The Hidden Message from SiriusDecisions: Serve Your Audience

SiriusDecisions’ B2B Sales and Marketing: Forging a New Alliance was an impressive event last week, and I was glad to have the opportunity to attend. Between companies sharing their own cases on sales and marketing alignment and the planning frameworks, examples and data from SiriusDecisions analysts, it was a three day information firehouse.

Underlying the content I saw a common thread: sales and marketing needs to serve prospective customers. Here is my view on how a service attitude towards prospective customers underlies three of the key messages from SiriusDecisions. Read more of this post

Are Your Company Values a House of Cards?

House of CardsCompany values cannot be merely said, they must be lived. Lived by every single employee of your company, internally and externally. Prospects and customers experience how you live your values in every interaction.

All it takes is one misstep for the perception of your company and brand to unravel. If employees are not living your values, including internally, it undermines all of the effort that has gone into creating those values.

I experienced this earlier this year. A vendor inadvertently forwarded an internal email chain. And it was damning. Read more of this post

Social Media Success Starts with Commitment, Not Pilot

Homeless personOne of the biggest differences between social media and most other marketing channels is the idea of developing an audience. As a marketer, this may not seem all that new at first — you have a marketing database already, right? But an audience isn’t a database.

An audience chooses to listen to or engage with you. You earn your audience, by listening and engaging, by entertaining or by providing value. On Twitter, @comcastcares, @oatmeal and @thisissethsblog are good examples of each of these. More importantly, unless you are @charliesheen, developing an audience takes time. It takes hours (and hours), but it happens over weeks, months or more. And there is the rub for marketers.

Read more of this post

Three Ways Click Rates Are Killing Your Brand

Splat!Despite numerous calls for the demise of the click rate, it lives on as a standard fixture in nearly every benchmark and performance report. It lives on, its very existence reducing the effectiveness of your brand campaign.

Click rates live on for a simple reason. No other metric is (1) common across all advertisers and publishers and (2) accessible by publishers. Until an alternative performance metric can broadly be measured by those selling advertising space, click rates will remain a fixture.

The problem is, click rates hurt brand campaigns. Read more of this post

Why B2B Marketing Is Not Social: An Unexpected Insight from SiriusDecisions

The most important thing I learned at this week’s SiriusDecisions Roundtable in Portland was not something Jonathon Block or Jay Gaines shared, and it wasn’t from a conversation with another attendee. It was the silence of Twitter

Mind you, this was an event about social media and website optimization. Half of the content was focused on how to use social media throughout the sales cycle and the increase in demand this drives. Read more of this post

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