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?
I’ve grouped them by area of insight — [update] from my own POV, i.e., how I know/think of them and where I’ve learned from them, which may not be how others know/think of them — so here goes. Drum roll please …
Buyer 2.0 + Buyer Personas + Customer Experience
- Gord Hotchkiss (CEO of Enquiro)
- Peter Kim (Being Peter Kim blogger + Managing Director for Dachis Group)
- Steve Mulder (author of The User is Always Right + VP for Molecular)
- Laura Ramos (Forrester analyst)
Buyer Dialogue + Content Marketing
- Ardath Albee (consultant + wrote eMarketing Strategies for the Complex Sale)
- Michele Linn (Savvy B2B Marketing blogger/co-founder + freelance marketer)
- Valeria Maltoni (Fast Company columnist + The Conversation Agent blogger)
- Joe Pulizzi (Junta42 blogger + author of Get Content Get Customers)
- Stephanie Tilton (Savvy B2B Marketing blogger/co-founder + freelance marketer)
- Paul Greenberg (author of CRM at the Speed of Light + ‘Godfather of CRM’)
- Martin Schneider (CRM Outsiders blogger + evangelist for SugarCRM + former 451 analyst )
Lead Management + Demand Generation
- Brian J. Carroll (B2B Lead Generation blogger + author of Lead Generation for the Complex Sale)
- Jep Castelein (Lead Sloth blogger + demand generation/marketing technology consultant)
- Mike Damphousse (CEO of Green Leeds)
- Carlos Hidalgo (President of The Annuitas Group)
- Jay Hidalgo (CEO of The Annuitas Group)
- Robert Lesser (Acquiring Minds blogger + President of Direct Impact Marketing)
- Craig Rosenberg (The Funnelholic blogger + VP, Products and Services at Tippit) [update] Added to list.
Marketing Automation + Enterprise Marketing Management + B2B E-Marketing
Disclaimer 2: As you are probably aware if you follow my blogging, I lead field marketing and am a B2B marketing evangelist for Silverpop. Despite this, I did not want to omit others in my industry whose thought leadership I truly respect. So included below are folks whose ‘stuff’ I really do read and appreciate … even if some of them work for competing companies. And some of them don’t.
- Akin Arikan (author of Multichannel Marketing Metrics + evangelist for Unica)
- Kevin Joyce (CMO of Market2Lead) [update] Added to list.
- Jon Miller (Marketing VP + evangelist for Marketo)
- Loren McDonald (e-mail strategies columnist + VP of Industry Relations + e-mail marketing evangelist for Silverpop)
- Maria Pergolino (inbound marketer + evangelist for Marketo)
- David Raab (wrote Marketing Performance Management Toolkit + industry analyst/consultant) [update] After some additional thought, I decided to move David up to this category from measurement and analytics, where I’d initially placed him. He has a ton of insight into both topics, but I think this is a better fit.
- Will Schnabel (GM of International Markets for Silverpop + former CEO of Vtrenz, acquired by Silverpop)
- Steve Woods (CTO + evangelist for Eloqua)
- Richard Bush (Managing Director of Base One Group) [update] Added to list.
- Kyle Flaherty (Dance With Strangers blogger + marketer for BreakingPoint)
- Malcolm Friedberg (Left Brain Marketing co-founder)
- Ann Handley (Chief Content Officer of MarketingProfs)
- Megan Heuer (SiriusDecisions analyst)
- Chris Koch (B2B marketing analyst at ITSMA)
Measurement + Analytics
- Jim Lenskold (wrote Marketing ROI + marketing measurement consultant)
- Disclaimer 3: Jim got a free pass, but he should be on Twitter.
- Laura Patterson (President of VisionEdge Marketing)
- David Meerman Scott (wrote The New Rules for Marketing and PR)
- Brian Solis (FutureWorks principal)
- Sam Whitmore (Media Survey founder)
Sales 2.0 + Sales/Marketing Alignment
- Mac McIntosh (sales guru + consultant)
- Rand Schulman (CMO of InsideView)
- Rod Sloane (No Bull Business blogger)
Search + Landing Page Optimization + Post-Click Marketing
- Scott Brinker (The Chief Marketing Technologist blogger + President/CTO of Ion Interactive + Harvard grad fellow)
- Rand Fishkin (CEO of SEOmoz)
- Deric Loh (SEO guru + digital marketer)
Social Media + User-generated Media + Social Networking
Disclaimer 4: Beware of anyone who claims to be a social media guru. 99% of social media gurus are ‘snake oil salespeople’ … seriously. That having been said, the people below have real Street Cred and are worthy of the guru moniker.
- Ken Burbary (Head of Digital Strategy & Social Media at Ernst & Young)
- Beth Harte (Community Manager for MarketingProfs)
- Amber Naslund (Community Manager for Radian6)
- Jeremiah Owyang (former Forrester analyst + Altimeter Group partner)
- Michael Volpe (VP Marketing + evangelist for Hubspot)
Who is missing?
I’m sure I’ve missed someone who is noteworthy. If you have additional luminaries you’d like added to this list, them please add them below and provide rationale for why they should be included.