Tomorrow People
MAY 17, 2012
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.
markempa
MAY 13, 2012
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).
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Buzz Marketing for Technology
MAY 16, 2012
Traditionally, marketers think of outcomes like they think of the weather – you sit back and see what happens. Suffering from the lack of true and authentic knowledge of their audiences, or any provision for real-time data or analytics, they are consigned to a passive role: spend money and hope it creates the intended outcome. Well “hope” isn’t a strategy.
Marketing Insider Group
MAY 17, 2012
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.
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Tomorrow People
MAY 15, 2012
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.
B2B Marketing Zone brings together the best content for marketers in the B2B industry from the widest variety of thought leaders.
ViewPoint
MAY 15, 2012
James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. Formula to Predict Inquiries Needed to Make Quota i. Marketing managers regularly ask me how to predict the number of leads (really raw inquiries) needed to achieve quota (I wish more sales managers would also ask).
Digital B2B Marketing
MAY 14, 2012
If it doesn’t benefit us, entertain us, educate us, solve our problems or advance our causes, we don’t want it. If we find something better, we switch. Today, our mantra is “What’s in it for me?” All too often, the answer is “Not much.” We are flooded with content. This blog post will be one of millions published today.
Chris Koch
MAY 15, 2012
We all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers. For the program to be successful, those ideas must find their way into the hands of salespeople. And I’m not sure that salespeople share the same passion for ideas as we do. I think they need to be convinced. Please tell me if you think the following does the job: Relationships are what matter in selling.
The Point
MAY 14, 2012
A new report from Forrester Consulting, commissioned by marketing automation provider Silverpop , offers little in the way of groundbreaking insights, but does provide plenty of data confirming what most already know: that many companies are failing to realize the true potential from their investments in marketing automation. In the report, “ Automation: Redefining Marketing’s Game Plan ,” Forrester details the results of their surveying 155 US-based senior marketing professionals on their use o
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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.
Marketing Insider Group
MAY 15, 2012
In this video, SAP’s CMO Jonathan Becher (@ jbecher ), discussed “brand journalism, disclosure, and sponsored content” with one of the leading independent analysts in the IT industry, Jon Reed (@ JonERP ). I was thrilled that they discussed the launch of our Business Innovation website where I am the chief editor ( disclosure: I am a paid SAP employee. ).
ANNUITAS
MAY 16, 2012
I’ve been a part of several online conversations recently that have discussed how to get more from marketing automation and improve the return on marketing’s investment. In each of these conversations, folks have weighed in about the importance of sales and marketing working together to define a “lead”. “If they can just do that”, so goes the refrain, “then marketing and sales will live happily ever after.”.
Customer Experience Matrix
MAY 13, 2012
Three weeks ago, Intuit shook up the low end of the marketing automation universe by purchasing small business marketing shooting star Demandforce. Last week the action shifted to the high end, where FICO announced its purchase of Entiera , one of the few remaining enterprise class products. FICO, the company formerly known as Fair Isaac and originator of the influential FICO credit score, first dipped its toe into marketing automation services and software when it acquired DynaMark in 1992.
B2B Memes
MAY 15, 2012
As regular readers of this blog will know, one of my frequent topics here is surviving the new-media revolution. Next Monday I’ll be sharing my ideas on this topic at the annual meeting of the Specialized Information Publishers Association (SIPA) in Washington, DC. If you happen to be attending the event, I hope you’ll drop in to my presentation.
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Digital B2B Marketing
MAY 17, 2012
If you talk to a publisher or lead generation firm, it would seem leads have become a commodity. Nearly every B2B publisher offers lead generation under a broader heading of demand generation. Here is a hypothetical, yet very realistic, snippet of a conversation with a publisher: Marketer: We are looking for demand generation opportunities that will deliver leads for sales.
Biznology
MAY 16, 2012
Image credit: Getty Images via @daylife. I teach a lot of online classes at various universities, constantly explaining the Do It Wrong Quickly (now being called agile marketing) approach to the digital marketing world. In one of my classes, on search marketing, a student lamented that my coaching to experiment, to try things, to take a guess and then see what happens before doing something else wouldn’t work at all in her organization.
Convince & Convert
MAY 15, 2012
Amy Schmittauer is the Founder & Face of Savvy Sexy Social. She is a “social media frenzy” working in social relations consulting, blogging, and, of course, vlogging about life on her YouTube channel. Connect with her on Twitter. If there’s anything I’ve learned throughout this crazy ride of working in digital marketing, it’s that reading all the blog posts ever written, staying up-to-date on all the latest news, and watching all the how-to YouTube videos you ca
Adobe Experience Cloud Blog
MAY 16, 2012
by Jason Miller With over 100 million albums sold worldwide, KISS is arguably one of the biggest and most successful bands on the planet. Led by the marketing genius that is Gene Simmons, they continue to reach new audiences while engaging lifelong fans. Gene Simmons may be best known as the fire-breathing, bass playing demon in one of the most influential rock bands in history, but he can also teach us a thing or two about content marketing.
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.
B2B Marketing Traction
MAY 17, 2012
One important question B2B marketers have is, “How can I increase sales to customers (also known as ‘increasing wallet share’)?” It is six to seven times more expensive to acquire a new customer than it is to retain an existing customer (Bain & Company Study). Bain & Company’s study also showed that a 5% increase in customer retention can lead to profit increase of 25-100%.
Biznology
MAY 18, 2012
Image via CrunchBase. No matter how deep you are into your Friday, it is likely that you have been inundated with the Facebook IPO watch. It’s that bizarre event where people who do not have billions of dollars “oooooo and ahhhhhh” over people who are making billions of dollars. I, for one, am happy that they are making their money.
ANNUITAS
MAY 16, 2012
I’ve been a part of several online conversations recently that have discussed how to get more from marketing automation and improve the return on marketing’s investment. In each of these conversations, folks have weighed in about the importance of sales and marketing working together to define a “lead”. “If they can just do that”, so goes the refrain, “then marketing and sales will live happily ever after.”.
Convince & Convert
MAY 18, 2012
This is Episode 16 of the Social Pros Podcast : Real People Doing Real Work in Social Media. This episode features special insights from hosts Jay Baer and Eric Boggs, Eric’s Social Media Stat of the week ( this week : social media users will tell an average of 53 people about their bad customer service experiences), and some tough questions for both hosts.
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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
Industrial Marketing Today
MAY 15, 2012
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.
Biznology
MAY 14, 2012
Photo credit: Wikipedia. The Wall Street Journal, in a recent article, Avon Is Late to Social Media’s Party , says sales for cosmetic products have steadily moved online to sites like Sephora.com , Beauty.com and Drugstore.com. This has contributed to a -75% decline in operating profit for Avon and their 5.8 million sales representatives that sell door-to-door over the last decade.
Adobe Experience Cloud Blog
MAY 18, 2012
by Jason Miller The 3rd annual Marketo Summit kicks off next week here in San Francisco, and we are so excited for this year’s lineup. We created this killer infographic that breaks down the event schedule and highlights what will be our biggest and best summit to date. Over 1200 people from 500 plus companies are coming together to increase their skills and learn new strategies around all areas of marketing.
MLT Creative
MAY 15, 2012
While Facebook and Twitter are just about equal in terms of female to male ratio, Pinterest has an overwhelming female audience (80+%). We decided to take it to the streets (actually, the SocialSLAM VIP Party ) and get a guy’s perspective on this hot Internet tool. We asked three of the nation’s top social media pros if they have any interest in Pinterest, or if they thought it was just a passing fad.
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
Paul Gillin
MAY 15, 2012
I’m presenting a session at the CIO Solutions Gallery at the Fisher College of Business at Ohio State University tomorrow on the topic of “Measuring Social ROI: The CIO’s Role.” The subject got me thinking about a topic that’s close to my heart, which is the low profile IT executives have assumed in driving social business at their organizations.
The ROI Guy
MAY 15, 2012
Do You Know If You Are Maximizing Your Return on Data? If your company is like most, you have plenty of data. You spend money gathering it, storing it, and maintaining it. But are you really getting all that you can out of it? See if you are maximizing your return on data to increase your competitive advantage. Take this 14 multiple-choice Data Integration Maturity online assessment to: Assess your data integration maturity in eight different dimensions, Compare your maturity against your peers
Adobe Experience Cloud Blog
MAY 17, 2012
by Phil Fernandez Revenue Performance Management (RPM) is much more than improving the effectiveness and efficiency of sales and marketing. In fact, RPM is today enabling organizations – from major health systems and global consumer product companies to web 3.0 start-ups – to transform their revenue processes and realize significant increases in performance and results.
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