March, 2017

Cliff Allen on Marketing

Trending Sources

The 4 Levels of Sales Intelligence

Your Sales Management Guru

The Four Levels of Sales Intelligence. By Jeb Blount, Author of Sales EQ: How Ultra High Performers Leverage Sales-Specific Emotional Intelligence to Close the Complex Deal. The speed and complexity of the modern marketplace is the domain of intellectual agility. IQ—how smart you are. Fixed and baked into your DNA. AQ—how much you know. Makes IQ relevant. Makes more time for human relationships.

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Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

Illustration by Gregory Cresnar. B2B companies are faced with the most transformative era in business history. On a greater scale than that of the first Industrial Revolution over a century ago, we are witnessing a technological and digital revolution that will disrupt business-to-business profoundly in the next 10 years. This is being felt by the supply-chain side of businesses acutely.

New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation

Tony Zambito

Illustration entitled Insight by Yu Luck. The digitization of the global business economy has been taking place at an unprecedented rate. Consider this. Approximately forty years ago, 83% of the market value of the S&P 500 were tied to tangible assets – physical products. Today, the complete reverse has happened. Such transformation will also redefine what it means to acquire buyer insights.

30 Seconds to Killer Storytelling Anytime, Anywhere

Type A Communications

March 2, 2017 by Carla Johnson I’ve written about how high-quality storytelling can take companies out of the commodity conundrum and actually help raise prices. That’s great!” readers tell me. read more. Change Management Marketing Storytelling Carla Johnson Emma Coates Pixar Pixar Storytelling storytelling Type A Communications

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.

The Perfect Close

Your Sales Management Guru

The Perfect Close. -a a book review-. 21 page corners turned over! For those past readers of this blog and my book reviews you know that is an excellent rating. For those of you that are new, whenever I read a new book, I read it with a pen in hand and I fold over the corners of those pages with high value. Believe me James Muir’s book, The Perfect Close is a great add to any sales library. Books

Content Marketing Trends to Watch Out for in 2017 [Infographic]

B2B Marketing Insider

Content marketing is quickly becoming a game changer in the field of marketing. Since the rise of digital, social and mobile, various businesses and brands have now attempted to get closer and be more human with their customers. This fosters loyalty and trust with them, ensuring the growth of their business. Not only that, but […]. Content Marketing

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9 Ways B2B Analytics Can Optimize Marketing Strategies

bizible

Attempting B2B marketing optimizations without accurate analytics is like flying blind. But which B2B analytics platforms are best equipped for certain types of measurement? And especially when a marketer is focused on down-funnel results, which optimization practices can help to achieve those revenue goals and KPIs? B2B ANALYTICS 01 -- Use lead scores to trigger marketing activities and workflows.

4 Ways You Can Humanize Marketing and Build Relationships

Type A Communications

March 21, 2017 by Brian Carroll We need to stop treating our customers like objects with our marketing and treat them like people. Be human first by recognizing their humanity. So how. read more. Creativity Marketing Brian Carroll Customer Experience Empathy marketing sales

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.

Understanding Generational Social Media Preferences

grow - Practical Marketing Solutions

By Brooke B. Sellas, {grow} Contributing Columnist. I’m starting to wonder if marketers are too caught up with millennials to really think about generational nuances on social media. Because there’s more to marketing than millennials. Like me, Generation X. Social works on us too, ya know! According to the Q1 2017 Sprout Social Index. 64.7% of Gen Xers use Facebook regularly. 58.9%

How to ruin your content by overthinking things

grow - Practical Marketing Solutions

By Mark Schaefer. It’s honesty time. I was a content screw-up in my early years because I made everything too complicated. When I started teaching, my college classes were FAR too packed with information. I made my students dizzy because of the information overload. My blog posts were too self-absorbed because I thought I had to be smart all the time. Believe me, that’s exhausting!

5 Useful Lead Nurturing Tactics to Get More Opportunities

B2B Lead Generation Blog

Lead nurturing is one of those things that’s easy to talk about but hard to do. In this article, I’ll share how to apply lead nurturing to help advance leads through three stages of your lead generation funnel to get more qualified opportunities. Here’s the thing: Our customer’s don’t see our funnels. They only have the aggregate experience of what they see, hear, and feel from us. Yet, it’s helpful to notice that all customer buying cycles fit into three distinct funnel stages. Let me explain. Three Lead Generation Stages You Need to Nurture. name, company, email, etc.). Email. Events.

Are You Measuring Event Marketing The Right Way?

bizible

For many B2B marketing departments, event marketing takes up a significant portion of the budget. According to the State of Pipeline Marketing Report 2016, 72.2% of B2B marketers invest in conferences and/or tradeshows, the sixth most commonly used channel. While events can be highly effective opportunities, they pose a measurement challenge for many marketers. did you make contact?

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.

If Your Content Isn’t Customer-Focused It’s Not Making an Impact

B2B Marketing Insider

Dear marketing professional, meet your new (very demanding) boss. Your customer. Today, top marketers are using content marketing not to persuade, but to engage with the consumer, meeting buyers where they stand, providing what they want. With a great experience, customers are 5X more likely to make a purchase. From visiting your website to learn […]. Content Marketing

How to budget for promotional marketing activity

Tomorrow People

Understanding how to allocate your marketing budget is vital in ensuring you get value for money - and a return on investment - from your promotional activity. b2b promotional campaigns

Getting Towards a Mature Data Infrastructure

Buzz Marketing for Technology

Data is the watchword in organizations large and small. In fact, how an organization frames data is the single most important determination of future success or failure. As some put it, Data is the new “oil,” the commodity of most value in the modern age. Many business leaders understand this intuitively. Intentions are necessary but not sufficient. Guest post by: Romi Mahajan.

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Why Every CEO Should Have a Social Media Presence

Onalytica B2B

We live in a technology obsessed society where your average millennial’s reality blurs into one with their virtual online world; posting anything and everything from their latest fashion purchases, to their selfies and social life goings on. Wrong. Of the F500 CEOs, not one has a presence on all 6 major social media platforms. So, the question arises; what are C-suite professionals missing?

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.

Stop creating Random Acts of Content

grow - Practical Marketing Solutions

By Mark Schaefer. I was sitting in a workshop with my friends at a big multi-national company and, like many companies, they were struggling to come up with a comprehensive content marketing plan. The company had little pockets of activity across their divisions but they were just not gaining any traction. Let’s unpack this a bit. The hidden cost of content. Content is intoxicating. Timely.

For CMOs and Martech It's Not About Spending, It's About the Right Spending

It's All About Revenue

It's not about data. It's about the right data. How many times have you heard that or words to that effect? And quite frankly some marketers can never hear it enough as far too many still don't know the difference. But that's another topic for another time. This is all about marketing technology — martech to you and me. That number has increased over 2500% since 2011.

Why 30 may be the most important number of your career

grow - Practical Marketing Solutions

By Mark Schaefer. I come from a world that celebrates impatience. Most of my career was spent in a large public company where there was only one standard of progress — beat the expectations of Wall Street, every quarter, every year, without excuse, without end. Life was run in the short-term. It was not unusual to compromise long-term benefits for short-term realities. The magic of 30.

Technology is Not a Substitute for Good Industrial Content

Industrial Marketing Today

Some of the people I talk to about industrial content marketing seem to be hung up on adding more technology to solve their lead generation problems. The thinking behind it is that technology will cover up the many holes in their strategy, content and help speed up the process. This is only a content summary. Please click on the headline to read the full article.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.

Is MarTech Is Too Important To Leave To The Marketers?

Customer Experience Matrix

I’m still pondering the relationship between marketing and IT : what it is, will be, and should be. A few new ingredients have kept the pot boiling: - a chat with Abhi Yadav, founder of Zylotech , a MIT-bred, artificial intelligence-driven Customer Data Platform and message selection engine. A system that only did data unification would appeal more to IT as a shared resource. Yikes!)

When It Comes To Email Speed, It’s All About Reputation

It's All About Revenue

In my position managing Deliverability Support for Oracle Marketing Cloud, I see how senders often take for granted, just how quickly our email communications arrive to their intended recipients. In the course of a few minutes, mass marketing campaigns are deployed to audiences consisting of tens of thousands. Is there something wrong with our set up? Is it the domain? What can we do to fix this?

Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments. This hits a nerve. Many of the CDP vendors have told me their systems are used outside of marketing. Three things: History. User control.

4 Non-Marketing Skills You Need to Become a Better Marketer

grow - Practical Marketing Solutions

By Kerry Gorgone, {grow} Contributing Columnist. Marketing isn’t a department. It needs to be a way of life throughout your organization. Human Resources needs to market the company to prospective applicants. Product development must make a quality deliverable or marketing will prove impossible. Customer Service plays a huge role in retaining (or losing) existing 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.

Why Email Marketing Is Making a Comeback in 2017

B2B Marketing Insider

Social media marketing may seem more in style, but email marketing remains the best bet for good ROI, and in 2017 it might just be making a comeback. As marketers, there’s a lot of pressure to master the latest trends. While I’m all for innovation and evolving, there’s a risk here of neglecting the tried […]. Content Marketing

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Leveraging Video to Get More Sales Meetings [Podcast]

Vidyard

The more we talk to sales people, the more we realize that cold calling just isn’t cutting it anymore. And when you’re targeting large, enterprise companies, you need every edge you can get just to get your prospects’ attention — let alone land a meeting. That’s why we’ve been implementing a video-first approach to sales here at Vidyard; video is engaging and helps cut through inbox clutter.

The State of Social Media Demographics: 2017 Benchmarks [Infographic]

Hubspot

There's quite a bit of information out there to support the claims that people are moving farther away from broadcast television, and closer to the digital realm. And within that landscape, people are straying from their desktops and laptops, and opting to get online via mobile with more frequency. At least, that's what the folks at Nielsen and Google have found in their research.

Wondering How Customer Data Platforms Relate to Other Marketing Systems? Here's a Picture

Customer Experience Matrix

I was asked the other day about the distinction between Customer Data Platforms and Journey Orchestration Engines. My immediate answer was “Some CDPs are JOEs and some JOEs are CDPs. A CDP is a JOE if has journey orchestration. A JOE is a CDP if its data is accessible to other systems. Think Venn diagram with two intersecting circles.” Systems that do all three are both a CDP and a JOE. You betcha.

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.

How Unsubscribe Requests Can Affect Customer Experience

It's All About Revenue

“What can I do to reduce unsubscribes?” ” It’s a tough subject for many marketers. Email remains one of the best ways to communicate with consumers directly, but the effectiveness of the channel is contingent upon maintaining deliverability health to ensure messages get to the inbox. Direct Reflection of a Brand. It is not an opportunity to up-sell or re-engage.

Likability Matters: 4 Ways to Make People Like Your Brand

B2B Marketing Insider

You know ‘that guy’? The one that everyone likes? He’s always fun to be around but never pushy. He’s calm, cool and collected when everyone else is stressed, sort of like he knows a secret about life that the rest of us will never figure out. And he always seems to have the answer – […]. Content Marketing

16 Creative Email Design Trends to Watch in 2017 [Infographic]

Hubspot

Change is the only constant. And email marketing is no exception to that. Over the years, email marketing has seen a number of significant innovations and advancements -- giving designers the chance to explore more customized, innovative content for email subscribers. To help you stay ahead of the pack, EmailMonks created an infographic deciphering 2017's biggest email design trends. Email

7 Ways To Use Account-Based Marketing Throughout the Year

It's All About Revenue

Far from a passing trend, account-based marketing is gaining traction as an approach to marketing that goes well beyond just seasonal targets like the holiday retail system and reaches out to create an impact throughout the year. They will appreciate access to these insights that they didn’t know existed or didn’t have the time to research themselves. A Guide-ing Light.

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.