February, 2010

WebMarketCentral

Thought leadership is still dead; long live idea marketing

Chris Koch

So much of what passes for thought leadership these days is little more than warmed over brochures. It may look better and read better than a brochure, but it’s still a brochure because it emphasizes our products and services over the needs of the people we are trying to reach. Last year, I wrote a piece that talked about why thought leadership is dead and why we needed a new term to describe it. This week, Gartner proved why we need to make the change.

Lead Nurturing & the 80/20 Rule

The Point

A couple of months ago, in a respected marketing Webzine, there appeared a case study detailing a software company that had gone to impressive lengths to make the most of their investment in marketing automation.

Trending Sources

Most important B2B Marketing Metrics For CEOs

B2B Lead Generation Blog

Today CEOs expect marketers to provide metrics and to be accountable to meeting their numbers just like sales people. They do have a bunch of activity metrics and some squishy metrics like brand recognition. At the same time, most CEOs agree that they aren’t getting enough activity at the top of the sales funnel. Thus their marketers are constantly reminded that more leads are needed.now! When the revenue doesn't immediately materialize, CEOs will lament, why can't I see ROI from marketing?

You Don’t Know Jack About Online Marketing – More than Just the Coolest Marketing Game Ever

Modern B2B Marketing

Today, Marketo launched a fun interactive game called You Don’t Know Jack about Online Marketing. Within minutes of the launch, we had hundreds of marketers testing their skills to see how their knowledge stacked up compared to their friends and marketing peers. There has been lots of great feedback, but we have received a few questions about why we’d create this online marketing quiz.

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts.

The First (Almost) Clickable Direct Mail

The Point

Marketing pundits have been proclaiming that direct mail is making a comeback ever since I first cut my teeth in direct marketing back in the late 80s.

Genoo Aims to Shake Up Marketing Automation Market

Webbiquity

Marketing automation / demand generation software enables marketers to build microsites and use content marketing to capture leads and nurture them through the buying process. Companies evaluating established providers such as Marketo , Eloqua , Silverpop’s B2B Engage and HubSpot would be well-advised to check out a relatively new contender as well— Genoo Marketing Automation.

9 Tips for Leveraging Synergies of Email & Social Media

Proteus B2B Marketing

Are you using social media to promote your email marketing efforts? Are you using your email marketing to promote your social media efforts? The easier you can make it for people to go between the two, the more connections and touchpoints you’ll forge. Here are 9 tips to help you do just that. Promote your Email [.].

Search Engine Marketing (SEM) Best Practices

Webbiquity

Search engine marketing (SEM) can be a powerful lead generation source, or a complete waste of money. B2B marketers often get less from their SEM programs than possible by overlooking basic but critical steps. Here are some best practices to optimize your results from SEM campaigns: 1.

Make No Mistake: How Worst-Practices Derail Successful ABM Efforts

This Quick Study Slide Show from Node identifies the common mistakes of ABM executions and offers practical advice to help teams avoid them.

Inbound Marketing: Does a 60% Lower Cost Per Lead Interest to You?

Proteus B2B Marketing

Internet marketing technology provider Hubspot recently released a study entitled The 2010 State of Inbound Marketing. The study included 231 marketing professionals, 69% of whom worked for B2B companies in a wide variety of industries. The largest industries were professional services (22% of respondents) and technology (15%). Inbound Marketing refers to marketing strategies and tactics designed [.].

Where Should B2B Bloggers set up the Corporate Blog?

Proteus B2B Marketing

The question of where B2B marketers should place the corporate blog is a critical one. It has implications in terms of B2B SEO, positioning, and your ability to later successfully transfer the trust and authority you build up in the eyes of search engines. This post addresses some of the options and their implications. Jeffrey Cohen [.].

SEO 3

Steve Woods

Ambal's Amusings

Does your marketing promote your Corporate Social Responsibility program? Sarah Mitchell says that promoting a company through altruistic activity is going to be far more effective than slick advertising campaigns. We asked Sarah Mitchell "What are key marketing trends and predictions for 2010?

Jonathan

Ambal's Amusings

Does your marketing promote your Corporate Social Responsibility program? Sarah Mitchell says that promoting a company through altruistic activity is going to be far more effective than slick advertising campaigns. We asked Sarah Mitchell "What are key marketing trends and predictions for 2010?

Patsi

Ambal's Amusings

Does your marketing promote your Corporate Social Responsibility program? Sarah Mitchell says that promoting a company through altruistic activity is going to be far more effective than slick advertising campaigns. We asked Sarah Mitchell "What are key marketing trends and predictions for 2010?

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

Be a Strategic Planning Action Hero with Micro-Strategies

B2B Marketing Traction

Tweet. Dave Logan, Co-Founder/Senior Partner of Culture Sync, Professor at the Marshall School of Business at USC, and C0-Author of the book Tribal Leadership , presented the opening keynote at the Association for Strategic Planning annual conference in Pasadena, California.

Conversen Simplifies Complex Messages Through Multi-Channel Dynamic Content

Customer Experience Matrix

Summary: Conversen makes it easy to generate dynamic messages across multiple channels. It's more a supplement than a replacement for conventional campaign management but should save a lot of work for marketers and their agencies.

There is no social media strategy, only marketing strategy

Chris Koch

Image via Wikipedia. I’ve been working with my colleagues at ITSMA on another survey on social media for B2B marketers that I hope you’ll take by going here. As we put together the questions, we struggled with the issue of social media strategy. I resisted treating it as a standalone in the survey.

Going Mobile with B2B Marketing

Buzz Marketing for Technology

As I mentioned in my Top 10 predictions for 2010 – I think the Mobile Marketing in 2010 will become more mainstream. As a marketer I always like to play the “odds not the lottery&# and to me when you have a market of 3.3

SMS 2

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts.

Blog with Discipline to Get Marketing Results

B2B Marketing Traction

Tweet. A recent Hubspot survey showed that most business bloggers write no more than one blog entry a week. In 2010 2-3% write multiple blog entries per day, 8% write one per day, 29% write 2-3 per week. 38% write once a week, 17% monthly and 6% less than once a month.

How to Answer a Question: 5 Tips for Making the Most of LinkedIn

The Point

One of the biggest clients of my 15+ year agency career was won as a direct result of a question to which I responded on LinkedIn , the popular business networking site.

Buyer Persona 2.0 – Part 7 – Buyer Personas Segmentation

Tony Zambito

Over the past few years, our firm Goal Centric has engaged with high profile organizations that place a high value on performing market segmentation.   Where buyer personas fit in the scheme of segmentation has been a source of confusion since the early days of design personas.

Buy 2

Lead Gen Companies Should Not Dictate Your Pace

Smashmouth Marketing

On a recent sales call, the prospect told me he is working with a pay-for- performance appointment setting company like Green Leads. The difference, and the reason for the call, is that he wants more meetings per month, but the other vendor is " dictating the pace " at which he gets them.

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.

Weekly Contest - Win a high-level website SEO review!

Ambal's Amusings

Our expert contributors to ClickPredictions 2010 eBook are giving away many exciting and wonderful prizes this week. Win eBook version of Jonathan Kantor's new book Crafting White Paper 2.0.

Link Thought Leadership to Intelligent Client Discovery

Ambal's Amusings

Conventional approaches won’t deliver – and inbound marketing is not enough. We asked Britton Manasco "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?"

What’s your Social Media diet?

Buzz Marketing for Technology

I often get asked the question – how do you keep up with it all? And if there is one thing I pride myself on is being organized. As anyone on my team can tell you from having been in my office is that it is very organized which I feel spills over into my digital life as well.

Does 'Being Findable' mean 'Being Everywhere'?

Ambal's Amusings

"Being findable" is very important in marketing today. However, "Being Findable" doesn't mean "Being everywhere" We asked B2B Marketing experts: What does "Being Findable" mean in today's digital age?

30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.

5 Ways to Use Social Media in Marketing Automation

LeadSloth

This is the first of three posts for the Silverpop B2B Marketing University , March 3rd in Washington DC. I will be speaking about Marketing Automation features, the marketing technology ecosystem, and the impact of Social Media.

Not all Content is King!

Ambal's Amusings

While many companies may be focusing on quantity, the ones that will succeed will be those who focus on quality. Michele predicts that content will continue to be a driving force in B2B marketing in 2010, especially as companies try to take advantage of social media.

Are you promoting your Corporate Social Responsibility program?

Ambal's Amusings

Does your marketing promote your Corporate Social Responsibility program? Sarah Mitchell says that promoting a company through altruistic activity is going to be far more effective than slick advertising campaigns. We asked Sarah Mitchell "What are key marketing trends and predictions for 2010?

Do You Need a Freelancer or an Agency?

WriteSpark

Technology companies typically maintain relationships with one or more advertising, marketing, and public relations agencies for services related to sales promotion, including copywriting.

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

Market Like a Tiger in 2010

B2B Marketing Traction

Tweet. The Chinese New Year started on Sunday and is being celebrated around the world. It’s the Year of the Tiger in the Chinese Zodiac, which relates each year to one of twelve animals.

Market Like a Tiger in 2010

B2B Marketing Traction

Tweet. The Chinese New Year started on Sunday and is being celebrated around the world. It’s the Year of the Tiger in the Chinese Zodiac, which relates each year to one of twelve animals.

In B2B Marketing: Content is Media

Buzz Marketing for Technology

For some reason there is a lot of confusion about the word Content lately. Back in the late 90s when the internet was just heating up we all heard alot about how “Content is King&#.

Are you using Video for Corporate Story telling?

Ambal's Amusings

As more and more people find web video to be valuable and entertaining, web video for corporate story telling will continue to expand. We asked Seamus Walsh "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?"

Increase Marketing ROI 10X and Prove It

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