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How to be a Killer Marketer in the Digital Era | LinkedIn

How to be a Killer Marketer in the Digital Era | LinkedIn | B2B Marketing, Strategy & Business | Scoop.it

Earlier this year, during the 2014 Super Bowl, a series of sloppy, nearly incoherent tweets about the game started appearing from the official Twitter account of well-known retail chain JCPenney. They included messages like, “Toughdown Seadawks!! Is sSeattle going toa runaway wit h this???” and “Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0.”

 

The tweets quickly went viral, getting retweeted in the tens of thousands and generating a lot of speculation around a possible hacking or out-of-control, drunken employees on the job. But then, about an hour after the first tweet, JCPenney revealed that the messages were in fact part of an entirely intentional campaign to promote a line of special edition mittens:

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Which Social Media Networks Are Actually Worth Your Time?

Which Social Media Networks Are Actually Worth Your Time? | B2B Marketing, Strategy & Business | Scoop.it
With so many social media platforms out there, how do you know which ones are right for your business? From Facebook to Twitter, Instagram to Pinterest, we take a look into the best social sites for …
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The Marketing Power of Wikipedia: 8 Tips for PR Pros

The Marketing Power of Wikipedia: 8 Tips for PR Pros | B2B Marketing, Strategy & Business | Scoop.it

As PR and marketing professionals – and consumers – we often forget about the sheer power and influence that Wikipedia has on our daily lives. Wikipedia is a permanent part of our public culture. It was even mentioned on the TV show, The Office.

 

 All jokes aside, Wikipedia does have a distinct influence on the business community. Shareholders, employees and clients rely on your company’s Wikipedia profile to learn about your company’s strengths and weaknesses, successes and failures. Here are several reasons why your brand’s Wikipedia page is one of your biggest online marketing assets:

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Don't Believe the Hype

Don't Believe the Hype | B2B Marketing, Strategy & Business | Scoop.it

Do you know what social media channels your customers use? Do you think that Twitter is where everyone can be found? Well, think again.

It pays to understand where your customers can be found online.

 

Understanding the demographic makeup for each social media channel can help you better target your customers. Especially as content development becomes king, it becomes more important to target your content efficiently and effectively.

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Thorsten Strauss's comment, August 18, 6:05 AM
Last time I saw statistics Twitter came in at 7% and that a month or two ago. Well, the message is clear when it comes to social marketing there is a discrepancy between noise and importance. Here is the executive prescription: for existing companies : website, blog, email, facebook & twitter and all others only if you have dedicated community experts and are B2C.

Voila social media strategy done.
Fits 95% of all companies.

If you are a new company: twitter, facebook, blog, email, website. You need to make noise more than manage client relationships. If you don't know how to market on T-FB-Blog. Read my other board "Content Marketing" it has some best practice.
Thorsten Strauss's curator insight, August 18, 6:05 AM

Last time I saw statistics Twitter came in at 7% and that a month or two ago. Well, the message is clear when it comes to social marketing there is a discrepancy between noise and importance. Here is the executive prescription: for existing companies : website, blog, email, facebook & twitter and all others only if you have dedicated community experts and are B2C. 

Voila social media strategy done. 
Fits 95% of all companies. 

If you are a new company: twitter, facebook, blog, email, website. You need to make noise more than manage client relationships. If you don't know how to market on T-FB-Blog. Read my other board "Content Marketing" it has some best practice.

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Purpose and Mission Matter. A lot.

Purpose and Mission Matter. A lot. | B2B Marketing, Strategy & Business | Scoop.it

This week Deloitte released research that further proves that purpose and mission are tremendous drivers of business performance. Companies that define themselves by their higher level values deliver greater levels of growth, innovation, profitability, and competitive advantage. (Infographic for download here.)

 

The data is striking. Among the 1,000+ respondents (300 executives), 82% of the "purpose driven" organizations believe they will grow this year, vs. only 48% of others.

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The social media manager is (almost) dead: 5 tips on how to evolve as a marketer - #MyIndustry

The social media manager is (almost) dead: 5 tips on how to evolve as a marketer - #MyIndustry | B2B Marketing, Strategy & Business | Scoop.it

Almost three years ago, right after university, I talked to an awesome HR professional about my career prospects. While she gave me a lot of great info that day, one thing that stuck to me was her advice not to pursue positions that are only about social media. Her reasoning was that more and more marketing and business professionals were learning social—meaning, the need for professionals who specialized in this space was about to decrease.

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The 10 Steps In Developing A Strategic Social Media Plan For Your Business

The 10 Steps In Developing A Strategic Social Media Plan For Your Business | B2B Marketing, Strategy & Business | Scoop.it
Quantifying an ROI from social media is only possible after you’ve developed a strategic plan that will make measurement both clear and easy. When it comes to social media “80% of marketers begin with tactics instead of goals” – eMarketer Report. Here’s how to build a strategic social media plan to ensure that you don’t waste time or money on tactics that might work.
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Three Ways to Humanize Your B2B Marketing… and Improve Results - Business 2 Community

Three Ways to Humanize Your B2B Marketing… and Improve Results - Business 2 Community | B2B Marketing, Strategy & Business | Scoop.it
It’s a Marketing Content and Data Avalanche

Marketing has always been about people. Yet, it’s a pretty un-human marketing explosion out there. There is too much content and jargon-laden stuff chasing too little mindshare. In 2010, Google’s then CEO, Eric Schmidt, proclaimed that there is more content created every two days than in all of human history up through 2003. More recently, IBM stated that 90% of content today was created in the last two years alone.

 

The annual Edelman Trust Barometer continues to show a steady decline in customer trust of companies. And along with the decline in trust, we have a growing deficit in attention span. We’re on social overload and it isn’t pretty.

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The Periodic Table of B2B Digital Marketing Metrics

The Periodic Table of B2B Digital Marketing Metrics | B2B Marketing, Strategy & Business | Scoop.it

The venture capitalists over at Insight Partners have put a little elbow grease into this black hole and shared the "Periodic Table of B2B Digital Marketing Metrics."

 

Fridays are always valuable days for reflection on the week, applying lessons learned to prioritizing the next week’s tasks. One of they key variables in this always-learning cycle is the actual results of specific tests, ie. how a particular marketing campaign or internal effort paid off as far as results.

 

Oftentimes,  a key piece of missing information is the industry standard, which offers a clear litmus test on how a particular performed not just according to internal standards but industry-wide.

- See more at: http://www.tnooz.com/article/industry-standards-measure-periodic-table-b2b-digital-marketing/#sthash.kKdwzIyH.dpuf ;

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The definitive guide to logo design: 50 pro tips | Logo design | Creative Bloq

The definitive guide to logo design: 50 pro tips | Logo design | Creative Bloq | B2B Marketing, Strategy & Business | Scoop.it

We reveal everything you need to know to craft successful logos, from inspiration to execution.   

 

Logo design is all around us. To the general public, logos serve as an instant reminder of a company or a product; to the client they’re the point of recognition on which their branding hangs; and to us designers they represent the challenge of incorporating our clients' ideologies into one single graphic.

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Immediate lead expectations vs. reality | @HeinzMarketing

Immediate lead expectations vs. reality | @HeinzMarketing | B2B Marketing, Strategy & Business | Scoop.it
“That email sucked. Nobody responded. I guess email doesn’t work. What’s next?” We hear a variation of this from companies all the time. After sending one email out. You take a cold email list and send a single email to an audience that doesn’t know you. Why is it a surprise that nobody responded? It’s somewhat akin to running a single, 30-second advertisement on TV and wondering why sales haven’t increased yet. Where are all the customers?
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10 Awesome Infographics to Guide your Marketing Plan for 2014 - - The Buffer Blog

10 Awesome Infographics to Guide your Marketing Plan for 2014 - - The Buffer Blog | B2B Marketing, Strategy & Business | Scoop.it

Infographics seem to be getting more and more popular lately. They’re certainly fun to look at, and they convey useful information in a format that’s fast and easy to digest. One thing to keep in mind with infographics is that they’re generally static—unlike blog posts, they’re rarely updated as new information becomes available.

To help you get your 2014 marketing strategy off to a great start, we’ve rounded up 10 infographics with useful stats, information and suggestions about online marketing.

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Most Marketers Are Curating Content, Whether They Know It Or Not

Most Marketers Are Curating Content, Whether They Know It Or Not | B2B Marketing, Strategy & Business | Scoop.it
Many companies are actively sharing content with their customers in an effort to better assert themselves as thought leaders in their industry. Sharing others' content is often referred to as content curation — but Pawan Deshpande,  CEO and founder of Curata, says that you won't hear companies describe it that way.        You Say Content Curation …

Recently we spoke with Deshpande, whose company specializes in content curation software, to  discuss the benefits and challenges of deploying a content curation strategy and to provide  insight on the future of the expanding curation market.

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John Oliver on Native Advertising: It's Gross, But This Is Our Fault

John Oliver on Native Advertising: It's Gross, But This Is Our Fault | B2B Marketing, Strategy & Business | Scoop.it

Few phrases strike fear into the hearts of media analysts and deposit dollars into the accounts of digital media companies like native advertising.

 

As users move away from early digital advertising products like banner ads, native advertising has emerged as an effective — and lucrative — way for websites to bring in revenue.

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Five Reasons Your Awesome Content Isn't Going Viral at WhoIsHostingThis.com

Five Reasons Your Awesome Content Isn't Going Viral at WhoIsHostingThis.com | B2B Marketing, Strategy & Business | Scoop.it

Prior to the rise of modern Internet culture, hearing that something (or someone) was “going viral” was generally a cause for alarm. Today, however, there are few things that create more joy in the heart of a content creator than to discover that their work—whether it’s a painfully funny video, a blog post, or even a picture of the family cat—has gone viral.

 

Predicting exactly how and when content will go viral remains an inexact and often frustrating game of chance. For every @SochiProblems, there are thousands of would-be Twitter phenomena that die quiet deaths, unnoticed. For content creators who want to share their work with the world (while enhancing their own online success), it can seem like a kind of elusive magic.

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The Shifting Social Media Landscape in 3 Infographics

The Shifting Social Media Landscape in 3 Infographics | B2B Marketing, Strategy & Business | Scoop.it

If you’re reading this blog, you already know that social media is critical to online marketing. It’s unfathomable to imagine a world where you can’t share information at a moments’ notice, see what your friends are up to in a consolidated newsfeed, and build relationships through something as subtle as a ‘like’ button.

 

What does this (dramatically different) landscape mean for brands that are looking to reach new audiences and build critical customer relationships?

 

We’ve found 3 amazing visuals that answer these critical questions.

 

Read More...

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A CEO's Guide to Navigating Customer Expectations

A CEO's Guide to Navigating Customer Expectations | B2B Marketing, Strategy & Business | Scoop.it

B2B companies are waking up to the fact that success demands consistently delivering on customer expectations over the relationship’s lifetime. A recent IBM study found that CEOs are worried that their management teams don’t fully understand the expectations of prospects and customers, or how to operationalize their customer experience strategy fast enough. The concern is justified.

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Logo Versus Brand – What Is The Difference?

Logo Versus Brand – What Is The Difference? | B2B Marketing, Strategy & Business | Scoop.it

Granted, yes, a logo design is part of your company’s corporate identity. However, the logo itself is not dependent on your company’s brand alone. So logo versus brand, what is the difference and when exactly does a logo become part of a brand? In order to answer this question, first let’s determine what the difference is between a logo and a brand.

 

What is a logo? In order to fully understand what a logo is, we must first identify the reasoning behind it and what its main purpose is. Several different aspects go into the design process of a logo. It must aim high to make it immediately recognizable while also inspiring admiration, trust, loyalty, in addition to an implied superiority. A logo is not used to sell, it is used to identify.

 

What is a brand? The best way to describe a brand is to look at it as a collection of perceptions that customers and prospective clients have about your business. Although you do not have control over these perceptions, it doesn’t mean that you have no control over your brand.

 

Controlling your customer’s idea of your brand can be defined by designing striking and impactful graphics that will convey your message. Using these same graphics on a consistent basis throughout the design of all of your marketing materials will help portray the right idea about your brand to your customers and clients.

What Aspects of Your Brand Do You Have Total Control Over?
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The Art of Branding

The Art of Branding | B2B Marketing, Strategy & Business | Scoop.it

In the real world, you don’t have infinite resources; you don’t have a perfect product; and you don’t sell to a growing market without competition. You’re also not omnipotent, so you cannot enforce what people think your brand represents. Under these assumptions, most companies need all the help they can get with branding.

This is my advice to help you.

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How To Manage Projects: Double Down, Delegate, or Destroy

How To Manage Projects:  Double Down, Delegate, or Destroy | B2B Marketing, Strategy & Business | Scoop.it

Most disciplined managers (and companies) build prioritized to-do lists of their team's most important projects so that they can invest time and resources accordingly. But leaders beware! Rather than focusingon projects that are most important, leaders should focus on where their personal leadership skills CAN ADD THE MOST VALUE. To help me determine how to invest my time and energy, I use a tool called the Priority Matrix (PMAT).


For each project in my organization, I evaluate it on two dimensions. A) What is the VALUE of the project if it succeeds? B) What is the PROBABILITY of it succeeding? I plot those projects on a 2x2 matrix (value on one axis; probability on the other).

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New-School B2B Marketing: Communicating to the Individual - Business 2 Community

New-School B2B Marketing: Communicating to the Individual - Business 2 Community | B2B Marketing, Strategy & Business | Scoop.it

Leading business-to-business marketers are moving away from their  spray and pray acquisition strategies, opting instead to create more  personalized experiences for each buyer.

 

And it’s no wonder: a recent Corporate  Executive Board Marketing Leadership Council study found that only 14 percent of B2B buyers believe that feature  differences and unique selling propositions alone justify paying more for that  product.

 

Instead, B2B marketers are reaching their online buyers with three  new school tactics:

Creating a visitor-centric strategy

Reaching visitors with personalized messaging, from the right  organization

Re-targeting that visitor across the web, to drive them  back

 

Read more at http://www.business2community.com/b2b-marketing/new-school-b2b-marketing-communicating-individual-0770519#DPxvIaYgloCyZM5s.99

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Align Your Brand From The Inside Out

Align Your Brand From The Inside Out | B2B Marketing, Strategy & Business | Scoop.it

The Importance Of Alignment Businesses have traditionally viewed external brand communication as a primary focus, forgetting that their internal audiences are just as important. It’s imperative for brands to ensure there are no gaps between how its products, customer service and sales reps, store personnel, and even its advertising match up to actual customer experiences. After all, once a brand makes a promise, the company depends on its front-line employees to deliver on that brand experience.

 

I believe the best way to guarantee a consistently rewarding experience, and avoid a firestorm like the one Domino’s experienced, is to align the brand totally from the inside out. This means every employee must not only understand the brand promise and his role in keeping it, but also be equipped with the knowledge and tools necessary to actually deliver on what is expected. The success of any campaign, whether a new marketing initiative or a product launch, depends on it.

 

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How to make your client a subject-matter expert

How to make your client a subject-matter expert | B2B Marketing, Strategy & Business | Scoop.it
Smart PR practitioners know that it’s integral to strategic communications to have a client you can confidently and consistently put forward as a subject-matter expert.

Whether you’re trying to pitch a fresh story, “news-jack,” or prep a conference speaker proposal, having a go-to expert with the right background is crucial to many a PR campaign’s success. Executives who can demonstrate superior understanding of issues and trends can earn the profile of a trusted industry insider, which only helps PR pros garner publicity on a client’s behalf. In short, if your client isn’t one already, it’s time to make him or her an expert.
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82% of Companies Ignore Branding Goals When Interacting With Customers

82% of Companies Ignore Branding Goals When Interacting With Customers | B2B Marketing, Strategy & Business | Scoop.it

Here’s something that will make you step back and look at your own branding and customer experience strategies. Only 18% of companies provide a customer experience based on their branding strategies. In other words, if a company runs a major ad campaign boasting a personal frustration free experience, it’s unlikely that its customer support and sales staff are taking a blind bit of notice.

 

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Infographic: 25 Awesome Content Marketing Tools - Marketing Technology Blog

Infographic: 25 Awesome Content Marketing Tools - Marketing Technology Blog | B2B Marketing, Strategy & Business | Scoop.it

This is not a comprehensive list, simply tools that you can use to augment  your brand’s content marketing strategy, including stand-out examples of five  tools across five categories of content marketing:

 

Curation – These tools help in the process of discovering  and gathering a range of web content related to a particular topic, then  displaying it in a meaningful and easily digestible format. Tools: list.ly, Storify, Curata, Magnify and Echo.Creation – These tools are most useful in helping you  visualize digital content without outsourcing to designers. Tools: KnowledgeVision, Lingospot, Visual.ly, Prezi. and Issuu.

Read more: Infographic: 25 Awesome Content Marketing Tools | Marketing Technology Blog http://www.marketingtechblog.com/awesome-content-marketing-tools/#ixzz2pa66IQiQ

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