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3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

We marketers may be many things, but few of us can be described as patient. We want results, and we want them now. And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. We all want the quick fix, right? Wish it were that easy. Listen, marketing technology is great, and in the right circumstances can make a big difference. Poor Messaging.


What Is a B2B Marketing Experience?

Tomorrow People

We are in the age of the customer. Consumers are now far more in control of their relationships with businesses than ever before as digital has revolutionised how we interact with the world and each other

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HR and social media: 7 Ways HR needs to act like marketing

grow - Practical Marketing Solutions

By Mark Schaefer. wrote awhile back that digital transformation would not necessarily be led by marketers. Success may not come through a brilliant strategy or new technology. It’s going to require a culture change, and that might have to be led by and HR team. On the flip side of things, maybe success in HR will be led by marketing, or at least HR professionals who think like marketers. Human.

Rethinking Market Strategy In A Digital Economy

Tony Zambito

by Delwar Hossain. The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  For good reasons too.  Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.

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12 Lessons I’ve Learned from Writing 1,000 Blog Posts


In Taekwondo, students are taught they must perform each kick at least 1,000 times before they can safely say they have learned the kick perfectly. I’m not sure I craft “perfect” blog posts even after writing 1,000 of them—but I’ve certainly learned a few things. Hence, 1,000. Of  course, a steady stream of crappy content won’t attract a large or loyal readership.

What Working at an Apple Store Taught Me About Good Event Marketing


I’m going to start with a controversial statement:  I’m a firm believer in the power of event marketing. Trade shows, owned events, you name it, I love it. The statement is controversial because you either wholly agree or disagree – especially in B2B environments. Events are a huge investment in time and money – but when done right, they help generate quality leads, develop existing relationships and do wonders for brand awareness. When done wrong, they leave a terrible taste in everyone’s mouths. Pick the right event for your business. Develop quick and engaging demo experiences. Not to worry.

The 5 Fundamentals of Account-Based Marketing You Need to Know

It's All About Revenue

According to Forrester Research, fewer than one percent of leads turn into revenue-generating customers. Yes, you read that right: fewer than one percent. With that kind of lackluster return, B2B marketers, in particular, are increasingly searching for new tactics that will help them reach the right prospects at the right time with the right messaging. Sound too good to be true? It’s not.

Seven Essential Mobile Apps for Marketers

grow - Practical Marketing Solutions

By Kerry Gorgone, {grow} Contributing Columnist. Back in 2014, I wrote a post on essential mobile apps  for marketers. It’s been a while, and since apps change more often than Kim Kardashian’s phone number, I thought it was time for an update. These days I have 144 apps on my phone. Here are the seven I find most valuable:  . IFTTT: Platforms: Web App, iOS and Android.

B2B Marketing Trends for 2016

25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.

IT Buyers Are Calling for a Change in How You Market & Sell to Them on LinkedIn

B2B Marketing Insider

IT Buyers Are Calling for a Change in How You Market & Sell to Them on LinkedIn If you want to reach, connect and engage with more IT buyers, then as a sales and marketing professional, you need to position yourself as an expert who wants to have a real relationship that’s based on up-front […]. Content Marketing B2B B2B Marketing LinkedIn LinkedIn Marketing linkedin social selling

Neuromarketing: Using Neuroscience to Supercharge Results


Advertising legends such as David Ogilvy, Claud C. Hopkins and Leo Burnett understood the power of neuromarketing. Back then, they just didn’t call it that. They vigorously tested strategies for appealing to their target audience , driving more sales and generating greater results. They knew down to a science what worked — and what didn’t. And so can you. But how? Brands That Use Neuromarketing.

MarketingProfs B2B Nuggets of B2B Wisdom


This year’s MarketingProfs B2B Forum 2016 is a whirl-wind of data, inspiration, marketing advice, how-to’s and more than a little fun. What makes an event a success from an attendee’s perspective? It’s a mix of all the above. I was lucky enough to attend several sessions last week and I feel compelled to share some of the marketing, strategy, and leadership nuggets that I learned. Now that is love.

Selling into the “hidden opportunity market”


We used to say, “sell ahead of the RFP.” ” Then, for more than a decade we’ve been telling clients, “sell ahead of your competitive herd.” ” Now we’re telling them, “sell into the ‘hidden opportunity market’ ” As a result of recent client work, I’ve re-examined CEB’s Challenger Customer for clues on how to improve B2B sales practices, especially for sales content. I’ve re-read Challenger Customer in detail at least 5 times. Each time I get a deeper appreciation for the insights their research provides.

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8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.

[New Research] B2C Marketers Need to Give Content Marketing Time

Junta 42

If you follow Content Marketing Institute/MarketingProfs annual research, you learned three weeks ago that our most recent survey shows that content marketing has taken a turn for the better. Sixty-two percent of B2B marketers consider their organization’s overall approach to content marketing to be much more or somewhat more successful than one year ago. Click To Tweet. research Click To Tweet.

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4 Helpful Tools for Organizing Your Social Media Calendar


What do cross-country road trips, wedding speeches, and social media marketing have in common? You could wing all three, but it's probably better to have a plan for what direction you’re heading -- especially when it comes to your social media content strategy. By now, most marketers recognize that social media plays an integral role in an effective inbound marketing strategy. Check them out below.

An SEO’s Guide to Bottom-of-Funnel Keywords


If I had a penny for every time a client asked our agency to focus only on the most searched, highest volume keywords in their industry I’d be a very rich woman by now. It’s a common myth that the most searched terms, those with the largest volume, are the best ones to rank for. Keyword research is an important part of search engine optimization (SEO). Marketing Funnels and Keyword Research. Buy +.

What Successful B2B Content Marketers Are Doing Differently [Research]

B2B Marketing Insider

62% of B2B marketers say their organization’s content marketing efforts are much more or somewhat more successful compared to a year ago. This was just one of the key findings from the seventh annual B2B Content Marketing Benchmarks, Budgets, and Trends research from Content Marketing Institute (CMI) and MarketingProfs released last month. This year’s study […]. Content Marketing

A Blueprint for Content Marketing Success

84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.

Infographic: Top 10 Types of Demand Generation Content

The Point

Choosing the right content offer for a demand generation campaign isn’t simply about aligning that content with a particular buying persona. Some content types are best-suited for early stage offers, while others will only appeal to those buyers in the very latter stages of the buying cycle. Or start with one core piece of content – say, a white paper – and then repurpose it in multiple forms.

This Week in Content Marketing: Is Content Marketing Actually a Thing?

Junta 42

PNR: This Old Marketing with Joe Pulizzi and Robert Rose can be found on both iTunes and Stitcher. In this episode, Robert and I discuss whether there’s truly a difference between marketing and content marketing and, if so, whether one works better than the other. In M&A news, Google Acquires FameBit, while more publishers are starting to search for new media business models. Have fun.

How to Defeat Your Most Dangerous Writing Habit: 7 Ways to Lift 'The Curse of Knowledge'


When I was eight, I became stuck on a particularly tough Where’s Waldo scene. It was so difficult that I became convinced that Waldo -- the character I needed to find -- wasn’t in it at all. began thinking the whole thing was a joke, full of red herrings. And then I found him. And after that, I could never un-see him. Here’s how it could be hurting you. What is “The Curse of Knowledge?”. You write.

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4 Exciting Ways Influencers Can Turbocharge Your Marketing

Modern B2B Marketing

Author: Eric Lam Influencer marketing is exploding onto the scene. It’s the hottest topic—all the rage—we need to be doing it now! Wait, hold on a second. What exactly is it again? Why Influencer Marketing Is So Big  Now. There are two important reasons why brands are using influencer marketing more than ever. The first is because it’s happening in an unbelievably hyper-connected world.

The Ultimate Guide to Content Experience

The process of content marketing has typically been defined by a three-pillar system that consists of “Creation”, “Distribution”, and “Insights”. However, this system neglects to include the significant fourth pillar of content marketing: Experience.

20 Content Marketing Tools to Rely on From Start to Finish

KoMarketing Associates

When used effectively, content marketing can help build your brand, attract new business, support SEO initiatives, and improve your reputation across the industry. However, truly impactful content strategies require some very hard work and dedication. Thankfully, there are many online marketing tools available that can help to save time and bring strategies to the next level. Pocket. Quora. Buffer.

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Tips to Manage the Convergence of AdTech and MarTech

It's All About Revenue

Modern marketers know that effective technology application largely hinges on the proper collection and management of data. Partners are critical to helping marketers drive top line and bottom-line performance across the enterprise. Success requires the integration of data, technology, and creativity, and clients look to partners for much-needed expertise and resources. their data.

Earned-media micro-influencer marketing master class


Last Friday I mounted my ’95 K1100LT touring scooter and buzzed from the intense super-highways of Northern Virginia , into our Nation’s Capital, and then through the labyrinthine streets of Washington, DC. My goal? To guest lecture at Professor Shashi Bellamkonda ‘s Social, Mobile and Search Marketing class at  Georgetown University School of Continuing Studies , XCPD-732.

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Bubble in the Funnel


Per Healthline Media, an air embolism, also called a gas embolism­, occurs when one or more air bubbles enter a vein or artery and block it. These air bubbles can travel to your brain, heart, or lungs and cause a heart attack, stroke, or respiratory failure. We generate, qualify and nurture leads using Account-Based Marketing processes. Their “reward”? No more support in 2017. The result?

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.

How, And Why, You Should Calculate Customer Lifetime Value (CLV)


The true value of a customer is not just the size of the deal. Instead, it should be calculated with other (more important) factors such as how long they are likely to remain your customer. Researchers estimate that today it costs five times as much to acquire a new customer than it does to retain a current one. For now, let’s dive into CLV. What is Customer Lifetime Value? Was it worth it?

Infer’s Top 25 Predictive Sales & Marketing Innovators (INFOGRAPHIC)


One of the best parts of Dreamforce is getting to meet so many pros who are changing how their companies do business and engage customers. This year’s event was a great reminder of all the passion for sales and marketing innovation that exists within the Infer community of folks who we have the pleasure of growing with and working alongside everyday. These innovators are helping to build and align their businesses using predictive intelligence, and many of them joined us at our booth to share how they leverage Infer. Kael Kelly , Vice President of Marketing, Avalara.

CMOs and Cross Channel: You Won't Believe How Much Perception Differs From Reality

It's All About Revenue

After reading the following sentence your reaction should be something along the lines of "tell me something I don't know."Marketers "Marketers must keep pace with the modern customer – who is fast, digital and unstructured – to outpace the competition. Of course you already know that. Perception vs. Reality - It's Not Pretty. But wait there is more, kids.

IT buyers are calling for a change in how you market & sell to them on LinkedIn


If you want to reach, connect and engage with more IT buyers, then as a sales and marketing professional, you need to position yourself as an expert who wants to have a real relationship that’s based on up-front value. Yes, I’m saying that the marketing standard of giving value after the fact needs to change! They want a relationship based on real, up-front value. Even if it is LinkedIn!).

2016 Email Marketing Metrics Benchmark Study

To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can be scarce.