B2B Marketing Unplugged

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Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

Since he joined two years ago, Darius has updated all the collateral, made some nifty sales tools, cleaned up the web site and put the company on the map with its own Facebook page and Twitter account. When Twitter didn’t elicit any help, he went to Facebook. Darius has no idea how to reach anyone useful outside of business hours. Darius is shutting down Facebook next week.  .

Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

Lend a Hand or Shut Your Facebook. 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. Sometimes two or three on the same afternoon or evening. And don’t get him started on the client dinners.

To Everything Spin, Spin, Spin

B2B Marketing Unplugged

You and I call it Facebook but for the campaign, it was the fast track for reaching undecided voters who were overwhelmed by information.  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. It covers a lot of ground in a very short space and leaves brand marketers with 9 things to ponder. 1. Nailed it.

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. People, marketing is a conversation , and Contact Us pages, just like Facebook and Twitter, are where that conversation starts. Last week we lamented the deplorable state of most About Us pages. Better make a form.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

49 percent work across B2B and B2C businesses. distribution channel, while Facebook was the most. could fuel better business results. First, Facebook and email were clearly the. topped Facebook as the most effective organic. channel, and Facebook nudged email for the top. Facebook’s paid distribution dominance shouldn’t. Copyright © 2015 Contently.

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? We can measure when a customer leaves the brand (churn); but what does it cost when that customer sticks around but goes all Porcupine on you on their Facebook page? Well that’s hopeful. Uh oh.

Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

They can write, they can design, they can use Twitter and Facebook and Instagram. 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. Have I got a job for you. think it belongs on its own. You can’t do this yourself.

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

So are Facebook, Instagram, Amazon and LinkedIn, and this, according to Nir Eyal, is why they succeed. When we like a friend’s Facebook page or receive money with PayPal, the easiest way to reciprocate or repeat the experience is to use the same platform. Books CRM Getting & Losing Business B2B marketing bizmarketer Elizabeth Williams linkedin social mediaTrigger.

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. Consumers are chatting at book club, or asking their neighbours for recommendations and then they’re consulting Yelp, Facebook, Twitter, Jane’s list and the Blognogracy. These are the things people talk about and these are what get you the business. We just aren’t good at it. Many go north of $1-million.*.

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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. Meaningful has to cut both ways.”.

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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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.

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. In case you missed this as it made its rounds on Facebook and StumbleUpon last week, here are some Humiliating Grammar Mistakes made by distracted marketers and thoughtfully curated by Hubspot.  A great reminder about why spelling kind of matters. .  . Factor #2: Aspiration.

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Four Dumb Ways to Prevent Revenue

B2B Marketing Unplugged

Dumb Company #4: They also put a Helpful Form on their website, with a mandatory checkbox for whether the sender was a business or not. My friend, soliciting quotes for a large charity event, quite correctly selected the no box, since, technically, the cause is not a business. Todd made sure that none of those dirty Not Businesses got through to sales. Dumb Company #1.

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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. If you run a home-based business, this applies to you too. All together now: “Content is goooooood.Visual content is gooooooder.” Great got it. But guess what? All pictures are not good. Some pictures are really, really not good. Your building.

Five Signs of Hope in Marketing Land

B2B Marketing Unplugged

If 2015 is going to be a year of selling complicated stuff to small businesses, do yourself a giant favour and read this Marketing Sherpa post before you finalize your go-to-market plan.  It confirms what you probably already know, which is that sales people are not actually as helpful as they could be in educating prospects and helping them make good decisions.  Of Dogs and Big Data.

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.

Are You Counting Your Marketing Calories?

B2B Marketing Unplugged

Making your summer student spray the key messages all over Twitter, Pinterest, Facebook and LinkedIn. Keeping Skippy Busy: The Scourge of the Summer Student. I met my friend Jeff for lunch recently and it went like this: Jeff: Notice anything different about me? Me: You’re licking the inside of a Pop-Tart wrapper. Tell me you didn’t find that in the subway. Jeff: Pop-Tart debris is 8.35

Why It Doesn’t Matter that CEOs Aren’t Using Social Media

B2B Marketing Unplugged

It really doesn’t matter that the two sponsors are actually the same organization and their business is all about the solution the research suggests will save the day. In this instance, it’s the archetypical Old-White-Dinosaur-Luddite-Who-Just-Won’t-Be-My-Facebook-Friend. The Shamers are a software company that wants to sell business dashboards to CEOs. So the company went out and counted how many Fortune 500 CEOs have their own Twitter, Facebook, LinkedIn, Google+ and Pinterest accounts. They are always more than a little busy. 3. What to do? And guess what?

This Old Website – 7 Unfortunate Realities

B2B Marketing Unplugged

And by purchases, that does not mean a faxable credit check form  and a promise that a sales representative will contact them within five business days. Twitter and Facebook and LinkedIn are how we tell people about new products, events, breaking news and product recalls. Not long after, I learned about the need to proofread the annual report more carefully. Sorry.

Dont Waste Your Sales Call Do-Over

B2B Marketing Unplugged

You need to have that follow-up email screeching across the ether within one business day. Facebook is apparently a great way to sell condos. Ad Agencies Getting & Losing Business Sales vs. Marketing ad agency B2B marketing bizmarketer Elizabeth Williams getting the business linkedin losing the business selling to big companies social mediaThird, see above.

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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.

How Marketing is Pushing Customer Service Under the Bus

B2B Marketing Unplugged

Which means that when everybody calls their suppliers they, too, are absolutely right and the suppliers are absolutely wrong. A few minutes on Facebook, Yelp or brand-hating sites will provide ample evidence of just how right we all are. In 1958 John Kenneth Galbraith famously took on the economic doctrine of Consumer Sovereignty.  Right? Deep down, however, we know that isn’t true.

Eight Links and A Translation

B2B Marketing Unplugged

Our friends at Nabisco and Honda, doubtless, have airless rooms full of unpaid 24-year-old interns cranking out the social, but what do you do when you don’t have professional Facebookers? This excellent piece in Strategy+Business  will help you get over your fear of imposing fees and penalties on your customers. But First, A Translation! You: Nothing. Client: But what does it mean?

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Feeling Undervalued as a Marketer? It’s Probably Your Fault.

B2B Marketing Unplugged

86% of marketers agreed that the link between marketing activities and business goals is well-defined at their organizations. 72% said their company’s leadership clearly sees marketing’s impact on the business. 45% of marketers said they feel confident they know which metrics and business outcomes matter most to key stakeholders. Folks, this is not good news.

Why Marketers Need to Own the Dismount

B2B Marketing Unplugged

think that’s a dangerous thing and an opportunity to put in place an early warning system that could flag unhappy people long before they start saying nasty stuff on Facebook. If December is about faithful friends drawing near to us, then January, it follows, must be about breaking up with them by email. Daily emails, however, are cluttering up the joint and adding no value, so away you go.

Content Marketing Playbook: Strategy and Roadmap

stalwarts like Facebook, Twitter, and LinkedIn to emerg- ing platforms such as Instagram, Pinterest, and Tumblr. 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. All rights reserved. Introduction 3 II.

Social Media Readings: Nine Things to Get You on Track

B2B Marketing Unplugged

This Facebook-for-Grownups is shaking off its reputation as the home-of-the-jobless and is proving to be a fertile spot for sales people and savvy B2B marketers. If you’re all over that, skip to Neil Schaffer’s bit on how to market your business. You know you have a Facebook page. A long weekend looms here in Canada, with another just behind it for my American friends.

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Campaign Falling Flat? Replace Attitude with Altitude

B2B Marketing Unplugged

Apparently there are 5,700 Facebook users who are happy to like what I’m suspecting is a subdivision of townhouses in Narnia. In addition to keeping bad Thai restaurants in business, focus groups catch things like forgetting to include basic information, making it difficult to find basic information and alienating your target market by hiding said information behind a contest wall.

Keeping Skippy Busy: The Scourge of the Summer Student

B2B Marketing Unplugged

Your summer just became an endless search for things to keep the student busy, because even if you stack up all those tiny tasks you keep wishing would just get done, they probably amount to a week of work, if that. have a few teenagers kicking about my house and, as far as I can tell here is what they know how to do: they can make Kraft Dinner (they cannot clean up afterward), they can use Facebook, Tumblr, MineCraft and YouTube all at the same time, while lip synching the dialogue from a Family Guy episode they’ve seen 36 times. How do you keep Skippy busy?

Eight Distractions for B2B Marketers

B2B Marketing Unplugged

Sitting through yet another B2C webinar they promised had business content and doesn’t?  Why B2B spends so much time with it’s head up the arse of Facebook and ignores LinkedIn is beyond me. Stuck on a project charter review call with the Hand-Wringers? Bored with the Keebler Elves’ mandatory due diligence training module? Time for some distractions! Here are a few incredibly distracting links which are defensible if the Thought Police audit your online wanderings. Being Productive – No, seriously. love Time Management Ninja and this may be my favourite recent post from them.

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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.

Fight Them in the Cafés, Not on the Beaches

B2B Marketing Unplugged

Reading about your products a little too often on Facebook? Useful information can include advice about not doing business with your company, and conversations, I can assure you, frequently concern vendors. More and more small business owners are jumping into LinkedIn groups, Facebook and Twitter, not just to drive business but to connect with other business people and ask questions about, say, your products. They’re wandering the halls of your business right now. Do people say bad things about your company online? mean really bad things?

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Coming soon to a P-Cube Near You

B2B Marketing Unplugged

have met the meat and these people are going to change the way businesses buy things. What is the participle here?) on Facebook.  It’s just that it’s free, accessible, easy to use and lets them get on with the vital business of discussing absolutely everything with everyone all the time. Each day she arrived, turned on the computer, loaded Messenger, Facebook, Twitter and Skype, turned on her iPod, plugged in her phone and stared glumly at the eight hours of unfairness before her.  It’s been about a year since we met our friends in the P-Cube. And why Google? Not us.

Why Marketers Need to Find the G-Spot

B2B Marketing Unplugged

Sooner or later business marketers would need to pay attention to this often-ignored bit of the B2B buying anatomy. The G-Spot will thank you and reward you with more business. Before they open Google or pick up a phone, they Tweet or post their need for an orange lawn tractor on Facebook. After all, why do business with strangers?  Select Sandwich , a long-time feeder of Toronto-area businesses, includes a free sandwich of their choice for the person placing each order. It was bound to happen. Spotters are the folks who just go get stuff. You do better).

Sally Step Four: Keep Sales Away From the Email

B2B Marketing Unplugged

Carol also has time to connect with business people through her Facebook page. Do you want to see Carol’s Facebook page? I am sure there are sales people out there who can write.  I just don’t know where they are.  And neither do you.  I am considering sacrificing a goat in the parking lot so the Productivity Prevention Geeklords will disable the Outlook Send function for all the sales people who have my name. If you have done this, I would be interested to hear how it went. Let’s review why we should never, ever let sales people write marketing emails.

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.

Brands Gone Wild

B2B Marketing Unplugged

They might be wondering why nobody is liking them on Facebook. The Dissonant: I am not smart enough to have attended Stanford’s business school, but I know it to be a place for the latest thinking in all things business and technology. The Stanford Graduate School of Business site promises “Tomorrow begins here. Last week we explored the tenuous link between self -worth and LinkedIn. It’s not some after-hours-rave-flash-mob thing where anyone with an IP address and a smile can frolic with your friends. After all, you have standards. It’s just wrong.

Social Media for Grown-Ups

B2B Marketing Unplugged

The first few chapters tackle some basics, while Part II is a tactical guide to ebooks, webinars, blogs, LinkedIn, Twitter, Facebook (yes, the Big F) and email. almost blew past the chapter on Facebook. have been of the firm belief that the Big F is for consumers and small businesses (and even they should act like adults more often). mean, what are the odds? It will help you.

B2B 2

Porcupines Part IV: A Jack Russell Betrayed

B2B Marketing Unplugged

This is the only possible explanation I can find for the repeated inability of most businesses to get their customers up and running properly. This is for those of you who work for a consumer-centric company that also happens to have business customers. It’s hard enough to get the perky teenage models off the sell sheets and replace them with men in suits, but it’s even trickier to get stuff done when your call centre greets business people with their first name and asks about the weather. If you sell to businesses, you need to be set up to sell to businesses.

B2B 2

Steve Jobs Isn’t Dead. You’re Just Holding Him Wrong.

B2B Marketing Unplugged

Our conclusion, and I may be remembering only part of our whisky-induced brilliance here, was that while a pitch by Steve was better than almost any other business presentation, that’s not really such a high bar.  If you strip away the pretty toy he was usually unveiling, and the carefully orchestrated light and sound, and the weeks and weeks of rehearsals, you got a pretty average, albeit well-prepared guy doing his schtick. And then when Ellison died at first, and Zuckerberg did the same, A sickly silence fell upon the Facebook wall of shame. Stevey at the Podium.

B2B 2

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.

Toxic Auto-Spamming at Happy Hour

B2B Marketing Unplugged

The team managing the account needs to document every single step from getting the nod to earning the right to go ask for more business.  Invite them to join your online forums, Facebook groups, LinkedIn groups, customer councils and other inclusive things that don’t cost anything or put them on your auto-spam list. Last post we explored the pretend customer lifecycle circle and found the Arsenic Hour at 6pm.  It’s here that even the cleanest deals can die at the hands of bungled installations, capricious customers and obnoxious staff. How often? Which messages? It’s just wrong.