Top 5 Reasons to use Segmentation
MARCH 31, 2011
Lower risk of social media flaming. Aggravate a prospect and a marketer risks provoking a negative reaction flamed through social media and social networks. There are now more reasons than ever to invest in segmentation. B2B marketers face challenges in mining their databases for accurate profiling criteria so segmenting the database may be an arduous exercise. Photo Credit.
Right Message, Wrong Target – A Field Guide
JULY 31, 2013
Like a social butterfly, many organizations get stung by the pain of rejection, end up dismissing this segment outright and move on. The philosophy of ’grass is greener’ continues until the organization runs out of resources or markets or both. I would like to introduce a scenario that many B2B organizations face. Something has gone awry. Something is not working but what?
Savvy Buying of B2B Data
JUNE 17, 2010
Now email and social media have been added to the mix. An Interview with Ruth P. Stevens and Bernice Grossman. I am pleased to welcome Ruth P. Stevens and Bernice Grossman, two well recognized B2B direct marketing experts. Ruth P. Stevens consults on customer acquisition and retention, teaches marketing at Columbia Business School and blogs at HBR.org. . The user generated, i.e,
Destructive B2B Sales Practices
MAY 17, 2010
Raising the Bar on Sales Personnel - Customers are empowered by online information sources and social networks. Knowledgeable sales reps who bring a consultative approach and value to customers are a much better fit to today’s customer. This heightened requirement should help to raise the bar on the calibre of B2B salespeople. billion of tech deals were announced versus $19.2
150 Content Marketing Tips
Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more
Be Social or Be Fit?
OCTOBER 26, 2012
For the past year I have been anti-social: hardly a tweet and nary a blog post. While the social media wave has swept over the world, I have been navigating other waves. The rhythm of training and racing hasn’t left much time for the demands of producing content for social media. blogs social media blogging Triathlonhave plunged in and taken up triathlon.
The Moment of Truth for Sales
SEPTEMBER 2, 2010
For B2B marketers that key point is the response generated from a marketing effort through direct, online or social media marketing. The moment of truth arrives when a prospect is engaged in a meaningful interaction with your organization. For sales, it is the sales conversation: that defining moment when a prospect is engaged, qualified and profiled through a dynamic dialog. Related Posts.
Use Outbound Marketing to target these 5 Buyer Types
JULY 15, 2009
Given the popularity of social media and inbound marketing, when should outbound marketing be used ? The Tuned-out Buyer - not all buyers participate in social media or conduct online searches. Tags: lead generation social media inbound marketing outbound marketing For some types of buyers, outbound marketing is the only way to engage (e.g. Photo Credit: henrybloomfield.
Lead Nurture through Social Networks
MARCH 5, 2009
On Day One, Mark Wilson, VP Marketing, Sybase presented a unique perspective on social networks. The topic of social networks arose in an unexpected scenario: Mark Wilson advocates using social networks for lead nurture. Mark's perspective was that a social network was a great forum for prospects to connect with Sybase customers and fans. Tags: lead nurture social networks Today is the second day of the Sales 2.0 Conference in San Francisco. Mark favors neutral or third-party networks vs. Sybase sponsored networks. More posts to follow on the conference.
Content Methodology: A Best Practices Report
social media, email, and chat platforms and in a multitude of media formats, from text. experience Loyalty • Return visitor rate • Email subscription rate • Social following growth • Avg. Total attention time • Total people • Total social actions • Avg. stories per person • Total attention time • Total people • Total social actions • Avg. sharing and native social.
Delivering ROI on Social Media
SEPTEMBER 5, 2008
My last post discussed why the nature of social media need not be compromised by pursuing lead generation through these new media. Today, let's turn to some examples of how B2B marketers are embracing social media for this purpose. A few weeks ago, McKinsey & Company released the results of their latest survey on social media: Building the Web 2.0 The buzz on this report included a post from Peter Kim, a fellow Social Media Today blogger. So if organizations are using social media to acquire customers, then how can we measure ROI? Bingo!
Lead Generation through Social Media?
AUGUST 26, 2008
You can almost see the collective hand wringing and hear the teeth gnashing as angst-ridden B2B marketers are being pressed by their organizations for proof on the value of social media. The premise of this blog, Acquiring Minds , is that social media, as with other online media, provide B2B marketers with a stellar opportunity to generate qualified leads and to impact ROI. It almost seems heretical to sabotage social media by attempting to generate leads. The discourse on social media or Web 2.0 Tell me - how are you using social media for lead generation?
HubSpot's Social Media Delivers on ROI
SEPTEMBER 23, 2008
In some of my previous posts , I suggested that social media is highly effective in generating marketing ROI. Last week, I interviewed Mike Volpe , VP of Marketing HubSpot , for his perspective on social media ROI. HubSpot is a stellar example of how a small business can excel in social media marketing and in the process, attract $17 million in venture capital for a social media and online marketing solution ( read more on why small business succeeds with social media ). HubSpot’s inquiries from social media support Mike’s position.
Top 10 Reasons Small Businesses Excel at Social Media
JULY 30, 2008
Today I attended Forrester' s Webinar "Defining Your B2B Social Media Strategy" with Vice President and Principal Analyst, Laura Ramos, and Vice President of Tech Industry Consulting, Dan Klein. The seminar was chock full of interesting facts on social media usage by B2B marketers and by B2B decision-makers. For both B2B vendors and the buyers of those solutions, social media is considered a second tier marketing medium. Another attendee and I leveraged the WebEx chat to ask questions on how the usage of social media varied by the size of the organization.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
success, followed by social shares and likes. (19 percent) and pageviews (15 percent). • 49 percent of marketers rate their content as. social media, brands and publishers alike have had. social network, and Facebook’s video platform has. in the shadow of the big social networks, is almost as. came social shares and likes (19 percent), followed. SOCIAL.
More Reasons that Small Businesses Excel at Social Media
AUGUST 5, 2008
After my last posting on small business and social media, Chris Brogan was kind enough to tweet my blog and attract some savvy writers. Before we take a closer look at some of the comments, I wanted to share with you the question that I asked during the Forrester webinar and Laura Ramos` interesting response. Q: Robert Lesser: It appears that smaller B2B companies are more successful with their social media marketing than large B2B marketers. So it seems that we all are in agreement, at least at a conceptual level, on why small businesses are excelling at social media.
Sales 2.0 fuels PTC's SMB Expansion
MAY 27, 2009
Conference website by Selling Power Social Networking in Sales: Show Me the Money by Anneke Seley, The Sales 2.0 As a former paratrooper, Dan Maier’s background has prepared him well for his current assignment: managing a global inside sales team of 75 reps selling a $9,000 solution to hard-hit manufacturers. Dan Maier’s title is as long as it is deep: VP Worldwide Inside Sales & North America Mathcad Sales, PTC (see Dan's photo on the left that I snapped at the Sales 2.0 Conference in Boston ). According to ChannelWeb , 21% of PTC's revenue is driven through 400 global PTC partners.
Sales 2.0 Techniques for the Job Search
APRIL 9, 2009
Social Networks And of course, social networks like LinkedIn provide free contacts. Of all the social media tools available to marketers, blogs and video are ranked most highly by B2B marketers for lead generation. Additional Reading Job Search 2.0 by Rachel Happe, The Social Organization Blog Career Toolbox: 100+ Places to Find Jobs by Sean P. Aune, Mashable 30+ Websites to Visit When You're Laid Off by Ben Parr, Mashable 7 Secrets to Getting Your Next Job Using Social Media by Dan Schawbel, Personal Branding Blog Job Searching 2.0:
Networking & Photos from the Sales 2.0 Conference
MARCH 9, 2009
Laura noted to me some of the obstacles that large businesses face in adopting social media. pointed out that social media were especially well suited to small business. The Sales 2.0 Conference in San Francisco was a great opportunity to chat and catch-up with luminaries from the B2B Sales & Marketing world. The first day I sat at a table with Garth Moulton , VP of Community /Co-Founder at Jigsaw and blogger. Last fall, I had met Garth in Chicago when I spoke at a Chicago Association of Direct Marketing conference sponsored by Jigsaw. world. Conference
Definitive Guide to Planning a New Content Initiative
dictates this answer, but if you’re starting something like a new email initiative, social channel. social channels and via email marketing, the cost of those conversions is much less. Check in on the trending hashtags on your social channels. On your social channels, look for posts that have received the most. In that time, we’ve. high-quality, relevant content? target.
Lead Generation Takes Precedence in the Downturn
FEBRUARY 19, 2009
Sybase's media mix will favor online media such as SEM, social media and virtual events. virtual events, SEM, social media) and from outside sales to inside sales and telemarketing. In response to a substantial drop in technology spending, B2B marketers will cut budgets and re-jig their media mix. This was one of the main conclusions drawn from the recent BtoB webinar: Outlook 2009: Marketing Priorities and Plans. Although this is a sombre forecast, it does not compare to the steep drop in spend in 2001 (see my previous blog post on this).
A Community Turns One Year Old
SEPTEMBER 23, 2008
If Social Media Today is a toddler, then that would make me a newborn. A few weeks back I was invited to blog on Social Media Today and now would like to send my congratulations to the team. Tags: Social Media Today blogs Happy Birthday to you! Thanks for inviting me to the online Party!
Speech today at Chicago B2B Event
NOVEMBER 12, 2008
Second, leads generated through organic search and social media, are of high quality. Today I spoke to a group of B2B marketers at the Chicago Association of Direct Marketers (CADM) on the topic of B2B Online Lead Generation and Management. After presenting here a year ago at the MarketingProfs B2B Forum, I welcomed the opportunity to return to Chicago (see my photo below). The timing was good: the results from our third annual LeadGen Tools Survey will be released in the next week. The CADM audience received a sneak peek at some of the data (more on that later). the price of success!
Crowdsourcing: Wikipedia vs. The Economist
SEPTEMBER 18, 2008
Recently, the Economist published an article on crowdsourcing that discussed the past and future of this social medium where idea generation is outsourced to online crowds. Two diverse questions came to mind as I read an article on crowdsourcing: Is crowdsourcing losing its appeal? Is journalism threatened by Wikipedia? The author illustrated the success of crowdsourcing with examples drawn from Wikipedia, the Library of Congress (using Flikr) and Google. In addition, a volunteer model such as Wikipedia would be disrupted should Wikipedia evolve to a for-profit business.
Staffing and Launching Your Content Marketing Program
in new readers via search and social. return on social. SOCIAL Strategies, tools, and tips for spreading content through. the social web. sections of The Content Strategist: Brands, Media, Social, ROI, and Voices. You’ve heard the horror stories about organiza- tions that take months to approve simple social media. All rights reserved. Introduction 3 II.
What to make of the new Oracle.
JUNE 22, 2008
Judith Sim also discussed Oracle's use of social news releases that has helped cut Oracle's PR budget in half and the posting of videos, blogs and forums on the Oracle website. Tags: podcasts blogs social media Web 2.0 You may have caught Kate Maddox of BtoB Online covering the recent Business Marketing Association conference. According to Kate, the candor of Judith Sim, VP-CMO of Oracle, during her keynote at the BMA conference was quite surprising. Judith stated that Oracle has increased its return on marketing despite declining budgets. media. media wikis
Is it Time to Ditch the Term “Social”?
JUNE 9, 2016
Is social media social? Social
49 Noteworthy Social Networking Stats and Facts
FEBRUARY 23, 2016
Though new social networks continue to be launched (e.g. But there are no guarantees that leadership will last, and the social networking landscape is constantly evolving. Image credit: Social Media Examiner. ” 93% of small business owners and marketers use Facebook, and 92% agree that social media is important for their businesses. Social Media Examiner ).
Inside the Mysterious World of Dark Social
JULY 7, 2016
Content sharing via social media is really important, right? But have you heard of “dark social?”. We can, and do, track how and when people access our content from links we send them in email or make available in social media, and so forth. It’s called dark social. What, exactly, is “dark social”? That’s one incarnation of dark social. Wha?”. Yikes.
Study: How Much of Your Content Marketing Is Effective?
excluding social media posts)? LEADERSHIP SOCIAL. 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. goals—and concerns—lie. content.
47 Superb Social Media Marketing Stats and Facts
JANUARY 19, 2016
Social media use isn’t quite universal—but it’s getting close. population now has at least one social networking profile; more than half use two or more social networks. The number of worldwide social media users is projected to grow from 2.1 90% of young adults—ages 18 to 29—use social media (compared to just 35% of those over age 65). 70% of the U.S.
Social selling, social business, social employees and other hype
grow - Practical Marketing Solutions
OCTOBER 20, 2014
Just reading headlines day by day is a pretty good way to watch the waves of social media buzz crash on the shore! The social enterprise Let’s say you walk into France one day and announce that they need to be more like Russia. And for most companies, becoming a “social enterprise” will take a significant cultural change. The social enterprise.
How to turn social media connections into an actionable audience
grow - Practical Marketing Solutions
JULY 18, 2016
Probably the biggest myth — and mistake — I see regarding social media marketing is the idea that audience equals action. Most of the time, your social media connections begin as “weak relational links.” Social networks are effective at increasing participation —by lessening the level of motivation that participation requires. By Mark Schaefer. Fowler.
Social Media Explained. Really.
grow - Practical Marketing Solutions
FEBRUARY 19, 2014
With every client I meet, every class I teach, and every speech I give, there is always a group of people who desperately need to understand social media marketing but don’t have the time to do it. If you are thinking to yourself, “This world does NOT need another social media book,” you’re partially correct. But this is not just another social media book.
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. more true, apparently, than in social media. Look for.
How Smart People Do Social Selling
FEBRUARY 29, 2016
Social selling has been rising in popularity for awhile. It’s not a magic bullet (don’t nix cold calling yet), but social selling does work. According to research from the Aberdeen Group: 6% of the salespeople using social selling as part of their sales process outperformed their sales peers. 46% of social sellers hit their quotas, compared to 38% of other reps who don’t.