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Customer Enablement for Sales Reps: Helping Your Champion to Succeed

August 14th, 2012

By, Kathleen Schaub

How many of us as sales professionals have hit a home run in developing a champion at a top prospect, only to find out that our champion was unable to convince their management internally to go with our solution? We were able convince our champion of the wonders of our solution, but we failed to truly enable our customer to “sell” into their own organization.

Just as marketing and sales operations teams need to improve “sales enablement”; as sales professionals we need to improve our “customer enablement”. Customer Enablement is defined as:

Categories: Advertising & Marketing Blog | Tags: 2012, advertising, blog, business, collaboration, customers, IDC, IDG, Kathleen Schaub, marketing, sales, White paper

Why CMOs and CIOs Need a Shared Agenda

July 11th, 2012

By John Kennedy

Vice President, Corporate Marketing, IBM

What’s the biggest obstacle marketers face today when it comes to connecting with customers?

It’s building a productive partnership with their CIO, according to 60% of the marketers IBM recently talked with for a survey. The survey underscores what’s becoming clear to those in the marketing and technology departments. To stay relevant in our uber-digital, hyper-empowered consumer age, CMOs and CIOs need to become every bit as connected.

From tweets to pinboards, Tumblr updates and Facebook likes, every digital move a person makes leaves digital clues to understanding brand-love or early warning signs of customer defection and churn.

Categories: Advertising & Marketing Blog | Tags: 2012, advertising, blog, business, CIO, CMO, customers, digital, Facebook, IBM, information technology, Internet, IT, it marketing services, marketers, marketing, online, social media, survey, tech, technology, Tumblr, Twitter, web

Social media marketing surges, legacy channels impacted

May 23rd, 2012

BtoB

Social media, initially a curiosity, is an increasingly important avenue for marketing interaction between marketers’ brands and their customers and prospects, according to a new study from BtoB. The study also contains a number of surprises about which platforms are favored by marketers and social’s impact on legacy channels.

“Social Media Marketing: A Surge in Adoption” found that this year, 32% of marketers are “very” or “fully” engaged in marketing through social channels, compared with 21% surveyed by BtoB in 2011. For 2013, the study projects that 53% will be intensely engaged in social media marketing, with 97% of all marketers involved with social media to some degree.

Categories: Social Media News, Social Media Research | Tags: 2011, 2012, 2013, b2b, BtoB, Channels, customers, digital, Internet, IT, marketing, media, News, online, research, social, social marketing, social media, study, technology marketing, web

How to Serve Multiple Audiences by Using a Segmented Website Structure

May 22nd, 2012

Content Marketing Inst.

Appealing to multiple audiences is one of the biggest challenges in creating content for corporate websites.

A typical business site typically draws visits from:

Customers
Shoppers
Suppliers
Investors
Employees
Job seekers
Media

Firms that recognize the importance of these various groups attempt to appeal to all of them, usually by building content sections with high-level navigation labels, such as For Investors, Careers,or Media Center. Using this type of audience segmentation far exceeds doing nothing, but it still falls short.

Find out more…

Categories: Digital Media Blog | Tags: blog, content, Content Marketing Inst., customers, digital, digital media, firms, Internet, Investors, marketing, media, online, shoppers, suppliers, tech, technology, website

Companies struggle to engage customers

May 10th, 2012

Warc

NEW YORK: Less than 10% of US companies think they are genuinely “customer-centric” in their strategy and activities, new analysis has shown. The Temkin Group, a consultancy, polled 255 representatives of firms with revenues topping $500m, and found that just 7% of the panel believed the customer experience they provided was superior to all of their rivals. A further 28% placed performance levels “considerably above” the industry average, while 30% “slightly” improved on the norm, and 23% fell into line with typical standards for their sector.

Categories: Advertising & Marketing News, Advertising & Marketing Research | Tags: 2012, advertising, analysis, customers, engagement, marketing, New York, News, research, strategies, survey, technology marketing, US, WARC

Sales Productivity Blog- Hey Sales Reps, Don’t be “Clippy”

May 7th, 2012

By, Michael Gerard

I was reading an article in MIT’s technology review this past weekend about social intelligence, and I came across an interesting comment by Stanford professor Clifford Nass, an expert on human-computer interaction. You may be thinking, “what could this possibly do with sales?” Well, Nass was commenting on why Microsoft’s 1997 intelligent assistant for Microsoft Office, Clippy, failed so miserably. As Nass suggests, “Clippy’s problem was it said ‘I’ll do everything’ and then procreeded to disappoint [its customers].” Sound familiar?. . . I hear this from a lot of CIOs about their interaction with their vendors’ sales teams.

Categories: Advertising & Marketing Blog, Advertising & Marketing News | Tags: advertising, blog, CIO, customers, IDC, IDG, Information technology marketing, IT marketing, it marketing services, marketing, Microsoft, MIT, News, sales reps, social intelligence, tech, technology, vendors

Where Are You on the Centralization/Decentralization

February 15th, 2012

Forrester

It’s a constant tradeoff for B2B CMOs, who want their marketing people to be totally in tune with the customers and markets they serve: “How much should I decentralize by aligning people closely with business units, industries, or regions” versus “How much do I centralize to maximize quality and minimize redundancy?”

Categories: Advertising & Marketing Blog, Advertising & Marketing Research | Tags: advertising, b2b, blog, business, CMOs, customers, Decentralize, Forrester, marketing, research

A New Breed? 7 Roles of the Content Marketing “Engineer”

January 9th, 2012

Content Marketing Inst.

According to a research report by Junta42 and MarketingProfs, the number one content marketing challenge is producing engaging content. It’s an age-old marketing truism that the key to engaging customers is relevance, which comes from a deeper understanding of customer behavior and sentiment. However, as our customers are becoming more social, and as the business and personal worlds continue to converge, the tools and tactics we employ to get to know and engage our target customers are changing dramatically. And not too surprisingly, the demands of this new breed of socially savvy-buyer are not only forcing the evolution of the marketing practice, but the marketing practitioners as well. Thus, a new breed of marketer is emerging: the content engineer.

Find out more…

Categories: Advertising & Marketing News, Advertising & Marketing Research | Tags: 2012, advertising, content, Content Marketing Inst., customers, marketing, media, News, report, research, social, tech

More B2B Marketers Embrace Social Media Efforts – Benefits include lead generation, awareness-building and thought leadership

December 21st, 2011

eMarketer

More business-to-business companies are using social media as part of their marketing mix. Some have found that sites for professional networking, like LinkedIn, are an effective way to generate leads, while more casual social media mainstays, such as Facebook, Twitter and YouTube, are helping B2B firms reach customers in new ways.

“Leveraging social media for branding and awareness-building can help humanize B2B companies, establish them as thought leaders, and offer new touchpoints for connecting with customers and prospects,” said Kimberly Maul, eMarketer writer/analyst and author of the new report, “B2B Social Media: A Growing Focus for Marketers.”

Categories: Social Media Blog, Social Media News, Social Media Research | Tags: b2b, branding, BtoB, customers, eMarketer, Facebook, leads, LinkedIn, marketing, media, networking, report, social, social media, Twitter, YouTube

Cisco engages customers with integrated social strategy

December 13th, 2011

BtoB

Cisco Systems is deploying an integrated social strategy to interact with customers and prospects that is resulting in improved customer service, more engaged customers and loyal brand advocates.

“We look at four pillars within our integrated social strategy: listening, planning, engaging and measuring,” said Petra Neiger, senior manager of social media marketing at Cisco.

Categories: Social Media News | Tags: b2b, brands, BtoB, Cisco, customers, digital, engaging, marketing, media, online, Petra Neiger, social, social media

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Sort Posts By:

Customer Enablement for Sales Reps: Helping Your Champion to Succeed

How to Serve Multiple Audiences by Using a Segmented Website Structure

Companies struggle to engage customers

Where Are You on the Centralization/Decentralization