How Manchester United Revolutionized Sports Marketing
APRIL 3, 2014
For example, the time fantasy players spend managing their National (American) Football League teams throughout the week – making roster changes, proposing trades, researching players – leads to a “halo effect” that drives engagement with other NFL properties such as the league’s website, individual club sites, TV programs, and game broadcasts. Have a Backstory. Fantasy sports.
How social media muteness endangers your company: The crisis at McKinsey
JULY 29, 2011
We understand how the language in the article could lead the reader to think the research was a prediction, but it is not.”. McKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously—and when you lack the ability to respond in the moment through social media. textbook example of pragmatic thought leadership. The article itself is one of the best examples of thought leadership I have ever read. It is bold, clear, authoritative, and based on solid research. That picture is stark and scary. And so it did. Oh, I get it.
What the slow death of B2B publishing means for marketers
MARCH 4, 2011
But most marketing organizations don’t measure relevance; they measure output—whether it’s in leads or downloads. This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. Marketers always struggle with what to do next. There so many channels out there and so little time.
7 reasons why social media success has nothing to do with social media
OCTOBER 7, 2011
We need a lead management process to act as a place to bring people from social media. In our recent lead management survey, just 53% report consistent definitions of lead tracking that are adopted globally. Only 65% have defined the lead flow process. Without a process for integrating social media into lead management, the ROI of social media in B2B will never move beyond brand awareness and website traffic. This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. Marketers can handle all that stuff.
150 Content Marketing Tips
Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more
3 ways to link marketing to revenue without metrics
MARCH 18, 2011
Use ideas to attract and nurture leads. If you’re a regular reader of this blog, you know that I’m constantly beating the drum of integrating content with an automated lead management process. lead management process gives you the ability to get the right content to the right people at the time they need it. I’m looking forward to our annual ITSMA spring road trip. This time, I’ll be speaking about how to tie thought leadership to revenue, starting in Santa Clara, CA next Wednesday, and in New York and Newton, MA the following week. Hope you can join us. Tweet This Post.
4 Reasons Why Facebook Stinks for B2B Marketing
AUGUST 5, 2011
Every time we talk about it, we have an endless argument that leads nowhere.”. Recently, I was preparing a workshop on social media for an ITSMA client. The marketer in charge of the company’s social media effort gave me a clear edict: “Look, I don’t want you focusing on Facebook, okay? We don’t see the value of it for B2B and we want it off the table. Seemed a bit harsh, but I had to admit that I had been harboring my own doubts about the value of Facebook for B2B for a long time. I’m not saying that B2B companies shouldn’t be on Facebook. think every company should be on Facebook.
The prerequisite to effective social media: the idea organization
MARCH 25, 2011
Some management consulting companies have the commitment to ideas baked into the culture—you simply will not survive as a consultant if you do not create ideas that lead to new IP. At the first of ITSMA’s series of road shows this week in Silicon Valley this week (there’s still time to sign up for New York and Boston next week!) I confirmed something I’ve been hearing in my research on idea marketing over the past month: idea marketing requires a deep commitment not just from marketing but from the entire organization. What do I mean by an idea organization? Appeal to their egos.
Marketing’s golden opportunity in innovation
APRIL 22, 2011
Marketing is essentially in charge of collaboration both inside and outside the company through its leading role in social media. Innovation is becoming more external to companies and more social. When Netflix’s internal engineers struggled to get more than incremental improvements in the company’s movie matching algorithm, the company put the problem to the internet and crowdsourced a 10% leap in accuracy (of course, it didn’t hurt that they offered a million dollar prize). Even funding for innovation is becoming more external and social. Social media management and innovation.
Evangelizing a Content Marketing Program
B2C Marketers companies that excel at lead nurturing generate. 50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. Do you want to drive more leads? leads.
I have seen the future of B2B marketing. It’s on Forbes.
NOVEMBER 7, 2012
Living in a country that leads the world in promoting freedom, compassion, and honesty (hope it continues to be the US–I’m beginning to have my doubts). I’m sure I don’t need to introduce you to Forbes’ “BrandVoice” program (used to be “AdVoice). The guy who manages the platform at Forbes, Lewis Dvorkin, (if he also created the platform he’s a freakin’ genius) recently wrote about its power to disrupt traditional journalism , citing my new employer, SAP, as one of the companies that sometimes get more hits for the stuff it posts than Forbes’ own journalism. Favorite Voices.
Why Can’t Companies Be More Like the Iroquois?
SEPTEMBER 15, 2014
Women hold a strong place in Iroquois society, leading individual clans within tribes, helping determine chiefs, and holding veto power over treaties and declarations of war (the Iroquois declared war on Germany in both world wars). English: Flag of the Iroquois Confederacy, Hiawatha Belt Français : Drapeau de la Confédération Iroquoise (Photo credit: Wikipedia). Caught on the Wrong Side.
6 lessons on how NOT to market to customers
JULY 22, 2011
All of which is a lead-in to this week’s entry, which is what we as B2B marketers can learn from health-care marketing. Here’s the kind of pressure that social media puts on us: After not posting anything to my blog in nearly six weeks, I feel compelled to offer an explanation. Isn’t that sad? Hey, but that’s how it is. Social media are like a school of sharks; keep moving forward or sink lifelessly to the bottom. Well, I have an explanation, or an excuse, and a damned good one at that. Since I can’t resist that new hip smell, I opted for the stainless upgrade. The answer is: nothing.
How to make social media add up to thought leadership
DECEMBER 16, 2010
Back in the eighties, when newspapers were only beginning to disappear, I worked for a local paper in a very competitive (journalistically, anyway) part of the world: the moneyed, New York City suburban area of Fairfield County, CT (Greenwich, Stamford, etc.). Among the five different newspapers that covered the same turf as I did was the New York Times, which had a section called “Connecticut Weekly” on Sundays. In this section, the Times would do something that drove me insane with envy and jealously. neighborhood might get really angry and stage a rally protesting development, for example.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
Lead conversion (32 percent) is the most. budget can lead to more time if you’re able to hire. percent, was lead conversions and sales. ON SITE 7% OTHER 6% 32% LEAD. SALES 20 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Results and Analysis It’s reassuring that leads and sales, two elements. Copyright © 2015 Contently.
Is lead generation killing marketing?
JUNE 11, 2010
This was the gist of a very controversial assertion made by a senior marketer from a very well known B2B technology company during dinner at our ITSMA Marketing Leadership Forum (download highlights from the ITSMA Marketing Leadership Forum) when he said: “An overemphasis on leads is damaging our relationship with sales.”. How could emphasizing leads not improve the relationship? But his point was that marketers will never be as good at handling leads as salespeople are. Here are some ideas for how to calm the battle over leads: Create a lead system of record.
We need a chief marketing analytics officer
FEBRUARY 11, 2011
Most companies do not yet have closed-loop lead management processes supported by systems, for example. There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Paul Dunay makes the case for one in this post, and Scott Brinker has been beating the drum for this for some time. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist. In the short term, I think marketing has a lot of catching up to do in terms of technology. So we need some important systems installed in the short-term.
The Worst Source of Work Conflict
JUNE 9, 2014
First, I worked in small companies for my entire career leading up to 2012, when I joined SAP, which is a huge company, and like any huge company, has its share of bureaucracy that was absent from my previous workplaces. There are five ways that technology (current technology, anyway) leads to work conflict. Research has found that e-mail communications strip away trust, and lack of trust lights a can of Sterno under employee relationships, starting a slow burn that can lead to overheated conversations. Institutionalizes the memo mindset. Culturally clueless. Americans?
Why you need to turn your customers into stalkers
JANUARY 21, 2011
So we spend weeks leading up to the briefing arguing about what the numbers actually mean and what marketers should do. At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. It’s where we introduce some of the top findings from our annual budget survey of marketers. But we don’t like to just parrot the numbers from the survey. One of the big ideas we’re going to be talking about next week is the concept of scaling intimacy. The social media noise is personal. But let’s look at the social media noise more carefully. What do you think?
Content Methodology: A Best Practices Report
industry metrics such as sales and leads, or. generation Lead generation: Create. high-quality leads. Lead conversions • Avg. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. leader with industry-leading. Content. Methodology: A Best. All rights reserved. going.
The crisis of buyer information in B2B and how to fix it
AUGUST 16, 2011
Yet even in B2B, we have a growing concern over privacy in lead management. Latest Post Lead Management Social Media B2B marketing Business Business-to-business Facebook IBM iPhone marketing Marketing Strategy social media strategy Wall StreetImage by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number. Too bad you can’t slam an iPhone.
Thought leadership is still dead; long live idea marketing
FEBRUARY 5, 2010
Having been a journalist for years, I know that these acronyms lead even the most feeble-minded of us journos to the next obvious question: What do you mean when you say (insert acronym here)? think that this definition will lead to the perpetuation of the brochure-on-steroids interpretation of thought leadership. These are the key components: Install a lead tracking and nurturing system. As the lead is passed over to sales for follow-through, the idea content is tagged as part of the sale. Agree with sales on the definition of a sales-ready lead. Yikes.
Is the era of PR over?
NOVEMBER 5, 2010
The pressures on the guard dogs lead to a lot of problems: The emphasis is on risk avoidance. For example, if the agency-managed interview leads to bad press, the guard dogs can show that they are managing risk for the company by blaming and firing the agency (agencies are used to this and work with many different companies in order to manage the ever-present risk of getting fired). Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore. the readers of the journalists’ publications).
13 qualities of a good social media voice
AUGUST 3, 2010
Rarely do those links lead to paid content. When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. But developing a social media voice is a more complicated proposition. good starting point is to create a social media policy for the organization. But these policies are more like guardrails than signposts. Grammatical.
Content Marketing Playbook: Strategy and Roadmap
returned to the company after a 28-month stint leading. And it would lead to GE’s. leads through inbound marketing. “I think it’s almost. 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.
13 questions about social media and thought leadership
OCTOBER 1, 2010
But marketers must lead and support SMEs in the development and publishing processes. Earlier this week I participated in one of MarketingProfs’ TechChats (just do a Twitter search on the #TechChat hashtag to find the dialogue). It’s a warm-up for the great dialogues we’ll be having at MarketingProfs’ SocialTech conference later this month in San Jose, where I’ll be speaking about social media and the B2B buying process. If you’re in B2B marketing, you gotta go to this thing. All the top social media pros will be there and the focus will be all B2B. I can’t wait. link]. Q. link]. PR? A.
There is no social media strategy, only marketing strategy
FEBRUARY 24, 2010
What’s been proven to work in B2B is for marketers to reach out to prospects with smart, engaging, educational content that leads to trust. The trust leads to a more personal relationship and hopefully, a purchase. Image via Wikipedia. I’ve been working with my colleagues at ITSMA on another survey on social media for B2B marketers that I hope you’ll take by going here.
There is only one objective in social media: create learning networks
JANUARY 8, 2010
So for example, a tweet or a posting in a LinkedIn forum leads to blog post, which leads to a video, which leads to a conference presentation, white paper, or private event for top customers. There is too much wringing of hands and gnashing of teeth about social media objectives and strategy these days. We all assume that our organizations are unique and that we must devote great sums of time and money to figuring out what our particular motivation is for social media and how we will carry it out. And yes, we are all unique. little. Not in our businesses, though. That’s it.
15 qualities of a good social media voice
AUGUST 3, 2010
Rarely do those links lead to paid content. When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. But developing a social media voice is a more complicated proposition. good starting point is to create a social media policy for the organization. But these policies are more like guardrails than signposts. Relevant.
B2B Marketing Trends for 2016
distribution and lead nurturing, to more effectively communicate with prospective buyers at each stage of funnel. To get a more granular view of how B2B marketing professionals are adapting to these trends and pressures, we asked 25 leading influencers. preference, lead generation) isn't new, just more intense. its role beyond lead gen. Tom has been published on leading.
Patents Are Dead
MAY 5, 2014
Lemley, who is one of the world’s leading authorities on patent law, isn’t so sure. I have always associated innovation with patents. It’s the classic vision of the lone, wild-haired inventor in a grimy white lab coat putting himself and his family (assuming they’re still hanging around – he spends all of his time in the basement tinkering and cursing) through abject poverty until he finally hits on something useful and a huge conglomerate buys his invention and he moves to a mansion. Thanks to something called a patent. Patents Make Things Valuable Through Scarcity. Lemley, William H.
Why the volume and quality of interactions with customers has to pass for social media ROI
JANUARY 22, 2010
wish I could say that social media leads to sales. We need to believe that more engagement between our companies and the people we want to reach is a good thing that ultimately leads to sales—but down a long, narrow, winding path with a few jumps between cliffs thrown in there. And it leads back to the problem we have with PR. Image by LollyKnit via Flickr. really do.
Have you created a waking dream for your customers?
JULY 16, 2010
Coppola was just leading me by the hand through his vision of the Godfather (and I’m really grateful that he did, don’t get me wrong). The trick is to do it in a way that leads to constructive thinking. Another company is using automated algorithms to seek out and deliver targeted customer and competitive intelligence to salespeople—on a daily basis! One example stands out for me.
How social media will change lead generation in B2B
FEBRUARY 26, 2010
The era of the sales process beginning with a lead is over. We have to come to terms with the fact that there is a stage of the buying process that comes before the buyers we are pursuing are ready to become leads. We are trying to generate demand during this stage, not create leads, because these people aren’t ready to become leads. We have to generate demand before we can generate a lead. These people are not leads—they are not ready to be contacted by anyone. But they may be open to building a relationship that could someday lead to a sale.
Staffing and Launching Your Content Marketing Program
These examples may sound hyperbolic, but they get at values that lead. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. original photography as something Steve the Lead.
How Jimmy Fallon Redefined the Celebrity Biography
JANUARY 31, 2014
The moment Fallon says he had been waiting for all his life came when he was just 24: an audition for Lorne Michaels , the creator and lead producer of SNL. English: Jimmy Fallon CES 2009 in Las Vegas, NV (Photo credit: Wikipedia). Jimmy’s Fallon’s career – and much of who he is as a person – can be summed up in eight minutes. Look, I don’t mean that as an insult. YouTube Prototype.