Sat.Aug 27, 2011 - Fri.Sep 02, 2011

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Fresh Ideas to Reignite Stalled Leads and Accelerate the Sales Funnel

markempa

Tweet Longer selling cycles and stalled deals are impeding sales funnels everywhere. Use these three practices to convert more leads into revenue: Use Funnel-Specific Market Research. If you really want to understand what’s happening with customers at a particular point in your funnel, then you have to ask them while the last interaction with you is relatively fresh in their minds.

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Dreamforce 2011: Salesforce.com Will Leave Marketing Automation Alone. But Revenue Performance Management Might Be Another Story.

Customer Experience Matrix

I spent most of this week at Salesforce.com ’s Dreamforce conference. With 45,000 registrants, the company says that Dreamforce is now the largest technology industry gathering. I don’t know whether that’s true (as someone pointed out, the Consumer Electronics Show is much bigger, for starters). But I did notice about two years ago that pretty much everyone in the B2B marketing automation space was more or less assuming I’d attend.

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Dealing with the New Customer Acquisition Challenge

ViewPoint

Jim Dickie is the Managing Partner with CSO Insights ; a research firm that specializes in benchmarking how companies are leveraging people, process, and technology to optimize the way they market to, sell to, and service customers. CSO Insights recently completed our 7 th annual Lead Management Optimization study , gathering data on over 65 metrics from over 600 companies.

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Like It or Not, Mobile Connectivity Is the New Imperative

B2B Memes

I went on vacation last month, a pleasant road trip up the Pacific coast to Washington state. I didn’t intend it to be an experiment in social media deprivation, but because I had only a dumb cell phone and the occasional borrowed computer, it turned into one. What did I learn by taking a three-week break from social networks? Well, first, despite my digital savvy, I’m not a social media native.

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How to Leverage Behavioral Science Insights for Direct Mail Success

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.

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Webinar Replay: Six Funnel Focal Points to Finish 2011 Strong – Part I

markempa

Tweet If you attended our most recent B2B Lead Roundtable Webinar, Six Funnel Focal Points to Finish 2011 Strong – Part I , you found out that even though the end of the year is less than 125 days away, there’s plenty of time to drive more opportunity through your sales funnel and to the bottom line. That’s because Brian Carroll, Executive Director of Applied Research at MECLABS , and Pamela Markey, Director of Marketing for MECLABS, revealed some of the most valuable takeaways you can execute r

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Insights from Eloqua's IPO Registration Statement

Customer Experience Matrix

Summary: Eloqua's registration statement offers new and interesting details about its business. My analysis is below. Hopefully it's accurate -- I think that SEC rules prevent them from commenting if it's not. Eloqua last week filed for an initial public offering of its stock. The registration statements accompanying these filings are like a striptease: often more interesting for what they hide than what they reveal.

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Is It Reach and Engage or Listen and Engage?

Tony Zambito

Cover via Amazon. I have been thinking about this question for some time.  I have been thinking that there is something wrong with all the titles I see that begin with Reach and Engage for numerous articles and blog posts.  To me at least, it seems that in the social age the terms Reach and Engage cancel each other out.  One can make an educated argument that reach belongs in the push column of marketing.  Whereby engage can be placed in the pull column.

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7 Blog Writing Steps BEFORE You Check for Keywords

Writing on the Web

This is a little story I share with new blogging clients who get hung up about keywords. One client in particular (let’s call him Ted) had written about 10 blog posts which were saved as drafts because he was worried about keywords. Let me say that there’s a learning curve involved in writing for your blog, and there’s no way around it.

Keywords 153
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The Biggest Challenge in Content Marketing

Marketing Insider Group

I am bummed that I will not be able to attend Content Marketing World next week, so I’ve been reading all the great content coming out from the amazing team over at the Content Marketing Institute. If you missed the posts, some of my favorites include an overview of the technology that excites the speakers , their 12 Content Marketing Predictions For 2010 , and my favorite one is where Content Marketers Reveal Their Toughest Challenges.

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WorkCast's Ultimate Webinar Handbook 2024

Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

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Social Media is Lowering Our Content Standards

Digital B2B Marketing

Sharing has ceased to be an endorsement of the quality of content. Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling. Here are signs that sharing content may have become more important to you than the content itself: You have started reading in order to find content to share, not because you want to spend time reading content.

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Enhance the Buyer Experience with Intelligent Engagement

Tony Zambito

Image via Wikipedia. One particular trend I have noticed this year, in participant observations with B2B buyers, is the movement towards what I would label Intelligent Engagement.  I referenced this in my previous article whereby I questioned the phrase Reach and Engage in contrast to Listen and Engage.  Simply stated, B2B buyers are learning at an increasing rate how to decipher meaningful, relevant, intelligent, and engaging content from the fire hose that is now marketed to

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Death by Content: How Press Release Abuse Killed Public Relations

Marketing Craftmanship

Self-serving Press Release Content Has Killed PR. The origins of the press release are unclear, but in the not too distant past, this communication tool was called a “News Release.” And its sole purpose was to provide the press with information likely to be of interest to the public; containing what journalists still call “news value.”. Prior to popularization of fax machines in the 1980s, news releases were delivered by human messengers to major wire services such as AP, UPI and Dow Jones, whic

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Review: Six Small Business CMS and Web Marketing Systems

Webbiquity

What’s the best web content management system (CMS) for your small business? Should you look at something beyond a CMS—a web marketing system (WMS), that provides additional functions like customer relationship management (CRM) and email? There’s no shortage of options, and the decision is an important one: you’ll be “married&# to the platform you choose for as long as your current site is up.

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The Top 3 Tips for Writing Successful White Papers

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.

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Four Things to Consider Before You Buy Marketing Automation

ANNUITAS

Well, we’re in the dog days of August. However, for many B2B marketers, 2012 planning is right around the corner and usually starts right after Labor Day. And for many of you, one of your goals will be to finally implement a marketing automation tool. Unfortunately, too many marketers begin this process with the question, “Which automation tools should we look at?

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PRSA T3PR Conference at a Discounted Rate

WriteSpark

The Public Relations Society of America sent this special offer for the PRSA Technology Section’s upcoming annual T3PR Technology Section conference, which will be held in New York on September 16. . Attendees can use the registration code TECHSEPT11 to get a discounted member rate. This represents a $160.00 savings for non-members, as well as complimentary membership in PRSA’s Technology Section for the balance of this year, representing an additional savings of $60.

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Nobody Said Social Media Should Be Simple

Convince & Convert

Simple isn’t all it’s cracked up to be. Social media is unique in that it is the only medium yet conceived where companies are playing in the exact same sandbox as we’re playing personally. Your employees and customers aren’t making TV ads on the weekend. Nor are they making their own magazine ads for fun at night, while watching Real Housewives of Omaha (a new show where everyone is sensible and nobody wears makeup).

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B2B Marketers: It’s Time to Buy a Vowel

B2B Marketing Traction

Tweet. Now is the time for B2B Marketers to invest small amounts in marketing programs - by doing research to find new or validate existing market opportunities, confirming or updating marketing messaging, or identifying new marketing technologies and media that might offer better or more cost-effective results. I read a great HBR blog post by Stephen Wunker, Five Rules for Innovating in a Shaky Economy.

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What Questions Are Brands Asking About Their ESG Initiatives Ahead of 2024?

Temperatures are rising (and not just metaphorically) as key stakeholders anxiously anticipate the outcomes of COP28. While companies reconsider their 2024 environmental sustainability strategies, there is another aspect of ESG that deserves exploring, the social sector. In the latest edition of "Navigating ESG Comms Through the Cosmos - Sagittarius Edition", 3BL hones in on this sign’s bold quality of asking questions others are burning to know the answers to.

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The Importance of Woozles in B2B Marketing

Digital B2B Marketing

The role of brand in enterprise B2B marketing can be a subject of debate (my friend Maureen Blandford even wrote a book “ Branding Doesn’t Work in B2B “). With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? And what does that have to do with a woozle? Woozle’s live in the hearts and minds of Pooh and his friends.

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PRSA T3PR Conference at a Discounted Rate

WriteSpark

The Public Relations Society of America sent this special offer for the PRSA Technology Section’s upcoming annual T3PR Technology Section conference, which will be held in New York on September 16. . Attendees can use the registration code TECHSEPT11 to get a discounted member rate. This represents a $160.00 savings for non-members, as well as complimentary membership in PRSA’s Technology Section for the balance of this year, representing an additional savings of $60.

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6 Takeaways From 23 Years as a Consultant

Convince & Convert

This is an interview I did for my friend Debra Ellis for her blog series Lessons Learned and Learning. I write a lot about the importance of humanization here at C&C, so in an effort to follow my own advice, I repost the interview here, hoping you’ll learn something about me you didn’t know. ——————– I am what the professional sports community would call an “old” 41 years old.

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How Social Media Feeds your Online Marketing Machine

B2B Marketing Traction

Tweet. Today it’s not enough to have a search-engine-optimized website with static content. Search engines like Google rate sites based on the conversations that occur about you on social media.Your social media profiles become the spokes that feed your online marketing hub – your website. A blog on your site that you update frequently ensures that the content is fresh, dynamic and current.

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The Resurgence of Direct Mail as a Growth Marketing Strategy

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.

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Book review of Marshall Sponder’s Social Media Analytics

Biznology

Image by mima_flickr via Flickr. If you don’t know who Marshall Sponder is, it’s time to find out. I’ve worked with Marshall off and on for many years, hiring him on my analytics team at IBM ten years ago and working with him on client projects since. He’s the author of the WebMetricsGuru blog and a well-known conference speaker and analytics expert, but Social Media Analytics is is first book, a surprise given how much he writes.

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Making Your B2B Marketing Footprint [Infographic]

Adobe Experience Cloud Blog

by TopRank As a marketer, how do you develop a B2B marketing mix that combines strategy, tactics, channels and tools in a way that drives meaningful results for your brand? The truth is that no two marketing approaches are the same. To reach, connect, engage and inspire your target audience, your marketing mix must be customized based on research and testing.

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5 Reputation Management Lessons from Prince, Dell and Beyond

Convince & Convert

Excerpted From Welcome to the Fifth Estate Difficulties arise. Mistakes happen. Reputations become tarnished — this is the way of the world, particularly when an error occurs after a company brand achieves a leadership position or a human being becomes famous. As we’ve seen time and time again, when a problem is avoided or “hushed up,” the blemish becomes more pronounced.

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Social Media is Lowering Our Content Standards

Digital B2B Marketing

Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling. Here are three steps I am taking to bring my content standards back up. I hope you will join me.

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The AI-Enabled CMO: Practical Tips for Today's B2B Marketers

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

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How to be on social media while on vacation

Biznology

Image via CrunchBase. When I was a kid back in the dark ages, there was no Web, so marketing mainly consisted of TV commercials and other forms of advertising. There was one ad that ran for years for a rug cleaner. My aging memory is a bit dim on the details, but I remember the ad consisting of a series of quick cuts of women out and about doing fun things, each one saying, “I am shampooing my rug right now.&# They accomplished this magic by spraying their rug with the rug cleaner and then

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The Annuitas Group and Harte-Hanks Announce Strategic Alliance

ANNUITAS

The Annuitas Group and Harte-Hanks Announce Strategic Alliance. Relationship expands end-to-end demand generation and lead management service offerings for clients. Grand Rapids, MI – August 30, 2011 – The Annuitas Group, an expert provider of lead management process services, today announced that it has formalized an alliance with Harte-Hanks, Inc.

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‘Social’ and RPM are Closely Linked In Driving Outsized Revenue Performance

Adobe Experience Cloud Blog

by Phil Fernandez If there are still any lingering doubts about the increasingly central role that “social” is playing in today’s business and marketing worlds, I would point to the constant stream of statistics that underscore the growing trend: An estimated 93 percent of marketers are engaged to some extent in social media marketing (Source: BtoB Magazine). 71 percent of U.S. web users have Facebook accounts (Source iStrategy Labs).