B2B Marketing Unplugged

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Pssst. Trade Shows Suck at Lead Generation. Pass it on.

B2B Marketing Unplugged

It stops them quite dead between admitting they don’t enter a thing into the fancy database or admitting tradeshows don’t generate revenue. A day or two later, they will come back with this helpful observation: “Our competitors are there.” Do not confuse visibility and product launches with lead generation. Sales squirrels ignoring you? Select all that apply.

Content and Karma and Pandas, Oh My

B2B Marketing Unplugged

They are a a perfect resource to throw at the tedious world of keyword research, simple page messages and generating site maps. Last week we looked at the inconvenience and embarrassment of poor website housekeeping , and the uncomfortable truth that all content is findable and that is not always good news. This is what search engine experts lovingly call “dead content”. Dear friends, relax.

Awareness Plus Fatigue Does Not Equal Consideration

B2B Marketing Unplugged

Our current model supposes that if you generate awareness among a large enough number of people, a fraction of a fraction of one percent will recall the beating you’ve laid on them and actually consider your product. Consider this: most people don’t give a sh*t about whatever it is you are trying to sell.  They just don’t. That is some serious competition. just don’t give a sh*t.

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Three Reasons Customer Experience Management Fails – Part II

B2B Marketing Unplugged

If you are one of these companies, consider this nifty chart by Watermark  Consulting showing that companies ranking as CEM Leaders in Forrester’s Customer Experience Index also generate 26 points more return than the S&P 500. Last week we looked at Customer Experience management (CEM) and the three reasons I think we’re doing it wrong. Reason #2: We focus on the problem. Uh oh.

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

Four Things Marketing Can Say “Yes” About in 2013

B2B Marketing Unplugged

Yes to the Integrated Cross-Functional Project Task Force: These are not quite as painful as being on the social committee and much more fun than arguing about why the Squirrels can’t have a print-on-demand, fully-customized online direct mail generating system that also figures out their golf handicap.  You’ve got to love January. Go ahead. Maybe not. Everyone went home happy.

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Just Because It’s Content, Doesn’t Mean It’s Good

B2B Marketing Unplugged

Somewhere along the line, we outsourced that stuff to agencies and filled our marketing departments with demand generation pit bosses and brand evangelists who filled in briefs and managed agencies. It must have been about June when Linda called. “Do you know a good B2B writer?”, ” Not true. Linda has at least some of them locked in a closet. They went freelance.

The Very Simple System For Picking Your Trade Shows

B2B Marketing Unplugged

Last time we established that trade shows are many things, among them giant cash-sucking machines, that are terrible at lead generation. Before we dive into the Very Simple System, let’s remember that trade shows exist for one reason: to make money for someone who isn’t you. Why do we bother? Brand is why we bother. The right events have the people whose faces we want to be all up in.

B2B Marketers Need to Pay More Attention to HR Trends

B2B Marketing Unplugged

And if that’s not enough, poor old HR is going to have to figure out social learning, user-generated content, social platforms and the Millennials’ obsession with constant education. I have never read a romance novel because I’m fairly sure I won’t like it, and I can see plenty of heaving bosoms at soccer any old time. Meister and Karie Willyerd. That’s where the juicy marketing stuff is.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

Time to Bring Down the Curtain on Green Theatre

B2B Marketing Unplugged

But if that first sentence is b t then the second is the whole damn pasture.  In fact, it’s so artful that I’m almost sad I didn’t write it.  As an aside, folks, if your job is to come up with steaming piles like this, The Corporate B t Generator is a great site to help you crank out the methane. “Sustainability is a topic that IBM’s really passionate about. The world is complicated. Really?

Got Lead Gen? A Book Review

B2B Marketing Unplugged

Did you know there were rules about lead generation? I had no idea. All these years I’ve been stumbling around generating leads with no idea that I was supposed to be following the rules. The New Rules of Lead Generation by David Scott is an ambitious, comprehensive tour of the dark art and darker science of making the phone ring or the mouse click. Maybe a little too much.

Four Things Marketing Should Say “No” About in 2013

B2B Marketing Unplugged

will grant you that a good show is also a wonderful place to build credibility, discredit your competitors, and launch a product, but I would challenge you to drop one show from your calendar this year and try doing some other lead generation with the budget. Are you feeling the love yet? Have you been saying “Yes” more often than a room full of sycophants? Good for you. Period.

Is It a Beautiful Day in Your Brand’s Neighbourhood?

B2B Marketing Unplugged

The wireless and wireline telecommunications industry, hobbled by ancient, disparate billing and facilities management systems, are basically unable to generate accurate accounts of what their customers owe. Welcome to the hospital suburbs. Other businesses and industries have suburbs too. The auto industry is the best example of concentric suburbs successfully stretching out from the core.

Eight Rules for E-Cards (plus a suggestion)

B2B Marketing Unplugged

That’s because, as Rule 1 suggests, this is not a lead-generation exercise; it’s a cultural ritual. Nobody seems to have got around to writing up any rules for sending out Multi-Denominational Winter Holiday (MDWH) e-cards. Your MDWH card is not a prospecting activity; it’s an act of gratitude. Rule #2: Keep it brief. Paper cards rarely exceed five by eight inches folded. That’s all.

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Hook, Line & Whitepaper: Why Content Needs to Know Its Place

B2B Marketing Unplugged

More and more, I suspect, we are generating demand for content, and not for our products. Now is a good time to go do a content audit, and match all that pretty stuff to the sales funnel to ensure you’re generating demand for things that bring revenue instead of things that bring cost. I’m not sure why content is suddenly all that. Truly this is content’s Golden Age.

How to Use Your Subject Matter Experts for World Domination

B2B Marketing Unplugged

Internal Helpfulness: Sales launches; writing (or pretending to write) a blog; briefing agencies; generating internal excitement. Last week we visited the world of SMEARS (subject matter experts at rest) and the compelling reasons why marketing needs to step up and turn these poorly-used resources into something every bit as exploited as the rest of us. mean that in a good way: subject matter experts include product managers, lawyers, C-suite dwellers, technicians, designers and other people whose job it is to know a great deal about a very specific thing. Hermit Crabs.

Marketing Recruitment is Broken Part 1: Bethany’s Revenge

B2B Marketing Unplugged

Never mind that Bethany doesn’t really understand what demand generation strategy design means, her job is to match the words on her little card to the resume in front of her. Meet my friends Pam and Ron. Pam has been trying to hire a marketing specialist for months. He’s a good fit for Pam’s job. In fact, he’s applied for it online three or four times now. Stay with me. Stay with me.

How to Be the Sally Field of B2B Email

B2B Marketing Unplugged

Your job is to generate demand, not decorating ideas. If you’ve been sitting smugly by while I berate your analogue brethren about their crappy printed direct pieces , time to wipe that smirk off. The sad truth is, most B2B email marketing is pretty lousy too.  So let’s agree to take a pledge. Yes, you. ” Ok. Sit down do you feel better? Start with the user experience.

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B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

Every Little Thing You Do is Branding

B2B Marketing Unplugged

And that thing is that every action perpetrated near or by your brand should expect to generate an equal and opposite reaction. Right after I realized I wasn’t going to be crushed by a furniture truck, I figured out a thing about brands that many companies forget. So the furniture truck that changed lanes without checking to see if there was a cranky marketer in a Volkswagen next to it was creating a brand experience for me, and potentially for a few dozen emergency workers and the thousands of motorists who would slow for a good, morbid gawk at the carnage. sticker on the back.

Keeping Skippy Busy: The Scourge of the Summer Student

B2B Marketing Unplugged

Get them to generate a word cloud while they’re at it and put all the pages in a giant binder with dividers. 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. You say yes because someone needs to shift that box of brochures. You say yes because you have a bunch of duplicates in your trade show list. You say yes because your overworked team is practically sprouting a rash they’re so excited about a student.

Fight Them in the Cafés, Not on the Beaches

B2B Marketing Unplugged

Let’s not forget about our Generation G friends, either. Ad Agencies CRM Getting & Losing Business Random Rants Social Media ad agency B2B marketing bizmarketer brand police customer service Elizabeth Williams Generation G Hand-Wringers I told you so dance linkedin P-Cube porcupines sucky agency support forumsDo people say bad things about your company online? mean really bad things? Ugly things? Hurtful things? Do they Tweet endlessly while they wait for your customer service line to pick up? Are you getting Epic Fail awards for your shipping challenges? See,” they bleat.

Is Content Marketing Killing Sales?

B2B Marketing Unplugged

Marketing would generate a bunch of leads, toss them to a sales rep and the rep would scamper around like a squirrel, grabbing the good nuts and finding a safe place to store them while the sales cycle moved along. What’s faster than a squirrel with a nice big nut in its sights? Other than Volkswagens (I really did try to stop) and ambitious dogs, the Internet comes to mind.

B2B Marketing Trends for 2016

The first generation of digital natives expects to be able to complete most of their selection process. preference, lead generation) isn't new, just more intense. inbound lead generation with more targeted, proactive campaigns. ABM to become a standard part of any B2B marketer’s demand generation. CEO can understand, including revenue generation, client acquisition and.

Becoming Sally Part Two – Get to the Point

B2B Marketing Unplugged

Five ways to find budget for demand generation in 2012. Last week we talked about the first step toward becoming the Sally Field of B2B email marketing. Other than not letting sales people write email, the primary take-away was to think about how and where the message is being consumed, whether it’s a newsletter, solicitation or webinar invitation. That’s Sally Step One. Ignore that.

Coming soon to a P-Cube Near You

B2B Marketing Unplugged

This post is about the future, for I have peered out over the edge of our foxhole and I have seen the next generation of the P-Cube. Now I have a couple of teenagers at home and privately think of them as grunting, fridge-emptying text-messaging, laundry-generating trolls who have unfriended me (de-friended? It means, my friends, that Generation G is going to check everything you say and promise with everyone, everywhere, all the time. It’s been about a year since we met our friends in the P-Cube. Here is the link to helpful hints for selling to P-Cubers. And why Google?

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Brands Gone Wild

B2B Marketing Unplugged

Turns out, Generation G takes a good look at the advertisers on a given page to decide whether or not it’s a safe place to be. 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. We’ve all seen it. It’s just wrong. Wonder why.

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Algorithms & Blues in the Obscurocratic Empire

B2B Marketing Unplugged

Obscurocracy was an unacceptable power trip a generation ago. This week my youngest son started high school. In an age where  self-esteem is considered a core metric of eduction systems everywhere, many high schools hold welcome parties or special orientation days for freshmen and their helicopter parents. They They give out elaborate packages of information but. naturally, the only thing in the package any of the kids really cares about is the timetable. . And there it is. . Can you figure this out? I can’t figure this out. My kid can’t figure this out. Nothing to be done.

B2B 7

Sales People are from Mars…

B2B Marketing Unplugged

Those elegant, intricate programs designed to crush the competition and become business school cases that will enshrine your genius for future generations.  I think marketers are afraid of sales people. There, I said it. We try hard not to let it show and many of us are probably not even aware of it, but I think that at the centre of many sales vs. marketing showdowns is a terrified marketer and a bewildered salesperson. At the risk of generalizing, here is why I think this is the case. Salespeople are persuaders. Marketers aren’t good at no. There is no applause. No crowd surf.

Social Media for Grown-Ups

B2B Marketing Unplugged

The real metric for success and the one graph that will propel you faster than anything else into marketing superstardom is revenue generated by marketing activity.”. mean, what are the odds? But The The B2B Social Media Book * works from the thesis that social is actually a better channel for B2B than it is for B2C. The other thing is that Kip and Jeffrey understand about Daddies.

B2B 2

Attack of the Cymbal Monkeys

B2B Marketing Unplugged

In fact, I think a lot of us use conflict at the top as a marvellous Inertia Generator (you know you’ve done it) by taking things we don’t want to do and firing them directly into the fan so they can be blown all over the room and we can claim to be the splattered victims of our warring Corporate Overlords. All Random Rants Sales vs. Marketing B2B marketing bizmarketer corporate overlords cymbal monkey Elizabeth Williams email marketing Inertia Generator Jason Scragz linkedin Lords of the Enterprise sales and marketing alignment sales vs. marketing teamwork posterthink not.

Preventing Agency Suckiness

B2B Marketing Unplugged

They need to be companies that still exist and for which the agency has generated measured results (anyone can do measurable). Last week we talked about how to tell if you have a lousy B2B agency , and the many reasons for this. As with dryer fires and global economic collapse, the key is prevention. Here are five tips for not getting stuck with an agency that sucks at B2B. 1. Get a Seat at the Grown-Up Table. If you’re stuck with a crummy agency, make sure you get in on the next agency review. Seriously. But P-Cubers do so be thankful if one is on your side. 2. escwilliams@gmail.com.

When Good Things Happen to Good Research

B2B Marketing Unplugged

If you do it right, you can publish meaningful data, position your company as a thought leader, get a little PR and create a great lead generation tool or sales piece.   I found this email rolling around at the bottom of my Inbox the other day and it reminded me that I think sponsored research is quite a nifty thing, especially in the B2B technology space.  . Basically, you go out and conduct a survey in your area of interest or expertise and publish the results.  Here’s how to do it right, and why the company that sent this  is actually doing it wrong: Hire a reputable research company.

Trade Shows Part 4: Good Booth is Good Planning, Not Good Luck

B2B Marketing Unplugged

Many of them have upgraded and offer wifi or highspeed wired access, but even that is flaky at best and seldom accommodates the peak traffic a show can generate. It’s not enough to put good people who know what they are doing at your booth. The booth itself requires a lot of thought and planning if you’re going to make the best use of their time. One of the mistakes a lot of companies make is trying to say too many things with their booth, particularly small booths. We’ve all seen those ten-foot pop-up jobs absolutely crammed with images, words, flashy bits and screens.

Trade Shows Part 1: Who Gets to Go

B2B Marketing Unplugged

Since the question of who goes to a given show generates the most resentment, that seems a good place to start. Spring is definitely in the air, and with it a brand new season of trade shows. You remember trade shows, don’t you? Those antiquated get-togethers that were supposed to be replaced by virtual this and electronic that. Yet like the flying car I was promised in 1972, it just hasn’t quite come to pass. Most marketers still include trade shows in their mix, though I like to think we are getting a little better at it. The skillset here is called sales. Good sales people.

Infographic: Top 10 Types of Demand Generation Content

The Point

Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Whether you’re focused on generating net new inquiries, or nurturing existing leads through the funnel, it’s often best to utilize a mix of content types, the better to appeal to a range of prospects. Click here to view the infographic full size.

Is B2B Lead Generation Really This Difficult?

The Point

Results are in from a recent survey on B2B Lead Generation by the B2B Technology Marketing Community on LinkedIn ( free report download here ), and the numbers tell a disheartening story. At face value, it’s hard not to conclude based on this data that many B2B marketers are struggling to even measure lead generation success, let alone achieve it. Why is that? Here are my theories: 1.

Tips on how to use LinkedIn for Better Lead Generation

B2B Lead Generation Blog

Have you ever wondered about how can you use LinkedIn for better lead generation and business. knew this was big, but I didn’t know how to use it until around 2010 when I found a couple of people who were successfully using LinkedIn to generate leads, but they were focused on internet marketers and solo-preneurs. Related resources: How to Use LinkedIn to Generate Leads.