B2B Marketing Unplugged

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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.

Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

Since he joined two years ago, Darius has updated all the collateral, made some nifty sales tools, cleaned up the web site and put the company on the map with its own Facebook page and Twitter account. The customer, unable to reach anyone on the now closed customer service line, did the only thing he could think of and took to Twitter. or follow me on Twitter @bizmkter.

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.

Why We Need to Shut Up and Let Our Customers Buy Something

B2B Marketing Unplugged

or follow me on Twitter @bizmarkter. There are a few statistics that are used to torment marketers.  We’ve all had some chief something or other office sneer that 50 percent of advertising is wasted. We’ve all had that business of how much more it costs to acquire a customer than to retain one and, since June of 2012, we’ve been dealing with the apparent end of solution selling. Goodness.

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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 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.

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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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?

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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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.

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.

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.

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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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 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.

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.

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.

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.

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.

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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.

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.

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?

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.

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.

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.

Brand Loyalty Begins with Giving a Sh*t

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. I think marketers spend a lot of time and calories talking to people who really don’t give a sh*t. We like to call this awareness building –the first stage in our Journey of Unreciprocated Love. Awareness, it seems to me, is lately about interrupting people long enough to think about your products or brand. When armies do it, we call it a siege.

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.

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.

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.

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.

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?

Stop Apologizing, Start Measuring

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. There are a thousand reasons to be happy you don’t work for Volkswagen just now. One of them is getting to avoid being part of the orchestra accompanying its Dance Apologetic over the emissions software thing. And boy are they dancing in Wolfsburg this week. Customers are about to get gift cards and a big fat sorry letter. Such fun. We train for this stuff.

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.

The Hidden Costs of Content Marketing

B2B Marketing Unplugged

Why, there’s LinkedIn, Facebook, Twitter, Pinterest, Tumblr, Google+ (yes, that’s still a thing), YouTube, SlideShare, blogs, online communities, websites and that guy you met on the plane who wants you to know his Candy Crush scores. or follow me on Twitter @bizmkter. Hey kids, want to shoot your leads right to the bottom of the funnel just like that? But wait, there’s more. Uh oh.

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

B2B Marketing Unplugged

Consumers are chatting at book club, or asking their neighbours for recommendations and then they’re consulting Yelp, Facebook, Twitter, Jane’s list and the Blognogracy. or follow me on Twitter @bizmkter. Gentle 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. Related Posts.

Unique Selling Propositions Are a Myth

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. My friend Sam was recently turfed out of his cushy corporate job and is currently spending his days taking unemployment lessons at an outplacement firm. Inspired by the session on entrepreneurship, he’s decided to start up a lawn care company and called me for help with his homework. “I need a unique selling proposition” , he said. Why?” I said.

Twitter Truth #2: Sometimes You Need to Shut Up

B2B Marketing Unplugged

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. Sometimes the best Twitter strategy of all is to zip it. Time for a few teachable moments: Amy’s Baking Company, a restaurant so awful even Gordon Ramsay walked away, got mad at the universe on Twitter.

Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. 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. Last week we saw the clear relationship between good CEM and good corporate performance.  We can chalk up at least a bit of this to the value of the brand itself.

Ask Customers What They Want to Say, Not What You Want to Hear

B2B Marketing Unplugged

or follow me on Twitter @bizmkter. Here’s a riddle: what smells a bit like a barnyard and gobbles? Our American friends, who are still scraping gravy off the TV screen will be forgiven for guessing the obvious, but if you said a marketer with a fresh pile of data, you would also be correct. We marketers love to gobble data. We’re really not all that picky. My goodness. The disconnect?

Social Media is Not the Telex Machine

B2B Marketing Unplugged

Apparently it was an early form of Twitter only with more characters and an important sounding noise. or follow me on Twitter @bizmarkter. About a thousand years ago, when I took my first job in the corporate world, my boss’s secretary gave me a little tour.  We saw the Corporate Overlord floor , we saw the typing pool (yes, those were real). Best steer clear.”. ” I asked.