Doing new things in content marketing gets you the Innovator’s Dividend. Here’s why you want it and how to get it.
Every great content journey must find a way to keep best practice methods intact.
Where is content marketing going? Doug took a shot at answering this at the B2B Huddle last week. Slides here.
How can you define success if your starting KPIs aren’t quite right? A personal example of adjusting KPIs
All about the shape and tasks of the modern B2B marketing team and the 19 verbs that tell you what you need to do.
This 13 February, five experts will take part in a Google+ Hangout about content strategy. Tune in. Register today.
Seven people get five minutes each to talk social media predictions. This was Salesforce’s latest Mic-up session.
B2B marketing works best when there’s an alliance between marketing artists and scientists
We’re convinced that – even for the driest of B2B markets – successful marketing is fun marketing.
Why the content marketing deluge will force all B2B marketers to raise their game and build a great content brand.
Doug ‘Der Kessler’ talks Content Marketing Resolutions 2013.
How you say things can be even more important than what you say. So actively manage your Tone of Voice.
Funnel 2012 was a mirror on the B2B marketing industry. We went, we saw and now we’re reporting back to you.
Looking for insights from contentious sources – can you get best practice tips from a “bad” brand to follow?
A quick review of the new eBook by Michael Schrage about a big ‘Ask’: investing in creating your next customers.
We all use these three metaphors as we discuss B2B content marketing. But maybe we should think twice…
Social media is great but sometimes you have to get out from behind the iPad and actually meet people.
Words are dead. Visual marketing is the new religion. A doddering old wordsmith fights back while admitting defeat.
Doug took part in this BrightTalk webinar on B2B marketing video. Tune in for some sound advice and a few examples.
The one about our goals for the Content Marketing Checklist campaign and the metrics we’ll use to track them.
A DemandCon talk on mapping content to different purchase stages – by Doug Kessler and Bob Apollo.
Martha and I just attended Econsultancy’s FODM event in London. Here’s the B2B view of this great event.
Make branded media available on your site, behind a special “paywall”, build more traffic, brand love and social goodness.
As B2B marketers get serious about content marketing, they’re starting to bring together the people, processes and technologies needed to run a continuous content-generating machine. An editorial calendar is central to this new discipline and the core of a marketing plan. To call it best practice is like calling breathing a best practice technique for [...]
Listen in to some surprising thoughts on services like Klout and LinkedIn, in this social media segment of the B2B
Golden B2B content marketing rule: Thou shalt not be dull as dishwater! In this humorous video segment, two B2B con
The Future of Digital Marketing event (FODM) is a highlight of the digital marketing calendar and one of Econsultancy’s longest-standing events. So we were thrilled when Laura Wall asked us to do the main print promotional piece for the 2012 event. We gave it to Luke Donaghey to design –– he did last year’s bright, [...]
At Velocity, we never let a bandwagon rattle past without at least making a token effort towards hopping on board. So when Pinterest started to pick up steam, we registered without a moment’s hesitation. Our excuse? We need to learn about this stuff even if it’s not exactly suited to our business. As soon as [...]
Rubbish opinions are two a penny. Great analytics are free. And it’s time to decide which one will help you make be
John Watton of Expedia Affiliate Network and Velocity MD Stan Woods discuss the changing nature of the relationship between B2B sales and B2B marketing teams.
When it comes to structuring a B2B marketing argument, it’s hard to beat the good old ‘Problem/Solution’ structure. It’s stood the test of time for some very good reasons: It gets the target audience nodding in agreement – if they recognise the problem you’re describing, they’re much more likely to lean forward and give you [...]
Guest blogging is a great way to extend your reach, get discovered by new people and earn some valuable backlnks. Here are a few guest posts we’ve done recently that you may have missed.
Find out why content marketing is one of the best examples of enlightened self-interest ever seen after 350 years of disagreements and disputes.
‘Jumping the shark’ is one of my favourite expressions. Wikipedia tells us it means “the moment in the evolution of a television show when it begins a decline in quality that is beyond recovery. The phrase is also used to refer to a particular scene, episode or aspect of a show in which the writers [...]
In the first B2B Masters video, John Watton and Stan Woods discuss the role of today’s senior B2B marketer.
I was honoured to be invited to be Jeff Ogden’s guest on Mad Marketing TV, the excellent series of interviews with B2B marketers. Here’s the interview — and the ‘after-party’ chat — on Content Differentiation (the next big challenge for content marketers).
So many pieces of enterprise software, so little difference. Could we start thinking branding and emotions as part of the software product? Is there room for delight, serendipity?
Sam Goldwyn, legendary Hollywood film producer (famous for malapropisms, paradoxes and errors of speech) once said: “We want a story that starts out with an earthquake and works its way up to a climax”. I’m not sure we quite achieved that at Velocity’s first live Marketing Masters one-hour-long interview with John Watton from Expedia.
I’m thinking we should give up on the funnel. But what would life post-funnel look like?
This is a Friday Velocity post. That means all bets are off, and this is totally NSFW. But fuck it. I think it’ll make you feel awesome.
Perhaps a little less polished but a little more rounded, we’re now on Facebook.
Every B2B marketer should watch Moneyball. It’s another sign that science will change every world. It’s time to adapt or die.
Having spent my entire career in marketing, I’m hardly an anti-capitalist. But there is one form of advertising that I’d happily see banned tomorrow: billboards. The multi-billion dollar outdoor advertising industry is built on a premise that all marketers should reject: that it’s okay to sell people’s eyeballs without their consent or benefit. As a [...]
I just got back to the desk the day after Marketo’s Revenue Rockstar event in London so I thought I’d file a quick report on it. The event was fantastic. A buzzing, interesting, challenging day full of best-practice insight on demand generation and marketing automation. Not to mention the chance to meet lots of people [...]
Getting it right. How some of our clients are starting to produce content that’s just ripe for promotion from day one.
FUNNEL is a great idea (well, we did help develop it). It’s a B2B marketing event that covers the entire sales/marketing pipeline. It happens on 1 November at the Lancaster Hotel in London. As a friend of Velocity, you get a 20% discount to the event just by using this code: FLD508. Four tracks: Attract, [...]
Find out happens when creative ideas get sidelined in the B2B content marketing process. It’s not clever, it’s not fun and it’s certainly not pretty…
In case you missed last week’s Content Marketing & Marketing Automatation webinar put on by DemandGen’s John Sweeney, here’s a link to the archived talk with slides. In it, Bob Apollo of Inflexion Point and Hubspot takes you through his principles of content marketing and Doug Kessler from Velocity shares Twelve Lessons learned from our [...]
Testing is the single best way to improve your conversion rates and turn more traffic into customers. Here’s help.
When he was working for a big B2B company, Andrew Walker did a brave thing. He audited every piece of communication that his company put out, with a cold, clear eye. And the result was, in Andrew’s words, “overwhelmingly bad. Every page on our website, every article we’d written, every e-newsletter, every piece of collateral [...]
You’re a marketer, we’re marketers. It’s good to share the things we like. Here are nine companies you ought to know about. They all help marketers make more money for their companies; they’re all great at what they do; and they’re all Velocity clients – which says a hell of a lot about their judgement [...]
If you’re feeling overwhelmed by all the change taking place in digital marketing – and all the blogs, eBooks, videos and research reports that try to explain it all – take an info-break and read this one report from the Gods of Digital Marketing: Econsultancy. It’s the new Internet Marketing Strategy Briefing and, unlike the [...]
We’ll be wrapping up the results of the B2B Marketing Manifesto campaign soon, but here’s a quick tour of some of the lessons learned as we brought the Manifesto to market. There’s some yadda-yadda to go with it but you’ll probably get the idea… 12 Lessons from the B2B Marketing Manifesto Campaign View more presentations [...]
Inspired by the story of the new best-selling children’s book sensation “Go the f**k to sleep”, we bring you the story of a CEO* brought to the edge of desperation as he copes with digital marketing.
How making your business’s blog into a testing ground for new ideas can drive innovation, and provide proof of concept for radical changes.
This is typical: you put a lot of effort into a chunky piece of marketing content — then retire it, move on and start working on the next piece. When you do that, you’re leaving a lot of content value behind and wasting a real opportunity to get more goodies for just a little more [...]
Are you ready for the Land of Accountability? If you’re a B2B marketer with a thirst for measurement then find out why we might be your next assignment.
Google Adwords? Better your own AdWords. Customize your settings or watch the cash flow down the sink.
LinkedIn just sent me a nice piece of highly personalized B2B email. I’ve never seen ‘visual persoanlization’ in an out-bound email before but it’s pretty compelling to see the faces of so many friends and contacts looking back at me. I also like the little scribbled comments like ‘See Simon’s new job’. The only question [...]
Viagra spammers have a tough challenge. They know that if they can get their message to a few billion people, a few thousand morons will place an order. But they also know that spam filters all over the world are set specifically to prevent them from doing so. One of the toughest hurdles: the email [...]
We cursed the web form. But warned it might fight back. Has the form risen, Phoenix like from the Velocity flames,
Project Open Kimono shows how you can use lead nurturing to transform your email returns in just one week. It’s lik
We talk a lot about the Battle for Attention in B2B and about Buyer Attention Deficit Disorder and the relentless Mississippi of info-dreck that gushes through us all every hour of every day and about how the best-laid campaigns of the humble B2B marketer doesn’t stand a snowball’s chance in Haiti anymore. But we haven’t [...]
We want great B2B marketing clients. But where can we find the people who share our view of the marketing world. Fi
Doug talks to John Sweeney about the frustrations and hope that inspired the B2B Marketing Manifesto.
Our recent micro-survey generated some disturbing data: B2B marketers are wimps. Not a pretty result but maybe it’s time to face up to it…
A digital curtain has descended on B2B marketing content. The next installment of Project Open Kimono looks at the
Well, I’m moving on to work for Thomson Reuters (the siren call of being able to walk to work proved to be too strong to resist), and I thought I’d get all reflective and try to sum up some of the (many) things I’ve learned at Velocity.
We’ve been fishing around and come up with a digest of recent blog posts and B2B resources that we think are pretty cracking. Have a look and see if you agree.
It’s time to talk about cross-promoting content as we approach week three of Project Open Kimono, the real-life, almost-real-time, warts-bunions-and-all case study of our B2B Marketing Manifesto campaign. The idea is simple: in every piece of content you produce, tell the reader (or listener or viewer) about the most relevant other pieces of content you’ve [...]
Two weeks in and the analytics Kimono is wide open. Take a look and see what you can learn from our B2B Marketing M
Marketing Profs and Junta 42 haven’t half been busy lately. They’ve produced a report into content marketing, surveying skills, resources, and trends. It’s the biggest and most comprehensive report of its kind, surveying 1100 American marketers in May 2010. These are some of the highlights. All in all it’s a bit of mixed bag: content [...]
B2B Case Study live: Project Open Kimono Part 2, in which Velocity, the B2B Marketing Agency shares it’s experience
You might call us brave. You might call us stupid. But I like to think we’re honest. Project Open Kimono is a warts
Velocity, the B2B marketing agency, has produced a new eBook for marketers called the B2B Marketing Manifesto, available for download from the Velocitypartners.co.uk website. The B2B Marketing Manifesto tackles the choice facing B2B marketers today: either step up to the challenge of marketing in a digital world, or continue using the internet for digital brochureware [...]
Our friend Stephanie Tilton (one of the Savvy B2B Marketers) and the folks at AG Salesworks have just published an excellent eBook on the subject: Gear Up For Success: 8 Steps to Get Sales & Marketing Cranking in Unison:
A tirade against the reactionary forces of traditional marketing. A wake up call. Okay, a bit of a temper tantrum.
Back in the 19th Century, you could make all kinds of wild claims about your Tincture of Gripe Water or Dr Astoundo’s Patented Baldness Liniment. Nobody could sue you if it didn’t do what it said on the tin. That changed in the early 20th Century, which is all to the good. It means marketers have to be more creative when promoting products or services, and not just resort to bare-faced lies.
No man is an island, entire of itself, especially not on Facebook (that’s the point of it, after all). But increasingly it’s becoming an island to analytics. It’s not alone, either.
Search engine optimizers are no longer the superstars of B2B marketing. Find out how SEO is being reinvented from a content to a people challenge.
We’ve just completed a big project for Calnetix, a company that turn waste heat from industrial processes into energy. It’s green, clean, and it saves money. What’s not to like? Watch the Prezi to find out what we did.
Let’s face it, most B2B copywriting is not very good. There are many reasons, but here are our top ten. Is your latest B2B marketing copy guilty of any of them?
Ask people about bounce rates and they’ll tell you that a high bounce rate is bad. Fair enough, it sounds pretty logical. But how do you know what’s a high bounce rate?
Ok, fine; maybe not as much fun as driving a speedboat up the Thames, but it can be extremely handy and oddly satisfying –if you get it right, that is. If you get it wrong, it’s less “fun” and more “total bloody nightmare”.
You can practically hear the moral outrage screaming between the lines:
“Four government departments spent almost £6m ensuring their websites appeared on search engine results pages in the last two financial years, according to newly released figures.” (BBC)
To achieve greatness you must be prepared to fail. What’s true in sport is true in B2B marketing. It’s time to accept the power of failure in a glorious career.
As B2B marketing content libraries start to grow, we all need to think about how we cross-promote our content to people who have already engaged with us.
We want your body. And your brain. We’re looking for talented copywriters, designers and project managers, so if you’re looking for a job in B2B marketing, come and talk to us.
To love your customers is to love your analytics. Find out why B2B content marketing campaigns need KPIs for measured success.
At Velocity we believe in making our content work harder than we do. Find out how just a little bit of joined up thinking can make you the toast of your management team in just three months and still have spare time to enjoy the sunshine.
Photo credit: Le Scribbler I’ve never flown Ryanair before. And now I never will again. If I’d wanted to raise my blood pressure, I could have done that for free by reading the comments section of the Daily Mail website. To anyone contemplating a journey with Ryanair, I suggest you shut yourself inside a biscuit [...]
B2B marketing always comes down to building an argument; telling a story that leads to an inescapable conclusion: ‘You need to buy this, now.’ If your argument isn’t solid, the creativity of Björk and the budget of Nike will not move your business.
Ice the champagne: our ‘Margin Killers’ campaign for IBS has been shortlisted for the Best International Campaign category in this year’s B2B Marketing Awards.
Ultimo, the lingerie maker, has launched a new line of evening dresses. Interesting bit of diversification there – I suppose it makes sense for company that makes bras to also make outer garments. Hopefully the dresses will be designed with the logistics of bra-wearing in mind…
Check out this great TED Talk by Simon Sinek on the power of beliefs in marketing. Great leaders and great companies start with beliefs not facts, policies, products or services. People don’t buy WHAT you do they buy WHY you do it.
There are four kinds of B2B copywriting and they fall into the neat little quadrants formed when two important axes intersect: Clarity and Authenticity. If you can get both in your writing, you’re in the Sweet Spot and wonderful things will begin to happen to you…
The problem: how to sell a ground-breaking innovation to one of the world’s most conservative industries. Calnetix Power Solutions has invented a technology that captures waste heat from engines, boilers and industrial applications and turns it into electricity. The process is called the Organic Rankine Cycle, and has been used in large-scale, big footprint applications [...]
Answer: Econsultancy. Let me explain… Econsultancy have a brilliant new event called JUMP (which we helped launch a few months ago). It’s the most exclusive “online meets offline marketing” event of the year, and it brings together senior marketers to learn about best practice integrated marketing – all the innovations and developments where online and [...]
Here’s an eBook we’ve written and designed for our friends SmallWorlders, the people who create fun and social intranets for marketing teams. Since it’s been up on the SmallWorlders website they’ve seen traffic increase 10 to 20 times the usual, which is pretty damn impressive.