3 Branded B2B News Services That Get It Right
MAY 13, 2016
Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like. Some B2B marketers have gone that. This site launched nearly seven years ago as part of a bigger Adobe plan to evangelize digital marketing to a core audience. While there’s nothing wrong with that, drive-by customers are hard to engage in conversation.
Gems from Godin
AUGUST 20, 2013
Do consumers want more marketing?” ” The Internet shifts markets from normal to extreme because enthusiasts can find each other and drive each other to greater extremes. ” Generosity will be essential to marketing because no one wants to connect with a selfish person. Godin’s overarching point: We are moving from the age of mass to the age of connection.
Not Dead Yet: Blogging’s Popularity Surges Among F500
JULY 19, 2013
Nora Ganim Barnes and her team at the Charlton College of Business Center for Marketing Research at the University of Massachusetts Dartmouth continue to produce some of the most consistent, rigorous and comprehensive research on social media adoption by both small and large businesses. There’s no fluff in the press release, so I’ll just excerpt it word for word. Charts.
8 Data Points about the Importance of Customer Experience
AUGUST 30, 2013
How much does the market reward companies that deliver excellent customer experience? Consider Attack of the Customers B2B marketing Social Media social networks I was asked to prepare some background information on the importance of delivering a positive customer experience, and I thought I would share some of the research with you. That’s gonna be a tall order.
The Trouble with Klout
SEPTEMBER 6, 2011
It is “the emerging standard for measuring influence online, said Klout Marketing Manager Megan Berry in a podcast interview with Eric Schwartzman last month. In the interview with Schwartzman, who is the co-author of my B2B social media marketing book , Megan Berry said the company has “a million and one improvements it wants to make. Beyond Followers.
Bidding Fond Farewell to BtoB Magazine
OCTOBER 3, 2013
If you want a top-notch business editor and writer who understands B2B markets, be sure to give John a call. The advertising market for business publications is in free fall, and since most of the magazine’s advertisers are themselves B2B media companies, BtoB has suffered along with everybody else. My association with BtoB began as a happy accident. Related articles.
How to Get Salespeople Aboard the Social Media Train
AUGUST 20, 2013
One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media. Hey, Marketers: Shove This in Your Salesperson’s Face! B2B marketing Social Media Tips HubSpot Jeff Hoffman linkedin sales Twitter think they’re worth sharing. Information is competitive advantage in sales. Lemons into Lemonade.
Stop Talking! I’m Trying to Listen!
FEBRUARY 15, 2014
recommended setting up multiple Twitter accounts for different functions like customer service and marketing. blogging How to marketing Social Media social networks Tips Charlene Li David Spark ebook Giovanni Rodriguez Leo Laporte Stowe Boyd And I advised linking generously to influential bloggers as a way of generating reciprocal links that build search visibility. Shhhhhh!
Five Often-Overlooked Reasons Senior Executives Should Use Social Media
FEBRUARY 10, 2016
B2B LinkedIn marketing Social Media social networks Tips linkedin Medium Twitter“I don’t have time to build my LinkedIn profile. already get more useless messages than I can handle anyway.”. Why would I want to be on Twitter? It’s a lot of noise, and no one cares about what I’m reading.”. “I want to be a thought leader, but I don’t have time for blogging.”. Sound familiar?
Skepticism on Gallup’s Gloomy Social Media Assessment
JUNE 26, 2014
A new Gallup study appears to throw cold water on the whole concept of social media marketing, but I’d be careful about taking the findings at face value. More than Marketing. influence Research Social Media Gallup Social media marketing Gallup asked 18,000 consumers about the influence of social media on their buying decisions. Related articles.
Evangelizing a Content Marketing Program
Content Marketing: Why 7 IV. Content Marketing: When 12 V. Content Marketing: How 17 VI. Conclusion 25 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 “ Content marketing is the atomic particle of all the. rest of a brand’s marketing campaigns.” of marketing legend. content marketers are faced with a task of consistently. brands.
Marketing firm piggybacks on March Madness for fun social media “bracket”
MARCH 22, 2016
Content Marketing innovation marketing Research Social Media social networks Blue Fountain Media infographic March MadnessBig sports events are a great opportunity to show off your products and services, particularly if you can apply them to the combatants on the field. Here’s a good example I that came over the transom from Blue Fountain Media , a design an online media firm.
What a Hotel Manager Taught Me About the Future of Business
AUGUST 19, 2011
None is very appealing, but a customer-driven market doesn’t permit the luxury of spending your way out of trouble. Conversely, the owner of the Best Western Premier Marlemont can cut the advertising and direct mail budget because customers are doing a better job of promoting the hotel than any marketing could do. Customer service is number two. Certainly not with advertising.
When Bad News is Good
JULY 29, 2013
In today’s hyper-caffeinated media market, you have to make a scene to get noticed. Aslan’s There is only one thing in the world worse than being talked about, and that is not being talked about. –Oscar Wilde, The Picture of Dorian Gray. Green, who had clearly not even cracked the cover on Aslan’s book. As of this moment, his book is the top seller on Amazon.
This Brand Ambassador Program Goes Against the Grain
NOVEMBER 20, 2013
According to the company’s website: Upon check-out, consumers are given the option to earn a pre-determined percentage back from their current purchase when they share your marketing on their favorite social network. Boston-based BzzAgent is a word-of-mouth marketing agency whose customer list would turn any ad agency executive green. imagine most people feel the same way.
Staffing and Launching Your Content Marketing Program
Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. Conclusion 35 Table of Contents ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY3 On the evening of March 2, our content/marketing team. Platforms,” “7 Keys to SEO for Content Marketers,” and. What’s the Difference Between B2B and B2C Market- ing?” Marketers are humans too.
As Business Goes Social, CIOs Sit on Sidelines
NOVEMBER 28, 2011
In its formative years, social media has been largely relegated to marketing departments under the assumption that it’s just another form of communications. BtoB magazine asked 375 marketers last year who was primarily responsible for social media within their companies. We are awash in goods and services today, they point out, and prices are flat to declining in many markets.
What Makes a Good B2B Online Video
OCTOBER 10, 2012
I spent some time with comic video whiz Tim Washer (also @timwasher ) at B2B Forum last week, and he followed up with a few questions about how B2B companies are using online video as part of their content marketing programs. What companies have succeeded/failed at using videos for B2B marketing? That’s why “content marketing” is now so hot. Keep it brief.
What You Probably Didn’t Know About Editors
SEPTEMBER 17, 2014
This morning I spent 45 minutes cutting an article by a technology marketer by one-third. Content marketing, she writes, “has emphasized producing a high volume of content at the expense of producing content that people actually want to consume.” But repetitive, unremarkable content drives audiences away, which is the opposite of what marketers want to achieve. Wrong.
How to Promote an Event with Social Media
APRIL 13, 2011
Social Media Tips Twitter events marketing podcastAs a frequent speaker at events of all sizes, I’ve had a chance to observe some of the best practices conference organizers used to promote their events through social media. We’ll look first at tactics the can work for any event, then I’ll propose a few ideas for large conferences covering multiple days and many speakers.
Advocate Marketing Creates B2B Relationships That Lasts A Lifetime
Advocate Marketing Creates B2B Customer. Relationships That Last A Lifetime Focus On People, Not Companies, To Increase Advocate Engagement by Laura Ramos September 28, 2015 FoR B2B MaRketing PRoFeSSionaLS FORREsTER.COM key takeaways Customer Testimony Helps B2B Attract. Advocate Marketing Extends The Reach And. to make advocate marketing pay off. engage with peers.
Slides and Video Cover What You Need to Know About Search
MARCH 8, 2013
Top Internet And Marketing Blogs To Follow. A client asked me to prepare a one-hour seminar on the basics of search engine optimization (SEO), and I thought it was worth sharing. This is more than your standard chalk talk. You can download the presentation and read the notes or watch the video. I’m not an SEO expert by any stretch, but I’ve learned a lot by osmosis.
A Nice Collection of B2B Marketing Stats and Videos
JANUARY 2, 2014
based B2B marketing agency that says its mission is, “to chase out the humdrum and bring a lot of love and passion to B2B marketing.” Its research and how-to presentations on SlideShare are an excellent resource for companies that want to get into content marketing. Here’s its latest collection of recent trends and statistics: This is the year that was in B2B Marketing crunched. B2B Content Marketing Research Social Media Earnest is a U.K.-based ” Its work certainly bears out that goal.
Measuring the Immeasurable
SEPTEMBER 15, 2011
haven’t reviewed these tools in detail just yet, but it appears that influence is a red-hot topic in PR and marketing circles right now. One of the most illuminating books I’ve read on this topic is Influencer Marketing by Duncan Brown and Nick Hayes. advertising influence mainstream media marketing PR Influencer Marketing Klout Radian6 Seth Godin Topaz Partners
Five Tips to Make Your Writing Sparkle
APRIL 28, 2011
Now that we’re all publishers, writing has become a core skill for marketers. blogging journalism marketing Social Media Tipslove good writing, and whenever I get the chance to teach it, I share these five tricks I’ve learned to make anyone’s writing better. 1. Write in Pictures. It’s the single best piece of writing advice I’ve ever had. Tell stories.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
Marketing. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I. Introduction 4 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Red Bull has long been the strongest example of this. marketing technology into a seamless process. YOUR CONTENT MARKETING IN 2015.
How Much Should You Pay For Content?
JUNE 9, 2011
Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. In the computer industry, which is what I know best, $1 to $1.50 is the going per-word rate for marketing-commissioned pieces these days. My advice: don’t bother. What’s that going to cost you? Like most things in life, it depends.
Social Marketing Hangover
JANUARY 6, 2011
I was recently quoted on Internetnews.com making the following prediction: “Look for marketing’s love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don’t solve problems of poor products or positioning. Over the past year marketers have decorated their websites like Christmas trees with Twitter and Facebook logos.
Social Marketing Wisdom From a True Practitioner
JANUARY 24, 2013
Stand Out Social Marketing starts a little slow, but if you stick with it you’ll be rewarded with truly actionable insight that can help your whole company become more social. This new book comes from Mike Lewis, who is head of marketing at Awareness Networks, a personal friend and one of the nicest guys I know. This book is worth its cover price for chapter 4 alone.
How to Summarize Content for a Business Audience
AUGUST 1, 2013
The decline shows the job market continues to strengthen. Still, the trend in weekly unemployment claims has been positive and offered hope that a better job market could help lift a sluggish economy later this year. B2B Content Marketing marketing Tips Big Data Executive summary Inverted pyramid Now let’s build our summary from the material we highlighted.
Content Marketing Playbook: Strategy and Roadmap
planning for a future in which GE would be a publisher, not just a marketer. redefine the role of marketing,” Comstock reflected in. When you hear marketing, most people. more we expect from marketing. sure that marketing has been redefined as innovators. in their content marketing journey, GE went above and beyond in their. successful content marketers. B.
My New Book, ‘Attack of the Customers,’ is now available
DECEMBER 18, 2012
Social networks are also sufficiently mature that good word-of-mouth can potentially replace traditional marketing. An idea I’ve been kicking around for a couple of years became a formal book project in January. Eleven months later, Attack of the Customers on sale on Amazon ! Most customer attacks don’t go viral, but they can be effective even without big numbers.
What Social Media Marketers Should and Shouldn’t Do
JUNE 18, 2013
A journalist contacted me with some questions about social media marketing that I hear quite often. These thoughts are particularly directed at B2B marketers. What are three or four things social media marketers should do, and explain why they’re important. 1. Listen to your market and customers using tools like Twitter filters, Google Alerts and LinkedIn searches. This is free research that complements your existing market intelligence and provides real-time insight on what people are saying about your company and your market. 2. Indium Corp.
Here’s What 25 B2B Marketers Think Are the Key Trends in 2016
JANUARY 26, 2016
I was delighted when B2B Marketing Zone – a website and newsletter that I devour – asked me to be one of 25 contributors to its “ B2B Marketing Trends for 2016 ” e-book. love this content concept, and it’s an idea more B2B marketers could adopt. Your contributors will be flattered to be included and you will get to tap into their often substantial followings.
How B2B and B2C Marketing Are Different
JANUARY 20, 2011
My fourth book, Social Marketing to the Business Customer , came out this week. While the purpose of this e-mail is ultimately to convince you to buy it, I hope to also impart some insight I gained from immersing myself in business-to-business social marketing for six months. Invariably, someone stands up and asks, “What does this mean to me as a B2B marketer?.
15 Tips for Getting the Most From LinkedIn Groups
OCTOBER 11, 2012
Instead of “Spot Market Pricing, New Services Fuel Amazon GovCloud Growth,” try “What You Need to Know about Amazon’s Government Strategy”. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips. Please add your own as comments. 1. Ask Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion. Do you agree?”. link]. 2. Make it Personal. Only people can post content. Follow Up. Use Them All.
The Other Social Network
MARCH 10, 2011
It’s not surprising that in research conducted by B2B magazine last spring, marketers picked LinkedIn as their social network of choice by a substantial margin over Facebook. search for “Chicago Marketing Jobs” returns 20 opportunities posted in the last 72 hours. Have you checked out LinkedIn lately? This is the ideal B2B environment. And they’re busy. Choose Open Groups.
I’ve Been Writing A Lot Lately, Just Not Here
DECEMBER 12, 2013
Marketing’s big miss (BtoB magazine). A new McKinsey & Co. report reveals a startling disconnect between B2B companies and their customers that should give every marketer pause to reflect on his or her priorities. Marketing and sales organizations at most B2B companies have a relationship that can be politely described as strained. But my blog is still my home base.
Facebook, LinkedIn and Twitter in Plain English
APRIL 18, 2012
Marketers can think of these communications as a Web 2.0 Good Facebook marketers provide a constant stream of information that provokes conversation and interaction among members. LinkedIn is a favorite of B2B marketers because its members go there mainly to discuss professional interests. Hundreds of virtual chats take place each week around Twitter hash tags in fields ranging from medicine to marketing to aviation. My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction.
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.
Industrial Age Thinking Thwarts Potential of Internal Social Nets
FEBRUARY 14, 2012
The marketing department can discover the manufacturing employee who has outstanding Web design skills by simply posting an inquiry to the network. About 15 years ago the CEO of the company where I worked decided that it was important that employees should learn to use the technology they were writing about. There was even a NeXT machine. None of the executives used the lab themselves.