Sat.Apr 03, 2010 - Fri.Apr 09, 2010

5 Steps to B2B Marketing Success

Everything Technology Marketing

By Holger Schulze Major shifts are taking place in B2B marketing that started a few years ago but have accelerated in recent months – in the marketplace as well as inside vendor organizations. Prospects and customers are becoming more sophisticated and better informed than ever before.

Top 25 Articles and 8 Topics in B2B Marketing for March 2010

B2B Marketing Zone Posts

Best of B2B Marketing. March 2010. Great stuff in the world of B2B Marketing for March 2010. The following are the top items from featured sources based on social signals.

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@chrisbrogan's New Marketing Experience, aka Inbound Marketing Summit: 5 Tips

Smashmouth Marketing

Next week I'll be speaking at Chris Brogan's New Marketing Experience in San Francisco. In a recent post, @chrisbrogan talks about the event: " One thing that’s different with my events than with other events: Every sponsor and exhibitor and speaker is someone we think has something to offer you.

Remedy for the Overworked B2B Marketing Director

The Content Factor

B2B Marketing Directors are particularly busy these days. While the economy shows signs of improving, they are skeptical and cautious. They will believe there's an upturn when their budgets and headcounts go back up. Until then, they are running as fast as they can on the tightest resources.

How a CMS Enables B2B Marketing Success

A CMS lies at the heart of a B2B marketing framework

More Trending

How to Make your Content Work Harder for You?

Ambal's Amusings

I have invited Bett Hrusch to discuss about Repurposing Content. Beth is Senior Editor at Interact Media , a content marketing software company. Read on to get Beth's insights on how to creatively repurpose your content. Did you know that you are creating content for your business on a daily basis?

Three Reasons Executives Should Invest in Customer Strategy Before Marketing Automation

Tony Zambito

Image by DavidErickson via Flickr. The temptation is enormous.   Each staff meeting is accompanied by a cacophony of demands.

Interviews Part 1: Are you interviewing or just chatting?

WriteSpark

When you are interviewing a customer, are you really getting the information you need or are you just shooting the breeze? Of course you want to establish rapport with customers during an interview for a case study or other marketing project.

New Buying Paradigm Not So New for High Tech Marketing

B2B Marketing Traction

Tweet. When I first read Geoffery Moore’s Crossing the Chasm in the early 1990s, I was amazed at how well the author, then a partner at Regis McKenna, Inc. nailed what worked and what didn’t work in technology marketing.

2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.

Whose Marketing Plan Is It, Anyway?

The Content Factor

There’s a chronic disconnect between the motivations of B2B marketers and their prospects. Until marketers fix it, they will contending with their prospects instead of influencing them. Does your marketing organization suffer from this disconnect?

Wake up and Send More Email

Anything Goes Marketing

Social media is all the rage these days and I’m in complete agreement that it should be part of your campaigns but let’s not overlook the power of email and how it’s being underutilized by many organizations today.

Appointment Setting Vendors Can Reduce Carbon Footprint

Smashmouth Marketing

Someone asked me recently where the Green in Green Leads came from?

Could Facebook become a Lead Nurturing platform?

Buzz Marketing for Technology

When you think of lead nurturing platforms you typically think of firms like Eloqua, Marketo, Aprimo, LeadLife, Market2Lead, Silverpop, even Salesforce.com is getting into the lead nurturing space. But Facebook?

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.

Website Marketing – Do you Need to Tweak or Detail Your Site? – by Christopher Ryan

Great B2B Marketing

At Fusion Marketing Partners, we get the chance to talk to a lot of companies about their Websites. Since we work with companies that depend on their Website as an important part of their B2B marketing and sales strategy, our ability to diagnose and find areas for improvement is very important. And we rarely find a Website that can’t benefit from an upgrade.

How to establish a voice of authority in a blog

Chris Koch

A few weeks ago, I wrote a post about how to get others to blog. But it’s not enough just to support bloggers. For them to be successful, we need to help them establish their voices in a blog. The way that we establish trust and relationships with buyers is through authority. We want readers of our SMEs’ blogs to see them as experts. But you can’t establish that authority by putting a link to their LinkedIn profile on the blog.

Best Search Engine Marketing Tips of 2009, Part 2

Webbiquity

While more than 80% of companies now use paid search in some form (primarily AdWords), many of these programs are under-optimized and not delivering the results they could be. How can search marketers use techniques like testing and keyword match types to improve results? How important are branded terms in paid search? Does PPC advertising help with branding? How can you use demographic and geographic targeting to improve results?

VisualIQ Measures Marketing Impacts Across All Channels

Customer Experience Matrix

Summary: VisualIQ combines customer-level transactions and contact history with traditional aggregate data to produce better marketing performance measurement. It hasn't solved the problem of identifying the same customer across channels, but it's trying. I was going to start this post by writing that last-click attribution has recently come under fire, but the first Google hit on the topic brings up a study from 2007. So maybe the criticism isn’t particularly new.

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.

How UPS Thinks Like Their Customers For Content Marketing

Tony Zambito

Image via Wikipedia. Some companies just get it.   UPS does.   You see, it can be amazingly simple and yet it is the blinding obvious.   Gaining insight into how customers and buyers think gives you the ability to tone down the brightness and see what is on their minds.   Often, not articulated directly but yet it is just right there for you to grab.   In the case of buyer persona development, it may take a good number of qualitative interviews to get to it.

Sales Lead Generation – by Christopher Ryan

Great B2B Marketing

I talk to a lot of B2B marketers and business owners and hear about the difficulties they are experiencing in sales lead generation and management. These companies have a crying need to get sales leads in large quantities to feed their hungry sales forces. While every sitution is unique, there are four problems that we see repeatedly: . Insufficient quantity – the sales process works well and close rates are high but there aren’t enough sales leads coming into the top of the funnel.

Best Interactive PR Articles and Blog Posts of 2009

Webbiquity

Interactive PR, sometimes called social PR, is a combination of search-optimizing press releases, creating social media releases through tools like PitchEngine , blogger outreach and the use of social media to promote company news and announcements. Though the ability to distribute press releases online has been around for more than a decade, it’s only in the last few years that tools and techniques for combining PR with social media have really emerged, and they continue to evolve.

Webinar Leads Demystified: Maximize your webinar results!

ViewPoint

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.

Lead scoring thoughts to share

B2B Lead Generation Blog

Recently, I've been having more conversations with marketers about what is lead scoring and how they can use it as a part of the overall lead qualification and nurturing process. The question "what is lead scoring?" also came up during the "Broad Reach + Intelligent Lead Nurturing = Increased Revenue" webinar. I participated in yesterday with Scott Mersy of Genius.com , Andrew. Gaffney of DemandGen Report , Ardath Albee of Marketing Interactions. So, what is lead scoring anyway?

HP legacy upgrade campaign features Alinean TCO sales tools

The ROI Guy

The market for enterprise servers is fierce, and with IT savings goals top of mind and the recent purchase of SUN by Oracle, many organizations are proactively developing strategies to modernization / consolidate legacy solutions. In a recent press announcement, HP announced that the number of global companies replacing Sun and IBM systems with more flexible HP solutions offering a lower total cost of ownership (TCO) is rising.

ROI 0

Deciding when your B2B should use SEO …or SMO …or PPC

EMagine B2B Blog

We’ve blogged several times before on the perception that there’s some sort of forced choice between search engine optimization (SEO) and pay per click advertising (PPC) – see for example “Why do I need both SEO and PPC?” – and of course we’ve always debunked the premise, and have urged B2Bs to do both whenever [.].

B2B Sales, Marketing … and STEM Education?

ViewPoint

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.

Caveat Emptor, if you’re using social media

Wondering Out Loud

A friend of a friend asked me if I knew anything about a particular social media organization. Now, considering one cannot swing a dead marketer without hitting an association, or society, or foundation, or professional organization that brings social media practitioners together I didn’t consider it unusual that I would not have heard of the one in question. So, with name in hand I set off for the Google to do a little research.

11 Ways the iPad can be used for B2B Marketing (aka a list of App Store apps all B2B Marketers should be using)

Modern B2B Marketing

Iphone Apps for B2B Marketing. Recently on LinkedIn the American Marketing Association posted a question about how Apple’s new iPad can be useful for B2B marketers. There were a lot of negative comments, saying there will be no use or impact. I disagree. . I think the iPad will have a big impact on B2B marketing. In some ways I think it will be similar to the impact of a Smartphone, but in other ways it will be much better.

A few more hints on keyword discovery

EMagine B2B Blog

By now, everyone is pretty clear on the importance of keywords to both organic traffic generation and pay per click advertising. Most B2B marketers understand the critical importance of identifying terms that people actually use when searching for products or services like those your company offers; as well as the fatal trap of uncritically resorting [.].