Since the vbook explains the need for reliable connectivity (Level 3’s product), if the user browsed through several sections, we could reliably consider them a warm lead. Level of interest (we’re here because we’re interested in learning about business issues, not your products). As social media becomes more prevalent in marketing, we’re going to have to rethink how we gather information from prospects. We’re starting to see social media have a positive impact on driving traffic to websites and on lead generation. In our recent Web 2.0 efforts so far (by 67% of respondents). MORE >>

They didn’t coach CIOs to talk only about how they used the products and services of the company. Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore. First, let’s define what PR means from the perspective of the customer (i.e., a journalist) and the customer’s customer (i.e., the readers of the journalists’ publications). Looked at this way, there are only two types of PR: Guard dog PR and placement PR. Let’s look at each in more detail. Guard dog PR. It’s called being human. Placement PR. MORE >>

Publishers are left with a trickle of revenue and B2B companies discover just how uninterested a generic online audience is in their products and services. This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. Marketers always struggle with what to do next. There so many channels out there and so little time. But if you step back and think about where the real opportunity is for B2B marketers, it is idea marketing. The business model is broken. Try all of them. MORE >>

At the other end of the spectrum are the brochures that masquerade as idea marketing by making the offering descriptions longer and the production values higher. I’m looking forward to our annual ITSMA spring road trip. This time, I’ll be speaking about how to tie thought leadership to revenue, starting in Santa Clara, CA next Wednesday, and in New York and Newton, MA the following week. Hope you can join us. Alas, no such magic metric exists. We’re focusing on the wrong things. If you have the ability to measure those two things, then great. Use ideas to attract and nurture leads. MORE >>

For example, in the three categories I’ve looked at so far (there are six categories altogether), we have one company using analytics to predict customer buying patterns (and this ain’t diapers or laundry detergent, ladies and gents—we’re talking six-figure jumbles of complex products and services here). Image via Wikipedia. can’t name the specific companies because we’re still in the midst of the judging process, but it doesn’t really matter because the stuff is so innovative. From marketing event to marketing retreat. But there is some real creative marketing thinking going on, too. MORE >>