2010

Reputation to Revenue

Trending Sources

Is sales enablement dead?

Reputation to Revenue

Sales Enablement is a huge topic in B2B these days.

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The lure of cheap content in B2B marketing

Reputation to Revenue

An article in MediaWeek on content mills like Demand Media and Seed.com got me thinking about the dangerous lure of cheap content in B2B marketing.

B2C 21

Marketing to key accounts: It's all about the relationships

Reputation to Revenue

I was interviewing a Key Account Manager for a large tech firm the other day, and was struck by her comment that she wanted the firm's marketing people to be much closer to her customer.

Strengthening thought leadership marketing: Five steps to excellence

Reputation to Revenue

I've just had the privilege of helping judge ITSMA's Marketing Excellence Awards , and was impressed in particular with the submissions in the Thought Leadership Marketing category. As recently as five years ago, thought leadership marketing was mainly the province of the top consulting firms.

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 four engines of B2B marketing success

Reputation to Revenue

A friend recently had the good fortune not only to take over marketing for a successful B2B firm, but to do so with a mandate to build a new strategy that ensures a much greater impact on the business.

Two cheers for Eloqua's Content Grid

Reputation to Revenue

Actually, I think Eloqua's new Content Grid is fabulous: it crams a complex story and a lot of information into an easy to understand infographic on a critical topic for B2B and solutions marketing. Nice job, folks! My small beef is with the definition of "content marketing" that underlies the grid.

Editorial strategy: Why do B2B customers need your information?

Reputation to Revenue

A new report from the always excellent Project for Excellence in Journalism got me thinking a bit differently about thought leadership and content marketing and marketing as media. We all know that social media is increasingly central to how we get our news and information.

Four steps to strengthening B2B customer connections

Reputation to Revenue

IBM's hot-off-the-press 2010 CEO Study confirms again what solutions marketers already know: getting closer to customers is a strategic priority.

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.

Lessons from IBM's CIO community program

Reputation to Revenue

Everyone selling high value solutions wants to engage C-level executives. They're the ultimate decision makers. They can provide deep insight into both their own companies and emerging issues in your markets. They can give you the most powerful references and testimonials.

Marketing lessons from the Grateful Dead

Reputation to Revenue

Crazy week last week, but it was hard to resist the HubSpot webinar, Marketing Lessons from the Grateful Dead -- at least for me and 800+ other Dead-loving marketers.

Master narratives and framing the debate with B2B marketing

Reputation to Revenue

Years ago, when I was a lowly graduate student at MIT, I learned an essential lesson about communications while taking a course on "framing" the news.

Aligning marketing and sales.with what?

Reputation to Revenue

Marketing folks in B2B are obsessed with aligning marketing and sales. It's a longstanding pain point, and it always comes to the fore in a down economy.

7 B2B Marketing Strategies You Need to Know About

As B2B marketers, we know that our buyers' needs are ever-evolving, but it's not just our buyers that are changing.

The urgency of B2B content marketing

Reputation to Revenue

Yesterday I wrote about "marketing as media" in B2B and the challenge of becoming a top source of information and ideas for your customers and prospects.

Marketing as media: Are you in the top five?

Reputation to Revenue

B2B marketers are getting used to the idea that we have to think of ourselves more as media organizations and publishers than pitchmen and promoters.

TL in 4D: Four dimensions for thought leadership success

Reputation to Revenue

B2B marketers know that thought leadership is essential, especially when selling high-value solutions. Business buyers tune out most traditional marketing, but they are always looking for new ideas.

The continuing rise of Account-Based Marketing: Four keys to success

Reputation to Revenue

Over the last 10 years, more and more B2B firms have invested in account-based marketing: treating individual accounts as "markets" and devising focused campaigns just for them. Back when my partners and I were developing some of the early methodology for account-based marketing in the early 2000s at ITSMA , it was a tough sell. We had seen strong results from ABM pioneers, such as Accenture, IBM, Xerox , and HP, but the costs of doing ABM were clearer to many marketers than the benefits.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

The lure of cheap content, continued

Reputation to Revenue

I wrote the other day about the lure of cheap content in B2B marketing. A few weeks back, I also wrote about the potential of marketers taking a journalistic approach to marketing. Now comes news that more mainstream media companies are themselves falling prey to the lure of cheap content.

"Quality isn't Job One.

Reputation to Revenue

Being totally frickin' amazing is Job One." The great Hugh MacLeod ( gapingvoid ) has cleaned up one of his greatest hits. Wall-worthy even in the most conservative office. Check it out.

Can corporate journalism work?

Reputation to Revenue

Read an interesting post by Ike Pigott today (thanks Amber ) suggesting that as mainstream journalism continues to shrink, struggling journalists should consider jumping to the dark side and plying their trade as corporate journalists. Ike distinguishes his notion of the corporate "embedded journalist" from the age-old tradition of reporters simply leaving the newsroom to go work in corporate communications.

Six steps to differentiating your solutions

Reputation to Revenue

Aargh! Six weeks to launch, and so much to do. The solutions management folks have spent months putting together the new offering, and now we've got about 87 things to do to get ready on the marketing side. Press release.internal webinar for the sales team.customer presentation.special briefings for the top account leads.white paper.update the public site with descriptions.collateral for the trade show.

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.

The Best Email Subject Line For Teleprospecting I've Seen Yet.

Sales Prospecting Perspectives

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.

Best 119

How Do You Define a Quality Sales Opportunity?

Sales Prospecting Perspectives

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

. 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.

A fascinating “hardcore” B2B social media success

grow - Practical Marketing Solutions

With many companies now engaged in social media marketing strategies for nearly two years or more, success stories are starting to emerge, even in the difficult marketing world of industrial B2B.

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

A Simple B2B Marketing Framework

Everything Technology Marketing

We often discuss in this blog how B2B marketing is becoming more complex, and how to manage this complexity.

11 B2B Marketing Predictions for 2011

Buzz Marketing for Technology

Around this time last year I wrote about the 10 B2B Marketing Predictions for 2010 and while I would say 7 out of 10 have already materialized and the others are on their way. So that begs the question – what’s on the horizon specifically for B2B Marketers next year?

Cartoon: Who is creating content for your company?

Digital Body Language

Today's my first attempt at cartooning (okay, not really, all the hard work was done by gifted cartoonist Brady Bonus ). I hope you enjoy it! First posted this morning on It's All About Revenue : Tags: Social media Content

The Anatomy Of A Sales Discovery Call

Sales Prospecting Perspectives

Last week I wrote about the need for sales executives to go into their meetings with a plan of attack. I wrote out a quick anatomy of a sales call, but it was very vague. Realistically, each meeting you have has a different desired outcome depending on what stage of the sales process you are at. It is with that in mind that I decided to write out what I think is the anatomy of several key sales’ stages.

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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.

SAL is the Glue that Binds Sales and Marketing in Lead Generation

Industrial Marketing Today

A lead is a lead, right? Depends – are you in marketing or in sales? SAL – Sales Accepted Leads is the bridge between Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL). No, I am not splitting hairs nor am I indulging in semantics.

7 Mistakes To Avoid In Your Next Webinar Invitation

The Point

I’ve written a number of times in this space about how to maximize response from email Webinar invitations. The campaign below from Parallels , a Swiss-based software company, provides a handy illustration of those techniques by displaying what key mistakes to avoid. For example: 1.

The 4 C’s of B2B Marketing

Buzz Marketing for Technology

We’ve all heard about the four P’s of marketing. Product. Price. Placement. Promotion. The four P’s were created mainly to describe the ideal “marketing mix&#. The term “marketing mix&# became popularized after Neil H.

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How PR and Social Media Can Work Together

Webbiquity

Social media and PR would seem to be natural allies. Both are primarily focused on brand awareness, credibility building and image enhancement. Both are critical tools for dealing with bad news or crisis situations. Both require relationships with influential people in one’s industry to be effective.

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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.