September, 2011

Chris Koch

9 attributes of the best thought leadership content

Chris Koch

Some time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. The best thought leadership pieces are bold and attack conventional wisdom.

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The 2 questions on every buyer’s mind

Chris Koch

At any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Here’s why: Marketers who do this are more successful. In ITSMA’s Thought Leadership Survey, marketers with formal thought leadership processes segment their ideas this way 95% of the time.

Trending Sources

Is Twitter “social?”

Chris Koch

Majority opinion seems to be that Twitter isn’t really a social platform it’s a broadcast medium. A study by Yahoo Research found that 50% of tweets are generated by an “elite” group of 20k users and that those users tend to follow one another rather than branching out—what many refer to as the social media echo chamber. For these reasons, pundits say that Twitter isn’t much use for reaching B2B customers.

9 attributes of the best thought leadership content

Chris Koch

Some time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. The best thought leadership pieces are bold and attack conventional wisdom.

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.

Social Media is Lowering Our Content Standards

Digital B2B Marketing

Sharing has ceased to be an endorsement of the quality of content. Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling.

50 (of the) Best Social Media Guides, Tips and Insights of 2011 (So Far)

Webbiquity

Social media marketing has gone well beyond the hype stage and is now mainstream business practice. Still, questions remain: how do I use social media most effectively across the enterprise? Which social media monitoring tools should I use? What should I monitor for?

Measuring the Immeasurable

Paul Gillin

My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion. it also got me several e-mails from companies that claim to have built a better mousetrap than Klout.

The New 4 P’s of Marketing

Modern Marketing

by Brian Kardon | Tweet this You know the saying: You go to college for an education, and then spend years trying to un-learn everything you were taught. It’s hard to name a field that has faced as much disruption and change as marketing.

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.

Why Salespeople Hate Most White Paper Leads

The Point

How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? Wrong. It’s the offer.

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Influence of Buyer Perceived Value (BPV) on Buyer Behavior and Decisions

Tony Zambito

Image by Will Lion via Flickr In my recent article, Buyerology: The New Science of Understanding Buyer Behavior, I introduced the concept of Buyerology and the need for a renewed focus on understanding buyer behavior in the Social Age.

Integrating RSS Feeds, LinkedIn, Facebook, Twitter, and Google+, a Primer for Managing your Social Media Time Efficiently

NuSpark

I’m taking a break from the usual material on lead generation strategy and tactics to do a post on managing my social media time. If you’re like me (and if you’re not, read this anyway), you’re looking for ways to monitor social media and blog feeds without jumping around to multiple platforms. We’re all busy, and am sure we have our own methods to monitor, share, and comment on the tweets, posts, blogs, and updates we receive each day.

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Integrating RSS Feeds, LinkedIn, Facebook, Twitter, and Google+, a Primer for Managing your Social Media Time Efficiently

NuSpark

I’m taking a break from the usual material on lead generation strategy and tactics to do a post on managing my social media time. If you’re like me (and if you’re not, read this anyway), you’re looking for ways to monitor social media and blog feeds without jumping around to multiple platforms. We’re all busy, and am sure we have our own methods to monitor, share, and comment on the tweets, posts, blogs, and updates we receive each day.

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The Blog Tree: New Growth. Fruit for Your RSS Feed [Infographic]

Modern Marketing

by Joe Chernov | Tweet this A couple weeks ago, I attended Content Marketing World , where I presented on the business value of infographics. Although the conference was chock full o’ content marketing goodness, one line rang most loudly: “You’ve gotta go through the eyes to get to the brain.”.

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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.

What is Thought Leadership and Why Do you Need It?

Marketing Insider Group

These were some of the questions asked recently at the #profschat back on September 16 th by @MProfsEvents and the good folks @MarketingProfs.

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What Moneyball Teaches Digital Marketers About Winning

Buzz Marketing for Technology

“Adapt or Die” – Billy Beane.

E-Books: The Next Front for Journalists in Transition

B2B Memes

Over the weekend, I read a couple of blog posts that highlighted for me the shifting battlefront in the digital-media wars. Twitter is no longer a matter for debate among thinking journalists. Twitterland is settled, and the analog natives have either converted or consigned themselves to the dustbin of history. The next front is something quite different: e-books.

The Ultimate Facebook Marketing Cheat Sheet

Hubspot

Facebook's social network domination may frequently get challenged by emerging social media platforms like Google+, but the facts remain. With more than 750 million members in its user base, it's still the most popular social network around.

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.

Content Strategy Visualized – The Blog Tree Sprouts New Growth

Marketing Insider Group

The most popular article I’ve written thus far posed the question: “ will content strategy save marketing? ” The question is being asked by marketing leaders at companies large and small.

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How to Create a Facebook Business Page in 5 Simple Steps (With Video!)

Hubspot

You may already use Facebook for personal reasons such as keeping up with your friends or sharing photos, but the idea of running a business page on the world's largest social network might still seem intimidating. Where do you start? What should your goals be? How much work will it take?

Buyerology: The New Science of Understanding Buyer Behavior

Tony Zambito

Image by Taz etc.via Flickr Over the course of the past two years, we’ve seen a marked shift in buyer behavior and buying choices.

[Chart] Does Klout Impact Conversions?

Modern Marketing

by Joel Rothman | Tweet this About 5 years ago, “Social Media” seemed like the hula hoop scene from the Hudsucker Proxy. You know, for kids”. Today, it’s considered an essential part of any complete marketing strategy.

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.

Experiential Buying Behavior Takes B2B Center Stage

Tony Zambito

Image by davidking via Flickr. In my previous article, Enhance the Buyer Experience with Intelligent Engagement , I referenced a trend I called Experiential Buying. 

The Traditional Marketing Playbook Is Dead!

Marketing Insider Group

Are you tired of being badgered by sales people before you are ready to buy? In some organizations, the primary role of marketing is simply to help sales make a deal. How do you help them make a deal? You negotiate amazing offers like price reductions and special financing.

5 Content Marketing Questions: #1 What’s the Problem?

Writing on the Web

In a previous post, Writing Web Content that Gets Results: Questions , I reviewed the basic rules of writing web content. In this post, we’ll explore the 5 content marketing questions that will help you organize and simplify your web page and blog writing by asking 5 important questions: What is the problem (pain, predicament)? Why hasn’t this problem been solved? What is possible? What is different now? What should you do now?

[Chart] Google+ Posts Drop Even as Accounts Rise

Modern Marketing

by Jesse Noyes | Tweet this Google+ is growing fast, and most marketers should be considering what, if any, plans they should make for conducting programs through this new social network when they eventually launch their inevitable business offering.

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.

The 8 Most Common Sales Mistakes

Marketing Insider Group

I often talk here about the need for better alignment between marketing and sales. In fact, it is often cited as the biggest challenge for B2B marketers. It is because of this that I like to reach out to some of my friends in B2B Sales AND Marketing to provide their perspective.

Influence of Buyer Perceived Value (BPV) on Buyer Behavior and Decisions

Tony Zambito

Image by Will Lion via Flickr. In my recent article, Buyerology: The New Science of Understanding Buyer Behavior , I introduced the concept of Buyerology and the need for a renewed focus on understanding buyer behavior in the Social Age. 

10 Examples of Check-The-Box Marketing

Marketing Insider Group

Are your marketing activities aligned to business objectives or a list of “cool” ideas? Does your annual review include numbers, percentages and charts or paragraphs of subjective self-assessment?

People Curation

Aggregage

I just finished reading a great post by Ville Kilkku titled: Klout, Triberr, paper.li, and the future of content curation. It made me realize that people curation should be a lot of what we are really talking about here. But before I get to that, let me step through what he talks about.

9 Experts Rethinking Demand Generation

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

Sales Best Practices include Marketing-Sales Alignment

NuSpark

I was reading with interest recently the results of a study from sales organization Miller Heiman called Sales Strategies for Thriving in a Post-Recession Economy, a 2011 Best Practices Study. The focus of the study was to determine what activities and approaches separated Word Class sales organizations versus the rest. A World Class sales organization generally is better at: Finding and winning new business. Keeping existing customers. Improving productivity among its sales teams.

Sales Best Practices include Marketing-Sales Alignment

NuSpark

I was reading with interest recently the results of a study from sales organization Miller Heiman called Sales Strategies for Thriving in a Post-Recession Economy, a 2011 Best Practices Study. The focus of the study was to determine what activities and approaches separated Word Class sales organizations versus the rest. A World Class sales organization generally is better at: Finding and winning new business. Keeping existing customers. Improving productivity among its sales teams.

Social Media is Lowering Our Content Standards

Digital B2B Marketing

Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling. Here are three steps I am taking to bring my content standards back up. I hope you will join me. Content Content Curation content marketing jessica northey

How to Create Custom Tabs for Facebook Business Pages

Hubspot

With over 800 million active users, Facebook can be a powerful channel for your business , no matter what you sell.

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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.