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In a recent speech by Josh Bernoff of Forrester Research at the ITSMA Marketing Leadership forum it occurred to me that customer acquisition is no longer an “end state” for marketers its somewhere in the middle. Let me explain …. Many marketers focus their efforts on the customer acquisition angle which has the benefit of measurability and thus the accountability for ROI.
Earlier this week, I was on a panel at the WIT event "The Intersection of Marketing & Technology" in McLean, VA. One of the discussions was about the dramatic changes happening in B2B marketing today and what the future will hold. The question "Is traditional B2B marketing dead?" ignited a lively discussion. I think we are experiencing nothing short of a major disruption in marketing today.
Why Twitter Is Such a Powerful Social Media Platform , this week’s guest post by Phyllis Zimbler Miller , When I first heard Twitter mentioned two years ago – in a teleseminar with the BlogSquad! – I checked it out because I valued Patsi’s advice. At the time the Twitter home page question was something such as: “Let your family and friends know what you are doing now.&# I thought to myself: Why should they care about this and why should I join the site?
Skip to content Home About Michael Brenner Appearances B2B Marketing Insider Michael Brenner's Blog on B2B Marketing Content Marketing Demand Generation Mobile Sales Alignment Search Marketing Social Media Strategy June 29, 2010 3 Subscribe 11 Reasons Why Outbound Telemarketing Programs Fail Share My colleague Robert Krekstein is the Telemarketing Program Director for SAP North America.
Speaker: Aja Bradley Kemp, Founder & Chief Experience Officer at Conversate Collective
In a world where every brand is vying for attention, how do you make your events stand out? ✨ From creative swag strategies to immersive brand experiences, the key lies in fostering real connections that inspire action and leave a lasting impression. Whether you're planning a large-scale conference or an exclusive executive gathering, this session will explore how to elevate event engagement, strengthen brand perception, and maximize ROI.
For those of us in marketing and sales, our jobs are even tougher thanks to the busy lives of the decision makers we're trying to reach. Overwhelmed, impossible deadlines, crazy busy - these are just some of the words today's decision makers are using to describe their lives at work - and probably outside of work as well. The biggest hurdle we need to overcome is cutting through the clutter to show the decision makers information that is relevant and that will help them make their lives easier.
What happens when you stake the value of your contribution to the company on something that you’ll never do as well as someone else? This was the gist of a very controversial assertion made by a senior marketer from a very well known B2B technology company during dinner at our ITSMA Marketing Leadership Forum (download highlights from the ITSMA Marketing Leadership Forum) when he said: “An overemphasis on leads is damaging our relationship with sales.”.
What happens when you stake the value of your contribution to the company on something that you’ll never do as well as someone else? This was the gist of a very controversial assertion made by a senior marketer from a very well known B2B technology company during dinner at our ITSMA Marketing Leadership Forum (download highlights from the ITSMA Marketing Leadership Forum) when he said: “An overemphasis on leads is damaging our relationship with sales.”.
Great question which I found myself asking last night after I reviewed my recent Myers Briggs score. I found it interesting that my score came in as ENTJ. For those of you who aren’t aware of the Myers Briggs test it asks you a bunch of questions from multiple angles to rate you on 4 basic scales: your Favorite World (Introvert/Extrovert), Information (Sensing/Institution), Decisions (Thinking/Feeling) and Structure (Judging or Perceiving).
Last week, we talked about the changing B2B marketing mix (" Is Traditional B2B Marketing Dead? " which caused a heated debate about whether these changes are real and consequential). Let's take a look at some data. We are currently conducting a social media survey among B2B marketing professionals, and one of the questions is aimed at better understanding what activities marketing teams are doing more or less of than 3 years ago.
Content Marketing?" alt=" Why Use Twitter, Facebook & LinkedIn for Content Marketing?" />. Content Marketing?" width="110" height="90" /> True confession time: I am not even close to being smart about using social media for online marketing. No big surprise for those of you who know what an introvert I am. But still, I am using Twitter , Facebook and LinkedIn and I think you should too.
Skip to content Home About Michael Brenner Appearances B2B Marketing Insider Michael Brenner's Blog on B2B Marketing Content Marketing Demand Generation Mobile Sales Alignment Search Marketing Social Media Strategy June 22, 2010 1 Subscribe 10 Reasons Why Mobile is Hot! Share According to a recent post by Justin Kistner we are in “ the era of social media ” a trend that he proposes will peak in 2012 before the next era of the web begins in 2015.
Today’s buyers expect more than generic outreach–they want relevant, personalized interactions that address their specific needs. For sales teams managing hundreds or thousands of prospects, however, delivering this level of personalization without automation is nearly impossible. The key is integrating AI in a way that enhances customer engagement rather than making it feel robotic.
Blogging provides business executives and marketers with opportunities beyond and distinct from a typical company website. Because they are less formal, more interactive, and focused on industry issues—as opposed to just the company’s offerings—they provide a forum that is viewed much differently by readers than a vendor website. Blogs are seen as key sources of information rather than just promotion.
Summary: LoopFuse has launched a free entry-level version of its marketing automation system. It's one example of how vendors are now competing to attract new users. Only the winners will survive industry consolidation, which may be here sooner than you think. LoopFuse today promised to “transform” the marketing automation industry by offering a free version of its system.
At the recent ITSMA Marketing Leadership forum I was stunned by a presentation given by Sean Geehan CEO of the Geehan Group author of the upcoming book the B2B Executive Playbook. The big eye opener for me was – B2B marketers are always tasked with getting net new customers when in reality their existing customer base is their most important source of revenue and referrals.
Image via Wikipedia. Two interesting posts this week on how our personalities affect our online behavior. First, Paul Dunay (did I mention that Paul is my favorite B2B blogger yet today?) expresses shock that he turned out to be an extrovert on the Myers-Briggs personality test and wonders if you need to be an extrovert to be in social media. Then David Weinberger, big thinker, co-author of the Cluetrain Manifesto (and nice guy) proposed an interesting framework for determining our internet pers
Speaker: Jennifer Hodroge, Omni-Channel Strategic Leader, Forrester CX Certified
Marketers know that personalization is the key to engagement—but with limited budgets and time, how do you prioritize what, where, and how to personalize? Aligning your content, campaigns, and buyer experiences requires a deep understanding of customer needs. In this new webinar with expert Jennifer Hodroge, we’ll explore how to leverage insights and customer journey mapping to build personalization strategies that deliver real impact.
My last post triggered a heated debate (mostly in the LinkedIn B2B Technology Marketing Community ) about the dramatic changes we see in the B2B marketing function. One of the interesting topics that came up was outsourcing. As you know, more and more corporate functions are moving to a service and subscription based model where companies aggressively outsource everything that is not core to the business in order to gain advantages related to cost, scalability, and agility.
Skip to content Home About Michael Brenner Appearances B2B Marketing Insider Michael Brenner's Blog on B2B Marketing Content Marketing Demand Generation Mobile Sales Alignment Search Marketing Social Media Strategy June 18, 2010 3 Subscribe Need to Drive Leads? Try These Traditional Tactics Now Share In a recent article from eMarketer, “ Is Social a Source for B2B Leads?
One of the challenges in measuring the ROI of social media marketing is that the use of social networking and social sharing tools isn’t confined to the marketing group. Social media is being used in multiple functions across the enterprise, from product development (e.g. through co-creation and crowdsourcing ) and customer service ( Best Buy and Comcast for example) to human resources (outstanding HR tweeps: Sharlyn Lauby and Alicia Arenas ) and sales groups.
Summary: here are some checklists to help select a marketing automation system. For more details, attend my Focus Webinar on June 29. On June 29, I'll be giving a Webinar on “Matching a Marketing Automation System to Your Needs”, part of a day-long set of all-star lead management presentations organized by the Focus online business community. ( Click here to register ; it’s free.
Ready to become the email wizard your team didn’t know they needed? Join our live webinar to uncover the secrets of mixing AI magic with human flair, crafting emails so good your audience can't help but write back. We'll spill the beans on: Scaling personal touches Tracking metrics (like revenue, duh) Building smarter campaigns that actually work Oh, and we’re throwing in multi-channel tips too—think LinkedIn ads and webinars that wow.
By now I am sure you have heard of the movie Bucket List. In real life we all have one and some bucket lists may be longer than others. On my list (for those of you who know me well) are many opportunities and ideas enabled by my love for sailing. So naturally sailing in a race from Newport RI to Bermuda is on my list. So this year I decided to join in one of the world’s classic ocean race.
What’s the least you should be doing to extend the reach of your online content marketing through social media sites? This is a good question because many of my readers are busy professionals running a business who don’t have a lot of time. The big danger of sites like Twitter, Facebook and LinkedIn is that they can suck you in and spit you out hours later. … and time is money.
Here is another interesting result from the B2B social media survey. I was surprised to learn that a plurality of B2B marketers (45%) say they don't have ANY metrics in place for measuring social media effectiveness. None. Something tells me that B2B marketers will get away with this only for a short time until investment in social media comes under increased scrutiny.
Skip to content Home About Michael Brenner Appearances B2B Marketing Insider Michael Brenner's Blog on B2B Marketing Content Marketing Demand Generation Mobile Sales Alignment Search Marketing Social Media Strategy June 3, 2010 2 Subscribe 6 Content Marketing Tips That Drive Leads Share In yesterday’s post we reviewed the The 4 Most Common Mistakes in B2B Content Marketing.
Savvy B2B marketers know that a great account-based marketing (ABM) strategy leads to higher ROI and sustainable growth. In this guide, we’ll cover: What makes for a successful ABM strategy? What are the key elements and capabilities of ABM that can make a real difference? How is AI changing workflows and driving functionality? This Martech Intelligence Report on Enterprise Account-Based Marketing examines the state of ABM in 2024 and what to consider when implementing ABM software.
At its core, social media marketing is still marketing: it requires a strategy, planning, objectives, measurement, and utilization of key messages. It supports a brand, and needs to integrated with other marketing and PR activities rather than treated as a separate island (just as, for example, a company’s search and display advertising should communicate a consistent message).
Summary: Many vendors are now proposing to move beyond "last click" attribution to measure the impact of advertising on movement of customers through a sequence of buying stages. This is a definite improvement but not a complete solution. Marketers have long struggled to measure the impact of individual promotions. Even online marketing, where every click can be captured, and often tracked back to a specific person, doesn’t automatically solve the problem.
The Catcher in the Rye. Moby Dick. Pride and Prejudice. The Grapes of Wrath. A Tale of Two Cities. If there's one thing those books have in common for me, it's that they were part of my high school summer reading lists. Remember those? You'd receive a list of books before the end of your school year that you'd have to read in preparation for the next school year.
What if you could help your sellers stop wasting 72% of their day on non-selling activities and focus on bringing in revenue? Incorporating AI in your enablement workflows can help you cut down on busy work, get projects done faster, and let your team (and you!) focus on making a bigger impact. We put together this guide to show you how to use AI to cut time and costs for projects, including collateral creation, development of training videos, and automating tedious processes.
B2B marketing is undergoing dramatic change. Traditional marketing tactics are losing effectiveness, and new tactics such as social media are still perceived as unproven. And while social media is a success story in consumer markets, adoption in B2B markets is still lagging. The LinkedIn B2B Technology Marketing Community is conducting a comprehensive, vendor neutral survey of B2B marketing executives and professionals to better understand the state of social media in the evolving B2B marketing
Skip to content Home About Michael Brenner Appearances B2B Marketing Insider Michael Brenner's Blog on B2B Marketing Content Marketing Demand Generation Mobile Sales Alignment Search Marketing Social Media Strategy June 2, 2010 4 Subscribe The 4 Most Common Mistakes in B2B Content Marketing Share One of the largest challenges facing online marketers is how to create and utilize content that resonates and then delivers the targeted leads that sales is looking for.
If your small to midsized business is struggling with questions about how to create an effective social media strategy, use social media tools most effectively, make the best use of your time on social media, generate results or other related issues, mark your calendar for this upcoming one-day social media and online marketing event. On June 24, SCORE will be hosting its Social Media & Internet Marketing Boot Camp in Bloomington.
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