This monthly blog series provides savvy B2B Marketers insightful information on hot topics from industry thought leaders. Presented by NetLine, this forum delivers leading edge perspectives and serves as a tool for B2B Marketers to find helpful information, ask questions, and collaborate freely. Read on for the latest from Michael Stelzner, Chris Kenton, Sridhar Ramanathan, and Brian Carroll:
1) Video: Using Facebook for Your Business
by Brian Carroll, June 22, 2009
A recent MarketingSherpa survey of email recipients found that 58% of those who stop reading, disengage, or unsubscribe after cite "lack of relevance" as a key factor. This is hugely important because most marketers rely on email as their main lead nurturing tactic. As B2B marketers, we should have it drilled into our brains that relevance must be an essential part of our lead nurturing touches.
by Michael Stelzner, June 23, 2009
Everyone’s heard of Facebook. Perhaps you use to keep in touch with your college pals or keep your family updated on what’s going on with the kiddies. But did you know you can actually use Facebook for business? YES, it’s really true. I recently sat down with one of the world’s leading authorities on Facebook for business, Mari Smith.
by Chris Kenton, May 28, 2009
If you ask marketing executives what keeps them up at night in the age of social media, one of the most common responses is fear of a PR debacle lighting a brush fire on the web. Every marketer knows there are a hundred things that could go wrong on any given day–from product failures to employee indiscretions–and the fear of being caught flat-footed while the news lights up the social universe is a very real fear.
by Sridhar Ramanathan, May 26, 2009
Yesterday a high tech VP told me, “I am painfully aware that sales are down this year versus last but I’d really like to pinpoint exactly where the problem lies. Something tells me my product-level messaging is off but I’m not sure if that’s one of the key inhibitors or not.” I told her that we can look for telltale symptoms of a product-level messaging problem. By that I mean, not corporate level branding but rather messaging that is specific to a particular product.
by Reena Kapoor, February 18, 2009
I've worked with many clients to help bring new products (and services) to market and even when the offering has real value to offer and a strong, differentiable place to occupy in its universe, I find some common mistakes get in the way. Often a launch that can be great, is simply good or worse, mediocre. Such an undesirable - and in many cases, undeserving - fate can be avoided. I offer here a check-list of some of the most common mistakes I've observed.
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