Social Media for the Boardroom

At a recent BlogWell event I got a chance to hear Robert Raines from Chevron present his Social Media program and how he reports their activity into the Boardroom. It all starts with the Pulse Report that Chevron had produced by Edelman (their PR firm) using their Alterian’s SM2 social media monitoring tool. They identified […]

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 […]

An Interview with Sean Geehan, CEO and Founder Geehan Group

I met Sean at a recent ITSMA Marketing Leadership forum. Many of his ideas really hit home for me so I wanted to share these with you. He has a forthcoming book that I am also really looking forward to reading called the B2B Executive Playbook where he will be talking about how to create […]

B2B Marketers Fate Rests in the Hands of a Few

At the recent ITSMA Marketing Leadership forum I was stunned by a presentation given by Sean Geehan CEO of the Geehan Group author of the upcoming book the B2B Executive Playbook. The big eye opener for me was – B2B marketers are always tasked with getting net new customers when in reality their existing customer […]

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 […]

Using Content to Build Trust in B2B Marketing

In the recent Edelman Trust Barometer report they detail out how trust is rebounding in a handful of Western countries especially in the United States where trust in business jumped 18 points to 54 percent. Which was an interesting statistic no doubt for many of us in business today.

But for me – the real […]

Generating a Buyer Persona with Facebook Advertising

I am a big fan of David Meerman Scott’s work and I am in the middle of re-reading his book the New Rules of Marketing and PR 2nd edition! In the book he stresses the importance of having a “buyer persona” and his definition a buyer persona is a “distinct group of potential customers expressed […]

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 […]

The 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 […]