Marketing Insider Group

MAY 22, 2012

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.

Best Practices 212

Best Practices Social Media Rules Paid Search Agency 212

Tomorrow People

MAY 21, 2012

Source: Facebook: Dissecting The IPO (Infographic). View an enlarged version of this Infographic » Click here to download a.pdf version of this infographic.

Facebook 202

Facebook 202

markempa

MAY 20, 2012

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.

Marketing & Strategy 191

Marketing & Strategy Tactics Television marketing Marketing Strategy 191

Digital B2B Marketing

MAY 23, 2012

If you measure or benchmark B2B demand generation activity across sales and marketing, one of the best benchmark resources just received a major facelift and a number of improvements. Yesterday Sirius Decisions unveiled their new demand waterfall at the annual Sirius Decisions Summit. The new waterfall (or funnel, to most of us) provides a framework for measuring and benchmarking demand generation from initial inquiry to close and across sales and marketing.

Demand Generation 186

Demand Generation Sales Qualified Leads Lead Ranking Marketing Qualified Leads 186

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Webinar Metrics

NuSpark Consulting

MAY 24, 2012

This week SiriusDecisions presented their new demand waterfall model. It was very well received at the annual conference this week. Where before it took a narrow approach to the funnel, the new approach showcases how inbound marketing, marketing automation and telemarketing intertwine with regard to demand generation. Of equal importance, it showcases how marketing and sales should be aligned, and how the funnel process integrates both fields.

Demand Generation 179

Demand Generation Sales Qualified Leads Demand Top of Funnel 179

Buzz Marketing for Technology

MAY 23, 2012

When interpreted via a sensible methodology, data becomes intelligence. When viewed through the lens of real consumer behavior, intelligence becomes wisdom. Social Business Intelligence is all about wisdom – the wisdom to listen, to interpret, and to act authentically and from the outside-in, displaying fidelity to the expressed wants and needs of the billion-plus consumers who offer opinions online.

Business 177

Business Opinions Act-On Focus Group 177

Webbiquity

MAY 22, 2012

Back in the mid-1990s, the corporation I worked for hired one of those management-fad-of-the-month consultants to come inspire us to greater heights of success, who did his best motivational-speaker riff on the theme: “Sales is everyone’s job!” This was hogwash of course. Sales is Sales’ job. It’s also a big part of Marketing’s job, and occasionally part of the job of HR, various executives, and product technical experts.

Rules 175

Rules Enterprise Management Business Social Networks 175

NuSpark Consulting

MAY 24, 2012

This week SiriusDecisions presented their new demand waterfall model. It was very well received at the annual conference this week. Where before it took a narrow approach to the funnel, the new approach showcases how inbound marketing, marketing automation and telemarketing intertwine with regard to demand generation. Of equal importance, it showcases how marketing and sales should be aligned, and how the funnel process integrates both fields.

Demand Generation 179

Demand Generation Sales Qualified Leads Demand Top of Funnel 179

KoMarketing Associates

MAY 24, 2012

Retargeting (also called remarketing) is the act of serving display advertisements to users who have viewed specific pages on your web site as they browse other sites across display networks on the web. It is an extremely effective and valuable method for interacting with your customer base. So why aren’t more B2B advertisers utilizing it? Problem: You are a specialized consulting firm and your site only averages about 10,000 unique visitors every month.

B2B Marketing 175

B2B Marketing Marketing Management Sales Qualified Leads Allocation 175

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In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.

Paper

Customer Experience Matrix

MAY 23, 2012

Ask most marketers how they measure performance, and they’ll tell you they look at results: incremental revenue or return on investment if they’re available, or response rates if they're not. Industry experts take a similar approach, focusing largely on the need for better revenue measures. The situation – and barely concealed frustration – is captured perfectly in the headline from a recent Forrester Consulting study sponsored by Silverpop : “Response Metrics Are Used To Evaluate Success, Leavi

Lead Ranking 172

Lead Ranking Contingency Planning Planning Lead Scoring 172

Digital B2B Marketing

MAY 22, 2012

According to recent research from IDC, lead generation is a top B2B marketing priority , and in the next four years Sirius Decisions predicts 75% of all registrations will be captured online. (Sirius Decisions actually labels this as inbound marketing, however I use a more limited definition of inbound marketing.) One of the primary ways B2B marketers capture leads online is asking prospects to register for content.

Marketing Prospects 164

Marketing Prospects Webcast B2B Marketing Planning 164

Biznology

MAY 24, 2012

My monthly Biznology® Webinar Wednesday was called “Agile Marketing.” I talked for 30 minutes about how to “Do It Wrong Quickly” in digital marketing. It sounds odd, but the most successful digital marketers are doing it all wrong. Instead of spending countless hours getting their marketing right, they are doing it wrong and then quickly fixing it, based on customer feedback.

Webinar Metrics 151

Webinar Metrics Paid Search Agency Social Networks Marketing 151

B2B Marketing Traction

MAY 24, 2012

There’s a great new book out on how to be more creative called Imagine: How Creativity Works. Written by Jonah Lehrer, Contributing Editor at Wired, the book has some very interesting information for marketers. In the 1990s fMRI technology allowed scientists to learn a lot more about how our brains work. According to Lehrer, much of what we believed about marketing and business needs to be re-examined as a result.

Creativity 128

Creativity B2B Marketing B2B Rules 128

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Social Media

Customer Experience Matrix

MAY 21, 2012

Experian Marketing Services yesterday announced its acquisition of marketing automation vendor Conversen. This is the third marketing automation acquisition in the past month, following Intuit’s purchase of Demandforce and FICO’s purchase of Entiera. Conversen is somewhat similar to Entiera in offering sophisticated multi-step campaigns, although its main differentiator is multi-channel dynamic content that makes it relatively easy to deliver different messages to different segments across multi

Marketing Automation Services 168

Marketing Automation Services Marketing Management Advertising Agencies Marketing Automation 168

Digital B2B Marketing

MAY 24, 2012

B2B marketing can quickly become complicated. Scoring leads, establishing marketing automation, building thought leadership, creating demand… it isn’t easy. Far too often, the complexity masks the important foundational elements. Remembering the things dear Mom taught you before you were old enough for school will make you an infinitely better marketer.

B2B Marketing 143

B2B Marketing Marketing Automation Services B2B Thought Leadership B2B 143

Biznology

MAY 25, 2012

Photo credit: Wikipedia. What does summertime have to do with your waistline and your business? Well, if your business is at all seasonal, you’re gearing up for summer traffic peaks or slower demand as people go on holiday. At the same time, if you’re like me, you’re likely worrying about what you’re going to look like (and feel like) the first time you put on a swim suit this year.

Online Marketing 150

Online Marketing Tips Wikipedia Work Management 150

The Effective Marketer

MAY 24, 2012

A recent research survey, Email Marketing Industry Census 2012 , conducted by eConsultancy and sponsored by Adestra sheds some light into how email marketing is being used and trends facing email marketing as an industry. The research was for UK based email marketers only, but the results are enlightening and can be transferred to any country, especially when it comes to best practices and ROI.

Customer Surveys 125

Customer Surveys ROI Email Marketing Effectiveness 125

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

Planning

Convince & Convert

MAY 20, 2012

The social media software industry offers some amazing functionality, but it suffers mightily from murky messaging and customer confusion. The truth is, many marketing professionals do not know what this software can do, much less what specific companies’ versions can do. And the software companies themselves make it worse by not being specific about their capabilities and areas of focus.

Marketing Management 140

Marketing Management Social Media Software Media 140

B2B Marketing Traction

MAY 22, 2012

Now that you’ve attracted qualified prospects to your brand, company, website, product or services, what do you do if they are not quite ready to buy now ? The answer – engage them, the middle step in the inbound marketing process of attract – engage – convert. Engage your B2B prospects that are the middle of the buying cycle.

Top of Funnel 106

Top of Funnel Buyer Personas B2B Buying Cycle 106

Biznology

MAY 23, 2012

Photo credit: Wikipedia. A business website is an important promotional tool. Regardless of industry, target audience members are searching online before making purchase decisions. Business owners are smart to carefully analyze the success of their website. One metric that website owners pay attention to is the bounce rate of the site, which is the rate at which a website visitor lands on a page of a website and then leaves (bounces) without visiting another page of the website.

Wikipedia 135

Wikipedia Marketing Websites Spending Traffic 135

The Effective Marketer

MAY 21, 2012

If the myriad of webinar platforms out there with new entrants every year is not an indication that webinars are hot marketing tactic, then take a look at the following chart from MarketingSherpa : Webinars, together with virtual events were ranked top three marketing tactics to have their budgets increased in 2011. The same result was voiced by Focus Research , pointing to webinars as one of the most valuable tools for B2B marketers.

Webinar Metrics 120

Webinar Metrics Planning Trade Show Cross-Selling 120

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Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

Rules

Adobe Experience Cloud Blog

MAY 21, 2012

by Jon Miller Recently I was interviewed by content marketing expert and co-author of Content Rules C.C. Chapman on his Content Conversations cinchcast. Content Conversations is a series of one-on-one discussions with today’s top content marketers that digs into content marketing strategies, best practices, and pitfalls to avoid. In the following episode I chat with C.C about taking content marketing to the next level.

B2B Marketing 103

B2B Marketing Conversion B2B Marketo 103

B2B Marketing Traction

MAY 25, 2012

Implementing a social media marketing program can feel like Alice in Wonderland going down the rabbit hole. Why? It’s new; it involves technology; there are a lot of moving parts; and it changes constantly. How can you be productive as you start your social media marketing program? Before you start, invest in research and analysis, a written strategic social media plan, and creation of a systematic approach.

Social Media 104

Social Media Media Planning Media Plans 104

Biznology

MAY 21, 2012

Image via CrunchBase. If you’ve used Google’s Keyword Tool, you’ve probably seen the column called “Competitiveness”–low, medium, and high. The low. medium, and high are based on the competitiveness of a keyword among paid search advertisers. The more advertisers are bidding on a keyword, the higher the competitiveness.

Keywords 135

Keywords Advertising Mediums Small Business Marketing Advertisements 135

Industrial Marketing Today

MAY 22, 2012

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.

Advertising Channels 96

Advertising Channels Cable BtoB Distribution 96

Speaker: Paul Slack, Vende Digital CEO

On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui

B2B Marketing

Adobe Experience Cloud Blog

MAY 23, 2012

by Dayna Rothman We are halfway through our first day at Marketo User Summit. So many new and exciting ideas have already been presented! My head is spinning. We are about to sit down for lunch while listening to Jay Baer, social media strategist, blogger and author of The Now Revolution kick off the afternoon. I am very much looking forward to the afternoon sessions.

Marketo 99

Marketo Social Media Media Buzz 99

MLT Creative

MAY 25, 2012

Recently an elderly couple knocked on the door of MLT's “Content Cottage,” one of the bungalows on our six-building creative campus, and declared with childlike glee, "We used to live here!" The couple turned out to be siblings Stan and Nancy Johnson, who lived here as children when it was a residence from 1949 to 1956. I happily invited them inside to tour their former childhood home and they instinctively shared stories of playtime, school, holidays, and family time.

Advertising Agencies 73

Advertising Agencies Lock-In Television marketing Inbound Marketing 73

The ROI Guy

MAY 25, 2012

Quick on the heels of a similar study , Gartner reports that CFOs are large, and in charge of technology investments, continuing to increase their control over IT decision making over the past 12 months. The joint study, by Gartner and Financial Executives Research Foundation (FERF), surveyed 255 CFOs to uncover IT investment sentiment and decision making practices, uncovering that as economic uncertainty continues, CFOs are gaining more control.

Gartner 68

Gartner Budget Programs Customer Surveys Vendors 68