October, 2011

B2B Marketing Traction

Marketing’s Perfect Storm: Copywriting, Optimization & Technology

B2B Marketing Traction

There’s a perfect storm brewing in successful marketing campaigns these days, and there are three key components: great copywriting, optimization, and use of technology.

What if There Were Nothing As Sure As Marketing, Death and Taxes?

B2B Marketing Traction

…and Marketing? What if marketing were regulated the way taxes are? Would the world be a different place? As another tax deadline looms I’m reminded of this question that often comes to my mind. What if marketing were regulated and legislated like taxes?

Trending Sources

Why I Hate Fear-based Selling….

B2B Marketing Traction

I hate fear-based selling. You know, the kind where the seller lets you know one way or another that if you don’t buy their product or service you’re going to lose out.

How Dare You Call That Article a Whitepaper?

B2B Marketing Traction

If I see another online article masquerading as a whitepaper, I think I will scream! It is not OK to slap a few paragraphs together, upload the finished document, and invite visitors to your website to “Download Our Whitepaper.” ” It happened a few years ago.

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.

B2B Marketer: Are You a Hedgehog or a Fox?

B2B Marketing Traction

In business there are hedgehogs and there are foxes. I believe the concept applies to marketers, too. In the book Good to Great , Jim Collions wrote that great companies acted more like hedgehogs – simple, dowdy creatures that know one thing and stick to it.

What Do I Spend on My Marketing Budget? Part 1

B2B Marketing Traction

Blog entry excerpted from the Marketing chapter written by Jennifer Beever in The Book on Business from A to Z. Business owners and marketing managers often ask how to figure out what their marketing budget should be. Here’s a classic marketing consultant answer: “ It depends.

Fuel Your Online Marketing Machine with Dynamic Content

B2B Marketing Traction

Does your online content make your phone ring? It did mine recently – I received a call about a post I did in 2009 from an executive at a financial services company on the East Coast.

You Paid for More Traffic to Your Website – Now What?

B2B Marketing Traction

If you’re a business owner, chances are you’ve spent a lot on online marketing. You invested in a great corporate website. Then you paid for search engine optimization (SEO) and perhaps Pay-Per-Click Advertising (PPC). You got traffic, but did you get results?

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.

5 Ways Social Media Can Drive Revenue

Modern Marketing

by Steven Woods | Tweet this There’s no doubt that social media has been a disruptive force on B2B marketing. Yet, many marketers struggle with how to use social media to go beyond awareness, to actually drive revenue. I’m here to tell you it’s not magic.

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. Thinking in those terms, Beanstalk Data is a tasty morsel.

10 Commandments of Email Copywriting

The Point

Thou shalt not direct people to “Learn More.” ” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? Thou shalt tell people What, Why, and How.

Email 87

Social Media Marketing and Darwin: Evolution or Irrelevance

Buzz Marketing for Technology

“If you don’t like change, you’re going to like irrelevance even less.” ” – General Eric Shinseki, former U.S. Army Chief of Staff. The media landscape has evolved tremendously over the last quarter century.

How to Improve Your Marketing Automation ROI

Sales Lead Insights

Effective B2B marketing processes plus automation yield outsized returns.

ROI 82

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.

The 3 P’s of B2B Lead Generation: People, Process, Platforms

NuSpark

When people ask me what I do, I usually give them my standard 15-second commercial; generate quality inbound leads and shorten sales cycles via lead generation, lead nurturing, and content marketing. I am also active on Google Plus.

The 3 P’s of B2B Lead Generation: People, Process, Platforms

NuSpark

When people ask me what I do, I usually give them my standard 15-second commercial; generate quality inbound leads and shorten sales cycles via lead generation, lead nurturing, and content marketing. I am also active on Google Plus.

Why Your Marketing Needs Real-Time Data

Buzz Marketing for Technology

Another Advertising Week in New York is upon us and so far I have seen some great presentations from companies like Facebook, LinkedIn, Twitter, Quantcast, comScore, and even Yahoo! However, if there is one thing that is becoming painfully clear to me is the need to be relevant to your audience – whether you are advertising to them, being social with them, or just creating the right kind of conversations about your brand.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective.

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.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective.

Is Blogging Right for my Business? The Benefits of a Business Blog

NuSpark

The strategy of blogging, especially from a b2b perspective, can be somewhat misunderstood. What are your goals? Thought leadership, SEO, lead generation? How do I get people to read it? How to I build subscribers? Are my audiences really interested in my thoughts? So I thought I’d raise the question on the benefits of blogging to the NuSpark Marketing content alliance team, and get their reaction to the following question. “I’m

5 ways to use social media for solution marketing

Buzz Marketing for Technology

It’s easy to get caught up in the buzz, and the hype, around social media. I’ve been working with many B2B companies to help them figure out when and how to use social media in their business. The answer is always a bit different depending on the product or service.

7 reasons why social media success has nothing to do with social media

Chris Koch

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. But they call it “financial services” for a reason: They have all of the same struggles as technology services companies—with the added complication of tons of regulatory requirements.

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.

B2B and B2C Marketing Automation: Understanding the Differences

Customer Experience Matrix

As you might have guessed from my recent list of B2C marketing automation systems , I’ve recently been spending some time helping consumer marketers to select vendors. This is more a return than a departure: although I’ve written mostly about B2B systems for the past few years, my earlier work was largely in consumer marketing. Like any traveler, I’ve returned home with some new perspectives. Here are some observations - consumer marketers have to build databases; B2B marketers don’t.

B2C 69

Content Will Not Be King

Digital B2B Marketing

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown.

12 Internet Trends You Need To Know From Mary Meeker

Marketing Insider Group

Every year I look forward to the amazing insights provided by Mary Meeker at the Web 2.0 Summit. Mary moved from Morgan Stanley to join the venture capital firm Kleiner Perkins.

What is Web Presence Optimization, and Why Should I Care?

Webbiquity

Web presence optimization (WPO) is the art and science of being found online. As indicated in the masthead of my blog, it has both an explanational definition (The fusion of SEO, search marketing, social media, reputation management, content marketing and social PR) and a reasonal one (Being omnipresent on the web for the search phrase that uniquely describes you or your organization.) It’s the evolution of search engine optimization (SEO), or alternatively, SEO on steroids.

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.

Swabbing the Decks of the Titanic: Why You Should Learn Programming

B2B Memes

Last week journalism professor Matt Waite wrote a blog post worrying about the typical defeatist reaction of journalism students when faced with a coding challenge, whether in HTML, JavaScript, or other language: “I can’t do this,” they tell him. This is impossible. I’ll never get this.”

5 Reasons Content Marketing is Getting Harder

Writing on the Web

I hate to be a purveyor of gloom, there’s too much of that around these days. But I’ve been thinking about this and want to share my thoughts with you. Here are some reasons content marketing is getting more challenging. There exists: A shift away from focusing on your products and services (what you know well). A shift towards the reader/customer and their needs (what you may not know very well). A business environment that is changing rapidly (what is unknown).

Why SEO Is The Key To Successful Marketing

Marketing Insider Group

Everyone uses a search engine! And yet, not everyone in marketing understands the difference between SEO, PPC, metatags and keywords. SEO stands for Search Engine Optimization. PPC stands for Pay-Per-Click.

SEO 95

Does integrity make you a social media loser?

Chris Koch

In three plus years of tweeting, I’ve picked up what I perceive to be the general etiquette for engaging on Twitter. I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. I’ve rolled all that up into an approach that I doubt constantly. I don’t seem to be alone. Lots of people seem to be having Twitter identity crises these days.

9 Experts Rethinking Demand Generation

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

Survey: 71% of CMOs Feel Unprepared For Today’s Market

Marketing Insider Group

As CMOs go full-force into planning mode for their 2012 marketing strategy , a recent report suggests that they are ill-prepared for the changes taking place in the larger business world. This is according to the Global Chief Marketing Officer survey from IBM.

Have The Right Content. Help Your Buyers. Get More Customers.

Marketing Insider Group

I have been struggling with this dilemma for months. When you talk to most marketers and even the majority of business people, they get that the web , social media , mobile devices and the content we place on these channels are all important factors in driving real business results.

8 Guaranteed Ways to Increase Social Media Reach

Hubspot

For most businesses, generating leads is the ultimate benefit of creating and maintaining a social media presence. But first things first.

Do You Know The New 4 Ps of Marketing?

Marketing Insider Group

Marketing has changed drastically since I started almost 18 years ago. And if you speak to senior marketers and advertising agency heads they will generally agree that finding and keeping talented marketers is one of their toughest challenges.

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation.