January, 2011

Content Marketing: Think Like a Publisher, Act Like an Investor

Industrial Marketing Today

Thriving in today’s content-driven online marketing world, demands that you think like a publisher. That’s the battle cry among content marketers. Just as publishers start by learning everything about their target audience and what information they want, content marketers must realize it is not about them but about their customers.

Is Social Media Really Living Up to Expectations?

B2B Lead Generation

Over the holidays, I had some time to really dive into the LinkedIn B2B LeadGen Roundtable discussions. One started by Ann Thornley-Brown , President & CEO, Executive Oasis International, Toronto, caught my attention. She started the discussion in August, yet members continue to provide feedback. Ann wanted to know how happy the group was with the lead generation results of their social media campaigns. Are your efforts on LinkedIn and Twitter paying off?” she queried.

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Social Media Marketing: 2011 Trends Report

Marketing Insider Group

You may have seen my recent posts on how I think “ The Future of B2B Marketing: It’s Social “ and also what I believe “ Is The Future Of The Social Media Role? “ Over the holidays I was honored to learn that I was being included in the Focus 2011 Trends Report: Social Media Marketing. The report compiles the latest thinking on what’s next in social media marketing from B2B Marketers across a variety of industries and disciplines.

A B2B Marketing-Lead Generation Fable: “The Lead That Jack Sold”

NuSpark

If you remember the fable, The House That Jack Built , then you’ll enjoy the below. The fable below shows a typical flow of how a b2b lead can become a sale through a solid marketing process and lead management strategy. Have a little fun… The Lead That Jack Sold. This is the lead that Jack sold. This is the CRM that gave the lead that Jack sold. This is the high lead score that … [ visit site to read more ]. Marketing Strategy Uncategorized

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.

How One SaaS Company Doubled their Lead Volume from Paid Search

The Point

What does a software company do when their paid search program is working well but just not generating enough leads? That was the issue faced by Navicure , a leading Internet-based (SaaS) medical claims clearinghouse that helps physician practices increase profitability through improved claims reimbursement and staff productivity. By most metrics, Navicure’s paid search campaign was working well, generating a handful of leads each month at a cost per lead at or below industry standards.

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More Trending

Why Your Sales Funnel May Run Dry Without a Business Blog

Industrial Marketing Today

Happy New Year! Are you leaving additional sales leads and revenues on the table? Industrial marketers who don’t use a business blog are missing a key component of feeding the top of their sales funnels. By not using every opportunity to generate high-quality leads, they may be leaving money on the table. You can find lots of online articles about the advantages of using a business blog for building thought leadership, communities and humanizing your company.

Moving from Demand Generation to Revenue Performance Management

B2B Lead Generation

We had no more announced the subject of our last B2B Lead Generation Roundtable Webinar – 2011 Lead Generation Trends and Challenges , presented by our own selling expert and Director of Best Practices, Dave Green – when Eloqua posted this blog about the “next frontier of competitive advantage.”.

Social Sharing Might Get You Sued: Social Media And Copyright Law

Marketing Insider Group

. That’s right, you better watch what you share on Twitter, Facebook or LinkedIn, because you could end up getting into trouble. You could even get sued. And the penalty might be more than a little slap on the wrist. Most of us learned about copyright law with the illegal music downloading issues brought on by Metallica and the Recording Industry Association against Napster.

2011 Marketing Resolutions to Consider

NuSpark

Welcome to 2011. Everyone seems to be doing their list of resolutions. This is a good time to think about your goals for 2011. For b2b marketers, think about your target audiences, and continue to understand how they research products. Have you done any business resolutions? Perhaps the list below can help: 1. You will embrace social media for what it is, and do a better job engaging with prospects. Yes, I had to start with a social media … [ visit site to read more ]. Marketing Strategy

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!

Near Boston or New York City? Get up to speed on BtoB marketing automation on your way to work

Sales Lead Insights

To quickly get up to speed on BtoB marketing automation and the benefits it may bring your company—and to learn about some fast, easy and affordable ways to put it to work—please join us for this Executive Breakfast Briefing: What BtoB marketing Automation is all about, and why you should care. January 26, 2010 - Boston/Waltham. 8:00 am to 10:00 am. Westin Waltham Boston. Exit 27A off Interstate 95/Route 128). Learn more or register here. Can’t make it? Be notified about future events.

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Content Marketing with Stories: Better than Facts

Writing on the Web

Good stories are what make a blog interesting and fun to read. More importantly, if you’re trying to influence people to buy into your ideas and ultimately your business, there is evidence that stories work better than facts. A 2007 study by Jennifer Edson Escalas , a marketing researcher at Vanderbilt University, found that people had more positive reactions to advertisements that were presented in a story form than to ads that were factually straightforward about the products.

How Landing Pages Can Make or Break Lead Generation Campaigns

Industrial Marketing Today

Your landing page may be the culprit if your lead generation campaign is performing poorly. I realize that successful lead generation depends on many factors but the landing page is where your site traffic and email clicks convert into qualified prospects and leads. A poorly designed (layout and content) landing page can kill your lead conversion rate. According to a report from SilverPop , “… up to 50 percent of visitors to landing pages will bail in the first eight seconds.”.

Is Social Media Really Living Up to Expectations?

B2B Lead Generation

Over the holidays, I had some time to really dive into the LinkedIn B2B LeadGen Roundtable discussions. One started by Ann Thornley-Brown , President & CEO, Executive Oasis International, Toronto, caught my attention. She started the discussion in August, yet members continue to provide feedback. Ann wanted to know how happy the group was with the lead generation results of their social media campaigns. Are your efforts on LinkedIn and Twitter paying off?” she queried.

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.

HOW TO: Grow your Facebook Page by 17% in 1 week!

Buzz Marketing for Technology

No this isn’t a scam or a trick to get you to buy one of my books (but please don’t let that stop you from doing so). This is a really basic technique that a number of Fan pages are still missing out on and that is … make sure your landing page for first time visitors of your page is a welcome tab that consists of a nice big arrow pointing to the like button. Bingo that’s it!

Calculating the ROI of B2B Lead Nurturing and Marketing Automation

NuSpark

I’ve written consistently and have spoken on the benefits of b2b lead nurturing and marketing automation with regard to ROI. Since this is a blog post rather than a white paper, you can read my blog archives as well as the NuSpark Marketing website on the power of marketing automation. This post will go into my views on how to measure the ROI of lead nurturing.

How To Create Killer Content: Speak To A Customer

Marketing Insider Group

One of my favorite questions when I speak to marketers about social media, content marketing , demand generation or sales alignment is also one of the most frequently asked: I am a small business and cannot afford to pay tons of money to create content. Any advice for small business marketers? I write a lot about social media but we all know it all really comes down to the quality of our content.

Content Marketing with Stories: Why We Tell Lies…

Writing on the Web

Telling stories is a fundamental part of good content marketing. Stories have so much marketing clout, they make it possible for little businesses to compete with the big guys. Since stories are fundamental to the way our brains work, why don’t we tell more stories? Why doesn’t every piece of online content we write use narrative to give a specific example of real people using our products and services or whatever it is we want to influence?

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.

Engaging Content that Solves and Sells

Industrial Marketing Today

As all good content marketers know, engaging marketing content moves the needle. It persuades readers to take action and guides them along in their sales cycle in a logical manner. It is a balancing act to create content that solves real problems for your readers (prospects and customers) without hawking your products and services. Pushing out blatant product-centric sales messages are sure to turn off your audience. National Semiconductor Corp.

Why you need to turn your customers into stalkers

Chris Koch

At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. It’s where we introduce some of the top findings from our annual budget survey of marketers. But we don’t like to just parrot the numbers from the survey. So we spend weeks leading up to the briefing arguing about what the numbers actually mean and what marketers should do. One of the big ideas we’re going to be talking about next week is the concept of scaling intimacy.

News Feed Optimization (NFO) is the new SEO!

Buzz Marketing for Technology

One of the big mistakes I often see with companies when they are setting up a Page on Facebook is they spend more time planning “the wedding than they do the marriage” as I like to say. They spend all of the effort to get the page perfect and have it be in compliance with their corporate guidelines but they have no real plans for how they are going to grow their base of Fans with rich engaging content.

Optimizing Pay-Per-Click; Real world examples

NuSpark

Pay per click , search marketing, and the issue of relevancy. Although I’m a Google certified professional and help clients manage and improve their pay-per-click efforts, I’m not going to do another “how to&# blog post. However, I am serious when it comes to optimizing campaigns; and that includes the ads themselves and conversion-friendly landing pages.

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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.

The Top-10 B2B Marketing Trends for 2011

Everything Technology Marketing

Happy New Year! It is January and time again for the obligatory 2011 predictions. Many marketing experts have strong opinions on what they think will happen in 2011. Instead of coming up with what I think is going to change in the B2B marketing world in 2011, I decided to ask you and tap into the combined wisdom of over 17,000 marketing professionals in the B2B Technology Marketing Community on LinkedIn. I asked you to rank the marketing areas you think will become more important in 2011.

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Content Marketing Tips: Get Your Stories Straight

Writing on the Web

Good content marketing requires good storytelling. Fortunately, the human brain is a story-creating machine. In our lives, we take whatever happens and impose logic and chronology upon it. Consider these common phrases: Everything happens for a reason. One door closes and another one opens. More will be revealed. Things happen in threes. People have a hard time accepting the randomness of life. We refuse chaos and can’t stand unanswered questions. So we make things up.

More Manufacturers Are Using Videos For Content Marketing

Industrial Marketing Today

According to a new report released by the Content Marketing Institute, manufacturers have some of the highest adoption rates for content marketing tactics as compared to other industries. Videos (48%) are the preferred content format over other digital tactics (podcasts, virtual conferences and e-books) by a wide margin.

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2011: The year of personal brands

Chris Koch

This is the year that the personal brand begins to do battle with the corporate brand. I think we need to let the personal brand win—especially in B2B. Featuring big pictures and bios of your subject matter experts on your website is a good start, but it is the equivalent of paid search. It’s relevant but still a step removed from the truly personal connection. We need the equivalent of organic search, where our people rise to the top on their own, independent of their corporate affiliations.

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.