September, 2010

Facebook Can Work for B2B

NuSpark

How to Make Facebook Work for B-2-B. Some B-2-B companies wonder if Facebook is really a good vehicle for marketing to other businesses. Given the prevalence of B-2-C marketing in the platform, that’s understandable. However, there are several good examples of Facebook strategies employed by B-2-B companies to engage customers that are worth noting.

B2B Marketing: Do you know how much your CEO really invests in demand generation?

B2B Lead Generation

If it's almost unheard of for your sales team to make a cold call thanks to a sales pipeline bursting with steaming-hot leads generated by your marketing department, skip this post. If it isn't, I strongly encourage you to read the following article, which initially appeared on the MarketingExperiments Blog. It's written by Dave Green , the Director of Best Practices, Applied Research at MECLABS , the parent company of MarketingExperiments and InTouch.

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Writing Web Content: 5 Simple Steps for Results

Writing on the Web

Organize, simplify and get better results from your Web writing by asking 5 important questions: What is the problem (pain, predicament)? Why hasn’t this problem been solved? What is possible? What is different now? What should your readers do now? As you compose your copy, you should write out several sentences to answer each question. This will keep you on task, and lead your readers through to action.

Why our thought leadership is broken

Chris Koch

All of our talk about marketers becoming publishers is incomplete. We can’t just become publishers, we also have to become advertisers. Let me explain. For centuries, publishers had an uneasy, co-dependent relationship with advertisers. A wall existed between publishers and advertisers.

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.

Q4 Marketing Budget: 4 Key Areas to Consider

The Point

In B2B circles, Q4 is historically a time of year when marketing spend picks up. Sales teams need the push to meet year-end numbers, whilst at other companies, spending marketing dollars in Q4 is simply a matter of “use it or lose it.” Even with the recession now officially over , and the economy slowly entering a period of recovery, this year seems to be no exception to the trend. Time to consider, then: where can you focus your Q4 marketing investment for the highest possible return?

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More Trending

Social Media: Developing a Plan and a Strategy

NuSpark

social media firm or consultant should be considered if your company lacks the expertise, effort, and resources to manage these channels correctly. . . We work with a number of companies that are considering exploring social media, or ones that have made the plunge but are unsure of how to navigate the waters.

How To Align Marketing With Sales

Marketing Insider Group

This is arguably the single most important topic for marketing: how to align with sales. If you are asking if we need to align with sales, go find a new profession. If you think marketing is much more important than sales

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Social Networking for Business: What’s Right for Yours?

Writing on the Web

(As I’m on vacation for a week, I’ve invited Sydni Craig-Hart to share social networking tips.). The big 3: Facebook , Twitter and LinkedIn. Everybody who’s anybody has a profile in each. And it seems everybody is preaching the same thing: You HAVE to have a Facebook Fan Page. You HAVE to be on Twitter. You HAVE to join LinkedIn and participate in groups. But, do you HAVE to this? Will your business fall in the water if you don’t?

Should sales enablement be owned by sales rather than marketing?

Chris Koch

I’m wondering if it’s time to take sales enablement away from marketing. What do I mean by sales enablement? I heard a great definition from my former ITSMA colleague Jeff Sands the other day: Sales enablement is helping salespeople be more credible with customers. We all know how sales enablement got started in B2B. Marketers helped salespeople put words to the insanely complex products and services they were trying to sell. Sales enablement used to mean brochures.

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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!

Who Are Your Thought Leaders, Really?

WriteSpark

Standard corporate line: "We are the thought leaders in (fill in topic/technology/industry)." Reader reaction: "Oh yeah? Who is doing the thinking and what makes them so smart?" You can create more credibility for thought leader positioning by showcasing the people behind your content and messages. A few techniques: Give a byline for key content to your technical experts, even if they receive writing help from a copywriter.

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Have Digital Marketing and Social Media Killed the Industrial.

Industrial Marketing Today

Remember the very first music video ever played on MTV? It was called “Video Killed the Radio Star” by the British band The Buggles and was aired at 0001 hours on August 1, 1981, the day the cable station was launched in the US Every

Matching Content to Buyer Personas

NuSpark

How to match content to buyer personas. B2B marketers, how do you make content truly useful to customers? Let me answer that with a question: do you know your customers’ needs, desires and behaviors extremely well? So well, that you know what compels them? Don’t be quick to answer “yes”. You should know customers so intimately, you could write their story. What’s a persona? Marketers and agencies have used the … [ visit site to read more ].

Does Renting Email Lists Make Sense Any More?

The Point

I wrote recently in this space about the recent resurgence of direct mail as a viable outbound component to an integrated demand generation strategy. Most of that resurgence is due to the benefits of using direct mail on its own merits, but there’s another factor: the greatly diminished effectiveness of rented email lists.

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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.

The B2B Manifesto: Trust Building Comes First

Writing on the Web

How good is your “trust-building?&# I just read this term in a new digital release: The B2B Manifesto , just published by Velocity Partners in the UK. Think about it. Before you can convert readers to clients, before you can get them to download your digital information and build your list, you’ve got to build trust.

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B2B Marketing needs a stronger Why

Buzz Marketing for Technology

Last year I wrote about how the balance of content has shifted. Bottom line is there is more content being produced by Users than by Publishers these days. Which means Publishers (or Marketers) are now the “white noise” in comparison to User Generated Content. Our messages are being drowned out by user generated content.

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The 4 Cs of Social Media

Marketing Insider Group

Social media is a paradox: it is the physical representation of a revolution in the way consumers obtain (and create) information. At the same time, it is just another marketing channel. The reason I believe marketers are so confused

Hard Data to Justify Your Marketing Automation Investment

Customer Experience Matrix

Summary: So you want some hard numbers to prove the value of marketing automation? Here's a bunch. A client asked yesterday if I had some benchmark information to justify the cost of her marketing automation project. This set off an hour-long scavenger hunt through my hard drive, followed by sporadic afterthoughts later in the day. Since this is a question that comes up pretty often, I figured I’d share some of the more useful results. If anyone else cares to expand on this list, even better.

How to Redirect Your Indirect Channels by Enabling the Right People

Speaker: Jay McBain, Principal Analyst – Channels, Partnerships & Ecosystems

We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEOs feel that their current business models will be unrecognizable in the next 3 years. Join Jay McBain from Forrester as he unpacks these future trends.

Does Your Company Focus on Lead Generation or Lead Management?

NuSpark

Where Are Your Leads Going? It’s a little troubling that so many companies don’t have an optimal lead management process, and thus are losing quality sales-ready leads to their competition. Consider the following statistics: 80% of companies have not aligned sales and marketing; leads are lost through the funnel; they are not followed-up. 10-25% of leads are sales-ready; 10-25% of leads are not; that means 50-80% of leads are wasted if … [ visit site to read more ].

B2B Lead Generation Using a Business Blog

Industrial Marketing Today

In B2B lead generation, quantity versus quality is probably the biggest challenge faced by industrial marketers. In order to satisfy the demands of the C-suite, the marketing department usually provides easy-to-measure metrics like

Writing Better Web Content: Ask what? Who? Why?

Writing on the Web

The rules haven’t changed, but it’s surprising how many people start creating content to market their business on the web without regard for the basics. Many people focus on the medium, the latest shiny tool: the blog, the Twitter tweets, and Facebook updates, without regard for the basic rules of writing copy for the Web. Content marketing isn’t a buzz word because marketing people just like new buzzes.

PR needs to Focus on Conversations

Buzz Marketing for Technology

It’s no secret that the number of publications has declined over the last few years. The impact of that can be felt in B2C as well as B2B Marketing. There are fewer numbers of print publications remaining and every company’s marketing department wants to garner more traditional press. But it’s a zero sum game and we are all fighting over the same shrinking slice of pie! Worse yet, upper management hasn’t backed off the idea of “getting ink” in favor of new forms of digital ink.

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B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

Insist on the Right Copywriter

WriteSpark

If your primary source of outside help for marketing communications and public relations projects is a marketing or advertising agency, you have probably worked with whichever copywriter the agency assigns to your account. But is that writer really the best choice for your projects? You may be better served by bringing in your own freelance writer to work with the agency, especially for certain situations and projects.

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Best CRM for Marketing Automation: Salesforce.com, Microsoft or Oracle?

LeadSloth

Forrester recently released a vendor evaluation for midmarket CRM vendors. If you look at Marketing Automation systems, the best supported CRM system is Salesforce.com. However, Forrester states that Microsoft Dynamics CRM may actually be a better CRM product. That brings up a range of questions: What does CRM integration mean? What if you’re choosing a CRM system today? Should you look at Marketing Automation options first?

Google Instant—Affects on Search Marketing

NuSpark

There’s already been a myriad of articles, analysis, and opinion on how Google Instant may affect SEO, pay-per-click, and overall search behavior. I can imagine how many bloggers spent the night playing with Google Instant and writing about the experience to be the first one to offer an opinion. I thought I’d wait a few days.

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Do Small Businesses Need Marketing Automation?

Customer Experience Matrix

Summary: Vendors who target small businesses include provide functions beyond traditional marketing automation. This helps business owners who need to generate revenue as efficiently as possible. But larger firms need to be efficient too: so expect all marketing automation systems to eventually expand in similar ways. The replies are rolling in from the survey of vendor features that I mentioned last week. Reminder: you can upload the 150+ questions for your own RFP from www.raabguide.com.)

How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.