea Marketing Idea Organization ITSMA marketing Marketing and Advertising New York Silicon Valley Subject matter expertAt the first of ITSMA’s series of road shows this week in Silicon Valley this week (there’s still time to sign up for New York and Boston next week!) I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization. What do I mean by an idea organization?
6 lessons on how NOT to market to customers
JULY 22, 2011
Many of us in B2B can be proud of how we educate our customers and prospects on the business issues they face—from current regulatory changes to future “sea changes.” We help ease them into the idea that they need our services and solutions to solve these problems so that the experience of spending all that money feels a little less like stepping off a cliff. Latest Post Marketing Strategy B2B marketing Business Business-to-business Health care Internet Marketing marketing Marketing and Advertising Social MediaIsn’t that sad? Hey, but that’s how it is. Motivational.
2011: The year of personal brands
JANUARY 28, 2011
But Owyang didn’t just post on his own blog; he also posted on a Forrester blog that was created around his business line. For example, Owyang’s replacement, Augie Ray, has his own personal blog, but his posts also appear on a group blog targeted at the business line he serves, “Interactive Marketing.” It’s a kind of co-branding strategy: individual analyst, line of business, and company brand all have equal billing at the top of the blog. This is the year that the personal brand begins to do battle with the corporate brand. Testing the popularity of content.
I have seen the future of B2B marketing. It’s on Forbes.
NOVEMBER 7, 2012
agree (journalism’s future will be determined by its ability to create a business model that pays better than the current one: giving away content for free and charging way too little for ads), but I think he missed the more important disruptive power that platforms like BrandVoice really do have: to disintermediate traditional marketing. Our group’s mandate is to research the business issues that SAP’s customers and prospects care about and write exclusively about those issues—not our products and services. Reinforcing the no-pitch rule. But hey, I’m a known crank. Truly Respect.
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.
How do you know when you’ve reached the next level in social media?
APRIL 8, 2011
Latest Post Social Media Business Business-to-business Internet Marketing ITSMA marketing Marketing and AdvertisingI was thrilled to run a social media workshop this week with a large B2B technology and services provider (and ITSMA member). The great thing about the experience was that this company is already doing social media. In other words, I didn’t have to spend any time defending the honor of social media and explaining why they should be doing it. This was all about the how. But even the how was different. That got me thinking. Exactly what does that mean?
Why salespeople should sell ideas: an FAQ
MAY 15, 2012
They are looking for inspiration and guidance on the business problems they face. They are looking for good ideas, facts, and data about how to solve their specific business problems. Idea Marketing Latest Post B2B marketing Business-to-business Customer Forbes Google marketing Marketing and Advertising Publishing Sales Sales EnablementWe all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers. For the program to be successful, those ideas must find their way into the hands of salespeople.
Where is the utility in mobile apps for B2B?
DECEMBER 10, 2012
Mobile Marketing B2B social media Business Business-to-business Facebook LinkedIn Mobile apps Second Life Social Media Twitter UtilityMitch Joel has a nice post on HBR this week about bringing utility to marketing and social media. As is often the case, his advice pertains more to B2C than B2B, as I point out in a comment: “Utility” is a clear, succinct way of putting it. I am concerned about the B2B side of things, though, for complex technology solutions in particular. Perhaps we need to wait for the second coming of Second Life for that. Are you?
We need a chief marketing analytics officer
FEBRUARY 11, 2011
Latest Post Marketing Metrics and Analytics B2B marketing Business Chief information officer Chief technology officer marketing Marketing Analytics Marketing and Advertising Marketing Automation Paul Dunay Scott Brinker Software as a serviceThere’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Paul Dunay makes the case for one in this post, and Scott Brinker has been beating the drum for this for some time. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist. What do you think?
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.
How to get employees involved in social media: focus on ideas
MAY 20, 2011
Latest Post Social Media Thought Leadership B2B marketing Business Facebook Idea marketing Marketing and Advertising social media management social media strategy Subject matter expert TwitterMany marketers involved in social media management tell me that they struggle to get their subject matter experts engaged in social media. But focusing solely on engagement is the wrong goal. What we should be talking about instead is getting those experts involved in creating ideas. Create an idea network as the basis for social media. Here are some examples of how this can work: Internal.
The 2 questions on every buyer’s mind
SEPTEMBER 9, 2011
For example, buyers who are in the Epiphany Stage are looking for new ideas and industry news, while buyers who are actively getting ready to buy and are creating a short list of providers will be looking for case studies that profile how their peers have generated business results. Share and Enjoy: Latest Post Thought Leadership B2B marketing Business Fred Reichheld Health care reform in the United States IBM ITSMA ITSMA Research marketing Marketing Processes Marketing Strategy McKinsey & Company Sales Subject matter expert Thought leaderPractical.
Why you need to turn your customers into stalkers
JANUARY 21, 2011
At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. And what’s worse, when asked why they had corporate blogs, more than 50% said it’s the cost of doing business. It’s where we introduce some of the top findings from our annual budget survey of marketers. But we don’t like to just parrot the numbers from the survey. So we spend weeks leading up to the briefing arguing about what the numbers actually mean and what marketers should do. The social media noise is personal. But let’s look at the social media noise more carefully.
Sports Analogies Suck, Right?
FEBRUARY 11, 2014
The example I’m about to give focuses on the fact that if you think of sports fans as business customers, they are the most loyal in the world. See if you agree about this post that I worked on with my colleague Rob O’Regan: “Professional sports teams have two problems that most businesses will recognize. How many times have you rolled your eyes at CEOs who use tired sports analogies like “getting to the goal line” or “our numbers show that we’re punching below our weight,” or “somebody dropped the ball on this one”?
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.
Is lead generation killing marketing?
JUNE 11, 2010
The perceptions that marketers send nothing but junk leads to sales and fail to measure the impact of those leads on revenue have been hurting marketers’ relationships with salespeople—and the business—for at least a decade. But can we ever say that marketers will become the leading contributors of leads that wind up as closed business? Tags: Lead Generation Lead Management Apple Business marketing Marketing and Advertising Marketing B2B Sales Technology You could hear the proverbial pin drop in the room after he said it. Seems doubtful. If so, we will never win.
The crisis of buyer information in B2B and how to fix it
AUGUST 16, 2011
Latest Post Lead Management Social Media B2B marketing Business Business-to-business Facebook IBM iPhone marketing Marketing Strategy social media strategy Wall StreetImage by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number. Never left a voice mail, (which my gut was telling me should have been a signal), but the number was local.
Stop doing PR. Start doing visibility.
NOVEMBER 12, 2010
Make sure they have business profiles on the different networks (LinkedIn, Facebook, etc.). Consequently, they know everybody’s business but don’t intervene unless asked. Thanks for the great comments on last week’s post, “Is the Era of PR Over. Okay, so if the traditional model for PR is failing, what do we do instead? Most journalists have discovered social media as an important research tool. And research shows that even the stodgiest C-level executive does at least three web searches per day. Every company needs a guard dog or two to be around in case of a PR disaster.
Is the era of PR over?
NOVEMBER 5, 2010
The agency must go through the guard dogs to get permission for the subject matter experts to speak, then they must get the attention of the busy interviewee, then they must coordinate with the busy executive and the external parties to make it all come together. Tags: Marketing Strategy PR Strategy B2B marketing Business Journalism Journalist Press release Promotion Public relations Risk management Web Design and Development Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore.
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.
Should we stop marketing to the CIO?
OCTOBER 12, 2010
And for nearly that long, pundits have been predicting that the CIO role would become extinct, and that the strategic decisions about technology would be subsumed into the business. They are too important not to be made by the business. CIOs’ power has, to a certain extent, always been rooted in something that business people hate: complexity. It began with Application Service Providers (ASPs) that promised to surgically remove the hairball from the throat of the business. What few positions remain will be dedicated to supporting specific business services.
What Pisses off the Man Who is the Face of 3D Printing
MAY 19, 2014
MakerBot , a manufacturer of desktop 3D printers priced at the level of a decent laptop, is the best known of companies producing a product that has already been raised to PC-level stature in terms of its potential impact on business and society. Bre Pettis, the CEO of MakerBot, has become the face of this long-simmering but suddenly hot business (3D printers – the really expensive kind, anyway – have been around for decades) in part because he had lots of practice being a public face long before he ever thought about launching his company. What Caused the F-Bomb. Viral How-Tos.
13 qualities of a good social media voice
AUGUST 3, 2010
We always hear that it’s wrong to use a lot of jargon, and in general it is, but only because most B2B marketers are usually trying to reach a general audience of both business and technical people. Tags: Social Media B2B marketing Business Facebook Internet Marketing LinkedIn marketing Marketing and Advertising social media management Twitter When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. After all, the tools themselves are dead simple. Grammatical. Timely.
13 questions about social media and thought leadership
OCTOBER 1, 2010
Ideas that educate customers and prospects about important business and technology issues and help them solve those issues—without selling. Q. Just because their business model doesn’t work anymore, that doesn’t mean that their model for developing ideas and getting them out into the marketplace should also be tossed out. Anywhere there’s a business process you have the possibility to create thought leadership. But I guess it keeps consultants in business. If you’re in B2B marketing, you gotta go to this thing. So they are all here for your enjoyment.) link]. Q.
B2B Marketing Trends for 2016
Is Twitter “social?”
SEPTEMBER 23, 2011
Share and Enjoy: Latest Post Social Media B2B marketing Business-to-business Content (media) Facebook ITSMA ITSMA Research marketing social media management social media strategy Social network TweetDeck Twitter YahooMajority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. study by Yahoo Research found that 50% of tweets are generated by an “elite” group of 20k users and that those users tend to follow one another rather than branching out—what many refer to as the social media echo chamber. that they think is relevant.