July, 2009

Annoucing a new family member

B2B Lead Generation Blog

I seldom write personal posts but I'm making an exception to share my joy. Lydia Faith Carroll was born on 7/8/09. She is 7lbs 6oz and 19 inches long. Mindy and Lydia are doing great! Lydia getting some rest : ). Our first family photo with Lydia. A happy family of five!

what's your marketing approach?

The Effective Marketer

an interesting post by steve johnson talks about marketing not being a list, but rather an approach to solving customers problems and helping buyers to buy. as marketers, we sometimes fall victims of the routine day-to-day tactical

Trending Sources

B2B PPC Optimization: Thought Leadership with Terry Whalen of CPC Search

Modern B2B Marketing

The next interview in the B2B Marketing thought leader interview series is with Terry Whalen, a partner at CPC Search , a full-service SEM agency that optimizes PPC campaigns on behalf of its clients. This interview is focused on search engine marketing as it relates specifically to B2B. Prior to running CPC Search, Terry led marketing initiatives at Citrix’s GoToMyPC, and before that he received his MBA from UC Berkeley’s Haas School of Business.

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Participating in B2B Marketing Zone

B2B Marketing Zone Posts

There are several ways that you can participate in this content community. Subscribe. There are two main feeds for the site: Best Of - this feed will consist of posts that are limited in number and point to the content that is the best stuff based on social signals. It will also contain a few posts that are updates on this topic hub. We highly recommend subscribing to this feed even if you subscribe to the Full Feed. Full - this is a feed of all of the content coming into this topic hub.

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Increase Marketing ROI 10X and Prove It

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

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Buyers Increase Use of New Info Sources

WriteSpark

Buyers involved in large purchase decisions are more hungry than ever for information resources, according to an article published by Marketing Sherpa. The resources with the highest levels of increased usage (20% or more): . Virtual events. Search engines. Business news and information websites.

Why You Don't Date Inbound Marketers [Cartoon]

Smashmouth Marketing

Jill is going back to the Outbound Marketers when it comes to dating. Who do you date? Inbound or Outbound? inside sales

Time to Replace your Online News Room with Facebook!

Buzz Marketing for Technology

Back in October of 2007 at a MarketingProfs conference I remember listening to a panel on how someone used a blog as their online news room.

Do Automated Twitter Tools Game Social Networking?

B2B Marketing Traction

This week I met with Jeff Hayes of The Vector Group, who is working with me to create a plan to measure and reduce my carbon footprint. As usual we talked about blogging and Twitter. Jeff mentioned that it would be great to highlight

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2017 CMO Survey

The 2017 CMO Survey can provide you with the latest insights into marketplace dynamics, spending, and trends.

Are You Old Enough for Inbound Marketing?

LeadSloth

The tech industry is known for inventing new names for existing things, mainly to promote their own company. Great for them, but bad for customers: there’s always so much confusion about these new terms (earlier I wrote about the confusion around Demand Generation and Sales 2.0 ).

The Difference Between Drip Marketing and Closed Loop Marketing

Modern B2B Marketing

These terms, often used interchangeably, are different approaches to how you nurture your prospects.    While they often imply use of email and online marketing, they have been used to improve the success of marketing efforts long before today’s marketing technologies were available.

Terrific Resources for Customer Reference Professionals

WriteSpark

If you develop customer case studies, success stories, or references, you'll want to explore the excellent resources offered by the Customer Reference Forum.

Inbound & Outbound Marketing Mix - Poll Results

Smashmouth Marketing

Last week we conducted a poll on LinkedIn where we asked: Inbound Marketing & Outbound Marketing - what is your mix for lead gen? Mostly Inbound Mostly Outbound Both Equally Inbound Only Outbound Only The complete results were published today on the DemandGen Reports site.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Forget Audience Segmentation – Segment by Conversation!

Buzz Marketing for Technology

Back in December of 2007 Forrester published a method for creating a Social Media Strategy called the POST Method.

Why Brand Impressions on Facebook are Way Better than Email

B2B Marketing Traction

I recently compared the brand impression that I get from a company that I subscribe to via email versus on Facebook. The Greenopia emailed newsletter comes to my Microsoft Outlook, and I can scroll through it and view (in a cramped

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Four reasons to stop measuring marketing

Chris Koch

It’s time to declare marketing metrics a failure once and for all. ITSMA research has long showed that when we do it at all, we do it poorly. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale. So we should just stop.

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Hubspot Offers Small Business Marketers a Big Bundle of Features

Customer Experience Matrix

Summary: Hubspot offers a bundle of Web traffic generation and lead management features in one low-cost package. Small businesses willing to invest some effort should be pleased with the results. Yesterday’s post described one strategy to sell marketing automation to small businesses: provide a specific, turnkey service that requires virtually no skill or effort from the user.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

Free Trials Aren’t What They Used to Be

LeadSloth

An important aspect of Demand Generation are the offers: what will your prospects register for? A popular offer for software vendors is the free trial. I read an interesting article on the decreasing effectiveness of free trials as a lead generation tool in the DemandGen Report.

ROI 2

Leads Don't Suck - Good Leads Are.

Smashmouth Marketing

When I was on my conference road trip this spring, I heard publicly, from speakers and audience alike the same comment, "Leads Suck". I was suprised that I heard such a jarring statement at multiple venues, but I did. Is it a common trend across the b2b industry?

Why you need to build your Social Capital?

Buzz Marketing for Technology

So over the last few blog posts we have looked at ways in which websites will provide you with a very different web experience today and over the next 24 months.

Recession Accelerates Marketing Trends Caused by Disruptive Technology

B2B Marketing Traction

Forrester Research reports that 71% of Chief Marketing Officers (CMOs) have cut budgets. Most of the reduction is in traditional marketing: 61% in TV, Radio and Magazine advertising and 52% in direct mail. Email has been cut 11% and

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

Four reasons to stop measuring marketing

Chris Koch

It’s time to declare marketing metrics a failure once and for all. ITSMA research has long showed that when we do it at all, we do it poorly. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale. So we should just stop.

ROI 2

Helmsman Shows How To Serve Small Business Marketers

Customer Experience Matrix

Summary: Helmsman Marketing offers turnkey marketing campaigns for small business. It's a great way to meet their needs, but probably not the model that will ultimately prevail in small business marketing automation. I’ve spent a lot of time recently talking to marketing automation vendors hoping to sell to small businesses. They all seem to think this market is under-served and therefore open for them to dominate.

Why Free Trial Offers Aren’t Always the Best Choice

The Point

There’s a great article (and not just because I’m quoted) in this week’s Demand Generation Report describing how marketers are actively seeking alternatives to the free trial offer. As I say in the article, free trials have become popular – too popular, in my opinion – as offers, because they’re perceived to be the shortest route [.].

Why You Don't Date Inbound Marketers [Cartoon]

Smashmouth Marketing

In response to Hubspot's Cartoon post today: Jill is going back to the Outbound Marketers when it comes to dating. Who do you date? Inbound or Outbound

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Ways to spend your Social Capital

Buzz Marketing for Technology

If you read the last two blog posts on Social Search could it be a Google Killer and When is Amazon go Social , you would begin to get a glimpse of the web in the next 24 months.

How to Choose a Web Development Company

B2B Marketing Traction

A friend who is starting a new company contacted me recently for a referral to a web development company that could create a great web site but not break the bank. Choosing a web development company is difficult for most businesses

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We need an app for that

Chris Koch

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., using data to determine and predict customer buying patterns. Only 50% of marketers in our survey said they had analytics programs, and of these, few were focused on predicting behavior; most were simply reporting past behavior.

Entiera Offers Consumer Marketing Automation Software as a Service

Customer Experience Matrix

Summary: Entiera is a sophisticated consumer marketing automation system, offered as a service and at a lower price than conventional competitors. Entiera Insight is a marketing automation system primarily for companies that sell to consumers. I’m highlighting this because most of my recent posts have been about B2B marketing automation (demand generation) systems, and the two types of systems are quite different. This means I apply different standards to evaluate them.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.