I sat pondering another in a burst of self-serving emails sent last week by
salespeople who obviously lack any discipline in prospect research or the
energy needed to attempt meaningful personalization. As one of the emails was
from a company I'd thought "got it," it occurred to me that the salesperson
just screwed up my perception of the company they work for.
This made me wonder how much salespeople may be screwing up marketing
performance now that more marketers are being tasked with proving
contribution to revenues and business objectives, not simply lead generation.
Before sales-oriented, progressive types take issue with me, let me explain.
First - why there's need for concern:
Buyers are self-serving content for a longer portion of the buying process.
This means, if marketing is doing its job, marketing content and strategies
are helping to attract and engage ... (more)
New Media on Ulitzer
Social networking may be all the rage, but when it comes to sharing links,
content, pictures and ideas...email remains the star. And not just by a
little bit. According to a StrongMail study, "fully 86% of sharing activity
related to social programs run on [their] platform in Q3 3009 was done via
e-mail. Facebook got only 6% of shares, while another 4% were tweeted."
This is a very good reason for B2B marketers to focus on making it easy to
assimilate and share your ideas. It's one thing to have a prospect click
forward and send on your eNewsletter or a link t... (more)
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)
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)
One of the beautiful things about digital B2B marketing is the ability to
attribute behavior and engagement for prospects across a variety of channels
that may be included in our marketing mix. Where things get a bit sticky is
determining how attribution figures into revenue generation. For a simple
transactional sale, this may be easier as sales cycles are shorter and less
clicks are usually required. But, for a complex sale, attribution becomes a
The mandate for B2B marketers today is to prove that their online marketing
programs are contributing to downstrea... (more)