Sat.Apr 17, 2010 - Fri.Apr 23, 2010

When Emails Go Bad: A Lesson in How to Apologize

The Point

If you’ve been involved in email marketing for any length of time, no matter how diligent and prepared you are for every campaign, something somewhere at some point will go wrong.

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Meaningful Metrics for B2B Blogging

Proteus B2B Marketing

Whether you’re just starting a B2B blog or have been blogging for a long time, you should be hungry to see results. After all, a lot of time and effort is going into creating new content, and it’s hard to continually feed the content marketing dragon. But if you’re looking to traditional consumer blog metrics [.].

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Trending Sources

Five Big Shifts in Social Media Marketing


Social media reflects a larger trend toward buyer empowerment that has changed not only the practice but the underlying philosophies of marketing over the past several years. Power has gradually shifted over the past couple of decades from manufacturers (e.g. HP, P&G) to the channel (e.g.

Lead Gen Experts Should Take "Campaign" Out of Their Vocabulary

Smashmouth Marketing

Last week, I was out with the team at and enjoying "bourbon and proteins" with Craig Rosenberg ( The Funnelholic ) when the subject of campaigns came up from his point in a recent post to " forget campaigns, build a factory. "

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.

More Trending

Understanding the Value of Social Media Data

Buzz Marketing for Technology

There is a big difference between data and insights. Technology may have given us access now to endless amounts of data from every corner of the world. But the real challenge is making sense of all this seemingly disconnected data.

The Rise of Content in B2B Marketing

Ambal's Amusings

Why should you quickly groom internal resources for content assets and blogging? How should you adapt to the changing trends in B2B marketing? We asked Galen De Young "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?".

Interviews Part 2: Are your questions leading or asking?


I keep a file of interview questions for case studies that I have collected from various client projects over the years. Some question lists are short. Others run to multiple pages, with questions covering every detail of a customer's situation or product implementation.

Why B2B Marketing Buyer Personas Rule

B2B Marketing Traction

Tweet. When I created B2B marketing buyer personas (“personae” for those of you who studied Latin) for one of my clients last year, it became crystal clear why they beat working from demographic and even psychographic profiles hands-down.

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.

OneSource Survey: Salespeople Accept Value of Leads from Marketing

Customer Experience Matrix

Summary: A survey of business-to-business salespeople finds they (still) consider themselves their best source of qualified leads. But marketing-generated leads are gaining increasing respect and salespeople are increasingly looking for help from outside data vendors.

The 10 Rules for Creating a Buyer Persona: Rule 5

Tony Zambito

Image via Wikipedia. When you travel to a foreign country where you are not familiar with the culture or the language, it can be exciting yet very trying.

Do your Content have a Personality?

Ambal's Amusings

Does your content have a personality? Does your content build your KLT Factor (Know, Like and Trust)? We asked Patsi Krakoff "What are key marketing trends and predictions for 2010? What actions should marketers take in 2010?". Patsi Krakoff, Psy.D.

Outbound Marketing versus Inbound Marketing by John Leavy

Great B2B Marketing

. “ In marketing there are those who satisfy needs and those who create wants. ” – Juan Carlos Castillo. . There was a time when the housewife relished the thought of a salesman knocking at the front door; excited to see the latest technology for cleaning the floors. People actually enjoyed watching commercials when they first appeared at the beginning or end of their favorite television shows. Commercials never appeared during the show. Those days are long gone.

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.

Are Experts Obsolete? Not In My Informed Opinion

Customer Experience Matrix

I recently tripped over an intriguing article on Extinction of the Expert by Denise Gershbein, a creative director at frog design. To be honest, I couldn’t quite follow her argument, but the gist seemed to be that true experts in the future will be people who can integrate information from multiple domains by leading teams of people who are themselves experts in different fields.

The 10 Rules for Creating a Buyer Persona: Rule 4

Tony Zambito

Image by Peter Fuchs via Flickr. Understanding your customer’s pain points has been a staple of sales and marketing for quite some time. 

Is B2B Ready for Corporate Journalism?

B2B Memes

Over the weekend, one of my blog posts from several months ago provoked a comment that was simply too good to let pass unnoticed. It spelled out the feelings of many journalists when faced with the prospect of going over to the dark side , as David Meerman Scott has put it, by writing directly for a sponsor. The commenter’s position was that by doing so, you are inevitably compromising the journalistic goal of telling the truth. What adds heft to this view is its basis in experience.

How To Craft Content to 4 Stages of the B2B Buying Cycle

The Content Factor

I talk with B2B companies who are on board with content marketing as a concept, but don't know where to start. What makes content "good" for their particular buyers? And how can their content be more compelling than their competitor's? They can brainstorm titles for white papers all day, but not be confident that one content theme will be any more effective than another. read more.

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.

Best Email Marketing Strategies and Tactics of 2009


While social media marketing gets the headlines, email marketing remains an effective and increasingly used tool in marketer’s toolboxes. After nearly 20 years, it may not seem as sexy as Facebook, Twitter and LinkedIn, but used properly, it’s a proven medium that generates cost-effective results. How has email marketing changed in the last few years?

Can Culture Shock Align Sales and Marketing?

Tony Zambito

Image by scottpowerz via Flickr.

Accepting Tradeoffs in B2B Marketing

Great B2B Marketing

B2B marketing and sales is similar to the rest of life. You’d like to have it all. You want to eat everything in sight but keep your trim figure. You want to race down the highway but maximize your gas mileage. You want to spend your business life on an airplane but remain extremely close to your family. . In the real world, you are usually deluding yourself by believing you can have such contradictory things. The pie-eating champion and the marathon winner are usually not the same person.

Beef Up Your Email Deliverability


Most of our email deliverability posts have discussed the more technical aspects of what keeps an email from hitting the target inbox, or the types of things that brand you as an email no one wants to read. In reality there are always more things you can do to make

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.

The Distribution Trap – How Innovations Become Commodities

Industrial Marketing Today

I read an eye-opening article by Andrew R. Thomas, PhD Assistant Professor of International Business, University of Akron and the Editor-in-Chief, Journal of Transportation Security. He has outlined what is wrong with the theory of mass

5 dials to tune in your lead generation process

B2B Lead Generation Blog

It's important to think of lead generation as a process, rather than an isolated event, or a series of campaigns. A process can be continually improved through ongoing testing and refinement and will generate higher quality results more cost effectively (i.e.

Outbound vs. Inbound Marketing: What's the Right Lead Generation Mix?


The Simple Math of Blog Comments


You know that commenting on blogs is a great way to extend your presence online, meet other bloggers, business owners, and potential customers, and ultimately drive more traffic to your own blog and website. But what makes a good blog comment?

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.

Generating More “Educated Leads” on a Small Budget

Industrial Marketing Today

Doing more with less is pretty much the mantra du jour in industrial and B2B marketing these days. How does one generate high quality, educated leads, not just site visitors on a marketing budget that is less than 1% of the projected

Gartner: Nearly half of IT, telecom companies plan to boost marketing spending

The ROI Guy

A survey by Gartner found that 44% of high-tech and telecommunications companies plan to increase their marketing budgets this year. The report was based on an online survey of 206 global high-tech and telecommunications providers conducted in December. Forty-one percent of executives surveyed said they would keep marketing budgets flat this year, while only 15% said they plan to decrease them.

All Sales Lead Generation Strategies Are Not Created Equal


8 Enhancements to LinkedIn's Sharing Feature Make Your Content Even Sexier


Research shows that internet users are increasingly turning not only to Google and search engines, but also to social media sites for news and information. And you've heard us say before that it's beneficial to let go of your content by publishing it in multiple places.

9 Experts Rethinking Demand Generation

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