Sat.Sep 11, 2010 - Fri.Sep 17, 2010

Brand Promise – A Critical Factor in Your B2B Marketing Success by Christopher Ryan

Great B2B Marketing

Last week, I had the opportunity to present at a webinar titled Creating a Compelling Brand Promise. Thought I would share a couple of the highlights of this event, which was put on by my company, Fusion Marketing Partners. . We first defined the terms “brand” and “brand promise”. A Brand = the place your company occupies in a prospect’s or customer’s mind when he or she thinks about you. A Brand Promise = what you promise to deliver to your customers when they do business with you.

The 4 Cs of Social Media

Marketing Insider Group

Social media is a paradox: it is the physical representation of a revolution in the way consumers obtain (and create) information. At the same time, it is just another marketing channel. The reason I believe marketers are so confused

Trending Sources

Matching Content to Buyer Personas


How to match content to buyer personas. B2B marketers, how do you make content truly useful to customers? Let me answer that with a question: do you know your customers’ needs, desires and behaviors extremely well? So well, that you know what compels them? Don’t be quick to answer “yes”. You should know customers so intimately, you could write their story. What’s a persona? Marketers and agencies have used the … [ visit site to read more ].

Sales & Marketing Unaligned? The CEO Owns the Fix


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.

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Does Renting Email Lists Make Sense Any More?

The Point

I wrote recently in this space about the recent resurgence of direct mail as a viable outbound component to an integrated demand generation strategy.

Social Media Outsourcing – Is It Right?

B2B Marketing Traction

Tweet. The reason to engage in social media sites online such as Twitter, LinkedIn and Facebook is to have authentic, engaging, transparent conversations with people with whom you want to connect.

PR needs to Focus on Conversations

Buzz Marketing for Technology

It’s no secret that the number of publications has declined over the last few years. The impact of that can be felt in B2C as well as B2B Marketing. There are fewer numbers of print publications remaining and every company’s marketing department wants to garner more traditional press.

Buyer Experience Innovation: 5 Management Principles

Tony Zambito

Image via Wikipedia. Executives today, to achieve revenue growth strategies, will need to think radically different than at any time since the 80’s and 90’s when technology and the Internet altered the landscape. 

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.

20+ Cool Social Media and Web Tools


Looking for a way to monitor social media activities and results on a tight budget? Want to show the world how social you are with a cool widget on your website or blog? How about a real-time search tool to see what’s being said about your company or any topic of interest right now?

Defy Gravity: Propel Your Business to High-Velocity Growth

Ambal's Amusings

There are those who can write and then are those who can "really" write. Rebel Brown belongs to the latter category. I was introduced to Rebel Brown last year by our common buddy Ardath Albee.

I’m Just a Sucker for Believe It or Not!

Paul Gillin

I have been a hopeless Believe It or Not! addict since the age of 10. I’m so glad to see they’re keeping up with the times. I couldn’t find a static version of this e-mail pitch, so thought I’d share. Technomazing!

Why our thought leadership is broken

Chris Koch

All of our talk about marketers becoming publishers is incomplete. We can’t just become publishers, we also have to become advertisers. Let me explain. For centuries, publishers had an uneasy, co-dependent relationship with advertisers. A wall existed between publishers and advertisers.

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.

Why Won’t Anyone Return My !*#@$% Call?


Great post here from Don Fornes, CEO at Software Advice, that discusses the challenges of B2B selling in an age where technology and information puts control directly in the buyer's hands. Information is power. A decade ago, it was in the hands of the sales person. Today, the buyer has it

Sales & Marketing Unaligned? Sales & Marketing Own the Fix Together


150+ Questions for Your Marketing Automation RFP

Customer Experience Matrix

Summary: I've posted a list of nearly 200 RFP questions that I hope many people will adopt to their own needs. If it's used widely, buyers and vendors both benefit. Death, taxes and RFPs. For business software vendors, all three are equally inevitable – and it's not clear which they dislike most. In my on-going humble efforts to serve the industry, I’ve posted nearly 200 detailed questions that could serve as the backbone for many RFPs.

Building Awesome Inside Sales Teams and Fantasy Football

Smashmouth Marketing

My good buddy and best man, Dave, has been commissioner of the same Fantasy Football league for over 10 years and asked if I was interested in taking one of the empty slots this year. My obsessive- compulsive, statistically driven, multi-scenario-challenged gaming mind was intrigued. Could I possibly put together a team that could beat other experienced teams week in and week out? Even if the matchup is one-sided on paper? Sounds simple, but here's the deal.

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.

How to Edit Your Blog Writing: Wot U Can Do

Writing on the Web

Some writers of content published on the Web think that substance holds more value than style , and if what you say is truly important, then readers will forgive your mistakes. Text messaging , email from phones and Twitter have all contributed to the acceptance of extremely abbreviated forms of communications. Wot r u 2 do? When it comes to publishing content that will never disappear on the Web, you owe it to yourself and your business to make your Web writing the best it can be.

Why Outsource B2B Content Marketing? Reasons Abound.

The Content Factor

Our friend Junta Joe blogged recently about the reasons to outsource, not in-source, your content marketing. The thrust of Joe’s post is that marketing managers need to focus their energy elsewhere. He plugs an upcoming report, but I’d like to elaborate some thoughts in the meantime. read more.

Proper Care and Feeding of a Blog


My daughter is hooked on those pet rescue shows on Animal Planet. What I’ve learned from my more occasional viewing is that despite the many joys of pet ownership, not everyone is cut out for it. By the same token, despite the many benefits of a business blog , not everyone should rush into it.

New Twitter Launches, Helps Multimedia Marketers

Hubspot users will soon be using a new interface. Yesterday, the company announced that a new design for will roll out to users over the next couple of weeks.

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.

10 Conversion Tips from Brain Science

Writing on the Web

Why do people decide to buy a product online? How is it they decide to trust the information you provide, and register to download information from your blog or website? What can we learn from brain science? This is something that intrigues me. I read a lot of research on motivation , decision making , and neuroscience to try to figure out how brain science can be applied to better content marketing. The problem is not what you might think.

Forget Global! Think Local and Act Local


Image via Wikipedia. by Frank Reed. For years and years we have touted the Internet as the great equalizer for the SMBs (small and medium business) of the world. We have talked about the greater reach and the ability to be bigger than you are.

How Success is Misunderstood

The Effective Marketer

How do you define success? Number of leads generated? Amount of sales or deals closed? If you answered “it depends”, then you're thinking smart. Success can be based on a number of different factors and it also varies based on who you

The End of Marketing as We Know It: Overcoming Buyer Challenges with Interactive Smart Content

The ROI Guy

The past decade has seen an exciting and dramatic increase in new digital marketing channels including Twitter, Facebook, e-mail, search engines, webinars, virtual trade shows and more.

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.

HubSpot TV Rewind with @MarketingProfs on Content Rules


In last week's episode of HubSpot TV guest Ann Handley, Cheif Content Officer of, stopped by to share some marketing tips from her new book Content Rules Book and to chat it up with Mike Volpe about the week's stories.

What if your boss only wants to measure brand awareness?


Image by David Panevin via Flickr. We've all seen that look on the face of the boss. It says, "What on earth are you talking about?"

Inbound Marketing Bounce Pass: 5 Tips to Creating Inbound Links

MLT Creative

With inbound marketing, instead of having a single basketball player toss in the ball, it's like the whole arena is making inbound passes to your website. You've drawn the whole crowd into your game.

Tom Pisello: The ROI Guy: Leaders indicate Growing Investment in.

The ROI Guy

This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO

9 Experts Rethinking Demand Generation

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