Inbound marketing enamora a los “marketeros”, pero no logran sacarle todo su jugo – vía @MkDirecto


Esta es la táctica de marketing inbound más eficaz pero también la más difícil según una encuesta de profesionales de marketing B2B y B2C de todo el mundo, realizada en septiembre de 2013 por Ascend2 y Research Underwriters.

La automatización del marketing es una técnica para hacer las tácticas de marketing entrantes más estratégicas y complementarias, así como reducir la cantidad de las conjeturas de marketing inbound, pero la encuesta encontró que pocos emplearon la automatización de marketing. Sólo el 16% de B2C y el 14% de B2B informaron mediante la automatización de marketing para gestionar su marketing inbound. A pesar de esto, más del 40% de ambos tipos de empresas emplean la automatización de marketing de forma limitada, lo que indica que el consumo podría aumentar en un futuro próximo.

El 45% de los marketeros calificaron su estrategia de marketing inbound como un gran éxito frente a sólo el 9% de los marketeros con un fracasado marketing entrante.

El estudio encontró también que la integración es un factor clave que distingue el éxito del fracaso. De hecho, el 67% de las empresas que lograron buenos resultados de marketing inbound habían integrado el programa de marketing inbound, frente al 9% de los exitosos que no lo había integrado.

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Vende a personas y no compres clientes – thnxz @tcreativo


Mad men

¿Tu cliente es como un protagonista de una sitcom o de Mad Men?

Una sitcom es un tipo de serie televisiva que tiene lugar en los mismos espacios, es protagonizada por los mismos personajes y en la que las historias se abren y cierran en cada capítulo. Si tu producto o servicio es una sitcom está claro que siempre piensas en el mismo tipo de usuario (a partir de ahora “el shopper”), en un espacio y circunstancias que ya conoces. La historia comienza cuando echas mano a la tarjeta y finaliza cuando ya ha pagado: así es difícil innovar.

Está claro que para innovar tenemos que incluir al protagonista en el centro – ya sea cliente o futuro shopper- y qué mejor manera que crear una historia de ficción similar a las series Teleshakespeare como The WireMad Men o Homeland. En su inicio vas conociendo a Brody, Tony Soprano…. tu nuevo cliente, viviendo su día a día, sus objetivos, su manera de pensar y de sentir. 

Leer el resto 🙂

Introducing Video Slides – thnxz @labnol


With Video Slides, you can quickly create a beautiful slideshow from one or more videos pulled from Youtube and Vimeo. Just past the raw video URLs in any format and the tool will bundle them into a presentation.

There’s a pretty interesting thread on Hacker News where people have shared links to their favorite technical talks. The thread includes dozens of links pointing to YouTube, Vimeo and other video websites.
With Video Slides, you can quickly create a beautiful slideshow from one or more videos pulled from Youtube and Vimeo. Just past the raw video URLs in any format and the tool will bundle them into a presentation.

Vía http://www.labnol.org

It’s a treasure trove and I want to click on every single video that’s mentioned on that page but the problem is that I will then end up having at least two dozen new tabs in the browser. And this isn’t just about Hacker News, you can open any popular thread on sites like Quora or Reddit and you’ll be overwhelmed with links pointing to interesting stuff.

How do you deal with such a large collection of raw links? I have written an app called Video Slides that some may find handy here. The app will scan the text for video URLs and put them all in a single slideshow without cluttering your browser.

Here’s a quick video demo.


Full article 🙂

Pinterest: What B2B Social Media Marketers Are Doing Wrong – thnxz @kuno


Posted by Courtney Moser  

Vía Kuno Creative

Pinterest has introduced its business accounts, more and more B2B companies are joining the Pinterest party, and for them, it’s important to not only join, but to set their brands apart.
If you’re a B2B social media marketer who has joined Pinterest, but isn’t getting the followers (or consequential site traffic) you were hoping for, you could be making one or more of the following mistakes:

You don’t have a “Pin It” button on your site

You’re pinning too much third-party content

You’re pinning one thing to multiple boards

You’re flooding feeds

You’re using your name and not the name of your business

You aren’t interacting

You aren’t collaborating with others in your industry

You have too many fluff boards

Full article? here! 🙂

Just like with all other forms of social media, there is a right way and a wrong way to use Pinterest. If you take the time to learn the dos and don’ts, you can reach a whole new audience.

What B2B companies do you feel are utilizing Pinterest to effectively drive leads? Share your thoughts in the comments below!

photo credit: Nrbelex via photopin


courtney-moser-kuno-creative

Courtney Moser is an Associate at Kuno Creative. She applies her passion for writing and editing to assist in creating content for Kuno and its clients. Courtney loves to read, expand her vocabulary and write engaging content for multiple audiences. You can connect with Courtney on LinkedIn.

Social Media 2013 Benchmark Report infographic – thnxz @MarketingB2B :)


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Active vs. Passive Content Marketing | ioninteractive.com


BY SCOTT BRINKER 

According to the latest research from the Content Marketing Institute and MarketingProfs, 91% of B2B marketers have embraced content marketing. In fact, on average, B2B marketers are now allocating 1/3 of their budget for content marketing initiatives.

Marketers are making a big bet that content marketing tactics will deliver the outcomes they need: brand awareness, customer acquisition, and lead generation. These are their top organizational goals:

Brand awareness is important, but hard to quantify. However, customer acquisition and lead generation can be quantitatively measured. And indeed, more and more organizations are now tying these metrics directly to their content marketing initiatives. The top 5 measurement criteria for B2B content marketing success — with the customer acquisition and lead generation metrics emphasized — are:

  • Web traffic (60%)
  • Sales lead quality (51%)
  • Social media sharing (45%)
  • Sales lead quantity (43%)
  • Direct sales (41%)

So how well are marketers doing at achieving their goals with content marketing? Unfortunately, not as well as they would like. Only 36% of B2B marketers believe they are effective at content marketing — down from 40% last year.

Part of the challenge is creating great content. But great content is only the starting point.

To harness that content for customer acquisition and lead generation, marketers have two other responsibilities: distribution and value capture. Much has been written about how to distribute content with social, search, and paid campaigns. But ways of effectively capturing value with content marketing have received less attention. I’m only half-joking when I say that content marketing plans sometimes look like this:

  1. Create amazing content.
  2. ???
  3. Get more leads and sales.

When you author terrific content and successfully deliver it to the right audience, you have accomplished value creation. You have given your prospects and customers something of value. Depending on how it’s presented — do the people consuming the content clearly associate your company with the value delivered? — this achieves the first goal of building brand awareness.

But in the crowded and noisy digital marketplace, and in the busy lives of most prospects, that brand moment is fleeting. The question for marketers — and frankly, many prospects — is: what happens next?

Active vs. Passive Content Marketing >>>   Leer más “Active vs. Passive Content Marketing | ioninteractive.com”

Lead Generation Optimization: Finding the right amount of friction

Three keys to keep in mind when testing your lead generation process:

Choose the right time to add more friction. Think of your lead generation process as a personal introduction to someone. The moment you meet someone you don’t ask for a lot of personal information. If you do, you scare people away. The same concept applies here. For example, in a recent experiment, we tested moving the phone number field from the first step to the second step. Lead generation rate increased by 68% and the conversion rate remained stable.
Prioritize your requests properly. Think carefully about what information you ask first, second, and so on. It is important to keep a natural flow as you add and subtract friction elements. A good way to check for this with your pages and processes is to review every step and consider two questions: 1) Do we need this information? 2) Do we need it at this stage?
Pay close attention to your final conversion rate. We tested a three-step process against a four-step process. As expected, the three-step process had a higher lead generation rate. However, once the sales team got the leads and started following up on them, they found that leads from the four-step process were more qualified and easier to close. Bottom line: the four-step process had a lower lead generation rate, but ultimately a higher final conversion rate (sales).


Gaby Diaz

 | marketingexperiments.com

If you’ve got a B2B website, you’re always looking for ways to generate more leads online. But while recent research shows 71% of B2B marketers view their site as one of the most important marketing tools, only 31% said their site is “highly effective” at generating leads.

That leaves a lot of room for testing and improving business results. However, optimizing for lead generation is not as straightforward as optimizing for conversion rate.

Conversion rate is the final metric that decides whether or not your online process/funnel is working. In contrast, lead generation only tells you a portion of the story. The leads you generate are really the start of a long process of qualification steps, both online and offline. If you don’t pay attention to each step, you will never be able to get the best out of this process.


How to use friction to your advantageAdjusting Your Leads

Think of the process of optimizing for lead generation as two interconnected dials. Each dial represents a step in your online process. One dial increases volume of leads by reducing friction. The second dial increases quality of the lead by increasing friction.

You can increase friction in several ways, such as adding more form fields or steps in the funnel process. Or, you can reduce it by subtracting various page elements or process steps. To adjust your lead flow, turn the dials: more friction will yield higher lead quality; less friction will increase lead volume.

Too much friction can make your visitors quit, but not enough friction will fill your pipeline with leads of a lower quality. So you need to test different approaches to determine what balance works best for your lead generation process. Leer más “Lead Generation Optimization: Finding the right amount of friction”

4+ Recommendations To Enhance B2B SEO Initiatives

The start of the new year is the ideal time for B2B search engine marketers to reassess website strategy and determine where enhancements could be made to benefit SEO visibility.

With budgets still in review and benchmarks being set, focusing on site enhancements first could help maximize the benefits of all ongoing SEO initiatives, that are realized over the course of the year.

Marketingsherpa just released its 2012 B2B Marketing Benchmark Report and two points helped shape this column. First, B2B marketers experienced severe declines in the tactical effectiveness of two top initiatives, website strategy and SEO.


The start of the new year is the ideal time for B2B search engine marketers to reassess website strategy and determine where enhancements could be made to benefit SEO visibility.

With budgets still in review and benchmarks being set, focusing on site enhancements first could help maximize the benefits of all ongoing SEO initiatives, that are realized over the course of the year.

Marketingsherpa just released its 2012 B2B Marketing Benchmark Report and two points helped shape this column. First, B2B marketers experienced severe declines in the tactical effectiveness of two top initiatives, website strategy and SEO.

B2B marketing effectiveness

Second, while the B2B marketing role has not really changed, leading “cutting edge” initiatives and creating buzz continue to grow in priority, along with lead generation initiatives as a whole. Leer más “4+ Recommendations To Enhance B2B SEO Initiatives”

Thoughts on “Social Marketing to the Business Customer”

Typically, one would assume that B2C companies would be more active on social media than B2B companies; however, Gillin cites that in late 2009, 81 percent of B2B companies maintained company profiles on social networking sites while only 67 percent of B2C companies were doing so. After reading the first chapter of his book, the reasons why seemed obvious.

B2B businesses can thrive on cost-effective social marketing for a number of reasons. First off, it is all about substance. For a company like Dell whose customers are spending millions of dollars in a single sale, there is no need to waste time and money on glitzy consumer profiles, and fancy advertising. Social marketing brings knowledge sharing and expertise to the forefront, which is what B2B customers are really looking for.


451 Marketing prides itself on using inbound marketing solutions for its clients. Likewise, new media guru, author and speaker, Paul Gillin, co-authored his third book titled, Social Marketing to the Business Customer with Eric Schwartzman. This book focuses on the importance of using social marketing to facilitate B2B sales and relationships.

Typically, one would assume that B2C companies would be more active on social media than B2B companies; however, Gillin cites that in late 2009, 81 percent of B2B companies maintained company profiles on social networking sites while only 67 percent of B2C companies were doing so. After reading the first chapter of his book, the reasons why seemed obvious.

B2B businesses can thrive on cost-effective social marketing for a number of reasons. First off, it is all about substance. For a company like Dell whose customers are spending millions of dollars in a single sale, there is no need to waste time and money on glitzy consumer profiles, and fancy advertising. Social marketing brings knowledge sharing and expertise to the forefront, which is what B2B customers are really looking for.

Through a social online presence, B2B companies are able to humanize their brands.  When a customer is having problems with a product, he doesn’t want to waste time waiting for a support hotline. He wants to talk directly to the engineers and designers who will understand his specific needs and tailor advice to his particular situation. Allowing customers and experts to freely discuss a product’s shortcomings, and celebrate its successes creates a succinct community that gives the company a personality, and expresses its values. This is especially important for many B2B companies that might come off as cold, heartless, technology corporations. We’ve all heard about companies’ reputations getting slashed online. by angry customers, which obviously is a scary risk, but Gillin thinks it’s well worth it. By taking the risk to empower customers, the company shows confidence and transparency, and humanizes its brand. Leer más “Thoughts on “Social Marketing to the Business Customer””

Don’t Yell “Cloud” in a Crowded Market

I was at MIT the other day listening to the CEO of a small technology company discussing his company’s security product when a member of the audience asked him about “cloud governance” and I saw the CEO’s head explode.

No, it didn’t actually explode, but it was a near thing. His eyes rolled up; his cheeks flushed; he exhaled slowly, paused, and finally said, “Yeah, it’s good for that too.”

Well, what else could he say? Could he say what he was clearly thinking? That the term “cloud” has been used to describe so many things both new and (in techno time) ancient that today it barely means anything at all?

Could he say that the term was popularized by an unholy alliance of analysts that always need something new to talk about (and sell) and technology editors who always need something new to write about (and sell)?


Submitted by Dave Rosenbaum

I was at MIT the other day listening to the CEO of a small technology company discussing his company’s security product when a member of the audience asked him about “cloud governance” and I saw the CEO’s head explode.

No, it didn’t actually explode, but it was a near thing. His eyes rolled up; his cheeks flushed; he exhaled slowly, paused, and finally said, “Yeah, it’s good for that too.”

Well, what else could he say? Could he say what he was clearly thinking? That the term “cloud” has been used to describe so many things both new and (in techno time) ancient that today it barely means anything at all?

Could he say that the term was popularized by an unholy alliance of analysts that always need something new to talk about (and sell) and technology editors who always need something new to write about (and sell)? Leer más “Don’t Yell “Cloud” in a Crowded Market”

Download Our Latest Report For Free: The Future of the Cloud

We’re delighted to announce ReadWriteWeb’s fourth premium report, The Future of the Cloud: Cloud Platform APIs are the Business of Cloud Computing. Thanks to the generosity of our partners VMWare and Intel, we’re providing this report at no cost to you.

The Future of the Cloud highlights cloud computing’s impact on IT organizations, and explores both its disruptive nature and the new markets and opportunities it’s creating. The first phase of the cloud was about developing the foundation for the services it provides. Now that the fundamentals are in place, companies are using them to become an essential part of the cloud’s value chain.


We’re delighted to announce ReadWriteWeb‘s fourth premium report, The Future of the Cloud: Cloud Platform APIs are the Business of Cloud Computing. Thanks to the generosity of our partners VMWare and Intel, we’re providing this report at no cost to you.The Future of the Cloud highlights cloud computing’s impact on IT organizations, and explores both its disruptive nature and the new markets and opportunities it’s creating. The first phase of the cloud was about developing the foundation for the services it provides. Now that the fundamentals are in place, companies are using them to become an essential part of the cloud’s value chain. Leer más “Download Our Latest Report For Free: The Future of the Cloud”