When Doing Content Marketing, Create a Header for your Content


Failure to plan is the biggest problem in B2B marketing today!

In Lisa Dreher’s Marketing Made Simple TV “Anatomy of a Great Marketing Campaign” show, you learned how an award-winning marketing campaign was built upon a foundation of deep research and planning.  Skip this and your campaigns fall on their face. Ready, fire, aim does not work in marketing.

One way to plan in content marketing is to use content headers to document your content.

When doing content marketing, create a header that maps the exact purpose for your content.Epic Content Marketing This enables you to precisely place the right content for the right job to answer buyer questions.

You should include information in your header, such as:

  • The buyer persona the content is intended for
  • The date the content was refreshed
  • The branding for the content
  • The keyword(s) the content was optimized for
  • The author of the content
  • The buying stage the content is intended for

And so forth

This will enable you to categorize and catalog your content and ensure that you use the right content for the right job.

Want to learn more? You can learn a lot more about this topic by reading Joe Pulizzi’s great book, Epic Content Marketing.  My good friend, Jim Burns of Avitage, is also a top expert in content operations.

To continue this discussion, please hop over to my Google Plus page. I’m looking to use Google Plus more and more.

Jeff Ogden

Jeff Ogden, President of Find New Customers

“There’s no aspect of marketing that quality buyer personas cannot improve!”


That comment came from Adele Revella of the Buyer Persona Institute.

Joe Pulizzi of the Content Marketing Institute said in his book Epic Content Buyer PersonasMarketing that “audience personas” are critical to content marketing (Chapter 10- The Audience Persona)

Both Joe and Adele are right. To create great content, you MUST have a deep understanding of your buyers!

What do you need to learn? I recommend Adele’s 5 Rings of Insight

  1. Priority Initiatives – Where is the buyer dedicating time, budget or political capital, regardless of your product or service?
  2. Success Factors – What do your prospective buyers identify as the rewards of success?
  3. Perceived Barriers – What personal or business obstacles could interfere with their chances of success?
  4. Buyers Journey – How does the buyer identify alternative solutions, weigh his or her options and arrive at a decision?
  5. Decision Criteria – How does the buyer arrive at a decision from his or her alternative solutions?

Getting answers to those five Rings of Insights requires open-ended interviews with recent buyers. Unless you are comfortable doing those kinds of interviews, I suggest you leave them to trained professionals.

Simply sending out a survey is NOT good enough, because you have to predefine questions in a survey. Buyer personas reveal the unexpected.

To learn about the Buyer Persona services offered by Find New Customers, please visit Get Better Results – Get to Know Your Buyers with Buyer Personas. By the way, I also completed the Buyer Persona Master Class at the Buyer Persona Institute, so I do have expertise here.

What do you think? We love to read your comments and appreciate those who share on social media too.

To contact me, send an email to jeff dot ogden at findnewcustomers.com please.

2013-50most-badge-ogden 2012-50most-badge-ogden SLMA award

Engage MULTIPLE senses for best marketing results


B2B demand generation | Engage more than one sense for best marketing results

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For marketing content, you need to engage more than one sense for best results.

  • A beautifully graphic white paper engages sight.
  • A podcast engages hearing.
  • But a YouTube video engages both hearing and sight.
This is why online video is growing quickly.

Unfortunately a Giant Earslide presentation without a narrator does not engage hearing. I believe this strips the presentation of its soul.

Most presentations on Slideshare are silent. Why? Slideshare lets one add a YouTube video or audio track.

I find silent Slideshares very annoying.

Contrasting Silent vs. Sound

I have enormous respect for Charlene Li of the Altimeter Group who created this Slideshare presentation:

Her slides are beautiful and well-organized. She did a fabulous job creating them. One problem, Charlene – they’re BORING. Without sound, they simple do not hold my attention.
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Contrast a Slideshare with sound, like The Power of B2B Lead Nurturing (from Find New Customers.)
Now we engage sight AND hearing. Which do you like better? Complete the poll and we’ll share the results.
What do you think?

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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

How to Attract Prospective Buyers


B2B Lead Generation | How to Attract Prospective Buyers

The President of Find New Customers shares a really brief Sllideshare presentation on Simple Ideas to Attract Buyers to your business – including a YouTube introduction.

What do you think? We love comments and people who share.Read my blog on Kindle

Jeff Ogden is President of the B2B lead generation company Find New CustomersLead Generation Made Simple”  Find New Customers helps companies rapidly grow revenue by transforming how they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or by emailing sales at findnewcustomers.com

Marketing automation starves without a Content Marketing strategy


B2B Demand Generation | The Importance of Content Marketing

Marketing Automation without great content is a like a Ferrari sitting in the garage. It has no fuel.

If you’ve invested in Eloqua, Marketo, Silverpop, Pardot or the like, this post is for you. (Find New Customers is a Gold partner for Silverpop and closely aligned with Eloqua and Marketo.)

I’m the President of Find New Customers and I recently had the pleasure of interviewing Jim Burns, CEO of Avitage, in a podcast.  I asked Jim for an example of why great content is so important in B2B lead generation.

“Can you share an example, Jim?”

Jim said  “Content the bait on the your hook.  Or the gas in your sports car. Without it you catch no fish and your sports car won’t move.”

Jim’s well-crafted response makes a key point.  Great, compelling and remarkable content is much more important for B2B lead generation than which marketing automation platform you choose. The quality of your content plays a very important role in the success of your marketing automation project – regardless of vendor.

JB:   Sure.  This is a specific example, but frankly it’s so universal I think it’s extremely relevant.

Most people think that the marketing automation technology itself is going to start to address the problems of generating leads and tracking that lead activity.

Working with a company that implemented this almost two years ago, but they did not have a defined program in place.  They didn’t define what a lead was, for example.  They didn’t define a nurturing plan, they did not define even a scoring plan.  In fact, what they said was when we send something out if a buyer clicks that’s a lead.  And that lead was instantly dumped into salesforce.com and the little bell rang for the salesperson, you’ve got a lead, and as you can imagine salesperson came to realize that those were not what we would call sales ready leads.  As a result, a little over 14 months later they had virtually no pipeline for new business.

In the last six months we’ve been helping them with a series of efforts around producing content — first defining what leads are and what it means to be a sales ready lead, secondly defining a nurturing process that also involved inserting a telesales group in the middle between the click from some campaign and the hand-off to sales, but also mapping out a seven-step nurturing process and building out the content.  And now they’re starting to get to a point where they’ll have 10 to 12 marketing qualified leads a week and building.  So this is a dramatic change from just a few months ago after 14 months of — really of drought despite the investment.  And I think that’s very, very common.

We think the technology’s going to solve the problem and it isn’t.  It requires a process, it requires a program, and that I think of marketing automation and fishing with a hook, but the content is the bait.  And that’s the key.  Without the content, you’re not going to get people clicking on your various links to give you the information you need.

Thanks for the interview, Jim. You can check out content marketing expertise by visiting Avitage.

What do you think? We love comments and those who share our content on social networks.

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Jeff Ogden (@fearlesscomp) is President of the B2B lead generation consultancy, Find New Customers. Find New Customers helps companies rapidly grow revenue by transforming how they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or by emailing sales at findnewcustomers.com.

To learn more about Jeff, please click on Who is the Fearless Competitor?

Shifting Sales Environment Creating New Role For Enablement Solutions


iPadB2B Demand Generation | Content Marketing does not stop at deal handoff

Shifting Sales Environment Creating New Role For Enablement Solutions 

This article, featuring our good friend, Jim Burns, CEO of Avitage, rightly points out that content is needed at every stage of the buying process, including after deal hand-off.

Salespeople need sales enablement tools. Image a buyer questioning the resource needed to implement a software product. The salesperson pulls out her iPad and shows a video or vignette of a customer describing that concern and his personal experience with it.

If a picture is worth a thousand words, then a video clip is worth millions.

What do you think? We love comments and those who share.

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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

New “cheat sheets” on B2B demand generation from Find New Customers


B2B demand generation | free cheat sheets

As part of the content marketing strategy at Find New Customers, we are pleased to7 Keys to Successful B2B Marketing announce the availability of great bite-sized content on B2B demand generation – available today with no registration needed.

These highly graphical and brief documents are quick reads filled with valuable information. All can be obtained with no sign-up needed, so download yours today.

Stay tuned for more as we aim to deliver 6 this year – just 2 to go.
What do you think? We love comments and those who share.

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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

The Made to Stick Success Model


B2B Demand Generation | The Made to Stick Success Model

The New York Times best-seller, Made to Stick – contain a model on sticky ideas. I share because is it a perfect model for content marketing professionals. Want to create compelling content? Ensure it adheres to these principles.

Here are the Made to Stick Principles, which follow the acronym SUCCESS:

  • S- Simple
    Find the essence of the idea. (Southwest is THE low-fare airline.) Less is more.
  • U – Unexpected
    To get attention, do the unexpected. Appeal to curiosity by asking questions. “What are Saturn’s rings made of?
  • C – Concrete
    Paint a mental picture. (This is why story-telling is so powerful.) Use sensory C – language.
  • C- Credible
    Use outside experts or anti-authorities. This is why every business needs to compile a list of the top 12 thought leaders in their industry.
  • E- Emotional
    People care about people, not numbers. Appeal to the person using What’s In It for You.
  • S – Stories
    As the authors say, “stories drive action through stimulation (what to do) and inspiration (the motivation to do it) Story-telling is immensely powerful in B2B demand generation.

Leverage the SUCCESS model in content marketing and watch the results. Please let me know how it goes.

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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

The Problem with Kids: How Your Products and Services are Truly Perceived


Kids PlayingB2B Lead Generation | Why your products and services are like your kids

Want to crank up sales and profits in your company? Then stop talking about your kids.

I adore my kids. Three boys – 18, 15, and 12. Great kids. Want to watch my videos or flip through our family photos?

Of course not. You don’t know them and you’re happy for me, but you could not care less.

Welcome to the real world of Business to Business sales and marketing. No one cares.  If you are looking to do B2B lead generation, stop thinking like a parent.

Comparing kids to a company’s products and services works.  When David Meerman Scott said to his boss at Thompson, “No one cares about our products and services.” what his boss actually heard is “Your kids are ugly.” David was fired.

No one likes to be told his kids are ugly. But David was right.

Herein lies the conundrum for business to business companies. They’re proud of their fine products and services. But no one wants to watch the videos or view the photo albums of their “kids” – products and services. Unfortunately, that is what 98% feature on their websites. “We’re the leading provider of ……………” “A multi award-winning search marketing firm.”

No one cares.

Look at it from the point of view of the buyer.

Let’s say I’m going on vacation and I need our lawn mowed. Your kids might be perfect, but I’m not looking for a kid – I’m looking for lawn mowing services.

This is why Ideal Customer Profiles, Buyer Personas and Mapping Content to the Buyer Variables (Title, Buying Stage, Industry) and Content Marketing are critical in business to business marketing today. Focus on what buyers need and not what you have to sell.

That’s the BEST way to do b2b lead generation.

You must take time to carefully plan your approach for success today.

Want a free comprehensive guide to this new world? Download the highly acclaimed and free white paper, How to Find New Customers by clicking the underlined words or the image.

How to Find New Customers

How to Find New Customers

What do you think? We love comments and people who share.

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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.

12 Marketing-Takeways from the B2B Marketing Manifesto


B2B Demand Generation | 12 Marketing Take-Aways

One of our favorite content marketing firms is Velocity Partners in London, creators of a 42 page “rant” called the B2B Marketing Manifesto.

Doug Kessler, an American living over there, recently participated in a webinar with Bob Apollo, Inflexion-Point Strategy Partners and John Sweeney of DemandGen in which he shared lessons learned from marketing that content.

I’d like to share Doug’s lessons with our fans.

First Doug and his team combined great content with marketing automation (Marketo). Having both is critical, because the great content is bait and marketing automation becomes the way of measuring and monitoring what’s happening.

Now that the project is finished, Doug was able to share 12 key marketing-takeaways:

  1. Target just one persona
    Don’t try to be all things to all people. Be very specific.
  2. Give influencers a preview
    Reach out to thought leaders with an earlier release of the content. Get their input and support. (They support, advise and promote it.) Doug said this was critical. He also said it is the step most businesses miss.
  3. Create spin-offs
    The B2B Marketing Manifesto became a Playbook, blog posts, etc. Take one piece of content and re-imagine it. Include “shameless plugs” and share on Docstoc, Scribd, Slideshare, YouTube, Linkedin, and Blogs.
  4. Guest blog
    Writing articles for other blogs generates tons of good things, like traffic, backlinks Googlejuice. (This is why Find New Customers also writes for SandHill.com, PostclickMarketingBlog, CustomerCollective, blogs for Marketo, Eloqua, Hubspot, etc.)
  5. Test, test, test
    Should you have a form or not? Should you use Auto Direct Messages in Twitter? Should emails be text or HTML? Don’t guess! Do an A/B test.
  6. Set up analytics first
    Think it through before you start. Create trackable tagged URL’s. Think of what you will want to track so you can include it in Google Analytics.
  7. Include the search keyphrase in the title
    They could have called it the Content Marketing Manifesto, but one of the keyphrases they wanted to use was “B2B Marketing,” so it became the B2B Marketing Manifesto.
  8. Set targets before you begin
    Document all the things you want to measure before you begin.  #downloads, conversion rates, inbound links created, all the way to prospect meetings set. If you don’t have firm goal, just make an educated guess.
  9. Add a survey question to your form
    By adding “The hardest part of B2B Marketing is….” they were shocked at the number of people who answered it.
  10. Get personal
    They make a point of responding personally to every comment and contact. They found that people appreciated the personal touch and responded in kind.
  11. Capture and share learnings
    As you move through the process, you will learn a lot. Write things down and discuss them. Writing them down is very important.
  12. Put in your whole head and heart
    It works best if you are truly committed and believe in what you are doing. Velocity believed in their content. You should too.

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Jeff Ogden (@fearlesscomp) is the President of the B2B lead generation consultancy Find New Customers. Find New Customers helps companies dramatically improve revenue results by transforming the way they attract, engage and win new customers. Contact Find New Customers by calling (516) 495-9350 or sending an email to sales at findnewcustomers.com.

“If more companies listened to (Find New Customers) a lot more would be sold.” Dan McDade, Pointclear.