Sat.Jun 25, 2016 - Fri.Jul 01, 2016

Trending Sources

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

Tony Zambito

by Gregor Črešnar. The term, audience development , has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. Questions I often receive when working with CMOs specific to B2B.

How to Harness the Power of a Referral Marketing Business

Act-On

In this digital age, marketing supports the attract, capture, and nurture stages of the customer lifecycle, ideally with a clean handoff to sales close to the purchase point. After the sale, the customer success team generally watches over the account. That’s one reason that marketing is increasingly getting involved in the customer experience. What can referral marketing do for your company?

Five Top-Rated Social Media Management Tools for 2016 [Infographic]

Webbiquity

Guest post by Lilach Bullock. What is the “best” social media management tool out right now? Every social media manager has a preferred one that they always use, and it’s usually one of a handful of the top social media management tools on the market. They are also useful for monitoring certain keywords or conversations, and for analyzing your social media performance.

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The Onion Shares The Secret To Creating Content That Doesn’t Suck

B2B Marketing Insider

Three years ago, The Onion published this satirical piece “Sponsored Content Pretty F **g Awesome,” ridiculing the absurdity of native advertising. If you’re pressed for time, here are two short snippets to give you a taste of the post: “I love, love, f **g love sponsored content,” said news and entertainment reader Erica Olson, adding that when […]. Content Marketing

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150 Content Marketing Tips

Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.

Make the most of your social media fans

Biznology

Most brands and companies today have some sort of social media presence. Even in industrial and technical sectors, Twitter and Facebook have proved themselves to be lively venues for engagement, sharing and conversation. But here’s a new development. To me, this sounds like the next big thing in the rapid progression of social media marketing. The match rate averages around 10 percent.

Top 10 Advantages of Online Marketing for Professional Services

Hinge Marketing

Online marketing is growing in popularity – and importance. As we explored in our recent book, Online Marketing for Professional Services , changes in the demographics of the professional services marketplace are leading to the adoption of new strategies for building reputations, networking, and generating leads. For a sign of the times, just look at the explosive growth of LinkedIn. Figure 1.

This Week in Content Marketing: Get Ready for Brands to Take Over Facebook Instant Articles

Junta 42

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this episode of This Old Marketing, Robert and I talk about the implications of Facebook opening Instant Articles to brands, starting with Intel. We see an underlying problem that could affect its acceptance by brands. We also take a closer look at Facebook’s new Creative Hub. Sponsor (37:52).

3 Creative Highlights From Cannes Lions

It's All About Revenue

For those of you not familiar, the Cannes Lions International Festival of Creativity is a global event for those working in the creative communications, advertising and related fields. Based on feedback from two of the Oracle contingent who were attended the festival, one of the themes that emerged can be summed up in word: MadTech. Vogue in Vogue. the right data. 2. Millennials Are People, Too.

My PocketCHIP is a portable Linux box

Biznology

Before I was an influencer marketer, before I was a social media strategist, and even before I dominated search with SEO and online reputation management (ORM), I was a geek. My first job after college was managing a room full of Sun SPARC Solaris pizza boxes. My second job was as LAMP technologist —  Linux , Apache, MySQL , and PHP — but in my case it included Python and Zope, too.

The start-up strategy for beating Facebook

grow - Practical Marketing Solutions

Two of the hottest social network startups have taken decidedly different turns in their fortunes. If we compare Snapchat and Blab we can tease out lessons for all of us when it comes to strategies for beating Facebook. If I were a betting person, in 2014 I might have placed my bet on Blab over Snapchat  to win in a fair race. Blab, a live-streaming app, occupied a unique space. What do you think?

Content Marketing 2016: Staffing, Measurement, and Effectiveness

We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.

From Mealy to Meaty: How to Create Better Content

Act-On

Many of us content marketers have been operating under a faulty premise. We think more is always better. Every year, we’ve made it a priority to create more and more content. Even this year, 76% of B2B content marketers say they will create more content. For B2Cers, the figure is 77%. But does more content result in better content? mandate is not getting us very far. So what to do?  . Heck, yes.

Why CMOs Need To Be Bullish On Programmatic Advertising

It's All About Revenue

Before I get to my thoughts on why CMOs need to be bullish on programmatic advertising, let's first take a look at just what programmatic advertising is. We define it simply as “Automated advertising buying coupled with machine learning.” ” However, there are no shortages of definitions of the term programmatic advertising. It’s using machines to buy ads, basically.”

How to Generate Qualified Leads and Delight Your Sales Team

bizible

We know the age-old process: the marketing team delivers a bunch of leads to sales team and pats themselves on the back for hitting their leads goals. The sales team follows up, but only closes a small percentage of the leads they received. Marketing says Sales dropped the ball, while Sales blames Marketing for delivering unqualified leads. Sales and Marketing Alignment. What industry are they in?

Marketers, Are You a Shark or Whale in the Marketing Ecosystem?

Modern B2B Marketing

Author: Vyoma Kapur Welcome to Shark Week! This week, people from all over the world are tuning into content programming dedicated to—yep, you guessed it—sharks. This follows the well-timed release of The Shallows, a movie about a lone surfer’s survival attempts against a shark attack. After all, as marketers, it’s in our genes to keep abreast of and ride the wave of (pun intended) trending topics.

Study: How Much of Your Content Marketing Is Effective?

745 marketers told us how effective their content marketing is. Here's what we learned.

LinkedIn Purchase Will Spark Brands into Buying Media Companies

Junta 42

In December 2013, CMI released its annual content marketing predictions report (as we do every December). That year, my first prediction was as follows: Microsoft will buy one, maybe two, media companies in certain industries. The outcome of these moves will pave the way for further media purchases throughout the year by non-media companies. So, I was a mere 30 months early with that prediction.

Progressive Profiling is a Must

ANNUITAS

Somewhere in the content marketing world, there’s a prospect abandoning a form as you read these words. Is it…could it be…yours? There are two main reasons a prospect who is genuinely interested in a gated asset abandons a form: The form is too long. The form requests information they are not ready to give up. What?! They want to know what my budget is?! I don’t even know who these people are!”

What is the Minimum Acceptable Close Rate on Leads?

ViewPoint

I posted a question on LinkedIn's Sales and Marketing VP's Group and the results have been fascinating. First, here is the question as posted: "What is the minimum acceptable close rate for leads provided to sales in a complex selling situation (long sales cycle and multiple decision-makers)?". One thing I like about LinkedIn is that there are lots of people who genuinely want to help! Here is a distillation of the scores of responses I received: "To what extent are the leads qualified to begin with?". All you can do is look at the statistics over time. Over time you will raise the gene pool.".

Six thought-provoking and profound marketing trends

grow - Practical Marketing Solutions

Each year, Mary Meeker compiles a wide-ranging report on the top Internet trends  on behalf of venture capitalist firm KPCB. The report goes on for 213 pages. And do you have time for that? That’s why Tom Webster and I distilled the report into the profound marketing trends that will have the biggest impact on you. Will Facebook need to get into the music business? Pretty interesting stuff?

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Read this report to learn how B2B marketing professionals are developing strategies and programs to engage buyers in shaping opinion and sentiment about offerings. And learn how advocate marketing builds longstanding relationships that persist even when individuals move from one career opportunity to the next.

There’s a “C Change” Underway: CMOs and CIOs Are Aligning for Digital Disruption

Modern B2B Marketing

Author: Jim Kowalski The phrase “sea change” is used to indicate significant transformation, usually for the better, and is derived from William Shakespeare’s work “The Tempest” (“nothing of him that doth fade; but doth suffer a sea change; into something rich and strange”). It’s clear that this is not a fad and may not even be a trend. But a one-way strategy (you talking to them) is not enough.

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7 of the Best Facebook Live Videos We've Ever Seen

Hubspot

This week, Facebook announced grand plans to take their already successful live broadcasting platform to great heights. The announcement included product updates like two-person broadcasts, waiting rooms for viewers, and Snapchat-esque f ilters all in the works. With these updates in mind, carving out a strategy for Facebook Live seems like a no-brainer. Now, we get it. What if you mess up? And 3.7

Market With a Mission

B2B Marketing Insider

Start Targeting the Right Accounts for your Business A little over a decade ago companies realized the need for more personalized marketing. Consumers of all types started craving a more personalized buying experience and the ways of marketing had to change so those expectations could be met. Creating a personalized buying experience required marketers to […]. Marketing Strategy

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Is Video the Future of Small Business Marketing?

Contently

A unicorn sits on a toilet and poops out rainbow ice cream while a Shakespearean man makes too many innuendos to count. That might not seem like the best way to market your company, but it’s actually the premise of one of last year’s most successful branded videos. Squatty Potty isn’t alone among small businesses in tapping the potential of online video. ROI Small business video

Content Methodology: A Best Practices Report

If you're concerned that your organization's content marketing isn't as effective as it could be, this report is for you.

Generating Leads With Responsive Content

PureB2B

Content marketing entails adopting various strategies that drive audiences to your product. You have seen countless blogs online that present copious amount of information, but these are limited in their ability to generate leads because not all visitors appreciate lengthy texts. Responsive content is done in so many ways, and all these share something in common—there is a need for multimedia (e.g.

Why You Should Never Email a Proposal

Hubspot

Your team has spent hours researching, writing, and refining a proposal your prospect was eager to receive. Now, you are staring at your email account in frustration as you write your third follow-up email in as many weeks. What could have caused this disappearing act? Was it the content of the proposal? Did the client get cold feet? It's possible. right? The Real Problem Isn't About Email.

Why digital transformation fails: ignoring staff and stakeholders

i-Scoop

There is ample research on the reasons why digital transformation fails. We’ll mention one piece of research below. However, based upon experience and many, really many discussions over the past few years, here is one reason why digital transformation fails, whether it’s on the level of a business function, a process, an overall business model […].

Content Source: The Secret Sauce To Quality Content

B2B Marketing Insider

My cousin arrived from California the other day. As we sat enjoying a bottle of his excellent homemade Cabernet, he told me about his decades long wine-making hobby. Turns out there are many ways to screw up wine in the production process (technical term). But if you don’t begin with the right, quality grapes, there’s little you can […]. Content Marketing

Staffing and Launching Your Content Marketing Program

Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.

How We Created Our First B2B Virtual Reality Video Case Study

bizible

We love creating new things. Even if it’s a prototype or proof of concept, we get really excited when we do something new at Bizible. We recently created a virtual reality video case study, which, as far as we know, hasn’t been done before. We won’t call up Guinness World Records just yet, but we would like to talk about the strategy behind it, how we created it, and why you should consider it too.

The Ultimate Guide to Social & PR Branding [Free Toolkit]

Hubspot

Every brand has a story, but great brands that know how to tell that story well. Whether you're selling coffee, bookcases, or enterprise software, the reality is that the competition is higher than ever before. Having a compelling brand story is key, but remember: your story is more complicated than just words. Sure is a lot to keep up with, huh? Every business is different.

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Selling to the Point

Your Sales Management Guru

Selling to the Point.   – a book review-. This book should be scheduled for your next Acumen Sales Book Club. Selling to the Point by Jeffrey Lipsius is a unique sales training book and I have read many. What makes this book valuable is the author uses a story to drive home his key learning points.  What’s the magic learning points of this book?  The point of selling is buying. Books

Frenemies: The Dangerous Distrust Between Sales and Marketing

Sales Engine

Let’s say you’re a local reporter, and you have been sent to a crime scene to interview witnesses and write a story. Like any journalist, you won’t get paid unless you deliver. It’s natural, then, for you to be singularly focused on finding those witnesses—talking to anyone else might seem like a waste of time. The scenario is similar for any quota-driven B2B sales team. Next, agree on a process.

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Marketing Optimization Toolkit: The Science behind Marketing Analytics

Marketers are well-versed in the art and science of optimization.

What Are Customers Looking for at the Bottom of the Funnel?

B2B Marketing Insider

At the bottom of the marketing funnel, your leads start taking a hard look at a very specific set of questions and concerns. In order to convert, those questions need to be addressed – and addressed quickly. Because of this, it’s important to plan out a strategy for addressing those needs at the bottom of […]. The post What Are Customers Looking for at the Bottom of the Funnel?

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Busted! 23 Marketing Myths Held By (Some) Industries

Hubspot

Even though inbound marketing has been a huge success within so many different industries, there are still some companies that are shackled with misconceptions about whether it will work for them. In fact, we have identified 23 myths about inbound marketing that some people may think are true. Time to bust these myths! 1) “Content creation is inbound marketing.”. Don’t get us wrong. Good news!

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Legal Rights in Your Video Soundtrack — 5 Questions to Ask Yourself

Vidyard

Choosing music for your video can be a tough choice and what can make that choice even more challenging are the legal considerations that come along with it. Unfortunately, this can be a grey and muddy area in terms of understanding what is and isn’t legal and fair regarding the rights to your video’s soundtrack. My goal is to help clarify and perhaps simplify an area of video production that is riddled with confusion and misinformation. Let’s begin by figuring out how we get a piece of music we like into our video without facing litigation! How Can I Use An Artist’s Music In My Video? Comment.

Unengaged Email Recipients, Misunderstood and Mismanaged

Act-On

As email marketers, we face problems that closely resemble hurdles seen in the dating world. Editor’s note: or the parenting world. Sometimes, no matter how determined we are and no matter how many times we try to get some kind of response from an email recipient, it just doesn’t happen. Sometimes we get consistently denied and ignored by our recipients. But you, the sender, will NOT know.

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Content Marketing Playbook: Strategy and Roadmap

Every brand’s content roadmap is different; each path to success is unique to that brand’s story, perspective, assets, and goals. But there is an overarching approach that’s proven to work—one we’ve refined after helping hundreds of brands reach their content marketing goals and after speaking with some of the brightest minds in the industry.

How to Increase Your Authority with Evergreen Content

B2B Marketing Insider

Evergreen content can help you grow your business along with your authority, but do you know what evergreen content is? Evergreen content in the most basic definition is content that is optimized for SEO the right way and has no expiration date that will maintain your expertise and authority for a long time period. As […]. Content Marketing

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