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MARCH 11, 2010 Social media and thought leadership: The virtuous circle for B2B marketing
Conversation and communi ty: The old broadcast mode of thought leadership assumed a straight line from polished publication to customer inquiry to sales presentation. As B2B marketers invest more money and time in both thought leadership and social media, they risk missing a great deal of potential benefit they can achieve by bringing the two together in a holistic way. Make sense?
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JUNE 28, 2010 The four engines of B2B marketing success
The existing program has been pretty traditional, focusing mostly on collateral, events, advertising, and direct support for the sales team. A "relationship engine" may sound awkward but the idea is to ensure a comprehensive, consistent, and focused approach to strengthening critical stakeholder connections to increase sales, loyalty, and market insight. What do you think?
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OCTOBER 25, 2010 Is sales enablement dead?
Sales Enablement is a huge topic in B2B these days. You can spend all day every day and still barely scratch the surface of all the dialogue, debate, and events exploring the "real" meaning of sales enablement, who is doing it well, what tools are most useful, and how social media will revolutionize the whole process. Sales enablement is a big area for investment. Indeed not.
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OCTOBER 11, 2010 Marketing to key accounts: It's all about the relationships
Sales people tend to be extremely protective of their accounts. It's an obvious point, but how often do we produce marketing content, organize events, and build sales tools without being grounded in those direct relationships? It's no wonder sales people ignore so much of our carefully crafted work. The marketing folks certainly understand this. So, what do we do about it?
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APRIL 26, 2010 The lure of cheap content in B2B marketing
Or, perhaps most common of all, marketing content that is simply ignored by sales before it even has a chance to reach customers and prospects. An article in MediaWeek on content mills like Demand Media and Seed.com got me thinking about the dangerous lure of cheap content in B2B marketing. The mills themselves are mainly a B2C issue (at least for now!).
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REPUTATION TO REVENUE Winning with thought leadership: Six lessons from IBM and Deloitte
| THURSDAY, NOVEMBER 5, 2009
Absent good answers, thought leadership initiatives quickly fall prey to more traditional priorities around lead generation and sale
support. The irony, of course, is that good thought leadership has increasingly become a prerequisite to making lead generation and sales
support actually work with high value deals. Absent something interesting to talk about related to core customer issues, would-be buyers pay little attention to straight-on sales
pitches. How should we produce and package thought leadership content? How should we promote it? How can we measure success? MORE >>
REPUTATION TO REVENUE The continuing rise of Account-Based Marketing: Four keys to success
| SATURDAY, SEPTEMBER 11, 2010
It is, after all, a pretty labor-intensive approach, and it requires a lot of negotiating with sales
and account teams. Internally, ABM can help prove the value of marketing, improve relationships with Sales
, and strengthen focus on core customer challenges and potential solutions. I know we're all focused heavily on figuring out how to "socialize" everything in marketing these days (with good reason) and, especially as the 4th quarter looms, on doing whatever we can to help close sales
before the end of the year. One would certainly hope so!) Don't skip this step! MORE >>
REPUTATION TO REVENUE Why is customer-centric marketing still more talk than action?
| WEDNESDAY, OCTOBER 6, 2010
Ranjay Gulati’s more recent Reorganize for Resilence provides similar testimony, evidence, and examples of the power of customer centricity for solutions development, marketing, and sales
(you can watch my partner Steve Hurley’s interview with Ranjay on our new YouTube channel ). Michael Shrage’s recent Harvard Business Review post, Great Customers Inspire Great Innovations , got me thinking: Why, amid so much evidence of the power of customer-centric business, are so many companies still mired in inside-out operations? Why do we hear so much talk but see so little action? MORE >>
REPUTATION TO REVENUE Aligning marketing and sales.with what?
| THURSDAY, MARCH 18, 2010
Marketing folks in B2B are obsessed with aligning marketing and sales
. The problem, at least from my humble perspective, is that the discussion tends to rotate around the idea that marketing needs to align more fully with sales
. These types of initiatives certainly can be useful, but they risk reinforcing the standard industry view that marketing is ultimately the junior partner of sales
and that the alignment problem is mainly one of marketers straying too far from the daily and quarterly demands of the sales
force. Witness the seemingly endless number of "sales
2.0" MORE >>
REPUTATION TO REVENUE Four steps to strengthening B2B customer connections
| WEDNESDAY, MAY 19, 2010
But our sales
people have less time for relationship building and often little credibility in the executive suite. Beyond sales
, it is difficult to know which face-to-face programs are worth funding. Research, sales
, services, and delivery are obvious, but we also have thought leadership programs, social media and networks, executive relationship programs, reference management, key account management, customer councils, collaborative solutions development, and probably many more. An even higher number of the best performing CEOs, 95%, stressed the point. Well, sort of. MORE >>
- TL in 4D: Four dimensions for thought leadership success REPUTATION TO REVENUE | THURSDAY, MARCH 4, 2010
- Aren't we past random acts of "selling"? REPUTATION TO REVENUE | FRIDAY, AUGUST 28, 2009
- Two cheers for Eloqua's Content Grid REPUTATION TO REVENUE | TUESDAY, JUNE 15, 2010
- Six steps to differentiating your solutions REPUTATION TO REVENUE | WEDNESDAY, FEBRUARY 24, 2010
- Marketing as service: Samsung and Best Buy put customers first REPUTATION TO REVENUE | TUESDAY, NOVEMBER 3, 2009
- More evidence that give-to-get is the key to success REPUTATION TO REVENUE | THURSDAY, DECEMBER 3, 2009
- HP backs solutions rhetoric with org change and investments REPUTATION TO REVENUE | TUESDAY, JUNE 28, 2011
- The power of video: Outsourcing reality show illuminates the buying process REPUTATION TO REVENUE | THURSDAY, JULY 16, 2009
- New research and paper on "Four Steps to Solutions Growth" REPUTATION TO REVENUE | TUESDAY, APRIL 28, 2009
- Put everyone in marketing? Yes, and with a social spin REPUTATION TO REVENUE | MONDAY, MAY 4, 2009
- The new, new marketing: Health tech coalition may point the way REPUTATION TO REVENUE | THURSDAY, MAY 14, 2009
- The hard questions about social media for B2B solutions providers REPUTATION TO REVENUE | THURSDAY, JUNE 11, 2009
- Words and meaning: The power of alignment REPUTATION TO REVENUE | WEDNESDAY, JUNE 17, 2009
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