March, 2010

Trending Sources

7 Mistakes To Avoid In Your Next Webinar Invitation

The Point

I’ve written a number of times in this space about how to maximize response from email Webinar invitations. The campaign below from Parallels , a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. For example: 1. Sell the offer, not the product. Lead with compelling benefits, not just facts. Use images wisely. See #1 above.

How Do You Define a Quality Sales Opportunity?

Sales Prospecting Perspectives

During my years as an Inside Sales rep, I've always appreciated working with the young hungry territory reps willing to talk to anyone "with a pulse". While I could appreciate that work ethic and the tenacity that hungrier reps displayed, I usually found that passing over anything lukewarm usually resulted in a lead that didn't go anywhere.and generally I was cold calling back into that company months later. On the other side of the coin, I struggled when passing leads to the veteran sales folks who wanted every opportunity completely teed up. Should you pass them anyone who wants to talk?

Creating Engagement in B2B Marketing

Buzz Marketing for Technology

A recent Cone Inc.’s Social Media in Business study found that 60 percent of consumers believe they are already interacting with companies on the social Web. Nearly all participants — 93 percent — believe all companies should have a presence in social media. But the question has long been 2 fold: 1) How do you create engagement and 2) How do you measure it. Creating Engagement. Tweet This!

How to use social media for B2B

Chris Koch

Image by HubSpot via Flickr. want to do something ambitious and I’m hoping you’ll help. I’d like to create a guide for how to use social media in B2B that does not involve talking about the specific tools—as least not in the top line. think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing. Here they are: Monitor. Engage. Manage. Monitor.

The Rise of the Customer Marketer

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

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The real reason why Telemarketing is coming out on top

B2B Marketing Online

Guest blog by Geoff Thomas, managing director, Integrity Business Connections. What’s the real reason telemarketing, or appointment arranging, works? Here’s the intellectual reason. During the recession I’ve noticed some companies have been forced to find another angle to reach their audience and gain new business. Direct marketing has been pushed down the list because of cost, public relations has also been dropped as there was no guarantee that the business would see an instant ROI. So what marketing campaigns are worth pursuing? Building trust has got to be top of the list.

How to Choose a Social Media Listening Platform for B2B Marketing

Buzz Marketing for Technology

In the last post we covered how to create a Social Media Lead Flow. And once you have identified the conversations where you think a sales opportunity may be occurring you need to feed that into your listening platform so you can flag those opportunities when they come in. But what if you don’t have a listening platform? Which media sources are relevant to your goals? This one is the real kicker.

The Golden Rule of Sales

E-Quip

There is an inherent discomfort with selling among most technical professionals. It's not hard to understand why: They've been on the other side of the sales transaction. Ask them what they think about salespeople (as I have on numerous occasions) and the responses you get are overwhelmingly negative. Is that a problem when technical professionals are asked to sell? It works! Listen empathetically.

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Vital statistics for every B2B marketer

Earnest about B2B

Use and abuse at your leisure… where possible we’ve tried to accurately cite the source and provide a link to the site where we came across the research. B2B companies are ahead of their B2C rivals when it comes to social media adoption. 81% of B2B companies maintain company-related accounts or profiles on social media sites versus 67% of B2C. 75% of B2Bers participate in microblogging (eg. Twitter) versus 49% of B2Cers. Source: Business.com – 2009 B2B Social Media Benchmarking Study ( [link] ). And the FTSE 100 are just plain running scared of Twitter. Source: DemandGen Report. Versus.

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.

An Experiment in Brand Journalism

Marketing Edge

I covered the South by Southwest Interactive Festival from a mobile perspective because that is the “hot” area for the social web. I am fascinated by location services and what I think are the conservative predictions by web analysts that half of the web connections will be on a mobile device within 3 years. The mobile device is central to social web 2.0 Web In My Pocket.

Calculating the Value of a B2B Marketing Campaign

Digital Body Language

It’s the ultimate question in marketing: What effect did this campaign have on revenue? In short buying cycles, where the buyer generally understands the category of the offering, and the transaction is quick and simple, this can be measured relatively easily. marketing campaign results in a website visit, a product is added to the visitor’s shopping basket, and the transaction is completed.

Destination anywhere

B2B Marketing Online

“I want a B2B PR campaign,” says the prospective client. Fine, that’s great. So we go in with the creds to have an initial meeting on objectives and audiences. The client talks a lot about being a ‘thought leader’ and ownership – all of course perfectly valid. But it’s perfectly possible to get caught up in discussing tactics and mechanics then go away without ever actually teasing out from the client what the glossy new PR campaign is supposed to be delivering to the business. You need to pick your destination before choosing your vehicle.

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Generating a Buyer Persona with Facebook Advertising

Buzz Marketing for Technology

I am a big fan of David Meerman Scott’s work and I am in the middle of re-reading his book the New Rules of Marketing and PR 2nd edition ! In the book he stresses the importance of having a “buyer persona” and his definition a buyer persona is a “distinct group of potential customers expressed as an archetypal person whom you want your marketing to reach”. Not any more …. How … Facebook! Digg this!

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.

Top 24 B2B Marketing Posts in February

B2B Marketing Zone Posts

Best of B2B Marketing. February 2010. Great stuff in February. Almost) 100 (of the) Best Social Media Marketing Blog Posts and Articles of 2009 - Webbiquity , February 1, 2010 Social media marketing activity exploded in 2009, and so did coverage of these practices. Every social media consultant , corporate marketer and PR professional was challenged to keep up with the latest writing on the topic. Thought-provoking social media trends - grow - Practical Marketing Solutions , February 3, 2010 The Economist is one of my favorite magazines. usually read it cover to cover. Assumptions Anyone?

A Marketer's Guide to Social Media - 8 Keys to Success

Junta 42

I participated in an amazing social media webinar today from MENG. The expert roundtable included members of the newly formed MENG Social Media Council ( Mack Collier , Paul Dunay , Beth Harte , Drew McLellan , Amber Naslund and myself ). Here are eight key social media points from the session: Start with a clear strategy , just like any other marketing initiative. Social media is both a concept and a set of tools. Before you can begin using the tools, you need to set clear goals and objectives as to what you hope to accomplish. It must be integrated into your entire marketing process.

The silent majority: Why people don’t comment on your blog

grow - Practical Marketing Solutions

“Why don’t I get comments on my blog?&#. Brian O’Kane and I had a lengthy Skype call on a range of topics, including the fact that most people just don’t feel comfortable commenting … on anything. “Conventional businesses have no way of knowing how many engaged customers they have,&# he said. Engagement outside of the blog. Emotional connection without sharing.

Email Design Review Gallery « The Effective Marketer

The Effective Marketer

Are you tired of what your marketing emails look like? Are you in search of inspiration? Or just want to see what's out there? Well, this post may be the answer! Whenever my team talks about changing the design of our email campaigns

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.

Junk mail hypocrisy

B2B Marketing Online

I recently wrote a very cynical column about direct mail being one of The Government’s cash cows. As a nice little earner, I’d be shocked if it doesn’t end up being the very last direct marketing channel standing – whilst all other forms get legislated away. Yes, it’s a view that flies in the face of the ‘death of direct mail’ obituaries but with even junk mail now on the rise (not that it ever went away – some industries just had less money to throw at it ) as a revenue generator – am I the only cynic? Why have unaddressed mail (i.e. Err, no.

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It pays to provide Support with Social Media

Buzz Marketing for Technology

In a recent Forrester Report on “ Customer Experience Pays Off as Social Media reduces Obstacles for Real Change ” they have really nailed down the argument I have been making over the last year about why Support is the single best place to build your business case for Social Media. Someone can come in and undercut you (think Sam Walton against every major retailer). Tweet This! Digg this!

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The CMO's Guide to the Social Media Landscape

Everything Technology Marketing

Here is a nice overview of the social media landscape that will help you understand how to best leverage major social media sites for your marketing. The guide lists the major social media platforms and rates their value for driving customer communication, brand exposure, traffic to your site, and SEO - check it out: [link

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The One Effective Use of Facebook for B2B Marketing

Webbiquity

You’ve seen the eye-popping statistics: Facebook now has more than 350 million active users. If it were a country, it would be the third most-populous on earth , behind only China and India. Given that level of popularity and traffic, it’s no wonder that marketers have embraced Facebook in a big way. Not even close. It isn’t demographics. They buy from people.&# Digg this!

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.

How to use Twitter to crowd-source creativity

grow - Practical Marketing Solutions

I have a “virtual&# company. Well, it’s a real company, but I don’t have a building and employees and all that traditional stuff. work with a posse of freelancers who might be spread out all over the country. So I have the best of both worlds. Great company, great people, but no worries about payroll and HR issues. Everything works great about this model except for one thing.

Getting Back to the Roots of Buyer Personas: Interview with Tony Zambito of Goal Centric

Savvy B2B Marketing

Tony Zambito is the founder, president and CEO of Goal Centric , a strategy consulting organization with a focus in buyer insight and buyer persona development. Tony and his partner, Angela Quail, originated the development of buyer personas in 2002 based on their work with Alan Cooper, who is largely credited with the origins of user personas for the design of digital products. " A.

What can marketers learn from the #cashgordon fiasco?

B2B Marketing Online

At the beginning of March, I spoke at B2B Marketing’s seminar, ‘Social Networking: Effective marketing through online business communities’. It provided an invaluable introduction to online communities from a B2B perspective with useful pointers on how to identify the relevant ones and engage with them, as well as some key general pieces of advice on social media marketing. This statement perfectly underlines one of the most important rules of engaging in social media. With very few exceptions, it’s not a case of ‘build it and they will come’. This brings me to the #cashgordon fiasco.

Targeting the Right Decision Makers Makes All The Difference!

B2B Lead Blog

We practice what we preach and recommend you practice it too!  You need to build a profile of common denominators or qualifying criteria for companies in your target market “sweet spot.” The next step is to identify your decision making unit (DMU). The DMU consists of everyone involved in the

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.

Stop Telling Me That Cold Calling is Dead

Sales Prospecting Perspectives

What ever happened to just picking up the phone and dialing? Every day, we are inundated with the message, "INBOUND, INBOUND, and INBOUND!" While I am a firm believer in the benefit of driving inbound traffic to your site and then to your teleprospecting reps, there is still (and always will be) a huge need for cold calling. Over our eight years in business we have amassed thousands of statistics on the success of our programs. There have been only two of those stats that have never changed. We believe the reason for this is simple. I'd love to hear your thoughts on this topic. Thanks, Pete

Buyer Persona 2.0 – The Definition of Buyer Personas

Tony Zambito

In the series on Buyer Persona 2.0, part 6 , I addressed the distinction between buyer profiling and buyer personas.   Ever since we began creating personas, specifically pioneering and creating buyer personas in 2002 to reflect the goals of buyers, we continued to follow the basic fundamental principles of persona development established in the late 90’s.   As buyer personas become increasingly popular, it is important for the fundamentals to serve as a reminder of what buyer personas can mean strategically – that is to inform on strategies to meet buyer goals.

Wait a minute. It’s not about engagement after all!

grow - Practical Marketing Solutions

I’ve been invited to be a presenter on an upcoming B2B Blogging webinar (announcement forthcoming!) so I’ve been studying many company blogs that I regard as best practices.  As I moved from site to site, I noticed something surprising.  There were very few comments.  In fact, there were virtually none.  It was kind of an “a-ha moment.&#. And there are no comments anywhere.

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A 7-Step Plan for Getting Started with Content Marketing

Savvy B2B Marketing

A few years ago, my husband and I were preparing for our daughter's arrival. Like many parents-to-be, we wanted to have everything ready before we brought our daughter home. Not only were we prepping the nursery, but we also started thinking about everything from childproofing the house to saving for her college education. It was positively overwhelming! Where do you start?

The B2B Marketer's Field Guide To Customer Engagement

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