How to Get Salespeople Aboard the Social Media Train
AUGUST 20, 2013
Outside of prospecting with LinkedIn, few sales pros are willing to make the investment of time to learn and use tools that promise a payoff months or years down the road. Information is competitive advantage in sales. Sales pros are driven by quotas, which are measured in monthly increments. Using the technique above, share the numbers with your sales team as social quotas.
This Brand Ambassador Program Goes Against the Grain
NOVEMBER 20, 2013
The PR agency for a startup called Social Rebate has been asking bloggers to comment on the company’s somewhat novel approach to brand ambassadorship. According to the company’s website: Upon check-out, consumers are given the option to earn a pre-determined percentage back from their current purchase when they share your marketing on their favorite social network.
Measuring the Immeasurable
SEPTEMBER 15, 2011
it also got me several e-mails from companies that claim to have built a better mousetrap than Klout. We assume that conversation about a topic influences decisions, but are they the decisions we want? A lot of people have been talking about Hewlett-Packard lately, but I doubt it’s driving profitable sales of HP products. Coming from a 50-year-old, it’s an insult.
My New Book, ‘Attack of the Customers,’ is now available
DECEMBER 18, 2012
Eleven months later, Attack of the Customers on sale on Amazon ! ” It’s a list of eight steps companies can take to become customer-focused at the core, and it’s been applied by thousands of companies during Greg’s term as founder and CEO of RightNow Technologies. We make the case that companies have no choice but to invest in this area, though.
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. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. effort between marketing and sales allows. company?
How B2B and B2C Marketing Are Different
JANUARY 20, 2011
Probably the most important distinction between business and consumer marketing is that nearly every buying decision a business makes is driven by the need to solve a problem, pursue an opportunity or make or company more efficient. Business executives buy companies as much as they do products. My fourth book, Social Marketing to the Business Customer , came out this week. Read it!
I’ve Been Writing A Lot Lately, Just Not Here
DECEMBER 12, 2013
report reveals a startling disconnect between B2B companies and their customers that should give every marketer pause to reflect on his or her priorities. The research shows that the themes that B2B companies emphasize in their marketing messages are wildly inconsistent with the factors that B2B buyers care about most. This benefits small and patient companies disproportionately.
Here’s What 25 B2B Marketers Think Are the Key Trends in 2016
JANUARY 26, 2016
The company benefits from more authentic communication, and employees build personal brands.” – Cheryl Burgess. I was delighted when B2B Marketing Zone – a website and newsletter that I devour – asked me to be one of 25 contributors to its “ B2B Marketing Trends for 2016 ” e-book. love this content concept, and it’s an idea more B2B marketers could adopt.
Industrial Age Thinking Thwarts Potential of Internal Social Nets
FEBRUARY 14, 2012
About 15 years ago the CEO of the company where I worked decided that it was important that employees should learn to use the technology they were writing about. The lab was christened with fanfare and highlighted in the company newsletter. Why did the directive from the CEO of the company go unheeded? There was even a NeXT machine. Needless to say, people stayed away.
5 New B2B Sales and Marketing Strategies
5 New B2B Sales and Marketing. The traditional B2B sales and marketing model is typically depicted in the shape. of a funnel; flow starts with marketing and then transitions to sales. New B2B sales and marketing strategies. are required. 5 New B2B Sales & Marketing Strategies. B2B Sales and Marketing leaders should evaluate adopting these 5 new B2B. Pretty.
IBMer: ‘Social Selling’ Is a Sales Process in Itself
APRIL 27, 2012
Management has a constant need for information about the status of different sales opportunities, and as a result “We’ve had sales people called out of client meetings to answer questions from upline sales execs,” Burnette said. Nearly 800 sales reps gave feedback at every step. Familiarity Breeds Intent. Social: Session 1: Social Selling – The IBM Transformation.
Attack of the Customers: The Pampers Dry Max Crisis
AUGUST 29, 2012
The company typically logs two complaints for every one million diapers sold, and there was nothing to indicate that Dry Max had moved that needle. The company was well aware that the entire Pampers franchise depended upon customer trust. The company began making a more focused effort to spend time explaining diaper rash to parents who called. Standoff. Let’s seek treatment.’”.
Marketo Tells How to Use Social Media for Lead Generation
APRIL 11, 2014
I often cite marketing automation vendor Marketo as a shining example of a company that gives away great information as a way to promote its business. For example, 58% of marketers who have used social media for more than three years say it has helped boost sales. They report encouraging results. Check out “ How to Use Social Media for Lead Generation.” It’s
How to Calculate Social Marketing ROI
JUNE 24, 2010
They do assume that a company has a rich set of historical data to work with, which is often not the case. We’ve told you about a few companies that have achieved a notable return on investment (ROI) from their social marketing initiatives. any company, regardless of the financial impact. Most of these early adopters work for companies with adaptive, change-oriented management.
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.
Live Blog: Lotusphere 2012 Opening Session
JANUARY 16, 2012
There are many ways to apply these benefits, ranking from improved product design to global sales contests. demo show how a website manager can use a tablet to change a company website to deliver an optimized experience on any platform. division within the company wanted to take advantage of the knowledge and expertise distributed throughout the company’s worldwide operations.
IBM’s Beck: Social Business is About Enablement, Not Control
APRIL 24, 2012
It’s about giving people at every stage in the sales cycle the incentive to adopt tools that make their jobs easier and contribute to customer satisfaction. IBM started with that simple premise when it tackled the task of convincing its sales and marketing people to adopt a new way of doing business. Social business isn’t about tools and promises. Photo via NigelBeck.com.
Awareness E-Book Raises the Bar on Social Measurement
JULY 29, 2011
Awareness outlines five priorities that companies should define in becoming a best-in-class social marketer: Measure and Grow Social Reach. Not surprisingly, the company has tools that help in many of these areas, but that’s one reason its research is so useful: The recommendations are based upon the experiences of more than 100 customers. Monitor Social Conversations.
Facebook Can Work for B2B Marketers, But You Gotta Know the Rules
AUGUST 4, 2011
Nevertheless, some B2B companies have mined gold out of Facebook’s audience, particularly for recruiting young college graduates. This is an under-utilized tool that enables companies to present an HTML page as their default front door. Use welcome pages to present an attractive and exciting introduction to your company. SAP plays inline videos. Conversation Equation.
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. for 2015 our goal is to make content for the whole sales funnel, including white papers, e-books, webinars, case studies, and. content.
The End of ‘Social Media’
DECEMBER 16, 2010
And what’s happening in auto sales will happen in every single industry. Companies that don’t provide significant value will struggle to survive. This is the time of year when a lot of people make predictions. I’ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. It’s not that social media is no longer important. On the contrary, today there’s almost no media today that isn’t social. Now that everyone knows the basics of Facebook and Twitter, things start to get interesting. Stunning. Barnum, BTW).
Attack of the Customers Press Release
JANUARY 24, 2013
Customers are taking their complaints about companies and products to the Internet in record numbers, and a new book tells what is driving this trend and how businesses can avoid being victims of customer attacks. Recent research has shown that 70% of large companies have experienced an attack on their reputations during last two years.“Decision-makers Capacity to Destroy.
MARCH 9, 2012
This week I sat in an auditorium at P&G headquarters in Cincinnati and heard CEO Bob McDonald talk about the centrality of one-to-one relationships to the company’s future and declare “We want to be the most digitized company in the world.”. New Measures of Success. P&G has been called the world greatest marketing company. said what the heck. Support From the Top.
‘The Truth about Leads’ Is Just That
FEBRUARY 2, 2012
I spent 15 months as a sales manager, which was just long enough to learn how little aptitude I had for the job. McDade Is an entrepreneur whose company, PointClear , helps businesses improve their prospecting and lead nurturing. The Truth about Leads is a short book – only 101 pages – but it’s packed with sales wisdom. Most sales people give up after three.
Definitive Guide to Planning a New Content Initiative
to plan and produce effective content for their respective companies. just seeding a piece of fluff to appease our sales team? internal company communication. story of a large technology company (a fortune 100 company) that had 18 different. Engage your sales and/or support teams to get a pulse on. increased leads and sales in the long run. target.
Live Blog: 3M Unites Global Workforce With Technology
JANUARY 17, 2012
At Lotusphere today, two representatives to 3M outlined some ways the company is using collaboration platforms to improve access to expertise and information across the far-flung company, which has people in more than 60 countries. Internet-based tools have been embraced across the company to compensate for the loss of physical proximity. The deadline was six weeks.
Tribes Rule the Hyper-Social Organization
SEPTEMBER 8, 2010
Most make little margin on new vehicle sales anymore and must take most of their profit from service. As companies cede control of the megaphone, they will have to re-examine their entire value proposition and change many of the ways they work. Similarly, sales must evolve into more of a consultation and systems integration role. wasn’t disappointed. Rules Have Changed.
Social CRM: Curb Your Enthusiasm
OCTOBER 7, 2010
If you’re a marketer in a medium-to large-sized B2B company, you’re almost certainly using customer relationship management (CRM) software to track your customers and prospects. Strategy changes, turnover, layoffs and the like make the first step difficult enough, and we all know how analytically challenged sales managers can be. encourage you to restrain your enthusiasm. right.
Microsoft Down, But Hardly Out
JULY 9, 2012
Eichenwald documents a decade of missed opportunities, unforgivable delays, bureaucratic infighting and intellectual stagnation that made this once-fearsome competitor a caricature of the company that regulators on two continents tried to break up a little more than a decade ago. worked at a company that used a similar system, and in the right scenario it’s actually pretty effective.
Content Methodology: A Best Practices Report
company’s content across the enterprise. for their audience’s attention, including major publishers and media companies. Content serves as a powerful tool for sales. suppliers, and can help facilitate corporate communications and build company culture. Sales staff are. This virtuous circle is only possible when the company works to build a culture of.
Did Coke Respond Effectively to Former Marketer’s Attack?
JUNE 11, 2012
Todd Putnam, who was a top marketing executive at Coca-Cola from 1997 to mid-2000, told an audience at the National Soda Summit last week about a Coke strategy to replace all beverages in the American diet with its own products, a campaign the company called “share of stomach.” Putnam said that share of stomach was an active policy when he was with the company.
B2B Blogging Excellence
MAY 25, 2010
Process Experts was named Best Corporate Blog by BtoB magazine in 2010 and Cahill is now leading the company’s charge into Twitter and Facebook while institutionalizing best practices among all the Emerson Process Management divisions. After replying with a thank you message, Cahill forwards them on to the sales team. Their reticence was understandable. They persevered.
Direct Marketing Doesn’t Have to Suck
OCTOBER 5, 2011
Both turned out to be promotions for companies exhibiting at the conference. With the exception of Gizmo, all the companies have something to sell. I may not buy from them, but I sure do help promote their wares. Are serious buyers really willing to endure a half-hour sales pitch to get a crummy pair of movie tickets? They fooled me good. Dump the Junk. Think Like the Customer.
The Changing Rules of B2B Marketing
JUNE 17, 2010
This chapter focuses on drawing the major distinctions between business-to-business (B2B) and business-to-consumer (B2C) markets and where social marketing has particular value to B2B companies. Hansen and colleagues Jeff Sullivan, Kong Yang and Dennis Smith are celebrities of sorts in the community of enterprise customers, who frequently seek them out for meetings at trade shows and during visits to the company’s executive briefing center. Those sales are generated by the affinity that the staff has developed with these key corporate customers. Your feedback is welcome.
Staffing and Launching Your Content Marketing Program
companies around the globe: 1. before they went on sale? JOE CHERNOV, VP OF MARKETING, HUBSPOT: “HubSpot is not only a company, but it’s also the cata- lyst of a movement. subscribers, leads, sales and opportunities—but our pri- mary focus and editorial mission remains helping our. work at a small company without a lot of bureaucracy. All rights reserved. robbery.
Oracle’s Updated Social Media Policy
NOVEMBER 24, 2010
Don’t use company resources to set-up your own blogging environment, even if you are blogging about matters related to Oracle. This includes nonpublic financial information such as future revenue, earnings, and other financial forecasts, and anything related to Oracle strategy, sales, products, security, policy, management, operating units, and potential acquisitions, that have not been made public. This applies to potential acquisitions regardless of their status–in diligence, announced but not closed, integration plans for acquired companies, etc. Dated 11/22/10.