The Trouble with Klout
SEPTEMBER 6, 2011
Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The downside of reducing influence to a number, though, is oversimplification.
What a Hotel Manager Taught Me About the Future of Business
AUGUST 19, 2011
Scott Wright is the general manager of the Wyndham Wingate Hotel in Erlanger, KY, and in a 15-minute ride to the airport yesterday morning he taught me something about the future of business.
As Business Goes Social, CIOs Sit on Sidelines
NOVEMBER 28, 2011
The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. I entered the room late, but figured I could quickly catch up on the proceedings by checking the Twitter stream of attendees.
Cool & Useful Sites for the Holidays
DECEMBER 18, 2011
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 .
Five Tips to Make Your Writing Sparkle
APRIL 28, 2011
Now that we’re all publishers, writing has become a core skill for marketers. I love good writing, and whenever I get the chance to teach it, I share these five tricks I’ve learned to make anyone’s writing better. Write in Pictures.
The Other Social Network
MARCH 10, 2011
Have you checked out LinkedIn lately? If you thought the world’s largest professional network was little more than a place to post your resume, you owe yourself another visit.
How B2B and B2C Marketing Are Different
JANUARY 20, 2011
My fourth book, Social Marketing to the Business Customer , came out this week. While the purpose of this e-mail is ultimately to convince you to buy it, I hope to also impart some insight I gained from immersing myself in business-to-business social marketing for six months.
How Much Should You Pay For Content?
JUNE 9, 2011
Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother. You’re better off investing in professional communicators and teaching them what they need to know about your business.
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.
Social Marketing Hangover
JANUARY 6, 2011
I was recently quoted on Internetnews.com making the following prediction: “Look for marketing’s love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don’t solve problems of poor products or positioning.
B2B Blogging Gets Publishing Discipline
MARCH 24, 2011
I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. This is a great chance to take a snapshot of best practices in the field, and I was struck by this year’s entries in the corporate blog category.
Two B2B Social Marketing Initiatives Worth Checking
JUNE 29, 2011
A couple of notable B2B efforts have caught my eye recently that I wanted to share. One is Element14 , a social community for engineers sponsored by an electronics distributor of the same name.
Awareness E-Book Raises the Bar on Social Measurement
JULY 29, 2011
The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics.
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.
Facebook Can Work for B2B Marketers, But You Gotta Know the Rules
AUGUST 4, 2011
In my work with B2B organizations, the question of how to use Facebook is invariably front and center. This Is despite the fact that numerous surveys have shown that Facebook is one of the least effective social networks for B2B marketing.
Groupon Digs the Hole Deeper
FEBRUARY 7, 2011
It’s been a little more than 24 hours since Groupon aired the most offensive advertising campaign in history , and the company’s response to the outpouring of negative commentary has been a textbook example of how not to handle a crisis.
Earth Knowledge is a Great Example of Content Curation
APRIL 25, 2011
Earth Knowledge takes curation to a new level. The site was conceived as a way to promote a concept called “Reliable Prosperity, or decisions that contribute both economic and ecological value.
Best Gifts for Geeks: The Spiceworks List
DECEMBER 22, 2011
As part of my work with IBM Midsize Business , I monitor and contribute to an active IT community called Spiceworks. This collection of hard-core geeks (1.8
Surveys Show ‘Social Business’ Concept Gaining Traction
NOVEMBER 16, 2011
Got a Cause? Pen a Poem. Win 10 Grand.
MARCH 1, 2011
It’s tough raising nickels and dimes. In even the most prosperous times. One new course of action. That might get some traction. Is pitching nonprofits in rhymes. OK, so I didn’t miss my calling as a poet. But if you’re a nonprofit organization in the U.S.,
Groupon’s Advertising Obscenity
FEBRUARY 6, 2011
In my 53 years on earth, I have never witnessed a more tasteless, vulgar and morally repulsive example of exploitative marketing than this Groupon ad that ran on the Super Bowl tonight. Can you imagine using the suffering of a repressed and brutalized nation to market online coupons?
SEPTEMBER 2, 2011
Downed trees in Framingham (Photo via Framingham Patch). Today is my fifth day without Internet service. My connection dropped on Sunday during Tropical Storm Irene, when my cable provider, RCN, lost power.
5 Pillars of Marketing Automation Success
Ensure Your B2B Marketing Clients Get the Best Results
My Video Interview About B2B Social Media on CMO Advantage with Ed Gaskin
APRIL 22, 2011
I spent a fun half-hour chatting it up with Ed, who’s a good friend and fellow media enthusiast. He told me how he spends most of his time these days working with inner-city gang leaders to mediate disputes. It makes social media marketing seem rather unimportant. B2B book podcast video cmo advantage
Organizing the Chaos of Social CRM
FEBRUARY 22, 2011
Software Advice has posted a grid that presents a new way of looking at the social CRM market. More importantly, Marketing Director Houston Neal argues that social CRM actually doesn’t exist.
CareOne Cashes In On Community
FEBRUARY 7, 2011
CareOne Debt Relief Services contends with a business climate that few of us (thankfully) have to face: Its industry has a terrible reputation. That industry is debt relief, a field that many people associate with fast talking pitchmen on late-night infomercials.
McKinsey Research Again Validates Social Technology Benefits
DECEMBER 27, 2011
Here are highlights from the fifth annual McKinsey study, “ How social technologies are extending the organization ” (registration required).
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.
Let Your People Speak!
FEBRUARY 24, 2011
IBM engineers celebrate Watson's victory (from an IBM YouTube video).
Facebook Tips for Midsize Businesses
OCTOBER 19, 2011
With Facebook presenting a tempting target of 800 million potential customers, small businesses are flocking to social network as a fast and easy way to generate business.
The Video of the Book: Social Marketing to the Business Customer
JANUARY 25, 2011
Check out the new video Eric Schwartzman put together for our book about B2B social media marketing ! B2B book video
How Will Technology Affect Employment?
OCTOBER 31, 2011
Live-blogging from the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. . Panel discussion: How Will Technology Affect Productivity and Employment? Moderator: Erik Brynjolfsson – MIT Sloan, CDB.
FEBRUARY 14, 2011
Four days after its offensive ad campaign began, Groupon did the right thing and pulled the plug. CEO Andrew Mason posted an apology on the company blog that was a vast improvement over the explanation he had posted two days earlier. The controversy was an expensive lesson for Groupon; in accepting full responsibility for running the campaign, Mason presumably absolved the agency of any blame. On the other hand, it may ultimately work out to be a worthwhile investment.
How Groupon Could REALLY Break the Mold
FEBRUARY 9, 2011
Groupon remained silent the second day after its offensive ad campaign ran on the Super Bowl. The Wall Street Journal quotes spokeswoman Julie Mossler as saying “we don’t really have anything else to say,” meaning that the defensive statement by founder Andrew Mason on the company blog on Monday would have to stand on its own. Groupon is donating up to $100,000 to each of four charities whose causes were cited in the company’s ad campaign.
We Like Readers Like This
MARCH 31, 2011
Bernie Gol dbach posted a nice comment in the For Immediate Release FriendFeed room about Social Marketing to the Business Customer. “I like Social Marketing (Gillin & Schwartzman) so much that I bought a copy for every day of the week, he wrote, along with the picture below.
DECEMBER 19, 2011
I get comments from readers all the time, and while I usually let these remarks speak for themselves, I thought I’d take advantage of a little extra time at the holidays to show my appreciation by responding to a few recent contributors. Thanks for showing that you care! Unquestionably imagine that which you said. Your favourite justification seemed to be at the web the simplest thing to take note of.
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.