Key to 2016: Personalize Marketing with the ICE Formula

What will successful B2B marketers to be doing more of or differently in 2016?

That question was recently posed to me and other thought leaders who contribute to B2B Marketing Zone, and 25 responded with a range of insights about content marketing, measuring results, employee advocacy, customer experience and other topics. The answers to that question—from influential bloggers like Michael Brenner, Paul Gillin, Cheryl Burgess, Jeff Cohen, Carla Johnson, Neal Schaffer, and J-P De Clerck among others—have been compiled in a really great, free eBook, B2B Marketing Trends for 2016.

My contribution was:

Personalized marketing is going to be on steroids in 2016. Marketers should engage meaningfully with different target audiences. Easier said than done, right? So, how do you personalize marketing?

Follow the ICE Formula:
I – Identify your Buyer Persona. A buyer persona is not a zombie—but a profile based on your understanding of a real customer and their real needs.
C – Create Compelling Content. Don’t just talk about your product or service. Instead, create an ebook, newsletter, video or podcast and educate your potential customer on how you can solve their burning problem.
E – Engage Meaningfully via Social Media. Use every contact with a potential buyer as an opportunity to listen and learn. Engage and educate them.

It was great to participate in this eBook and see the other contributions. Highly encourage you to download a copy of B2B Marketing Trends for 2016.

Moderated TiE San Francisco Forum’s panel on Marketing Strategy for Startups

Thanks to my Wharton buddy Ankur Jain for inviting me to moderated TiE San Francisco Forum’s panel on Marketing Strategy for Startups.

We had some great panelists:

  • Rishi Mandal, Co-founder of Sosh
  • David Yin, Head of Market Understanding at Eventbrite
  • Christina Farr, Writer at VentureBeat
  • Matt McAllister, Former Head of Marketing at Tapjoy and Founder of Fluid PR & Communications

Content Marketing Tools Series #10 Prezi

About Prezi
One of the greatest innovations in education was the blackboard. For the first time in history, teachers could present their lessons visually and engage students to participate in the conversation. The whiteboard has done the same for business—helping us to explore and share ideas more effectively. Prezi is a virtual whiteboard that transforms presentations from monologues into conversations: enabling people to see, understand, and remember ideas. When Prezi is in the hands of experts in the field of presentations, it is especially powerful.

Here are interesting 3 features that make Prezi unique

1. Prezi Desktop works without Internet connection. You can start your prezi online or off, work on your desktop, and then upload your prezis to the cloud to access remotely or to securely share your ideas with anyone.

2. Collaboration: You can collaborate, create and edit prezis together with up to 10 people in real time, across time zones. Co-present, Group presenters can seamlessly hand off the presentation lead to one another.

3. Prezi for iPad: Prezi automatically sync with iPad and you can create, edit, present, and share your prezis anywhere with simple, intuitive multi touch gestures.

How can marketers leverage Prezi?

Prezi can be used for Sales & Marketing, Training & Development, or just want a tool to collaborate within your team, Prezi also helps in engaging the the audience.

Watch the video

Plans and Pricing

Prezi has plans for individuals and organisations. For more details on pricing and various plans, please visit

Social Media Marketing Tools Series #4 MediaFunnel

Social Media Marketing has become an integral part of any Brand’s marketing activities. One of the key aspects of the Social Media Marketing is how to schedule the content and make sure that your posts or tweets are posted at the most optimal times of day and days of the week so that it would reach to maximum audience. MediaFunnel is one of such interesting tool that helps in these activities.

What is MediaFunnel?

MediaFunnel is the easy to use, enterprise social media management platform that will allow you to involve more employees in promoting and protecting your brand. MediaFunnel supports multiple Twitter profiles as well as multiple Facebook accounts and Pages and also connects to LinkedIn, and Tumblr.  With the help of this tool, you can submit a single post to multiple social media channels simultaneously.

You can also monitor your Twitter & Facebook and other social networking channels by setting up background Brand Monitoring based on keywords, mentions, direct messages and more and find out what’s being said about your brand and respond.

With the help of this tool, release Tweets or Facebook posts at specified intervals. You can schedule a tweet or a post to be published on a specific day and at a specific time. By this way you can align your content with events.

Here are 3 interesting features that make MediaFunnel unique

1. Multiple Languages: The MediaFunnel user interface is available in English, German, Spanish, Italian and French. Each user within an account can select the language that they would like to view in the interface.

2. NetBase Integration: NetBase is the social media intelligence platform that monitors the entire Web for mentions of your brand and any keywords that you specify. NetBase supports the customer-to-business (C2B) strategy that is being adopted by global corporations.

3. Multiple Users and User Roles

MediaFunnel supports administrator, publisher and contributor roles. For each social media channel, set a user for no access or a specific level of access. Prevent potentially harmful content from being published. Implement approval processes.

How can marketers leverage the MediaFunnel?

1. Discover: Monitor for mentions of your brand and other keywords

2. Engage: Converse with your audience

3. Support: Assign & manage customer requests

4. Market: Drive more visitors to your landing pages and your blog

MediaFunnel has various products and plans, for professional and Enterprise. For more details, please visit

Content Marketers Must Read Book of the Week!

Name: Content Strategy for the Web
Authors:  Kristina Halvorson    Melissa Rach Blog Twitter

Better content always means better business.  Imagine these situations. Your content is a mess: the website redesigns didn’t help, and the new CMS just made things worse. Or, maybe your content is full of potential: you know new revenue and cost-savings opportunities exist, but you’re not sure where to start. How can you realize the value of content while planning for its long-term success? Content Strategy for the Web is the industry’s go-to handbook for creating and executing successful content strategies.

Who is the book intended for?

This book is for marketers. The book offers tips on how to create and deliver useful, usable content for your online audiences, when and where they need it most.

Top 3 takeaways from the book.

1. Content’s business value. Content plays a crucial role in the online business. This book will help in understanding content strategy and its business value.

2. Process and People. These two Ps (Process and People) are very key to any service oriented business especially when it comes to online content.  With the help of ‘Content Strategy for the Web’, you can discover the processes and people behind a successful content strategy.

3. Business case. This book offer tips on how to create smarter, achievable decisions about what content to create and how to find out about how to build a business case for content strategy

For more details on the book, check the site