B2B Marketing Unplugged

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Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

His agency has hosted a few, then there’s the ad club, the marketing association stuff, his clients’ parties and his suppliers’ lunches. All well and good, but here’s why we should be looking at an exit strategy for our websites: they are increasingly less important in our conversations with the market. My agency suit friend, Marc has very sore feet this week. Oddly, nobody responded.

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

B2B Marketing Unplugged

There are a few statistics that are used to torment marketers. Just the other day, my friend Lisa Shepherd was suggesting on LinkedIn “…that B2B buyers are now self-nurturing and… sales needs help from marketing to enter the sales conversation earlier”. This is marketing’s bit. Poor McDonald’s is having a tough go of it in pretty much every market. Goodness.

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Three Reasons Customer Experience Management Fails

B2B Marketing Unplugged

Marketers love emotion. We spend unhealthy amounts of time peering at data , just begging it to let us know where that magic emotion button is hiding in a given part of the market. But before the debit card can even cool off in our new customer’s wallet, marketing has packed up the tissue box and headed back out to make someone else feel, well anything. Now that’s fun.

Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

He’s the marketing manager for a rapidly growing logistics company that serves the food industry. Darius works in marketing. The deity in charge of poorly planned marketing, fortunately, intervened here and Darius’s email was picked up by someone who knew someone who knew another guy who knew how to escalate the thing to the Porcupine Subduing Department. Darius has a cool job.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

Content and Karma and Pandas, Oh My

B2B Marketing Unplugged

Now some marketers will slink off to a corner and try to figure out how to redirect the holiday party budget to some new content, but not you. You didn’t go into marketing to work harder; you went into marketing to be strategic about your laziness. Skippy, you will recall, is the generic name for underemployed marketing interns everywhere. Start with your keywords.

Why Your Contact Page is Terrible

B2B Marketing Unplugged

Marketers, pay attention here: I know you went and found that swell stock photo of tin cans and string. People, marketing is a conversation , and Contact Us pages, just like Facebook and Twitter, are where that conversation starts. If the only people having conversations on social media work in sales and marketing, you are doing it wrong. Good job. Better make a form. Be nice.

Pssst. Trade Shows Suck at Lead Generation. Pass it on.

B2B Marketing Unplugged

Let’s assume you are the number one or two player in your market and you are attending a mid-level event with a good-sized booth, say 20×20. Say you have about 25% share of market in this crowd. Stupid Ideas Trade Shows B2B marketing bizmarketer branding Elizabeth Williams Funnel of Love linkedin porcupines sales squirrels Sales-rejectable leads trade shows Uh oh.

Sometimes Marketing Should Whisper

B2B Marketing Unplugged

No complaints: the leads are coming in, but sometimes marketing can be just as effective when we don’ t interrupt people only to yell at them. What can brand marketers learn from Jamie Oliver? I don’t know about you, but I’m about hoarse from all the yelling I’ve been doing lately. What with radio, OOH and a bunch of SEM stuff, I’ve been screaming for quite a few weeks now.

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

What Did Your Brand Ever Do To Deserve Bad Photos?

B2B Marketing Unplugged

Marketer #1: Hmmm. Marketer #2: I know, let’s go get some stock photos to make our site appealing to Millennials. Marketer #1: Those teams work in offices so we should have a picture of an office too. Marketer #2: Let’s not forget our contact us page: We should show a photo of someone wearing a headset and being helpful. Marketer #1: Our website is going to rock.

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Only You Can Prevent Feature Puke

B2B Marketing Unplugged

They can’t help it, and marketing folks can’t help being equally bitchy about bad marketing. The marketer who allowed this to see the light of day should be ashamed. The good news is something this awful is likely to be noticed only by other marketers who want to feel better about their own hideous materials. Let’s start with this ad. Nasty. The issue here is fear.

Is Your Competition Making Stuff Up? Good.

B2B Marketing Unplugged

But some bored product marketer hit on the idea that if 300 is good, 600 must be twice as good and 1,000 must be something you can charge a bunch of money for. This is a great example of marketers, lacking anything meaningful to use to differentiate from the competition by Making Stuff Up. Marketing Made Stuff Up. The market is full of examples of Made Up Stuff. Oh dear.

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Your About Us Page Isn’t About You

B2B Marketing Unplugged

For your planning pleasure, here’s a great benchmark reference f rom the always helpful Content Marketing Institute. . Websites B2B marketing bizmarketer Elizabeth Williams linkedin websiteWhat’s on your About Us page? I’ll bet you don’t even know. When was the last time you looked at it? Did you get the summer student to write it eight years ago? This includes your About Us page. .

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

The Fish in the Barrel Don’t Like it When You Shoot

B2B Marketing Unplugged

We marketers just love a captive audience, don’t we? I know that most marketers only get to play with the pricing long enough to suggest what it ought to be. Branding Stupid Ideas B2B marketing bizmarketer Elizabeth Williams linkedinWe like them strapped into pressurized metal tubes at 35,000 feet with nothing to look at but a tiny screen or a drooling neighbor. I put it back.

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Awareness Plus Fatigue Does Not Equal Consideration

B2B Marketing Unplugged

For many marketers, consideration is based on an assumption that some infinitesimal percentage of the people we bother during the awareness phase are either giving up and considering our offering, or falling for one of our cleverly disguised links in a crossword game. But I’m not sure this is true, and I’m particularly suspicious of it in B2B marketing. They just don’t. Related Posts.

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

B2B Marketing Unplugged

This is the time savvy marketers know to pounce. If you have enough new business, it might be worth splitting the list up with other marketers and doing a blitz with as many sales folks as you can corner. Is there anything marketing could have done to make objection handling easier? marketers, be sure you track this in the aggregate). All day long, if you let them.

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Getting Commitment Requires Primal Selling and Quiet Marketers

B2B Marketing Unplugged

Being dazzled by the finish line is not limited athletes: Sales Squirrels and marketers do it all the time. After months or years of building something someone gives a sh*t about , and more months and many marketing calories convincing them to give it a look , and the scary bit where we have to out-skate the competition and our own incompetence, we come to this. Happy day.

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B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Distance Between Decision-Makers and End Users is Key

B2B Marketing Unplugged

When we look at the marketing side of B2B, I’m not sure it’s any more difficult than B2C, but I suggest it is considerably more complex. Getting & Losing Business B2B marketing bizmarketer C-Suite corporate overlords Elizabeth Williams HR linkedin P-Cube selling to big companies value proposition Here’s the whole article. In the consumer world, the distance is pretty short.

The End of Valued Customers

B2B Marketing Unplugged

Next week, we’ll discuss why marketing needs to do something about people like me. CRM B2B marketing bizmarketer customer service porcupines Dear Valued Supplier, Thank you for your quarterly newsletter. It showed up in my email just yesterday, minutes after the monthly statement, and not long before the important reminder about the scheduled maintenance you’re doing this weekend.

Three Reasons Customer Experience Management Fails – Part II

B2B Marketing Unplugged

In the face of after-market completion, a near-death experience in the first part of the century and more years to wait between repurchase, the auto industry discovered the very clear connection between customer experience and loyalty. Next week we’ll look at how we solve all of this and why marketers should care. Reason #2: We focus on the problem. Well that’s hopeful. Uh oh.

Marketing Automation, Meet Customer Communication

B2B Marketing Unplugged

I think marketers, as much as we are partly to blame, can also show the way to a more moderate and effective approach, and we need look no further than the marketing automation system in the corner. I know, I know, most marketers are secretly terrified of their automation systems, but there is much to learn and little to fear and nobody will ask you a mathy question. For real.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all

There Are No Emergencies in Marketing

B2B Marketing Unplugged

In the case of marketing’s urgent things they involve the usual Hand-wringers (lawyers, corporate communications, human resources), a collection of consultants and a project manager to write things down. Friends, there are no emergencies in marketing. Marketing, PR and customer service need to get in there and start spraying a little more perspective and a lot less ass covering.

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The Hidden Costs of Content Marketing

B2B Marketing Unplugged

If we accept that content is key to marketing and sales, and we want to sell lots and lots of stuff then it follows that we need lots and lots of content, and a quick, cost-effective way to crank it out like Play-Doh through a star-shaped extruder. I’m a marketer, damn it, not a librarian. Hey kids, want to shoot your leads right to the bottom of the funnel just like that? Creation.

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Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

Some companies put this group in the marketing department, probably because we are good with crayons and squishy brand stuff. They can be found in your sales or marketing operations centre, or possibly in a little known corner of the finance gulag. They probably have some extras in marketing or in corporate communications. Have I got a job for you. Still want make the case?

Your Customers Are Way More Efficient Than You Are

B2B Marketing Unplugged

Marketers spend a lot of time working on shorter sales cycles, end-to-end lead tracking, automated nurture programs and anything that reduces the cost of acquisition. CRM B2B marketing customer service linkedin porcupinesI just love sitting in the quiet zone on the train. Imagine my disappointment last week when I jumped on a crowded train and had to sit in the noisy bit.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

To Everything Spin, Spin, Spin

B2B Marketing Unplugged

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. Smart marketers will understand that using the anger of some will allow them to win the support of others.” Fire your market researchers.

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Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

For marketers, the lesson here is to keep your rewards variable without getting silly about it. Books CRM Getting & Losing Business B2B marketing bizmarketer Elizabeth Williams linkedin social mediaI am worried that Candy Crush is eating our brains. I used to worry that email was eating our brains; now I’m pretty sure it’s that horrible game. Trigger. Action. Variable Reward.

Six Ideas for Getting Your Social Media Off the Ground

B2B Marketing Unplugged

This Thing: If you are way ahead of Patty (and, frankly most B2B marketers probably are not), you may be ready to kick off an employee advocacy program on social. Here is a great article from Dave Hawley at Marketing Profs about where to start. Social Media B2B marketing bizmarketer corporate overlords linkedin social media Stop assuming this is actually new. Yes, them.

Conversations Matter

B2B Marketing Unplugged

Brands live (or not) at the intersection of experience and expectation, a location good marketers know well. Marketers have much to learn from looking at what happens to terrible hosts. These control freak marketers are content to fuss over every little detail of the ice sculpture, but don’t actually want to engage anyone at the party in a real conversation. Back to the party.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Brand Loyalty Begins with Giving a Sh*t

B2B Marketing Unplugged

I think marketers spend a lot of time and calories talking to people who really don’t give a sh*t. Borrowing the military terminology, marketers call it a campaign. Graham Robertson over at Beloved Brands has a fair bit on his mind and offers this brilliant post on the Ten Most Abused Words in Marketing. When people do this to one another we call it stalking.

Why Meaning Matters More than Noise

B2B Marketing Unplugged

In this is found the meaningful work most marketers and their brands can only dream about. The middle of the book looks at trends and key shifts in the market – nothing surprising there. This is a generous book by a fresh and important voice, and should be on every brand marketer’s gift list. Awesome Ideas Books Branding B2B marketing branding linkedin value proposition

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Stop Apologizing, Start Measuring

B2B Marketing Unplugged

Regulators can expect the Swan Lake of apologies as the company trots from market to market chucking rogue engineers into the volcano. Your front-line knows this stuff, but I’ll bet your inventory, operations, finance, logistics, marketing and product management people don’t, which is why your front line is wasting so much time and talent in the Dance Apologetic. Such fun.

It’s Time to Kill Off Your Dreary Customer Reference Program

B2B Marketing Unplugged

And yet marketing and customer abuse keep tending their little flock, panicking when the Squirrels aren’t getting just what they want and generally wasting everybody’s time and money. CRM Getting & Losing Business B2B marketing Customer Reference Program Elizabeth Williams Flock of the Gruntled getting the business linkedin P-Cube social media Throng of the Disgruntled

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Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful