Tony Karrer (Browse My Stuff) and Tom Pick (WebMarketCentral) have created
and launched the B2B Marketing Zone as a filter to aggregate content for us
in one spot. Similar to the idea of The Customer Collective for sales and
marketing professionals and My Venture Pad aimed at SMBs and Junta42 for
content marketing, this site focuses on a niche.
I'm excited to be one of their launch bloggers along with the terrific
expertise provided by Brian Carroll, Paul Dunay, Newt Barrett and Jon Miller.
I love that it also includes some new perspectives such as Cece Salmon Miller
(PR Meets Marketing), Jay Lipe (Smart Marketing).
There are a couple of unique features of the B2B Marketing Zone that I think
you'll find useful.
Navigation: On the left you see navigation around Concepts, Tools, Types and
Companies such as Forrester. This makes using the site much easier than only
As most of you know, I've long been a proponent of storytelling for marketing
and sales. Customer stories are one of the most valuable ways B2B companies
can share their compelling value. They have the ability to simplify the
complexity of considered purchases, validate that what you promise is true,
and mitigate risk by proving the business case.
Casey Hibbard, and her book Stories that Sell, provides a wealth of
information about how to plan for, research and create customer success
stories that help you sell more—and do so with ease. And, she ought to
know. She's written over ... (more)
Content Marketing on Ulitzer
When I first talk with clients about e-marketing strategy I often hear that
they don't have access to the data they need to implement a targeted
nurturing program. Their eyes get big and glazed and they look like Bambi in
the cross hairs.
One of the things we forget as marketers is that our own status quo gets in
our way as much as the status quo stance of our prospects. It's time for
marketers to turn the focus on themselves for a moment and consider how they
can free themselves to "just do it."
Information overload is pervasive. Not just for prospe... (more)
As e-marketing has made inroads with B2B marketers a lot has been said about
the idea of online conversation. But, what does that mean from a marketing
If you think of a conversation in the offline world it can be in the context
of a chat with a friend — 1-on-1, an exchange in a meeting with a group of
people, a discussion with your peers over lunch or witty repartee with your
spouse during TV commercials in the evening.
When you transfer that idea online, how often do you "feel" any similarity to
those above examples? How often do you make a connection with ... (more)
Focusing on website navigation paths makes perfect sense for B2B websites
with lengthening sales cycles. The added pressure for marketers to produce
measurable ROMI means that each click needs to be considered a conversion
that strengthens engagement, builds trust, and leads to verifiable
conversations. Websites should drive buyer momentum and work toward reversing
that lengthening sales cycle statistic.
When you build a B2B website, it’s imperative that you think about the site
user's context. You need to plan for and strategize every click and
interaction by focusing on your we... (more)