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| Seven Reasons to Get Over Your Fear of Social Media Marketing Social media marketing is cheap, so in this economy, you’re going to be doing more of it, whether you like it or not. But the only thing scarier for marketers than being responsible for a corporate blog where people can say anything they want about you and your brand is the prospect of having to sustain it—to keep coming up with smart, thoughtful things to say. Forever. Here are seven tips for making your efforts more effective—and less intimidating. Type: | Author: Chris Koch | Published: Nov-08 |
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| Go from Campaigns to Conversations One CIO told us recently: “The next salesperson that asks me what my point of pain is, I am going to throw that person out the door.” The challenge for marketing is to equip the salesperson with the knowledge necessary to begin the conversation with those pain points. Here’s how you can do that. Type: | Author: Jeff Sands, Ajit Maira | Published: Nov-08 |
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| Are You a Skimmer or a Penetrator? Marketers have two basic choices for a launch strategy: try to blow the market open overnight or parse your resources and focus on building success gradually. In this interview, Wharton Professor Peter Fader discusses when each strategy makes the most sense. Type: | Author: Chris Koch | Published: Nov-08 |
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| Give New Accounts the Attention They Deserve Devoting more resources to acquiring new accounts is even more important during down economic times. But marketers need a unique strategy, a unique process—and perhaps even unique staff—for new account development. Type: | Author: Jeff Sands and Ajit Maira | Published: Oct-08 |
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| Getting Payback from Community As online communities continue to proliferate, B2B marketers are concerned that their own efforts at community could be lost in the shuffle or fail to provide business value. It’s possible—even likely—that B2B marketers will see ROI from their community efforts. But to do so, you need to have clear goals and provide differentiated value to members, says Bill Johnston, who just completed an in-depth study on community ROI. Type: | Author: Chris Koch | Published: Oct-08 |
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| Who’s to Blame in the Relationship Between IT and Marketing? Nearly 70% of marketers have no formal IT strategy. Marketers blame this on IT, but marketing needs to shoulder more of the burden. Here are some ways to fix the relationship between marketing and IT. Type: | Author: Chris Koch | Published: Oct-08 |
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| Account-Based Marketing Is Not as Expensive as You Think Though Account-Based Marketing would seem to be a time- and resource-intensive proposition, interviews with leading practitioners found that ABM is indeed scalable. But there are conditions. Type: | Author: Julie Schwartz | Published: Sep-08 |
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| Five Types of Content that Salespeople Will Actually Use Most marketing materials are too broadly focused and too complex to help salespeople in the heat of the sales cycle, says John Aiello, CEO of sales enablement software provider SAVO. Here, Aiello offers tips for creating types of content that will work better for salespeople and for tapping into the “black market” of content and competitive intelligence that salespeople develop on their own. Type: | Author: Chris Koch | Published: Sep-08 |
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| Building a Marketing Funnel and Other Lead Management Tips Everyone obsesses over the sales funnel, but have you created a marketing funnel to feed it? Here, Brian Carroll explains why you need a marketing funnel and offers four other tips for making B2B lead management more effective. Type: | Author: Chris Koch | Published: Aug-08 |
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| Before You Do Anything, Assess the Business and the Market As soon as you join an organization as a new marketing leader, it’s vital to conduct a comprehensive research investigation to assess the business and the market—even if your new boss is against it. Bob Baginski, ITSMA’s senior vice president and longtime services marketing veteran, has laid out a five-step framework to help marketers acquire broad and deep knowledge of the state of the business and the market. Type: | Author: Chris Koch | Published: Aug-08 |
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