B2B Marketing Unplugged

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Funnels, crazies and Jedis — you can’t UnRead this book

B2B Marketing Unplugged

It’s a little bit weird to be sitting on a plane, reading a rant about the airline that is, at that moment, scooting you home. quite enjoyed my Air Canada experience that night. Scott Stratten, not so much. He is mad at Air Canada. Indeed, that’s a bit of my difficulty with the whole thing. The theme is clear enough — be human. Be nice. Be honest. Do the right things. Amen, brother Scott.

To Everything Spin, Spin, Spin

B2B Marketing Unplugged

Veroni adds his voice to this call and trots out the usual suspects (Apple, Google, Facebook) but he nicely takes the rest of us to task over our mission and vision statements: “… a succession of clichés inside banalities inside platitudes … cobbled together by senior management during a one-day offsite at a golf resort, led by an overly enthusiastic facilitator. You need your geeks.

Why We Need to Shut Up and Let Our Customers Buy Something

B2B Marketing Unplugged

would bet that long before we could Google our way to insight, B2B buyers were about 25 percent of the way in before they picked up a phone. There are a few statistics that are used to torment marketers.  We’ve all had some chief something or other office sneer that 50 percent of advertising is wasted. Goodness. Just like that? Where do you think it went? . This is marketing’s bit.

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Why Your Website Needs a Good Cleaning

B2B Marketing Unplugged

Even Google’s grumpy Panda doesn’t penalize page count (though it does get a bit prickly if you’re adding pages too rapidly), so there’s really not a lot of downside to your disgraceful housekeeping. Have you been keeping your website content up to date? Let me help you out. The answer is no. The average page size is now over 2MB so this tells me we’re just not paying a ton of attention.

Content Methodology: A Best Practices Report

resources Blog, social, email Google Analytics, biannual. editor) Blog, social, email, paid distribution Google Analytics, engagement. on social Google Analytics, engagement. 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. the stories.

Content and Karma and Pandas, Oh My

B2B Marketing Unplugged

Whether you like it or not, Google has set loose a Panda in that nasty, over-stuffed garage you like to call a website. 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”. Start with your keywords.

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

The take-away is that simplicity is key in getting users to behave as you wish: using Facebook or Google credentials as a login for an unrelated site, buttons that let users easily share the pug-meets-gerbil video, or the very simple Google search bar are great examples of what it looks like when we make a behavior ridiculously simple. Candy Crush is extremely habit-forming. Trigger.

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.

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

B2B Marketing Unplugged

They’re looking you up on Google, Glassdoor and industry sites. 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. Today I want to discuss a quiet backwater: The Flock of the Gruntled, also known as the customer reference pool. Many go north of $1-million.*.

Unique Selling Propositions Are a Myth

B2B Marketing Unplugged

Google is positively awash in helpful stuff about how where to develop a USP. My friend Sam was recently turfed out of his cushy corporate job and is currently spending his days taking unemployment lessons at an outplacement firm. Why?” I said. “It’s the second box on page three” , he replied. “I mean, why do you need a USP?” He didn’t know and neither did I. Deploying sheep?

Evangelizing a Content Marketing Program

And in the wake of Google Hummingbird, high-quality, engaging content that people spend lots. There’s. a lot of evidence to indicate that Google is looking at. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II.

Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

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. Last week we saw the clear relationship between good CEM and good corporate performance.  We can chalk up at least a bit of this to the value of the brand itself. This is why I think marketing ought to own CEM.

Why Content is Social Media Dietary Fibre

B2B Marketing Unplugged

Sustainable social engagement has a number of elements, including real-time conversations with your customers and prospects, regular participation in specialized corners such as LinkedIn groups or Google+ and adding meaningful, useful content to the whole thing. I like to start my Monday mornings with a visit to LinkedIn. Content is the fibre of your social media diet. It’s Visual.

A Mostly Good Holiday Read from Mitch Joel

B2B Marketing Unplugged

Amazon, Google, Zappos and the usual cast of brands-who-are-way-better-than-you are also on hand but with many fewer mentions. A Review of Ctrl Alt Delete: Reboot Your Business. Reboot Your Life. Your Future Depends On It. think I might like this book, but I may need to read it a few more times before I can be sure just what it’s about. Back to the book. Neither do weepy Superbowl ads.

Six Ways to Not Suck at Selling Things to Me

B2B Marketing Unplugged

If they aren’t on LinkedIn, try that Google thing. Did I send some message into the universe that attracts bad sales people? Is there a rehab centre nearby for under-performers? Have suppliers everywhere been forced to hire chipmunks and voles instead of real Sales Squirrels ? I’m in a new role these days, one that spends more than the old role. Plus I’ve been pretty fast and loose with my business card at trade shows recently, so it’s not really a surprise that I am sitting through more than my usual number of pitches lately. It’s spelled G-O-O-G-L-E.

Content Marketing Playbook: Strategy and Roadmap

you Google it, you’ll find a thousand different blog posts. 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. Adopting a Winning Perspective 7 III. Back at GE and in. emerge.

Six Great (and brief) B2B Reads for Labour Day

B2B Marketing Unplugged

How long does it take you to start drifting off when the SEO nerds are jabbering? I’m good for about ten minutes these days, which is not something I’m proud of because I really want to understand the answer I get when make my quarterly enquiry that sounds something like: “Why the fu*k does some garage band of a competitor continue to outrank us on Google?”. The Knights Who Say….

Got Lead Gen? A Book Review

B2B Marketing Unplugged

The minutiae behind Google ads and Twitter promotions changes hourly, which is pretty bad news for a book in analog format that seeks to explain them. I don’t doubt for a minute that Mr. Scott will update the book regularly, but I’m not sure it’s wise to try to keep up with social media bidding models in your spare time. Did you know there were rules about lead generation? I had no idea.

Fixing Your Sucky B2B Website Step Two: Be Less Disgusting

B2B Marketing Unplugged

Set up your Google Analytics: It’s free, it’s not difficult and it’ll give your summer student some numbers to play with. Last week we discussed how a sucky B2B website can make happy people sad and sad people drunk. My friend Aileen, who uses her website as a proxy for her failed marriage, is doing much better. And that’s what Step Two is about: a website less disgusting.

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.

Staffing and Launching Your Content Marketing Program

on each of our primary distribution channels (email, Facebook, Twitter, LinkedIn, and Google+). ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. 200,000 readers.

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

B2B Marketing Unplugged

So the company went out and counted how many Fortune 500 CEOs have their own Twitter, Facebook, LinkedIn, Google+ and Pinterest accounts. Ah, a July heat wave and the livin’ is easy, unless you write about technology, in which case it’s that boring old period between the second quarter results and the fun new toys for Christmas. What to do? Say, let’s do some Ritual Shaming and dress it up with a few hysterical headlines. That’ll make things interesting! We don’t need to get too hung up about the source of the “research”. But there really oughta be a law about hysterical headlines.

This Old Website – 7 Unfortunate Realities

B2B Marketing Unplugged

In the age of Google, all our pages are landing pages. Years and years ago somebody thought it would be a great idea if the corporate communications function in the company I worked for reported in to the CFO.  I was the corporate communications function and that meant some very, very interesting conversations, that mostly ended with “just don’t let it cost anything”. Sorry.

Eight Links and A Translation

B2B Marketing Unplugged

My friend is probably not the first person to stuff lorem ipsum into that most useless of Google applications, but he’s the only one who has shared it with me. 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. Client: But what does it mean? Got it.

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Is Your Customer Self-Service a Porcupine-Making Machine?

B2B Marketing Unplugged

They don’t know they have checked out Google, LinkedIn, Pinterest and Tumblr to see if someone knows the answer to their question. Indeed, if they have gone to Google, user communities and the like, they are probably well into second-tier support territory and, as their humour diminishes, they sure as hell aren’t interested in supplying another DNA sample.

B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. 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.

Dont Waste Your Sales Call Do-Over

B2B Marketing Unplugged

He’s really happy we could have that chat and he could learn more about our company: like all the stuff he couldn’t be bothered to look up on Google. Pretty sure if they had done that Google thing, they wouldn’t have spent 45 minutes showing me their campaigns for cars, condos, toe nail fungus clinics, transmission shops and a travel industry association’s dog. Third, see above.

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Small Business Website Woes? Get it to The Geek

B2B Marketing Unplugged

Get your Geek to register a domain you can live with (they’re free right now from Google in Canada). Did you know that almost half of Canadian small businesses don’t have a website? Maybe you did know that but did you know that of the half that do have sites, many of them are complete rubbish and haven’t been updated for months or even years? There are lots of well-documented reasons why small business websites are such a sorry lot: other priorities; too busy. no idea how to build or maintain a site. not enough money to hire an expert. fear of screwing it up. You know who you are. Hours.

Social Media Readings: Nine Things to Get You on Track

B2B Marketing Unplugged

On Google+: I have to confess I am still on the fence about Google+. I get that it delivers serious link juice; I get that the numbers are in its favour for displacing Facebook; I appreciate that the interface is much better for B2B marketers. Google+ for the Rest of Us is just $2.49 for the Kindle, so worth a look. Let’s start with this new one from the good people at Hubspot.

Spot 14

Book Review: What to Expect When You’re Expressing: APE Delivers

B2B Marketing Unplugged

Crowd–reviewing is the new way to get feedback: “After I’ve taken my best shot at an outline, I place a copy on Google Docs and invite a few million close friends. What do you do when your publisher can’t figure out how to fill an order for a few hundred  e-copies of your book? You break up with them and publish the next book yourself. If you don’t care, you can jump past this bit. Oh dear.

SIC 12

B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. 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.

Is it Still a Revolution if it Comes with Instructions?

B2B Marketing Unplugged

This chapter is the most practical of the bunch and arms us with 21 KPIs, the revealing idea that B2B companies have fewer customers than B2C companies and some great tips about Google tools including Traffic Estimator and Analytics. Just when I thought we’d seen last of the books dedicated to screaming at marketers until they sign up for Foursquare, along comes The Now Revolution: 7 Shifts to Make Your Business Faster, Smarter and More Social *. should note that I received two copies, both of them free. Has anyone actually gone out and paid for it?). Oh, crap, you did. affiliate link.

Fight Them in the Cafés, Not on the Beaches

B2B Marketing Unplugged

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? 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? Reading about your products a little too often on Facebook? See,” they bleat. It’s not just teenagers and bored day traders doing this either.

Coming soon to a P-Cube Near You

B2B Marketing Unplugged

Which rhymes with G and that stands for Google. . They share files on Google Docs, they navigate on Google Maps, they snoop on Google Earth, they doodle on SketchUp, they blog on Blogger, and so on and so on. If Google made a vacuum cleaner; my family room wouldn’t require fumigation every six months. And why Google? Fling the (confidential) data onto Google Docs and get your friend’s, brother’s, nanny’s hairdresser’s soccer coach to fix your circular reference, pivot the data, make some charts and update your playlist. Not us. Holy sh*t.

Nine Great B2B Links for Labour Day that Have Nothing to do with Golf

B2B Marketing Unplugged

For reasons unknown, it doesn’t mention Google+ but it’s a very good primer on all other things Gooey, like Places, News, Docs, Grumpy, Bashful… oh dear. On the Thursday before Labour Day, good marketers across Canada and the United States are thinking  just one thing: How early can I sneak out today? Gentle friends, let me help you out. Go now. And take with you these links to terribly important marketing things you need to ponder from home. Or maybe on a dock or a beach. Certainly, you’ll want a drink in hand. . Insights from the Brink of Madness. Time-Limited Way to Look Organized.

B2B Marketing Trends for 2016

Coached the president of a small sales management training company to become a widely-known figure in social media, capture the #1 Google search spot, and. 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.

Quick, Get a Lid on Those Eyes

B2B Marketing Unplugged

There is an interesting romp through early search engine history and then we get back to slapping agencies upside the head with statements like this one: “Today, uttering the word ‘Google’ in the presence of ad men has the same effect that mentioning the work ‘cancer’ has in a doctor’s waiting room.” Ask anyone who writes white papers for a living and they’ll tell you that sometimes the little buggers get out of control. What started out as a 12-pager on sprinkler flow testing best practices ends up at 25 pages without much warning. Sort of like that adorable alligator in the pet store. So

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.

Why Most Executives Should Stay Clear of Social Media

B2B Marketing Unplugged

Naturally, this otherwise excellent talk began with the Ritual Shaming of the people in the room brave enough to admit they didn’t have a professional Facebook account, don’t really understand Foursquare, are only dimly aware of Google Buzz and can’t, honestly, see the point of Twitter. Social Media bizmarketer blognocracy blognocrats blogocratic boctaoe corporate communications Elizabeth Williams facebook Forrester foursquare Google. And then began the Ritual Disemboweling of myopic Palm-toting dinosaur executives who just “don’t get it”.  What are these people thinking? enough. 

Why Sacred is as Important as Relevant in Email Marketing

B2B Marketing Unplugged

Now I accept that many people in the UK have a lot of trouble imagining how vast the distances are between points in Canada, but that’s why we have Google Maps. I spent some time this past weekend with Marketing Sherpa’s annual B2B email survey.  Which is either a sad commentary on my free time or a glowing recommendation of Sherpa’s content. Let’s go with the latter. This excellent survey, once again, highlights the difficulty we face in delivering relevant and meaningful content. Nick and I go way back. To about early April, if my records are correct. Ridiculously! Can’t wait.

B2B 2

The Six Best Google+ Marketing Tools

Webbiquity

Despite its detractors , Google+ remains one of the “big four” social networks and has its share of prominent fans in the business world. For most websites, Google+ doesn’t drive the volume of social traffic that Facebook, LinkedIn, and Twitter do. As with Facebook , Twitter, and other popular networks, Google+ has also inspired its own ecosystem of tools.

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How to fix Google+

grow - Practical Marketing Solutions

Whether you think Google+ is dead, dying, or still on the rise, one thing is certain: something has to change. Google+ was meant to take on Facebook. Facebook was capturing a disproportionate share of our personal information and Google had to do something. Their You could argue that it did that … so why is Google+ in turmoil? Do we really need Google+?

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