September, 2011

The Point

Why Salespeople Hate Most White Paper Leads

The Point

How is it that a quality white paper on a hot topic can still generate bad leads? It’s got to be the media, right? Wrong. It’s the offer.

Paper 89

Segmentation, Social Media Drive Lead Nurturing Success for iDirect

The Point

When marketers embark on a formal lead nurturing strategy, opportunities for process improvement can arise in unexpected ways. That was the experience for iDirect , a leading provider of satellite IP communications based in Herndon, Virginia.

Trending Sources

Forget About Hot Leads. It’s Cold Leads that Make the Difference.

The Point

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads.

B2B 2

The Trouble with Klout

Paul Gillin

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.

Increase Marketing ROI 10X and Prove It

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

9 attributes of the best thought leadership content

Chris Koch

Some time back, I blogged about the attributes of a thought leader. Lately, I’ve been talking to B2B marketers about the content delivered by these thought leaders and asking, What defines good thought leadership content? Here’s what I have so far. Surely, you have a suggestion that will get us to ten attributes? Visionary. It’s best to address a problem before customers realize that it’s a problem. Provocative. The best thought leadership pieces are bold and attack conventional wisdom.

Best 91

50 (of the) Best Social Media Guides, Tips and Insights of 2011 (So Far)

Webbiquity

Social media marketing has gone well beyond the hype stage and is now mainstream business practice. Still, questions remain: how do I use social media most effectively across the enterprise? Which social media monitoring tools should I use? What should I monitor for?

Media 114

Influence of Buyer Perceived Value (BPV) on Buyer Behavior and Decisions

Tony Zambito

Image by Will Lion via Flickr In my recent article, Buyerology: The New Science of Understanding Buyer Behavior, I introduced the concept of Buyerology and the need for a renewed focus on understanding buyer behavior in the Social Age.

The Blog Tree: New Growth. Fruit for Your RSS Feed [Infographic]

Modern Marketing

by Joe Chernov | Tweet this A couple weeks ago, I attended Content Marketing World , where I presented on the business value of infographics. Although the conference was chock full o’ content marketing goodness, one line rang most loudly: “You’ve gotta go through the eyes to get to the brain.”.

RSS 102

2017 CMO Survey

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

What is Thought Leadership and Why Do you Need It?

Marketing Insider Group

These were some of the questions asked recently at the #profschat back on September 16 th by @MProfsEvents and the good folks @MarketingProfs.

B2C 98

What Moneyball Teaches Digital Marketers About Winning

Buzz Marketing for Technology

“Adapt or Die” – Billy Beane.

Buzz 68

E-Books: The Next Front for Journalists in Transition

B2B Memes

Over the weekend, I read a couple of blog posts that highlighted for me the shifting battlefront in the digital-media wars. Twitter is no longer a matter for debate among thinking journalists. Twitterland is settled, and the analog natives have either converted or consigned themselves to the dustbin of history. The next front is something quite different: e-books.

The Ultimate Facebook Marketing Cheat Sheet

Hubspot

Facebook's social network domination may frequently get challenged by emerging social media platforms like Google+, but the facts remain. With more than 750 million members in its user base, it's still the most popular social network around.

How to Create a Facebook Business Page in 5 Simple Steps (With Video!)

Hubspot

You may already use Facebook for personal reasons such as keeping up with your friends or sharing photos, but the idea of running a business page on the world's largest social network might still seem intimidating. Where do you start? What should your goals be? How much work will it take?

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Content Strategy Visualized – The Blog Tree Sprouts New Growth

Marketing Insider Group

The most popular article I’ve written thus far posed the question: “ will content strategy save marketing? ” The question is being asked by marketing leaders at companies large and small.

Link 87

Buyerology: The New Science of Understanding Buyer Behavior

Tony Zambito

Image by Taz etc.via Flickr Over the course of the past two years, we’ve seen a marked shift in buyer behavior and buying choices.

Experiential Buying Behavior Takes B2B Center Stage

Tony Zambito

Image by davidking via Flickr. In my previous article, Enhance the Buyer Experience with Intelligent Engagement , I referenced a trend I called Experiential Buying. 

[Chart] Does Klout Impact Conversions?

Modern Marketing

by Joel Rothman | Tweet this About 5 years ago, “Social Media” seemed like the hula hoop scene from the Hudsucker Proxy. You know, for kids”. Today, it’s considered an essential part of any complete marketing strategy.

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.

The Traditional Marketing Playbook Is Dead!

Marketing Insider Group

Are you tired of being badgered by sales people before you are ready to buy? In some organizations, the primary role of marketing is simply to help sales make a deal. How do you help them make a deal? You negotiate amazing offers like price reductions and special financing.

The 8 Most Common Sales Mistakes

Marketing Insider Group

I often talk here about the need for better alignment between marketing and sales. In fact, it is often cited as the biggest challenge for B2B marketers. It is because of this that I like to reach out to some of my friends in B2B Sales AND Marketing to provide their perspective.

Integrating RSS Feeds, LinkedIn, Facebook, Twitter, and Google+, a Primer for Managing your Social Media Time Efficiently

NuSpark

I’m taking a break from the usual material on lead generation strategy and tactics to do a post on managing my social media time. If you’re like me (and if you’re not, read this anyway), you’re looking for ways to monitor social media and blog feeds without jumping around to multiple platforms. We’re all busy, and am sure we have our own methods to monitor, share, and comment on the tweets, posts, blogs, and updates we receive each day.

RSS 74

Integrating RSS Feeds, LinkedIn, Facebook, Twitter, and Google+, a Primer for Managing your Social Media Time Efficiently

NuSpark

I’m taking a break from the usual material on lead generation strategy and tactics to do a post on managing my social media time. If you’re like me (and if you’re not, read this anyway), you’re looking for ways to monitor social media and blog feeds without jumping around to multiple platforms. We’re all busy, and am sure we have our own methods to monitor, share, and comment on the tweets, posts, blogs, and updates we receive each day.

RSS 74

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

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

[Chart] Google+ Posts Drop Even as Accounts Rise

Modern Marketing

by Jesse Noyes | Tweet this Google+ is growing fast, and most marketers should be considering what, if any, plans they should make for conducting programs through this new social network when they eventually launch their inevitable business offering.

API 73

Influence of Buyer Perceived Value (BPV) on Buyer Behavior and Decisions

Tony Zambito

Image by Will Lion via Flickr. In my recent article, Buyerology: The New Science of Understanding Buyer Behavior , I introduced the concept of Buyerology and the need for a renewed focus on understanding buyer behavior in the Social Age. 

People Curation

Aggregage

I just finished reading a great post by Ville Kilkku titled: Klout, Triberr, paper.li, and the future of content curation. It made me realize that people curation should be a lot of what we are really talking about here. But before I get to that, let me step through what he talks about.

10 Examples of Check-The-Box Marketing

Marketing Insider Group

Are your marketing activities aligned to business objectives or a list of “cool” ideas? Does your annual review include numbers, percentages and charts or paragraphs of subjective self-assessment?

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Social Media is Lowering Our Content Standards

Digital B2B Marketing

Social media has created the expectation that we share content, and in the drive to meet the content demands social media places on us, our content standards are falling. Here are three steps I am taking to bring my content standards back up. I hope you will join me. Content Content Curation content marketing jessica northey

How to Create Custom Tabs for Facebook Business Pages

Hubspot

With over 800 million active users, Facebook can be a powerful channel for your business , no matter what you sell.

URL 47

Blogger outreach is scary

Biznology

Image via Wikipedia. Unlike a few years ago, today everyone at least pays lip service to reaching out to bloggers the same we PR people have always reached out to mainstream media. That’s what my company, Abraham-Harrison does, and lots of other companies try to do it, too.

Twitter By The Numbers: Are You Listening to 100 Million Voices?

Marketing Insider Group

Last week, Twitter announced it had reached One hundred million voices or active users. But what do these numbers really mean? The Week magazine recently helped answer the questions “who is doing all the tweeting…and how many people are really interested in what they have to say?&#.

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.

8 Elements to Successfully Scaling Your Global Social Media Strategy

Modern Marketing

by Jesse Noyes | Tweet this No social media strategy, if done thoughtfully, is easy. But when you have to scale across a global enterprise, taking into account multiple product lines, services and the various different types of customers and prospects – well, things can get really complicated.

Are Smartphones Making Us Stupid?

Digital B2B Marketing

Smartphones always have a corner of our attention. When they beep, buzz or blink, we take notice. Walking down the sidewalk, on public transit, or while watching television, our smartphones are our sidekicks. Even during meetings, or maybe especially during meetings.

Disconnected

Paul Gillin

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.

Cable 43

Editorial Quality Vs. Revenue: A False Dichotomy

B2B Memes

On its blog earlier this month, the American Society of Business Publication Editors published an anonymous and despairing note from one of its members. In it, the magazine editor described a frustrating planning meeting with his counterparts in advertising sales.

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.