B2B Marketing Unplugged

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Three Reasons Customer Experience Management Fails

B2B Marketing Unplugged

When we can figure out how to build an emotional bond between our brand and our customer’s brain, the wallet, friends, will surely follow. Next week we’ll look at the other two big CEM mistakes and why marketers should be helping to fix it.

Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

What if we accept or even welcome that third parties are going to build and maintain the platform we use for conversations? Helping them find resources (yours and other people’s). My agency suit friend, Marc has very sore feet this week.

Why Your Contact Page is Terrible

B2B Marketing Unplugged

You’ll be wanting to screen out the ones who are whiny, don’t pay on time, want help with things, can’t figure out your billing statements. I suggest it’s kind of our job to let that conversation happen and to help it happen quickly and productively.

Only You Can Prevent Feature Puke

B2B Marketing Unplugged

They can’t help it, and marketing folks can’t help being equally bitchy about bad marketing. It’s not that we’re mean (which certainly helps) but that we notice stuff other people don’t. Their skillset is building relationships, not teaching.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust

Distance Between Decision-Makers and End Users is Key

B2B Marketing Unplugged

In this scenario, the CFO, with help from the P-Cube , is looking for a system that is scalable, cost-effective, best-in-class and cranks out useful data that supports strategic decision-making. Here is my helpful diagram: .

Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

I think this group should be beholden to everyone, while it helps them serve their respective Daddies. These are people who are good at helping other people understand stuff. Did I mention it’s a good idea not to tell anyone you’re building this function?

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

If you spent your last performance review quietly plotting to build a habit-forming killer app as your exit strategy, you will want to grab a copy of Eyal’s book, Hooked. Those rewards that help us acquire the resources we feel we need, such as Pinterest, and slot machines.

Getting Commitment Requires Primal Selling and Quiet Marketers

B2B Marketing Unplugged

After months or years of building something someone gives a sh*t about , and more months and many marketing calories convincing them to give it a look , and the scary bit where we have to out-skate the competition and our own incompetence, we come to this.

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B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. Use frameworks like ABM and ICE to help with these efforts. granted, and will even build the case for higher budgets in function of.

Why Meaning Matters More than Noise

B2B Marketing Unplugged

If you know Bernadette Jiwa , this line will feel familiar; if you don’t know Jiwa and her work around helping brands tell their stories, this book is a great place to check out her refreshing worldview. Build brand awareness.

Unique Selling Propositions Are a Myth

B2B Marketing Unplugged

Inspired by the session on entrepreneurship, he’s decided to start up a lawn care company and called me for help with his homework. “I No help there, and not likely to get a decent buck for either of them. Google is positively awash in helpful stuff about how where to develop a USP.

The Agony of Defeat: Why Lost Business Reporting Isn’t Helpful

B2B Marketing Unplugged

Now that’s all fine and dandy but really doesn’t help us down in the pit mines of marketing. No sales person has ever lost a deal because they were personally offensive or failed to build a good relationship. Do you get the Win-Loss report? You really ought to get yourself on that list.

Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

This would be your community management team, whose time is much better spent moderating helpful discussions instead of hiding the pitchforks from the villagers.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. Use frameworks like ABM and ICE to help with these efforts. granted, and will even build the case for higher budgets in function of.

Why I Won’t Endorse You on LinkedIn

B2B Marketing Unplugged

Yesterday Sylvie gave me a thumbs-up on my team-building expertise, and last week Martin endorsed me as the corporate communications guru I imagine myself to be. Let me help you. Oh, goody. My LinkedIn connection, Diana, just endorsed my skills in marketing strategy.

Fixing Your Sucky B2B Website: Step One

B2B Marketing Unplugged

It’s going the way such things usually do, and Aileen is self-medicating with a nice pinot noir when she isn’t building Dan-shaped snowmen to run over in her driveway. I called the other night to see if she needed help with the Tuesday Night Effigy Burning.

Still Using Bad Photos? You Need the Other High-Res

B2B Marketing Unplugged

If you have the patience and the budget, I maintain you should go find a photographer and a good art director and start building a library of great, original images that you can use over and over again.

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Just Because It’s Content, Doesn’t Mean It’s Good

B2B Marketing Unplugged

If we want to build our houses of content, ( I don’t think we do ) then we need to figure out how to pay for it. Helpful Hints for The Clydesdales of B2B Content. It must have been about June when Linda called. “Do you know a good B2B writer?”, ”, she asked.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. Use frameworks like ABM and ICE to help with these efforts. granted, and will even build the case for higher budgets in function of.

B2B Marketers Need to Pay More Attention to HR Trends

B2B Marketing Unplugged

There’s a bit on the über-connected organization that’s not bad, and the authors recommend we all start building it now. Building a portfolio of contract jobs will be the path to obtaining permanent full-time employment (which kind of kicks Free Agent Nation to the curb).

Nine Visuals Your B2B Website Really Doesn’t Need

B2B Marketing Unplugged

Your building. Please don’t make us look at a photo of your building. Obvious Exception: You are a construction company and you built that building. Dogs and Cats: In what possible universe is having an animal image going to help you?

Marketing Recruiting is Broken Part 4: Guess Who Blew the Interview?

B2B Marketing Unplugged

But only if someone builds the initial table for me. For some reason, it is far easier to yell at managers about screwing up onboarding, training, managing and retaining new hires than it is to help them make the right decision in the first place.

Preference and Its Pylons

B2B Marketing Unplugged

In marketing, our job is to get our pylons into a more delicate sport or, at least help our Sales Squirrels skate around them. And none of that fluff about friendly service and, heaven help us, your value proposition.

Six Ways to Not Suck at Selling Things to Me

B2B Marketing Unplugged

This nifty tool will help you understand the buyer’s background, so you needn’t waste precious meeting time patiently explaining how, say, newswires work to someone with 20 years of experience in PR. Even the follow up email managed not to include links to their work, though it helpfully included the form (see stunning differentiator above) and a suggestion to just go ahead and fill that in if I need some work done.

Should You Centralize or Decentralize Your B2B Marketing? Yes You Should.

B2B Marketing Unplugged

As the local marketer at the far end of this well-meant scheme I invested countless hours figuring out how to get around the stuff I didn’t like and how to get someone else to pay for the bits that were helpful.

Why Sales Doesn’t Use Most Marketing Content

B2B Marketing Unplugged

If that’s not your style, pay a visit to the Squirrel Kings and get them excited about the content, then keep feeding them updates so they can help you sell it to sales.

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Finally, A Marketing Book That Helps

B2B Marketing Unplugged

But hidden in this final bit of the book is a wonderful pitch-building technique called Yes-But-So. If you need help writing positioning statements and core messages, you will find it here. Interesting things happen when we tidy up.

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Four Things Marketing Should Say “No” About in 2013

B2B Marketing Unplugged

I will grant you that a good show is also a wonderful place to build credibility, discredit your competitors, and launch a product, but I would challenge you to drop one show from your calendar this year and try doing some other lead generation with the budget. Are you feeling the love yet?

Ten Festive Links for Tired B2B Marketers

B2B Marketing Unplugged

Yet they’re routinely charged with figuring out value propositions for cans of compressed air, software that helps other software manage software or industrial thickeners. If this is you and you are lost, here is a wonderful blog post from Marketing Experiments that’s full of helpful downloadable worksheets to get you going and make you look like the genius you really aren’t. When There’s No Seat at the Grown-up Table.

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Is It a Beautiful Day in Your Brand’s Neighbourhood?

B2B Marketing Unplugged

Walk out the door of any major urban hospital and you will soon find yourself among buildings full of physiotherapists, medical device suppliers, specialists’ offices, pharmacies, diagnostic imaging and, helpfully, malpractice lawyers.

How to Use Your Subject Matter Experts for World Domination

B2B Marketing Unplugged

Sales people like them because they help sell stuff. Marketing ought to like them for a bunch of reasons because, used properly, they help us too by becoming SMELTS (subject matter experts liberally talking). Internal Helpfulness: Reviewing white papers, product literature, web pages and sales presentations for accuracy; helping to design user group or customer training programs. Next week we’ll talk about how to build a formal SMEAR campaign that creates more SMELTS.

Fixing Your Sucky Website Step Three: The End Game

B2B Marketing Unplugged

Their Daddy is building something pretty and moving on to the next project. Sure, they’ll build you a platform that slices, dices and juliennes. A good consultant will help you start where it makes sense, which is the beginning. Here is our final look at fixing sucky websites.

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How to Be the Sally Field of B2B Email

B2B Marketing Unplugged

Are you helpfully suggesting to people that if the email looks funny, they should go online to consume it in a browser? Sally Step One: take the time to build something that can be at least partially digested on a mobile device.

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Are You Counting Your Marketing Calories?

B2B Marketing Unplugged

Paying a construction crew to build your two-storey house of mirrors trade show booth. Building and testing new landing pages. I met my friend Jeff for lunch recently and it went like this: Jeff: Notice anything different about me? Me: You’re licking the inside of a Pop-Tart wrapper.

Social Media Readings: Nine Things to Get You on Track

B2B Marketing Unplugged

But if you’re curious, here is a brief, complete and well-written document to help you decide. It’ll walk you through setting yourself up and building a network. A long weekend looms here in Canada, with another just behind it for my American friends.

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Daddy Issues: Why You’re Having Trouble with Alignment

B2B Marketing Unplugged

The reason IT won’t build that online billing interface for you isn’t because you forgot to give them some of the nifty new logoed travel mugs (though that doesn’t help); it’s because their Daddies are software release deadlines, a user license cap and getting the payroll processed.

Why Time is on Your Side When Marketing to Small Business

B2B Marketing Unplugged

Make sure you have a live chat support service so the customer can multi-task while you help them. Build a website that’s easily navigated from a smart phone or a tablet. Welcome, small business owners! Hard to believe it’s Small Business Week again! Come in, sit down, enjoy your eggs. We’ve got a great morning planned for you!

Keeping Skippy Busy: The Scourge of the Summer Student

B2B Marketing Unplugged

But they can’t really be helpful in the marketing department. Of course, this doesn’t help you now, does it? Gentle friend, I’m here to help. They’ll need someone to peek in now and again and help them decide what is and isn’t garbage, but it’ll kill a few days. You really ought to because you just know that sales repacked it after the last show with the help of a five iron and it just won’t be pretty. It always seems like such a great idea in February.