Avitage

FEBRUARY 18, 2016

“Marketers are drowning” in a “tidal wave of content,” are phrases from the press release and early articles that have picked this up. This indicates marketers haven’t clearly identified the core causes of their many content related problems. This report should help. As it should.

Marketing Report 120

Marketing Report Enterprise Management Marketing Strategy Marketing & Strategy 120

Avitage

MARCH 7, 2012

As a result, I suspected that most B2B marketing professionals don’t have a successful framework for thinking about, much less acquiring, effective customer interviews for marketing and selling content. How do these expectations differ when you ask marketing vs. sales? There is nothing wrong with this approach.

Planning 120

Planning Content Case Study Case Studies 120

Avitage

MARCH 7, 2012

Hubspot Inbound Now Video Interview also a Case Study In Creating Like a Publisher Whether you are new to content marketing or an advanced practitioner you can learn something from the recent Hubspot Inbound Now interview with Joe Pulizzi of Junta42 and founder of the Content Marketing Institute. They then buy from us.

Practices 120

Practices Content Marketing Best Practices Content 120

Avitage

MARCH 7, 2012

I’ve just read this compilation of insights and predictions published by the Content Marketing Institute (CMI).

Social Media 120

Social Media Microsite Planning Social Marketing 120

Avitage

MARCH 26, 2014

The Four Cs of Content Marketing I’ve written about content as more, and different than, format. I think some deeper distinctions about content can help here. Start with the Conversation Thinking about customer facing content as a conversation is a helpful starting point.

Conversion 120

Conversion Content Vendors Custom Publishing 120

Avitage

APRIL 1, 2016

Missing or under-performing customer facing content has a significant impact on strategic business objectives: new customer acquisition and organic revenue growth, sales and marketing productivity and efficiency for lower selling costs, data acquisition and customer experience. Customer facing content is not created on purpose.

Acquisitions 120

Acquisitions Sales Cycle Content B2B Sales 120

Avitage

JANUARY 12, 2016

As a result of over 20 years creating content for B2B sales and marketing organizations, we developed a 6 Competency Framework for B2B Business Level Content Strategy. When our clients apply this framework, the results they experience help them appreciate the important factors that were missing from their content strategy.

Marketing & Strategy 120

Marketing & Strategy Content B2B Sales Acquisitions 120

Avitage

MARCH 19, 2015

Marketing leaders, and the executive team to which they are accountable, understandably want to improve performance of customer facing content, get better outputs from content operations, and better returns on content investments. At the recent Content Marketing World, content ROI was a prominent topic.

Content 120

Content Vendors Custom Publishing ROI 120

Avitage

MARCH 12, 2014

This is a major cause of poor content and business outcomes from content dependent marketing and selling initiatives. The problem is, defining content as formats doesn’t help in any way inform contentS. Content Marketing content creation Content marketing selling content' I’m not really sure.

Content 120

Content Differentiation Content Marketing Buy 120

Avitage

OCTOBER 10, 2013

As B2B marketers, we have to be careful not to get too caught up in mechanics and focused just on “hard” outcomes we can measure and report. For the modern marketer, everything emanates from changes in the […].

Eloqua 120

Eloqua Webinar Metrics Lead Ranking Lead Scoring 120

Avitage

OCTOBER 10, 2013

As B2B marketers, we have to be careful not to get too caught up in mechanics and focused just on “hard” outcomes we can measure and report. For the modern marketer, everything emanates from changes in the.

Eloqua 120

Eloqua Webinar Metrics Lead Ranking Lead Scoring 120

Avitage

MARCH 11, 2014

See Robert Rose in Content Marketing Institute.) For marketers, might we say, “caught up in the need to build a brand, generate leads, to respond to tectonic changes in buyer behavior and technology …” Michael Porter on Strategy In his seminal Harvard Business Review article in 1996, What is Strategy?

Marketing & Strategy 120

Marketing & Strategy Enterprise Management Differentiation Work Management 120

Avitage

JULY 23, 2012

Serious practitioners of content marketing inevitably face significant content challenges. Strategy and planning for content marketing is a different and complex task for most newcomers. But work with it and you will experience key insights that will help with both strategy and operations execution. Marketers should take heed.

Content 120

Content Guidelines Consulting Planning 120

Avitage

MAY 1, 2016

But I had no idea how to use that information to help me sell. I developed a tool I use to this day to help me do this (graphic). I find it helps my sales conversations. One year later I moved into sales. I had a good intuitive sense for my buyers. I could read their personality and peculiarities. It informs my communication.

Profiling 120

Profiling Relevance Personalization Content 120

Avitage

NOVEMBER 8, 2012

They asked Max Wilson, Director of Marketing, at WE-CAN Technologies, to develop an execution plan, (Chapter One). Strategic impact: How does this investment help our organization achieve its core goals impacting revenue, financial strength, focus on core competencies, and sustaining growth? Decision Criteria Structure: I.

Advertising Channels 120

Advertising Channels Video Marketing Validation Planning 120

Avitage

NOVEMBER 8, 2012

They asked Max Wilson, Director of Marketing, at WE-CAN Technologies, to develop an execution plan. Strategic impact: How does this investment help our organization achieve its core goals impacting revenue, financial strength, focus on core competencies, and sustaining growth? Decision Criteria Structure: I.

Advertising Channels 120

Advertising Channels Video Marketing Ad Building Validation 120

Avitage

AUGUST 3, 2015

Technical publications, websites and marketing collateral have long dealt with this issue. This post, and the book Global Content Strategy – A Primer, by Val Swisher can help you learn those lessons. It’s also an example of how new requirements raise the importance of the ability to scale content operations.

VALS 120

VALS Content Barriers Paid Search Agency 120

Avitage

AUGUST 3, 2015

Technical publications, websites and marketing collateral have long dealt with this issue. This post, and the book Global Content Strategy – A Primer, by Val Swisher can help you learn those lessons. It’s also an example of how new requirements raise the importance of the ability to scale content operations.

VALS 120

VALS Content Barriers Paid Search Agency 120

Avitage

MARCH 26, 2012

For marketers who have embraced the publishing mindset in support of inbound and content marketing strategies, execution has emerged as the new barrier to success. But can it help us understand how to do it better? You understand the need to think like a publisher. Keeping up with demands for content is daunting.

Lead Ranking 120

Lead Ranking Barriers Content Custom Publishing 120

Avitage

JANUARY 11, 2015

But rather than share an understanding and perhaps perspective about those frustrations, they are left un-mentioned because we want to move quickly into … “… and how our ‘end-to-end marketing solutions can help alleviate these headaches …” Pretty much the last thing I’m interested in — and […] The post An All (..)

Lead Nurturing 120

Lead Nurturing Paid Search Agency Impressions Intent 120

Avitage

NOVEMBER 13, 2012

Collaborating with the Channel Max Wilson, Director of Marketing at WE-CAN Technologies, has been asked by his executive team, (Chapter One), to develop an execution plan for delivering 200 videos for use in the channel. All change efforts are. Our collaborative approach to deployment is outlined below.

Advertising Channels 120

Advertising Channels Planning Video Marketing Advertising Agencies 120

Avitage

NOVEMBER 13, 2012

Collaborating with the Channel Max Wilson, Director of Marketing at WE-CAN Technologies, has been asked by his executive team, (Chapter One), to develop an execution plan for delivering 200 videos for use in the channel. All change efforts are. Our collaborative approach to deployment is outlined below.

Advertising Channels 120

Advertising Channels Planning Video Marketing Advertising Agencies 120

Avitage

OCTOBER 9, 2012

Max Wilson, Director of Marketing at WE-CAN Technologies sent the following email to Jim Everett, VP of Marketing at WE-CAN. Instead of first thinking about how a video is going to be used the focus should be on how it helps buyers by answering their questions. This is outdated thinking.

Advertising Channels 120

Advertising Channels Video Marketing Webinar Metrics Advertising Agencies 120

Avitage

OCTOBER 9, 2012

Max Wilson, Director of Marketing at WE-CAN Technologies sent the following email to Jim Everett, VP of Marketing at WE-CAN. Instead of first thinking about how a video is going to be used the focus should be on how it helps buyers by answering their questions. How Many Videos Do We Really Need? This is outdated thinking.

Advertising Channels 120

Advertising Channels Video Marketing Webinar Metrics Lead Ranking 120

Avitage

OCTOBER 1, 2012

Chapter One Max Wilson, Director of Marketing for WE-CAN Technologies, received the following email from his boss on Monday morning. Our executive team believes our partners can outsell the competition with our help. The consensus is we need to redouble our efforts to support our channel partners.

Advertising Channels 120

Advertising Channels Planning Video Marketing Advertising Agencies 120

Avitage

OCTOBER 1, 2012

Chapter One Max Wilson, Director of Marketing for WECAN Technologies, received the following email from his boss on Monday morning. Our executive team believes our partners can outsell the competition with our help. The consensus is we need to redouble our efforts to support our channel partners.

Advertising Channels 120

Advertising Channels Planning Video Marketing Advertising Agencies 120

Avitage

MARCH 7, 2012

Traditionally, business content creation occurred in a centralized, marketing directed, professional creation organization and process. Today, creation has disbursed to front line creators in the executive ranks, marketing, sales, and even channel and partner organizations. Why is this necessary?

Content 120

Content Domain Acquisitions Efficiency 120

Avitage

MARCH 7, 2012

We are working with several clients to help them improve their lead nurturing program to deliver a higher volume and quality of sales ready leads to the outside sales team. We have found a tendency on the part of Inside Sales to conduct their work from what I would term a traditional mindset.

Lead Nurturing 120

Lead Nurturing Sales Qualified Leads Telemarketing Lead Qualification 120

Avitage

MARCH 20, 2012

If you have embraced these practices you are indeed off to a good start.

Marketing Management 120

Marketing Management Content Storytelling Vendors 120