February, 2010

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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.

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?

Nine mistakes to avoid in writing online B2B lead-generation copy

EMagine B2B Blog

Ambal Balakrishnan has done us a great service by collecting the thoughts of several experts on the subject above, then posting the collection in ClickInsights. His experts: Michael Stelzner, Stephanie Tilton, Cindy King, Michele Linn, Jonathan Kranz. We’ve picked out a “top nine” here; for the rest – plus more depth – just click on [.].

7 Inspiring B2B Marketing Campaigns

Must-See Examples of Marketing Success That You Can Replicate.

B2B Marketing: Trust + Community = ROI

Buzz Marketing for Technology

Trust is not a new thing when it comes to marketing and communications as evidenced by one of the most awaited studies in the communications world is always the annual Edelman Public Relations Trust Barometer.

Social media measurement: Sometimes a picture is worth a thousand tweets

grow - Practical Marketing Solutions

In all of the posts I’ve read about social media measurement, very few address the possible role of qualitative research — measuring when you don’t have data — so let’s take a look at that today, shall we? This will not be boring, I promise.

Media 11

10 Reasons I Won’t Follow You on Twitter

Webbiquity

Before I start this rant, let me make it clear that I love gaining new followers on Twitter and I’m honored by (almost) every one—I’m grateful that you want to hear what I have to say!

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.

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.

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.

The NEW “Four P’s” of marketing

grow - Practical Marketing Solutions

Place, product, price and promotion. We all learned these basic marketing principles in college and they still stand up today. But the social web is a true shift in the way we communicate and go to market.

9 Tips for Leveraging Synergies of Email & Social Media

Proteus B2B Marketing Blog

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.

CTR 4

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.

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

Proteus B2B Marketing Blog

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 Blog

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 [.].

How do I get a job in social media marketing?

grow - Practical Marketing Solutions

In my role as an educator and an advocate for social media marketing, this is a question I get asked at least once a week. Here are some ideas on how to prepare yourself for a marketing career in the social economy: If you’re just starting out.

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?

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.

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?

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.

CMO 2

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.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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

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.

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.

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.

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.

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?"

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.

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?

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.

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.