B2B Marketing Unplugged

Trending Sources

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.

Buy 89

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.

Only You Can Prevent Feature Puke

B2B Marketing Unplugged

Then give your sales people the information they need about these folks to get out there and start building trust. If you want to have fun at an otherwise dull wedding or corporate event, try to sit next to a professional event planner. You’ll hear stuff like “Well that’s one way to save a few bucks on pate” and “I’m sure that give-away looked great in the catalogue.”. Nasty. Related Posts.

Distance Between Decision-Makers and End Users is Key

B2B Marketing Unplugged

The VP of Logistics is all about pretty reports, but is also interested in real-time information, cost-to-install and efficiency gains. One of my favourite business writers, Geoffrey James , once wrote that B2B selling is “not only different from B2C selling, it’s massively more difficult …”. Here’s the whole article. In the consumer world, the distance is pretty short.

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.

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.

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.

B2B 58

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.

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.

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.

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.

B2B 47

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.

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.

B2B 40

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.

Work 44

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.

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.

RFP 44

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.

B2B 40

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?

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?

B2B 47

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.

B2B 47

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.

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.

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.

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.

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%.

Lead 33

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.

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.

B2B 25

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.

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.

B2B 21

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.

Price 18

Small Business Website Woes? Get it to The Geek

B2B Marketing Unplugged

Down the road, when you’re ready, call your Geek and have them add some pages or update the information. Did you know that almost half of Canadian small businesses don’t have a website? Maybe you did know that but did you know that of the half that do have sites, many of them are complete rubbish and haven’t been updated for months or even years? There are lots of well-documented reasons why small business websites are such a sorry lot: other priorities; too busy. no idea how to build or maintain a site. not enough money to hire an expert. fear of screwing it up. And she’s stuck.

The Favour of a Reply is Requested– Why We Should Start Loving Email Again

B2B Marketing Unplugged

This is how most professionals ask for and receive information from other professionals. Do you remember when email was invented? I don’t have any specific memory of the day it turned up, like magic, on my computer at work, but I am fairly certain it was a matter of minutes before I joined every other marketer on the planet getting very excited about the possibilities of the medium.

Campaign Falling Flat? Replace Attitude with Altitude

B2B Marketing Unplugged

In addition to keeping bad Thai restaurants in business, focus groups catch things like forgetting to include basic information, making it difficult to find basic information and alienating your target market by hiding said information behind a contest wall. This ad has been running in my local paper lately. would like to go to this place. Oh look, it’s the Central Counties!

Five Steps to Catching Your Subject Matter Experts

B2B Marketing Unplugged

And even if you find a few obvious experts in the company directory, you’re not seeing the less obvious background information. (Plus Two Other Ideas). This is our third installment on the subject of Subject Matter Experts. Two weeks ago we discussed the merits of a catch and release program for SMEARS (subject matter experts at rest) and last week we talked about the best ways to turn them into SMELTS (subject matter experts liberally talking). Find: This is easier said than done, especially in a large company. What people did in past lives can be pretty important too. For now.

12 Reasons Why Bill C-28 is Good News

B2B Marketing Unplugged

You know it’s full of crappy leads and missing information. You can use this information to build a lovely RFM (recency,  frequency, monetary) mode l of your base, since you’re in the neighbourhood anyway. Instead of asking whether they want product information, you can ask which types of products they are interested in learning about. That’s what I did a couple of weeks ago.

Is it Still a Revolution if it Comes with Instructions?

B2B Marketing Unplugged

As long as you put as much information in as many accessible places as you can, then forgiveness will follow. Just when I thought we’d seen last of the books dedicated to screaming at marketers until they sign up for Foursquare, along comes The Now Revolution: 7 Shifts to Make Your Business Faster, Smarter and More Social *. should note that I received two copies, both of them free. One I think I asked for in some email offer; the other turned up unbidden.  (In fact, almost everyone I’ve asked has at least one free copy of this book. Has anyone actually gone out and paid for it?).

Fight Them in the Cafés, Not on the Beaches

B2B Marketing Unplugged

While the Pear Analytics   people tell us that a little under half of the splatter on Twitter is classified as spam, pointless babble about missing socks or shameless self promotion (Follow me on Twitter Today!)   the rest is either conversations or re-tweets of useful information. Useful information can include advice about not doing business with your company, and conversations, I can assure you, frequently concern vendors. Do people say bad things about your company online? mean really bad things? Ugly things? Hurtful things? See,” they bleat. This is not what you want.

Marketing Recruitment is Broken Part 2: Expose Yourself to ART

B2B Marketing Unplugged

now if you could just fill in a bit of contact information…. What job-seeker wouldn’t want to spend hours updating your database for free with their information using clunky, slow software? Here’s a fun task for a day when you don’t have much to do. Go online, find a terrific-sounding position at a great company and start applying for it using their nifty online recruiting system.

Becoming Sally Part Two – Get to the Point

B2B Marketing Unplugged

They also give the victims enough information to decide whether or not you’re relevant. Another way of not getting to the point is to blast too much information into a tiny place. Last week we talked about the first step toward becoming the Sally Field of B2B email marketing. That’s Sally Step One. Today, step two, is about actually getting to the point. what they should do next.

B2B 9