Tag Archives: Reputation Management

Building a Case for Better Content

I work with a lot of talented and experienced digital and social media marketers, and if there’s one thing I hear from almost every one of them, it’s that they are in dire need of content. Most of them need more content, and almost all of them need better content. In large, complex b-to-b organizations, content expertise is inconveniently spread across functional silos. For example, portfolio (e.g. product, solution, industry, segment) marketers tend to be the resident subject-matter experts, but a different marketing resource usually needs to unlock and repackage that expertise into a compelling piece of content. Rarely do industry expertise and content expertise reside in a single function, never mind in a single individual. So, what can social media marketers do to contribute to the turning of the ship? Instead of just wishing for more, better content, conduct a research project using these five steps:

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B2B Brand and the Revenue Imperative

Over the past year, I have met every Friday afternoon with my esteemed colleague Ross Graber – research director for our Marketing Operations Strategies service ­– every Friday afternoon for a sometimes painful, always thought-provoking discussion on b-to-b brand measurement. One result of these discussions was a new framework, introduced at last month’s SiriusDecisions Summit, that is designed to help organizations operationalize their approach to gathering brand insights. The framework took what is usually an expensive annual outsourced exercise and turned it into something that organizations can implement on their own as a sort of joint venture between brand managers and marketing operations.

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The Latest B-to-B Public Relations Trends

In a homage to those deliciously fluffy “hot or not” glossy magazine lists, perfect for summer reading, here’s SiriusDecisions’ summer 2012 trend alert for b-to-b PR.

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Trapped Thinking “Outside” the Box?

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 ...

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Why Create a B2B Communications Center?

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; ...

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Is B2B Mobile Marketing Here Yet?

For at least the past five years, various pundits have breathlessly predicted that each subsequent year would see the widespread rise of mobile marketing in B2B. We’re still waiting. Sure, ...

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Welcome to the New World of B2B Influencers

Most AR functions recognize that the realm of individuals that influence their buyers has expanded beyond traditional analysts and journalists. We’ve identified four classes of influencers that organizations need to ...

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More on Social Media and B2B Buying Cycles

In a previous post, I discussed our B2B buying cycle framework and the roles within it; in this post, I’ll cover how these buying cycle phases should influence your B2B social ...

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Social Media and the Buying Cycle: An Introduction

While methodologies and approaches abound for understanding where customers or prospects are in the social channel and how they use it, we’ve found no better guide than our buying cycle. ...

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