Buyers to Marketers: Don’t Call Me, I’ll Call You

“Why do you want my email and phone number again? So your sales consultant can contact me? No thanks, I’ll pass.”

Boonville Missing Bucky Walter PhoneMost B2B marketers are still fixated on capturing registration data, and no wonder. The marketing automation machine lives on a diet of email and your sales process is built on the telephone.

The problem is, your buyer’s process is not built on your email or your phone. According to research, buyers only engage with companies directly during the last 40% of their research process.

When you insist on registration, you are in effect telling prospects:

  • We don’t want to be involved in the first half of your research.
  • We are only willing to engage with you on our terms and timetable.

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Email Marketing 2.0 is Facebook and More

The Changes to Email Marketing will Not End with Facebook.

Jay Baer proposed in a blog post on Monday that Facebook for  Business is Email Marketing 2.0, and that email can then be used to value marketing efforts on Facebook. It is an excellent approach, and I think most comments missed the point. Facebook marketing and email marketing are both about developing an audience that allows you to engage over time.

Facebook is (part of) Email Marketing 2.0.

The most important part of the heading isn’t Facebook, it is Email 2.0. Both Facebook and email are used by companies to distribute information. But email marketing is a one-way blast channel.

Email Marketing 2.0 should look vastly different from today’s email marketing. With all due respect to the email providers integrating social sharing into email, that does not make email marketing a platform for sharing and discussing. It continues to be a one-way channel, at times simply promoting discussion or sharing elsewhere.

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Which Social Network is Right For B2B Marketing?

When you consider what social networks can become key marketing channels for your business, there isn’t one right answer. Take a quick look at the very different sharing patterns of the three sites below.
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LinkedIn is the New B2B Media Powerhouse

LinkedIn announced 100 million members (with a great infographic) earlier this week and look to be on track for an IPO in the second quarter. The company is profitable, growing, and for the moment, on top of business social media networking. For B2B marketers, LinkedIn cannot be ignored.

Does LinkedIn have a defensible advantage as a B2B media player as they go into an IPO? Will the advertisers driving marketing revenue (approximately one-third of LinkedIn’s revenue) see results and continue investing?

Across multiple clients, LinkedIn has consistently performed well. One thing that has stood out is the engagement of LinkedIn traffic. Whether measuring page views per visit, time on site, or registration rate, LinkedIn has delivered above average results every time.

Here are five reasons I believe LinkedIn has performed well, and what it means for LinkedIn’s future as a B2B media powerhouse. Read more of this post

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