Author Archive | Paul McKeon

RPM: Keep the Big Ideas Coming

A challenge with Marketing Automation systems, so far, is that they are mostly tactical. But to fulfill the Marketing department’s desire to think and act strategically, marketing automation had to do more. Enter B2B marketing’s latest three-letter acronym, RPM, for Revenue Performance Management. RPM adds heft to Marketing Automation by taking on the responsibility for […]

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Cool Tools for Repurposing B2B Content

Being first to buyers with great content is critical. Since buyers have so many media channels at their disposal, marketers have to leverage those channels to get their message in front of buyers. Video is now so easy, inexpensive, and accessible to buyers that B2B marketers need to get on board. We’ve been sharing our […]

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Please Accept This Interruption

Marketing automation systems, like Eloqua and Silverpop, are becoming standard equipment among our clients. This is great for both our clients and for us. For the clients, these systems allow Sales to self-serve, and launch one-off campaigns to their prospects at just the right time in the buying cycle. For us, there are more opportunities […]

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Marketing and Sales: Let Worlds Collide

At a recent Focus Roundtable on Sales and Marketing alignment (or the lack thereof), we acknowledged the frequently discussed differences between the people who work in sales jobs and the people who work in marketing jobs. Marketing people think of their company’s prospects as a either a homogenous group or grouping of groups (segments), and […]

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Marketing Success: When Buyers Self-Select

I enjoyed speaking on the Focus Roundtable a few weeks ago  on the topic of sales and marketing alignment, along with Dan McDade of PointClear, Tim Sullivan of Sales Performance International, and Karen Hayward of Centerbeam. You can listen to the recording of the event here. On the panel, we all agreed that Sales and […]

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Secrets of Case Study Winners: It’s a Program, Not a Project

In a recent post, I told about my favorite discovery as we interviewed B2Bs for our new white paper, “Secrets of Case Study Winners.” That discovery was that the “winners” created benefit for the client. As a result, they get more case studies from their clients, to the delight of their sales forces. In contrast, […]

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Case Study Winners: It’s About the Client

Our new white paper, “Secrets of Case Study Winners,” outlines quite a few specific strategies for B2B companies to create successful case study programs. The idea for this white paper was borne from my observation that case studies are remarkably difficult for most B2Bs to generate, yet they are usually the most valuable marketing content […]

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Love Your Vendors, Get Tough with Your Clients

I recently heard this advice from an experienced business consultant: instead of loving your clients and being tough on your vendors, it’s time to love your vendors and get tough on your clients. His rule-of-thumb is contrary to conventional wisdom; I was intrigued and asked him to elaborate. It is the conventional wisdom for us […]

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Don Draper Wins with Emotion (Part 3 of a series)

In Part 2, I started my list of ways B2B marketers can charge our campaigns with emotional engagement. It’s a technique that Don Draper uses in every pitch (as in this clip on YouTube), and that we can learn from in today’s world of analytical marketing techniques. Here are some additional techniques for content marketers. […]

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Don Draper Wins with Emotion (Part 2 of a Series)

In Part 1, I described the contrast between 2010 and Don Draper’s 1964 in B2B marketing. Today, marketing is largely a numbers game. But Don Draper understood the “delicate, yet potent” value of emotional engagement with the buyer. How can we marry emotional engagement with today’s analytical tools that help us manage our efforts? That’s […]

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