Sat.Sep 12, 2009 - Fri.Sep 18, 2009

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How to Make Your B2B Website More Buyer-Centric

Savvy B2B Marketing

Recently, I've been spending a lot of time evaluating and writing web copy for clients. Not only have I discovered that I really love this type of work, but I am also seeing common trends of what websites do well and where they could do better. It should go without saying that your website should be aimed at your prospects and customers, but, perhaps surprisingly or not, this isn't often the case.

Six Steps to Content Marketing Execution Success

Junta 42

Just finished this last post on content strategy before content marketing , then saw this perfect post from Seth Godin. It really puts what we are trying to accomplish with content marketing in perspective. Seth maps out six specific steps when it comes to success. Let's take these steps and relate them to our content marketing efforts. Attitude. Approach. Goals. Strategy. Tactics. Execution. Note that Seth puts execution last. Many marketers focus on the execution of the marketing program first, without looking at the previous five points (hard to believe, I know). You have to as well.

Why Being Visual Can Bring Beautiful Business Results

Content Marketing Today

Inspiration from ‘Visual Blogger’ Mark Smiciklas of Intersection Marketing. It’s hard to make things easy. And, it’s even harder to be amusing at the same time. But the very best visuals take a complex idea or series of connected ideas and make them instantly understandable. Just the right visuals make those ideas even more memorable when they are funny as well.

Social Media: Not Just for Kids – Arm Yourself for the C-Suite Discussion

B2B Marketing Savvy

Other Twitter Topics:     The Graying of Facebook      Multiple Account Layering Strategy       More Analytics       Email The Scoopdog Team. Replicate the approach using your own market segment, competitors and marketing partners.  A small bit of homework will provide eye-opening results. Benchmarking the Staggering Volume. Remember, the numbers are going up daily.  Business Brands Are Engaging.

150 Content Marketing Tips

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

CMO Club Demand Gen Roundtable

Smashmouth Marketing

The following podcast was created by Pete Krainik of The CMO CLUB :Insights from CMOs Roundtable: Demand Generation in a Social Networking World. Social media is definitely impacting branding, service and support, but no CMO can ignore it's impact on demand gen. We discuss these issues and trends and suggest a few things CMOs should be thinking about today that can impact them in the near future. On the panel were myself, Jon Miller, CMO at Marketo and Paul Dunay Global head of Marketing for Services at Avaya.

Social Media Starts with a Content Strategy

Junta 42

Had the pleasure of giving this presentation for Virtual MENG (Marketing Executives Networking Group) yesterday on social media and content marketing. Some key takeaways from the presentation: The key to social media is understanding that no one cares about you.    They care about themselves. If you deliver consistent, valuable information to your customers (or followers in this case), they will care because you made it about them.    Most brands get this wrong. Without content, using social media as a distribution mechanism and conversation starter is pretty pointless.

Direct Mail, Email, and the "Teaser" Concept

Digital Body Language

Email and Direct Mail are very different marketing media types for B2B marketers. However, there are always lessons to be learned from one media type that can be applied to others. In Direct Mail, a lot of thinking goes into the "teaser" to get people to open the envelope. What do I need to do? Where do I need to go or to click? When should I do this? Is there any reason it's urgent?

The Graying of Facebook, Research and Other Signposts for Social Media Maturity

B2B Marketing Savvy

Other Twitter Topics:     Tools for Business Teams       Multiple Account Layering Strategy      More Analytics       Email The Scoopdog Team. Read time = 2-3 minutes) One of the surest signs of mainstream acceptance is when cutting edge trends bleed into traditional media coverage, become fodder for SNL and other parody spoofs, and (gasp!) Smattering of Social Media Maturity Proof Points. TopNews.

Savvy Week in Review - September 18th

Savvy B2B Marketing

TGIF, and how! The kids are back in school and we're all feeling extra studious. We've been devouring blog content all week and now we're here to share our picks with you. Have a great weekend and we'll see you bright and early Monday morning! The Savvy Sisters 10 Ways to Identify Trustworthy Social Media Communications Professionals - by @augieray Thinking of hiring a social media professional?

Inbound Marketing, The Uber List for Outbound Marketers

Smashmouth Marketing

Even though I preach my own brand of outbound marketing Kool-Aid, for the past six months or so I've been drinking some of the inbound marketing variety (the orange kind from Hubspot ). Before discovering this particular flavor, we had invested a year or so working on SEO, blogging, social media, and link building. Outbound marketers live off of lists. It's like candy to a kid. Work through them.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

ClickInsights: How B2B marketers should forge customer relationships by providing compelling content?

Connect the Docs

ClickInsights is an Expert Interview Series brought to you by Connect the Docs (ClickDocuments blog). In ClickInsights Expert Interview Series we feature top notch industry experts and thought leaders and get their insights, opinions and predictions. We also ask for their suggestions on recommended reading resources to keep abreast with latest trends in their industry. Blogs. via Beth Harte).

New FTC Disclosure Guidelines for Testimonials and Endorsements

WriteSpark

In October 2009, the U.S. Federal Trade Commission (FTC) is expected to issue new guidelines for disclosure about a company's use of the testimonials and endorsements received from both customers and expert reviewers. In particular, these practices are changing to reflect the expectations of social media users, especially for the impartiality of product reviewers. Read the FTC guidelines.

You're Asking Too Much of Our Relationship!

Savvy B2B Marketing

Requiring registration in exchange for a download is a hot topic of debate these days. David Meerman Scott advocates banishing registration , believing companies will fare better by letting their thoughts and ideas go viral. On the other hand, as C. Collect incremental information I'm a proponent of collecting incremental information during each successive interaction with a prospect.

Inbound Marketing, The Über List for Outbound Marketers

Smashmouth Marketing

Even though I preach my own brand of outbound marketing Kool-Aid, for the past six months or so I've been drinking some of the inbound marketing variety (the orange kind from Hubspot ). Before discovering this particular flavor, we had invested a year or so working on SEO, blogging, social media, and link building. Outbound marketers live off of lists. It's like candy to a kid. Work through them.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

Social Media, Demand Generation, and the Evolution of Marketing

Digital Body Language

The relationship between Social Media and Demand Generation is a hot topic these days. Most B2B marketers are thinking about how Social Media fits into their strategies, what works, and how to measure it. To help with that discussion, Mike Volpe ( @mvolpe ) from Hubspot, Craig Rosenberg ( @funnelholic ) from The Funnelholic, and I got together on a web cast to discuss the topic.

Lead Generation Data: Converting leads to pipeline revenue is biggest issue for marketers

B2B Lead Generation Blog

I recently hosted a poll to ask fellow marketers which aspect of the B2B lead generation frustrated them the most. Overall, 34% of the 94 participants replied that converting leads to pipeline revenue is the biggest issue for them. According to the comments, most folks weren’t surprised. View poll data here. As a result the sales cycle is getting even longer. What still needs to be improved?

The Kanye “Disaster” Beyond MTV

Savvy B2B Marketing

I don't watch MTV. didn't see the VMAs (video music awards) live. Still, I couldn't avoid the onslaught of mainstream and online media coverage that followed Kanye West's grossly inappropriate interruption of Taylor Swift's acceptance speech. Drama like that has a way of making the rounds. Shortly after the VMA scene, Kanye appears on the premier episode of the new Jay Leno show. Seriously. please.

Inbound Marketing, The Über List for Outbound Marketers

Smashmouth Marketing

Even though I preach my own brand of outbound marketing Kool-Aid, for the past six months or so I've been drinking some of the inbound marketing variety (the orange kind from Hubspot ). Before discovering this particular flavor, we had invested a year or so working on SEO, blogging, social media and link building. Outbound marketers live off of lists. It's like candy to a kid. Work through them.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Read this report to learn how B2B marketing professionals are developing strategies and programs to engage buyers in shaping opinion and sentiment about offerings. And learn how advocate marketing builds longstanding relationships that persist even when individuals move from one career opportunity to the next.

Brand guidelines not fit for purpose

Beyond

I've just been looking through two sets of brand guidelines, both for household-name b2b brands. They are nice, shiny, well produced documents. Look great in print. But I'm looking for guidance on how we use the brands for online projects we're planning. And nope, there's nothing there. It's completely absent. It doesn't appear seem to have been considered at all.

The 1-9-90 rule won't work for Internal Collaboration

Buzz Marketing for Technology

Ok, so you decide to implement an internal microblogging platform like Yammer or Socialcast, or even an internal Wiki platform like SocialText or Confluence. You go crazy making your business case based on the idea that people will be so much more productive. You are a hero. But where is the productivity? It’s almost like answering 1 out of every 100 emails!

Guest Post: Rebel Brown - Rolling Thunder - Powering Momentous Market Launches

Connect the Docs

I met Rebel Brown through our common friend Ardath Albee earlier this year. Rebel is a go-to-market strategist specializing in start ups, turnarounds and start-arounds in the high technology arena. Rebel is a regular contributor to our ClickInsights B2B Experts Interview Series and her guest post today focuses on Powering Momentous Market Launches. Rebel Brown. Rebel Brown's Guest Post.

Power Past that Press Release

Savvy B2B Marketing

Looking to get more bang for your buck when you announce your new product or service? The Savvy Sisters welcomes Rebel Brown , who shares an innovative approach to launches. Launches are one of the most important areas of marketing responsibility. Giving our product or company the perfect market introduction is the first step toward a successful revenue stream. Interested? Just the opposite.

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.

Marketing Automation for SMB Organizations

Digital Body Language

Marketing in a smaller business can be challenging. You wear many hats, from strategist, to copy-writer, to campaign manager. It can often be hard to find the quick wins that will give you more free time in your day while making you a hero with your management team and your sales team. Heather knows what she's talking about, as she heads up our SMB customer success team.

Social Media T-Shirts Finalized

B2B Conversations Now

Thanks to everyone who gave us feedback on the design of our Social Media T-shirts that we will be giving away at the MarketingSherpa and Inbound Marketing Summit(s) in October (Boston only). After several honest (sometimes too honest!) opinions we are going to press with the following: “Convert the Conversations&#. hope you like it! … see you in Boston.

Email Marketing Metrics You Should be Tracking

Anything Goes Marketing

If you weren’t aware, Canada (Vancouver specifically) will be hosting the 2010 Winter Olympics. I was inspired to write this post by a group of brave Canadian ski jumpers that are have been denied permission to compete in the upcoming games. You may be saying – wait a minute, ski jumping is an Olympic event so what’s the problem? We’ll come back to this story – let’s focus back on email marketing.

Power Past that Press Release

Savvy B2B Marketing

Looking to get more bang for your buck when you announce your new product or service? The Savvy Sisters welcomes Rebel Brown , who shares an innovative approach to launches. Launches are one of the most important areas of marketing responsibility. Giving our product or company the perfect market introduction is the first step toward a successful revenue stream. Interested? Just the opposite.

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.

Free eBook: RollingThunder, Powering Momentous Market Launches

Phoenix Rising

This eBook shares the transformational thinking behind Rolling Thunder along with practical examples of each step along the way. You'll learn how to create and execute a Rolling Thunder launch of your own. The key phases of a Rolling Thunder launch and how to maximize each for your launch. The power of a whisper and how to grow that whisper into a roar. Get Your FREE eBook here.

{grow} is moving!

grow - Practical Marketing Solutions

Please note that my blog is moving over the weekend and this will be the last blog post at this address. The new address is: www.businessesGROW.com/blog I am moving to a new Internet services provider and to the Wordpress platform. I'm hoping this will enable more flexibility and options for the blog. have big ideas! : ) Thanks so much for your support. See you Monday!

Want to know which social media tool to bet on? Look at their relationship models.

Chris Koch

We’ve all been reading a lot about the social media horse race. Will it be Facebook or MySpace? Or will it be Twitter by a nose? For marketers trying to figure out where to put their resources into social media marketing, the horse race looks more like a crapshoot. These brands all start to sound the same and there are so many variables at play—the usual business stuff like VC funding, marketing, strategy, management, funding, M&A, etc.—that that it’s hard to know where to place your bets. We need to dig deeper to start to make meaningful comparisons. What is a relationship model? Engage.

Website grader – what’s your score

Bungalo

I’ve added a new associate to my universe of marketing experts and partners – Sam Beamond. Sam and I met for coffee this morning at the Dunn Bros, just to get acquainted. I was eager to pick his brain about search engine optimization and web analytics. We talked about a number of different ways we’ve been successful increasing traffic for clients — he’s really into the coding and development, and my focus is more usability, customer experience and content. So I think we will have opportunities to partner together. Bungalo Group can help.

SEO 2

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

Be my guest at my all-new webinar on A/B and multivariate testing *specifically for B2B marketers*.

Sales Lead Insights

I’m presenting this Webinar with my co-host Anne Holland. You probably already know Anne. She founded MarketingSherpa. Now she’s publishing a new resource site called WhichTestWon.com. In our webinar, you’ll get: Case Studies of A/B tests run by B2B marketers to improve lead generation. How to convince your boss (or the CEO) to let you run tests. What to test (and what not to bother testing). The live webinar takes place next Thursday Sept 24th at 2pm/11am. Here’s your sign up link: [link]. Yes, you may share this with colleagues.). See you there!

Five reasons B2B companies should reject social media marketing

grow - Practical Marketing Solutions

In yesterday’s post , I demonstrated that even in the case of the most extreme B2B sales situation (one customer, long sales cycle, few competitors), there could be a place for social media marketing. Today I’ll tell you why it isn't that simple. This has been quite apparent in B2B where hard-dollar social media successes have been few and far between, despite a lot of hype. Will it hurt me?

Want to know which social media tool to bet on? Look at their relationship models.

Chris Koch

We’ve all been reading a lot about the social media horse race. Will it be Facebook or MySpace? Or will it be Twitter by a nose? For marketers trying to figure out where to put their resources into social media marketing, the horse race looks more like a crapshoot. These brands all start to sound the same and there are so many variables at play—the usual business stuff like VC funding, marketing, strategy, management, funding, M&A, etc.—that that it’s hard to know where to place your bets. We need to dig deeper to start to make meaningful comparisons. What is a relationship model? Engage.

Acxiom Uses Social Media Data to Segment Email Lists

Customer Experience Matrix

Summary: Acxiom's new social media marketing tool gathers public data about social media links and uses it to segment email lists. It's a different, and arguably more practical, approach to helping marketers take advantage of social media. Acxiom last week released a new “social media marketing” solution called Relevance-X Social. Disclosure: I am a consultant to Acxiom, although I had nothing to do with this product). So Acxiom has taken its own database of more than 500 million email addresses and found the connections for each. Relevance-X includes two other components.

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.

New Ebook – 65 Tips on B2B Demand Generation

The Point

Newly updated, revised, and now available for the first time in convenient ebook format: The High Tech Direct Marketing Handbook. Download your free copy here. This is the 5th edition of the handbook, a compilation of 65+ tips and techniques on direct marketing strategy, creative, offers, media, and just about everything in between. [.].

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