| | | Follow the Lead | |  Content | 23 articles |
| Page 1 of 1 | Previous | Next | FOLLOW THE LEAD JULY 16, 2010  Welcome to Widget TV Because of the Internet b-to-b marketing executives – and, to a large degree, b-to-b sales reps – are on the hook to produce, package and push a wide variety of content (across multiple channels) that will appeal to both existing buyers and prospects. However, few b-to-b organizations have the resources to manage (and maintain) the amount of content they’re starting to produce (and share). | FOLLOW THE LEAD AUGUST 19, 2010  The Sweet Spot: What’s your policy on social media? FTL: With customers demanding more and more content as part of the sales cycle, is there an increasing onus on b-to-b sales execs to work more closely with marketing execs in creating the content? Fitzgerald: When we talk about content – whether it’s written or audio-visual – communication is key and the salespeople are right in the middle of it along with the marketing people. | | | | | |
| FOLLOW THE LEAD SEPTEMBER 21, 2010 ZoomInfo introduces new business information platform The b-to-b search engine, which has information on 5 million businesses and 50 million employees, on Tuesday announced a new platform designed to increase the demand for data on small and medium-sized businesses and provide searchable content that goes beyond information you find on business [.]. ZoomInfo is rolling out sweeping improvements to its core technology. | FOLLOW THE LEAD AUGUST 17, 2010  Sales-exec-as-publisher-model taking shape They’ve created an infrastructure and an information framework that allows virtually anybody inside the company to create content that is relevant to IBM customers,” said Verdino, who is VP, strategy and solutions for media agency powered. I’m calling you or I’m e-mailing you because you have given me (the buyer) value in the form of content or real-time response,” he said. Take IBM. | FOLLOW THE LEAD AUGUST 12, 2010  How folks used to ‘follow’ the Grateful Dead. Sound familiar? Because no one Dead show was alike (no set list, for example) the fans kept coming back for the content, spawning a wandering confederacy of so-called “Deadheads” who followed the Dead around for three decades. They created lots of content (2,300-plus concerts), with new pieces of content (bootlegs for fans to share) for new customers.”. world. Database marketing, anyone? | FOLLOW THE LEAD JUNE 18, 2010  Study: Is social a source for b-to-b leads? This suggests that social network users are willing to follow company links to check out content but unlikely to make the jump to doing product research or other sales-related activity. If they’re engaging with any of your content, it’s an opportunity for the company to build brand awareness and present [the individuals] with original content, experts and services.”. | | | | | | | |
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FOLLOW THE LEAD | THURSDAY, AUGUST 5, 2010  ‘Dialing for Dollars’ is getting quite expensive
Ninety-three percent of buyers said the solution provider they chose supplied ample content to navigate through each phase of the buying process, but only 50% of marketers said they are currently mapping content offers to the buyer’s information needs at different phases of the buying cycle. In theory there is no difference between theory and practice. In practice there is.” - Yogi Berra. We thought of one of the great Yogiisms (above) to describe a new report showing a major disconnect between the strategies of today’s marketers and the shifting behaviors of b-to-b buyers. MORE >> -
FOLLOW THE LEAD | THURSDAY, JULY 29, 2010 DMA YouTube channel focuses on best e-mail practices
Videos clips on the EEC channel feature insights from e-mail experts and allow visitors to review, link to and syndicate content. File another one under, ‘We’re all media companies now.’ The Direct Marketing Association ’s (DMA) Email Experience Council (EEC) on Thursday introduced a YouTube channel created to help marketers better understand the benefits of e-mail. Initial episodes focus on subject line best practices, e-mail for branding purposes and email marketing analytics. The online radio program kicks off tonight at 8:00 ET. Subscribe to RSS. MORE >> -
FOLLOW THE LEAD | THURSDAY, JULY 29, 2010 DMA YouTube channel focuses on best e-mail practices
Videos clips on the EEC channel feature insights from e-mail experts and allow visitors to review, link to and syndicate content. File another one under, ‘We’re all media companies now.’ The Direct Marketing Association ’s (DMA) Email Experience Council (EEC) on Thursday introduced a YouTube channel created to help marketers better understand the benefits of e-mail. Initial episodes focus on subject line best practices, e-mail for branding purposes and email marketing analytics. The online radio program kicks off tonight at 8:00 ET. Subscribe to RSS. MORE >> -
FOLLOW THE LEAD | TUESDAY, AUGUST 31, 2010  ‘Smarketing’ gets the pitch, but are b-to-b companies buying?
Sundance’s response to Butch’s proposal may be similar to what many b-to-b sales reps must think when their marketing counterparts hand them another batch of leads, with assurances that, with the right blend of content, distributed through the right channels, the leads are ripe for conversion. Opinion | Matthew Schwartz. Amid the growing chorus for sales and marketing alignment I’m reminded of George Roy Hill’s classic film “Butch Cassidy and the Sundance Kid.” In one scene, after the two bandits evade U.S. What do you think? Is b-to-b sales and marketing alignment attainable? MORE >> -
FOLLOW THE LEAD | FRIDAY, JULY 30, 2010  Web tracking tools turning into a ‘must-have’
The “2010 Lead Generation Optimization Key Trends Analysis,” which was released earlier this month by CSO Insights (hat tip to eMarketer ), said that 65% of companies were investing more in Web site design/ content and 54% were ramping up investment in e-mail marketing. Click chart to enlarge. More than 91% of companies worldwide reported that increasing new customer acquisition was one of their top strategic marketing objectives for 2010, according to a new study. Just 18% of respondents said they were investing more in direct mail while 39% were investing less. Subscribe to RSS. MORE >>
- Web tracking tools turning into a ‘must-have’ FOLLOW THE LEAD | FRIDAY, JULY 30, 2010
- What’s the sound of one hand clapping? Email marketing FOLLOW THE LEAD | THURSDAY, SEPTEMBER 2, 2010
- Lead nurturing needs more nurturing FOLLOW THE LEAD | TUESDAY, JULY 27, 2010
- Lead nurturing needs more nurturing FOLLOW THE LEAD | TUESDAY, JULY 27, 2010
- Are you budgeting for easy listening in a rock-and-roll era? FOLLOW THE LEAD | TUESDAY, JUNE 22, 2010
- B-to-B Sales and Marketing Snapshot: 2010 FOLLOW THE LEAD | THURSDAY, MAY 27, 2010
- Study points to risks (and rewards) of social media FOLLOW THE LEAD | THURSDAY, JUNE 10, 2010
- Lesson learned: How to avoid clichés in communications in 2011 FOLLOW THE LEAD | TUESDAY, DECEMBER 28, 2010
- How to do content marketing on LinkedIn FOLLOW THE LEAD | TUESDAY, MARCH 19, 2013
- Attracting talent with content FOLLOW THE LEAD | WEDNESDAY, APRIL 10, 2013
- Prospects not ready to buy? Nurture them! FOLLOW THE LEAD | FRIDAY, MAY 3, 2013
- ZoomInfo is a finalist for a CODiE™ award! FOLLOW THE LEAD | WEDNESDAY, JANUARY 23, 2013
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