Smashmouth Marketing
JUNE 12, 2013
'Budget, Authority, Need, Timeframe (BANT) qualification is scrambled and outdated. Having budget was important in the days of "Our contract is up for renewal next year, we need budget". But with so many new products and technologies flooding us, from evangelical to emerging to faster and better, Budget not only doesn''t exist, many times those with Authority don''t even know they have a Need or that they need it now.
Convince & Convert
JUNE 25, 2013
'Mobile marketing is the future. Any marketer, or marketing firm worth their weight in invoices knows that the key to future success is adapting to and optimizing for the mobile market. When you’re in a public place, you don’t have to look far to find someone pre-occupied with a smartphone. This very same occurrence that you see on a day-to-day basis also happens at home, with tablets.
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Customer Experience Matrix
JUNE 27, 2013
'Adobe today announced plans to acquire Neolane , the largest remaining independent B2C marketing automation vendor (excluding email-focused providers like Responsys and Silverpop ). Price was $600 million, which is roughly in line with the 8x revenue paid for ExactTarget and Eloqua recently. (Neolane announced $58 million revenue in 2012 and has been growing around 40% per year, which would yield about $80 million 2013 revenue.
KoMarketing Associates
JUNE 27, 2013
'There are many of us that have the unique position of having to write hundreds or thousands of lines of creative for the B2B audience (or god forbid, other marketers). For this exercise let’s assume that all ads are created equally and they all are exactly as compelling to the average B2B buyer. In that case, we must take important strides to do what we can to make sure our ads stand out in a sea of similar advertisements.
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markempa
JUNE 24, 2013
'Tweet A few months ago in my blog post, “ How Dissatisfied CEOs Push Marketers into the Future ,” I responded to an article reporting that one in five CEOs believe marketers: Provide a return on investment. Have “solid influence” within their organizations. Are candidates for senior management. These marketers have the respect of the C-suite because they connect their efforts to what their leadership wants most: More leads.
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WriteSpark
JUNE 11, 2013
Go to the website of many technology companies and find the link for case studies. The page that appears is likely a long, undifferentiated list of all the case studies the company has ever produced. What a lost promotional opportunity! Instead of taking time to look through the list, most customers will click on just the first one or two links. Or, they'll look for a company name they recognize, even if that case study isn't necessarily relevant to their interests or situation.
Convince & Convert
JUNE 17, 2013
'Customer profiling may sound like a mug shot lineup of your customers, but the goal of this post is not to imprison your customers. On the other hand, I hope to offer three steps to creating and evaluating the types of people you are looking to sell your products or services to so that you can effectively market to them. A useful customer profile (aka a persona ) is akin to a comprehensive how-to guide on reaching your ideal customers.
Customer Experience Matrix
JUNE 18, 2013
'Well, this is embarrassing. Here I am, all excited about discovering a new category of Customer Data Platform systems , which combine marketing database management, predictive modeling, and decision engines. Then I bump into Omer Artun, CEO of AgilOne , which he founded seven years ago to combine marketing database management, predictive modeling, and decision engines.
KoMarketing Associates
JUNE 18, 2013
'The best thing about leaving a conference is feeling like you’re leaving with a list of things to do. It makes the time (and money) you spent worthwhile. The great news is that’s exactly what happened when I left SMX Advanced last week. The conference, held in amazingly sunny Seattle, offered a slew of great speakers who provided actionable items for the audience.
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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.
markempa
JUNE 17, 2013
'Tweet A top struggle for sales professionals is optimizing selling time and driving lead generation. On Thursday, June 20, at the Inside Sales Virtual Summit, I will reveal how a billion-dollar telecommunications company addressed this situation by: Bringing science and testing to their calling process, and. Reducing their time to lead by more than 60%.
ViewPoint
JUNE 18, 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. All real salespeople love sales leads and don’t ever believe anyone who tells you differently. The argument comes when salespeople define a lead. Until SalesForce came along and called every raw name in the database a lead, most of us thought—there are inquiries and there are leads.
WriteSpark
JUNE 11, 2013
'Go to the website of many technology companies and find the link for case studies. The page that appears is likely a long, undifferentiated list of all the case studies the company has ever produced. What a lost promotional opportunity! Instead of taking time to look through the list, most customers will click on just the first one or two links. Or, they''ll look for a company name they recognize, even if that case study isn''t necessarily relevant to their interests or situation.
Convince & Convert
JUNE 30, 2013
'Image from Bigstock.com. I was in St. Louis the other day, talking Youtility at an event put together by my friends at Standing Partnership, a killer reputation management firm. It was on the official book launch day , so that was a milestone to remember. Also memorable was a great question from the audience. One of the three ways to create Youtility – marketing so useful, people would pay for it – is to answer every customer question.
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Customer Experience Matrix
JUNE 14, 2013
'Every marketer recognizes that the Web and social media could be rich sources of information about customers and prospects. But harvesting that data has been frustratingly difficult. Doing it yourself takes multiple tools to gather different kinds of information, and then patching the result together into personal profiles. Most tools do little more than keyword searches, which only capture a fraction of the potential information and only cover keywords that marketers know in advance are import
KoMarketing Associates
JUNE 13, 2013
'With so many social media networks to choose from, it can be difficult to determine what’s really valuable to your business. Based on multiple user surveys and research studies, it has been determined that the “big 3” of social media platforms include Facebook, Twitter, and LinkedIn. Each platform poses unique opportunities for B2B marketers to create brand awareness, generate leads, interact with clients and perspectives, and gather valuable information about what’s happening in the industry.
markempa
JUNE 10, 2013
'Tweet “It is absolutely necessary. Don’t base your marketing on assumptions and allow your customers to identify your success.”. – Alex Corzo, Manager of Brand Integration, Orlando Health. How important is value prop testing? The case studies at Optimization Summit 2013 reaffirmed the importance of value proposition testing for me. For example, through testing, Jon Ciampi, Vice President Marketing, Business Development & Corporate Development, CRC Health, learned his customers craved
ViewPoint
JUNE 11, 2013
'At a recent high school track meet I cheered on our team in several heats of the 4 x 100 and 4 x 400 relays and mused that we can look to track and field athletics for inspiration and tactics for marketing and sales alignment. Handoffs of qualified leads from marketing to sales can be as smooth and technically precise as those of the sprinters on a relay track team.
Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service
Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.
Crimson Marketing
JUNE 28, 2013
'Sales and marketing alignment is a fairly new term to many organizations. Traditionally, sales and marketing want nothing to do with each other. Each individual department has their own separate goals, right? Wrong. . The goal of any and all companies is revenue growth. But where and how does marketing fit in? . Kerry Langstaff , and industry leader in this area, helps me answer this question and more.
Convince & Convert
JUNE 2, 2013
'Each quarter, ecommerce optimization firm Monetate publishes a report that analyzes traffic and conversion efficacy on thousands of leading e-retail websites. The report for the first quarter of 2013 peered into more than 500 million online shopping browser sessions. The results were shocking. Along with my friend Mitch Joel , author of CTRL ALT DELETE , I was asked to evaluate and comment on these findings.
Everything Technology Marketing
JUNE 27, 2013
'Content marketing is going mainstream in 2013. B2B marketers are increasingly using content marketing tactics to engage B2B buyers with compelling content to educate, inform, entertain and guide them along their buying journey. But what’s behind the buzz and growing popularity of content marketing? Download the new B2B Content Marketing Report to find out.
KoMarketing Associates
JUNE 10, 2013
'Leunig’s Bistro & Cafe, Burlington, VT. A few weekends ago, my husband and I took a trip north to Burlington, VT for a mini-vacation. Considering it was 91 degrees that Saturday, a new June 1 st record for that part of the state, and the fact that I’m eight months pregnant, there was little I could (or wanted) to do other than to sit inside and eat.
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The Point
JUNE 26, 2013
'First, a question. From a marketing perspective, does it matter if prospects actually attend Webinars once they register? Some would argue: no, especially if those who register are net new leads, where the real value is simply getting the person to sign up in the first place. Anecdotally, our experience is that the difference in lead quality between Webinar registrants who show up on the day, and those who don’t, can be minimal at best.
Direct Response Coach
JUNE 24, 2013
'Many marketing executives like to keep things simple: Find a marketing strategy that works – and repeat. I subscribe to this approach myself – for the most part. But I also recognize the importance of market segmentation – and that not all customers have the same value in terms of revenue potential. If a particular [.] The post Market Segmentation: Different customers need a different strategy appeared first on McCarthy and King Marketing.
Crimson Marketing
JUNE 27, 2013
'When Pepsi changed their old logo for Pepsi Max to a new one… … there was an unexpected parody that came forth: Is anyone else wondering how many people know that Pepsi Max is a diet beverage? #BADMarketing . Images: Courtesy of Britannica and Wix Blog.
Convince & Convert
JUNE 13, 2013
'The force is strong with this one. In a galaxy not so far away, a popular snack food brand, Pringles, has joined forces with the iconic movie franchise, Star Wars, to launch a crowdsourced video contest. Themed around, “The Force For Fun,” one video will win $25,000 and a chance to be featured as Pringles national advertisement. The contest is hosted on Tongal , a platform that facilitates creative and video content for brands through crowdsourcing.
Speaker: Paul Slack, Vende Digital CEO
On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui
ANNUITAS
JUNE 24, 2013
'This obsession with marketing automation is not, of course, an isolated phenomenon … ask a B2B marketer to name a marketing technology and odds are they will shout out the name Marketo or Eloqua.
Marketing Insider Group
JUNE 24, 2013
'A Guest Post by Robert Rose . The roles of the CMO and the CIO are evolving. We know this. Of this change, it is more critical that they both evolve into something with a common purpose, than the change in role itself. Big Data just might be the big idea that hastens the alignment of this purpose, but it won’t, itself, deliver it. That will only come with the evolution of a new role in the organization – something I’m calling the Manager of Meaning.
Webbiquity
JUNE 24, 2013
'The phrase “content marketing” may well disappear at some point in the not-too-distant future. Not because the concept will fade away, but because it will be seen as redundant; there won’t be any marketing without content. According to recent research , nearly 80% of CMOs see custom content as the future of marketing. And it’s not only marketing executives who are excited about content.
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