BtoB Magazine is the publication for b2b marketing strategists.
Michael Gerard's insight:
Right on! BtoB marketers need to earn their prospects' interest (and time); and there's no better way today than through an inbound marketing strategy with highly relevant and high quality content. Not to mention, this type of strategy can be very easy on the budget of a smaller marketing team who can't afford the more "traditional" digital marketing actvities. However, not enough marketers are "rolling up their sleeves" and getting a better understanding of their target customers' needs.
Today marks a historic moment for one of Silicon Valley’s biggest and well-known companies. It has been a decade since LinkedIn was founded as a business-related social network and now it has grown up to become a successful public company with more than 225 million members and nearly $325 million in revenue.
If you still think that LinkedIn is only for those people searching for a job, than you really need to catch up with the rest of the world. Although this article reads a bit like a history paper, it does offer insight into a company that will only continue to increase its impact on the average worker. I especially like the comment that LinkedIn has become our own personal CRM system. If you haven't already, sign-up. . . link to all of your key contacts. . . . engage with its online communities. . . . and use it to improve your marketing and sales activities.
Marketing needs to better understand sales and sales operations in order to improve marketing's impact on the organization. This blog, which I've been the key contributor for during the past couple of years, will help you get "into the heads" of the industry's best sales operations teams to better understand your internal customers.
Agreed. One of the biggest mistakes people make when entering the social media realm for their business is forgetting all of the marketing lessons that they learn outside of social media. You still need to ID and focus on your target audience; develop content that is relevant and of high quality to that audience; develop multiple "assets" from that content on-line (and off-line); market your content/assets; and analyze the results of your work against a predetermined set of targets. There's no magic bullet here. Just hard work.
Discussed are social media marketing trends from the latest CMO study from the perspective of marketers from Fortune 1000 companies.
Michael Gerard's insight:
A key finding from this study (or at least another wake-up call for CMOs) is that CMOs believe that their current social marketing efforts are not well integrated with the rest of their marketing efforts. Although social has had many years in the limelight, it is time that organizations includ social as part of the fabric of its complete marketing effort. Certainly easier said than done, especially for a large organization. The call for a Digital CMO versus the more traditional marketing CMO by HBR and others will be a big boost in this effort.
Nice insight into the challenges faced by SEO experts. However, my bottom-line take on this is that SEO needs to be a key part of a digital marekting strategy. (i.e., included as part of inbound marketing, SEM, etc.) The engagement-related metrics being leveraged by search engines necessitate this collaboration amongst the many facets of marketing, both on-line and off-line.
Are you in BtoB marketing for a $250M+ organization? Then you'll want to subscribe to this blog. In the spirit of full disclosure, I was the founder for this Blog many years ago, and a key contributor during my tenure at IDC.
I'll admit, as a highly visual person I'm always a sucker for an infographic. What's good in this one?. . . the basics of a web site design. Bottom line is that buyers now-a-days have made 50%+ of their buying decision before they even contact your buyer. (IDC and others) Your website is your opportunity to make a great first impression - engage your buyers based upon relevant and high quality content; focus on their needs, not yours; and give'm a reason to engage with you and come back.