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The Difference Between a Brand and a Logo


A logo is certainly an integral part of a brand, but a logo on its own is far from being one. brand is so much more

How Effective is Email Marketing?


I will be very honest, I rarely used to open any email sent to me as part of a marketing campaign. perceived them as a nuisance at best. But I must admit that in the past few years, I have changed my mind

How to Brand a City


I couldn’t help but think of an impending project of mine involving rebranding a city. And while the project proposal was well on the way at this point and I was very pleased with the results, it made me reconsider what makes for successful city branding

Creating a Good Pitch


What makes a good pitch? Having been in this business for more than 20 years I can safely say that, as with so many things in the universe of marketing and design, there is no one recipe to guarantee perfect results

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.

Emotions and B2B Campaigns


Why is it that consumer goods seem to gain traction with such ease on social media? What makes us perceive these campaigns as more successful and creative

How advocacy marketing saved my garden.


To say the least, I am not gardening inclined; the idea of having a garden was much nicer than the reality of having one. The wisteria was everywhere and the flower beds were in a sorry state

QuoteSearcher’s Rebranding


QuoteSearcher’s old identity did not accurately represent their service and core attributes. In addition, their service had evolved into something more sophisticated that their brand needed to represent

About reaching out to new clients….


At a dinner party recently, someone not involved with the marketing world asked me an interesting question: How do you find new clients

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.

5 Simple Steps To Turn Readers Into Buyers – Content Marketing That Sells


Guest post by Tom Hunt. So you have set up a blog and social media profiles…. You are pumping out multiple articles per week and sharing them furiously…. And yes you see some small traffic spikes (though they quickly drop off when you stop posting right?). Trust me, I know, I have been there… multiple times. Understand Your Customer’s Desired Outcome. What does your customer truly want?

Three Things Smart B2B Marketers Will be Doing in 2016


What will successful B2B marketers to be doing more of, or differently, in 2016? That question was recently posed to the expert contributors at the B2B Marketing Zone , and two dozen responded with a range of insights about content marketing, measuring results, employee advocacy, customer experience and other topics. Here are three key takeaways plus some additional musings.

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20 Tremendous Digital Marketing Stats and Facts


Digital marketing budgets continue to rise, often at the expense of offline advertising spend. But digital marketers must continue to evolve practices as they strive to make their content an asset, rather than an annoyance, to prospective buyers. Image credit: MarketingProfs. combined. Spending on digital marketing is projected to increase by 12% to 15% on average. Measurement remains problematic.

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Inbound Marketing or Outbound? Which is the Winner?


The marketing industry has been buzzing about the rise of inbound marketing and the decline of outbound marketing over the last several years. With the rise of internet-empowered buyers, inbound marketing has helped vendors take control of the initial pieces of the buyer’s journey. But are marketing teams really migrating away from outbound marketing? You can control the message and timing.

Is B2B Content Engagement Heading In The Wrong Direction?

Tony Zambito

by Juan Pablo Bravo. Sometimes more is truly less.  When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven , one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much as 35 to 40%. From my perspective, I think you can.  One is causing the other.

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.

The 9 Circles of B2B Marketing Hell


B2B marketing and sales is a drawn out process that takes months, or longer, to convert leads to customers. That extended timeframe means tons of touchpoints, multiple leads from single accounts, lots of nurturing, and too many opportunities to fall into marketing hell. But, if you know what to avoid, it’s much easier to navigate the marketing landscape and steer clear of traps. Think about it.

15 Elements Most Successful Blogs Have in Common


What’s on your blog? You’ve got a few posts of course. Maybe a sign-up box. But are there blog elements you’re missing? More importantly, are you leaving out anything that could be getting you more results? There are a few basic components almost all successful blogs share. These are the widgets, share buttons, and other mechanics of the blog. That’s where the sign-up boxes come in. Why use them?

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Rating the Crowd-Sourced Marketing Software Review Sites

Customer Experience Matrix

What began as a whimsical “ landscape of landscapes ” led me to realize crowd-sourced review sites are the most common type of vendor directory, accounting for 15 of the 23 sources listed in my original graphic. The first question was which sites draw a big enough crowd to be useful. used Alexa traffic rankings, which are far from perfect but good enough for this sort of project.

How Empathy Will Grow Your Sales and Marketing Pipeline

B2B Lead Generation Blog

Writers note – This as a primer for my session at Dreamforce 2016 next week. We have more marketing channels and more content than ever before, but it’s become harder to actually connect with customers. Today’s crazy-busy customers are weary of pitches, cold emails, hype, and manipulative messages, and as a result, they tune them out. Our customers aren’t saying, “We need solutions.”

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.

10 Digital Marketing Trends That Should Influence Your 2016 Content Strategy

KoMarketing Associates

I wrote a post six months ago highlighting ten marketing trends that should influence your content strategy. While it feels like that was published yesterday, we all know today’s digital marketing trends change with the blink of an eye, whether it’s due to a new channel, updates to search algorithms, or any other factors. Data Management. Source ). Digital is Where the Money Is. Source ). Source ).

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Account Based Marketing and its Growing Interest Among B2B CMOs

It's All About Revenue

In his Forbes piece published last month, contributor Daniel Newman shared a quote from Megan Heuer, Vice President and Group Director, Data-Driven Marketing, at SiriusDecisions: “Companies of all sizes are trying out ABM, from expanded efforts in very large global companies to laser-focused go-to-market models in lean startups. Not all that impressive. CMO Corner

33 Thought-Provoking B2B Social Media and Marketing Stats


As noted in the 2016 B2B Marketing Trends report , B2B marketing strategies and practices are in the midst of significant change, driven by new technologies and evolving buyer expectations for more “consumer-like” experiences. These changes are affecting tactics, budgets, messaging, and metrics as illustrated in the compilation of B2B marketing facts and statistics below. MediaPost ).

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From Mealy to Meaty: How to Create Better Content


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.

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.

What Microsoft's Acquisition Of LinkedIn Could Mean For B2B Marketers


Microsoft’s acquisition of LinkedIn holds enormous potential for helping B2B marketers reach their audiences and improve revenue generation. Announcing the reinvention of productivity and business processes, Satya Nadella, CEO of Microsoft, explains : As these experiences get more intelligent and delightful, the LinkedIn and Office 365 engagement will grow. But what about Outlook? B2B Marketing

Note to the Nearly Half of US Small Businesses Still Not Mobile Optimized: Get Crackin'


Believe me, I get it. An inveterate slacker who tends to view any sort of change with a wary eye, I understand how difficult it can be to embrace new technologies, especially as a small business with limited resources. But we’re halfway through 2016 and the world has clearly gone mobile, yet almost half of U.S. small businesses still have not. Web Development and Design

8 Key Google Changes B2B Marketers Need To Know In The New Year

KoMarketing Associates

In early December, Google dropped the “followers on Google+” social annotation for AdWords advertisers, as uncovered in an article from The SEM Post. This is announcement was just another indicator that B2B marketers can focus less on activity directly associated with Google+ in the new year. The Demise of Google+. Image Source. Smart Goals For AdWords Advertisers. Mobilegeddon.

How Your Startup Can Overcome Content Marketing Challenges

KoMarketing Associates

Beginnings are hard. We procrastinate the projects and tasks we perceive tough, complicated, or otherwise messy. Starting a content marketing program from scratch is right up there on the list. Neck-tightening tension separates things we intend to do from the things we actually do. Left unresolved, tension quickly escalates to anxiety, stress, and self-doubt. Mistakes Are Amplified For Startups.

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.

IoT 2016: Top 100 Influencers and Brands

Onalytica B2B

The Internet of Things (IoT) is the term used to describe the networking of physical objects, such as consumer electronic devices, vehicles, buildings, air conditioners, heating systems and other items. These objects or “things” are embedded with software, sensors, electronics, and network connectivity, enabling them to complete tasks and communicate with each other, with no user input.

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5 Things Spotify Can Teach You about Content Curation


With a business model that allows customers to start and stop service at their leisure, Spotify is doing an amazing job of keeping them around. It has similar pricing and a nearly identical music catalog to the other streaming music services, so how does Spotify set itself apart? And what the heck does it have to do with your content strategy? Lesson #2: Customize Content for Individual Users.

How B2B Marketers are Handling the Digital Content Overload [Accenture Interview]

KoMarketing Associates

When Accenture published its “Content: The H2O of Marketing” report in February 2016, its statistics showed that the majority of marketers have more digital content at their fingertips than they did two years ago. Additionally, 83 percent of respondents said that they expected this amount to increase within the next two years. HOW HAS THE LARGE VOLUME OF CONTENT IMPACTED B2B MARKETERS?

Social Selling 2016: Top 100 Influencers and Brands

Onalytica B2B

Social selling is the process of developing relationships as part of the sales process, this mostly takes place on social networks such as LinkedIn, Twitter and Facebook but can also take place offline at networking events and conferences. In addition, socially savvy reps beat their quotas 23% more often. WHAT ARE THE EXPERTS SAYING? Tim Hughes  – UK Business Development Director at Oracle.

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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.

[Infographic] The Periodic Table of Elements for B2B Marketing Attribution


As the scientific community recognizes four new elements on the scientific periodic table, it seemed fitting for revenue-focused B2B marketers to join the club with our own chart. The Periodic Table of Marketing Attribution displays the key components necessary for a fully functional, data-driven attribution strategy. click to view larger). click to view larger). SECTION #1: ATTRIBUTION MODELING.

10 People You Should Follow on Twitter if You’re in Marketing


Twitter’s official company mission is “to give everyone the power to create and share ideas and information instantly, without barriers.” However, with over 320 million active users, Twitter can sometimes feel a bit … overwhelming. In order to help you cut through the craziness, we’ve compiled a list of 10 marketing leaders (in no particular order) who are killing it on Twitter. 1.

22 Tantalizing Content Marketing Stats and Facts


With the near-universal embrace of content marketing— 93% of B2B marketers are using content marketing , and B2C marketers are close behind—the amount of brand content being produced has exploded. The top challenge for content marketers will no longer be producing more content, but rather creating relevant content, in the right mix of formats, that connects with buyers on an emotional level.

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Four ways Facebook Instant Articles will dramatically impact marketing

grow - Practical Marketing Solutions

Something important is about to happen, and the impact on content marketers will be profound. Facebook announced it would open up Instant Articles -– formatted and optimized to load almost immediately -– to any publisher  without a special approval process. Let’s look at the implications for digital marketers. 1. shift in distribution. Their algorithm will decide who sees what we create.

10 Key Marketing Trends for 2016

Learn how you can deliver the outstanding cross-channel experiences your contacts want.