October, 2016

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Four marketing mega trends nobody’s talking about

grow - Practical Marketing Solutions

By Mark Schaefer. This is the time of year people post their prognostications for the next year. The predictions will be … predictable: More video! More Snapchat! More podcasts! Well, OK. It’s pretty easy to make a prediction based on what’s already happening. But there are less obvious tectonic forces rumbling through our marketplace. Content Marketing Re-constructed. Seriously.

What is a Marketing-Qualified Lead? What MQL Really Means


Just a few years ago, marketers everywhere rejoiced. Shouts were heard from the rooftops. Glasses were raised. Toasts were made. Reliable marketing metrics were finally here! Definitions were set, processes were tested, sales and executives bought in across the board, and the panacea of the Lead Marketing Funnel brought peace to all. Or did it? Did we just end up confusing things? Beyond buzzwords.

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Design thinking


In our days, design becomes the cornerstone of digital transformation projects. Regardless of the industry or the verticals companies or consultancies operated based on, (what does this mean exactly?), design takes its leading role not only in addressing client-facing problems but also in humanizing and simplifying complicated structures and technology infrastructures. Batten Briefings 2015).

The Single Most Important Element for Increasing B2B Lead Gen and Sales


This post originally appeared on MarketingProfs. spate of articles recently have expounded on the “consumerization” of all things business: the consumerization of sales, of IT, and of business-to-business (B2B) marketing most prominently. McKinsey’s David Edelman has referred to the consumerization of B2B marketing and sales as a “massive disruption” on the horizon.

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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5 questions you should ask yourself every day before bed

grow - Practical Marketing Solutions

By Mars Dorian, {grow} Contributing Columnist. I’m a vampire. No, not the solar-phobic Transylvanian bloodsucker with his campy cape, but the graveyard worker who spends all night hitting the keyboard and dropping into bed when the first sun rays sneak through my curtains. That unhealthy working routine forced me to visit a doctor who advised me to bring order into my day. Serve others.

Analyze your target’s buying process, for greater marketing efficiency


B2B selling is a complicated affair, but you can simplify your marketing strategies dramatically with buying process analysis. This means that you lay out your prospect’s buying process, stage by stage, and then develop a selling process that maps to it. Voila! Your marketing investments will become much more efficient, being applied to their best use. Let’s look at how this works. And so on.

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.

3 In Demand Skills Every Marketer Should Have In 2017

B2B Marketing Insider

It’s not easy being a marketer today. Marketing is an ever-changing industry, and to be successful today, marketers must possess a diverse skill set, everything from writing to editing, analytics, social media and even graphic design. So what skills will you need to know to keep up with this ever-evolving field? And what killer skills will be in […]. Content Marketing

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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.

Personal Traits Versus Business Skills: Creating the CMO Fit for the Future

Tomorrow People

When today's CMOs started out their first marketing roles, they couldn't possibly have predicted the challenges that they would face when they reached this milestone in their careers. So what does the modern CMO look like?

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Why Data and Customer Experience Should Go Hand In Hand For CMOs

It's All About Revenue

Let's dispense with the amenities and jump right in. For nearly three in 10 enterprises, data-driven CX is already delivering a significant shift in elevating customer experiences. And that number of 3 in 10 will be growing significantly over the next two years: Captain Obvious, White Courtesy Phone. obvious. And yes this goes for both B2C and B2B customers. Every single day there are 2.5

Five new content forms rocking the marketing airwaves

grow - Practical Marketing Solutions

By Mark Schaefer. When I wrote about this idea of Content Shock — the idea that content marketing becomes less sustainable as a strategy as the amount of competitive content increase — I predicted that there would be new innovations in content forms. Here are five that caught my attention. Interactive dynamic video. link]. How cool would it be to actually play with objects in a video?

News from Krux, Demandbase, Radius: Customer Data Takes Center Stage

Customer Experience Matrix

If Dreamforce seems a little less crowded than you expected this week, perhaps it's because I didn’t attend. But I’m still tracking the news from Salesforce and other vendors from my cave in Philadelphia. Three announcements caught my eye, all highlighting the increasing attention being paid to customer data. If I’m sounding vague here it’s because, frankly, so was Demandbase. billion for LinkedIn.

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 7 Mistakes to Avoid When Making a Product Video (Learned the Hard Way)


Some people like to learn by making mistakes. And by “some people” I mean me, and by “like” I mean it just happens. guess that’s the price you pay when you’re not afraid to try new things. As product marketers (or marketers in general), we have to try new things every single day, whether because we want to, or have to, depending on the needs of the business. It’s only normal, and it’s ok. Quotes.

Stop Being a Wimp with Your Content and Discussions

B2B Marketing Insider

I love creating challenger sales and marketing content. For example, my article “CMOs Are Failing to Go Beyond Brand Awareness,” questions the actions of CMOs at organizations like Xerox, Wiley, Lithium, G2Crowd, and XOJet. And, in my recent series, I question the thoughts, ideas, actions and content of well-known LinkedIn marketing experts like Viveka von […].

The Secret Ingredient to Effective B2B Content Marketing Performance

KoMarketing Associates

KoMarketing has been writing about the value of content marketing for years. It is always reassuring to read when other colleagues in the broader industry share a similar perspective. In CMI/MarketingProf’s latest B2B Content Marketing Report , 89 percent of B2B marketers surveyed indicated that they are currently using content marketing tactics. B2B Content Marketing & SEO.

Why (and How) Your Team Should Personalize the Customer Experience


We all have good intentions when it comes to customer experience and treating our customers well, but sometimes there are disconnects. The classic example of this is when you get put on hold by a company. They tell you at the beginning of your wait, “Your call is important to us.” They tell you that again five minutes later. Then ten minutes later. Customers disagree. It’s “Yes.”. Great. Now what?

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.

3 Secrets to Success from John Wooden

Your Sales Management Guru

Three Secrets to Success from John Wooden.  . Last week I was in Chicago keynoting an international association’s sales conference, in preparation I had been making notes and clipping interesting ideas from a variety of sources, one of them was Success magazine.  The specific article covered a young coach, Dale Brown meeting with John Wooden, the Hall of Fame UCLA basketball. Ken@AcumenMgmt.com.

3 Mobile Marketing Trends You Can't Afford To Ignore

It's All About Revenue

You might want to sit down when reading this next sentence. The majority of your consumers are, or soon will be smartphone owners. Ok I am being quite sarcastic but that line, which I borrowed from the Forrester report The Path To Mobile Marketing Mastery , is all too true yet somehow I am not convinced the majority of marketers are aware of it. Hard to believe, I know. Mobile DMP. Take Control.

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.

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

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.

Compelling Newsletter Content:2 Big Problems

Writing on the Web

From what I see, many small business professionals struggle with writing compelling newsletter content. It’s not easy. You need to be interesting, personal, AND remind them of your products and services.Try too hard to do both… you end up confusing and losing readers. Problem #1: Lack of Clarity. Solution #1: Create Clarity. Feel free to use it, modify it, or leave it. Analogies.

Integrating Google AdWords with Salesforce to Measure Your Sales Funnel


Google AdWords has recently integrated with Salesforce so that you can import Salesforce leads and opportunities into AdWords and thus measure the performance of your Salesforce campaigns within Google AdWords.  Google of course has been tracking ecommerce data for years, but never the complexities of a B2B sale.  Example. This is determined on a company-by-company basis. “Proposal,” 4.

How I get more stuff done than you: Focus

grow - Practical Marketing Solutions

By Mark Schaefer. help a lot of people with their business ideas and problems and inevitably this question comes up: “You seem to be everywhere … how do you get all this stuff done?” ” My answer is deceivingly simple: FOCUS. I say “deceivingly” because it is such a simple word but so exceedingly difficult to achieve! There is a synergy between these elements.

Using Data-Driven Marketing for Business Success

It's All About Revenue

With the advent of huge amounts of data now available, thanks to online interactions and shopping, digital marketing has become hugely reliant on this data-type of information for decision-making. The data has many sources like a company’s CRM or ERP system or its website and social media presence. Now we've matured and we correlate our data and study it. There is help.

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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.

Six Ways CMOs Can Capture Audience Attention in the Online Community

Tomorrow People

Stand our in the digital landscape and with the right content to attract attention and create an online community.

Micro-influencer marketing is the new long tail


I have been doing long-tail blogger outreach since 2006. Ten years later, I am still at it in earnest. Even more, I play so far down the long tail of influence that I can still create micro-influencer marketing campaigns that are earned media campaigns. The rise of ‘micro-influencers’ on Instagram. The Biggest Problem With Micro-Influencers (and How to Solve It). Ayre via Facebook.

What Does Success Look Like On LinkedIn Ads? A Close Look At Our Best And Worst Performing LinkedIn Ads


LinkedIn Ads, while appealing in concept, has a lot of B2B marketers confused. Targeting an audience using professional criteria, such as job title or professional skills, while they are also in the right mindset (no cat videos on LinkedIn! Well, very few…) seems like a surefire bet. But according to the LinkedIn Ads Benchmark Report 2016 , marketers have yet to make up their mind about LinkedIn.

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A Simple Approach to Document Your Content Marketing Strategy

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I write this fresh off a trip that took me from Cleveland to Helsinki with a brief stop in Copenhagen and then to London. It’s been almost 10 years now since I’ve been speaking on the topic of content marketing in and around Europe.  Contentmarketing is evolving from a product-centric to audience-centered strategic approach says @joepulizzi. Click To Tweet. Click To Tweet. simplified approach.

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.