Show # 1: Vol 5 – The Outlook for BtoB Tech Marketing in 2010

Arketi’s third annual Atlanta High-Tech CMO Roundtable featured marketing executives from leading technology companies throughout the Southeast. The collection of top marketing minds gathered to discuss the current and future state of BtoB marketing, and a handful of themes emerged:

• The newfound convergence of Sales and Marketing to generate leads
• Social media’s role as a strong supplementary communications channel
• The importance of relevant and compelling content to fuel lead nurturing initiatives

To learn more about the Roundtable’s proceedings, download the “The Outlook for Business to Business Technology Marketing in 2010” white paper here.

Show # 12: Vol 4 – Video: A Visually Engaging B2B Alternative

The emergence of video as a viable and cost-friendly tool has many B2B marketers scrambling to adapt. Video’s ability to engage customers and prospects is a primary reason it’s being rapidly incorporated into the B2B marketing mix. Arketi Group examines the benefits of utilizing video, including its ability to:

• Convey personality and sentiment to elicit emotional reactions
• Serve as a new and interactive vehicle to drive content marketing strategies
• Diversify traditional thought leadership platforms
• Extend content through social media releases, e-marketing campaigns and more

For additional insight into how B2B marketers can successfully leverage video, click here.

Show # 11: Vol 4 – Email vs. Postal Mail: Battle Royale

Arketi Group Principal Rory Carlton recently participated in the debate on the effectiveness of postal mail versus email in grabbing attention in today’s electronic-centric business environment. Among his arguments, Carlton highlights:

• The ubiquity of email has contributed to its decline in impact
• The opportunity for physical interaction with the contents of postal mail
• Postal mail delivers an anticipation and excitement devoid in email

To read the entire article in DMNews, click here.

Show # 10: Vol 4 – Webinars: Compelling BtoB Engagement

The massive shift of marketing to the digital realm has caused BtoB marketers to re-assess their engagement strategies. Arketi Group examines the viability of webinars as an effective and interactive tool for marketers and provides some best practices to consider:

• Ensure webinar content is relevant and timely; emerging industry trends, opportunities and challenges always prove compelling
• Modify the webinar content to appeal to the audience; address their needs directly
• Leverage social media platforms and public relations in the webinar promotional mix

For additional insight into the benefits of webinars for BtoB marketers, click here.

Show # 9: Vol 4 – Do’s and Don’ts of Effective Media Relations

Arketi Group highlights a few fundamental tenets to abide by when conducting outreach with the media. Some of the tactics and best practices to employ include:

• Perform due diligence; be cognizant of a journalists‘ habits and preferences
• Avoid over-the-top jargon when corresponding with a reporter; simplicity is key
• Don‘t over-promise; expect the reporter to assess the validity of your claim
• Leverage the appropriate social media platforms to engage the reporter

For more tips on how to build relationships with the media and deliver value, click here.

Show # 8: Vol 4 – Components of a High-Value Loyalty Marketing Campaign

Arketi Group offers tactics and best practices for business-to-business companies to consider when implementing an effective loyalty marketing program.

Some of the strategies that BtoB companies can utilize to employ and sustain a successful loyalty marketing program include:

• Actively mining your database to identify the proper targets
• Detailing applications and resources needed to support each program‘s infrastructure
• Frequently communicating with members for effective, meaningful engagement
• Determining a quantifiable standard by which to measure campaign success

Show # 7: Vol 4 – The Future of the Social Media News Release

In this BtoB Marketing Minute exclusive, Arketi Principal Mike Neumeier, APR sits down with Jason Kintzler, founder and CEO of PitchEngine, to discuss the evolution of the social media news release. Learn how this progressive style of sharing news is paving the way for future press releases by:

• Facilitating the newest wave of PR by bridging influencers and highlighting relevant metrics
• Providing flexibility and a comprehensive means to incorporate multi-media components
• Streamlining the sharing process and engaging readers via various social media outlets

Show # 6: Vol 4 – Specific Tactics for BtoB Companies Using Marketing Automation Solutions

Arketi Group offers recommendations for business-to-business companies using marketing automation solutions to find, nurture and convert leads more effectively.

Some of the strategies that business-to-business companies can use to capitalize on their marketing automation solution include:

• Sort out qualified and less qualified leads by using targeted drip marketing campaigns
• Use the “Give to Get” model to exchange valuable content for visitor contact information
• Infuse lead nurturing tactics into a marketing automation system which allows for more efficient prospect scoring

Show # 5: Vol 4 – The Importance of Marketing Automation for BtoB Companies

Arketi Group offers advice on how business-to-business companies are utilizing marketing automation solutions to help track and manage prospect outreach more efficiently.

BtoB companies can take advantage of marketing automation solutions as it allows marketers to better:

• Identify potential prospects
• Score the prospect based on level of qualification
• Nurture the lead with automatic, customizable follow-ups
• Measure the effectiveness of all lead generation and nurturing activities

Show # 4: Vol 4 – Crisis Communications Planning in a BtoB World

Although crises more frequently burden the consumer realm, it is wise for B2B professionals to be prepared in the case of an incident. In fact, a recent BtoB Magazine survey found that 57 percent of marketing executives report their company does not have a crisis response plan currently in place. Arketi Group examines the importance of having a BtoB Crisis Communications plan, as well as five components vital to any plan:

• Documented roles and protocols
• Operational materials
• Continuous improvement protocols
• Immediate response materials
• Supplemental materials

Show # 3: Vol 4 – How To “Web 2.0” Your BtoB Website

Some ways Web 2.0 sites distinguish themselves from those retroactively labeled Web 1.0 sites include:

• 2.0 sites look and behave more like desktop applications
• Visitors themselves are contributors to the site content
• 2.0 sites typically incorporate a mix of “cool” new technologies

Show # 2: Vol 4 – Behind the Scenes with Tech Pioneer Ben Dyer and His Latest Venture – TechDrawl

In this interview, we speak with technology pioneer Ben Dyer, CEO of TechDrawl, an interactive video blog showcasing emerging technology businesses fresh from the South. Ben, who founded Peachtree Software (now owned by Sage Software which is an Arketi client) among other successful technology companies and is a member of Georgia‘s Technology Hall of Fame, shares with us what he sees in the latest crop of technology companies. In addition, he reminds BtoB marketers that now is the time to embrace what he calls the SNAKE strategy (Sell Now And Keep Eating).

Show # 1: Vol 4 – Messaging and Positioning: Successful Integration

Arketi Group offers advice on how to effectively balance strong messaging with proper segmentation. Some tips for business-to-business technology companies to consider when exploring their messaging and positioning strategies are:

• Keep your organization‘s message simple and value-driven
• Segment according to the high-level message to promote consistency and visibility
• Unite messaging and segmentation as part of one organizational strategy

Show # 7: Vol 3 – The Importance of Repositioning: An Interview with Ajay Murthy

In this interview, we speak with Ajay Murthy, vice president of global marketing for Convergys Corp., about how he went about repositioning this global leader in relationship management. Ajay offers tips for business-to-business technology companies to consider when repositioning including the need to:

• Understand the overall corporate vision and strategy
• Find out what the customer‘s expectations of your organization are
• Engage your employees through education and communication

Show # 6: Vol 3 – Selling Tips for Business-to-Business Tech Businesses to Consider: An Interview with Douglas Rodgers

Douglas Rodgers is CEO and managing partner of FOCUS LLC. Founded in 1982, FOCUS is a national middle market investment banking firm providing merger, acquisition and corporate finance services.

In this interview, we speak with Douglas about tips for business-to-business technology companies to consider when selling. Interview highlights include:

• How to avoid customer concentration
• How to build exit strategies into your business plan
• When to develop investment banker relationships
• What is the role of brand building in mid-market M&A
• When to look for financing and liquidity

For more information on Douglas Rodgers and FOCUS LLC, visit www.focusbankers.com.

Show # 5: Vol 3 – 10 Must-Do Items for Creating an Effective and Dynamic Website…Part II

There’s more to building a website than writing text and choosing images. Learn the last five of 10 important steps to ensure your website delivers maximum impact and generates an increased number of leads:

• Give each page an explicit meaning
• Incorporate analytics to help track valuable user tendencies
• Only request information needed to follow-up
• Develop the site with future growth in mind
• Ensure thorough testing and quality assurance of the site

Show # 4: Vol 3 – 10 Must-Do Items for Creating an Effective and Dynamic Website…Part I

There’s more to building a website than writing text and choosing images. Learn the first five of 10 important steps to ensure your website delivers maximum impact and generates an increased number of leads:

• Maximize your search engine presence
• Know your key audiences
• Get visitors‘ attention by communicating in their language
• Encourage visitors to take action
• Be natural with a consistent message

Show # 3: Vol 3 – Interview with Apprentice Contestant and Small Business Author Wes Moss

At his recent book launch party, Arketi caught up with author Wes Moss to discuss his new book Make More, Worry Less. In the book, Moss shares the stories of 18 people who have used the entrepreneurial spirit to succeed in corporate America. Mylle Mangum, CEO of Arketi client IBT Enterprises is among the executives featured in the book, which is on shelves now.

Find out more about Wes Moss and Make More, Worry Less at www.wesmoss.com.

Show # 2: Vol 3 – Interview with Technology Analyst Micky Long

There are many mistakes that companies make when meeting with an analyst. Arketi talks with Micky Long, research director in the Strategic Service Management Practice at the Aberdeen Group, about how to approach and prepare yourself before bringing your product to industry and technology analysts.

Find out more about Micky and the Aberdeen Group at www.aberdeen.com.

Show # 1: Vol 3 – So You’ve Started a Blog… Now What?

There are countless resources available to bloggers to find blogs and promote their own. Check out some of the following resources mentioned in this podcast below:

Technorati

Delicious

Digg

Reddit

Blogrolling.com

Show # 12: Vol 2 – Direct Marketing Expected to Grow in 2008; Lead Nurturing as a Profit Center; Identifying Online Influencers

Direct Marketing Expected to Grow in 2008

Lead Nurturing as a Profit Center

Identifying Online Influencers

Show # 11: Vol 2 – A Book is Only as Good as Its Cover; Email Survey Best Practices; A Glance at the Industry: B-to-B Ad Spending

A Book is Only as Good as Its Cover

Email Survey Best Practices

A Glance at the Industry: B-to-B Ad Spending

Show # 10: Vol 2 – Crisis Communications: 5 Tips to Weather the Storm

Crises can happen at any time, and they often arise when you least expect it. Hypothetically, if a major crisis happened to your company in the next hour, would you be prepared? To help you tell your story and stay level-headed in the midst of a crisis, here are five tips to weather the storm:

• Create a crisis communications plan in advance
• Be proactive, not reactive
• Keep information flowing as it develops
• Speak simple and succinctly
• The triple positive

These five tips were developed to help you maintain your company’s reputation and brand in the event of a crisis. For more tips, read the next issue of “Core,” Arketi Group’s newsletter on best practices of business-to-business marketing. Sign up now.

Show # 9: Vol 2 – UGA Grady College Panel

For more information on Connect, visit http://www.ugaconnect.blogspot.com. There you can find links to additional information, blog entries, audio of the sessions, photos and podcast interviews.

Show # 8: Vol 2 – The Name Game

What’s in a name? For businesses and products – a lot. Businesses are always looking for the name that resonates strongly in their markets and most accurately reflects who they are and what they do. Before choosing a name for a business or product, there is a nine-step game you will want to play – The Name Game:

• Get to know your players
• Scout out the opposing teams
• Get inside your management’s psyche
• Clearly define the rules of the game
• Name-storming
• Make sure you’re in a league of your own
• Be ready with your starting line-up
• Check the weather before game day

Show # 7: Vol 2 – Maximizing Click-Through Rates in our E-Newsletters; Driving Sales with Microsites and Landing Pages; Who’s Watching Your Wiki?; McKinsey Quarterly’s Online Marketing Survey

Maximizing Click-Through Rates in our E-Newsletters

Driving Sales with Microsites and Landing Pages

Who’s Watching Your Wiki?

McKinsey Quarterly’s Online Marketing Survey

Show # 6: Vol 2 – Staying Focused on Core Company Values: An Interview with Kenneth Bernhardt

Kenneth Bernhardt is the Regents professor of marketing and assistant dean for corporate relations at Georgia State University’s J. Mack Robinson College of Business.

In this interview, he shared with us a number of ways a company can stay focused on its core values:

• Keep core strengths and customers in mind
• Do a regular company “culture check”
• Know what customers are thinking
• Do not compromise the customer experience
• Steer clear of hubris and complacency

To learn more about Bernhardt and the Robinson College of Business at Georgia State University, visit www.robinson.gsu.edu.

Show # 5: Vol 2 – Corporate Social Responsibility for All

It has come to be expected that a multinational organization has a philanthropic foundation, charity or public outreach program. But corporate social responsibility need not be limited to only the FORTUNE 500. Atlanta-based Cbeyond is a mid-sized company that is committed to giving back to the communities it serves. In this edition of The Arketi B2B Marketing Minute, Cbeyond Chief Marketing Officer Brooks Robinson explains the importance of community service and Cbeyond’s own Community Connections program.

Show # 4: Vol 2 – The Three "Rs" of B2B Marketing

The days of bottomless marketing budgets are long gone. Today, marketing executives have limited dollars and resources, but the pressure to get the same number, if not more, of leads for their sales teams is still there. So marketing execs must be smart about how they use their marketing content and look for creative ways to get the leads they need. One guaranteed approach to help you get the maximum return out of your marketing campaigns is to follow the 3 R’s – Reduce, Reuse, Refresh. This podcast gives specific examples for how you can get stretch your marketing content.

Show # 3: Vol 2 – Performing high-tech research on a low-tech budget

To kick off this podcast, we ask you some questions to get you thinking: When you give advice to management on messaging or on marketing campaigns and programs, what type of feedback do you receive? Do people ask you to back-up your claims with real-world examples? When you recommend that research be conducted to validate your assumptions, are you told, “We don’t have enough money for that”? Many times, we marketers want to test our beliefs in the marketplace, but we know we have tight budgets. This podcast explores research options available that can help you back up your claims, even with a limited budget.

Show # 2: Vol 2 – B2B Marketing Budgets Are Up; Marketing in the Virtual World; Live B2B Marketing Events Are Increasingly Effective; 8 Tips to Improve Your Online Presence Through Email Marketing (6:45)

Business to Business Marketing Budgets Up for 2007
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20061212/FREE/612120767&SearchID=73272855264987

Second Life Competition Garners Marketing Ideas for the Virtual World
http://news.com.com/A+winning+business+plan+for+Second+Life/2100-1025_3-6160433.html?tag=nefd.lede

Live Business-to-Business Marketing Events Increasingly Effective
http://www.btobonline.com/apps/pbcs.dll/article?AID=/20070221/FREE/70221001

Eight Tips for Improving Your Online Presence Through E-Mail Marketing
http://www.wilsonweb.com/email/sugarman-rhythm.htm

Show # 1: Vol 2 – Inside Business Ethics: an Interview with Dick Cook (14:20)

Dick Cook is senior advisor at Focus Enterprises. Founded in 1982 in Washington, DC, Focus provides a range of investment banking services tailored to the needs of emerging growth and middle market businesses.

In this interview, we speak with Dick about the topic of ethics in business… where we are and where should we be.

To learn more about Focus and Dick's career, visit www.focusenterprises.com.

Show # 17: Vol 1 – The top 10 marketing trends to watch in 2007: an interview with Kim T. Gordon (13:40)

Gordon is one of the country‘s leading experts on the small-business market, having more than 27 years of experience as an author, national columnist, marketing expert, media spokesperson and lecturer.

Gordon has also addressed audiences at the Brookings Institution and in the media, including CNN, ABC World News Tonight, the Los Angeles Times, and the Washington Post. She is also the author of four books including her recently released book, Maximum Marketing, Minimum Dollars: The Top 50 Ways to Grow Your Small Business.

To learn more about Kim T. Gordon, visit her website, www.smallbusinessnow.com.

Show # 16: Vol 1 – Search Marketing: How to Attract Robots to Your Website (6:45)

This year‘s hottest topic in the marketing world has undoubtedly been search marketing, and with that in mind, this edition of the B2B Marketing Minute focuses on techniques for attracting “robots” – search engines – to your web site.

Making your site attractive to these automated visitors is essential to bringing in the visitors you really care about: potential customers. This podcast offers 5 simple robot-attraction rules.

Show # 15: Vol 1 – A Conversation with Tech Guru Jeffrey Tarter on Services Marketing for Technology Companies (11:15)

The recently released ASP 2006 Maintenance & Services Ratios Report shows service revenue produces 51 percent of total revenue for a typical software company. In this podcast, Arketi Principal Mike Neumeier discusses the importance of service offerings with technology guru and ASP‘s founder and executive director, Jeffrey Tarter.

On the eve of an ASP workshop series on Services Marketing for Technology Companies, Tarter shares with Arketi B2B Marketing Minute his insights on how technology companies can profit from marketing services.

Tarter is a well-known, award-winning industry analyst, commentator and thought leader. Described as “quietly powerful” by Marketing Computers, and twice named "Best Industry Analyst" by the Software Publishers Association, Tarter is frequently turned to by business and technology media for analysis of the technology industry. Tarter was also the founding editor and publisher of Softletter, a widely-acclaimed software industry newsletter created in 1983.

Show # 14: Vol 1 – Improve Customer Interactions, When Warm Prospects Turn Cold, Search to Dominate Online Ad Spending, Product Placement Becomes Stronger Marketing Tool (6:30)

7 ways to improve customer interactions
http://www.marketingprofs.com/6/popky1.asp

When warm prospects turn cold
http://www.marketingsherpa.com/sample.cfm?ident=29687

Search to dominate online ad spending for the next five years
http://www.btobonline.com/article.cms?articleId=28901

Product placement becomes a stronger marketing tool
http://adage.com/article?article_id=111526

Show # 13: Vol 1 – Online Advertising and Click Fraud
While there is much debate among marketers on whether print advertising is more beneficial than broadcast or whether online is the best way to go, there are serious debates about Internet advertising and the issues surrounding click fraud. (4:10)

What is click fraud?
Click fraud occurs in pay per click advertising when a person or computer program imitates a legitimate user of a web browser by clicking on an ad in order to generate improper clicks and to deplete a competitor’s advertising budget. Some companies even click their own ads to earn extra money from search engines.

How bad is it really?
Well, according to click-fraud auditing companies, fraudulent clicks range from 8 to 35 percent.

What companies are doing to prevent and report click fraud
Just a few weeks ago, Google announced that it might begin reporting each fraudulent ad click along with how often ads are clicked for invalid reasons. In either case, advertisers wouldn’t be charged for fraudulent clicks.

Smart advertising can reduce click fraud
Do your research. Ensure that the media outlet or Web site you advertise on has a plan in place for both preventing and correcting fraudulent clicks. Ensure your advertising campaign is focused and highly targeted for a specific audience to support your company’s sales effort. Some software companies even offer special software to protect advertisers.

Show # 12: Vol 1 – Best Brands’ Backlash
Harris Poll recently completed a survey that identified the top 10 brands as reported by U.S. adults. The brands atop the list may not come as a surprise, but recent headlines may lead to a shortened longevity at the head of the class. (6:05)

The Research Behind the Rank
Recently Harris Poll completed a survey to identify the top 10 brands as reported by 2,351 U.S. adults. For the complete research report and results visit: http://www.harrisinteractive.com/harris_poll/index.asp?PID=682.

The Usual Suspects
The list included many of the companies one would expect to find on such a list – including, Toyota, Ford, Honda, Hewlett-Packard, General Electric, Kraft and Apple. Most interesting is the recent coverage of those companies on top.

Brand Backlash
The top three brands – Sony, Dell and Coca-Cola – have all recently faced very public setbacks. The delay of Sony’s Playstation 3, Dell’s exploding laptop scandal and Coca-Cola’s problems with sold secrets show that even those most revered brands can have very public problems.

So What?
It is yet to be seen how much of an affect these incidents will have on the brands’ reputation – be it a few bad news cycles or something worse. The answer to that question though will be found in next year’s Harris Poll.

Show # 11: Vol 1 – Demand generation that works
We are often asked from B2B marketers, what can I do to improve my demand generation response rate? While there are too many tips to share in this podcast, here are four quick ideas to get you on the road to demand generation that works. (4:55)

Know thy list!
Nothing affects response rates like a good or a bad list. Response rates from rented lists are generally lower than in-house lists. If you purchase a list through a broker, there are several questions you need to ask yourself before purchasing.

Segment! Segment! Segment!
Always segment your prospect and customer lists.  In fact, build the segmentation parameters into your database, and divide your list into as many segments as your budget will allow.

Remember to ask at every stage “What’s in it for the buyer?”
Organizations are enamored with their own products and services, but that must not be the focus of what you are selling in a demand generation campaign.  Here’s one place where you MUST focus on selling the offer more than selling the product.

Test the campaigns
Test a segment of your list against specific campaign variables such as creative, the messaging, and/or the call-to-action.

Show # 10: Vol 1 – Defining Department Roles
What’s the best way for Marketing to work with … and not counter to … other departments – like Product Development, Product Management, and Sales? We provide a simple starting place to understand the typical role these four departments have in an organization and how best they work together. (6:00)

Product Development
Product Development teams are responsible for creating a product concept utilizing technology, intellectual property and cost models. But building cross-functional product development teams that include Marketing and Research and Development is a more successful strategy.

Product Management
Product managers are responsible for the entire product solution, and they work side-by-side with Product Development and Marketing teams to drive the product vision.

Marketing
Marketing is held accountable for a number of tasks, including market and quantitative analysis, strategic planning, product marketing, promotional and corporate communications, demand and lead generation, and sales support.

Sales
Sales teams want to sell, of course. And to do so successfully, the Marketing team helps by generating leads, writing outbound call scripts, training the team on current promotions, and supporting seminars and tradeshows.

Show # 9: Vol 1 –Internet Surveys, Lead Generation Campaigns, and Management Consultants Enter Advertising. (4:20)

The Internet may be the greatest market research tool ever invented, but the mind-boggling number of available survey services can give even the most Voled marketer a headache.
http://www.btobonline.com/article.cms?articleId=27889

Must-Read Results From Online Lead Generation Campaign Tests -- Which Banners, Landing Pages & Forms Work Best
http://www.marketingsherpa.com/sample.cfm?ident=27441

Management Consultants Push Further Into Ad Business: IBM Joins Fray With Accenture and McKinsey
http://www.adage.com/article?article_id=109690

Recorded at the PRSA|GA PRactical Perspectives Conference held on May 5, 2006 in Atlanta.

Session Description

Are you tired of hearing about “cutting edge” technology and how it is going to change the way we communicate? Unsure how a blog and podcast are related and if RSS has anything to do with either? Would you like to meet a PR professional that could speak to you in non-techie terms about how they have used technology in their communications efforts? Well, how about three.

This session will use live case studies to showcase some of the newest technology tools available to communications professionals. We will cover the basics to the big three (blogs, podcasts and RSS) so you can speak with knowledge ably about them. The session will then dive deeper dive into how online tools are being used to engage, educate and induce action.

Panelists Include:

Larry D. Brumley, Senior Vice President and Chief of Staff for Mercer University (Former Vice President for Marketing & Communications for Baylor University)
Under Brumley Balyor’s public radio station, KWBU, started podcasting earlier this year and now has one of the largest catalogs of any public radio station in Texas (http://www.baylor.edu/kwbu/index.php?id=33804).

Brian Moran, Director of Marketing Communications for Oversight Systems (Former technology report for the Atlanta Business Chronicle)
Moran is the mind behind the Oversight Blog (http://soxmonitoring.blogspot.com/). Started in December 2004 this blog is often turned to as one of the leading aggregators of Sarbanes-Oxley news.

Michael Neumeier, Principal for Arketi Group
Neumeier set in motion the Business-to-Business Marketing Minute (www.arketi.com/minute) a regular podcast that serves up news, ideas and best practices that business-to-business marketing professionals need to know. Recently rated as the “Podcast of the Day” by radio.weblogs.com, the Marketing Minute has quickly grown in subscribers since its soft launch in March of this year.

Show # 7: Vol 1 – Improve Email Open Rates, Integrated Trends,  SMB Tax Impact, Marketers Lack Customer Touch, Powerful Brands. (7:15)

Ways to improve your email open rates
http://www.marketingsherpa.com/sample.cfm?contentID=3229

A top 2006 trend: the integration of e-mail marketing messages with other media channels
http://www.btobonline.com/article.cms?articleId=27608

How the current tax rate is affecting small business
(http://www.constantcontact.com/about-constant-contact/press/2006/press_2006_0314.jsp

Marketers aren’t making the cut when it comes to knowing their customers
http://www.cmocouncil.org/index.html

Which company has the most powerful brand?
http://millwardbrown.com/Content/News/releases/optimor.html

Show # 6: Vol 1 – 35% of Marketers Get It, iPod vs. Amazon, Customer-Focused Value Math (4:40)

Tip one - It’s the target market stupid!

Know who the target market is for your product or service. (An example of targeted messaging in action, see http://www.flohealthcare.com/flo.html – notice there are three distinct targets and tailored messages for each.)

Tip two - Research! Research! Research!

First – why would customers actually buy the product? Secondly – what do customers care about when they buy the product?

Tip three - The features vs. benefits war.

The most powerful messaging focusing instead on the benefits first – how does it improve my business and/or life?

Tip four - Let’s get emotional!

B2B marketers too often make the mistake of thinking that buyers within businesses just want the facts, which leads to very functional messages. (See a message built around the emotion of trust at www.leica-geosystems.com.)

More information on the ideas covered in our podcasts can be found in the listings below.

Show # 5: Vol 1 – Newspaper Industry Makes Headlines, B2B Ad Spending Study, Mad Ave Finds Search, Words That Work (7:30)

The Washington Post cuts newsroom jobs (http://www.editorandpublisher.com/eandp/news/article_display.jsp?vnu_content_id=1002156960)

World Association of Newspapers says Internet is not threatening newspapers
(http://www.wan-press.org/)

Adults turn to TV news, online and local daily newspaper a close second
(http://www.harrisinteractive.com/harris_poll/index.asp?PID=644)

South Korea’s Ohmynews.com proves “citizen journalism” can work
(http://english.ohmynews.com)

Outsell’s Ad Spending Study focuses on B2B (http://www.outsellinc.com/outsell/press%20room/pr_release/pr20060213_01.htm)

Madison Avenue finds search
(http://msnbc.msn.com/id/11813159/)

Tip Corner Writing That Works (http://www.amazon.com/gp/product/0060956437/002-9043741-2884863?v=glance&n=283155):
Use short paragraphs, short sentences and short word.
Try these…                                                …over these.
Now                                                            Currently
Start                                                           Initiate
Show                                                          Indicate
Finish                                                          Finalize
Use                                                             Utilize
Place or Put                                                Position

Show # 4: Vol 1 – 35% of Marketers Get It, iPod vs. Amazon, Customer-Focused Value Math (6:10)

The 35% that get integrated marketing
http://www.btobonline.com/article.cms?articleId=27067

Amazon to Take on iTunes, iPod
http://today.reuters.com/news/newsArticleSearch.aspx?storyID=69527+17-Feb-2006+RTRS&srch=Amazon

Calculate the value of an e-mail address
http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle&art_aid=39977

Show # 3: Vol 1 – Goals, Objectives, Strategies and Tactics...Oh my! (6:05)

Goal – The statement of being for the plan. A broad target with the end result in mind. Limited in number; oftentimes just one. Consistent with management goals.

Objective – A specific statements that express results as measurable outcomes. States a desired behavioral outcome, identifies a specific audience being addressed, sets an attainment level and provides a time frame.

Strategy – Explains how to accomplish a objective, describes the diplomacy, psychology, philosophy, themes and appeals used to meet objectives.

Tactics – The finer details needed to implement strategy. Oftentimes activities or tools.

Show # 2: Vol 1 – Marketing Priorities, Marketing Tools, Behavior Targeting and Focus Group Tips (5:05)

Marketing priorities, plans include boosting budgets
(http://www.btobonline.com/article.cms?articleId=26366)

Shift from brand building to direct marketing
(http://www.btobonline.com/article.cms?articleId=26731)

Business publications continue strong ad revenue growth (http://www.americanbusinessmedia.com/abm/NewsBot.asp?MODE=VIEW&ID=194&SnID=1104057961)

Embrace technology as a marketing tool (http://www.prweek.com/us/search/article/536942/embrace-technology-marketing-tool)

IDC's FutureScan: All the Signs Say It - 5% U.S. IT Growth in 2006: (http://www.idc.com/getdoc.jsp?containerId=prUS20036606)

Sprint U.S. Consumer Wireless Usage Study
(http://www2.sprint.com/mr/cda_pkDetail.do?id=1080) and Sprint PhoneFinder (www.sprint.com/phonefinder)

The advantage of behavior targeting increases with frequency (http://www.tacoda.com/TACODA_Advantage_of_Behavior_Targeting.pdf)

Focus Group Tip: Remember the 40/40/20 rule:

40% of participants are more than willing to share their views

40% are shy, but can be drawn into participation

20% of participants are extreme introverts

Seat the “chatter box” likely to dominate the conversation right next to the moderator and the introverted participant opposite the moderator so direct eye contact can be used to draw the person into the conversation.

Show # 1: Vol 1 – Keyword Prices, SMB Outlook, Brand Democratization and Integrated Marketing (5:25)

December search keyword prices ease (http://www.fathomonline.com/)

New small and mid-sized business market study reveals high degree of confidence in U.S. economy management (http://www.avalara.com/index.cfm/page/pr20060104)

Gap between what consumers want vs. what they are sent via e-mail (www.the-dma.org/cgi/dispnewsstand?article=4311) 

Brand democratization  (http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=38586)

PR, advertising must be in sync to shape reputation (http://www.prweek.com/us/search/article/535744/pr-advertising-sync-shape-reputation)