B2B Marketing Unplugged

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Three Reasons Customer Experience Management Fails

B2B Marketing Unplugged

or follow me on Twitter @bizmarkter. If you have nothing better to do sometime, pour a nice glass of wine and curl up with Arizona State’s Rage Study. The most recent edition is from 2013 and it tells us that almost $76-billion in revenue is at risk thanks to “extremely” and “very upset” US households who called to complain about something. Now that’s fun. We focus on the problems. All good.

To Everything Spin, Spin, Spin

B2B Marketing Unplugged

Oreo is a beautifully managed brand that is growing its equity exponentially but even they admit they can’t tie revenue to the tweet , which is why we need to have some realistic success criteria around the value of Carpe Twitter. 7. or follow me on Twitter @bizmarkter. It covers a lot of ground in a very short space and leaves brand marketers with 9 things to ponder. 1. Luck is good.

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

B2B Marketing Unplugged

As we wade through UnSelling , we learn that Stratten is UnMad at the following: Ritz Carlton, WestJet, Samsung, T-Mobile, Disney, Delta, York Regional Police, Shatto, all the cool people on Twitter, AutoTrader, his publisher. or follow me on Twitter @bizmkter. quite enjoyed my Air Canada experience that night. Scott Stratten, not so much. He is mad at Air Canada. Be nice. Be honest.

Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

Just the other day, a law firm I follow on Twitter was asking the universe if it was hoping for a white Christmas.  Now, back to your website: if Twitter and WordPress and LinkedIn and Instagram are all fabulous cocktail parties in your fabulous condo building, then your website is the storage locker in the basement by the garbage room. . or follow me on Twitter @bizmkter.

Content Marketing 2016: Staffing, Measurement, and Effectiveness

Organic Paid 1 2 3 4 5 6 7 FACEBOOK INSTAGRAM PINTEREST SNAPCHAT EMAIL EMAIL FACEBOOK TWITTER LINKEDIN OUTBRAIN/PINTEREST INSTAGRAM TABOOLA PAID AND ORGANIC CONTENT. In a bit of an upset, Twitter conquered LinkedIn in. Twitter’s average CPC hovers around. $1, while LinkedIn is a more premium service, offering. brands to be on Instagram than Twitter by 2017. Marketing.

Your Customers Are Way More Efficient Than You Are

B2B Marketing Unplugged

For them, efficiency looks like Whatsapp, Instagram, Skype, Twitter and text messages. or follow me on Twitter @bizmkter. I just love sitting in the quiet zone on the train. No marimba ringtones, screaming babies are but a distant menace and nobody feels the need to talk to me about hockey.  The sole comfort was the very interesting argument the couple behind me were having.

Only You Can Prevent Feature Puke

B2B Marketing Unplugged

or follow me on Twitter @bizmarkter. If you want to have fun at an otherwise dull wedding or corporate event, try to sit next to a professional event planner. When they aren’t trying to plan their own events, they can be found sitting in the back of other people’s events dishing out the catty remarks that make the back row so much fun. Let’s start with this ad. Nasty. The issue here is fear.

Your About Us Page Isn’t About You

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. What’s on your About Us page?  I’ll bet you don’t even know. When was the last time you looked at it? Did you get the summer student to write it eight years ago? Did you put that fun 5,000 word history of the company commissioned three CEOs ago? God help us, you didn’t put your mission, vision and values up there, did you? So what should we put there?

Why Your Website Needs a Good Cleaning

B2B Marketing Unplugged

Here’s the real issue for B2B, though: a small percentage of your customers or prospects will connect to you on Twitter or LinkedIn or Facebook but 100 percent of them will, at some point, visit your website. or follow me on Twitter @bizmkter. Have you been keeping your website content up to date? Let me help you out. The answer is no. Why should we? Good grief.

Evangelizing a Content Marketing Program

than ever—from recommendation widgets like Out- brain and Taboola to hyper-targeting on Facebook, LinkedIn, and Twitter to emerging experimental options. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. All rights reserved. Introduction 4 II. Marriott, then 76.

Content and Karma and Pandas, Oh My

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. Last week we looked at the inconvenience and embarrassment of poor website housekeeping , and the uncomfortable truth that all content is findable and that is not always good news. Whether you like it or not, Google has set loose a Panda in that nasty, over-stuffed garage you like to call a website. First, let’s be realistic about how dead some of it is. 

What Did Your Brand Ever Do To Deserve Bad Photos?

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. Marketer #1: Hmmm. Time to update our corporate website again.  That swell webinar we went to said we should use more images on our web pages and printed materials because humans are beginning to lose the ability to read. Marketer #2: I know, let’s go get some stock photos to make our site appealing to Millennials. Be sure the parking lot lines are visible.

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Why Your Contact Page is Terrible

B2B Marketing Unplugged

People, marketing is a conversation , and Contact Us pages, just like Facebook and Twitter, are where that conversation starts. or follow me on Twitter @bizmkter. Last week we lamented the deplorable state of most About Us pages. This week, it’s time to pick on everyone’s least favourite page, Contact Us. know you came up with the perky “We’d love to hear from you” copy at the top.

Three Reasons Customer Experience Management Fails – Part II

B2B Marketing Unplugged

or follow me on Twitter @bizmarkter. Last week we looked at Customer Experience management (CEM) and the three reasons I think we’re doing it wrong. Reason #1 was forgetting that at the beginning, middle and end of all customer experiences is emotion. Reason #2: We focus on the problem. think car dealers have figured this one out. Well that’s hopeful. This is where ownership comes in. Uh oh.

Content Methodology: A Best Practices Report

Twitter, Facebook, Snapchat, LinkedIn, etc.) • Combination of link. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. for Content Methodology IV. the stories.

Pssst. Trade Shows Suck at Lead Generation. Pass it on.

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. Sales squirrels ignoring you? Here’s a fun way to get their attention: tell them you’re cancelling all the trade shows next year. Now count backwards from ten after you click send and stand by for the howling, the outrage, the pleading. It will sound something like this: “How will we ever make quota?” Select all that apply. Uh oh.

Is Your Competition Making Stuff Up? Good.

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. Is there anything prettier than a well-merchandised display of bed and bath linens?  I mean, what can beat the crisp, pretty sheets in their perfect little packages arranged by designer, colour, size and thread count. It’s all about potential. Is full size the same as double? Is that some mysterious European mattress size? And then there’s the thread count.

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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. or follow me on Twitter @bizmkter. Dear Valued Supplier, Thank you for your quarterly newsletter. Could you look into that? It is nice that she tries both my desk and mobile numbers – what a go-getter she is. Quite  a treasure. Total genius. Worth a read.

Distance Between Decision-Makers and End Users is Key

B2B Marketing Unplugged

or follow me on Twitter @bizmarkter. One of my favourite business writers, Geoffrey James , once wrote that B2B selling is “not only different from B2C selling, it’s massively more difficult …”. Here’s the whole article. When we look at the marketing side of B2B, I’m not sure it’s any more difficult than B2C, but I suggest it is considerably more complex.

Content Marketing Playbook: Strategy and Roadmap

stalwarts like Facebook, Twitter, and LinkedIn to emerg- ing platforms such as Instagram, Pinterest, and Tumblr. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. Introduction 3 II. years prior.

Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

They can write, they can design, they can use Twitter and Facebook and Instagram. or follow me on Twitter @bizmkter. Are you a self-starter with an eye for detail, a passion for great customer service and unresolved hostility issues? Have I got a job for you. Some companies put this group in the marketing department, probably because we are good with crayons and squishy brand stuff.

Awareness Plus Fatigue Does Not Equal Consideration

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. Consider this: most people don’t give a sh*t about whatever it is you are trying to sell.  They just don’t. There is only so much room in any given brain to give a sh*t about stuff, and you’re up against stuff like Game of Thrones, videos of Russian car accidents and, for B2B,  dialing into conference calls wearing only a dollar-store tiara. Related Posts.

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The Fish in the Barrel Don’t Like it When You Shoot

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. We marketers just love a captive audience, don’t we? We like them strapped into pressurized metal tubes at 35,000 feet with nothing to look at but a tiny screen or a drooling neighbor. We like them squished into subway cars, bouncing off each other in mosh pits or looking for a familiar taste far from home. Is that what we want? Feeling old?

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Twitter: It’s Not About You

B2B Marketing Unplugged

The same is true of Twitter. Let’s face it, Twitter is mostly boring, cranky twaddle with just enough drunk celebrities to keep things interesting. Kellogg’s poured a heaping bowl of resentment with a spectacular Twitter campaign promising to donate to a children’s breakfast program for each retweet. That’s the beauty of Twitter. or follow me on Twitter @bizmarkter.

Staffing and Launching Your Content Marketing Program

on each of our primary distribution channels (email, Facebook, Twitter, LinkedIn, and Google+). ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 3: Staffing and Launching Your Content Marketing Program Copyright © 2015 Contently. All rights reserved. contently.com By Joe Lazauskas ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY2 I. 200,000 readers.

Six Ideas for Getting Your Social Media Off the Ground

B2B Marketing Unplugged

Of course they are using Facebook and Twitter and Tumbler and Pinterest. recommend Twitter handles with your company name somewhere in there like @williamsxyzco. Here is what you are going to do: set up their twitter handles, have their assistants change and record their passwords and leave them alone for now. or follow me on Twitter @bizmarkter. Lines must be drawn.

Sometimes Marketing Should Whisper

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. I don’t know about you, but I’m about hoarse from all the yelling I’ve been doing lately. What with radio, OOH and a bunch of SEM stuff, I’ve been screaming for quite a few weeks now. No No complaints: the leads are coming in, but sometimes marketing can be just as effective when we don’ t interrupt people only to yell at them. should throw them out.

SEM 51

Marketing Automation, Meet Customer Communication

B2B Marketing Unplugged

Marketers will clap on about the customer experience, but mostly we want testimonials and Twitter followers, and certainly not anything to do with money. or follow me on Twitter @bizmkter. Judging by some of your comments, over-communication with customers has struck a cringingly familiar chord. Good marketing automation is a subtle thing. For real. Ownership: that’s how. Sic transit.

Conversations Matter

B2B Marketing Unplugged

or follow me on Twitter @bizmarkter. 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. Brands live (or not) at the intersection of experience and expectation, a location good marketers know well. That’s the promotion bit of things. Back to the party.

B2B Marketing Trends for 2016

and Twitter followers. B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. know which half." Look for.

Getting Commitment Requires Primal Selling and Quiet Marketers

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. There is a video making the rounds lately of a runner who, finding himself well out in front in the final bit of the race, decides to ham it up a little with the crowd and, you guessed it, fails to notice the competitor who sneaks up and crosses the finish line first. If you love the smell of schadenfreude in the morning, here is the video. Happy day.

The Thrill of Victory: What Marketers Can Learn from the Win Column

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. Were you successful in getting your hands on the win-loss report from sales? Don’t feel too bad about it; that sort of information is not something sales people share freely, especially the loss part of it. This week I want to talk about the importance of the good news bit of their report. All day long, if you let them. Do you recall the lead source?

There Are No Emergencies in Marketing

B2B Marketing Unplugged

“Sorry, had a Code Red on Twitter,” she said. What started out as a wonderful chance to engage customers and brand in the Great Public Conversation has turned into a hyper-vigilant paranoid regime pointing an electron microscope at its own navel. I’m fairly sure that was not what they had in mind when they created the Twitter account. “What did you do?

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Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

Boredom, a fear of missing out, uncertainty and loneliness are great motivations to jump on Facebook, check your Twitter feed or scroll the endless, meaningless Instagram desert. So is Twitter. or follow me on Twitter @bizmkter. I am worried that Candy Crush is eating our brains. used to worry that email was eating our brains; now I’m pretty sure it’s that horrible game.

B2B Marketing Trends for 2016

and Twitter followers. B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. know which half." Look for.

Why Meaning Matters More than Noise

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. “When everything you do is framed by the question ‘is this product or service worthy of my customer and why?’ it changes everything.”. If you know Bernadette Jiwa , this line will feel familiar; if you don’t know Jiwa and her work around helping brands tell their stories, this book is a great place to check out her refreshing worldview. Tell our story.