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Posts Tagged ‘Peter Kim’

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?

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I was listening to a presentation by marketing leaders at a major consumer packaged goods (CPG) company this past week, and it made me think about the issue of the sustainability of our marketing campaigns and investments online.  One of these marketers was talking about how her team, as part of a major brand marketing initiative, had launched a Web micro site.  The site was well-produced, but it was little more than an online brochure (with some value-added content, to be fair).  It was not bad, but my immediate thought was about the half life of such a site.  Sure it would help drive traffic and subsequent exposure and attention for a period of time, but it was static, with nothing special to keep people coming back once they had gotten tired of it.  It wasn’t serving as an ongoing catalyst for the customer relationship and for longer-term brand community.

I had a similar experience listening to another presentation by marketers at a different CPG about a month ago.  They were talking about how a key piece of a new product launch was a ‘buzz campaign.’  It made me wince, but — yes — they were talking about paying people to go online and create buzz for their new product.  The ethics of such a campaign aside, it also made me think about sustainability.  As long as these ‘buzz agents’ were being paid to talk about the product, there would undoubtedly be dialogue in chat rooms and on blogs, but once the campaign was over, how long would this continue, and what would be the impact on the brand’s reputation if people found out about the paid buzz agents?

Dr. Justine Foo, a scientist and marketing researcher, perhaps said it best in a post, titled “New metrics for sustainable marketing,” on her Brains on Fire blog earlier this year:  “Our current market is driven by short-term forces: get next quarter’s numbers up, what it will cost me now, # of mass impressions, etc. As a result, we create campaigns, not movements … .”

Where is the sustainability in all of this?

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