What Works - What Doesn't

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Stop the WordPress Madness!

What Works - What Doesn't

My new site still isn’t up, I’ve lost dozens of hours of productive or leisure time (and will lose more) and my output of marketing posts (the aim of the whole exercise) is lower than ever. One month and hundreds of dollars worth of development help ago, I began consolidating my Web site and blog onto WordPress, the popular blog, Web site and content publishing system. And on and on.

787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Taking apart nearly-completed planes to fix hidden flaws plays havoc with the normal manufacturing sequence, cripples profit margins and lower customers’ faith in the finished product. But it also shows the importance of doing work right early in the production process, whether that end product is a long-range jetliner or a white paper.

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If You MUST Write A Press Release, Do It Better

What Works - What Doesn't

Adding HP products to the existing IBM and HP offerings it can provide customers, Joe’s Regional Geek Services today announced it has become an HP Silver Solutions Partner…. At Schwartz Communications’ breakfast roundtable on content marketing last week, attendees were asked to rank which channels they used to get the news out about their company. That led one attendee to ask why.

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787 Lessons From Boeing For Content Marketers

What Works - What Doesn't

Taking apart nearly-completed planes to fix hidden flaws plays havoc with the normal manufacturing sequence, cripples profit margins and lowers customers’ faith in the finished product.  But it also shows the importance of doing work right early in the production process, whether that end product is a long-range jetliner or a white paper.

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.

About Us

What Works - What Doesn't

Bob Gallagher is head of Funnel Impact , a marketing services firm that provides content creation, sales support and marketing automation to companies that sell complex products or services, including Software, Hardware, Hosting and Cloud Computing. Previously, he directed internal communications and public relations, including product launches, for Symbol Technologies, a $1.5

eBook: Content Marketing: Where To Place Your Bets

What Works - What Doesn't

With even CIOs doing much of their product research on-line, how can you as a marketeer cut through the clutter with quality content that keeps prospects engaged? Click Image To Download. IT customers today are overwhelmed with promotional information – emails, newsletters, Tweets, blogs, Webinars, podcasts, YouTube, Slideshare and even Facebook updates. world.

How Quality Content Is Helping IT Vendors

What Works - What Doesn't

Another great example comes from supply chain management vendor Kinaxis , whose blog doesn’t tout its products but has its own experts tackle weighty subjects, as well as summarizing and commenting on reports from influential analysts. Quality content is critical because prospects are paying with their most precious commodity – time. Pretty specific custo mer base, eh?

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Software Automates Sportswriting. Is B2B Content Marketing Next?

What Works - What Doesn't

Or am I whistling past the graveyard and about to be automated by a really clever product positioning algorithm? Hell, no, I say, and not just because I make my living writing white papers, newsletters, and the like for the IT market. Here’s why. Yes, StatSheet of Durham, N.C. Algorithms pick out key facts (the top scorer, in which quarter did the winning team pull ahead, etc.)

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 Much Rope Should You Give a “Corporate Reporter?”

What Works - What Doesn't

I found a really, really smart customer doing some leading-edge marketing automation -- but with a competitor’s product. Companies have been hiring ex-journalists for years as PR people because they knew how to tell a story and how to work with their fellow ink-stained wretches. For those old enough to remember ink.). I will profile brands and the people that work for them.

Toyota Ad Shows Need For Outsider's Eye on Marketing Content

What Works - What Doesn't

  One of the biggest blunders tech marketers make is not clearly explaining what their products do. If you introduce a new brand or product name or initiative, explain what it does. A recent ad from Toyota makes this thunderlingly obvious mistake, and shows why it’s so important to get an outsider’s eye to review your copy. You can't, because it doesn't.

First Rule of Content Marketing: Don't Say Anything Dumb

What Works - What Doesn't

But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service.   Another is s aying the same thing six ways, as in “Reducing inefficiency and boosting productivity helps to reduce costs and enhance corporate productivity by making better use of corporate resources.” What’s the B2B equivalent of “heater gets hot?”.

Selling Your Weaknesses in B2B Content Marketing

What Works - What Doesn't

I’ve long argued that admitting your product or service isn’t the right hammer for every nail is an effective way to sell. If integrated into customer service and product development, the post suggests, social media could instead “be an important factor for organizational improvement.”. Which they are.   Did HubSpot shoot itself in the foot? The implied solution?

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.

First Rule of Content Creation: Don't Say Something Really Dumb

What Works - What Doesn't

But they’re not who’s seeing your marketing content if you’re selling a big-ticket IT product or service.   2)   Saying the same thing six ways, as in “Reducing inefficiency and boosting productivity helps to reduce costs and enhance corporate productivity by making better use of corporate resources.” the cost of security, the. And for this I got an MBA?  

To Sell A Conference, Give Away Last Year’s “Takeaways”

What Works - What Doesn't

By tracking which newsletter recipients click through to which tip (yes, the prospect has to give up their contact info to get the tip) SAP Insider (or a sponsor) can infer what products each prospect is using, and what challenges they’re facing. So even if you don’t get the prospect for the conference, you might have a lead for a product or service sale.

Boeing Redesigns Web Site Around Features. And the Business Case Is?

What Works - What Doesn't

The aim, as Randy Tinseth , vice president, marketing for Boeing Commercial Airplanes says in his blog, is to publicize its people and its customer as well as its technology, to make it easier for readers to share content on social media, and to open a “wider, more productive two-way dialogue” with the world. Which leads me to wonder about the business case behind this redesign.

Real Editors Don't Just Retweet

What Works - What Doesn't

  As a marketer, your “reporters” are your developers, your salespeople and your product managers. “Content marketing” – using material such as white papers, podcasts and videos to sell to customers – is the latest buzzword as companies try to grab market share in the recovering economy. Their “beats” are the technology they work with and the customers they talk to.

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What Is Content Marketing?

What Works - What Doesn't

The content can be anything from your existing product briefs and price sheets to custom-written white papers and “e-books” that demonstrate your “thought leadership.” Content marketing means using anything from spec sheets to white papers to case studies, Webinars or podcasts to keep prospects interested. Sure, people have been doing “content marketing” since the first salesman left the first brochure on the first customer’s desk. What’s new is that the content is distributed over the Internet, and we can track which prospects downloaded or clicked through to which content.

Software Consultancy: Why MA Is Hot

What Works - What Doesn't

Market analyst Lauren Carlson also had an interesting recent post about the major trends pushing customers towards marketing automation software , which tracks prospect behavior to determine which products they’re most likely to consider. Software consultancy Software Advice has a good business model: Give away a certain amount of information about software, then charge for more detailed counseling. I agree with her drivers, and would add another one: The decline of the trade press which used to be a source of trusted analysis and objectivity for customers.

Amateur Bloggers Jump Ship, Pros Taking Over

What Works - What Doesn't

The same is true in creating content to sell IT products and services. A story in the current Newsweek says that interest in amateur (non-profit) blogging and contributing to Wikipedia is falling off rapidly as, frankly, people get tired of working for free. The story mentions, in passing, that according to Technorati , professional bloggers are “a rising class.”.   Welcome to reality, or, rather, back to reality. People don’t do things for very long if they don’t get a payback, whether it be emotional, entertainment, financial, etc. Watch this space for many more details, soon.

Just Say No To "Social Media Press Releases"

What Works - What Doesn't

page with hyperlinks to “relevant historical, trend, market, product & competitive content sources…context as-needed, and, on-going updates” as well as blank spots for photos, videos, podcasts, etc.” And why not, since they focus on tweaks in management, distribution, product wins, sales or product features in terms that are more critical to competitors than customers? To succeed, the “social media press release” must focus more on content than Web bling. On second thought, my first thought was right. with similar links.

Why "Cost Per Lead" Is The Wrong Question

What Works - What Doesn't

Or is it the name, contact information who has indicated (either through a registration form or their readership history) that they’re feeling the pain you can solve, own the hardware and software your product needs to work, and are willing to sit down and talk for ten minutes? But identifying which “leads” have the right other products to make them a good lead boosts the cost closer to $80. Winnowing the field down to those who have the specific problem his product solves, and is open to a call, winds up costing hundreds of dollars per lead.

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Huge Jargon Slick Drifts Towards Readers; “Resources,” “Mitigate” Clog Brains

What Works - What Doesn't

The reader (or customer) will eventually learn what a government agency did and didn’t do, and what your product can and can’t do. Let’s say – let’s just say – you were a huge oil company, or a government agency, desperately trying to recover from a major blunder.   You’re not sure how bad things are or when you can fix the situation. But do you do know you messed up real bad, didn’t move quickly enough to fix the problem and are desperately trying to calm everyone down while you scramble to undo the damage you’ve caused.

Find Trend Pitches In Your Earnings Releases

What Works - What Doesn't

That’s when Voltage says one reason for its success is that many customers are using Voltage’s encryption products to reduce the size of their PCI (Payment Card Industry) audits. It’s good news these days to see a company whose revenue grew more than 70% year over year, as encryption vendor Voltage Security announced today. They’re even profitable, more to the point.) It’s an even better story when the earnings press release holds the germ of a trend story, which this does – but not until the sixth graf.

New Ways Around An Old Problem: Getting Reference Customers

What Works - What Doesn't

on how great your product or service is. At my advanced age (a sister, a cousin and a friend just became grandparents!) it isn’t often I run across a completely new source of great ideas to solve an “evergreen” problem. But while doing some research on customer retention for a client, I stumbled on Bill Lee, who blogs and Tweets on the very specific topic of how to get customers to serve as “references” – i.e., to be quoted, interviewed, cited, etc. That provides value for them, not just you. If you’re going nuts trying to get reference customers, this will be a breath of fresh air.

Study: Top Execs DO Use Social Networks

What Works - What Doesn't

If customers are increasingly turning to each other for product information, does this leave B2B marketers out in the cold? But not to talk about the new appetizer they just tried at a trendy restaurant. A new study shows decision-makers, such as business buyers, are increasingly using social media such as LinkedIn and Twitter to make buying decisions. Trade publishers have tried, unsuccessfully, for years to build such on-line communities which they could control and mine. As it turns out, customers (C-level execs) like everyone else want to own and control their own networks.

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. In the video below, Drift Product Manager Matt Bilotti explains how it works with the latter.

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. I can say that without a doubt, I am the utmost “mistake making” expert in the art of product videos. It was lame.

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.

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? If you’re still with me, then let me explain what I mean by labeling these tasks as non-productive. It’s just that, busy work.

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. We’ve broken them down into different categories if you want to jump ahead: Social Media , SEO , Content Sourcing , Blogging , Productivity. 1) bitly.

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. My first Product Hunt experience.

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. Our product marketer, Geoffrey Gualano, has poked fun at me for throwing around “Teamwork makes the dream work” on Slack (and he probably should because it’s a painfully cheesy line), but it’s very true within this context. In Conclusion.

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? 9 Willpower Workouts to Maximize Your Productivity. Productivity Daily Syndication1) Eat a hearty meal.

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. Even in today’s highly competitive digital marketing and advertising field, promotional products are still relevant and an effective means of promoting your brand and increasing sales. 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? 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. 60.1%