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T-Shaped Marketer skill set

The T Shaped B2B Marketer: The Importance of Being Deep and Wide

I was first introduced to the idea of a “T shaped marketer” in Mike King’s session “Technical marketing is just the price of admission” at Inbound 2015. It gave me a better understanding of where marketing is today and what I need to do to be a successful marketer.

If you’ve been in inbound marketing for very long you know that no piece of inbound marketing can succeed on it’s own. In order to succeed, your different inbound tactics have to work together to form a comprehensive strategy. As I showed in my post “The B2B Inbound Solar System: Dimensions of A Solid Inbound Strategy” you can’t do SEO if you don’t have content, you can’t have content if you don’t have a website, you can’t have social media if you don’t have content and so on and so forth.

Because of this, it often helps to have a broad understanding of inbound marketing to be effective. But you can’t know everything about everything, so what’s the balance? The solution to this predicament that many have proposed is the “T-shaped marketer.”

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The B2B Inbound Solar System

The B2B Inbound Solar System: Dimensions of a Solid Inbound Strategy

B2B inbound marketing is complex and multifaceted. Each inbound discipline works best as one piece in an overall strategy. It’s not enough to have great content, or a stunningly designed website. In order to get the most out of inbound, you have to understand how all these different things work together. In that sense, it’s better to have every piece of your inbound strategy functioning, than to have a few of the pieces working perfectly.

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Three b2b marketers following each other off of a cliff

Using The Theory of Reasoned Action To Improve Your B2B Marketing

“If everyone else jumped off a cliff, would you?” The famous words uttered by mothers everywhere in response to children who desperately want to follow the crowd. Kids aren’t the only one’s influenced by their peers. Even into adulthood, social attitudes play a significant role in the decisions we make.

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A B2B Marketer wondering through a CRM jungle

How To Keep Your CRM From Growing Into A Mysterious Jungle Wilderness

If your organization has been around for more than a year and you haven’t started to clean out your contact database you’re way behind.

If you don’t go through your CRM to organize and clean, it will soon turn into a wild jungle full of mysterious mystical information that is no use to you or your company.

People’s relationship with your company is always shifting. Here are some common reasons that CRM hygiene is important:

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Alec Baldwin In Glengarry Glen Ross

As A B2B Marketing Professional, You’re Weak Without SALES.

This Week’s B2B Word on the Street is: SELLING
In my opinion, the most riveting cinematic speech about the art of the sale is Alec Baldwin’s fiery monologue in the movie “Glengarry Glen Ross.” He takes a disgruntled group of real estate salesmen to school, and from “Put the coffee down!” to “The leads aren’t weak… you’re weak,” he grabs their attention – and their throats – with his words.

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Mac Computer with lightbulb

20+ Free Online B2B Marketing Certifications and Courses

Today, there is no way to learn everything you need to know about marketing in the classroom. Marketing of all shapes and sizes is transforming so quickly that it is hard for even those in the industry to keep up. Check out this post – The T Shaped B2B Marketer: The Importance of Being Deep and Wide to see just how many skills it takes to do marketing today. So what’s the answer? How do you make sure that you are competent in today’s marketing concepts and practices? Online courses are an excellent way to do this, especially when they are free.

To help you keep a sharp marketing edge, I’ve compiled a list of free online marketing courses and certifications that you can take advantage of right now.

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Don Draper smile

A B2B Marketing Guide to Inner Peace and a Sly Don Draper Grin

There have been many articles written about Mad Men, especially about the final episode. As fans of the show since it began, our agency posted quite a few blog posts about it and there were many Monday conversations discussing and dissecting each Sunday show over the years.

I have my own ideas about that smile on Don Draper’s face in the last scene. And I can tell you how to have one of your own the next time you need a big idea.

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The Science of Persuasion in B2B marketing

The Science of Persuasion in B2B Marketing

If you’ve read my recent post: Got Milk? Got Leads? – Changing Perceptions and B2B Buyer Behavior you know that one of my undergraduate Communications classes at UGA, Persuasion, looks at advertisements (usually B2C television ads) and dissects their method of persuasion and how effective it is.

One day in class we watched a video from Robert Cialdini, the author of best selling book Influence: The Psychology of Persuasion. Cialdini has been conducting research on the psychology of persuasion for over 35 years. The video we watched looks into the 6 universal shortcuts that humans use to guide their decision making.

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A B2B marketer drinking milk

Got Milk? Got Leads? – Changing Perceptions and B2B Buyer Behavior

If you’ve read the bio at the end of any of my blog posts, you know that I am currently in my undergrad at UGA studying Communications (please don’t hold this against me). One of my Communications classes, Persuasion, looks at advertisements (usually B2C television ads) and dissects their method of persuasion and how affective it is. One day, the professor showed the class a video on the “Got Milk?” campaign; one of the most successful ad campaigns in history.

 

The “Got Milk?” campaign, while a b2c campaign, offers some incredibly powerful insights for b2b marketers.

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Jerry Garcia says: Find Your Niche!

Inbound Marketing Insights: The Grateful Dead and Niche Marketing

I recently started reading Inbound Marketing by Hubspot Cofounders, Brian Halligan and Dharmesh Shah.

If you didn’t know, it’s an explanation of the theory and thought process behind their company.

Over the next couple of weeks, I will be sharing insights, from the book for your reading pleasure.

The first insight from the book involves the Grateful Dead.

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