B2B Marketing Unplugged

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Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

Let’s call that social media. That’s because while we saw media ,  our customers saw social and thus opened a gate at the marketing rodeo setting loose this crazy, kicking horse of conversations. Those digital marketers, who were supposed to be keeping it up-to-date and looking pretty have instead been running around on social media, desperately trying to be relevant.

Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

That’s right, my friends, he had a Porcupine in his social feeds. Darius knows, with a gnawing dread, that he needs to publicly engage the Porcupine and get him off a social feed and into a safe and private conversation. Here’s what needs to happen: It needs to be someone’s job to look at your social feeds: Social media is open 24/7. Which types of customers use social?

Three Reasons Customer Experience Management Fails

B2B Marketing Unplugged

But the rage isn’t just the horrible stuff Porcupines   are shouting through the phone, though that continues to be our favourite tool for expressing it; the Rage is also almost twice as likely now to find its way to a social media site than it was just two years ago. Social Media is Not the Telex Machine. Now that’s fun. We focus on the problems. Nobody owns CEM design. Let’s dig in!

Funnels, crazies and Jedis — you can’t UnRead this book

B2B Marketing Unplugged

Their view is that we need to focus on the sales cloud: “It’s made up of all the ways customers hear about your brand: blogs, online reviews, trusted referrals, social media sites, your website. We bounce then from detailed social media tips and how-tos to tradeshows to podcasting. quite enjoyed my Air Canada experience that night. Scott Stratten, not so much. He is mad at Air Canada.

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.

The End of Valued Customers

B2B Marketing Unplugged

think your social media manager may be having a nervous breakdown; I’m not sure your Twitter followers need to be updated hourly. Dear Valued Supplier, Thank you for your quarterly newsletter. It showed up in my email just yesterday, minutes after the monthly statement, and not long before the important reminder about the scheduled maintenance you’re doing this weekend. Quite  a treasure.

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

If we couple that simplicity with Fogg’s three core motivations — seeking pleasure and avoiding pain; seeking hope and avoiding fear; seeking social acceptance and avoiding social rejection, we have a pretty good shot at getting people to do something useful like flinging birds at pigs. 3. I am worried that Candy Crush is eating our brains. Trigger. Action. Investment.

Your Customers Are Way More Efficient Than You Are

B2B Marketing Unplugged

Add to that the general social intimidation that comes from being Canadian and the confined space on a commuter train, and you have a very interesting set of imperative whispers punctuated by the occasional “are you serious?”. . I just love sitting in the quiet zone on the train. Imagine my disappointment last week when I jumped on a crowded train and had to sit in the noisy bit.

Social Media is Not the Telex Machine

B2B Marketing Unplugged

Dolores may be gone but her spirit lives on in the tiresome battle over who “owns” social media in the corporate world. Folks, nobody owns social media any more than they own email. Next week, we’ll talk about how to get social off the ground at your company. Related Posts: Social Media is the Lighter Fluid, Not the Barbeque. Best steer clear.”.

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.

To Everything Spin, Spin, Spin

B2B Marketing Unplugged

Books ad agency B2B marketing bizmarketer book review branding Elizabeth Williams linkedin social media I very much doubt there is a marketer in North America who has not attended a presentation by someone who worked on the first Obama campaign. To be sure, it is a compelling case study and a warm tale of the power of message over whatever that was the McCain campaign was doing. Nailed it.

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Why Content is Social Media Dietary Fibre

B2B Marketing Unplugged

Last week we looked at the mechanics of getting a social media strategy off the ground by engaging our HR and sales people. Sustainable social engagement has a number of elements, including real-time conversations with your customers and prospects, regular participation in specialized corners such as LinkedIn groups or Google+ and adding meaningful, useful content to the whole thing.

There Are No Emergencies in Marketing

B2B Marketing Unplugged

Joan is frequently late for lunch, which has a fair bit to do with her busy job managing social media for a large bank. There are a lot of urgent things in social media. That was before social media. These days, it would seem, every negative or ambiguous social mention, every logo infraction and every LinkedIn group post is suddenly an emergency. “What did you do?

Brand Loyalty Begins with Giving a Sh*t

B2B Marketing Unplugged

think a far better way to build awareness is to build a compelling enough product or user experience that people give a sh*t organically and do your bidding for you in the form of recommendations, testimonials, great reviews and saying nice stuff on social media. I think marketers spend a lot of time and calories talking to people who really don’t give a sh*t.

It’s Time to Kill Off Your Dreary Customer Reference Program

B2B Marketing Unplugged

CRM Getting & Losing Business B2B marketing Customer Reference Program Elizabeth Williams Flock of the Gruntled getting the business linkedin P-Cube social media Throng of the DisgruntledGentle friends, we have spent a great deal of time over the years discussing the generally terrible way we approach almost everything to do with our customers. We just aren’t good at it. Related Posts.

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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.

Conversations Matter

B2B Marketing Unplugged

This is a special report from Chief Executive Officer and it’s got some great stuff on social engagement by Beth Negus Viveiros. Oh dear, poor Radio Shack has bought the farm. To be honest, I thought they’d gone to Retail Heaven years ago, but apparently they struggled on far longer than I would have thought likely. That’s the promotion bit of things. This festive stuff is the product part.

Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

Branding CRM corporate overlords customer service linkedin porcupines social media We’ve spent the past two weeks feeling sad about the state of customer experience management (CEM), so it’s time to lighten up a little and talk about why marketers should care. It’s worth noting that I didn’t look very hard, so if you have something, I’d love to see it. Namaste, my friends.

Your Customers Want to Talk to You

B2B Marketing Unplugged

Last week we looked at the Customer Service Theatre that follows a hyper-vigilant Seal Team Six intervention on social media. So I will either go rooting around on your Investor Relations page to find a contact email, or I will head to social media and try to get Seal Team Six to respond. This week, we should look at the much more pernicious problem of Customer Hide and Seek.

Why I Won’t Endorse You on LinkedIn

B2B Marketing Unplugged

Is an endorsement the social media equivalent of an apology or an offering? I am a huge fan of LinkedIn, and not just because I’ve twice been unemployed in the past ten years. Random Rants Social Media B2B marketing bizmarketer Elizabeth Williams Facebookification linkedin LinkedIn endorsementsOh, goody. My LinkedIn connection, Diana, just endorsed my skills in marketing strategy.

Four Things Marketing Can Say “Yes” About in 2013

B2B Marketing Unplugged

Yes to the Integrated Cross-Functional Project Task Force: These are not quite as painful as being on the social committee and much more fun than arguing about why the Squirrels can’t have a print-on-demand, fully-customized online direct mail generating system that also figures out their golf handicap.  You’ve got to love January. Go ahead. Maybe not. Everyone went home happy.

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Ten B2B Marketing Opinions from 2014

B2B Marketing Unplugged

Sales vs. Marketing Social Media Websites B2B marketing bizmarketer customer service Elizabeth Williams linkedin porcupines social media If you said I was too lazy to write something original, despite the gobs and gobs of time off I am currently enjoying, you would be correct. Here are ten posts from the past year that I kind of liked and hope you do too. . Thanks for reading.

Twitter: It’s Not About You

B2B Marketing Unplugged

They must have missed the bit where it says social media stays on even after you switch off your computer for the day. Related Posts: Social Media is the Lighter Fluid, Not the Barbeque. Why Most Executives Should Stay Clear of Social Media. Social Media Stupid Ideas B2B marketing bizmarketer branding Elizabeth Williams linkedin social media twitter But no. Uh-oh.

A Mostly Good Holiday Read from Mitch Joel

B2B Marketing Unplugged

Unlike others of this genre, it stops short of the Ritual Shaming of those late to the digital game, but it shares the shrill call to marketers to get social, get customer-centric, stop thinking digital is separate from traditional, tell stories and be just like Apple. Books Branding B2B marketing bizmarketer book review content marketing Elizabeth Williams linkedin social media

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Twitter Truth #2: Sometimes You Need to Shut Up

B2B Marketing Unplugged

Related Posts: Social Media is the Lighter Fluid, Not the Barbeque. Social Media Stupid Ideas B2B marketing bizmarketer branding Elizabeth Williams linkedin social media twitter Last week we looked at some recent Twitter escapades that had in common the mistaken belief by marketers that Twitter has something to do with them. This backfires rather a lot. Even if it’s Christmas.

B2B Marketers Need to Pay More Attention to HR Trends

B2B Marketing Unplugged

Changing demographics is old news, as are globalization, the knowledge economy, social recruiting, the digital workplace, mobile anything, connectivity, communities, social learning, corporate social responsibility and tooth decay (I may have added tooth decay). Recruiting will start on social networking sites (I think that’s well underway). Meister and Karie Willyerd.

Demystifying Social Media for B2B, and I mean, B2B!

B2B Marketing Unplugged

Using social media in the B2 B space isn’t as easy as everyone makes it out to be. All the articles I read talk about how B to B businesses are using social media, but when it comes to actually citing examples, they always fall back on B to C. I get it. If you work in the B to C world then yes social media is where it’s at. To me social media means sharing “meaningful” content. Being fun and being social are very well aligned. The results are hilarious and well worth sharing over social media. All meaningful content to share on social media!

Six Great (and brief) B2B Reads for Labour Day

B2B Marketing Unplugged

The bad news is, it’s difficult to break through and even harder to be resonant in social. Awesome Ideas Content Marketing Metrics & Measures Social Media B2B marketing bizmarketer content marketing corporate overlords Elizabeth Williams great links Keebler Elves linkedin social media Thus begins another academic year. The Knights Who Say…. Plus there’s a video.

The Revenge of the Content Monster

B2B Marketing Unplugged

Content Marketing Random Rants ad agency B2B marketing bizmarketer content marketing content monster Elizabeth Williams email marketing green theatre Keebler Elves linkedin P-Cube sales squirrels social media I think it is fair to say that marketers have unleashed some pretty horrible things on the world over the years. Its time, I believe, we added content to that list. They were right.

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Nine Visuals Your B2B Website Really Doesn’t Need

B2B Marketing Unplugged

Content Marketing Random Rants Social Media Stupid Ideas Websites B2B marketing bizmarketer content marketing linkedin value propositionAll together now: “Content is goooooood.Visual content is gooooooder.” Great got it. Lots of content is essential for B2B marketing efforts (we kind of all knew that even before it was cool to know that, didn’t we?). But guess what? Your building. Children.

Why It Doesn’t Matter that CEOs Aren’t Using Social Media

B2B Marketing Unplugged

Here is what Technorati thinks it means: Executives Don’t Give a Damn About Social Media . CEOs Afraid of Going Social Are Doing Shareholders a Massive Disservice . How does the author know that CEOs are afraid of going social? And why, exactly, is a non-social (anti-social?) For CEOs of start-ups, or of social media companies, there are advantages to using social media, but for the chief executive of a Fortune 500 company, it looks like a lot of downside to me. And here’s another thought: Maybe the CEOs are all over social media. Really?

Six Ways to Not Suck at Selling Things to Me

B2B Marketing Unplugged

They do five minutes of business cards, hockey and social fishing then ask me things for ten minutes, then tell me things for ten minutes and, if they are any good, they ask me for a next step, shake my hand and go away. Did I send some message into the universe that attracts bad sales people? Is there a rehab centre nearby for under-performers? Have suppliers everywhere been forced to hire chipmunks and voles instead of real Sales Squirrels ? I’m in a new role these days, one that spends more than the old role. What is new is how absolutely atrocious they are. Bring Your Shoes.

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Got Lead Gen? A Book Review

B2B Marketing Unplugged

Everything from display ads to cold calling and two, yes two, chapters on social media. Social Media for Grown Up s. Did you know there were rules about lead generation? I had no idea. All these years I’ve been stumbling around generating leads with no idea that I was supposed to be following the rules. has his own lead generation marketing firm. Maybe a little too much. Really?

Seven Steps to Becoming a Corporate Charity Rock Star

B2B Marketing Unplugged

Step Three: Give one third to your local charity teams (HR can help you set these up; or just recycle the social committee; they clearly have time on their hands). I am not ashamed to admit that I’ve been in the ladies toilets a great deal lately. You see it’s United Way campaign time and I’m feeling a little bit like a baby seal on an ice flow. They come after the marketers first. “You guys always have such creative ideas!” ” Is United Way Press Gang code for “Wow, this is harder than we thought. Let’s dump it on marketing. Techies? Children?

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Why You Need a Catch & Release Program for Subject Matter Experts

B2B Marketing Unplugged

These dwellers of the dark may have the social acumen of a raisin but are deeply interesting to other technical people. At the other end of the spectrum we have highly social, gregarious “evangelists”. Usually people with enough technical chops to be credible and enough social skills to be functional.  If you look closely, you can see the place to insert the wind-up key for hours of polished testimony. brush the Cheetos dust off his shirt and get him in front of my customer’s IT director this week or they won’t buy the upgrade”. Let’s stereotype: Hermit Crabs. Demo Dudes.

Five Signs of Hope in Marketing Land

B2B Marketing Unplugged

Awesome Ideas Selling to Small Business Social Media Websites ad agency B2B marketing bizmarketer corporate overlords Elizabeth Williams email marketing linkedin social media Some people think Spring is the season of hope. think it’s the season of mud and discovering, as the snow melts, that your neighbour’s large dog has added more fibre to its diet. Of Dogs and Big Data. Well done!

This Old Website – 7 Unfortunate Realities

B2B Marketing Unplugged

Websites B2B marketing bizmarketer Elizabeth Williams Hand-Wringers linkedin Productivity Prevention Department social media At about the same time, I figured out how to make Word automatically substitute “Winged Angel of Death” any time I typed the CFO’s name.  Not long after, I learned about the need to proofread the annual report more carefully. Even the ones you forgot about. Sorry.

Ten Festive Links for Tired B2B Marketers

B2B Marketing Unplugged

Got a Social Disease? Not the kind caused by lemon gin and questionable standards; we’re talking about that new-fangled social media. Some of us in B2B climbed reluctantly on the social bandwagon last year and many of us promptly screwed it up. Want to Get a Social Disease? It’s about social. You will find at least a few things you can steal from their newest e-book: 55 Brands That Are Rocking Social with Visual Content. I’m pretty sure that’s the true spirit of social. When There’s No Seat at the Grown-up Table. apologize.

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Is It a Beautiful Day in Your Brand’s Neighbourhood?

B2B Marketing Unplugged

Hospitals have become so unfriendly to patients and families that Social Workers of Fortune now patrol their hallways as advocates for the victims of institutional inefficiency and entropy.  Welcome to the hospital suburbs. Other businesses and industries have suburbs too. The auto industry is the best example of concentric suburbs successfully stretching out from the core.

How to Use Your Subject Matter Experts for World Domination

B2B Marketing Unplugged

Irritated Overlords: Characteristics: Distracted, busy, socially adept but not necessarily social, a strong tendency to bail out an hour before a critical meeting. Awesome Ideas Getting & Losing Business Trade Shows ad agency B2B marketing bizmarketer C-Suite corporate overlords Elizabeth Williams getting the business selling to big companies social mediamean that in a good way: subject matter experts include product managers, lawyers, C-suite dwellers, technicians, designers and other people whose job it is to know a great deal about a very specific thing.

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