August, 2010

Trending Sources

Don't Fix Your Marketing Process

Customer Experience Matrix

Summary: In a constantly changing world, flexibility is more important than optimization. Marketers need people, processes and technology that allow them to react quickly to new opportunities. The always-insightful Adam Needles is running a series of blog posts this week that summarize the “real state” of B2B demand generation. So far, his main points have been that the role of B2B marketing has expanded to cover the entire buying cycle from initial lead generation through closed deals and that new technology must be accompanied by changes in people, process and content to have an impact.

Exclusive Interview With SAP's Director Of Social Media - Michael.

B2Bbloggers

Michael Brenner, SAP's Director Of Social Media, talks B2B marketing, social media, content marketing, and ROI. with Jeremy Victor of Make Good Media

ROI 46

A Framework for B2B Customer Segmentation – Part 1: Why Segment Your Market?

Everything Technology Marketing

Marketing segmentation is about subdividing markets into segments of customers that have similar needs and behaviors. This way, vendors can optimize their product offering, marketing, and sales approach to meet the specific requirements of the segment better and more cost efficiently than the competition. In complex markets, segmentation is not trivial. In short, they are more profitable.

6 Rules for Content Marketing

Modern B2B Marketing

Marketers are working hard to create great content that can be used to create sales leads , drive website traffic, promote brand, and educate customers and prospects.  It is relevant – generic materials that are not highly relevant to a reader will not result in increased success. It closes a gap – content marketing should answer a business question or problem.

Rules 31

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

More Trending

Practical B2B Blog Strategy | B2Bbloggers.com - B2B Social Media.

B2Bbloggers

What's the Best Approach for B2B blog success? Having a Practical B2B Blog Strategy

The Spirituality of Social Media

grow - Practical Marketing Solutions

Sure the social web is filled with rants and quacks, but I’ve also been thinking about how the science and technology of this channel lifts people up, and perhaps even makes us better in a deeper, spiritual way.  Here are a couple of personal observations. would love to hear what you think! experience these tiny tugs of hope, optimism and encouragement every day.  The communion of community.

Dwell 41

5 Ways To Incorporate Direct Mail Into Your Marketing Mix

The Point

Pop Quiz! Direct Mail is: a) more expensive than email. b) quaintly old-fashioned. c) regaining popularity in B2B circles. d) often overlooked as an effective way to reach customers and prospects. Answer: (e) all of the above. Yet many B2B marketers continue to be allergic to the idea of using direct mail, simply because it seems such a throwback in our mobile-social-online era. Lead Nurturing.

Mail 28

25 Great B2B Content Marketing Articles

LeadSloth

While doing research for my upcoming webinar on creating content that converts , I found many great articles on B2B Content Marketing. Here are the 25 articles that I liked best. Most are blog posts, but I’ve also included some eBooks. My focus is on B2B, rather than B2C. Often, some of the basics are the same, but not always. For example, the complex sale is usually unique to B2B selling, and that’s when you would map content to stages in the buying cycle. So here are the articles: Overview Articles. Joe Pulizzi, What is Content Marketing? Personas. Content Planning. Content Reuse.

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.

Content Marketing Tips from Computer Games

Writing on the Web

What can we learn from online computer games about content marketing for business? A lot, apparently. If you write content designed to trigger action in readers, pay attention to this. My husband, Attila the Honey , plays World of Warcraft , an online game that’s part of the multi-billion dollar gaming industry. He’s speaking this weekend at the local Lake Chapala Society about this.

More data, so what?

B2B Marketing Online

Guest blog by Graham Cooke, managing director of QuBit Digital. The recent Ofcom report, which states that we are consuming multiple sources of media over half our waking lives through multitasking, could mean we are approaching an information overload. We have become data consumption monsters in both our personal and business lives – Overrun with emails, reports, stats and charts but is it making us any more productive? The short answer is not really – we have increased the amount of data in our lives by 40X over the last 20 years, while our output has not matched this level of growth.

Stats 24

Metrics That Matter in B2B Marketing [#B2Bchat]

B2Bbloggers

#B2BChat Thursday 8:00 PM Measure everything! That has become the marketer's mantra since modern analytics tools have made it easier than ever to measure almost every aspect of our businesses. But is a comprehensive measurement strategy

Tips For Making That “Networking” Meeting More Fruitful

Paul Gillin

Back in the early days of my career, I made a point to go on frequent informational interviews. These meetings, which were usually conducted in person, gave me a chance to sit down with people who were successful in their field and to learn from their experience. never overtly asked people for a job or anything more than a little of their time. Today, the shoe is on the other foot. Have an agenda.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

The Content Marketing Sweet Spot

Content Marketing for BI

I just finished reading this year’s latest marketing survey results over at the Junta42 site. It’s interesting to see the popularity of different marketing content pieces as part of the overall marketing strategy. You can download the report for yourself here. Social media marketing (with the exception of blogs) is now in the number one spot. More hits to the website? More inquiries?

Spot 21

Will Marketing Automation Be Free?

LeadSloth

Today Genius.com announced a free version of their Marketing Automation system. Only about a month ago, Loopfuse also started offering a free version of their Marketing Automation system. What does this mean for companies interested in adopting Marketing Automation? How Much Is Free? Let’s first look at the features of the free versions: Loopfuse. Genius.com. Users. unlimited. 5. Emails / month. 5,000. 2,500. Contacts. 2,500. 3,000. Pageviews / month. 100,000. unlimited. Support. community-driven. community-driven. So these offerings are closely matched. Why Free? Why are they doing this?

Engaging Content is Key to Content Marketing Success?

Tom Pisello

According to recent survey results, 90% of B2B marketers are actively involved in producing custom content, and are investing some 25% of marketing budgets to custom content creation and promotion. The level of commitment and investment

Mobile Internet – If not now, when?

B2B Marketing Online

It would appear, that in matters of debate, I favour the alternative. Having been roundly thrashed proposing 'the future of marketing was digital' at a B2B marketing conference last year, imagine my enthusiasm when I was asked to propose the motion at a recent IDM B2B conference, 'This house believes that mobile marketing will be a crucial channel for B2B brands in the UK in the next 12 months'. politely declined. Mobile.” The comment (and the vote) highlights the staggering degree of ignorance about mobile technology in the B2B space. Mobile. No one is talking about SMS or telemarketing.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

How Simple Is Your Strategy?

B2Bbloggers

B2B Strategy. This tweet by @MarkYolton inspired me today. I was struck me by its simplicity. And, by the ease at which you can tell Mark wrote it. SAP is a 50000 employee company being guided by a 72 character strategy

B2B Marketing Personas in Action: What Would Morton Do?

B2B Ideas @ Work

In B2B marketing, creating a buyer persona is key to understanding your audience. Really using that persona can help your B2B company realize its full potential and speak to the needs and goals of your prospects. Going beyond general demographics to fully identify with the persona as an individual will allow you to personalize your message, focus on a niche and match goals.

12 Amazing SEO Infographics

Hubspot

Search engine optimization (SEO) is an industry and practice in constant flux. As search engines continue to work toward improving the results returned for their users, marketers must continue to optimize websites and create relevant content to build relevancy and authority. Check out these awesome infographics for some visual instruction and information about SEO: 1. Order of SEO Operations. 2.

FAQ 17

Ten social media and technology mega-trends to watch

grow - Practical Marketing Solutions

I just read a fascinating (and lengthy!) report from McKinsey on tech-enabled business trends to watch and thought it was important enough to summarize for our community.  Here are some highlights from this excellent report: 1. Crowd-sourcing moves into the mainstream. Wikipedia and a handful of open-source software developers were the pioneers. Making the network the organization. Digg this!

Skype 23

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Tom Pisello: The ROI Guy: Don't Just "Sell the Problem", Quantify It

Tom Pisello

I recently read a great blog post, Sell the Problem, by renowned Marketing Guru and Author Seth Godin. In this article Seth explains how "No business buys a solution for a problem they don't have." And yet, so many B2B marketers launch

Content Marketing Perfection in 29 Words on Facebook

Content Marketing Today

B Squared Marketing Shares Its Wisdom While Making It Short and Sweet. might be getting carried away. But, I loved this very brief bit of marketing advice when it showed up on my iPhone this afternoon. think it proves how brevity can be the soul of content marketing brilliance in a social media milieu. Advertising Tip of the Week: Want to drive more traffic? It is short. It is authentic.

B2B Marketing Metrics That Matter [#B2Bchat Recap] | B2Bbloggers.

B2Bbloggers

Here is an edited recap, the highlights of our August 26, 2010 Metrics That Matter in B2B Marketing Twitter chat. B2Bchat

The B2B Word on the Street: Creative

B2B Ideas @ Work

This Week's B2B Word on the Street is: CREATIVE. The first time a person is called "creative" usually happens early in life, and it's sometimes used as an explanation for the child being a bit "different." Coloring outside the lines" and "marching to the beat of a different drum" are not actions attributed to conformists. Creative people are, first and foremost, very observant.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

35 (of the) Best Guides to Facebook Marketing, Advertising, Search and More of 2010 (So Far)

Webbiquity

Facebook is an extraordinary phenomenon. Depending on the day, it’s either the #1 or #2 most-visited site on the web. It’s inspired a movie. It has half a billion adherents. And it’s become an imperative point of presence for businesses (or has it ?). Also included are a few posts from Facebook proponents, and skeptics, to help you determine if you even really need to be concerned with any of this — or if your social media marketing efforts might be best directed elsewhere. Facebook Marketing Tips and Tactics. Tips for B2B Marketing on Facebook by Mashable. Always.

Marketing Leads: Quality Vs. Quantity

B2B Marketing Insider

Michael Brenner blog Last night I had the pleasure of dining with one of our media partners. We discussed the great lead quality vs. lead quantity debate. And the conversation went way later than the restaurant manager and our wonderful

Tom Pisello: The ROI Guy: Basic Content Marketing Trumps Social.

Tom Pisello

Although a lot of attention is being paid by B2B marketers to Social Media and Blogs as a way to connect with and engage prospective buyers, research by IDG and MarketingSherpa indicate that more traditional promotional and research

Great B2B Email Copywriters: Where Are You?

LeadSloth

Lead Nurturing depends on great content. Not just eBooks, blog posts and webinars, but especially email content. Email is still the most effective way to promote your content, but it’s hard to get noticed in today’s overflowing inbox. However, a good email can make the difference between a 2% click rate and a 12% click rate. The email text itself is not the only thing that matters.

B2C 11

The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.