Webbiquity
MAY 10, 2011
The “ROI of social media&# (or lack thereof) is a hot, and still hotly contested, topic. I summarized arguments from both sides a few months ago in The Social Media ROI Debate. More recently, numerous writers including Olivier Blanchard , Neil Glassman and Mark Schaefer have tried to make the case that social media ROI is real, can be measured, and must be measured.
Marketing Insider Group
MAY 12, 2011
What is the biggest issue facing Marketers today? Tons of recent reports, the latest coverage of major industry conferences, threads on Twitter and also my own site analytics point to the same issue as the biggest challenge for marketers: Marketing and Sales alignment. I have spoken and written on this subject a number of times so here I will include all my notes on the subject in one overview post… According to “ The Sales Machine &# author Geoffrey James Sales “Hates&# Market
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Tony Zambito
MAY 8, 2011
Image via Wikipedia. The raging waters of the sales and marketing alignment debate continues to make its’ way through the halls of corporate America. This is despite recent entrance of social technology enabled systems and processes all professing to be the cure that remedies this debate. This is definitely becoming like the $60m question we all hope to win with an answer no one has come up with yet. Having spent the last decade or more in the arena of buyer persona d
ViewPoint
MAY 12, 2011
How many times have you lost a piece of business because the buyer didn’t know who you were? Probably more often than you’d like. Few companies have the sales and marketing resources to adequately cover their markets. It’s logical that if only a fraction of your target market is contacted, only a fraction of the deals are going to you.
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Writing on the Web
MAY 9, 2011
How do you sell something that people don’t know they want or need? Or, maybe they know they need it, but don’t want to admit it? And how do you do that through your online content ? What you write on your site has to be compelling. As I was reviewing two clients’ online content marketing this week, I was struck by how few professionals have well-written content that engages readers.
B2B Marketing Zone brings together the best content for marketers in the B2B industry from the widest variety of thought leaders.
Tony Zambito
MAY 12, 2011
Image via Wikipedia. Without question, while B2B Marketing is focused on developing its new prominence in the early stages of the buying cycle via content strategy and content marketing, B2B Sales is caught flat-footed on how to adapt to changing buyer behaviors. Professionals in B2B Sales must feel like they under assault from the constant dire predictions of outright dissolution in organizations as well as the constant pressure to squeeze more revenue out of the pipeline. This ma
The Point
MAY 10, 2011
Congratulations. A prospect just responded to one of your marketing emails, filled out the registration form, and wants the free white paper you offered. There are three basic ways to fulfill that offer content: 1. Direct the reader to a thank you page containing a link to the content. 2. Send the reader the content as an email attachment. 3. Send the reader an email containing a link to the content.
Writing on the Web
MAY 11, 2011
Blogging for your business is like playing tennis: you read the environment, deliver key shots, get ready for the next post, respond to feedback, and try to stay on target. I play tennis with an “excuse champion.&# Every time she misses a shot, she blames her racquet, or her strings, the ball, the sun, wind, or some body part. She’s quite creative.
The Effective Marketer
MAY 9, 2011
The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking The Rise of the Content Marketer Content Needs a King I know I don’t have to argue the value of content to readers of this blog. If you are even remotely interested in marketing it is clear that the more the web has transformed the way we promote our products, the more firmly ‘content’ has planted itself as the center of our lives.
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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.
Tony Zambito
MAY 13, 2011
Baseone, the London based B2B Marketing Agency, released its 2nd annual Buyersphere Report 2011 this month. The Basone Buyersphere Report surveys approximately 1,000 businesses, heavily comprised of UK and European firms and ranging from small to multi-national enterprises, on the steps they take in making purchases. The annual report is aimed at surveying the changing B2B buyer behavior.
The Point
MAY 10, 2011
Join me and a select group of expert panelists on June 16, 2011 at 11 AM PT / 2 PM ET as we explore strategies for hosting, presenting, and marketing a successful Webinar. The 45-minute teleconference is free of charge and hosted by Focus.com. Focus Marketing Roundtable: Secrets to Webinar Success. Thursday, June 16, 2011. 11 AM PT / 2 PM ET. Toll-free Dial-In Number: (866) 951-1151.
B2B Memes
MAY 11, 2011
Big ideas justify repetition. Imagine: After days of writer’s block, you’re suddenly inspired to write a long and insightful blog post. You’ve found the perfect illustration, and your headline is brilliant. You’re crushing it. Then, just before you click the publish button, a small blip of doubt appears on your radar. Somehow, what you’ve written sounds so familiar.
Biznology
MAY 9, 2011
Image via Wikipedia. Conventional wisdom says that shoppers do not care about brands anymore. Retailers lament as to how brand loyalty is dead--that customers just search for products now instead of coming to their Web sites. Where once, shoppers cared about Sears or Macy's or dozens of other names, now they don't care where they buy from. To some extent, they are right, but they are drawing the wrong conclusion.
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Tony Zambito
MAY 11, 2011
Image via Wikipedia. If you’ve come up the ranks in B2B Marketing and/or Sales, you know the quarterly and perhaps even monthly drill. We look at opportunities via company name, whether they are Global 2,000 or Fortune 500, deal size potential, and other few factors that likely make up segmentation. Usually a component of this effort is the target role and title you’ve got neatly pegged into a sales automation or CRM application. This is often accompanied by the mandate that
Adobe Experience Cloud Blog
MAY 12, 2011
by Andrew Spoeth Content marketing has become a critical component of B2B marketing , but can you identify the most popular types of content, why they are used, and which content is working best? Check out our infographic to get the scoop on what’s hot and what’s not in content marketing. (Note: Click to Enlarge). We don’t think content marketing is replacing traditional advertising, but it sure is getting a bigger piece of the marketing pie than ever before.
Digital B2B Marketing
MAY 9, 2011
SiriusDecisions’ B2B Sales and Marketing: Forging a New Alliance was an impressive event last week, and I was glad to have the opportunity to attend. Between companies sharing their own cases on sales and marketing alignment and the planning frameworks, examples and data from SiriusDecisions analysts, it was a three day information firehouse. Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers.
Convince & Convert
MAY 10, 2011
Sure, location-based services like Foursquare are great for customer engagement and loyalty rewards. But they are also potential sources of great content. When we say “content creation” what we usually think of is the company in question creating informational materials themselves, and putting that information on a website, blog, and/or YouTube. But when you look at the tips in Foursquare (or the customer-created microcontent in any LBL platform) you’ll see an array of potential content handhold
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.
Biznology
MAY 13, 2011
Image by michperu via Flickr. by Frank Reed. Just recently as a month or two ago, I really thought that Bing had some genuine hope in making a dent in Google's search dominance. Each month it seems like Bing picks up a point or two while Google slips a little bit. Yahoo keeps fading into the search background, so sometimes you can think that maybe, just maybe, Bing is going to give Google a run for its money.
Adobe Experience Cloud Blog
MAY 11, 2011
by Andrew Spoeth. “Opportunity is missed by most people because it is dressed in overalls and looks like work.” Thomas Edison. Do you consider grumpy customers a blessing or a curse? Thomas Edison brings up a good point that even B2B marketers struggle with today. When dissatisfied customers come knocking, do you shy away from the work it takes to not just resolve the situation but to make lemonade from those lemons, or do you look the other way and hope for a bucketful of new leads to even out
MLT Creative
MAY 9, 2011
I have never been one to suffer from allergies, and to be honest I always thought people were being unnecessarily dramatic when they would complain about how bad they are. Well, karma decided to come around and bless me with a wonderful cough this spring. Seriously, it’s horrible. Just ask Kelly Pires and Sarah Young who have to listen to it all day, every day in the Hen House.
EMagine B2B Blog
MAY 12, 2011
Although it’s only been several months since I last blogged about this topic, it’s a fast-moving area; things have shifted yet again, so it’s time for an update. Some things of course haven’t changed… like the importance of blogging, which helps in at least a couple of important ways: it pretty much guarantees a steady [.].
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Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission
Biznology
MAY 11, 2011
Image by michperu via Flickr. Paid search (PPC) and organic search (SEO) aren't that similar, most people will tell you. Sure, choosing keywords is the relatively the same process for both, but that's about it, right? Wrong. Although there are still plenty of differences, it strikes me that the changes made in paid search programs over the years are more and more driving us to think about PPC the same way we think about SEO.
Adobe Experience Cloud Blog
MAY 12, 2011
by Phil Fernandez Today, the role of demand generation as a discrete and increasingly vital part of the marketing function is well accepted amongst corporations (especially B2B companies). It is more and more common these days to see a director of “demand gen’ working alongside of counterparts who manage closely aligned departments such as marketing communications and corporate communications.
SnapApp
MAY 13, 2011
Surveys are an excellent way to collect market research information from your user base. Unfortunately, getting people to complete surveys can sometimes be a challenge-- people worry about how much time they might be committing and wonder what is "in it for them?". So what can you do to create a survey people will actually want to take and collect the information you seek?
EMagine B2B Blog
MAY 10, 2011
No, we’re not just kidding around here. Sometimes the best insights into today’s problems come not from today’s self-styled gurus, but from the past. We’ve discussed the copy-writing topic numerous times here, most recently in a post from last November. And frequently we’ve looked to current research and thinkers for guidance. But recently, we’ve seen [.].
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
Biznology
MAY 10, 2011
Image via CrunchBase. Apple was anointed the world's most valuable brand yesterday, according to the folks who know how to calculate such things. The headline said that they surpassed Google, who had a four-year run in the top spot. It's easy for us to conclude that the technology torch has been passed--that Apple is the new tech leader. But as much as we like to crown winners and losers, it's not all that helpful.
Adobe Experience Cloud Blog
MAY 10, 2011
by Andrew Spoeth If there is a kink in your revenue cycle, chances are your lead scoring system isn’t what it could be. When you consider that nearly 75% of leads are not sales ready when they first enter your system, any breaks in your lead scoring system can result in significant lost revenue. The more streamlined the revenue cycle, the more your B2B marketing dollars and sales efforts will generate returns.
SnapApp
MAY 10, 2011
Product managers must have a deep passion for well-executed products. Here are just a few of my favorites and why. Why do I love Lowa boots ? www.lowaboots.com. My friends and I love to hike in extreme conditions, like Mt. Washington in the winter. (I think we are nearing 15 assaults at this point). We decided it was time to do an easy summer hike so we chose to trek all seven of the presidential mountains in NH ( [link] ) in one shot.
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