What Works - What Doesn't

Trending Sources

If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

At Schwartz Communications’ breakfast roundtable on content marketing last week, attendees were asked to rank which channels they used to get the news out about their company. Plenty of people use “blogs,” “Twitter,” “Facebook,” or “LinkedIn” but “press release” barely registered. That led one attendee to ask why. They get decent readership, she said, as well as some media mentions.

PR 11

How We Can Help

What Works - What Doesn't

For a multinational software company, analyzed and summarized the results of its in-house market research data to produce a “playbook” to help its OEM customers compete in specific geographies, vertical markets and customer segments. By creating compelling white papers, case studies, blog posts and other content based on an in-depth understanding of your competitive differentiators.

About Us

What Works - What Doesn't

Bob Gallagher is head of Funnel Impact , a marketing services firm that provides content creation, sales support and marketing automation to companies that sell complex products or services, including Software, Hardware, Hosting and Cloud Computing. Bob Scheier Associates is a writing and marketing services collaborative serving the information technology industry.

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Clearly, a lot of though and work went into the site – but when you’re dealing with software that can make or break a company’s profit, and you’re talking to people whose jobs rely on its working well, that effort shows you’re serious about the subject Quality content is critical because prospects are paying with their most precious commodity – time. Pretty specific custo mer base, eh?

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.

Time to Kill the Press Release?

What Works - What Doesn't

Because the more I thought, the less reason I could find for a company to issue a traditional “press release.”     What with the long decline of the trade press, there is less “press” out there to “release” information to.   Maybe, as PR pro Don Jennings suggests, companies need to issue press releases for regulatory or disclosure purposes.  

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

For example:   Reason Two, that social media causes companies to “Focus on the Wrong Metrics.” I’ve long argued that admitting your product or service isn’t the right hammer for every nail is an effective way to sell. The folks at marketing automation software vendor HubSpot seem to agree, judging from a recent blog post on “Seven Reasons Social Media is Bad for Marketing.”.

Boeing Redesigns Web Site Around Features. And the Business Case Is?

What Works - What Doesn't

In short, it looks and feels much like the glossy corporate publications companies did when they had fatter marketing budgets, and customers had more time to read. Boeing is in some ways a business to consumer company (we all use their products) but the actual purchasers are airlines, aircraft leasing companies and governments.

Real Editors Don't Just Retweet

What Works - What Doesn't

“Content marketing” – using material such as white papers, podcasts and videos to sell to customers – is the latest buzzword as companies try to grab market share in the recovering economy.    One common refrain I keep hearing is that marketers should “think like an editor” in deciding what information to give to customers. That’s what real editors do. 

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.

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

It would seem PR and marketing firms can help their customers by delivering the skills, processes and content B2B companies need to make marketing automation software work. Recent survey data indicates these are the top three hurdles to companies adopting MA software. Software consultancy Software Advice has a good business model: Give away a certain amount of information about software, then charge for more detailed counseling. All of which begs the question: Which of these specific hurdles is most critical, and where do B2B vendors need help getting the benefits of MA software?

Virtual Trade Shows for Mere Mortals

What Works - What Doesn't

What can we in smaller companies learn from giant SAP? recently helped “cover” a customer summit for a multinational services company and was amazed by the amount, quality, and candor of the interchange among customers. SAP appears to have done a bang-up job with its combined physical and virtual customer conferences, according to B2B Magazine. Not only did it focus on getting customers to talk to each other, (VS. The simultaneous physical events attracted 20,000 people to Orlando and Frankfurt, not to mention satellite physical locations where people watched live satellite feeds.

Huge Jargon Slick Drifts Towards Readers; “Resources,” “Mitigate” Clog Brains

What Works - What Doesn't

Let’s say – let’s just say – you were a huge oil company, or a government agency, desperately trying to recover from a major blunder.   You’re not sure how bad things are or when you can fix the situation. But do you do know you messed up real bad, didn’t move quickly enough to fix the problem and are desperately trying to calm everyone down while you scramble to undo the damage you’ve caused.   Yes, I’m talking about the oil slick the size of Puerto Rico now drifting towards the Gulf Coast.   Nearly 2,000 people are working to protect the shoreline and wildlife.

Find Trend Pitches In Your Earnings Releases

What Works - What Doesn't

It’s good news these days to see a company whose revenue grew more than 70% year over year, as encryption vendor Voltage Security announced today. They’re even profitable, more to the point.) It’s an even better story when the earnings press release holds the germ of a trend story, which this does – but not until the sixth graf. That’s when Voltage says one reason for its success is that many customers are using Voltage’s encryption products to reduce the size of their PCI (Payment Card Industry) audits.

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.

One Company | One City | One Lattice

Lattice

Let’s start from the beginning – I had five months to find an awesome city with an amazing venue to pull off this awesome event that our company had never experienced before. Every great company kick-off needs to have an inspirational theme. Not just any culinary challenge – this one involved marketing and selling your food to the rest of your company. San Diego – check! Check!

12 Noteworthy Examples of B2B Companies on Instagram

KoMarketing Associates

So, what does this mean for B2B companies? This is the key element I am referring to: Instagram allows companies to tell their story without any interruption. As I previously mentioned, Instagram is a key social media platform for B2B companies to start and/or strengthen their brand storytelling. Instagram is a social media platform unlike any other. Microsoft. HootSuite.

Email Marketing for Manufacturers and Industrial Companies

Industrial Marketing Today

He considered marketing emails to be nothing more than […] The post Email Marketing for Manufacturers and Industrial Companies by Achinta Mitra appeared first on Industrial Marketing Today. Email marketing often gets a bad rap because most people are fed up with the deluge of promotional emails they receive every day. This is only a content summary.

Five steps to establish a content-creating company culture

grow - Practical Marketing Solutions

I’ve worked with a number of large and small companies to help them develop a culture of content creation and there seems to be a few common themes that enable success. Here are some steps that launch a company toward a vibrant culture of content creation: 1. The first question many companies ask is, “Where is all of this content going to come from?”

How to change your company culture for marketing success

grow - Practical Marketing Solutions

I used to work for a big metals and mining company called Alcoa. It might make more sense if you knew that the company was the subject of the most famous lawsuit against a corporate monopoly in U.S. Alcoa actually lost the suit, leading to the break-up of the company into smaller parts that eventually grew into the company’s competitors. Company culture rules.

Three companies using IT for dramatic transformation

grow - Practical Marketing Solutions

I used to work for a big global company. ” We discussed the fact that in many companies, the IT Department is still a “cost center” and not strategically integrated into marketing and sales functions. Technology is kind of the blood coursing through our company’s veins these days. used to work for a big global company. It is a necessary evil.

Is Marketing Automation Right for Every Company?

The Point

Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent. Even at mid-size companies ($20 Million – $500 Million), the figure is only 10 percent. Which begs the question: is marketing automation right for every company? However, specific factors make certain companies better candidates than others.

5 Steps to Successfully Build Your Company's Sales Development Efforts

Sales Prospecting Perspectives

Who is responsible for qualifying inbound marketing leads and identifying new, short-term sales opportunties for senior sales executives in your company? Whether you’re launching a new SDR effort for your company, or seeking to improve its effectiveness and success in the New Year, here are five steps to get you off on the right track. 1. Do the math. Build a process. How often?

How to Protect Your Company’s Reputation on Social Media

Modern B2B Marketing

Companies well-versed in social media marketing have taken all these steps to grow and establish their brand’s online presence, but are they doing enough to protect it? Monitoring Every company that engages in social media marketing needs to uphold a strong and credible reputation while looking for ways to continuously improve it. Unsupervised Content Publishing. Account Hacks.

Study shows social media usage surging at large companies

grow - Practical Marketing Solutions

The University of Massachusetts released its annual survey of social media usage at Fortune 500 companies and the trend continued to heat up, although these mega-companies continue to lag INC 500 companies, non-profits and universities in their application of social media to marketing efforts. Eight of the top 10 companies (Exxon and Berkshire Hathaway do not). Tweet.

5 Reasons companies are bringing their marketing in house

grow - Practical Marketing Solutions

Here’s a significant trend described in a very fine digital marketing  research report from SoDA — in the past year there has been a dramatic spike in the number of companies who no longer work with outside marketing agencies — 27 percent, up from 13 percent in the previous year. The shift in North America is a little higher — 28 percent. have a few thoughts about it. One

Why are America’s fastest-growing companies killing their blogs?

grow - Practical Marketing Solutions

Are America’s fastest-growing companies shifting away from blogging as a primary social media platform?  ”Maybe” could be a conclusion based on new research examining the INC 500 from The Center for Marketing Research at the University of Massachusetts. 500 is Facebook with 74% of companies using it. Only 24% of the companies have a formal social media policy.

Five Videos Every Company Needs

Act-On

What comes to mind when you think about companies using video? Many companies also use video to sell. But video can do even more for your company. Here are five videos every company needs in 2016. The post Five Videos Every Company Needs appeared first on Act-On Marketing Blog. For many people, the Dollar Shave Club video is high on the list. Again, great!

Video 76

The 10 best big company blogs in the world

grow - Practical Marketing Solutions

There seems to be a lot of noise about the “death of the company blog.” Important? A few years ago, I did a comprehensive study of the best company blogs in America and I thought it was time to re-consider this channel. What is the state of the art in company blogging? What are the best company blogs today? The blog shows the authentic heart of the company.

Best 123

5 Tips To Promote Your Company Blog

B2B Marketing Insider

The post 5 Tips To Promote Your Company Blog appeared first on Marketing Insider Group. The competition is fierce out there. There are 58.6 million new blog posts each month on WordPress alone. Everybody, in other words, has clued into this content marketing thing. How do you ever get your work noticed? Is it even worth it?

12 ways to achieve emotional marketing for your B2B company

grow - Practical Marketing Solutions

” In Mark Schaefer’s book,  Social Media Explained , he asks companies to ask a critical question: What does our company do that NO ONE ELSE does? While there’s validity to each of the common complaints above, there are solutions to help ease companies into adding emotional marketing to the mix. By Brooke Ballard, {gow} Contributing Columnist. Psychographics.

Successful Companies Create Successful Customers

Lattice

Customer success is the hallmark of a great company. For a B2B software company like Lattice, success means our customers are improving the efficiencies of their sales and marketing organizations, and increasing revenue. The post Successful Companies Create Successful Customers appeared first on Lattice Engines. business customer service predictive analytics success stories

Marketing Performance Benchmarks for Software/SaaS Companies

bizible

Today, for marketers at Software/SaaS companies, we compiled some key statistics from both reports, creating a one-stop shop of critical insights for two important digital marketing channels. This is especially true for companies that are using ABM strategies. For B2B software/SaaS companies, this can be extremely powerful for finding the right people. Different Strengths.

Digital Marketing Strategies Every Company Needs Today

Spiralytics

It’s easy to get left behind in the world of marketing. As the Project Runway host, Heidi Klum, would say it, “ One day you’re in, the next day you’re out. ”. Digital Marketing

How to Solve the Marketing Skills Gap In Your Company

Digital B2B Marketing

A few weeks ago I was talking to Maureen Blandford about marketers, marketing technology, and the need for all of us to move faster. Our conversation turned to skill sets and the current digital and technology skills gap in marketing today. thought I had in that conversation has been gnawing at me since: “Today’s marketers don’t have the aptitude for marketing technology.”

13 Customer Loyalty Best Practices for B2B Companies

Act-On

Existing customers interact with several departments in your company. An example of a survey that is probably trying to access the company’s Net Promoter Score. 4. The Harvard Business Review suggests “Credit card companies would waive late fees for customers who were on vacation when the payment was due… Airlines and hotels would renew status levels for customers who took a hiatus from traveling when they had a baby or were between jobs.”. What could your company do? 5. Our first impressions of people (and companies) frame how we experience them later.

How to establish your company’s Social Media Lead Team

grow - Practical Marketing Solutions

I have written a lot about the critical importance of company culture to social media marketing success. For many companies this is a dramatic and difficult change. One of the most important things a company can do is to create a Social Media Lead Team to help drive the change you need that will support your efforts. There is no such thing as a grassroots organizational change.

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 billion unique monthly views. Aggressive testing of ad copy. Sewell, Spear President.

SEM 59

Five companies with a human social media presence

grow - Practical Marketing Solutions

The company is one of the few that is effectively integrating their paid advertising presence with social media connection. Their “spokes cow” has its own social media account, adding whimsy and fun to the company personality. brings the company to life and creates opportunities for social sharing and covnersation. Are there company examples you would like to share?