B2B Marketing Unplugged

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Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

Helping them find resources (yours and other people’s). We need to be looking at getting our sales teams invited to those parties and helping them have conversations that don’t begin and end with a lurid invitation to the storage locker. My agency suit friend, Marc has very sore feet this week. You see, he’s been making the rounds of the holiday parties. You know you thought about it.

Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

With a little help from Hootsuite, Darius Tweets his arse off from 8:30 to 4:30 Monday to Friday and shares some swell links to interesting content about the art and science of moving low sodium chicken stock and hand sanitizer. When Twitter didn’t elicit any help, he went to Facebook. Darius has a cool job. That’s right, my friends, he had a Porcupine in his social feeds.

Three Reasons Customer Experience Management Fails

B2B Marketing Unplugged

Whether it’s helpful geniuses at the Apple store patiently explaining how stuff works or the just-in-time container of ball bearings, it’s all about how we make our customers feel. Next week we’ll look at the other two big CEM mistakes and why marketers should be helping to fix it. That’s a lot of dough, Lords and Ladies of the Spin Cycle, and that’s just consumers. Now that’s fun.

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

B2B Marketing Unplugged

Just the other day, my friend Lisa Shepherd was suggesting on LinkedIn   “…that B2B buyers are now self-nurturing and… sales needs help from marketing to enter the sales conversation earlier”. They managed all of this without the help of a sales person, and economies grew, products were sold and life went on. Goodness. Just like that? Where do you think it went? .

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B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Is Your Competition Making Stuff Up? Good.

B2B Marketing Unplugged

For example, Boll and Branch has basically called b t on the entire linen industry and stepped out with marketing around debunking thread count as a measure of anything helpful. It’s all about potential. For just a few minutes you can imagine that your bedroom will look like something in Dwell instead of a depressing mix of unmatched sheets and dog hair. Is full size the same as double?

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Your About Us Page Isn’t About You

B2B Marketing Unplugged

God help us, you didn’t put your mission, vision and values up there, did you? Just as the rest of your messaging needs to help them understand a problem and then admit you’re the best solution, so, too does this page. I’d start with a really tight paragraph about what you help people do and how many of them you have helped. When was the last time you looked at it?

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Only You Can Prevent Feature Puke

B2B Marketing Unplugged

They can’t help it, and marketing folks can’t help being equally bitchy about bad marketing. It’s not that we’re mean (which certainly helps) but that we notice stuff other people don’t. Marketing’s job is to know what that right thing is and to help the Squirrel make it relevant and trustworthy. That’s the thing that helps you understand what you do, not what you sell.

What Did Your Brand Ever Do To Deserve Bad Photos?

B2B Marketing Unplugged

Marketer #2: Let’s not forget our contact us page: We should show a photo of someone wearing a headset and being helpful. Marketer #1: Hmmm. Time to update our corporate website again.  That swell webinar we went to said we should use more images on our web pages and printed materials because humans are beginning to lose the ability to read. Be sure the parking lot lines are visible.

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B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

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.” Sales squirrels ignoring you? It will sound something like this: “How will we ever make quota?” Select all that apply.

Distance Between Decision-Makers and End Users is Key

B2B Marketing Unplugged

In this scenario, the CFO, with help from the P-Cube , is looking for a system that is scalable, cost-effective, best-in-class and cranks out useful data that supports strategic decision-making. Here is my helpful diagram:  .  If you would like a.pdf or.ppt of this, shoot me an email and I’ll send it over. Here’s the whole article. Interesting Things I Found This Week.

The End of Valued Customers

B2B Marketing Unplugged

As nice as it is to hear from you by telephone, I really need to focus now on getting some work done, and I do hope Amanda isn’t too insulted that I have blocked her number as she is not easy to convince that I don’t need help with the application. If you could help with that, I would be most grateful. Dear Valued Supplier, Thank you for your quarterly newsletter. Quite  a treasure.

Sometimes Marketing Should Whisper

B2B Marketing Unplugged

Here is a great post from Southern Shows that will help you think a bit differently about your themes. I don’t know about you, but I’m about hoarse from all the yelling I’ve been doing lately. What with radio, OOH and a bunch of SEM stuff, I’ve been screaming for quite a few weeks now. No think these stickers are the smartest damn thing ever. should throw them out. But I don’t.

Your Customers Are Way More Efficient Than You Are

B2B Marketing Unplugged

Now, before you are willing to open a ticket and start helping, they need to spend a month or so wandering around in your Helpful Knowledge Base where they will surely find the answer. On the customer’s side, they are used to ordering an Uber ride and having it turn up in 5 minutes, helpfully notifying them when it’s there. I just love sitting in the quiet zone on the train.

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

Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

think this group should be beholden to everyone, while it helps them serve their respective Daddies. These are people who are good at helping other people understand stuff. Assign one to the product people, one or more the Customer Abuse team, perhaps someone to help the Keebler Elves a little. Have I got a job for you. think it belongs on its own. Still want make the case?

The Thrill of Victory: What Marketers Can Learn from the Win Column

B2B Marketing Unplugged

Maybe even drag a colleague along with you to help keep up. Were you successful in getting your hands on the win-loss report from sales? Don’t feel too bad about it; that sort of information is not something sales people share freely, especially the loss part of it. This week I want to talk about the importance of the good news bit of their report. All day long, if you let them.

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Getting Commitment Requires Primal Selling and Quiet Marketers

B2B Marketing Unplugged

There is a video making the rounds lately of a runner who, finding himself well out in front in the final bit of the race, decides to ham it up a little with the crowd and, you guessed it, fails to notice the competitor who sneaks up and crosses the finish line first. If you love the smell of schadenfreude in the morning, here is the video. This is the most heart-breaking of phases, I think.

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Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

Those rewards that help us acquire the resources we feel we need, such as Pinterest, and slot machines. If you are working on your personas or wondering why they seem to not be helping, you might start here. I am worried that Candy Crush is eating our brains. used to worry that email was eating our brains; now I’m pretty sure it’s that horrible game. Trigger. Action. Investment.

B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

Six Ideas for Getting Your Social Media Off the Ground

B2B Marketing Unplugged

If you expect your people to engage on your behalf on social, you need to help them set up a professional presence that is distinct from their horrible real life personalities. You can help them out by giving them a bit of content to share. Patty’s company recently lifted some of its restrictions, and now allows most employees to access the web from their desks. Yes, them.

Why Meaning Matters More than Noise

B2B Marketing Unplugged

If you know Bernadette Jiwa , this line will feel familiar; if you don’t know Jiwa and her work around helping brands tell their stories, this book is a great place to check out her refreshing worldview. Another great spot for help with email, is this site reallygoodemails.com. . In this is found the meaningful work most marketers and their brands can only dream about. Tell our story.

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Stop Apologizing, Start Measuring

B2B Marketing Unplugged

If you’re feeling the need to apologize for something (Christmas, is just a few weeks away, after all), Harvard Business Review published a good piece in September to help you figure out whether to apologize, how to do it and how to tell if what you’re about to do is going to have any benefit at all. I can also recommend this article from Inc. Such fun. We train for this stuff.

The Hidden Costs of Content Marketing

B2B Marketing Unplugged

It turns out that Content is taking its status as King pretty seriously and quietly helping itself to some pretty stiff levies. 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? And what about the mess and expense of those darn client events? But wait, there’s more. That’s right, for free. Curation.

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B2B Marketing Trends for 2016

While their ideas vary, they could be summarized as: • Produce better content by making it more focused on the needs of a specific group. • Be more human—write for people, not segments or search engines. • Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. B2B marketers will see how sales people can help.

Four Rules for Getting.Organized

B2B Marketing Unplugged

If you are one of my faithful followers (and I thank you) you should continue to receive helpful notifications when I publish on bizmarketer.org. BizMarketer is Finally Getting.Organized and will now publish at Bizmaketer.org. Here is what I have learned so far. Rule One: Don’t have two drinks and then decide it’s time to host your own blog. Rule Two: Don’t, while pouring a third drink, start signing up for hosting and creating your own domain. If someone is going to bother you with ads while you read, it might as well be me. Happy New Year. Elizabeth.

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Unique Selling Propositions Are a Myth

B2B Marketing Unplugged

Inspired by the session on entrepreneurship, he’s decided to start up a lawn care company and called me for help with his homework. “I need a unique selling proposition” , he said. The other said “Well, I don’t light fires anymore.” No help there, and not likely to get a decent buck for either of them. Google is positively awash in helpful stuff about how where to develop a USP.

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The Agony of Defeat: Why Lost Business Reporting Isn’t Helpful

B2B Marketing Unplugged

Now that’s all fine and dandy but really doesn’t help us down in the pit mines of marketing. Next week, we’ll look at how to mine the Win column for helpful marketing information. If you’ve been handed the thankless chore of managing the customer referral list, here is a helpful post from the good people at Hubspot’s agency blog. Do you get the Win-Loss report?

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Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

This would be your community management team, whose time is much better spent moderating helpful discussions instead of hiding the pitchforks from the villagers. 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.

Ask Customers What They Want to Say, Not What You Want to Hear

B2B Marketing Unplugged

They help us side-step difficult and confusing conversations about numbers and go to our happy place with stuff that sounds like: “Based on our Insight that 80 percent of our customers are moderately to very angry about owls, we see a market opportunity to upsell the base to square headphones.” . Here’s a riddle: what smells a bit like a barnyard and gobbles? We’re really not all that picky.

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Why Content is Social Media Dietary Fibre

B2B Marketing Unplugged

Our job is to make sure we place great content carefully on that path, help people understand why it matters and invite them to a great conversation. I like to start my Monday mornings with a visit to LinkedIn. It’s a lazy sort of way to shake off the Netflix hangover and ease into the week with a nice view of what my network has been up to. Content is the fibre of your social media diet.

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

B2B Marketing Unplugged

We’re not looking for a reality show here: our customers are not generally all that attractive; we’re going for a look that feels comfortable but with a generous helping of R-Factor #2. The key is to show them what you, and you alone, make possible for them by using images to help with R-Factor#3. All of this despite the new-found appreciation for all things design-driven.

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Why I Won’t Endorse You on LinkedIn

B2B Marketing Unplugged

Let me help you. Oh, goody. My LinkedIn connection, Diana, just endorsed my skills in marketing strategy. Yesterday Sylvie gave me a thumbs-up on my team-building expertise, and last week Martin endorsed me as the corporate communications guru I imagine myself to be.  Self-esteem is running high, which means self-doubt can’t be far away. This profile is surely someone else’s. That’ll be fun.

Fixing Your Sucky B2B Website: Step One

B2B Marketing Unplugged

called the other night to see if she needed help with the Tuesday Night Effigy Burning. That’s not going to help much is it? Mothers I can’t help you with, but my experience with whiny colleagues is to deal with them head-on by inviting them to a cathartic session of website bashing. My friend Aileen is breaking up with her husband Dan. Step One: Fix the Windows.

A Refreshing Look at Customer Loyalty

B2B Marketing Unplugged

We have talked in this space before about the need to stop measuring how quickly we can flush a customer call and start measuring how helpful our CSRs actually are. This is a quick read and an easy-to-follow style, with helpful summaries at the end of each chapter. It turns out, it has to do with effort. The same is true in your Customer Abuse department. It doesn’t work.

P-Cube Rising: Procurement is Cool Again

B2B Marketing Unplugged

On the optimistic assumption that the P-Cube will actually remain helpful as well as strategic, I think marketers may have a fantastic opportunity. It’s been a while since we checked in with our friends in the Vendor Abuse department , also known as Procurement, and it seems their lot is improving at last. We all remember what happened when HR became strategic , don’t we? 

Fixing the Customer Experience Part IV – Where to Start

B2B Marketing Unplugged

This is where that book in the first paragraph is so helpful. If you can’t be bothered with a whole book, this white paper from Oracle is a dense but helpful overview. Enough whining. Time to solve the messy experience thing. Now that the Customer Experience is safely in the hands of the marketing department , it’s time to figure out where to start with the fixing of  it.

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

B2B Marketing Unplugged

Helpful Hints for The Clydesdales of B2B Content. It must have been about June when Linda called. “Do you know a good B2B writer?”, ”, she asked.  I did but not one I was willing to hand over to Linda’s nasty content factory. A few weeks later it was Alex with this observation: “Every decent writer in this city is either on maternity leave or hates me.”

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Five Solstice Celebrations for Marketers

B2B Marketing Unplugged

Here’s some inspiration to help you through it. little Xanax might help too. Here is a terrific piece that will help you position branding as a thing that might just be worthwhile. For most of us, however, the Summer Solstice is the time we begin to realize the year is half over. How the fu*k did that happen? Either way, worth a look. Blah blah blah brand blah blah blah.

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