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Doug Kessler

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Sales/Marketing, Velocity

284 points

Velocity Partners helps B2B tech companies develop clear, compelling stories, then drive them to market using content marketing, web campaigns and all the tricks of the digital marketing trade.

WEB: The B2B Manifesto

yesterday

Douglas Karr recommends this answer by Gus Ferguson

Who are the best content marketers?

Joe Pulizzi and Junta42/The Content Marketing Institute have got to be right up there in terms of defining the evolution of this type of marketing... also, I've a huge amount of respect for Lee Odden. I would definitely also place David Meerman Scott up there. ... more

Content Marketers

Content Marketing

April 5, 2012

Doug Kessler and 7 other people answered this question

How can I make my welcome email more exciting?

I agree with Chad -- excitement may not be the goal.
I would think a sincere expression that you're glad to have them on board would be appropriate. Then some gentle pointers to the next thing(s) you'd like them to do.
And a suggestion that ... more

Content Creation

April 5, 2012

Doug Kessler and 2 other people answered this question

What does the "i" stand for in Apple products?

i-wateringly high margin?

Information Technology

April 5, 2012

Doug Kessler and 6 other people answered this question

What are some tips to getting the most out of Google Analytics?

Using tagged URLs (generated with Googl's own URL builder) is key for tacking specific campaigns and media to conversions. more

Google Analytics

April 5, 2012

Doug Kessler recommends this answer by Stephanie Tilton

What are the key characteristics that a buyer persona should capture?

Scott, in addition to demographic and psychographic info, you want to understand the process buyers undergo in researching, evaluating and purchasing a solution. Part of that is understanding the language they use to describe their pains and goals, and the types of information they seek ... more

April 5, 2012

Doug Kessler and 2 other people answered this question

Content Creation: Do you use an editorial calendar? What are some tips to setting one up?

We use them all the time.
What goes across the bottom is easy: dates, going foward.
What goes up the left side can be trickier.
We've done calendars with these things running down the left:
-- Personas
-- Key Stories
-- Sectors
-- Product lines ... more

Content Creation

Inbound Marketing

Jan. 23, 2012

Doug Kessler and 4 other people answered this question

What is the best way to have customers share their experiences on our website?

Integrate ratings & reviews. Reevoo does a really comprehensive managed service (disclaimer: they're a client -- but it really is worth checking out). more

Customer Service

Community Engagement

Company Website

Jan. 16, 2012

Doug Kessler recommends this answer by Donna Bourland

If I’m a technology firm, should I promote content for download or a free demo or trial?

Carlos, I couldn't agree more with your points regarding the consideration of the buying stage. SO critical! I think alot of SaaS providers feel compelled to push a free trial without consideration for this resulting in a wasted opportunity. In addition to the buying stage, ... more

B2B Lead Generation

Conversion Rate

Jan. 14, 2012

Doug Kessler and 2 other people answered this question

Unusual content marketing situation. How would you approach it?

If you're thinking PPC you might want to look at LinkedIn ads. You can pick one title and promote it to a really narrow demographic -- by job title, company type or size, seniority. Or promote to specific LI groups. Might be better than Google ... more

Content Marketing

Inbound Marketing

Jan. 12, 2012

Doug Kessler and 14 other people answered this question

What advice would you give someone with a marketing background who's about to go into sales?

Take your content marketing mindset along with you: use your company's expertise to help prospects do their jobs. more

Human Resources

Career Development

Jan. 4, 2012

Doug Kessler recommends this answer by Justin Gray

What are your predictions for technology marketing in 2012?

There has been a lot said here, by many, that is spot on. Mobile, yes - content, yes - alignment, attempted - buzzwords, abound. Perhaps the one area that tech orgs have not done a great job at historically, but you are starting to see ... more

Information Technology

Technology Marketing

Jan. 3, 2012

Doug Kessler recommends this answer by Barbara Giamanco

What are your tips for social media business etiquette?

If you wouldn't say it in person, don't say it online.
Don't argue with others or push self-serving agendas.
Contribute not sell.
Be authentic.
Genuinely be willing to help others without expecting an immediate return.
Avoid topics that are divisive; i.e. politics and religion. These things are just too ... more

Customer Service

Jan. 3, 2012

Doug Kessler is now following Dianna Huff

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