Around the world, he’s known as Don Limpio, Monsieur Net and Mister Proper but, here in America, he’s just Mr. Clean—and his famous bald face has been popping up in messy kitchens since 1957.
Dreamed up by Harry Barnhart and Ernie Allen of the Chicago ad firm Tatham-Laird & Kudner, Mr. Clean was given a tough, muscular appearance that was reportedly modeled after a Navy sailor.
The melody and lyrics of his trademark jingle (“Mr. Clean, Mr. Clean…”)—which will now be stuck in your head, by the way—were penned by legendary ad man Thomas Scott Cadden, who went on to write, produce and direct Mr. Clean commercials until the 1970s. Don Cherry and Betty Bryan provided the original vocals for the jingle, which is now the longest-running in advertising history.
Over the years, Mr. Clean has been illustrated, animated and even portrayed by live actors but, surprisingly, this enduring symbol of spotlessness never did any actual cleaning of his own until 2008, when a new series of ads depicted him scrubbing kitchen appliances with the Mr. Clean Magic Eraser.
Character Study is an ongoing series featuring background trivia on the classic advertising characters from the private collection of MLT Creative.
Chase Mitchell is a copywriter at MLT Creative, an Atlanta-based advertising agency specializing in business-to-business marketing.
According to a common, antiquated social standard, I am teetering on the slippery gray slope of being (gasp!) middle aged. As a semi-former pro libertine and hipster, I’m certainly not the kind of person who should be considering my yonder years with much regard.
The term “middle-aged” is perhaps only annoying to those like me, who find it thrust upon them. I awoke yesterday, six years old, memorizing the exact stream of obscenities unleashed 
by my father when he realized I had swum 400 feet from the shore to the sand bar off Pensacola Beach, Fla. Today, I am uttering the same string of swears upon realizing that, yes, I am getting long in the tooth.
Okay, I admit it: I am a graying, well-worn designer and advertiser, perhaps only now borrowing time ‘til the inevitable days I trade Banana Republic and Vans chic for the easy comfort of Sansabelt jumpsuits and Rockport loafers. (Truth be told, I already own three Sansabelt jumpsuits I wear to amuse myself and embarrass my wife, but by no means do I wear them un-ironically. I’m not ready to walk that dark path. I’m too young!)
I believe every day after birth you are middle-aged, because each day of life is a gift that can be taken away abruptly. I am inclined to believe that viewing 40 in the sights at close range makes me grossly fortunate to have had so many days, years and decades to enjoy my life
Two years ago, I had my first child—Soren, a sweet, curious boy with a beautiful spirit. The very first time in my life I felt “old” was holding him in my arms when he was born. I swooned with joy, yet felt immediate thoughts of envy that he would soon be amazed by new things and have years of play and trial and error that would build him into whatever he would become as an adult.
Last month on vacation with my wife’s family in Cape Cod, my father-in-law and I had a remarkable conversation about getting older. We shared common stories of the desire for longevity for one’s child, spouse and oneself. He is a retired psychologist and psych professor, so I find the conversations with him not just familial camaraderie, but therapy by proxy. He told me of a cycling race in which he rode the previous year, the STP—a 200-mile, 2-day race from Portland to Seattle—and how it changed his feelings about aging and invigorated his already established love of an active life. He wrote a humorous blog about it.
Something sparked in me at that moment. I realized I, too, wanted to not just do this, but to adopt it from here on out as my own brand of what being middle-aged means. I will be a cyclist and father, with only a touch of libertine to keep life interesting. I love cycling. Something I realized several years ago is that my body really likes cycling. I love conquering hills, speeding down the declines and sprinting on flats and rollers. Years before I tried my best to make myself like running, but it never stuck.
Back in Atlanta, I decided that I would also begin training for the STP the following year. I would begin riding in earnest my sole bike, a mountain bike, with a goal to earn the right to buy a road bike in Spring 2011 if I stuck with my developing regimen. I’d never before used a “carrot on a stick” motivation to work toward better health, but this offered the perfect opportunity to do just that. Conquer and savor a major life accomplishment and get a sweet new bike! For me, that is a major incentive to train every day.
I’ve been in routines before and know that pain, aches and strains are a part of getting started, but I pedal forward every day regardless. I am writing this chronicle of my experience throughout the year to record my development. I have dropped fifteen pounds since early July 2010, and have begun to enter local century rides in preparation for next year’s big event. MLT Creative is on the Stone Mountain bike path, and I feel fortunate to be so well-situated to work toward my goal throughout the year.
Sean Borja is an art director with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. He is a lifelong veteran of advertising and marketing campaigns, having fought in the trenches with major corporate and agency teams for nearly 20 years.
This member of MLT Creative's collection of vintage ad mascots is the seafaring spokesman for Cracker Jack, a classic caramel confection with a rich (and crunchy, and sticky) American history that dates back to 1893, at the first World's Fair in Chicago.
Cracker Jack's inherent portability made it a perfect stadium snack, and soon it became synonymous with a certain national pastime - especially during the seventh-inning stretch.
Jack himself wasn't introduced until 1918, but with his distinctive nautical duds, friendly salute and, uh, wide stance, he quickly became the brand's most recognizable emblem - along with his canine companion, Bingo.
Now owned by Frito Lay, Cracker Jack has changed with the times, adding new flavors, like Butter Toffee, and even a website. But Jack and Bingo are still emblazoned on every box and, as a testament to the characters' enduring popularity, the traditional sailor's uniform of the U.S. Navy is now colloquially referred to as "the Cracker Jack."
Character Study is an ongoing series featuring background trivia on the classic advertising characters from the private collection of MLT Creative.
Chase Mitchell is a copywriter at MLT Creative, an Atlanta-based advertising agency specializing in business-to-business marketing.
Put your LinkedIn Account to Work
According to Marketing Profs, LinkedIn is the favored social media tool for B2B marketers. If you're in B2B marketing or sales, you can do so much more with your LinkedIn account than simply look up your B2B marketing contacts. Use LinkedIn to help sell product, expand your networks, grow your business and gain free publicity.
Here's some simple tips to help you engage fully with LinkedIn:
- Fill out your profile completely to earn trust and credibility.
- Use apps and widgets to integrate other tools, such as importing your blog entries or Twitter stream into your profile.
- Do market research and gain knowledge with Polls.
- Share survey and poll results with your contacts.
- Answer questions in Questions and Answers: show expertise without a hint of self-promotion.
- Ask questions in Questions and Answers to get a feel for what customers and prospects want or think.
- Publish your LinkedIn URL on all your marketing collateral, including business cards, email signature, email newsletters, web sites and brochures, so prospects learn more about you.
- Grow your network by joining industry and alumni groups related to your business.
Update your status with examples of recent work and accomplishments.- Link your status updates with your other social media accounts.
- Combine your social media approach: when someone asks a question in Twitter, respond in detail on LinkedIn and link to it from Twitter.
- Use the search feature to find people by company, industry and city.
- Start and manage a group or fan page for your product, brand or business.
- Research your prospects before meeting or contacting them.
- Share useful articles and resources that will be of interest to customers and prospects.
- Don’t turn off your contacts: avoid hard-sell tactics.
- Write honest and valuable recommendations for your contacts.
- Request LinkedIn recommendation from happy customers willing to provide testimonials.
- Post your presentations on your profile using a presentation application.
- Check connections’ locations before traveling so you can meet with those in the city where you’re heading.
- Ask your first-level contacts for introductions to their first-level contacts.
- Interact with LinkedIn on a regular basis to reach those who may not see you on other social media sites.
- Set up to receive LinkedIn messages in your inbox so you can respond right away.
- Link to articles and content posted elsewhere, with a summary of why it’s valuable to add to your credibility.
- List your newsletter subscription information and archives.
If you haven't already, it's time to create or refresh your LinkedIn profile and begin increasing your B2B marketing contacts, and activity on this most useful site.
/mh
Related posts: LinkedIn-The Ultimate B2B Hookup
Martine Hunter
is the creative director of inbound marketing with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification and serves the Atlanta chapter of the Business Marketing Association as a member of the board of directors.
This morning, I Googled the acronym "TCB2B" to make sure I'm not stepping on the toes of anyone who might have coined it before me, but surprisingly, no one has - score!
I might be getting ahead of myself, so let me explain.
We all know that Elvis and Bachman-Turner Overdrive (yes, I just went there) made the abbreviation "TCB" (short for "Taking Care of Business") popular, but when you're B2B marketers like us here at MLT, it's also important to make the most of each day, and better serve your clients and customers, by TCB2B.
I was inspired by the keynote speaker at my little sister's graduation from the University of Georgia Grady School of Journalism & Mass Communications (I'll proudly mention here that I'm a Grady Grad; got my degree in advertising about four years ago, to be exact - how time flies). The speaker was W.H. "Dink" NeSmith Jr., a distinguished veteran in the field of newspaper management.
Aside from being a very refreshing and entertaining speaker, NeSmith had a TCB-themed message, and I couldn't agree more with everything he said. A self-proclaimed daydreamer, like myself and many others who work in B2B or B2C creative shops, he said it's not really difficult to keep your eyes on the prize and make the most of each day (ahem, TCB) with proper time management; it's all about list-making and "Dink's 5 D's of Time Management," as he called it.
As an account executive, I keep a pen in my purse at all times, so I jotted these 5 D's down. NeSmith mentioned getting a natural "rush" whenever he crosses items off his to-do list, which is something I find myself doing multiple times a day. It's my being efficient and diligent that benefits MLT and our clients at the end of the day, so I guess you could say I'm TCB2B every day...
Anyway, without further ado, here are Dink's 5 D's: Deliberate, Do it, Delegate, Ditch it and don't Diddle around.
Deliberate: Probably the most important D on the list. STOP WHAT YOU'RE DOING AND THINK ABOUT IT. This is a critical step, where you can ask those important questions (even dumb ones), evaluate the project and weigh the pros and cons of taking it on. Make sure that every detail is thought through and analyzed. This is where another lettered list - the 5 W's - comes into play: Who, What, When, Where and Why. Think about it, think about it some more and then decide.
Do It: You've thought it through, now it's time to take action. Take on the task at hand with the conviction that it's the most important thing at that moment, and the absolute best use of your time. I'm not going to say "don't diddle," because we'll get to that later. Just do it, and do it well.
Delegate: As much as you'd like to be the hero to everyone, all the time, here's where you've got to face reality and realize you simply can't do everything for everyone. Sometimes you need to let it go and trust that the people helping you can execute properly. Being the control freak/perfectionist that I am, I have to say this D is the most Difficult (yes, with a capital D) for me, but it's necessary in time management because there are only so many things YOU as one person can do. It's not a weakness to ask for some help here and there. Teamwork is a wonderful thing.
Ditch It: In some cases, the project you're approached with couldn't be more wrong for you or the company you represent, and that is OK. It's not wrong to say no. While the prospect of the project is appreciated, it might not be a good fit or an appropriate task, so just ditch it; just say "no thank you," and ditch it with humility, appreciation and grace.
Don't Diddle Around: Yes, procrastination is the enemy, my friends. If you're not approaching your work with tact and purpose, it could be that you should have ditched it or delegated it earlier on, but most likely you're doing some diddling. It happens. But think about this: Time is money. Time is precious. Time is valuable. Your company and your clients depend on you making the most of your time during office hours. That can also mean putting in extra time, and speaking for all of us at MLT, TCB2B doesn't always stop at 6 p.m. You know how the song goes: "Taking care of business, and working overtime." Of course there's a little time each day for kicking back and having a good time with your co-workers, but while you're working for your company's and your client's advancement, there is no time to diddle.
So what are you waiting for? Attack that to-do list in front of you with a TCB2B attitude. Make your day count.
Sarah E. Young is an account executive with the Atlanta advertising agency MLT Creative which specializes in business-to-business marketing.
Dribble, pass, shoot. The buzzer blares: in-and-out heartbreak. Rebound, dribble, pass,shoot: Swish – nothin’ but net. A pick-up game at the gym, or networking at a business-to-business conference? Different scenarios, but similar tactics apply to both.
Although networking through the use of social media can have incredible benefits in the world of B2B marketing, sometimes it feels like riding the bench in the middle of the playoffs. So get in the game by getting away from the computer, because face-to-face interaction is still the best way to make connections and build your B2B business.
Sure, the idea of walking into a room where you don’t know a single person can be pretty daunting, but with a game plan, a goal in mind and a pocket full of business cards, you can work the room like a pro.
Here's a few tips for scoring at networking functions:
Check your attitude. It's key to get mentally geared up before you even show up. Since your attitude often guides your behavior, you must overcome any self-doubts that might hamstring your efforts.
Smile. Here’s a rule that is so simple and self-explanatory, it sometimes slips people’s minds. Some of us are so focused on networking that we don't realize we have frowns on our faces. Scowls and furrowed brows are forbidden. People are more likely to warm up to someone who says “Good morning” with a broad smile than they are to someone with a dour countenance.
Have a game plan. Know who you want to meet in advance, be it a specific person or just a certain type.
Introduce yourself. Don’t wait for an introduction. Before sitting down at the table, tell everyone your name and the name of your company. Be sure to talk to the people sitting next to you.
Ask questions of the people you meet. Never lead with your "elevator pitch." People are more interested in themselves than they are in you, so ask them questions to get them talking.
Have a clear understanding of what you do. Also why, for whom, and what makes your doing it special or different from others doing the same thing. In order to get referrals, you must first have a clear understanding of what you do that you can easily articulate to others.
Put your technology away. Don’t run to your phone. When you’re fiddling with electronics, you look busy and unapproachable. Wait until the next break to break out the Blackberry.
Introduce others. When you meet cool people, make an assist and connect them with others who might be beneficial to them. This includes others at the conference, as well as other people you might know. If you ask the right types of questions, you will easily spot connections that can help others. Don't ever worry about what's in it for you -- just be the person who helps others. You will see over time that others will return the favor.
Follow up. If you meet interesting people and you never follow up, it makes no difference. Own the follow up after you meet people, and send them an e-mail (or, better yet, a handwritten note) telling them how much you enjoyed talking with them, and plan for future discussions.
Read their stuff. Many people are active bloggers, Twitterers, authors, etc. If people create the written word, seek out their work and read it. It’s a great way to get to know people, plus they’ll be honored when you ask them about it.
And just like your lucky pair of Jordans, don't forget your business cards.
Have a networking story to share? Please leave a comment.
/mh
Martine Hunter
is the creative director of inbound marketing with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification and serves the Atlanta chapter of the Business Marketing Association as a member of the board of directors.
With the ever-changing marketing landscape, B2B marketers should always be in a learning mode. There's nothing like a good business book to help you uncover the latest tactics, research, commentary or discussion surrounding our chosen field. It's important to stay current. Here's a some marketing books that address current topics in B2B marketing. Whether I've read, reviewed, or want to read them, I find all these books interesting and containing actionable content.
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Lead Generation for the Complex Sale: Boost the Quality and Quantity of Leads to Increase Your ROI Brian J. Carroll The complex sale, a synthesis of consultative, competitive, and team selling, that targets potential buyers for team service solutions, is the norm in today's B2B environment. In this bestseller, you'll learn how to target prospects early in the buying process and make the most efficient use of sales productivity and marketing resources.
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Emerging Business Online : Global Markets and the Power of B2B Internet Marketing Lara Fawzy & Lucas Dworski
Publish Date: October 25, 2010 This is the first comprehensive guide to Internet B2B marketing in emerging markets. The authors introduce their proprietary ebocube ("Emerging Business Online") approach: a comprehensive, applications-oriented method that covers every stage of the marketing process. Using their framework and methodology, business leaders can implement a low-risk, high-reward business model, penetrate the world's fastest-growing markets, and create significant value where it never existed before.
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The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition
David Meerman Scott This new second edition paperback keeps you up-to-date on the latest trends. New case studies and current examples are included to illustrate the very latest in marketing and PR trends. Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube. Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility. First edition previously reviewed by B2B Book Buzz
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Get Content Get Customers: Turn Prospects into Buyers with Content Marketing Joe Pulizzi & Newt Barrett Previously reviewed by B2B Book Buzz 
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Digital Body Language: Deciphering Customer Intentions in an Online World Steven Woods
Today, B2B marketers must decode a buyer s digital body language to understand the roles, information needs, timing, and buying intentions of its largely faceless and elusive target market. Steven Woods helps B2B marketing professionals understand the new dynamics of marketing complex products and services. He walks through the new tools available to buyers, how to read digital body language, and how to respond most effectively to maximize the volume and quality of leads.
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Socialnomics: How social media transforms the way we live and do business Erik Qualman
Socialnomics-where consumers and the societies they create online have a profound influence on our economy and the businesses that operate within it. Online word of mouth and the powerful influence of peer groups have already made many traditional marketing strategies obsolete.
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Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR Brian Solis & Debra Breakenridge
This book shows how to reinvent PR around two-way conversations with traditional and new influencers, bring the "public" back into public relations-and earn a new level of results that just wasn't possible before now.
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eMarketing Strategies for the Complex Sale Ardath Albee Previously reviewed by B2B Book Buzz. 
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The New Community Rules: Marketing on the Social Web Tamar Weinberg
This book offers crucial advice and strategies for marketing products and services on today's social web, with case studies on what really works and what doesn't. Many consumers today use the Web as a voice. The New Community Rules demonstrates how you can join the conversation, contribute to the community, and bring people to your product or service.
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Inbound Marketing: Get Found Using Google, Social Media, and Blogs Brian Halligan & Dharmesh Shah
Previously reviewed by B2B Book Buzz.
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Trust Agents : Using the Web to Build Influence, Improve Reputation, and Earn Trust Chris Brogan & Julien Smith
This book is your guide to a new form of power broker--web natives who trade in trust, reputation, and relationships using tools you may never even have heard of. You will learn what you need to look for in such an agent for your business or how to become one yourself. Trust Agents is your guide to the deep end of meaningful relationships on the web.
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Groundswell: Winning in a World Transformed by Social Technologies Charlene Li & Josh Bernoff
Previously reviewed by B2B Book Buzz.
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Crush It!: Why NOW Is the Time to Cash In on Your Passion Gary Vaynerchuk
Do you have a hobby you wish you could indulge in all day? An obsession that keeps you up at night? Now is the perfect time to take that passion and make a living doing what you love. In Crush It! Yet another rallying cry to the banner of turning your passion into a career,
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The 4-Hour Workweek, Expanded and Updated : Escape 9-5, Live Anywhere, and Join the New Rich Timothy Ferriss
Forget the old concept of retirement and the rest of the deferred-life plan-there is no need to wait and every reason not to, especially in unpredictable economic times. Whether your dream is escaping the rat race, experiencing high-end world travel, earning a monthly five-figure income with zero management, or just living more and working less, The 4-Hour Workweek is the blueprint.
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The Zen of Social Media Marketing: An Easier Way to Build Credibility, Generate Buzz, and Increase Revenue Sharma Hyder Kaban Social media marketing isn't like traditional marketing-and treating it that way only leads to frustration. Let Shama Hyder Kabani, president of Web marketing firm Marketing Zen and social media expert, teach you the "zen" of social media marketing: how to access all the benefits of social media marketing without the stress!
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The Social Media Bible: Tactics, Tools, and Strategies for Business Success Lon Safko & David K. Brake
This comprehensive guide shows you how to build or transform your business into a social media-enabled enterprise where customers, employees, and prospects connect, collaborate, and champion your products, your services, and your way of doing business.
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Hope Is Not a Strategy : The 6 Keys to Winning the Complex Sale Rick Page
Provides your team with B2B sales strategies and techniques that will make them more consultative sales professionals. It is a book for the strategic thinker and will enable you to build a world class sales organization.
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Winning with Customers : A Playbook for B2B D. Keith Pigues & Jerry Alderman
Publish Date: August 9, 2010 Without a deep understanding of where and how it creates customer value, a company is blind as to where necessary cuts could and should be made. Filled with case studies, interviews, and solutions from business, operational, and IT leaders, worldwide, Deliver More for Less provides practical and proven guidelines of how leading companies use deep customer understanding to reduce their cost of serving customers and increase revenues.
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Made to Stick: Why Some Ideas Survive and Others Die Chip Heath & Dan Heath Previously reviewed by B2B Book Buzz.
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Tipping Point: How Little Things Can Make a Big Difference Malcolm Gladwell
Defining that precise moment when a trend becomes a trend, Malcolm Gladwell probes the surface of everyday occurrences to reveal some surprising dynamics behind explosive social changes. He examines the power of word-of-mouth and explores how very small changes can directly affect popularity.
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Twitter Power 2.0: How to Dominate Your Market One Tweet at a Time
Joel Comm
In this revised and updated edition of Twitter Power, online marketing entrepreneur Joel Comm explores the latest trends, methods, and practices for making Twitter work for your business. You'll see how businesses and marketers are building a loyal following among Twitter members, expanding awareness of their product or service, and even handling negative publicity due to angry or disappointed customers. Updated with the latest business applications for Twitter, recent case studies, and other relevant social media info, Twitter Power gives you everything you need to tweet your way to success.
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Do you have suggestions for the next Big A List of Marketing Books?
/mh
Martine Hunter
is the creative director of inbound marketing with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification and serves the Atlanta chapter of the Business Marketing Association as a member of the board of directors.
Download our B2B Blogging Webinar and eBook:
Unless you're promoting primates, you're not engaging in gorilla marketing. The correct expression is guerrilla marketing. The term guerrilla comes from a Spanish word that means "little war." Guerrilla fighters typically launch small, targeted attacks as opposed to the large military campaigns run by nations. Similarly, guerrilla marketers use targeted, creative marketing methods as opposed to the more expensive, traditional campaigns run by large corporations. The unconventional nature of guerrilla marketing is intended to get maximum results from minimal resources.
Using comparable ambush tactics of a guerrilla fighter, a guerrilla marketing campaign works best if it’s swift, mobile, and impactful. Just like the shock attack of a mob of guerrillas in the jungle, a dramatic compelling guerrilla marketing campaign can produce tangible results for your brand.
As simple as fliers on windshields promoting the new dry cleaner to an elaborate distribution the latest hot recording artist’s CD, guerrilla marketing has evolved. Once considered the low-budget solution for start-ups, the adjunct guerrilla marketing campaign is more often a standard budget line item for B2B marketing efforts.
Armed with a narrow niche, a clever guerrilla marketing campaign should contain: ·
Reconnaissance – survey your competition, scout for locations, explore creative ideas and investigate methods·
Bivouac – set up an idea generation camp, train campaign participants to be marketing warriors with your message ·
Weaponry – arm marketing warriors with your message, your unique artillery for message presentation ·
Stealth - covertly observe your audience's responses to your presentation; dial it up or down based on reactions
Attack – converge on a territory ·
Rapid fire – repeat the attacks in more territory for maximum message exposure ·
Postmortem – Examine the results of the campaign immediately after the the last attack.
Get creatively tough using focused guerrilla marketing tactics to supplement your B2B outbound marketing campaign. The pioneer of this enduring marketing tactic, Jay Conrad Levinson, offers even more ideas on his hefty website www.gmarketing.com. Also check out our agency's website, for creative guerrilla marketing case studies.
/mh
Martine Hunter
is the creative director of eMedia with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification.
Soccer moms. NASCAR dads. Security seniors. Pet lovers. Weekend jocks. Computer nerds. People use personas to identify themselves or groups where they maintain connections. For instance, I'm a football mom, a Jane Six-Pack (more diet ginger ale than pints of ale) and a latte-sipping bookstore lounger. Although these personas don't describe all my activities, they do touch on some of my affinities and proclivities, and thus some motivations that trigger my buying impulses.
According to David Meerman Scott, author of The New Rules of Marketing & PR, "Successful online marketing an
d PR efforts work because they start by identifying one or more buyer personas to target..." As B2B marketers, it's critical that we understand our business buyers' mindsets and motivations to ensure our messages reach their inner needs and desires.
- What influences the B2B buyer?
- How important is reputation?
- Is he in a job or a career?
- What are her Web habits?
- How influential is the buyer regarding the buying decision?
- Where in the sales cycle is the buyer?
- Any pet peeves or pain triggers?
- What trade pubs does he read?
- Is she affiliated with any professinal associations?
- Are the activities of the competition important?
When planning a B2B marketing effort, knowing your buyers' personas can move you closer to a more precise message. Ardath Albee, author of eMarketing Strategies for the Complex Sale, suggests "...B2B personas must recognize tht the prospects professional standing and priorities will hold additional sway over what catches his attention when it comes time to solve a business issue." This awareness will help illuminate the motivations, the worries and the tendencies that are important to your customers.
Here are some tips for gathering the background to discover your buyers' personas:
- Break down your buyers into distinct groups. In the B2B arena, it can be industry segments or job titles, for example.
- Select a few categories to further define your group, i.e., age, company type, key concerns, pain triggers, annoyances, professional activities and other profiling data.
- Interview the customers who fit the personas you have identified -- a minimum of five groups, more if possible.
- Genuinely pay attention to the words they use, the emphases placed and the priorities ordered.
- Catalog everything you know and have learned about each group’s attributes.
- Then step back and look at the patterns.
- Segment each group with a name. Rather than keeping your future customer as a nameless, faceless "prospect," give the customer life with a name.
Use this information to get to know your customers personally and understand their motivations. You can now tailor your marketing messages to highlight how your product’s solution will meet their needs. The goal of the marketing persona exercise is to help you understand your customers better and focus your marketing endeavors cost-effectively, reducing wasted effort on both sides. We have found the exercise to be profoundly effective at our B2B marketing agency, MLT Creative.
Imagine you’ve been tasked with writing web copy for your B2B prospective customer base announcing the launch of the time-traveling flux capacitor. This time, consider the persona profile of Dr. Emmitt Brown, the brilliant scientist. As a technical expert, Dr. Brown wouldn’t be interested in “fluffy” product benefit brochures, but he would read a straightforward, practical and scientifically rich product analysis. By appealing to Dr. Brown’s motivations, your website will produce better results.
Have you gotten personal with your B2B buyers? Can you categorize their personas?
/mh
Martine Hunter
is the creative director of eMedia with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification.
At networking events nowadays, you hear a new vocabulary:
“You're LinkedIn? Invite me to your network.”
“Are you connected to So&So’s network? Can I get an intro?"
“Friend me and I'll hook up with you on your wall.”
Social networking has changed the way we communicate to prospects and industry peers. If you're connected and they know your name, they can look you up. And even better, you can look up others.
Having missed the MySpace craze, the first profile I created on a social networking site was LinkedIn just two years ago when a former colleague asked for a recommendation. I didn't respond right away to the newfangled communication, but intrigued, I built my own profile. Since then, I have watched my friend's network increase to almost an incredible 500 connections and mine has grown to a respectible 180 solid business connections.
LinkedIn is best for business networking and is a boon for B2B marketers. Profile information is geared towards jobs, organizations, skills, etc. I always find it helpful and interesting to look at my connections' connections. It's great for stealth business research too. You can always ask to be "introduced" to someone else's connection. I've added my company's Web site and blog on my profile, a way of marketing my company and measuring marketing effectiveness.
It's also amazing to see your own network statistics. Although I have about 180 connections, my second degree connections (my connections' connections) amount to more than 57,000 — and the third degree amounts to over a four million!
Link to me!
I also have a Facebook profile and check it sporadically, unlike like some of my friends, who must check theirs several times a day. I use Facebook's social networking site only to keep in touch with old friends, current friends and new friends — very few business contacts. I tire easily of the "what are you doing" function. Some people update this regularly, often with banal entries like "I have a headache," or "I need to sharpen my pencil." I don't have patience to chronicle those activities, but it cracks me up to read what my pals are up to.
So, do all social networking sites serve the same purpose? Yes and no. I use all these sites to network. But the specific type of networking is different.
If you haven't already, you must create a profile on a social networking site that fits your needs. Increase your contacts, business and keep in touch... all at your fingertips!
Take a look at this video that explains how Linkedin works.
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Martine Hunter
is the creative director of eMedia with the Atlanta advertising agency, MLT Creative, which specializes in B2B marketing. She holds the Inbound Marketing professional certification.