Thu.Jan 12, 2012

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Infographic: A History of Disruptions in B2B Marketing

It's All About Revenue

by Joe Chernov | Tweet this “We’re gonna change the world” has become the battle cry for many tech startups. When you’re bootstrapping a company against all mathematical odds, the only thing better than ambition is wild ambition. But let’s face it: very few companies actually change the world. After all, it’s a tall order. It heralds a refined approach to content marketing.

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Focus Roundtable Recap: Optimizing Landing Page Conversion Rates


I recently hosted a fantastic roundtable discussion on on the topic of Increasing Landing Page Conversion Rates. Among the topics discussed: Linking prospects to a landing page, microsite, or website, and which direction makes sense. How to implement A/B tests and what factors to consider. The content and design elements of a landing page that drives conversions.

Get Found: 7 Steps to Fire Up Your Inbound Marketing

B2B Marketing Insider

I’ve said many times before that the overwhelming majority of marketing activities are dreadfully unsuccessful. And now, after playing in the traditional marketing margins for years and chasing smaller and smaller response rates, many marketers are realizing that we have quite literally reached the point of no return with much of our outbound marketing. The future of marketing is inbound.

The Greatest Danger in Marketing: Metrics

Digital B2B Marketing

Without marketing metrics, marketers cannot manage investments or show the value of marketing. However, without careful selection of metrics, diligent analysis and a clear overarching vision, those same metrics can become the biggest barrier to successful long-term marketing programs. Short term metrics are easily gamed, and it often happens unintentionally. Is traffic a key goal? Is revenue key?

150 Content Marketing Tips

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

8 Ways to Increase Sales

Sales Intelligence View

How a few shifts in your sales process can have a huge impact on sales revenue. read a great article on Inc. yesterday on 12 ways to increase sales. The author Geoffrey James pointed out some of the most important things a salesperson or sales manager should do to increase sales in 2012. Reduce the number of opportunities you pursue. It’s not a numbers game. There will always be admin work.

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Social and Digital in Belgium: Trends, Budgets and Challenges 2012


At the occasion of our latest event in December, we joined forces with agency The Reference, to conduct a survey regarding the digital marketing evolutions in my home country, Belgium. The objective: give an overview of the landscape in Belgium in terms of budget, resource allocation, satisfaction, challenges and plans for 2012. We targeted decision [.]. Blog Research digital marketing Belgium mobile websites ROI social media Belgium The Reference

Setting Content Marketing Guidelines: 5 Templates to Drive the Process

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When you develop a process for your content marketing, you want to do it in a way that ensures creative, out-of-the-box thinking in the most “human” way possible. Just as we don’t want to let chaos rule the day — so too do we want to avoid the robot legalese that disengages our subscribers. The Daily Show is one of the best written television shows on the air. Other helpful articles on this topic.

What is the Difference between B2C and B2B Marketing?

Savvy B2B Marketing

As a freelance marketing copywriter, you may be called on to write all different kinds of copy for all different kinds of companies. Most of the time, transferring your skills from product to product is fairly easy; there are basic principles of marketing that can be easily applied across multiple scenarios. Who’s making the decision? How long is the sales cycle? Ever gotten it wrong?

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10 Content Marketing Books to Help Sell the C-Level

Junta 42

Just ended a pretty impressive Content Marketing Institute webinar hosted by Joe Chernov , VP of Content Marketing for Eloqua and Rebecca Lieb , Analyst for Altimeter. During the Q&A session, Joe talked about how to sell content marketing to the C-level through some amazing books. The New Rules of Marketing & PR. consider this David Meerman Scott book mandatory reading for all marketers.

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7 Reasons You Can’t Afford to Ignore Lead Nurturing


As a marketer, your most important job is to generate leads for your business.  But what good are those leads if they’re not managed properly?  These 7 statistics show that if you’re not taking advantage of lead nurturing , you’re losing customers and revenue, and very quickly. 1. Only 25% of leads are legitimate and should go to sales.  50% are qualified but not ready to buy. Source: Gleanster Research). Nearly half of your leads will not be ready for a sales call immediately after their first conversion.  Source: SilverPop/DemandGen Report). Source: Source: MarketingSherpa).

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

What Is Thought Leadership and Why Do B2B Companies Need It?


Creating and sharing content that contributes to thought leadership is an invaluable tool for building your business and drawing in potential buyers. As marketers serving B2B professional service firms, we often find ourselves explaining the importance of establishing thought leadership to our clients. So what exactly is thought leadership and why do you need it? Unsure where to begin?

“Time to Saddle Up and Run the Gauntlet” – Mad Marketing TV 2012 Kick-Off

Fearless Competitor

2012 Mad Marketing TV Kick-Off Show featuring Jeffrey Hayzlett! If you are in sales, marketing or a leadership role in a business – or just a person with a pulse, you won’t want to miss this! At noon ET, 9am PT, 1700 GMT, this Kickoff Show will publish on Mad Marketing TV YouTube and Jeffrey Hayzlett.

[Video] How to Get More Prospects in Your Pipeline?

Jill Konrath's Fresh Sales Strategies Blog

As sellers, we want to keep as many options open to us. We want to be able to pursue business with anyone who has the potential to buy from us. But doing this actually has a boomerang effect and reduces your sales effectiveness. Here's what you need to do to get more hot prospects in your sales pipeline. have only one answer for you. You must focus, focus, focus. Or General Managers. Be the expert.

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10 Incredibly Simple Ways to Maximize Your LinkedIn Profile for Inbound Marketing

WindMill Networking

Your LinkedIn profile is the public-facing summary of who you are, what you represent, what your professional history is, and your area of expertise.  In essence, your profile is a snapshot of the brand you are sharing with the entire world. This is the secret to why LinkedIn’s database and people search capabilities are so impressive.  Location – A no-brainer? LinkedIn

Study: How Much of Your Content Marketing Is Effective?

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

Everything Marketers Need to Know About SOPA


By now, you've likely heard about the controversy that is SOPA , the "Stop Online Piracy Act." But if you thought its effects only applied to the music and entertainment industries, then you've got some catching up to do. If the bill passes in two weeks, internet marketers will definitely feel the heat, too. So, What Exactly Is SOPA (and PIPA)? If passed, the bill would give U.S. Here's why.

“Time to Saddle Up and Run the Gauntlet” – Mad Marketing TV 2012 Kick-Off

Fearless Competitor

Mad Marketing TV 2012 Kick-Off Show is live. The show, featuring the “Celebrity CMO” and best-selling author Jefffey Hayzlett is live. This is one show you WON’T want to miss! He’ll share insights as to why YOU need to become a change agent in your business. It’s time to Saddle-Up and Run the Gauntlet! Jeffrey Hayzlett.

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Introducing the New-Media Survival Guide

B2B Memes

Today I’m both pleased and relieved to announce the publication of my first e-book, the New-Media Survival Guide. (If you just can’t wait to buy a copy at the bargain price of $2.99,  click here now. Not Not that impulsive? Then you might want to read more about it here.). And if you’re a social-media maven, you may not need this book, but you probably know someone who does.

How to Structure a Kick-Ass Marketing Team for Any Company


Companies are taking note of inbound marketing and revamping their strategy and talent pool to generate higher quality leads at about a 60% lower cost per lead than outbound marketing. Want to know how you can transform your marketing department to become an inbound lead generating machine helping your sales team KILL it and grow your business? Here's how: Talent. That could be a book!). GREAT!

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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.

Will the Return to Good Times Bring an End to Frugalnomics?

The ROI Guy

With economic uncertainty still in play, it should come as no surprise that Executives’ top priority remains cutting costs / improving business efficiency versus growth. The research by the Financial Times and Doremus indicates that the focus on cost savings is significant, and even higher for larger organizations, where frugality ranks twice that of any growth priority. This got me thinking, not about the current pessimistic economic outlook, but about a potential recovery and what it would mean for B2B sales and marketing strategies. Or will it? Justify change 4.

5 Real Life Examples of Fantastic Calls-to-Action


Last week, we rounded up some of the most impressive landing pages out there and broke down why they rock from both a user's perspective and a marketer's perspective. But before visitors even get to your landing page, they're usually beckoned by a call-to-action. And it better be pretty awesome to get them to click. GoDaddy. Jetsetter. Intuit. Yapta. Zynga. Image credit: torley.

15 Tenets of Proper Email Marketing Etiquette


The ultimate vision for inbound marketers is to “make marketing that people love.” ” Rather than annoying and interrupting prospective customers with unsolicited and pushy messages, inbound marketing strategies are based on permission. And if inbound marketing is permission-based, marketers should be sure they’re practicing proper etiquette in their inbound efforts. This is particularly important in email marketing which, when executed poorly, can ride a fine line between pushy, outbound behavior and permissive, inbound behavior. Obtain permission first.

Stop SOPA From Killing the Internet!

Fearless Competitor

I admit it. didn’t know what the Stop Online Privacy Act (SPOA) (Known as PIPA in the Senate) was all about. And we don’t do politics on this blog. All I knew was that GoDaddy caught a lot of flak about opposing it. But as I learned more and more, I realized what was happening. GoDaddy was right. This is really scary. CopyBlogger had a great post about it -. You get busted.).

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.

6 Lead Nurturing Emails Every Business Should Send


Only 25% of your leads are sales-ready. In addition, a whopping 50% of your leads are qualified but not ready to buy from you. Gleanster Research ]. So, what do you do with those qualified but reticent leads to turn them into customers? Lead nurturing, of course! Those numbers are pretty encouraging, so where to begin? Emails That Educate. What did they download already? Better at their job.

Predictions 2012 Roundup

The ROI Guy

The fall of the mighty traditional white paper? The end of sales as we know it? We have made some bold B2B sales and marketing predictions for 2012, and have rounded them up here so you can be ready: The Economic-Focused Buyer Drives Need for New B2B Sales and Marketing Strategies for 2012 How will the Economy Affect the Buyer’s Decision Process in 2012? CFOs are Large and in Charge of Buying Process in 2012 Recovery Makes Selling IT Much Easier into 2012? Fahgettaboudit! Value Marketing 2012 Pisello Alinean Value Selling Frugalnomics

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5 Steps to Online Marketing Success in 2012


Image via Wikipedia. Rumor has it that 2012 is the year the world ends (and yes, I am going to use that joke all year long). But on the off-chance we might make it to 2013, you probably want to ensure you’re ready for success this year. Wouldn’t it be great if there was a simple list of things you could do to ensure you’re ready for your best year ever? Oh, wait. happen to have one right here. What are the 5 steps to online marketing success in 2012? Get your team in order. Help your team understand your objectives. Assess risks. Focus on your core initiatives. Assess risks.

Two ways of using Facebook marketing

Business Growth Development

For a website set up to link students on an American university campus, Facebook has come a long way. Now the social network is shorn of its small-time remit, being a place for millions of people to converse and millions of businesses to market. So for businesses looking to venture into Facebook marketing , what are the best approaches and how can a social network be used for business ? Marketing

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

Top Blog Posts of 2012

The ROI Guy

We wrote over 100 articles on Frugalnomics and B2B Selling and Marketing. So what was tops in 2012? Here's the roundup of your favorite articles: Optimize Content Marketing by Facilitating the Buyer’s Journey Who do B2B Buyers Trust? Diametrically Opposed Forces: Selling Value in a Buyer Controlled World Provocation-Based Selling: Loosening the Status-Quo for Sales Success The Big-O: Outcome Selling Are you CIO Worthy? B2B Value Marketing 2012 Pisello Alinean Value Selling Provocative Selling

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B2B Marketing To Go: Why Mobile Is Crucial To Your Lead Generation Strategy

Modern B2B Marketing

by Jason Miller. If you haven’t bought into the B2B marketing effectiveness of mobile, it’s time to take a second look at your lead generation strategy.  Consider this statistic from a recent study by comScore : In August 2011, more than 72.2 million people accessed social networking sites or blogs on their mobile devices, an increase of 37 percent from the previous year. million. million).

How to Get the “Best of” Social Media Posts All Year Long


TradePub has just launched its first report in a series for 2012, the Social Media Wrap Up report. Each report will highlight a selection of the best social media posts from leading authors published the preceding month. The inaugural report includes posts from authors such as marketing agency veteran Drew McLellan ; Marc Meyer , digital and social media strategist at DRMG; and author, speaker and SVP of Social Strategies at Social 5150 Neal Schaffer. Again, a new summary of some of the best social media blog posts will be published each month in 2012. You can grab the first free report here.

Cisco Does B2B Facebook Right

Paul Gillin

Want a low-cost, fun and effective way to reward your most active Facebook contributors? Steal a page from Cisco, whose corporate page is one of the best B2B presences on Facebook. Last year, Cisco started the SuperFan program to recognize its best community members. Each month, administrators recognize one fan and highlight him or her at the top of the page. ” Cost to Cisco: next to nothing.

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.

Social Business in 2012

Client Bridge

From Dion Hinchcliffe at Dachis Group, here are 12 predictions about where social business is headed in the coming year. Social shifts to mobile. Analytics and business intelligence (BI) becomes standard fare. Gamification doesn’t happen, yet. Social intranets struggle forward, social business processes don’t. Smaller social business vendors continue to get rolled up. The social business unit/center of excellence phenomenon continues. Internal and external social business efforts blur, but remain distinct. Social business budgets go up another level. View Original Article

Sales Leads: Why Your Reps Need Fewer, Rather Than More


Contrary to popular belief, reps don’t need more sales leads. They need fewer leads—or more accurately, fewer raw, unfiltered, unqualified leads. Best sales lead management practices continually show that reps need qualified leads that have been carefully vetted, properly and consistently nurtured and appropriately developed, increasing the likelihood of a completed sale. Good sales reps are by nature hunters, eager to close in on highly qualified leads for the kill. Take Steve, for example. Not a senior executive? Budget undefined? Goodbye. Next-year decision? No way.

Marketing Automation Software Stays Hot | Neolane secures $27m investment

Fearless Competitor

Neolane is the latest company to announce substantial new funding. With funds raised by Marketo, Hubspot, and Act-On Software, this industry is red-hot in 2012.  Find New Customers wishes to congratulate them. Keep in mind that most companies need the help of companies like AcquireB2B , PointClear or Find New Customers to help with challenging issues such as buyer personas, lead nurturing, lead scoring and content marketing. __. Conversational marketing technology provider Neolane has gained $27m in funding. It also plans to increase its global presence. Marketing

What if You Could A/B Test EVERYTHING? [Cartoon]


Too bad that last one isn't so easily optimized. Connect with HubSpot

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

Interesting Tidbits About Facebook’s Possible IPO [infographic]


What do you think? Will Facebook IPO? Will they be valued at $100B? Created by: Accounting Degree Online. News & Notes