B2B Marketing Unplugged

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Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

Then it was just for B2C companies who had a few bucks to throw at this meaningless bandwagon, and some of us could sneer. We were content to let other companies profit with games involving chickens. My 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.

Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

He’s the marketing manager for a rapidly growing logistics company that serves the food industry. 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. The same may be true of Twitter for some companies. Darius has a cool job.

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

B2B Marketing Unplugged

For years now, we’ve been whining about how much more educated consumers are about the products and companies that make them. There are a few statistics that are used to torment marketers.  We’ve all had some chief something or other office sneer that 50 percent of advertising is wasted. Goodness. Just like that? Where do you think it went? . Darned Internet went and ruined everything.

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Why Your Website Needs a Good Cleaning

B2B Marketing Unplugged

Does your event page feature invitations to shows that are almost a year old, like this company ? This company either hasn’t raised prices in five years or is in some danger of having someone show up with this in-hand for their next order. Have you been keeping your website content up to date? Let me help you out. The answer is no. Why should we? Good grief.

Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. CEO’s office and pitch the idea of building a small me- dia company within a large corporation. B2C Marketers companies that excel at lead nurturing generate. It’s also worth noting that companies that. company? mistake brands often make is only considering companies in their in- dustry as potential competition.

Is Your Competition Making Stuff Up? Good.

B2B Marketing Unplugged

Diamonds aren’t particularly rare but the supply is tightly managed by the handful of companies who mine them (DeBeers accounts for about 75% of the production), so the price stays artificially high. Nice write up by Fast Company.  . It’s all about potential. Is full size the same as double? Is that some mysterious European mattress size? Do the kids have single beds or twins?

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Your About Us Page Isn’t About You

B2B Marketing Unplugged

Did you put that fun 5,000 word history of the company commissioned three CEOs ago? That’s why we don’t want to scare them off with stupid things like that time in 1973 that your company got exclusive rights to sell drain cleaner to Windsor Castle. What’s on your About Us page?  I’ll bet you don’t even know. When was the last time you looked at it? This includes your About Us page. .

What Did Your Brand Ever Do To Deserve Bad Photos?

B2B Marketing Unplugged

Learn more about how your company can save on travel with a corporate hitch-hiking program. Fewer than half of companies ask their sales people to do role-playing sessions to practice their delivery. Marketer #1: Hmmm. Time to update our corporate website again.  Marketer #2: I know, let’s go get some stock photos to make our site appealing to Millennials. Cuz we’re, you know, global.

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

B2B Marketing Unplugged

And this generously assumes that each of these paper-picker-uppers represents a separate company, which practically never happens. They represent some much smaller number of companies; say 1.5 people per company that’s actually only 417 customers. Sales squirrels ignoring you? It will sound something like this: “How will we ever make quota?” Uh oh. Wrong.

Content Marketing Playbook: Strategy and Roadmap

returned to the company after a 28-month stint leading. back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. with a better example of a brand building a more effec- tive content roadmap than GE. “It’s been a big change in our company—we’ve tried to. the powerful force that pushed the company forward. All rights reserved.

Awareness Plus Fatigue Does Not Equal Consideration

B2B Marketing Unplugged

Most companies struggle mightily with their definitions of product marketing versus product management and, more specifically, who should do what and when. Consider 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.

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Your Customers Are Way More Efficient Than You Are

B2B Marketing Unplugged

think calling the cell phone company or the cable provider lands someplace between chewing tin foil and watching six continuous hours of Pingu on most people’s preference list. All of which leads me to the idea of efficiency, and the widening gap between how companies view it and how customers view it. I just love sitting in the quiet zone on the train.

Three Reasons Customer Experience Management Fails – Part II

B2B Marketing Unplugged

They’re not the only ones: 92 percent of companies in an ICMI study said they thought engagement and loyalty were good things. Frighteningly it suggests that  almost a fifth of companies don’t see a connection). 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. Well that’s hopeful. Uh oh.

Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

Some companies put this group in the marketing department, probably because we are good with crayons and squishy brand stuff. realize it’s hard to keep such things secret, but I think you’ll find there is so much latent demand in your company for decent customer communication, that you’ll have an iPhone-ish line up on day one. Have I got a job for you.

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

Other external triggers are found in proprietary apps that companies offer their customers – iTunes is a good example, or your online banking interface, but can also be as simple as subscribing to a newsletter.  These owned external triggers allow companies to prompt a user to act. I am worried that Candy Crush is eating our brains. Candy Crush is extremely habit-forming. Trigger.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

fully formed media company. number of other companies like General Electric, Marriott, and Starbucks joined the club, competing. Full disclosure: GE and Marriott are Contently clients.) It may seem odd at first to liken companies known for. as media company.” challenge for any company, no matter its size or budget. of content marketing technology companies have.

To Everything Spin, Spin, Spin

B2B Marketing Unplugged

Surely a company smart enough to drill something as complicated as a deep water oil well can think through the endless list of stuff that can go horribly wrong, and fill the other side of the page with more than a clever doodle of a horse. The number of companies using two or more agencies is down 13% since 2009. It’s okay, it’s even healthy to p**s some people off. Luck is good.

Stop Apologizing, Start Measuring

B2B Marketing Unplugged

Regulators can expect the Swan Lake of apologies as the company trots from market to market chucking rogue engineers into the volcano. There are a thousand reasons to be happy you don’t work for Volkswagen just now. One of them is getting to avoid being part of the orchestra accompanying its Dance Apologetic over the emissions software thing. And boy are they dancing in Wolfsburg this week.

Six Ideas for Getting Your Social Media Off the Ground

B2B Marketing Unplugged

Patty’s company recently lifted some of its restrictions, and now allows most employees to access the web from their desks. Patty didn’t get that memo and her new focus is getting the company to lurch forward into social media any way she can. recommend Twitter handles with your company name somewhere in there like @williamsxyzco. Stop assuming this is actually new.

Conversations Matter

B2B Marketing Unplugged

Eventually, you’ll make your way to edges of the room and you’ll have plenty of company. Here is a company that knows how to sweep out of the kitchen with a tray of something gooey right on schedule. Oh dear, poor Radio Shack has bought the farm. Brands live (or not) at the intersection of experience and expectation, a location good marketers know well. Back to the party.

Study: How Much of Your Content Marketing Is Effective?

companies will spend in the neighborhood of 50. identify them by their names and companies. companies are devoting to content marketing. Companies like Coca-Cola have succeeded with a. companies for audience attention. and interests instead of just telling them about the company’s. These companies need to talk with. Copyright © 2015 Contently. in it.

Marketing Automation, Meet Customer Communication

B2B Marketing Unplugged

The truth is, most companies are terrible at customer communication, falling into the Factory Farm of Spam (FFoS)  model we looked at last week, or the equally exasperating Giant Wall of Silence (GWoS). In most companies, there is no single owner of the conversation with the customer. . Good marketing automation is a subtle thing. For real. Ownership: that’s how. Sic transit. Why us?

There Are No Emergencies in Marketing

B2B Marketing Unplugged

Every company has one. 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. Enter Seal Team Six.

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

B2B Marketing Unplugged

If you are a B2B company of any size, you have at least one of these programs. Gentle friends, we have spent a great deal of time over the years discussing the generally terrible way we approach almost everything to do with our customers. We just aren’t good at it. Today I want to discuss a quiet backwater: The Flock of the Gruntled, also known as the customer reference pool. Related Posts.

The Hidden Costs of Content Marketing

B2B Marketing Unplugged

There is no shortage of people like me and companies like those willing to take your money in exchange for a bunch of words and some pretty pictures. As far as I know, there are no Curators-of-Fortune out there who will organize and manage this stuff, so my company gets to pay me to muck about trying to make sense of the content I have flung into the universe. But wait, there’s more.

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Content Methodology: A Best Practices Report

company’s content across the enterprise. for their audience’s attention, including major publishers and media companies. suppliers, and can help facilitate corporate communications and build company culture. This virtuous circle is only possible when the company works to build a culture of. The studio helps unify the company around a. for the company’s newsroom.

Four Rules for Getting.Organized

B2B Marketing Unplugged

hope you’ll continue to keep me company on whatever this turns out to be and I apologize in advance if my complete incompetence with blogging platforms has mucked anything up. BizMarketer is Finally Getting.Organized and will now publish at Bizmaketer.org. Here is what I have learned so far. Rule One: Don’t have two drinks and then decide it’s time to host your own blog. Rule Two: Don’t, while pouring a third drink, start signing up for hosting and creating your own domain. If someone is going to bother you with ads while you read, it might as well be me.

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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. We talked through how his company was going to be unique: were they cutting the grass with scissors? Sam is going to cut grass just the same as any other good lawn company. Why?” I said.

Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

We’ve spent the past two weeks feeling sad about the state of customer experience management (CEM), so it’s time to lighten up a little and talk about why marketers should care. Last week we saw the clear relationship between good CEM and good corporate performance.  We can chalk up at least a bit of this to the value of the brand itself. This is why I think marketing ought to own CEM.

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

B2B Marketing Unplugged

Here’s a fun example I ran into a few years ago at a telecoms company. Here’s a riddle: what smells a bit like a barnyard and gobbles? Our American friends, who are still scraping gravy off the TV screen will be forgiven for guessing the obvious, but if you said a marketer with a fresh pile of data, you would also be correct. We marketers love to gobble data. We’re really not all that picky.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

Social Media is Not the Telex Machine

B2B Marketing Unplugged

Next week, we’ll talk about how to get social off the ground at your company. About a thousand years ago, when I took my first job in the corporate world, my boss’s secretary gave me a little tour.  We saw the Corporate Overlord floor , we saw the typing pool (yes, those were real). There was a switchboard with crusty operators, a well-medicated tea lady and Dolores. ” I asked.

Your Customers Want to Talk to You

B2B Marketing Unplugged

It goes something like this: I have a question/problem/complaint and I would like to share that with the company that sold me the product. If you are like most companies, you will fail to provide that information. Last week we looked at the Customer Service Theatre that follows a hyper-vigilant Seal Team Six intervention on social media. So I’m going to visit the website.

P-Cube Rising: Procurement is Cool Again

B2B Marketing Unplugged

Smart companies will start with the leader problem and that’s where we come in. Awesome Ideas Getting & Losing Business B2B marketing bizmarketer C-Suite Elizabeth Williams getting the business linkedin P-Cube procurement sales squirrels selling to big companies It’s that nice feeling you get when you stop banging your head against the brick wall.  . The Outsourcerer’s Apprentice.

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

B2B Marketing Unplugged

It may look like our paper executives in a giant warehouse full of former old-growth trees; it may look like our hipster tech company in a much bigger space; it may look like our construction client standing with a new fleet of trucks or working on a bigger project than usual.  . Back in May we looked at (and mocked) the silly world of stock images , particularly for business marketers.

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Staffing and Launching Your Content Marketing Program

companies around the globe: 1. JOE CHERNOV, VP OF MARKETING, HUBSPOT: “HubSpot is not only a company, but it’s also the cata- lyst of a movement. work at a small company without a lot of bureaucracy. company or in one of those industries, you might be. though a lot of their stories report on the company’s. the company has in place, the editorial team has the.

Four Things Marketing Can Say “Yes” About in 2013

B2B Marketing Unplugged

wrote dozens of press releases at a software company that never saw the newswire. You’ve got to love January. Those plans you’ve been revising for months are finally in motion. The agencies are gorging themselves on billable hours to fund their trips to Cannes, after an exhausting December of canapés and signature martinis. Go ahead. It’s all going to Hell, just as you knew it would.

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A Refreshing Look at Customer Loyalty

B2B Marketing Unplugged

If you’re wondering about whether B2B makes and appearance, the answer is yes, and the ideas here may be more relevant in our space. “In fact, for those customers who feel significant time pressure in their daily lives, customer effort was more than twice as accurate a predictor of their level of company loyalty than CSAT. It turns out, it has to do with effort. It doesn’t work.

Fixing the Customer Experience Part IV – Where to Start

B2B Marketing Unplugged

Not the cost to fix them, but the cost to not fix them. I’m not sure most companies understand that equation, but it seems like a good thing to know. Enough whining. Time to solve the messy experience thing. Now that the Customer Experience is safely in the hands of the marketing department , it’s time to figure out where to start with the fixing of  it. More on him later. There.

Eight Rules for Lead Generation Events

B2B Marketing Unplugged

The product they were showing off was of only marginal interest to me, and of no interest to most of the other people they invited from my company. Here is what I found while I was tidying up my Evernote the other day: I feel a cold darkness about to descend. These guys managed to violate all of the rules I subsequently made up for events like these. Rule 1: Use an experienced event manager.

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B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.