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60 Savvy B2B Marketing
Inspirations
From the Six Savvy Sisters at www.SavvyB2BMarketing.com
Bite-sized Inspirations for Busy
Marketers
Looking for inspirational ideas and practical insights to take
your marketing to the next level? The Six Savvy Sisters have
boiled down three years' worth of their award-winning blog
posts into 60 bite-sized morsels for your quick consumption.


So take a quick trip through the surprisingly sexy and
creative world of B2B marketing. We hope you’ll find
something to sweeten up your next inspired initiative!


Brought to you by the 6 Savvy Sisters at www.SavvyB2BMarketing.com
Life is not meant to be that hard, and neither is
            marketing. Every once in a while, a swift kick in
            the pants is just what the doctor ordered to
            remind us not to take ourselves quite so
            goddamn seriously.
            - JAMIE WALLACE from WTF, B2B, Lighten up already! 7
The |G|TM   Examples of Humorous B2B.
Your Brand Voice
The soul of the brand needs to be the same in all
mediums. You must be authentic with your audience
where ever they encounter your brand.




- HEATHER RUBESCH from What Barbie and Pong can teach us about Consumer Experience marketing
It might be naive to think that modern businesses are above this sort of touchy-feely behavior
but as I sat across from this guy, who was incredibly happy with the fact that people showed up
to his restaurant to play board games on Thursday nights, I couldn't help but think, maybe there
really is a place in our world for a business where “everyone knows your name.”

– WENDY E. N. THOMAS from The Place Where Everyone Knows Your Name




                                                          Photo credit: http://www.flickr.com/photos/peanuttt/
While variety may be the spice of life, inconsistency is
the doom of brands…Ultimately, branding is about
setting expectations -- and meeting them.
– STEPHANIE TILTON from Making a Case for Consistency in B2B Case Studies




                                                                     Photo credit: omphale44 on flickr
Your brand isn’t defined by what you say, it’s defined by what
your customers say. It is a “living” asset that evolves or devolves
based on the quality of the relationship between you and your
customers.
– JAMIE WALLACE from How to Create Strong Branding That Kicks Your Fear to the
Curb So You Can Soar




                                                                Photo Credit: horrrigans
Connecting with Your
Audience
If you can reach your target market with a message that
really speaks to their problems, you will automatically
stand out from the crowd of milquetoast, gray, bland
marketing messages that your prospective clients are
busy ignoring.
- KATE WADDELL from Who the Heck Do You Think You ARE?
I can design the best learning series or write the best manual but if
my audience is incapable of relating to it or doesn’t have the
capacity to understand it, I might as well throw my money to the
wind.
– WENDY E. N. THOMAS from What My Greyhound Taught Me about Nailing Audience Needs




                                                   Photo credit: http://www.flickr.com/photos/marktee/
Lest we forget (and it's easy
to do), everything we do is
being "consumed" by a real
person, not an organization,
a department or a nebulous
title. The more personal,
targeted and relevant we can
be, the greater the chance
that they'll be delighted -
and we'll be remembered.
- MICHELE LINN from Be Unexpected: What B2B
Marketers Can Learn from a Resale Shop
In B2B the sales cycle is long
and often requires
educating customers on the
ROI and value at many
levels and in various
departments. Being an
excellent teacher who is
willing to adapt to different
learning styles is practically
a requirement to weave the
maze of customer
engagement that is required
to close most deals.

- HEATHER RUBESCH from Want to be Essential
and Memorable? Teach Your Prospects!
If I had a nickel for
every time
someone said they
wanted to target
“C-level
executives” I’d
have a whole lot of
nickels.
- KATE WADDELL from What Savvy
Marketers Can Learn from a Guy Who
Spent $6 on Google AdWords
Being specific with your words might just mean the difference between connecting
with your audience and getting something accomplished or ultimately getting
bopped on the head by someone who didn't truly understand what you were saying.

– WENDY E. N. THOMAS from Little Bunny Foo Foo and the Art of Being Specific




                                                       Photo credit: http://www.flickr.com/photos/dcjohn/
Like any parent can attest, you never know how your child will respond to something you are
trying. Sometimes you think you are doing the right things, but then your child doesn’t respond.
Or, on those great days, you accidentally stumble on something that works wonders. The same
is true with content marketing: you never know what is going to work until you try it.

- MICHELE LINN from A 7-Step Plan for Getting Started with Content Marketing
Unfortunately, when it comes to their customers, many companies display the
same cavalier behavior as a typical playboy. Instead of cultivating meaningful,
long-term relationships, these conquest-based companies put notches in the
headboard and then - hardly pausing to say "thank you" - head back out to
revel in the thrill of the chase.
So not cool.
- JAMIE WALLACE from Is Your Business the Marrying Kind, or a One-Night Stand?
Assuming the sale is one thing…taking your
customers for granted is another.
- KATE WADDELL from Election Reflections; What Martha Coakley Can Teach You about Your Next
Marketing Initiative
Shock and awe, it’s not just a military tactic. When used in writing and presentations,
it’s also a tremendously effective way to get one’s attention.

– WENDY E. N. THOMAS from Shock and Awe Guidelines for Use in Writing and Presentations: Tread
Gently While Going for Blood




                                                     Photo credit: http://www.flickr.com/photos/somethingness
B2B buyers expect their interactions with your company to be seamless every
step of the way. If there’s any discontinuity between the information marketers
present and the conversations sales reps spark up, the prospect is likely to bail.

– STEPHANIE TILTON from B2B Marketers: Are You Delivering a B2C-Worthy Buying Experience?




                                                                   Photo credit: svenwerk on flickr
Though we humans like to think we
make choices based on a logical
thought process, the truth is we
usually make decisions based on gut
reactions. We “like” a person or a
product or a brand “just because.”
Though a side-by-side comparison of
two similar products might tell us that
product A is the logical choice, if
product B has found a way to connect
with our human, emotional side, it
will have the edge.
- JAMIE WALLACE from Be Human. Your Customers Will
Thank You.




                               Image Credit: WebWizzard
People are more
inspired by reaching
for something great
than merely avoiding
something unpleasant.
- KATE WADDELL from Are You Scaring Your Customers
with Too Much Doom and Gloom? Reframe Your
Messaging Formula for Even Bigger Impact.
Audience rapport is critical to conversion. An audience is just a bunch
of onlookers until you make them part of the experience. Create an
interaction that is genuine, personal, and relevant. Don’t be afraid to
let people participate. Build trust by listening closely and adapting
based on what you hear.
- JAMIE WALLACE from Build Your Audience Like Your Life Depended On It on {grow}




                                                             Image Credit :The Red Trouser Show
Think of your web copy as
trying to get a date with
an attractive stranger you
meet at a cocktail party.
- KATE WADDELL from People Aren’t Reading Your Web
Copy? It’s Not Them, It’s You
One way to provide value to prospects and customers
is to help them easily find information of interest..

– STEPHANIE TILTON from
How to Create Remarkable B2B Content




                                                        Photo credit: kugel on flickr
Put together scarcity and
exclusivity and you’ve got a
powerful motivational force
that will knock buyers out of
complacency and send them
clamoring to your door.
- KATE WADDELL from What Marketers Can Learn from a Rogue Underground Barely-
Legal Restaurant
Mastering Social Media
Social media
                         can be a
                         lifeline or a
                         noose. The
                         question is:
                         where do you
                         fall on the
                         spectrum and
                         how can you
                         get the most
                         out of your
                         social media
                         time?
                         -JAMIE WALLACE from
                         Social media balance: a
                         rant, a lament, and 5 tips
Image Credit: stiatska
If you are going to foray into social media you need to
be prepared to follow-up, follow-through and check
your account religiously. Anything else is just a fail.
-KATE WADDELL from Social Marketing fail – How NOT to Use Twitter
The businesses who succeed in social media are the ones that think
of their audience less like "targets" and more like "allies.” They pay
attention to the social cues and create a respectful dialog that
allows them to learn valuable insights. They give their audience
credit for being at least as smart as they are.
                     - JAMIE WALLACE from Important Social Lessons from Avatar




                                                         Image Credit: Bluedharma
The folks who are already
buyers/subscribers/fans are
your most valuable asset. You
already know they like you. If
you engage them in a real way…
… they will      love    you.
Even better, they will share your
stuff with their social network
friends. It’s a circle of good
social karma – you reach out,
they respond, you keep up the
dialog, they share, new folks
discover you, you respond to
them … and so on and on and
on…
- JAMIE WALACE from Building Your Social Network
from Scratch
Crafting Content
Readers don't really want a laundry-list of resources, but rather
they want to be easily educated.
- MICHELE LINN from Is Less Content Better? 5 Steps to Simplify B2B Marketing Content
By pulling like items together, turning the focus outward in an effort to acknowledge
clients, and by being a bit more bold about who you are and why you are clearly the
better choice, you will be well on your way to getting your message out, loud and
clear, for all to find.

– WENDY E. N. THOMAS from 6 Tips to Strengthen Your Business Internet Message




                                                      Photo credit: http://www.flickr.com/photos/eusebius/
You don’t have to create content from scratch to deliver value.
Curating and pointing folks to content of interest, inviting others to
contribute content, and putting a new spin on existing content are all
ways to generate a fresh stream of content that keeps your audience
coming back for more.

– STEPHANIE TILTON from 21 Things Content Marketing Experts Wish They Had
Known When They Got Started




                                                  Photo credit: tomswift46 on flickr
How many kids do you know start stories off with the history first? No, they
want your attention and they are very good at getting it. Having someone
come up to you and say “Guess What?” forces you to focus and stop what
you are doing to reply “What?”
– WENDY E. N. THOMAS from Everything I Needed to Know About Writing I Learned from My Kids




                                                      Photo credit: http://www.flickr.com/photos/praveenpn4u/
… less is more, but sometimes you have to put in more
effort to get to the shorter version. Do the legwork to
get your message tight and focused.
- JAMIE WALLACE from Marketing Copy Secrets: How to Make “Less” More




                                                                       Image Credit: Stephie189
You must constantly ask yourself – Does my product live up to the
marketing? If the answer is no then something has to give. Either you
pull back and reflect some of the features as “in development” or you
put in the hard work to develop them as part of the base product.
- HEATHER RUBESCH from Marketing is Not Magic
…you can’t consistently deliver relevant content if you segment only by those characteristics
[prospect’s title and role]. After all, how much do you know about a potential buyer based
solely on what’s listed on his or her business card?

– STEPHANIE TILTON from How to Join the Ranks of Best-in-Class Content Marketers




                                                                           Photo credit: Curtis Gregory Perry on flickr
While there is value in
promoting recent content, I
all-too-often see companies
focusing primarily on
recent content instead of
the most relevant content,
especially if they have a
blog.
- MICHELE LINN from 3 Ideas on How to Feature the Most
Relevant Content on Your Website
Business innovations should be communicated in a show-
don't-tell way. If I have to tell you it's innovative, it's
probably just more of the same old crap packaged up in a
new way.
- JAMIE WALLACE from The Truth About Innovation




                                                          Image Credit: Steve-h
…start considering your content as the core value you’re providing
to prospects. Of course the ultimate goal is to help your
organization generate revenues. But the first step is to produce
content that is irresistible and relevant to prospective buyers.
– STEPHANIE TILTON from The 7 Keys to Transforming from Marketer to Publisher




                                                                       Photo credit: spettacolopuro on flickr
The best B2B marketers I
know have a knack for
explaining things in very easy-
to-understand terms. I admire
these people greatly because
it is much more difficult to
explain things simply than it is
to use big, academic words.
- MICHELE LINN from Eight Things Your Prospects
Wish You Knew
In this age of the
empowered buyer,
successful organizations
are the ones that shift
from being product and
company focused to
organizing around
prospect and buyer
concerns and perspectives.
– STEPHANIE TILTON from CMOs: Wield
Powers of Influence to Gain a Seat at the
Executive Table




                                            Photo credit: TheG-Forcers on flick
More content is not what
our prospects want, is it?
What they want is to
understand. This may
seem obvious, but in the
fervor to create content, I
think it is easy to lose
sight of this.
- MICHELE LINN from Get Back to Basics: 4 Key
Questions for B2B Content Marketing
What’s especially appealing about content marketing is that
when companies deliver content prospects find relevant and
valuable, they're seen as a trusted advisor. And that’s an
enviable position for any organization.
– STEPHANIE TILTON from Analyzing the Competition Where it Counts

                                                    Photo credit: image munky on flickr
The Science Behind the
Magic
…embrace your new place in
B2B marketing and step outside
of your comfort zone. It’s a
mind-set that can ignite your
engine, providing the fuel
needed to drive your daily
passion.
– STEPHANIE TILTON from
B2B Marketers: Are Your Glasses Half
Empty or Half Full?




                                       Photo credit: mattsabo17 on flickr
So, what makes a good call to action? It’s specific,
logical and easy.
- MICHELE LINN from 3 Keys to a Winning Call to Action for B2B Content
If you want people to read your content and not just scan
use smaller type. Text has better recall for facts and data
but graphics are better for new or unfamiliar concepts.

                                    - HEATHER RUBESCH from The Eyes Have It
Not everyone is adept at humor, if you are by now you know it. If you have a strong
and tested sense of humor, you need to trust it and jump in with both feet taking a
chance in your writing. Intelligent humor, well delivered may sometimes miss the
mark but it will always make a splash
– WENDY E. N. THOMAS from Mark Twain: What a Dead American Humorist Can Teach us About B2B Writing




                                                         Photo credit: http://www.flickr.com/photos/kierenpitts/
Pay peanuts,
get monkeys.
- KATE WADDELL from Pay Peanuts, Get
Monkeys
As B2B marketers we do our clients little good to make them sound
better than they actually are. We aren’t writing infomercial copy. We
need to focus on proven results and documentable case studies as the
sharpest tools in our bag.
                                     - HEATHER RUBESCH from Marketing is Not Magic




                                                               Photo Credit to Livia Labate
The very act of
having a schedule
and sticking to it
helps get the juices
flowing.
- MICHELE LINN from How Remarkable
Does Your B2B Content Need to Be?
A great ice breaker for any business cold contact is to
provide a link to information or data the prospect can
use. I recommend clients use third party data, a news story
or analyst report .




                      - HEATHER RUBESCH from So you have a prospect list….now what?
The bottom line is this. I’m just as busy as you are. If you make my life easier as a
writer, chances are, I will make your life easier by picking up and writing about your
press release.

– WENDY E. N. THOMAS from Write a Great Press Release: 6 Tips from a Journalist Who Has
Seen it All




                                                    Photo credit: http://www.flickr.com/photos/kierenpitts/
There is nothing that will sink you
faster than a boring headline.
- KATE WADDELL from Win Free Sex! – Taking a Tip from the Tabloids
…registration can
create friction in the
lead generation and
nurturing process…
by making it easy for
prospects and
customers to access
the information they
need, you will deliver
an experience that
stands out…

– STEPHANIE TILTON from
Are Your Content
Registration Forms an
Entry Point or a Barrier?




Photo credit: Patrick Hoesly on flickr
As marketers, it can
be tempting to jam
every bit of detail into
a white paper or a
webcast because we
want our prospects to
know everything we
think is important.
However, most
prospects are like me:
they can only absorb
so much information,
so if you share too
many details, they'll
tune out.
- MICHELE LINN from Are You Giving
Your B2B Prospects Too Much
Information?
The first rule of ethical competitive
intelligence is honesty. Be honest
about who you are and why you
want the information you are
seeking.

                               -HEATHER RUBESCH from
 Do you know your enemy? A competitive intelligence primer
First person testimonials are among one of the most effective tools you can use in
marketing writing. Boy, if you can find someone to speak highly of your product or to
publically endorse your company that will go a long way in creating credibility and
authority with your readers. We want to trust others, we really do.
– WENDY E. N. THOMAS from Mark Twain: What a Dead American Humorist Can Teach us About B2B Writing




                                                            Photo credit: http://www.flickr.com/photos/hellokayla/
Stop “writing” for the
search engines.
-KATE WADDELL from 4 Simple Steps to Turn You into an SEO Web Copywriting Pro
Be a good steward of corporate
success and take some time
immediately after the launch to hold a
stakeholder meeting and capture what
worked and what didn’t. The power
of perception changes over time so it
is important to assess shortly after the
launch.

- HEATHER RUBESCH from Pacing Your Product Marketing Launch for
Success




                      Photo Credit photographyblogger.net
When asking a question designed to get comments, you have to create emotion, use
friendly (if not downright buddy-like) language, and you need to allow your readers
to use imagination, to tell us what they think and feel. Your readers need to be put in
a position of thinking, hmm, well I would....
– WENDY E. N. THOMAS from Using Questions to Get Comments: What is the Absolute Best
Method?




                                                   Photo credit: http://www.flickr.com/photos/seatbelt67/
Quit revising and start over! A rewrite in the proper frame
of mind will take less time and energy. I have been doing
this long enough to remember electric
typewriters. Remember the thrill of feeding in that clean
white sheet of paper and tabbing over for the title? Go to
that point and begin.

- HEATHER RUBESCH from I Know You Hear Me but are You HEARING ME? – 3 Steps to Fixing Your Tone




                                                                 Photo Credit photosbyceline.com
Oftentimes, it's difficult to know what makes you unique or to say it in a
way that makes you stand out. Getting an outside perspective can really
help give you a new perspective.
- MICHELE LINN from 7 Ideas on How to Help You Differentiate Yourself on Your Website
Read a minimum of 10 posts on the blog you are asking to guest post for. Make sure
you fit the tone and topicality of that blog. If not move on. Don’t try to fit a square
peg in a round hole!

- HEATHER RUBESCH from Want to Be a Rock Star Guest Poster? Read This!
The Sisters Behind the Savvy
          Kate Headen Waddell                      Michele Linn
          kate@smartb2bmarcom.com                  michele@linncommunications.com
          www.smartb2bmarcomcom                    www.linncommunications.com
          @kateheaden                              @michelelinn


     Heather Rubesch                            Wendy E N Thomas
heather@idea2paper.com                          wethomas@gmail.com
          913.549.3672                  www.simplethrift.wordpress.com
          @idea2paper                              @WendyENThomas




          Stephanie Tilton                            Jamie Wallace
          stilton@tentonmarketing.com                 jamie@suddenlymarketing.com
          www.tentonmarketing.com                     www.suddenlymarketing.com
          @stephanietilton                            @suddenlyjamie

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60 savvy b2_b_marketing_inspirations

  • 1. 60 Savvy B2B Marketing Inspirations From the Six Savvy Sisters at www.SavvyB2BMarketing.com
  • 2. Bite-sized Inspirations for Busy Marketers Looking for inspirational ideas and practical insights to take your marketing to the next level? The Six Savvy Sisters have boiled down three years' worth of their award-winning blog posts into 60 bite-sized morsels for your quick consumption. So take a quick trip through the surprisingly sexy and creative world of B2B marketing. We hope you’ll find something to sweeten up your next inspired initiative! Brought to you by the 6 Savvy Sisters at www.SavvyB2BMarketing.com
  • 3. Life is not meant to be that hard, and neither is marketing. Every once in a while, a swift kick in the pants is just what the doctor ordered to remind us not to take ourselves quite so goddamn seriously. - JAMIE WALLACE from WTF, B2B, Lighten up already! 7 The |G|TM Examples of Humorous B2B.
  • 5. The soul of the brand needs to be the same in all mediums. You must be authentic with your audience where ever they encounter your brand. - HEATHER RUBESCH from What Barbie and Pong can teach us about Consumer Experience marketing
  • 6. It might be naive to think that modern businesses are above this sort of touchy-feely behavior but as I sat across from this guy, who was incredibly happy with the fact that people showed up to his restaurant to play board games on Thursday nights, I couldn't help but think, maybe there really is a place in our world for a business where “everyone knows your name.” – WENDY E. N. THOMAS from The Place Where Everyone Knows Your Name Photo credit: http://www.flickr.com/photos/peanuttt/
  • 7. While variety may be the spice of life, inconsistency is the doom of brands…Ultimately, branding is about setting expectations -- and meeting them. – STEPHANIE TILTON from Making a Case for Consistency in B2B Case Studies Photo credit: omphale44 on flickr
  • 8. Your brand isn’t defined by what you say, it’s defined by what your customers say. It is a “living” asset that evolves or devolves based on the quality of the relationship between you and your customers. – JAMIE WALLACE from How to Create Strong Branding That Kicks Your Fear to the Curb So You Can Soar Photo Credit: horrrigans
  • 10. If you can reach your target market with a message that really speaks to their problems, you will automatically stand out from the crowd of milquetoast, gray, bland marketing messages that your prospective clients are busy ignoring. - KATE WADDELL from Who the Heck Do You Think You ARE?
  • 11. I can design the best learning series or write the best manual but if my audience is incapable of relating to it or doesn’t have the capacity to understand it, I might as well throw my money to the wind. – WENDY E. N. THOMAS from What My Greyhound Taught Me about Nailing Audience Needs Photo credit: http://www.flickr.com/photos/marktee/
  • 12. Lest we forget (and it's easy to do), everything we do is being "consumed" by a real person, not an organization, a department or a nebulous title. The more personal, targeted and relevant we can be, the greater the chance that they'll be delighted - and we'll be remembered. - MICHELE LINN from Be Unexpected: What B2B Marketers Can Learn from a Resale Shop
  • 13. In B2B the sales cycle is long and often requires educating customers on the ROI and value at many levels and in various departments. Being an excellent teacher who is willing to adapt to different learning styles is practically a requirement to weave the maze of customer engagement that is required to close most deals. - HEATHER RUBESCH from Want to be Essential and Memorable? Teach Your Prospects!
  • 14. If I had a nickel for every time someone said they wanted to target “C-level executives” I’d have a whole lot of nickels. - KATE WADDELL from What Savvy Marketers Can Learn from a Guy Who Spent $6 on Google AdWords
  • 15. Being specific with your words might just mean the difference between connecting with your audience and getting something accomplished or ultimately getting bopped on the head by someone who didn't truly understand what you were saying. – WENDY E. N. THOMAS from Little Bunny Foo Foo and the Art of Being Specific Photo credit: http://www.flickr.com/photos/dcjohn/
  • 16. Like any parent can attest, you never know how your child will respond to something you are trying. Sometimes you think you are doing the right things, but then your child doesn’t respond. Or, on those great days, you accidentally stumble on something that works wonders. The same is true with content marketing: you never know what is going to work until you try it. - MICHELE LINN from A 7-Step Plan for Getting Started with Content Marketing
  • 17. Unfortunately, when it comes to their customers, many companies display the same cavalier behavior as a typical playboy. Instead of cultivating meaningful, long-term relationships, these conquest-based companies put notches in the headboard and then - hardly pausing to say "thank you" - head back out to revel in the thrill of the chase. So not cool. - JAMIE WALLACE from Is Your Business the Marrying Kind, or a One-Night Stand?
  • 18. Assuming the sale is one thing…taking your customers for granted is another. - KATE WADDELL from Election Reflections; What Martha Coakley Can Teach You about Your Next Marketing Initiative
  • 19. Shock and awe, it’s not just a military tactic. When used in writing and presentations, it’s also a tremendously effective way to get one’s attention. – WENDY E. N. THOMAS from Shock and Awe Guidelines for Use in Writing and Presentations: Tread Gently While Going for Blood Photo credit: http://www.flickr.com/photos/somethingness
  • 20. B2B buyers expect their interactions with your company to be seamless every step of the way. If there’s any discontinuity between the information marketers present and the conversations sales reps spark up, the prospect is likely to bail. – STEPHANIE TILTON from B2B Marketers: Are You Delivering a B2C-Worthy Buying Experience? Photo credit: svenwerk on flickr
  • 21. Though we humans like to think we make choices based on a logical thought process, the truth is we usually make decisions based on gut reactions. We “like” a person or a product or a brand “just because.” Though a side-by-side comparison of two similar products might tell us that product A is the logical choice, if product B has found a way to connect with our human, emotional side, it will have the edge. - JAMIE WALLACE from Be Human. Your Customers Will Thank You. Image Credit: WebWizzard
  • 22. People are more inspired by reaching for something great than merely avoiding something unpleasant. - KATE WADDELL from Are You Scaring Your Customers with Too Much Doom and Gloom? Reframe Your Messaging Formula for Even Bigger Impact.
  • 23. Audience rapport is critical to conversion. An audience is just a bunch of onlookers until you make them part of the experience. Create an interaction that is genuine, personal, and relevant. Don’t be afraid to let people participate. Build trust by listening closely and adapting based on what you hear. - JAMIE WALLACE from Build Your Audience Like Your Life Depended On It on {grow} Image Credit :The Red Trouser Show
  • 24. Think of your web copy as trying to get a date with an attractive stranger you meet at a cocktail party. - KATE WADDELL from People Aren’t Reading Your Web Copy? It’s Not Them, It’s You
  • 25. One way to provide value to prospects and customers is to help them easily find information of interest.. – STEPHANIE TILTON from How to Create Remarkable B2B Content Photo credit: kugel on flickr
  • 26. Put together scarcity and exclusivity and you’ve got a powerful motivational force that will knock buyers out of complacency and send them clamoring to your door. - KATE WADDELL from What Marketers Can Learn from a Rogue Underground Barely- Legal Restaurant
  • 28. Social media can be a lifeline or a noose. The question is: where do you fall on the spectrum and how can you get the most out of your social media time? -JAMIE WALLACE from Social media balance: a rant, a lament, and 5 tips Image Credit: stiatska
  • 29. If you are going to foray into social media you need to be prepared to follow-up, follow-through and check your account religiously. Anything else is just a fail. -KATE WADDELL from Social Marketing fail – How NOT to Use Twitter
  • 30. The businesses who succeed in social media are the ones that think of their audience less like "targets" and more like "allies.” They pay attention to the social cues and create a respectful dialog that allows them to learn valuable insights. They give their audience credit for being at least as smart as they are. - JAMIE WALLACE from Important Social Lessons from Avatar Image Credit: Bluedharma
  • 31. The folks who are already buyers/subscribers/fans are your most valuable asset. You already know they like you. If you engage them in a real way… … they will love you. Even better, they will share your stuff with their social network friends. It’s a circle of good social karma – you reach out, they respond, you keep up the dialog, they share, new folks discover you, you respond to them … and so on and on and on… - JAMIE WALACE from Building Your Social Network from Scratch
  • 33. Readers don't really want a laundry-list of resources, but rather they want to be easily educated. - MICHELE LINN from Is Less Content Better? 5 Steps to Simplify B2B Marketing Content
  • 34. By pulling like items together, turning the focus outward in an effort to acknowledge clients, and by being a bit more bold about who you are and why you are clearly the better choice, you will be well on your way to getting your message out, loud and clear, for all to find. – WENDY E. N. THOMAS from 6 Tips to Strengthen Your Business Internet Message Photo credit: http://www.flickr.com/photos/eusebius/
  • 35. You don’t have to create content from scratch to deliver value. Curating and pointing folks to content of interest, inviting others to contribute content, and putting a new spin on existing content are all ways to generate a fresh stream of content that keeps your audience coming back for more. – STEPHANIE TILTON from 21 Things Content Marketing Experts Wish They Had Known When They Got Started Photo credit: tomswift46 on flickr
  • 36. How many kids do you know start stories off with the history first? No, they want your attention and they are very good at getting it. Having someone come up to you and say “Guess What?” forces you to focus and stop what you are doing to reply “What?” – WENDY E. N. THOMAS from Everything I Needed to Know About Writing I Learned from My Kids Photo credit: http://www.flickr.com/photos/praveenpn4u/
  • 37. … less is more, but sometimes you have to put in more effort to get to the shorter version. Do the legwork to get your message tight and focused. - JAMIE WALLACE from Marketing Copy Secrets: How to Make “Less” More Image Credit: Stephie189
  • 38. You must constantly ask yourself – Does my product live up to the marketing? If the answer is no then something has to give. Either you pull back and reflect some of the features as “in development” or you put in the hard work to develop them as part of the base product. - HEATHER RUBESCH from Marketing is Not Magic
  • 39. …you can’t consistently deliver relevant content if you segment only by those characteristics [prospect’s title and role]. After all, how much do you know about a potential buyer based solely on what’s listed on his or her business card? – STEPHANIE TILTON from How to Join the Ranks of Best-in-Class Content Marketers Photo credit: Curtis Gregory Perry on flickr
  • 40. While there is value in promoting recent content, I all-too-often see companies focusing primarily on recent content instead of the most relevant content, especially if they have a blog. - MICHELE LINN from 3 Ideas on How to Feature the Most Relevant Content on Your Website
  • 41. Business innovations should be communicated in a show- don't-tell way. If I have to tell you it's innovative, it's probably just more of the same old crap packaged up in a new way. - JAMIE WALLACE from The Truth About Innovation Image Credit: Steve-h
  • 42. …start considering your content as the core value you’re providing to prospects. Of course the ultimate goal is to help your organization generate revenues. But the first step is to produce content that is irresistible and relevant to prospective buyers. – STEPHANIE TILTON from The 7 Keys to Transforming from Marketer to Publisher Photo credit: spettacolopuro on flickr
  • 43. The best B2B marketers I know have a knack for explaining things in very easy- to-understand terms. I admire these people greatly because it is much more difficult to explain things simply than it is to use big, academic words. - MICHELE LINN from Eight Things Your Prospects Wish You Knew
  • 44. In this age of the empowered buyer, successful organizations are the ones that shift from being product and company focused to organizing around prospect and buyer concerns and perspectives. – STEPHANIE TILTON from CMOs: Wield Powers of Influence to Gain a Seat at the Executive Table Photo credit: TheG-Forcers on flick
  • 45. More content is not what our prospects want, is it? What they want is to understand. This may seem obvious, but in the fervor to create content, I think it is easy to lose sight of this. - MICHELE LINN from Get Back to Basics: 4 Key Questions for B2B Content Marketing
  • 46. What’s especially appealing about content marketing is that when companies deliver content prospects find relevant and valuable, they're seen as a trusted advisor. And that’s an enviable position for any organization. – STEPHANIE TILTON from Analyzing the Competition Where it Counts Photo credit: image munky on flickr
  • 47. The Science Behind the Magic
  • 48. …embrace your new place in B2B marketing and step outside of your comfort zone. It’s a mind-set that can ignite your engine, providing the fuel needed to drive your daily passion. – STEPHANIE TILTON from B2B Marketers: Are Your Glasses Half Empty or Half Full? Photo credit: mattsabo17 on flickr
  • 49. So, what makes a good call to action? It’s specific, logical and easy. - MICHELE LINN from 3 Keys to a Winning Call to Action for B2B Content
  • 50. If you want people to read your content and not just scan use smaller type. Text has better recall for facts and data but graphics are better for new or unfamiliar concepts. - HEATHER RUBESCH from The Eyes Have It
  • 51. Not everyone is adept at humor, if you are by now you know it. If you have a strong and tested sense of humor, you need to trust it and jump in with both feet taking a chance in your writing. Intelligent humor, well delivered may sometimes miss the mark but it will always make a splash – WENDY E. N. THOMAS from Mark Twain: What a Dead American Humorist Can Teach us About B2B Writing Photo credit: http://www.flickr.com/photos/kierenpitts/
  • 52. Pay peanuts, get monkeys. - KATE WADDELL from Pay Peanuts, Get Monkeys
  • 53. As B2B marketers we do our clients little good to make them sound better than they actually are. We aren’t writing infomercial copy. We need to focus on proven results and documentable case studies as the sharpest tools in our bag. - HEATHER RUBESCH from Marketing is Not Magic Photo Credit to Livia Labate
  • 54. The very act of having a schedule and sticking to it helps get the juices flowing. - MICHELE LINN from How Remarkable Does Your B2B Content Need to Be?
  • 55. A great ice breaker for any business cold contact is to provide a link to information or data the prospect can use. I recommend clients use third party data, a news story or analyst report . - HEATHER RUBESCH from So you have a prospect list….now what?
  • 56. The bottom line is this. I’m just as busy as you are. If you make my life easier as a writer, chances are, I will make your life easier by picking up and writing about your press release. – WENDY E. N. THOMAS from Write a Great Press Release: 6 Tips from a Journalist Who Has Seen it All Photo credit: http://www.flickr.com/photos/kierenpitts/
  • 57. There is nothing that will sink you faster than a boring headline. - KATE WADDELL from Win Free Sex! – Taking a Tip from the Tabloids
  • 58. …registration can create friction in the lead generation and nurturing process… by making it easy for prospects and customers to access the information they need, you will deliver an experience that stands out… – STEPHANIE TILTON from Are Your Content Registration Forms an Entry Point or a Barrier? Photo credit: Patrick Hoesly on flickr
  • 59. As marketers, it can be tempting to jam every bit of detail into a white paper or a webcast because we want our prospects to know everything we think is important. However, most prospects are like me: they can only absorb so much information, so if you share too many details, they'll tune out. - MICHELE LINN from Are You Giving Your B2B Prospects Too Much Information?
  • 60. The first rule of ethical competitive intelligence is honesty. Be honest about who you are and why you want the information you are seeking. -HEATHER RUBESCH from Do you know your enemy? A competitive intelligence primer
  • 61. First person testimonials are among one of the most effective tools you can use in marketing writing. Boy, if you can find someone to speak highly of your product or to publically endorse your company that will go a long way in creating credibility and authority with your readers. We want to trust others, we really do. – WENDY E. N. THOMAS from Mark Twain: What a Dead American Humorist Can Teach us About B2B Writing Photo credit: http://www.flickr.com/photos/hellokayla/
  • 62. Stop “writing” for the search engines. -KATE WADDELL from 4 Simple Steps to Turn You into an SEO Web Copywriting Pro
  • 63. Be a good steward of corporate success and take some time immediately after the launch to hold a stakeholder meeting and capture what worked and what didn’t. The power of perception changes over time so it is important to assess shortly after the launch. - HEATHER RUBESCH from Pacing Your Product Marketing Launch for Success Photo Credit photographyblogger.net
  • 64. When asking a question designed to get comments, you have to create emotion, use friendly (if not downright buddy-like) language, and you need to allow your readers to use imagination, to tell us what they think and feel. Your readers need to be put in a position of thinking, hmm, well I would.... – WENDY E. N. THOMAS from Using Questions to Get Comments: What is the Absolute Best Method? Photo credit: http://www.flickr.com/photos/seatbelt67/
  • 65. Quit revising and start over! A rewrite in the proper frame of mind will take less time and energy. I have been doing this long enough to remember electric typewriters. Remember the thrill of feeding in that clean white sheet of paper and tabbing over for the title? Go to that point and begin. - HEATHER RUBESCH from I Know You Hear Me but are You HEARING ME? – 3 Steps to Fixing Your Tone Photo Credit photosbyceline.com
  • 66. Oftentimes, it's difficult to know what makes you unique or to say it in a way that makes you stand out. Getting an outside perspective can really help give you a new perspective. - MICHELE LINN from 7 Ideas on How to Help You Differentiate Yourself on Your Website
  • 67. Read a minimum of 10 posts on the blog you are asking to guest post for. Make sure you fit the tone and topicality of that blog. If not move on. Don’t try to fit a square peg in a round hole! - HEATHER RUBESCH from Want to Be a Rock Star Guest Poster? Read This!
  • 68. The Sisters Behind the Savvy Kate Headen Waddell Michele Linn kate@smartb2bmarcom.com michele@linncommunications.com www.smartb2bmarcomcom www.linncommunications.com @kateheaden @michelelinn Heather Rubesch Wendy E N Thomas heather@idea2paper.com wethomas@gmail.com 913.549.3672 www.simplethrift.wordpress.com @idea2paper @WendyENThomas Stephanie Tilton Jamie Wallace stilton@tentonmarketing.com jamie@suddenlymarketing.com www.tentonmarketing.com www.suddenlymarketing.com @stephanietilton @suddenlyjamie