Reputation to Revenue

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

Reputation to Revenue

There is no end of advice around content marketing and marketing as media, but much of it seems simply to highlight general direction and attributes: Be helpful, solve problems, use a human voice, tell stories, re-purpose or "re-imagine" existing content, and so on.

Customer references and solutions marketing: Building blocks for business impact

Reputation to Revenue

Often this means having a broad-based leadership board or council to help set program direction and to make sure that the rest of marketing and sales understand the strategic value of the program. B2B marketers focused on high value solutions know that customer evidence is like gold.

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Sustainability best practices can guide social media too

Reputation to Revenue

Listening to Hampson recount the impressive strides Capgemini has made in reducing the company's environmental impact, though, I couldn't help but think about how relevant his lessons were for B2B social media, as well.

Is sales enablement dead?

Reputation to Revenue

What they do is help people buy once those buyers have made up their minds it's time for a purchase. . T hey can't just talk about the value of your offerings, they have to work with customers to help create the solutions. . Sales Enablement is a huge topic in B2B these days.

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

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.

The four engines of B2B marketing success

Reputation to Revenue

A friend recently had the good fortune not only to take over marketing for a successful B2B firm, but to do so with a mandate to build a new strategy that ensures a much greater impact on the business.

Two cheers for Eloqua's Content Grid

Reputation to Revenue

Indeed, I make a decent part of my living these days helping companies make this happen. promotional" material that, at the end of the day, are still necessary to help make the sale regardless of how effective your inbound marketing is.

Editorial strategy: Why do B2B customers need your information?

Reputation to Revenue

question can only help in developing a more effective editorial strategy. A new report from the always excellent Project for Excellence in Journalism got me thinking a bit differently about thought leadership and content marketing and marketing as media.

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B2B Marketing Trends for 2016

Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. advocacy program aimed and fine-tuned for their sales department will help. B2B marketers will see how sales people can help. B2B Marketing.

Four steps to strengthening B2B customer connections

Reputation to Revenue

We need a baseline to identify gaps and next steps and to help build a vision of where we need to go. IBM's hot-off-the-press 2010 CEO Study confirms again what solutions marketers already know: getting closer to customers is a strategic priority.

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Lessons from IBM's CIO community program

Reputation to Revenue

The tiered approach helps in organizing IBM resources and responding to different types of CIOs with different levels of relationship to IBM. Everyone selling high value solutions wants to engage C-level executives. They're the ultimate decision makers.

Master narratives and framing the debate with B2B marketing

Reputation to Revenue

The brand promise is helping clients become high performing companies; Accenture's thought leadership research and publications flesh out the story with data and case studies of how this actually happens.

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Aligning marketing and sales.with what?

Reputation to Revenue

I'm all for more agreement between marketing and sales on which leads matter, how to map marketing to the sales cycle, and where marketing can help most with key accounts. Marketing folks in B2B are obsessed with aligning marketing and sales.

B2B Marketing Trends for 2016

Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. advocacy program aimed and fine-tuned for their sales department will help. B2B marketers will see how sales people can help. B2B Marketing.

More evidence that give-to-get is the key to success

Reputation to Revenue

The answer was the supplier most proactive in helping you [emphasis in original]. The executives in the survey are saying "help me." As such, the idea of "proactive help" should be front and center. It's pretty much a cliche to say that marketing today is all about give-to-get.

Reengineering the white paper, part 1

Reputation to Revenue

Our basic idea was that, although white papers have flooded the Web for years, and more and more companies are investing in them to help demonstrate expertise and thought leadership, the reality is that most of them are pretty bad.

The power of video: Outsourcing reality show illuminates the buying process

Reputation to Revenue

No cash involved, but it sounded like an quick PR hit for me while helping out a great organization. About a month ago, the good folks at the Outsourcing Institute asked me to contribute some "lessons" for services marketers based on their web-based reality show, The Transaction.

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Bad service blowback - United Breaks Guitars

Reputation to Revenue

Engaging more directly in social media might help, as Comcast is finding out, but the real answer is fix your service and don't give people reasons to shout -- or sing! Lots of companies are still nervous about participating in social media; they fear negative comments, among other things.

B2B Marketing Trends for 2016

Use frameworks like ABM and ICE to help with these efforts. With marketing now responsible for helping to nurture and. advocacy program aimed and fine-tuned for their sales department will help. B2B marketers will see how sales people can help. B2B Marketing.

The joy of tweets: Twittering Rocks on Bloomsday

Reputation to Revenue

Bogost says using Twitter "for literary performance art might help shift perspectives on the service" and get people to use it for more than self-centered musings.

The hard questions about social media for B2B solutions providers

Reputation to Revenue

To help answer some of the hard questions, my partners and I at Solutions Insights have just published a short report, Socializing Solutions: Tapping Social Media for Solutions Success (PDF). The skepticism about social media for B2B is pretty much gone by now.

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

Reputation to Revenue

Tough times make it that much more important to get new ideas from anyone and everyone in the organization, but companies too often neglect to ask or provide incentives to help the process along. "A

Carrotmobs make my night

Reputation to Revenue

Several Facebook-centered initiatives are in the works as well, including one to help companies distribute social responsibility funds by encouraging Facebook members to choose the recipients.

Smarter marketing at IBM: Big Blue's latest green consulting launch

Reputation to Revenue

Pardon me for talking about IBM yet again, but the company continues to impress me with its ability to ride the green wave with intelligent and high-potential offerings. The latest example is last week's announcement of a new Sustainable Procurement consulting offer.

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

Reputation to Revenue

We were going great guns at ITSMA with research, workshops, an ABM Council, annual ABM awards, and, of course, direct consulting and training to help companies get started and succeed. Internally, ABM can help prove the value of marketing, improve relationships with Sales, and strengthen focus on core customer challenges and potential solutions.

The lure of cheap content, continued

Reputation to Revenue

With B2B, we need to focus more on content that helps create lasting relationships, not quick sugar highs. I wrote the other day about the lure of cheap content in B2B marketing. A few weeks back, I also wrote about the potential of marketers taking a journalistic approach to marketing. Now comes news that more mainstream media companies are themselves falling prey to the lure of cheap content.

Six steps to differentiating your solutions

Reputation to Revenue

It's not rocket science, but it does take some effort, and a formal process helps. Aargh! Six weeks to launch, and so much to do. The solutions management folks have spent months putting together the new offering, and now we've got about 87 things to do to get ready on the marketing side. Press release.internal webinar for the sales team.customer presentation.special briefings for the top account leads.white paper.update the public site with descriptions.collateral for the trade show.

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. I love this for three reasons: It's all about helping customers make better purchase decisions.

Winning with thought leadership: Six lessons from IBM and Deloitte

Reputation to Revenue

Based on ongoing research as well as Deloitte's extensive experience working on risk management with companies of all stripes, the Risk Intelligent Enterprise program helps companies understand one of today's most critical management issues in a thoughtful, creative, and responsible way. B2B marketers know they need to invest in thought leadership, and many have indeed invested more during the last few years.

The new, new marketing: Health tech coalition may point the way

Reputation to Revenue

Motivated by the chance to capture government funding for helping doctors convert to electronic health records (EHR), an alliance of large and smaller tech firms, including Cisco , Dell , Intel , Intuit , Microsoft , Nuance , Allscripts , and Citrix is organizing an educational campaign for doctors on the Stimulus legislation and the opportunities and benefits of EHR.

17 Helpful SEO Tools and Tool Reviews

Webbiquity

Which SEO tools are most helpful in conducting a site audit? Helpful SEO Tools. Ian Cleary (again) explains how to use Google’s free tools to help out with SEO efforts; not just the obvious ones (e.g.,

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How Does Content Marketing Help with SEO?

Webbiquity

Efficient use of meta data, URL addresses and sitemaps all fall under this category and can help to naturally increase your chances of naturally appearing high in search results. Guest post by Sam Allcock. Content marketing and SEO are often written about and addressed separately.

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Help Google help you optimize your content for search

Biznology

The post Help Google help you optimize your content for search appeared first on Biznology. It’s really hard to get Google’s attention.

How Content & SEO Marketers Can Help Each Other Be Successful

ScribbleLive

These three tips will help content marketers and search engine specialists help each other. It’s just as interesting and helpful to a reader who found it in January as it will be to a reader who stumbles upon it in November. Content that is original, contains helpful information, is highly engaged with and attracts links from third-party sources are valued when it comes to doling out rankings.

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How Video Helps Sales and Marketing Alignment

Vidyard

Marketing will produce valuable assets for the sales team to distribute, while Sales will request specific campaigns or promotions to help them reach more accounts. Marketers can help craft the story and make sure it stands out.

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3 Insights to Help Build Your Unified Customer Database

Customer Experience Matrix

The goal was to assess the current state of customer data unification and, more important, to start exploring management practices that help companies create the rare-but-coveted single customer view. But it’s a rich set of data so this post will highlight some other helpful insights.

8 Helpful Resources for Creating Beautiful Infographics

Hubspot

Not only do they make content more sharable -- 40 times as much -- but they help us retain information. 8 Helpful Resources for Creating Beautiful Infographics. Here's one that helps non-profits visually communicate highlights from an annual report: 4) Easel.ly.

5 Email Metrics to Help Diagnose Your Mistakes

Act-On

Analyzing email metric reports is an excellent way to help review and sometimes diagnose issues with your targeting, data, or even deliverability. This metric will help tell you the mailable status of a list, each time you send.

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