Reputation to Revenue

Trending Sources

Customer references and solutions marketing: Building blocks for business impact

Reputation to Revenue

B2B marketers focused on high value solutions know that customer evidence is like gold. Not surprisingly, sales people selling solutions say that customer references are their most valuable tool. Great products may sell themselves based on features or price.

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B2B marketing as media: Six ways to think like an editor

Reputation to Revenue

customers, prospects, and other stakeholders) with interesting and useful material on a regular basis as the starting point for creating and sustaining interest in our products and solutions.

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Four levels of B2B content sharing: Publishing isn't everything

Reputation to Revenue

As Chris Iafella reminded us in a post on content curation for pharma the other day, though, creating fresh original content is not the only way to provide value to the customers and others with whom you're trying to connect. .

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Sustainability best practices can guide social media too

Reputation to Revenue

By and large, however, what does matter most to B2B firms is using social media to deepen customer and market insight, improve internal collaboration, and strengthen engagement and trust with key customers and partners. .

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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

The lure of cheap content in B2B marketing

Reputation to Revenue

Making do with general-issue collateral when customization for different audiences would be far more effective. Or, perhaps most common of all, marketing content that is simply ignored by sales before it even has a chance to reach customers and prospects.

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Strengthening thought leadership marketing: Five steps to excellence

Reputation to Revenue

The submissions in this year's awards program reflect a substantial increase not only in spending but, more important, in the programmatic discipline that is necessary to make a serious impact with customers and market influencers. They pick key customer issues and stick with them.

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Marketing to key accounts: It's all about the relationships

Reputation to Revenue

I was interviewing a Key Account Manager for a large tech firm the other day, and was struck by her comment that she wanted the firm's marketing people to be much closer to her customer.

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Social media and thought leadership: The virtuous circle for B2B marketing

Reputation to Revenue

Ponder big thoughts, maybe do some research, put together a presentation or white paper, and then release it to the world and wait for the acclaim and customer inquiries to come rolling in.

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B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. or current customer is.

HP backs solutions rhetoric with org change and investments

Reputation to Revenue

They don't invest in new mechanisms to work across business units, new ways to connect with customers, and new skills for selling higher value offerings. As a result, we see companies promoting "solutions" that are really just bundles of existing products and services, launching marketing programs that neglect real customer needs, and falling back on the old feature-function approach to sales that customers long ago rejected.

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Why is customer-centric marketing still more talk than action?

Reputation to Revenue

Michael Shrage’s recent Harvard Business Review post, Great Customers Inspire Great Innovations , got me thinking: Why, amid so much evidence of the power of customer-centric business, are so many companies still mired in inside-out operations? These are your best customers, folks!

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Four steps to strengthening B2B customer connections

Reputation to Revenue

IBM's hot-off-the-press 2010 CEO Study confirms again what solutions marketers already know: getting closer to customers is a strategic priority. Meanwhile, face-to-face connections remain essential for key customers, especially at the executive level where so many of us need to be working.

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Editorial strategy: Why do B2B customers need your information?

Reputation to Revenue

My suggestion then was that given the incredible time constraints under which our customers and prospects operate, we need to think about being a "top five" information source. But beyond that, where do you fit more specifically for your customers?

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B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. or current customer is.

Rite Aid impresses with active customer service

Reputation to Revenue

But how many companies are reaching out and touching their customers in a a true service-oriented fashion, not to sell new products or services but simply to improve the customer experience? Little things really do add up.

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The four engines of B2B marketing success

Reputation to Revenue

Relationship Engine: B2B marketing rises and falls on the strength of the company's relationships with customers, prospects, partners, and market influencers. This should work across such areas as events, customer councils, account management, references, and social media.

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Two cheers for Eloqua's Content Grid

Reputation to Revenue

Yes, inbound marketing is critical, content marketing is critical, and we all need to keep shifting budgets away from the old push promotion stuff that doesn't work toward educational pull materials and conversations with which our customers and prospects might actually engage.

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Lessons from IBM's CIO community program

Reputation to Revenue

Deliver on IBM's belief that customers play a key role in driving new ideas and innovation. Most of all, it means truly putting customer interests first, something we all talk about but all too often fail to deliver. .

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B2B Marketing Trends for 2016

And they expect an optimized customer experience from end to end. Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. always make more content, their customers can't make any more time. or current customer is.

Marketing lessons from the Grateful Dead

Reputation to Revenue

The lesson here, of course, is to open up the organization, encourage your experts to connect freely with customers and others, and tear down the registration walls that require detailed business information in exchange for simply downloading a white paper or subscribing to a newsletter. .

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Aligning marketing and sales.with what?

Reputation to Revenue

Globalization, transparency, ecosystem collaboration, the demand for custom solutions, and more are wreaking havoc with the traditional sales process just as they are with marketing. Marketing folks in B2B are obsessed with aligning marketing and sales.

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Master narratives and framing the debate with B2B marketing

Reputation to Revenue

To what extent does that idea currently drive the larger industry dialogue around a key customer concern? Years ago, when I was a lowly graduate student at MIT, I learned an essential lesson about communications while taking a course on "framing" the news.

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The urgency of B2B content marketing

Reputation to Revenue

Yesterday I wrote about "marketing as media" in B2B and the challenge of becoming a top source of information and ideas for your customers and prospects.

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How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all

Marketing as media: Are you in the top five?

Reputation to Revenue

But are we good enough yet that our customers and prospects would include us as a top five information source? Do you have one of those top trusted sites for your customers and prospects?

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TL in 4D: Four dimensions for thought leadership success

Reputation to Revenue

If we can produce interesting and useful content, and use social media and other platforms to spread the good word, we at least have a chance of getting into the conversations that our customers and prospects actually want to have.

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More evidence that give-to-get is the key to success

Reputation to Revenue

You provide customers and prospects with new ideas, new experiences, and new connections in order to earn their attention. You see it in the cutbacks to customer research and insight (how can you "give" something of value to customers if you don't even pay attention to what they're facing?).

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Bad service blowback - United Breaks Guitars

Reputation to Revenue

million views later, United is rushing to make amends and even saying they'll use Dave's video for internal customer service training. And the main lesson here is not actually about social media, it's about customer service.

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The hard questions about social media for B2B solutions providers

Reputation to Revenue

Do we have a clear sense of which customers, prospects, influencers, and/or other stakeholders are active in social networks, or could be -- and why it's important to reach them this way? The skepticism about social media for B2B is pretty much gone by now.

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Marketing as service: Samsung and Best Buy put customers first

Reputation to Revenue

I love this for three reasons: It's all about helping customers make better purchase decisions. It demonstrates the confidence that both partners share in testing new ideas and opening their doors to put customers first. Tags: Collaboration Innovation Sales Social Media Bazaarvoice BestBuy customer-centric innovation marketing Samsung socialmedia I love this new effort from Samsung to generate helpful user questions and answers on the BestBuy.com.

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New research and paper on "Four Steps to Solutions Growth"

Reputation to Revenue

Enhancing customer connections. For example, we see that companies are looking mostly to develop more packaged and "mass-customized" solutions rather than relying mainly on fully customized, one-off solutions.

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Permission marketing turns ten

Reputation to Revenue

Seth Godin today marked the tenth anniversary of his hugely influential book, Permission Marketing.

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Put everyone in marketing? Yes, and with a social spin

Reputation to Revenue

Increase customer contact and communication. Isn't it time to accelerate efforts to connect with customers through social networks and communities, and tap employees around the organization who are already active to lead the charge?

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The continuing rise of Account-Based Marketing: Four keys to success

Reputation to Revenue

Externally, ABM can generate substantial improvements in customer relationships, brand perception, solutions proof points, revenue, and profitability. Internally, ABM can help prove the value of marketing, improve relationships with Sales, and strengthen focus on core customer challenges and potential solutions. The client knows you're serious about investing real time and resources in understanding their needs and crafting customized solutions.

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Can corporate journalism work?

Reputation to Revenue

Even before social media, smart companies have worked to bring their message directly to customers and others through thought leadership and other publications without the filter of earned media. Focus on the issues your customers, partners, and employees care about and then go do some digging to cover and analyze what's really happening. Talk to the experts, interview customers and your own employees, crunch some data.be

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Winning with thought leadership: Six lessons from IBM and Deloitte

Reputation to Revenue

Absent something interesting to talk about related to core customer issues, would-be buyers pay little attention to straight-on sales pitches. Innovative beyond customer imagination. Lessons Learned Stepping back from the specifics of these two initiatives, I see six general lessons for thought leadership marketers at any level: Put Customers First. What do your customers and prospects really are about? Smart customers want to be challenged.

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Six steps to differentiating your solutions

Reputation to Revenue

Your customers are inundated with shiny new offers every day of the week, and they pretty much tune them all out. We get so caught up in cranking out the stuff of the launch process that we fail to step back and methodically work through why our solutions are better than those of the competition, and how to connect those differentiation dots to the issues our customers care about the most. Aargh! Six weeks to launch, and so much to do.

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The Perfect Customer Marketer Job Description

Influitive b2b

Customer marketing is on the rise. According to Koyne Marketing’s 2017 State of Customer Marketing Report, 93% of organizations agree that customer marketing is important or very important to their revenue, and more than two-thirds are planning to boost their investment in customer marketing over the next year.

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