May, 2012

E-commerce: An Important Channel for Industrial Sales

Industrial Marketing Today

I am seeing more and more manufacturers and industrial distributors using e-commerce as a sales channel for growth. The adoption rate has been much slower as compared to the online retail industry but B2B marketers are catching on fast. According to a survey conducted in 2011 by BtoB and Rainmarker Systems, while only 35% of B2B marketers are involved with selling directly online, 58% of those companies have an increasing commitment to the channel.

Why inbound marketing is the future of online copywriting

Tomorrow People

It would be easy to think that online copywriting is here to stay in its current form. It might also be tempting to think that it’s clear how copywriting works for businesses. Not so. Online copywriting in its current state is not completely fit for purpose and offers only limited benefits to companies. This is why inbound marketing is the future of online copywriting: Commercial insight.


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4 Reasons No One Likes Your Email Campaigns


by Jennifer Talcott | Tweet this Buyer’s remorse. We’ve all felt it at one point. Sometimes it’s a pair of ill-fitting shoes, in worse cases it’s a fixer-upper that turns into a money pit. Whatever the case, you definitely don’t want to feel remorseful about your email marketing vendor. If you’re launching email campaigns, but you’re not seeing the results you expected, don’t blame the sales guy…yet.

Generating Leads from a Facebook Fan/Business Page Engagement Strategy


Facebook and B2B lead generation. Have you considered Facebook as a channel for lead generation? Yes I know the jury is still out, but you can’t deny the power of Facebook as it relates to brand building and audience reach. According to a recent MarketingProfs survey with the Content Marketing Institute, B2B marketers are increasingly looking to Facebook as a content distribution and engagement channel.

11 Email Deliverability Strategies to Reach the Inbox

With nearly 1 in 5 emails from U.S. senders failing to reach the inbox, deliverability challenges still plague senders and prevent email campaign success. Check out this deliverability guide for actionable strategies and real-world examples of companies applying smart inboxing tactics.

11 Best Marketing Books for Your 2012 Summer Reading List

Marketing Insider Group

Next week brings Memorial Day and the unofficial start of the 2012 summer season here in the United States. Since my son and 4th child, Luke was born last October , I have not had a chance to keep up with my reading list. So I have been keeping a list of books I wanted to read in my head for the past 8 months. Now that he is starting to show signs of a slightly more regular schedule, I am ready to start reading again in earnest.

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More Trending

Industrial Companies shouldn’t Replace Email Marketing with Social Media

Industrial Marketing Today

Right off the bat let me say that this post is not about email marketing versus social media. However, I’ve had conversations with manufacturers and industrial companies where I am asked if email marketing is still relevant and effective since all the talk these days is about social media. Yes, social media generates all the buzz but discarding email marketing, a tried and true workhorse would be a mistake and here is why.

Three copywriting tips every business needs to know

Tomorrow People

Using content to market your business? Want your content to create results and help boost your company’s performance? Here are three copywriting tips you’ll want to know: 1. Insight creates better content. It’s tempting to ask your copywriter to quickly create content to fill that gap on your website or your blog. But this creates content with a limited shelf life and low commercial value.

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5 Really Good Reasons LinkedIn Bought SlideShare


by Jesse Noyes | Tweet this Big happenings in the social media world today as a giant star collided with a smaller, but powerful, cousin. LinkedIn has decided to purchase SlideShare for $119 million in cash and stock. It’s not a deal I can say I saw coming, but it makes total sense. For those of you uninitiated with SlideShare, it’s a platform where you can upload and spread professional presentations. Or what I like to call, the backbone of buying and selling these days.

Communicating Value Helps Double Inbound Leads and Increase Revenue, Site Traffic and More

B2B Lead Generation

Tweet To successfully ride the winds of change, emphasize the positive: Look at what your customers value most about you, and make that the focus of your marketing communications. This approach enabled Celarity , a marketing and creative services staffing and recruiting firm, to double the number of candidates it places and increase revenue by more than 35% over the past two years.

Developing Your Training Content So That It Actually Moves the Needle

Speaker: Bryan Naas, VP of Sales Productivity at Braze

Getting reps & marketers to engage in your content is half the battle of providing value that can ultimately impact the bottom line. How do we break through the noise? In this session, Bryan Naas will detail what it takes to build training and content resources that reps will actually take the time to engage with so you can help them reach their goals.

Is Influence The Moneyball of Marketing?

Marketing Insider Group

We all love a good list. Last week Forbes released their annual list of most powerful celebrities. Earlier this year, Forbes also gave a rundown of baseball’s most valuable teams. Another thing we love is sports analogies. The sports analogy is often used in business to emphasize goals, strategies, obstacles, personal motivation and teamwork. Because sports are a relatively common experience across many cultures. People understand sports at the basest level.

The 4 Keys to Successful B2B Social Media Adoption

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer B2B companies that take the right steps in adopting social media can thrive and profit from the new realities of business in the era of customer connectedness and empowerment. Social media is not just a technology that can be bolted on to the traditional way of doing things : it's an entirely new way of relating and doing business. Many B2B companies have begun to realize that adopting social media requires organizational changes.

Industrial Content Marketing with Purpose

Industrial Marketing Today

In my last post, I talked about using content to convert website traffic into leads and customers. In this post, I want to continue with a similar theme and talk about why your content marketing must have a purpose. With the abundance of content available on the Internet these days, it is difficult to rise above the noise and get noticed. Manufacturers and industrial companies cannot be content with just publishing content, their content marketing needs to drive the sales process.

Boost your SEO with Hubspot's New Page App

Tomorrow People

The Hubspot page analysis and grader tools have been combined to give a great dashboard for ensuring your pages are search engine optimised , attracting visitors to your website and converting those visitors into Leads and Customers. Dashboard view. In the new Pages dashboard we get a heads up view that can be sorted by date (1 day, 1 month, 3 months, 6 months, 1 year or custom) and shows; Total page views for the period and views over that period.

The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

Book Review: Michael Brito Goes for Broke in “Smart Business, Social Business”


by Joe Chernov | Tweet this Maybe it’s his upbringing or perhaps it’s his extensive training as a marine, but wow does social media heartthrob Michael Brito do his homework. Smart Business, Social Business (Que) might just be the most thoroughly researched book on the larger topic of social marketing.

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Lead Qualification: Stop generating leads and start generating revenue

B2B Lead Generation

Tweet B2B marketers, stop focusing on generating leads. You’re wasting your time and your sales team’s time. Now that I have your attention, here’s what you should focus on instead: helping salespeople sell. How do you do that? By sending them only qualified leads. Most leads aren’t qualified. Leads are only qualified when they fit your universal lead definition (ULD). Don’t have a ULD? Before you do any more lead generation, make developing one your highest priority.

Search, Social and Content – The Keys To Inbound Marketing

Marketing Insider Group

If you think SEO is the abbreviation for an airport, then you’re in big trouble. If you think customer-focused marketing is about deciding which segment of customers to SPAM, then you’re in big trouble. If you think you need to get some “more of the twitter,” then you’re in really big trouble! The simplest definition of Inbound Marketing is to attract new customers. And you can’t do that with boring, promotional content.

Why B2B Social Media Will Be Kind of a Big Deal [2012 IBM CEO Study]

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer. In the next 3-5 years, social media will go from the least used customer engagement tactic to the second, surpassed only by face-to-face interaction. IBM has released its 2012 IBM Global CEO Study of more than 1,700 Chief Executive Officers from 64 countries and 18 industries worldwide.

The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

You’ve Got Traffic. Now What?

Industrial Marketing Today

You’ve done all the hard work of optimizing (SEO) your industrial website and now you have a steady stream of traffic to your site. Congratulations! Sorry to rain on your parade but that is only half the equation. The other half is all about converting that traffic into leads and customers. I find there is a strong but mistaken belief among industrial companies that somehow their site visitors will interrupt their online activities and pick up the phone to call their sales people.

Is online copywriting a business risk or a business asset?

Tomorrow People

Online copywriting: business risk or business asset? Everyone’s online these days. The statistics show that we’re all using the internet to browse, buy and connect with businesses. This would suggest that online copywriting could only ever be a business asset. But there are several reasons why this isn’t always the case: Online copywriting can drain your business.

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How to Take Your Online Community from Zero to Awesome


by Heather Foeh | Tweet this Growing a vibrant online community isn’t an easy. That’s why its so rewarding when it takes on a life of its own. Eighteen months ago we began the process of building an online community at Eloqua. As the community manager, my mandate was to grow the community from scratch, keep members engaged, and make sure that the content was up-to-date. I had help from Jive Software and inspiring ideas from The Community Manager.

Marketing Strategy: 3 Steps to find the best tactics and results

B2B Lead Generation

Tweet There have never been more ways to connect with customers, but how can we cut through all of the options, stay within our budgets, and choose what works best for our specific marketplace? Cindy Humphrey advises going back to marketing basics. With more than two decades in B2B sales and marketing leadership positions, most recently at a Fortune 500 telecommunications company, Humphrey is an expert at navigating B2B’s ever-changing marketing landscape.

5 Key Elements for Building a Successful Data-Driven Product

When selecting data providers, companies must ensure they’re tapping into comprehensive, high-quality streams of fresh information which can be easily integrated into their products in a privacy-compliant manner.

9 UnMarketing Tips For Online Audience Engagement

Marketing Insider Group

Yesterday I attended the @ MarketingProfs webcast “ Top Tools For Engaging Your Audience Online.” ” with Mr. @ Unmarketing himself, Scott Stratten. Scott is the President of his own marketing consulting firm and author of the best-selling book UnMarketing. I have to say I have been following Scott since I first joined Twitter in 2009. He helped to teach me that social media is truly about having conversations and about engagement.

B2B Social Media - What to Look For Before You Leap

The Forward Observer

Artillery B2B Marketing Blog > The Forward Observer When properly implemented, social media can help B2B companies develop early-stage prospect relationships, nurture leads, speed up the sales cycle and deepen customer relationships. Social media is here to stay. And not just for business to consumer sales -- social media is playing a larger role in the B2B decision-making process for high-cost, long sales cycle purchases that involve many stakeholders.

The State of Buyer Personas 2012

Tony Zambito

© All Rights Reserved by 24point0. This June marks ten years since the first buyer persona development methodology was pioneered and launched by the firm Goal Centric now called Buyerology. Over the past ten years it has been quite a journey. Much has happened and much has changed. The adoption of research-based modeling of buyers that leads to buyer personas has been mixed. The rise in popularity of the term has also been a mixed blessing.

What’s wrong with SEO copywriting

Tomorrow People

SEO copywriting is popular right now. No wonder, when you consider the impact of targeted content on search engine rankings and the growing value of well crafted content in general. But there is something wrong with SEO copywriting. Something that stops many companies from gaining the kinds of results they want from their SEO. Here’s what it is: The mystery of the missing strategy. SEO copywriting often comes without a strategy.

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Your New Schematic for Next-Level Sales Coaching & Enablement

Speaker: Matthew Hawk, President of B2bTrainers

The term “sales enablement” applies to a dizzying array of best practices and technologies. In addition, there is tremendous competitive pressure not to fall behind. No matter where you are in your current sales enablement strategy, one thing is key: success ultimately rides on the habits of your sales managers & marketers. In this webinar, Matthew Hawk will lay out an in-depth schematic for your next-level sales coaching, demonstrate the key activities that comprise success, and walk you through several examples of sales coaching cadences that apply to all salesforce sizes.