Question

Topic: Strategy

Publishing Articles About B2b Sales And Marketing - Question 1 Of 4

Posted by Anonymous on 2/15/2004 at 6:55 AM ET 250 Points
Background: Like many marketers, we work hard to remain positioned with our target market. In keeping with our own methodology though, we don't do things for visibility, but to flush out problems (that we can solve). A key tactic for us is a monthly email to our opt-in database of 2000+ which summarises four fresh articles dealing with separate problems, and invites them to click through to our web site to read them. We write some of the articles, but usually source them from others, and in our summary / introduction to each article, we explain (or challenge) the article within the contaxt of our demand generation methodology. We have averaged 18% click through over the last 18 months. I have four problems and therefore four questions (each posted separately – two into Strategy and two into Email Marketing).

Problem 1 of 4: We need more articles from established opinion leaders. Specifically, we need articles on subjects that relate to each of the stages of our methodology for planning demand generation in B2B markets:

1 – Map the buyer’s journey (therefore buyer behaviour and beliefs)
2 – Dimension the journey (therefore yields and time, ROI calcs etc)
3 – Plan the journey (therefore B2B Sales and Marketing tactics)
4 – Measure and benchmark (ways of measuring Mktg and Sales progress)

Question 1 of 4: Who can you suggest that is a recognised opinion leader, has published articles on these subjects, and is worth approaching? Links would be appreciated.

I will post question 2 (new opinion leaders), question 3 (yield improvement), and question 4 (encouraging email forwards) after this one runs out of steam.
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RESPONSES

  • Posted by Blaine Wilkerson on 2/15/2004 at 7:25 AM Member
    Kim Gordan - https://www.entrepreneur.com/article/0,4621,306249,00.html

    Here's one but I have to restart my computer before I lose info...I'll be back
  • Posted on 2/15/2004 at 7:30 PM Member
    Alan Mitchell ( author of Right Side Up ) may fit your need - https://www.beyond-branding.com/authors/mitchell.htm - though so too might any of the authors @ Beyond Branding.

    hth

    Will Rowan
  • Posted by Blaine Wilkerson on 2/16/2004 at 7:10 PM Accepted
    You know, I was going to go through all my links, bookmarks etc and just realized that you can probalby find all the "big" names you can handle from Larry Chase's "Search Engine For Marketers" :

    https://searchengineformarketers.com

    It is broken up into categories and each "search" gives you a list of the industry leaders and sites of each niche.

    This may be your one-stop answer. Not to mention Larry Chase himself.

    Let me know if this helps. If not, I'll go to my little black book!

    --Blaine
  • Posted by ReadCopy on 2/18/2004 at 3:12 AM Accepted
    Probably worth looking through MP (https://www.marketingprofs.com/arch/index.asp) and see if any particular writer fits your bill and approach them, this is a friendly community, so should pay dividends.

    Keep an eye on my site too (https://straightforward-marketing.p5.org.uk), I am starting to write some original articles which you can use, or I can contribute to yours for you, I have some 15 years in B2B Marketing.
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