In the Content Marketing Kingdom, Third-Party Experts Rule


Recently, a West Coast software firm hired Jeff Ogden, President of Find New Customers and Creator &  Host of Marketing Made Simple TV – and his world-class network – to write articles to promote their new product.third party

This company felt that having a third-party develop content and publish it would bring them great coverage – far great than they can do themselves.

I agree, and the post by this title at MarketingProfs.com verified their approach.

I’ll share some quotes here, but just click the link to read the  source post at MarketingProfs by Phil Paranicas.

In the Content Marketing Kingdom, Third Party Experts Rule

“A March 2014 study by Nielsen/inPowered MediaLab looked at three types of content—branded (company-generated) content, user reviews, and third-party expert content. Hands down, the expert content had the most impact on buyers throughout the purchasing cycle, the study found.

Why? The implied endorsement of third-party experts holds much more weight to consumers than anything a company can say about itself.

B2B marketers should take a page out of the B2C playbook, and actively seek out such experts. Before exploring the realm of third-party reviews, let’s take a quick look at both branded content and user reviews. They, too, can help build your content kingdom.”

Amen, Phil.  Let’s say you’re shopping for a new car, and your long time next door neighbor tells you about how great his 4 year old Subaru car is and how much he loves it.  Then you go to the dealer and a salesman says “This Subaru is a great car.”

Whom do you believe?  I bet over 9 out of 10 will say the neighbor.  He does not work for Subaru -so he has no vested interest. That’s the same problem marketers have. If they tell the world how great they are, few will believe them.

Phil’s article explains how to find these experts and woo them – so go read it.

I suggest more and more B2B marketing leaders look for top experts.

If your company is looking for a very well-connected award winning BtoB marketing expert, just fill out the form below.

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter at @fearlesscomp

Find New Customers now in Florida


The nicest company in B2B marketing today, Find New Customers,  is now in Florida, rather than New York.

Major announcement coming on Monday right here on this popular blog.Florida

To contact this award winning marketing expert, just fill out the form below.

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter at @fearlesscomp

How to get Started with Marketing – Step 2 – Content Marketing


If you read the earlier post on the importance of understanding your buyers using buyer personas then you are well on your way to getting started with marketing.

I’d also like to point out that the financial problems in the Wall St. Journal, like McDonalds, Wal-mart, and Cisco (bad numbers) point to need to develop better understanding of buyers and to do better marketing.

One of the guests on Marketing Made Simple TV (The show was held up due to my big injury and hospital stay) will be relaunched soon – probably with a new name like Simple Marketing TV, because someone took the old domain and http://www.simplemarketing.tv is available.) was Joe Pulizzi, founder of The Content Marketing Institute, who was a guest on the show and wrote the book Epic Content Epic Content MarketingMarketing – how to create great content and do less marketing.

One important thing to do is to create a range of content matched to a buying process.  I suggest if you don’t have a process in mind, you use the one found in our great white paper, How to Find New Customers, originally sponsored by Marketo. (Click the link to download it for free.)

  1. Untroubled/Unaware – either don’t have a problem or don’t care about it.
  2. Have Problem
  3. Need Solution
  4. Whom to Consider?
  5. Who’s Best?

One thing I recommend is if you don’t know the stage of the buyer, go for step 1.

I also suggest you start with a blog like this one. If you can create content frequently, the blog can become your home page for content.

Be careful. Focus on quality and not quantity.  To quote a post at The Content Marketing Institute:

“Products solve problems. If you’re a good content marketer, your content solves problems as well. Content that doesn’t solve a problem for users is just a distraction or a waste of time. Consumers need a reason to expose themselves to your content.”

He’s right. Don’t let your content give away your product.

To contact this award winning marketing expert, just fill out the form below.

What do you think? Love comments here.

This blog is written by the award-winning marketing expert Jeff Ogden, the Fearless Competitor – President of Find New Customers. You can follow me on Twitter at @fearlesscomp

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.

5 Marketing Lessons from “Breaking Bad”


5 Marketing Lessons from Breaking Bad

In honor of the season finale of the “best show on television” last evening, we share 5 marketing lessons from Breaking Bad. We hope you enjoy it. (And Walter White, congrats on finally taking out Gus. You won!)

Breaking Bad

Great B2B Marketing lessons can come from anywhere – including a remarkable TV series.

Have you heard of AMC’s critically acclaimed series “Breaking Bad?” If you’re a business to business marketer looking to implement lead generation programs to engage buyers to
Perhaps you’ve never seen “Breaking Bad.” If not, let’s get you up to speed. Here’s how they describe it: drive more sales leads, you ought to check it out. I consider it an Owners Manual for B2B marketing today.

Breaking Bad follows protagonist Walter White (Bryan Cranston), a chemistry teacher who lives in New Mexico with his wife (Anna Gunn) and teenage son (RJ Mitte) who has cerebral palsy. White is diagnosed with Stage III cancer and given a prognosis of two years left to live.

With a new sense of fearlessness based on his medical prognosis, and a desire to secure his family’s financial security, White chooses to enter a dangerous world of drugs and crime and ascends to power in this world. The series explores how a fatal diagnosis such as White’s releases a typical man from the daily concerns and constraints of normal society and follows his transformation from mild family man to a kingpin of the drug trade.

I believe the B2B Marketer can learn lots from a series like this that they can use in B2B lead generation.

Here are 5 key lessons all B to B marketers should embrace:

  1. Tell a great story
    The power of a great story. A mild family man who adores his wife and kids and teaches high school chemistry and works at a car wash becomes a kingpin of the drug trade. That’s riveting!

    In contrast, most B2B websites are deadly dull – products, services, about us and other boring content. That needs to change. Those businesses need to learn to tell stories.People love great stories.Where can you find great story-tellers? They’re out there. Visit 6 Ideas Content Marketers Can Take from Professional Journalists to learn more. B2B marketers need to learn how to tell stories about their people, products and services.You ought to hire a great story-teller. I look forward to seeing job listings for “Story-Tellers Wanted.”

  2. Use conflict and twists/turns to keep the audience guessing
    A mark of a great story is it keeps the audience guessing. It features conflict, like Walter White’s strained relationship with his wife and unbalanced business partner, Jesse Pinkman. It contains  complex characters, like the seedy, chain-smoking hooker with a heart of gold.

    Surprises keep us guessing, like the recent episode that featured an almost gun battle between Jesse and two ruthless gangsters. Just when it looks like it’s over, something shocking happens. Jesse’s walking up to the heavily armed thugs about to meet his Maker when Walter’s car comes from nowhere to mow down the gangsters.B to B marketers need to learn how to use twists and turns in their stories to keep prospective buyers engaged. Again, I want to see job listings for “Great story-teller.”

  3. Strong complex characters
    A good character has three dimensions. There’s a story around them. Check out a key character, the unbalanced and uncontrollable Jesse Pinkman. Jesse Pinkman Breaking BadThey are complex. How can B to B marketers create complex characters like Jesse?
  4. Give ‘em more to do
    New to the Show? Catch up here. Games and Trivia. Meet the Characters. Blog posts. Podcasts. and much, much more.

    That’s what B to B Marketers ought to do.Create landing pages filled with additional content.  Brainstorm all of the angles around your story, like the folks at “Breaking Bad” did and put all that content on your landing page.  Give your visitors a reason to stick around.

  5. Tease them with upcoming episodes
    After you watch an episode of “Breaking Bad,” you can’t wait to see the preview of next week’s show.  Ardath Albee of MarketingInteractions calls these “cliff hangers.” Brainstorm ideas to keep your audience engaged. As a B to B marketer, you want to hold your audience. As a B2B marketer to create cliff hangers, you need to create a season of stories not single episodes. Cliff hanger are the “glue” that ties the episodes together.

It’s clear that deadly boring websites and static, dull content is no longer good enough to get and hold attention in your lead generation programs. B to B marketers need to embrace great story-telling, like “Breaking Bad.” Specifically, they need to find creative story-tellers for their staff.

What do you think? Are you a fan of the show? How do you think B to B marketer should embrace story-telling? We love comments and Retweets.

For one example of great story-telling in B2B marketing, check out Suitemates by Kinaxis.

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

Coming up tomorrow. A great guest post by Kenny Madden of SpiceWorks.

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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 sending an email to sales at findnewcustomers.com.

Find New Customers can certainly help your business dramatically improve the flow of sales-ready leads to salespeople.” Paul Dunay, Buzz Marketing for Technology.