B2B Marketing Unplugged

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Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

You need to be tracking how many service interactions you’re getting on social. What percentage of customer interactions happen on social? What is the cost of responding to a social query versus a phone or email interaction? Darius has a cool job. He’s the marketing manager for a rapidly growing logistics company that serves the food industry. But the dude didn’t stop there.

Your Customers Want to Talk to You

B2B Marketing Unplugged

Now I’m all for self-service, which costs much less, and Gartner tells us that by 2020, 85% of people will interact with brands without ever talking to a human being. I’m not convinced this is a good thing. Last week we looked at the Customer Service Theatre that follows a hyper-vigilant Seal Team Six intervention on social media. We all know this game because we all play this game.

A Refreshing Look at Customer Loyalty

B2B Marketing Unplugged

The more energy or effort your customer has to expend in their interactions with you, the more likely they are to head elsewhere. 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 turns out, it has to do with effort. It doesn’t work. They don’t care.

Five Solstice Celebrations for Marketers

B2B Marketing Unplugged

So how do you make your perishable commodity food item stand out in a way that is meaningful, playful, interactive and effective? Some people celebrate the solstice by painting themselves blue and yelling at airplanes; others make a fetching crown of daisies, and some of us look up from World Cup long enough to observe the lengthy day. How the fu*k did that happen? Either way, worth a look.

Evangelizing a Content Marketing Program

actually choose to read, watch, and interact with is. 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.

Common Sense and Pixie Dust: Reviewing Enchantment by Guy Kawasaki

B2B Marketing Unplugged

If you’ve been wondering about this Twitter thing, you need to read this chapter.  I would also recommend B2B marketers copy down this passage and post it someplace obvious because we suck at this: “Enchanters sell their dreams for a better future – cooler social interactions, a cleaner environment, a heart-stirring driving experience, or the future of publishing. Maybe it’s just me but I don’t quite understand enchantment in the context of marketing. The real world just doesn’t have enough unicorns to make this work for me. Nobodies aren’t similarly distracted.

12 Reasons Why Bill C-28 is Good News

B2B Marketing Unplugged

After years of denial, anger, bargaining, depression and acceptance, it’s time to step up and figure out what we can and can’t do with email, social and mobile interactions, now that Bill C-28 is on our doorsteps. Also known as Canada’s Anti-Spam Legislation or CASL, this bundle of joy comes into effect on July 1st. You have four and a half months to work it out. For real. Now it’s illegal.

Brand Longevity Tips from Mick and Keith

B2B Marketing Unplugged

The lesson: You’re only as good as the last-mile people your customers interact with. What do you call someone who pays $300 to watch a bunch of old men prance around the Air Canada Centre? Well this is a trick question. If you said a Toronto Maple Leafs fan, you would be right — most of the time. But this is the post-season, and that is a Maple Leafs-free zone. Keep it Classy.

Six Reasons to Text in your 2012 Plan

B2B Marketing Unplugged

We love our campaigns, pretty packages, opulent customer schmoozes, interactive web things and all that. Say, how’s your 2012 plan coming along? What’s What’s that? You’re on version 357 and your Corporate Overlords haven’t even seen it yet? Your desk is awash in spreadsheets you’re too terrified to throw out? You spent most of last Wednesday trying to fit 7 point type into a Venn diagram and most of the next day taking it out again? I’ll bet you cry a lot. Pages full of refugee spreadsheets from Excel. Can you believe this is your job? Win-win.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

Lessons from Aisle Seven

B2B Marketing Unplugged

He also explains why, despite interactive blinky displays inside the doors of most stores, people still wander aimlessly looking for their stuff. And your interactive website may be a bit difficult to see on a smartphone in a sunny atrium. Most B2B marketers would be forgiven if they hadn’t read Paco Underhill’s classic Why We Buy. First published in 1999 and updated ten years later, this fascinating look at how we shop doesn’t seem to have much to do with those of us flogging their wares to bored executives. It seems there’s a landing zone. Apparently they don’t make lists. 

Quick, Get a Lid on Those Eyes

B2B Marketing Unplugged

You need to build some models to measure online interaction with your brand. Ask anyone who writes white papers for a living and they’ll tell you that sometimes the little buggers get out of control. What started out as a 12-pager on sprinkler flow testing best practices ends up at 25 pages without much warning. Sort of like that adorable alligator in the pet store. So So when Kevin Lee and Steven Baldwin lost control of their anti-agency rant paper and it ended up at 189 pages, they did what any good marketer would do: they slapped a couple of covers on that sucker and called it a book.

Twitter Truth #3: You Can’t Keep Out the Crazies

B2B Marketing Unplugged

Automated interactions with customers. American Twitter Truth #1 is recognizing that it’s not about you. Twitter Truth #2 is remembering to shut up occasionally. These are both fairly simple things to master, you just need to get on it. Twitter Truth #3 is a little trickier. Today, I want to talk about the debatable role marketers often play as the wranglers of the whackos.

Neither Creative Nor Brief

B2B Marketing Unplugged

Here it is: Individuals and interactions over processes and tools. Briefings should move out of boardrooms and into more interactive forums like art galleries or using the product. I have a new hero. His name is Frank and he had the best idea I’ve heard in years. Last Thursday morning I had the great privilege to speak at BtoB Magazine’s NetMarketing Breakfast in Boston. Frank Days from Novell and also of the t angyslice blog was speaking and his topic, way more interesting than mine, was on the notion of applying Agile methodologies to marketing. Click here for the full story.

A Manifesto for Us Frogs

B2B Marketing Unplugged

He pulls in the usual suspects (Jobs, Branson, Bezos) but also, and much more relevantly, cites the mundane interactions we have daily with the people who care, who do a little more, add a little polish, put something of themselves on the line. I like to think the story about frogs isn’t true but I sort of suspect it might be. It goes like this: if you put a frog in boiling water it will jump out, but if you put it in cool water which you slowly heat to boiling, the frog will keep adapting until it’s an entrée. Linchpin , Seth Godin’s newest book, is for the GenX frogs. But it’s not.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

Porcupines Part II:How Can I Ignore You When You Keep Going Away?

B2B Marketing Unplugged

They were ignoring a human interaction in favour of a process. I’ve been thinking a lot about porcupines lately, which is either testimony to Richard Gallagher’s brilliant insight or a sad commentary on my social life. My thesis in the last post was that porcupines, defined in this context as people who are angry, demanding and rude, are not born, but made. So the question for marketers is how do we make them or, more importantly, how do we avoid making them? think the key is in the trinity of angry, rude and demanding. How do I anger thee? Corner them. Betray them. And so it goes.

Value Propositions are for Your Inside Voice

B2B Marketing Unplugged

In order to help you grow, it is paramount that you connect and interact with our global network of experts at all levels. All relevant decision-makers from your company must become involved and interact with the entire Frost & Sullivan global team. I think value propositions are like tattoos you don’t remember getting: best kept hidden and discussed only in private.  Unlike tattoos, I think value propositions are not only necessary but an essential bit of the marketing foundation. . It’s a lonely job. Involvement is the key. But sometimes that is not the real world.

When Bad Assumptions Happen to Smart Marketers

B2B Marketing Unplugged

Interactions with customers as consumers don’t influence their decisions in business. Years ago, when companies still paid to caffeinate their workers, I had the desk closest to the coffee station on my floor. Mostly this meant I could smell a fresh pot before anyone else and occasionally had to rescue one that was boiling dry on the old Bunn-o-matic.  The point of this is that we make assumptions.  . In marketing, we spend a lot of time making and documenting assumptions like conversion rates, impressions, currency exchanges, competitive product releases, data accuracy and other stuff.

The 24 Best Interactive Websites of 2015


Everyone’s been raving about the popularity of web video this year, but a less talked-about form of visual content—interactive websites—can be way more engaging. These sites draw the viewer inside rich stories with stunning photography, videos, words, and interactive elements that create a stimulating personal experience. Important because: This interactive is sheer fun.

B2B Marketing Trends for 2016

But as B2B buyers complete more of their journey before ever interacting with a. B2B Marketing. processes are fundamentally changing. The first generation of digital natives expects to be able to complete most of their selection process. through their own research, without talking to sales—until late in the journey. They expect content to be relevant, easy to find, and mobile- friendly.

How to Use Interactive Quizzes to Make Your Sales Team Smarter


We like our pretty interactive content , don’t we? We know why we truly, madly, deeply love our interactive content (and it’s got nothing to do with ourselves – and everything to do with our customers). Interactive Quizzes Deliver the Goods. When done well, interactive content can be a big hit with prospects and give companies a lot of bang for their buck.

Your Next Practice: Interactive Value-focused Content

The ROI Guy

From the research, 84% of buyers now prefer more interactive and visual content, providing users with the ability to dynamically self-explore areas of interest, analyze opportunities, and obtain customized consultative advice. The ROI of Interactive Value-Focused Content? ADP, the well-known payroll and HR services firm, knows the value of interactive content well.

Kaon Interactive WINS the 2016 SBANE Innovation Award!


And the Winner is … Kaon Interactive! Filed under: News , Uncategorized Tagged: B2B marketing , business challenges , Customer experience , innovative marketing technologies , interactive marketing , Kaon , Kaon Interactive , sales enablement , SBANE , SBANE New England , SBANEInnovation. This year has been no exception.

What Is Interactive Marketing?


This post, What Is Interactive Marketing? written by Ashley Taylor Anderson , appeared first on Ceros Blog - Interactive Content Marketing & Design Tips. This kind of interactivity makes for a much more powerful marketing experience. People Consumers want to interact with brands, not just be passive purchasers of products and services. Two-Way Interaction.

The State of Interactive Content


If you read the Vidyard blog you’ve probably heard of interactive content. To understand where interactive content came from, you have to understand where content marketing came from. A few years ago, there came a point where internet ads were so ubiquitous that they all became white noise to users, even if they were actually interested in the product being advertised. Get the Guide.

5 Types of Interactive Marketing


This post, 5 Types of Interactive Marketing , written by Meg Cannistra , appeared first on Ceros Blog - Interactive Content Marketing & Design Tips. It’s these issues with static, traditional content marketing that make interactive marketing so exciting. Rather than simply tell your story to your audience, interactivity lets you have a conversation with them.

5 Reasons Your Marketing Can Benefit From Attending Interact 2014

It's All About Revenue

See what your marketing peers have to say about Interact! Meet us at Interact 2014: A Modern Marketing Experience from Eloqua. 1. Attending Interact gives me the opportunity to connect with industry professionals, learn new ways to be an effective marketer, and talk through my ideas with people who share my same passion for marketing automation.”. Brianna Dinsmore, Sr.

Interactive + Content + Partner = Great Marketing Example

It's All About Revenue

That’s why, with our Modern Marketing Experience conference coming up, we teamed up with our AppCloud partner, SnapApp , to put together an interactive tool that will help you discover the best breakout sessions to attend. If you haven’t registered yet, there’s a special treat for you at the end of the interactive tool below. Content loading. Content Marketing

Incorporating Interactive Marketing into Your Content Strategy


This post, Incorporating Interactive Marketing into Your Content Strategy , written by Meg Cannistra , appeared first on Ceros Blog - Interactive Content Marketing & Design Tips. Interactive marketing is a great way to incorporate innovation into your strategy since it fits seamlessly into most content programs. Find Stories that Lend Themselves to Interactivity.

Interactive Content Marketing 101

Marketing Action

As a result, if you want your content to stand out and have an impact, you have got to find ways to make it as engaging and interactive as possible. Have you been reading about interactive content everywhere you look? This post is for you. I’m here to walk you through a quick intro to interactive content, why it works for marketers, where you can use it, and what it looks like.

Kaon Interactive Named Finalist in SBANE New England Innovation Awards


The Smaller Business Association of New England (SBANE), sponsor of the New England Innovation Awards since its inception in 1986, proudly announces Kaon Interactive as a 2016 Finalist. Kaon Interactive   was selected from 188 innovative organizations to compete in the final phase of this competition. Filed under: CEO Corner , News , Uncategorized Tagged: awards , Innovation Awards , interactive marketing , Kaon , Kaon Interactive , SBANE , SBANE New England , Small Business Association of New England , Waltham MA. Aurora Imaging Technology, and iRobot.

John Legend Coming to Interact 2014

It's All About Revenue

by Amanda Batista | Tweet this We are pleased to announce that award-winning singer songwriter John Legend will be a keynote speaker at  Interact 2014 , the digital marketing conference for B2C and B2B marketers which will bring together thought leaders and technical innovators from top brands across the globe. Will we see you at Interact in San Francisco? Singer/Songwriter. Musician.

10 Ways to Engage Your Audience with Interactive Content

Modern B2B Marketing

Author: Katherine McAdoo As an interactive content designer, I like to compare myself to a baker. You provide the fruit, and I’ll whip up a mouth-watering pie that you just don’t want to stop consuming. I am frequently handed pieces of static content in different stages of completion and asked to throw in something special to make it an interactive content experience.

The Winner? Interactive Content Ignites Demand and Fuels Engagement

The ROI Guy

Research by DemanGen Report indicates that interactive value-focused content can lead the way to more leads, better engagement and higher conversions. Other research from Demand Metric research concurs, indicating that interactive content is 2x greater than passive content at converting prospects , 32% better at educating buyes and 60% superior in creating differentiation.

Brain Games: Discover the Psychology Behind Interactive Content

B2B Marketing Insider

Ever wondered what makes interactive content so effective? The best place to look for an explanation is by studying the psychology behind interactive content – why it works, how it […]. The post Brain Games: Discover the Psychology Behind Interactive Content appeared first on Marketing Insider Group. Content Marketing

3 Interactive Content Hacks to Increase Webinar Attendance Every Time

It's All About Revenue

Interactive content gives you the incentives you need to convince your buyers to dial in at the appointed time and soak up all your brilliant content. Promise Dynamic Interaction There’s nothing worse than a webinar where nothing seems to happen. Even better, promise your registrants this kind of interaction in advance. But what about the people who actually attend ?

Video Interactivity and Personalization for Effective Content Engagement

It's All About Revenue

In our last post on creating digital 1:1 conversations with video, I explained how combining video with marketing automation and interactivity helps you define the individual person at the other end of the conversation – both who that person is and what that person needs. This is achieved by adding a combination of interactivity and personalization to your video marketing strategy.

Interactive Storytelling 101: User Experience & Information Architecture

Content Standard

Interactive storytelling, however, involves a whole new set of best practices. Interactivity opens up a lot of creative possibilities for digital storytellers, but it also creates a lot of additional complexities around user experience and information architecture. This interactive graphic provides a high-level overview; you can dive into the details below. Flexible Navigation.

15 Clever Examples of Interactive Print Ads


To show off the features of the Ford Explorer, the brand published three print ads with interactive elements. This post originally appeared on Agency Post. To read more content like this, subscribe to Agency Post. Print ads were once the standard format for creative advertising. You would think the category is void of innovative ideas, but that’s certainly not the case. 10) Volkswagon.