B2B Marketing Unplugged

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To Everything Spin, Spin, Spin

B2B Marketing Unplugged

You and I call it Facebook but for the campaign, it was the fast track for reaching undecided voters who were overwhelmed by information.  I very much doubt there is a marketer in North America who has not attended a presentation by someone who worked on the first Obama campaign. It covers a lot of ground in a very short space and leaves brand marketers with 9 things to ponder. 1. Nailed it.

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

B2B Marketing Unplugged

Informative, but not really new. 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.

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

B2B Marketing Unplugged

In this scenario, once they have invited the Squirrels over for tea, the access to information becomes much more difficult since it’s now gated by a sales organization and doled out based on the understanding of as little as one rep who may or may not actually know what the buyer is after. Goodness. Just like that? Where do you think it went? . Darned Internet went and ruined everything.

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Your Customers Are Way More Efficient Than You Are

B2B Marketing Unplugged

As an efficient and customer-centric organization, you’ve spent ages thinking about how to get the right information to your customers just when they need it and, preferably, at little or no cost or bother to you. I just love sitting in the quiet zone on the train. No marimba ringtones, screaming babies are but a distant menace and nobody feels the need to talk to me about hockey. 

Content Methodology: A Best Practices Report

feedback on its content from financial advisors via surveys that, in turn, inform the. personas already seek information relevant to. and informative content, or utility content—and. 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.

Conversations Matter

B2B Marketing Unplugged

Like good hosts, we invite customers to a party with the information they need to show up on time, dressed properly  and with some idea of what is about to happen. Oh dear, poor Radio Shack has bought the farm. To be honest, I thought they’d gone to Retail Heaven years ago, but apparently they struggled on far longer than I would have thought likely. That’s the promotion bit of things.

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

B2B Marketing Unplugged

Don’t feel too bad about it; that sort of information is not something sales people share freely, especially the loss part of it. Were you successful in getting your hands on the win-loss report from sales? This week I want to talk about the importance of the good news bit of their report. All day long, if you let them. This is the time savvy marketers know to pounce. How did you know?

Stop Apologizing, Start Measuring

B2B Marketing Unplugged

Happily, the information is right there. There are a thousand reasons to be happy you don’t work for Volkswagen just now. One of them is getting to avoid being part of the orchestra accompanying its Dance Apologetic over the emissions software thing. And boy are they dancing in Wolfsburg this week. Customers are about to get gift cards and a big fat sorry letter. Such fun. Seriously. .

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

B2B Marketing Unplugged

When we probed on why they didn’t volunteer the information in the little space provided, it turned out they didn’t want their own Corporate Overlords knowing how much time they were spending on the telecoms bills. Here’s a riddle: what smells a bit like a barnyard and gobbles? We marketers love to gobble data. We’re really not all that picky. And don’t get us started on overlays.

Content Marketing Playbook: Strategy and Roadmap

of information. The primary source of information is specialized. source of information is specialized investment media and financial. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. Back at GE and in.

Why Content is Social Media Dietary Fibre

B2B Marketing Unplugged

It’s New(ish). I’m all for recycled content and squeezing every last bit of goodness out of what you have, but at some point, you need to be adding new information to the conversation.  It doesn’t need to be entirely your own information, though the more original ideas you can toss out there, the better off we’ll all be. I like to start my Monday mornings with a visit to LinkedIn.

Your Customers Want to Talk to You

B2B Marketing Unplugged

If you are like most companies, you will fail to provide that information. Social Media Person: But the customers who forget their login information keep messaging us when they can’t get into our terrible website. Last week we looked at the Customer Service Theatre that follows a hyper-vigilant Seal Team Six intervention on social media. So I’m going to visit the website.

A Refreshing Look at Customer Loyalty

B2B Marketing Unplugged

great to-do from this book for all of us is to take a look at how long it actually takes a customer to find an answer, update information, pay a bill or other routine thing on our websites. The teaser on the cover of The Effortless Experience promises “a business detective story…” Who doesn’t like a business book with a few bodies piled up in the first chapter? I’m in. It doesn’t work.

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

B2B Marketing Unplugged

You know that whole thing about how consumers are happy to trade personal information and vestigial organs in exchange for addictive games and free email? Back in May we looked at (and mocked) the silly world of stock images , particularly for business marketers. All of this despite the new-found appreciation for all things design-driven. Resonant images work very, very hard.

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Staffing and Launching Your Content Marketing Program

and information. give you information you can’t find anywhere else on the. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY17 This is another step that should be informed by the. INFOGRAPHIC Graphic visual representation of information, data, or. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. All rights reserved. Introduction 3 II. growth.

Ready for Events That Work?

B2B Marketing Unplugged

Skip the sales pitch, but make sure you have eager Squirrels all over the room and don’t be afraid to force your guests to take some information or nasty little trinket on the way out. I’ve got just three words for you: Breakfast. Lunch. Dinner. That’s right, the meals you need to eat anyway can be big lead and revenue tools when you invite a few prospects or clients along. mean it. Not one.

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

B2B Marketing Unplugged

In this area, you will find a lot more truth and, in my view, more information you can actually use to improve your marketing. Next week, we’ll look at how to mine the Win column for helpful marketing information. Do you get the Win-Loss report? You really ought to get yourself on that list. Sometimes it’s called the sales activity report. told you this was fun.

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Four Dumb Ways to Prevent Revenue

B2B Marketing Unplugged

In an effort to prevent real people on the outside from bothering real people on the inside, this company decided to remove all information from its website that might lead to that sort of disturbing fraternization. Here is a story about how  four dumb companies managed to prevent significant deals from coming in the door. Dumb Company #1. Dumb Company #2. You need to deal with that.

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Six Ways to Not Suck at Selling Things to Me

B2B Marketing Unplugged

Armed with this information, you can sound like you tried and you can avoid wasting the meeting asking dumb questions or making insulting generalizations. 2. 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. What is new is how absolutely atrocious they are. It’s spelled G-O-O-G-L-E. That’s LinkedIn, all one word. Seriously.

Definitive Guide to Planning a New Content Initiative

trying to inform a specific type of influencer who regularly recommends your product. Using your website’s blog to post weekly fitness video snippets and informative. you getting the information you need to read your gauges? THE DEFINITIVE GUIDE 1 THE DEFINITIVE GUIDE 2 Introduction For the last decade, DivvyHQ’s founders have been helping the world’s leading marketers. target.

The Revenge of the Content Monster

B2B Marketing Unplugged

The people wanted information. I think it is fair to say that marketers have unleashed some pretty horrible things on the world over the years. New Coke, plug-in air fresheners, negative option billing, scent strips, greeting cards that make noise and those little family icons on the backs of cars come immediately to mind. Its time, I believe, we added content to that list.

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Marketing Recruiting is Broken Part 4: Guess Who Blew the Interview?

B2B Marketing Unplugged

Inform them at the end of the interview that even though the lousy job description says senior manager, they thought it over and it’s really more of an analyst role. I am not ashamed to admit that pivot tables terrify me. love that pivot tables exist and I am just enough of a data geek that I can pivot data until it throws up faster than a toddler with a corn dog. blame HR. What to do?

Fixing Your Sucky B2B Website Step Two: Be Less Disgusting

B2B Marketing Unplugged

You probably have a few spots where clients and prospects are expected to cough up some information. 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. Replace your images – all of them.

Nine Visuals Your B2B Website Really Doesn’t Need

B2B Marketing Unplugged

All it does is tell your customers that you would rather screw around with photos of your pet than offer meaningful information about, say, your products! 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?

Evangelizing a Content Marketing Program

metrics are the core components that inform how you. 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. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 4 II. Why This Guide 6 III. Instead, most.

Why You Need a Catch & Release Program for Subject Matter Experts

B2B Marketing Unplugged

They’ll take a fair bit of abuse and are usually eager to eat with grown-ups, but be warned: they don’t always know their limitations and may end up producing information from an orifice that isn’t exactly media trained. When my friend the sales director blew me off for lunch the other day, I wasn’t surprised. “I’m really sorry but someone just spotted a product manager on the fourth floor,” she gushed like a drunk birder. “I need to corner that slippery little *^#@?%, The problem is a simple one of supply and demand. The problem is, nobody told the subject matter experts. Demo Dudes.

Demystifying Social Media for B2B, and I mean, B2B!

B2B Marketing Unplugged

Your employees have a wealth of personal information to share, and you’ll be surprised at all this meaningful content, if you just ask the right questions. This is a guest post by my friend Sharon Miller. Sharon is one of the smartest, most accomplished B2B marketers I know. Enjoy! Let’s face it. Using social media in the B2 B space isn’t as easy as everyone makes it out to be. All the articles I read talk about how B to B businesses are using social media, but when it comes to actually citing examples, they always fall back on B to C. I get it. In my experience, these customers  (i.e.

Lost Squirrels: Putting Sales Where it Belongs

B2B Marketing Unplugged

So I did an informal survey of some buddies and asked them to stick their heads in the sales bullpens and find out. Not entering leads and contact information into the lead and contact management system- 4%. Mostly statistics just annoy me, but every now and again I am absolutely gobsmacked by one. Like this gem I picked up from Sirius Decisions at a marketing conference: sales people spend only 18% of their time in front of customers. You read that right, folks. Setting up the fantasy football league – 2%. Arguing about the fantasy football league – 3%.

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This Old Website – 7 Unfortunate Realities

B2B Marketing Unplugged

It was designed like a shopping mall with the pretty stuff up front and level upon level upon level of subordinate information, which pulled the visitor further in until they either found what they were looking for, or ended up in the copyright pages wondering why it smelled like a food court. Not long after, I learned about the need to proofread the annual report more carefully. Sorry.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Why You Need to Stop Publishing Your Newsletter

B2B Marketing Unplugged

want to talk about how newsletters are a symptom of a hoarding disorder in which hoarders attempt to control their constituents  by doling out the information in a selective and occasional way. But the answer, friends, is not to sit on information like it’s a precious 12-pack of narrow ruled note pads and dish it out in your boring newsletter. Years ago I worked with a sales administrator who had a hoarding problem. When she finally left, it took months to dispose of the obsolete products, branded junk and paper. Which is what I want to talk about today. That ship sailed, friends.

Eight Rules for E-Cards (plus a suggestion)

B2B Marketing Unplugged

The good folks at RC&AC sent a pretty photo, a simple greeting and a bit of information about holiday hours. Nobody seems to have got around to writing up any rules for sending out Multi-Denominational Winter Holiday (MDWH) e-cards. Your MDWH card is not a prospecting activity; it’s an act of gratitude. Rule #2: Keep it brief. Paper cards rarely exceed five by eight inches folded.

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Marketing Recruitment is Broken Part 1: Bethany’s Revenge

B2B Marketing Unplugged

Now if the problem were only Bethany, it would be easy to solve: Bethany isn’t stupid and, without much effort, she can probably be turned into a decently informed recruiting machine who goes out and finds amazing applicants for all of the open roles.  Meet my friends Pam and Ron. Pam has been trying to hire a marketing specialist for months. He’s a good fit for Pam’s job. Stay with me.

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Stop Talking Price, Start Talking Time

B2B Marketing Unplugged

Perhaps the customer has been on our website for days trying to find information, solve their problem or figure out where to call. Every Wednesday, I rearrange the colour-coded pens and precisely aligned office accessories on my colleague’s desk. It’s a thing to look forward to. didn’t have, it seemed, my user name and password for the website. My email is not on file. No dice.

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B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Dont Waste Your Sales Call Do-Over

B2B Marketing Unplugged

Well this same crack team, which should have been filling my email with links to their riveting work, chose as well to give me this: “We felt after our meeting that we didn’t have enough factual information on why you should be utilizing video for your internal and external communications.” Deals are big, cycles are long, memories are longer. The same is true in sales.

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