The B2B market is changing. A few years ago, buyers were more likely to contact a sales representative to learn about a product. Now they prefer to conduct their own research – either through online search or their social networks – and wait to speak with a sales representative. If you want to generate more […]
White papers can be a key element in your lead generation mix, especially if you sell technology products or services. According to the Eccolo 2010 B2B Technology Collateral Survey Report, 83% of technology buyers said “white papers were moderately to extremely influential in helping them make their final purchase decision.” However, many white papers miss the mark when it comes to engaging an audience and driving leads. One reason could be because readers don’t relate to the topic …
Many B2B marketers are turning to social media for lead generation. However, with an overwhelming amount of information shared within social media channels, it is becoming harder for companies to stand out and engage their target audiences. In my recent live chat on Twitter with host The Social CMO, I answered the top questions on “How to Create Social Media Content that Drives Action.” Here’s a summary …
Originally published by the Content Marketing Institute. According to a recent study by FUSION b2b, the top B2B marketing priority for 2011 is lead generation. This supports what I’ve been hearing from my clients and peers – that their biggest challenge is attracting high-quality leads their sales teams will love. More marketers are turning to […]
Sometimes it seems like I do so much guest posting for great B2B publications that I start to neglect my own blog. That’s why I’d like to invite you to check out some of my recent posts for The Content Marketing Institute. These include “The 3 Big Myths of B2B Content Marketing,” “3 Keys to Creating Social Media Content that Converts” and more.
One of my clients recently came to me with a problem. Their corporate brochure didn’t reflect how they were different from their competitors. When I spoke with the owner, I discovered that they regularly performed amazing feats of customer service. For example, a member of their team flew halfway around the world to get a client what they needed on time-with only 48 hours’ notice. What a story!
Even if you’ve never personally flown around the world for a client, you may have similar stories about your unmatched service or amazing products. However, you could be taking these stories for granted or you simply don’t know how to find stories that will “wow” potential customers. Here are 3 ways to uncover your hidden gems:
Lauren Carlson from Marketing Automation Software Guide sent me a link to a blog post that questions the value of white papers. She argues that, “Once scholarly in their ambition, white papers have devolved into thinly-veiled, lengthy sales pitches that no longer appeal to the educated buyer’s shortened attention span.” She recommends companies find new […]
Although many marketers take the time to create white papers, their messages may only reach a fraction of their potential audience. This is because some marketers simply post white papers on their websites, sit back and hope their ideal customers will find them. If you want to increase your readership and the amount of leads you generate, you must make it easy for your target audience to find your information. This post contains 5 ways you can promote your white papers online and direct more leads to your website.
One of my favourite musicians is Count Basie. He was known for his minimalist approach to playing the piano and leaving lots of space between his notes. His music was exciting not just because of what he played, but what he didn’t play. I was listening to Count Basie the other day and began to think about how his minimalist approach could be applied to writing marketing copy. Here are my thoughts …
In This Issue: 5 Keys to Amazing Case Study Interviews
Perhaps you’ve been thinking about tackling a project that many B2B marketers put off due to lack of time or resources – collecting customer success stories. This month, I’d like to make this challenge easier for you by offering you my time-tested tips for conducting awesome customer interviews. I find that using these strategies allow me to save tons of time and help the case studies to practically write themselves.
Content marketing is one of the hottest B2B marketing developments. According to Compendium, content marketing will be to 2011 what social media was to 2010. That’s because marketers are discovering how important it is to use compelling content to educate and entertain their target audience. Read on to discover 5 benefits you can achieve when you implement a content marketing strategy.
Do you want your social media efforts to lead to high-quality leads and recognition from your industry? While both of these goals can be reached, many marketers attempt to accomplish too much at once. They may use only 1 social media profile to try to bring leads to their websites and share the latest industry trends with their peers. This post will show you the key differences between using social media to generate leads versus displaying thought leadership.
Communicating with jargon is understandable. Since you are immersed in your field on a daily basis, it may only seem natural that others should speak your language.
However, using jargon in your communications can confuse your readers and make them feel alienated. If your message gets lost under layers of complex technical talk, your prospects will look elsewhere for answers to their problems.
Here are 5 tips to help you understand when to use jargon and when to avoid it:
Is your corporate brochure a complete bore?
Do you cringe when you send prospects outdated material because you know the message just isn’t right? Perhaps you, like many marketers, have fallen into a comfort zone with your marketing or you don’t have the time or resources to develop new materials.
Here’s the good news …
The quality of your promotional copy can have a huge effect on the success of your live and online events. Over the past few months, I have reviewed numerous email invitations and landing pages and found common problems that could hurt your attendance.
I would like to share some tips, based on my review of these problems, on how to create strong promotional copy for your events.
When I first started using Twitter, I made a big – yet common – mistake. I followed only people who followed me. This resulted in a stream full of spam and total silence whenever I posed a question or shared a link.
When I reached about 1,000 followers, I decided to take a proactive approach to Twitter. I began to seek and follow people in my industry – people who care about the same topics I care about. Once this happened, I generated some great opportunities through the social networking platform.
Below are five ways you can develop a targeted following on Twitter:
I’m hooked on Mad Men. If you haven’t seen the television show, it’s about people who work in an advertising agency on Madison Avenue in the early 1960s. Don Draper, the head of the creative department, saves many client relationships by coming up with brilliant concepts at the last minute when his clients are about to walk. However, you don’t need to wait until you’re almost screwed to create great copy. Simply read on to learn the top 5 ways that Don, Peggy and the crew overcome writer’s block.
Case studies or customer success stories serve as powerful endorsements for your services and can help you turn more prospects into customers. However, they are also one of the most underused marketing and sales tools. Join me as I identify why you need to add case studies to your marketing mix. I’ll also explain the […]
This blog post will show you 7 ways to create credible sales copy that eases your customers’ concerns and builds their belief in your company.
An online newsroom is a low-cost and effective way to share your latest news with the media. Instead of printing and mailing expensive press kits, simply direct journalists to your online newsroom to grab up-to-the-minute information. This post will show you 9 keys to a media-friendly online newsroom.