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Posts Tagged ‘Ann Handley’

I’m excited to share that my new book, Balancing the Demand Equation, is being released on Amazon a week from this Monday on September 19.  (BTW:  You can pre-order your copy on Amazon by clicking here.)

The inspiration for the book is literally the years spent as a B2B marketer saying to myself, “There’s got to be a better way.”  And so I wrote the book as a modern handbook for B2B marketers to navigate the complex, new world of Buyer 2.0, sales/marketing alignment and marketing automation.

The book provides a framework to help B2B marketers transform their demand generation approach – moving from a legacy of batch-and-blast mass marketing and of reactive ‘sales support’ to a new state of building perpetual, buyer-centric programs that contribute to predictable and sustainable revenues for their organizations.

Click here to download a PDF overview of the book and its table of contents.

I’m also excited to share some early reviews of the book by some pretty well-respected names in the marketing and sales arena.

Jim Lenskold (Twitter: @JimLenskold), President of Lenskold Group and Author, Marketing ROI: The Path to Campaign, Customer and Corporate Profitability, wrote:

A must-read book for B2B marketers ready to drive bottom-line results and truly deliver marketing ROI through better management of the complete purchase funnel. Balancing the Demand Equation provides guidance on marketing’s increased role in educating, engaging and nurturing sales-ready leads in today’s world of marketing operations, automation and outcome-based metrics.

Robert L. Jolles (Twitter: @Jolles), President of Jolles Associates, Inc. and Author, Customer Centered Selling, wrote:

Finally! A roadmap to help B2B marketers understand the modern buyer and pioneer successful, customer-centered demand generation programs.

Thomas C. O’Guinn, Ph.D., with the Center for Brand and Product Management at the University of Wisconsin–Madison wrote:

This is a very smart book on a very important topic. Anyone who knows much about B2B marketing knows that almost everything written on it is just a round-peg-square-hole ‘fit’ of B2C knowledge, or a worked-over sales management PowerPoint deck. They also are real slogs to read. Not this. Needles’ book is a new paradigm, and one that fits perfectly with the new realities of commerce. This is sophisticated analytics, content creation and REAL customer relationship management. If a company were to seriously adopt this model, they would make a lot more money. No kidding.

Ann Handley (Twitter: @marketingprofs), Chief Content Officer of MarketingProfs and Co-author, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, wrote:

Dear B2B Marketer: Your world is changing, and here’s the field guide that shows you precisely how to adapt.

Steven Woods (Twitter: @stevewoods), CTO of Eloqua and Author, Revenue Engine, wrote:

In Balancing the Demand Equation, Needles weaves together a well-crafted B2B demand generation framework, at both the strategic and tactical level, that shows executives a clear path to more-predictable and more-sustainable revenue outcomes. Grounded in case studies and detailed research, the book provides specific guidance and critical insights for getting the most out of marketing automation investments, while never losing sight of the strategic change towards buyer-centricity.

Sincerest thanks to these folks for taking the time to review — and in some cases even contribute to — the book.

And I look forward to your own feedback to the book over the coming weeks!

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The New Year’s period is always chocked-full with ‘top ten’ lists and countdowns, and unfortunately, too many blog posts and articles that come out in this period are pretty much news/information you can’t really do anything with.  Inward reflection, but not actionable; sentimental, but not really something you can leverage moving forward.

I’ve been thinking for the last few weeks that for the New Year I wanted to do a post that is action-oriented and that will help you be a better B2B marketer in 2010. 

I also believe strongly in being a catalyst for sharing ideas — which is why I started this blog — and so I thought one of the most-actionable posts I could do would be to point you to resources where you can learn from the best and brightest in the B2B marketing community throughout 2010.  The gift that keeps on giving …

    

What are my criteria for the luminaries I’ve included in this list?

I didn’t start out with a formal set of criteria, but here’s what’s emerged:

  • First, these are all people that prolifically share their insights — cross-medium.  They Tweet, they blog, they speak, they write books, they consult, etc.  And they are generous in this regard.
  • Second, their expertise centers around new strategy, innovation and technology for marketing — particularly B2B marketing — and they are truly advancing the body of Marketing 2.0 knowledge … advancements that will help us cure the ad-centric, interruptive, paternalistic Mad Men hangover that has plagued marketing for decades.
  • Third, these are people whose insights I actually follow.  There is no one on this list whose insight I would not personally recommend and whose own books, blogs posts, Tweets, etc. I do not personally read.
  • Fourth, and in all honesty, all of these folks — except for one — are on Twitter.  Because if you’re not, and you have any insight into Marketing 2.0 … well, get with it!
  • Fifth, I did not look at anyone else’s ‘top influencer’ list in putting my own list together, nor have I feigned reverence to others’ ideas of who is a thought leader … and who is not.

Disclaimer 1: This list may or may not be exhaustive, and it may or may not include people you think should be included on this list.  So don’t be offended if I’ve left someone off.  I probably have, and so I’ll endeavor to add additional people in the comments area below.  And you should too!

    

Who made the list? 

So who has new and innovative insights for ‘propelling’ B2B brands going into 2010?

(more…)

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