Sat.Oct 09, 2010 - Fri.Oct 15, 2010

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B2B Market Segmentation – Part 2: How to Approach Segmentation

Everything Technology Marketing

In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation. Let's take a closer look at actual implementation of market segmentation. Focusing on WHO a buyer is makes for more easily observable and actionable data that can be used to define segments and their boundaries. What value driver represents your best opportunities? Regulatory drivers?

7 Social Media And Content Marketing Articles You May Have Missed


With the speed at which everything moves today, keeping up can be a difficult thing to do. Over the past several months, I've contributed to a number social media and content marketing blogs around the web

What’s the Best Social Media Monitoring Tool? It Depends


Until fairly recently, keeping track of your organization’s online presence was relatively easy. Other than your company’s website, most mentions were likely in well-known online news sites or trade industry publication sites. Your PR team was aware of most of these as it often had a hand in generating those placements. simple tool like Google Alerts would pick up most stray citations. No more. rapidly proliferating collection of tools are being developed to meet the need. Budget: $0 (I have no budget, I need something free!). Alterian SM2 Freemium. Social Mention. UberVU. Trackur.

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The Most Effective Time to Tweet


I crunched some numbers on my Twitter account to see what the most effective time is to tweet (at least for me).  I took a look at the number of clicks on tweets by what time of day and what day of the week for a 2 month time period (August and September) and then averaged them to remove discrepancies due to the number of tweets. Number of Clicks per Day – by Time of Day. How do you know?

The Ultimate Guide to Content Experience

The process of content marketing has typically been defined by a three-pillar system that consists of “Creation”, “Distribution”, and “Insights”. However, this system neglects to include the significant fourth pillar of content marketing: Experience.

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Which Types of Form Fields Lower Landing Page Conversions?


This post is a sneak-peak preview of the upcoming Science of Lead Generation webinar where you'll learn about the real data and science behind getting more leads from your website. Register now to reserve your spot. The goal of a landing page is collect information from visitors to allow them to be potentially converted into a customer. Finally I analyzed drop-down select boxes.

1-Page SWOT Analysis with Action Items

B2B Marketing Traction

Tweet. SWOT Analysis may have a simple presentation, but the analysis is the hard part. My clients have really appreciated this 1-page SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis with Action items. One CEO included it in her presentation to investors because it very clearly and transparently showed the company’s situation and what we planned to do to grow the business.


Neuroscientists Discover “WIIFM” Center in Brain…

Writing on the Web

Through the magic of functional Magnetic Resonance Imaging (fMRI), neuroscientists are able to look inside the brains of consumers while reading marketing messages. Copywriters and content marketers have been telling us for years how important it is to address the “ what’s in it for me &# filter in consumers’ minds. We know more about the subconscious functions than ever before.

Twitter success stories: Explaining the ROI of Twitter

grow - Practical Marketing Solutions

Measurement and ROI are constant themes in the social media world.  How do you PROVE the value of Twitter?  Like most questions in business, the answer is, “it depends,&#   but I’d like to offer a couple practical ideas that might help you when this inevitably comes up at your company. First, let’s establish a crucial point. There are MANY benefits to Twitter besides direct sales. 

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

The Future of Social CRM

Sales Intelligence View

The Future of Social CRM Social CRM is growing up but still in its toddler phase. Being molded as a process to monitor, engage and manage social conversations or relationships with existing customers or prospective customers. The Social CRM can be a stand alone application or integrated within your existing CRM solution like The [.]. Sales Intelligence Social CRM b2b sales CRM crm 2.0 Enterprise 2.0 Microsoft Dynamics netsuite oracle oracle crm on demand sCRM social selling twitter

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How a 99¢ iTunes Download Can Change the B2B Software Industry

Digital Body Language

(this post originally appeared on the "It's All About Revenue" blog) With the popularity of iPhone apps, common software price points have dropped from $39.99–$59.99 to $0.99–$1.49. This trend currently dominates the consumer market, but as a B2B software marketer, you should take notice. GigaOM Pro recently forecasted that the market for apps is expected to grow from $183 million in 2010 to $8 billion by 2015. This means consumers will get used to paying low prices for the latest technology and this may change their expectations of how they acquire business software. What about you?

Why Is Search…So…Darn…Hard!

B2B Marketing Insider

If you're in digital marketing, you know what I mean just reading the title. You're sitting at your desk and the email lands in your inbox with a thud: someone important in your company just did a search in a major search engine on a

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Marketing to key accounts: It's all about the relationships

Reputation to Revenue

I was interviewing a Key Account Manager for a large tech firm the other day, and was struck by her comment that she wanted the firm's marketing people to be much closer to her customer. This is a large global account we're talking about, with a big account team and numerous multi-million dollar deals worldwide. Sales people tend to be extremely protective of their accounts. That's a no-no.

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

How, When and Where Buyers Want Case Studies

Stories that Sell

When it comes to customer success stories and case studies, real research comes few and far between. Not many have tried to measure the impact of stories on the sales process. Yet, Eccolo Media is about as close as anyone gets. For the past three years, the organization has spearheaded a B2B Technology Collateral Survey , basically asking buyers of B2B technology what marketing materials they consume during the decision-making process. At the risk of throwing a bunch of stats at you, I’m providing highlights of the customer story related parts of the survey here. Pretty impressive, huh?

B2B Social Selling Meets CRM

Social Media B2B

I recently wrote about how intelligence is different , and much more valuable, than data for the B2B sales professional. described intelligence as going far beyond the basic facts and figures about companies, and creating a broader view of the prospect, which incorporates recent business events, social conversations and social relationships. In other words, social intelligence. What do B2B sales professionals need to boost their productivity? In-context access will render social intelligence an empowering tool for sales teams, instead of the distraction that it can easily become. Engagement.

CRM 10

Be A Hero: Choose Appointment Setting for Your Next Campaign

B2B Marketing Insider

Telemarketing services are continuing to grow in popularity, due to the low cost and high ROI; however, the difficulty lies in which telemarketing tactic to utilize. In my 20 years of sales and telemarketing experience I have

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If You Want Better Leads, Set Your Content Free

Industrial Marketing Today

I admit my headline is a variation on Sting’s “If You Love Somebody Set Them Free” single from his first solo album The Dream of the Blue Turtles. What does that have to do with lead generation and content marketing? Trust me, there is a connection. Let me explain. Traditional lead generation tactics usually involves creating some valuable marketing content such as a white paper to use as a giveaway for the purpose of collecting names and email addresses. In other words, marketing content is locked behind a registration form or as some refer to it as “gated content.”.

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.

Tom Pisello: The ROI Guy: Marketing Hierarchy of Needs: Achieving.

Tom Pisello

Every year, around Halloween, organizations meet to begin the battle for budget allocations for the New Year. For marketers, the news is good overall. According to research from IDC and Forrester, marketing spending is anticipated to

A Personal Plea for Building Relationships


I thought I’d take a fresh approach to my blog this week, and discuss what I’m really about: building relationships by caring about results. Three things happened this week that lead me to write about this topic: 1.  I started researching a topic and came across what I usually find: myriads of articles and blog posts on “how-to,&# “Top 7 reasons,&# “14 ways to,&# “The ultimate guide,&# “the essential guide.&#  They all started to look alike.  We all do it, and there’s really nothing wrong … [ visit site to read more ].

Twitter feeds - The benefits and pit falls

B2B Marketing Online

Guest blog by Andrew Pearce, CEO of Powwownow. Imagine this: You are at pitch for a new promotion that is about launch. You’re discussing the finer details of the landing page/website and all of a sudden someone pipes up with: “Why don’t we include a Twitter feed?”. Everybody starts nodding in agreement thinking it’s a fantastic idea. Wouldn’t it be great to use this amazing communication channel to get even more people involved and excited? Isn’t it a brilliant opportunity to target a new audience? Why didn’t I think of this? Ok, ok, I can see you’re getting carried away. Pull the feed.

A Marketer’s Guide to Content Curation


There is an elephant in the online marketing “room,” and the elephant’s name is Curation. Curation is the most important part of online marketing that no one is talking about. With the rise of inbound marketing, content has become front and center in the minds of marketers. This focus on content as an important marketing tactic creates two extremely important problems. Curation.

10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.

B2B Social Media and the Business Revolution

Social Media B2B

Jay Baer , social media strategy consultant and co-author with Amber Naslund of the Now Revolution , spoke yesterday at Blogworld in Las Vegas. I had a chance to chat with him about the changes he sees in businesses that allow them to take advantage of the real time web. Social media success is more about customer loyalty and retention, rather than customer acquisition.

New Research Reveals Major Changes in Online Behavior


Earlier this week, the largest ever global research project into online activities and behavior was launched at Digital Life. The results are displayed in an easy-to-understand multimedia application which lets you investigate the findings visually.  A must see for every business! Special thanks to  Stacy Lukasavitz for pointing it out).

Savvy Week in Review - Oct 15

Savvy B2B Marketing

How can the leaves already be turning?! If like us you feel as though the days are whipping by, sit back, relax, and soak in these great reads. We promise they're worth your time! Are You Defining Now or the Future? by @ardath421 Think your sales and marketing teams are in lockstep? Should we stop marketing to the CIO? Download this free research from UBM TechWeb. Check out her solutions. Tweet

Free Website Strategy and Planning Guides.Now Available

Client Bridge

We, at ClientBridge , are very process-oriented. We have guides, templates and checklists for just about everything we do. In the past, we have only used these tools for our own projects and client projects. But we decided that there are others who could put them to good use. So we are going to start releasing them to the public. Here's the link to the first set.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

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

Sales Prospecting Lessons from New Jack City

The CRAP Report

Where were you in March of 1991? . Me?  I was getting ready to graduate high school in a few months.  I had been completely immersed in all things hip-hop and R&B, including going nowhere without my black LA Raiders Starter cap.  That month, New Jack City , was released to theaters nationwide, and I had to be there to see it.  The lesson here?  What do you think? 

Choosing a Personal Brand vs. a Business Brand


How to brand yourself is a question vital to any business. Branding drives marketing, product development and everything customer-facing. As a small business, branding takes on more personal meaning — should you brand your business as your name (personal brand) or as a business name?  It’s a big decision since it really can affect the future growth of your company. The Decision.

Back to the Basics - online writing vs old school journalism

Savvy B2B Marketing

When my students submitted their first example posts to me as an assignment in my Blog Writing class, I knew I had to do a little backtracking and first teach them a bit about the technique of writing for the net. Times have changed. Old school journalism, though revered and honored at places like the New York Times or Wall Street Journal doesn't exactly translate well to the internet. nuff said.


#High5Thursday a Women in Tech Today on Twitter!

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The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.