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
The mantra heard most often in business these days is "Do More With Less."
For many businesses, cutting costs while trying to grow—or even sustain
their place in the market—is easier said than done.
What could help many businesses is gaining access to some of that $787
Billion in Federal Stimulus Package monies. Not surprisingly, many small
companies [94% of them according to a recent Intuit survey] said that,
"success depends more on what they do for themselves than the government."
Steve King from Emergent Research—when interviewed by Entrepreneur about
the survey—said he's not... (more)
One of the things B2B marketers are being told to do is to "listen" to
communities and get to really know their prospects. The best reason being
because your prospects are controlling how and when they engage with vendors,
so it's become very critical that our content marketing efforts are highly
relevant to the needs of the audiences we seek.
One thing that's not exactly obvious is exactly HOW to listen—or even what
you should be listening for that you can actually apply to your content
marketing efforts. Social media has given marketers unprecedented access to
the thoughts, pe... (more)
When B2B marketers first embraced email marketing, the idea was to populate a
database and continuously send one-size-fits-all messages to supposed
prospects. The idea being that by keeping these folks exposed to your
company's name and logo, you'd stay "top of mind." That process is now
referred to as "spray and pray" marketing. In a longer-term, B2B complex
sales process, just knowing your company's name or recognizing your logo is
The one-size-fits-all email blast is a tactic, not a strategic marketing
process. And, a lousy tactic at that when relevance and value ... (more)
Cloud computing is a pretty big deal. It's one of the top priorities for many
CIOs. So, it should be a pretty easy process to build a B2B content strategy
that helps CIOs make a purchasing decision.
Or is it?
I subscribe to a lot of newsletters and have a ton of Google Alerts to help
me mine for information I use to learn more about the buyers my clients sell
to. In my Inbox today was a bonanza of a resource. SearchCIO sent me a link
to: Quick take: Why iRobot's CIO doesn't like enterprise cloud computing
This resource is a quick interview with Jay Leader, CIO of iRobot, in which ... (more)