Sat.Jan 09, 2010 - Fri.Jan 15, 2010

Sharing is how you build a Brand

Buzz Marketing for Technology

In a recent BusinessWeek article featuring Tony Hsieh from Zappos – they closed with a quote from Tony “Sharing is how we build our brand.&# And I couldn’t help but agree.

What is Webbiquity? How to Be Everywhere Online


Welcome to Webbiquity! What exactly is that? Briefly, Webbiquity, or web presence optimization (WPO for those who prefer TLA’s), is the fusion of SEO, social media, interactive PR, online reputation management and other disciplines to make an individual or organization ubiquitous on the web for their name/brand and unique descriptive phrase. If SEO is about getting your website onto page one of Google, WPO is about owning that page.

Trending Sources

How to Call to Action

Everything Technology Marketing

While marketing strategy and planning are critical to success, marketing often fails on the execution side. Take online campaigns, for example. Here you can often see campaigns break down not because of lack of a compelling offer or properly segmented audience but because the call to action is not powerful enough to trigger a response. The best offers never get consumed if your call to action doesn't convert the visitor to even get to the offer.

B2B Ads From the Past

Sales Lead Insights

I always find it interesting to take a look at the work done by our predecessors in B2B marketing. In post in Jackie West’s UK Industrial Marketing Blog , she mentions Richard Stone’s Insights into PR and Online Marketing blog post where he links to The Vintage Ad Browser.

The Marketing Landscape: Where Data and Content Merge

Understand the importance of good data and good content and how they work together to help your marketing efforts.

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What you can learn from Mister Splashy Pants

Buzz Marketing for Technology

Ok so what does a humpback whale have to do with marketing? Check out this campaign from Greenpeace for the answer. Greenpeace was hoping to raise the awareness about humpback whales that were being threatened by the Japanese Fisheries Agency’s plan to kill 50 humpback whales.

PR 2

Tenacity is Key When Marketing Clean Technologies

B2B Marketing Traction

Tweet. I attend programs on technology innovation, marketing and financing for entrepreneurs whenever possible. Yesterday I attended the CalTech/MIT Forum to hear Dr. Nathan Lewis speak on the need for clean technology and participate in a panel discussion on clean technology.

How Social Media Changed the Sales Cycle into the Buying Cycle


Back in prehistoric times (before the Internet, that is), b2b buyers learned about products and services by reading (print) magazines and (printed) analyst reports.

Don’t Forward This To A Friend! – Email Marketing Best Practice

Modern B2B Marketing

I recently read a DMNews article published a while ago that had comments from two marketers about forward-to-a-friend links. One marketing expert supported the use of a forward-to-a friend link, saying 'pass along readership’ helped share the message and that personal endorsements are powerful. The other marketing expert said that forward-to-a-friend was a ‘gimmick’ that failed and at most causes people to hit their forward button that’s already built into their email software.

Make No Mistake: How Worst-Practices Derail Successful ABM Efforts

This Quick Study Slide Show from Node identifies the common mistakes of ABM executions and offers practical advice to help teams avoid them.

Autonomy Promises to Automate Delivery of Tailored Marketing Messages

Customer Experience Matrix

Summary: Autonomy is a leader in enterprise search and content management (it owns Interwoven). Its concept of "Meaning Based Marketing" comes quite close to my idea of "content grazing" as a way to reduce marketing complexity while delivering the right content to each customer or prospect.

Pre-show Marketing to Drive More Trade Show Leads


Aren't we all looking for ways to draw more people to our trade show booth? Start by generating traffic before the show. Do whatever you can to get on the attendee's short list of must see sponsors. Here are a few ideas for pre-show marketing: Send pre-show emails and/or direct mail

Social media isn’t enough. We need a marketing transformation.

Chris Koch

During one of the first few days I went to work at CIO magazine in 1995, I had what we called a “vendor visit”—one of many I would have in the coming years. The idea behind the visits was to avoid having us journos become isolated in our ivory tower. We needed to hear from marketers who were out there day-to-day listening to CIOs’ problems and aspirations. Plus, many were advertisers, so the visits made it seem like we weren’t completely ignoring what they had to say. But mostly we were.

Great Web Content is Visually Friendly

The Content Factor

Here's #8 of a 10-part series on the "The 10 Hallmarks of Great Web Content." Read the full white paper, or view all the blog posts in the series.Hallmark of Great Web Content #8: Great Web content is easy to find and easy to scan.According to David Talbott, a content expert at Studio B, most people who find your content won’t go on to read it unless it passes their scan test. What will pass?

Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

Genius Marketing Automation Blog Posts


Some of you may know that I’ve been a guest blogger at since last summer. The main topic has been Marketing Automation , with several other online marketing topics blended in. On the Genius blog I have some nice introductory articles, so I wanted to provide some links to those post here on the LeadSloth blog. Marketing Automation. These posts are about Marketing Automation and Lead Management: Lead Management Introduction. Lead Management Features.

Stop. Read No Further.

Ambal's Amusings

Gotcha! A little reverse psychology never hurt. But, poorly written blog post titles definitely can hurt all the work you put into writing. When you write – whether it's a post, paper, essay or eBook – think twice about the title before you publish. Chances are, you're happy just to have finished writing and simply want to add a title that describes the subject. But the title is part of your marketing strategy; it's the sign out front, the wrapping, the invitation.

Critical Elements of the One-Page Marketing Plan

B2B Marketing Traction

Tweet. Critical elements of the one-page marketing plan: Vision, Mission and Goals. Before planning, you should know what your company does (mission), where you want it to be in the next three to five years (vision), and how you are going to get there (goals). SMART Goals. Goals should be S pecific, M easurable, A chievable, R ealistic and T imely. Customer Segments or Personas. Who does your company serve? What are their needs, behaviors, desires, interests, preferences?

The Good Fight: A New Year's Toast

The Content Factor

Maybe it's New Year's resolutionism that is inspiring content marketers in the blogosphere to confront their norms. Several posts this week throw down the gauntlet.Copyblogger reports: "Dragon Slaying 101: How to Use Heroic Language to Battle Boring Copy". It's an engaging post on using the metaphors of the heroic quest to invigorate blogs and articles.Steve Woodruff, in "Disperse the Jargon.

7 Common Marketing Mistakes and strategies to avoid them

This white paper addresses the 7 most common challenges marketers hit when marketing products, solutions, or services and offers proven advice on how to avoid these missteps and improve the success of your marketing efforts.

Set Your Content Free for More Clickthroughs


I will be the first to admit that I have been very skeptical about "setting my content free" (not using forms in front of eBooks and whitepapers.) I feel like if my job is lead generation then I have to capture those downloading. But after much deliberation and hearing it

Microsoft Partner Fills Forecast with PointClear Sales Leads


Buyer Persona 2.0 – Part 2 - The Buyer Ecosystem

Tony Zambito

In Part 1 of this article, Buyer Persona 2.0 , the importance of Buyer Insight was presented as one of the key tenets of Buyer Persona 2.0.   This portion of the series on the next generation of buyer personas will focus on one of the truths of the global economy we live in – the interrelationships between buyers, their end customers, and their suppliers is wired like never before.

Webinar: 10 Tips for Improving Your B2B Demand Gen Program with Inbound & Outbound Marketing

Smashmouth Marketing

We've recently started working closely with NetProspex as a list provider to augment the work we do. Once we started working together, the folks there realized that I always have an opinion, especially as it pertains to Demand Gen. Most of my recent discussion has been about Unified Demand Gen(sm) -- the philosophy of blending inbound marketing and outbound marketing to maximize your lead generation activity.

B2B 2

Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.

Best of 2009: SEO Tips, Part 1


Which factors are really most important in search engine rankings? How do search engines treat different forms of keywords? How can you get the most of out of Google’s free webmaster tools to improve rankings? What other tools are worth checking out for keywords, linking and website analysis? Find the answers to these questions and others here in more of the best SEO blog posts from this year. Guide to Search Engine Ranking Factors by HuoMah SEO Blog.

Choosing an Email Marketing Software « The Effective Marketer

The Effective Marketer

Who's the best email marketing company/software? This question on a recent LinkedIn discussion thread for the Technology Marketing Community reminded me of when, a couple years ago, I delivered a presentation at the 2008 MarketingSherpa

7 Reasons Every Business Needs to Twitter


Despite the fact that Twitter has more than 32 million users , has received massive publicity from both celebrities and government , and produced remarkable results for companies like Dell and Zappos , many business executives still don't "get" Twitter.

Traditional + Social: The new media mix

Wondering Out Loud

On January 8th I posted an entry, A social media question worth pondering , that touched on the subject of traditional media v. social media. Rather than pitting one against the other, which others have done, I want to explore how the two can work together to achieve your marketing objectives. A former boss of mine once said, “All advertising works.&# I believed it then and I believe it now. When used properly, all advertising will do the job it’s intended to do.

30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.

Best AdWords Tips and Tactics of 2009, Part 1


How can you utilize rich media ads to take advantage of the coverage provided by Google’s content network? Which AdWords reports are the most critical, and how you can take full advantage of the information they provide? How is AdWords Quality Score calculated, and how can you improve that score in your campaigns? How can you calculate the potential advertising value of AdWords before making a costly investment?

Financial business case justification remains a requirement for IT vendors

The ROI Guy

In Gartner's 2010 trends report, Daryl Plummer, managing vice president and chief Gartner fellow indicates that "For many organizations, the economic and budgetary challenges of 2009 drove important changes in the general governance of IT investment decisions, accelerating the trend toward greater accountability and transparency. According to Daryl "With a strong emphasis on business-case justifications, chief financial officers (CFOs) assumed a more active role.

7 Can’t Miss B2B Marketing Webinars

Modern B2B Marketing

When it comes to maximizing the ROI of B2B marketing efforts, knowledge is power. Learn to improve demand generation , amplify lead nurturing and more with help from these 7 can’t miss B2B marketing webinars. Infuse Innovation Into Demand Generation This webinar from Marketo features a panel discussion with John Watton from ShipServ, David Woodhead from Astadia and Stan Woods from Velocity.

Information isn’t power anymore

Wondering Out Loud

Leigh Anne Reynolds of The B2B Lead Blog posted yesterday about tearing down the gates in front of her marketing content and watching the clickthroughs rise. David Meerman Scott has been advocating the practice for a long time, but many of us – marketers – have been slow to adopt it because it goes against conventional wisdom and, frankly, everything we’ve ever learned about lead generation.

9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.