Transformation to Advocacy: Summit on Customer Engagement Summary
This past week I joined more than 100 customer reference and advocacy professionals at the Summit on Customer Engagement in the Bay Area. I was there to learn as well as share what I've experienced...
View ArticleCustomer Nurturing: It's Not Lead Nurturing so Stop Calling it That
You know, I really want to do X with your product. Can you get on a call to chat? This is a typical message that customer success managers or any customer facing person hears from their customers...
View ArticleThe Modern Marketer's Field Guide: Have You Read it? You Should
When it comes to B2B marketing, there are not a lot of great books out there. For the most part, the books that do exist focus on the novice marketer or focus on high level approaches. Matt Heinz has...
View ArticleThe Slow Death of Email and What You Can Do About it
Being in the world of marketing automation for as long as I was, I was a bit jaded and defended email as a marketing tool like it was the be all and end all of marketing. Since moving to another part...
View ArticleMarketing Automation And Advocate Marketing: A Sweet Combination
Marketing automation + advocate marketing = delicious! This post was originally posted here. 2013 has been a year of transition for me. My wife and I will be adding a new addition to our family, which...
View ArticleImprove Your Writing Style: Solve Their Problem, Not Yours
I was recently inspired by this simple yet insightful post by Jonathan Greene from MarketingSherpa on how a small change in how you phrase items can mean the difference in the response you get on...
View ArticleRethink Your Approach to Customer Testimonials: Mobilize Your Advocates
This was a post I originally created for Kapost's Content Marketeer Blog. “I’m too busy.” “I’m travelling." “It’s end of quarter.” “I never got your email.” How many excuses like these have you seen...
View ArticleThe Rules of Lead Generation Defined – Book Review
For years I’ve been helping B2B marketers execute on their marketing strategies and at times I felt like I was working from scraps of information here and there that I have learned over the years. The...
View ArticleAdvocate Marketing: An Introduction
Very recently I made the decision to shift to a different aspect of marketing that involves mobilizing your biggest fans or your advocates. This was a bigger shift then I thought it would be after...
View ArticleSurvey Shows B2B Marketers Will Prioritize Email Marketing, SEO, Social Media...
This is a guest post from CRM Analyst Ashley Verrill. This is the first ever guest post on this blog in its seven year existence so you know the content is going to be good. Much of this verifies what...
View ArticleManaging Your Social Network: Top Tools You Should Use
After having my kids I took a step away from social media except for posting adorable pics of my kids on Facebook. That's about all I had time for - so I thought. My thought process was driven by a...
View ArticleMarketing Automation Not Just About Revenue (But it's Damn Important)
I've had the following conversation a few times with clients who have implemented marketing automation: "so now that we have marketing automation in place we want to do ROI reporting - TODAY". Jumping...
View ArticleWhen Lead Scoring Will Fail
Having worked with B2B marketers for many years, it's typically a no-brainer when someone asks me "should we implement lead scoring?". Lead scoring, which is the process of automating the...
View ArticleImproving Your Upsell/Cross Sell Conversions
I was recently asked about approaches to take for creating a cross-sell nurturing program - what are the best practices? I could highlight a few examples of some well crafted emails and messaging but...
View ArticleB2B Webinar Best Practices from VMware
As you’re gearing up for a great new year, I wanted to highlight some webinar/event best practices from the marketing team over at VMware. VMware has found that this marketing channel is one of their...
View ArticleMeasuring the Impact of Lead Nurturing: 3 Methods You Can Use
One of the things that I love most about my role is when I'm able to visit customers and participate in a customer user group. This past week I was down in Atlanta for the Eloqua All About Revenue...
View Article5 Tips to Improve Email Response
Are your recipients not responding to your emails? This is a topic that I’m sure hits home with many of you. You work hard on getting an email campaign together, you send it out and then you find that...
View ArticleSo You Think You Know Marketing Automation
If you've recently rolled out marketing automation or are considering it, have a look at this two part series that was orginally published on the "It's All About Revenue" blog: So You Think You Know...
View ArticleHow Email Deliverability and Relevancy are Directly Related
It’s not too early to start planning for email campaigns you will be launching next year. To help you with this task, I’m going to share a number of takeaways from a recent MarketingSherpa webinar that...
View Article5 Corporate B2B Blogs That You Should Copy
The importance of blogs in your B2B marketing mix can't be overlooked. Blogs are too important in keeping customers and future customers informed about your industry, your products and your company,...
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