We tackled these and other questions during the weekly #B2Bchat discussion on Twitter on December 8, 2011. Highlights from the discussion along with additional commentary on each question is below. [Read more…]
Why should companies invest in thought leadership? And just what does thought leadership mean anyways?
These and other questions were debated during a Twitter #B2Bchat on Thought Leadership in B2B Marketing on October 13, and I had the privilege of moderating the discussion.
Here are the key takeaways I took from the discussion. [Read more…]
We will be picking up the Mobile Marketing conversation this evening with a look at experiences in 2011, priorities for 2012 and how mobile is changing sales enablement.
Here are the questions to start off this evening’s discussion: [Read more…]
The role of brand in enterprise B2B marketing can be a subject of debate (my friend Maureen Blandford even wrote a book “Branding Doesn’t Work in B2B“). With complex buying processes, multiple stakeholders, and a high touch sales process, how important is a brand? And what does that have to do with a woozle?
Woozle’s live in the hearts and minds of Pooh and his friends. And most importantly, woozle’s change behavior in the Hundred Acre Wood.
Like a woozle, your brand [Read more…]
Create a personalized dialogue with each prospect at every point in the sales process!
This sounds like a pitch for marketing automation. While the result is valuable, it is not a dialogue. Here are some of the characteristics of this “dialogue” marketing has created with automation:
- Most of the audience response is a click and inferred consumption. In mass it is a valuable indicator but it isn’t a valuable individual response (Scott Brinker discussed this at Insights from the explosion of marketing touchpoints)
- It is based on well educated guesses about what information someone needs next, not answering a specific question or need.
- It is designed to replace the conversation that once happened directly between sales and a potential new prospect.
Real conversations need to come back into marketing communications. [Read more…]