Branding
Make an intelligent and informed decision to ensure success with your marketing automation system.
I’m pleased to welcome Peggy Burke, Principal at 1185 Design as a guest blogger. She discusses risk taking, pushing the envelope in branding, and the ideas behind the design of the new Marketo website.
Choose an enterprise technology brand. Now type in their URL and engage. “With what,” you ask? Exactly!
We live in a world of engagement through some of the most extraordinary and disruptive technologies. These very technologies persuade us to take risk with our personal information, our…
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Want to know the ROI of social media? So do we. With our latest Facebook campaign, we are doing just that; tying leads generated by Facebook directly into our revenue pipeline via Marketo.
How did we do it? We developed a custom Facebook application that generates a special offer and is powered by a Marketo form. Sticking with our Revenue Rockstar theme, we designed three limited edition “Marketing Rockstar” decals. Visitors to our Facebook page are prompted to “Like” our page which…
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For many, the holiday season translates to shopping, socializing and stress. Research shows we spend more time socializing and shopping in December at the expense of exercising.
While many B2C connections are made during this month, B2B marketing professionals are challenged to get their content noticed, since the bottom line is their target audience doesn’t have the time, bandwidth or desire to pay attention.
Here are five suggestions to create break through information to get your…
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Marketo was invited to the Twitter for Marketers Event yesterday at the stunningly gorgeous Asian Art Museum in downtown San Francisco. Twitter founder Jack Dorsey and CEO Dick Costolo led a presentation that defined the company’s vision and detailed the latest updates that will change the way people around the world connect with the things they care about through Twitter.
In early spring, the entire company came together to rethink and recreate a more unified interface that is simpler…
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“We’re not in Kansas anymore.” This is how Velocity introduces their newest eBook, The New B2B Marketing Manifesto. This Judy Garland quote rings true in this new B2B marketing landscape. Similar to Dorothy, it’s like marketers were in a whirlwind with the advent of the Internet, and arrived in a world with new media, new buying processes and new expectations from management. (LinkedIn, Twitter, Facebook, oh my!) But enough with cute stuff. This book takes a look at what’s really…
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Marketers are working hard to create great content that can be used to create sales leads, drive website traffic, promote brand, and educate customers and prospects. Unfortunately, not all content is created equal. To ensure you get the most out of your content marketing efforts, you must follow these six rules:
- It is not promotional – promotional materials will neither excite nor inspire, both critical components of content marketing.
- It is relevant – generic materials that are not…
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Yesterday, I described the important role that strong, risk-mitigating brands plays in inbound lead generation. This is where B2B social media marketing comes in, since it provides a way for any company, not just large multi-national corporations, to build strong brands that in turn generate quality inbound leads.
Here are four key ways that social media builds brands.
1. Social media can increase your awareness. As I wrote in 5 Ways B2B Marketing Professionals Can Leverage Social…
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The B2B buying process is far from rational or simple. Enquiro’s groundbreaking research into the B2B buying process found that managing risk plays a much bigger role in buying decisions than previously thought, and that companies that can manage the “risk gap” will be at a significant advantage for driving new business.
There are a variety of “risk control mechanisms” that buyers use to mitigate risk:
- Personal experience. We trust those we know.
- Approved vendor list. If a vendor…
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As a B2B marketer, thought leadership is one of the most valuable assets your brand — or you — can attain.
In down economies, prospects conduct even more research leading up to the purchase. This means B2B marketing professionals must help educate prospects in the early stages of the buying cycle; doing this well can help frame their buying process and establish your brand as a trusted advisor that understands their problems and knows how to solve them. Therefore it’s more vital…
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There are entire industries devoted to researching consumer buying behavior, but until now there has been relatively little research into B2B buying behaviors. Marketo recently worked with Enquiro Research (as well as Google, Business.com, Covario, and Demandbase) to perform new qualitative and quantitative research into the (often irrational) ways that businesses make complex purchases.
The initial findings of the research are a must-see for anyone involved in marketing or selling…
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