Sat.Oct 22, 2011 - Fri.Oct 28, 2011

Trending Sources

Dear social web, Let’s try keeping it real.

grow - Practical Marketing Solutions

I hesitate to be drawn into the Klout firing line again but I have had so many requests from the {grow} community to comment on the Klout Meltdown this week that I guess I need to respond. At the risk of adding to Klout weariness, here are a few observations. My Klout score dropped from 82 to 64. Who cares?  My wife and kids still love me. Funny. They’re the same level now. agree with him.

API 103

5 Ways Social Media Can Drive Revenue

It's All About Revenue

by Steven Woods | Tweet this There’s no doubt that social media has been a disruptive force on B2B marketing. Yet, many marketers struggle with how to use social media to go beyond awareness, to actually drive revenue. I’m here to tell you it’s not magic. Here are five ways social media marketing can be used to drive revenue. 1. Extending Your Reach. Social media has once again changed that model.

How to Improve Your Marketing Automation ROI

Sales Lead Insights

Effective B2B marketing processes plus automation yield outsized returns. According to the study results, Marketing Automation technology paired with appropriate, systemic processes can yield four to five times the number of closed deals when compared to deployed technology alone. The magic lies in realizing higher conversion rates throughout the Sales cycle. No MAP / No Processes. Lessons Learned.

ROI 82

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective. Marketing’s role is growing through the addition of what I call ‘sales enablement’ activities. With social media, buyers can reach out to colleagues, experts, peers, etc.

150 Content Marketing Tips

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

More Trending

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective. Marketing’s role is growing through the addition of what I call ‘sales enablement’ activities. With social media, buyers can reach out to colleagues, experts, peers, etc.

12 Internet Trends You Need To Know From Mary Meeker

B2B Marketing Insider

Every year I look forward to the amazing insights provided by Mary Meeker at the Web 2.0 Summit. Mary moved from Morgan Stanley to join the venture capital firm Kleiner Perkins. If you don’t know Kleiner Perkins, they’ve invested in some companies you may have heard of…like Facebook, Twitter, Spotify, LegalZoom and Groupon. Globalization Continues. While U.S. Mobilization. Sound.

Social Media Data: Time to Embrace it

Buzz Marketing for Technology

There is not a day that goes by in the life of a marketer that doesn’t have a headline that reads, “marketers struggle to find the ROI of social.” It is as if marketers are chasing down a unicorn that exists only in their imaginations. 2011 MarketingSherpa study confirmed this with 62% of CMO’s believing that social media will pay off for them … eventually. Yet, there is an answer.

The Corporate Battle of the Facebook Likes

grow - Practical Marketing Solutions

The brand equity is roughly equivalent to something like “Mr. Clean” — successful, well-known, historic, but not exactly the center of daily conversation. household given. The company has two success metrics for this social media initiative:  1) Did the brand have more Likes than the leading competitor and 2) What was the “cost per Like?”  What is the possible value? 

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Is Blogging Right for my Business? The Benefits of a Business Blog

NuSpark

The strategy of blogging, especially from a b2b perspective, can be somewhat misunderstood. What are your goals? Thought leadership, SEO, lead generation? How do I get people to read it? How to I build subscribers? Are my audiences really interested in my thoughts?  So I thought I’d raise the question on the benefits of blogging to the NuSpark Marketing content alliance team, and get their reaction to the following question. “I’m not convinced a blog is right for my business, plus I’m concerned over time and resources.  Below are the responses.  . From Apryl Parcher. From Maureen Monfore.

5 Steps To A Better Marketing Plan

B2B Marketing Insider

The first step to great marketing is having a great marketing plan. However, not everyone bothers to plan – even though most agree that it is the foundation to successfully achieving your marketing objectives. I’ve always liked these quotes on planning: “bad planning on your part does not constitute an emergency on my part” and “He who fails to plan, plans to fail.”

Plan 81

Financial benchmarks for B2B marketing agencies

The B2B Research Blog

Are you normal? . As a business I mean. . If you’re running a B2B marketing agency do you really know how your firm performs relative to competitors? It’s tough to answer this question with confidence.  After all, your competitors only share the legal minimum of information about performance.  Information which is also usually opaque and outdated. . Despair not though.  The 2011 B2B Marketing Agency League Table , compiled by B2B Marketing Magazine and Circle Research , fills in the gaps.  . The UK’s top ten B2B marketing agencies by turnover in 2011: IAS B2B (£12.6m). MRM London (£10.5m).

5 great resources for social marketers, and one bad one

grow - Practical Marketing Solutions

I have finally had a little free time to plow through my stack of books and wanted to pass along five little tomes you will love and one that you won’t. Marketing White Belt: Basics For the Digital Marketer. love, love, love this book by braniac Christopher S. One of the themes you have seen consistently here on {grow} is an emphasis on marketing fundamentals. Social is just a channel.

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.

Savvy Speaks: How Do You Engage B2B Customers with Social Media?

Savvy B2B Marketing

FaceBook. Linked In. Twitter. Google +1. You've done your research, you've picked your poison(s) and you've hung out your social media shingle. But while examples and advice abound for B2C social media engagement (coupons and contests, anyone?), how do you get B2B customers engaged with your social media outlets? Jamie. Answer Questions. Ask Questions. Cultivate the Culture. Michele.

Memory + Emotional Attention = Content Marketing

Writing on the Web

How do you write good blog posts that connect emotionally with readers and turn them into loyal fans? Oh, heck, that’s easy. All you have to do is: Grab their attention. Get them emotionally engaged. Make a memorable impact. There you go, right? Easy-peasy. This is  what  you need to do  whenever you write any content designed to market your products and services. Attention, emotions, memory.

The 4 Critical Elements of an Effective Business Website

Webbiquity

The first step in optimizing your online presence is making sure you have a website worth optimizing. That means creating a site that your target visitors will be glad they found once they arrive, and will spend some time with because the site provides the information they need in an easy-to-find manner. It’s like planning a large event or party in your home. If you had a noisy furnace, an unfinished bathroom, or paint peeling on your eaves, you’d want to take care of those issues before you send out invitations. Graphic Design. Information Architecture. Content. Technology.

Picking through the bones of Social Media failures

grow - Practical Marketing Solutions

By Stanford Smith, Contributing {grow} Columnist. I’m morbidly fascinated by failure. As of late, I’ve been scouring the web looking for failed social media programs. Unfortunately, I can find plenty of victims in the corporate world. In every case, I am looking for something specific. want to know why the social media program didn’t live up to its promise. It’s been an interesting journey.

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.

Buyerology: Understanding Buyer Choice

Tony Zambito

Image by Will Lion via Flickr. When formulating marketing, sales, demand generation, and content strategies, an important factor is that of understanding the choices buyers make.    Oftentimes, strategies are crafted with a singular focus on the purchase decision.  At this moment in time, we are in an unusual paradoxical irony when it comes to choices and decisions. 

How To Optimize Your B2B White Papers For Google

PWB Marketing Blog

If you’re like most B2B companies, you have white papers, case studies, articles, product brochures, and a lot of other marketing, sales, and thought leadership documents. The fact is if your content can’t be found by Google, your white paper (and other writings) will get limited traffic. It really doesn’t matter how important your white paper is. So how do you get your stuff noticed?

Use Content Marketing to Manage Industrial Sales Funnels

Industrial Marketing Today

B2B and industrial marketers are usually tasked with two main responsibilities: Fill the top of the sales funnel (ToFU) with high quality leads. Maximize the middle of the funnel (MoFU) for converting more leads into sales opportunities. Achieving those two objectives are difficult enough, now add to that the constant pressure of having to lower the cost per lead at the same time.

Thought Leadership in B2B Marketing [#B2Bchat Recap]

Digital B2B Marketing

Why should companies invest in thought leadership? And just what does thought leadership mean anyways? These and other questions were debated during a Twitter #B2Bchat on Thought Leadership in B2B Marketing on October 13, and I had the privilege of moderating the discussion. Here are the key takeaways I took from the discussion. Thought Leadership Starts with Individuals Individuals drive thought leadership, and many in the discussion posit companies cannot truly be thought leaders , only their people. They must earn it and it must be recognized by the audience. Prime example is Galileo.”

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.

Are You Losing Your Prospects at Hello?

Jill Konrath's Fresh Sales Strategies Blog

In the movie Jerry Maguire, when Tom Cruise is in the midst of his proposal to Dorothy, she stops him with, "You had me at hello." Every seller dreams of hearing those exact same words when they approach corporate decision makers. Unfortunately, the opposite usually occurs. Why do bad things like that happen to good people? In short, weak value propositions. Their rationale? Not so! Not four.

Why I Hate Fear-based Selling….

B2B Marketing Traction

I hate fear-based selling. You know, the kind where the seller lets you know one way or another that if you don’t buy their product or service you’re going to lose out. Fear-based selling gives me a horrible, irrational feeling that puts up my guard and reduces my trust level with the seller. Emotion was involved, but we didn’t invoke fear. What do you think? Provoke them?

Infographic of the Week: Top 20 Social CMOs [INFOGRAPHIC]

Ad Your Comment Here

These companies use social media to promote themselves, but how social-friendly are the people in these companies. Take a look at the CMOs of Major Fortune 500 companies and how “social” they really are. Thanks @MarkFidelman and @HenryMin. Educating Infographics Modern Business CMOs fortune 500 infographic infographic of the week social media

Thought Leadership in B2B Marketing [#B2Bchat Recap]

Digital B2B Marketing

Thought Leadership in B2B Marketing: Recap of #B2BChat discussion. Are individuals or companies thought leaders? What are today's biggest barriers to developing thought leadership? And how is thought leadership connected to heretics? Strategy #B2Bchat B2B marketing Jeff Wilson Thought Leadership

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.

Sales Leadership: It’s time to gear up your recruiting!

Your Sales Management Guru

Sales Leadership: It’s time to gear up your recruiting!  . have often stated that a sales manager should spend 15% to 20% of their time recruiting and interviewing, but as you move through October into November you need to increase your recruiting focus. What should you do? 1. Place a display advertisement in the business section of your local paper-not in the help wanted section. 2. Review your resume folder or competitive salesperson list.  Check your won/lost reports and find out who the salespeople were that won orders during the past year. Call them. 3. Set up a referral bonus plan.

Marketing automation starves without a Content Marketing strategy

Fearless Competitor

B2B Demand Generation | The Importance of Content Marketing. Marketing Automation without great content is a like a Ferrari sitting in the garage. It has no fuel. If you’ve invested in Eloqua , Marketo , Silverpop , Pardot or the like, this post is for you. Find New Customers is a Gold partner for Silverpop and closely aligned with Eloqua and Marketo.). I’m the President of Find New Customers and I recently had the pleasure of interviewing Jim Burns, CEO of Avitage , in a podcast.  I asked Jim for an example of why great content is so important in B2B lead generation. JB:   Sure. 

Is It Time for a B2B Marketing Audit?

B2B Marketing Traction

Tweet. In today’s economy, every dollar you spend on marketing must produce results. Are you sure that the marketing you spend money on is working? As a new year approaches, this is a perfect time for a marketing audit. Here are some of the things we’ve found in marketing audits: No marketing integration. Sometimes marketing programs grow one tactic at a time. Bad strategy.

10 Ways to Make Your B2B Trade Show Social

Social Media B2B

B2B marketers focus on social media as a way to connect online with prospects and customers, but social media offers a huge opportunity to enhance offline events like tradeshows and conferences. Trade shows still make up a large percentage of B2B companies’ marketing budgets, so the following ideas can help leverage those events and make them more successful. And more social. 1.

Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.