Strategic market analysis, research and information for high tech business-to-business professionals. Providing online advertising, marketing, social media and industry event intelligence, plus statistics and strategies critical to success in a dynamic technology marketplace.
The Most Trusted Information Comes Not From You, but From Your Customers
Marketers currently face a barrage of challenges and shifts in the way consumers engage with their brands. But earned media is gaining momentum, and for good reason. Today, it’s earned media impressions that are building brands and paving the way for an open dialogue between companies and their customers.
If you’ve been ignoring this trend, then you’re missing a critical piece of the revenue puzzle.
Here are five reasons to start thinking about it.
1. Earned media is the most trusted and credible form of content for a brand
The most trusted source of information about your company comes not from you, but from your highly satisfied customers — otherwise known as your brand’s advocates — in the form of the content they create such as reviews, recommendations, ratings and stories about their experiences. Read more
Foursquare’s co-founder and CEO Dennis Crowley discusses how foursquare merchants are driving the sales force – crowd sourced sales force.
Merchants have never had tools like foursquare before and are willing to experiment with these new platforms. This new generation of start ups are allowing merchants to retain existing customers and attract new customers. Watch the interview below
Growing a base of Facebook fans is often a major objective for social media marketers. Whether through special offers available only to fans, the promise of exclusive content or simply through a compelling campaign that reaches already-loyal customers, marketers are building up their presence on Facebook pages and hoping consumers flock there as well.
But as fan bases grow, the danger increases that the larger community will be less close-knit and engaged than before. Link-sharing solutions provider Visibli analyzed Facebook pages with at least 100,000 “likes” and found that for brands and media organizations, pages with more fans received fewer “likes” on each individual post. Engagement went down as the number of people involved went up. Read more
CAPTIVA ISLAND, Fla. — Meeting some resistance among marketers years ago about a “custom publishing” tack, Joe Pulizzi just re-branded it as “content marketing” and the interest level jumped.
On Wednesday at the MediaPost Email Insider Summit, the founder of the Content Marketing Institute told email marketers that they are in the content business. There is a need to publish that lets customers feel they are receiving valuable information and not just a hard sell. Read more
Sixty-two percent of Fortune 50 companies are reaching out to their customers and other key stakeholder groups using some form of mobile communications, according to a new study by Burson-Marsteller and its sister firm Proof Integrated Communications. But the research found that only 39 percent of these companies highlight their mobile offerings on their corporate websites. “It is surprising that companies with mobile offerings are not taking advantage of every channel to let stakeholders know about their mobile websites, applications, and SMS tools,” said B.L. Ochman, managing director of emerging media for Proof. “With so many customers accessing the Internet through mobile devices, companies need to promote their mobile offerings with vigor.”
A new study released this week by enterprise feedback management (EFM) and market research firm MarketTools revealed that 94 percent of companies do not yet use social media channels such as Facebook and Twitter to gather customer feedback, despite consumers’ growing engagement with these mediums. The study found that the most common ways companies gather customer feedback are: email/online surveys (51 percent), formal phone surveys (28 percent), and informal phone calls (28 percent). “Despite the fact that social media channels represent a rich, continuous stream of customer feedback, few organizations are equipped to take advantage of this channel,” said Justin Schuster, vice president of enterprise products for MarketTools.
The customer comes first. We all know this isn’t always the case, but employing this attitude when looking at the B2B marketing and sales process can really pay off. Benefits include a better integration of Sales and Marketing, which allows Marketing to offer tangible results and a streamlined buying experience for the customer that will lead to more revenue.
One former VP and current business growth consultant has spent more than 30 years working to promote alignment between Marketing, Sales and leadership, and offers four tactics Marketing can use to improve the marketing and sales cycle through a customer-centric approach.
Dell’s CEO Michael Dell and CMO Karen Quintos will officially launch the company’s Social Media Listening Command Center today.
We first heard wind of this development in October when Dell’s Vice President of Social Media (social media) and Community Manish Mehta announced that Dell had plans to launch the program at Altimeter’s Rise of Social Commerce Conference. Just more than two months later, that announcement is coming to fruition with the opening of the center.
Engaging customers and prospects with relevant communications is essential to marketing success. By combining marketing automation technologies often used by business-to-consumer marketers with sophisticated email tactics, b2b marketers can better establish a rich dialogue with individual prospects and customers.
Here are three b-to-c tactics that b2b marketers can incorporate into their programs to more strongly engage with contacts and drive revenue: