Content: Lure or Lasso?

I picked this saying up from Gary Vaynerchuk’s new book called Crush It.

I really liked the idea of content having dual purposes and not just the purpose of posting to your website or blog.

The lure part is really about a steady stream of content that is consistent in its frequency which is why as people [...]

February 4th, 2010 | Category: Blogging, Content Marketing, Inbound Marketing, Interactive Marketing, Lead Nurturing, Social Media, Thought Leadership | 4 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 | 23 comments

LinkedIn Search Optimization (LSO) Critical for B2B Marketers

Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via natural search results. This gave birth to a whole industry centered on optimizing search results for a given term. For B2C or B2B Marketers this was a huge revolution.

But for B2B Marketing [...]

January 7th, 2010 | Category: Enterprise 2.0, Lead Generation, Search, Social Media, Thought Leadership, Web 2.0 | 11 comments

5 Tricks to B2B Marketing Socially

Whenever I ask members of sales team from around the globe what they need – the answer never changes – more case studies. Its not to say that we don’t respond but for whatever reason it takes a village to get a single case study done.

The reason the sales team loves case studies is it [...]

November 9th, 2009 | Category: Content Marketing, Conversational Marketing, Social Media, Thought Leadership | 7 comments

More Thoughts on Thought Leadership

Every firm I speak to wants to better position themselves as thought leaders in their specific area of Technology. And for good reason – better margins, better awareness, better leads, more qualified leads. Moreover, it changes the dynamic of the conversation from one of WHO are you to HOW can you help me with my [...]

February 23rd, 2009 | Category: Content Marketing, Thought Leadership | 3 comments

People don’t buy “run of the mill” anything anymore!

I work in a professional services firm and in order for firms like ours to differentiate themselves they have to create perhaps hundreds of personal brands around individuals who understand niche topics extremely well. And since buyers have transparency through the use of search engines they can really get a handle on just how qualified [...]

January 19th, 2009 | Category: Thought Leadership | 4 comments

How to develop Thought Leaders

These days many professional services and technology firms looking to differentiate themselves lean on an age old technique of creating thought leadership. But truly differentiated and provocative thought leadership is actually hard to come by. Most of the time, it is just interesting theory without any proof. Moreover, does the thought leadership actually drive the [...]

December 4th, 2008 | Category: Thought Leadership | 4 comments

Unlock your PDF’s and set them free! – a podcast with Peter Nieforth

Classically marketers have always been protective of their content locking them up in PDFs and then putting a registration page in front of them. This behavior is known to have a 1 in 10 (10%) download rate which isn’t bad by marketing standards but on the flip side that means there is a 90% leakage [...]

June 19th, 2008 | Category: Content Marketing, Thought Leadership | 2 comments

Using thought leadership to position Motorola, a podcast with Eduardo Conrado

Eduardo Conrado and I met up at the MarketingProfs conference at the beginning of October. I really liked his approach to using thought leadership in the positioning of the Enterprise Division of Motorola.

As global marketing VP, Eduardo controls the marketing for all of Motorola’s enterprise B2B products worldwide. So naturally I wanted to better understand [...]

October 30th, 2007 | Category: Thought Leadership | 2 comments