Convince & Convert
FEBRUARY 15, 2011
Guest post from Angie Schottmuller , an interactive Jedi, e-commerce expert, and multi-channel strategist at Interactive Artisan. If you’re an active Twitter user, you’ve likely seen a “Thanks for the RT!&# post at some point. You’ve possibly even posted them yourself. So is a “retweet thank you&# polite Twitter etiquette, or is it an over indulgence of bragging that folks like your content?
Savanta
FEBRUARY 26, 2011
In my last post I put forward the idea that every business should measure its performance against a stakeholder ‘Happiness Index’ with a particular focus on customers. As the customer’s voice within the organisation, responsibility for this index lies at the marketer’s door. Before we go any further I’d like to challenge the received wisdom that it’s commercially sensible for every business to invest in enhancing customer happiness.
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Customer Experience Matrix
FEBRUARY 22, 2011
Summary: SAS's purchase of AssetLink ensures it's a viable alternative to IBM/Unica and Teradata/Aprimo for integrated marketing management. The real question is whether mid-size firms will be able to afford those systems. SAS today announced its acquisition of marketing resource management vendor AssetLink. The move makes perfect sense: the other big MRM vendor was Aprimo , and once they were acquired by Teradata , SAS and AssetLink had no alternative partners in the enterprise marketing space.
markempa
FEBRUARY 21, 2011
In the free B2B Lead Roundtable webinar replay below, Paul Teshima, Senior Vice President of Customer Strategy and success for Eloqua, explains what revenue performance management is, and how the fastest-growing companies are using it to optimize return on marketing investment and achieve unprecedented competitive differentiation. Hope Frank, Chief Marketing Officer of Webtrends, and her marketing team detail how their company is executing RPM and their outcomes so far. .
Speaker: Neal Boornazian, President and Nancy Harhut, Co-Founder and Chief Creative Officer - HBT Marketing
Direct mail has consistently remained a powerful tool in the marketer's arsenal, but in an age of digital dominance, its effectiveness hinges on the strategic integration of behavioral science. 💡 When you incorporate powerful behavioral science principles into your direct mail marketing strategies, you can prompt the hardwired decision-making shortcuts your audience relies on — and that automatically unlocks new avenues for engagement, conversion, and brand loyalty.
ViewPoint
FEBRUARY 21, 2011
Sponsoring SLMA’s Top Twenty Women in sales lead management got me to thinking about the top 20 women of all time. From initial visions of Rosie the Riveter and the sounds of “You’ve Come a Long Way Baby” (somehow, the fact that you have your own cigarette now, baby, does not seem like a reward—but I am probably dating myself here), I moved on to come up with this list of the top 20 women of all time and their traits that inspire.
B2B Marketing Zone brings together the best content for marketers in the B2B industry from the widest variety of thought leaders.
Convince & Convert
FEBRUARY 22, 2011
Sure it has 600 million members and is significantly more compelling than any film made by Nicholas Cage in the past five years, but even with those inherent advantages, Facebook for business is hard. It’s not just that Facebook has a distinctly Favre-like approach to features and decision-making. Or, that Facebook is very clearly in business to make money for them, not necessarily for us.
Webbiquity
FEBRUARY 28, 2011
Jeremiah Owyang recently published a fantastic List of Corporate Social Strategists for 2011 (Buyer/Brand Side) , an impressive compilation of individuals either holding the title or performing the role of corporate social strategist, defined by Jeremiah as “the business decision maker for social media programs – who provides leadership, roadmap definition, and governance; and directly influences the spending on technology vendors and service agencies.&#.
Customer Experience Matrix
FEBRUARY 14, 2011
Now that I’m more or less finished launching the B2B Marketing Automation Vendor Selection Tool (VEST) , I can start catching up on the other topics. Let’s start with ClickDimensions , a system I explored last September but never wrote about. ClickDimensions does pretty much the standard marketing automation activities: email, landing pages, Web visitor tracking, drip marketing campaigns, and lead scoring.
markempa
FEBRUARY 16, 2011
If you’re looking for some marketing wisdom and inspiration, my MECLABS colleague, Daniel Burstein wrote a post on the MarketingSherpa Blog, “Marketing Wisdom: In the end, it’s all about…&# that’s definitely worth checking out. He brings together the collective wisdom of a project he spawned by asking bloggers to reveal their most important message; look for posts on twitter with #lastblog.
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In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.
ViewPoint
FEBRUARY 16, 2011
James Obermayer, Executive Director and CEO of the Sales Lead Management Association and President of Sales Leakage Consulting is a regular guest blogger with ViewPoint. Jim returns this month with another thought provoking article. I am asking you to take another journey of counterfactual reflection. i. Last month we discussed Counterfactual Reflection (CR) as it pertains to marketing automation.
Writing on the Web
FEBRUARY 26, 2011
There’s been an important update to the way Google runs their search algorithms , designed to weed out the number of junk content farms. You and your pages shouldn’t be concerned, except if you’re trying to game the system. But you should always be alert for how such changes affect your site and make corrections when needed. If your search results have changed lately, this may explain why.
Convince & Convert
FEBRUARY 24, 2011
Social media is about people, not logos. I saw a presentation at the MarketingProfs Digital Marketing Forum in Austin a few ago from Eric Granof , CMO of ExpertBail , which seeks to become the country’s first branded network of bail bonds companies. Like video stores before Blockbuster, and ice cream parlors before Dairy Queen, Expert Bail wants to add consistency and efficiency to an industry besot by Mom & Pop players that often run the gamut from unprofessional to downright unsavory
Webbiquity
FEBRUARY 25, 2011
Done properly, search engine marketing (a.k.a. SEM, paid search, PPC) is a powerful complement to SEO and an effective tactic on its own. SEM enables enterprises to rank for specific search terms immediately (including terms for which it would difficult to rank organically), target traffic to specific landing pages, test everything (keywords, bid levels, ad copy, landing page design), and precisely quantify ROI based on sales or leads generated.
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Customer Experience Matrix
FEBRUARY 3, 2011
Summary: Our new B2B Marketing Automation Vendor Selection Tool (VEST) has been carefully crafted to help marketers at every step of the selection process. I think it’s worth walking through the main components to explain why they’re there. Here's a screen-by-screen look at the components of the VEST. For more information or to order, please click here.
markempa
FEBRUARY 10, 2011
As you can see, my blog has a new look. That’s because it isn’t just my blog anymore. There are a multitude of thought-leading voices that deserve a platform, and I look forward to making sure this blog provides that opportunity. This will truly be a roundtable to discuss and explore the best ideas. Click here to see our regular contributors; I look forward to adding more in the coming months.
The Point
FEBRUARY 24, 2011
I only recently came across the results of research published late last year by Leads360 , a leading provider of hosted (SaaS) solutions for managing sales leads. In their August 2010 report, “ Building the Optimal Inquiry Response Strategy ,” Leads360 use the data collected to make some startling claims, amongst them the following: “The findings of this study strongly suggest that calling 3 times during the first day, once on day 3, again on day 4, and a 6th and final time on day 11 or 12, is t
B2B Memes
FEBRUARY 23, 2011
In a post earlier this month, I raised the sensitive question of whether legacy print journalists might be unduly worried about the workload involved in social media. It spurred a substantial number of comments, and even played a small role in that all-too rara avis, a blog post by Paul Conley. In the most recent comment yesterday , my friend and mentor Howard Rauch argued that excessive digital workloads are very real phenomena for B2B editors.
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Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission
Convince & Convert
FEBRUARY 3, 2011
We hate math. Our abhorrence for calculation enables us to mutually agree on statistically dubious metrics with nary a shrug or arched eyebrow. Consider Nielsen ratings, which are used to determine the popularity of all TV shows and, consequently, how the dozens of billions of dollars in TV advertising is apportioned. Nielsen ratings have a direct impact on hundreds of thousands of people in the United States.
B2B Marketing Traction
FEBRUARY 22, 2011
Tweet. Have you spent money on your web site, search engine optimization (SEO), maybe even online pay per click (PPC) advertising to drive more traffic to your site? Are you getting more traffic, but no return on your investment in the form of sales revenue? How do you get web site visitors to convert to customers and generate sales? Today we need to track more than the number of visitors to a web site and where they come from.
The Effective Marketer
FEBRUARY 22, 2011
The Effective Marketer Effectiveness is a discipline and it can be learned Home About the Effective Marketer Books Speaking WordPress Plugins for Marketers A recent question on the Marketing Over Coffee LinkedIn group about WordPress plugins generated a really great list of tools marketing professionals should consider when running a personal or company blog.
markempa
FEBRUARY 8, 2011
What if someone asked you what your last words would be? In essence, that’s what Daniel Burstein , Director of Editorial Content for MECLABS, asked of me when he requested I publish my last blog post today. Of course, this isn’t my last post, but I like Daniel’s idea and am honored to join other top bloggers in sharing our most important message. For me, that’s to embrace the power of trust and let it drive everything we do.
Speaker: Paul Slack, Vende Digital CEO
On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui
Writing on the Web
FEBRUARY 21, 2011
How do you get your blog posts to feed into your LinkedIn profile and Twitter automatically? I asked social media expert AnnaLaura Brown to write a guest post. This is the 2nd part of her post Connect Your Blog to Facebook. For LinkedIn you have a couple of options as well. Your first option is to add the WordPress blog option to your Linkedin profile.
B2B Memes
FEBRUARY 21, 2011
The news last week that Borders was declaring bankruptcy and closing some 200 stores was hardly surprising but was still, to me at least, a shock. Back in the days when I covered the bookstore business for Publishers Weekly , Borders was perceived as an evil juggernaut that was going to destroy independent bookstores. But that argument worked much better against the previous villain, Crown Books.
Convince & Convert
FEBRUARY 23, 2011
If you conquered four words, you’d have a better social media program than 90% of all companies. If you just utilized “thank you&# and “I’m sorry&# appropriately and often, you’d be in pretty good shape. But getting to true sociability requires more than just replying to direct inquiry. You have to use content marketing to create information and stories that inform your customers and prospects.
NuSpark Consulting
FEBRUARY 20, 2011
I’ve written much about how b2b companies execute their marketing strategies; and am always surprised at how much these companies just don’t get it when it comes to investing in optimize their marketing and sales strategies. Well, despite the efforts and funds these companies have spent, you might just have to start over many of your marketing strategies.
Advertiser: ZoomInfo
Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr
Everything Technology Marketing
FEBRUARY 19, 2011
One of my recent posts (“ The Top-10 B2B Marketing Trends for 2011 ”) received a lot of great comments. The number one marketing trend for 2011, according to the 17,000 member B2B technology marketing group on LinkedIn, is the increasing integration of social media with traditional marketing tactics to drive qualified leads. John Cook’s comment to the blog post got straight to the point: "How do you accomplish this”?
markempa
FEBRUARY 8, 2011
What if someone asked you what your last words would be? In essence, that’s what Daniel Burstein , Director of Editorial Content for MECLABS, asked of me when he requested I publish my last blog post today. Of course, this isn’t my last post, but I like Daniel’s idea and am honored to join other top bloggers in sharing our most important message. For me, that’s to embrace the power of trust and let it drive everything we do.
Chris Koch
FEBRUARY 18, 2011
Social media are growing up. The initial thrill of connecting to a bunch of peers that we’ve never met is giving way to the desire to get something useful out of those connections. Interesting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.” Meanwhile, trust in “credentialed experts” and “company technical specialists” is rising—we’re getting so desperate we even want to hear from the CEO.
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