Balancing the Demand Equation: a Twitter Chat with Adam Needles on his new book

There’s a brand new book that’s making waves in the B2B marketing community. Balancing the Demand Equation, by Adam Needles, addresses the strategy and tactics needed to succeed in modern business to business demand gen.

Adam Needles is the Chief Strategy Officer at digital demand generation agency Left Brain DGA, and for our upcoming #B2Bchat, we’re joined by the author as he answers questions related to B2B marketing, demand generation, and his hot new book. Join us this Thursday, October 5 at 5:00 p.m.! To learn more, be sure to follow @abneedles and @b2b_chat.

(Update: Two lucky #B2Bchat participants will receive a free copy of Adam Needles’ new book, Balancing the Demand Equation!)

Here are some of the questions we’ll cover:

Q. How is the role of B2B marketers changing within their organizations?

Q. What are the biggest problems faced by B2B marketers today?

Q. How do you define “demand generation”?

Q. What are the different buyer types?

Q. What do you mean by “demand process integration”?

Q. How can you best market to inactive buyers?

Q. Content marketing… examples of a company that has nailed it?

Q. Which B2B case studies would you recommend?

Q. What are people saying about your new book, Balancing the Demand Equation?


“Dear B2B Marketer: Your world is changing, and here’s the field guide that shows you precisely how to adapt.” – Ann Handley (@MarketingProfs and Co-author of Content Rules) on Needles’ new book.

Balancing the Demand Equation is now available on



Do You

How many social media sites do you update on a regular basis?

Perhaps it would be better to rephrase the question as: How many social media sites would you like to update on a regular basis? is a useful aggregation service which allows you to do just that: post content simultaneously to a large group of social media sites. It covers dozens of sites and includes these better known social networks:

  • Facebook
  • Twitter
  • WordPress
  • Tumblr
  • MySpace
  • LinkedIn
  • Delicious

With, you can also direct an RSS blog feed to all of your social networks.

There are other services, such as the popular Twitter client Hootsuite, that allow you to post to the biggest social networks. But if your social media strategy involves reaching audiences on a diverse set of social networks, is definitely worth a closer look.

Predicting Twitter’s Success in 2006

Twitter Feasibilty Study Excerpt (2006) from 747 Media on Vimeo.

When did you first hear of Twitter? Four years ago, could people have predicted the evolution of this micro-blogging site at its onset?

Apparently, yes.

The 20-somethings that were interviewed as part of a study by 747 Media were able to assess the power of Twitter quite accurately, even though they had never used it. In this video, you will see them react to the information they’re given and talk through several of the applications that have made Twitter into what it is today.

Story originally posted by Mashable.

To Follow Or Not To Follow: That is the Question on Twitter

You go through the ritual once every couple of days. Unless you have auto-follow, that is.

How do you decide whether or not to follow someone back on Twitter? I fielded the question on Twitter and here are some of the responses I got.

@CWarfield: shared interests; no spam or useless “eating a ham sando” posts

@rtstrategy: re following back: educational/entertaining content & signs they are engaging.

@alewi854: They need a good bio and tweet regularly RT @andrewspoeth: what do you look for when considering to follow someone back?

@walkerjill: but not tweet TOO MUCH! RT @alewi854 good bio & tweet regularly RT @andrewspoeth what do you look for when considering to follow ppl back?

Take a look at your newest followers in Twitter and decide who to follow back. My process involves a CTRL+click on each profile name to open up a new tab for each person. Next, I scan profile information and tweet stream. Looking at these, I consider:

1. Interests of the Twitterer

How closely do they match mine. I tend to keep open to various interests, unless it’s something like sharing wealth or getting rich quickly.

2. Follower count

I don’t look for a large number of followers. More important is a balance between Following and Followers. If the person is following way more than being followed, it’s a red flag.

3. Tweet volume

Check number of tweets against number of followers. If this person’s tweet volume far exceeds the number of people who follow them, it’s likely an indication of boring tweets.

4. Quality of content

What would be described as quality on Twitter? I personally look for tweets that are:

  • thought provoking
  • funny
  • resourceful
  • current
  • generous
  • engaging

A twitterer should have a healthy balance between original content, retweets, and engagement with others. It’s also encouraging to see the occasional question – an indication this twitterer is interested in listenting.

Image credit: / CC by NC SA

50 Million Tweets Per Day

Tweets per Day.egg_db419

Twitter is reaching a significant milestone. At nearly 50 million tweets per day, the average output of Twitter users has climbed dramatically over the past year.

@kevinweil in his post on Twitter’s blog puts this in perspective. 50 million tweets per day equals roughly 600 new tweets every second. A year ago, average output was 30 per second. Looking back further, we get closer to Twitter’s very beginnings.

2010 – 600/s
2009 – 30/s
2008 – 3.6/s
2007 – 3.5/min.

It wasn’t long ago that Twitter allowed you to see a feed of all tweets on your Twitter home page. Anyone remember those days?

Looking at the graph above, one wonders what happened at the inflection point around April 2009. Was it the Ashton Kutsher/CNN race to 1,000,000 followers? Was it Oprah signing up for Twitter? Or was it a combination of elements creating the perfect storm?

A funny look at what’s next after Twitter

Enough said 🙂

Google’s Future including Real Time Search

If you’re interested in the future of Search and have got an hour and a half to spare, I highly recommend sitting down with your favorite beverage and watching this video.

In this video, Google presents their most significant product releases of the year, including real time search.

Marissa Mayer starts off by presenting four main areas of innovation at Google:

1. Modalities
How people search, e.g. mobile devices, voice search, search by taking a picture
2. Media
The types of media appearing in search results, e.g. maps, books, video, news
3. Language
Translation services which open up the world’s content to people of all languages
4. Personalization
Search results with higher relevance based on your location, social networks, etc.

Later in the talk, Google Fellow Amit Singhal talks about the huge relevancy challenges faced when delivering search results, especially now with real time search. He shared Google’s 4 pillars of search delivery:

User Experience, and

with relevancy becoming more and more difficult. The audience poses several important questions near the end of the presentation, including the question of whether Google uses the same algorithm to rank its general index as its real time results.

Real Time Search is being rolled out gradually for all users over the next few weeks. Whether these results appear or not will depend on the keyword used. There is a way to see real time search results right away, through Google Trends.

To see an example of Google’s Real Time Search in action, check out:

Google Googles and Real Time Search

Google made a couple of significant product announcements this week. Below you’ll find brief introductions to Google Goggles (image recognition on the Android phone) and real time search results on the Google search results page.

5 Top Links of the Past Week

I love As many of you, I use it to shorten URL’s in Twitter and measure the relative success of specific links that I put out there.

Here are my 5 top links of the past week, based on click through performance.

Twitter’s New Headquarters As Shown Off By Employees (Pictures)
Twitter moved into a new, much larger office this week. Several Twitter employees went around snapping pictures for the rest of us to see. Some of my Twitter followers noted that it looks pretty empty and dark, dark perhaps because they are conserving electricity that is being used up through the new retweet function that they’re rolling this week.

100 Ways To Measure Social Media
A David Berkowitz article from the MediaPost Social Media Insider Column. With a title like that, how can you not look? Some of the points in David’s list are repetitive, but this compilation is nevertheless worth reading as it covers a lot of ground.

Google Chrome OS: 5 Ways It’s Completely Different
From Mashable, reporting live at the Google Chrome OS press conference last Thursday. Although this won’t change our lives immediately, the release of Chrome OS next year will have an impact, and is likely creating serious headaches for Microsoft.

Logo Evolution
I pulled this out when talking about rebranding with my Internet Marketing students. For more, check out this great collection of logo changes.

The Definitive Guide to Lead Nurturing

As a B2B marketer, I’m always looking for ways to better drive the revenue funnel. This white paper from Marketo brings together best practices in email marketing, lead scoring and lead nurturing.

The Top Lists on Twitter

Earlier today, Twitter rolled out its much anticipated Twitter Lists feature. Within a few hours, it has taken a large part of the Twittersphere by storm. Twitter lists allows users to assign custom keyword labels to any Twitterer, which can in turn be viewed on a separate list.

Listorious has created a directory of lists which is quickly becoming populated with a lot of data. To start, here is a list of the Top 100 Lists on Twitter.

It’s interesting to note that we can see Twitter lists already being indexed by Google. This ultimately means that marketers will want to have influence on the way they are labelled. Looking through the list names that are created for an individual, one can learn a great deal about the public’s perception. And there is also the occasional laugh as well. To demonstrate, here are a couple of famous Twitterers and the variety of Twitter lists they appear on.

Guy Kawasaki, @guykawasaki, who has been ‘listed’ 1,729 times as of right now, is labeled as:

  • marketing
  • power
  • news
  • very-friendly
  • high-tweequency
  • firehoses, and
  • titans of tech

Darren Rowse (@problogger), listed 664 times, is described as:

  • blogging
  • technews
  • bizalicious
  • aussie-voices

How are you listed? Is it what you expect?