December, 2011

The Effective Marketer

Inbound Marketing Analytics 101

The Effective Marketer

HubSpot does it again, taking content that is not necessarily new or revolutionary and putting it in a nicely formatted eBook that makes reading it a pleasure. With “ An Introduction to Inbound Marketing Analytics “, you get an overview of what to measure and why. Especially useful for small companies and those who are just starting out with their marketing programs and need some help identifying key metrics, the eBook is packed with good advice. Inbound Marketing Analytics Overview.

Demand Generation and Lead Management Explained

The Effective Marketer

Last week Carlos Hidalgo , CEO of the Annuitas Group , shared on the Software Advice blog a nice video explaining two basic concepts that are often used interchangeably by vendors and even analysts in the Marketing Automation space but should in fact be treated as separate concepts: Demand Generation and Lead Management. Demand Generation vs. Lead Management. According to Carlos, Demand Generation has two goals: Filling the funnel. Engaging with prospect throughout the funnel.

Trending Sources

Some Good Trade Show Advice

The Effective Marketer

Despite the fact that trade show attendance is going down and there is less money in your marketing budget for attending physical events, if you do have to go to one you’d better make it worth it. I like how Vanessa Nornberg described in an Inc.com article a few tips to make your trade show profitable: Buy a booth you can afford. Strategically organize your booth. No chairs. Eliminate distractions. No smart phones. Leave laptops at the hotel. Choose the booth staff wisely.

What Are Your Brand Touchpoints?

The Effective Marketer

A nice post by Nick Westergaard on the “ 12 Most Underutilized Brand Touchpoints “ talks about the stuff many people relegate to second plan when thinking about their company’s brand. You have your logo, your tagline, your website… but how about product packaging, brochures, and holiday cards? Yup, holiday cards deserve some branding love too. It’s all about how you present yourself and your company to customers and prospects in every single touchpoint.

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation.

Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day.

Five Step Guide: Gaming Google for the Long Term

Digital B2B Marketing

Google makes approximately 500 search algorithm changes a year. Looked at another way, Google averages two algorithm changes every business day.

Marketing Automation Skills are Scarce: Strategies to Close the Gap

Customer Experience Matrix

The marketing automation industry continues to grow quickly, with many vendors announcing their client bases have more than doubled in 2011.

5 Ways New Buyer Behaviors Will Affect B2B Marketers in 2012

Tony Zambito

Changes in buyer behaviors continue to march on as new social technologies take root into the mainstream of B2B businesses.

2017 CMO Survey

The 2017 CMO Survey can provide you with the latest insights into marketplace dynamics, spending, and trends.

B2B Blogging and Video Takes Off

Modern Marketing

by Jesse Noyes | Tweet this Some might say 2011 was the year of social media in b2b. But according to a survey released this week, it might have been the year of the blog.

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Connecting Thought Leadership to Lead Generation in B2B Marketing

Digital B2B Marketing

Many B2B marketers look to content marketing as a key part of establishing thought leadership. However, companies frequently expect the same content marketing program to capture contacts or leads as well. The problem is, registration and thought leadership are at odds with each other.

Marketing IS Business: The Wisdom of Peter Drucker

Marketing Insider Group

I have been using a lot of Peter Drucker quotes since I entered marketing over 18 years ago. And I have been using them a lot lately in this blog here and here , and in many of the presentations I’ve been giving.

Beyond Marketing Automation: Building a Complete Marketing Infrastructure

Customer Experience Matrix

Best Facebook Marketing Tips, Techniques and Tools of 2011, Part 1

Webbiquity

You know the statistics : Facebook is the most popular method for sharing online content. It’s approaching one billion users worldwide. 85% of B2B journalists are on Facebook. 61 of the world’s 100 largest companies maintain Facebook brand pages, as do 71% of B2B firms.

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The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Is “social media campaign” an oxymoron?

Chris Koch

If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach. I would have had only slightly less disdain for the audience for these campaigns. Fly-by-night opportunists hoping to win your Facebook sweepstakes. Win or lose, after the contest is over, they’d ditch you as quickly as a toddler dispatching a fistful of broccoli.

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48 Ways to Measure Social Media Success

Webbiquity

Ultimately, as Olivier Blanchard has pointed out repeatedly , social media marketing has to demonstrate an ROI (though he acknowledges the questions have to be made more specific). In the b2b world, the “R” is generally leads (website call-to-action conversions) with some monetary value applied to them. But it’s crucial to the social media ROI debate to recognize that “R” is an end-of-the-process measure.

Media 93

Adam Tinworth: Journalism in a Period of Continuous Change

B2B Memes

Adam Tinworth. If I were asked to name one active blogger that every B2B journalist should follow, I would probably suggest Adam Tinworth. For more than eight years, the British trade press editor has blogged about journalism, social media, and much more on One Man and His Blog.

32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program

NuSpark

Everybody does list-format blog posts this time of year. Thought I’d give it a shot as well, running through a master list of “resolutions” as preparation for improving your inbound marketing and lead generation strategies for 2012 and beyond. Consider these as the stepping stones for optimal business growth by aligning marketing & sales, and developing a content strategy designed to generate leads and nurture them into sales. Process: Set your lead generation campaign goals.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

2012 Content Marketing Trends for Manufacturers and Industrial Companies

Industrial Marketing Today

I just finished reading an excellent research report from the good folks at Content Marketing Institute (CMI). This report is chock full of statistics and graphs about B2B content marketing.

40 Awesome Marketing Tweets From 2011

Marketing Insider Group

“These are a few of my favorite things…” Now that you have that song in your head, let me tell you a little bit about how I come up with some of my blog content.

Aha! Marketing Leaders Reveal Their Most Powerful Marketing Insights from 2011

B2B Lead Generation Blog

Tweet At the B2B Summit 2011 in San Francisco, Daniel Burstein, Director of Editorial Content at MECLABS, asked me and a few other attendees to reveal our most important “aha” moments in 2011. Our responses are compiled in the video below; hearing what my colleagues had to say produced even more “aha” moments for me, and I’m sure they will for you, too. In fact, this will be well worth investing nine minutes to watch if you want a serious dose of inspiration and insight.

The Ultimate Glossary: 120 Social Media Marketing Terms Explained

Hubspot

On the web today, things change fast. New applications launch every day, and existing applications continue to evolve and add new features. Just this year we witnessed the debut of Google+ and the introduction of Facebook Timeline.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

B2B Content Marketing Statistics: 2012 Budgets, Benchmarks and Trends [Research Report]

delicious b2bmarketing

Are you a PRO MEMBER? Log In. Our Sites: Content Marketing Institute. Junta42. Content Marketing World. CMI Books. CMI News. SocialTract. Skip to content. About. Benefactors. Resources. Case Studies. Original Research. Content Marketing Stats. B2B Content Marketing Assessment. White Paper Library.

The Ultimate Cheat Sheet for Creating Social Media Buttons

Hubspot

Social media is an extremely valuable tool for promoting your great marketing content. But with so many social media platforms providing their own individual content sharing and follow buttons, it's often difficult to differentiate between which social media button to use for what purpose.

A Primer on Website Visitor ID and Smart Form Technology for Lead Generation

NuSpark

There’s a technology available that identifies company and prospect visitors to your websites, landing pages, and forms.

Paul Conley: Has the Content Marketing Dream Become a Nightmare?

B2B Memes

Paul Conley. In the trade magazine business, not generally known for early adoption of new-media developments, Paul Conley is something of an anomaly. He is, as he puts it, “hypersensitive to how new technology opens up opportunities in old worlds.”

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

What’s your marketing plan for 2012?

Tomorrow People

Do you have a marketing plan for 2012? Is it simply to spend less on your marketing or to work towards a specific goal? Or are you wondering where to start? Here are a few tips to creating a marketing plan for the year ahead. Fine tune your strategy. This is the crucial part. Assess what your business approach is for the year ahead, then consider how you can reach your target market. Think bigger. Which marketing channels did you use in 2011?

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Buyerology Trend: Humanize the Buyer Experience

Tony Zambito

This is the final article looking at buyer trends that will influence marketing and sales in the near and foreseeable future.

Integrated Marketing Measurement: It’s Like Lasagna

Digital B2B Marketing

All marketing is integrated, even if it is unintentional, poorly done or working against itself. Marketing activity does not happen in a vacuum void of other influences. What is the ROI of your social media activity? What is the ROI of search? What is the ROI of TV?

Hire A Journalist! (We did, and here’s what we learned)

Modern Marketing

by Brian Kardon | Tweet this Some anniversaries are worth celebrating more than others. For this one, I eagerly pop open the Champagne! I am celebrating the one-year anniversary of a very special employee, Jesse Noyes , our corporate reporter. Jesse is the real deal – a card-carrying journalist with credentials that include The Boston Herald and Boston Business Journal. One year ago, we hired Jesse and I want to celebrate by sharing with you what we’ve learned.

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.

Bored to 3.4 Billion Tears

Modern Marketing

by Steven Woods | Tweet this In a sequence of events over the last few days, the best and the worst of the software culture and innovation were highlighted. SAP announce a pending acquisition of SuccessFactors for $3.4

12 B2B Marketing Predictions for 2012

Digital B2B Marketing

I was recently informed that every marketing blogger must publish their predictions for the year ahead. So to claim my status as a blogger and not put my right to use WordPress at risk, here are my 12 serious predictions for B2B marketing in 2012. Content Marketing 1. Name recognition will rule.

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2012 B2B Marketing Predictions – Will Marketers Leave Sales Behind?

Marketing Insider Group

One of the reasons I was thrilled to be asked to join the Focus B2B Marketing Year In Review round table was that it would allow me an opportunity to discuss my annual predictions for the coming year.

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4 Steps to Mobile Marketing Success

Marketing Insider Group

First came digital, then social and now the mobile revolution is taking the world by storm. In many countries, there are more mobile phones than people, homes with electricity, even toilets. There are more mobile users than all the TVs, PCs and landlines in the whole world combined !

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.