1. e-Marketing Strategies for the Complex Sale

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    When we look back at the past decade, I believe we will see a significant inflection point in the transformation of B2B marketing and selling. The rhetoric of the internet has become the reality of the internet. The web, along with digital media, web 2.0 technologies, and the proliferation of wireless and mobile computing have resulted in the long-awaited convergence. Even user adoption rates, traditionally the regulator on the velocity of technology impact, are accelerating noticeably. Of course, not all is perfect. We tend to implement new technologies using old processes and methodologies. True breakthrough occurs when we re-engineer these processes based upon the new technologies. To paraphrase an old line, to ask, “given my business, how should I use these new technologies?” is fundamentally the wrong question. A more helpful question is, “given the capabilities provided by new technologies, how should I design and run my business?” Ardath Albee...
  2. Create Content Like a Publisher when Creating Webinars – Two Customer Examples

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    Over a year ago in this space we outlined “7 ways to take your webinars to the next level,” which was so well received it led to an interview for Blog Talk Radio and multiple guest blog posts. Over the past several years we have been applying this create like a publisher approach to webinars, and the impact for our customers has been significant. The two customer examples show how changing the way you execute webinars can have a substantial impact on the results you get from lead generation webinars as well as fuel content creation for multiple purposes including lead generation, lead nurturing, sales enablement and thought leadership. Anthelio: “A Physician Portal Approach to Patient Information Access” How Anthelio created content like a publisher: Anthelio’s audience is difficult to get to committ the 45 to 60 minutes during the work day for a live webinar, so an on-demand microsite with short video segments is a more effective...
  3. Perspectives on Marketo’s Product Release – Event Management and Webinar Integration

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    I attended the Marketo product release webinar introducing Marketo’s new event management functionality as part of Marketo’s new pioneer program, for early adopters of the latest Marketo functionality. Marketo’s event management allows users to set up templated event sequences for events such as webinars, and greatly reduces the amount of steps required to re-use assets from event to event. In addition, the first iteration supports direct API access with WebEx, with other integrations planned for the future. The functionality is a good start and part of an overall development plan from Marketo to better automate event management tied to marketing automation. It’s too early for me to review the functionality based on a brief introductory webinar – but it did get me thinking about some of the key drivers as to why Marketo has invested their product development team’s valuable time into this new set of features. Two key reasons stand out:...
  4. Applying Digital Body Language to Webinars

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    Digital Body Language (the phrase coined by Steve Woods of Eloqua) has become a key principle of B2B Digital Sales & Marketing. This involves using web behavior around content consumption to learn more about customers – their issues, interests, stage of the buying process and more. With automated lead management programs, it is used to score prospects and to deliver relevant content based on their interests and stage in their buying process. Webinars are a key component of nearly all B2B sales & marketing organizations’ lead generation programs. But companies are missing a significant opportunity to learn more about their audiences when they employ the generally practiced webinar format. When you conduct a webinar, what do you really know about your audience? Hopefully, you know their name, email address, perhaps organization and maybe role. You know they have a general interest in the topic, but not much more. How can we apply...
  5. How I Created Content Like a Publisher When Speaking at Bentley University

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    This coming week I have two presentations at Bentley University – first, guest lecturing at Terry Skelton’s class Fundamentals of Content Development as part of the Information Design & Corporate Communication department, and then speaking to Marketing and IDCC majors as part of a spotlight for careers in digital content marketing, hosted by Alyssa Hammond. To prepare, I followed a process that we use with our customers to ensure that both speakers and audience get the most out of an event experience, by creating content like a publisher. My presentation includes an overview of B2B Sales & Marketing today – concepts such as inbound marketing, content marketing, digital body language, marketing automation, lead management and the revenue engine. Then I explain how Avitage takes the concepts and puts them into practice through a specific approach and set of processes. Finally I review customer examples and recent case studies with BNA...
  6. Rethinking “Why do you do webinars?”

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    In our recent blog post “7 ways to take your webinars to the next level”, we discussed some specific techniques that can help you get more out of your webinars. The blog post was well received with engagement through our inbox, blog comments, LinkedIn, Twitter and was requested as a guest blog post by Shari Weiss (@sharisax). As we engaged in this dialog, it occurred to us that if you are running a webinar program or thinking about doing so, there is a fundamental “step forward” that you can take to best leverage the medium for your organization. Several years ago, if you asked a marketer why they run webinars, 10 times out of 10 the answer would be for two reasons – “one, to get our message out” and “two, to generate leads”. Today, while these are still important outcomes from a webinar program, we believe that they are trumped...

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