Tag Archives: Communication Strategies
Summit 2013 Highlights: Inciting a B-to-B Content Revolution
- 9th May 2013
Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This stark statistic underscores the urgent need for a content revolution in b-to-b organizations. The SiriusDecisions Content Model, a new framework introduced today by SiriusDecisions’ Summit 2013 event in San Diego, aims to help companies launch such a revolution. “Our revolutionized perspective is that content is an enterprise-wide strategy requiring the alignment of product, sales and marketing in order to optimize the factory that produces content,” said Marisa Kopec, vice president and group director at SiriusDecisions.
Continue Reading....Top Three Reasons to Use Marketing Automation for Influencer Relations
- 26th March 2013
Here are the top three reasons to use marketing automation for influencer relations.
Continue Reading....Marketing During Disasters: What’s in Your Digital “Go Kit”?
- 11th February 2013
Every year at this time, marketers sit down to plan out their annual initiatives – launches, campaigns, events. But one category is noticeably missing from most lists – marketing’s crisis response plan. There is a lesson to be learned from the massive business disruptions caused by natural disasters like Superstorm Sandy. I know from past experience that most b-to-b organizations have a business continuity plan that lays out how IT operations and business functions are brought back on line after an outage. Priority is given to “mission critical” systems; unfortunately, marketing, and its ability to reach customers, is usually an afterthought. Since so many of our interactions with key audiences occur digitally, it’s important to be proactive about maintaining the flow of communications, particularly for companies providing b-to-b services.
Continue Reading....Looking for Social Media Success in All the Wrong Places
- 6th February 2013
I admit it; I haven’t been paying much attention lately to what’s happening in b-to-b social media land for the simple reason that I haven’t seen anything interesting and practical that can help our clients. Instead, I see the same people trotting out the same ideas and case studies, mainly around gaining more leads, increasing customer satisfaction and, everybody’s favorite, “driving engagement.” Do I sound jaded and cynical yet? Actually, I’m not at all. These days, I find that most innovation is happening at large tech-company clients — even some with three-letter-acronym brand names — companies that most people view as somewhat conservative.
Continue Reading....Social Strategists: Movin’ On Up
- 15th August 2012
What we’ve seen over the past five years of social evolution has been nothing short of radical. It’s the relatively quick shift from the perception of Twitter as a silly, frivolous task for interns to muck around with, to the realization that social media can and should be integral to the way we operate as marketing professionals. What I’m beginning to see now is even more interesting – and extreme: the emergence of more and more social strategists, with a wide variety of titles, outside of marketing (and sometimes even in senior-level management). For a role that just four years ago was largely filled by transient intern populations, this is a noteworthy shift.
Continue Reading....Are Your Communications Inside-Out?
- 14th June 2012
One of the most common issues that surface during inquiries (often on totally different topics) is an inside-out approach to corporate and marketing communications. Inside-out communications articulate the value, offer and produce/service/solution portfolio in a way that makes perfect sense for internal audiences, but is really unhelpful in enabling buyers’ top-of-funnel activities, which we know to be largely constituted by independent online research.
Continue Reading....Trapped Thinking “Outside” the Box?
- 10th May 2011
Remember when we were kids and, after announcing to our parents that we were bored because there was “nothing to do,” we were told to “be creative.” How we hated ...
Continue Reading....Why Create a B2B Communications Center?
- 21st March 2011
The need to improve the coordination of communications across an organization is driving large companies to establish communications centers that optimize the function at global, regional and business unit levels; ...
Continue Reading....Industry Solutions: Look Before You Leap
- 4th November 2010
Before your enterprise makes the decision to go vertical, SiriusDecisions recommends you ensure that moving to an industry-oriented go-to-market strategy is the right course of action. A common mistake to ...
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