DiscoverOrg
MAY 23, 2018
We hear a lot about sales and marketing alignment: How important it is for B2B, and how so few of us are doing it right. SALES: Marketing leads are crap. MARKETING: Sales is lazy. You guys take forever to follow-up on our leads – and you wonder why they don’t convert? [Rolls eyes.] SALES: They weren’t a good fit anyway. Why would we waste our time on leads that are never going to convert?
Lead Liaison
MAY 23, 2018
Few companies are fortunate enough to create an entirely new high-tech market, and even less so dominate that market. Many join at the right time once costs have dropped and the market is sufficiently inflated. So why do so many companies lose their way to becoming a market leader? The potential answers to this are almost endless, wrong skill sets in the business, shortfall in capital, fallouts between founders, etc – These all play their part but I want to assume that everything internal
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Contently
MAY 22, 2018
Writers don’t have to worry—the written word is here to stay, no matter how many experts predict a vast pivot to video. But that doesn’t mean you can rely solely on blog posts. The modern consumer does prefer enhancements. According to a 2017 study from Arkadium , which helps brands create interactive content, 78 percent of respondents prefer text to incorporate multimedia components.
Act-On
MAY 23, 2018
You knew that social media is a very affordable lead generation tool, but did you know that it’s rated third in effectiveness after email and your website?
Speaker: Neal Boornazian, President and Nancy Harhut, Co-Founder and Chief Creative Officer - HBT Marketing
Direct mail has consistently remained a powerful tool in the marketer's arsenal, but in an age of digital dominance, its effectiveness hinges on the strategic integration of behavioral science. 💡 When you incorporate powerful behavioral science principles into your direct mail marketing strategies, you can prompt the hardwired decision-making shortcuts your audience relies on — and that automatically unlocks new avenues for engagement, conversion, and brand loyalty.
The Point
MAY 21, 2018
I review B2B email campaigns regularly in this space, and though I’m not one to be sparing in my opinions, I do try to be conscious of the type and size of company responsible for the campaign, with the thought, I suppose, that some marketers just may not know better. That said, poorly written and poorly designed B2B emails are not difficult to find these days.
B2B Marketing Zone brings together the best content for marketers in the B2B industry from the widest variety of thought leaders.
Webbiquity
MAY 24, 2018
Marketers are now spending, on average, 25% of their overall budgets on content marketing. Yes, you read that right. But only 21% of B2B content marketers are successful at tracking ROI. So, as a content marketer, you need ensure that your content is producing results—and that you can provide the data to prove it. To help you achieve those objectives, here’s an engaging infographic showcasing top actionable content marketing tips for today’s marketers.
Zoominfo
MAY 20, 2018
A win/loss analysis is the process of studying past business deals in order to generate valuable insights about your company’s selling practices. The insights garnered from this type of analysis can be instrumental in growing your business and increasing revenue. In fact, companies that conduct win/loss analyses consistently outperform those that don’t in the following areas ( source ): Customer retention rate: 60% vs. 48%.
Biznology
MAY 22, 2018
Cygnus X-1. Before you embark on a costly campaign to repair your first two pages of Google search results after you, your company, your brand, or your product have been slandered or besmirched online, understand that it’s a life sentence. While your initial contract with me or another ORM shop will be expensive and lock you into a year, it doesn’t stop there.
Marketing Insider Group
MAY 23, 2018
A common challenge organizations face when rolling out an employee advocacy program is engagement. Having worked with hundreds of organizations on the rollout of their social advocacy programs, it’s clear that in order to get your employees engaged, they need to understand why doing so will be of benefit to them. WIIFM? Under any scenario […].
Speaker: Carlos Hidalgo, Co-Founder & CEO of Digital Exhaust, Author, International Keynote & TEDx Speaker
Recent research shows that only 50% of B2B organizations state that they have good alignment between their marketing and sales teams. This lack of alignment tremendously impacts the ability to meet business goals, and is a limiting factor for building and maintaining customer relationships. While many B2B organizations continue to struggle with aligning their marketing and sales teams, they can take practical steps to unify both teams and simplify their overall approach.
Webbiquity
MAY 22, 2018
By David Gutierrez. A huge proportion of brand promotion is now done online, particularly through social media. Digital ad spending exceeded TV promotion budgets for the first time ever in 2017. Photo by Tracy Le Blanc from Pexels. Regardless of what kind of business you run, you’re expected to have a strong online presence—and that is doubly true for web development businesses.
KoMarketing Associates
MAY 22, 2018
At the start of online advertising, there was a “one-size-fits-all” approach to generating clicks. A user could type in a keyword, or browse the internet and see an ad that may or may not be of interest. At the time, platforms such as AdWords didn’t offer much for ad personalization. Well, things have changed. Since then, thanks to the sheer amount of data now available, the world of online advertising has become more about the individual than the big group.
Biznology
MAY 24, 2018
Before I begin my post, I’d also like to invite you to the next Biznology webinar on July 10th, where Mike Moran is going to interview me about trends in B2B marketing. Having been happily self-employed for half my marketing career, I hesitate to give career advice. But when asked, I have plenty of opinions to share on how to grow and thrive as a marketing professional.
ViewPoint
MAY 23, 2018
Lead nurture can triple the return on most marketing campaigns. By nurturing leads until they’re ready to turn over to sales, an organization can eliminate wasted marketing spend and increase sales results. Successful lead generation—inbound and outbound—requires nurturing. But it’s often the most underutilized marketing activity at a marketer’s disposal.
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In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.
Contently
MAY 23, 2018
If you’re a major brand, it’s understandably tempting to hire an influencer with hundreds of thousands of followers to promote your product. But if a majority of those followers are bots, then that investment is nothing but a waste of money. The issue of fake followers isn’t new. Ever since social media clout became a barometer of influence, users have benefited from bots.
KoMarketing Associates
MAY 21, 2018
As customers turn to a wide array of sources to find marketing content, new research suggests it’s becoming more important for marketers to provide an omnichannel experience – but how many marketers have integrated this factor into their strategies? Target Marketing recently conducted the “Omnichannel Marketing: The Key to Unlocking a Powerful Customer Experience” report to gauge how marketers are taking this need into consideration.
Biznology
MAY 25, 2018
Ah yes, press releases: a staple of the business collateral landscape that has not just survived the transition from the print to the digital world, but has thrived. Indeed, thanks to the “evergreen” nature of web content, press releases are the brand marketing gift that keeps on giving. However, despite their proven value — and staggeringly high ROI compared to most other forms of conventional brand building — many businesses aren’t happily aboard the press-release bus.
Marketing Insider Group
MAY 24, 2018
Companies spend nearly $40 billion on CRM software, and up to 60 percent of those systems fail to meet companies’ expectations. That’s a lot of money to spend for a dismal return. It’s not that salespeople and marketers don’t need help organizing their day or capitalizing on leads. On the contrary, salespeople spend just a […]. The post 3 Tools That Will Truly Boost Your Sales and Marketing Team’s Performance appeared first on Marketing Insider Group.
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Upgrade your social media game with our in-depth playbook: "21 advanced ChatGPT prompts for social media managers". These powerful prompts are tailored to supercharge your content creation, strategy development, and results analysis. Say goodbye to writer's block and hello to endless creativity as you effortlessly generate engaging posts, come up with original strategies, and optimize your social media performance - all in a fraction of the time.
Contently
MAY 21, 2018
What are your content marketing goals? As the director of content strategy for Contently, this is a question I ask marketers every week. There’s often a long pause on the conference line, followed by something like, “Well, we were hoping you’d tell us that.” While I can’t tell them what their goals should be off the bat, I can certainly help them get there.
KoMarketing Associates
MAY 23, 2018
Although B2B marketers have an abundance of data at their fingertips, new research shows that they are not turning to this information to make informed decisions. Dun and Bradstreet recently commissioned a study by Forrester titled “The B2B Data Activation Priority,” which discovered that only 50 percent of marketing and sales decisions are made using data.
Biznology
MAY 23, 2018
A live feature presentation is a key component of Agile methods. But if you work in a large organization, or have stakeholders who can’t always be fully engaged, you need more. You need to include capturing each sprint as part of your minimal project documentation. At any given time, I have several partly fleshed-out columns for this space – but this month I’m deferring them because I want instead to riff on a piece I just read by James Mathewson.
Marketing Insider Group
MAY 25, 2018
For the 176th episode of The Marketing Book Podcast, I interviewed Dan Gingiss, author of Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media. Social media has changed customer service forever by shifting power from brands to consumers, requiring a different way of thinking about the customer experience. The book […].
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Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.
Contently
MAY 23, 2018
Contently Case Stories is a series highlighting some of Contently’s most successful clients. Building an audience takes time. It takes talent. It takes strategy. Budget, of course. And a little luck too. There’s a science to putting all of the pieces together. If a brand overlooks even one of those factors, it may never achieve the desired results.
Onalytica B2B
MAY 25, 2018
Carme Artigas – Co-founder and CEO, Synergic Partners , a Telefonica Company. Key Topics: Data Science, Analytics, Big Data, Telecommunications, Innovation. Location: Madrid, Spain. Bio: Carme Artigas is the co-Founder and CEO at Synergic Partners, a company that specializes in Big Data that was acquired by Telefónica in 2015. Carme Artigas has more than 20 years of experience in first line management.
KoMarketing Associates
MAY 22, 2018
Many marketers are turning to email to reach out to customers and prospects, but in terms of automation, new research suggests that they are still lagging. GetResponse and SmartInsights recently conducted the “Email Marketing and Automation Excellence 2018” report, and statistics showed that 28 percent of respondents consider themselves to be “basic” when it comes to email marketing automation.
Zoominfo
MAY 21, 2018
In the modern marketing landscape, personalized marketing has quickly become the gold standard. Here’s why: Prospects and customers have access to a wide variety of content online and as a result, companies must take extra steps to make sure their content is seen first. Personalized marketing content is inherently more engaging, more relatable, and ultimately, more successful than other types of content.
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Learn how to optimize email deliverability and drive greater email ROI. What lands your email in the customer’s inbox? Understanding those factors, otherwise known as email deliverability, is critical to getting the most return on your campaign investments. But the “rules” around which factors land you in the spam folder aren’t always easy to keep up with.
NuSpark Consulting
MAY 21, 2018
Consumers are savvier now than ever before due to the wealth of information the internet places at their fingertips. But savviness also breeds skepticism in most buyers, which you, as a brand or marketer, must overcome to consistently convert leads into loyal customers. Driving conversions is all about how your customers’ perceive your business. Including authentic feedback from customers on your landing pages, people who your buyers regard as their peers, is a great way to build trust.
Marketing Insider Group
MAY 22, 2018
Search engines are the main channel for discovering information and services in the modern day. Google receives more than 3.5 billion searches in a given a day1 with the estimated number of daily searches only expected to increase as time goes on. As anyone who has ever used a search engine may have noticed, some […]. The post Google’s Featured Snippets: What Are They, How Do You Get Them & What Do They Mean for Your Brand?
Customer Experience Matrix
MAY 22, 2018
Adobe yesterday announced its purchase of the Magento Commerce platform, a widely used ecommerce system, for a cool $1.68 billion. That Adobe would purchase an ecommerce system was the least surprising thing about the deal: it fills an obvious gap in the Adobe product line compared with Oracle , Salesforce , IBM , and SAP , which all have their own ecommerce systems.
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