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Labels: business to business (B2B), thought leadership

Chris Koch wrote an excellent blog post, "There is No Social Media Strategy, Only Marketing Strategy," in which he states:

Social media simply makes starkly plain what we’ve known for some time but haven’t had to face yet: We don’t have a lot of content capable of generating trust and relationships.

Chris sees, as I do among clients and prospects, that B2B marketers are eagerly adopting the next-generation tools, but are learning the hard way what it takes to use them properly. That requires feeding them with content--and the right kind of content.

Chris asks, "What do you think? Are we overemphasizing social media strategy at the expense of overall marketing integration?" Yes, many marketers are. As I blogged recently, there are marketers who want to produce content quickly, and social media turns the demand for content into a race. It is easy to rely on what's familiar--the old product pitch--but that isn't effective in social media. What is effective is thought leadership, which requires real strategy and forethought.

Labels: business to business (B2B), content strategy, social media

We enjoy a good debate here at The Content Factor, and we're watching one play out on the Demand Gen Report Blog.

• Marketo's Jon Miller blogged on "Seed Nurturing," suggesting some new practices for using social media to "turbo charge" lead nurturing.
  
  Miller writes:
  "For example, after identifying a prospect’s Twitter username, follow his or her Twitter conversations that include relevant keywords, and track this data in your marketing automation system."
  
  
• Malcolm Friedberg of Left Brain Marketing makes an engaging counterpoint in "Seed Nurturing? Not Unless You're Walt Whitman."
  
  Friedberg writes:
  "Call me cynical, but I’m not comfortable betting my job on whether anonymous leads will 'likely' surface from the social media world and appear on my front door."

For all the conversation about social media in B2B marketing, real best practices for generating leads from it are still bleeding edge. According to the latest Raab Guide to Demand Generation Systems, no standard approach has emerged.

Although on a high level I agree with "seed nurturing," (as stated in a previous post, "Are We Torching Our Leads?" which advocated the registration-free white paper download), the detailed practices that Miller describes in his Demand Gen Report post seem far-fetched to me. The B2B marketers I work with don't have the resources to follow prospects on Twitter, trend their topics, and look for signs that they are in the early stages of a buying cycle.

And, if getting a phone call ten minutes after downloading a white paper wasn't bad enough, a demand generation solution that provides Twitter-trending functionality is even more "Big Brother." (Will I get a phone call from Marketo after I tweet this blog post?)

Social media is the realm of public relations and thought leadership marketing, not of metrics-driven lead generation. There are some amazing tools emerging for marketers to analyze information as it travels through the social media, but is it realistic for these tools to help marketers warm-up prospects for sales? I will side with the cynics for now.

Labels: business to business (B2B), lead generation, marketing automation, thought leadership

Recently I spoke with a CMO who wanted to market a commoditized IT product. Naturally, his product has its own competitive advantage. But it was clear to me that his target market would be shopping first on price, and that a feature-benefit message would be challenging to push.

Early in our conversation, he asked, "How much will a white paper cost?"

Like his own prospects, he, too, was shopping on price. He was thinking of his marketing message as a commodity, too.

But that's the last thing he can afford to do. Pedestrian, fill-in-the-blank content simply doesn't have enough appeal to sell a commodity product. On the contrary, the message must be that much more compelling to stand out. That is why hard-to-differentiate products, like cola, beer, and wireless service, have the most creative TV ads.

B2B marketers are increasingly tempted to churn out cheap content. They have hungry channels to feed, such as blogs and email newsletters. Meanwhile, budgets are slashed. So the question, "How much will a white paper cost?" tends to be the first question marketers ask.

Relative to other marketing expenses, good content is a great value. B2B marketers can easily waste the budget they have if they push a weak message that sales won't use, and the market won't read. Our job is to make the prospect care--and the harder the product is to differentiate, the more creative we need to be.

Labels: business to business (B2B), content marketing, white papers

Back in the 1980s when computer automation first started to make a big impact on business, many people started to realize the truth in the old axiom: Garbage In/Garbage Out. Putting in bad or erroneous inputs, and then processing them faster and more efficiently took its toll on a wide range of businesses, ranging from newly automated dentist offices to numerical punch machines that went awry.

But perhaps nobody saw the paradoxical power of GIGO better than the thousand of business planners who discovered that the speed and dexterity with which they could manipulate Lotus 123 didn’t make their assumptions any more prescient or their forecasts any more exact. Their companies found out as sales forecasts foundered and inventory levels swelled.

We are seeing part of the same scenario play out today with the advent of marketing automation systems. Don’t get me wrong, marketing automation and campaign management are great concepts. Many companies are recognizing breakthroughs in activity levels and prospect touches, but just as many are pumping banal and uninteresting content through these systems. In the process, they may be damaging their reputations and even their brands. Certainly, they are inuring their prospects to this email onslaught and making them wary of these digital touches.

What’s the cure for GIGO in the marketing automation model? Good content. As explained in this MarketingProfs post, expensive inbound linking, SEO, and analytics won't be worth the investment if readers don't have something good to read on your web site.

Good content keeps the audience in mind, which goes slow and doesn’t force everything down their throat. Most importantly marketers need to remember that even though they are feeding information into an automated system, that there is still a human being on the other end.

Labels: business to business (B2B), content strategy, marketing automation