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Social Media and Revenue

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When I gave a presentation on Social Media and Revenue at Eloqua Experience recently, I was blown away by the great reaction to it. wanted to dig in a bit into where social media is in most of today’s businesses. In a lot of ways, social media today is like “digital” a decade ago. Social media today, in a lot of organizations is like that.

Cartoon: Who is creating content for your company?

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First posted this morning on It's All About Revenue : Tags: Social media Content Today's my first attempt at cartooning (okay, not really, all the hard work was done by gifted cartoonist Brady Bonus ). hope you enjoy it!

Marketing Dashboard: Passive Discovery

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One of the main ways in which people discover your message , of course, is coming across your messages "passively", through ads, content, and social media sharing. This is most crucial for earned media, as this follows a “fly-wheel” dynamic for growth. Tags: Advertising Social media Discovery marketing dashboards Content This view is instructive in two ways.

5 Things You Shouldn’t Expect from Marketing Automation

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Engage with others through social media. However, human interaction is vital to your success with social media. Although some aspects of social media can be automated (such as inserting sharable links into emails and landing pages), you still need to personally interact with your online communities. Define buyer personas. Identify the right leads for sales.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. social media. Look for.

Four Interesting Trends from Dreamforce

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Integration providers like Cast Iron , Informatica , and Pervasive had packed booths as visitors looked to understand how to seamlessly tie together every pre-purchase interaction, whether in social media, search, webinars or in any other communication vehicle. 4) 2011 will be the Year of Analytics: It is now beginning to be possible to see the entire buying process from end to end.

Trust, Reputation, and Inside Sales

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Tags: Social media Buying Process Relationship Sales

Is B2B Content "Likeable"?

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will admit that I have certain biases, and I don't think that the human brain is very well adapted to truly merging business and social relationships as I wrote previously. Tags: Facebook blogs Social media Awareness However, in the interest of science, I thought the experiment was worthwhile. What have you seen for B2B content? Does it become shareable on Facebook?

Buyer Roles, Buying Stages, and Perception Challenges

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The need to get this broad variety of messages out to buyers, now that buyers are in control of their own buying processes, is what has led to the growth in nurture marketing , as well as the business use of social media as a publishing platform. similar exercise needs to be done to assess where the need for content is greatest.

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. social media. Look for.

Marketing Dashboards

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If you are making any search or social media investments, a measurement of the raw traffic being generated by source is also critical to understanding the success in each of these areas. The old adage of “you can’t manage what you can’t measure” is as true in marketing as in any other discipline, but in marketing there is often a challenge of defining what one wants to measure.

What is B2B Marketing?

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Social media becomes a critical part of this information exchange in a B2B environment as social media forms a great medium through which to educate, converse with, and build relationships with prospective buyers who may be interested at a point in the future. Over time, a great social media strategy in a B2B organization will improve market perceptions of your organization in ways that other brand investments never could. What exactly defines Business to Business (B2B) Marketing? It’s worth exploring what B2B marketing entails.

Social media analysis moves mainstream

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The barriers between social platforms, and between those platforms and our blogs and web properties are rapidly disappearing and already virtually non-existent. Facebook, as with almost all social media efforts, has a “flywheel” dynamic to it. Tags: marketing analysis Social media Email marketing What do you think?

Social Media Buzz at a Live Event

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One of the aspects of the event that we were most excited about this year, however, was the concurrent online conversation and tremendous buzz that the event generated in social media. I was asked many times what we did to have that much social media buzz at a live event. However, often it is the more subtle social cues that help the most.

6 Ways For Marketing to Help with Social Media

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I can almost hear the comments already - shouldn't Marketing be "doing" social media, not "helping" with social media? The problem is that in many marketing teams, there's "marketing" and then there's "social media". The "social media" person manages the Twitter handle, the Facebook page, and the blog. Sort of. So what can be done?

B2B 2

B2B Marketing Trends for 2016

social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. social media. Look for.

Decorative Cakes and Social Media Policy

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So why is it that getting into social media is so difficult for many companies. Luckily, we've seen recent leadership by Intel and Cisco among others, with some great examples of social media policies. If you're considering diving into social media, or thinking about marketing "getting involved" with existing bloggers at your company, read these policy statements first.

Social Media, Demand Generation, and the Evolution of Marketing

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The relationship between Social Media and Demand Generation is a hot topic these days. Most B2B marketers are thinking about how Social Media fits into their strategies, what works, and how to measure it. Tags: Webinar Social media Funnelholic demand generation hope you enjoy viewing the webinar as much as we enjoyed the discussion.

Publishing vs Social Media; a Difference of Filters

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I’m sure we’ve all been in conversations around why social media is important to us as B2B marketers. definitely agree that those are important, and that social media in general is of significant importance, but I want to frame the issue in a different light. To understand what social media means in terms of marketing, we need to go all the way back to 1450.

Employees, Social Media, and Superstar Economics

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Here’s one thought – what if Marketing begins to recruit and acquire employees who have established their domain expertise via all the tools within the social media realm, in the same way that sports teams recruit and acquire all star players? In social media, the audience sizes, and hence the influence, of the biggest names is many times that of the somewhat big names.

Market Relationships, Social Relationships, and B2B Marketing in Social Media

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I just wrapped up a great book – Predictably Irrational by Dan Ariely – that discussed, among many other things, the different relationship types we have between people; especially market relationships and social relationships. We provide and receive dinners based on our social relationships frequently, and we receive dinners based on market relationships each time we eat at a restaurant.

The Longevity of Fun in B2B Social Media

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Tags: Social media lead management viral marketing B2B Marketing

Social Media in B2B Marketing: The Importance of the Periphery

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The rising interest in social media in B2B marketing leads to an interesting and challenging question; what is the role of social media in lead scoring? We’ve talked a lot about lead scoring and how to approach it successfully, but the relevance of social media should be addressed.

Strategy and Tactics in B2B Marketing with Social Media

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In my view, restricting strategic thinking to a defined outcome, instead of just a directional outcome leaves it almost useless for uncertain areas like social media. would be rather suspect of any marketer who felt comfortable setting out exactly what their 5 year (or even 2 year) goals were with their social media strategy, along with tactical milestones along the way.

SaaS, Social Media, and the Economics of Smart Buyers

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Brand Reputation Control Shifts to the Audience: Social media has taken brand reputation out of the control of marketers and into the control of the audience, both in terms of good reputations and bad reputations So, what is interesting about this? However, as anyone involved in social media knows, it is a significant investment in time and energy.

A Logo is Not a Brand: B2B Marketing and Social Media

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One recurring topic, as you would expect, is social media and the role it plays in marketing and sales. common focus has been on the potential for using social media for demand generation and direct connection with sales. would argue instead, that social media is best thought of in the context of an organization’s brand. Which is “robust and full-featured”?

The Medium is the Message: B2B Marketing, Social Media, and Conversation Context

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Ever since Marshall McLuhan published his 1964 book Understanding Media: The Extensions of Man , we have been familiar with the phrase "The medium is the message". Today's world of social media needs to be viewed in a similar light. Social media sites are best compared to social functions in order to understand this effect of context.

Social Media and B2B Marketing - 6 Things You Can Do

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The most important learning that we can take from the rise of social media is that we need to think in terms of a buying cycle not a selling cycle. We have to re-orient our thinking to a buying process, controlled by the prospect, guided by their social conversations, and on their timeframes. Okay, but what does that mean exactly: 1) The prospect knows what information they need: social media provides an excellent source of context, awareness, and discussion. Buyers obtain a variety of views and opinions through their exploration of social media resources.

Brand Choice: “vision of perfection” or “perfect visibility”

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A "Goof-up" can be a great social media marketing opportunity. The transparency required of us in a social-media led world causes a number of fairly wrenching paradoxes. One of the clearest of these is the difference between marketing’s goal of being a “vision of perfection” and social media transparency’s goal of “perfect visibility”.

The Flywheel and the Lightning Strike

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The excitement and interest in social media, and all it can do, is palpable. However, the number of companies that are making significant hard dollar investments in social media as a marketing initiative is not as large as one might expect. However, with social media, investments follow a “flywheel” pattern. Why is this?

Measuring the Unmeasurable: Influencers

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Whereas historically, there may have been only a few influencers (the major analysts and media outlets), and maintaining relationships with them was the purview of the PR and AR groups, now there are a broader set of influencers and maintaining those relationships is the purview of everyone on the team. Tags: marketing analysis Influencers Social media

Friends, Avatars, Countrymen, lend me your ears

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As you know we’ve been doing a lot of experimentation with the best way to apply social media in the B2B marketing realm , and David’s post hit on one of the biggest challenges we’re all facing – what to do about Facebook as B2B marketers. So, how about a personality… in our next B2B marketing experiment, we’re exploring the idea of a corporate “personality” in the social space.

The Flywheel Effect

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As I return to the world of work, now two weeks later, I realized that Sejal's surprising arrival gave me an accidental test-bed for one of the interesting aspects of social media, the fly-wheel effect. Tags: blogs Social media search I'm back to blogging after a rather spontaneous, two-week hiatus. Eloqua users, here's how to track your own blogs this way ).

The Next Transition in Communication

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Social Media Solving this discovery problem, of course, was social media. However, social media creates huge volumes of communications, most of which are not of interest. Tags: mass media Social media Discovery Email marketing search Over time, the way in which communication happens has gone through some very interesting transitions.

LinkedIn as Facebook for the Business World

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Tags: Facebook LinkedIn Social media Discovery Content

Event Marketing and the Information Concierge Concept

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Tags: Social media Discovery Event Marketing

Message Delivery vs. Message Discovery

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The information “filters” we use are shifting from being economic filters, driven by publishers, to social filters, driven by the relevance of individuals and their messages. There is no more obvious place where this transition is happening than in the worlds of search and social media. Tags: Social media Discovery Buying Process Content

Discoverable Messages and Direct Marketing

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As marketers, we often think of there being a fundamental difference between the two ends of the media spectrum; on one end, direct, where an individual’s contact information is known and a message can be delivered directly, and on the other end mass media, where a broad audience is targeted based on demographics or audience characteristics. No longer are these purely mass audiences.

Influencers, Advocates, and the Mainstream

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We've all heard the hesitations on social media - "I don't use it", "my peers don't use it", "our buyers don't use it", etc. Even if these statements are taken as true, the need to engage in social media in a B2B marketing context is just as great because of the effect of influencers and advocates, and their effect on the mainstream audiences.

Re# (ReHash) - Rehashing old great posts on Twitter

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The real-time nature of Twitter, blogs, and social media in general is fascinating, and much has been written about how this real-time nature changes how we discover and consume information. What have you found with social media and content timeliness? Tags: Social media Content Why am I writing this? What are your thoughts?