| | | B2B Marketing Unplugged | |  Generation + Lead | 8 articles |
| Page 1 of 1 | Previous | Next | B2B MARKETING UNPLUGGED JANUARY 25, 2013  Four Things Marketing Should Say “No” About in 2013 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. | B2B MARKETING UNPLUGGED JANUARY 18, 2013  Four Things Marketing Can Say “Yes” About in 2013 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. ll bet they’re already asking you for hockey tickets. | | | | | |
| B2B MARKETING UNPLUGGED MAY 21, 2013  Got Lead Gen? A Book Review 'Did you know there were rules about lead generation? 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. had no idea. Really? | B2B MARKETING UNPLUGGED JUNE 24, 2011 Coming soon to a P-Cube Near You 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? So we stuck her in a cube and used child labour for two months to enter and analyze a bunch of lead data. It means, my friends, that Generation G is going to check everything you say and promise with everyone, everywhere, all the time. on Facebook. Not us. | B2B MARKETING UNPLUGGED APRIL 24, 2010 Trade Shows Part 1: Who Gets to Go Since the question of who goes to a given show generates the most resentment, that seems a good place to start. The ones who can qualify leads, push them into the funnel or further along the funnel or even close something. How can you possibly justify standing in front of the industry making a speech or leading a session on how your particular bit of it works? Spring is definitely in the air, and with it a brand new season of trade shows. You remember trade shows, don’t you? Yet like the flying car I was promised in 1972, it just hasn’t quite come to pass. Not junior ones. | B2B MARKETING UNPLUGGED JULY 19, 2010 When Good Things Happen to Good Research 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. Which leads me to believe, perhaps wrongly, that this isn’t really a survey at all but a massive fishing expedition for email addresses and book lovers. 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. . Do a credible job. Several, actually. IT Decision-Maker? Lather. | | | | | | | |
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B2B MARKETING UNPLUGGED | SATURDAY, APRIL 21, 2012 How to Use Your Subject Matter Experts for World Domination
External Helpfulness: Moderating online forums; leading user groups; participating in highly technical panels or industry standards groups. 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. Sales people like them because they help sell stuff. Hermit Crabs. MORE >> -
B2B MARKETING UNPLUGGED | SUNDAY, JUNE 10, 2012  Social Media for Grown-Ups
Marketing’s Daddies are leads, revenue and market share. If social isn’t driving leads, it’s wasting time and, by the way, not getting a lot of internal support, either. This is basically a 200-page manual on how to get more leads from social stuff. And speaking of Daddies, it includes this reminder: “An easy mistake to make as a B2B marketer is to look at visits, leads, follows or some other tactic-specific metric of success. I really, really, really didn’t want to like this book. mean, what are the odds? It’s the one about Search. It’s the part about ROI. MORE >>
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