December, 2011

Customer Experience Matrix

Marketing Automation Skills are Scarce: Strategies to Close the Gap

Customer Experience Matrix

The marketing automation industry continues to grow quickly, with many vendors announcing their client bases have more than doubled in 2011.

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

Trending Sources

Social Media Features in Marketing Automation Systems: Who Does What?

Customer Experience Matrix

Social media is arguably overhyped as a marketing trend: it gets well under 10% of marketing budgets (different surveys have figures from 3% to 8%) and results are questionable (it was rated the least effective content marketing tactic in a recent MarketingProfs study ).

LeadLife Bundles Services with Marketing Automation

Customer Experience Matrix

LeadLife released a completely rebuild version of its marketing automation system last month. The new system features a cleaner interface and revised capabilities that reflect what LeadLife has learned about the needs of small to mid-size companies since its original product launch in 2008.

The Content Marketing Pyramid

The Ultimate Framework To Develop & Execute Your Content Marketing Strategy

How to Assess Marketing Automation Vendor Services Before You Buy - Yet Another Workbook

Customer Experience Matrix

I wrote yesterday about our new workbook for marketing automation cost estimates. Today I’ll describe the other one: evaluating vendor services. Both are available free at the Raab Guide Web site. The problem with services is simple: you won’t use them until you’ve already bought the product. So the trick to evaluating them is to ask lots of questions in advance to understand whether they’ll meet your needs.

New Workbook: Estimating the Cost of Marketing Automation

Customer Experience Matrix

We released two more vendor selection workbooks last week, both sponsored by Eloqua and available for free on the RaabGuide Web site. One is about estimating the cost of a marketing automation system and the other is about evaluating vendor services.

The Three Most Dangerous Social Media Metrics

grow - Practical Marketing Solutions

By Srini nvas Rao, Contributing {grow} Columnist. A while back I said that metrics and measurements have a tendency to limit our potential. What I failed to realize was that this is only the case when we measure the wrong things.

3 Developments that are Sabotaging the Social Media Movement

grow - Practical Marketing Solutions

By Stanford Smith, Contributing {grow} Columnist. I’m worried about the social media movement. Although in some ways the initial enthusiasm in social was overblown, we were right to place high expectations on the convergence of media, social networking, and collaboraton.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid.

#NewNewTwitter: A New Opportunity for Marketers

Digital B2B Marketing

Twitter announced a new interface, rolling out over the next few weeks, this morning. You can preview the interface and the new features at fly.twitter.com. Compared to this change, the previous change to New Twitter (the current interface) was minor.

The anti-prediction of 2012 social media predictions

grow - Practical Marketing Solutions

This is the time of year for predictions and it’s all starting to sound like yada-yada to me. Probably you too? But how many bloggers go back and actually let you know how they did with last year’s predictions?

Cool & Useful Sites for the Holidays

Paul Gillin

The folks at the Webby Awards sent along a super-helpful list of Web resources to use over the holidays. They range from social shopping to gift recommendations to real-time TV and music sharing. While I was familiar with several of these sites, I hadn’t heard of gems like Yap.tv, Wantful and Trippy. Definitely bookmarkable. The descriptions below were provided by the Webby Awards. Skype .

Sites 100

Best Facebook Marketing Tips, Techniques and Tools of 2011, Part 1

Webbiquity

You know the statistics : Facebook is the most popular method for sharing online content. It’s approaching one billion users worldwide. 85% of B2B journalists are on Facebook. 61 of the world’s 100 largest companies maintain Facebook brand pages, as do 71% of B2B firms.

48 Ways to Measure Social Media Success

Webbiquity

Ultimately, as Olivier Blanchard has pointed out repeatedly , social media marketing has to demonstrate an ROI (though he acknowledges the questions have to be made more specific). In the b2b world, the “R” is generally leads (website call-to-action conversions) with some monetary value applied to them. But it’s crucial to the social media ROI debate to recognize that “R” is an end-of-the-process measure.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

2012 Content Marketing Trends for Manufacturers and Industrial Companies

Industrial Marketing Today

I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI). This report is chock full of statistics and graphs about B2B content marketing.

How To Generate ROI (Return On Interesting) With Content Marketing

B2B Marketing Insider

Lately I have been having some very passionate discussions about the best place to start in Content Marketing. Do you start with products, personas or topics?

Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day.

Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day.

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.

5 Ways New Buyer Behaviors Will Affect B2B Marketers in 2012

Tony Zambito

Changes in buyer behaviors continue to march on as new social technologies take root into the mainstream of B2B businesses.

B2B Blogging and Video Takes Off

Modern Marketing

by Jesse Noyes | Tweet this Some might say 2011 was the year of social media in b2b. But according to a survey released this week, it might have been the year of the blog.

Video 106

Sometimes not having a strategy is the best strategy

grow - Practical Marketing Solutions

The importance of strategy is woven into the fabric of every consultation and class I teach. I shout it from the mountaintops. And yet, sometimes I break my own rules … and with good reason.

Marking the 100th anniversary of the PR profession’s identity crisis

grow - Practical Marketing Solutions

I started my business career as a public relations professional 30 years ago. Since then I have morphed into new careers like sales, marketing, business development, consulting, and teaching, but there is a little piece of my heart that will always belong to PR.

PR 72

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

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

Connecting Thought Leadership to Lead Generation in B2B Marketing

Digital B2B Marketing

Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well. The problem is, registration and thought leadership are at odds with each other.

Klout rants are becoming a cottage industry

grow - Practical Marketing Solutions

Klout seems to be the blogger’s best friend these days. Is anybody NOT writing about it? What’s driving the frenzy? Are you really serious about privacy?

How blogging changed a life

grow - Practical Marketing Solutions

I was at a party the other night and was discussing some of my exciting current projects with a new friend. He asked me: “Five years ago, could you have ever imagined you would be where you are today?” ” He probably didn’t get the answer he was expecting.

10 Ways to Use Social Networks for B2B Marketing

Webbiquity

Social networks are essential for expanding your web presence —not only for creating social signals now a key component in search engine rankings, which makes your website and blog easier to find in search, but also by giving you more places to be found online. Creating your profile on each of the major social networks is a first step, but just that. A profile alone won’t get you much. As with most things in life, you’ll get out of social networks what you put into them.

Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy

Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality.

The customer is the customer. Adapt or die.

grow - Practical Marketing Solutions

I’ve had a variety of sales jobs in my career and have dealt with some great people … and some world-class jerks. Not just difficult and demanding people, but unethical, bullying, liars at Fortune 100 companies. One time, a powerful VP demanded that my company buy-back $1.2

Is “social media campaign” an oxymoron?

Chris Koch

If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach. I would have had only slightly less disdain for the audience for these campaigns. Fly-by-night opportunists hoping to win your Facebook sweepstakes. Win or lose, after the contest is over, they’d ditch you as quickly as a toddler dispatching a fistful of broccoli.

Marketing IS Business: The Wisdom of Peter Drucker

B2B Marketing Insider

I have been using a lot of Peter Drucker quotes since I entered marketing over 18 years ago. And I have been using them a lot lately in this blog here and here , and in many of the presentations I’ve been giving.

Paper 98

They told us so. An amazing film of the future.

grow - Practical Marketing Solutions

If you can’t view the video above, please click here. This 57-year-old film, recently unearthed by GE, might be the most interesting five minutes you spend all day. It predicts our current technology with uncanny prescience. Among the innovations correctly predicted in this film are: DVR.

Skype 67

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Why Writing Like You Talk Works Better for Your Brain

Writing on the Web

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Content Marketing Tip: Start with Ready-to-Publish Articles

Writing on the Web

Content marketing is easier when you can outsource some of the writing and researching to qualified writers. A great way to short-cut the time needed to research, write and publish quality online content is to find a good writer to supply articles.

Adam Tinworth: Journalism in a Period of Continuous Change

B2B Memes

Adam Tinworth. If I were asked to name one active blogger that every B2B journalist should follow, I would probably suggest Adam Tinworth. For more than eight years, the British trade press editor has blogged about journalism, social media, and much more on One Man and His Blog.

32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program

NuSpark

Everybody does list-format blog posts this time of year. Thought I’d give it a shot as well, running through a master list of “resolutions” as preparation for improving your inbound marketing and lead generation strategies for 2012 and beyond. Consider these as the stepping stones for optimal business growth by aligning marketing & sales, and developing a content strategy designed to generate leads and nurture them into sales. Process: Set your lead generation campaign goals.

SWOT 91

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.