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Podcast – Continuum Gaps w/Julie Schwartz: Hazardous B2B Misperceptions

During this year where I’m hoping Reason will finally prevail in the world of B2B Sales & Marketing (am I 2crazy?), my spirits are ever buoyed by the wonderful team at ITSMA, the world’s leading research-based membership organization that helps B2B companies market and sell services and solutions more effectively. So many reasons to be fans of ITSMA (on twitter), not the least of which:

  • No false research, agenda, or bias. They follow proper scientific method in their research.
  • You’ll never hear them proclaim that anyone tactic is King. Nor will you hear them proclaim anything is dead.
  • They get Marketing for the high consideration, complex sale like no one Screenshot 2:27:15 11:10 AMelse.

SVP, Julie Schwartz agreed to share with me her views on the biggest misperceptions in the marketplace. And they have the research to back this up. Fair warning, you might be very surprised by what the actual data says here:

  • How much of the buyer’s journey takes place online
  • How important the salesperson is or is not
  • If buyers find social valuable to their buying decision

Here’s my interview with Julie.

In the podcast we mention some of ITSMA’s research and below are links to some of my favorites. More importantly, get to know ITSMA. Join or sample some of their work. It’s all Signal, no noise. And definitely follow Julie on twitter.

8 Important Facts about Complex, High-Consideration B2B Solutions Purchases
How Buyers Consume: Content, Knowledge, and Wisdom
You’re Wrong, B2B Sales is not Obsolete!

Feedback? Comments below or I’m maureenb2b on twitter or maureenb2b@gmail.com.

 

Podcast – Continuum Gaps with Avinash: Proof Proof Proof

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Several years ago, during one of the many times I was whining to my compadre Eric Wittlake about the almost complete void of Reason in data, analytics, and research in B2B Marketing, Eric said “you need to know Avinash.” (thanks, Eric)

Avinash Kaushik is Google’s Digital Marketing Evangelist, and author, and social media behemoth, and more. If you don’t know him yet, start with his blog, then follow him on twitter and connect on LinkedIn. He’s one of the few business streams I follow on Facebook.

Avinash_Kaushik___LinkedInWhat I immediately loved about Avinash is his ability to lay-icize complexities for those of us who aren’t wired as mathematicians or mechanical engineers. We all need great data, but more than that, we need to be able to spot bad data and understand how to work with the often unhealthy data we currently have access to.

As 2015, for me, is the year to be shining the spotlight on the most reasonable people and organizations doing the best work in B2B, Avinash is a can’t miss. (subscribe here)

In today’s podcast, we mention some fabulous resources and the links are below:

The blog post on micro conversions and computing goal values (the TI example is in the post)
Here are the ladders of awesomeness
The digital marketing and measurement model
Not purely B2B, but these are Avinash’s fav KPIs

Feedback? Comments below or I’m maureenb2b on twitter or maureenb2b@gmail.com.

 

 

 

Podcast – Continuum Gaps with Augie Ray: Bursting Bubbles

2Our inaugural podcast episode is with the inimitable Augie Ray. I’m an Augie fangirl and here are just a couple of reasons why:

  • He’s wicked smart, values sound data, works tirelessly to publicize sound research.
  • He cares about his ecosystem and would not publish, via any channel, content he hasn’t personally vetted.
  • Super nice, approachable, funny.

Unafraid to burst a few bubbles along the way, here are just a couple of the delights that await you in my interview with Augie:

  • His exercise for determining if Content is indeed King
  • Why social media just might not be aligned to what marketing needs (and where the better alignment is)
  • How to spot bad research

And here’s how you can get all the Augie you need (and we all need more Augie): Augie on twitter, Augie’s blog, and then connect with him on LinkedIn.

Feedback? Feel free to email me at maureenb2b@gmail.com

How to Find and Close Painful B2B Sales & Marketing Continuum Gaps – Podcast

For me, 2015 will be all about shining a spotlight on the folks I think are providing the most value to the B2B space. It’s too hard to hear the signal, while there’s so much noise.

2With that, I’m tickled to introduce my new podcast – Continuum Gaps – where we’ll identify some of the biggest gaps B2Bs are grappling with on the Sales and Marketing Continuum. Joining me will be some of the most reasonable and smartest folks in the B2B. You’ll have heard of some of them, and some you might not know, but should.

While we’ll be looking at gaps, we’ll also be exploring solutions to close those gaps. Here’s a short intro to the series or go straight to iTunes to subscribe.

Further delighted that the inimitable Augie Ray is my first guest. More on that here.

Would love to have your feedback; so comments here or to me on twitter or email me at maureenb2b@gmail.com – it’s all appreciated.

A Wee Homage to Those Who Mostly Have No Idea How I Rely on Them

love heartThe past 8 months – wow, Tempus Fugit. After 20+ years of leading a boutique B2B agency, I leapt to the other side of the desk and, umm, across the Atlantic. Talk about a life change :)

There’s a lot that’s lacking in the B2B social sphere – the auto-posters (gah), the claim after claim that is supported by vapor v. any serious study, when people quote themselves (really? does that work?), the tribe folks, I could go on.

But as I was reflecting recently about how we Marketers do what we do, it occurred to me how much I rely on folks I’ve met virtually whose online presence is so sincere and real and reasoned. And while I have miles to go before I sleep, I couldn’t begin to do what I do if these folks weren’t out there, in the cloud-o-sphere, doing what they do and sharing their ups and downs.

You want real? You want fab? You want people who don’t post unless they believe in what they’re posting? Start with these folks (I’m sure I’m missing some – that’ll be Part Two), no particular order.

If you care about B2B Revenue Generation, add them, listen to them and most importantly, engage with them:

Eric Wittlake – B2B and Digital Marketer, Media Director, Strategist and Industry Blogger
Julie Schwartz – Senior VP Research and Thought Leadership at ITSMA
Carlos Hidalgo – CEO & Principal – ANNUITAS | Strategic Demand Process Transformation
Carmen Hill – Director of Marketing at Little Bird
Marshall Kirkpatrick – Speaking of Little Bird, he’s the CEO
Tim Walker – Digital Communicator: Writer, Content Marketer, and Social Media Professional
Marjorie Clayman – Director of Marketing, B2B Client Services at Clayman & Associates
Dan McDade – CEO PointClear
Casey Carey – Head of Marketing, Adometry (now a part of google)
Augie Ray – Director, Voice of Customer Strategy, American Express  

And then these two couldn’t help but know what a big fan I am:

Dave Stein – B2B Sales Strategist | Author | Speaker | Columnist

Avinash Kaushik – Author, Blogger, Digital Marketing Evangelist

So grateful for this lot. Don’t know what I’d do without all of them.