link] Dianna Huff (B2B MarCom Writer blog) writes about the challenges, but ultimate success, of a B2b video testimonial campaign with details on how to get approvals, how to plan, and how to structure questions in a non-salesy way to allow customers to speak freely. link] David Raab (Customer Experience Matrix) reviews the recent Adobe/Omniture acquisition acquisition and what it means for marketers, Adobe, and Omniture. It’s been more than a week since I wrote my last weekly wrap-up, and that is more a reflection on me than on the writing this week. link]. MORE >>

Other sources of traffic, such as from a customer community, or online help portal should also be excluded, as these are individuals who are already aware of who you are and what your solutions are. We spoke recently about various ways of looking at marketing benchmarks and how to better dashboard and analyze the entire revenue performance management process. This thinking needs to be applied to all areas of the revenue engine, and each has its own unique challenges. Building an understanding of how your messages are being passively discovered is an interesting challenge. MORE >>

I sat down with various folks on the Eloqua Customer Success team to hear their experiences on what it took to build out a highly successful lead scoring system. Jocelyn Brown ( @jocebrown ), Chad Horenfeldt ( @chadhorenfeldt ), and Adrian Chang ( @adrianchang ) are the folks who help clients with implementing lead scoring at organizations of various sizes and within a variety of industries, so they have the experience to know what it takes to achieve success. MORE >>

On the second axis, list the stages of the buying process for your customers. Shifting your thinking from a selling process to a buying process means understanding how buyers buy and what stages each type of buyer goes through. When you have mapped out your buyer roles and the stages in their buying process, the next step is to determine what content is needed or available at each step in order to facilitate their buying process. This audit leads to a content matrix that forms a very useful basis for defining both your nurture marketing approaches and your content development strategy. MORE >>

What do we do to help prospective customers discover what we offer, learn about it, evaluate it against other options, and come to a buying decision? If they are mainly interested in customer case studies, ensure they are aware of any upcoming customer webinars. The conversations are happening, and as marketers we do not have control of them. That much we know, and for anyone who doubts it, David Meerman Scott's discussions on the topic are excellent - [link]. But, what does that mean for us as B2B marketers? 3) The prospect does not want to be “sold” to. MORE >>