Category - "customer-connection"
B2B marketing as media: Six ways to think like an editor
- 05-04-2011
- Most Recent Blogs, Customer Connection
- content marketing, Solutions, socialmedia, Thought leadership in CategoryCustomer Connection, Media, Editorial strategy, Marketing Innovation, Lead Generation, Marcom
- 1 comments
B2B marketers in great numbers have jumped on the content marketing bandwagon and embraced the idea that marketing needs to be more like media. We have to focus on providing "readers" and "viewers" (i.e., customers, prospects, and other stakeholders) with interesting and useful material on a[...]
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Using account-based marketing to create and market new solutions
- 14-03-2011
- Most Recent Blogs, Customer Connection
- ABM, sales, Solutions in CategoryCustomer Connection, Marketing Innovation, Account-Based Marketing, Customer Retention, Generic Solutions, Sales Acceleration, Solution Selling
- 2 comments
B2B companies committed to selling high value solutions often struggle where the rubber meets the road: the individual customer or prospect. Their websites highlight "solutions" and marketers pump out collateral that talks about their customers' business problem, but they have a much tougher time[...]
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Customer references and solutions marketing: Building blocks for business impact
- 15-02-2011
- Most Recent Blogs, Customer Connection
- best practice, sales, Solutions, Reference Management, Customer Evidence, Marketign Innovations, Marketing Challenges, References, Success stories in CategoryCustomer Connection
- 1 comments
B2B marketers focused on high value solutions know that customer evidence is like gold. Great products may sell themselves based on features or price. But when you're asking business buyers to invest serious money in a complex solution, typically involving a customized mix of products and services,[...]
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Four levels of B2B content sharing: Publishing isn't everything
- 01-02-2011
- Customer Connection, Most Recent Blogs
- content, PR, Thought leadership in CategoryCustomer Connection, Content Management, Content Sharing, Curation, Publishing, Social Media Marketing, Syndication
- 7 comments
Consistently creating engaging content is one of those programmatic challenges that strikes fear in the hearts of many B2B marketers looking to take more advantage of social media.
It shows up regularly in surveys on the obstacles to social media success; it came up repeatedly in the group of[...]
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Marketing to key accounts: It's all about the relationships
- 09-10-2010
- Most Recent Blogs, Customer Connection
- contentmarketing, sales, Key accounts, Relationships, Marketing Innovation, Selling, Solutions Marketing in CategoryCustomer Connection
- 0 comments
I was interviewing a Key Account Manager for a large tech firm the other day, and was struck by her comment that she wanted the firm's marketing people to be much closer to her customer.
This is a large global account we're talking about, with a big account team and numerous multi-million dollar[...]
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Two cheers for Eloqua's new Content Grid
- 15-06-2010
- Most Recent Blogs, Customer Connection
- content marketing, content, Eloqua, sales, Solutions, Thought leadership in CategoryCustomer Connection, Social Media, Content grid, Inbound Marketing, Infographic
- 0 comments
Actually, I think Eloqua's new Content Grid is fabulous: it crams a complex story and a lot of information into an easy to understand infographic on a critical topic for B2B and solutions marketing. Nice job, folks!
My small beef is with the definition of "content marketing" that underlies the[...]
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Editorial strategy: Why do B2B customers need your information?
- 24-05-2010
- Customer Connection, Most Recent Blogs
- content marketing, content, Solutions, socialmedia, Thought leadership in CategoryCustomer Connection, Journalism, Media, Editorial strategy, Pew, Social
- 0 comments
A new report from the always excellent Project for Excellence in Journalism got me thinking a bit differently about thought leadership and content marketing and marketing as media.
We all know that social media is increasingly central to how we get our news and information. The main finding[...]
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Four steps to strengthening B2B customer connections
- 19-05-2010
- Customer Connection, Most Recent Blogs
- CEO, ibm, Community, Strategy in CategoryCustomer Connection, Councils, Customer, Key accounts, Reference Management, Relationships, Social Media
- 1 comments
IBM's hot-off-the-press 2010 CEO Study confirms again what solutions marketers already know: getting closer to customers is a strategic priority. An overwhelming 88% of large enterprise CEOs told IBM that getting closer to customers is a top business strategy for the next five years, placing it[...]
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