December, 2016

Cliff Allen on Marketing

Trending Sources

4 Ways to Humanize Marketing to Fit Your Buyer’s Journey

B2B Lead Generation Blog

We need to stop treating our customers like objects and treat them like people. So how do you humanize marketing to fit your buyer’s journey? It starts with us being human first by recognizing their humanity. I don’t know about you, but I’ve become weary of all the “personalized” emails that I’m receiving lately. Would you do a better job connecting and a building a relationship? Think about it.

5 Types of SEO Audits for B2B Organizations

KoMarketing Associates

The term “ SEO Audit ” can be quite nebulous. I’ve seen all types of SEO audits from colleagues and competitors, offering a range of assessments and areas of focus. While some of these SEO audits could certainly be scrutinized, many have been quite thorough and impactful. Of course, B2B marketers have differing expectations of an SEO audit as well. The Duplicate Content Audit.

3 Ways to Optimize Customer Experience Via Email

It's All About Revenue

The pressure to create and maintain a stellar customer experience is a daunting challenge faced by brands, and the onus is increasingly falling on marketers to own the strategy and tactics to deliver on the promise of delight. The CX quest is on. Gartner estimated that by this year, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago.

97 Customer Experience Stats Marketers Need to Know

Type A Communications

December 1, 2016 by Carla Johnson By 2020, customer experience will overtake price and product and the key differentiator between brands. Are you prepared? While most business leaders admit the. read more. Customer Experience B2B Carla Johnson Customer Service Digital Customer Experience Mobile Customer Experience Type A Communications

The Rise of the Customer Marketer

Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.

The 24 Best Visual Content Creation Tools

Webbiquity

More than 90% of B2B marketers already use content marketing in some form, and spending on content marketing is projected to double by 2019. But content won’t simply be produced in greater volumes, it will also become increasingly visual. As noted here previously , the current preference for consuming B2B content in text rather than video or other visual forms won’t last. 10) MakeaGif.

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The Content Marketing Debate: More (Better) Is Definitely More

B2B Marketing Insider

I have always believed that content marketing means companies leaving behind their tired old promotional ads, brochures, and requests for a demo. That’s why marketers are acting like real publishers focused on helping their audience become educated, informed, even entertained. Because if you are good enough to build an audience, then great things happen to your business. […].

Account-Based Marketers Achieve Higher ROI + More Stats [2016 State of Pipeline Marketing Data]

bizible

Account-based marketing (ABM) has been the topic of webinars, new martech, blogs, conferences and countless B2B conversations over the last year. For this reason, we included ABM in the research for the 2016 State of Pipeline Marketing Report. According to the responses of over 350 marketers who took the survey, 67% are doing some form of account-based marketing. Sales and Marketing Alignment.

TOPO Report: Successful ABM Marketers Focusing On Down-Funnel Metrics

bizible

Marketing and sales analyst firm, TOPO, recently published a report on the state of account-based marketing. The report found a number of insights and recommendations for both marketers who are just getting their feet wet with ABM and those who have a few years of ABM under their belt. The chief finding of the report is that ABM works. Successful ABM Requires a Shift to Down-Funnel Metrics.

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.

Not Documenting Your Content Marketing Strategy?  Here’s What to Do About It

Junta 42

If you are a regular reader at Content Marketing Institute, you know how often we talk about the importance of documenting your content marketing strategy. According to our latest research , we know that marketers who document their strategy are much more likely to accomplish their content marketing goals and be successful. It really is that simple. Click To Tweet. Who really cares? Click To Tweet.

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How to Build a Memorable Personal Brand on Twitter

Hubspot

Imagine that you’re within 140 characters of connecting with a customer, prospect, or influencer. How can you afford not to reach out? We’re talking Twitter, of course: the 300-million strong whirlpool of information that has emerged as a personal branding, relationship-building nirvana. Check it out below. How to Build a Memorable Personal Brand on Twitter. Step #1: Follow the leaders. Repeat.

How the Brain Processes Different Types of Content [Infographic]

Hubspot

Sometimes, the movie adaptation of a book is better than the book itself. Maybe it's the acting, maybe it's the special effects or the soundtrack, or maybe the story is simply better told on the big screen than in our imaginations. The reason? Different stories are better told in different formats depending on the message they're trying to convey. And some of their insights may surprise you.

6 Ways to Get Inspired to Create Content

Modern B2B Marketing

Author: Elaine Ip Even the most innovative marketers sometimes hit a wall when it comes to creating content. Sometimes the industry is slow, the market is lagging, or the product/service you offer just doesn’t change much. It can feel like there’s nothing left to say, but that’s never actually the case. You just need some fresh inspiration to get back on track. Look Around. Utilize New Tools.

3 Reasons Your B2B Marketing Reports Stink and How to Fix Them

Modern B2B Marketing

Author: Jeff Coveney According to B2B Marketing and Marketscan, only 32% of marketers pursue a data-first strategy , and less than half of marketers feel prepared for a data-driven marketing future. So it’s no surprise that a question I hear often is: “How do we gain insight into the effectiveness of our marketing efforts?”. The end result is reporting that doesn’t make sense–or does it?

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.

How to Automate Your Account-Based Marketing Strategy

Modern B2B Marketing

Author: Patrick Groover Marketers are always looking for the next best thing. So it’s no surprise that with the evolution of account-based marketing and technologies that enable it, B2B marketers are paying attention and trying to figure out how they can implement an account-centric approach. Audience Management for  Account-Based Marketing . Nimbleness in Building Aggregate Audiences.

51 Essential Email Marketing Tips to Help Marketing Automation

B2B Marketing Insider

Marketing automation tools save marketers a lot of time – but there are so many more benefits beyond that. These tools also let us gather insights about how our subscribers are consuming and interacting with our messages. Marketing automation tools also allow us to better serve our customers by sending meaningful, targeted content that really […]. Content Marketing

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5 Disruptions to Marketing, Part 1: Digital Transformation

chiefmartech

The cartoon above is “Disruptive Innovation” by Tom Fishburne. This is not your typical “predictions for 2017” story. confess, those things aren’t my cup of tea. But it is a serious call to prepare yourself for a transformative year ahead. believe that marketing is in the middle of five major disruptions that are reshaping our whole industry and profession.

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This Week in Content Marketing: Could Brands Cure Traditional Media’s Run to Eyeballs?

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 get together IRL and discuss Airbnb’s new magazine launch with Hearst. This week’s show. Recorded live on November 28, 2016; Length: 1:01:05). Download this week’s PNR This Old Marketing podcast. HANDPICKED RELATED CONTENT: Will the Content Bubble Burst?

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.

MQL to SQL: The Qualification Process [Infographic]

B2B Marketing Insider

The customer lifecycle is a useful guide to help you gauge a lead’s readiness to purchase. This is important because the status of your lead should affect your lead nurturing strategy. So, to make a long story short, your interactions with your leads must vary depending on what lifecycle stage they are in. For example, […]. Content Marketing

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Weekend Reading: “More Sales, Less Time” by Jill Konrath

B2B Marketing Insider

So why are books about sales increasingly important to marketers? Due to the changing nature of how your customers buy, there’s a increasingly stronger gravitational pull between marketing and sales. And that’s why the more that marketers understand about how their customers buy, the more effective they will be as a marketer. But successful marketers […]. Sales Alignment

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Hear What Matt Heinz Has To Say About Attribution [VIDEO]

bizible

Matt Heinz, President and founder of Heinz Marketing , gave a presentation on how to achieve measurable results through attribution. We've cut the video to just the meat, which at under fifteen minutes long is concise and powerful. Here it is: 14:02. 14:02. Speed. Quality. 1080p. About Wistia. Report a problem. Thanks for reporting a problem. Which of these best describes the problem? Cancel Send.

5 Reasons Why HTTPS Should Be Enabled on Your Website

Hubspot

If you’re anything like me, there’s been a time in your life when you’ve asked, “What the heck is https?”. What’s that extra “s” for? Well, it turns out that the “s” stands for “SSL,” which stands for Secure Sockets Layer -- the technology that encrypts your connection to a website, so that hackers can't intercept any of your data. But in addition to what it actually means, why is it so important?

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.

Chris Abraham joins Cindy Crescenzo and Steve Farnsworth on FIR with Shel Holtz

Biznology

Episode 64 of the #FIR podcast is up. Podcast: Play in new window,   Download (Duration: 1:31:44 — 37.6MB), Embed. https://traffic.libsyn.com/fir/forimmed-64.mp3. Employee engagement surveys aren’t worth much anymore according to one expert, since people are more concerned about survey scores than addressing engagement issues. Is it time to stop measuring engagement ? We’ll bring you up to date.

2017 Marketing Predictions [Slide Deck]

Modern B2B Marketing

Author: Heidi Bullock Do you ever get to this time of the year and look back and ask yourself where the time went? Maybe it’s just me, but 2016 went FAST. So instead of looking back, we’re looking forward to what 2017 will mean for marketers. Here are four key themes that we see taking center stage in the upcoming year: 1. Customer-Centric Marketing. Technology & Data. Content & Channels.

Why You Need to Approach Sales Kickoff Differently This Year

Brainshark

Nothing Breaks Barriers Like Trust: Wise Words from Yotam Dor

Vidyard

When you ask someone what they wanted to be when they grew up, chances are the answer you get doesn’t exactly line up with their current day-to-day. But for Notch Video ’s Director of Community, Yotam Dor, his career isn’t too far off. Getting that position at the centre was like a mini MBA,” Dor told me in an interview. He stayed at SCAD for two years before returning to Toronto.

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.

Case Study: Using influencers to quickly build an audience for your content

grow - Practical Marketing Solutions

By Mark Schaefer. Shawn Van Dyke was in a heap of trouble. His wife had been diagnosed with Multiple Sclerosis. His job running a small construction company afforded a lot of flexibility, but didn’t provide the medical benefits he needed to cover his rising bills, or the salary level he needed to feed his five children. He had a stack of invoices he couldn’t pay. “I was frustrated,” he said. The more broke I became the harder I worked. In most cases I was trading one kind of insanity for another. I was at a loss about what to do with my life. decided to write an eBook and give it away.

6 Things to Consider When Creating Your 2017 Marketing Plan

Act-On

If you’re like me, you woke up yesterday unable (or unwilling) to believe that it was already December. While the holidays are are in full swing, it’s time to start making some concrete plans for your 2017 marketing team. It may seem late in the game, but it’s definitely not too late to create a solid marketing plan for the new year. Here are some guidelines to help you check all the boxes on your marketing plan and knock 2017 out of the park. 1. Evaluate last year’s successes and failures  . The best place to start planning for the future is to look at the past. Did you make your lead goals?

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How to Bring Instagram Love to Your Email Marketing

B2B Marketing Insider

You’ve probably heard a couple of things about Instagram and email marketing. You’ve heard that email is the old, reliable work horse of marketing, and you’ve probably heard that Instagram is the “big thing” on the social media scene. But did you know that they could work together to increase engagement with your email marketing? […]. Social Media

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Google Is Shifting to a Mobile-First Index: What Marketers Need to Know to Prepare

Hubspot

We’re living in a mobile-first world. For most of us, that means from the moment you wake up in the morning, your phone becomes a part of your daily routine -- from silencing your alarm, to reviewing the daily news, to checking email, and so on. And search engines are seeing the result of this trend: search queries on mobile have now surpassed desktop-based queries. What exactly do we mean by that?

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The B2B Marketer's Field Guide To Customer Engagement

Leverage customer engagement and advocacy to drive brand, demand and profitable growth.

A Night at the Facebook Hotel

Contently

I knew something was wrong as soon as I entered the hotel. signed in at the front desk and the clerk assumed a huge, cheerful smile. Welcome to the Facebook Hotel!” ” he said. Your dog died six years ago today!” ” After forcing me to look at four photos of my departed dog as a puppy, he handed over my room key. Or maybe a former weed dealer? What hell had I entered?

Authentic Marketing is More Than a Myth: The Right Way to do Real People Campaigns

Vidyard

We all hear the same buzzwords in every meeting we sit down in. We all say the same buzzwords, including them in our PowerPoint presentations and word clouds. But in this industry, I think we can all agree that sure, ‘authentic’ has become a buzzword we all know we’re supposed to say – but is anyone actually doing authentic marketing? So you want to launch a real people campaign? Cold call.

The Flavors That "Sales Ready" Leads Come In

ViewPoint

(Cartoon courtesy to Kenny Madden). once worked with the then SVP, Marketing of a large public company who was frustrated with sales. Big surprise. At one point he got so angry that he offered sales management the following choices for spending a $100,000 budget to generate leads. 100,000 companies with up to three executive contacts in the right company (no email addresses). None of the above.

31 Influencers to Follow in 2017: A Social Countdown

Modern B2B Marketing

Author: Ellen Gomes If you’re like me, you’re always scanning the horizon (or the internet…to be realistic) for the next big thing. Staying on top of trends and understanding emerging techniques is what keeps being a marketer interesting. But let’s be honest, it also takes time. Look to industry experts—the movers and shakers that are always on the cusp of what’s new.

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.