Buzz Marketing for Technology
MAY 25, 2011
I really don’t get it. I recently saw an article from MarketingSherpa that said 62% of CMO’s believe that social media marketing will pay off … eventually! That’s 6 out of every 10 CMOs. All I can say is what are you reading and where are you hiding yourself? In my mind this is the reason why the CMO tenure is a tender 22 months because they aren’t able to find a way to deliver meaningful results.
NuSpark Consulting
MAY 22, 2011
Lost in all the buzz on social media and lead generation is the importance of market research as the seeds to a content marketing strategy. Too often, this key approach is not thought of when developing a lead generation or a social media strategy. Below is an interview I recently conducted with our Research Strategist, Carolyn Frith. Paul: Why is it important to conduct market research before developing a content marketing strategy?
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Webbiquity
MAY 23, 2011
Until recently, most social media case studies have focused on consumer brands. It’s not that B2B companies aren’t finding success in social media marketing, but more (in my experience at least) that they are less willing to publicly reveal their strategies for competitive reasons. Recently, that’s begun to change a bit as blogs like TopRank and Marketo have highlighted b2b social media success stories.
Marketing Insider Group
MAY 26, 2011
Ask sales people what they think is wrong with marketing and they will say the biggest mistake marketers make is too much of a focus on marketing activities instead of results. I have explained already that I think the biggest B2B marketing mistake is putting your company and not your customers first. And focusing on internal activities and fighting the latest internal fires instead of solving customer problems is the other side of the same coin.
Speaker: Neal Boornazian, President and Nancy Harhut, Co-Founder and Chief Creative Officer - HBT Marketing
Direct mail has consistently remained a powerful tool in the marketer's arsenal, but in an age of digital dominance, its effectiveness hinges on the strategic integration of behavioral science. 💡 When you incorporate powerful behavioral science principles into your direct mail marketing strategies, you can prompt the hardwired decision-making shortcuts your audience relies on — and that automatically unlocks new avenues for engagement, conversion, and brand loyalty.
ViewPoint
MAY 23, 2011
Today we're honored to have guest blogger Ruth Stevens share her thoughts on database marketing. Ruth is Founder of eMarketing Strategy , a consulting practice that assists companies build their customer acquisition and retention strategies. Business marketers are always suspicious of the data they are getting from list and data companies, whether its prospecting lists or data elements purchased for “append,” to fill in gaps.
B2B Marketing Zone brings together the best content for marketers in the B2B industry from the widest variety of thought leaders.
Writing on the Web
MAY 25, 2011
Three Keys to Blogging When you Are Happy. A guest post by Erica Nelson. You know how your smile is written all over your face? Your emotions are imbedded in your words and how you write. Just like when you walk into a restaurant, the waiter immediately communicates without saying one word what your service experience might be like, the opening phrases of your blog or website are going to speak volumes about how you are thinking and what you are feeling.
Tony Zambito
MAY 22, 2011
Image by smemon87 via Flickr. In my article, Social Buyerology: Understanding Buyers in the Social Age , I offered perspectives on the need for a new discipline in B2B Sales and Marketing related to understanding new buyer behaviors and interactions in the social age. This is a follow up article that looks at the methods for helping B2B to research and gain valuable insights about the social buyer. Coincidently, my thoughts come at a time when the LinkedIn IPO and valuation has sen
Webbiquity
MAY 26, 2011
I was writing some web copy for a client the other day when I accidentally typed “oursourcing&# instead of “outsourcing.&# Now, being that I don’t exactly type with the fluid grace of a classical pianist, I make typos all the time. But this one caught my eye. It seemed like it should be a word. I envision it meaning something beyond doing it yourself, but less formal than outsourcing and less chaotic than crowd-sourcing.
Biznology
MAY 23, 2011
Image by conhunter via Flickr. by Chris Abraham. Is the car the ultimate mobile device? Toyota thinks so. With Salesforce.com, they've launched a social network for Toyota owners and drivers that keeps them connected to Toyota, to its dealers, and to other drivers. Time will tell if this takes hold, but you have to admit that the Internet-connected car is closer to reality than ever before, and even before we reach that state, we all have network-connected phones with is in the car.
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.
Convince & Convert
MAY 27, 2011
Social media is growing up fast. No longer a niche plaything of the digerati, social media is firmly entrenched as a societal game changer of historical importance. For many, social media and social networking are so ubiquitous and pervasive that we presume we have it figured out, that we have a finger firmly on the pulse. But we don’t. Data about how social media really works, who uses it and how, continues to surprise.
Digital B2B Marketing
MAY 27, 2011
The research about mobile usage does not do mobile justice. Sure, 82% of executives have a smartphone. 49% of C-level executives search on a mobile device. Yes, mobile is pervasive, but numbers alone don’t capture how much mobile can change marketing. Many B2B marketers are catching on slowly, distracted by low mobile usage on corporate websites or a limited understanding of how mobile marketing and mobile accessibility contributes to goals.
The Effective Marketer
MAY 26, 2011
As marketers is our job to create meaningful content that will help influence sales. You will eventually find yourself not only writing copy for an eBook, whitepaper or email campaign but also having to create and deliver presentations. That’s where you can shine. Let me explain. The Suckiness Factor. Most presentations suck. That’s a fact of life and I think that there are people with genetic predisposition to put together boring presentations.
Biznology
MAY 27, 2011
Image by mofaha via Flickr. It might sound like a provocative question, but it's a real question I was asked at a recent speaking appearance. The hard part about answering such a question is that it's a matter of perspective. Digital marketing is certainly on the rise, but it depends on your company whether that means that traditional marketing is dead, merely sick, or A-OK.
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In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.
Convince & Convert
MAY 23, 2011
Facebook for business is email newsletters 2.0. You’re trying to accomplish the same things on Facebook that you are in email, aren’t you? You want to keep your business top-of-mind among people that are already aware of you, and encourage those people to buy again and tell their friends. The number of Facebook “likes&# you’ve accumulated is akin to your email list.
Marketing Craftmanship
MAY 23, 2011
Too Big To Fail? Thanks to the well-intentioned corporate activist group, “ Corporate Accountability International ,” and its egg & ham-fisted attempt last week to coerce Ronald McDonald into retirement, McDonald’s Corporation was handed an unsolicited opportunity (and loads of free air time) to reposition the company as a protector of first amendment rights, and to re-launch its aging spokesclown as “the ambassador of good food.”.
Digital B2B Marketing
MAY 25, 2011
The Changes to Email Marketing will Not End with Facebook. Jay Baer proposed in a blog post on Monday that Facebook for Business is Email Marketing 2.0 , and that email can then be used to value marketing efforts on Facebook. It is an excellent approach, and I think most comments missed the point. Facebook marketing and email marketing are both about developing an audience that allows you to engage over time.
Biznology
MAY 24, 2011
Image via Wikipedia. Some of you know that once a month we do a free Biznology Webinar on a topic we think will interest you. Today I spoke for 30 minutes on social media listening--how your company can find out what people are saying about you online. Although we try to schedule each month's Webinar at a convenient time, we know that no matter when it's held, some of you won't be able to make it.
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Adobe Experience Cloud Blog
MAY 23, 2011
by Maria Pergolino According to Google, spam is either a canned meat product made mainly from ham or irrelevant or inappropriate messages sent on the Internet to a large number of recipients. Either way, it’s not something I want to see on my computer in the morning. And since I don’t think I’m in the minority on this one, it’s probably not something that should be a part of your email marketing.
Convince & Convert
MAY 25, 2011
Guest post from Russ Henneberry , who writes, speaks and executes on content marketing plans for small businesses. He writes a daily blog about how tiny businesses can make mighty profits using a personal computer, a little imagination and a few well placed dollars. Companies must now create their own attention to promote products and services. To do so in the past, we interrupted interesting content with offers for products and services.
Digital B2B Marketing
MAY 24, 2011
We don’t want to be sold. When we expect a sales pitch, we put our defenses up, or just turn away. We always need solutions to challenges. Lower cost, reduce risk, increase visibility. Your solution does that, right? The problem is, everyone else’s does too. Claims like these are so broadly used in marketing they have become cliche and have lost nearly all meaning.
Biznology
MAY 23, 2011
Image via Wikipedia. Peter Kim is a smart guy and I usually agree with him. But a friend of mine sent me a post he did a couple of weeks back where he explains " Why fail fast is bad advice." I could characterize his argument, but it's better that you go read it yourself, so I don't prejudice you. (I'll wait right here.) Peter's point is that he's rather help brands succeed, and it's heard for that to be controversial.
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Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.
Adobe Experience Cloud Blog
MAY 25, 2011
by Maria Pergolino If you know me, you know I’m always reading a new business or marketing book. That said, it can get expensive buying every new book that hits the market. According to 800ceoread.com , there were over 11,000 new business books released last year alone—and I think that’s a conservative estimate. So instead of going broke, I thought I would see what free books I could find for my new Kindle.
Industrial Marketing Today
MAY 26, 2011
In general B2B and technology (software and IT) marketing, there is usually a well-defined path for lead generation and nurturing with content. These B2B marketers seem to have a bottomless well of content to tap into. I’m sure that’s not by accident but the result of forward thinking and a lot of hard work on the part of content marketers in those industries.
MLT Creative
MAY 27, 2011
Here’s a quick B2B case study outlines how we helped our client turn another trip to a trade show into an opportunity to generate leads by integrating outbound tactics with their inbound marketing program. SITUATION. Our client invested in a booth at an industry trade show and wanted to generate leads while promoting their presence at the show.
Biznology
MAY 26, 2011
Image via Wikipedia. Every time I speak at an event, I try to understand what this particular audience needs, because not every audience has the same level of understanding or even the same digital marketing problems. Earlier this week, I appeared on a panel devoted to mobile marketing for an audience that was interested and excited about mobile marketing--so excited that I wondered if they were missing the basics of how to think about mobile marketing.
Advertiser: ZoomInfo
One of the biggest challenges for any B2B marketer is understanding your prospects’ next move — who is most likely to buy and when. Without these insights, marketing campaigns can feel more like guesswork, with high investment and little return. We’re here to tell you there’s a better way. By tracking buyers’ digital footprints and online activity, such as website visits, product reviews, and spikes in content consumption, you can engage prospects with a message that really resonates.
Adobe Experience Cloud Blog
MAY 24, 2011
by Phil Fernandez On this blog I have consistently made the point that in today’s radically altered buyer/seller environment, companies need to make equally radical changes in their sales and marketing strategies to continue to grow and prosper. My oft-repeated message is two-pronged. First, businesses today need to transform how they create, manage, and accelerate revenue.
Industrial Marketing Today
MAY 22, 2011
The current buzz about mobile marketing is probably second only to the hype surrounding social media. There is a good reason for industrial marketers to seriously consider and/or revisit their mobile marketing strategies. Consider these research findings: International Data Corp (IDC) predicts that the global mobile workforce will increase to over 1 billion workers in 2011, totaling 30% of the workforce worldwide.
MLT Creative
MAY 26, 2011
If you’ve ever had a bottle of Johnnie Walker scotch, you’ve noticed two things: 1) You’re drunk, and 2) The label features a portrait of a dapper Edwardian gentleman in mid-strut. He’s known as the Striding Man, and was created in 1908 by renowned English cartoonist Tom Browne. Browne modeled the now-iconic character’s appearance after the brand's founder, grocer John Walker, but also took some artistic license by transforming the mild-mannered shopkeeper into a mo
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