Content Marketing for BI

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The Apple of BI: Tableau Makes the Complex Seem Simple

Content Marketing for BI

The Apple of BI: Tableau Makes the Complex Seem Simple This year I had the privilege of attending the Tableau Customer Conference with 1400 other raving fans. Tableau is one of those companies doing it right and they’re being paid back with a growing base of loyal customers. This is up from about 300 just a few years ago. With Tableau, those words come to life in full color.

My First Award!

Content Marketing for BI

The winning white paper is Verizon’s “ The Identity and Access Management Imperative.&#   The paper speaks to enterprise security issues as organizations expand their boundaries globally, move data and applications outside company walls to the “cloud,&# and extend access beyond employees to vendors, partners, and even customers. You can view the entire award list here.

Paper 46

B2B Finally Embraces Social Media

Content Marketing for BI

B2B Finally Embraces Social Media It seems like for so long, B2B companies struggled with the social media concept–how to get the attention of their customers through Twitter, Facebook, LinkedIn, YouTube, and other social avenues. But just give it time and most have found their social “voice.” Selling Through Social Media to Close More Leads.

The Content Marketing Sweet Spot

Content Marketing for BI

newsletters – Publish monthly and include product and company news, customer success stories, technical “how-to’s”, and business ideas. Case Studies – These can be as short as two pages, but make sure you provide concrete information about the customer’s initial challenge, how it was solved, and lessons learned. You can download the report for yourself here. More hits to the website?

Spot 21

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth

Seeing through your customer’s eyes

Content Marketing for BI

The world has their own things they care about and you now have to do something that can be very difficult—step into your customer’s shoes and see the world through their eyes. Your customers live in a world with competing priorities, differing opinions, and tight budgets, yet are being asked to find answers to real business problems. You have a great idea. It’s natural.

An Example of Creating Customer Passion

Content Marketing for BI

This week I had the opportunity to attend the 2009 Tableau Customer Conference. And, their customers are passionate about their software. The conference has been very successful at staying in touch with customers and keeping them engaged. They reach their customers and prospects at their level. Something you might want to think about for your own B2B niche.

An Example of Creating Customer Passion

Content Marketing for BI

This week I had the opportunity to attend the 2009 Tableau Customer Conference. And, their customers are passionate about their software. The conference has been very successful at staying in touch with customers and keeping them engaged. They reach their customers and prospects at their level. Something you might want to think about for your own B2B niche.

Who Am I? Regularly Revisiting Your Brand

Content Marketing for BI

Customers’ needs change. vision statement should give all your stakeholders (employees, investors, customers) a good mental image of your desired future state. For example, Amazon’s vision statement is: “Our vision is to be earth’s most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.&#

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Help! My Product is Boring!

Content Marketing for BI

The comment said this, “ Our biggest challenge is finding things for our potential customers to get excited about. Certainly customers won’t get excited about that? But, there should be a reason your potential customer should care – and care enough to consider you. Will there be missed opportunities (new revenue streams, new customer segment, first to market)? However!

Will Social Media Replace Traditional Marketing?

Content Marketing for BI

She says that even though digital and social media efforts will not overtake traditional outbound communications anytime soon, marketers can no longer ignore the shift as customers move more into the social media space. Social media is on the tip of most every B2B marketer’s tongue these days. They’re wondering which activities they should be participating in. Should we have a Facebook page?”

On the Internet, Everyone’s an Expert

Content Marketing for BI

Some of my favorite experts who’ve published books are: Jill Dyche (@jilldyche) “Customer Data Integration” “CRM Handbook” and a few others! They say content is king. But anyone with a good Internet connection can publish content. In fact, the Internet allows anyone to market themselves as an expert. This funny video mocks just how easy it is. Warning: there are a few cuss words tossed in.

Social Networking Starts the Relationship, Face to Face Clinches It

Content Marketing for BI

But I also attend for the opportunity to meet with vendors (who are my customers). Or are you exploring all the ways to get in front of your customer in person? I skipped last week’s post since I was at the TDWI conference for business intelligence last week. It was a successful conference on a number of levels. Let me set this up with a little background. What about you?

Does Your Company Have Energy Intelligence?

Content Marketing for BI

Stakeholders, including customers, investors, and regulators, are now expecting it. and combine it with other operational data from your enterprise applications (supply chain, manufacturing, HR, finance, customer relationship management, asset management, etc.) to provide visibility to trends in usage, costs and efficiencies – across all locations, sub-locations, and building systems.

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves

Content Relevance Boosts B2B Vendor Success

Content Marketing for BI

The rush is on to get in the content game and offer information prospective and current customers will find valuable and that will ultimately drive sales. I came across some research done by IDG spread across two different posts that was pretty interesting. They interviewed over 100 information technology buyers about their content preferences from vendors.

Content Relevance Boosts B2B Vendor Success

Content Marketing for BI

The rush is on to get in the content game and offer information prospective and current customers will find valuable and that will ultimately drive sales. I came across some research done by IDG spread across two different posts that was pretty interesting. They interviewed over 100 information technology buyers about their content preferences from vendors.

BI Solutions for Sustainability Exist-But Can You Find Them?

Content Marketing for BI

All of this shows that business intelligence solution providers are making good progress in addressing the demand for sustainability reporting, but they are still falling down in helping prospects and customers find their solutions. I’m very pleased to see another business intelligence software company has added an offering for corporate sustainability reporting. So I tried SAS.

BI Solutions for Sustainability Exist-But Can You Find Them?

Content Marketing for BI

All of this shows that business intelligence solution providers are making good progress in addressing the demand for sustainability reporting, but they are still falling down in helping prospects and customers find their solutions. I’m very pleased to see another business intelligence software company has added an offering for corporate sustainability reporting. So I tried SAS.

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

A Decade of BI: Technology Advances Faster Than Adoption

Content Marketing for BI

In a future post, I will explore what BI vendors can do to help customers reap more rewards from BI. Can you believe another decade has gone by? Seems like just yesterday we feared a digital meltdown with Y2K. Fortunately, that really didn’t happen though a lot of other historic things did. That made me wonder how much (or how little) BI changed over the last decade. Real-time BI. Mashups.

A Decade of BI: Technology Advances Faster Than Adoption

Content Marketing for BI

In a future post, I will explore what BI vendors can do to help customers reap more rewards from BI. Can you believe another decade has gone by? Seems like just yesterday we feared a digital meltdown with Y2K. Fortunately, that really didn’t happen though a lot of other historic things did. That made me wonder how much (or how little) BI changed over the last decade. Real-time BI. Mashups.

Product Selling is Dead

Content Marketing for BI

Michael’s post says, “For nearly 10 years, sales organizations have emphasized the desire to become “trusted partners&# with their B2B customers. Read a great post by IDC’s Michael Gerard about solution selling. I was fortunate to experience that for the first time several years ago by a very successful vendor rep who has since become a good friend. It’s been around for a long time.

Product Selling is Dead

Content Marketing for BI

Michael’s post says, “For nearly 10 years, sales organizations have emphasized the desire to become “trusted partners&# with their B2B customers. Read a great post by IDC’s Michael Gerard about solution selling. I was fortunate to experience that for the first time several years ago by a very successful vendor rep who has since become a good friend. It’s been around for a long time.

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

Once upon a time in B2B marketing

Content Marketing for BI

It has a way of personalizing the relationship between vendor and customer. Expressive dialogue - I find customer quotes within case studies to be quite helpful. They offer a change in voice from the writer to the customer. Is it just me or is most marketing content for B2B pretty dry? So much of our content says, “This is our software. But something still seems to be missing.

Once upon a time in B2B marketing

Content Marketing for BI

It has a way of personalizing the relationship between vendor and customer. Expressive dialogue - I find customer quotes within case studies to be quite helpful. They offer a change in voice from the writer to the customer. Is it just me or is most marketing content for B2B pretty dry? So much of our content says, “This is our software. But something still seems to be missing.

Communicating CSR: Are you ready?

Content Marketing for BI

Whether your company is involved in a formal CSR program or just embarking on various green initiatives, make sure your efforts are being communicated to your stakeholders who include customers, employees, partners, suppliers, shareholders, regulators, and local communities. CSR uses a triple bottom line that measures success based on financial, environmental, and social metrics.

The Social Media Marketing Wormhole

Content Marketing for BI

Gone are the days of addressing faceless, powerless customers from behind the creative desk. A few weeks ago, I told of my college daughter’s tale of woe. After 17 years of schooling, she’s about to be thrust into the real world and doesn’t feel ready. Since that post, she scored a marketing internship at a new pet insurance company called Trupanion. Are you ready?

B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. will be forced to value "fit" over "reach" where they target the customers that fit. or current customer is. B2B Marketing.

The Buzz about Social Media Marketing

Content Marketing for BI

Using a B2C example, the Zappos CEO , Tony Hsieh, Twitters constantly about his customers, vendors, and employees.   One of his latest tweets said, “ Busy busy day! So much buzz about social media marketing (Facebook, Ning, YouTube, Flickr, Twitter, LinkedIn), it’s almost tough to separate practical information from the hype. And here are the answers: Peers and colleagues – 84%. Blogs – 24%.

How to Bake a White Paper from Scratch: Part Four – The Consumption

Content Marketing for BI

They will gain a clearer understanding of the customer issues and the paper will help them articulate the solution and its value. So there you have it—a nicely-written, neatly-formatted, white paper. You learned how to choose a topic and create an outline in part one , how to research and write the content in part two , and how to dress it up with graphs, quotes, and images in part three. Now, it’s sitting there, all shiny, just begging to be read. Now it’s time to make it available and get the word out. The first thought is to add it to the resources section of our company website.

TDWI Vendor Panel on the Future of BI – part One

Content Marketing for BI

For example, a hotel chain did a customer survey and found they have good results. Last week I had to opportunity to attend the TDWI conference on BI in Las Vegas. While TDWI actually holds four conferences every year, this first one of the year is always the largest. This year, things seemed to be hopping with over 750 attendees. During the conference, I spent some time in the TDWI Executive Summit. The summit is meant to give executives who have some responsibility for BI a high-level overview of various topics of concern and interest. Cloud BI – It’s very early in the cloud BI space.

SAP Sets the Bar for BI CSR

Content Marketing for BI

Not only do they support sustainability internally, through both environmental and social measures, but they also help their customers meet sustainability goals through the solutins they offer. By offering solutions that cover business process management along with metrics and reporting, SAP breaks down the barriers to entry on sustainability programs for their customers. Feedback - Sap interviewed hundreds of stakeholders, including customers, employees, shareholders, NGO’s, partners, and analysts, to best understand their priorities for SAP. You can see an 7.5

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.   The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. Customer Segmentation. Confusion by Adam Gale. Professions. Roles. Firmographics.

Connecting the customer experience

Conversionation

Enabling great customer experiences and optimizing processes and interactions across all touchpoints in a consistent and human, customer-centric way leads to marketing and business success. The customer experience is the sum of all contact moments (touches) the connected customer […]. Integrated marketing customer experience single customer view

Singing the Customer Data Platform Blues: Who's to Blame for Disjointed Customer Data?

Customer Experience Matrix

Many surveys present a familiar tune: most marketers want unified customer data but few have it. Better tools, like Customer Data Platforms, can help by reducing the expertise needed. So while marketers aren't parading towards a complete customer view with a triumphal Sousa march, there’s no need for a funeral dirge quite yet. So far so good. That’s something I didn’t expect.

4 Myths Preventing True B2B Customer Understanding

Tony Zambito

There is a big problem when it comes to B2B customer research.  According to various studies over the years (by credible institutions such as Harvard) regarding market and customer research, approximately 80% or better of B2B customer research is conducted to reinforce current assumptions about customers.  Thus, inundating customers with non-relevant content.

7 Elements Of Customer Understanding The C-Suite Must Master

Tony Zambito

Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM , and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. What remains cloudy for CEOs and their C-Suites is what comprises deep customer understanding. by Yarden Gilboa.