October, 2011

WebMarketCentral

5 Ways Social Media Can Drive Revenue

Modern Marketing

by Steven Woods | Tweet this There’s no doubt that social media has been a disruptive force on B2B marketing. Yet, many marketers struggle with how to use social media to go beyond awareness, to actually drive revenue. I’m here to tell you it’s not magic.

Media 125

Beanstalk Data Adds Service to the Marketing Automation Recipe

Customer Experience Matrix

Exploring a new marketing automation system is like biting into a bonbon: part of the fun is you never know what you’ll find inside. Thinking in those terms, Beanstalk Data is a tasty morsel.

Trending Sources

10 Commandments of Email Copywriting

The Point

Thou shalt not direct people to “Learn More.” ” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? Thou shalt tell people What, Why, and How.

Email 87

Social Media Marketing and Darwin: Evolution or Irrelevance

Buzz Marketing for Technology

“If you don’t like change, you’re going to like irrelevance even less.” ” – General Eric Shinseki, former U.S. Army Chief of Staff. The media landscape has evolved tremendously over the last quarter century.

Media 86

Increase Marketing ROI 10X and Prove It

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

7 reasons why social media success has nothing to do with social media

Chris Koch

This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. It was great getting the perspective of marketers outside of technology. But they call it “financial services” for a reason: They have all of the same struggles as technology services companies—with the added complication of tons of regulatory requirements.

Media 72

B2B and B2C Marketing Automation: Understanding the Differences

Customer Experience Matrix

As you might have guessed from my recent list of B2C marketing automation systems , I’ve recently been spending some time helping consumer marketers to select vendors. This is more a return than a departure: although I’ve written mostly about B2B systems for the past few years, my earlier work was largely in consumer marketing. Like any traveler, I’ve returned home with some new perspectives. Here are some observations - consumer marketers have to build databases; B2B marketers don’t.

Content Will Not Be King

Digital B2B Marketing

Nearly every marketer in every industry has heard the cry “ Content is King “ Even the cover of Ad Age was emblazoned with Content is King last month, complete with a crown.

Aging 69

Swabbing the Decks of the Titanic: Why You Should Learn Programming

B2B Memes

Last week journalism professor Matt Waite wrote a blog post worrying about the typical defeatist reaction of journalism students when faced with a coding challenge, whether in HTML, JavaScript, or other language: “I can’t do this,” they tell him. This is impossible. I’ll never get this.”

2017 CMO Survey

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

12 Internet Trends You Need To Know From Mary Meeker

Marketing Insider Group

Every year I look forward to the amazing insights provided by Mary Meeker at the Web 2.0 Summit. Mary moved from Morgan Stanley to join the venture capital firm Kleiner Perkins.

Why SEO Is The Key To Successful Marketing

Marketing Insider Group

Everyone uses a search engine! And yet, not everyone in marketing understands the difference between SEO, PPC, metatags and keywords. SEO stands for Search Engine Optimization. PPC stands for Pay-Per-Click.

SEO 95

Does integrity make you a social media loser?

Chris Koch

In three plus years of tweeting, I’ve picked up what I perceive to be the general etiquette for engaging on Twitter. I’ve also done research asking B2B marketers how they engage and how they educate their employees and SMEs to engage. I’ve rolled all that up into an approach that I doubt constantly. I don’t seem to be alone. Lots of people seem to be having Twitter identity crises these days.

Media 65

Survey: 71% of CMOs Feel Unprepared For Today’s Market

Marketing Insider Group

As CMOs go full-force into planning mode for their 2012 marketing strategy , a recent report suggests that they are ill-prepared for the changes taking place in the larger business world. This is according to the Global Chief Marketing Officer survey from IBM.

Have The Right Content. Help Your Buyers. Get More Customers.

Marketing Insider Group

I have been struggling with this dilemma for months. When you talk to most marketers and even the majority of business people, they get that the web , social media , mobile devices and the content we place on these channels are all important factors in driving real business results.

Help 88

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

8 Guaranteed Ways to Increase Social Media Reach

Hubspot

For most businesses, generating leads is the ultimate benefit of creating and maintaining a social media presence. But first things first.

Do You Know The New 4 Ps of Marketing?

Marketing Insider Group

Marketing has changed drastically since I started almost 18 years ago. And if you speak to senior marketers and advertising agency heads they will generally agree that finding and keeping talented marketers is one of their toughest challenges.

Buyer Perceived Value (BPV) Scorecard: Qualifying and Quantifying Value

Tony Zambito

Image by J. McPherskesen via Flickr As a follow-up to the article Influence of Buyer Perceived Value (BPV) on Buyer Behaviors and Decisions, offered is a perspective on how to implement a scorecard approach.

5 Steps To A Better Marketing Plan

Marketing Insider Group

The first step to great marketing is having a great marketing plan. However, not everyone bothers to plan – even though most agree that it is the foundation to successfully achieving your marketing objectives.

Plan 83

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.

Social Media Data: Time to Embrace it

Buzz Marketing for Technology

There is not a day that goes by in the life of a marketer that doesn’t have a headline that reads, “marketers struggle to find the ROI of social.” It is as if marketers are chasing down a unicorn that exists only in their imaginations.

How Buyer Perceived Risks (BPR) Affects Buyer Behavior and Purchase Decisions

Tony Zambito

Image by IceSabre via Flickr The notion that perceived risks influences purchasing behavior has been around for quite some time.

The 3 P’s of B2B Lead Generation: People, Process, Platforms

NuSpark

When people ask me what I do, I usually give them my standard 15-second commercial; generate quality inbound leads and shorten sales cycles via lead generation, lead nurturing, and content marketing. I am also active on Google Plus.

The 3 P’s of B2B Lead Generation: People, Process, Platforms

NuSpark

When people ask me what I do, I usually give them my standard 15-second commercial; generate quality inbound leads and shorten sales cycles via lead generation, lead nurturing, and content marketing. I am also active on Google Plus.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

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

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective.

How B2B Buyers Have Changed- and the Role of Content & Social Media

NuSpark

B2B buyers are time deprived and risk averse – and also enormously well informed. They resent and ignore interruptive marketing approaches such as advertising and cold calling. They do their own research online, and then contact vendors and service providers when they’re ready to talk price. From the B2B seller side, ‘beating the bushes’, ‘cold calling’, ‘hunting’… whatever you call it, is less and less effective.

Is Blogging Right for my Business? The Benefits of a Business Blog

NuSpark

The strategy of blogging, especially from a b2b perspective, can be somewhat misunderstood. What are your goals? Thought leadership, SEO, lead generation? How do I get people to read it? How to I build subscribers? Are my audiences really interested in my thoughts? So I thought I’d raise the question on the benefits of blogging to the NuSpark Marketing content alliance team, and get their reaction to the following question. “I’m

3 Steps to Making Change Happen

Modern Marketing

by Jesse Noyes | Tweet this People don’t change, right? This fundamental assumption is often what stops potentially great marketers from seeing success. How could we ever convince anyone to change their entrenched habits?

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

10 Marketing Nightmares

Modern Marketing

by Jesse Noyes | Tweet this Forget Hollywood horror films and haunted houses. Those working in B2B marketing have their own special blend of anxieties and fears. Things like typos in big campaigns, mis-fired tweets and screwed up presentations are enough to scare even the most competent marketer.

What is Web Presence Optimization, and Why Should I Care?

Webbiquity

Web presence optimization (WPO) is the art and science of being found online. As indicated in the masthead of my blog, it has both an explanational definition (The fusion of SEO, search marketing, social media, reputation management, content marketing and social PR) and a reasonal one (Being omnipresent on the web for the search phrase that uniquely describes you or your organization.) It’s the evolution of search engine optimization (SEO), or alternatively, SEO on steroids.

How Many Fields Belong On Your Landing Pages? [Chart]

Modern Marketing

by Egan Cheung | Tweet this One of the most popular requests we get is to look at how the number of questions asked in a form affects whether or not people fill it in. Common wisdom is that the fewer questions asked on your form, the better.

Field 68

5 Reasons Content Marketing is Getting Harder

Writing on the Web

I hate to be a purveyor of gloom, there’s too much of that around these days. But I’ve been thinking about this and want to share my thoughts with you. Here are some reasons content marketing is getting more challenging. There exists: A shift away from focusing on your products and services (what you know well). A shift towards the reader/customer and their needs (what you may not know very well). A business environment that is changing rapidly (what is unknown).

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.

23 Design, Data Visualization and Presentation Quotes from Edward Tufte

Modern Marketing

by Joe Chernov | Tweet this Infographics have become a high octane fuel for Eloqua’s content marketing engine. We’re proud that our infographics have been embraced by the B2B marketing community and the broader public, alike. But we know we can do even better. That’s why I recently attended “Presenting Data and Information,” a one-day course taught by the world’s best-known expert in data visualization, Edward Tufte.

All Media Will Be Social Media

Digital B2B Marketing

This is a forward looking opinion post on the potential future of digital marketing. The future of digital media is social. With the far-reaching tentacles of Google and Facebook, no digital marketer will be able to approach marketing without engaging in some form of social media. Today, companies can choose to ignore social media. Although they cannot stop the conversation, they can ignore the conversation that is happening elsewhere. In the future, social media will be harder to ignore.

Media 45

All Media Will Be Social Media

Digital B2B Marketing

This is a forward looking opinion post on the potential future of digital marketing. The future of digital media is social. With the far-reaching tentacles of Google and Facebook, no digital marketer will be able to approach marketing without engaging in some form of social media. Today, companies can choose to ignore social media. Although [.]. Social Media conversation delicious Facebook Google integration LinkedIn social media summify

Media 45

5 Reasons Thought Leadership Marketing Matters

Modern Marketing

by Jesse Noyes | Tweet this The more than 1,000 sales and marketing pros heading to Eloqua Experience tomorrow are in for an insightful mix of best practices and big picture strategies. And of those people delivering a big picture talk will be Jeff Ernst , principal analyst at Forrester Research.

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.