B2B Marketing Unplugged

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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.

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

B2B Marketing Unplugged

The good news is, this book is in bite-sized chapters (perfect for reading during the Air Canada safety video) and there’s no need for those tedious chapter-end summaries, key take-aways, book club questions or connect-the-dots that other business writers seem to think are helpful. This is where a little curation or more diligent editing might have helped. Scott Stratten, not so much.

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.

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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Content Marketing Playbook: Strategy and Roadmap

cultivated every internal asset that could help them. outside help when needed. that’s proven to work—one we’ve refined after helping. that sports an audience of over 300,000 readers. “We want to try to help marketers first,” Fishkin says. If you can help people solve their. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. emerge.

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.

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?

Why Your Website Needs a Good Cleaning

B2B Marketing Unplugged

Let me help you out. Have you been keeping your website content up to date? The answer is no. Oh, sure, you’ve stuck a dreadful holiday stock image on your home page and updated your carousel with the latest campaign-o-rama effort, but really, you haven’t been keeping up, have you? The average page size is now over 2MB so this tells me we’re just not paying a ton of attention. Why should we?

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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Stop Killing Your Content: 3 Reasons Your Content Falls Flat

enjoyed our content or how it helped a rep explain our company’s value proposition. It helps to make content accessible, presentable and trackable, instantly and intuitively, from a single standalone platform that can be accessed via the web, mobile devices, email clients and CRM systems. Stop Killing Your Content: 3 Reasons Your Content Falls Flat. and value. post-production.

Why Your Contact Page is Terrible

B2B Marketing Unplugged

You’ll be wanting to screen out the ones who are whiny, don’t pay on time, want help with things, can’t figure out your billing statements. suggest it’s kind of our job to let that conversation happen and to help it happen quickly and productively. More importantly, are the people who can help the people who don’t use phone and email actually on these platforms? know, I know.

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.

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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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.

Content Methodology: A Best Practices Report

It also helps maintain relationships with vendors, agencies, and. suppliers, and can help facilitate corporate communications and build company culture. The studio helps unify the company around a. Ultimately, a strong content methodology can help get you there. and triggers, which will help inspire different content types and formats that can be. help address?

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.

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?

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.

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.

Staffing and Launching Your Content Marketing Program

to help you get that promotion. We want to try and help marketers. helpful to keep your goals focused on the audience you want to serve. helping people tell amazing stories instead of polluting the web with me- diocrity, and in the power of ditching intrusive advertising in favor of great. But while freelance resources can be a great help, it’s. Introduction 3 II.

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.

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.

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.

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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Content Strategy for Marketing

Learn how developing a content strategy can help you reach. challenge that content strategy can help you overcome. More specifically, content strategy helps bring your vision as a content-focused marketing. To learn about how we helped Dell and other. team to be a daunting task and bring in an outside firm to help. To help you prioritize. Content. Content.

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.

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.

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.

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.

Study: How Much of Your Content Marketing Is Effective?

on non-audience-relevant sites in the hope of getting more con- tent out there and the vain hope of helping our SEO.” can open access to the necessary analytic tools and resources, and the right analytics help content marketers devote their time. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective?

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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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.

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.

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?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Would spending more money help? tools can help companies maximize their efficiency. 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. Introduction II. Methodology III. But brands.

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.