Sat.Jul 04, 2009 - Fri.Jul 10, 2009

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Five Guys Burgers and Fries Really Understand in Person Content Marketing

Content Marketing Today

How They Use Secret Shoppers to Catch Their Team Members Doing the Right Thing. If you are looking for great basic meat and potatoes cooking in a casual atmosphere, you can’t do much better than Five Guys Burgers and Fries. The family that owns Five Guys were concerned that they could not maintain a high level of customer experience if they were to expand too far or to move into franchising.

B-to-B Fundamentals Don't Change - The BMA Video

Junta 42

Thanks to David Meerman Scott and Rob Rose for passing this video on from BMA 09 - B-to-B Fundamentals Don't Change

Bad service blowback - United Breaks Guitars

Reputation to Revenue

Lots of companies are still nervous about participating in social media; they fear negative comments, among other things. The reality, of course, is that if you're providing lousy products or service, the bad comments are coming anyway, and with an ever larger megaphone. Four days after posting the video, and 1.3 Obviously the damage is done. Thanks to Marketing Pilgrim for the pointer.

Eight Ways to Make Key Points in Your White Paper Stand Out

Savvy B2B Marketing

Last week, I reviewed white papers posted on the White Paper Pundit to see how many had a call to action (for those who didn't read the post: only 30%). As I was going through that exercise, I noticed how varied white papers are - and how many could be improved. Many others didn't have such an academic look, but they weren't necessarily easy to read, either. Can the reader pick up your key points?

150 Content Marketing Tips

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

The Difference Between Drip Marketing and Closed Loop Marketing

Modern B2B Marketing

These terms, often used interchangeably, are different approaches to how you nurture your prospects.    While they often imply use of email and online marketing, they have been used to improve the success of marketing efforts long before today’s marketing technologies were available.   The increase in the terms usage is due to marketer’s ability to better implement these programs, due to email, website monitoring and web analytics, campaign tracking, and campaign optimizing allowing for A/B email and landing page testing. lead nurturing

Why You Need a Branded Content Tool of Your Own

Junta 42

I love branded content tools and applications. If you aren't thinking about creating one, you need to be.now! What is a branded content tool? Simply put, it's an online application that comes from a brand (i.e., Kraft) that solves a very simple problem or is incredibly helpful.    Most times, it's free as well. Why create a branded content tool/app? Similar to content marketing , where a company delivers valuable, relevant and compelling information in order to position that company as a trusted expert, a branded tool uses data content to do the same thing.

How to Choose a Web Development Company

B2B Marketing Traction

A friend who is starting a new company contacted me recently for a referral to a web development company that could create a great web site but not break the bank. Choosing a web development company is difficult for most businesses

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Eight Ways to Make Key Points in Your White Paper Stand Out

Savvy B2B Marketing

Last week, I reviewed white papers posted on the White Paper Pundit to see how many had a call to action (for those who didn't read the post: only 30%). As I was going through that exercise, I noticed how varied white papers are - and how many could be improved. Many others didn't have such an academic look, but they weren't necessarily easy to read, either. Can the reader pick up your key points?

Inbound & Outbound Marketing Mix - Poll Results

Smashmouth Marketing

Last week we conducted a poll on LinkedIn where we asked: Inbound Marketing & Outbound Marketing - what is your mix for lead gen? Mostly Inbound. Mostly Outbound. Both Equally Inbound Only. Outbound Only. The complete results were published today on the DemandGen Reports site. The short version excerpted from the article: The experts balance Inbound Marketing with Outbound Marketing.

A Logo is Not a Brand: B2B Marketing and Social Media

Digital Body Language

I’ve been part of the Online Marketing Summit (OMS) tour this summer, and it has given me a great chance to interact with a lot of marketers about the challenges they are facing. One recurring topic, as you would expect, is social media and the role it plays in marketing and sales. common focus has been on the potential for using social media for demand generation and direct connection with sales.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

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

Twitter and B2B: don't be fooled by the silent majority

Beyond

Apparently, 90% of Twitter traffic is created by just 10% of users. This fact, according to the widely quoted recent report by Harvard Business School , "implies that Twitter resembles more of a one-way, one-to-many publishing service than a two-way, peer-to-peer communication network". The sub-text here is clear: Twitter is mainly spam.

Savvy Week in Review - July 10

Savvy B2B Marketing

Popsicles for everyone! Hope you stay cool this hot summer weekend. The Savvy Sisters Profiling: Hitting the Turbo Button - by @BlakeHinckley Interesting ideas on how marketers can get around the fact that prospects often lie on registration forms. Capture the data. Bloggers miss the point of buyer personas This post discusses the one question that every buyer persona should answer.

Inbound & Outbound Marketing - What is Your Mix?

Smashmouth Marketing

There have been a number of studies published about what marketing departments are spending budget on. We are looking at more of a granular study. What do people spend on Inbound Marketing and what do they spend on Outbound Marketing. We'll followup with a blog article discussing the results. Please spread the word.

Is Good-Enough-Marketing-Automation Really Good Enough?

Digital Body Language

Today's post is a guest post from Paul Teshima, Eloqua's Senior Vice President of Customer Service. Paul is the person responsible for the team that drives the success of our clients, and is very hands on in working with clients big and small. I'm thrilled to have Paul post as the insights he brings are without parallel. Let me give you a couple of examples: 1. IBM, I.B.M. IBM Corp., etc.).

Study: How Much of Your Content Marketing Is Effective?

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

copywriting that sells: powerful copy is easier than you think

The Effective Marketer

writing great copy is easy. writing powerful, attention grabbing copy that will help you sell is another story. usually. copywriting that sells. this is your goal. overcomplicate, think too much, duplicate sentences without realizing

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Savvy Week in Review - July 10

Savvy B2B Marketing

Popsicles for everyone! Hope you stay cool this hot summer weekend. The Savvy Sisters Profiling: Hitting the Turbo Button - by @BlakeHinckley Interesting ideas on how marketers can get around the fact that prospects often lie on registration forms. Capture the data. Bloggers miss the point of buyer personas This post discusses the one question that every buyer persona should answer.

5 Things You Can Do On Vacation If You Can't Get Work Out Of Your Mind

Smashmouth Marketing

My vacation read was The Historian by Elizabeth Kostova - an incredibly told story of Dracula from both an historical perspective, a thriller, and a biographical twist. It was a great book and I recommend it highly, but after a couple hours per day, some rain and relaxation, my mind still wandered back to work. Not much, mind you, but enough so that I wondered if I should pay attention to it.

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Goodbye, Kim Kardashian

grow - Practical Marketing Solutions

This is a picture of Kim Kardashain with somebody who is not me. Kim Kardashian and I have finally broken up. It probably won't make the tabloids. We're keeping it quiet. But it's OVER! If you don't know Kim, she is a lovely, self-described "Armenian Princess," self-help diva, and reality TV star. Things moved quickly, and I guess you could say we were an item. But then it all started to go wrong.

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.

Sample Content Rewrite; From Bland to Bold

B2B Conversations Now

Wow. I am completely blown away. I’m no slouch when it comes to writing compelling content but the latest installment from Jim Logan at B2BRainmaker has really impressed me. thought I would share the before and after versions so you could see the difference. The task was simple: Take my existing “How EchoQuote Works&# copy and make it compelling. I had reworked and rewritten it several times and thought it was pretty tight. ———- Here’s the OLD (BEFORE) version ———-. They need your products and services. Think about it. What did you do?

B2B Customer Engagement – Build a successful long term relationship

Savvy B2B Marketing

In the 1930’s the Hawthorne Effect changed how factory owners thought of their workers. The Hawthorne researchers were initially hired to test what variables in lightening conditions, temperature level, etc. make workers more productive. Simply - engaged workers are more productive. In the B2B world customer engagement is also getting a lot of buzz these days as well.

How old-school data capture is poisoning marketing and what to do about it

Chris Koch

As social media becomes more prevalent in marketing, we’re going to have to rethink how we gather information from prospects. We’re starting to see social media have a positive impact on driving traffic to websites and on lead generation. In our recent Web 2.0 survey, (all ITSMA clients can download this executive summary ), we found that “increased web traffic&# was the most frequently cited benefit of Web 2.0 efforts so far (by 67% of respondents). Increased lead generation” was farther down the list—24% are seeing it. for at least that long. think the inherently casual (social!)

A great B2B marketing learning opportunity!

grow - Practical Marketing Solutions

Sculpture in Paris I wanted to let you know that next week {grow} will deliver the biggest dose of B2B marketing insight, wisdom, and just plain useful advice, ever. Starting Monday, July 13, I’m kicking off a five-day series of interviews with Internet marketing pioneer Dr. Ben Hanna. Led the eBay's successful B2B trading platform, driving nearly $3 billion in annual sales.

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.

Demand Generation Blogs Continued

LeadSloth

In the spirit of Twitter’s Follow Friday I’d like to finally publish the remaining Demand Generation blogs that I enjoy reading. Earlier I published the Top 10 Demand Generation vendor blogs and the Top 10 Marketing Automation Blogs. Of course, there were many great blogs that I forgot to include, so here are the remaining ones! B2B Marketing Zone. This is more of a meta-blog, aggregating a large number of B2B blogs, including this blog. I’ve discovered several new and interesting blogs on the B2B Marketing Zone, so highly recommended. DemandGen Report. Net-Results blog.

SMB 2

B2B Customer Engagement – Build a successful long term relationship

Savvy B2B Marketing

In the 1930’s the Hawthorne Effect changed how factory owners thought of their workers. The Hawthorne researchers were initially hired to test what variables in lightening conditions, temperature level, etc. make workers more productive. Simply - engaged workers are more productive. In the B2B world customer engagement is also getting a lot of buzz these days as well.

Lyzasoft White Paper Looks at Coordinating Business Analysts and IT

Customer Experience Matrix

Summary: a new white paper says business analysts gather data with little help from IT. I'm not so sure, but agree that collaboration tools like Lyza Commons can help both groups cooperate. Analytical software vendor Lyzasoft has just published a white paper by data warehouse guru Dr. Barry Devlin on how business analysts and IT can work together. Click to download Collaborative Analytics: Sharing and Harvesting Analytic Insights across the Business.) Since I’ve spent much time pondering this very issue, I was quite curious to see his perspective. Click to read my Lyza review.)

Six ideas to beat the social media time tornado

grow - Practical Marketing Solutions

My friend Joshua Miller was inspired by my blogs posts on social media exhaustion in two ways: He committed to take a hike in the mountains, and he sent me the following post from Abhijeet Mukherjee. Here's an excerpt from Mr. Mukherjee's insightful post on dealing with social media exhaustion: The truth is that you need information. You need to filter and use information effectively.

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.

Six steps to help create your universal lead definition

B2B Lead Generation Blog

I’m amazed that 90% of the companies I’ve talked with over the last six months lack a clear definition of a sales lead really is – that is their sales and marketing departments don’t agree on a universal lead definition. By not asking and answering a few critical questions, these teams are working inefficiently, wasting time and money, and in effect, crippling the bottom line. Teamwork is the only way organizations can achieve maximum ROI. To get your lead generation program on track, I recommend that your organization start by creating a universal lead definition. Everybody must play. 3.

Case Studies - Answers to the Questions B2B Marketing Managers Ask Most

Savvy B2B Marketing

At Savvy B2B Marketing, we thrive on different perspectives and new ideas, which is why we are thrilled to welcome today's guest blogger, Casey HIbbard, also known as the queen of case studies. In her blog - Stories that Sell - Casey shares success-story marketing best practices. More fantastic guests are planned for the weeks ahead, so stay tuned. The same questions come up again and again.

ParAccel Toots Its Horn and Revs Its Database Engine

Customer Experience Matrix

Summary: Over the past year, columnar analytical database vendor ParAccel has methodically proven its claims about speed, scalability and easy deployment. Now it's looking to grow fast. When I first wrote about analytical database vendor ParAccel in a February 2008 post , it was one of several barely distinguishable vendors offering massively parallel, SQL-compatible columnar databases. Their main claim to fame was a record-setting performance on the TPC-H benchmark, but even the significance of that was unclear since few vendors bother with the TPC process. The 2.0 release date is August.

It's time for digital de-tox

grow - Practical Marketing Solutions

Smoky Mountains National Park -- The site of my digital de-toxification! Yesterday I commented on the increasing time commitments and frustrations of social media maintenance. To get released from the daily digital tornado, I went cold turkey -- escape to the mountains without wireless service, computer or cell phone. It was tough to get out of town. Finally I headed to the mountains. Napped.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

Marketing Automation Introduction

LeadSloth

Many posts on this blog are fairly in-depth, so it was fun to write an introduction to Marketing Automation on the Genius.com blog. For easy digestion, I split up the marketing automation process in four steps: Getting more visitors to your website. Get more visitors to register. Lead nurturing and scoring. Marketing & Sales Collaboration. In addition to the overview article that I linked to above, I’ve written one post for each step. Those will be published this week and next week.

Case Studies - Answers to the Questions B2B Marketing Managers Ask Most

Savvy B2B Marketing

Customer case studies are high-value, in-demand marketing and sales collateral. Marketing teams are tasked with producing powerful stories, yet it’s not always easy. work with all types of marketers, from those new to case studies to seasoned veterans. The same questions come up again and again. How do we get customers to participate? Unfortunately, there’s no one-size-fits-all answer.

Demand Generation Vendor Traffic Rankings

Customer Experience Matrix

Summary: Based on Web traffic rankings, new demand generation vendors with low prices are gaining market presence. Pardot and (perhaps) Genius.com look particularly strong. But Eloqua , Silverpop and Marketo remain industry leaders. Last November, after much consideration of alternatives , I settled on Alexa three-month Web traffic rankings as a reasonable way to measure the relative market presence of demand generation vendors. You can see that post here. revisited that data today, adding a few new vendors and dropping some of the very minor ones. Results are in the following table. Ready yet?)

Social media exhaustion

grow - Practical Marketing Solutions

I take my first sip of fresh-brewed coffee and sit down in front of my computer for my 15 minutes of morning social media updating. Blog reader. Let’s see what happened over the weekend … 328 new relevant articles. Where to even begin? I don’t. On to Blogger. Need to finish an article, but when I add a photograph, all the spacing between paragraphs goes wacky, like soldiers breaking ranks.

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.

Revenue's Down, Let's Fire Sales

Phoenix Rising

I met with a former client to discuss his company's current business. He wanted to pick my brain on how to best approach their opportunity to transform themselves, to reinvent and re-tune. In response to their flat (and somewhat declining) revenue, they've cut back their company resources across the board - but they've specifically reduced headcount in sales.    That surprised me.    Why would you cut sales when you need to drive revenue?      Beyond the obvious opportunity to let go of the dead weight?  Cutting sales.