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

B2B Market Segmentation – Part 2: How to Approach Segmentation

Everything Technology Marketing

In part one of our segmentation series , we discussed the importance of and rationale behind market segmentation. Let's take a closer look at actual implementation of market segmentation.

Is social media creating a generation of cowards?

grow - Practical Marketing Solutions

I’ve been asked about my perspective on Malcom Gladwell’s article, “ Small change: Why the revolution will not be tweeted.&# My take on it may surprise you … and provide uncomfortable reading if you are a parent or social media junkie. Social media and leadership.

Trending Sources

What’s the Best Social Media Monitoring Tool? It Depends


Until fairly recently, keeping track of your organization’s online presence was relatively easy. Other than your company’s website, most mentions were likely in well-known online news sites or trade industry publication sites. Your PR team was aware of most of these as it often had a hand in generating those placements. A simple tool like Google Alerts would pick up most stray citations. No more.

Should we stop marketing to the CIO?

Chris Koch

Technology marketers have spent the last 25 years trying to get and keep the attention of the people with their hands on the technology tiller inside multi-billion dollar organizations, CIOs. And for nearly that long, pundits have been predicting that the CIO role would become extinct, and that the strategic decisions about technology would be subsumed into the business. Those pundits have always been wrong. But this time, they may finally be right—at least about certain types of CIOs.

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The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

More Trending

Twitter success stories: Explaining the ROI of Twitter

grow - Practical Marketing Solutions

Measurement and ROI are constant themes in the social media world. How do you PROVE the value of Twitter? Like most questions in business, the answer is, “it depends,&# but I’d like to offer a couple practical ideas that might help you when this inevitably comes up at your company.

The Future of Social CRM

Sales Intelligence View

The Future of Social CRM Social CRM is growing up but still in its toddler phase. Being molded as a process to monitor, engage and manage social conversations or relationships with existing customers or prospective customers. The Social CRM can be a stand alone application or integrated within your existing CRM solution like The [.]. Sales Intelligence Social CRM b2b sales CRM crm 2.0 Enterprise 2.0

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Neuroscientists Discover “WIIFM” Center in Brain…

Writing on the Web

Through the magic of functional Magnetic Resonance Imaging (fMRI), neuroscientists are able to look inside the brains of consumers while reading marketing messages.

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Be A Hero: Choose Appointment Setting for Your Next Campaign

B2B Marketing Insider

Telemarketing services are continuing to grow in popularity, due to the low cost and high ROI; however, the difficulty lies in which telemarketing tactic to utilize. In my 20 years of sales and telemarketing experience I have

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

If You Want Better Leads, Set Your Content Free

Industrial Marketing Today

I admit my headline is a variation on Sting’s “If You Love Somebody Set Them Free” single from his first solo album The Dream of the Blue Turtles. What does that have to do with lead generation and content marketing? Trust me, there is a connection. Let me explain. Traditional lead generation tactics usually involves creating some valuable marketing content such as a white paper to use as a giveaway for the purpose of collecting names and email addresses.

A Personal Plea for Building Relationships


I thought I’d take a fresh approach to my blog this week, and discuss what I’m really about: building relationships by caring about results. Three things happened this week that lead me to write about this topic: 1. I started researching a topic and came across what I usually find: myriads of articles and blog posts on “how-to,&# “Top 7 reasons,&# “14 ways to,&# “The ultimate guide,&# “the essential guide.&# They all started to look alike.

A Marketer’s Guide to Content Curation


There is an elephant in the online marketing “room,” and the elephant’s name is Curation. Curation is the most important part of online marketing that no one is talking about. With the rise of inbound marketing, content has become front and center in the minds of marketers.

Why Is Search…So…Darn…Hard!

B2B Marketing Insider

If you're in digital marketing, you know what I mean just reading the title. You're sitting at your desk and the email lands in your inbox with a thud: someone important in your company just did a search in a major search engine on a

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Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

The Lure of a Dying Profession

B2B Memes

I saw pale kings and princes too / Pale warriors, death-pale were they all. On his Guardian blog today, Roy Greenslade noted a curious phenomenon involving current journalism students.

Can PR Firms Find Gold in Marketing Automation Services?

What Works - What Doesn't

Some of the more forward-looking PR firms I work with are looking to supplement traditional PR offerings with demand generation services, using marketing automation software such as Marketo and HubSpot to track prospect’s actions to “nurture” them with additional content towards a sale.

The 7 Principles of Buyer Experience Journey Mapping

Tony Zambito

Image by hyku via Flickr. A few years ago at the first mPlanet conference ever held, I had the opportunity to listen to  and speak with Dan Henson who was then GE’s Chief Marketing Officer for all of GE’s divisions. 

Can you make money from your Twitter stream? Mack Collier just did it.

grow - Practical Marketing Solutions

Very quietly, a significant milestone occurred last Sunday night. Blogger and consultant Mack Collier monetized a Twitter conversation. That’s right. Mack made money from other people’s tweets on a free and public platform.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Is a Blog Just a Container?

B2B Memes

Photo courtesy Haags Uitburo. Today I came across a comment from Adam Tinworth on the reignited debate, in certain UK circles at least, over whether bloggers can be legitimate journalists.

Impressive Marketo User Summit


At this week’s Marketo Summit , I realized we’re right in the middle of B2B Marketing Event Season. MarketingSherpa’s B2B Marketing Summit was last week, Pardot’s user conference was 2 weeks ago, and the Eloqua Experience is coming up next week. In this post I’m giving a short impression of the Marketo Summit. The Marketo User Summit was BIG: 600 customers and partners were attending.

Fractional Response Attribution is Worse Than Nothing

Customer Experience Matrix

Summary: Should companies apply fractional revenue attribution when more sophisticated methods are impractical? I think not: it gives inaccurate results that could result in bad decisions. Better to avoid financial measures at all if you can't do them properly. I spent most of the past week in San Francisco at overlapping conferences for the Direct Marketing Association and Marketo.

An Irresistible Old Spice parody!

grow - Practical Marketing Solutions

I have liberally used Sesame Street and Old Spice references in my posts — and believe it or not in my classes – so when Tearsa Smith sent me this mash-up I could not resist posting it. This 49-second clip will brighten your day no matter what is going on in your life!

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

21 Tips & Other Impressions from the Marketo User Summit

The Point

Earlier this week, Marketo , the marketing automation company, held its second ever user conference in San Francisco. As a Marketo agency partner, I attended along with colleagues from Spear Marketing Group to greet clients, talk shop, and hear how other companies – including Marketo themselves – are putting technology to use in the service of improved lead management.

Don Draper Wins with Emotion (Part 2 of a series)

The Content Factor

In Part 1 , I described the contrast between 2010 and Don Draper’s 1964 in B2B marketing. Today, marketing is largely a numbers game. But Don Draper understood the “delicate, yet potent” value of emotional engagement with the buyer. How can we marry emotional engagement with today's analytical tools that help us manage our efforts? read more.

Are Exclusives a Good Idea? In a Word: No

Paul Gillin

Should you give exclusives to journalists? My advice on this has always been unequivocal: No. Exclusives are a bad deal for you in the long-term and make no difference to the audience you’re trying to reach. This question came up last night during a panel sponsored by the New England Venture Network on which I participated along with several business journalists. I broke with my colleagues on this question, but I firmly believe that exclusives are a bad idea.

Inbound Marketing Summit: Video Highlights

Smashmouth Marketing

This past week at the Inbound Marketing Summit, all the sessions were broadcast live by The Pulse Network. Below is the clip of our session with Chris Brogan on Lead Generation. For the time constrained can find my contributions at time spots: 4:50, 19:48 and 26:30

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

B2B Marketing Summit Shows Old Problems Persist

The Effective Marketer

So it seems MarketingSherpa's B2B Summit 2010 is over and from what I read in their wrap up post, the same old problems plaguing marketers for the last 5 years are still here today. First of all, what is this summit

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In search marketing, focus on what's important


Image by add1sun via Flickr. Search marketing seems like it changes every minute, and it's hard to blame anyone who is worried about falling behind.

Emotional Attention + Memory = Content Marketing

Writing on the Web

How do you write good blog posts that connect emotionally with readers and turn them into loyal fans? Oh, heck, that’s easy. All you have to do is: Grab their attention. Get them emotionally engaged. Make a memorable impact. There you go, right? Easy-peasy. This is what you need to do whenever you write any content designed to market your products and services. Attention, emotions, memory.

The State of Podcasting [Data]


Tom Webster from Edison Research took the stage at BlogWorld Expo to present some brand new research about the current state of podcasting. Podcasting first experienced growth in 2006, but since 2006, many of the early pioneers and businesses no longer exist.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.