B2B Marketing Unplugged

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Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

Since he joined two years ago, Darius has updated all the collateral, made some nifty sales tools, cleaned up the web site and put the company on the map with its own Facebook page and Twitter account. When Twitter didn’t elicit any help, he went to Facebook. Darius is shutting down Facebook next week.  . Darius has a cool job. But the dude didn’t stop there. It gets worse.

Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

Lend a Hand or Shut Your Facebook. My agency suit friend, Marc has very sore feet this week. You see, he’s been making the rounds of the holiday parties. His agency has hosted a few, then there’s the ad club, the marketing association stuff, his clients’ parties and his suppliers’ lunches. Sometimes two or three on the same afternoon or evening. We loved them because they were all ours.

Why Your Website Needs a Good Cleaning

B2B Marketing Unplugged

Here’s the real issue for B2B, though: a small percentage of your customers or prospects will connect to you on Twitter or LinkedIn or Facebook but 100 percent of them will, at some point, visit your website. Have you been keeping your website content up to date? Let me help you out. The answer is no. Why should we? It’s like a giant garage that keeps expanding as you add more junk.

Why Your Contact Page is Terrible

B2B Marketing Unplugged

People, marketing is a conversation , and Contact Us pages, just like Facebook and Twitter, are where that conversation starts. Facebook is famously difficult to speak to, and prefers to let its customers swirl about in online communities where the hottest topic is how to get in touch with, you guessed it, a human. Last week we lamented the deplorable state of most About Us pages.

B2B Marketing Trends for 2016

little data to having too much, leading to the rise of reporting "vanity metrics" such as Facebook "Likes". B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. know which half." Everything is now measurable.

To Everything Spin, Spin, Spin

B2B Marketing Unplugged

You and I call it Facebook but for the campaign, it was the fast track for reaching undecided voters who were overwhelmed by information.  I very much doubt there is a marketer in North America who has not attended a presentation by someone who worked on the first Obama campaign. It covers a lot of ground in a very short space and leaves brand marketers with 9 things to ponder. 1. Nailed it.

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Six Ideas for Getting Your Social Media Off the Ground

B2B Marketing Unplugged

Of course they are using Facebook and Twitter and Tumbler and Pinterest. Indeed, the comment I hear most from reluctant corporate sharers is they don’t want anyone at work seeing their keg stand photos on Facebook. Same goes for Pinterest and Facebook. Patty didn’t get that memo and her new focus is getting the company to lurch forward into social media any way she can.

Why Meaning Matters More than Noise

B2B Marketing Unplugged

Google, Facebook and Kindle are obvious examples, but so, too are the neighbourhood cafes which claim our Wednesday mornings, the bands we simply can’t go to the gym without and the political candidate who forces us to rethink a position. “When everything you do is framed by the question ‘is this product or service worthy of my customer and why?’ it changes everything.”. Tell our story.

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The Hidden Costs of Content Marketing

B2B Marketing Unplugged

Why, there’s LinkedIn, Facebook, Twitter, Pinterest, Tumblr, Google+ (yes, that’s still a thing), YouTube, SlideShare, blogs, online communities, websites and that guy you met on the plane who wants you to know his Candy Crush scores. Hey kids, want to shoot your leads right to the bottom of the funnel just like that? Tired of whiny sales people who don’t know how to close? Curation. Uh oh.

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B2B Marketing Trends for 2016

little data to having too much, leading to the rise of reporting "vanity metrics" such as Facebook "Likes". B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. know which half." Everything is now measurable.

It’s Time to Kill Off Your Dreary Customer Reference Program

B2B Marketing Unplugged

Consumers are chatting at book club, or asking their neighbours for recommendations and then they’re consulting Yelp, Facebook, Twitter, Jane’s list and the Blognogracy. Gentle friends, we have spent a great deal of time over the years discussing the generally terrible way we approach almost everything to do with our customers. We just aren’t good at it. Many go north of $1-million.*.

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Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

It’s far better to have people chatting happily about you on LinkedIn and Facebook than building online monuments to your terrible customer service.  We’ve spent the past two weeks feeling sad about the state of customer experience management (CEM), so it’s time to lighten up a little and talk about why marketers should care. This is why I think marketing ought to own CEM.

Why I Won’t Endorse You on LinkedIn

B2B Marketing Unplugged

have vigourously defended this platform against my too-cool-for-charcuterie friends and the likes of Jesse Hirsh ,  who described LinkedIn as a place for “old people who are afraid of Facebook” in this piece for CBC. Far from being a place for people afraid of Facebook, I’m worried that LinkedIn is becoming a place run by people who are bored of Facebook.  Oh, goody.

Still Using Bad Photos? You Need the Other High-Res

B2B Marketing Unplugged

In case you missed this as it made its rounds on Facebook and StumbleUpon last week, here are some Humiliating Grammar Mistakes made by distracted marketers and thoughtfully curated by Hubspot.  A great reminder about why spelling kind of matters. .  . Back in May we looked at (and mocked) the silly world of stock images , particularly for business marketers. Factor #2: Aspiration.

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Four Dumb Ways to Prevent Revenue

B2B Marketing Unplugged

They were somewhat surprised when, after receiving no reply, my friend mentioned on Facebook that they seemed to have gone out of business. Here is a story about how  four dumb companies managed to prevent significant deals from coming in the door. Dumb Company #1. So when I sent a request for proposal to them, it was like that tree that falls in the forest. Dumb Company #2.

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B2B Marketing Trends for 2016

little data to having too much, leading to the rise of reporting "vanity metrics" such as Facebook "Likes". B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. know which half." Everything is now measurable.

Nine Visuals Your B2B Website Really Doesn’t Need

B2B Marketing Unplugged

And in the B2B space, you need to think before you post images on your website, blog, Facebook page, Pinterest boards and Google+ spots. All together now: “Content is goooooood.Visual content is gooooooder.” Great got it. Lots of content is essential for B2B marketing efforts (we kind of all knew that even before it was cool to know that, didn’t we?). But guess what? Your building. Children.

Why It Doesn’t Matter that CEOs Aren’t Using Social Media

B2B Marketing Unplugged

In this instance, it’s the archetypical Old-White-Dinosaur-Luddite-Who-Just-Won’t-Be-My-Facebook-Friend. So the company went out and counted how many Fortune 500 CEOs have their own Twitter, Facebook, LinkedIn, Google+ and Pinterest accounts. Maybe they have wonderful Facebook pages with pics of the dog and fun stories about the kids and links to crazy bloopers. Just because the CEO isn’t asking the world to “Like” the company’s latest debt issue on Facebook, doesn’t mean there isn’t a whole lot of social going on elsewhere and that they aren’t the ones pushing it.

Five Signs of Hope in Marketing Land

B2B Marketing Unplugged

You doubtless have a long, long, long list of things you need to get done on your sucky website. I’m sure sales and that helpful lady in accounting have been quietly sending you all sorts of great ideas, broken links and videos they found on Facebook. Some people think Spring is the season of hope. Hope, while never a strategy, is at least a raw ingredient. Of Dogs and Big Data. Well done!

This Old Website – 7 Unfortunate Realities

B2B Marketing Unplugged

Twitter and Facebook and LinkedIn are how we tell people about new products, events, breaking news and product recalls. At about the same time, I figured out how to make Word automatically substitute “Winged Angel of Death” any time I typed the CFO’s name.  Not long after, I learned about the need to proofread the annual report more carefully. Even the ones you forgot about. Sorry.

Eight Links and A Translation

B2B Marketing Unplugged

Our friends at Nabisco and Honda, doubtless, have airless rooms full of unpaid 24-year-old interns cranking out the social, but what do you do when you don’t have professional Facebookers? A holiday weekend beckons, so it’s time to share some great and not-so-great links to go with that maple syrup margarita you’re working on for Canada Day. But First, A Translation! You: Nothing. Got it.

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Dont Waste Your Sales Call Do-Over

B2B Marketing Unplugged

Facebook is apparently a great way to sell condos. There are so few opportunities for redemption in the cold, hard world of B2B selling. Deals are big, cycles are long, memories are longer. But just as tennis offers a second serve, sales offers the get-out-of-suckiness-free card in the form of the follow-up. If this is news to you, it could explain why don’t get out much. Excuse me?

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How Marketing is Pushing Customer Service Under the Bus

B2B Marketing Unplugged

Which means that when everybody calls their suppliers they, too, are absolutely right and the suppliers are absolutely wrong. A few minutes on Facebook, Yelp or brand-hating sites will provide ample evidence of just how right we all are. In 1958 John Kenneth Galbraith famously took on the economic doctrine of Consumer Sovereignty.  Right? Deep down, however, we know that isn’t true.

Feeling Undervalued as a Marketer? It’s Probably Your Fault.

B2B Marketing Unplugged

This is where math-challenged marketers panic and fling a Facebook icon at the creative, hoping a bunch of Likes will appease the Accountability Gods. In our final look at RAOMs (random acts of marketing), let’s consider this freshly minted bunch of stats from Forrester. 72% said their company’s leadership clearly sees marketing’s impact on the business. Holy sh*t.

Are You Counting Your Marketing Calories?

B2B Marketing Unplugged

Making your summer student spray the key messages all over Twitter, Pinterest, Facebook and LinkedIn. I met my friend Jeff for lunch recently and it went like this: Jeff: Notice anything different about me? Me: You’re licking the inside of a Pop-Tart wrapper. Tell me you didn’t find that in the subway. Jeff: I mean do I look thinner? have a high school reunion coming up.

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Social Media Readings: Nine Things to Get You on Track

B2B Marketing Unplugged

This Facebook-for-Grownups is shaking off its reputation as the home-of-the-jobless and is proving to be a fertile spot for sales people and savvy B2B marketers. On Facebook: One of the dirty little secrets of B2B social marketing has got to be the disgraceful number of Facebook pages which have been built and abandoned over the years. You know you have a Facebook page.

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All Together Now: Blame Marketing

B2B Marketing Unplugged

The Facebook account. Who doesn’t  love the end of the quarter? Time to kick back with a nice drink and celebrate a job well done! Pardon me? You didn’t make your numbers? You missed the revenue target? You pooched your opex? The finance people are closing in like Dementors? The Sales Squirrels are running in ever-diminishing circles? You know what’s next, don’t you? Something has to be sacrificed to appease the God of Sales Awards Clubs. On South Park* they blame Canada ; in the real world, they blame marketing. BLAME MARKETING. Times have changed. Sales is a lazy bunch. HECK NO!

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Campaign Falling Flat? Replace Attitude with Altitude

B2B Marketing Unplugged

Apparently there are 5,700 Facebook users who are happy to like what I’m suspecting is a subdivision of townhouses in Narnia. This ad has been running in my local paper lately. It speaks of a Secret place with golf balls, attractive people who eat outside and race cars. would like to go to this place. Oh look, it’s the Central Counties! That must be why it’s (they’re?) a Secret. Water.

Eight Distractions for B2B Marketers

B2B Marketing Unplugged

Why B2B spends so much time with it’s head up the arse of Facebook and ignores LinkedIn is beyond me. Stuck on a project charter review call with the Hand-Wringers? Sitting through yet another B2C webinar they promised had business content and doesn’t?  Bored with the Keebler Elves’ mandatory due diligence training module? Time for some distractions! Here are a few incredibly distracting links which are defensible if the Thought Police audit your online wanderings. Being Productive – No, seriously. love Time Management Ninja and this may be my favourite recent post from them.

Keeping Skippy Busy: The Scourge of the Summer Student

B2B Marketing Unplugged

have a few teenagers kicking about my house and, as far as I can tell here is what they know how to do: they can make Kraft Dinner (they cannot clean up afterward), they can use Facebook, Tumblr, MineCraft and YouTube all at the same time, while lip synching the dialogue from a Family Guy episode they’ve seen 36 times. It always seems like such a great idea in February. That’s when HR stops staring at the chicken entrails long enough to ask if you want a summer student in your department. And despite all evidence that you really don’t, you say yes. Or at least any that you can use.

Social Media is the Lighter Fluid, Not the Barbeque

B2B Marketing Unplugged

Your boss is saying helpful things like, “who the hell sells anything on Facebook?” or “what’s our Twitter strategy?” They’ve probably been hanging around on Facebook and Twitter for years dealing with the Porcupines. According to a recent article in Ad Age, we’re all (well, most) (well, some) (well a little under 60% of us) are increasing our social spend this year. And that, says Ad Age, means it’s time for those who sell social to put away their SXSW glow sticks, slap on some shoes and get moving. So what is a B2B marketer to do? See social for what it is. Readership?

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Why Marketers Need to Own the Dismount

B2B Marketing Unplugged

think that’s a dangerous thing and an opportunity to put in place an early warning system that could flag unhappy people long before they start saying nasty stuff on Facebook. If December is about faithful friends drawing near to us, then January, it follows, must be about breaking up with them by email. Daily emails, however, are cluttering up the joint and adding no value, so away you go.

Fight Them in the Cafés, Not on the Beaches

B2B Marketing Unplugged

Reading about your products a little too often on Facebook? More and more small business owners are jumping into LinkedIn groups, Facebook and Twitter, not just to drive business but to connect with other business people and ask questions about, say, your products. Even if the incident started in the great ocean of Twitter, Facebook and LinkedIn (and soon, Google+ )  heroic acts are intimate and nothing says intimate like a warm phone line. Do people say bad things about your company online? mean really bad things? Ugly things? Hurtful things? See,” they bleat.

Sally Step Four: Keep Sales Away From the Email

B2B Marketing Unplugged

Carol also has time to connect with business people through her Facebook page. Do you want to see Carol’s Facebook page? I am sure there are sales people out there who can write.  I just don’t know where they are.  And neither do you.  I am considering sacrificing a goat in the parking lot so the Productivity Prevention Geeklords will disable the Outlook Send function for all the sales people who have my name. If you have done this, I would be interested to hear how it went. Let’s review why we should never, ever let sales people write marketing emails. Here’s why:  .

Brands Gone Wild

B2B Marketing Unplugged

They might be wondering why nobody is liking them on Facebook. Last week we explored the tenuous link between self -worth and LinkedIn. In case clicking the link is too much work, my thesis was that your network is something to be guarded, nurtured and managed as the basis for legitimacy in the eyes of other people. It’s not some after-hours-rave-flash-mob thing where anyone with an IP address and a smile can frolic with your friends. After all, you have standards. Today, I want to take it one step further and suggest that your brand needs some standards of behaviour too. ” David!

Coming soon to a P-Cube Near You

B2B Marketing Unplugged

What is the participle here?) on Facebook.  Each day she arrived, turned on the computer, loaded Messenger, Facebook, Twitter and Skype, turned on her iPod, plugged in her phone and stared glumly at the eight hours of unfairness before her.  It’s been about a year since we met our friends in the P-Cube. If you’re new to our little ecosystem, these are the folks in the Corporate Procurement department who spend their days in fabric-covered boxes watching hope die in a cloud of entropic cube-farm anxiety. Here is the link to helpful hints for selling to P-Cubers. And why Google?

Bowling for Paradigms with Wikibrands

B2B Marketing Unplugged

Now, thanks to Facebook, Twitter, and integrated applications, the social Web itself has been transformed. I was very excited when Wikibrands : Reinventing Your Company in a Customer-Driven Marketplace popped onto my radar in the Spring. I’m a big fan of Don Tapscott and this book distils some of the brand research his team has slogged through over the years. His introduction promises to replace the Four P’s and traditional brand marketing with a new paradigm for the digital age. Don’t you just love a new paradigm? Especially when you can find a purse that goes with it? Seriously?

Guest Post: Beware the ROICAGR

B2B Marketing Unplugged

’ He chortled on his Facebook wall. E r i c  D e l i s l e. Beware the ROICAGR. As told by Mr. Jabber Wocky, Product Manager in Wonderland. With apologies to Lewis Carroll.  . Twas the 90’s, and the shifting paradigms. Did gyre and gimble the Macs & PCs. All flashy were the PPTs. Beware the ROICAGR, my son! with forecasts that bite, and links that catch! Beware the Nasdaq Dog & Pony, while browsing the frumious Road Ahead™ ”. He took his Dell laptop in hand: A Long time the ROICAGR he sought—. so rested he by the Moneytree.com. and stood awhile and thought. One, two! KPOOH!

Why Marketers Need to Find the G-Spot

B2B Marketing Unplugged

Before they open Google or pick up a phone, they Tweet or post their need for an orange lawn tractor on Facebook. It was bound to happen. Sooner or later business marketers would need to pay attention to this often-ignored bit of the B2B buying anatomy. You’ve probably been there yourself a few times, and you almost certainly have one in your company: I’m talking, of course, about the special place in the company where things get got: the G-Spot. Spotters are the folks who just go get stuff. Whatever their title or real job, they also buy stuff. You do better). Whiz: Don’t screw it up.

Twitter Truth #3: You Can’t Keep Out the Crazies

B2B Marketing Unplugged

Then he apologized on Facebook. Twitter Truth #1 is recognizing that it’s not about you. Twitter Truth #2 is remembering to shut up occasionally. These are both fairly simple things to master, you just need to get on it. Twitter Truth #3 is a little trickier. Today, I want to talk about the debatable role marketers often play as the wranglers of the whackos. You know who your whackos are.