SmartMarketers

Find Your Core

Mon, 26 Oct 2009 09:51:32 -0800

When the recession hit, many companies lost their nerve. They began to second-guess their own decisions. They compromised on what they believed was right because right was too expensive. They chased after business that wasn't really a good fit — because any business was better than the potential of no business.

And they lost their way. A side effect of being lost is being scared. Sometimes being scared leads to being paralyzed. In my opinion, that's why this recession got so bad.

Making Money Beyond Your Wildest Dreams

Mon, 26 Oct 2009 09:48:25 -0800

Imagine yourself on your best day. It seems like you’re productive before you wake up, because something happened while you were asleep to charge your batteries, clear your thoughts, and give you inspiration while you snoozed.

You wake up and nothing can stop you. The path is clear and the ideas are flowing. You settle in to work earlier than usual and start plugging away. And it all starts clicking. You accomplish one goal.

Recent Lead Generation Poll Shows Converting Leads-to-Sales Pipeline is Biggest Frustration

Mon, 26 Oct 2009 09:43:08 -0800

I recently hosted a poll to ask fellow marketers which aspect of the B2B lead generation frustrated them the most.

Overall, 34% of the 94 participants replied that converting leads to pipeline revenue is the biggest issue for them. According to the comments, most folks weren’t surprised.

Internet Temptations: How the Prospects of Easy Sales Can Get You Off Track

Tue, 20 Oct 2009 10:11:31 -0800

Everyday we read stories of successful marketing campaigns on the internet.

Some small company’s viral YouTube video gets massive numbers of downloads, success is just around the corner, we think. Or the website gets mentioned on a major news website, prospects must be begging for the product.

CIO Tells Us How to Sell to CIOs

Tue, 20 Oct 2009 08:45:04 -0800

I had a great conversation with my dear friend and neighbor, Walt Thinfen. He’s the Vice President & Chief Information Officer (CIO) of a high tech company here in Pleasanton, California. I took the opportunity to get his thoughts on how our clients and other technology vendors could do a better job of selling to the CIO. Listen in on this conversation for some great gold nuggets some of which might really surprise you.

Should You Task Your Staff to Create White Papers to Spawn New Ideas?

Tue, 20 Oct 2009 08:41:57 -0800

Let’s say the idea vault is looking pretty empty. No one at your company has really contributed any new thoughts in ages. Does it ever make sense to ask your key players to contribute white papers, outlining new ideas for corporate growth?

This is the essence of a question submitted by Jason, working for an international organization:

Getting Through to Decision Makers

Thu, 24 Sep 2009 12:23:27 -0800

Here’s this week’s “Ask Mike” question:

Q: Do you have any recommendations for marketing services to service companies? I am often in a position of trying to address the client’s needs but not getting to meet the ultimate client—I feel at the mercy of a client with whom I don’t have contact.

Leading Globally Distributed Teams

Thu, 24 Sep 2009 09:20:40 -0800

If you’re like most executives you manage a global team. But what’s the secret of running a team that cuts across time zones, cultures, and languages? How do you create a strong culture that balances centralized control with distributed authority? What metrics drive the right behaviors and business outcomes when you can’t see your team on a daily basis?

Are You Afraid of Facebook and Other Social Networks?

Tue, 22 Sep 2009 18:04:37 -0800

Apparently, if you are a manager, the answer is yes.

If you're someone updating your status and telling people your home will be unoccupied (and ripe for a burglery) the answer is no.

Two studies were recently released and I find the results ironic.

Your Last Words Matter: What’s Your Call to Action?

Tue, 22 Sep 2009 18:00:44 -0800

When it comes to white papers, the last thing you write is just as important as the first.

The very last line of text in any white paper should be a call to action. The call to action is really a specific instruction to your reader. If you’re conjuring up images of a video of grandpa leaving instructions on how to divvy up his estate, you’ve got the idea.

Thoughts on What IS and ISN’T Lead Nurturing

Mon, 21 Sep 2009 13:59:51 -0800

While chatting with a client recently, she told me that she had just met with her third new boss this year to explain the company’s new lead nurturing process.

The problem was that her boss felt their current integrated marketing campaigns qualified as lead nurturing. We discussed the challenges of communicating what IS and ISN’T lead nurturing.

Hiring for Social Media Positions

Mon, 21 Sep 2009 10:25:24 -0800

It’s no secret that many brands are embracing social media. From international heavyweights like Ford and Coca-Cola to local ice cream shops, everyone is trying to figure out “how to get social media done.” In several client meetings recently, the discussion has turned to the subject of staffing up for social media and to then training those staff to ensure that they do “the right things right” in the social media space and flawlessly perform the role of “brand steward”.

It’s That Target Market Again….

Wed, 09 Sep 2009 13:53:35 -0800

Lately I've been advising a couple of different companies who are either introducing a new product or contemplating a new market.

Invariably the question comes up how should we think about which markets to enter.

Simple answer: wherever you can maximize your opportunity! Well not so simple really, when you start thinking about it.

Recognizing a Thought Leadership Moment in Your Industry

Tue, 25 Aug 2009 08:55:58 -0800

For all of the discussion that’s being had about thought leadership marketing and social media, one of the most important aspects of the conversation that’s usually squelched by the “bright shiny object syndrome” piece of the conversation is the need to keep your eyes and ears open for emerging thought leadership moments that you can capitalize on.

Lessons on Using LinkedIn for Lead Generation

Mon, 24 Aug 2009 06:32:47 -0800

I've heard more B2B marketers citing LinkedIn as a key social network they want to add into their lead generation and marketing strategy. I often get asked questions like "how do you generate leads via LinkedIn (without alienating your network)? How are you doing it? What works, and what doesn't etc."

In this post, "5 steps for using LinkedIn as lead generation tool," I share what I've learned so far. I'm still experimenting and I'd love to get your input on this.