There are a few things bugging me that I'd like to air out.
Over the last few months, I've seen and experienced some things that make me
wonder if B2B marketing is evolving or stuck in the mud and applying old
thinking that no longer works in a new context.
Here are some examples:
Marketing speakers who still lead with a 5 minute "About my company and
products" intro. Snooze.
"Experts" who have presented the same framework for years but talk about how
the market environment is continuously changing. Disconnect.
Contests to gain followers or Likes. Is the guy who wants the Kindle Fire
really a potential customer for a B2B complex sale? Wrong goal.
Exhibitors more focused on scanning badges than engaging people. Does it make
more sense to try and build engagement later via email, or while the person
is standing in front of you? Missing the point.
Presentations that mention ... (more)
If your inbox looks anything like mine, you're scanning and deleting your
email rapidly, trying to sort through it all and find the stuff you need - as
quickly as possible.
The preview pane is a wonderful screening tool. Subject lines are often
misleading so I tend to scan the opening sentence to see if I want to delete
or continue. I want to know immediately if the message is relevant to me.
Unfortunately, not many of those sentences get my attention.
To put this in context, let's look at some real email first sentences:
"I wanted to share with you the success of our [company] progr... (more)
I had the privilege of speaking with the Genius folks today about the GURLTMs
and some cool new web analytics features they'll be rolling out this fall.
For those of us who've been wondering how the heck to prove ROI is possible
with social media, we may have found a way to do just that.
Tracking the impact your social participation can make on active pipeline has
been a pretty nebulous challenge. But the GURLs change that. GURLs are these
super-powered, shortened URLs similar to what you may have seen from services
like budURL, bitly, and others.
I use budURLs to track many of m... (more)
Many of the buyers who visit your company’s website probably originate from
a click generated by a search result. Most marketers have done a great job
managing from the home page inward. But, how many marketers spend time
optimizing from the back of a website to the front? Consider that an interior
page can often be the first introduction many of your buyers have to your
Are you certain of the impression you’re making? Could it be stronger?
Stop now and go to a search engine and type in your company name, product, or
a keyword and take a look at the search results. Notice... (more)
During the Q&A of the Content is Marketing Currency Webinar, sponsored by
GoToWebinar today (#CntCrncy), a question arose that I don't think I did
justice. Someone asked what they could do to attract even more leads and
improve their response if they already had a content strategy in place.
This is a great question!
First - a couple of things you should realize about a content strategy:
It must continuously evolve - perfection is not ever a done deal. This is
because your buyers and influencers are moving targets. Change is swift and
priorities shift at a rapid pace. Employees rel... (more)