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. Your product management and customer support people have great wisdom and experience in how things actually work. We have to focus on providing "readers" and "viewers" (i.e., Who's In, Who's Out.

Customer references and solutions marketing: Building blocks for business impact

Reputation to Revenue

Great products may sell themselves based on features or price. But when you're asking business buyers to invest serious money in a complex solution, typically involving a customized mix of products and services, they need to know you've done it before and that other customers have derived real business benefits. ITSMA has found this repeatedly in sales studies. Benchmarking the Best.

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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. Jon Hampson, Environment Director, for Capgemini UK , gave a great presentation last week on the top lessons for building sustainability programs at large corporations. Focus on what matters. Social media is similar.

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. It wasn't an original idea. So what's the B2B connection? Am I setting the bar too high? Not very often, right?

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Content Methodology: A Best Practices Report

Product and research divisions can provide dynamic. When Marriott began production on Two Bellmen, its award-winning short film, Beebe largely gave director Miguel Cabrera full reign to exercise his creativity. and crisis management, or even productivity. your product and brand message. market for relevant and/or similar products and. Content. Methodology: A Best.

The lure of cheap content in B2B marketing

Reputation to Revenue

Outsourcing content production to the cheapest possible resources knowing that quality will suffer. Short-changing design and rich media when standard-issue text and stock photography scream low-budget to audiences expected to pay top dollar for your products, services, and solutions. The mills themselves are mainly a B2C issue (at least for now!).

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Marketing to key accounts: It's all about the relationships

Reputation to Revenue

As with many B2B firms, a relatively small number of key accounts generate a big percentage of revenue for this company, not to mention critical market insight, references, and the impetus for product and solution innovation. The This is a large global account we're talking about, with a big account team and numerous multi-million dollar deals worldwide. So, what do we do about it?

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. Making the most of these investments, however, rests on having the right answers to a set of difficult questions: What topics should we highlight? How should we produce and package thought leadership content? Stick with It.

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. All too often, at least in my experience in the tech sector, marketers investing in thought leadership view social media primarily as a channel for disseminating content.  Make sense?

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. At the same time, also like many B2B companies, his firm is feeling the heat from increasing competition, margin squeeze on products, and buying decisions moving higher up in their customers' organizations.

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. Then you can focus new resources on these areas, not on everything, and create integrated offerings to address those needs at a higher level rather than just selling a bunch of products.".

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Content Marketing 2016: Staffing, Measurement, and Effectiveness

emerged with smart products that offer features like. attention from a high level of production to. increase productivity. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. EFFECTIVENESS ACROSS THE INDUSTRY 2Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry I.

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!) If new directors of content marketing (another trend I support enthusiastically) just manage all the inbound stuff, we're likely to fall short in revamping and refreshing the basic product promotion material that still helps to seal our deal. Nice job, folks!

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. Four days after posting the video, and 1.3 Obviously the damage is done. Thanks to Marketing Pilgrim for the pointer.

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.   In this context, IBM has taken a strong community approach to serve CIO (and IBM) needs, with four core objectives: Establish a shared agenda for engaging with peers and influencing IBM's strategy. They're the ultimate decision makers. They

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. . Crazy week last week, but it was hard to resist the HubSpot webinar, Marketing Lessons from the Grateful Dead -- at least for me and 800+ other Dead-loving marketers.

Study: How Much of Your Content Marketing Is Effective?

products.” I’d imagine that sentiment rings true for many marketers in all. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers. CONTENTLY STUDY: HOW MUCH OF YOUR CONTENT MARKETING IS EFFECTIVE? Content marketing is having a moment. content.

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. Years ago, when I was a lowly graduate student at MIT, I learned an essential lesson about communications while taking a course on "framing" the news. Politicians understand this the best. Delivered." Make sense?

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. . Publications typically are one-off productions with little coordinated effort to leverage new thinking into multiple formats, networks, and channels.  .

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. Several months ago, I began talking with colleagues Bob Buday and Tim Parker about "reengineering the white paper."

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?   Yes, the better companies bend over backwards to respond to problems (although most companies still don't). Little things really do add up. Today, though, I caught the next wave.

Marketing Technology: 3 Solutions You Can't Live Without

very broad range of products. 4. Salesforce is a 100% cloud-based CRM solution with specific products for sales, marketing, service, online communities and analytics as well as a public community of add on. Pardot is a part of the Salesforce suite of cloud products. Take a minute to think about what you do each day. and what you need to be effective in your role. Whether.

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. So It's a good story, and a great reminder that social media marketing is about ongoing and integrated presence, not individual campaigns or discrete tool-based initiatives. With the blog as a hub." Well, maybe.

Words and meaning: The power of alignment

Reputation to Revenue

In a great many cases, progress on the real work of bringing new offerings to market, sharpening marketing messaging to emphasize strategic business problems rather than product features and functions, and reorienting sales forces to sell integrated business "solutions" could only happen after all the relevant stakeholders agreed on a common language. Pricing? Client loyalty?

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. Normally I write about B2B marketing, thought leadership, sustainability, solutions, and other allegedly useful and important things.  But sometimes you just have to stop and revel in the joy of sheer creativity. 

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." The idea, of course, is that you can't just keep cutting costs endlessly, and your employees are your most important asset.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

they praise your products and capabilities. more likely to trust a brand or product recommendation from friends or family than from an online. entrepreneurship by offering their counselors access to products, content, and experts like kildal. involvement in the planning, funding, and purchasing of business and technology products and. engage with peers. Read this report.

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.  We will have finally reached truly social businesses when we let the lunch lady blog. Tac Anderson at NewCommBiz  just posted the true test for companies working in social media: Will they let the lunch lady blog?

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.  Marketing Lessons At the same time, the initiative points to a powerful reminder for B2B marketers in today's challenging economy.

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.  Now comes news that more mainstream media companies are themselves falling prey to the lure of cheap content. Aargh! know times are tough for the media, but really folks. This ain't the way forward.

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.  To some extent, this isn't that new. And for journalists, it may simply be a matter of survival. A job is a job, after all. Well, maybe.

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. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

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. Samsung" appears. Then, visitors can read pages of questions and answers that were previously supplied by other viewers.

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? The post Spring 2016 Product Release Highlights appeared first on Captora Blog.

Benefits of promotional products advertising campaigns

Biznology

Have you used promotional products for advertising and branding for your company? If you have not run a campaign using branded products, then you might be interested to know that according to surveys of promotional product recipients, they really do work to increase branding, favorable sentiment, and sales. Promotional Products Can Show Off Your Brand. Summary.

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. Research Shows the Positive Impact of Promotional Products for Businesses. Useful Promotional Products.

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. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

How long should your online business video production be?

Biznology

But what is the optimal length of an online business video production ? What is the golden rule for how long an online video should be for business? A B2B promotional video that is made for lead-generation, like a landing page, needs to be quick; whereas a online business video production that is used during, or as a follow up to a presentation is very different in length.

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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? Willpower Workouts to Maximize Your Productivity. 1) Eat a hearty meal. Productivity Daily Syndication

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. There are seemingly posts every day about how Product Hunt made some startup thousands of dollars overnight, or brought in 12 new lucrative clients, or about how their servers nearly crashed under the sudden onslaught of traffic. How do I get on Product Hunt?

Two reasons to invest in online business video production

Biznology

They’ll be looking out for online B2B video content, like sales videos, video FAQs, corporate overview videos, and online video case studies that can give them the insight they need into your company, people, products, and services. Although you’re going to invest in your online business video production content today, you can literally extend those benefits for four years.

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. Define your business strategy: products, prospects, distribution, sales and. develop a highly productive online lead generation system.

How to Have a Super Productive Weekend: 12 Helpful Tips

Hubspot

Productivity" has a much wider definition than many of us give it credit for. We tend to equate productivity with doing things, rather than with taking time to think, reflect, and rest. But busyness is not the same as productivity. Being productive can mean working on a project efficiently, but it can also mean giving your mind a break. See #6.). Want to be a CMO ?