Category Archives: B2B

Marketing Budget – Decision Time

The other day a CMO told me she didn’t have budget to fund her Conversation Marketing initiative. She explained budgets are already tight…and now we have to layer Conversation Marketing on top of our other marketing initiatives.
Yes. Smart marketers will find a way. It’s not a matter of jumping on the [...]

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3 Items Often Missed in B2B “Social Media Marketing”

A flood of recent articles on “social media marketing” for B2B’ers has seriously pushed some of my buttons. Many of them miss very key points. I’ll share with you some of what is missing.
1) Conversation Marketing is Comprehensive, Social Media Marketing is Not
If you’re new to the blog you’re probably wondering why the quotes appear [...]

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Why B2B Companies Need to Participate in the Market Conversation

The ability to interact with prospects, customers, industry analysts, industry journalists, investors, employees, colleagues who are participating in the market conversation. Those who participate in the conversation fall into three categories:
• Influencers – Individuals and organizations who influence customers and prospects
• Participants – People who respond and contribute to the topics raised by Influencers
• Listeners – The largest [...]

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