New Media on Ulitzer
Social networking may be all the rage, but when it comes to sharing links,
content, pictures and ideas...email remains the star. And not just by a
little bit. According to a StrongMail study, "fully 86% of sharing activity
related to social programs run on [their] platform in Q3 3009 was done via
e-mail. Facebook got only 6% of shares, while another 4% were tweeted."
This is a very good reason for B2B marketers to focus on making it easy to
assimilate and share your ideas. It's one thing to have a prospect click
forward and send on your eNewsletter or a link to your webpage. It's quite
another to have them express ideas about why they think it's important. You
need to help them with that.
A lot of people send me links to stuff with a "Hey, check this out..." type
of message. Unless I really trust the source, I delete or let it sit there to
see i... (more)
Manticore Technology and Bulldog Solutions have released a new white paper
that addresses some misconceptions that B2B marketers may have about
marketing automation. As they point out, it's terrific when an application is
intuitive and easy to use, but marketing automation must be used in support
of a business process if it's going to produce the desired results. More
sales and revenues.
Process and skillsets are holding marketers back:
"Recent Executive Benchmark Assessment data from Bulldog Solutions and Frost
& Sullivan, the Growth Partnership company, shows that process is th... (more)
It should come as no surprise that your B2B marketing content and nurturing
programs are being tapped to provide value farther across the buying process.
In fact, many of you are now tasked with moving prospects to that nirvana
called sales readiness—before salespeople ever see them.
Because B2B buyers can now push sales activities to whenever they're ready,
your funnel may be longer than your pipeline. This reality layers additional
responsibility on the marketing team, but it also leaves salespeople somewhat
You see, when company's had a hold on critical information th... (more)
We all talk about defining leads, managing leads, the nurturing process and
other facets of lead generation, but the most important component of good
lead generation is overlooked - the content strategy. Demand generation
communications are often approached in a one-off fashion as a reaction to an
upcoming milestone, like a new product launch, or an event, such as webinar
registration. When that’s over, the campaign is discarded in favor of the
next “hot” idea in the market. We talk at our prospects and customers in
single threaded, one-way electronic statements – when we have th... (more)
I had the privilege of speaking with the Genius folks today about the GURLTMs
and some cool new web analytics features they'll be rolling out this fall.
For those of us who've been wondering how the heck to prove ROI is possible
with social media, we may have found a way to do just that.
Tracking the impact your social participation can make on active pipeline has
been a pretty nebulous challenge. But the GURLs change that. GURLs are these
super-powered, shortened URLs similar to what you may have seen from services
like budURL, bitly, and others.
I use budURLs to track many of m... (more)