How to Calculate Social Marketing ROI
JUNE 24, 2010
This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general.
The End of ‘Social Media’
DECEMBER 16, 2010
This is the time of year when a lot of people make predictions. I’ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. It’s not that social media is no longer important. On the contrary, today there’s almost no media today that isn’t social. The problem with much of the discussion is that it’s been focused on tools, and tools are far less interesting than what people do with them.
Social Media RFP Gets An Update
DECEMBER 27, 2010
One of the social marketing practitioners I most admire is Maggie Fox, whose Social Media Group was a pioneer in creating new-media campaigns long before it was fashionable. About a year ago, Social Media Group published a comprehensive and intelligent template for creating requests for proposal (RFPs) for social marketing campaigns.
Tips For Making That “Networking” Meeting More Fruitful
AUGUST 20, 2010
Back in the early days of my career, I made a point to go on frequent informational interviews. These meetings, which were usually conducted in person, gave me a chance to sit down with people who were successful in their field and to learn from their experience.
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.
Tribes Rule the Hyper-Social Organization
SEPTEMBER 8, 2010
I’ve been looking forward to reading The Hyper-Social Organization since I first heard François Gossieaux and Ed Moran discuss the findings of their “Tribalization of Business research at a conference two years ago. I wasn’t disappointed.
B2B Blogging Excellence
MAY 25, 2010
I was privileged to moderate the BtoB magazine Social Media Awards Breakfast in New York this week. There I got a chance to meet some remarkable people who took chances on social marketing before it was fashionable and won.
Eloqua’s Innovative Blog Tree
DECEMBER 15, 2010
Big graphics are a recent trend and a great way to attract attention. People love to share images that creatively display information in formats that make data easier to visualize.
DECEMBER 7, 2010
Of the thousands of people who pass through our lives, few stand out as true originals. The world lost one last week. Tom Monahan died of ALS at the age of 58. He was way too young. Tom was a treasure.
B2B Marketing Trends for 2016
25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.
Age of the Tablet Has Begun
NOVEMBER 17, 2010
I tend to be a skeptic about new technology, probably a consequence of 25 years of seeing cool demos of products that never worked very well in real life. I tend to be a late adopter, too. I only got on the smart phone bandwagon a year ago after Apple had already shipped 100 million of them.
My Favorite Productivity Apps – Multimedia & Web
NOVEMBER 8, 2010
Continuing on my post from two weeks ago about my favorite PC productivity tools, here’s another list of goodies. Most are free, all are bargains. Photo/video. We are all our own artists and layout editors these days, and with my crummy graphic design skills, I need all the help I can get.
My Favorite Productivity Apps – Part One
OCTOBER 21, 2010
When I look back at my own output over the last four years – four books, 190 articles, nearly 1,000 blog entries, 300 podcasts, more than 50 webcasts and a busy speaking/training schedule – I marvel at the role that cheap and free technology has played in making me more productive.
10 Tips For Moderating a Great Panel
SEPTEMBER 23, 2010
This topic is a little different from my usual fare. It’s about moderating panels, a function that many of us are called upon to perform at events from time to time.
I’m Just a Sucker for Believe It or Not!
SEPTEMBER 14, 2010
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!
Millennials: Coming Soon to a Cubicle Near You
AUGUST 26, 2010
This weekend I’ll pack my daughter off to college, so as a little celebration, I took her and a friend to a Six Flags amusement park this week.
Content Curation on Steroids
JULY 29, 2010
All of a sudden, “ curation ” is one of the hottest words in the Web 2.0 world. That’s because it’s an idea that addresses a problem humans have never confronted before: too much information. In the process, it’s creating some compelling new ways to derive value from content.
Paving Media Cow Paths
JULY 14, 2010
I recently flew into San Jose airport with the task of making my way to San Mateo, nearly 30 miles up the peninsula. In the name of saving my hosts a rental car charge, I hopped the shuttle bus to the Santa Clara train station to pick up the usually reliable CalTrain to my destination.
5 Pillars of Marketing Automation Success
Ensure Your B2B Marketing Clients Get the Best Results
A Word of Mouth Campaign for Clean Drinking Water
JULY 13, 2010
Next week’s Supergenius conference in New York, organized by GasPedal and word-of-mouth pioneer Andy Sernovitz, promises to be a fantastic event, at least if last December’s inaugural conference was any indication.
What Should Apple Do?
JULY 13, 2010
Now that Consumer Reports has given the iPhone 4 a thumbs down , Apple has a full-blown crisis on its hands. If the company was engaged in active dialogue with its customers, Apple would be in a better position to contain the crisis, or at least tell its side of the story.
The Appeal of B2B Social Networks
JUNE 9, 2010
Following is an excerpt from Social Marketing to the Business Customer , which is due to be published in January, 2011 by John B. Wiley & Sons: Online communities are a bit of a paradox. They are both the oldest form of social media and also the newest.
JUNE 4, 2010
My definition of a good speech is one in which the speaker tells you something you already know in a way that you’ve never considered before. That’s why David Weinberger is one of my favorite speakers. Here are my notes from David’s presentation this morning to the Mass.
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.
Great Events This Week
MAY 31, 2010
There are a couple of events coming up in the Boston area this week that I hope you’ll attend. On Thursday, June 3, the Mass. Technology Leadership Council is hosting its second annual Social Media Summit.
Seven Questions to Ask About Your Website
MAY 13, 2010
People usually call me for help setting up and optimizing their social marketing programs. But in the early stages of our engagement the conversation almost always takes another turn.
A Quick Fix for the Latest WordPress Virus
MAY 10, 2010
I spent several frustrating hours this weekend trying to recover from a nasty virus that has hit WordPress installations on Network Solutions and Go Daddy, which is my hosting service.
Oracle’s Updated Social Media Policy
NOVEMBER 24, 2010
Dated 11/22/10. Most hyperlinks have been removed because they refer to pages behind Oracle’s firewall. This is a well-crafted policy. The Oracle Social Media Participation Policy applies to. All blogs, wikis, forums, and social networks hosted or sponsored by Oracle (e.g., blogs. oracle. com , wiki. oracle. com , mix. oracle. com , forums. oracle. com ). Your personal blogs that contain postings about Oracle’s business, products, employees, customers, partners, or competitors.
A New Approach to Assessing Influence
NOVEMBER 23, 2010
MBlast is coming out with a new way to assess the influence of online editorialists. They believe influence is about more than numbers and I think they have a point. CEO Gary Lee hints at what they’re thinking here. He casts the proposal in interesting historical context. Full disclosure: I’m on MBlast’s advisory board and have a very small equity stake.
Are Exclusives a Good Idea? In a Word: No
OCTOBER 14, 2010
Should you give exclusives to journalists? My advice on this has always been unequivocal: No. Exclusives are a bad deal for you in the long-term and make no difference to the audience you’re trying to reach. This question came up last night during a panel sponsored by the New England Venture Network on which I participated along with several business journalists. I broke with my colleagues on this question, but I firmly believe that exclusives are a bad idea.
Oracle’s Social Media Policy
JULY 8, 2010
With the acquisition of Sun complete, Oracle distributed its social media policy to employees this week, and I was forwarded a copy. A version from six months ago can be found here. This is a nice, concise document that covers all the bases I can think of. It’s particularly useful in its approach to copyright and permissions. Perhaps it will help you in formulating your own policy.
The Changing Rules of B2B Marketing
JUNE 17, 2010
Here is a draft of the first chapter of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on drawing the major distinctions between business-to-business (B2B) and business-to-consumer (B2C) markets and where social marketing has particular value to B2B companies. Your feedback is welcome. Please ignore the typos and grammar flaws that inevitably appear at this stage.
How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel
Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.
The Power of B2B Communities
MAY 27, 2010
Here are the first 1,100 words of the chapter on B2B social communities from my forthcoming book, co-authored with Eric Schwartzman, entitled Social Marketing to the Business Customer. The rest of the chapter will go into the various kinds of social communities and how to use them, with examples from the HR, food service, medical and construction industries. I’d appreciate any feedback on this opening passage, in particular: Is this information useful to you?
The Best Email Subject Line For Teleprospecting I've Seen Yet.
Sales Prospecting Perspectives
JULY 28, 2010
The best email subject line I've seen in my career came through my Inbox this week. Brad G, one of our inside sales reps shared an email he had received from a prospect praising his persistence in prospecting him. We call it "polite persistence" here at AG and I was very proud that the prospect not only responded to Brad, but took the time to compliment his approach and work ethic. Love to see that. As I was closing out the email I glanced at the subject line that Brad had sent to the prospect.
How Do You Define a Quality Sales Opportunity?
Sales Prospecting Perspectives
MARCH 23, 2010
During my years as an Inside Sales rep, I've always appreciated working with the young hungry territory reps willing to talk to anyone "with a pulse". While I could appreciate that work ethic and the tenacity that hungrier reps displayed, I usually found that passing over anything lukewarm usually resulted in a lead that didn't go anywhere.and generally I was cold calling back into that company months later.
Ten reasons to blog – even if nobody reads it
grow - Practical Marketing Solutions
NOVEMBER 7, 2010
. Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Look at companies like General Electric who do an amazing job with their blog and yet have almost no “community or comments at all.
The B2B Demand Gen Marketing Playbook
To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.