Convince & Convert
JULY 9, 2013
'Image via BigStockPhoto.com. Most of us are familiar with the concept of influencer marketing, i.e., marketing to a select group of individuals — such as journalists, bloggers, consultants, or industry analysts — who influence your buyers’ decisions. The idea is that if you take the time to identify and build relationships with those influencers, you can leverage them to build your credibility.
KoMarketing Associates
JULY 31, 2013
'When building out a distinctive B2B brand message, one of the questions branding experts might ask is, “What are the current perceptions and attitudes about your brand?” We all have our own perceptions, but nothing compares better than how others perceive or associate your message. While the easiest and most direct way to obtain this answer is to actually ask the customer(s), there are reasons why this might not be possible.
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Customer Experience Matrix
JULY 30, 2013
'Raab Associates officially released the new edition of our B2B Marketing Automation Vendor Selection Tool (VEST) yesterday. This is our flagship report on the industry, with nearly 200 data points on 23 vendors and separate ratings for micro-business, small to mid-size companies, and enterprise marketing departments. There are quite a few vendor comparisons out there, but none come close in the level of detail – which is what you really need to select a system.
ViewPoint
JULY 30, 2013
'Sell less, win more. Don’t even try to start selling—and you’ll win more commitments. Sure, this smacks of contrarianism, but Peter Bourke has proven that these iconoclastic approaches work. Peter, senior principal and vice president at The Complex Sale, a premier sales and methodology company, spoke with me about the wild success of his outside-the-box thinking.
Speaker: Neal Boornazian, President and Nancy Harhut, Co-Founder and Chief Creative Officer - HBT Marketing
Direct mail has consistently remained a powerful tool in the marketer's arsenal, but in an age of digital dominance, its effectiveness hinges on the strategic integration of behavioral science. 💡 When you incorporate powerful behavioral science principles into your direct mail marketing strategies, you can prompt the hardwired decision-making shortcuts your audience relies on — and that automatically unlocks new avenues for engagement, conversion, and brand loyalty.
markempa
JULY 29, 2013
'Tweet Using online video advertising as another channel to support your lead generation efforts can help you craft a global audience of potential leads. Digital video can help keep your brand top-of-mind when it’s time for a purchase decision – if you create content designed for sharing versus selling. Today’s B2B Lead Roundtable Blog post features three reasons why you should adopt video content into your B2B marketing mix.
B2B Marketing Zone brings together the best content for marketers in the B2B industry from the widest variety of thought leaders.
Convince & Convert
JULY 19, 2013
'Sometimes deepening the relationship between your brand and your fans is as simple as giving people a way to engage on a new level. Instagram is a great tool for capturing fan and customer excitement in the moment, but in order to understand the magnitude of the effectiveness of visual marketing, it helps to take a look at the numbers: 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. [ source ]. 40% of people respond better
KoMarketing Associates
JULY 11, 2013
'I recently caught a tweet from SEO Mike Arnesen highlighting an article on Medium about “ The Future of About Us Pages “ The article provides perspective into why the “About Page” (or section) should become a more central piece of an organization’s story and brand. It is certainly true that in many cases, the “about section” is left stagnant, only updated when there are leadership changes or major news updates.
Customer Experience Matrix
JULY 15, 2013
'If you’ve heard of Vocus at all, it’s probably as vendor serving public relations professionals. Its core offerings include a huge database of media contacts; media monitoring and social listening; and press release distribution. But since late 2011 the company has also offered a suite aimed at marketers, which now has more than 4,000 paid clients.
ViewPoint
JULY 25, 2013
'Online content in the sales and marketing industries is dynamic and constantly changing. The Marketing Sphere represents recent good reads from our digital circles about B2B marketing selected by PointClear colleagues. Running A Successful Business Blog: Why It Pays to Post. Anthony Iannarino, founder of the popular blog The Sales Blog , shares his knowledge on how to create and maintain a successful blog that will drive traffic to your site and generate more leads.
Speaker: Carlos Hidalgo, Co-Founder & CEO of Digital Exhaust, Author, International Keynote & TEDx Speaker
Recent research shows that only 50% of B2B organizations state that they have good alignment between their marketing and sales teams. This lack of alignment tremendously impacts the ability to meet business goals, and is a limiting factor for building and maintaining customer relationships. While many B2B organizations continue to struggle with aligning their marketing and sales teams, they can take practical steps to unify both teams and simplify their overall approach.
markempa
JULY 22, 2013
'Tweet When John Johnston, Director of Digital Marketing, began his journey at Volvo Construction, he knew things had to be completely rebuilt, starting with the website and branching out into everything else. In this excerpt of a full video session from B2B Summit 2012, see how customer service topped the list for Volvo Construction when it began an overhaul on digital marketing, where email would bring customers to the website, and the website would convert them.
Writing on the Web
JULY 31, 2013
'Do you do all your own blog writing? If you’re a lawyer, financial adviser, doctor or consultant, should you write your own blog ? Or can you outsource it to writers and guest bloggers ? One of the main reasons to have a blog and publish frequently is because it helps you get found, get known, and get clients. Yet professional service providers are often pressed for time.
Convince & Convert
JULY 28, 2013
'Sterling Ball is the president and CEO of Ernie Ball , one of the largest and most historically important manufacturers of guitar strings and related equipment, Founded by Sterling’s father, the eponymous Ernie Ball. But it’s Sterling’s hobby that got him to practice Youtility – marketing so useful, people would pay for it. Using his e-commerce, marketing, and distribution experiences honed in the music business, he founded BigPoppaSmokers.com , a website selling barbecue smokers and accessorie
Crimson Marketing
JULY 30, 2013
'A true connection between the customer and company can be easily lost if your customers have a bad experience, you launch the wrong product, or you misdirect an ad placement, among other things. You can avoid this “missed connection” by conveying a clear concise company message through your employees and marketing campaigns to reach your customers.
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In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.
Marketing Insider Group
JULY 30, 2013
'Most people think marketing is the same thing as advertising. To me, it has always been about helping the buyer on their journey through customer-focused communication. Now social media networks and mobile internet access are making content the hot new thing in marketing. Content our customers want. Content our customers can consume whenever and wherever they want.
ViewPoint
JULY 23, 2013
'James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. It’s way ‘old-school’ to try and kick-start sales by dramatically jumping up sales lead quantity, and then rely on the sales channel to deal with it. If you don’t implement a nurture program, you’ll waste marketing dollars by giving salespeople more than they can handle, and irritate prospects because follow-up falls.
markempa
JULY 15, 2013
'Tweet To determine the most used lead gen tactics, and map that to their effectiveness and difficulty, we asked the following questions in the MarketingSherpa 2012 Lead Generation Benchmark Report …. Q. Which of the following lead generation tactics does your organization currently use? Q. Please indicate the LEVEL OF EFFECTIVENESS (in terms of achieving objectives) for each of the lead generation tactics your organization is using.
Direct Response Coach
JULY 25, 2013
'All copywriters struggle with word choice. Sometimes it’s trying to find the right word or phrase to precisely and concisely convey a specific point. Other times, it’s trying to choose from a variety of words that seem to say the same thing. For the latter, it may be just a flip of the [.] The post Copywriters: Choosing the right words appeared first on McCarthy and King Marketing.
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Convince & Convert
JULY 30, 2013
'Marketers and advertisers have relied for decades on brand characters like Tony the Tiger and Mr. Clean to build brand trust and awareness through print, TV and packaging. Today, brand marketers use these same characters in visual content on Facebook in an effort to engage their target audience. Which poses an interesting question — do brand characters actually help a brand’s visual content marketing efforts on Facebook?
Crimson Marketing
JULY 29, 2013
'Last week I mentioned how important it is to protect your brand. Even the largest of brands and companies aren’t always safe. . What would the world of fast food look like if McDonald’s really did take over? #BADMarketing . Image: Courtesy of Marketing Tech .
Writing on the Web
JULY 24, 2013
'Liberace was well-known for his flamboyant lifestyle both on and off stage. During the 1950s-1970s he was the highest paid entertainer in the world. That’s pretty amazing considering he was a pianist. His career spanned five decades. I just saw the HBO film “ Behind the Candelabra ,” with an amazing performance by Michael Douglas in the starring role, with Matt Damon as his lover.
ViewPoint
JULY 18, 2013
'Keeping up to date on the latest innovations and opinions in sales can be time-consuming, especially in the the digital space. Sales Sphere features relevant blog articles from PointClear''s online B2B sales circles. Can Fewer Leads Mean More Sales? Does this sound familiar? Marketing reports an increase in the number of sales ready leads, but sales reports they have no good leads.
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Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.
Webbiquity
JULY 23, 2013
'Editor’s note: a version of this post originally appeared on ChamberofCommerce.com. Given that more than 90% of both business-to-business and local consumer purchases now begin with online search, search engine optimization (SEO) has become essential for business success. Little wonder then that two-thirds of small to midsized-business owners plan to increase SEO efforts this year.
Digital B2B Marketing
JULY 23, 2013
'What is a good ROI on marketing? If you can increase net income by 50 cents for every dollar spent on marketing, that’s good, right? The more you spend, the more money you make. But what if you learned your primary competitor was getting $1.50 in income for every dollar spent on marketing? 3x the return you are getting on marketing! All of a sudden your marketing looks pretty ineffective!
Convince & Convert
JULY 12, 2013
'Frank Eliason, Citi @frankeliason. Frank Eliason , author of the new book At Your Service and Director of Global Social Media for Citi , joins the Social Pros Podcast this week to discuss crafting a cohesive social strategy for a global corporation, relying on the instincts of his team, and listening smarter. Read on for some of the highlights and tweetable moments, or listen to the full podcast.
Crimson Marketing
JULY 26, 2013
'Content marketing is a core part of how you can drive your inbound lead generation funnel. The best marketing mix includes creating the right content for your varying social media networks. . Many companies struggle with providing the right messaging to their audience. It’s not about you or your company, it’s about your audience’s pain points. .
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Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr
Marketing Insider Group
JULY 23, 2013
'The main finding from a survey of senior marketing executives conducted by Forrester and the Business Marketing Association was that there has never been a better time to be a CMO at business-to-business organizations. Two years ago , I predicted that changes brought on by digital, social and mobile technologies had placed the customer firmly at the center of marketing strategy.
ViewPoint
JULY 17, 2013
'Josiane Feigon is President of TeleSmart Communications and author of the business bestseller, Smart Selling on the Phone and Online. To read an excerpt from her latest book, Smart Sales Manager , click here. To listen to a webinar on this topic, click here. Today’s “new normal” sales landscape has sales leaders scratching their heads, wondering about the best way to structure their sales organizations.
B2B Memes
JULY 22, 2013
'Politico’s version of the negotiations describes how NYT executive editor Jill Abramson and Washington bureau chief David Leonhardt fought hard to keep Silver at the paper because they saw his “brand within a brand as a wave of the future,”. Mathew Ingram’s recounting today of blogger Nate Silver’s leap from the New York Times into the welcoming arms of ESPN underscores a trend B2B journalists and editors ignore at their peril.
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