Gems from Godin
AUGUST 20, 2013
Products advertised on TV are by definition mediocre.” Seth Godin keynoted the #Inbound13 conference in Boston this morning, serving up his usual bounty of great quotes. Godin’s overarching point: We are moving from the age of mass to the age of connection.
3 Branded B2B News Services That Get It Right
MAY 13, 2016
While Adobe uses CMO.com to build thought leadership, it maintains a strict church-state separation between ownership and the editorial product. Most content marketing is currently delivered piecemeal in the form of white papers, e-books, webcasts and the like.
8 Data Points about the Importance of Customer Experience
AUGUST 30, 2013
A survey of 2,000 adults last year found that 83% are willing to spend more on a product or service if they feel a personal connection to the company.
How to Get Salespeople Aboard the Social Media Train
AUGUST 20, 2013
How good is a competitor’s product? One of the most common frustrations I hear B2B marketers express is about the difficulty of getting salespeople interested in social media.
Marketing firm piggybacks on March Madness for fun social media “bracket”
MARCH 22, 2016
Big sports events are a great opportunity to show off your products and services, particularly if you can apply them to the combatants on the field.
Skepticism on Gallup’s Gloomy Social Media Assessment
JUNE 26, 2014
When I speak to audiences I often ask who has made a recent travel reservation or product decision in which customer reviews have played a role.
Measuring the Immeasurable
SEPTEMBER 15, 2011
A lot of people have been talking about Hewlett-Packard lately, but I doubt it’s driving profitable sales of HP products. My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion.
This Brand Ambassador Program Goes Against the Grain
NOVEMBER 20, 2013
Social Rebate is a service that creates brand ambassadors by offering cash and rebates to people who share recommendations of products and services in their social networks. The only compensation brand advocates receive is free samples and perhaps an advance look at a new product.
How Much Should You Pay For Content?
JUNE 9, 2011
Journalists are quick learners by nature and their time to productivity is short. Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother.
Tips for Building a Quality Twitter Following
JANUARY 13, 2012
I spend about 10 minutes a day checking my Twitter stream for spammers, product pitchers and others who don’t interest me, and unfollow them. I breached the 10,000-follower mark on Twitter yesterday. I marked this milestone quietly because I’m not big on numbers games and have been outspoken against counting success solely in terms of fans and followers. Nevertheless, I have to admit to taking some pride in this number because of the way I reached it.
Social Marketing Wisdom From a True Practitioner
JANUARY 24, 2013
For example, “Content should be focused on the needs of your prospects and customers – not on you, your company or your product.”
How B2B and B2C Marketing Are Different
JANUARY 20, 2011
Business executives buy companies as much as they do products. They want to talk to the people who build the products they are considering, ask detailed questions and gain confidence that the company is a worthy long-term partner.
My New Book, ‘Attack of the Customers,’ is now available
DECEMBER 18, 2012
Customers had no easy way to share their frustrations, so there was little concern that a product or service deficiency would become a problem. The trouble is that the payoff of good customer satisfaction is a lot harder to measure than the benefit of a dime saved in production.
B2B Blogging Gets Publishing Discipline
MARCH 24, 2011
Another defined the blog’s mission as being “to provide actionable and thought-leadership content for customers and prospects on…topics the company’s product helps optimize..
Live Blog: Lotusphere 2012 Opening Session
JANUARY 16, 2012
There are many ways to apply these benefits, ranking from improved product design to global sales contests. This helps a business to understand in near real-time how customers are reacting to news or a new product and how that’s reflected in sales from transaction systems.
Social Marketing Hangover
JANUARY 6, 2011
I was recently quoted on Internetnews.com making the following prediction: “Look for marketing’s love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don’t solve problems of poor products or positioning.
IBM’s Beck: Social Business is About Enablement, Not Control
APRIL 24, 2012
Product and service innovation. Social business isn’t about tools and promises. It’s about giving people at every stage in the sales cycle the incentive to adopt tools that make their jobs easier and contribute to customer satisfaction. Photo via NigelBeck.com.
Here’s What 25 B2B Marketers Think Are the Key Trends in 2016
JANUARY 26, 2016
It’s time for B2B marketers to let go of their obsession with perfect production values and get on with just putting good content out there for customers and prospects.” – Elizabeth Williams (l.).
IBMer: ‘Social Selling’ Is a Sales Process in Itself
APRIL 27, 2012
So when IBM began to introduce the concept of “social selling,” it chose a test base of a few hundred salespeople and their managers to build a set of integrated systems that improved productivity and reduced administrative overhead.
What Social Media Marketers Should and Shouldn’t Do
JUNE 18, 2013
A good rule of thumb is to make about 90% of your contributions relevant to your audience’s needs, regardless of whether they promote your products or company. A journalist contacted me with some questions about social media marketing that I hear quite often. I thought I’d share my responses here. These thoughts are particularly directed at B2B marketers. What are three or four things social media marketers should do, and explain why they’re important.
Two B2B Social Marketing Initiatives Worth Checking
JUNE 29, 2011
Other new stuff that they’re doing (and this comes directly from the press release): The industry’s first online design hub – the element14 knode – designed to help engineers accelerate design and development and bring products to market faster than ever before.
IDC: US Tech Firms Underestimate Emerging Market Opportunity
MARCH 13, 2012
Many US vendors assume that success in emerging markets is a matter of selling their North American products at a lower price, but this ignores the different ways in which IT is evolving in these growing economies, Ng said.
Awareness E-Book Raises the Bar on Social Measurement
JULY 29, 2011
They also have multiple presences within each channel, such as product-specific pages on Facebook. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics.
What You Probably Didn’t Know About Editors
SEPTEMBER 17, 2014
Editors get little credit for what they do, but like film directors and record producers, their function is essential to a quality product. Editors take pride in seeing a product they can be proud of.
Facebook Can Work for B2B Marketers, But You Gotta Know the Rules
AUGUST 4, 2011
Earlier in the week it used an in-line poll app to ask “ What content are you most excited to see on our Facebook page? Interestingly, videos and product announcements topped the list.
Live Blog: How to Make Collaboration Cook
JANUARY 16, 2012
Liew told of one product manager who spotted a post on the company’s Facebook page that he couldn’t decipher: “Holi hay ghar me mat bhetto.” ” Google Translate couldn’t figure it out, so the product manager put the question on the network.
How Twitter Amplifies a Customer Attack
AUGUST 9, 2012
Free Twitter clients like TweetDeck and HootSuite do a good job of catching mentions of your brand or products. The following is an excerpt for the forthcoming book, Attack of the Customers: Why Critics Assault Brands Online and How to Avoid Becoming a Victim , by Paul Gillin and Greg Gianforte. The target publication date is late 2012. I’ll be posting a few excerpts here during the next few months and would appreciate your comments.
Groupon Digs the Hole Deeper
FEBRUARY 7, 2011
Deforestation is a great tie-in to product discounts. It’s been a little more than 24 hours since Groupon aired the most offensive advertising campaign in history , and the company’s response to the outpouring of negative commentary has been a textbook example of how not to handle a crisis.
Best Gifts for Geeks: The Spiceworks List
DECEMBER 22, 2011
In the category of Stuff That Has No Practical Value But Is Too Awesome Not to Own come products from WickedLasers.com. Many of this retailer’s products are simply super-bright flashlights, but a few might require FAA approval.
How to Calculate Social Marketing ROI
JUNE 24, 2010
The basic features of the free Google Analytics service match the capabilities of products that cost thousands of dollars just a few years ago. This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman.
Gordon Gekko is So Last Century
JUNE 29, 2013
If they continue to build better products at lower cost than we do, we should pay attention to that. More evidence that the values of the modern workforce are changing not just in the U.S.
Book Review: Tales From a Veteran Blogger
APRIL 10, 2013
I’ve been a reader of Ed Brill’s blog for several years, not because of any particular interest in the IBM/Lotus products that he long championed, but because he’s just so good at blogging. Fellow product managers will relate to all of this.
Attack of the Customers Press Release
JANUARY 24, 2013
Customers are taking their complaints about companies and products to the Internet in record numbers, and a new book tells what is driving this trend and how businesses can avoid being victims of customer attacks.
The End of ‘Social Media’
DECEMBER 16, 2010
Weak products will disappear quickly from the market, and advertising won’t be able to save them. Our range of options for buying and selling products and services will expand by orders of magnitude thanks to global connectivity. This is the time of year when a lot of people make predictions. I’ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. It’s not that social media is no longer important.
McKinsey Research Again Validates Social Technology Benefits
DECEMBER 27, 2011
McKinsey’s groundbreaking research in this area has consistently demonstrated that companies that leverage social technologies most aggressively see the payoff in market share gains, improved productivity and higher customer satisfaction.
Research Finds Expanded Marketing Role Correlates With Business Results
JUNE 22, 2012
It finds that the best marketers have higher-than-average involvement in products, price, placement and promotion than average. At the risk of beating a dead horse, here’s further evidence that IT organizations need to take a more active role in supporting social business. IBM just released a global survey of more than 360 marketing practitioners and one of the key findings is that marketers want to be better aligned with their IT organizations.