October, 2011

When social media destroys a career — The business case for being a fake

grow - Practical Marketing Solutions

A guest post by {grow} community member Leslie Lewis. Leslie Lewis is not my real name. You don’t need to know my real name, and you may never know it. Here’s why. I’ve worked in social media since 2005, and I knew I needed a tightly controlled message and presence online.

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.

Trending Sources

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.

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The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

More Trending

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.

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.

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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.

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.

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.

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.”

The business case for Facebook, in one sentence

grow - Practical Marketing Solutions

What is the most-debated question in social media today? One candidate is, “Should my company have a Facebook page?” ” The tension comes from several angles. It could be due to: The company is not culturally-ready to deal with comments from real people.

12 Internet Trends You Need To Know From Mary Meeker

B2B Marketing Insider

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.

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.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

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

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.

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.

Buyer Perceived Value (BPV) Scorecard: Qualifying and Quantifying Value

Tony Zambito

Image by J. McPherskesen via Flickr As a follow-up to the article Influence of Buyer Perceived Value (BPV) on Buyer Behaviors and Decisions, offered is a perspective on how to implement a scorecard approach.

A glimpse of the next generation of social media entrepreneurs

grow - Practical Marketing Solutions

By Neicole Crepeau, Contributing {grow} Columinst. One of my children attends a private school that is offering a new class called “The Evolution of Society.’ ’ I recently had the opportunity to sit in on this class and if the kids in this course are any indication, watch out!

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Why SEO Is The Key To Successful Marketing

B2B Marketing Insider

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.

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Financial benchmarks for B2B marketing agencies

The B2B Research Blog

Are you normal? . As a business I mean. . If you’re running a B2B marketing agency do you really know how your firm performs relative to competitors? It’s tough to answer this question with confidence. After all, your competitors only share the legal minimum of information about performance. Information which is also usually opaque and outdated. . Despair not though. The 2011 B2B Marketing Agency League Table , compiled by B2B Marketing Magazine and Circle Research , fills in the gaps. .

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.

Social Media Data: Time to Embrace it

Buzz Marketing for Technology

There is not a day that goes by in the life of a marketer that doesn’t have a headline that reads, “marketers struggle to find the ROI of social.” It is as if marketers are chasing down a unicorn that exists only in their imaginations.

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.

How Buyer Perceived Risks (BPR) Affects Buyer Behavior and Purchase Decisions

Tony Zambito

Image by IceSabre via Flickr The notion that perceived risks influences purchasing behavior has been around for quite some time.

Are there any ethical bloggers left out there?

grow - Practical Marketing Solutions

With your kind support, {grow} has become a fairly popular blog. With this distinction, I’m deluged with requests to do sponsored posts (companies offering to pay for their promotional content to show up as a blog post).

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

B2B Marketing Insider

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.

3 Steps to Making Change Happen

Modern Marketing

by Jesse Noyes | Tweet this People don’t change, right? This fundamental assumption is often what stops potentially great marketers from seeing success. How could we ever convince anyone to change their entrenched habits?

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Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

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.

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.

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).

7 Ideas for Advanced Social Media Education

grow - Practical Marketing Solutions

For the past three years I have been teaching college or graduate level classes in social media marketing. Executives are clamoring for the next level of education in this area and so I’ve been wondering … what would an Advanced Social Media Class look like?

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.