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Archive for July, 2010

Some of you have been asking about the status of my book project, and so I wanted to provide a quick update.

I announced a little over a year ago that I had begun working on a book project – tentatively titled Connected Marketing – “… that covers the topic of marketing technology and that is meant to help marketers deploy and use technology in a substantially-different way than they do today,” per my last update.

What’s the status of this project today?

Source: iStockphoto

First, let me explain that this is a project that I’ve always been pursuing on my own time – i.e., writing early in the morning, late at night or on the weekends.  And that is something that’s been challenging to do, given my active role at Silverpop as director of field marketing and as the company’s ‘B2B Marketing Evangelist.’  Many of you know I’ve spent the greater part of the last 13+ months on the road throughout North America and Europe, speaking, meeting with customers, launching new events (such as B2B Marketing University) and educating the marketing community about how to strategically leverage marketing automation technology

Don’t get me wrong, it’s awesome work — it really is — and it’s a mission I’m passionate about, so no complaints here!  It’s just hard – as I’m sure you can appreciate – to both be a dedicated, on-the-road evangelist/marketer and also spend focused time on a personal book project at once.  As a result, the book project has had to take a back seat many weeks.

Second, this is a project that – as many projects do – has matured over time as I’ve continued to research and write about the topic.  Let me be clear that I’m absolutely continuing to work on this project, but its focus has shifted and has moved in what is at once both an adjacent and evolutionary new direction. 

How marketers can better leverage marketing technology to be a more ‘connected’ marketer remains a critical element of the book, but I increasingly recognize two fundamental realities that also are critical to cover in the book. 

  1. As many of you probably will concur, technology adoption alone will not help marketers be more connected, nor is it necessarily the right first step; strategy and process change is the first step. 
  2. Much of the need for new technology – and new strategy and process – is the result of a fundamentally-changing modern marketing environment. 

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Earlier today I published a new post to the Silverpop Demand Generation blog — one that looks at the next phase of dialogue around content marketing for B2B demand generation.

The post opens by recounting the ‘first evolution’ of content marketing — i.e., the evolution of the topic up until recently:

The last year has brought growing dialogue around content marketing as an integral component of modern B2B demand generation.

First, we’ve seen increasing acknowledgement that, in a Web 2.0 world, the dynamics of the B2B buyer are shifting and that at the core of these new dynamics are fundamental shifts in buyers’ information consumption patterns.  Buyers are doing more education on their own, ahead of speaking with a salesperson.  Second, this has occurred in tandem with growing interest among B2B marketers both with inbound marketing strategies for lead generation and with marketing automation as a central platform for nurturing B2B prospects in a buyer-driven fashion.

Content marketing is the architecture behind information exchanged with the buyer before we can get them to ’sales ready’; it is the rationalization of what content that our prospective buyers need at various stages of the buying cycle and via what media and channels; and it is integral to the nurturing process.  Content thus has moved from tactical to strategic.

It then asks, ‘So what’s next for the dialogue around content marketing?’

Now we are entering a second phase of dialogue and evolution around content marketing, where we’re talking about how to take it forward.

The post then analyzes three emerging dialogue threads around content marketing, its integration with marketing automation and its role in modern, buyer-centric B2B demand generation — also citing a number of marketing experts, such as content marketing ‘guru’ Joe Pulizzi, and relaying their perspectives on this evolving topic.

These threads are:

  • Building out the new era of dynamic, buyer-driven content marketing campaigns
  • Closing the loop so that it’s clear what content has impact and how to tune your content mix
  • Developing the right skill set and building the right team to effectively manage your B2B organization’s content marketing ‘machine’

 Click here to read the full post.

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You may have noticed less-frequent posting activity here on Propelling Brands over the last few months.  It’s not that I’ve been blogging less; rather, it’s the challenge of being asked to contribute blog posts to a growing number of channels.  These include the Demand Generation blog for Silverpop (where I’m Director, Field Marketing and B2B Marketing Evangelist), the Daily Fix Blog for MarketingProfs (where I’m a semi-regular contributor on marketing automation topics) and several of Silverpop’s partner blogs, including The Annuitas Group blog, for which I have done occasional postings.

Source: iStockphoto

The truth is, I’m blogging more than ever — just in lots of different places.  I’m also very active on Twitter (you can follow me on Twitter via my handle, @abneedles), which has truly become a microblog on what I’m seeing and hearing in the B2B marketing world.  Add to this quite a few live and virtual speaking engagements over the past year on a variety of B2B marketing topics … and you can see it’s been a busy last 12 months.

Given this, I wanted to accomplish two things with this post: 

First, I wanted to let you know I’m going to be shifting the role Propelling Brands plays in my writing and speaking over the coming months.  I plan to get back into the rhythm of doing original, ‘deeper-dives’ on key strategic marketing topics at least once a month, so these will continue.  I’m also going to begin posting summaries and links to my posts elsewhere, as well, so that I can consolidate all of my writing about B2B marketing to one location.

Second, I’m kicking off this shift by posting an index of all of my B2B marketing posts I’ve done over the last 12 months — both here on Propelling Brands and on other blogs …

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