Is User Generated Content building a Wall between your Brand and your Customer?

So here is a little fact that really scares me – User Generated Content has surpassed that of publisher content which means we marketers (or publishers) are the “white noise” to the User Generated Content “signal” they produce.

So let’s dive into that for a moment …

At a recent concert I was attending at […]

Mapping Content to the Sales Funnel AND Buyer types

You often hear about the concept of mapping content to the sales funnel (especially in B2B Marketing) but it’s not so common in practice. I will self confess that I have ignored this one for a while. The other version of this is the mapping of content to your buyer types and this too is […]

Facebook’s Like Button adds Life to your Content

Like it or hate it – the Like button is here to stay. In the first week of its launch 50,000 like buttons were integrated on various websites and more than 1M “likes” were registered within 24 hours of its introduction. At last count well over 100,000 websites integrate some form of Facebook’s social plugins […]

B2B Marketing needs a stronger Why

Last year I wrote about how the balance of content has shifted. Bottom line is there is more content being produced by Users than by Publishers these days. Which means Publishers (or Marketers) are now the “white noise” in comparison to User Generated Content. Our messages are being drowned out by user generated content.

This […]

B2B Marketing needs to Curate a Vibrant Community

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 […]

Is The White Paper Dead for B2B Marketing?

In a recent conversation I was having with the Bloom Group they believe “the practice of publishing white papers must come to a close because of the utter proliferation of white papers, and the poor content contained within so many of them.” “Kill the white paper!” they are increasingly telling their clients. “We think white […]

Understanding the Value of Social Media Data

There is a big difference between data and insights. Technology may have given us access now to endless amounts of data from every corner of the world. But the real challenge is making sense of all this seemingly disconnected data. Data by itself is generally valueless which is why for the most part it takes […]

Wayne Gretzky was an Inbound Marketer

A few years ago in every presentation I made I had a slide at the front of each presentation that featured Wayne Gretzky. It was affectionately called the “Wayne Gretzky School of Marketing” slide and it was basically a photo and a single quote that said “Skate to where the puck is going not to […]

Customers don’t care about Channels

Let’s face it at this point social media has gone mainstream. Customers are not only surfing the web looking for information but more and more they are relying on social media to get their information.

Your customers can seamlessly move from web to social to call center to your front door. But do you treat […]

Could Facebook become a Lead Nurturing platform?

When you think of lead nurturing platforms you typically think of firms like Eloqua, Marketo, Aprimo, LeadLife, Market2Lead, Silverpop, even Salesforce.com is getting into the lead nurturing space.

But Facebook?

Lead nurturing starts by taking many touch points and pulling them all together into one spot so you can see patterns of activity across your […]