Future of Marketing Automation

What does the future, near future mind you, look like?

Listening + Understanding

• Capture and integrate interaction data from across the 6+ online channels

Planning + Speaking

• Facilitate the evolution towards an inbound marketing strategy for acquisition and an opt-in compliant one for retention

New Rules of B2B Demand Generation

For marketers the last two or three years have been some of the most chaotic ever.   Traditional mass media channels have scuffled, shedding jobs and revenue at a staggering pace.  Tough economic times have emboldened CFO’s to raise the pressure on accountability.  And the emergence of social media and ubiquitous digital interaction has dramatically amplified the power and voice of the customer.  Net sum, the rules of the game and the very field itself have changed drastically.  Disruption creates opportunity.  Firms who can embrace change and visualize a world beyond product brochures and email blasts can capitalize on this.

How to Implement a Social Media Marketing Strategy

Again, thank you to everyone for the support and enthusiasm for the presentation. Certainly this is something that has hit a nerve and I’ve heard you loud and clear. Over the coming weeks and months I will be devoting more time documenting the approach we are deploying at Alterian and sharing insights on what is and isn’t working.

To download a copy of the presentation, please visit the Alterian site:

http://www.alterian.com/smleadgen/

Thanks for the support!

Honestly, I’m overwhelmed at the feedback I’ve been receiving for the upcoming December webinar.  I know a lot of people have taken it upon themselves to reach out to their friends and colleagues to get them to the event.  I’m extremely grateful to you all!

Thank you!

- Tewksbum

December Webinar: How to Implement a Social Media Marketing Strategy

Okay, so yes, on December 17th I am hosting Alterian’s December webinar. My topic for the session will be how to make social media part of your strategic marketing planning.  Yes, I will cover some of the blocking and tackling of deploying to the channels, but the real point of emphasis is how to incorporate in a measurable, accountable way into an overall demand generation program.  Below is the most recent write up…

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What you already know: Your emails are starting to fall on deaf ears; the quality and ROI of your PPC campaigns are on the decline; and your prospects and customers are spending more and more time online, but not necessarily on your site.

What you need to know: Social media can address all of these issues in a measurable, programmable way by taking the brand experience to the community and engaging people where they form impressions and find answers.

In this webinar, I will walk through the steps that can make you a social star. He will cover:

• Tracking customers online and identifying the right social channels
• Creating content that sticks and sells
• Crafting calls-to-action that are tailored to the social media
• Being accountable, and showing straightforward ways to demonstrate lift and ROI
• Developing a search strategy that gives your content the best chance of being found
• Enabling new social channels like LinkedIn, YouTube, and Twitter to cheaply and efficiently spread your brand message
• And much more…

Thursday, December 17, 2009
10am CT / 8am PT / 11am ET / 16.00 GMT
…click to register…

How to Drive Demand Generation with an Inbound, Social Media Strategy

Flip the funnel.  Flatten the funnel.  Get rid of the funnel!  These aren’t some loony, fringe ideas, but rather the thinking of some of the leading marketing minds of our time like Godin, Meerman, and Brogan.  Everyone recognizes that social media is having a huge impact on successful demand generation.  The problem lies in identifying how to apply it to the greatest benefit.

Some argue that you should rely entirely upon social media.  That if you position things properly you can just sit back and let the customers come to you.  Well… I don’t know about you, but I don’t know of any salesman that’s made his numbers by sitting around and waiting for the phone to ring.  As with all good things, and social media is a good thing, when done to excess it can be bad.  Like Twinkies and margaritas.

When done right, however, social media can have a profound impact on your demand generation efforts.  At a time when it’s getting a lot harder to fill the funnel with email blasts, PPC campaigns, and cold calling social media offers an alternative way to engage with your prospects and customers.

In this webinar we will show you how to cost efficiently keep the top of your funnel primed using a repeatable 4 part framework that covers:

• Be Interesting
  • How to understand your audience’s pains and crafting relevant, interesting stories
• Be Accessible
  • How to use digital to be available at a place and time of the customers choosing
• Be Findable
  • How to use SEO and tagging to get your message in front of high value prospects
• Be Measurable
  • How to use asset and lead tracking to monetize the impact of your efforts

Thursday, December 17, 2009
10am CT / 8am PT / 11am ET / 16.00 GMT
…click to register…

Also, we were posted up at:

http://benbradley.net/2009/12/08/webinar-how-to-drive-demand-generation-with-an-inbound-social-media-strategy/

http://timtetra.com/5455/webinar-%E2%80%93-how-to-drive-demand-generation-with-an-inbound-social/

Bleak outlook on Traditional Marketing

… but funny.  Thanks to silicon cloud – a consulting partner of HubSpot – http://www.siliconcloud.com/blog/bid/31078/Traditional-Marketing-versus-Social-Media

Is your demand gen approach working?

There is really only one way to measure this – is it generating revenue from net new business?  This is the singular most important thing your demand generation efforts need to net.  In this deck on SlideShare we explore some specific ways you can assess the shape of your own funnel:

Thoughts On A Successful Demand Generation Program

View more presentations from tewksbum.

Leveraging Social Media to Turbo Charge Your Inbound Program

Over this weekend I’m excited to be presenting at DMA on how social media can be used to drive an inbound program.  Overall, this is a big idea, that I’ve introduced with the series on Inbound Marketing, but will really try to take to next level with my December webinar – The New Rules of Demand Generation.  In the meantime you can check out the DMA deck on slideshare at:

http://www.slideshare.net/tewksbum/turbo-charge-inbound-marketing-w-social-media

What will all marketers fired in the next 18 months have in common?

They don’t understand inbound marketing…

As marketers, we’ve been beat over the head for the last two years with what is no longer working.  How many times have we heard that the reality of reachability and addressability has shifted the balance of control to the consumer and that our traditional approaches have begun a painful death spiral?  What’s been missing from this conversation, which is often the case in times of change, is a meaningful conversation about the path ahead. In recent months, however, and flying under the radar an emergent school of thought has arisen that points to our collective future – inbound marketing.  With a tip of the hat to Hubspot whom, with support of the SEM, WOM, and social media agencies, has chiefly defined the space.  The ambition of this piece is to define what inbound marketing is and then investigate the specifics of what is involved in launching an engaging inbound program.