Marketing Insider Group

MAY 18, 2010

Using social media as a direct response vehicle - The reason for much of the success from B2C marketers is that the majority of their products are impulse purchases (i.e. To help out my fellow B2B marketers, here is a list of 7 common mistakes that B2B marketers make when jumping feet first into social media marketing.

Social Media 100

Social Media Social Marketing B2B Marketing Paid Search Agency 100

Marketing Insider Group

JUNE 3, 2010

Too often we grab the latest product brochure, sales presentation or case study and post it online. Instead create personas of people that buy your solutions or products. But customers are looking for you to demonstrate an understanding of their needs before they are ready to engage in the sales process. Know them all.

Lead Scoring 100

Lead Scoring Lead Ranking Sales Qualified Leads Top of Funnel 100

Marketing Insider Group

OCTOBER 5, 2010

I started in sales, then moved into product management with P&L responsibility. Finally, take a poll: ask marketers if they can a) recite the company’s 30-second elevator pitch on why a prospect should pick them vs the competition b) demo their product c) talk to a customer. Then ran marketing for 2 firms.

Paid Search Agency 100

Paid Search Agency Planning Lead Qualification Lead Ranking 100

Marketing Insider Group

NOVEMBER 4, 2010

The curious and cautious B2B buyers B2B buyers are curious about how a product can make life easier and business better; however, they are also more cautious when making purchases because a mistake can be costly both for the company and their career. Each B2B customer will be thinking about products in the context of his or her own position.

Landing Pages 100

Landing Pages Top of Funnel Paid Search Agency Work Management 100

Marketing Insider Group

NOVEMBER 4, 2010

The curious and cautious B2B buyers B2B buyers are curious about how a product can make life easier and business better; however, they are also more cautious when making purchases because a mistake can be costly both for the company and their career. Each B2B customer will be thinking about products in the context of his or her own position.

Landing Pages 100

Landing Pages Top of Funnel Paid Search Agency Work Management 100

Marketing Insider Group

NOVEMBER 9, 2010

Blogs Influence On Buyers When asked “what is your likelihood to purchase a brand, product or service from these information sources?&# 42% reported that blogs influence their purchase behavior. Or from consumer to consumer to relay needed information on products and services. Overall great article.

Marketing Mix 100

Marketing Mix Marketing Report Blogspot Blogger 100

Marketing Insider Group

SEPTEMBER 15, 2010

It can include 140 character tweets, photos, brief product updates or FAQs. Context: this is important because some traditional marketing assets like white papers or product demos do not perform very well in social media. In social media content is not necessarily about creating white papers or videos. The reason is context.

Social Media 100

Social Media Media Customer Satisfaction Web 2.0 100

Marketing Insider Group

SEPTEMBER 9, 2010

It’s about how customers relate to one another in the context of brands and how those brands, companies, products and people relate to customers … It’s an experiential, holistic concept that we have deconstructed and reconstructed to map to brand value.&# They want a product that exemplifies a need.

Social Media 100

Social Media Brand Identity Branding Media 100

Marketing Insider Group

AUGUST 12, 2010

Related Posts: The New Marketing Accountability Lead Generation Programs That Work B2B Marketing Predictions For 2011 11 Reasons Why Outbound Telemarketing Programs Fail How To Align Marketing With Sales About Michael Brenner Michael Brenner is the author of B2BMarketingInsider and serves as Director of Online and Social Media Marketing for SAP.

Work Management 100

Work Management Marketing Management Sales Qualified Leads Lead Scoring 100

Marketing Insider Group

OCTOBER 28, 2010

Think about the entire lifecycle from new product ideas all the way to customer retention. For example, effective demand generation with high quality content that meets customer needs will produce awareness and will drive consideration of your product. Or to create a plan with only your team’s objectives in mind.

Planning 100

Planning Marketing Plans Work Management Budget Programs 100

Marketing Insider Group

AUGUST 24, 2010

These chats can also allow a brand/product to create significant social capital. Consumers will see directly through tactics that result in a one-sided chat that focuses solely on the brand and it will turn them off almost instantly.

Organization 100

Organization Planning Paid Search Agency Allocation 100

Marketing Insider Group

JULY 13, 2010

They are looking for companies to be transparent and responsive in their interactions, to provide valuable content and even expecting to be asked for product and service improvement ideas. Trend #5: Business professionals expect authenticity in company social media participation.

Social Media 100

Social Media Peer-to-peer Social Marketing B2B Marketing 100

Marketing Insider Group

MAY 3, 2010

We think our product is way too cool, our sales force is way too sharp, or our brochures so compelling that what prospect wouldn’t just lay down for us. And the truth is far from it.

Planning 100

Planning Paid Search Agency Customer Satisfaction Enterprise Management 100

Marketing Insider Group

MAY 3, 2010

We think our product is way too cool, our sales force is way too sharp, or our brochures so compelling that what prospect wouldn’t just lay down for us. And the truth is far from it.

B2B Marketing 100

B2B Marketing Planning Paid Search Agency Customer Satisfaction 100

Marketing Insider Group

DECEMBER 16, 2010

It has to be integrated into the existing editorial process and production process. According to Mallary, &# social media needs to be — and is already — a shared responsibility&# and she quotes Jennifer Preston as saying “Social media can’t belong to one person; it needs to be part of everyone’s job.

Social Media 100

Social Media Media Enterprise Management Paid Search Agency 100

Marketing Insider Group

DECEMBER 16, 2010

It has to be integrated into the existing editorial process and production process. According to Mallary, &# social media needs to be — and is already — a shared responsibility&# and she quotes Jennifer Preston as saying “Social media can’t belong to one person; it needs to be part of everyone’s job.

Social Media 100

Social Media Media Enterprise Management Paid Search Agency 100

Marketing Insider Group

DECEMBER 1, 2010

They always saw our new product ideas first, they always helped drive our strategy and when we made mistakles, they let us know. I think we see something closer to the right mix. As for the relationships, I couldn’t agree more. In my past life I started a customer advisory board with our top customers.

B2B Marketing 100

B2B Marketing Planning Paid Search Agency Top of Funnel 100

Marketing Insider Group

AUGUST 10, 2010

You know that Social Media is Not a Strategy where the author comments: it’s not that companies tweet or post photos to flickr that is behind their success; it’s the fact that these efforts further their overall strategy of content creation, customer acquisition, and product positioning.

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Planning Paid Search Agency 100

Marketing Insider Group

AUGUST 10, 2010

You know that Social Media is Not a Strategy where the author comments: it’s not that companies tweet or post photos to flickr that is behind their success; it’s the fact that these efforts further their overall strategy of content creation, customer acquisition, and product positioning.

Marketing Strategy 100

Marketing Strategy Marketing & Strategy Planning Paid Search Agency 100

Marketing Insider Group

MAY 12, 2010

Now I could argue that you need a great product to solve a real customer need: you need some awareness in the marketplace to prove you are “in the game”, you need a website that acts as a viable “store front” for your business, and of course you need great service and support after the sale to keep customers satisfied. Ask your partners.

Lead Generation 100

Lead Generation Sales Management Lead Ranking ROI 100

MLT Creative

SEPTEMBER 30, 2010

October 14, Driving Sales with Integrated Marketing Atlanta, GA: Manheim embarked on a new strategy in 2009 to move away from traditional telemarketing and to make interactive marketing and its web site the hub of all marketing activity. October 22-23, SocialBiz World Sonoma County, CA: A social media and Web 2.0

Paid Content 40

Paid Content Paid Search Agency Advertising Agencies Digital Asset Management 40

Online Marketing Institute

NOVEMBER 1, 2010

My goal is to inspire, challenge, and engage marketers at firms that sell highly-considered products and services. While the economy has put the brakes on corporate travel, trade shows still managed to gain ground, as sales like to press the flesh in these venues and buyers circle exhibit halls gauging product buzz.

Marketing Mix 40

Marketing Mix Tactics Work Management Marketing Management 40

Marketing Insider Group

JULY 27, 2010

Include thought leadership whitepapers, customer videos, podcasts, case studies, demos and product comparison guides. One trick is to compile a list of all the best content from previous campaigns that you already have on hand. Make sure you cover each buying stage. Now testing all these factors against your own objectives is very important.

Sales Management 100

Sales Management Paid Search Agency Lead Scoring Lead Ranking 100

Marketing Insider Group

MAY 10, 2010

Get Ready to Lead - Social media and inbound marketing is providing marketers with a unique opportunity to lead our companies to our greatest innovations in demand generation, new products, higher customer retention, and a lower cost of sales. As always, comments and topic suggestions are welcome.

Social Media 100

Social Media Social Marketing Optimization Paid Search Agency 100

Marketing Insider Group

MAY 10, 2010

Get Ready to Lead - Social media and inbound marketing is providing marketers with a unique opportunity to lead our companies to our greatest innovations in demand generation, new products, higher customer retention, and a lower cost of sales. As always, comments and topic suggestions are welcome.

Social Media 100

Social Media Social Marketing Optimization Paid Search Agency 100

Marketing Insider Group

MAY 17, 2010

It also gave me the ability to directly measure analyst, media, blogger, and customer sentiments and comments about our company, our products, and our employees. Even this small investment can go a long way to improving company profits. Related Posts: B2B Marketing Predictions For 2011 Why am I in Marketing?

Customer Satisfaction 100

Customer Satisfaction Loyalty B2B B2B Thought Leadership 100

Marketing Insider Group

MAY 17, 2010

It also gave me the ability to directly measure analyst, media, blogger, and customer sentiments and comments about our company, our products, and our employees. Even this small investment can go a long way to improving company profits. Related Posts: B2B Marketing Predictions For 2011 Why am I in Marketing?

Customer Satisfaction 100

Customer Satisfaction Loyalty B2B Thought Leadership Paid Search Agency 100

Marketing Insider Group

JULY 29, 2010

Spot on Michael Some businesses try to be too much about their products or services, and sometimes that’s all you hear. I agree, that business owners should understand that their personal brand must be in all their social media activities. So identifying and working the “personal brand&# really is key.

Social Media 100

Social Media Personalization Brand Identity Branding 100

Marketing Insider Group

NOVEMBER 18, 2010

Maybe this will change with future iterations of the product but I remain to be convinced. On the rise of the iPad, whilst I am an avid user of my iPad, and general Apple devotee, I do wonder whether its really a creative tool or a tool used mainly for consumption of multiple forms of media.

Paid Content 100

Paid Content B2B Marketing Paid Search Agency B2B 100

Marketing Insider Group

JULY 8, 2010

According to Reinier Evers, founder of trendwatching.com: &# While our current briefing on INNOVATION INSANITY is all about new consumer brands and products, it’s equally important to B2B professionals; after all, this is about creative thinking, and an obsession with fulfilling existing needs in new ways. How about your clients’ needs?”

Marketing Management 100

Marketing Management Peer-to-peer Burn Rate Customer Satisfaction 100

Marketing Insider Group

JULY 8, 2010

According to Reinier Evers, founder of trendwatching.com: &# While our current briefing on INNOVATION INSANITY is all about new consumer brands and products, it’s equally important to B2B professionals; after all, this is about creative thinking, and an obsession with fulfilling existing needs in new ways. How about your clients’ needs?”

B2B Marketing 100

B2B Marketing Marketing Management B2B Planning 100

Marketing Insider Group

SEPTEMBER 30, 2010

Next, make sure you go on a sales call but I’ll go further to state that marketers should know how to demo products and how to make that 30-second pitch on why customers should chose you and your company. I would add that the first meeting for any new marketing person is to sit down with the head of sales and ask “what do you need?”

Sales Management 100

Sales Management Top of Funnel Planning Paid Search Agency 100

Marketing Insider Group

JUNE 4, 2010

The user guides and help for a company’s products can do a lot to build trust and goodwill (or undermine them, if not done well). As a technical communicator, however, I’m disappointed that the documentation department wasn’t mentioned as part of the mix.

Social Media 100

Social Media Demand Generation Agencies Media PR 100