Dan Blank provides another voice on the power of social media in B2B marketing. Dan’s a thoughtful writer and former colleague — definitely good reading for marketers of all stripes. This post makes the point that social media is your chance to position yourself as an expert in your industry. (Not that we’d know anything about that…)
I may be a bit of a video game junkie – I just bought a new computer so I’d be ready when Civilization V comes out this fall. And it’s pretty easy to see how games can be a fit for the B2C market: the massively popular Facebook games Farmville and Mafia Wars have made a leap into real life, thanks to a cross-promotion with 7-11 that lets players earn virtual rewards for real-life purchases. But does game playing result in real benefits for the B2B marketer?
It does, according to the Spears Marketing Group. In Can Games Play a Role in B2B Marketing?, they interview an executive at Blockdot, an interactive agency with several B2B game success under its belt. B2B games are becoming more popular for a range of uses, both advertising/marketing related and more specific tasks like keeping partners informed about new offerings.
This isn’t lead gen-related, but a great read for anyone who manages other employees: 12 Things Good Bosses Believe. Here’s a little exercise you can do: think back through bosses you’ve had and consider the first point on the list: “I have a flawed and incomplete understanding of what it feels like to work for me.” How do your ‘good’ and ‘bad’ bosses compare on that question? It’s pretty clear to me that bosses I dreaded working for had no idea that someone wouldn’t love working for them. Don’t be that boss!
Finally the always-informative LeadCritic blog has a great guest post from LeadQual’s Andrew Coleman: Are You Throwing Away Leads? They actually went “undercover” to submit leads to colleges and see what followup practices are like in the real world. Their results:
Very few schools have rigorous systems and processes in place to be sure to consistently follow-up with their on-line inquiries. From experience, I can tell you that companies have trouble (a lot of trouble!) following up on leads. Closing leads takes a more disciplined approach than most people want to believe.
Our experience at BuyerZone says the same thing – one of the first lessons we try to impart to our clients is the importance of following up consistently on every lead.