Sat.Jan 09, 2010 - Fri.Jan 15, 2010

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Sharing is how you build a Brand

Buzz Marketing for Technology

In a recent BusinessWeek article featuring Tony Hsieh from Zappos – they closed with a quote from Tony “Sharing is how we build our brand.&# And I couldn’t help but agree. Whether you are a CMO’s of a B2C or B2B Marketing team the key in this next decade is sharing and the key to sharing is Content! You need to put out a steady stream of content to build your brand.

Is Less Content Better? 5 Steps to Simplify B2B Marketing Content

Savvy B2B Marketing

Over the holidays, I was on a cleaning rampage. organized my basement and in the process, I got rid of boxes of books, and a minivan full of miscellany. It felt great! Similarly, I think it's a good idea to occasionally "clean house" with your B2B content. What needs to be updated and/or repurposed? What is no longer needed? Why is this necessary? What do you think? Got Content?

What is Webbiquity? How to Be Everywhere Online

Webbiquity

Welcome to Webbiquity! What exactly is that? Briefly, Webbiquity, or web presence optimization (WPO for those who prefer TLA’s), is the fusion of SEO, social media, interactive PR, online reputation management and other disciplines to make an individual or organization ubiquitous on the web for their name/brand and unique descriptive phrase. If SEO is about getting your website onto page one of Google, WPO is about owning that page. For example, Jill Konrath is webbiqitous for the phrase “selling to big companies,&# holding all 10 spots on the front page of Google for that phrase.

Marketing Automation Trends for 2010

LeadSloth

2009 was the year in which Marketing Automation really took off. Several new vendors appeared on the market, many existing vendors experienced rapid growth, and Marketing Automation as a term gained popularity among B2B marketers. In this post I want to focus on the trends in Marketing Automation for 2010. have asked many of the vendors, consultants and thought leaders to give their opinion. The response was overwhelming: see below for all 18 (!) predictions. There are lots of interesting opinions, from practical to visionary, with consensus on some topics, and differences on others. and Web 3.0

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 you can learn from Mister Splashy Pants

Buzz Marketing for Technology

Ok so what does a humpback whale have to do with marketing? Check out this campaign from Greenpeace for the answer. Greenpeace was hoping to raise the awareness about humpback whales that were being threatened by the Japanese Fisheries Agency’s plan to kill 50 humpback whales. Some of the names we very thoughtful like Shanti or expressive like Libertad. Tweet This! Share this on Facebook.

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How to Call to Action

Everything Technology Marketing

While marketing strategy and planning are critical to success, marketing often fails on the execution side. Take online campaigns, for example. Here you can often see campaigns break down not because of lack of a compelling offer or properly segmented audience but because the call to action is not powerful enough to trigger a response. The best offers never get consumed if your call to action doesn't convert the visitor to even get to the offer. Anne Smarty posted a great article with best practices for improving your call to action on her blog "SEO Smarty".

B2B Ads From the Past

Sales Lead Insights

I always find it interesting to take a look at the work done by our predecessors in B2B marketing. In post in Jackie West’s UK Industrial Marketing Blog , she mentions Richard Stone’s Insights into PR and Online Marketing blog post where he links to The Vintage Ad Browser. Simply click on one of the categories in the Vintage Ad Browser, or type something into the search window and you will get to see some of the advertising work done by those B2B marketers that came before us in what then was called “industrial advertising.&#. Now—what was it you wanted to sell me?&#.

Little White Lies

Phoenix Rising

There's nothing wrong with a little white lie, right? So we deliver an upbeat message to our team to keep everyone engaged. Why share the reality that the we're in a bigger mess than we want to admit, even to ourselves? It will only make things worse. Or we over-promise our capabilities to win a new customer. We will find a way to satisfy their needs, and they'll just love us when they get to know us. Maybe we stretch the truth about ourselves - our experience, our skills.    We're sure we can learn on the job and do well - we always have before.   But no more. 

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Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation – and yet, many assets fail to provide true ROI. Download the eBook to avoid the three top problems that keep content from living up to its potential.

5 Ways How I Can Help You Find a Job on LinkedIn

WindMill Networking

As you probably already know, I am very active on LinkedIn as a LinkedIn Open Networker or LinkedIn LION. accept all LinkedIn invitations, and I respond to each invitation with asking my new connections how I might be able to help them. often get the following response, which I again received just this [.] Related posts: Jobseeker in 2010? Why LinkedIn for Your Job Search will Become the New Monster. It’s no surprise that jobseekers flocked to LinkedIn with. Related posts brought to you by Yet Another Related Posts Plugin

Before You Build an In-House Teleprospecting Team

The CRAP Report

So you’re thinking about building an in-house teleprospecting team, huh? mean, someone has to follow up on all of those inbound leads you’re getting, right? Maybe you’re hosting webinars and need those attendees followed up on, right? The most logical thing to do would be to build some sort of qualification machine to follow up on all the contacts you’ve got from all of the marketing programs/events/campaigns you’ve run (and more than likely never got around to getting in touch with). You could give them to your sales guys, no doubt. It all depends on what your background is. Earn your keep.”

Best of 2009: Social Media Marketing, Part 1

Webbiquity

With the rapidly increasing use of social media tools for marketing and PR comes growing pressure to demonstrate results. But what metrics are really most appropriate for social media measurement? How can you monitor everything that’s being said about your company, competitors and key industry topics across the social media landscape without spending a fortune on monitoring software? Is your social media strategy built on a solid foundation, or is it more like a Hollywood movie set—a pretty facade with nothing behind it? ROI Is Dead by StraightUpSearch. by HubSpot. by Dave Fleet.

7 Reasons Every Business Needs to Twitter

WebMarketCentral

Despite the fact that Twitter has more than 32 million users , has received massive publicity from both celebrities and government , and produced remarkable results for companies like Dell and Zappos , many business executives still don't "get" Twitter. Here are seven reasons every business needs to be on Twitter. Growing existing customer business requires ongoing communication. Social Tagging

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

The Foundation for Great Marketing is Great Data

Digital Body Language

Data is key to all your marketing efforts. Whether it is segmentation, personalization, lead scoring, lead routing, or marketing analysis, if you don’t have clean and consistent data, your efforts will be built on the shakiest of foundations. However, when thinking about your marketing automation efforts, data management can often be an afterthought. This is never a good idea.

How and where to advertise your Requests for Proposals (RFP)

Confluent Forms

An important part of the Request for Proposals process is the distribution strategy that you use for disseminating your RFP. Without a good distribution strategy you likely won't receive the proposals you need to make your process competitive and in line with your project goals. Some factors to consider: Distribution requirements Physical location of the company to you Type of company that you are seeking Size of company you are seeking Monetary value of your contract There are lots of other factors that you might want to consider, but these are typically the top five.

Win Tickets to White Paper Success Summit 2010

Junta 42

Michael Stelzner is putting on another one of his fantastic online summits. This time it is the White Paper Success Summit 2010, billed as the “largest online event dedicated to helping you successfully market your business with white papers.” Now you have the exclusive chance to win two valuable seats to the event!    The line-up is an all-star cast. Join Michael Stelzner (author, Writing White Papers), Bob Bly (author, White Paper Marketing Handbook), John Jantsch (author Duct Tape Marketing), Brian J. Ways to Guarantee Your Next White Paper Is a Success. There are two prizes: 1.

Pre-show Marketing to Drive More Trade Show Leads

B2B Lead Blog

Aren't we all looking for ways to draw more people to our trade show booth?  Start by generating traffic before the show.  Do whatever you can to get on the attendee's short list of must see sponsors.  Here are a few ideas for pre-show marketing: Send pre-show emails and/or direct mail

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.

Mapping the Buying Process - A Framework

Digital Body Language

One of the recurring themes in this discussion has been the concept of thinking in terms of a buying process not a selling process. Many times when I speak about this topic publicly, there is general agreement in the audience, but the question of how to map a buying process often comes up. Every organization, and every industry, deals with a slightly different set of buying challenges.

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Critical Elements of the One-Page Marketing Plan

B2B Marketing Traction

Tweet. Critical elements of the one-page marketing plan: Vision, Mission and Goals. Before planning, you should know what your company does (mission), where you want it to be in the next three to five years (vision), and how you are going to get there (goals). SMART Goals. Goals should be S pecific, M easurable, A chievable, R ealistic and T imely. Customer Segments or Personas. Who does your company serve? What are their needs, behaviors, desires, interests, preferences? What are the best ways to market to them? What trends affect them? What new needs do they have? Tactics. What did not work?

Content Marketing - Motivation and 19 Lessons Learned

Junta 42

A few members of the Junta42 staff had some free time on their hands and emailed this to me. They preferred to remain anonymous.    I actually thought this was quite helpful.    Maybe you will as well. The things we learn from Joe Pulizzi: It is okay to talk with your hands (even if you are on the phone). It is all about the customer. If you are not having fun, you are doing something wrong. Content marketing is king.    No content, no throne. There is no such thing as too much social media, if you have a compelling story. When in doubt, outsource.

Don’t Forward This To A Friend! – Email Marketing Best Practice

Modern B2B Marketing

I recently read a  DMNews article published a while ago that had comments from two marketers about forward-to-a-friend links.  One marketing expert supported the use of a forward-to-a friend link, saying 'pass along readership’ helped share the message and that personal endorsements are powerful.  The other marketing expert said that forward-to-a-friend was a ‘gimmick’ that failed and at most causes people to hit their forward button that’s already built into their email software.  These links often just forward an email along to a new recommended address with a canned standard introduction. 

Content Strategy for Marketing

Learn about the benefits and key considerations in developing a content strategy for marketing that's sustainable, scalable and sale-able.

How Social Media Changed the Sales Cycle into the Buying Cycle

Webbiquity

Back in prehistoric times (before the Internet, that is), b2b buyers learned about products and services by reading (print) magazines and (printed) analyst reports. Once they developed a short list of vendors for consideration, they contacted the companies (using phones, which were connected via wires) and the companies sent them (printed) sales collateral by mail (postal, that is). DBXNT74M6AKY.

Savvy Week in Review: January 15th

Savvy B2B Marketing

Have the last couple of weeks seemed plagued by technical snafus and miscommunications? Have you found yourself frequently baffled by someone's inablity to understand your point of view, or your own difficulty making sense of someone else's chatter? Well, fear not. We've been in Mercury retrograde, but it ends today. Enjoy! Check out this list by Forbes. What is Webbiquity?

White Paper Success Summit 2010

Connect the Docs

White paper marketing works! based on recent study by Eccolo Media ). White papers yield powerful influence: 84% of businesses find white papers either moderately or extremely influential in their purchasing decisions. White papers yield the most strength early in the sales cycle: Regarding the sales cycle, 80% of marketers claim that white papers are most effective in the presales process.

Content Relevance Boosts B2B Vendor Success

Content Marketing for BI

I came across some research done by IDG spread across two different posts that was pretty interesting. They interviewed over 100 information technology buyers about their content preferences from vendors. IDG noted there has been a 60% increase in content assets over the past five years. These same buyers say that if they find relevant content, it increases that vendor’s success rate.

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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.