The How’s and Why’s of B2B Inbound Marketing: A Quick Guide

Posted by Owen Matson, Ph.D. on Mar 29, 2017 12:28:18 PM

The How’s and Why’s of B2B Inbound Marketing

You're probably already blogging and sharing content on social media – key inbound tactics.

Still, inbound marketing’s true power comes from consistency: Align all your B2B marketing strategies with inbound and you'll unlock its full potential.

It helps you build deep, long-lasting relationships with customers, accelerate the sales cycle, and drive sales/marketing alignment. In effect, you win trust using Web content like blogs, whitepapers, and videos to answer prospects' questions and concerns.

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Topics: inbound, Business Communication, B2B Marketing, B2B Content, B2B Digital Marketing, B2B Social Media Marketing, Content Marketing

Why In-House Marketing Teams Need to Partner with (the Right) Marketing Firm

Posted by Owen Matson, Ph.D. on Mar 24, 2017 2:15:07 PM

At the risk of breaking rule 1 of inbound marketing, I am going to indulge in what sounds like shameless self-promotion and tout the benefits of partnering with a professional marketing firm to support your in-house marketing goals.  Yes, in the interest of full disclosure, I happen to work at a firm that provides just these kinds of services.  But, in all honestly, I can't imagine how internal marketers get by without the extra help.  Digital marketing has grown too complex, too specialized to manage effectively without the added bandwidth and expertise of an experienced partner.

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Topics: Marketing Services, inbound, B2B Content, B2B Social Selling, B2B Digital Marketing

Are We Containers for Content? The Origin of Memes

Posted by Owen Matson, Ph.D. on Mar 20, 2017 7:10:11 PM

Memes: Tacky Fun/Theory of Techno-Human Evolution/Powerful Marketing

"When you plant a fertile meme in my mind you literally parasitize my brain, turning it into a vehicle for the meme's propagation in just the way that a virus may parasitize the genetic mechanism of a host cell.”--Richard Dawkins, The Selfish Gene 

MEME:

  1. a cultural item that is transmitted by repetition and replication in a manner analogous to the biologocal transmission of genes. 
  2. a cultural item in the form of an image, video, phrase, etc., that is spread vie the internet and often altered in a creative or humorous way.

The word “meme” was invented about 40 years ago by evolutionary theorist Richard Dawkins.  Dawkins coined the term in his controversial 1976 book, The Selfish Gene.  The book is famous.  The word “meme” is even more famous.

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Topics: Creative, Content, inbound, B2B Content, Content Strategy, Social Media Marketing, B2B Social Selling

Don't Automate Relationships--Everything Else is Just Raisins on the Matzah

Posted by Owen Matson, Ph.D. on Mar 20, 2017 5:04:29 PM

Life is About Relationships--Everything Else is Just Raisins on the Matzah 

The reference to matzah is proverbial Yiddish wisdom. (What's matzah? Here's a link.) The relationship part should be familiar.  And when it comes to the latter, it's helpful to remember the limits of automation. Don't get me wrong--I'm no luddite.  I love technology--perhaps too much.  And the benefits of automated marketing tools provide much-needed relief from the dull redunancy of repititive tasks--like the posting of individual blogs to each of multiple channels.  Automated marketing helps maintain brand consistency across multiple channels; it saves time, money, and essential brain power required for more essential tasks--like wordsmithing!

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Topics: Marketing Services, Content, inbound, B2B Marketing, B2B Content, B2B Social Selling

Marketers in MedTech Must Strategize for an Ever-changing Audience of Decision Makers

Posted by Owen Matson, Ph.D. on Mar 20, 2017 1:47:05 PM

MEETING THE CHALLENGES OF MARKETING MEDICAL DEVICES

Content Creation:

According to a 2016 survey by HiMSS Media, an overwhelming 74% of healthcare marketers plan to develop a lot more content:

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Topics: Marketing Services, Creative, Solutions, inbound, Business Communication, B2B Marketing, B2B Content, Content Strategy, B2B Social Selling

Unbounded Marketing: The Hybridization of Inbound and Outbound Marketing

Posted by Owen Matson, Ph.D. on Mar 7, 2017 11:02:46 PM

In-n-Out: The Hybridization of Inbound and Outbound

It’s been 18 years since Seth Godin launched his classic indictment of “interruption marketing,” Godin’s term for traditional outbound advertising strategies that push messages out to the masses via multiple channels with the idea that a percentage will stick and generate sales:

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Topics: Content, inbound, B2B Marketing, B2B Content, Content Strategy

Has Your Belief in Content Marketing Turned You into the Company Rebel?

Posted by Owen Matson, Ph.D. on Mar 7, 2017 7:35:57 PM

For B2B Marketers, Changing Established Marketing Habits Can Feel Like Leading a Mini-Revolution

Marketers work long and hard to build lasting relationships with their B2B clients, keeping their eye on long-term gains.

But c-suite can be a hard task-master, demanding proven ROI and short-term rewards from their marketing budget.

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Topics: Content, Marketing Data, inbound, Business Communication, B2B Marketing, B2B Content, Content Strategy

Meet Marketing’s Worst Enemy

Posted by Owen Matson, Ph.D. on Jan 11, 2017 7:37:44 PM

In a recent list of the 10 Trends That Will Transform Digital Marketing in 2017, at least half of them implicitly addressed some need to cut through the information overload that continues to undermine audience attention spans. Marketers have long discussed the importance of communicating the heroic stories that inform the value of a brand.  Now marketing has found itself locked in its own heroic struggle against what many consider the defining threat of our time: The “Age of Distraction.”

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Topics: Content, inbound, B2B Content, STrategy

"Anyone? Anyone?" From Information to Transformation: Narrative Marketing as Experiential Education

Posted by Owen Matson, Ph.D. on Jul 4, 2016 2:37:27 PM

Content Marketing fundamentally involves an attempt to inform—that is, educate—a specific audience.  Effective content marketing thus requires the ability to educate effectively. The key phrase here is "effective education."  Anyone who's seen Ferris Bueller's Day Off knows what ineffective education looks like.  Teaching is a kind of marketing--and vice versa.  Whether in classrooms or on company websites, nobody learns much from droning abstractions.  Students can be a tough audience--marketing can learn a few things from effective teaching practice.

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Topics: Creative, Content, inbound, Narrative Marketing, Business Communication, Brand, storytelling, B2B Marketing

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