Digital B2B Marketing

JUNE 2, 2011

Current marketing wisdom says content should be mapped to buying cycles. Yet according to a study from MarketingProfs and Junta42 , 78% of B2B marketers say awareness is an objective of content marketing. Question: Where is awareness most valuable in the buying cycle? Answer: Early stage research and creation of a consideration set. Question: Would it be better if prospects where aware of your company when they started the research process?

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Elegant BI

JUNE 21, 2011

Hire a Mind Reader to Get Ahead of the Competition OR Get with the Business Intelligence Program. In my not-so-humble opinion, the competition is a royal pain. Just when I think I have an edge, my competitors jump in front of me. What I really need is THE secret weapon. That one advantage that lets me look behind me and understand why and how my business is working and what isn’t working (yes, even I make mistakes).

Business Intelligence 40

Business Intelligence Competitive Intelligence Intelligence 40

Digital B2B Marketing

JUNE 14, 2011

Audience research is invaluable and well developed personas provide a broad array of insights into the lives and minds of your target audience, insights that form the basis for your social media plans. Then, you put your social media plan in place, including sharing great content from others and creating your own. And you hit a fundamental disconnect.

Profiling 47

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Digital B2B Marketing

JUNE 28, 2011

You Manage What You Measure. This should be a call to ensure you measure your social media activities, and to measure them correctly. One of the challenges of measuring social media ROI is the return comes in many different forms. As companies develop social media plans and programs, anticipating the ways social media will deliver ROI is a challenge few have addressed.

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IT

Digital B2B Marketing

JUNE 7, 2011

Advertised Price: Free. Real Price: Your Reputation and Influence. How much will you pay for a service that saves you time in social media? Judging by the $1 to $10 per month price tags for a number of tools, outside of business accounts, it isn’t very much. However, increasingly companies are asking us to pay by promoting their products and services to our connections.

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Digital B2B Marketing

JUNE 16, 2011

In the future, marketing must be valuable. But that isn’t enough. Earlier this week, Michael Brenner outlined the future of marketing , drawing from last fall’s future of advertising article in Fast Company. It is a great perspective. The question is, how do you accomplish it? How do you, as Michael said, “create communities of customer advocates and evangelists&# ?

Marketing 45

Marketing Marketing IT 45

Digital B2B Marketing

JUNE 1, 2011

What makes you think you have a solution? Last week I overheard a conversation about a technical roadblock between colleagues. I immediately jumped in with a solution. Big #FAIL. They did not want a solution from me, and as it turned out, I didn’t actually have a solution. The problem was way over my head. Luckily, we are friends, or at least colleagues.

Entertainment 45

Entertainment Marketing Marketing Information 45

Digital B2B Marketing

JUNE 9, 2011

Customers Drive Your Business, They Are Not Your Assets. Yesterday’s #IMCchat (Integrated Marketing Communications) on Twitter included a conversation about customers as assets. I don’t believe customers should be called assets, and I found myself in a very lonely minority. As always, conversation refines and clarifies perspective, and the following tweet from Anna Barcelos was key in refining this perspective.

Analysis 44

Analysis Marketing Marketing Business 44

Digital B2B Marketing

JUNE 30, 2011

We already have two social media camps. In one camp, you have Twitter streams driven by twitterfeed, rolling out headline after headline with no attempt to add value beyond distribution. On the other are Twitter streams full of conversations in the public stream and sharing of others content. How do we label the difference? As Allison Aldridge-Saur says in Digital Tribes: Pillar 1, Naming , “Go ahead and list a few nameless things&#.

Marketing 43

Marketing Marketing Learning IT 43

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Competitive

Digital B2B Marketing

JUNE 29, 2011

This is my opinion about the recent IAB , ANA and 4A’s principles for online measurement. If you don’t like rants, or think the advertising associations can do no wrong, stop reading and go back to Lycos. Otherwise, read on and share your reactions in the comments below. The IAB, ANA and 4A’s recently outlined five measurement principles as part of Making Measurement Make Sense.

Innovation 40

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Elegant BI

JUNE 15, 2011

Elegant MicroWeb to implement its Business Intelligence Solution – ElegantJ BI for a plastic valve manufacturer in India. ElegantJ BI was chosen on the basis of its SIMPLE , PRACTICAL & AFFORDABLE approach and powerful yet easy integration with their ERP system. The organization manufactures and offers wide range of plastic valves – gate valves, air Valves, etc.

Business Intelligence 40

Business Intelligence Intelligence Intelligence Business 40

Digital B2B Marketing

JUNE 21, 2011

As LinkedIn share buttons pop up across the web and share counts climb, it appears LinkedIn is quickly becoming a major platform for sharing articles and links. I fell for it , the numbers on the share buttons fooled me two months ago when I wrote Which Social Network is Right for B2B Marketing. The truth is, LinkedIn isn’t where we share. With LinkedIn’s valuation soaring like its the next Fortune 500, you have to ask, if we are not sharing on LinkedIn, is LinkedIn really a major so

Profiling 43

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