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.

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. I quite enjoyed my Air Canada experience that night. Scott Stratten, not so much. He is mad at Air Canada.

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.

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 …”.

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.

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.

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.

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.

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?

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.

Why Content is Social Media Dietary Fibre

B2B Marketing Unplugged

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. 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.

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.

B2B 47

A Refreshing Look at Customer Loyalty

B2B Marketing Unplugged

A 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.

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.

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?

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.

Work 44

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.

Sales 44

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.

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.

Sales 40

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.

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. 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.

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.

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.

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 I’m really sorry but someone just spotted a product manager on the fourth floor,” she gushed like a drunk birder. “I I need to corner that slippery little *^#@?%,

Sales 44

Why You Need to Stop Publishing Your Newsletter

B2B Marketing Unplugged

I 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.

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.

B2B 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.

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.

Rules 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.

B2B 25

Dont Waste Your Sales Call Do-Over

B2B Marketing Unplugged

There are so few opportunities for redemption in the cold, hard world of B2B selling. Deals are big, cycles are long, memories are longer. But just as tennis offers a second serve, sales offers the get-out-of-suckiness-free card in the form of the follow-up.

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.

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.

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?

Sales 18

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.

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).

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 *. I 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

Media 13

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.

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?