Buzz Marketing for Technology

APRIL 3, 2011

Over the weekend I got to meet with Romi Mahajan the World Wide Director of the Digital Marketing Platform Group at Microsoft. His role is to create the vision for Digital Marketing as it relates to Microsoft SharePoint 2010 for Internet Sites, Microsoft FAST Search Server technology, and Microsoft Silverlight browser plug-ins to create great digital experiences for its customers and leverage its extensive partner network.

Enterprise Management 207

Enterprise Management Advertising Agencies ROMI Work Management 207

ViewPoint

APRIL 4, 2011

I recently read an article by Jeff Pedowitz about the state of marketing automation and it caused me to think back to a lunch I had with Jeff just a couple of short years ago. At that time he was employee number one of a one person company and he has since experienced rapid growth; no doubt due to his background and the fine work of his experienced team.

Marketing Automation Services 178

Marketing Automation Services Marketing Automation Automation Planning 178

Marketing Insider Group

APRIL 7, 2011

Want to become a B2B Marketing Insider? There are a lot of great blogs out there. And there are many amazing writers who share their experience in B2B marketing, social media, digital marketing and demand generation. But when I attempted to define the blogging objectives for B2B Marketing Insider , I asked myself “does the world need another marketing blog?

Demand Generation Agencies 172

Demand Generation Agencies B2B Marketing Paid Search Agency Planning 172

Tony Zambito

APRIL 5, 2011

Image by kardboard604 via Flickr. The new buyer experience economy has resulted in shifting the economic value of many sales and marketing tactics over the past couple of years.  One approach whose value is on the rise is that of Lead Nurturing.  It’s no wonder why – we have seen major alterations of buyer behavior and buying patterns with technology enabling more buyer control over the majority of the buying cycle process.  This makes nurturing a key element of preventing buye

Lead Nurturing 153

Lead Nurturing Lead Scoring Lead Ranking Planning 153

Speaker: Carlos Hidalgo, Co-Founder & CEO of Digital Exhaust, Author, International Keynote & TEDx Speaker

Recent research shows that only 50% of B2B organizations state that they have good alignment between their marketing and sales teams. This lack of alignment tremendously impacts the ability to meet business goals, and is a limiting factor for building and maintaining customer relationships. While many B2B organizations continue to struggle with aligning their marketing and sales teams, they can take practical steps to unify both teams and simplify their overall approach.

B2B Sales

Buzz Marketing for Technology

APRIL 6, 2011

Paid, owned and earned media. Those three words, often shortened to “POE,” have bounced around for years. And, like the contemplations of communication theorist Marshall McLuhan, they have taken on new meaning with the collision of traditional and digital marketing strategies. In 2009 Forrester issued a report that outlined the world of interactive marketers in the digital space.

Planning 195

Planning Forrester Marketing & Strategy Analysis 195

Marketing Insider Group

APRIL 5, 2011

Is this the end of social media or a new beginning? For the past couple of weeks we have seen the social media ball bouncing back and forth. Social media is the greatest revolution in marketing. Social media is just the latest fad. There were a string of article claiming that social media is in fact “dead.&# (A nice headline trick I decided against using.).

Social Media 167

Social Media Media Paid Search Agency CMO 167

Writing on the Web

APRIL 4, 2011

I asked Laura Carlson to share with you here some important perspectives on content marketing. It doesn’t matter what you call your information (white paper/eBook, microsite/landing page), what matters is using information wisely to get found, get known and get clients. Is Your White Paper a Sales Pitch in Disguise? Guest Post by Lauren Carlson, SoftwareAdvice.com.

Paper 148

Paper Marketing Automation Services Marketing Management Microsite 148

Tony Zambito

APRIL 2, 2011

Image by yelowcap via Flickr. If you are a CEO, CSO, or CMO, I am sure you’ve been confronted by the statement: “we know everything we need to know about our buyers” from your sales or marketing departments.  This may be especially true in a company where there is a long rich history and you have an established customer base.  In today’s changing buyer landscape, this type of statement may no longer be 100% true.  What sure signs might tell you the organization may be losing it

Buyer Personas 148

Buyer Personas Trade Show Buzz Social Networks 148

Customer Experience Matrix

APRIL 5, 2011

Whatsnexx offers itself as a radically easier way to manage customer and prospect interactions than conventional marketing automation. I agree that it's radically different: it works without a central marketing database and tracks customer states rather than assigning them to campaigns. Whether it’s radically simpler is another question. Some perspective is in order.

Work Management 146

Work Management Campaigns Salesforce.com Marketing Automation Services 146

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Webinar Metrics

Chris Koch

APRIL 8, 2011

I was thrilled to run a social media workshop this week with a large B2B technology and services provider (and ITSMA member). The great thing about the experience was that this company is already doing social media. In other words, I didn’t have to spend any time defending the honor of social media and explaining why they should be doing it. This was all about the how.

Social Media 141

Social Media Media Paid Search Agency PR 141

Writing on the Web

APRIL 7, 2011

I love checklists because I’m always forgetting things. Once I published a post without a title. Yesterday I almost forgot to hyperlink anything in a post. Fortunately, before I publish I run an analysis for how a post will score with the search engines using Scribe , a great tool. Scribe catches everything and tells me things like “there are no primary keywords found.&# Yeah, I know that’s ridiculous.

Digg 141

Digg Content Buzz Blogger 141

Everything Technology Marketing

APRIL 4, 2011

B2B buyer behavior has been changing dramatically over the last few years as buyers increasingly refuse to be interrupted by outbound marketing tactics. Content marketing has emerged as a highly effective strategy to engage the reluctant B2B buyer who is actively searching for guidance and information online before making a complex purchase decision.

Customer Surveys 139

Customer Surveys B2B Marketing Content Marketing Webcast 139

Convince & Convert

APRIL 5, 2011

The great thing about companies widely publishing APIs in this age of collaboration is that crafty third-parties can develop tools and features that the developers of the “mother ship&# forgot. Browse through Laura Fitton’s amazing One Forty (the app store Twitter neglected to build) and you’ll find thousands of Twitter add-ons. But now that Twitter is clamping down on API access and trying to have their cake and eat it too, the next frontier for API-driven frosting is on Faceb

Facebook 167

Facebook API RSS Social Media 167

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WriteSpark

APRIL 6, 2011

One of your company's sales reps e-mails you in breathless excitement: "We just signed a contract with XYZ company and they are willing to say great things about us. Can we get the writer to do a case study?". Of course, it's not everyday that a customer actually volunteers to give a positive testimonial about your product or company. Yet this situation presents a dilemma: you know a technical case study now won't be as strong as it will be in a few months, after the technology solution has been

Case Studies 131

Case Studies Case Study Studies Customer Satisfaction 131

The Point

APRIL 5, 2011

Recently, a client sent us results of a focus group they had conducted, results that included an evaluation of direct mail concepts we’re developing for one of their products. As part of the research, the client interviewed a number of small business decision-makers and asked for their opinions of the various direct mail formats and whether they’d be inclined to read and respond to them.

Focus Group 130

Focus Group Banner Ads Deliverability Banners 130

Biznology

APRIL 4, 2011

Image via Wikipedia. Advertising Age had an interesting story last week brought to my attention by a colleague, where a Procter & Gamble exec speculates that social media is already changing the world of market research. It's an interesting story, mostly because of who is quoted. When a company with the marketing chops of P&G says something, you've got news.

Social Media 121

Social Media Research Social Marketing Wikipedia 121

Convince & Convert

APRIL 7, 2011

Real-time business is about capitalizing on opportunity. About keeping your antennae up and finding a way to engage with speed and context. Last month, Amber Naslund and I named our first NOW Revolutionary, someone who’s living the faster, smarter, and more social principles we wrote about in The NOW Revolution. Our first winner was NOW Revolutionary – George Jordan from the Hotel Felix in Chicago.

Godaddy 166

Godaddy Domain Social Media Curation 166

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

Planning

WriteSpark

APRIL 6, 2011

One of your company's sales reps e-mails you in breathless excitement: "We just signed a contract with XYZ company and they are willing to say great things about us. Can we get the writer to do a case study?". Of course, it's not everyday that a customer actually volunteers to give a positive testimonial about your product or company. Yet this situation presents a dilemma: you know a technical case study now won't be as strong as it will be in a few months, after the technology solution has been

Case Studies 120

Case Studies Case Study Studies Customer Satisfaction 120

Marketing Craftmanship

APRIL 8, 2011

Distracted by all the social media buzz, it’s easy for a company to lose sight of the fact that their website remains the mother ship of brand expression and commerce. The standard marketing approach – particularly among B2B firms – is to create a brochureware-esque “Who We Are / What We Do / Why You Should Select Us” web presence, which forever serves as a handy repository for press releases, case studies, white papers and other expressions of thought leadership.

B2B Thought Leadership 109

B2B Thought Leadership Content Case Study Case Studies 109

Biznology

APRIL 6, 2011

Image via Wikipedia. Some people think that B2B and B2C social media are very different. I think they are similar, however. But one thing people often see as the hallmark of B2B social media is actually useful in some B2C situations as well. I am talking about a technique that is missing from many social media playbooks: proving your expertise. Now you might believe that there are lots of ways that proving your expertise can be common between B2B and B2C social media—writing a blog, for ex

Social Media 108

Social Media Media Wikipedia B2B 108

Convince & Convert

APRIL 6, 2011

Guest post from Jessica Carlson , a social media manager at Off Madison Ave who specializes in building social communities that create brand loyalists and garner key insights. “Censorship reflects society’s lack of confidence in itself.” -Potter Stewart. Facebook recently released a Moderation Blocklist , a functionality that allows Page administrators to set parameters around certain keywords, automatically marking posts with those topics as spam , and placing it in the Hidden Posts filte

Tips 147

Tips Communities CAN-SPAM Facebook 147

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The Effective Marketer

APRIL 6, 2011

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Selecting the Right Email Marketing Provider You either have or will have to evaluate and select an email marketing software provider at some point in your marketing career. And there’s a good reason most people dread this project, after all with so many ESP (email service providers) out there, is really a daunting task.

Work Management 108

Work Management Marketing Management Marketing Automation Services Planning 108

B2B Marketing Traction

APRIL 5, 2011

Tweet. In working with my clients on their presence on LinkedIn, I have found there is some confusion when evaluating how they perform in the LinkedIn search results. The reason for this is that the LinkedIn search feature defaults to what is relevant to the person searching. But, if you want to see who performs at the top for a certain title or industry for all LinkedIn profiles, you need to change the search sort to “keywords.” Watch the video to better understand this little nuanc

Linkedin 104

Linkedin Ideal Customer Profiles Keywords Profiling 104

Biznology

APRIL 7, 2011

Image via Wikipedia. by Frank Reed. I have been fishing around trying to decide what is real news in the Internet space these days, and I honestly have been a little bored lately. So, I wondered if I was experiencing some form of burn-out surrounding the Internet. I quickly decided I hadn't, and realized that we are caught in a bit of a weird space in the business of the Internet.

Wikipedia 101

Wikipedia Business Internet Marketing Youtube 101

Marketing Craftmanship

APRIL 4, 2011

…Revisited. “If the tapdancing becomes less constant, less furious, less necessary, what will the result be? The result will be more honesty, more focus, fewer clients, but eventually the revenues will be the same. Because the new day of honesty will create a machine more personalized, more truthful, and the client that wasn’t bullshitted this year, has a greater chance of greatness next year.

Pricing 100

Pricing Price Personalization Marketing 100

Speaker: Paul Slack, Vende Digital CEO

On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui

B2B Marketing

Adobe Experience Cloud Blog

APRIL 5, 2011

by Maria Pergolino Today’s B2B marketplace is a fishpond filled with opportunities. Of all the potential buyers swarming in the water, it takes time and creativity to grow a minnow of an opportunity into one heavy enough to tow the line, while avoiding tales of “the one that got away.”. Today B2B marketers have to take a leadership role in lead generation – it’s not good enough to provide names on a list, you’ve got to create a conversation and hopefully, a relationship for success.

Demand Generation 91

Demand Generation Demand Sales Qualified Leads Lead Ranking 91

Industrial Marketing Today

APRIL 3, 2011

Building strong customer relationships is probably a close second only to lead generation for most manufacturers and industrial companies. Many of them will also tell you that the bulk of their new business comes from repeat customers. It makes perfect sense then to put a good deal of effort into nurturing new leads and building strong relationships in order to convert them into loyal customers.

Planning 87

Planning Work Management Marketing Automation Services Marketing Management 87

Biznology

APRIL 6, 2011

Image via CrunchBase. I had a great session yesterday with Zach Hofer-Shall at the Forrester Marketing Forum in San Francisco, substituting for Converseon CEO Rob Key. I ran into numerous companies at this conference who are at various stages of social media adoption, but most have moved beyond the experimentation stage to a place where they are asking bigger questions about social media.

Forrester 101

Forrester Social Media Conference Social Marketing 101