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New Rules of B2B Demand Generation

For marketers the last two or three years have been some of the most chaotic ever. Traditional mass media channels have scuffled, shedding jobs and revenue at a staggering pace. Tough economic times have emboldened CFO’s to raise the pressure on accountability. And the emergence of social media and ubiquitous digital interaction has dramatically amplified the power and voice of …

How to Implement a Social Media Marketing Strategy

Again, thank you to everyone for the support and enthusiasm for the presentation. Certainly this is something that has hit a nerve and I’ve heard you loud and clear. Over the coming weeks and months I will be devoting more time documenting the approach we are deploying at Alterian and sharing insights on what is and isn’t working. To download …

December Webinar: How to Implement a Social Media Marketing Strategy

Okay, so yes, on December 17th I am hosting Alterian’s December webinar. My topic for the session will be how to make social media part of your strategic marketing planning. Yes, I will cover some of the blocking and tackling of deploying to the channels, but the real point of emphasis is how to incorporate in a measurable, accountable way …

What is Social Media Marketing?

Recently I was blasted by someone for not having more Twitter followers. It certainly gave me pause. For sure, from a personal branding stand point “followers” and “views” can be a barometer of success in the social space. I would argue, however, there are other valid approaches. Below is in part the rebuttal I sent, but this is something I …

How to Drive Demand Generation with an Inbound, Social Media Strategy

Flip the funnel. Flatten the funnel. Get rid of the funnel! These aren’t some loony, fringe ideas, but rather the thinking of some of the leading marketing minds of our time like Godin, Meerman, and Brogan. Everyone recognizes that social media is having a huge impact on successful demand generation. The problem lies in identifying how to apply it to …

Campaign Tracking – Managing and Analyzing the Results

Campaign Tracking With all the effort put forth to execute the campaign, a key point of failure for campaign effectiveness lies with the tracking and analysis. Just getting the message out isn’t sufficient. How was that message received? What does the overall response to the message say for future campaigns?

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