Archive for December, 2011

The website socialmediab2b.com lists its 12 B2B social media predictions for 2012. No. 3 on the list: social media lead generation taken seriously – is a prediction that I like. It contends that more companies will launch programs to generate leads through their social media campaigns, and that the results will make it easier for C-Suite executives to take social media more seriously. I fully agree with that prediction, but it’s a year too late. (more…)

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  • Friday, December 23rd, 2011

  • Everything old is new again

    Original Alphie, 1978

    During an early Christmas celebration this last weekend, my almost two-year-old son opened up his latest gift – an Alphie robot.  I heard a loud exclamation of excitement, not actually from my toddler but from my 38-year-old sister. “Oh my gosh – that’s the best gift ever – I haven’t seen one of those in years!” (more…)

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    I saw an interesting article in the Dec 12th Adweek, A Holiday Tale: The Christmas Tree Wars.”

    The article does a good job of framing the business and marketing aspects of the competition between “mom-and-pop” tree sellers vs. the “big box” stores that sell fresh trees in their garden departments. What’s missing in the discussion is what may be mom and pop’s best advantage: tradition. No other time of year is so built on maintaining tradition like the Christmas season. We don’t even like most new Christmas songs, although we also complain that there are so few Christmas songs. Why? Tradition.

    What buying a tree from a “big box” store offers in convenience, it lacks in the ability to reinforce good old heart-warming traditions. I’d hate to see mass retailers kill the Christmas tree tradition and I think this might be one case where emotion will win out over practical convenience.  Merry Christmas!

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  • Tuesday, December 20th, 2011

  • Taking on the Taliban one Tweet at a time

    Now this is an interesting story. The Department of Defense has begun engaging the Taliban on Twitter in a sort of Q&A over the war in Afghanistan. For years terror organizations have used social media sites to spread its message to sympathizers. I think it’s fascinating to follow this back and forth dialogue to see what each side is saying. Will much come from this? Who knows, but at least it’s creating some sort of conversation, and that’s what social media does best.

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  • Friday, December 16th, 2011

  • Wow…B2B social media really works

    There is a great deal of discussion about social media’s place in B2B marketing. Although collecting a group of Facebook likes is nice, it is easy to wonder what they are truly worth. Companies are often quick to judge the success or failure of a social media campaign based on measureable ROI. While analytics such as likes, links, conversations and leads is relatively easy to measure on a social media campaign, placing a value on them is much more challenging.

    The truth is, if your social media campaign is well managed, over time it can produce highly qualified leads. To accomplish this, your program needs to do two things: provide value and encourage feedback. (more…)

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    As most of our clients sell their products through distribution, it comes as no surprise we are called upon to help push product in to these channels, and pull it through via end-user marketing. 

    Product managers and their direct salespeople have become increasingly occupied with new product introductions and have been forced to focus a greater portion of their time on higher margin brands.  As such, many other products suffer from lack of support or attention, and manufacturers have to rely more and more on distributor sales reps for incremental and ongoing sales.  (more…)

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  • Thursday, December 1st, 2011

  • What can you say in 113 words?

    I just wrote a news release for a client that’s 113 words long. Clearly that’s too short – right? Or is it? Granted, it’s lean, but after reading it a second and third time (which is always good advice), the release is sound and ready for review.

    It’s important to keep in mind that when writing for a B2B audience, news releases should be fairly straight forward, non-promotional and to the point. Readers and editors alike are looking for facts: what makes the product different from others; performance specifications; how it works, etc. Leave the fluff, and flowery adjectives behind – nobody cares about those things. That about sums it up – in exactly 113 words.