Social lead validation—the missing ingredient from most inbound LinkedIn marketing programs
JANUARY 4, 2017
All sales leads are not equal. I know this is something that most sales and marketing leaders understand and it’s why they put lead qualification and validation into most of their sales, marketing, and lead generation programs. They don’t want to waste time and money like the companies that Straight North recently evaluated. Of those 350,000, about half—178,000—were actual sales leads.
The future of Twitter is as a protected essential public utility
FEBRUARY 14, 2017
This week’s blog post is thanks to my close friend and persistent colleague Sally Falkow of Meritus Media. Sally sent me a series of questions about what I think the the future of Twitter will be in light of a fourth quarter revenue miss based on analysts’ expectation. SF: What’s your take on the future of Twitter? CA: Twitter isn’t going anywhere. It’s still a thing!
New Year’s resolutions for digital marketers
JANUARY 5, 2017
Since this is my first Biznology post of the year, it seemed appropriate to think about some New Year’s resolutions for digital marketers as you head into 2017. And there are five core areas that every digital marketer can use to set yourself up for a very successful year ahead. Adopt a test and learn mindset. Do you know how the most successful marketers continually win online? Everything.
All social media sites should offer profit sharing and ad revenue
MARCH 21, 2017
There is no reason why the executives at Facebook and Twitter couldn’t offer ad revenue share to their users in much the same way that Google offers AdSense revenue share to their users — and not only corporate and elite members but to everyone who opts in and is willing to sign up and jump through whatever hoops. On March 14th, Liz Mannebach asked me via Twitter, ‘Great piece.
5 Pillars of Marketing Automation Success
Ensure Your B2B Marketing Clients Get the Best Results
How to simultaneously attract new prospects and retain loyal customers
JANUARY 16, 2017
One of the challenges business owners face is attracting new customers while trying to retain current customers. Choosing where to spend your energy and how to divvy up your time between the two can be challenging. B2B companies tend to focus more resources on attracting new customers than retaining current customers. Should they be two separate initiatives, or can they overlap? Sealed the deal.
6 assumptions push marketing gets wrong
MARCH 20, 2017
I recently gave a keynote address to the Content Strategy Applied conference in London. My talk was well received , but when I went to post the slides, I realized that much of the talk was more TED-style: speaking largely without visuals. So I started working on some basic visuals to help people understand the deck without my voice. But digital is an opt-in, lean-in medium. ” No.
5 tips to help you make business decisions that get results
JANUARY 6, 2017
Small business owners tend to do it all and wear all of the business hats when running their business. The owner often acts as the marketer, operations manager, and human resources manager all at the same time. When it comes to the myriad of decisions to make, it can be stressful to feel the pressure of making the best decision to ensure your business has a profitable existence. Relax.
The implications for PR if Twitter goes away
MARCH 14, 2017
The reports of Twitter’s death have been greatly exaggerated — but what if they’re not? Personally, I feel like PR people might be happy when Twitter finally gives up its ghost or falls into disuse. To many brands, twitter is an uncontrollable firehose that can easily get away from you and turn from a promotional campaign to extreme crisis management. It’s now or never.
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.
Has your Twitter engagement recently dropped?
JANUARY 3, 2017
In the last couple weeks, the notifications I have been receiving via my @chrisabraham Twitter handle have plummeted. Serious chirping crickets. So, I did some searching and it looks like either Twitter or I had changed some settings on the account. I like it nosiest! Et voilà ! If it is happening to you, you need to fix it now! Good luck. Let me know if this happened to you. Is it a thing?
Social media strategy leaders: Sarah Nilson
MARCH 27, 2017
Welcome to the next post in a series celebrating leaders in social media strategy. These professionals are pioneers, laying the groundwork for future marketers. I’ve spoken with leaders in many industries but this is my first in pharmaceuticals! I am happy to introduce Sarah Nilson , Corporate Web Strategy Specialist at QuintilesIMS , a biopharma and healthcare data and privacy company.
Paid online influencer marketing is fully mainstream
JANUARY 24, 2017
Over New Year’s I attended Renaissance Weekend down in Charleston, South Carolina , to be among the world’s most innovative, accomplished, successful, and disruptive experts from across a panoply of academy, experience, and expertise. When I think of ad-blocking, I assumed that only a small cadre of tech-sophisticates actually used them. Actual spokespeople. Like this post?
Buy domain names for all your pages, products, and services
FEBRUARY 21, 2017
Infomercials and commercials have become smart. They’ve always given viewers unique promo codes 800-numbers, and “tell the operator you saw us on WXYZ.” ” Well, it took forever but campaign-focused, product-focused, marketing-channel, and product-focused domain purchases seem to be the easiest way to do it. It’s short and dedicated to the one page. Now they all do.
Flip My Funnel - Guide To B2B Account Based Marketing
As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.
Why every business needs a social media business audit
FEBRUARY 17, 2017
Not active on social media? You are losing ground to competitors. But you already know that. While your business may be posting to social media and doing all the right things, you must regularly assess where you stand on your most important social channels. Or, you will struggle to consistently improve your social strategy. Step 1: Start the audit. Note each social channel where you have a profile.
Five habits of highly-effective entrepreneurs
FEBRUARY 24, 2017
Since birth, 918 New Zealanders (now in their 40s) have been the source of data for a research project looking at the relationship between genetic profiles and success , cleverly dubbed the “success gene theory.” However, the research indicates that the relationship only accounts for a few percentage points in variation and that there are many other factors that determine one’s success.
Even real news is fake news because of decontextualization
MARCH 7, 2017
“It’s not what you say, it’s what people hear,” Frank Luntz sagely wrote. Online, it’s not what you write, it’s what people read. Dear New York Times , Washington Post , Los Angeles Times , San Francisco Chronicle , et al, it doesn’t matter how earnest your daily reporting is. Readers only know that they read and what they’re told. Like this post?
5 ways to use graphics to illustrate a complex idea
JANUARY 11, 2017
One of the biggest challenges of any industry is explaining complex ideas in a way outsiders can understand. Whether a startup is trying to lure investors with a business plan or a department is trying to train other teams on their processes, specialized concepts can get complex and frustrate both the teacher and learner. Images Break Up Text to Aid Comprehension. Image via CopyPress.
Why you need 3,643 domains just like President Donald J. Trump
FEBRUARY 28, 2017
Back in October 8, 2013, I wrote Playing the Online Reputation Shell Game. That article was about what to do during and after an online reputation attack vis-à-vis Milo Yiannopoulos. What Donald J. Here’s some background: Trump owns over 3,000 websites, including TrumpFraud.org and VoteAgainstTrump.com. Trump has 3,643 websites that range from TrumpEmpire.com to TrumpFraud.org. Donald J.
10 most inspiring digital marketing stories of 2016
FEBRUARY 3, 2017
Digital marketing is an umbrella term for the marketing of products or services using a digital strategy, technologies and tactics that include search, paid advertising, social media, and many other properties. But channels and technologies don’t do justice to the ways some brands are putting it all together. Here are the 10 most inspiring digital marketing stories of 2016. Like this post?
Organic vs paid social media: 12 myths vs realities
FEBRUARY 27, 2017
Organic social media is the use of social networks like Facebook , Twitter , YouTube , Pinterest , Instagram , and Snapchat along with the use of free publishing tools like Hootsuite and Buffer to build a social community and interact with it—publishing posts, sharing others’ posts, and engaging in conversations and comments. The social media landscape is constantly evolving. MYTHS.
For prospecting success, leave your data order till later
MARCH 1, 2017
Marketers looking to acquire new customers, or generate sales leads, typically rely on outside data providers for lists and contact data to give them access to new markets. But when they place an order for prospecting data—whether it’s email, telephone, or postal addresses—marketers often end up with data that isn’t exactly what they had in mind. What happens then? The secret? And that’s true.
How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel
Generate more leads. Better leads. Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. And content fuels it all.
Don’t screw up your social media listening
JANUARY 30, 2017
Let me guess: your company has an outstanding social media presence. You do social listening every week. You have an 80% Share of Voice. You have a ton of retweets that showcase your “reach.” Sound familiar? A lot of companies I’ve worked with seem to approach social listening as an attempt to showcase how great they are. If you put a bunch of junk into it, you’re going to get a bunch of junk out.
Stop doing short-term digital campaigns
JANUARY 25, 2017
Regular readers know my work focuses on building more relevant content for the target audience. One of the common objections to this goal is that it is very difficult. How do I know what my audience needs? How do I build content to meet their most pressing needs? How do I get this content in front of them in a timely manner? Our book, Outside-In Marketing , is full of answers to these questions.
Digital futurism, machines that learn, and the end of (our) jobs
JANUARY 10, 2017
The holiday season and the first few weeks of every year is a time to reflect on the old and getting ready for the new, with no shortage of predictions about what the future will bring us. One of the things “the old” can teach us is how bad we are at predicting the near future. We know what the future will look like, but we don’t know exactly when that future will happen.
The crisis of message credibility and impact on brands
FEBRUARY 22, 2017
Our world is more passionately polarized than ever. Current politics have over sensitized even the most rational, knowledgeable people, creating a new level of acrimony and distrust among family and friends. A major contributor to this divisiveness is the growth of “falsehoods” communicated in the news, especially on social media. Words do matter. There are many expressions (e.g. Like this post?
The B2B Demand Gen Marketing Playbook
To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey.
Better built than bought – how to build your email marketing list
FEBRUARY 16, 2017
Buying an email list may seem like a great short-cut for growing your email marketing reach, but the chances of doing so successfully are small, and the potential damage is not. Here’s why. First though, why should we even care about email marketing right now? According to Campaign Monitor , email is 6 times more likely to get a clickthrough than is Twitter. Do I know you? Rules, what rules?
Interesting content marketing trends to watch for in 2017
FEBRUARY 9, 2017
Strategic content marketing is an integral part of successful businesses, both local and globally. Companies can no longer rely solely on face-to-face sales or word-of-mouth advertising. With CopyPress reporting that 84% of digital agencies expect content to become more important in 2017 , now is the time to jump on the bandwagon, if you haven’t already. Document the concept. Like this post?
What promotional products are on your desk? [survey results]
FEBRUARY 15, 2017
When it comes to promotional products, there is one thing for sure, this marketing method and advertising tool has stood the test of time. Even in today’s highly competitive digital marketing and advertising field, promotional products are still relevant and an effective means of promoting your brand and increasing sales. Here are the survey results: Which best describes your job title? 89% pen.
Five levers of relevance for digital authors
FEBRUARY 23, 2017
In my last article, Stop doing short-term campaigns , I said that cognitive effort was the “lever of relevance.” ” Several people have asked me what this means. Because it is fundamental to my work, I thought I would write a whole blog post about it. First, a lever is something you use to do a lot of work without a lot of effort. I have written a book on this topic. ” etc.
PSA: your virtual online friends are part of your family
JANUARY 31, 2017
I recently spent a ten-day stint in Alexandria Hospital. Amazing docs, nurses and techs. No matter how much I try to diminish the import of my time in a buttless gown and adjustable bed, ten days is ten days. While I was there, I felt vulnerable, embarrassed, self-conscious, and stupid. So, no social media check ins, no Facebook Live , no Twitter , and no YouTube vlogging. Oh, they all were pissed.
8 ways to refresh your brain when you’re overworked
MARCH 10, 2017
Stress is such a normal part of daily life; it’s easy to forget that it takes a toll. If you don’t take care of yourself when you’re feeling overworked, the rest of your life suffers. You may feel tired and unmotivated. You get less sleep. You’re more susceptible to negative emotions. You don’t think clearly, which makes it harder to work, which leads to more stress.
Is your marketing focus internal or external?
JANUARY 20, 2017
If your marketing focus is on your products, your sales prices, your funnel, and your outcomes, you’ve got a problem. All the “yours” in that last sentence should be a pretty obvious clue. Your (ahem) primary focus as a marketer has to be on the needs and attitudes of your target market. Every other decision flows from what you know about your clients and their needs. Like this post?
How brands use promotional clothing [infographic]
JANUARY 13, 2017
The British Promotional Merchandise Association (BPMA) often surveys people who have received promotional products to gauge their effectiveness! Their research helps to show businesses how well-branded merchandise can help promote your brand and increase sales. This particular research survey we are featuring today is about branded clothing gifts such as t-shirts, hats, staff uniforms, etc.
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.