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- 10 Tips for Using Twitter And Email Marketing for B2B
Anything Goes Marketing | Jul 29, 2010 | Permalink
I was told that every blog needs a "top 10 post" and I thought today would be a good day to write one on a topic that is growing in popularity. That topic is Twitter and how best to use this tool for your B2B marketing efforts. I thought I would take a stab at providing tips on blending a tried and true tool like email with Twitter. Let me know what you think and if you have additional tips (let's see if Darren Rowse from Twitip is listening)10 Tips for Using Twitter And Email Marketing for B2B
1. Add a link to your company's Twitter account to all mass email communications. Consider adding a link in the email footer to items such as your event invitations or email newsletters. This tip is especially important for any resource or newsletter autoresponder subscription emails. I'v...
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- Top 10 Triggered B2B Email Marketing Campaigns
Anything Goes Marketing | Jul 29, 2010 | Permalink
One of the themes for marketers in 2009 is “doing more with less�. While some marketing teams are facing cut backs and spending freezes or reductions, they still need to hit their goals which may include generating X number of leads, Y amount of influenced pipeline and/or Z amount of influenced sales. A key part of “doing more with less� is automating your email marketing campaigns. While many may label this as “lead nurturing�, it goes well beyond lead nurturing. It’s at times like this when you need a bounce in your step and powerful tools that will make it easy to keep you engaged with customers and prospects but allow you to leave work at a reasonable hour. After reading Ed Henrich’s excellent article on ClickZ Top 10 Triggered E-mail ...
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- Thoughts on how to follow-up on website leads when you use marketing automation
B2B Lead Generation Blog / Brian Carroll | Jul 29, 2010 | Permalink
A few months ago, at the MarketingSherpa B2B Marketing summit in Boston, I was asked on how best to follow-up on leads generated via the web by Richard Hill. Richard writes over at the Idea Exchange blog on marketing automation...
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- Call for speakers: MarketingSherpa’s B2B Marketing Summit
B2B Lead Generation Blog / Brian Carroll | Jul 29, 2010 | Permalink
It’s that time of the year again – MarketingSherpa is sending out a call for speakers for their 7th annual B2B Marketing Summit, which will take place in October in both Boston and San Francisco. This year’s Summit is focused...
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- B2B Marketing needs to Curate a Vibrant Community
Buzz Marketing for Technology | Jul 28, 2010 | Permalink
If you ask the members of my leadership team – they will tell you I keep talking about how I think we have B2B Marketing backward. Let me explain … We focus a lot of energy on the acquisition part of marketing looking for new customers and getting them up the awareness to consideration to purchase cycle. [...] Related posts:- B2B Marketing: Trust + Community = ROI Trust is not a new thing when it comes to...
Getting a customer is not the end goal it’s the middle In a recent speech by Josh Bernoff of Forrester Research...
An Interview with Sean Geehan, CEO and Founder Geehan Group I met Sean at a recent ITSMA Marketing Leadership forum....
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- Using Audience Targeting to Own the Latent Pipeline
B2B Marketing Confidential | Jul 28, 2010 | Permalink
B2B marketers are intimately familiar with the concept of a funnel or a pipeline. Whichever term you use--you might use both--the ideas are the same from company to company. A lead is entered into a system at some point in time. It might be someone inquiring on the web site, or it might even be a name from a list. From this point onwards, that lead can either move forward, do nothing, or drop out of the system. The resulting graphic looks like a funnel.Having covered that ground, let me state up front that this post is not about pipeline management, acceleration, nurturing, systems, or email marketing. This post is about a fundamental problem with the funnel concept as operationalized at most B2B marketing organizations today, and what I think is a pretty seminal idea on how to fix the ...
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- Latest B2B Marketing Trends From SiriusDecisions Summit 09
Anything Goes Marketing | Jul 28, 2010 | Permalink
If you’re looking for an eloquently written post on how B2B marketing has changed and recommendations on what you should do, you’ve come to the wrong page. What I have done is reviewed the tweets from the latest SiriusDecisions Summit 2009 and captured points that I thought were interesting and categorized them. Unfortunately, I wasn’t able to go (not without trying!) but as you’ll see from the comments below, some great stats and thoughts have been captured by attendees via Twitter (yet another reason to use Twitter).At some point I would like to come back to each category and focus on them specifically but for now, here is some organized Twitter talk for y’all – enjoy it: Sales and Marketing Alignmentjblock: Only 32% of sales and marketing orgs work together to def...
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- Email Marketing Metrics You Should be Tracking
Anything Goes Marketing | Jul 28, 2010 | Permalink
If you weren’t aware, Canada (Vancouver specifically) will be hosting the 2010 Winter Olympics. I was inspired to write this post by a group of brave Canadian ski jumpers that are have been denied permission to compete in the upcoming games. You may be saying – wait a minute, ski jumping is an Olympic event so what’s the problem? The “problem� is that these athletes are women and the IOC has not sanctioned women’s ski jumping as an official event making it the only Winter Olympics activity that does not allow women to compete in. We’ll come back to this story – let’s focus back on email marketing.Sometimes it’s What’s Missing That Counts I was reading MarketingSherpa’s 2009 Email Marketing Benchmarking Guide looking for useful metrics and tips. I found some ex...
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- B2B Marketing Trends From Eloqua Experience 09 Via Twitter
Anything Goes Marketing | Jul 28, 2010 | Permalink
Earlier this month I left my newborn and poor wife at home for an unforgettable week at Eloqua Experience in San Francisco. This sold out event brought together some of smartest marketers from all over the world. While there were a few keynote speakers, the conference focused on having the Eloqua community share their experiences so we could all learn from each other.The main difference this year from last year was that we not only shared our knowledge and insights with each other but with the power of Twitter, we could share these with the rest of the globe. This made the event even more exciting as tweeters could listen to speakers, engage other tweeters, tweet their experiences, and see what others were tweeting about all at the same time! To better understand, how Eloqua pulled this...
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- Top 5 Inbound Marketing Articles to Start the Week: Linkbait Techniques
Hubspot | Jul 26, 2010 | Permalink
Linkbaiting often gets a bad rap, yet creating great content that generates inbound links is hardly a questionable technique. Agreed? Our top inbound marketing article of the past week challenges the stereotype that linkbaiting is controversial and offers several great tips for creating link-worthy content.1. 15 Linkbait Techniques for SEO and Social Media
Author: Chris Lake on the Econsultancy Blog The reason linkbaiting has become such a frowned-upon term is because some techniques used for linkbaiting include intentionally exaggerating opinion. Still, Chris points out that linkbaiting can be done honestly -- simply by creating quality content. He also emphasizes that, because of social media, creating linkbait content can not only drive inbound links but also retweets on ...
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- Responsible for B2B marketing or lead generation? Be my guest at B2B Universi...
Sales Lead Insights | Jul 01, 2010 | Permalink
Responsible for B2B marketing or lead generation? Be my guest at B2B University in Boston on May 18th. This all-new-for-2010 session is focused on helping you stay ahead of the curve and excel in the changing B2B marketing environment. If you'd like to learn more, please use my Contact Form, call me directly at 1-800-944-5553 or +1-401-294-7730, or check out the marketing consulting or speaking and training pages on my website.
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- B2B Marketing University: See you in Palo Alto on April 7th…
Sales Lead Insights | Jun 29, 2010 | Permalink
B2B Marketing University. A free half-day seminar on April 7, 2010 in Palo Alto, CA. If you'd like to learn more, please use my Contact Form, call me directly at 1-800-944-5553 or +1-401-294-7730, or check out the marketing consulting or speaking and training pages on my website.
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- What B2B marketing automation is all about, and why you should care: Executi...
Sales Lead Insights | Jun 28, 2010 | Permalink
Interested in learning more about marketing automation and how it may benefit your company? You won’t want to miss this complimentary, 90-minute breakfast briefing in Waltham, MA, tomorrow (6/29/2010), from 8:30-10:30am. It is designed specifically for senior executives at mid-sized or large companies, or at a fast-growing, venture-funded, small companies, that sell products or services to other companies. If you'd like to learn more, please use my Contact Form, call me directly at 1-800-944-5553 or +1-401-294-7730, or check out the marketing consulting or speaking and training pages on my website.
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- B2B Marketing Automation: Here’s My Definition
Sales Lead Insights | Jun 23, 2010 | Permalink
How's this for a definition of B2B marketing automation? The use of technology to generate, nurture, score and qualify leads, and drive sales, using customized, multi-touch marketing communications tailored for each contact's profile, level of interest, behavior or place in the buying process. If you'd like to learn more, please use my Contact Form, call me directly at 1-800-944-5553 or +1-401-294-7730, or check out the marketing consulting or speaking and training pages on my website.
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- What B2B marketing automation is all about, and why you should care: An Execu...
Sales Lead Insights | Jun 22, 2010 | Permalink
Interested in learning more about marketing automation and how it may benefit your company? You won’t want to miss this complimentary, 90-minute breakfast briefing in Waltham, MA, on June 29, 2010, from 8:30-10:30am. It is designed specifically for senior executives at mid-sized or large companies, or at a fast-growing, venture-funded, small companies, that sell products or services to other companies. If you'd like to learn more, please use my Contact Form, call me directly at 1-800-944-5553 or +1-401-294-7730, or check out the marketing consulting or speaking and training pages on my website.
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- 10 Tips for Using Twitter And Email Marketing for B2B
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![](http://digg.com/submit?phase=2&url=http://b2bmarketingconfidential.blogspot.com/2009/12/using-audience-targeting-to-own-latent.html&title=Using-Audience-Targeting-to-Own-the-Latent-Pipeline&bodytext=B2B marketers are intimately familiar with the concept of a<strong> funnel</strong> or a <strong>pipeline</strong>. Whichever term you use--you might use both--the ideas are the same from company to company. A lead is entered into a system at some point in time. It might be someone inquiring on the web site, or it might even be a name from a list. From this point onwards, that lead can either move forward, do nothing, or drop out of the system. The resulting graphic looks like a funnel.<br/><br/>Having covered that ground, let me state up front that this post is not about pipeline management, acceleration, nurturing, systems, or email marketing. This post is about a fundamental problem with the funnel concept as operationalized at most B2B marketing organizations today, and what I think is a pretty seminal idea on how to fix the problem.<br/><br/>The problem with funnels is that they're missing a lot of the folks that are actually going through the purchase process. This is because we as marketers are dependent on our own internal systems to track these folks. Our own websites; our own emails; our own sales reps; you name it. However, we <em>know</em> there are many individuals with needs that are going down an awareness / consideration / trial / purchase process that we are <em>completely oblivious to.</em> I call this the <em>latent pipeline.</em> For analytics geeks, this should be a comfortable term. It is the implicit pipeline that we don't have information about but that we <em>know</em> exists.<br/><br/>I'd argue that the latent pipeline can be broken into two parts. The first part is the upstream part of the funnel that could be defined as "pre-company web site". This is when <em>latent prospects</em> are starting to think about their needs and what they're going to go do. Today, this is going to be largely addressed via search, assuming that we can intersect people when they type in search terms. There is no question that this is a powerful tool for intercepting prospects, but I'd argue that there's an even more powerful way to target them. More on that later.<br/><br/>The second part are the folks that are going through our stages, as defined via our systems, that we don't know about. So, when we have 10 leads that are "qualified", there are another 50 leads out there that are being qualified by other companies. We don't know about them, so chances are, we'll never get to pitch to them. Ouch! That's pretty harsh.<br/><br/>So, we've defined a pipeline that has an explicit and a latent component, that will look something like this:<br/><a href='http://4.bp.blogspot.com/_30veOO2AATQ/SykLkQ_j19I/AAAAAAAAAGg/nRUzyUxD2u0/s1600-h/B2BFunnel.png'><img src='http://4.bp.blogspot.com/_30veOO2AATQ/SykLkQ_j19I/AAAAAAAAAGg/nRUzyUxD2u0/s400/B2BFunnel.png' id='BLOGGER_PHOTO_ID_5415872744554485714' border='0' alt='' style='width: 416px; height: 357px; cursor: hand;'/></a><br/>This fundamentally changes the concepts of B2B marketing, when you think about it.<br/><ul><li>Acquisition marketing really becomes about understanding the top of the <em>latent funnel</em></li><li>The scope of CRM can be expanded to include not just leads / opportunities in <em>our</em> CRM system, but to leads / opportunities in <em>other company's</em> CRM systems</li></ul><p>I'm not suggesting that we all go do industrial espionage and steal other firm's CRM data. I'm suggesting that through online audience ownership, we can extend the CRM layer from the explicit to the latent, via display advertising. I already posted on this once, so <a href='http://b2bmarketingconfidential.blogspot.com/2009/10/verticalizing-intenet-marketing.html'>read that one.</a> Basically, I'm arguing that we need to take a few steps to own the latent pipeline:</p><ol><li>Understand our audiences</li><li>Map their typical B2B Internet behavior and map their pre-buying cues</li><li>Build analytical models to tag them</li><li>Target them via display advertising before they ever come to our site</li><li>Keep doing search marketing</li></ol><p>In other words, create a rich, targeted online tapestry that is always on, and no longer shackled to company web sites and email. B2C marketers are ahead on this, but B2B has so much more potential.</p><p>I know this needs more detail. Next post will be on how one might do the steps above and make it work.</p><div class='blogger-post-footer'><img src='https://blogger.googleusercontent.com/tracker/36395142-1612949307234063484?l=b2bmarketingconfidential.blogspot.com' height='1' alt='' width='1'/></div>
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