Beyond Buyer Profiling To Buyer Personification

Tony Zambito

Segmentation has been a staple of business marketing and sales for several decades. The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations. by Evan Shuster.

Best Social PR Guides and Tips of 2010 (So Far)

Webbiquity

Of course, there’s more to (successful) blogger outreach than just pitching, and there’s more to the new practice of social PR than just blogger outreach. Read on to learn how social media is changing PR, how pitching bloggers is different from traditional media outreach, how to optimize press releases for search and online distribution, which tools should be in your social PR toolbox and more here in some of the best articles and blog posts on social PR of 2010 so far.

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Trending Sources

What the slow death of B2B publishing means for marketers

Chris Koch

This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. Marketers always struggle with what to do next. The business model is broken.

What did Don Draper know that we may have forgotten? (Part 1)

The Content Factor

Being in marketing, I’m always amazed that in every pitch to a client, Don always hinges a million-dollar contract on one or two simple things, such as a tag line or a visual. Tags: Business to Business (B2B) Content Marketing

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Manic Depressive or Social Media Maniac? – by John Leavy

Great B2B Marketing

They don’t post to their blog or text to their friends or colleagues for weeks at a time. They don’t reply to messages sent to them nor do they participate in the community groups they joined with such enthusiasm. The company site looks like they have gone out of business. There’s no method to the company’s madness in being a social media participant. Their Blackberries set to vibrate they bounce across the conference table as the meeting drones on.

5 Proven Strategies for B2B Social Media Marketing

delicious b2bmarketing

Contact Us Submit News Contact Us Write for Us Spark of Genius Series Mashable | The Social Media Guide Business Mashable on Facebook Join Us! Digital marketing is gaining traction in a number of industries, and business-to-business (B2B) marketers are in on that trend, too. When adding social media into the mix, marketing departments must be able to prove success, and oftentimes lead generation and ROI are two measurements that upper management wants to see.

5 Proven Strategies for B2B Social Media Marketing

delicious b2bmarketing

Contact Us Submit News Contact Us Write for Us Spark of Genius Series Mashable | The Social Media Guide Business Mashable on Facebook Join Us! Digital marketing is gaining traction in a number of industries, and business-to-business (B2B) marketers are in on that trend, too. When adding social media into the mix, marketing departments must be able to prove success, and oftentimes lead generation and ROI are two measurements that upper management wants to see.

4 Tips for B2B Marketing on Facebook

delicious b2bmarketing

Top Topics Twitter YouTube Facebook iPhone Google Video Google Buzz Social media Business Mobile 2.0 Contact Us Submit News Contact Us Write for Us Spark of Genius Series Mashable | The Social Media Guide Business Mashable on Facebook Join Us! A couple of months ago, we talked about ways to engage your fan base on Facebook. The trick is coming up with meaningful content that people will want to share, and that brings them back again and again. to be a part of.

What the Future Holds for B2B Social Media Marketing

delicious b2bmarketing

Top Topics Twitter YouTube Facebook iPhone Google Video Google Buzz Social media Small business Business Advertise Network Blippr iPhone App Mashable France MashDeck Twitter App Mobile Site Social Media Events Twitter Guide Book Facebook Guide Book Partners App Development WordPress Experts MaxCDN Content Delivery Dynect Managed DNS Rackspace Hosting Intridea About Us Submit a Tip! But what about the use of social media between businesses? Talking to vendors, so what?

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What the Future Holds for B2B Social Media Marketing

delicious b2bmarketing

Top Topics Twitter YouTube Facebook iPhone Google Video Google Buzz Business Small business Social media Advertise Network Blippr iPhone App Mashable France MashDeck Twitter App Mobile Site Social Media Events Twitter Guide Book Facebook Guide Book Partners App Development WordPress Experts MaxCDN Content Delivery Dynect Managed DNS Rackspace Hosting Intridea About Us Submit a Tip! But what about the use of social media between businesses? Talking to vendors, so what?

B2B Market Segmentation – Part 3: How to Prioritize

Everything Technology Marketing

To narrow down our list of segments, we need to create a handful of criteria to assess and evaluate the candidate segments in order to prioritize and filter out the non-viable segments.

B2B marketers are stumbling in the dark

delicious b2bmarketing

But one thing does seem annoyingly true of B2B marketing departments compared to their consumer peers: B2B departments dont learn. A new CMO walking into her new job in a B2B company ought to be able to ask for the Book of Learning and be given a big, fat ring binder (or wiki URL).

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What Really Matters in B2B Selling

delicious b2bmarketing

A two-question quiz for anyone who manages a business-to-business sales force: Which is the better prospect, a) a potentially ideal customer that's mildly interested in your offerings, or b) a less-than-perfect fit who expresses a lot of interest? After a prospect registers on your web site for the first time, is it better to a) spend two weeks crafting a highly customized email to the target or b) send a less-customized message within 24 hours?

Translate Features into Benefits if You Want Your Marketing.

Industrial Marketing Today

What I do want to talk about here is the how and not the why of you should translate your features into tangible benefits if you want your marketing content to engage with prospects and convert them into customers. This white paper aims to change that perception of them.

Taking Care of Business… -to-Business

MLT Creative

This morning, I Googled the acronym "TCB2B" to make sure I'm not stepping on the toes of anyone who might have coined it before me, but surprisingly, no one has - score! Do It : You've thought it through, now it's time to take action. It's not wrong to say no.

9.5 Ways Your B2B Marketing Can Be More Creative

MLT Creative

This is the best time ever to be in marketing, but it’s no time to stand still. Great questions lead to great answers and big ideas. Sometimes it lightens the mood, changes your perspective and leads to a great idea. Marketers are in the storytelling business.

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17 Compelling and Highly Usable B2B Marketing Statistics

delicious b2bmarketing

This is set to reach 12% by 2013 Source : AMR International B2B Online Marketing Assessment and Forecast to 2013 US business-to-business (B2B) advertising and marketing spending will increase by 0.8% We renamed the account and forgot to update the site.

Thought Leadership: The Currency of B2B Content Marketing

The Content Factor

Tags: Business to Business (B2B) Content Marketing

It's Time for Alacrity

The Content Factor

B2B Lead Nurturing Business to Business (B2B a·lac·ri·ty [uh-lak-ri-tee] –noun 1. cheerful readiness, promptness, or willingness. read more.

How Marketers are Using Social Media for Business: New Report

Webbiquity

Whatever questions you may have about social media marketing, you’ll probably find the answers in the 2010 Social Media Marketing Industry Report from white paper guru Michael Stelzner. Given the nature of the respondents, that figure is very likely higher than the overall business population, but there’s no doubt that social media is now being used in a sizable majority of organizations. Social media is also valuable for establishing new business partnerships.

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The B2B Word on the Street: Creative

MLT Creative

Coloring outside the lines" and "marching to the beat of a different drum" are not actions attributed to conformists. Creative and original would seem to be synonymous, but it also takes a lot of creativity to apply an established idea or concept in a brand new way.

Switch: Motivate the Elephant.to Buy

The Content Factor

Coincidental to Paul's "Don Draper" series on using emotion in marketing content , I am reading Switch: How to Change When C read more. Tags: Business to Business (B2B) Content Marketing Marketing with Emotion

Love Your Vendors, Get Tough with Your Clients

The Content Factor

I recently heard this advice from an experienced business consultant: instead of loving your clients and being tough on your vendors, it's time to love your vendors and get tough on your clients. Business to Business (B2B

What's in a Lead Source?

The Content Factor

Tags: B2B Buying Cycle B2B Lead Nurturing Business to Business (B2B

Are You Interesting To Me?

The Content Factor

Tags: Business to Business (B2B) Content Marketing Social Media

New Rules of B2B Engagement

The Content Factor

Tags: Blogging Business to Business (B2B

B2B Marketing: The Fine Line Between Doing It Right and DIY

The Content Factor

Tags: Business to Business (B2B) Content Strategy

Fulfilling a Content Strategy for the Enterprise: It's Much More than Writing

The Content Factor

I'm frequently approached by writers looking for work, and the first thing they want me to see is a sample of their writing. But writing is only the first of many skills needed to produce content for an enterprise.

Create More Content--With Less

The Content Factor

Tags: Business to Business (B2B) Content Marketing

Dig Deep with B2B Buyer Personas

The Content Factor

Every B2B marketer I talk to is on board with the concept of user personas to guide their web content strategy. Now our team is working with several clients to really drive this concept home, and apply personas more aggressively to the content they are creating.

Remedy for the Overworked B2B Marketing Director

The Content Factor

B2B Marketing Directors are particularly busy these days. Tags: Business to Business (B2B) Buyer Perspective Content Strategy While the economy shows signs of improving, they are skeptical and cautious.

B2B Marketers Have Little Social Media Engagement

delicious b2bmarketing

Home » B2B Marketers Have Little Social Media Engagement B2B Marketers Have Little Social Media Engagement Almost 60% of B2B marketers have little or no engagement in social media, according to a recent study by digital marketing firm White Horse.

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Craft Content to the Buying Cycle: Stage 1, the Unaware Buyer

The Content Factor

The challenge with the Unaware Buyer is that he goes out of his way to avoid any sales pitch, because he doesn’t think he needs to buy anything. Tags: B2B Buying Cycle Business to Business (B2B) Content Strategy Does your prospect need a whack on the head?

Edit Twice, Measure Once

The Content Factor

Numbers people—I will call them the Quantifiers—come off as business focused because they have their eyes on the bottom line: a number. Tags: Business to Business (B2B) Content Marketing There are people who think with numbers, and people who think with words.

Whose Marketing Plan Is It, Anyway?

The Content Factor

To find out, take a look at your marketing plan for the upcoming quarter. Tags: Business to Business (B2B) Buyer Perspective Content Strategy There’s a chronic disconnect between the motivations of B2B marketers and their prospects.

The Dark Side of Marketing Automation

The Content Factor

Tags: Business to Business (B2B) Content Strategy

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2010 Will Bring New Features to Demand Generation Systems

Customer Experience Matrix

Summary: the demand generation market will continue to grow in 2010, and it may attract some new, big competitors from outside the industry. But the real excitement will be features that expand the scope of demand generation products to support inbound marketing, better measurement, and more efficient content creation. business-to-business marketing automation. What will 2010 bring? But I wouldn't want anyone to say I failed to see it coming.

Don Draper Wins with Emotion (Part 2 of a series)

The Content Factor

In Part 1 , I described the contrast between 2010 and Don Draper’s 1964 in B2B marketing. Tags: Business to Business (B2B) Content Marketing Marketing with Emotion Today, marketing is largely a numbers game. But Don Draper understood the “delicate, yet potent” value of emotional engagement with the buyer. How can we marry emotional engagement with today's analytical tools that help us manage our efforts? read more.

When business-to-business marketing is person-to-person, it can change the world.

MLT Creative

A couple of months ago, I was interrupted at work by a phone call from Ryan Gamble, co-president of the Seattle-based Storyville Coffee Company ; he may not have known it at the time, but he had no more than 60 seconds to keep my attention before I would politely - but hurriedly - hang-up.

Multimedia Content on the Web: No Longer "New" Media

The Content Factor

Tags: Business to Business (B2B