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B2B marketing as media: Six ways to think like an editor

Reputation to Revenue

B2B marketers in great numbers have jumped on the content marketing bandwagon and embraced the idea that marketing needs to be more like media. As documented in last year's MarketingProfs and Junta42 study , "producing engaging content" tops the list of challenges for content marketing; "producing enough content" is second. What's New (otherwise known as… News!).

Customer references and solutions marketing: Building blocks for business impact

Reputation to Revenue

B2B marketers focused on high value solutions know that customer evidence is like gold. Too often, though, reference programs remain short-staffed, disconnected from other key marketing programs, and overly reliant on the kindness of individual sales people to provide access to satisfied customers. Easy, self-service access and usability for other parts of marketing and sales.

Four levels of B2B content sharing: Publishing isn't everything

Reputation to Revenue

Consistently creating engaging content is one of those programmatic challenges that strikes fear in the hearts of many B2B marketers looking to take more advantage of social media. Indeed, there are four levels of content sharing that B2B marketers should include in their social media mix. Four Levels of Content Sharing. Effective curation is not simple. Do you agree?

Sustainability best practices can guide social media too

Reputation to Revenue

By and large, however, what does matter most to B2B firms is using social media to deepen customer and market insight, improve internal collaboration, and strengthen engagement and trust with key customers and partners. . Marketers investing in social media often focus on building awareness, demonstrating thought leadership, and (if at all possible), generating new leads.

150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more

Marketing to key accounts: It's all about the relationships

Reputation to Revenue

I was interviewing a Key Account Manager for a large tech firm the other day, and was struck by her comment that she wanted the firm's marketing people to be much closer to her customer. Most important, the content and events that she saw from marketing were simply too generic. The marketing folks certainly understand this. How close is your marketing team to your key accounts?

Strengthening thought leadership marketing: Five steps to excellence

Reputation to Revenue

I've just had the privilege of helping judge  ITSMA's Marketing Excellence Awards , and was impressed in particular with the submissions in the Thought Leadership Marketing category.  As recently as five years ago, thought leadership marketing was mainly the province of the top consulting firms. Building a successful thought leadership marketing program is a long-term process.

Social media and thought leadership: The virtuous circle for B2B marketing

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As B2B marketers invest more money and time in both thought leadership and social media, they risk missing a great deal of potential benefit they can achieve by bringing the two together in a holistic way. All too often, at least in my experience in the tech sector, marketers investing in thought leadership view social media primarily as a channel for disseminating content. 

HP backs solutions rhetoric with org change and investments

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For example, truly developing, marketing, and selling integrated B2B solutions typically requires both a strong focus from the top down and a new alignment from the bottom up. As a result, we see companies promoting "solutions" that are really just bundles of existing products and services, launching marketing programs that neglect real customer needs, and falling back on the old feature-function approach to sales that customers long ago rejected. As Magdy Assem, Senior Director of Enterprise Solutions Marketing, explained: "Not everything is a solution. Walking the Walk.

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.

Why is customer-centric marketing still more talk than action?

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Ranjay Gulati’s more recent Reorganize for Resilence provides similar testimony, evidence, and examples of the power of customer centricity for solutions development, marketing, and sales (you can watch my partner Steve Hurley’s interview with Ranjay on our new  YouTube channel ). Why do we hear so much talk but see so little action? It is happening to some extent, of course.

The four engines of B2B marketing success

Reputation to Revenue

A friend recently had the good fortune not only to take over marketing for a successful B2B firm, but to do so with a mandate to build a new strategy that ensures a much greater impact on the business. He's a bit like a kid in a candy store: he's got budget to spend, executive support for a more ambitious marketing program, and a relatively clean slate upon which to draw the new strategy. 

Aligning marketing and sales.with what?

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Marketing folks in B2B are obsessed with aligning marketing and sales. The problem, at least from my humble perspective, is that the discussion tends to rotate around the idea that marketing needs to align more fully with sales. But we know that B2B sales is undergoing changes at least as dramatic as marketing. Skeptical of any marketing or sales pitches.

Marketing lessons from the Grateful Dead

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Crazy week last week, but it was hard to resist the HubSpot webinar, Marketing Lessons from the Grateful Dead -- at least for me and 800+ other Dead-loving marketers. Tags: Innovation Marketing Reputation Social Media Strategy business gratefuldead hubspot management marketing socialmedia webinar Lots of people never liked them, and that was fine.

The urgency of B2B content marketing

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 Yesterday I wrote about "marketing as media"  in B2B and the challenge of becoming a top source of information and ideas for your customers and prospects. I'm certainly rooting for B2B magazines to make the transition they need to make, but it's hard for marketers to count on a lot of support in getting the message out and the conversation started.  and 2008 was a pretty bad year!

Study: How Much of Your Content Marketing Is Effective?

Marketing is Effective? 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. billion dollars on content marketing this year, and that number is growing fast. As marketers dedi- cate more and more of their budgets to content, we wanted to understand more about where their. marketing.

Master narratives and framing the debate with B2B marketing

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They (and their marketing consultants) spend lots of time crafting simple narratives with the goal of framing the debate. It's critical with B2B marketing, too. While trying to promote the value of our products, services, and solutions, we need to focus as well on the master narratives that frame the relevant market conversation. Politicians understand this the best. Delivered."

Marketing as media: Are you in the top five?

Reputation to Revenue

 B2B marketers are getting used to the idea that we have to think of ourselves more as media organizations and publishers than pitchmen and promoters. Tags: Marketing Thought Leadership B2B content marketing media news publishing thought leadership But are we good enough yet that our customers and prospects would include us as a top five information source?

Two cheers for Eloqua's Content Grid

Reputation to Revenue

Actually, I think Eloqua's new Content Grid is fabulous: it crams a complex story and a lot of information into an easy to understand infographic on a critical topic for B2B and solutions marketing. My small beef is with the definition of "content marketing" that underlies the grid. What I don't agree with, though, is the equation of content marketing with inbound marketing.

Editorial strategy: Why do B2B customers need your information?

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  A new report from the always excellent Project for Excellence in Journalism got me thinking a bit differently about thought leadership and content marketing and marketing as media. So what's the B2B marketing connection? Maybe, especially if you're in a relatively new or fast-changing market, but you need to accept that you're turning off all the partisans on the other side.

B2B 2

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.

Four steps to strengthening B2B customer connections

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  IBM's hot-off-the-press 2010 CEO Study confirms again what solutions marketers already know: getting closer to customers is a strategic priority. Isn't this just Marketing 101? Creating and sustaining those trusted connections is extremely difficult, though, when our customers are overwhelmed with their own professional demands and tune out most of our marketing.

Lessons from IBM's CIO community program

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They can provide deep insight into both their own companies and emerging issues in your markets. They Karla Bousquet, Director of Executive Client Marketing at IBM, provided some useful insight from IBM's experience during a webinar today organized by Farland Group  (full disclosure: I used to work with Farland Group principals when we were all at Truman Company).

TL in 4D: Four dimensions for thought leadership success

Reputation to Revenue

B2B marketers know that thought leadership is essential, especially when selling high-value solutions. Business buyers tune out most traditional marketing, but they are always looking for new ideas. Perhaps not surprisingly, thought leadership topped the list when ITSMA recently asked marketing leaders at big tech and IT services firms which tactics will be more important in 2010.

Permission marketing turns ten

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Seth Godin today marked the tenth anniversary of his hugely influential book, Permission Marketing. Tags: Innovation Marketing Relationships Strategy marketing permission marketing sethgodin And this was all years before anyone ever heard of blogging , YouTube , Facebook , or Twitter. Thanks Seth! P.S. You can still get the first four chapters free at

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.

More evidence that give-to-get is the key to success

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It's pretty much a cliche to say that marketing today is all about give-to-get. In B2B, though, I'm constantly surprised at how often marketers pay little more than lip service to this essential idea.  And they certainly have little tolerance for promotional marketing. The answer was the supplier  most proactive in helping you  [emphasis in original]. not sales pitches).

Reengineering the white paper, part 1

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Despite their common failings, however, we're still firm believers that white papers can be one of the most effective tools in the marketing toolbox.if they are developed and marketed the right way. Having worked on and marketed countless white papers ourselves, we think we know the right way.  Photo by kevindooley.  .

Put everyone in marketing? Yes, and with a social spin

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Harvard management guru Rosabeth Moss Kanter last week suggested: "In a Recession, Put Everyone in Marketing." It's a perfectly fine idea, although often stated as one of those age-old cliches that you don't actually take seriously: "Sure, we're all marketers. Kanter's five suggestions for how to put everyone in marketing are all good ones, but surprisingly pre-Web 2.0. Great.

Smarter marketing at IBM: Big Blue's latest green consulting launch

Reputation to Revenue

Marketing Lessons At the same time, the initiative points to a powerful reminder for B2B marketers in today's challenging economy. At a time when so many companies and marketers are obsessing over which tactics are most likely to deliver short-term revenue, broader strategy remains absolutely essential. Tap into the green wave; it's big and getting bigger.

Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization

Aren't we past random acts of "selling"?

Reputation to Revenue

But it's hard for me to imagine that this archaic spray and pray approach to marketing and sales does the slightest good for your reputation, your pipeline, or your bottom line. Tags: Creating Demand Reputation Sales marketing sales selling telemarketing noticed you downloaded some research. Did you find everything you need? Me: To be honest, I don't remember. 30 or 60 days ago?

Rite Aid impresses with active customer service

Reputation to Revenue

So it's definitely good marketing.  Tags: Innovation Marketing Reputation customer experience customer service IVR marketing pharmacy rite aid Little things really do add up. Like many people, I have several prescriptions with Rite Aid Pharmacy. Nothing earth-shattering, but it's convenient and a good, simple use of Interactive Voice Response (IVR) technology.

The power of video: Outsourcing reality show illuminates the buying process

Reputation to Revenue

About a month ago, the good folks at the Outsourcing Institute asked me to contribute some  "lessons" for services marketers based on their web-based reality show, The Transaction. pontificate about what companies need to do to market and sell high-stakes services. marketing and sales reality show, no less. Endless "experts" (including, at times, me!)

Words and meaning: The power of alignment

Reputation to Revenue

Suzanne Lowe from Expertise Marketing has a great piece in her June newsletter on the importance of developing a common lexicon for marketing and business development in professional service firms.  Shouldn't the term "marketing be understood to also include targeting and segmentation? In many professional firms, marketing does not mean these latter terms, only the former.

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.

Blog as hub, site as spoke

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David Berkowitz  ( @dberkowitz) from the digital marketing agency 360i had a nice article today about building your brand with social media He used the example of launching the agency's new Social Marketing Playbook  earlier this month (which is well worth a look). The Tags: Marketing Media Social Media 360i blog blogging marketing socialmedia web website Well, maybe.

YouTube as corporate home page?

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Click on and you get to a "this is our agency" video on YouTube, complete with story of a struggling marketing director going down in flames (actually, a bloody ax) because he chose some other boring conglomerate firm instead of the oh-so-creative BooneOakley. BtoB came out with a new marketing survey on the 2010 outlook yesterday. Modernista! What do you think?

The hard questions about social media for B2B solutions providers

Reputation to Revenue

Attention is the scarcest commodity, especially at the executive level where many solutions marketers are determined to engage. It's having the mindset and the culture and the confidence to engage in open conversation, trust your colleagues and staff to do the same, accept criticism publicly, and give up the old notions of controlling the message and marketing to an audience.  .

Bad service blowback - United Breaks Guitars

Reputation to Revenue

Thanks to Marketing Pilgrim for the pointer. Lots of companies are still nervous about participating in social media; they fear negative comments, among other things. The reality, of course, is that if you're providing lousy products or service, the bad comments are coming anyway, and with an ever larger megaphone. Four days after posting the video, and 1.3 Obviously the damage is done.

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.