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Author Archive: Lee Odden


Lee Odden

B2B Marketing Convergence: Disappearing Silos, B2C to B2B Mind-Meld, Inbound Outbound Mastery

Comments | Posted by Lee Odden on Sep 29th, 2014 in B2B |

convergence b2b marketing boston

My first experience with B2B Marketing in the digital marketing industry started as the worlds of Public Relations and SEO started to collide early in 2001.

Our tiny agency won a media relations account for a $1 billion company in the high tech industry. What set us apart from all the other big PR shops was how we used SEO with PR content to attract incoming media opportunities on top of outbound media pitching and brand content creation. As time went on and content as the key player, other disciplines converged in our B2B marketing practice.

Since then, the coming together of marketing/communications disciplines in the B2B world has accelerated. Why? Changes in technology and buyer behaviors for sure (like prospects pulling themselves through 60-90% of the sales cycle before contacting sales). Other driving forces range from the need to achieve greater impact to delivering a more congruent experience for buyers through the sales cycle.

Lee Odden

31 Predictions on the Future of B2B Marketing

3 Comments | Posted by Lee Odden on Sep 23rd, 2014 in B2B, Marketing & PR Industry |

B2B Marketing Forum eBook

Precognitive Marketing, neural interfaces to marketing dashboards, Google cranial implants – is this science fiction or is it the future of B2B marketing? Maybe a bit of both!

These and many more insights (of the predictive and practical kind) can be found in our latest eBook, The Future of B2B Marketing as part of our promotions for MarketingProfs B2B Forum. With a conference theme of “Marketing for What Comes Next” we’ve connected with 31 of the top B2B marketers from Xerox to LinkedIn to Marketo to get their predictions about the future of marketing to businesses.

The future of B2B marketing is far from boring and now, more than ever, B2B marketers are thinking creatively and dreaming big about new ways to attract, engage and inspire business buyers.

Lee Odden

3 Events on the Future of B2B Marketing, Digital Public Relations & Social Media

Comments | Posted by Lee Odden on Sep 22nd, 2014 in Marketing PR Conferences |

Future Marketing PR Events

As we enter the 4th quarter of 2014, many marketers will be focusing on what’s next for the coming year.

While most marketing planning for 2014 has “officially” occurred by now, let’s face it: things change fast in the digital marketing and PR world. Interest in the topics like the future of B2B marketing, Digital PR and Social Media will only grow as the year finishes out and into the next.

To satisfy that interest, we’ve already started publishing marketing predictions for next year and with over 9,000 social shares, the future is definitely on every marketer’s mind. Besides posting predictions, I’m also going to be giving presentations at 3 different events in the coming months about what’s next in B2B, PR and Social Media. Here are details on each:

Lee Odden

Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content – Interview with Ann Handley

3 Comments | Posted by Lee Odden on Sep 15th, 2014 in Content Marketing, Interviews |

Ann Handley

The bell has rung and class is in session.

The topic? Creating content. In particular, ridiculously good content.

Your professor for this essential business skill is none other than Ann Handley, Chief Content Officer of MarketingProfs, the largest marketing community on the web. During the incredibly busy week that was Content Marketing World, Ann took the time to exceed my expectations (once again) and shine her bright light of wisdom on the power of good writing.

In business and in life, writing is an essential part of communications – no matter how digital, virtual and science fiction we get in our communications. That’s why Ann’s new book launching today, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, is so timely.  From Twitter to White Papers to books in print, Ann has smart, actionable advice for us all.

Lee Odden

5 Ways to Optimize Your Content Marketing World Experience

2 Comments | Posted by Lee Odden on Sep 8th, 2014 in Content Marketing World |

Joe Pulizzi

Content Marketing World is here! Over 2,500 attendees from over 50 countries have invaded Cleveland for the biggest, baddest and best content marketing conference on the planet. With nearly 200 speakers, including a keynote from famed actor, director and producer Kevin Spacey, there’s a lot to look forward to. Multiple tracks of sessions to attend, networking events and the exhibit hall can all seem a bit overwhelming.

But here’s the thing about events: If you think you’re getting your money’s worth just by sitting in on a few sessions and mingling on the tradeshow floor, you’ve just touched the tip of the iceberg. We’ve been mastering the art of optimizing event attendance for maximum return for many years. Here are 5 ways you can use those insights to optimize your experience at Content Marketing World:

Lee Odden

Actionable Content Marketing – Interview with Heidi Cohen

3 Comments | Posted by Lee Odden on Sep 4th, 2014 in Content Marketing, Interviews |

Heidi Cohen

Whether you’ve been in the digital and content marketing game for just a few years, or since before the expression “content marketing” was popular, the tools exist for bright minds to create a brand and communicate their thought leadership. Powered with experience, great ideas and a passion for knowledge attainment and sharing, people like Heidi Cohen have walked the talk with content marketing by using content to advance their position in the digital marketing world.

As the President of Riverside Marketing Strategies and the Chief Content Officer of the Actionable Marketing Guide, Heidi Cohen‘s content marketing experience ranges from being a long time direct marketer for companies like The Economist, a columnist at ClickZ for many years, and past adjunct professor in the Masters in Integrated Marketing program at NYU. Based in New York City, Heidi publishes a very popular blog on all things marketing: Actionable Marketing Guide.

Lee Odden

Content and Influencer Marketing is A Powerful Way to Grow Your Business

9 Comments | Posted by Lee Odden on Sep 3rd, 2014 in Content Marketing, Influencer Marketing |

influencer content marketing

A never ending stream of high quality content simply isn’t sustainable for most organizations. But what if Marketers could tap into a rich source of content optimized for engagement, sharing and action?

This is the promise of co-created content and participation marketing. Not limited to influencers, participation marketing is to partner with others to create content that the community they are a part of would find useful. These co-creation partners might be existing customers, industry influentials, other connected businesses and individuals or even prospective customers.

A brandividual is popular. An influencer is effective at creating popularity.

While many see influencer marketing as a way to simply gain entry to an influencer’s network, there are many more dimensions to it than that. We’ve been experimenting with numerous influencer content projects over the past 3 years and have developed some exciting strategies and processes around influencer engagement and content co-creation.

Lee Odden

What’s Next in B2B Marketing? #MPB2B Interview with Scott Stratten @UnMarketing

4 Comments | Posted by Lee Odden on Sep 1st, 2014 in B2B, Interviews, Marketing PR Conferences |

Scott Stratten

Customer acquisition without marketing. Is that even possible in the business to business world? Not only is it possible, it’s what’s next.

If you’re a business to business (B2B) marketer, you’ve undoubtedly seen the “be human” and H2H meme. Funny thing is, humans have always been behind all those business product and service purchases. What’s not so funny are the continued fails in how B2B companies communicate, the experiences they create for business buyers and the unrealized marketing power of delivering awesome.

It’s time to shine a light on how B2B marketers can elevate their “human” approach to buyers and one of the best people to do that is Scott Stratten.

Lee Odden

Interview with Content Curation and Marketing Software Guru Pawan Deshpande of Curata

2 Comments | Posted by Lee Odden on Aug 28th, 2014 in Content Marketing, Interviews |

pawan deshpande interview

In the world of content marketing, curation plays an instrumental role for companies that want to become a single source destination for industry news and information related to their area of expertise. Interest in curation has grown significantly and to meet demand, a number of software companies have emerged.

Curata is one of the leaders in the content curation and content marketing software space, lead by Pawan Deshpande.

As the founder and CEO of Curata, Pawan is responsible for the company’s vision, management and advanced development initiatives. His work at Curata has been recognized through the 2010 Boston Business Journal’s 40 under 40 Award, and through the Massachusetts Technology Leadership Council’s 2012 Sales & Marketing Technology of the Year Award. Before founding Curata, he held software engineering positions at Microsoft, Google.

Lee Odden

Infographic: Achieve Real Content Marketing ROI – 10 Tips from CMI, Dell, Kraft Foods, Curata, NewsCred

One Comment | Posted by Lee Odden on Aug 27th, 2014 in Content Marketing, Content Marketing World |

Content Marketing ROI

Understand Why Before ROI with Content Marketing

The rush towards the content marketing bandwagon can seem as chaotic and nonsensical as most of the adventures of Alice in Wonderland. There are Cheshire Cats offering ambiguous advice and Red Queen business managers demanding results now or, “off with their heads!”

There is no satisfaction from investing in creating more content if the purpose (or porpoise) is not clear. This is why “the why” of content marketing is so important.  Joe Pulizzi makes this quite clear with his recommendations in the Content Marketing ROI eBook:

To see if you’re on the right path, use the Why? Exercise:

Lee Odden

Integrating Search, Social Media and Email Marketing – @Shoutlet Webinar Recap

Comments | Posted by Lee Odden on Aug 26th, 2014 in Integrated Marketing |

Silos Are For Farms, Not Marketing

It’s a good thing we had a team of marketing “silo busters” present for a recent webinar hosted by Shoutlet.  Not only did this triple threat of marketers help break down the barriers between SEO, social media marketing, content marketing and email marketing, but we shined a spotlight on how to integrate.

Why is integration between search, social and email important?

Simple, it works.

It works for customers and what works for customers, works for reaching your marketing goals.

The most basic of marketers have some understanding of how their customers discover information on the web. They know their buyers’ preferences for content types and topics. Most marketers also have an idea of what offers will compel those customers to take action.  When you map that customer journey out, it is inevitable in nearly ALL cases that search, social and email play a role in bringing the customer through the buying cycle.

Lee Odden

How to Show Real ROI for Your Content Marketing eBook

2 Comments | Posted by Lee Odden on Aug 25th, 2014 in Content Marketing, Content Marketing World |

Content Marketing ROI

We must hold ourselves accountable to higher level KPIs so we can stop fighting for our discipline and start fighting for more budget. Julie Fleischer @jfly

The most elusive of white rabbits in the content marketing world seems to be the question of how to best measure ROI. According to a study by CMI and MarketingProfs, over 50% of marketers are investing more budget in content marketing and the most effective marketers spend more than double than the least effective marketers. While budgets are moving in the right direction, measuring ROI still has some progress to make. According to HubSpot’s State of Inbound Marketing study, less than 50% of marketers can confirm content marketing’s positive ROI.

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