Does Bit.ly convert for B2B Marketing - a case study

The short answer – heck yeah!

On December 19, 2009 Avaya completed the acquisition of Nortel Enterprise Services. We announced on that day we would hold a virtual event that would introduce our new roadmap for the combined enterprise in exactly 30 days. This would prove to be a seminal event for Avaya and on January [...]

February 11th, 2010 | Category: Blogging, Communications, Events, Innovation, Interactive Marketing, Social Media, Strategy, Twitter, Virtual Events | 9 comments

4 P's to Social Media Marketing

Ok ok – based on the great response I got from my readers on my last blog post The 4 C’s of B2B Marketing I thought I would try to apply the same principle to Social Media Marketing. Frankly, I have been brewing this post for a while now and its time to let it [...]

January 21st, 2010 | Category: Advertising, Branding, Buzz Marketing, Content Marketing, Inbound Marketing, Interactive Marketing, Lead Generation, Lead Nurturing, Social Media, Strategy | 13 comments

4 C's of B2B Marketing

We’ve all heard about the four P’s of marketing.

Product
Price
Placement
Promotion

The four P’s were created mainly to describe the ideal “marketing mix”. The term “marketing mix” became popularized after Neil H. Borden published his 1964 article, Concept of the Marketing Mix.

I would argue this killer combo of marketing is mainly for B2C marketing and thus it is [...]

January 19th, 2010 | Category: Branding, Content Marketing, Inbound Marketing, Lead Generation, Lead Nurturing, Marketing, Sales, Social Media, Strategy, Thought Leadership | 24 comments

Interview with Leading Sales Expert: Jim Keenan

I had a chance to interview Jim Keenan, the author of the blog A Sales Guy – specifically to get his take on what marketers need to be doing to help sales more. Here is his take …

1) Why do you think it so hard for marketers to tune into what is effective at the [...]

October 5th, 2009 | Category: Sales, Strategy | One comment

Social Product Innovation: 2 Ways

There are 2 ways in which you can use social media to innovate when it comes to developing new products.

1) Product led innovations – here companies like Dell and Salesforce have led the charge in using tools to help them prioritize new product features with IdeaStorm and IdeaExchange (respectfully). These are great for engaging your [...]

September 10th, 2009 | Category: Social Media, Strategy | 8 comments

If I had a dollar …

Last week, I was interviewed by a technology services marketing team looking to improve their Demand Generation activities.

They had a very cohesive but small team and they wanted to ramp up activities to drive brand awareness and lead generation. But as you might expect they had limited funds and bandwidth (don’t we all).

I suggested a [...]

April 28th, 2009 | Category: Branding, Content Marketing, Lead Generation, Lead Nurturing, Strategy | 13 comments

CMO of the Future

The CMO title barely existed 15 years ago but it is already undergoing a significant transformation. There are some major shifts in landscape in which they operate: changes in Technology, Consumer Behavior and the Media Landscape. In a recent research report entitled Future Tense: the Global CMO published by the Economist Intelligence Unit I hope [...]

December 9th, 2008 | Category: Lead Nurturing, Social Media, Strategy | Comment

Proven Big M Marketing Techniques

Marketing is the interface a company builds to interact with the marketplace and the customer base. The marketing group, combined with the sales force, is the point in the company where the market understanding resides.

This should be the group that drives the company, that sells the marketing vision and message internally, and if that is [...]

November 25th, 2008 | Category: Strategy | One comment

Redefining the Role of the CMO

Highlights of a Panel at the Media Convergence Forum featuring:

Jeff Hayzlett – Chief Business Development Officer, Eastman Kodak
Russ Klein – President Global Marketing Strategy, Burger King
Nicholas Utton – CMO, E-Trade Financial

Role of the CMO faces evolution and reinvention unlike any of the peers of the CMO.

What the CMO role mean to each of you?

Jeff – [...]

October 29th, 2008 | Category: Advertising, Branding, Content Marketing, Strategy, Web 2.0 | 6 comments

Total Business Strategy: From Planning to Execution

Professor Michael Porter, Harvard Business School on the topic of Strategy at the World Business Forum.

Times like these the need for strategy and planning could never be more important. But there is still a lot of confusion about Strategy and what it is.

What are the core principles that are going to determine the success of [...]

September 23rd, 2008 | Category: Strategy | 4 comments