By Sandra Zoratti,
VP-marketing, Ricoh Co.
Loyal customers spend more, spend longer, and help sell more via peer-to-peer recommendations. For b-to-b marketers, achieving customer loyalty reigns supreme. But in our customer-driven economy, loyalty—the thing we all want and need—has never been more elusive. Read more
Launching a company isn't easy, or everyone would do it. As marketers, how can we pay more attention to the needs of early stage companies in order to receive increasing benefits in the future? I recently had the opportunity to spend some time with Jack Kennamer, president-CEO at LOC Enterprises. LOC is turning loyalty programs into a one-stop portal. It's a winning combination. We discussed what it took to get LOC off the ground and how marketers can do a better job when targeting early stage companies. Read more
Gail Moody-Byrd, Senior Director of Marketing, SAP
Gail Moody-Byrd is a senior director of marketing at SAP, specifically in the Digital, Social and Communities practice. Gail’s role at SAP is two-fold: to lead the integration of social and community strategies into the marketing plans for SAP’s six worldwide priority solutions, and to innovate to derive ROI from SAP’s social programs. During her five years at SAP, Gail has been a member of the leadership team for SAP Community Network (SCN), SAP’s highly engaged online community for SAP professionals. Her accomplishments at SAP include successfully integrating the use of social media channels into SCN in 2009, and building best practices for B2B use of social lmedia to engage with enterprise customers. Gail’s most recent experience prior to SAP was director of enterprise marketing for Palm Inc. Prior to that, Gail held a number of brand marketing and strategic consulting roles with Levi Strauss &Co., McKinsey & Co. and other companies. She earned an MBA from Harvard Business School.
Okay, the new "king" is content marketing—I'm a believer. But making your content "social media friendly" is also essential. It's the way you will meet (or exceed) your reach, engagement and conversion goals. Need evidence? Read more
Posted: May 06, 2013 at 10:38 am by
Pam Didner, Intel
After launching my own blog site, I have been pulling my hair out trying to overcome the challenges of constantly creating and planning fresh content on a weekly basis. By reading daily newspapers and weekly and monthly magazines, I've learned a few things from print. Read more
Perhaps this should be a Thanksgiving blog, but I am so grateful for the help I have received in my personal and professional life lately that―well, let's just call this a "stop to smell the roses" blog for spring. Read more
Posted: May 01, 2013 at 11:22 am by
Tim Washer, Cisco Systems
Tim Washer, Senior Manager of Social Media, Cisco Systems
Tim Washer is Senior Manager of Social Media at Cisco Systems. Before Cisco Tim served as head of social video for IBM, where he worked on the award-winning Smarter Planet campaign and wrote/produced IBM’s most successful YouTube series, “Mainframe: The Art of the Sale,” which was selected as a Comedy Central “Staff Favorite.” He has freelanced for The Late Show with David Letterman, Late Night with Conan O’Brien, Saturday Night Live and The Onion SportsDome. Tim’s corporate comedy work has been covered by Advertising Age, ADWEEK, NPR and The New York Times; and he’s presented at South by Southwest, The Wall Street Journal Digital Download and Harvard Business School. He holds an MBA from the University of Texas.
Of the thousands of marketing myths in existence today, the misguided belief that humor and storytelling don't fit in b-to-b social marketing has always puzzled me the most. A complex selling cycle does not require complex content for all channels, especially social channels. On our social channels, we should focus on connecting with b-to-b buyers as humans. The data support this notion. In fact, 73% of all people who read b-to-b blogs are people. Read more
Recently, The Pew Research Center released its "2013 State of the News Media" report. Not surprisingly, the report showed an increasing decline in the size of newsrooms (down 30% from its peak in 2000) and fewer than 40,000 full time employees, a first since 1978. From local newsrooms to cable staff, journalists everywhere have been forced to cover more stories with fewer resources, a situation that marketers know all too well. Read more
Content marketing is all the rage, but when it comes to actually putting the strategy and program into practice, many marketers still struggle to get the right mix. I can't tell you how many emails I delete in a day because they just don't help me solve my issues. Read more
Posted: April 22, 2013 at 11:46 am by
Rich Vancil, IDC
Visualize the two major rivers of information that flow into and out of the marketing organization. The first is the flow of data that informs the "in-bound" product management process, wherein customer requirements are gathered and prioritized. The second is the flow of "ou-tbound" product marketing work-effort, wherein products and services are presented to the marketplace. Read more
Jeff Perkins, VP-global online marketing, Premiere Global Services
Jeff Perkins is VP-global online marketing at Premiere Global Services. in his previous position with Autotrader.com, Perkins was responsible for all b-to-b marketing programs at AutoTrader.com, including print and online ad campaigns, website development, collateral, trade shows, direct mail and email marketing. Prior to joining AutoTrader.com, he spent 10 years working in the advertising industry in New York, most recently at Euro RSCG Worldwide as an account director, where he led all digital advertising efforts for Volvo, launching Volvo’s multimillion-dollar promotional tie-in with the hit film Pirates of the Caribbean: Dead Man’s Chest. He received his B.A. from American University and his MBA from Emory University’s Goizueta Business School, where he is a frequent guest lecturer. He can be reached at email@example.com, or follow him on Twitter at @jperks74.
I recently had the chance to attend Google’s B2B Technology Roundtable in Boston. It was a great half-day meeting with some of Google's customers who work in the b-to-b technology space. Participants included Brightcove, Constant Contact, Carbonite and LogMeIn. Read more