February, 2012

Trending Sources

34 (of the) Best Google+ Tips, Tactics and Guides of 2011

Webbiquity

Google+ (or Google Plus) is many different things, depending on who you ask. It’s the fastest-growing social network ever. It’s the tool Google will use to beat Facebook. It will fundamentally change SEO. It’s a pain in the arse because it’s yet another social network to join. It’s Google’s latest attempt at social media, and they finally got it right. ”).

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Lead Generation is Crippling Demand Generation

Digital B2B Marketing

Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads. The problem is, one is focused on changing the audience’s perspective, the other is focused on capturing their information.

Why Now Is The Time To Build Your Personal Brand

B2B Marketing Insider

Brands used to be only for businesses. And we, the employees, were expected to uphold and support the principles of the brand. Some of us in marketing were even lucky enough to help our businesses build their brands. But as trust has eroded away from corporations and government institutions, we are seeing the ushering in of a new era: the employee-brand. Layoffs. Downsizing. Rightsizing.

The six elements of human behavior that drive social media

grow - Practical Marketing Solutions

You have to love a person who describes herself as somebody who studies “the dark side of Customer Management.” ”   Ana Isabel Canhoto is just such as person. An instructor at Oxford Brookes University, Ana is a Twitter friend who recently shared with me highlights of a speech by Paul Fennemore , a Managing Partner at Viapoint. Altruism. Hedonism. Homophily. Memetics. Narcissim.

150 Content Marketing Tips

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

The Pros of LinkedIn vs. Facebook for Professionals

Writing on the Web

You’re probably already on Facebook , sharing photos of your kid’s first birthday party and links to your favorite articles , recipes and videos. After all, Facebook is a great way to keep in touch with friends and family. But when it comes to using social media for your business, do you really want your professional network colliding with your personal life? Keep your personal life personal.

Don't Ask Community Managers To Be Strategists

Leader Networks

The enterprise community manager position is sometimes termed a "jack of all trades" role. know -- I've said it myself. But I think we're starting to take it a bit too far. Over the past few weeks I have participated in a suite of webinars and talks about online communities and their growing role in functional areas such as customer care. It won't work. Full stop.

Slow Death of the Funnel: Why Buyer Choice Matters to Revenue

Tony Zambito

IT Buying Process © All rights reserved by Kenny Madden. This is part 1 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . B2B marketing and sales is still predominantly tethered to traditional ideas, approaches, and systems that are being dragged into the modern era. 

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Social Sleuthing: Who is Sharing Your Content: Twitter & LinkedIn Edition

Digital B2B Marketing

Have you ever wondered who is sharing your blog posts or other content on social media sites but don’t have access to expensive social media monitoring applications that can tell you? Here are ways you can find out who is sharing your content, and in some cases how much traffic each share is driving, on Twitter and LinkedIn. Topsy Example My post on G+ and SEO is more than a month old.

Will Content Marketing Destroy Social Media?

B2B Marketing Insider

There was a recent exchange on twitter where a prominent, intelligent and well-respected analyst predicted that content marketing will destroy social media. mean “Whoa!”…The ”…The power of content marketing! The suggestion was that content marketing will result in the rapid erosion of the sacred trust we all have in the established media. Is it blurring? chiprodgers.

The social media measurement smackdown

grow - Practical Marketing Solutions

Last week I was involved in what one tweeter characterized as an “ROI smackdown.” ” I was speaking on a panel for Social Media Week New York when one of my fellow panelists said “This ROI stuff is just a bunch of crap. I’m so tired of it. You can’t measure what you’re doing and people should not even try.” ” I began to twitch. That’s $12,000.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

5 Ways to Get Readers to Respond

Writing on the Web

You spend a lot of time writing content on your blog but if the only comments you get are from people looking for free marketing, maybe it’s time to revise your content strategies. Here’s a guest post from Chris Peterson at Straight North integrated marketing services in Chicago. 1. Your Blog as an Interactive Tool. Polls. Make them feel as if they are a part of the blog.

How to: Mapping Content to the Buyer’s Journey

It's All About Revenue

by Joe Chernov | Tweet this Below is the deck I presented at the Online Marketing Summit a couple weeks back. It’s called “ From Content to Customer ” and it focuses on the nexus of B2B content marketing and demand generation. Huge thanks to partner JESS3 for the creative genius. They are either denim or Dockers. This deck brings those disparate worlds together. View more presentations from Eloqua.

Boost Demand Generation Using Target Ready Buyer Models

Tony Zambito

©All rights reserved by Kenny Madden. Recently, I published two articles related to 5 ways buyer behaviors are affecting B2B sales , and 5 ways they are affecting B2B marketing.  Without question, changing buyer behaviors are also impacting how we think about Demand Generation or as it has been conventionally called – lead generation.   How Can CSO’s and CMO’s Respond? Follow @tonyzambito.

Replacing “Authentic” in Social Media

Digital B2B Marketing

Authentic. You can’t turn around in the social media echo chamber without bumping into this word. The problem is, beyond the social media land of unicorns, authentic isn’t relevant. As I explored in Don’t Be Authentic: Real Social Media Marketing Advice on SpinSucks , we don’t really want to see authentic in social media. Authentic is the wrong objective.

Study: How Much of Your Content Marketing Is Effective?

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

Lead Generation or Demand Generation? It’s All Just Content Marketing!

B2B Marketing Insider

Last week, Eric Wittlake (@ wittlake ) wrote a great post called  Lead Generation is Crippling Demand Generation  where he argued that these two marketing activities were working against each other due to the different outcomes each is trying to achieve. Many marketers lose focus on the bigger picture as they chase more leads. Many marketers focus on leads instead of the larger demand picture.

The Secret History of Pinterest — REVEALED!

grow - Practical Marketing Solutions

Do you feel like you woke up a week ago and Pinterest had taken over the world?  I read on Twitter (so it is true, of course) that Pinterest is now bigger than Google, will be running for President of the United States, and is recording an album of Justin Bieber cover songs. The meteoric success of Pinterest has shocked everyone. Except me. have it all figured out. But then something happened.

5 Trends in Customer Case Studies – An Interview with Projectline

Stories that Sell

What's new with customer stories and where are we headed? That's the question I recently asked Erica Hansen, director of customer engagement at Projecline. The fast-growing marketing services firm has built a solid reputation by assisting companies like Microsoft with customer references and evidence. I've followed the firm and gotten to know a few folks via social media the past few years.

Survey Results: Improving Content Marketing is the #1 Priority for 2012 Lead Generation.

NuSpark

I recently conducted a poll on LinkedIn asking respondents what they believe should be the #1 priority in 2012 for generating leads in B2B firms.  The poll was promoted throughout LinkedIn Groups; a mix of b2b marketing and sales groups that I am a member of.  I received 172 votes and the results were quite interesting. Great content is the fuel to social media messaging, sharing, and engagement.

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.

Eric Got Me Thinking About The Next Buyer Revolution

Tony Zambito

Image via Wikipedia. In my most recent article, Boost Demand Generation Using Target Ready Buyer Models , a comment was posted by the ever thoughtful Eric Wittlake, author of the blog B2B Digital Marketing and a member of the team at the Integrated B2B Marketing Agency – Babcock and Jenkins.  This comment really got me thinking.  Organization Infrastructure. Research and Insight.

20 B2B Marketers Losing their Brand on Pinterest

Digital B2B Marketing

Pinterest is the marketing flavor du jour. Media and press are tauting the ability of Pinterest to drive traffic and the time spent on Pinterest. Many B2B marketers do not have any presence on Pinterest. In my search for major B2B marketers on Pinterest, I only found a handful using it actively. Here are three of the better B2B marketing examples I found. Hubspot : In classic Hubspot style, Hubspot’s boards are all about content. It isn’t surprising to see Hubspot as an early adopter on Pinterest. Constant Contact : Looking for marketing and social media tips? IBM Juniper CSC. CSC

Brand 101

How B2B brands approach Twitter

The B2B Research Blog

Social media has become a bit of an obsession for me. Not so much as a participant, but as an observer. I’m the technology equivalent of a bird watcher. I’ve been observing B2B marketers in their natural habitat. Noting their behaviours. Sketching and documenting the different species I see. call them ‘Twitologies’ and I’d like to share an outline of them here. It all began with a study Circle Research conducted for B2B Marketing late in 2011 to establish the ‘state of the nation’ in B2B social media. And after more than 250 interviews with client-side readers we had a solid benchmark.

25 Non-Financial Benefits of Business Blogging

grow - Practical Marketing Solutions

While the use of blogging as a marketing and communications platform continues to grow for many organizations, you still might be facing this question from your boss — “Why are we doing this?” ” The most obvious answer is that you are ultimately trying to influence some behavior or attitude. You want your readers to buy, register, understand, donate, attend, etc.

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.

Why Your Social Media Marketing Stinks

B2B Marketing Insider

Social networking is as old as humanity, and even the term social media has been around for quite a while. But as a function within marketing, social media management is only 3 years old at best for the majority of organizations. Despite all this, many B2B marketing organizations are seeing huge growth in the number of channels their business is demanding. So what’s a marketer to do?

Social Media ROI: Check Before You Start

Conversionation

An army of social media thinkers has deemed it useful to redefine ROI. In 2010, Brian Solis introduced it in his book Engage! as Return on Influence (and also as Return on Investment, Return on Involvement, Return on Innovation and Relevance of Interaction). The term Return on Influence (now Realization of Influence as well) [.]. Blog Management Social media marketing Jim Lenskold marketing ROI return on influence return on investment social media ROI

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The Buyerology of the Buyer: How B2B Leaders Respond to the Psychology of Buyer Choice

Tony Zambito

© All Rights Reserved Kenny Madden. This is part 3 of a limited series on why buyer choice modeling is the new view B2B Business must adopt to improve revenue performance and develop long lasting relationships with buyers. . For B2B, it has been harder to translate B2C research dynamics into ways that would make the psychology of B2B buyers more readily understood.  Psychology of Buyer Choice.

The Coming Death of Self-Publishing

B2B Memes

It won’t be long before self-publishing as a concept is dead. That’s not to say that the activity of publishing, whether it’s done by an individual, a small loose-knit group, or a corporation, is in decline. In fact, it’s healthier and growing faster than ever. These distinctions were once a reliable measure of quality. But the rise of self-publishing has complicated the equation.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

Social Intelligence adds value throughout the Stage Gate Process

Buzz Marketing for Technology

Social data is becoming increasingly important in the new product development processes of many companies. In particular, manufacturers are tapping into social conversations as they explore new product ideas in order to learn what consumers are interested in and talking about. Later, when launch is imminent, social channels are becoming a key factor in setting media and advertising strategies.

Five insanely simple ideas to make your next presentation sizzle

grow - Practical Marketing Solutions

By {grow} Community Member John Thomas. Creating effective PowerPoint presentations is a skill that is rarely ever taught, but somehow we’re all expected to create dazzling presentations. Though, as we all know, it rarely ever dazzles. It’s not even the only game in town anymore. Apple’s Keynote has earned staunch support from the design community. So what’s a novice presentation designer to do?

The Top 5 Reasons Your Great Content Fails

Savvy B2B Marketing

We're pleased to present this guest post by Chris Fell, managing director and owner of g2m solutions in Australia. Read on for his insights into typical content pitfalls and ways you can avoid them. Sometimes your truly great content flops. It's a nasty shock. After all, you have done everything right. You have carefully avoided promoting your own products and services. No one can find it.

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Does Social Media Deliver More Traffic Than Email?

It's All About Revenue

by Jesse Noyes | Tweet this There’s a lot of speculation about whether social media’s explosive growth threatens email marketing. Perform a Google search on the subject and it might lead you to think the two are viscous enemies locked in mortal combat. So we decided to look at the data to see whether social referrals are driving more traffic to brands’ websites and landing pages.

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.

The Single Buyer Model: A Dangerous Road Towards Competitive B2B Marketing

Tony Zambito

Building A Tribe Of Buyers ©All Rights Reserved Kenny Madden. Many B2B Marketers today are faced with the daunting tasks of connecting with buyers in new ways and using new mediums that are still in infancy.  New tactical approaches have been introduced at a rapid rate and some old ideas repurposed with new labels – all in an effort to find the ever flowing fountain of gaining buyer attention. 

New Marketing Automation Report: Venture Funding is Key to Success

Customer Experience Matrix

I released the 2012 edition of our B2B Marketing Automation Vendor Selection Tool (VEST) report today, an event that deserves more hoopla that I’ve given it. The VEST provides by far the most detailed, objective information available on industry vendors. It’s also interactive: you can change the weights assigned to different items and watch the vendors zoom around the quadrant as a result.

How to Get the CEO to Support Your Next Marketing Plan

B2B Lead Generation Blog

Tweet On the way home from the MarketingSherpa Email Marketing Summit, I caught up with one our clinic coaches, Craig Mullenbach.  A Program Manager for MECLABS, Craig used his decade-plus years of experience in lead-generation and content strategy to help attendees at the event. But he often felt like his hands were tied. ” I feel his pain. They could care less about clicks or responses.

Plan 77

Punterest: It’s kind of like pins, only funnier.

grow - Practical Marketing Solutions

My friend Reza Malayeri likes my sense of humor. He’s the only one, really. So I’ve created a new app for him and I’m debuting it today. Punterest. The place where everybody can pin their puns! Like this: humor Pinterest pinterest reza malayeri social media puns

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.

Best Social Media and Digital Marketing Research and Statistics of 2011, Part 2

Webbiquity

Reports, surveys, studies and infographics are among the most popular content posted and shared across social networks. We’re all hungry for data. Marketers, we’re told, need to think like publishers. But which networks are most effective for spreading the content produced? How widespread, really, is the use of social media for marketing? Who is actually consuming all of this content?