Archive | B2B RSS feed for this section

Visiting New York on 9/11: A Note on Perspective

15 Sep

mail_image_preview

Don’t Lose Sight of What Really Matters

I recently had the unique experience of traveling to New York City for a Business Marketing Association (BMA) meeting that coincided with the 15th anniversary of 9/11. Consequently, this year was a little different than past BMA meetings in that my trip was an opportunity not only to talk about the B2B marketing industry with some of the leading companies and agencies in the country, but also to gain some important and much needed perspective.

This year, I arrived on the day of September 11 and decided to visit the memorial and see the lights, which are illuminated only a couple of nights a year. As I walked around Ground Zero, I saw firemen in dress blues from Los Angeles, Sacramento, San Antonio, Las Vegas, Miami, and many other cities. These men and women had been at Ground Zero in the weeks and months after the attack, lending a hand with the recovery, clean up, and other support efforts for their brothers and sisters in the NYFD.

As I walked from the reflecting pools where the Twin Towers once stood, I saw a big crowd around the Irish pub next to the fire station. Approaching the pub, I realized this was the place to be for all the firemen and women. I wasn’t sure if I could even go in, but as I entered, I realized I was more than welcome.

The firemen and women in the pub and the streets surrounding it were all talking, hugging, laughing, and sometimes even crying with their brothers and sisters who work to serve so many Americans in different cities across the country. Several times I attempted to buy these amazing, everyday heroes a beer or a drink. But every time, they replied with, “No, let me buy you a drink.”

“What? You’re buying me a drink? I should be thanking you.”

But because of their honor and pride, they wouldn’t allow me to buy them one.

We don’t always value the relationships with the people we serve, or who serve us. If you were offered something by the very people you serve, would you accept—or refuse and offer them one instead? Do you say thank you enough to the people who work for you? How about the people you work for?

From the memorial itself to the people I met in the city on this day, the experience of being in New York on the anniversary of 9/11 is something I wish everyone could experience. While a somber reminder of the worst attack on American soil, it’s also the location where thousands of people perished on what should have been just another typical Tuesday at the office.

As marketers, we have lots of “typical days” in the office. They tend to involve helping our companies or clients sell their products and services—they don’t tend to involve saving lives.

For us, making a mistake means a painful meeting or a brutal phone call—it doesn’t mean life or death.

When every project is rushed, we say it’s hot—but it’s not actually on fire.

We might run into a crazy meeting—but it’s not a burning building.

There is always another “typical day” at the office. But as we recognize and recall the events that forever changed our world, let’s also keep our perspective and remember that we can always be more humble, more thankful, and more appreciative of the opportunities we have. In short, more kind.

Appreciate the people you work with and work for, and those who work for you.

Do good work, but remember that your work isn’t the only thing that matters.

Share via email

Millennials Want an Internal Communications Renovation

13 Sep

Effective B2B Marketing Starts from Within

whitney1

Guest Contributor:
Whitney Riker, Account Executive

Let’s face it: the building industry is in a rebuild phase. A shift in workforce demographics and the housing market is forcing even the largest corporations to take a second look at their business strategies to adjust. Marketing is a major player in your business strategy, but building product marketers who want to be effective in their marketing strategies need to take a look within. After all, effective marketing starts inside. Build your toolbox to execute a better plan.

Picture a Different Landscape Before You Break Ground

As a Millennial, I can say in true Gen-Y fashion, that I am sick of hearing about us. Nonetheless, my generation is the largest and the building industry will have to adjust.

  • In 2014, 28 million people entered the workforce
  • Survey says these workers have close to zero interest in LBM
  • Millennials have been assured from early age that their opinions matter (good luck ignoring them)

Is your organization prepared for the changing workforce? Start by building an internal communications plan.

  1. Envision: What do you want internal communications to do for your company?
  2. Strategize: Where does it stand right now, and what needs improvement?
  3. Evaluate: How soon would you like to reach your goals and how will you get there?

Use these questions to start building your strategy—simple or complex—so you can adapt to the changing workforce. Have a plan you can realistically stick to so you can track your progress and re-assess your approach.

Now That You Have a Plan, Fill Your Toolbox

A strategy can’t be executed without the right tools. So take a look inside and see what you have in your toolbox for communicating internally. Are they the right tools for your Gen-Y employees? Consider that Millennials value time and communication to be on their terms. Most of their day-to-day conversations take place digitally and that expectation won’t go away at work. There are many technology platforms that make it simple and easy to improve internal communication with this generation. Don’t be overwhelmed—just pick one and stick to it. Consistency is key here:

  1. Implement company chat software like, Slack, Yammer, or HipChat
  2. Use cloud tools like Google Drive for documents and spreadsheets
  3. Choose one platform where email, calendars, documents, processes can be shared

Ask your team for their feedback. How can we work together to make communicating with each other better? Trust me. This goes a very long way. Without these channels, brilliant ideas and helpful criticisms can go dark and that’s the last thing you need.

The Nuts and Bolts of Millennial Communications

Don’t lose sight of the big picture. If all else fails, remember the golden rule: Treat others how you would like to be treated and…

  • Make your communications engaging and fun
  • Use visuals to make what you’re communicating more entertaining and effective
  • Maintain transparency to establish trust
  • Avoid communication overload

It’s one thing to open effective communication channels internally and use them; in fact, it’s vital to your organization’s success in the changing environment. It’s another thing entirely, however, to really inspire greatness by leading your team. How you walk in the door everyday, how you speak to your employees, your tone…need I go on? All of this is a form of communication. Internal communications should involve, motivate, and inspire. Take a look at how you are communicating that with what you do, not always what you say.

Building Effective Marketing Starts from Within

So, while we’re all sick of the “Millennial talk”, you can’t avoid the effect they’re having on the workforce, and the building industry is not immune. Take this opportunity to renovate your internal communications so you are better equipped to handle a new kind of workforce. Once you have a plan, build up your toolbox and remember: you can’t just talk the talk—inspire leadership by communicating with your actions, too. Building effective marketing always starts from within. Execute a better plan today.

Share via email

Our Take From Cleveland: #CMWorld Day Two

9 Sep

image

Corey and Kate spent two days at #CMWorld in Cleveland. This is the second of two posts sharing their quick takeaways from the event. If you haven’t seen the first, check it out

Our second and final day at #CMWorld. And, like day one, it was a whirlwind of fresh ideas, new friends and awesome swag. (No stress balls!)

Airborne to KC, we’re chatting about what stood out on our final day. Here’s what comes to mind.

First, a stat: For every $5 spent on content creation, marketers are spending just a buck on distribution.

Does that surprise you? It sure caught our eye. Seems like we should be investing more than four quarters to maximize ROI.

Day two gave Corey the opportunity to talk with Jeff Julian on the Enterprise Marketer podcast.

Jeff and Corey chatted about the efficiency of content being pushed through digital channels, rather than dictated by SEO. They also talked about Google updates and how the company continues to show it’s learning context, which is yielding better content as a whole.

We’ll be sure to share Corey’s interview once it’s live. So, stay tuned.

It’s easy to leave a conference like this brimming with new ideas but unsure where to start. Fortunately, Thursday’s opening panel gave some encouraging words on how to take your content strategy to the next level. Here’s a hint: start.

Stephanie Losee with Visa, fresh from Rio for the Olympics, said it just takes one piece of content to begin. Not a launch party. Not a seven-figure budget. Just one piece of content from one SME conversation.

In the same vein, Jenifer Walsh with GE reminded us that content strategy is a marathon, not a sprint. And, that it takes time to build content traction. So, take a deep breath. You don’t have to have a community of a thousand followers on day one.

Finally, Raj Munusamy with Schneider Electric, told us the mind digests visual content six times faster than text. Six times.

What we heard: Goodbye 10-page white papers. Helloooo visual content that wows! (Apparently we should be drawing you a picture, not writing this post.)

So there you have it. Our initial take on two days of all content all the time.

Would we go again? Absolutely. Would Corey remember Cleveland is hot and humid? No doubt. Would Kate pack less? For sure. (Okay, that’s a lie.)

Keep an eye out for future posts from us. In the coming weeks, we’ll share more in-depth learnings from the show.

Share via email

Our Take From Cleveland: #CMWorld Day One

8 Sep

 

mail_image_preview

Our #CMWorld day one is done. And, these two first-timers are energized by the networking, excited to leverage what we’ve learned, and, okay, maybe just a little tired.

Here’s what’s caught Corey and Kate’s attention in Cleveland.

First, content marketers as a whole are working more from assumptions than fact.

Consider:

  • 57 percent of B2B marketers say they use audience personas
  • However, a mere 20 percent of audiences being reached have the info and means to purchase

Eighty percent of those receiving marketing messages don’t have the interest or resources to make a buying decision. The takeaway is clear: Relying on assumptions is wasting time and our clients’ money. The importance of research can’t be overstated.

Next, a consistent theme heard across the show is marketers are great at providing clients with solutions … but maybe not-so-great at listening to clients’ problems.

Ian Altman summed it up in his session on how content can accelerate sales: If your product or service doesn’t solve the client’s problem, they don’t care about your features and benefits.

Ardath Albee stressed the importance of understanding client challenges. She said our solutions must meet audiences and their problems along every step of the buyer’s journey.

Seems like a good time to step back and ask: Are we truly addressing clients’ needs or are we just telling them what we think they want to hear?

Additionally, Jeff Julian and Andrea Fryrear delivered a strong message about not thinking about content as campaigns. They stressed failing and winning fast, and using learnings to guide strategy, instead of spending time and money on one-time campaigns.

Finally, Rick Wion shared lessons on transparency and trust from his time at Kellogg’s and McDonald’s. Wion referenced Al Golin’s Trust or Consequences book and reminded us that building trust is like insurance for future issues. Because we all know at some point, there will be an issue.

We’ll close this blog with a fun fact learned today: DYK there’s a McDonald’s employee responsible for tasting eight hamburgers an hour, for eight hours a day, five days a week? That’s a quality control job we’d like to have! And, no, his name is not “Big Mac.”

Bring it on, day two.

Share via email

The 4 Cs of Change Communications

7 Sep

Communicate Cost-Cutting Measures with Care

Kate3

Guest Contributor:
Kate O’Neil Rauber, Vice President of Public Relations

It was a record year for mergers and acquisitions in 2015, and 2016 is expected to follow suit. Experts also say certain industries will be more susceptible to layoffs, including tech and oil.

Whether companies are thinning teams to avoid M&A duplication or right-sizing staff in order to regain financial footing, executives must communicate cost-cutting measures with care.

“Survivors,” or those who remain with a company after massive changes, tend to have three initial thoughts:

First, shock. They can’t believe it’s happening. They may even be worried about having lost a close work friend.

Next, survivor shock quickly shifts to me. As in: Am I next?

Finally, there’s workload. Meaning, how much more work will I have to do now that others are gone? Or, how will I get my current projects done without a critical member of the team?

Understanding the survivor mind frame, executives communicating tough change management messages should embrace the four “Cs”:

1. Compassion: Someone is either losing a job or getting more work — when they already feel overworked. Show compassion and appreciation for everyone impacted. Remember, you’re talking about someone’s livelihood.

2. Candor: The story behind why this change is being made must be crisp and paint a compelling business case. Fluff and spin have no place here. Remember, employees will be looking to executive leadership — you — for answers.

3. Clarity: Paint the vision for where the company is headed. The initial sting hurts. But, (most) survivors will get on board if they understand and believe your vision. Remember, jobs have been lost and workloads have ballooned. Overnight.

4. Confidence: Survivors need to believe you. They want to know that in your bones, you believe this change is the best thing for the company. Remember, confidence is not the same as arrogance; one attracts — the other detracts.

Cost-cutting measures should be communicated with care — whether it’s a right-sizing, restructuring, downsizing, or another corporate code word for layoffs. You can’t merge corporate cultures or right the financial ship without your survivors on board.

Share via email