Sat.Jan 02, 2010 - Fri.Jan 08, 2010

Chris Koch

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.

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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Trending Sources

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.

ClickInsights: Mistakes to avoid in copy used for lead generation

Ambal's Amusings

One of the purposes of writing copy is to generate leads. What are the challenges in writing good copy that not only educates prospects and customers but also draws them in as leads for your business?

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 Demand Gen Rocks In January

Smashmouth Marketing

Just a quick note to everyone who might be spending the next few weeks planning for the new year. Don't take your eye off the ball. January, along with June and October, are the biggest Demand Gen months for Green Leads, and it may be for you as well.

Great Web Content is Authoritative

The Content Factor

Here's #7 of a 10-part series on the "The 10 Hallmarks of Great Web Content." Read the full white paper, or view all the blog posts in the series.Hallmark of Great Web Content #7: Great Web content is authoritative.Great Web content puts your company’s best foot forward. It is original and demonstrates your company’s expertise, not lifted from outsiders or distilled from brochures. It is in-depth.

How to Write an Effective Business Blog


Blogs are not a traditional marketing medium. Blogs written like extended brochures (in promotional language) don’t get read. They’re boring. A blog is rather, a place to share useful content. Instead of saying “We’re the leading producer of widgets…” or some other such self-promoting statement, demonstrate your leadership by writing about the many creative uses of widgets, what to look for in a widget, recent developments in the widget field, or whatever.

Leverage Your Current Customers at Your Next Trade Show


At a trade show, you are all about talking to as many people (hopefully qualified leads) as you can. But don't forget about your current customers that may be at the show. More than likely you will have a few current customers already attending the events you sponsor. Oftentimes with

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.

Buyer Persona 2.0 - Power of Buyer Insight

Tony Zambito

During the previous decade, we’ve seen a growing acceptance for the use of buyer personas to help guide effective product, sales, and marketing planning.   The basic premise of their importance to the new world order of 21 st century marketing has certainly taken root and is sprouting.   As we enter into this new decade, it is prudent to enter into the next generation of buyer persona concepts.

2010 Will Bring New Features to Demand Generation Systems

Customer Experience Matrix

Summary: the demand generation market will continue to grow in 2010, and it may attract some new, big competitors from outside the industry. But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation. 2009 was a year of tremendous growth for demand generation systems (a.k.a. business-to-business marketing automation.

Helpful How-tos for B2B Marketers


Here on The B2B Lead, we are all about helpful how-tos. Mashable is a great source for how-to do just about anything online. Brenna Ehrlich compiled a great list on HOW TO: Do Almost Anything Online in 2010. The list covers professional goals, lifestyle goals, fun and a bonus section

Enough is Enough. Or Is it?

The Content Factor

BtoB Magazine's recent article "When Enough is Enough" describes how Cisco Systems straddles the fine line between spamming its existing customers, and keeping Cisco top-of-mind.The article quotes John Coe, president of the Sales & Marketing Institute, on the role of content:In fact, Coe said, if your messages bring value to your customers—beyond your company's latest product offerings—there.

Let's Start Over. Again.

Ambal's Amusings

Ahh, back to our routine! At this point, many of us are happy about the return of our regularly scheduled programming. Happy to pack up Christmas clutter. Really happy to throw out that fruitcake. Come to think of it, we're even happy to get back to work! But, wait a second. We shouldn't go back to our routine. Most of us want to change something in our lives or careers. And to do that, we need a new routine.

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 Origin of Buyer Personas

Tony Zambito

As we begin a new decade, it is amazing to think how the term buyer persona has become part of the lexicon of business language.   I am often asked by clients, colleagues, friends, and family – where did the idea or the term buyer persona come from?   Like most watershed moments in life, there is an origin that exists which can sometimes get lost in the timeline of progress.   In the use of the term buyer persona , I believe such is the case.

Marketing Automation System Trends: What We Found in the Raab Guide

Customer Experience Matrix

Summary: Social media and access for sales people were the two big trends among demand generation vendors last year. But enhanced reporting was the most common improvement of all. Could marketers finally be ready to spend on measurement?

Updating Lead Status in SFDC for Better Marketing Data


Are your email lists growing? If so, you’re among the majority of marketers, according to Marketing Sherpa’s Email Marketing Benchmark survey. Despite the doom and gloom in the economy lately the majority of respondents appear to have not lost considerable portions of their email lists over the last year. Here’s the

B-to-B Lead generation: What Enterprise-size Companies Should be Doing Differently in 2010

Sales Lead Insights

If you are responsible for business-to-business lead generation at a large company, don’t miss this webcast! Lead Gen in 2010: Learn What is Working Best Right Now. January 27, 2010 at 11:00 am PST (2:00 pm EST).

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.

Best of 2008: Amusing, Creative and Just Plain Odd


Charlie Brown and the Peanuts gang running an ad agency. How Internet marketing is like a ruptured disc. Bizarre yet real images on the web. Ads that never should have seen the light of an LCD screen. What do all of these things have in common? They’re all here in the final best of funny, creative and just plain strange blog posts from the past year. So put on your headphones, make sure the boss isn’t nearby, and check these out. A Charlie Brown Ad Agency.

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Lead Generation Checklist - Part 2: Sales and Marketing as One Team

Everything Technology Marketing

Here comes part two of the lead generation checklist series by Brian Carroll. The first part was about engaging prospects and customers in conversations and taking a consultative rather than transactional approach to marketing. Part two focuses on the chasm between sales and marketing that is common in many organizations. How long has it been since your marketing and sales teams got together for a really productive meeting?

Best Books of the Decade for Marketing and Selling Services

B2B Lead Generation Blog

Rain T oday , a great resource for those who market and sell services, selected their Best Book s of the Decade for marketing and selling professional services. I was humbled to see that they picked my book, Lead Generation for the Complex Sale for their list. They write, "Brian Carroll’s book is chock-full of information to help you identify ideal leads, align sales and marketing, build a strong pipeline, and effectively use lead-generation tactics.".

Lead Generation Check list – Part 8: Lead nurturing for lead development

B2B Lead Generation Blog

To help you start the New Year, I’d like to wrap up my Lead Generation Checklist Series with the secret to successful lead generation – and, for that matter, marketing in today’s B2B space: lead nurturing. At it's core, B2B lead generation is about building relationships. In today’s commoditized business climate, the one thing that sets apart companies with a complex sale is how well they build and nurture long-term leads.

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.

Six Ways to Produce Online Video on a Budget


Online video is hot. Yeah, and people gamble in casinos, I know; what a profound observation of the blatantly obvious.) According to , YouTube had nearly 86 million unique visitors and more than half a billion site visits last month.

A Six-Step Content Marketing Check-Up For B2B Marketers


Content marketing is one of the most powerful tools for B2B marketers, most of whom likely have content development as a substantial part of their 2010 marketing plans. But before you get started with developing more content marketing assets, take a step back to assess your efforts to date. Below are six steps to help [.].

A social media question worth pondering

Wondering Out Loud

Earlier this week I met with a representative of an ad agency in Minneapolis. His work is primarily in the world of consumer packaged goods. We were discussing the agency’s exploration of social media and whether it made business sense for them to go that direction. Why it would even be a question was a mystery until he commented that using SM tactics seemed a natural fit in the B2B space (where I’ve been for the better part of a decade), but not so in B2C.

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Developing business by phone – without the wince

EMagine B2B Blog

Mention “cold calling” or “telemarketing” to B2B marketers, and you can all but watch them cringe. And yet, for most B2Bs it’s an absolutely critical element of the sales cycle; if your company isn’t doing it, chances are good that you’re literally leaving money on the table …or, more accurately, sending it over to your [.].

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.

Done right, SEO can make your B2B’s product pages visible

EMagine B2B Blog

Let’s face it… the most critical pages we B2Bs develop for our websites – those that describe our products or services – are not very glamorous. In fact, they can often be pretty dry, dusty stuff. Compared to the latest tabloid story about Lindsey Lohan smoking while texting while driving under the influence, it’s never [.].

Simple Steps to Creating Custom Social Landing Pages and Social Emails

Modern B2B Marketing

Do you want your landing pages and emails to be shared in social media , but don’t know how to encourage your readers to do so? It is not as hard as you might think. A simple way to make your landing pages social media friendly is to use a plug-in like ShareThis or AddThis. These sites add a small bar to a blog post or web page that allows content to be distributed to hundreds of sites. The problem with this is you may want to customize the message that is going to be shared.