B2B Marketing Unplugged

Trending Sources

Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

Personally, I think they are still in a drive-thru of doom, but they were pioneers in brand journalism and this article from Matt Pigott at Incite Group is a great look at how the Hamburgler fought back against Hollywood and all those damn vegans. Darius has a cool job. He’s the marketing manager for a rapidly growing logistics company that serves the food industry. It gets worse.

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

B2B Marketing Unplugged

They managed all of this without the help of a sales person, and economies grew, products were sold and life went on. The presence of a sales person in this will, at best, gum it up and at worst destroy its integrity. There are a few statistics that are used to torment marketers.  We’ve all had some chief something or other office sneer that 50 percent of advertising is wasted.

Buy 89

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

B2B Marketing Unplugged

More of these sorts of profiles would have been a nice addition to the book, which is about half personal anecdote and half summaries of horrifying public failures. It’s very well written and does not make you feel like the last person in the hot tub. It’s a little bit weird to be sitting on a plane, reading a rant about the airline that is, at that moment, scooting you home. Be nice.

Why Your Contact Page is Terrible

B2B Marketing Unplugged

Most Contact pages are set up to solve the brand’s problem (like too many people saying unkind things) and not the person who is on the page’s problem (like, I want to automate my warehouse or I would like to work for you or I want to visit your location). Last week we lamented the deplorable state of most About Us pages. After all, nobody likes the Contact Us page. Better make a form.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Distance Between Decision-Makers and End Users is Key

B2B Marketing Unplugged

That is, the person making the purchase decision and the person actually using the product or service are the same, with the notable exceptions of infant diapers, boarding schools, orthodontists and, possibly, tattoo removal services. Here’s the whole article. In the consumer world, the distance is pretty short. Interesting Things I Found This Week.

Three Reasons Customer Experience Management Fails – Part II

B2B Marketing Unplugged

These days, service managers are trained to tuck in their shirts, make fresh coffee and understand that the person in front of them has just had their car flat line on the way to a big meeting or that the last thing they need is a four-digit repair bill. Last week we looked at Customer Experience management (CEM) and the three reasons I think we’re doing it wrong. Well that’s hopeful. Uh oh.

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

LinkedIn works the same way only with personal data as the investment. I 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. Trigger. Action. Investment.

To Everything Spin, Spin, Spin

B2B Marketing Unplugged

This works, in my view, because it’s short-term, high-potential work which is very personal and driven by a vision.  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.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Six Ideas for Getting Your Social Media Off the Ground

B2B Marketing Unplugged

If you expect your people to engage on your behalf on social, you need to help them set up a professional presence that is distinct from their horrible real life personalities. Patty’s company recently lifted some of its restrictions, and now allows most employees to access the web from their desks. “Even the sales guys are only tweeting about basketball.” Yes, them.

Why Meaning Matters More than Noise

B2B Marketing Unplugged

Jiwa proposes that great brands are much more than relevant; they are transformative at a personal level: “Every successful business creates a new kind of customer. “When everything you do is framed by the question ‘is this product or service worthy of my customer and why?’ it changes everything.”. In this is found the meaningful work most marketers and their brands can only dream about.

Conversations Matter

B2B Marketing Unplugged

They jumped into the personal computing market early and with decent products and then something happened. I’m not sure what, but it seems as if they went into the kitchen for a long time and came out dressed as Miss Havisham and it all went to hell. Oh dear, poor Radio Shack has bought the farm. That’s the promotion bit of things. This festive stuff is the product part. Back to the party.

Marketing Automation, Meet Customer Communication

B2B Marketing Unplugged

If you do have such a person and they are aware that this is in their job description, then you are way ahead of the curve and you should introduce them to your marketing operations team so they can get in on the action with the automation thing and start using first names again. Judging by some of your comments, over-communication with customers has struck a cringingly familiar chord.

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

B2B Marketing Unplugged

If they are really thinking it through, they ought to inquire whether you are a blood relative of the person on the phone. Gentle friends, we have spent a great deal of time over the years discussing the generally terrible way we approach almost everything to do with our customers. We just aren’t good at it. If you are a B2B company of any size, you have at least one of these programs.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Ask Customers What They Want to Say, Not What You Want to Hear

B2B Marketing Unplugged

The Insight for sales was to hang on to nice people and the action item for marketing was to remember to ask if the relationship with the sales person was a factor. Here’s a riddle: what smells a bit like a barnyard and gobbles? We marketers love to gobble data. We’re really not all that picky. And don’t get us started on overlays. My goodness. The disconnect?

Social Media is Not the Telex Machine

B2B Marketing Unplugged

Sure, some of us use it to generate revenue, serve customers, trade recipes and shamelessly promote our personal blogs. A few of us are stupid, thoughtless, drunk or angry while we use it. About a thousand years ago, when I took my first job in the corporate world, my boss’s secretary gave me a little tour.  We saw the Corporate Overlord floor , we saw the typing pool (yes, those were real).

Your Customers Want to Talk to You

B2B Marketing Unplugged

On the other side of this quest is a conversation inside that company that goes something like this: Marketing Person: We should put a toll-free number on our website so people can talk to us. Customer Service Person: But then customers will call it looking for support. Sales Person: We don’t want to talk to customers. Sales Person: We don’t want to talk to job-seekers.

Still Using Bad Photos? You Need the Other High-Res

B2B Marketing Unplugged

You know that whole thing about how consumers are happy to trade personal information and vestigial organs in exchange for addictive games and free email? Back in May we looked at (and mocked) the silly world of stock images , particularly for business marketers. All of this despite the new-found appreciation for all things design-driven. Resonant images work very, very hard.

Why I Won’t Endorse You on LinkedIn

B2B Marketing Unplugged

The following must be true before you can click the Endorse button: You must actually know the person you are endorsing (see my previous post if you are unclear about what this means). Oh, goody. My LinkedIn connection, Diana, just endorsed my skills in marketing strategy. Self-esteem is running high, which means self-doubt can’t be far away. This profile is surely someone else’s.

Eight Rules for Lead Generation Events

B2B Marketing Unplugged

In person.  This is a lead generation exercise, not a charity event, so audience matters. I was not the right person for this event. Here is what I found while I was tidying up my Evernote the other day: I feel a cold darkness about to descend. These guys managed to violate all of the rules I subsequently made up for events like these. Rule 1: Use an experienced event manager.

Rules 47

The Agony of Defeat: Why Lost Business Reporting Isn’t Helpful

B2B Marketing Unplugged

Sales people, however, can elevate that to truly masterful storytelling when it comes to their results. . I don’t think I have ever heard a sales person credit their big win to an efficient lead nurturing process, a great brand, fabulous sales materials or even competitive pricing.  Do you get the Win-Loss report? You really ought to get yourself on that list. told you this was fun.

No More Random Acts of Marketing

B2B Marketing Unplugged

Maybe asking a few basic questions of ourselves, and the person standing enthusiastically in front of us with a sponsorship contract and a leaking travel pack of lobsters. If you’ve worked in marketing for more than a week, you’ve committed an RAOM – a Random Act of Marketing.  It can take many forms. But these are not reasons for RAOMs, they are excuses. How many calories are involved?

Price 56

Border Collies are Loyal; Customers are Satisfied

B2B Marketing Unplugged

We have talked before about the vast distance that can exist between the person who decides to buy from us and the person who actually has to deal with our products. Here we are at the Loyalty phase of our Journey of Unreciprocated Love. This is the Unreciprocated Love part. Let’s imagine we managed to get that bit right and we’ve crossed the line. Some of them are bad things.

Ready for Events That Work?

B2B Marketing Unplugged

Personally, I don’t think you can beat a panel discussion for breakfast. Your panelists can be clients, consultants, journalists, bloggers, authors and people looking to do a little personal branding on your dime. I’ve got just three words for you: Breakfast. Lunch. Dinner. Breakfast events are a terrific way to engage prospects and clients both. More on that later. mean it. Not one.

Work 44

Five Solstice Celebrations for Marketers

B2B Marketing Unplugged

But every now and again, along comes an infographic that actually makes you sit up, see something differently and, very possibly, be a better person for it. Some people celebrate the solstice by painting themselves blue and yelling at airplanes; others make a fetching crown of daisies, and some of us look up from World Cup long enough to observe the lengthy day. How the fu*k did that happen?

Twitter: It’s Not About You

B2B Marketing Unplugged

Your brand has no business in personal memorials. Why do people want to be near Rob Ford, Charlie Sheen and most anyone who owns a professional sports team? I can assure you, it’s not for the conversation; it’s because there is at least a small chance they will further unravel and something interesting will come flying out of their mouths. The same is true of Twitter. But no. Uh-oh.

B2B Marketers Need to Pay More Attention to HR Trends

B2B Marketing Unplugged

Corporate app stores will offer ways to manage work and personal life better. 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.

Three More Trade Show Goofs and a Ray of Hope

B2B Marketing Unplugged

Sadly, so was a marketing person who can proofread. Last week we revisited one of my favourite themes: the shocking inability of  most companies to properly execute a trade show. It must be the lack of rain, flies, noise and threat of Mongol hoards that makes us lazy and not very bright when it comes to trade shows.  This dude did not get that memo. Clearly a booth was out of budget range.

Four Dumb Ways to Prevent Revenue

B2B Marketing Unplugged

Is it any wonder that sales people hand out their personal email addresses and store their leads on post-it notes? Here is a story about how  four dumb companies managed to prevent significant deals from coming in the door. Dumb Company #1. So when I sent a request for proposal to them, it was like that tree that falls in the forest. Dumb Company #2. You need to deal with that.

RFP 44

Preference and Its Pylons

B2B Marketing Unplugged

Sometimes we get to do this online but mostly it’s going to involve a conversation with a sales person. Marketers can sure get in our own ways when we try to create preference. We clap on and on about our great customer service and low prices but we don’t always remember to mention the problem we are solving. Our prospect, on the other hand, never forgets the problem they need solved.

Why Marketing Needs to Find the Church Key

B2B Marketing Unplugged

This is where you dust off that research person and ask them to put some very little words on a slide and explain very slowly, once again, who the competitors are, what they sell, how much they sell it for and why, despite such towering opposition, we continue to fight the powers of darkness and lead our customer segments to Revenue Ever-Lasting. I met a guy named Dan on the plane the other day. He was on his way home from something his company calls ThinkFest. 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?

Marketing Recruiting is Broken Part 4: Guess Who Blew the Interview?

B2B Marketing Unplugged

You met the person. And you liked that person. I am not ashamed to admit that pivot tables terrify me. love that pivot tables exist and I am just enough of a data geek that I can pivot data until it throws up faster than a toddler with a corn dog. But only if someone builds the initial table for me. The same is true of mail merges in Word. blame HR. But that didn’t happen. What to do?

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

B2B Marketing Unplugged

And they certainly don’t care about personal connection to your product. Your employees have a wealth of personal information to share, and you’ll be surprised at all this meaningful content, if you just ask the right questions. Your employees are nuclear scientists, little league coaches, hockey referees, personal trainers, teachers, and I bet they do a ton of volunteer and community work in their free time. Everyone loves the pic of the person squished in a blue bin.) This is a guest post by my friend Sharon Miller. Enjoy! Let’s face it. What does that mean?

Resentful Client, Cringing Agency Part Two

B2B Marketing Unplugged

You’re Not on Top of Things Managing the client-agency relationship is a two-person job. Stop looking around; the other person is you. Sooner or later you will find the person in the agency whose pay cheque has something to do with your billings. Find that person, suggest there might be a negative impact on the billables and your problem should be solved.

Want the Ideal Customer Gift? Try Looking Between Inappropriate and Stupid

B2B Marketing Unplugged

Now there is nothing wrong with a nice bottle, and I will be happy to help you should you find yourself infested with such things, but a gift like that violates two rules: first, nobody gave the slightest thought to the person receiving it, and second it’s too much money. Last week we looked at the  inevitability of the holiday gift to customers. Turns out the distributor was a client.

Pirates vs. Hamsters: Two Random Acts of Trinket Marketing

B2B Marketing Unplugged

Personally, I’m a Ninja girl so the pirate thing isn’t going to resonate but let’s keep going. The problem with hamsters, gerbils and other things that scurry is that right about the time you finish paying for the 4 km of plastic tubing and the special organic food, they drop dead. Likely of exhaustion. think we’re clear regarding my position on captive rodents. It may be a guinea pig.”

Mail 40

Got Lead Gen? A Book Review

B2B Marketing Unplugged

The few examples we have are personal things like this one: “When I leased my BMW I received a hat, a shirt and a coffee mug with a BMW logo on it. 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. Really?

Seven Steps to Becoming a Corporate Charity Rock Star

B2B Marketing Unplugged

Pick three of these and meet with them in person, ideally in their office (check for Shih Tzus). I am not ashamed to admit that I’ve been in the ladies toilets a great deal lately. You see it’s United Way campaign time and I’m feeling a little bit like a baby seal on an ice flow. They come after the marketers first. “You guys always have such creative ideas!” ” Is United Way Press Gang code for “Wow, this is harder than we thought. Let’s dump it on marketing. No, I will not help you set up your mini golf tournament on the 11th floor. Techies?

Press 42