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How Social Media, Content Transform Marketing from Expense to Investment


online or print advertising, trade shows, telemarketing, direct mail) according to research from HubSpot. While some aspects of inbound marketing (SEM, email marketing, webinars) clearly remain in the expense column, three of its key components clearly should be classified as investments, as long-term appreciating assets. Photo credit: DIY Marketers.

How to Use Your Subject Matter Experts for World Domination

B2B Marketing Unplugged

Internal Helpfulness: Reviewing white papers, product literature, web pages and sales presentations for accuracy; helping to design user group or customer training programs. Justifying it: You will need to show a direct relationship between your Hermit Crab’s work and an improvement in marketing material quality and quantity or in better CSAT or lower technical support call volumes. Internal Helpfulness: Reviewing sales literature; showing sales how stuff works; showing your agencies how stuff works; supporting channel implementations. Follow me on Twitter @bizmkter.

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9 Steps to Revitalize Your Tradeshow Marketing Strategy

Marketing Action

It should be a very strategic process, where every aspect of your tradeshow: pre-show, during-show, and post-show are all meticulously thought-through and tied back to a strategy and aligned with your business goals and objectives. 2. What you’re featuring at the show. give them a good reason to show up to your booth or session. Follow Tim on Twitter.

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2012 #Nifty50 Top Men in Technology on Twitter

Blue Focus Marketing

Last year, my colleague Tom Pick ( @TomPick ) and I introduced the #Nifty50 awards , which honored 50 men and 50 women who were leading the way in social media through their active engagement on Twitter. So, without further ado, here are the 2012 #Nifty50 Men, each of whom has represented the technology world on Twitter with class, dedication and integrity. Chris Adams – @chrishadams.

Tom Pisello: The ROI Guy: The End of Marketing as We Know It.

Tom Pisello

Friday, September 17, 2010 The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content The past decade has seen an exciting and dramatic increase in new digital marketing channels including Twitter, Facebook, e-mail, search engines, webinars, virtual trade shows and more. Do White Papers Still Engage? They do if they are.

33 Inspiring B2B digital marketing case studies

grow - Practical Marketing Solutions

In this post, we wil feature case studies in the areas of content marketing, social media marketingm social CRM, social selling, LinkedIn marketing, and webinars. Here we go: CONTENT MARKETING ADP : Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool. million. million. million.

33 Thought-Provoking B2B Social Media and Marketing Stats


Despite the brand lift from buyer engagement and the plans to increase spending on social media marketing noted above, only about 10% of B2B marketers say they are able to quantitatively show the impact of social media on the business. Live events (conferences, trade shows and forums) remain the top lead generation source for B2B marketers. similar percentage also use webinars.

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Demand more from today’s B2B marketer

Sales Engine

When it comes to B2B marketing—whether it be social media, email marketing, blogs, white papers or attending trade shows—it has to be about lead generation. It’s great when content shows up in one of our prospect's Twitter feed because of a targeted hashtag. Not that there isn’t branding and awareness value in these projects. What’s your strategy?

103 Compelling Social Media and Marketing Statistics for 2013 (and 2014)


There are, on average, 700 YouTube video links shared on Twitter every minute, and 500 years worth of YouTube videos watched on Facebook every day. Webinars, virtual events and other digital communications channels are driving trade shows and other live events to extinction, right? Twitter is the most popular platform in b2b, with 85% of marketers saying they use this.

The Biggest Challenge in Creating and Marketing White Papers

Connect the Docs

Business decision makers don't read white papers just because a product or service is "cool" They have real business problems they are trying to solve. We asked white paper experts: " What is the biggest challenge in creating and marketing a white paper? Blog WhitePaperPundit Twitter Jonathan_Kantor. He is also the author of the White Paper Pundit blog.


My 3 Wishes from the Marketing Genie

Content Marketing for BI

will look for clues in your blog posts, Twitter tweets, forums, and other forms of social media. 2. will look for this in your white papers, case studies, data sheets, articles, webinars, e-books, and other educational content and tools. 3. Does your brand personality show through? Remember watching cartoons about Aladdin and the magic lamp? Here are my three wishes: 1.

12 Ways to Promote Your eBook or White Paper

Savvy B2B Marketing

To help, here are 12 ideas on how you can promote your white paper and eBook (I refer to eBooks below, but these ideas apply to white papers as well). Company website Consider all of the places on your website where it could make sense to include a link to your eBook, such as: Putting an icon or banner on the home page referencing the white paper. Send it in a follow up email.

tools of the trade: webinars and online presentations

The Effective Marketer

The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking Tools of the Trade: Webinars and Online Presentations Webinars or webcasts, as they are sometimes called, have increased in popularity and in effectiveness within the past 5 years or so. hope these simple tips will help you with your webinar initiative!

33 Phenomenal Content Marketing and Copywriting Guides and Tips


Unlike other modifiers attached to the discipline (consumer marketing, b2b marketing, trade show marketing, digital marketing), the term “content marketing” doesn’t describe an audience, tactic, or channel, but rather a completely different approach to marketing. What types of content are most valuable to my sales prospects? ’ Yawn. ”). Adam T. Roger C.

79 Remarkable Social Media Marketing Facts and Statistics for 2012


The average midsize or large company (1000 employees or more) has 178 “social media assets” (Twitter handles, employee blogs, etc.)–yet LinkedIn generates more leads for b2b companies than Facebook, Twitter or blogs. Twitter is second at 3.6%. Twitter. There are now roughly 100 million active Twitter users (those who log in at least once per day).

20 Ways to Generate ROI from a Corporate Blog


Yet a Bazaarvoice/CMO Club study showed that only 15% of CMOs could point to a “significant return&# from Facebook marketing efforts, while 9% report no ROI and 35% basically had no idea. Promote white papers / eBooks / reports for lead generation. Generate webinar registrations. Again, you can “advertise&# upcoming webinars in your sidebar. Got more?

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106 More Amazing Social Media and Marketing Statistics for 2014 and 2015


Among the largest social media sites, YouTube drives the most highly engaged website traffic (with visitors overall spending on average nearly four minutes and visiting three pages on target sites), followed in order by Google+, LinkedIn and Twitter. Just 18% of consumers trust posts by brands or companies on social sites like Facebook and Twitter. Paper catalogs are least important.

Content Marketing Strategy: A Comprehensive Guide for Modern Marketers


But I hate to let perfection get in the way of progress, so let's just get something down on paper so we have a basis for discussion: Content marketing is a marketing program that centers on creating, publishing, and distributing content for your target audience -- usually online -- the goal of which is to attract new customers. I've written my share of blog posts about content marketing.

How to Grow Your Business with Inbound Marketing

The Forward Observer

Inbound marketing tactics include the use of blogs, social media, e-books, white papers, search engine optimization and webinars. Outbound marketing includes the more expensive, traditional, interruptive marketing tactics, such as advertising, telemarketing, direct mail, spam email and trade shows. Artillery B2B Marketing Blog > The Forward Observer. Probably not.

Where Are All The Great Leads Coming From? [VIDEO]

It's All About Revenue

So the first thing I found was that email marketing to a house list, SEO, social media (not ads) and trade shows topped the list for the most used channels, and that was with about 98%, 94, 88% and 87% of the sample all using those channels. . The outlier obviously would be trade shows. And so, that makes sense to me. I do think also companies are getting more strategic about that trade show spend and figuring out how to make those onsite conversations really meaningful and also figuring out how to follow up with the demand that they generate. Right?

Study: B-to-B Marketers Lagging With Social Media

delicious b2bmarketing

White Papers. FOLIO: Staff. --> Suppliers. --> Webinars. --> Events Industry Events. Webinars. Data shows about 40 percent of b-to-b brands aren’t using social marketing. Follow her on Twitter. FOLIO: Update Webinar, content & service feature updates. UPCOMING WEBINARS. RECENT WEBINARS. Awards Show/Gala. Fashion Shows. folio.

Getting the most out of conferences and events « The Effective.

The Effective Marketer

Making the Conference Count If you really want to make the most out of your trade show, conference, or other learning event you attended, you have to be prepared to act when you get back to the office. It doesn’t need to be a full 8.5 x 11 letter size paper, some small 3×5 index cards can do the trick. You will suddenly realize not all sessions are really good.

Top Social Media Measurement and Tracking Tools

delicious b2bmarketing

White Papers. Webinars Events. Webinars. While Facebook and Twitter offer their own analytics tools, a host of third-party offerings exist to pick up where they leave off. Tool: Bitly (formerly URL: What it does: Allows users to share and bookmark links, powers shortened URLs used especially on Twitter and offers an enterprise analytics platform. It’s decent at capturing blog and Twitter-based content but not as accurate at capturing content that is behind a ‘sign-in’ gate, most notably Facebook. Webinars, Content & Events.

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Create a World of Marketing Automation Through Good Content—and Imagination

Modern B2B Marketing

With a just a few pieces of quality content you can make a big impression by promoting the content through Google, LinkedIn, Facebook, Twitter, and other social channels.  You can use the content as follow up with seminar/webinar registrants—both those who attended and those who did not.  by Kelly Waffle “The way to get started is to quit thinking and begin doing.”  Repurpose. 

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B2B Marketers: Are Your Glasses Half Empty or Half Full?

Savvy B2B Marketing

Companies are augmenting trade shows with virtual events and webinars. Tap into your audience for real-time insight into industry trends, along with feedback on product features and names, white paper and webinar topics, and more. Limiting the scope of your thought leadership initiatives to keynote speeches and white papers. Remember, none of us is perfect.

Lead Nurturing For Professional Services

Hinge Marketing

Nurturing campaigns consisting of multiple mailings (email or postal) following a specific event (a trade show or seminar for example) or a prospects action (filling out a contact form or downloading a white paper for example). Webinars are becoming a routine way to educate and cultivate prospects. On Twitter or Facebook? That’s a real shame. Just Google it.

The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content

The ROI Guy

The past decade has seen an exciting and dramatic increase in new digital marketing channels including Twitter, Facebook, e-mail, search engines, webinars, virtual trade shows and more. White papers help customers learn about the typical issues customers like them face, and educate the buyer on best practices others have used to resolve the issues.

Marketing Metrics 101 for B2B Startups

delicious b2bmarketing

conversion prospects/targets – This shows how many targets took action or showed interest enough to become prospects.  conversion leads/prospects - This can be an indicator of the quality of your marketing materials in terms of how well it is prompting the right types of prospects to take action.  It can also show the effectiveness of your inside sales team. Yes they do.

Does your B2B Marketing have Consistent Messages?

Connect the Docs

For example, how can trade show marketing strategy be consistent with blogging and other social media strategy? Blog Marketing Interactions Twitter Ardath421. Problems arise when marketers think that social media is a stand-alone strategy or that trade shows are an island. Blog Modern B2B Marketing Twitter Marketo InboundMarketer. Ardath Albee. Blogs.

Generating More “Educated Leads” on a Small Budget

Industrial Marketing Today

Instead of spending most of their marketing budget on traditional industrial marketing channels like trade shows or direct mail, Vico produces webinars and creates content that site visitors download and others link to. This white paper aims to change that perception of them. Get Engineers Can Sell white paper now. All I can say is WOW! All Rights Reserved.

B2B 2

103 Compelling Social Media and Marketing Statistics for 2013 (and 2014)


There are, on average, 700 YouTube video links shared on Twitter every minute, and 500 years worth of YouTube videos watched on Facebook every day. Webinars, virtual events and other digital communications channels are driving trade shows and other live events to extinction, right? Twitter is the most popular platform in b2b, with 85% of marketers saying they use this.

14 Marketing Life Lines in Case of Social Armageddon

Savvy B2B Marketing

If your social strategy is focused on platforms owned by other people (LinkedIn, Facebook, Twitter, etc), you should be thinking about ways to create direct points of contact with your audience - ways that don't rely on third-party participation. Webinar: Offer a Webinar on a topic that is important to a certain segment of your audience. Last week on {grow}, Mark W.

Porcupines Part III: Nobody Puts Bunny in a Corner

B2B Marketing Unplugged

We go out early, set our trap lines along the river bank, the game trail or the nearest trade show aisle and then go back to bed until we hear the jaws snap shut around something’s leg. The apparently harmless act of downloading a white paper or signing up for a newsletter is as likely as not to condemn one to a lifetime of webinar notices, seminar invitations, more white papers, more newsletters and, heaven help us, press releases. follow me on Twitter: [link]. Last post we looked at the role ignoring someone can play in shoving them over the edge.


Don't Count on Marketing Automation to Solve All Your Lead.

Industrial Marketing Today

Or do we need to show a verifiable ROI? For the answer to that question, I went to the “The 9 Metrics Every Marketer Must Track” webinar by Megan Heuer, Research Director, SiriusDecisions and Craig Rosenberg , Vice President, Products & Services, Tippit. Here are the key takeaways from the webinar: Don’t confuse marketing activity with results. All Rights Reserved.

How much do you “charge” for your content?

Chris Koch

The price is the forms we make people fill out to download white papers or sign up for events. For example, there is no way that the typical Webinar is worth as much as an in-depth research report, yet we make buyers give us the same amount of information for both—we charge them the same price. Image via Wikipedia. Trouble is, we take a one-price-for all approach to our content.

21 Tips & Other Impressions from the Marketo User Summit

The Point

Consider allowing the reader to preview a content asset (for example, a white paper) before downloading the entire item. Use separate URLs when promoting content via Twitter, Facebook, blogs, PR, etc. Leverage your Webinar investment by posting short excerpts or highlights to Youtube and including a URL on the final screen directing viewers to the complete version. Use multiple excerpts from your new white paper as blog posts (or tweets). Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. Email?

B2B Content Marketing - Less is the New More?

Connect the Docs

Blog Marketing Interactions Twitter Ardath421. Your company decides to host a webinar with an industry expert. You add in some of your company’s expertise taking a position on the stance of the expert and turn the transcription into a white paper. Feature the white paper on your website and as an email offer. Is less better than more when it comes to content?

Content SEO

delicious b2bmarketing

Here Webinars, videos, key opinion leader Q&As articles or case studies (to name a few asset types) could be ideal ways to satisfy the needs of targets in this stage. Mike AIDA - Attention, Interest, Desire, Action still most used and implemented, why we have public trade shows just to get attention.i The operative word in that last sentence is “start&#. Sub domain?

Marketing By Objectives « The Effective Marketer

The Effective Marketer

Is a valid question to answer in your objective) and although he doesn’t describe what the “marketing objectives” are, I would focus on lead generation numbers (how many qualified leads, for example) although other metrics such as “number of blog posts” or “twitter messages” could be valid objectives for social media campaigns. 2. Right on, my friend! Maybe now is time for some change.


B2B Seminar Eavesdropping: “Branding Schmanding”

B2B Ideas @ Work

He was an old-school print production guy who could accurately declare the details of a paper stock with a glance, a graceful flick of a corner, and a gentle fingertip stroke. With a prominent logo in the same proportion and location on every piece--print, direct mail, email, trade show, and all social outlets--the plan just needed a few tweaks from the design team to present to the client.