Reputation to Revenue

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

Reputation to Revenue

customers, prospects, and other stakeholders) with interesting and useful material on a regular basis as the starting point for creating and sustaining interest in our products and solutions.

Customer references and solutions marketing: Building blocks for business impact

Reputation to Revenue

Great products may sell themselves based on features or price. Program Communication and Education: Many program teams are stretched so thin that simply keeping up with basic production leaves little or no time to help make sure the customer spokespeople or content are actually used.

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Sustainability best practices can guide social media too

Reputation to Revenue

As we all look toward getting much more effective with social media, though, they seem to provide a useful guide to moving forward in the most productive possible way.

B2B ads worth spreading

Reputation to Revenue

BMW made a huge splash in the ad world in 2001 by commissioning top Hollywood directors to create short, high production value films promoting the ultimate driving machines. Most agencies today at least hope their productions will catch the popular imagination and go viral.

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. B2B Marketing.

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

Reputation to Revenue

Executive interviews, client roundtables, external working groups, academic and think tank partnerships can all be part of the thinking process, not simply vehicles to disseminate finished products.

HP backs solutions rhetoric with org change and investments

Reputation to Revenue

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. HP and other big tech companies all have tens of thousands of products and even so-called solutions. These are stand-alone teams that are not part of any product team.

The four engines of B2B marketing success

Reputation to Revenue

Solutions Development Engine: Like many B2B companies, my friend's firm has a long history of successful products, satisfied customers, and productive partners.

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Two cheers for Eloqua's Content Grid

Reputation to Revenue

What's missing are the nitty gritty product and service and solution descriptions and related (horror of horrors!)

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. B2B Marketing.

Lessons from IBM's CIO community program

Reputation to Revenue

They're busy, they don't really care about your products, but they are anxious to learn and grow, most especially with their peers. Everyone selling high value solutions wants to engage C-level executives. They're the ultimate decision makers.

Marketing lessons from the Grateful Dead

Reputation to Revenue

Keep them happy with customer councils and forums, executive access, and early warning of new products and services, and they're much more likely to remain loyal, provide useful insight, and spread the word on your behalf. .

Master narratives and framing the debate with B2B marketing

Reputation to Revenue

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.

TL in 4D: Four dimensions for thought leadership success

Reputation to Revenue

There is no dedicated staff, no editorial calendar for content production, and a heavy reliance on subject matter experts "volunteering" their nights and weekends to bang out a few white papers, articles, and blog posts. .

B2B Marketing Trends for 2016

Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. B2B Marketing.

Reengineering the white paper, part 1

Reputation to Revenue

The first part of our three-part series, "Developing a Point of View," explores the aspect of white paper production that is most often lacking: the creation of a powerful, credible, and novel argument about how to address an important business challenge.

Rite Aid impresses with active customer service

Reputation to Revenue

But how many companies are reaching out and touching their customers in a a true service-oriented fashion, not to sell new products or services but simply to improve the customer experience? Little things really do add up.

Bad service blowback - United Breaks Guitars

Reputation to Revenue

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. Lots of companies are still nervous about participating in social media; they fear negative comments, among other things.

Blog as hub, site as spoke

Reputation to Revenue

Most of the people you're trying to connect with care a lot more about your latest thinking than they do about your carefully crafted but static product, service, and solution pages.

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.

The joy of tweets: Twittering Rocks on Bloomsday

Reputation to Revenue

For three years now, Ian Bogost, a Georgia Tech professor, and friend Ian McCarthy, a product manager at LinkedIn, have commemorated "Bloomsday" on Twitter on June 16.

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

Reputation to Revenue

All employees should be looking for new uses of existing products and new areas for potential customers. When morale is down, productivity suffers. Harvard management guru Rosabeth Moss Kanter last week suggested: "In a Recession, Put Everyone in Marketing."

Acid test for social media: The lunch lady blog

Reputation to Revenue

We've enabled our marketing teams, key communication groups and our engineers and product developers but we have not yet pushed social media all the way through the company.

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

Reputation to Revenue

Pardon me for talking about IBM yet again, but the company continues to impress me with its ability to ride the green wave with intelligent and high-potential offerings. The latest example is last week's announcement of a new Sustainable Procurement consulting offer.

The lure of cheap content, continued

Reputation to Revenue

According to AdAge , major publishers including Thomson Reuters, Hachette Filipacci, and Cox Newspapers are outsourcing article production to cheap content mills that pay freelancers as little as $5 per article. I wrote the other day about the lure of cheap content in B2B marketing. A few weeks back, I also wrote about the potential of marketers taking a journalistic approach to marketing.

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Can corporate journalism work?

Reputation to Revenue

For companies willing to try, and I hope there are many, here are a few suggestions: Good journalism is, first and foremost, about reporting, not making product pitches or solutions delivery examples sound better. Read an interesting post by Ike Pigott today (thanks Amber ) suggesting that as mainstream journalism continues to shrink, struggling journalists should consider jumping to the dark side and plying their trade as corporate journalists.

Marketing as service: Samsung and Best Buy put customers first

Reputation to Revenue

As explained today in Clickz, the "Brand Answers" feature (based on technology from Bazaarvoice ) has just finished a five-month trial and almost doubled views of Samsung products on the Best Buy site: When visitors click a button on the brand's products details pages, a pop-up FAQ feature that's called "Mr. I love this new effort from Samsung to generate helpful user questions and answers on the BestBuy.com.

Winning with thought leadership: Six lessons from IBM and Deloitte

Reputation to Revenue

It sounds obvious to say that thought leadership marketing should focus on what your customers really care about, but far too many marketers take a product- or solution-first approach and try to fit some larger issue neatly around their offering. B2B marketers know they need to invest in thought leadership, and many have indeed invested more during the last few years.

18 Productivity-Boosting Bots for Marketers

Hubspot

In fact, we've found AI to be pretty helpful in certain situations, especially when it comes to boosting productivity. We rounded up some of our favorite productivity-boosting bots and compiled them into a directory. Directory of 18 Productivity-Boosting Bots for Marketers.

The 7 Mistakes to Avoid When Making a Product Video (Learned the Hard Way)

ScribbleLive

As product marketers (or marketers in general), we have to try new things every single day, whether because we want to, or have to, depending on the needs of the business. Let’s move on to why we’re here: the biggest mistakes to avoid when making a product video.

Spring 2016 Product Release Highlights

Captora

This next generation of products and services will simplify marketers’ ability to prioritize, launch, and optimize a portfolio of high performing campaigns across Search, Advertising, and Social channels. New Product Release Highlights. Want to see a full product demo?

Being Busy is Not Being Productive

Puzzle Marketer

One of the most misleading but commonly held beliefs is being “busy” means that you’re being productive and accomplishing a lot. The next day begins a new cycle of non-productivity. Busy but non-productive tasks include: Checking emails Making/returning phone calls Holding meetings Reading the news & blogs Reading/updating social media Wait a second.You’re telling me that I can’t check my email?

28 of the Best Chrome Extensions for SEO, Productivity & More

Hubspot

No matter where you click online, it’s easy to be pulled into a black hole of distraction and low productivity. The Google Chrome web store offers a variety of different tools that help you be more productive with just one click. Productivity. Productivity Daily TOFU

How to use Product Hunt to boost your business

grow - Practical Marketing Solutions

By now you might have heard about Product Hunt – a website and mobile app that ranks new products every day. But it might be a little harder to tell if Product Hunt is the right platform for your own company. Only silly products like “Ship Your Enemies Glitter?”

Why A Content Marketer Needs to Buddy Up with their Company’s Product Marketer(s)

ScribbleLive

A content marketer and a product marketer can do really great work together when they make a concerted effort to integrate their specialized talents. A well-executed joint product/content marketing plan can build more awareness and interest in a product than both counterparts could accomplish without the help of the other. Together, the two marketing counterparts can help target buyers understand their product within the context of what problem it solves.

9 Willpower Workouts to Maximize Your Productivity

Hubspot

According to author Robert Pozen, regular exercise increases productivity. Although you might put an emphasis on going to the gym for that reason, are you putting enough energy into arguably the most important muscle affecting your productivity -- your willpower?

What promotional products are on your desk? [survey results]

Biznology

When it comes to promotional products, there is one thing for sure, this marketing method and advertising tool has stood the test of time. Can you name a brand of company/organization featured on promotional products on your desk? The promotional product must be relevant to your brand.

Benefits of promotional products advertising campaigns

Biznology

Have you used promotional products for advertising and branding for your company? In this article, we will feature statistics from an informative infographic all about promotional product advertising campaigns. Promotional Products Can Show Off Your Brand.

Promotional products: making them effective branding tools for your business

Biznology

Promotional products have really stood the test of time in the marketing world. You may think of promotional products as something that is only used at trade shows or conventions, but they can be effective tools for branding and promotion anywhere and anytime.