Marketing Insider Group

OCTOBER 15, 2018

One of the biggest mistakes that B2B marketers make is thinking they sell to an entity rather than a person. B2B is certainly a different audience than B2C, but in the end, it’s people who make the decisions to buy your product or service. And people want to know that your brand is human and […]. The post Why B2B Marketers Should Shift to a Conversational Voice and How To Do It appeared first on Marketing Insider Group.

B2B Marketing 279

B2B Marketing Conversion B2B Buy 279

InsightSquared

OCTOBER 15, 2018

If you’ve ever thought about becoming a lawyer, the path is pretty clear: Get a Bachelor’s degree. Take the LSAT. Earn your JD. Pass the bar. The process may not be easy, but at least it’s laid out. You know exactly what steps to take, including recommended classes and exam prep courses, in order to put yourself on a path to success. When I think about sales operations, there is no defined route to take.

Work Management 275

Work Management Marketing Management Thought Leadership Barriers 275

Webbiquity

OCTOBER 16, 2018

It’s a paradox of modern marketing that even with today’s ubiquitous high-speed wifi and cell connectivity, wide range of devices, and abundance of communication channels, business buyers seem harder to reach than ever. Many corporations have tight email filtering in place which renders many externally originating messages invisible. And even with those filters in place, inboxes are often overflowing, leaving buyers with little time or bandwidth to deal with any but the most urgent messages.

Marketing Automation Services 248

Marketing Automation Services Trade Show Advertising Agencies Verticals 248

Zoominfo

OCTOBER 18, 2018

Today’s B2B buyers conduct most, if not all, initial product research online. As a result, your company’s website and related B2B product pages are critical to the success of your organization. If you’re creating a new business website or simply optimizing existing product pages, today’s blog post is for you. Keep reading! 1. Be concise. If your first instinct is to take a deep dive into product details—resist the temptation.

Product 203

Product Peer-to-peer B2B Zoominfo 203

Advertiser: ZoomInfo

Savvy B2B marketers know that a great account-based marketing (ABM) strategy leads to higher ROI and sustainable growth. In this guide, we’ll cover: What makes for a successful ABM strategy? What are the key elements and capabilities of ABM that can make a real difference? How is AI changing workflows and driving functionality? This Martech Intelligence Report on Enterprise Account-Based Marketing examines the state of ABM in 2024 and what to consider when implementing ABM software.

Account Based Marketing

Marketing Insider Group

OCTOBER 18, 2018

Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets. Which, for the most part, remains an elusive and challenging endeavor. In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders and […].

B2B Marketing 279

B2B Marketing B2B Marketing & Strategy Marketing 279

Webbiquity

OCTOBER 18, 2018

Guest post by Jennifer Kurland. Creativity comes from a place deep within. It is the spark that ignites imaginations and drives innovation. Creative minds break boundaries, take the abstract or mundane and transform it into something new, something that can change the world and our experience of it. In the live events arena, it takes creativity to create something spectacular.

Creativity 216

Creativity Lead Scoring Lead Ranking Paper 216

Zoominfo

OCTOBER 14, 2018

With the rise of sales enablement technology and the variety of available communication methods, one might expect phone calls to become a thing of the past. Yet, cold calling is still a key component of B2B sales. In fact, 78% of decision-makers polled have taken an appointment or attended an event that came from a cold call ( source ). The Problem with B2B Cold Calling.

Cold Calling 198

Cold Calling Statistics B2B Data Hygiene 198

Marketing Insider Group

OCTOBER 17, 2018

Let’s face it, a digital call-to-action is needed if you want your audience to take the next step. Traditional content can certainly have a call-to-action (and often does). However, a digital call-to-action is arguably the most important factor when it comes to your online messaging. Your social media posts, online content, and digital forms must see some […].

Examples 278

Examples Social Media Social Marketing Media 278

Vision Edge Marketing

OCTOBER 18, 2018

Be in the Know About the Competitive Field. Years ago, I competed in triathlons. Before each season, my husband, Mark (who also doubled as equipment manager and cheerleader), would ask, “What’s your idea of success this year?” The answer this question guided our race choices. We would then evaluate the races on the schedule against two factors: my strengths (for example, long bike legs with lots of hills) and the potential competition.

Work Management 179

Work Management Analysis Validation Marketing Management 179

Advertisement

What if you could help your sellers stop wasting 72% of their day on non-selling activities and focus on bringing in revenue? Incorporating AI in your enablement workflows can help you cut down on busy work, get projects done faster, and let your team (and you!) focus on making a bigger impact. We put together this guide to show you how to use AI to cut time and costs for projects, including collateral creation, development of training videos, and automating tedious processes.

Video Marketing

Tony Zambito

OCTOBER 14, 2018

Funnels, stages, paths, journeys, and more labels that suggest some form of a linear line of thinking has dominated marketing and sales for decades. Whereby the notion of awareness, evaluation or consideration, and purchase decision is built-in to these views. In reality, whatever labels have been applied, there are more similarities than differences.

Marketing AI 174

Marketing AI Buyer Personas Top of Funnel Digital Marketing Funnels 174

Zoominfo

OCTOBER 18, 2018

Event marketers have always been at the forefront of cutting-edge technology, as they strive to grab and keep attendee interest long after each event is over. So, it should come as no surprise that AI has become a staple at industry events. In fact—88% of event professionals said they plan to use artificial intelligence in 2018, a 107% increase from the previous year ( source ).

Marketing AI 196

Marketing AI Business Mobile Advertising Lead Ranking 196

Marketing Insider Group

OCTOBER 16, 2018

If you want to beef up your content marketing strategy, it’s not enough to rely on the same techniques over and over again. You want to make sure that you are continually improving, reaching the right people, and hitting (maybe even surpassing) industry benchmarks. Industry benchmarking is a powerful way to help you distinguish which […]. The post How Well is Your Content Performing?

Advertising Benchmark 272

Advertising Benchmark Content Marketing & Strategy Content Marketing 272

Contently

OCTOBER 19, 2018

How many of you have ever unsubscribed from a company’s newsletter? I’m going to go ahead and guess that every one of you have at least once. I certainly have on more than one occasion, for a variety of reasons. Some emails were too promotional and not informational enough, some were sent too frequently, and some just looked unpleasant. I set up and send out the newsletters for Contently’s two publications, The Content Strategist and The Freelancer , so I’m hyper-aware of

Email Marketing 166

Email Marketing Newsletter CAN-SPAM Studies 166

Advertisement

The rise of AI and the fall of the cookie are profoundly changing programmatic advertising. With Chrome’s third-party cookie deprecation looming, the industry must adapt. With an overwhelming array of new and old technologies, many advertisers feel uncertain about how to proceed. Dstillery CEO, Michael Beebe, outlines a straightforward 4-step approach to streamline and enhance your post-cookie targeting strategy: Leverage first-party data.

Advertising Agencies

Biznology

OCTOBER 15, 2018

Nowadays, a great variety of brands are trying to gain the upper hand over their competitors by using a new marketing platform – live online videos. What is the reason for the popularity of these online videos in various industries? We asked ourselves these questions and tried to dig out some answers. What are the benefits of using live videos?

Video Marketing 143

Video Marketing Broadcasting Paid Search Agency Facebook 143

Zoominfo

OCTOBER 16, 2018

Reddit —the self-proclaimed front page of the internet—is a social networking site with more than 330 million monthly active users. These users—referred to as Redditors—use the platform to share, interact with, and consume the latest news and trending topics. Reddit is more than just a social networking site. The platform offers a unique and untapped goldmine of market research.

Research 159

Research Peer-to-peer Marketing Automation Services Zoominfo 159

Marketing Insider Group

OCTOBER 16, 2018

Influencer marketing and event promotion are like a match made in heaven. When you have the right influencers talking about your upcoming event, you can drive substantial interest, fast. This is just what you need when marketing for your event. You need to build up the momentum in a short span of time – short […]. The post Are You Using Influencers To Market Your Next Event?

Promotion 270

Promotion Marketing Ad Building Content Marketing 270

Contently

OCTOBER 16, 2018

All the writers I know are experiencing an identity crisis. From widespread layoffs to the rise of content marketing jobs —which are starting to eclipse the more-familiar reporter, editor, and blogger job titles—it’s a confusing period for anyone who writes for a living. In order to get a sense of the divide between mainstream journalism and content marketing, I spoke with eight professional writers.

Work Management 164

Work Management Branding Brand Identity Paid Search Agency 164

Advertisement

Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

Webinar Metrics

Biznology

OCTOBER 17, 2018

If you’re not measuring it, it doesn’t matter. And if you’re doing any sort of digital marketing, including content marketing, you’d better be measuring how well that marketing is working. Your analytics data can, of course, tell you a great deal about the health of your digital marketing activity. But only if you’re reading it regularly. Here are some things to look for.

Analytics 141

Analytics Correlation Aggregators Open Rate 141

Adobe Experience Cloud Blog

OCTOBER 15, 2018

The marketing world today is a whole different ball game than it used to be. You have to come up with big ways to stand out to capture the attention of your customers and prospects. It is about knowing what content your customers and prospects want to consume. It’s also about knowing when to take action to engage them with those stories. This new era of marketing is all about storytelling and curating customer-centric content.

CMO 134

CMO Thought Leadership Curation Storytelling 134

Marketing Insider Group

OCTOBER 17, 2018

How content with a focus on experiences and emotional marketing can keep customers connected and create advocates for your brand. Today’s healthcare landscape is rapidly changing. Factors such as wavering legislation, value-based care’s impact on the physician model, pressure on pharmaceutical companies to reduce costs, the introduction of wearables to the market and informed consumers […].

Storytelling 269

Storytelling Cost Paid Search Agency Branding 269

Contently

OCTOBER 19, 2018

“What exactly are you doing here?” That question was lobbed at me—politely—by Contently’s senior sales director when I sat in on his departmental training. In his defense, I had been tucked in the corner of the conference room while he doled out advice to our newest sales development representatives (SDRs), scribbling ominously in my notepad.

Top of Funnel 153

Top of Funnel Work Management Marketing Management B2B Thought Leadership 153

Advertiser: ZoomInfo

Over the last two years, there’s been a 76 percent increase in AI adoption across sales organizations. The reason for its rise? AI increases teams’ productivity by predicting and automating actions that require manual effort. In other words, the research that takes reps hours, AI can do in seconds. For sales teams, AI opens up a world of new possibilities, including automating outreach, identifying best-fit buyers, and keeping CRMs flush with fresh data.

Efficiency

Biznology

OCTOBER 19, 2018

Growing a business is no easy feat. You will be confronted with hurdles along the way, but the obstacles should not be a reason for you to give up. There are many things that can help you to achieve business growth. Among others, one of the most important is the use of innovative technologies. From odor control systems to establishing a reputation to cutting down costs, there are many ways to use innovation to craft a success story.

Skype 140

Skype Customer Satisfaction Fulfillment Loyalty 140

Adobe Experience Cloud Blog

OCTOBER 16, 2018

Maybe it’s because my drink of choice is a rum and diet. Maybe it’s because I was in Sydney to keynote a conference on marketing. But as the train pulled into the station in Australia’s Blue Mountains region, I immediately noticed an ad for Coca-Cola Zero. The headline read “Tastes a lot like Coke. No joke.”. Five simple, single-syllable words. But together, they create a powerful marketing message.

B2B Thought Leadership 134

B2B Thought Leadership Thought Leadership Paper B2B Marketing 134

Marketing Insider Group

OCTOBER 15, 2018

We know how valuable loyal customers are. They’re five times more likely to make a purchase, five times more likely to forgive mistakes and seven times easier to upsell.1 In the B2B landscape existing customers are even more vital. There are far less available customers than in the B2C marketplace, plus there’s a far higher […]. The post Building a Great B2B Loyalty Program to Prevent Churn appeared first on Marketing Insider Group.

Loyalty 255

Loyalty Ad Building B2B B2B Marketing 255

KoMarketing Associates

OCTOBER 18, 2018

Everyone wants more results from social media. You probably do, too. So, how do we get there? Usually, we’ll post to our social media accounts more often. Or we’ll try to post more interesting content. We’ll study our analytics reports and maybe invest in better technology. That can all help, for sure. But maybe there’s an easier way to do B2B social media marketing better.

Social Media 129

Social Media Paid Search Agency Analysis Media 129

Advertisement

Every marketer knows how important it is to prove their efforts drive sales opportunities, but that’s easier said than done. When problems like sales and marketing misalignment, lack of data, and wasted efforts persist, marketers can’t measure, prove, or increase their impact on revenue at a time when demonstrating marketing value is critical. Using analyst and expert data, this guide to marketing impact and content attribution explains: How B2B buyers use content The most common types of conten

Content

Biznology

OCTOBER 16, 2018

Customer experience is increasingly where the action is — whether your customers are consumers or IT decision-makers. Since watching your videos is part of the sales process, it makes sense to consider the video customer experience of the numerous influencers and IT decision-makers involved in the sales process. “Don’t tell them what they already know, just tell them what they want to know.” This is the first rule to keep videos for IT decision-makers short.

Video Marketing 139

Video Marketing Webinar Metrics Buzz Vendors 139

Adobe Experience Cloud Blog

OCTOBER 18, 2018

Here’s the truth: All marketers think their creative is “good” until it is tested. Ultimately, consumers will tell you how effective your creative is, and that realization can be harsh. Some marketers might lean on a flashy web page to reel in consumers’ interest. However, standing out only scratches the surface—what you do next with that attention can make or break your campaign.

Creativity 134

Creativity Effectiveness Thought Leadership Banners 134

Contently

OCTOBER 17, 2018

How many of you have ever unsubscribed from a company’s newsletter? I’m going to go ahead and guess that every one of you has at least once. I certainly have on more than one occasion, for a variety of reasons. Some emails were too promotional and not informational enough, some were sent too frequently, and some just looked unpleasant. I set up and send out the newsletters for Contently’s two publications, The Content Strategist and The Freelancer , so I’m hyper-aware of

Email Marketing 127

Email Marketing Newsletter CAN-SPAM Studies 127