Archives for October 2012

Online Marketing News: B2B Marketing History, Shake It For Coca-Cola, AdWords Credit Program, Facebook Collections, Emma Watson Dangerous Search

B2B Marketing: Our Shared History (From the 2012 MarketingProfs B2B Forum)

For the record, B2B Marketing is not boring.  It is an industry ripe with opportunity for innovation and creativity.  This video from MarketingProfs takes you on a short journey though the history of B2B Marketing.  For more helpful tips be sure to check out the B2B Marketing Innovation eBook.

Coca-Cola Equips Vending Machines With Kinects, Lets You Dance For Free Cokes
In an effort to remain the number 1 global brand, Coca-Cola has come up with an innovative and interactive advertising campaign.  Coca-Cola has equipped a number of their vending machines with webcams and Microsoft Kinect sensons.  In order to win a free soda you must follow a series of dance moves shown the on the screen.  Via SingularityHUB.

5 Types of B2B Content Marketing Blunders That Offer Teachable Moments

Nobody likes to make a mistake or fail at something. Even so, the beauty of an error is the fact that you can learn from the experience. It’s even better if you can learn from someone else’s gaffe – before you make a similar blunder.

The B2B content marketing stories you’re about to read are true.  The mistakes listed here are commonly experienced in digital marketing and weren’t major catastrophes. But each one provides a great teachable moment that could help you think about what to look for in your own marketing programs and how they may be improved for enhanced results.

5 Types of Content That Your Community Craves by John Jantsch

The Commitment EngineMy friend of many years, John Jantsch is a marketing consultant, speaker and author known the world over for offering practical marketing advice to tens of thousands of small businesses. This week he’s launching a new book, The Commitment Engine – Making Work Worth It and I asked if he’d share a peek for our readers here at TopRank’s Online Marketing Blog. 

With growing popularity, more companies are becoming aware of the importance and impact of content marketing. But many are unsure how to create content that customers actually want and that can have an impact on the business bottom line. In this guest post, John Jantsch offers practical advice that any business, small or large, can implement today for less mechanical and more meaningful content creation.

Content Marketing: Why to How with Business Innovation from SAP

Michael Brenner SAP

Building the case for content marketing is an ongoing battle and while a huge number of companies are not on board with “brand as publisher” yet, many are. They “get it” but are in search of more practical advice on the how.

That’s what Michael Brenner, Senior Director, Global Integrated Marketing and Content Strategy at SAP and co-founder of Business to Community provided at the MarketingProfs B2B Forum last week in his session: Content Marketing: Moving From the “Why” to the “How”.

The world is changing faster than we can keep up with. Just a few years ago, no one used terms like “social media”. Today, it’s unusual not to. We went from not sharing much of anything to sharing a lot. Our kids are going to grow up with virtually everything digitally documented.

Online Marketing News: Social Goes Global, Twitter Gets New Digs, Instagram For Business, New Panda Update

The Meaning of Like: How Smart Devices and Social Analytics Are Transforming Retail

This recent infographic from Symphony Teleca shares some very insightful information on the ways that consumers use devices to make purchasing decisions, and the ways that companies can measure these trends.

Going Global: Insights for International Social Media
With more companies receiving service requests from outside the continental US this article examines how best to approach a global social media strategy.  Via Search Engine Watch.

Google patents smart watch with flip-up display that could reveal everyday objects’ secrets
The watch would present notifications and other information transmitted from your smartphone at a glance.  There are also claims that the watch could channel a plethora of other Google apps, like Gmail, Goggles, and Maps.  Via engadget.

MarketingProfs B2B Forum: Integrating Social Media & Content to Optimize the Sales Funnel

MarketingProfs B2B Forum Lee Odden

The importance of integrating earned, owned, paid and shared media couldn’t be any greater and this week I’ll be giving a track keynote at the MarketingProfs B2B Forum conference in Boston on just that. My presentation will focus on the essential strategies and tactics for sales funnel optimization success with content, search and social media marketing.

To get things started, here are some handy general stats on search, social and content marketing plus quite a few specifically for B2B marketing:

50 Billion – By 2020, Ericcson predicts there will be 50 billion internet connected devices. The world population is estimated to be at around 7 -8 billion.

Social Media Marketing:

60% of B2B decision makers use social media, according to a Global Web Index study reported by Social Media B2B, late 2011.

Google Analytics Guide: 4 Easy Tips For Getting Started With Analytics & Website Goal Setting

So, you’ve taken the important step of setting up a Google Analytics on your company’s website.  Implementing Google Analytics is an essential part of gaining insight for improving the customer experience, and improving profitability for your organization.  As they say, what gets measured gets managed.

However, when you log in, you are met with a sea of data covering nearly every conceivable web metric, a lot of them which you’ve never even heard of.  You may be able to find the information you want, but it most likely involves a lot more time and frustration than it needs to.

Optimize Your Internal Communications – 3 Tools to Improve Communication & Collaboration With Employees

The Internet is overrun with tools and applications promising to make your life easier, create efficiencies, and save your company money.  When it comes to marketing automation and customer relationship management most companies are taking steps towards simplifying and organizing their process.

Effective communication between teams and offices is still somewhat behind the curve. While some companies are using remote desktop servers for storing information, others have transitioned to file sharing on the cloud.

Miscommunication can affect the way that your teams work together, and ultimately the profitability of your organization.  On the flip side, a group of employees that can communicate effectively is more likely to wrok together to solve problems and share helpful information with their co-workers.  In this post I’ve included three tools to optimize your internal communication strategy.

B2B Marketing Innovation: The Truth About Influence in B2B Marketing from Master Strategist Paul Gillin

Paul GillinThe final interview in our series on B2B Marketing Innovation comes from Paul Gillin, a veteran journalist, author and strategist. He’s the author of several books on new media including, Social Marketing to the Business Customer, with Eric Schwartzman.  Paul is giving a sold out workshop and an interactive presentation on influence.

In this interview, Paul shares the truth about the role influence plays in B2B Marketing, the importance of community building, common mistakes with marketing planning, deciding on the right tactical mix and his favorite B2B Marketing tools.

Please tell us a little about you and the kind of b2b marketing work you’re most excited about. Solve any tough ones lately?