B2B Marketing Unplugged

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Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

Let’s call that social media. That’s because while we saw media ,  our customers saw social and thus opened a gate at the marketing rodeo setting loose this crazy, kicking horse of conversations. Those digital marketers, who were supposed to be keeping it up-to-date and looking pretty have instead been running around on social media, desperately trying to be relevant.

Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

Here’s what needs to happen: It needs to be someone’s job to look at your social feeds: Social media is open 24/7. Yet when an unhappy customer is freaking out on social media, most of them are a bit stuck about what to do (see White Sox above). Social Media CRM B2B marketing linkedin social media customer service porcupines bizmarketer Elizabeth WilliamsIt gets worse.

Three Reasons Customer Experience Management Fails

B2B Marketing Unplugged

But the rage isn’t just the horrible stuff Porcupines   are shouting through the phone, though that continues to be our favourite tool for expressing it; the Rage is also almost twice as likely now to find its way to a social media site than it was just two years ago. Social Media is Not the Telex Machine. Now that’s fun. We focus on the problems. Nobody owns CEM design. Let’s dig in!

Funnels, crazies and Jedis — you can’t UnRead this book

B2B Marketing Unplugged

Their view is that we need to focus on the sales cloud: “It’s made up of all the ways customers hear about your brand: blogs, online reviews, trusted referrals, social media sites, your website. We bounce then from detailed social media tips and how-tos to tradeshows to podcasting. quite enjoyed my Air Canada experience that night. Scott Stratten, not so much. He is mad at Air Canada.

B2B Marketing Trends for 2016

Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media. He writes about content and social media. B2B Marketing.

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

B2B Marketing Unplugged

Your industry media are there, a few clients and prospects are there, you can rub it into your competitors’ faces and you will probably make more noise than you might otherwise. Sales squirrels ignoring you? Here’s a fun way to get their attention: tell them you’re cancelling all the trade shows next year. It will sound something like this: “How will we ever make quota?”

Awareness Plus Fatigue Does Not Equal Consideration

B2B Marketing Unplugged

For B2C that smells just like social media recommendations, Yelp reviews, testimonials and adorable cat videos with your product discretely placed in the bathtub the cat is about to fall into. Consider this: most people don’t give a sh*t about whatever it is you are trying to sell.  They just don’t. That is some serious competition. just don’t give a sh*t. Related Posts.

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The End of Valued Customers

B2B Marketing Unplugged

think your social media manager may be having a nervous breakdown; I’m not sure your Twitter followers need to be updated hourly. 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. Quite  a treasure.

Social Media is Not the Telex Machine

B2B Marketing Unplugged

Dolores may be gone but her spirit lives on in the tiresome battle over who “owns” social media in the corporate world. Folks, nobody owns social media any more than they own email. People can behave in appalling ways in a variety of media and we can’t stop them. Related Posts: Social Media is the Lighter Fluid, Not the Barbeque. Best steer clear.”.

B2B Marketing Trends for 2016

Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media. He writes about content and social media. B2B Marketing.

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

Books CRM Getting & Losing Business B2B marketing bizmarketer Elizabeth Williams linkedin social mediaI am worried that Candy Crush is eating our brains. used to worry that email was eating our brains; now I’m pretty sure it’s that horrible game. Candy Crush is extremely habit-forming. So are Facebook, Instagram, Amazon and LinkedIn, and this, according to Nir Eyal, is why they succeed.

Why Content is Social Media Dietary Fibre

B2B Marketing Unplugged

Last week we looked at the mechanics of getting a social media strategy off the ground by engaging our HR and sales people. Content is the fibre of your social media diet. Here are the characterisitcs of high-fibre content for social media: It’s Relevant. Content Marketing Social Media B2B marketing bizmarketer content marketing Elizabeth Williams linkedin social media

To Everything Spin, Spin, Spin

B2B Marketing Unplugged

Books ad agency B2B marketing bizmarketer book review branding Elizabeth Williams linkedin social media 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. To be sure, it is a compelling case study and a warm tale of the power of message over whatever that was the McCain campaign was doing. Nailed it.

Brand Loyalty Begins with Giving a Sh*t

B2B Marketing Unplugged

think a far better way to build awareness is to build a compelling enough product or user experience that people give a sh*t organically and do your bidding for you in the form of recommendations, testimonials, great reviews and saying nice stuff on social media. I think marketers spend a lot of time and calories talking to people who really don’t give a sh*t.

There Are No Emergencies in Marketing

B2B Marketing Unplugged

Joan is frequently late for lunch, which has a fair bit to do with her busy job managing social media for a large bank. There are a lot of urgent things in social media. That was before social media. Related Posts: Social Media is the Lighter Fluid, Not the Barbeque. On a recent day, she huffed into the room looking more frazzled than usual. “What did you do?

PR 74

B2B Marketing Trends for 2016

Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media. He writes about content and social media. B2B Marketing.

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

B2B Marketing Unplugged

This is the pool of customers to which you return every time a Sales Squirrel needs a reference, every time a P-Cuber needs to check off that they have checked up, every time the media call looking for someone who will support the drivel in your latest product announcement. We just aren’t good at it. If you are a B2B company of any size, you have at least one of these programs.

Stop Apologizing, Start Measuring

B2B Marketing Unplugged

People like me scurry about the C-Suite teaching Corporate Overlords how to furrow their brows, soften their eyes and ooze concern while quietly managing a tight talk track and measuring the heck out of media impressions, market sentiment and brand impact. There are a thousand reasons to be happy you don’t work for Volkswagen just now. And boy are they dancing in Wolfsburg this week.

Marketing Automation, Meet Customer Communication

B2B Marketing Unplugged

You have people who converse with the media, with suppliers, with analysts, with employees (I hope), even with prospective employees, but there is probably nobody in your company whose job description includes a line like this: “Has ultimate responsibility to ensure customers are communicated with in a consistent, respectful and mutually valuable manner.”. For real. Ownership: that’s how.

Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

Branding CRM corporate overlords customer service linkedin porcupines social media We’ve spent the past two weeks feeling sad about the state of customer experience management (CEM), so it’s time to lighten up a little and talk about why marketers should care. It’s worth noting that I didn’t look very hard, so if you have something, I’d love to see it. Namaste, my friends.

Your Customers Want to Talk to You

B2B Marketing Unplugged

Last week we looked at the Customer Service Theatre that follows a hyper-vigilant Seal Team Six intervention on social media. So I will either go rooting around on your Investor Relations page to find a contact email, or I will head to social media and try to get Seal Team Six to respond. Yes, they will do end-runs to sales, HR, media relations and finance. Folks, bad news.

Why I Won’t Endorse You on LinkedIn

B2B Marketing Unplugged

Is an endorsement the social media equivalent of an apology or an offering? I am a huge fan of LinkedIn, and not just because I’ve twice been unemployed in the past ten years. Random Rants Social Media B2B marketing bizmarketer Elizabeth Williams Facebookification linkedin LinkedIn endorsementsOh, goody. My LinkedIn connection, Diana, just endorsed my skills in marketing strategy.

Four Things Marketing Can Say “Yes” About in 2013

B2B Marketing Unplugged

But we know releases about every account win or product update are bad media karma. You’ve got to love January. Those plans you’ve been revising for months are finally in motion. The agencies are gorging themselves on billable hours to fund their trips to Cannes, after an exhausting December of canapés and signature martinis. Go ahead. It’s all going to Hell, just as you knew it would.

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Ten B2B Marketing Opinions from 2014

B2B Marketing Unplugged

Sales vs. Marketing Social Media Websites B2B marketing bizmarketer customer service Elizabeth Williams linkedin porcupines social media If you said I was too lazy to write something original, despite the gobs and gobs of time off I am currently enjoying, you would be correct. Here are ten posts from the past year that I kind of liked and hope you do too. . Thanks for reading.

Just Because It’s Content, Doesn’t Mean It’s Good

B2B Marketing Unplugged

Their writers and designers are the kind who know how to create pretty campaigns and buy media on commission. It must have been about June when Linda called. “Do you know a good B2B writer?”, ” Not true. Linda has at least some of them locked in a closet. Which brings me to the third reason I think most B2B content is never used by sales : it sucks. They went freelance.

Twitter: It’s Not About You

B2B Marketing Unplugged

They must have missed the bit where it says social media stays on even after you switch off your computer for the day. Related Posts: Social Media is the Lighter Fluid, Not the Barbeque. Why Most Executives Should Stay Clear of Social Media. Social Media Stupid Ideas B2B marketing bizmarketer branding Elizabeth Williams linkedin social media twitter But no. Uh-oh.

The Very Simple System For Picking Your Trade Shows

B2B Marketing Unplugged

Make sure you have it on the calendars of your Corporate Overlords so they can be available to meet with media, influencers and analysts at the events. Last time we established that trade shows are many things, among them giant cash-sucking machines, that are terrible at lead generation. Why do we bother? Brand is why we bother. The ones you attend reflexively when your competitors sign up.

A Mostly Good Holiday Read from Mitch Joel

B2B Marketing Unplugged

Joel’s thesis is that we’re in a “media purgatory” just now. Brands that have spent decades broadcasting their goodness to the world, either in traditional or social media are realizing that all the shouting just doesn’t cut it. Books Branding B2B marketing bizmarketer book review content marketing Elizabeth Williams linkedin social media Reboot Your Life. Back to the book.

Twitter Truth #2: Sometimes You Need to Shut Up

B2B Marketing Unplugged

Related Posts: Social Media is the Lighter Fluid, Not the Barbeque. Social Media Stupid Ideas B2B marketing bizmarketer branding Elizabeth Williams linkedin social media twitter Last week we looked at some recent Twitter escapades that had in common the mistaken belief by marketers that Twitter has something to do with them. This backfires rather a lot. Even if it’s Christmas.

Demystifying Social Media for B2B, and I mean, B2B!

B2B Marketing Unplugged

Using social media in the B2 B space isn’t as easy as everyone makes it out to be. All the articles I read talk about how B to B businesses are using social media, but when it comes to actually citing examples, they always fall back on B to C. I get it. If you work in the B to C world then yes social media is where it’s at. To me social media means sharing “meaningful” content. The results are hilarious and well worth sharing over social media. All meaningful content to share on social media! This is a guest post by my friend Sharon Miller. Enjoy!

B2B Marketers Need to Pay More Attention to HR Trends

B2B Marketing Unplugged

Social media literacy will be required for all employees. I have never read a romance novel because I’m fairly sure I won’t like it, and I can see plenty of heaving bosoms at soccer any old time. Meister and Karie Willyerd. If you are pressed for time, skip to Section Three. That’s where the juicy marketing stuff is. The first two parts don’t turn up much that’s new.

Six Great (and brief) B2B Reads for Labour Day

B2B Marketing Unplugged

Awesome Ideas Content Marketing Metrics & Measures Social Media B2B marketing bizmarketer content marketing corporate overlords Elizabeth Williams great links Keebler Elves linkedin social media At some point this week, a few parents will discover the remains of the final school lunch from last June deep in the bottom of a backpack. Thus begins another academic year. Got channel?

The Revenge of the Content Monster

B2B Marketing Unplugged

Content Marketing Random Rants ad agency B2B marketing bizmarketer content marketing content monster Elizabeth Williams email marketing green theatre Keebler Elves linkedin P-Cube sales squirrels social media I think it is fair to say that marketers have unleashed some pretty horrible things on the world over the years. Its time, I believe, we added content to that list. They were right.

Nine Visuals Your B2B Website Really Doesn’t Need

B2B Marketing Unplugged

Content Marketing Random Rants Social Media Stupid Ideas Websites B2B marketing bizmarketer content marketing linkedin value propositionAll together now: “Content is goooooood.Visual content is gooooooder.” Great got it. Lots of content is essential for B2B marketing efforts (we kind of all knew that even before it was cool to know that, didn’t we?). But guess what? Your building. Children.

Why It Doesn’t Matter that CEOs Aren’t Using Social Media

B2B Marketing Unplugged

Here is what Technorati thinks it means: Executives Don’t Give a Damn About Social Media . Maybe CEOs aren’t afraid of social media; maybe they’re afraid of lawsuits, time wasted arguing with crazy people, relentless sales pitches, the possibility of something inappropriate ending up on their walls and mundane stuff like soft economies, labour shortages, encroaching competitors, changing regulations, global warming and red elastic bands. And here’s another thought: Maybe the CEOs are all over social media. Social Media C-Suite research social mediaWhat to do?

Why Marketing Needs to Find the Church Key

B2B Marketing Unplugged

It doesn’t matter if your creative consists of three banner ads and an updated press release template, you need to make it look like the King James version of the media buy. I met a guy named Dan on the plane the other day. He was on his way home from something his company calls ThinkFest. He had a laser tag trophy, a book about teamwork and a two-day pile of unread email to show for his trip. “I used to hate some of my coworkers,” he told me. Now I hate all of them.”   I changed seats. I’ll bet you’ve got one of these Q4 offsite things in your calendar, don’t you? thought so.

Got Lead Gen? A Book Review

B2B Marketing Unplugged

Everything from display ads to cold calling and two, yes two, chapters on social media. Social Media for Grown Up s. Did you know there were rules about lead generation? I had no idea. All these years I’ve been stumbling around generating leads with no idea that I was supposed to be following the rules. has his own lead generation marketing firm. Maybe a little too much. Really?

Why You Need a Catch & Release Program for Subject Matter Experts

B2B Marketing Unplugged

They’ll take a fair bit of abuse and are usually eager to eat with grown-ups, but be warned: they don’t always know their limitations and may end up producing information from an orifice that isn’t exactly media trained. When my friend the sales director blew me off for lunch the other day, I wasn’t surprised. “I’m really sorry but someone just spotted a product manager on the fourth floor,” she gushed like a drunk birder. “I need to corner that slippery little *^#@?%, The problem is a simple one of supply and demand. The problem is, nobody told the subject matter experts. Demo Dudes.

Five Signs of Hope in Marketing Land

B2B Marketing Unplugged

Awesome Ideas Selling to Small Business Social Media Websites ad agency B2B marketing bizmarketer corporate overlords Elizabeth Williams email marketing linkedin social media Some people think Spring is the season of hope. think it’s the season of mud and discovering, as the snow melts, that your neighbour’s large dog has added more fibre to its diet. Of Dogs and Big Data. Well done!

This Old Website – 7 Unfortunate Realities

B2B Marketing Unplugged

Websites B2B marketing bizmarketer Elizabeth Williams Hand-Wringers linkedin Productivity Prevention Department social media At about the same time, I figured out how to make Word automatically substitute “Winged Angel of Death” any time I typed the CFO’s name.  Not long after, I learned about the need to proofread the annual report more carefully. Even the ones you forgot about. Sorry.