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B2B marketing as media: Six ways to think like an editor

Reputation to Revenue

know the six types of content here don't fall neatly into lead generation campaigns or phases of the buying cycle. B2B marketers in great numbers have jumped on the content marketing bandwagon and embraced the idea that marketing needs to be more like media. We have to focus on providing "readers" and "viewers" (i.e., What kinds of content should you actually create? Who's In, Who's Out.

Sustainability best practices can guide social media too

Reputation to Revenue

Marketers investing in social media often focus on building awareness, demonstrating thought leadership, and (if at all possible), generating new leads. Jon Hampson, Environment Director, for Capgemini UK , gave a great presentation last week on the top lessons for building sustainability programs at large corporations. Focus on what matters. Social media is similar. Do you agree?

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

Reputation to Revenue

As with many B2B firms, a relatively small number of key accounts generate a big percentage of revenue for this company, not to mention critical market insight, references, and the impetus for product and solution innovation. The This is a large global account we're talking about, with a big account team and numerous multi-million dollar deals worldwide. So, what do we do about it?

Winning with thought leadership: Six lessons from IBM and Deloitte

Reputation to Revenue

Absent good answers, thought leadership initiatives quickly fall prey to more traditional priorities around lead generation and sale support. The irony, of course, is that good thought leadership has increasingly become a prerequisite to making lead generation and sales support actually work with high value deals. B2B marketers know they need to invest in thought leadership, and many have indeed invested more during the last few years. Making the most of these investments, however, rests on having the right answers to a set of difficult questions: What topics should we highlight?

Evangelizing a Content Marketing Program

B2C Marketers companies that excel at lead nurturing generate. in CMI’s recent survey: ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY14 LEAD GENERATION Through the use of marketing automa- tion software such as Marketo and Sales- force, one can easily track and attribute. how content marketing helps generate. their content marketing efforts—generate. All rights reserved.

The four engines of B2B marketing success

Reputation to Revenue

This includes thought leadership content to help build reputation and interest, educational content to support lead generation and nurturing, solutions and customer success content to support sales conversations, and, of course, social media content to support ongoing connections with customers and others. Four Engines for B2B Marketing Success . What do you think? Photo credit: Imnop88a.

Why is customer-centric marketing still more talk than action?

Reputation to Revenue

What amazes me, though, is why B2B marketers aren’t investing more in serious programs to build key customer relationships, generate deeper customer insight, and build stronger customer collaboration at least as a foundation to help drive that necessary innovation. Why do we hear so much talk but see so little action? It is happening to some extent, of course. Am I right to be so critical?

Master narratives and framing the debate with B2B marketing

Reputation to Revenue

The fast-growing provider of "inbound marketing" tools promotes the concept relentlessly with a daily dose of useful content for marketers on how to build awareness and generate leads through search engine marketing and social media. Years ago, when I was a lowly graduate student at MIT, I learned an essential lesson about communications while taking a course on "framing" the news.

Aligning marketing and sales.with what?

Reputation to Revenue

Four years ago, I wrote this : The typical approach to marketing-sales alignment emphasizes getting marketing closer to sales through initiatives such as tighter alignment of marketing activities with the sales cycle, better coordination around demand generation and lead management, and allowing sales to have more input into marketing programs and materials. What do you think? sales sales2.0

TL in 4D: Four dimensions for thought leadership success

Reputation to Revenue

It's also a great way to generate more insight and tap more internal experience to feed into Point of View development. Rather, you need to bring together people, processes and tools that can do the research and analysis, generate compelling points of view, and sustain the internal and market engagement required to reap the benefits effective thought leadership can provide.

Reengineering the white paper, part 1

Reputation to Revenue

They're unoriginal, boring, and overly promotional, which pretty much rules out having the intended impact of generating interest and leads. Several months ago, I began talking with colleagues Bob Buday and Tim Parker about "reengineering the white paper." they are developed and marketed the right way. Photo by kevindooley.  .

Staffing and Launching Your Content Marketing Program

all generated over 1,000 readers and 3,000 atten- tion minutes, just like they do every month. generates about 150 views on the first day, and about. post still generates about 18 views per day. stories generating traffic, which results in compounding. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY31 Whose job is it to generate story ideas? All rights reserved.

Put everyone in marketing? Yes, and with a social spin

Reputation to Revenue

Why not use the   crowdsourcing approach noted above for an even broader effort to generate and recognize new business improvement ideas. . Harvard management guru Rosabeth Moss Kanter last week suggested: "In a Recession, Put Everyone in Marketing." The idea, of course, is that you can't just keep cutting costs endlessly, and your employees are your most important asset. Great.

Carrotmobs make my night

Reputation to Revenue

Powered by Facebook and other social media outreach efforts, the first Carrotmob in San Francisco brought hundreds of people to a small market in the Mission neighborhood, and brought the market almost $10,000 in purchases which yielded almost $2,000 in green upgrades.   But the more important result, as Triple Pundit notes, "was the buzz this Carrotmob generated. And it sounds really fun!

The continuing rise of Account-Based Marketing: Four keys to success

Reputation to Revenue

Externally, ABM can generate substantial improvements in customer relationships, brand perception, solutions proof points, revenue, and profitability. Over the last 10 years, more and more B2B firms have invested in account-based marketing: treating individual accounts as "markets" and devising focused campaigns just for them. Back when my partners and I were developing some of the early methodology for account-based marketing in the early 2000s at ITSMA , it was a tough sell. Much easier to just spam the market with generic emails, webinars, brochures, and the like. Is ABM here to stay?

Marketing as service: Samsung and Best Buy put customers first

Reputation to Revenue

I love this new effort from Samsung  to generate helpful user questions and answers on the BestBuy.com. It taps the wisdom of the crowd to generate more, faster, and often better answers than could easily (and affordably) be provided by Samsung employees. As explained today in Clickz, the "Brand Answers" feature (based on technology from Bazaarvoice ) has just finished a five-month trial and almost doubled views of Samsung products on the Best Buy site: When visitors click a button on the brand's products details pages, a pop-up FAQ feature that's called "Mr. Samsung" appears.

Content Methodology: A Best Practices Report

generation Lead generation: Create. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. Components of a Content Methodology V.

Learning from Gen Y

Reputation to Revenue

Maybe us boomers and Xers are not so different from the next generation after all.  MediaPost , one of my favorite sources. launched a new blog recently, Engage: Gen Y , and the first few posts are already capturing my attention. Today's post  suggested five simple rules for "snagging consumer 2.0" and they are well worth pondering even in the rarified air of high-end B2B solutions, where Gen Yers are still mostly consigned to support roles outside the orbits of purchase decision makers.  The rules are these: Authenticity Trumps Celebrity. Niche is the New Norm. Consumers Own Brands.

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.

Should your content generate leads or relationships?

grow - Practical Marketing Solutions

His business goal was to generate an ever-increasing number of leads from his company’s blog content and he wanted my ideas on what they might try to kick the number up. Should content generate leads or relationships? The Hubspot model is very clear: Produce content that generates more leads every month. Does your content generate leads or relationships?

Building Your Strategic Lead Generation Portfolio

B2B Lead Generation Blog

Tweet To be successful at lead generation, marketers can’t rely on one specific tactic. while ago, I created a mind map of lead generation channels for my book Lead Generation for the Complex Sale. I’ve updated it to include more content marketing and social media channels. How do you determine which channels are the best for generating leads and finding future customers?

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

essential to market to and through your advocates, and not simply generate one-off testimonials, because: › social opens up a new world of advocacy opportunities. During one three-week challenge, we generated. intend to help.1 to generate prized customer testimonials, stop trying to harvest customer generosity. Advocate Marketing Creates B2B Customer. engage with peers. enjoy?”

Lead Generation is Crippling Demand Generation

Digital B2B Marketing

Lead generation and demand generation, although related, are at odds with each other. When many B2B marketers say demand generation, they mean lead generation, and the program will be measured on leads and the value of those leads. The direct outcome of lead generation is new contacts available for sales or marketing. Unfortunately, it doesn’t work that way.

Differences Between Demand Generation and Lead Generation

PureB2B

“Demand generation is the process of creating and/or boosting awareness of a particular company or product with the intention of increasing leads. Lead generation is the process of collecting actual leads directly from consumers or client prospects and using those leads to boost revenue.”. First of all, here’s what you need to remember: demand generation comes before lead generation.

50 Must-Know Statistics to Improve Your Lead Generation Strategy

B2B Marketing Insider

With so many brands competing for the same shares of consumer attention and dollars, generating quality leads has become increasingly more challenging for today’s marketers. That’s why having an effective lead generation program is more important than ever before when it comes to achieving your marketing goals. Done right, a successful lead generation strategy will […].

Is Your Lead Generation Strategy Broken?

ViewPoint

A broken lead generation strategy could mean trouble for your sales and marketing team, but not just because of the fundamental misalignment between the two departments. If your lead generation strategy is broken, it’s not unreasonable to guess that your revenue goals might be difficult to attain. Lead Generation Marketing StrategyDo you have a service level agreement?

Content Marketing Playbook: Strategy and Roadmap

Our blog generated 2 million views. essential to Moz, a company that generates all of their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. Back at GE and in. emerge.

31 Tips for Improving Sales and Marketing Lead Generation Alignment

B2B Lead Generation Blog

Lead generation is an iterative process that requires consistent closed-loop feedback. In addition to implementing Sales and Marketing huddles, here are 31 ideas you can use to improve alignment and collaboration: Train your sales people on how to optimize your lead generation investment and how to give you feedback. Share best-practice lead generation information. Be honest.

Lead Generation That Converts Leads into Sales Opportunities

B2B Lead Generation Blog

That’s why many marketing and lead generation programs tend to focus on quantity. However, according to MarketingSherpa’s data , generating “high-quality leads” is the B2B marketer’s No. You’ll do better by thinking of lead generation as a process of micro-conversions that build an opportunity profile over time. challenge. Create a marketing funnel .

Generating Leads With Responsive Content

PureB2B

You have seen countless blogs online that present copious amount of information, but these are limited in their ability to generate leads because not all visitors appreciate lengthy texts. Responsive content plays a huge, crucial role in lead generation, as content interacts with the audience, instead of passively presenting information. Types of Responsive Content. Quizzes. Contests.

Getting Demand Generation Right: 5 Things You Need to Change

CMO Essentials

As marketing and sales work together to discover this information about their buyers and develop a demand generation strategy, they will begin to naturally align and drive better results. 4. Technology is not an answer unto itself, and if technology is being looked at to solve demand generation challenges, then the money spent is being wasted. 5. Unfortunately, my friend is right.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

OF IMPORTANCE TO YOUR COMPANY By average By first place votes 1 2 3 4 5 6 7 8 LEAD GENERATION (7.5/150) ENGAGEMENT RATE (7.2) Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. But brands.

10 Ways to Generate More Leads from Your Business Blog

The Point

If you’re not generating leads – as in: a lot of leads – from your company’s blog, you’re missing out on what is perhaps not only your best opportunity to convert organic Web traffic into actionable, measurable sales inquiries, but also the best way to actually show real ROI from your social media investment. Here are 10 proven ways to generate more leads from your blog. No problem.

Lead Generation: 5 tips to generate leads faster on LinkedIn

B2B Lead Generation Blog

member of our B2B Lead Generation Roundtable LinkedIn Group was likely dreaming about this when he asked the group for a way to generate leads through LinkedIn that “doesn’t require a lot of time, engagement and endless keyword searches.”. They said it is possible to generate hot leads in a few minutes a day. Lead Generation content lead generation LinkedInTitle.

How the Halo Effect Drives Lead Generation

B2B Lead Generation Blog

My dad taught me many lessons growing up, and one that stands out as relevant to lead generation went something like this: He said, “Choose your friends carefully because we become like the people we spend most of our time with, and [like it or not] we’re judged by the company we keep.” In this post I’m going to explain how it applies to lead generation. You might also like.

In Industrial Lead Generation, a Lead is a Lead, Right?

Industrial Marketing Today

Every discussion I’ve had with manufacturers and industrial companies starts with “we need more leads” or ends with “we need results.” I understand and accept the fact that the main goal of industrial marketing is to generate leads. That […] The post In Industrial Lead Generation, a Lead is a Lead, Right? by Achinta Mitra appeared first on Industrial Marketing Today.

What is Predictive Marketing?

Predictive marketing = predictive demand generation + predictive scoring

The B2B Lead Generation Ecosystem and WPO [Infographic]

Webbiquity

The “Internet Marketing Lead Generation Ecosystem” infographic below was created by the Chicago SEO agency , Straight North. Its purpose is to serve as a blueprint to demonstrate how multiple online marketing channels can be joined to create one online lead generation campaign. Develop new ways to improve and scale your current campaign.

Which Content, Tactics & Technologies Are Driving Demand Generation ROI?

The Point

More than 200 marketing VPs, directors and managers responded to the survey, which asked respondents to identify the crucial factors in driving demand generation ROI. The post Which Content, Tactics & Technologies Are Driving Demand Generation ROI? appeared first on The Point.

How to Put the Customer First in Lead Generation

B2B Lead Generation Blog

Tweet Putting customers first in lead generation. Unfortunately, empathy is often ignored or lost when we start to become overly clever and complex with lead generation. Sadly, I’ve found that marketers don’t talk directly with the very people they are reaching out to with lead generation messages. That missing piece is customer empathy. You might also like.

Lead Generation via Influencers and Experts in 4 Steps

B2B Lead Generation Blog

Tweet Proactively building relationships with influencers and industry experts and is a powerful way to generate leads and positive word of mouth (WOM). As you build your lead generation program, your experts may be interested in codeveloping white papers, special research reports, articles and even events with you. Testing and refining your messaging and value proposition.

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.

B2B Lead Generation: Publisher Programs

Digital B2B Marketing

Over a series of three articles on B2B lead generation, we will look at types of programs or providers, how to measure the success of programs and things you can do to improve the results from your programs. Part 1: Lead Generation Alternatives to a Content Syndication Network. Here are three alternative publisher lead generation programs you should consider: 1. Need leads?

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