ViewPoint

JUNE 28, 2012

My PowerViews guest today is Rich Vancil, IDC Group Vice President for Executive Strategies. As a member of the Executive Advisory Group, he delivers CMO and Sales Advisory Services that provide senior technology marketing and sales executives with insights into how to improve productivity and efficiency in their organizations. Rich earned his MBA from Harvard Business School, and he’s twice been named to BtoB Magazine’s Top 100 Most Influential people.

Marketing Automation Services 238

Marketing Automation Services Planning Allocation CMO 238

markempa

JUNE 24, 2012

Tweet Let’s say you’re dining out, and you order chicken pad thai. The waiter immediately trots out with a raw chicken breast, a bunch of whole carrots, a pile of bean sprouts, a handful of peanuts and some rice noodles, dumps them in front of you, and then walks away. You wouldn’t think much of the chef, yes? Frankly, you could rightfully draw the same conclusion if you extended that analogy to marketers.

Lead Generation 232

Lead Generation Top of Funnel Sales Qualified Leads Marketing Qualified Leads 232

Customer Experience Matrix

JUNE 25, 2012

Discussions of revenue attribution often remind me of the famous recipe* that begins “First, catch your hare”. Specifically, they assume that marketers know which marketing-generated lead is associated with each bit of revenue, and then go on like medieval theologians to debate how credit should be shared among promotions to that lead. The missing hare is that marketers often can’t link leads to revenue in the first place.

Activities 202

Activities Allocation Paid Search Agency Work Management 202

The Point

JUNE 27, 2012

For today’s B2B marketer, content is the fuel that feeds the demand generation engine. But when lead generation, lead nurturing , customer marketing and social media programs all require a constant feeding of new, compelling content, what do you do when the pace of new programs outstrips your ability to generate that content? Answer: you get creative.

Campaigns 182

Campaigns Peer-to-peer Lead Nurturing Paper 182

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.

Response Rate

Marketing Insider Group

JUNE 26, 2012

Content Marketing is a hot new topic because businesses have realized that customers run away when they sense traditional marketing techniques. But now instead of competing on the sheer quantity of interruptions, businesses are competing on the quality of their content. Change is coming for many B2B Marketers. But for some of us, it’s already here and we are lighting the path forward.

B2B Marketing 174

B2B Marketing Advertising Agencies Content Marketing Paid Search Agency 174

Webbiquity

JUNE 25, 2012

Sales leads generated through inbound marketing–the combination of content marketing, blogging, social media, website chat and SEM–cost 61% less than those produced through traditional demand generation techniques (e.g., online or print advertising, trade shows, telemarketing, direct mail) according to research from HubSpot. Photo credit: DIY Marketers.

Social Media 169

Social Media Social Marketing Allocation SEM 169

Digital B2B Marketing

JUNE 26, 2012

The following 9 terms are so overused or misused in B2B marketing that they have lost nearly all meaning. If you are using these terms today, it is time to stop and explain what you really mean. Otherwise, we may hear you, but we will think you mean something completely different. 1. Thought Leadership Almost any type of content has been labeled thought leadership marketing in recent years.

Demand Generation Agencies 168

Demand Generation Agencies B2B Thought Leadership Advertising Agencies Allocation 168

Biznology

JUNE 28, 2012

Photo credit: Wikipedia. The other day, I posted about choosing the right social media listening tool for the right job. I usually don’t post again so quickly on the same subject, but I got so many questions that I thought I needed to. In my last post, I made the point that simple (and free) engagement tools (such as Hootsuite) work just fine if all you want to do is to monitor for crises (and you’re OK with watching many irrelevant results fly past as long as you eyeball the correct

Social Media 166

Social Media Tools Media API 166

ANNUITAS

JUNE 28, 2012

In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants. We came up with this list to help make sense of “the noise” being generated by software vendors and service providers in the space (yes, we are one of those providers). Even though the information for the buyer is plentiful, we at The Annuitas Group are still constantly being asked to provide insight on what’s actually going on in the market.

Marketing Automation Services 160

Marketing Automation Services Work Management Marketing Management Vendors 160

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.

B2B Sales

Webbiquity

JUNE 28, 2012

Guest post by Lisa Cramer. We used to analyze website effectiveness by how well it conveyed who you are as a company and how quickly and easily it informed visitors of the value you deliver to them. And while we continue to discuss website effectiveness in terms of conversions – providing content that prospects find interesting enough to be willing to give up some of their own information in order to receive it – now that’s no longer enough.

Marketing Management 160

Marketing Management Marketing Websites Lead Scoring Lead Ranking 160

Digital B2B Marketing

JUNE 28, 2012

Develop a relationship. Don’t propose on the first date. Relationships take time. You talk about relationships as a marketer. You use the same words and clichés. However, you don’t really mean a relationship. You won’t talk a walk in the park with me because we enjoy spending time together and share what we did today just because we want each other to know.

Enterprise Management 156

Enterprise Management Paid Search Agency Work Management Marketing Proposals 156

Writing on the Web

JUNE 29, 2012

Are You Hard to Find on the Web?" alt=" Using a Business Blog: Are You Hard to Find on the Web?" />. Are You Hard to Find on the Web?" width="240" height="159" /> Have you ever tried to find yourself on the Web? No, I don’t mean by searching for your name or the name of your business – that would be too easy. Try searching for a solution to the kind of problems your business solves, using keyword phrases your typical client might use.

Business Blogging 152

Business Blogging Marketing Budget Business Marketing Budget Creation 152

Biznology

JUNE 27, 2012

Yesterday, I gave a Biznology Webinar called, “Search Marketing on the Cheap,” that covered the free tools and techniques available for search marketing. If you think that successful search marketing forces you to pay Google and the other search engines to send visitors to your site, think again. Find out the free techniques for search marketing that everyone with a Web site needs to know.

Search Marketing 152

Search Marketing Copywriting Public Relations Budget Programs 152

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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.

Paper

NuSpark Consulting

JUNE 24, 2012

With more than 40 million users Google+ is growing as a social media powerhouse. Considering Google is the largest search engine in the world it would only make sense that you create a Google+ business page. Not only is it smart because of the increase in social media exposure but Google gives its home grown social media site some preferential treatment when it comes to search engine results, and anything that helps in search results is good for business.

Google 138

Google Adsense Business Social Media 138

B2B Memes

JUNE 26, 2012

Jonah Lehrer. For reasons that aren’t entirely clear to me, I’ve been deeply bothered for the last few days by the uproar over Jonah Lehrer’s reuse of his writing in various publications. I know almost nothing about Lehrer other than what I’ve read in the many stories about his so-called “self-plagiarism,” and have no position on his work to defend.

Ethics 112

Ethics Transparency Ideal Customer Profiles Custom Publishing 112

Convince & Convert

JUNE 25, 2012

Sometimes this notion of “storytelling” in business seems folly, conjuring up thoughts of bedtime, folklore, embellished narrative, and performance art. It reminds me of entertaining my young children on long car rides by listening to Kipling’s take on how the camel got his hump. (Spoiler: The camel was a jerk, and that hump was a magic curse.). In Content Rules (newly in paperback!

Storytelling 129

Storytelling Webinar Metrics Rules Social Media 129

Adobe Experience Cloud Blog

JUNE 26, 2012

by Jason Miller The most prominent brands in the world are defined by their colors. Think of McDonald’s golden arches, the name Jet Blue, and UPS’ slogan, “What can Brown do for you?” These companies, and many others, strategically use colors in their logo, website, and product to appeal to customers. As a B2B marketer , it’s important to think about how you utilize colors and what the colors you choose say about your business.

Brand Identity 105

Brand Identity Branding Marketo Business 105

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Social Media

NuSpark Consulting

JUNE 24, 2012

With more than 40 million users Google+ is growing as a social media powerhouse. Considering Google is the largest search engine in the world it would only make sense that you create a Google+ business page. Not only is it smart because of the increase in social media exposure but Google gives its home grown social media site some preferential treatment when it comes to search engine results, and anything that helps in search results is good for business.

Google 138

Google Adsense Business Social Media 138

B2B Marketing Traction

JUNE 28, 2012

A successful blog has carefully thought-out categories under which you group your blog posts. The irony is that it’s often not until you’ve blogged for a while that you figure out what you want those categories to be. Here are some tips on how to set up your categories from the beginning so that you don’t have to rework and redo them too much.

Social Media 104

Social Media Blogger CMO Privacy 104

Convince & Convert

JUNE 25, 2012

As a recovering attorney who dabbled in trademark law back in the day, I have long respected the power of brand. Brand cuts through clutter. It transforms the mundane into the emotional. It raises expectations. The best brand stewards understand that they aren’t responsible for protecting mere words, symbols, and sounds. They’re responsible for delivering on the fundamental promise of any brand—that each customer’s experience will meet or exceed the last.

Brand Identity 127

Brand Identity Branding Thought Leadership Conference 127

Adobe Experience Cloud Blog

JUNE 25, 2012

by Maria Pergolino Recently, Marketo hosted over 1200 people at our annual user conference, bringing customers, employees, industry luminaries, and prospects from all over the world together. To me, the greatest part of the event was hearing about how others were utilizing Marketo’s platform, particularly everyone’s unique use cases for marketing automation.

Marketing Automation Services 100

Marketing Automation Services Marketing Automation Automation Ad brokers 100

Advertisement

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.

Content

Ambal's Amusings

JUNE 29, 2012

Content Marketing has exploded. sap. Normal. sap. 1. 1. 2012-06-29T02:54:00Z. 2012-06-29T02:55:00Z. 1. 295. 1686. personal. 14. 3. 1978. 10.2625. Clean. MicrosoftInternetExplorer4. Content Marketing has exploded. That’s good because you've finally got a way around those annoying barriers that buyers tend to erect when they sense old- school marketing.

B2B Marketing 100

B2B Marketing Marketing Strategy Marketing & Strategy Content Marketing 100

ANNUITAS

JUNE 28, 2012

In our last post , we introduced a list of 9 things marketers need from marketing automation vendors and consultants. We came up with this list to help make sense of “the noise” being generated by software vendors and service providers in the space (yes, we are one of those providers). Even though the information for the buyer is plentiful, we at The Annuitas Group are still constantly being asked to provide insight on what’s actually going on in the market.

Marketing Automation Services 100

Marketing Automation Services Work Management Marketing Management Vendors 100

Convince & Convert

JUNE 27, 2012

He’d kill us if he had the chance. This ominous phrase lies at the center of the plot in Francis Ford Coppola’s brilliant 1974 thriller “The Conversation”. The film tells a story about listening. Gene Hackman plays Harry Caul – a surveillance expert with a unique ability to record private conversations. He’s a clever investigator and he’s skilled at manipulating (the hilariously analog) 70s-era surveillance technology.

Social Media 120

Social Media Consulting Software Social Marketing 120

Adobe Experience Cloud Blog

JUNE 28, 2012

by Maria Pergolino You’re considering ramping up your marketing results by implementing a marketing automation system , but know you’ll need to find someone to get things going. This article will explain why it might seem hard to find someone with the right skills, where to look for candidates, and what to do when you can’t find someone with experience.

Marketing Automation Services 90

Marketing Automation Services Marketing Automation Automation Marketo 90

Advertiser: ZoomInfo

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

B2B Marketing

Paul Gillin

JUNE 28, 2012

There’s a crisis brewing for Progresso, and it’ll be interesting to see how – and if – the soup maker responds. The trouble was kicked off by a recent NPR report that looked at the potential health risks of eating food stored in cans that uses the industrial chemical bisphenol A (BPA). BPA is an industrial chemical that has been linked to everything from infertility to cancer and cardiovascular disease.

Facebook 65

Facebook Demand Research Brand Identity 65

EMagine B2B Blog

JUNE 26, 2012

In a previous post, we discussed the three keys to improved PPC campaigns: keywords, ad text and landing pages. Both paid and organic traffic have the opportunity to convert by filling out various forms on your website. You may have discovered that your number of completed forms does not live up to your expectations. If [.].

Landing Pages 63

Landing Pages Lead Generation PPC Generation 63

Convince & Convert

JUNE 28, 2012

Culture is the bedrock of an organization. Make it strong, and it will become the backbone of your business. Culture is reflected in the words and actions of everyone in your company. Official spokesperson or not, each of them is a living, breathing ambassador for what you value. It’s no accident that the companies excelling on the social web have strong, positive cultures.

Consulting 117

Consulting Social Media Training Communities 117