2011

B2B social media: Highlights from new benchmarking research

Savanta

B2B social media; is it a case of the Emperor’s New Clothes? The latest B2B Marketing Benchmark Report – based on a survey of 274 client side B2B marketers conducted by us here at Circle Research – finally seems to provide a definitive answer. The social media Emperor is getting dressed, but is still in his underpants. The report is set to be launched late August, but here’s a sneak preview.

Aha! Marketing Leaders Reveal Their Most Powerful Marketing Insights from 2011

B2B Lead Generation

Tweet At the B2B Summit 2011 in San Francisco, Daniel Burstein, Director of Editorial Content at MECLABS, asked me and a few other attendees to reveal our most important “aha” moments in 2011. Our responses are compiled in the video below; hearing what my colleagues had to say produced even more “aha” moments for me, and I’m sure they will for you, too. In fact, this will be well worth investing nine minutes to watch if you want a serious dose of inspiration and insight.

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Traditional Advertising: Game or Gamble?

Tomorrow People

Winning new business shouldn’t be a gamble, especially in tough economic times. Yet too many companies continue to risk their budget for the poor returns of traditional advertising such as media and print advertising. It’s been proven that businesses that keep in marketing in a recession are the ones that do well in the long-term. Building and maintaining a powerful business presence is important, but traditional advertising is still leaving many companies behind.

Hire A Journalist! (We did, and here’s what we learned)

Oracle

by Brian Kardon | Tweet this Some anniversaries are worth celebrating more than others. For this one, I eagerly pop open the Champagne! I am celebrating the one-year anniversary of a very special employee, Jesse Noyes , our corporate reporter. Jesse is the real deal – a card-carrying journalist with credentials that include The Boston Herald and Boston Business Journal. One year ago, we hired Jesse and I want to celebrate by sharing with you what we’ve learned.

Your New Schematic for Next-Level Sales Coaching & Enablement

Speaker: Matthew Hawk, President of B2bTrainers

The term “sales enablement” applies to a dizzying array of best practices and technologies. In addition, there is tremendous competitive pressure not to fall behind. No matter where you are in your current sales enablement strategy, one thing is key: success ultimately rides on the habits of your sales managers & marketers. In this webinar, Matthew Hawk will lay out an in-depth schematic for your next-level sales coaching, demonstrate the key activities that comprise success, and walk you through several examples of sales coaching cadences that apply to all salesforce sizes.

20 Quotes To Inspire Your Marketing

Marketing Insider Group

I intended to sit down this weekend and write a completely different blog post. But the weather was nice. There are lots of folks enjoying their vacations here in the lazy days of summer. And some people like to use this time for reflection. So in light of this, I pulled out some old scraps of paper that used to litter my desk as a younger marketer. And I did some research to try and find some of the best marketing quotes to inspire you to your greatest marketing accomplishments ever.

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More Trending

How social media muteness endangers your company: The crisis at McKinsey

Chris Koch

McKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously—and when you lack the ability to respond in the moment through social media.

10 Commandments of Email Copywriting

The Point

Thou shalt not direct people to “Learn More.” ” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? Thou shalt tell people What, Why, and How. Within the first few sentences of the email (headline and sub-head included), the reader should understand: What the offer is, Why he/she wants it, and How to get it. Thou shalt not require scrolling.

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Reinventing Marketing at GE

The Effective Marketer

GE's Ecomagination Ad Campaign - Result of the Marketing Transformation Process. Who would have thought that General Electric (GE), one of the most admired companies in the world didn’t have a substantial marketing organization up until recently. And I’m not talking in number of people (they had 2,500 marketers a the time), but in its role related to strategic decisions, branding, and overall market direction.

B2B lead qualification and scoring

Sales Lead Insights

The growth of the Internet has changed B2B buyer activity. Buyers don’t wait for a sales person to call them anymore. They get most of their education on the web. As B2B buyers increasingly use online channels to do their research, Marketing meets prospects earlier than ever in the buying process – often long before the prospects are ready to engage with Sales. This is one reason that, on average, only 25% of new leads are sales ready.

The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

32 Resolutions to Prepare for Your 2012 B2B Lead Generation Program

NuSpark

Everybody does list-format blog posts this time of year. Thought I’d give it a shot as well, running through a master list of “resolutions” as preparation for improving your inbound marketing and lead generation strategies for 2012 and beyond. Consider these as the stepping stones for optimal business growth by aligning marketing & sales, and developing a content strategy designed to generate leads and nurture them into sales. Process: Set your lead generation campaign goals.

Financial benchmarks for B2B marketing agencies

Savanta

Are you normal? . As a business I mean. . If you’re running a B2B marketing agency do you really know how your firm performs relative to competitors? It’s tough to answer this question with confidence. After all, your competitors only share the legal minimum of information about performance. Information which is also usually opaque and outdated. . Despair not though. The 2011 B2B Marketing Agency League Table , compiled by B2B Marketing Magazine and Circle Research , fills in the gaps. .

Fresh Ideas to Reignite Stalled Leads and Accelerate the Sales Funnel

B2B Lead Generation

Tweet Longer selling cycles and stalled deals are impeding sales funnels everywhere. Use these three practices to convert more leads into revenue: Use Funnel-Specific Market Research. If you really want to understand what’s happening with customers at a particular point in your funnel, then you have to ask them while the last interaction with you is relatively fresh in their minds.

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Zoober - Inbound Marketing Methodology to Outflank Your Competition

Tomorrow People

Staying ahead is what business is all about. But how can a five step inbound marketing approach help you get - and stay - in front of your competitors? What’s actually involved with this innovative and proven approach to outflanking the competition?

The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

The New 4 P’s of Marketing

Oracle

by Brian Kardon | Tweet this You know the saying: You go to college for an education, and then spend years trying to un-learn everything you were taught. It’s hard to name a field that has faced as much disruption and change as marketing. And for young marketers just entering the job market – or even those of us who have been here a long time – applying what you learned can be difficult when the day-to-day is topsy-turvy.

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The Myth of Business vs. Personal Profiles in Social Media

Marketing Insider Group

Like most people I started out using social tools for very distinct purposes. LinkedIn was for connecting with current and former colleagues. Facebook was for friends. Twitter took me a little longer to figure out but basically I decided it was where I would share professional content and opinions. But now we have Google+, Pandora is becoming a social sharing site (not to mention Flickr and Foursquare) and well you get the point: its getting even more confusing!

Say NO to Auto-Feeds: Your Blog & Facebook, Social Sites

Writing on the Web

Your Blog & Facebook, Social Sites" alt=" Say NO to Auto Feeds: Your Blog & Facebook, Social Sites" />. Your Blog & Facebook, Social Sites" width="300" height="104" /> Today’s guest post is written by Christine Buffaloe, of Serenity Virtual Assistant Services , a great resource for social media know-how, for Facebook , LinkedIn and Twitter.

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What the slow death of B2B publishing means for marketers

Chris Koch

This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. Marketers always struggle with what to do next. There so many channels out there and so little time. But if you step back and think about where the real opportunity is for B2B marketers, it is idea marketing. Start with a good idea and the channel questions will resolve themselves.

How to Redirect Your Indirect Channels by Enabling the Right People

Speaker: Jay McBain, Principal Analyst – Channels, Partnerships & Ecosystems

We are in the middle of a major transformation of how companies go to market – in fact, 76% of global CEOs feel that their current business models will be unrecognizable in the next 3 years. Join Jay McBain from Forrester as he unpacks these future trends.

Forget About Hot Leads. It’s Cold Leads that Make the Difference.

The Point

When sales teams need marketing to help them make their numbers, the natural response is to go fishing for hot leads. However, as I wrote previously in a white paper on “Lead Recycling,” focusing demand generation activity exclusively on acquiring net new, qualified leads is an expensive proposition for a number of reasons: • many products, particularly in the tech category, are first of breed solutions and/or of a complexity that demands a more long term, consultative selling process.

Manufacturer’s Marketing Video Becomes a YouTube Sensation

Industrial Marketing Today

Industrial and manufacturing marketing doesn’t have to be dull and boring. Here’s proof. Corning, a manufacturer of specialty glass and ceramics created a marketing video called “A Day Made of Glass” to demonstrate future applications of its specialty glass. Even though the original intent was to create a sales tool for its manufacturing customers, it went viral in a big way after the company posted it to YouTube.

How to Improve Your Marketing Automation ROI

Sales Lead Insights

Effective B2B marketing processes plus automation yield outsized returns. A recent research study by Sirius Decisions (sponsored by Marketo), Calculating the Return on Marketing Automation , shares a framework for establishing a return on marketing automation, and discusses why the purchase of a Marketing Automation Platform (MAP) alone - without the proper processes and skills wrapped around it - will likely produce disappointing results.

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Market Research: The First Step to a Lead Generation Strategy; Interview with Carolyn Frith

NuSpark

Lost in all the buzz on social media and lead generation is the importance of market research as the seeds to a content marketing strategy. Too often, this key approach is not thought of when developing a lead generation or a social media strategy. Below is an interview I recently conducted with our Research Strategist, Carolyn Frith. Paul: Why is it important to conduct market research before developing a content marketing strategy?

B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

SME marketing channel preferences revealed

Savanta

There are 1.3 million of them, they generate half of the UK’s GDP and employ 60 per cent of the private sector workforce. Moreover, they’re big buyers of B2B products and services. Just ask Sage who’s built a £1.4 billion business on the back of them. SMEs are a potentially significant opportunity for many B2B marketers then, but how best to open a conversation? This was puzzling me so I asked 450 buyers of B2B services within SMEs to imagine a prospective supplier wanted to engage with them.

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How to Use Lead Scoring to Drive the Highest Return on Your Trade-Show Investment

B2B Lead Generation

Tweet In the 2012 B2B Marketing Benchmark Report , 1,745 marketing organizations revealed that trade shows took up the biggest chunk of their marketing budget – over 21%. Yet, they only ranked fourth in marketing effectiveness, under websites, SEOs, and emails. I suspect that part of the ROI problem may be due to improper prioritization. Smart marketers apply some type of lead scoring to leads generated from website, SEO, and email initiatives. They need to do the same with trade shows.

Steve Jobs said: "You can't just ask customers what they want."

Tomorrow People

Why buyer behaviour has changed. “To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products.” ” Brian Halligan , Co-Author of Inbound Marketing, Chief Executive Officer, Hubspot. “as you’ve noticed, people don’t want to be sold to. What people do want is news and information about the things they care about.”

5 Event Planning Tips…Even If You’re Not An Event Planner

Oracle

by Laura H. Vogel | Tweet this Here’s the dilemma: You need to plan an event, but you have no background in event planning. Somehow this duty has been thrust upon your shoulders. Relax. We’re here to help. Many organizations don’t have a dedicated point-person for event marketing. Yet, an event can make or break a campaign. Here are some handy tips to help you from planning process through the big day. Get Out The Whiteboard.

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How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.