Wed.Jan 25, 2012

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How B2B Leaders Are Understanding Buyers Better With Behavioral Buyergraphics

Tony Zambito

B2B Buying Process Today © All rights reserved by Kenny Madden. In the business-to-business world, the quest to connect with decision-makers has been and most likely will continue to be the main challenge confronting B2B leaders.  Meeting this challenge successfully is the essential lifeblood of survival for many B2B companies.  What has been missing?  Follow @TonyZambito. Related articles.

Forget demographics. It’s all about the socialgraphics

grow - Practical Marketing Solutions

By Neicole Crepeau, Contributing {grow} Columnist. Traditionally, marketers have researched their customers’ demographics to have a clear idea of their age, gender, income, location, and other traits. Marketers added psychographics to the mix, allowing them to take into account customer’s interests, values, and attitudes. Socialgraphics helps move your message. Levels of socialgraphics.

Industrial Marketing Content that Helps Buyers

Industrial Marketing Today

It is very common to find marketing content from manufacturers and industrial companies that is all about how great their products are or that their technology is innovative. Sellers may be too close to the forest to see the trees and firmly believe their marketing content is helpful to their buyers. Buyers can easily find information about your products and that of your competition from their online research. So ask yourself this question, “Is my industrial marketing content really helping my buyers make a more informed decision and is it moving them closer them to a RFQ?”.

7 Tips for a Successful PPC Landing Page

The Point

Where do most paid search (PPC) campaigns succeed or fail? Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), I’d argue that the majority of PPC campaigns are won or lost at the close: the landing page. The rewards from making even slight improvements to your PPC landing pages can be dramatic. Sell the offer.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Trust is hard to come by these days

Buzz Marketing for Technology

For years I have kept tabs on the Edelman Trust barometer report , which comes out every January in Davos.  And this year was no exception. After last year I figured this years report could make an excellent gauge of the economy worldwide! Simply put the report states: Trust is down in every industry and every country across the board by an average of 6%. Well 2 things …. But where do you start?

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Tablet Content Marketing: Crazy Stats and Time to Move

Junta 42

If you are not up on the latest statistics on the tablet, here are some to chew on: Apple reported first quarter earnings , selling over 15 million iPads during the quarter. This is a 111% increase from the previous quarter. In just under two years, Apple has now sold over 55 million units. The number of Americans now owning at least one tablet device is now at 29%. Tablet: The Curl-Up Device.

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How to Improve Social Networking for Your Business

Sazbean

Image via Wikipedia. Around 2009, small business followed the lead of big businesses and created pages on social network sites right and left. They might have heard somewhere on the Internet that social network is a great way to reach customers and profiles are free to set up, so why not? A lot of those pages are graveyards now. Put some time into it. Run an advertising campaign.

Savvy Speaks: Tips for Engaging in LinkedIn

Savvy B2B Marketing

LinkedIn is sort of the dark horse of social networking; just about every professional we know is on it, but it doesn't get a lot of attention in the media compared to its flashier cousins, Facebook and Twitter. How do you use LinkedIn to your best professional advantage? The Savvy Sisters share their best tips: Stephanie. Keep Connected and Current. Jamie. Wendy. Keywords are, well, key.

Why B2B Telemarketing Needs to Change

Tomorrow People

B2b telemarketing is changing. Yet many businesses still rely on the old way of finding new leads and customers - despite the cost and time involved. They’re missing out on more effective telemarketing approaches, using inbound marketing to boost leads and revenue. Both domestic and business prospects are becoming increasingly resistant to the lure of the cold call, however well delivered.

Nimble Adds Social Data to CRM

Customer Experience Matrix

I had an intriguing demonstration yesterday from social CRM vendor Nimble. Since “social CRM” could mean just about anything, it’s important to explain what Nimble actually does: it combines traditional contact management with automated access to social media information about those contacts. That might not sound like much, but in practice it’s pretty darn slick. Here’s how it works. Say you’re selling a product related to, oh, circuit boards. For the users themselves, Nimble has one more advantage: its lets them stick with familiar communication tools.

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

Measure Your Social Media ROI with Google Analytics Part 1: Campaign Tagging

EMagine B2B Blog

Google’s induction of “Google Plus Your World” has made B2B marketers everywhere feel compelled (and rightly so) to incorporate social media into their marketing. The question from the corner office often becomes “how do I measure my ROI from social media activity?” ” Believe it or not, it can actually be done, and with Google Analytics. [.]. B2B Web Strategy Google Analytics

Pioneers, Migrants and Sellers – How Hiring Managers keep getting it wrong

Fearless Competitor

“He just didn’t work out.” ” No More Résumés, Say Some Firms (Wall St. Journal 1/24/2012). Hardly a day goes by that I don’t hear about a company’s hiring mistake. “He had great experience and industry knowledge, but he just didn’t work out.” ” Or at a social media company in NYC , a VP departs after just 90 days. Can’t miss, right?

Five Facebook Tips for Small Businesses

Paul Gillin

Most small businesses are terrible at marketing in general and online marketing in particular. That’s understandable: The founders are usually more passionate about what they do than about promoting themselves. But with Facebook becoming the place you just have to be for businesses of all sizes, a little marketing know-how comes in handy. That’s the herd mentality at work. Tip #5: Measure.

Page’s Seven Principles of Public Relations Management

Marketing Craftmanship

Arthur W. Page (1883 - 1960). Although Edward Bernays is often characterized (largely through self-promotion) as the “father of public relations,” most serious PR practitioners consider Arthur W. Page to be the first and most influential apostle of modern-day public relations and corporate communications. Prove it with action. Listen to the customer. Manage for tomorrow. Generate goodwill.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Video: What’s Holding Back UK Marketers from Social?

It's All About Revenue

by Jesse Noyes | Tweet this If you think everyone is jumping into social advertising, think again. recent survey of UK marketers at ad:tech London found that 66% were currently running, or planning to use, social advertising. But that’s well below the 85% US marketers who said the same thing to the Pivot Conference and Brian Solis. So why are UK marketers lagging behind? According to Kath Pay, co-Founder of Plan to Engage , the issue is that marketers in the UK and Europe are approaching social with an ad hoc point of view. Enjoy! Click here to view the embedded video. What do you say?

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Tying Facebook Leads Directly to Revenue: A Marketo Example

Modern B2B Marketing

by Jason Miller Want to know the ROI of social media? So do we. With our latest Facebook campaign, we are doing just that; tying leads generated by Facebook directly into our revenue pipeline via Marketo. How did we do it? We developed a custom Facebook application that generates a special offer and is powered by a Marketo form. From there the names are added directly into a lead nurture campaign.

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The Ultimate Checklist for Integrated Marketing

Hubspot

Successful inbound marketing requires a hand in a number of different marketing channels, from blogging , to social media, to email, SEO, PPC, and even live events. But because there are so many different channels at an inbound marketer's disposal, what often happens is a marketing strategy that doesn't call for any integration or cross-channel promotion. Email and Social Media. Share on Facebook!'

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Social Capital Byte: Institutionalizing Parity in B2B Relationships

WindMill Networking

Mine existing gold in the hills and strengthen PR value propositions for your partners and clients. Many businesses working to become “social” devote resources in virtual isolation, trying to build their presence and figure out how to garner illusive followers, fans and “positive sentiment” conversations. resolving one-off customer service concerns and so on.

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Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

8 Creative Social Media Tactics to Conquer Local Competitors

Hubspot

Local businesses can learn a lot from the social media marketing strategies of large, national, or international businesses. But one of the reasons consumers love social media is for the personal experience it provides. If your local business isn't all over local social media opportunities like bees on honey, now's your chance to get started. Creative Ways Local Businesses Can Use Social Media. 1.)

6 Newsfeed Marketing Tactics

Manhattan Marketing Maven

The Facebook marketing challenge has evolved from accumulating to engaging fans. The new success objective is to efficiently and effectively beat the Edgerank algorithm to get the maximum number of posts onto fans walls and trigger the multiplier effect that places brand content in the NewsFeeds of your fans’ friends.    On average only 3-7% of fans see any given status updated posted to a brand page. In general, there’s only a 2 percent chance that a given post will get any kind of viral pass-along.   Effectively using the Facebook platform is the new black. NewsFeed

How to Build Better Buyer Personas to Drive Killer Content

Hubspot

Pick any day of the week, and there’s one thing on every inbound marketer’s to-do list: creating new content. Marketers used to create content only when it suited their company’s internal needs – say, when they had a new product to promote. Well, inbound marketing forces you to give up that approach. Segment by Demographics. Who are your ideal customers and prospects?

5 Ways to Use Other People’s Content in Your Marketing

Content Marketing Today

Image hazel.estrada via Flickr CC. This is a perfect example of what John is discussing. We have curated his post via Scoop.It.]. Written by John Jantsch. You need lots of content, you know that, but you also know that content creation is one of the more time intensive marketing activities you have to tackle. Here are 5 ways to go about it: Go to DuctTape Marketing Blog.

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

7 Mobile Marketing Ideas for Budget-Conscious Super Bowl Marketers

Hubspot

This is a guest blog post by Dave Clarke, an award-winning editor and editorial director in the marketing departments of Fortune 500 companies, such as Oracle and Symantec. He is currently editorial director for Hologram Publishing , a provider of custom content for companies, large and small. Roughly half of them will root for the New York Giants and half for New England’s Patriots. Email.

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What Google’s “Panda” Ranking Algorithm Update Means to You

Biznology

Last week, I was lucky to join Joe Apfelbaum  of Ajax Union  and Ben Kirshner  of Elite SEM on a panel (ably moderated by Jules Kibbe of   TicketNetworkDirect ) for the Ticket Summit on the recent changes in search marketing. The attendees are ticket brokers an dpartner sthat move most of the seats for entertainment and sporting events in the U.S., so you can imagine that they have a fierce interest in search marketing. First off, Panda isn’t named after a bear–it is actually the surname of the Google engineer whose ideas lay behind it. So, if your site wasn’t rated. Hardly.

New Data Reveals Sudden Explosion of Tablet and E-Reader Usage

Hubspot

The holiday numbers are rolling in, and the Pew Research Center has released a study that reveals tablet and ebook ownership has nearly doubled since the holidays. That's right, over the course of just one month , the number of people who own a tablet device or ebook reader has risen from 10% to 19%. Who Owns Tablets and E-Readers? So, significantly more people own tablets and e-readers in 2012.

Measuring the service experience

The B2B Research Blog

Does your business have a service element?  Do you measure customer perceptions of the experience?  If so, you might want to take a quick look under the bonnet. Let me share a story.  It sounds far-fetched, but is true. Recently I took a holiday.  Not one to ever fully turn off though, I needed my smartphone.  Sadly, it too had decided to take a vacation.  No calls.  No emails.  “No problem” I thought.  I’ll just call the operator’s help desk and get back online.  Inevitably it wasn’t that simple although soon I was back in action. . good resolution, but the operator’s brand had been damaged. 

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

Brief Overview of the B2B Demand Generation company, Find New Customers

Fearless Competitor

Thanks to the nice folks at DBMEI, they gave me a chance to stand in front of a camera and talk about my company, Find New Customers. Very brief (less than a minute). Jeff Ogden of Find New Customers named to prestigious Top 25 Sales/Marketing Influencers for 2012. What do you think? We love comments and those who share our content.

Why Social Media Needs to Get More Personal

Sazbean

New social media service Path promises to bring your true friends (not just acquaintances) together in a much more personal way. However, neither Path, nor Facebook, nor Google+ have fully comprehended that personal circles vary by context, and that context changes rapidly and infinitely.  . In the end, while services like Path get us closer to “personal,” they are still very much “broadcast” versions of social media. Ultimately, How Humans Interact. To fully understand how structured broadcast and personal social models differ, we need to look at real life. First News & Notes

INFOGRAPHIC: The Social Media Lifecycle

Client Bridge

From uberVu, here's an infographic based on their four pillars of social media success: monitoring, analytics, engagement and reporting. View Original Article

Value. Deliver It And They Will Buy!

Sales Prospecting Perspectives

Did you see Apple's earnings release today? Just read an article in Fast Company which highlights some of Apple's accomplishments. 13 Billion in profits with increased revenues of 73%, 37 million iPhones sold, 97 Billion in cash on hand. Wow, mind boggling! As I sit at my desk with my iPhone to my right, streaming Pandora radio on my iPad to my left. understand why. can’t. Amazing.

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

Why Your New Year's Resolutions Don't Need Inbound Marketing

Tomorrow People

Two reasons your New Year’s resolutions don’t need inbound marketing. Planning your new year’s resolutions for your 2012 marketing approach? Already know what’s going to work and what’s not? Here’s why your New Year’s resolutions don’t need inbound marketing : 1. You have too many customers. You have 200% ROI on your current marketing approach.

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Foot in The Door: Getting B2B Prospects to Make a Big Leap By Starting Small

B2B Ideas @ Work

Behavioral research has found that “foot-in-the-door” techniques can prove effective when attempting to motivate your target audience to make a large behavioral change. For example, if you are marketing a B2B product or service that requires your prospects to make a huge change (such as switching from a provider they’ve used for decades), it may be useful to have them agree to a smaller change first to get your foot in the door. You cannot just assume your audience will proactively act on the larger request — you have to make it.