I was watching the video for the second roundtable video that I participated
in at Content Marketing World and Nick Panayi from CSC said, "the funnel is
more like a pinball machine, with leads bouncing everywhere" - I'm not sure
that's verbatim, so go watch it.
Anyway it got me to thinking about one of the big concepts in my next book
that I call The Continuum Experience. It's actually a continuation or
extension of the concept of natural nurturing that I presented in my first
book a few years back.
Essentially the gist is that the funnel has constraints as a process of
elimination based on the limited set of prospects in your database. A bunch
go in at the top and a few come out the bottom. If you think about it, it's
like setting yourself up for failure.
Instead, if marketers are willing to look at nurturing as a function that
works both with and outside of your... (more)
For some reason, in B2B content marketing, we seem to forget about the
"whole" buyer. More and more marketers are embracing buyer personas and the
idea of becoming customer centric, but we often only focus on the business
side of the buyer, as if they walk into the office and leave the rest of
In the personas I help my clients create, a lot of research goes into what I
call "orientation." Orientation is an attempt to identify commonalities
across the personalities of people who tend to hold the roles that our
marketing and sales programs pursue. These traits... (more)
Online marketing is under heavy pressure to be all things to a target market
in the ways that market wants them to be—right now. Instant marketing,
on-demand pressure and today's culture of constant change impact not just the
speed, but the quantity of content you need to create continuously to lift
There's no downtime anymore. Create a campaign, send it out, monitor
real-time results, tweak your strategy, add new content to your website,
blog, create webinars, podcasts and compelling events that engage buyers. Oh,
and don't forget to give sales better conversational... (more)
Manticore Technology and Bulldog Solutions have released a new white paper
that addresses some misconceptions that B2B marketers may have about
marketing automation. As they point out, it's terrific when an application is
intuitive and easy to use, but marketing automation must be used in support
of a business process if it's going to produce the desired results. More
sales and revenues.
Process and skillsets are holding marketers back:
"Recent Executive Benchmark Assessment data from Bulldog Solutions and Frost
& Sullivan, the Growth Partnership company, shows that process is th... (more)
Many B2B marketers have jumped on the bandwagon about answering their buyers
and customers' questions. There's a bit more strategy involved to do so in a
way that drives momentum, but what I'm not seeing is marketers attempting to
promote the curiosity that motivates their buyers to ask the questions they
haven't thought of yet.
Campaigns are dead. Even Forrester says so.
Curiosity and Context are the fuel for engagement. And in B2B, you're going
for the long-term - not the one-off. Consistency and longevity critical. The
story must build across stages, pulling buyers forward by... (more)