| | | Marketing to Business Executives Blog | |  Work | 13 articles |
| Page 1 of 1 | Previous | Next | MARKETING TO BUSINESS EXECUTIVES BLOG DECEMBER 5, 2011  Top Eight Reasons B2B Marketers Use Content Curation True, the search traffic often goes to the microsite used to feature the curated content (which of course also includes your company’s best work). Marketers view content curation as a social as well as a content initiative. Reason 2: Because curated sites draw search engine traffic, they aid SEO strategies. Visitors often click through to the company website. | MARKETING TO BUSINESS EXECUTIVES BLOG JANUARY 19, 2011 Ten Use Cases for Content Curation in Marketing Marketing to Business Executives Blog B2B Marketing Strategies that Work Home About Home > Content curation , Content marketing , Social media management , Thought leadership > Ten Use Cases for Content Curation in Marketing Ten Use Cases for Content Curation in Marketing 01/12/2011 Marketing to Business Executives Leave a comment Go to comments Content curation offers the promise of addressing both information consumers’ and marketers’ challenges in taming the flood of digital information. But as I look at the vendor landscape it is apples and oranges. Reduce costs. | | | | | |
| MARKETING TO BUSINESS EXECUTIVES BLOG JUNE 24, 2011 Number One in Social Business And managers, who had been spending half their time handling surprises, gained valuable work time. At Enterprise 2.0 this week in Boston, I found a few inspiring moments amid all the activity. I particularly liked the opening keynote presentations by John Hagel from Deloitte on the first day and Lee Bryant of Headshift on the second day. The big takeaway…my number one in social business: it all starts with a problem that needs to be solved…and that you can affect. Hagel described a simple metrics-based path to finding the right problem to address. and enterprise 2.0. | MARKETING TO BUSINESS EXECUTIVES BLOG DECEMBER 9, 2011 Finding the Information You Need Quickly, Reliably and Cost-Effectively At work, the priority may be to stay up to date on what the boss looks at each day or the activity stream related to a particular project. The curators must be equipped with technologically sophisticated tools that make their work quick, easy, and reliably executed. Someone raised the question on Quora a month ago: Would most users rather have content delivered to them based on interests or by their social connections? ” Then Romain Goday of Darwin Ecosystem laid out five different approaches to content curation : Expert approach: curators. Crowd approach: popularity. | | MARKETING TO BUSINESS EXECUTIVES BLOG JANUARY 14, 2011 Sorting through content curation options Marketing to Business Executives Blog B2B Marketing Strategies that Work Home About Home > Content curation , Content marketing , Lead management , Marketing technology , Social media management , Thought leadership > Sorting through content curation options Sorting through content curation options 01/13/2011 Marketing to Business Executives Leave a comment Go to comments Let’s say you are serious about establishing a thought leadership position in an area of keen concern to your customers. There are dozens of content curation tools out there. Let me know what you think. | | | | | | | |
| - New Research on Why CRM Fails…Also Lessons for Marketing Automation
“Hard work and commitment are what it takes to develop marketing capabilities…far from being a black box (marketing capabilities) can be developed through conscious, goal-directed learning by those responsible for CRM.&#. MIT Sloan Management Review (Spring 2011) published new research on CRM in an article titled, “Why CRM Fails and How to Fix It.&# This is fantastic reading; truly an energizing piece pointing to down-to-earth advice. The four key insights that the authors drew from their research are equally applicable to marketing automation. Back to the article. MORE >> -
 Games as Content in B2B Marketing
Your work never fails to impress me. Marketing to Business Executives Blog From Insight to Action in B2B Home About Home > Buyer behavior , Content marketing , Customer knowledge , Games in B2B Marketing , Thought leadership > Games as Content in B2B Marketing Games as Content in B2B Marketing 02/22/2011 Marketing to Business Executives Leave a comment Go to comments Bob Johnson at IDG Connect sent me a brief on using games for B2B marketing. I felt as if they had broken the silence on this marketing approach in B2B until I took a look around the web. I’m sold. Thanks. MORE >> - 5 Reasons for Low Adoption of Marketing Technology and How to Move Forward
Moving forward in this mostly uncharted territory requires important business skills: the leadership to work effectively across functions in the organization, the knowledge to plan a technology strategy , the judgment to reengineer processes and train/recruit the right team, the focus to engineer activities to support business objectives , and the analytical skill to keep finding ways to improve outcomes. Hence, low adoption rates of marketing technologies can’t be explained by lack of availability of appropriate solutions. Progress Lack of, or delayed, IT support. MORE >> - Marketing: The New Finance…with a technology ecosystem to support it
Workflow, collaboration, and sharing: facilitating and securing the planning and execution of marketing’s work in multiple locations, roles, and organizational units. At the Adobe Omniture Summit 2011, Aseem Chandra, Vice President of Marketing for the Omniture Business Unit, referred to marketing as “the new finance” because it can now measure the pulse of the business in a way that only finance could have in years past. Think about it. Finance tracks the value chain of the business. It’s important, but mostly inward facing. Do you agree? What would you add? MORE >> - Content marketers: throw out your editorial calendar!
Didn’t you just pay a consultant a lot of money to get you into the discipline of working through the calendar? . The first recommendation in Accenture’s publication, Social Media: Rewriting the Rules on Content Management , is to throw out your editorial calendar. Shocking! Shocking! Isn’t the editorial calendar the tool you use to keep a regular flow of relevant content moving out to constituents? Doesn’t it drive your budget, assignment, and approval cycles? Accenture’s point is that editorial calendars are based on push rather than pull marketing. MORE >>
- B2B battleground for content curation « Marketing to Business. MARKETING TO BUSINESS EXECUTIVES BLOG | WEDNESDAY, FEBRUARY 9, 2011
- Evidence:the heart of your business (and marketing) plan. MARKETING TO BUSINESS EXECUTIVES BLOG | TUESDAY, FEBRUARY 15, 2011
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