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How Do You Build a B2B Social Marketing Community? – with Palomino System Innovations’ Markus Latzel

Posted by Aldwin Neekon

Palomino System Innovations’ CEO, Markus Latzel, talks about the tactics needed to build a social network of customers and prospects, both online and in the physical world.

“You should do more than just the virtual social network building you should actually create a real social network in the community.”

Markus is CEO of Palomino System Innovations.  They have developed the WebPal system, which is “a suite of products designed to centralize control, enhance communication, and facilitate workflow management.”

P.S. Why does it look like Markus’ video was transferred from an 80’s VHS tape? I had a problem with the exposure meter that day.  Just imagine he was sitting next to the sun when we did this interview.

Are You Measuring the Right Things in B2B Marketing? – with The Mezzanine Group’s Lisa Shepherd

Posted by Aldwin Neekon

Lisa Shepherd, the CEO of The Mezzanine Group spoke with us about the importance of measuring your B2B marketing activities and shared a couple of traps to steer clear of.

 “So many CEOs of small and mid-sized B2B companies think marketing is a big black box…”

Lisa is CEO of The Mezzanine Group.

They provide marketing outsourcing and consulting to B2B companies and professional associations.

From their website:”The Mezzanine Group’s mission is to make our clients recognized leaders in what they do.”

Almost all my conversations here are with CEOs of B2B software companies, but Lisa is so knowledgeable about B2B marketing in general that I had to ask her to share her insights with us.

How Do You Define B2B Marketing? – with The Mezzanine Group’s Lisa Shepherd

Posted by Aldwin Neekon

Lisa Shepherd tells us the 3 areas of a company’s activities that she sees as defining the marketing function.

“…You’re not going to face the same kind of commodity hell, or the same kind of battle, over responding to an RFP.”

For more of Lisa’s insights into marketing check out her blog on Profit magazine’s site.  She has a lot of interesting articles there.

Lisa is CEO of The Mezzanine Group.

They provide marketing outsourcing and consulting to B2B companies and professional associations.

From their website:”The Mezzanine Group’s mission is to make our clients recognized leaders in what they do.”

Almost all my conversations here are with CEOs of B2B software companies, but Lisa is so knowledgeable about B2B marketing in general that I had to ask her to share her insights with us.

“So, what is marketing?  It’s a classic question and I get asked it probably every week.  What marketing will do for a company varies based on the company, but broad-based ‘What is Marketing?’, I think it’s three things.

One, it’s market definition, so marketing is, and this is strategy, it’s a company’s decisions around which market are they going to pursue.  And that means ‘who’s their target market?’  Are they going after a high end segment?  Are they going after a cost-conscious segment?  So it’s those decisions.  Are they going after a particular geography?  So that’s part one of marketing.

Part two is…I’ll use the old analogy of the funnel.  It’s not a great analogy anymore, but everyone gets it.  Marketing is all of the stuff that happens to get things into the funnel.  So it’s above the funnel, if you will, or at the top of the funnel.  All those lead generation activities, going to trade shows, doing pay per click, sending out direct mail, whatever the tactics are, it’s all that activity that gets leads into the sales process.

And then the third part of marketing is all of the activities that go almost alongside the funnel, that support the business development process.  It’s things like brand.  Having a strong brand really makes your sales process, can make it, a lot more efficient, if you will, because you’re not going to face the same kind of commodity hell or the same kind of battle, over responding to an RFP.

To me, marketing is those three things.

  • Defining the marketing you’re going to play in
  • Getting leads into your funnel, or into your sales process
  • And all of the support of the sales process in order to convert leads into revenues”

 

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