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JUNE 28, 2010 The four engines of B2B marketing success
This includes thought leadership content to help build reputation and interest, educational content to support lead generation and nurturing, solutions and customer success content to support sales conversations, and, of course, social media content to support ongoing connections with customers and others. Four Engines for B2B Marketing Success . What do you think?
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JULY 27, 2010 Strengthening thought leadership marketing: Five steps to excellence
The submissions in this year's awards program reflect a substantial increase not only in spending but, more important, in the programmatic discipline that is necessary to make a serious impact with customers and market influencers. But when you're dealing with high level customers facing serious business challenges), the scattershot approach provides little value. Invest in expertise.
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OCTOBER 25, 2010 Is sales enablement dead?
We know that crafting custom solutions is essential if we're going to avoid fighting over discounts with procurement folks on the other side of the table. hey can't just talk about the value of your offerings, they have to work with customers to help create the solutions. . Sales Enablement is a huge topic in B2B these days. Forrester's upcoming forum is a great example.). Indeed not.
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APRIL 4, 2011 B2B marketing as media: Six ways to think like an editor
customers, prospects, and other stakeholders) with interesting and useful material on a regular basis as the starting point for creating and sustaining interest in our products and solutions. How can you become one of those few trusted sources that your customers rely on amid their ridiculously busy schedules? We have to focus on providing "readers" and "viewers" (i.e., Who's Right?
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REPUTATION TO REVENUE Marketing to key accounts: It's all about the relationships
| MONDAY, OCTOBER 11, 2010
I was interviewing a Key Account Manager for a large tech firm the other day, and was struck by her comment that she wanted the firm's marketing people to be much closer to her customer
. This is a large global account we're talking about, with a big account team and numerous multi-million dollar deals worldwide. Sales people tend to be extremely protective of their accounts. They "own" the relationships; the stakes are huge, and they rarely want anyone else in the neighborhood (except when it comes to delivery, of course). The marketing folks certainly understand this. That's a no-no. MORE >>
REPUTATION TO REVENUE The lure of cheap content in B2B marketing
| MONDAY, APRIL 26, 2010
Making do with general-issue collateral when customization
for different audiences would be far more effective. The irony of cheap content, of course, is the high cost in damaged reputation and lost opportunities: "Thought leadership" content that is neither thoughtful nor leading; jargon-filled collateral that fails to connect; customer
case studies that read like warmed-over brochures. Or, perhaps most common of all, marketing content that is simply ignored by sales before it even has a chance to reach customers
and prospects. Photo credit: FDR Presidential Library. MORE >>
REPUTATION TO REVENUE The urgency of B2B content marketing
| TUESDAY, MARCH 16, 2010
Yesterday I wrote about "marketing as media" in B2B and the challenge of becoming a top source of information and ideas for your customers
and prospects. It's critical for all the reasons you know: traditional marketing tactics don't work anymore, your potential buyers are actively looking for new ideas, and you'd better jump into the online conversations happening about your brand because they're going on with or without you. and 2008 was a pretty bad year! Photo credit: back_garage. MORE >>
REPUTATION TO REVENUE Why is customer-centric marketing still more talk than action?
| WEDNESDAY, OCTOBER 6, 2010
Michael Shrage’s recent Harvard Business Review post, Great Customers
Inspire Great Innovations , got me thinking: Why, amid so much evidence of the power of customer
-centric business, are so many companies still mired in inside-out operations? Shrage’s post reminds us that behind most great innovations lie customers
and clients that made those innovations possible. Shrage’s post also reminded me of an essential book from way back in 2003 by IT industry analyst David Moschella, Customer
-Driven IT. These are your best customers
, folks! MORE >>
REPUTATION TO REVENUE Winning with thought leadership: Six lessons from IBM and Deloitte
| THURSDAY, NOVEMBER 5, 2009
Absent something interesting to talk about related to core customer
issues, would-be buyers pay little attention to straight-on sales pitches. Innovative beyond customer
imagination. Lessons Learned Stepping back from the specifics of these two initiatives, I see six general lessons for thought leadership marketers at any level: Put Customers
First. What do your customers
and prospects really are about? Why should customers
listen to your version then they've already heard it before -- or if you're only telling them something they already know. Stick with It. MORE >>
- Master narratives and framing the debate with B2B marketing REPUTATION TO REVENUE | SUNDAY, MARCH 28, 2010
- The continuing rise of Account-Based Marketing: Four keys to success REPUTATION TO REVENUE | SATURDAY, SEPTEMBER 11, 2010
- Four steps to strengthening B2B customer connections REPUTATION TO REVENUE | WEDNESDAY, MAY 19, 2010
- Four levels of B2B content sharing: Publishing isn't everything REPUTATION TO REVENUE | MONDAY, JANUARY 31, 2011
- Lessons from IBM's CIO community program REPUTATION TO REVENUE | THURSDAY, MAY 6, 2010
- Can corporate journalism work? REPUTATION TO REVENUE | TUESDAY, APRIL 6, 2010
- Marketing lessons from the Grateful Dead REPUTATION TO REVENUE | SUNDAY, APRIL 4, 2010
- TL in 4D: Four dimensions for thought leadership success REPUTATION TO REVENUE | THURSDAY, MARCH 4, 2010
- Editorial strategy: Why do B2B customers need your information? REPUTATION TO REVENUE | MONDAY, MAY 24, 2010
- Aligning marketing and sales.with what? REPUTATION TO REVENUE | THURSDAY, MARCH 18, 2010
- Sustainability best practices can guide social media too REPUTATION TO REVENUE | TUESDAY, APRIL 19, 2011
- B2B ads worth spreading REPUTATION TO REVENUE | FRIDAY, MARCH 25, 2011
- Marketing as media: Are you in the top five? REPUTATION TO REVENUE | MONDAY, MARCH 15, 2010
- Marketing as service: Samsung and Best Buy put customers first REPUTATION TO REVENUE | TUESDAY, NOVEMBER 3, 2009
- More evidence that give-to-get is the key to success REPUTATION TO REVENUE | THURSDAY, DECEMBER 3, 2009
- Six steps to differentiating your solutions REPUTATION TO REVENUE | WEDNESDAY, FEBRUARY 24, 2010
- Two cheers for Eloqua's Content Grid REPUTATION TO REVENUE | TUESDAY, JUNE 15, 2010
- HP backs solutions rhetoric with org change and investments REPUTATION TO REVENUE | TUESDAY, JUNE 28, 2011
- Rite Aid impresses with active customer service REPUTATION TO REVENUE | WEDNESDAY, JULY 29, 2009
- New research and paper on "Four Steps to Solutions Growth" REPUTATION TO REVENUE | TUESDAY, APRIL 28, 2009
- Put everyone in marketing? Yes, and with a social spin REPUTATION TO REVENUE | MONDAY, MAY 4, 2009
- Permission marketing turns ten REPUTATION TO REVENUE | WEDNESDAY, MAY 6, 2009
- The hard questions about social media for B2B solutions providers REPUTATION TO REVENUE | THURSDAY, JUNE 11, 2009
- Bad service blowback - United Breaks Guitars REPUTATION TO REVENUE | FRIDAY, JULY 10, 2009
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