Disqus - Latest Comments for tobymurdock

Re: Will taxing ag emissions actually work?

tobymurdock — Mon, 24 Apr 2023 11:20:00 -0000

Good point on the potential unintended consequences of a production tax.

How about a tax not on the production side but on the consumption side then?

Re: Protected: Boulder Blight

tobymurdock — Wed, 23 Oct 2019 17:58:27 -0000

great stuff Henry!

Re: Kapost, Content Marketing, and Marketing Content

tobymurdock — Fri, 22 May 2015 10:59:40 -0000

Thanks Joe for the note.

Yes the practice is old ... but the term or the popularity of the term is undoubtedly new. Google trends clearly proves that out.

Nearly all marketers create content ... but very few marketers consider themselves "content marketers." Our customers have asked our system to manage all of the content in their marketing organizations. This messaging is a response to this broader request our customers are making of us. It's really a simplification at a time when marketers are hearing about so many things "content marketing" that they struggle to process it all.

Hope that makes sense. And I hope that all is well for you my friend!

Re: Kapost, Content Marketing, and Marketing Content

tobymurdock — Wed, 13 May 2015 15:18:49 -0000

great point Laura. and in no way am I not advocating the "spirit" of behind "content marketing," i.e. we have to help our buyers, not interrupt them.

but we've found that this "top of the funnel" message is just part of the buyer's journey in complex b2b sales processes (such as those at Red Hat). at some point the buyer does have to learn about the specifics of the product that they are considering paying big bucks for, and it is critical that the brand promise delivered by the thought leadership aligns with the value proposition towards the bottom of the funnel and with the post-sale messaging. our mission is to yes support the "content marketing" but in addition to support all of the content that marketing produces.

Re: Kapost, Content Marketing, and Marketing Content

tobymurdock — Wed, 13 May 2015 15:12:52 -0000

Thanks David for the note. Yes, I think the shift to 'what we make possible' is critical. But I would not discount the role software plays in making this a reality in the B2B Enterprise. Delivering a compelling customer journey focused on "the possible" is extremely complex to Enterprise, and managing all the stakeholders, channels, functions, etc. that are part of this cannot be done without a platform to orchestrate the effort.

Re: Kapost, Content Marketing, and Marketing Content

tobymurdock — Wed, 13 May 2015 15:05:13 -0000

thanks Nathan. we are more focused on bigger companies, so not competitive with HubSpot

Re: The Content Curve

tobymurdock — Thu, 25 Sep 2014 17:20:09 -0000

thanks Brody

Re: 3 Tips for Communicating with Your Sales Team About Content

tobymurdock — Tue, 06 May 2014 16:10:55 -0000

Nice Carly!

Re: What Is Content Scoring?

tobymurdock — Tue, 25 Mar 2014 13:13:42 -0000

really appreciate that David! we're trying!

Re: What Is Content Scoring?

tobymurdock — Tue, 25 Mar 2014 08:34:42 -0000

No Jen, that's just an assumption.

In our system that can be adjusted. The first and last touches can get more "weight" or can be equal to the other touches.

Glad you like the approach!

Re: What Is Content Scoring?

tobymurdock — Fri, 14 Mar 2014 10:53:30 -0000

i wish i could be with you on seeing how this plays out, but the whiteboard video has generated so much Hollywood excitement that i think my stay might be brief

Re: What Is Content Scoring?

tobymurdock — Wed, 12 Mar 2014 18:36:17 -0000

Thanks Doug! Here we go!

Re: What Is Content Scoring?

tobymurdock — Wed, 12 Mar 2014 18:35:56 -0000

Thanks Hashim for the note.

We are super excited about the content that keep you around until you buy . . . but if you NEVER buy (and I don't really mean YOU specifically here) we don't care for that content.

Yes the Second Customer is important. Their links send many many potential buyer to your site.

And yes it may take a while for buyer who visit to actually become a customer.

And yes some assets may be better at engaging buyers early in their journey, and it might take a while for visitors to those assets to eventually become customers.

But if a particular content asset over time does not attract visitors who become buyers, it is not fulfilling its mission. And marketers need to know this so that they can adjust their content strategy accordingly.

As marketers we are now accountable for leads and revenue. Content is the fuel that gets us to those goals. Content scoring is the metric that shows us how to reach those goals.

Hope that makes sense. And thanks again for the comment!

Re: Hold Your Content Marketing Team More Accountable

tobymurdock — Thu, 27 Feb 2014 18:31:50 -0000

amen!

Re: Twitter, Bitcoin and the New Media Economy

tobymurdock — Mon, 24 Feb 2014 13:31:02 -0000

Hmm. Very interesting.

I have to bring my biased "content-marketing-centric" view of the universe, which leads me to think that most all content will be free, as the cost of content production & distribution plummets and creators are eager to get the benefits of attention from their content, and look to monetize that attention in other ways (i.e. the goods & services they sell).

This does not cover higher-production cost content, e.g. Dowtown Abbey. But in such a context their is less need for the real 'micro' in micro-payments.

Re: 4 Reasons to Stop Outsourcing Content Marketing Efforts in 2014

tobymurdock — Thu, 23 Jan 2014 13:44:07 -0000

great points here Dana. I work with a lot of content marketers and your message is spot on

Re: Lack Of Processes, Metrics Holding Back Content Marketing, Survey Finds

tobymurdock — Tue, 26 Nov 2013 18:31:52 -0000

Jim--

Really great report here. The need for process & metrics to drive success through content is something that marketers just now are becoming aware of. This report does a great job in shining light on that need.

Re: Why Are 76% of Content Marketers Forgetting Sales Enablement?

tobymurdock — Thu, 14 Nov 2013 12:08:29 -0000

I love this Tony. Very aligned with the concepts behind The Challenger Sale

Re: Remembering Brian Larson

tobymurdock — Tue, 12 Nov 2013 10:40:54 -0000

So sorry to hear. Thought and prayers to Brian's family and the TopRank team.

Re: Managing Customer Success to Reduce Churn

tobymurdock — Thu, 07 Nov 2013 11:17:05 -0000

Great article David.

I specifically like the points about Marketing assisting post-sale towards the customer's success.

Many companies are using content marketing--and specifically content that informs their customer as opposed to content about their own product--to acquire new customers.

We've seen a great best practice in customers using this content post-sale, to continue to educate them and help them be successful, again, around their business objective, not the product.

This is a great way for Marketing to assist with Customer Success.

Re: Eloqua’s Platform Commitment

tobymurdock — Wed, 30 Oct 2013 19:33:46 -0000

Thanks TJ. I love "Apps first"! Looking forward to working with you and the Eloqua team.

Re: Eloqua’s Platform Commitment

tobymurdock — Wed, 30 Oct 2013 18:42:45 -0000

Thanks Jeff! We are psyched with your strategy and looking forward to investing in integration & strengthening our partnership!

Re: The Day Content Marketing Software Arrived

tobymurdock — Thu, 17 Oct 2013 13:37:52 -0000

Thanks Brody!

Re: The Day Content Marketing Software Arrived

tobymurdock — Thu, 17 Oct 2013 13:25:35 -0000

Thanks Michael!

Re: The Day Content Marketing Software Arrived

tobymurdock — Thu, 17 Oct 2013 12:49:30 -0000

Thanks Chris for the comment. I very much agree with your thoughts.

Congrats to you and your team! Looking forward to buying you all some congratulatory drinks next week in San Fran. :-)