Mobile Marketing in B2B: #B2Bchat at 8 PM EST on 9/22

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 of this post

The Importance of Woozles in B2B Marketing

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?

Many Adventures of Winnie the Pooh

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 of this post

Not Just Automation, Marketing Needs REAL Conversation

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 of this post

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