B2B Marketing Unplugged

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Why Your Website is About to Become a Lot Less Important

B2B Marketing Unplugged

Then it was just for B2C companies who had a few bucks to throw at this meaningless bandwagon, and some of us could sneer. We were content to let other companies profit with games involving chickens. My agency suit friend, Marc has very sore feet this week.

Why We Need to Shut Up and Let Our Customers Buy Something

B2B Marketing Unplugged

For years now, we’ve been whining about how much more educated consumers are about the products and companies that make them. There are a few statistics that are used to torment marketers. We’ve all had some chief something or other office sneer that 50 percent of advertising is wasted.

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Lend a Hand or Shut Your Facebook

B2B Marketing Unplugged

He’s the marketing manager for a rapidly growing logistics company that serves the food industry. Just like Darius’s beloved White Sox, too many companies watch the ball fall between the outfielders when it comes to social. The same may be true of Twitter for some companies.

Distance Between Decision-Makers and End Users is Key

B2B Marketing Unplugged

Getting & Losing Business B2B marketing bizmarketer C-Suite corporate overlords Elizabeth Williams HR linkedin P-Cube selling to big companies value proposition

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

Why Your Contact Page is Terrible

B2B Marketing Unplugged

It’s disgraceful how many companies attempt to gate their inbound calls by making their customers pay the long distance charges. Some companies, like this one advocate using filters to weed out “problem clients” in the lead form.

Pssst. Trade Shows Suck at Lead Generation. Pass it on.

B2B Marketing Unplugged

And this generously assumes that each of these paper-picker-uppers represents a separate company, which practically never happens. They represent some much smaller number of companies; say 1.5 people per company that’s actually only 417 customers.

Is Your Competition Making Stuff Up? Good.

B2B Marketing Unplugged

Diamonds aren’t particularly rare but the supply is tightly managed by the handful of companies who mine them (DeBeers accounts for about 75% of the production), so the price stays artificially high. Nice write up by Fast Company. .

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What Did Your Brand Ever Do To Deserve Bad Photos?

B2B Marketing Unplugged

Learn more about how your company can save on travel with a corporate hitch-hiking program. Fewer than half of companies ask their sales people to do role-playing sessions to practice their delivery. Marketer #1: Hmmm. Time to update our corporate website again.

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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. customer/stakeholder goals of my company, and what do I need to make. There will be more companies developing SLAs between sales and.

Your About Us Page Isn’t About You

B2B Marketing Unplugged

Did you put that fun 5,000 word history of the company commissioned three CEOs ago? That’s why we don’t want to scare them off with stupid things like that time in 1973 that your company got exclusive rights to sell drain cleaner to Windsor Castle. What’s on your About Us page?

Awareness Plus Fatigue Does Not Equal Consideration

B2B Marketing Unplugged

Most companies struggle mightily with their definitions of product marketing versus product management and, more specifically, who should do what and when. Consider this: most people don’t give a sh*t about whatever it is you are trying to sell. They just don’t.

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Three Reasons Customer Experience Management Fails – Part II

B2B Marketing Unplugged

They’re not the only ones: 92 percent of companies in an ICMI study said they thought engagement and loyalty were good things. Frighteningly it suggests that almost a fifth of companies don’t see a connection).

Stop Letting Your Customers Talk to Strangers

B2B Marketing Unplugged

Some companies put this group in the marketing department, probably because we are good with crayons and squishy brand stuff. Now, I know this is all very well in companies with all kinds of headcount and nothing to do with them. And I know those companies don’t exist.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. There will be more companies developing SLAs between sales and.

Your Customers Are Way More Efficient Than You Are

B2B Marketing Unplugged

I think calling the cell phone company or the cable provider lands someplace between chewing tin foil and watching six continuous hours of Pingu on most people’s preference list. I just love sitting in the quiet zone on the train.

Why Candy Crush is Eating Your Brain

B2B Marketing Unplugged

Other external triggers are found in proprietary apps that companies offer their customers – iTunes is a good example, or your online banking interface, but can also be as simple as subscribing to a newsletter. These owned external triggers allow companies to prompt a user to act.

To Everything Spin, Spin, Spin

B2B Marketing Unplugged

Surely a company smart enough to drill something as complicated as a deep water oil well can think through the endless list of stuff that can go horribly wrong, and fill the other side of the page with more than a clever doodle of a horse.

Six Ideas for Getting Your Social Media Off the Ground

B2B Marketing Unplugged

Patty’s company recently lifted some of its restrictions, and now allows most employees to access the web from their desks. Patty didn’t get that memo and her new focus is getting the company to lurch forward into social media any way she can.

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. There will be more companies developing SLAs between sales and.

Conversations Matter

B2B Marketing Unplugged

Eventually, you’ll make your way to edges of the room and you’ll have plenty of company. Here is a company that knows how to sweep out of the kitchen with a tray of something gooey right on schedule. Oh dear, poor Radio Shack has bought the farm.

There Are No Emergencies in Marketing

B2B Marketing Unplugged

Every company has one. Joan is frequently late for lunch, which has a fair bit to do with her busy job managing social media for a large bank. There are a lot of urgent things in social media. On a recent day, she huffed into the room looking more frazzled than usual.

Marketing Automation, Meet Customer Communication

B2B Marketing Unplugged

The truth is, most companies are terrible at customer communication, falling into the Factory Farm of Spam (FFoS) model we looked at last week, or the equally exasperating Giant Wall of Silence (GWoS). In most companies, there is no single owner of the conversation with the customer. .

The Hidden Costs of Content Marketing

B2B Marketing Unplugged

There is no shortage of people like me and companies like those willing to take your money in exchange for a bunch of words and some pretty pictures. Hey kids, want to shoot your leads right to the bottom of the funnel just like that? Tired of whiny sales people who don’t know how to close?

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Stop Apologizing, Start Measuring

B2B Marketing Unplugged

Regulators can expect the Swan Lake of apologies as the company trots from market to market chucking rogue engineers into the volcano. There are a thousand reasons to be happy you don’t work for Volkswagen just now.

It’s Time to Kill Off Your Dreary Customer Reference Program

B2B Marketing Unplugged

If you are a B2B company of any size, you have at least one of these programs. Gentle friends, we have spent a great deal of time over the years discussing the generally terrible way we approach almost everything to do with our customers.

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 We talked through how his company was going to be unique: were they cutting the grass with scissors?

Four Rules for Getting.Organized

B2B Marketing Unplugged

I hope you’ll continue to keep me company on whatever this turns out to be and I apologize in advance if my complete incompetence with blogging platforms has mucked anything up. BizMarketer is Finally Getting.Organized and will now publish at Bizmaketer.org. Here is what I have learned so far. Rule One: Don’t have two drinks and then decide it’s time to host your own blog.

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Why Marketing Needs to Fix the Customer Experience

B2B Marketing Unplugged

I don’t think it’s an accident that most of these companies have an obsessive focus on customer experience. (As We’ve spent the past two weeks feeling sad about the state of customer experience management (CEM), so it’s time to lighten up a little and talk about why marketers should care.

Ask Customers What They Want to Say, Not What You Want to Hear

B2B Marketing Unplugged

Here’s a fun example I ran into a few years ago at a telecoms company. Here’s a riddle: what smells a bit like a barnyard and gobbles?

Social Media is Not the Telex Machine

B2B Marketing Unplugged

Next week, we’ll talk about how to get social off the ground at your company. About a thousand years ago, when I took my first job in the corporate world, my boss’s secretary gave me a little tour. We saw the Corporate Overlord floor , we saw the typing pool (yes, those were real).

Your Customers Want to Talk to You

B2B Marketing Unplugged

It goes something like this: I have a question/problem/complaint and I would like to share that with the company that sold me the product. If you are like most companies, you will fail to provide that information.

P-Cube Rising: Procurement is Cool Again

B2B Marketing Unplugged

Smart companies will start with the leader problem and that’s where we come in. Awesome Ideas Getting & Losing Business B2B marketing bizmarketer C-Suite Elizabeth Williams getting the business linkedin P-Cube procurement sales squirrels selling to big companies

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

B2B Marketing Unplugged

It may look like our paper executives in a giant warehouse full of former old-growth trees; it may look like our hipster tech company in a much bigger space; it may look like our construction client standing with a new fleet of trucks or working on a bigger project than usual. .

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Four Things Marketing Can Say “Yes” About in 2013

B2B Marketing Unplugged

I wrote dozens of press releases at a software company that never saw the newswire. You’ve got to love January. Those plans you’ve been revising for months are finally in motion.

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A Refreshing Look at Customer Loyalty

B2B Marketing Unplugged

In fact, for those customers who feel significant time pressure in their daily lives, customer effort was more than twice as accurate a predictor of their level of company loyalty than CSAT.

B2B Marketers Need to Pay More Attention to HR Trends

B2B Marketing Unplugged

But I’m kind of a fan of free things, especially books, so at a recent conference I picked up The 2020 Workplace How Innovative Companies Attract, Develop, and Keep Tomorrow’s Employees Today by Jeanne C. Companies will hire entire teams.

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

B2B Marketing Unplugged

Blogs that haven’t been updated in months, Slideshare sales pitches, webinars featuring interviews with company spokes people and tired, terrible newsletters with data of dubious provenance. It must have been about June when Linda called. “Do you know a good B2B writer?”,

Fixing the Customer Experience Part IV – Where to Start

B2B Marketing Unplugged

I’m not sure most companies understand that equation, but it seems like a good thing to know. Enough whining. Time to solve the messy experience thing.