Sat.Jan 03, 2009 - Fri.Jan 09, 2009

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Lessons From Bob


This morning I received word that my former boss, mentor, and friend Bob Dunlap has died. He was the founder and former CEO of RETEC , one of the best environmental consulting firms in the business during his tenure. Under his leadership, RETEC enjoyed unparalleled success. Plus it was a truly special place to work. spent 10 great years there. He taught me much about leadership and business.

The Sin of Inclusion

Buzz Marketing for Technology

The IT Services Marketing Association (ITSMA) recently did an interview with Malcolm Frank the Senior Vice President, Chief Strategy Officer and Chief Marketing Officer for Cognizant. In the interview Malcolm talked about 5 messaging traps that IT Marketers tend to fall into. Check out what Malcolm has to say about it and the synergistic mulitpolar world that we live in!

Doctors’ Grades Help Patients Decide on Healthcare

Marketing Edge

Time 20:53. As more consumers use the web to research their medical needs and choices, the greater the demand for some type of performance metrics in healthcare delivery. This dynamic taking place in healthcare is causing greater competition among providers, and more healthcare marketers to look for ways to tell their story. Other physician rating sites include Find a Doc , Vitals , and RateMDs.

Does the Younger Generation Listen to Green Issues?

Smashmouth Marketing

So back in November I posted a couple articles about Apples and Oranges and how the industrialized US agriculture market has warped our natural foods. Then earlier today I got an email from my sister with the following picture of Ben showing me their version of the bionic orange versus the normal orange. Did they understand the ecology issues? Maybe not. But something stuck.

150 Content Marketing Tips

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

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What are YOUR Top Three Marketing Challenges for 2009

PR Meets Marketing

  I recently asked a question on LinkedIn about what were the top three challenges that marketers faced in 2009. The responses were varied and unexpected in many ways. Based on those responses, I believe the following will be the top three marketing challenges in the coming year:  . Budget Woes. Budget is definitely one concern for marketers. Customers Rule. Getting More out of Less. Conclusions.


Thought Leader With A Value-Added Opinion

Smashmouth Marketing

Just got an interview published on Craig Rosenberg's funnelholic blog. I'll share the intro here, and you can get the rest of the article on the site. Craig is publishing a series of Thought Leader articles and thus far they have been great reading for B2B Marketers. You can find all his articles on his site. Thanks Craig! Enjoyed doing the interview. Check out his blog and you’ll believe me.

Sourcefire's Open Source Marketing Ecosystem

Digital Body Language

One of the great things about writing a book is that you have so many great conversations with leaders in the field. Chatting with Michele Perry and Karin Pindle, at Sourcefire was definitely one of those conversations. They have an interesting challenge as marketers; too many leads. Their open source product, SNORT, is wildly popular in the security space, and leads to large numbers of downloads. The marketing team's challenge, however, is to translate that interest into purchases of their commercial product, Sourcefire 3D.

Survey says. Marketers are tired of Web 2.0!!

Buzz Marketing for Technology

In a recent survey conducted online among the members of MENG (Marketing Executive Networking Group). All 1,800+ active members of MENG were emailed on November 15, 2008 and asked to complete an online survey. The Survey was closed on December 2, 2008 with a total of 643 responses (representing a 36% response rate). was cited most frequently. In addition, many terms related to Web 2.0 Web 2.0

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Marketing Edge

Marketing Edge

time 20:53. as more consumers use the web to research their medical needs and choices, the greater the demand for some type of performance metrics in healthcare delivery. this dynamic taking place in healthcare is causing greater

Company-Level Data in Demand Generation Systems

Customer Experience Matrix

I had an interesting email conversation last month with a Raab Guide buyer about the nuances of company-level data management in demand generation systems. He started from the perfectly reasonable premise that the demand generation system should give an overview of activity for all leads associated with a given company. This is a topic we do cover in the Guide, but not in the detail he needed. The conversation has sharpened my own thinking on the subject and prompted a couple of conversations with vendors. think it’s worth discussing here in some detail. So far so good.

Enabling Sales to Thrive - 6 Things B2B Marketers Can Do

Digital Body Language

In looking at a lot of blog posts and comments from luminaries around the space, there seems to be a lot of agreement on a few of the current trends in B2B marketing. would summarize one of the main themes as "The buyers are in control, and the best way to connect with them is to provide great content, relevant at any key part of the buying process, make this content discoverable, use it to nurture their interest over time, and then understand who is ready to buy by understanding their activity." But that leaves an interesting question. Only the breadth and depth of the challenge differs.

Why Meetings Still Matter

PR Meets Marketing

John Baldoni’s article in Harvard Business Publishing highlights why meetings still matter, and maybe even more so during the downturn. His last paragraph resonated with me: Tough times are a great time to renew trust. When customers and employees see the leadership team standing front and center and delivering the message, it demonstrates that that management cares about them and considers them essential to weathering the storm. Cancelling such meetings, except when there are no other alternatives, sends the message that employees and even vendors and customers are expendable.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Between November 5 and November 17, we surveyed 601 marketers with an 18-question online survey. A few weeks later, Adweek sent the questionnaire to 144 additional marketers. As the survey was answered by nearly our entire population target, the calculated margin of error was approximately 1 percent. Here's what we learned.

Market Research, Freakonomics and the Butterfly Effect

Smashmouth Marketing

Do you trust the statistics you use when you are making marketing decisions? Yahoo recently published a research study claiming that "77% of consumers identify themselves as green". They go on to state that "23% claim to be deeply committed to environmental issues", and that "71% have an interest in purchasing an environmentally sound car." And, that "72 percent saying they get (green) information in traditional media and 68 percent citing online," and tout portals as still being strong sources of information (of course). Could this possibly be tainted NOT to represent consumers as a whole?

Raab Marketing Automation Webinar on January 14

Customer Experience Matrix

Just a brief note to let you know that I'll be giving a Webinar on "How to Get the Most Value from Your Marketing Automation System" on Wednesday, January 14 at 4 p.m. Eastern / 1 p.m. Pacific. You can register at [link] This is part of a two-day Marketing Automation Summit organized by BrightTALK , a vendor of webcasting technology that sponsors channels of specialized content, as well as running regular online conferences. Whether their conferences are simply a way to promote this or have another revenue stream attached, I don't know. Eastern / 4 p.m. Pacific on the 13th

Kadient: Blogging About Internal Processes Connects With Buyers

Digital Body Language

Transparency is a great approach to marketing, even when you might think that the internal workings of your organization might not be of any interest to your audience. Heather Stokes and Heather Margolis at Kadient found this out when leading bloggers took note of their internal efforts to develop user personas. The effort resulted in traffic to the Kadient site and an increase in credibility for their products and company. As with many investments of this nature though, it can be hard to measure the economic return. What are your thoughts as B2B marketers? Have you measured them successfully?

marketing action plans

The Effective Marketer

effective marketer principle 3: develop action plans. now that you have identified the most important thing to be done now and making sure it will contribute to the company's goals (see previous post), is time to develop action plans

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.

First Appointment = First Date

Smashmouth Marketing

We get asked all the time, "how good will the appointments you set for us be?" It's a good question and the answer relies on many variables. One thing for b2b sales execs to remember though is that an introductory appointment , as long as it's with the right person at the right company, is exactly that, it's an introductory appointment. Some will be good, some will be great, every once in a while there will be a complete dud. tell them to treat the first meeting as if it were a first date, and make the goal of that first date to be a second date (if there is a mutual fit). That's your goal.

Avoiding Cost Cutting Mistakes


There is much written and taught about how to build your business. But what are you to do when you need to cut back? I've witnessed many a firm laying off staff and cutting expenses over the years. I've had to let people go in an economic downturn, and I've been one of the ones shown the door. suppose that's understandable. We don't get much practice at it, fortunately. Think strategically.

Mobile Codes and B2B

B2B Marketing Confidential

Over the past decade, I've been involved with many projects to de-tangle digital marketing for big companies. Big companies want to know what's out there in the digital landscape, and how it all fits together

8 principles of effective managers

The Effective Marketer

peter drucker fans will recognize the subtitle of my blog “effectiveness is a discipline and it can be learned” as one of his famous quotes, and this pretty much sums up my thoughts on it. anyone can learn how to become more effective


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.

Best of 2008: SEO Guidance, Part 1


Welcome to the first post in the official Best of 2008 series, which will summarize and link to some of the best blog posts and online articles about SEO, social media, online marketing strategy and more. Matt Cutts Translated: 8 SEO Tips I Heard Him Tell Eric Enge by SEOmoz SEO expert Brent D. Payne summarizes nuggets of SEO knowledge gleaned from an interview Eric Enge did with Matt Cutts.

Sales Lead Management: Thought Leadership with Aaron Ross

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Aaron Ross, formerly with and founder of PebbleStorm:CEOFlow. I've long been a fan of his blog Build a Sales Machine and I learn something new every time we interact. 1. Tell us a little bit about how you got into marketing, and what you like most about it. Getting into lead generation was an accident. Back in 1999-2001, I was CEO of an internet company. I had more ego than understanding about lead generation and professional selling. It's funny how life takes you places you never expected to go!

Thoughts on and Definition of Inbound Marketing (Listening)

B2B Marketing Confidential

Marketing is a word that has lost its meaning, and marketing is a discipline that has lost its way. When I say marketing to most people on the street, the first words that are mentioned are overwhelmingly negative

new year's resolution: share ideas

The Effective Marketer

new year's resolution: start a blog to share ideas to improve the effectiveness of marketing managers around the globe


2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.