Posts Tagged ‘Tony Zambito’
If you were asked to name the top thought leaders in marketing today–the 10 marketers you’d definitely advise others to follow on social media–how would you proceed?
You’d probably start by looking at those you’re connected with on the major social networks, then do some additional research. Perhaps you’d look at existing “top” lists from other sites. You’d develop a “long list” of worthy experts, then gradually narrow it down based on followers, level of engagement, quality of posts, and other factors. You’d carefully develop your final list, possibly using a method like pairwise ranking.
But—what if you had to answer on the spot? What if you had to respond immediately, or within just a few minutes? You’d forget some important names, of course, but your answers would reveal those you keep top of mind.
If you’re up for it, try this now; spend no more than five minutes listing your top 10—then come back to this post.
This recently happened to me. Below is my list in response to the question:
Cheryl Burgess would unquestionably be on the list. In addition to being an expert on enterprise b2b marketing, she’s the co-author (with Mark Burgess) of The Social Employee, and the authority on how to inspire employee social media advocacy inside large organizations.
Meghan M. Biro is an acknowledged thought leader at the intersection of HR, social media and marketing.
Carla Johnson is one of the top experts on enterprise content marketing. Plus, she went to grade school in a one-room schoolhouse, making her ascent all the more impressive (or perhaps that just explains it?).
Jeff Bullas — does anyone know more about blogging than Jeff? He’s one of those guys who seems to defy the laws of time and space by being able to consistently churn out bookmark-worthy blog posts, speak at events all over the planet, write ebooks, and still engage actively and prolifically on social media.
Glen Gilmore has long been known as an author and expert on the intersection of social media and the law. But not content with that, he’s more recently emerged as a top authority on the Internet of Things (IoT) as well.
J-P De Clerck is a “digital business and marketing strategist” whose expertise stands in the crossroads of content, search, and social media. Plus he’s from Belgium, so along with Jeff Bullas (Australia) he keeps this list from being too U.S.-centric.
Gini Dietrich is a top PR pro, author of Spin Sucks and co-author of Marketing in the Round (incidentally a great primer on building a team to execute a web presence optimization strategy), and tweeter of consistently good stuff.
Wendy Marx is a brilliant b2b PR strategist whose B2B PR Sense blog is a must-read for any marketing or PR pro seeking wisdom and insights into b2b content marketing and social media.
In the moments after rattling off this list, my first thought was: not bad, for a group quickly compiled off the top of my head.
But my second thought was: wow, I missed a lot of important and worthy names!
In the realm of content marketing, Michael Brenner, Neal Schaffer, Rebecca Lieb, Heidi Cohen and Ann Handley are certainly worthy additions. As are, getting more granular, experts in developing b2b buyer personas, like Ardath Albee and Tony Zambito.
Even at that, there are deserving names left off the list.
If I’m ever again asked to name a list of the top 10 social media marketers, I think I’ll answer—I can’t name 10. But I can give you 75 or so.
Who’s on your “top of mind” top 10 list?
Much has been written about how the internet in general, and the explosion of content marketing in particular, has changed the nature of b2b marketing. In less than a generation, information has gone from being scarce to overabundant. Today’s b2b buyers are typically 70% of the way through their purchase process before they contact a vendor’s sales team.
Information proliferation means buyers are better-informed than ever about potential approaches to solving problems, and the related product and service alternatives. But the increased availability of data means vendors are also more knowledgeable about what matters to buyers, how they conduct research, which content resonates with prospective customers (and what types of content fall flat), how to refine and act on key measures and metrics, and most importantly, how decisions are ultimately made. The old “sales funnel” model is giving way to more sophisticated analytical frameworks.
How should b2b marketers adjust their strategies to keep up with this evolution? What types of messages matter most to today’s buyers? Which long-held beliefs of b2b marketers need to be discarded? What do elite marketers do well that their more average counterparts don’t?
Find the answers to those questions and others here in more than a dozen insightful guides to b2b marketing strategy from the past year.
How To Market For the Top Four B2B Business Growth Strategies by g2m Solutions
Sarah Pern examines “four major business growth strategies identified by the Ansoff Product-Market Matrix and shows you how to develop marketing strategies that are aligned with achieving the business goals you want.” For example, recommended marketing strategies for the business growth approach of market development include market research to help develop rich buyer personas, and awareness building using “online advertising…PR, SEO, Social Media, attending exhibitions, sponsoring events” (basically all of the elements of the web presence optimization framework) plus outbound tactics.
How To Do It Right: Demand Generation by Forbes
Patrick Spenner brilliantly makes that case that b2b marketers should focus on “improving the connections among stakeholders at customer organizations” rather than those between the supplier and individual stakeholders. He astutely notes that personas are often created as isolated individuals, with the connections between the different stakeholders who make up the B2B customer buying team left unexplored and unaddressed.
Glenn Taylor reports on the disconnect between what B2B companies tend to say about themselves and what potential customers want to hear (that is, what types of messages contribute most to perceived brand strength. He advises vendors to take the “opportunity to dig into your positioning and try to tell your story and the ‘why’ of what you do. Statements like ‘driver of innovation’ or ‘leader in our field’ are over done and past their prime. Most marketers cannot deliver on these and almost no customer believes them.”
John Lee details four practices used by the most successful social brands in B2B, such as using measurement to drive integration (“Lack of measurement is the number one reason that social fails…Nearly 90 percent of brands measure volume and engagement (likes, followers, etc.), but only 31% measure it against revenue”), and developing individual strategies for each social media platform.
B2B Marketing Trends That Will Shape Your Strategy by Anders Pink
Noting that B2B marketers have been gradually shifting effort and budget from outbound to inbound marketing channels “as buyers increasingly manage the early stages of the buying process without contacting vendors by reviewing websites, talking to peers in the industry and reviewing resources. This allows them to often filter and shortlist without ever talking to a sales rep,” Steve Rayson details eight strategy-shaping trends, including changes in buyer behavior, SEO, and corporate websites, along with the growth in content marketing and social media.
B2B Marketers Need To Step Up Emotional Connections by MediaPost
B2C marketing is often perceived as emotion-based, while B2B buyers decide based on facts and logic. The reality turns out to be quite different though; Laurie Sullivan reports on recent research which found “Emotional connections are much more ‘intense’ for business-to-business clients compared with B2C…Between 40% and 70% of customers feel emotionally connected to brands like Oracle, Accenture, FedEx, SAP, and Salesforce, compared with between 10% and 40% for CVS, L’Oreal, and Wal-Mart.” B2B marketers need to become more adept at presenting the professional, social, emotional, and personal value of their products and services.
Expanding on the findings reported in the post above, Scott Gillum reveals that “The company customers say that they are most emotionally connected to is…Cisco.” B2B purchases involve professional risk, particularly for the internal champion, and Cisco is very good at reducing risk for buyers. Furthermore, “Cisco is able to create…’personal value’ consisting of four parts: professional, social, emotional and self-image benefits.”
6 Persuasion Techniques: Science in B2B Marketing by Ideas@Work Blog
Following up on the post above, Vann Morris describes half-a-dozen techniques for tapping into B2B buyer emotion, such as liking: “Research shows that we are more likely to say yes to people we like, and we tend to like people who are similar to us, people who complement us, and people who cooperate with us toward a common goal.” Creating the vision of that “common goal” (and the buyer’s emotional attachment to it) is a powerful marketing technique.
7 Tactics that Are Working for B2B Lead Generation Today by CustomerThink
Louis Foong shares seven tactics that work in b2b marketing today, among them lead scoring using behavioral data (“For example, when a prospect signs up for a free trial, you should attach a higher score to that behaviour than when a new subscriber gets added to your email newsletter list”); progressive lead profiling (asking for new, additional information each time a specific prospect converts); and social retargeting (“If a prospect is just about floating at the top of the funnel, gated content won’t work—you need to give away something valuable, easily, with no strings attached. Gated content will work for prospects that are already quite convinced that your company has the knowledge to educate them on specific problems they are challenged with”).
The Myth of the Infinite Selling Universe by DemandBase
The always-insightful Ardath Albee exposes the myth (often used when raising venture capital) that the pool of prospective buyers for a company’s product or service is infinite; why this myth is dangerous (“it costs more to generate more leads. It costs more for salespeople to spend more time following up with more leads. This increases the cost per opportunity.”); and suggests how marketers should focus their time on the small set of ideal prospects.
Five Ideas on the Business-to-Individual Concept for B2B Marketers by MarketingSherpa
Reflecting discussions with industry experts including Brian Carroll and Brian Solis, David Kirkpatrick offers “five lessons on why you should be marketing to the individual, even as a B2B marketer,” among them: “Creating relationships should be a philosophy, not just a marketing strategy”; relevance matters; and the customer is now completely in charge of the buying process, so b2b vendors must “make it easy for those prospects to conduct self-discovery and self-service…provide content and tools that enable those potential prospects to make the decision to buy from you.”
5 Buyer Behaviors Reshaping B2B Marketing by iMedia Connection
Frequent best-of honoree Tony Zambito delves into five buyer behaviors that marketers need to be aware of and respond to, including that buyers embrace collaboration; they want to be involved in the co-creation of products and services; and “buyers want less content – yet desire smart content.”
B2B Marketing’s Measurement Problem by B2B Digital Marketing
Writing “It is called a complex sale for a reason, but B2B marketers keep trying to fit it into a simplistic measurement framework: where did we get that lead?,” Eric Wittlake explains why simple B2B marketing metrics are not just ineffective but also misleading, and offers recommendations on how to “more effectively measure the impact of marketing on your business.” (We would agree that a new breed of marketing metrics is needed to understand cross-channel impacts.)
The Forgotten Stars of B2B Lead Conversion by Business2Community
Warning about the dangers of forgetting the “less glamorous but vitally important tactical elements that do a lot of the the hard, relentless work of attracting and converting visitors to real leads,” Christabelle Tani outlines three simple yet vital components of lead generation, including social proof (“evidence that other human beings are advocating your company and what you sell”) and their role in each stage of the sales funnel.
Content marketing is a hot topic, primarily in the B2B world but increasingly in consumer marketing as well. The number of Google searches for the phrase have increased 400% since January 2011. And as noted here yesterday, 93% of B2B marketers are now using content marketing, with more than half calling it their biggest priority this year.
The first step toward content marketing success begins with (or at least should begin with) creation of a content marketing strategy. But where does one begin? What are the best practices and frameworks for creating such a strategy? What are the critical elements to include, and pitfalls to avoid, in developing a strategy?
Discover the answers to those questions are more here in 18 of the best guides to crafting a content marketing strategy of the past year.
Content Marketing Strategy Guides
Why you need repetition in your content strategy by iMedia Connection
According to the brilliant Rebecca Lieb, “One of content marketing’s biggest challenges is coming up with new material. One of content marketing’s other biggest challenges is overcoming something you’ve been told not to do since you were small: repeating yourself.” She then explains how to “repeat yourself” creatively in order to drive home a message, without seeming repetitive or redundant.
How to Build Your First Content Marketing Strategy by Search Engine Watch
As the title implies, Jayson DeMers here outlines a solid content strategy-building process based on five questions (starting with “Who Are You Writing For?”) and five guidelines (among them, “Review Your Data to Develop Great Content”).
Content marketing: What is more important than strategy? by GO Marketing
Writing that “A sound strategic planning process is based on consistently applied business objectives that flow through functional areas and support each other,” John Gregory Olson presents a helpful model for planning, and makes a case for the one element that’s more important than strategy.
Let’s Move Beyond The Content Marketing Hype by WCG CommonSense
Michael Brito contends marketers “must move beyond the content marketing buzzword and commit to building a content strategy that will allow you to execute your tactical content marketing initiatives flawlessly and at scale,” and promotes a four-pillars framework for content strategy development.
8 Steps To Become A Brand Publisher by B2B Marketing Insider
Stating that “Brands need to become better storytellers and think and act like publishers,” Michael Brenner showcases his presentation detailing the impact the Web and email have had on traditional print media, and why this means brands need to tell their own stories by creating “content hubs” to earn traffic instead of buying it through advertising.
Experts outline key content marketing trends for 2014 by The Guardian
A half dozen “content marketing gurus” offer their predictions for impactful trends in 2014, among them the importance of taking an “integrated omni-channel approach” not just in terms of devices and formats but also measurable multi-channel online marketing; an increased focus on user experience; and putting the story first (“Brands need to tell a story and it has to be a story that people can care about. The format, channels, platforms, devices and timing of how that story is told will be dictated by what you want your audience to feel”).
The Top 10 Content Marketing Strategy Lessons from the Last 15 Years by Content Marketing Institute
***** 5 STARS
Joe Pulizzi, the godfather of content marketing, shares 10 key lessons including “Content marketing is the great equalizer…Large budgets don’t always win; actually, the smaller players usually come out on top because they are equipped to move more agilely and quickly than their larger competition”; it’s more productive to focus on using a few channels well than being on all platforms; and being distinctive is a must.
Noting that “The old adage — build it and they will come — doesn’t work for content marketing,” Laurie Sullivan reports on Forrester Research guidance on building a content distribution strategy to overcome the glut on content online.
How to Create a Content Strategy (In Only 652 Steps) by Portent, Inc.
***** 5 STARS
Few writers can match Ian Lurie’s blend of sardonic humor and useful marketing wisdom. While there are not actually 652 steps here, there is a remarkable guide to auditing your current content marketing, setting goals, and then crafting a strategy to meet and exceed those objectives.
How To Develop A Content Marketing Strategy Framework by BloggerBeat
Matthew Anton presents three dozen questions to ask when creating a content marketing strategy, from questions about the company’s business model (e.g., “Which products make up most of the revenue?”) to analyzing competitors, to determining the driving factors behind customer purchase and loyalty.
4 Reasons Why Content Marketing Should Care About Audience Development by Tony Zambito
***** 5 STARS
Reporting that “60 to 70 percent of content churned out by b-to-b marketing departments today sits unused,” Tony Zambito explains why the biggest problem for b2b marketers isn’t a lack of content, but rather a lack of the right content—and how to fix it by strategically using buyer personas.
A Bigger Megaphone Doesn’t Mean Better Marketing by MediaPost
Laura Patterson addresses the same topic as Tony does above, explaining how mapping content to the buying journey and customer lifecycle enables marketers to more strategically build out their content marketing editorial calendars.
The Content Marketing Pyramid: Are You Hungry for Content? by Business2Community
***** 5 STARS
Pawan Deshpande presents a remarkably useful model for content planning, the “Content Marketing Pyramid.” At the base of the pyramid is curated content, “which is relatively low effort and lends itself to high frequencies,” with each higher level representing formats which require greater effort and should be used with correspondingly lower frequency.
4 secrets of a successful digital content strategy by iMediaConnection
Miranda Anderson suggests four principles to underpin a content strategy, including the idea that all content should have an objective: “We create content because we want our audience to do something — to buy, learn more, or love our brand. Your content should always point back to that core objective.”
5 Core Beliefs of Extraordinary Content Marketers by SteamFeed
Ross Simmonds helpfully exposes a handful of beliefs held by the best content marketers, among them knowing “when you have an ugly baby” (“This is one of the reason you see so many TV ads about people who work in marketing – Tunnel vision”) and my favorite, “Accepting Best Practice is Accepting Status Quo.” Don’t copy your competitors—be the source they try to copy.
The Top 6 Reasons You’re Failing at Content Marketing by BuzzStream Blog
Dan Tynski expertly provides “a guide to common errors and pitfalls that beginner content marketers should make themselves aware of,” starting with “problems of scope”—is your goal in content marketing to find new customers, improve search rankings, or up-sell/cross-sell existing customers? “If your goal is to create content that can drive leads or sales, it doesn’t make sense to create content that is too broad or targets large audiences with only cursory interest in what you are selling. Whereas if your goal is brand awareness, or perhaps link-building for SEO, going broad with your content can be an excellent strategy.”
How to avoid creating worthless content by iMedia Connection
Stacy Thompson highlights three key elements to take into account in order to avoid wasting your (and your prospective audience’s) time, including relevance: “content that neglects to factor in the preferences of the reader is nothing more than what CMI (the Content Marketing Institute) defines as ‘informational garbage.'”
Building Content Marketing Strategy – 10 Steps by B2B Marketing Insider
Michael Brenner (again) lists and expands upon 10 key steps for developing a content marketing strategy, such as stepping into your customer’s shoes to understand their point of view on what constitutes valuable content, and going mulit-format—maximizing the value of your content by repurposing a white paper as a series of blog posts, a YouTube video, and a SlideShare presentation.
This was post #3 of Content Marketing Week on Webbiquity.
By Cheryl Burgess, originally published on the Blue Focus Marketing Blog
In 2011, I teamed up with Tom Pick (@TomPick) and his Webbiquity blog to unveil the first annual #Nifty50 Awards. Our goal in designing these awards was to honor the top 50 women and top 50 men in social media. In that first year, we cast a wide net, honoring those whom we felt actively engaged as brand ambassadors on Twitter day in day out, exchanging valuable information, and just generally being good, helpful people. Last year, we narrowed our focus to honor the top 50 men and top 50 women engaging on Twitter on behalf of the tech sector.
This year, we wanted to target a specific group once again, and so we agreed to honor the top bloggers, authors, PR specialists, and journalists on Twitter. After reviewing all of your wonderful nominations over the summer, it’s now time to unveil the winners!
Now that Tom and I have compiled our lists, the word that keeps popping into my head is “community.” This isn’t just a list of 50 men who work in isolation; these are people who share strong social bonds with each other, who would be just as happy to celebrate the success of one of their colleagues as they would be for themselves. These thought leaders understand that the greatest product of a good idea is more good ideas, and it’s great to see that their generosity and thought leadership in online communities is being recognized.
I’m happy to say that I have had the privilege of experiencing this generosity firsthand. As we were writing our book The Social Employee: How Great Companies Make Social Media Work – Success Lessons from IBM, AT&T, Dell, Cisco, Southwest Airlines, Adobe, and Domo on building a Social Culture (McGraw-Hill, August 2013) (@SocialEmployee) late last year and early this year, we were honored to receive excellent contributions from people like Vala Afshar (@ValaAfshar), David Armano, (@Armano) David C. Edelman (@DavidEdelman), and Kevin Randall (@kevinbrandall) —just to name a few. These wonderful wordsmiths truly enlivened our own content, and we couldn’t be happier to see them make this list.
So without further ado, here are the 2013 #Nifty50 Men! Feel free to celebrate their achievement by dropping them a line on Twitter, and don’t forget to check out the Webbiquity blog for the 2013 #Nifty50 Women!
Vala Afshar @ValaAfshar
David Armano @armano
Jonathan Becher @jbecher
Sander Biehn @sanderbiehn
Michael Brenner @BrennerMichael
David Brier @davidbrier
Michael Brito @Britopian
Terry Brock @TerryBrock
Mark Burgess @mnburgess
Chris Carragher @cjcarragher
Dan Cristo @dancristo
Dino Dogan @dinodogan
Mike Edelhart @MikeEdelhart
David Edelman @davidedelman
Mark Fidelman @markfidelman
Sam Fiorella @samfiorella
Jez Frampton @jezframpton
Nis Frome @nisfrome
Sean Gardner @2morrowknight
Glen Gilmore @GlenGilmore
Andrew Grill @AndrewGrill
John Hagel @jhagel
Arik Hanson @arikhanson
Kent Huffman @KentHuffman
John L. Kennedy @johnlkennedy
Jure Klepic @jkcallas
Bryan Kramer @bryankramer
Simon Mainwaring @simonmainwaring
Billy Mitchell @billymitchell1
Jacob Morgan @jacobm
Tom Peters @tom_peters
Howard Pyle @howardpyle
Erik Qualman @equalman
Ajay Ramachandran @ajay
Andreas Ramos @Andreas_Ramos
Kevin Randall @KevinBrandall
Ron Ricci @RonRicciCisco
Tony Riches @tonyriches
Alex Romanovich @alexromanovich
Ted Rubin @TedRubin
Neal Schaffer @NealSchaffer
Dan Schawbel @DanSchawbel
Gary Schirr @ProfessorGary
Brian Slattery @BrianSlatts
Andy Smith @kabbenbock
Brian Solis @briansolis
Bill Strawderman @marketingbard
Todd Wilms @toddmwilms
Tony Zambito @TonyZambito
Cheryl Burgess (@ckburgess) CEO and CMO of Blue Focus Marketing, author of The Social Employee – How Great Companies Make Social Media Work, published by McGraw-Hill, in summer 2013. She is a social branding consultant with expertise in social business and social media. She is an expert blogger for AT&T Networking Exchange on social media. Proud to be an invited contributor to the Wharton FOA’s Advertising 2020 Project. Active Member of the Wharton Advertising 2020 Contributor Community.
She was awarded Wharton Future of Advertising’s MVP and praised as a “brilliant strategic thinker in the social media space.” Huffington Post honored her as one of 40 global women “Passionistas” for her “great business expertise and timeless blog posts.” Also, Huffington Post “Top 100 Business, Leadership and Technology Twitter Accounts You Must Follow.”
She was featured in Fast Company and Business Insider. Invited speaker on “Expanding Your Social Influence” at the AT&T Networking Leaders Academy Annual Conference. She is a four-time winner of the Twitter Shorty Award in Marketing [The New York Times hails this as the Oscar of Twitter], named Top 75 Twitter Women, 2012 Top 100 Branding Experts on Twitter, and a 100 Top Marketer on Twitter. Cheryl is a syndicated blogger. She is the co-founder of #Nifty50 Top Twitter Women and #Nifty50 Top Twitter Men. Google+
January is a great time to take a step back from day-to-day tactics and ask the Big Questions; or in cliché form, to look at the forest rather than the trees.
Who are (really) your best customers? Why do they (really) buy from you? How has the way buyers in your market make procurement decisions changed? How can your organization utilize social networking principals and tools to improve operations across departments? What is the secret to success (really!)?
Find the answers to those Big Questions and more here in nine expert marketing strategy guides from the past year.
Why Social Is So Disruptive to Traditional Marketing by Social Media Today
In the spring of 2009, the notion that digital would account for the majority of marketing budgets within just a few years seemed like a laughable proposition. Traditional media still accounted for more than 90% of spending at that point. Yet just 30 months later, IDG reported that the shift was official, and digital would account for more than 50% of marketing spending in 2012.
Judy Shapiro points out this rapid shift and explains what fundamental changes in marketing practices she believes are required for success in this new realm, writing that “It’s clear we can’t simply apply new social technology to the old marketing mix and expect it to work anymore than we can apply wings to a car and expect it to fly.”
Brad Smith contends that marketers should ignore best practices, competitors, popular platforms and the like, and instead find and capitalize on untapped and underutilized tactics and opportunities. He then lays out a 5-step formula for “arbitrage marketing” to help identify and implement such tactics.
7 Burning Questions for B2B Marketers in 2012 by iMediaConnection
Writing that “good questions help you to focus and to get to the heart of what matters most,” Tony Zambito presents seven key questions marketers need to ask in order to hold onto and attract new customers, among them “How Do We Create A Better Buying Experience? With distinctive differences between products and services narrowing substantially, experience-centered marketing and relationships will be the coveted playing field to win on. When was the last time your organization reviewed processes, systems, departments, and the likes to determine whether they added value to the buying experience?”
Stop Talking About Social and Do It by Nilofer Merchant
Nilofer Merchant explains how social media has affected all areas of the enterprise, not only marketing and PR but also product development, supply chain management, finance, sales, service, and HR (“‘Human Resources’ have changed when most of the people who create value for your organization are neither hired nor paid by you”). She presents a quick visual model of social business along with three three thought-provoking exercises to help corporate leaders think strategically about this transition.
5 Ways New Buyer Behaviors Are Impacting B2B Sales by iMedia Connection
Tony Zambito (again) argues that, contrary to the “buyers are in control and don’t need sales” mantra, b2b sales professionals are still quite essential. However, buyers’ expectations are changing and therefore the way sales people do their jobs needs to change as well, for example: “Buyers already know about your ready-made solutions found in their researching. What they seek is skills and knowledge in advising them on how solutions—modified, customized, and most definitely altered—will help them to achieve the specific goals and outcomes they seek.”
Shawn Achor demonstrates how happiness not only correlates with positive life and business outcomes (which one might expect), but can actually produce such outcomes. Writing that “A decade of research in the business world proves that happiness raises nearly every business and educational outcome: raising sales by 37%, productivity by 31%, and accuracy on tasks by 19%,” he also provides a practical series of steps anyone can use to retrain their brain to be happier–and quite possibly more successful as well.
Who is Your Ideal Client? Do you know? by Bourn Creative
Any effective marketing message or content development program starts with the target audience in mind. A common exercise is creating personas, or conceptual representations of an ideal sales prospect, reader, subscriber, repeat customer, etc. But such personas often aren’t created effectively or completely; Jennifer Bourn here explains how to do it right, and how doing it right leads to higher growth, easier sales cycles, and higher profitability.
Why Media Buyers Are Switching to a Smarter Planning Framework by iMedia Connection
Contending that “P.O.E.M., or Paid (vs) Owned (vs) Earned Media, is a strategy framework that buyers and planners use to segment campaigns and channels…but (today), thinking in terms of Paid / Owned / Earned will break the back of your media team and send money leaking out of your strategy,” John Manoogian presents an alternative model he calls “M.A.S.S.” media, for channels that are Measurable, Authentic, Scalable and Social.
6 Steps to Inbound Marketing Success [Infographic] by B2B Marketing Insider
Michael Brenner presents a six-step guide for inbound marketing, starting with strategy creation and the recognition that content marketing is an investment, not an expense and progressing through generating “more (website) traffic through effective blogging, social media, SEO and paid search, effectively converting that traffic into leads, and perhaps most important, measuring everything to support continuous improvement.