January, 2010

The 4 C’s of B2B Marketing

Buzz Marketing for Technology

We’ve all heard about the four P’s of marketing. Product. Price. Placement. Promotion. The four P’s were created mainly to describe the ideal “marketing mix&#. The term “marketing mix&# became popularized after Neil H.

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5 Outbound Calling Best Practices

Smashmouth Marketing

Dialing the phone all day is a task. I have one guy who calls it panning for gold. He'll say he just swished the phone 20 times, found 4 shiny objects and none were gold. Then an hour later he'll yell "Eureka!" when he does successfully set an appointment.

Trending Sources

Create a 1-Page Marketing Plan

B2B Marketing Traction

Tweet. I like working from a one-page marketing plan for my clients and for my own business, whether or not we have a multi-page written plan as well.

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Top 20 CRM Blogs of 2009

B2B Lead Generation Blog

Forecasting Clouds ranked the top 20 CRM blogs based on their content, readability and frequency of posting. I'm honored to have been included on the list. As I read over the list of blogs, I discovered some new ones worth reading along with a number of bloggers I already follow. Here's a partial list of the CRM blogs on their list: PGreenblog and CRM: The Conversation – Paul Greenberg. Beagle Consulting Blog – Denis Pombriant. Brent’s Social CRM Blog - Brent Leary. Think Customers: the 1 to 1.

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts.

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Lead Gen Tips from Yogi Berra

Smashmouth Marketing

Yesterday I was using ConnectAndSell as a training tool and had one of our BDRs (Business Development Reps) live and working a list and three others listening in and critiquing. This, btw, is one of the many benefits of ConnectAndSell. You can train with 5-10 pitches in an hour versus 1 or 2.

B2B Ads From the Past

Sales Lead Insights

I always find it interesting to take a look at the work done by our predecessors in B2B marketing. In post in Jackie West’s UK Industrial Marketing Blog , she mentions Richard Stone’s Insights into PR and Online Marketing blog post where he links to The Vintage Ad Browser.

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LinkedIn for lead generation - Are You the Missing Link?

B2B Lead Generation Blog

It takes time and commitment, but LinkedIn has become ideal venue to nurture relationships and generate new leads, especially for sales people involved in a complex sale. On that topic, I wrote an guest article for MarketingProfs, titled " 10 Tips for Using LinkedIn to Generate Leads." MarketingProfs decided to make it a "premium article" so it's available only to paid subscribers. You can read some of the ideas I shared in this summary article published by MarketingProfs.

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Marketing Automation Trends for 2010

LeadSloth

2009 was the year in which Marketing Automation really took off. Several new vendors appeared on the market, many existing vendors experienced rapid growth, and Marketing Automation as a term gained popularity among B2B marketers. In this post I want to focus on the trends in Marketing Automation for 2010. I have asked many of the vendors, consultants and thought leaders to give their opinion. The response was overwhelming: see below for all 18 (!) predictions.

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Make No Mistake: How Worst-Practices Derail Successful ABM Efforts

This Quick Study Slide Show from Node identifies the common mistakes of ABM executions and offers practical advice to help teams avoid them.

There is only one objective in social media: create learning networks

Chris Koch

There is too much wringing of hands and gnashing of teeth about social media objectives and strategy these days. We all assume that our organizations are unique and that we must devote great sums of time and money to figuring out what our particular motivation is for social media and how we will carry it out. We’re wired as humans to believe that we are each unique and different—indeed, this perception shoulders the bulk of our self-esteem. And yes, we are all unique. A little.

Sharing is how you build a Brand

Buzz Marketing for Technology

In a recent BusinessWeek article featuring Tony Hsieh from Zappos – they closed with a quote from Tony “Sharing is how we build our brand.&# And I couldn’t help but agree.

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Best of 2009: Social Media Marketing, Part 1

Webbiquity

With the rapidly increasing use of social media tools for marketing and PR comes growing pressure to demonstrate results. But what metrics are really most appropriate for social media measurement? How can you monitor everything that’s being said about your company, competitors and key industry topics across the social media landscape without spending a fortune on monitoring software?

Introducing Seed Nurturing

Modern B2B Marketing

One thing you'll notice about most lead nurturing campaigns is the fact that they usually take place after prospects land on your site and enter your database. However, what happens when qualified prospects visit your site or social media sites anonymously where you don't necessarily have their names or e-mails? This is where seed nurturing comes into play. Seed nurturing is the process of building relationships with qualified prospects before you have their contact information.

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

Demand Gen's State of The Union Address - If Obama Were a Marketing/Sales Exec

Smashmouth Marketing

Last night I heard a few sound bites in Obama's State of the Union Address that brought to mind what I hear from sales and marketing folks daily. So here are a few interpretations had the president been talking about Demand Gen. "We We do not give up. We do not quit.

ClickInsights: Social Media Marketing in 2010

Ambal's Amusings

How will social media marketing evolve in 2010? We have invited 2 Social Media Icons - Pam Brossman and Chris Garrett - to shed light on the following question: "What do you foresee as the biggest change that will happen in social media marketing in 2010?

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How much do you “charge” for your content?

Chris Koch

Image via Wikipedia. Okay, so it’s difficult to actually pull money out of buyers for your marketing content (though there are rare exceptions: McKinsey has been doing it for years with the McKinsey Quarterly). Yet while generally we can’t put a price tag on our content, we do charge for it.

Why is Google Scared and What it means for B2B Marketing!

Buzz Marketing for Technology

At a recent dinner with a buddy of mine from Microsoft (who helped launch Bing) – I learned a lot more about the search market and a very important trend that can effect the future of B2B Marketing.

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts.

5 Marketing Automation Email Tips

Anything Goes Marketing

I have the pleasure of welcoming a new bunch of Eloqua team members who we start off with a boot camp here in Toronto so they get to know each other and the rest of the company.

Buyer Persona 2.0 – Part 3 - Understanding Buyer Goals

Tony Zambito

In this segment of the Buyer Persona 2.0 series I would like to talk about an often overlooked aspect of buyer personas.   When it comes to finding the disruptive edge in B2B sales and marketing, understanding and leveraging buyer goals is paramount.

Social Media Marketing Tips from the Experts: Rick Burnes

Webbiquity

Late last year, I sat in on a couple of social media marketing webinars from two of the best: Rick Burnes , Marketing Manager at HubSpot , and Chris Abraham of Abraham Harrison , along with Sally Falkow of Expansion Plus. Here are some of the key takeaways on using social media effectively.

ClickLaunch: Seth Godin's Linchpin

Ambal's Amusings

What is a linchpin? Dictionary defines linchpin as - A locking pin inserted in the end of a shaft, as in an axle, to prevent a wheel from slipping off. Seth Godin has titled his new book as Linchpin (referring to a person). Who are Linchpins ?

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.

Why the volume and quality of interactions with customers has to pass for social media ROI

Chris Koch

Image by LollyKnit via Flickr. I wish I could say that social media leads to sales. I really do. But I can’t. And I haven’t encountered anyone else who can either, have you? So when we think about social media ROI, we need to make a leap of faith.

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Bye Bye, Advertising Madmen. Hello, Marketing Nurturers.

B2B Marketing Traction

Tweet. Many of us are pretty enamored with the television series Madmen , with its portrayal of advertising industry “madmen” who worked at the agencies behind the scenes, smoking incessantly, fueling their creativity with gallons of alcohol, and relieving stress with illicit affairs.

The 4 P’s to Social Media Marketing

Buzz Marketing for Technology

Ok ok – based on the great response I got from my readers on my last blog post The 4 C’s of B2B Marketing I thought I would try to apply the same principle to Social Media Marketing. Frankly, I have been brewing this post for a while now and its time to let it loose.

Kynetx Lets Marketers Customize User Experience Across Web Sites

Customer Experience Matrix

Summary: Kynetx lets marketers enhance and coordinate user experience across multiple Web sites. It’s so different from site-based Web personalization that the possibilities can be hard to grasp. But I think they’re substantial.

30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.

Content Marketing Trends and Predictions for 2010

Webbiquity

What does 2010 hold for content marketing? ClickPredictions: Key Content Marketing Trends and Predictions for 2010 , an intriguing ebook just released by Marketo and ClickDocuments , attempts to provide some answers.

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ClickPredictions: The Birth of a Meaningful Marketing Model

Ambal's Amusings

We asked Bob Gilbreath "What are key marketing trends and predictions for 2010?

Why NOT to Publish an Audio or Video Transcript

WriteSpark

This may be marketing heresy today, but I much prefer to read an online article or transcript than to watch a video or listen to a podcast. In part it is because as a writer, I certainly have a bias for the written word.

Why B2B Marketers Should Drink the Inbound Marketing Kool-Aid

B2B Marketing Traction

Tweet. What is Inbound Marketing and why is it important to B2B marketers? A couple of years ago, my answer to this question would have been, “I have no idea.” ” Today I’m certified in this specialty. Why did I do it?

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9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.