Sat.Jan 21, 2017 - Fri.Jan 27, 2017

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Rethinking Buyer Personas In An Era Of Digital Transformation

Tony Zambito

by Louis Prado. In the past five years, we have seen exponential disruption each year in multiple markets.  Digital technologies and resulting transformation turning markets literally inside out.  Fundamentally reshaping markets in five years’ time compared to the fifty to seventy years it may have taken to build up a market. Revenues falling by as much as 40% and many drivers switching to Uber.

#FlipMyFunnel Launches Account Based Marketing University

Customer Experience Matrix

Not the ABMU mascot It sometimes seems that Account Based Marketing is really Marketing Automation 2.0, in that many people leading the charge to ABM were also involved in launching B2B marketing automation ten years or so ago. How none of us has aged a day is a mystery we shan't discuss. There will be tests and a certificate of completion. They’re trying to get rid of it. !#$@#$ martech.)

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The 7 Traits of Successful Content Marketers

Junta 42

One of the most influential authors of my personal and career journey is Napoleon Hill. Napoleon Hill’s classic Think and Grow Rich was first published in 1937. In its relation to content marketing, I noticed some clear takeaways that most corporate marketers simply do not embrace. Here are quotes from the seven chapters with my notes for each one. If you read it, just prepare yourself for that. 1.

Meet the Vidyard Team, Video Style: Thomas Karthaus

Vidyard

Meet the Team is our monthly chance to introduce you to the fabulous, quirky, talented people who work at Vidyard, using our favorite medium — video! For this episode, we caught up with Thomas Karthaus, Video Specialist here at Vidyard. Discover who the most influential person is in Thomas’ professional life, and the funniest thing his dog has ever done in this video: What didn’t make the cut.

A Content Formula for Complex B2B Organizations

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

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The greatest content marketing case study in history

grow - Practical Marketing Solutions

By Mark Schaefer. I was going through some old files from classes I taught years ago and came across the most beautiful and wonderful content marketing case study. It is my all-time favorite because it touches so many bases and I thought I would pass this along to you for a little fun and inspiration. even asked GE for help but they could not locate the story either. Here we go. Hello. Right?

Where Do Bots Come From? A Brief History

Hubspot

Any fan of 90s pop culture will remember the show “Clarissa Explains It All,” a series about a precocious adolescent whose adventures most of us could only dream about. In one episode, Clarissa was required to write a poem for school, but lacked the skills or motivation to carry it out. But she was in luck -- her computer wrote the poem for her, and it was a hit. How does it work? The 1950s. ELIZA.

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Big Data Marketing: 5 Ways You Can Overcome Content Shock

B2B Lead Blog

Yes, there is a lot of content out there, and yes, an argument can easily be made that content shock is a valid concern for big data marketing teams. After all, with companies pumping out thousands of articles daily, how can anyone be sure their content is reaching the right people? Most enterprises rationalize that […]. Big Data Marketing

Find New Customers But Keep The Old – One Is Silver And The Other Is Gold

B2B Marketing Insider

Sometimes browsing the latest trends in marketing can be like walking through a carnival. There are plenty of half-baked ideas, and digital obsessions beefed up with content marketing lingo like an MMA fighter on steroids. But not the meaty answers that you seek. Do you feel like this? Then it may be time to get […]. Marketing Strategy

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.

Customer Lifecycle Metrics, Part 2: Capture Interest, Gather Insight

Act-On

This is part two in a series of five blog posts that examines the metrics you should measure throughout the five stages of the customer lifecycle:  attract , capture, nurture, convert, and expand. Once you’ve managed to attract the attention of your prospects, it’s time to capture their information and convert them into leads. In part two of this series on customer lifecycle metrics, we’ll focus on the metrics that measure how well you’re capturing prospects, building their profiles, and getting them ready to buy. Capture Metrics. What calls to action are most effective?

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11 Soundless Videos We Love (And Why)

Hubspot

What was your most embarrassing office etiquette moment? For me, it was when I started to watch a hilarious video of a sheep screaming like a human and quickly realized my headphones weren’t plugged in. frantically scrambled for the mute button on my keyboard while my distracted coworkers laughed at my mishap. Sound familiar? Since then, I don't watch videos at work unless they don’t require sound.

Marketing was Hard in 2016. Marketing Automation Helped Those Who Used It.

It's All About Revenue

As we move into 2017, it is instructive to look back at 2016. With more data available than ever, marketing automation was a critical component of B2B marketers' tech stack. Below are some thoughts from Modern Marketing experts about marketing automation. We asked each to provide a data point as inspiration for their views. data inspiration ). data inspiration ). data inspiration ). John J.

How to Create Great Work Using Gut Feel: Perfect Your Footwork

B2B Marketing Insider

Exploring intuition is a strange thing. You start going down deep, dark rabbit holes of your mind. It’s like … what even IS a human, man, yanno? As a result, I’m getting better at indentifying the moment in a story when a person begins to trust their intuition. It always comes through with an unsatisfactory or mystical answer: “I dunno how I did X. Read More.

The Rise of the Customer Marketer

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

How a brand audit could revitalize the Democratic party

Biznology

Since the presidential election, Trump has dominated the news with his Twitter comments, controversial cabinet appointments, and extraordinary views on major issues for 2017. What we don’t hear much about is the Democratic Party and whether their current values still resonate with enough voters to be successful in the future. Maybe it should re-brand itself? thorough brand audit would help.

20 of the Best Free Fonts for Designers

Hubspot

Finding stylish fonts for your design projects can be a major time sink -- especially when you have to wade through seemingly endless pages of typefaces that don't suit the vision you have in your head. Finding a free font can be even more of a hassle. So what's a budget-strapped designer to do? Check out the fonts below and keep them in mind for your next design project. 10) Yeseva One Regular.

The only marketing prediction you need for 2017

chiefmartech

I’m honored to have been invited to become a regular contributor to Ad Age , the world’s oldest (since 1930!) and largest publication in the field advertising and marketing. The publisher has agreed to let me repost my articles here on chiefmartec.com as well. Late October to early February is prediction season in the marketing world. Ah, if only it were that easy. ”). ”).

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Engage at Scale: Leveraging Individualized Customer Micro-moments ( Part 1)

B2B Marketing Insider

This is a two-part series. There are various definitions about Customer Micro-moments that exist. This series that explores an increasing understanding of the customer as technology and customer behavior evolves and what business must do to keep up with this evolution. We now live in an experience economy. Marketing Strategy contextual data micro-moments search

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 We Stopped Using the Word ‘Authentic’

Contently

Every night, when I come home from work, I walk by a little billboard in the Hoboken PATH station that makes me gnash my teeth. It’s an ad for a yoga studio. I’ve seen two variations, one for men and one for women. The billboard meant for women contains 15 words of copy: “I am a sister. I am a runner. I am authentic. I do hot yoga.” But what exactly does that mean?

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Where Do Business Goals Fit in a Storified Content Strategy?

Content Standard

Creating effective online content is often a two-sided struggle. On one side, we have a content strategist who has just been given a budget for creating a branded content program. He launches the site with starter content, eager to see the pageviews and paying customers start to roll in. Traffic comes to the site, but in most cases it leads to poor engagement and a high bounce rate.

Blockchain marketing: how the technology behind Bitcoin could change marketing

chiefmartech

The following is a guest post by Jeremy Epstein , CEO of  Never Stop Marketing. Jeremy currently works with several of the leading companies in the blockchain and decentralization space including OB1 and OpenBazaar. Previously, he was VP of marketing at Sprinklr. You’ve probably heard about Bitcoin. You may have heard about the blockchain. We’ve seen this movie before. Thanks, Jeremy!

How to Plan a Content Marketing Strategy: A Start-to-Finish Guide

Opentopic

Whether you’re just starting out with content marketing or you’ve been using the same strategies for a while, your content marketing plan needs to be better than ever for 2017. This year, you’ve got even more competition — according to Content Marketing Institute, 70% of B2B marketers surveyed say they are creating more content this year than they did. The post How to Plan a Content Marketing Strategy: A Start-to-Finish Guide appeared first on Opentopic. Brands & Marketers

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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.

Report: VR and 360-Degree Marketing Videos Can Generate Brand Favorability

KoMarketing Associates

As virtual reality and 360-degree videos become more widely used, individuals are showing favorability toward immersive marketing and advertising tactics. survey conducted by YuMe recently asked more than 800 participants in the U.S. about their attitudes on using immersive technology, such as VR, to better understand marketing and advertising. About 60 percent who tried VR said that it created a more positive view of brands. Nearly 54 percent of individuals said that they pay more attention to 360-degree videos. Video Technology and Marketing. Marketing email” took the first spot with 5.57

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5 CSR Tips So You Can Start Giving Back This New Year

Hubspot

As the Chinese New Year rolls around again, the grown ups start filling up red envelopes with token amounts of cash as gifts to younger ones in the family. Much like any other holiday season (ahem, Christmas), the Lunar New Year is a season of gifting and showing appreciation. Besides the lovely “ang paos” (red packets) that we receive, it is also about showing you care and wishing others well.

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How Seasoned Salespeople Should be Using Their Experience [Insights from Dr. Carmen Simon]

Brainshark

The Community Is No. 8 on Ad Age’s 2017 Agency A-List

Opentopic

The Community is opening a new international office in the first quarter of 2017 in a location it won’t yet disclose, and a New York office in March. Next month Ana Bermúdez, now VP-group account director in Miami, relocates to the Big Apple office as VP-managing director to run major accounts Verizon and Kroger. And José Mollá will be. The post The Community Is No. 8 on Ad Age’s 2017 Agency A-List appeared first on Opentopic. Brands & Marketers

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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.

Conducting Global Marketing Teams Around the World: An Interview with AJ Huisman

Content Standard

AJ Huisman, founder of Y Content and early adopter of the content marketing approach, once said , “Maybe it would be better if we call [the chief content officer] a contributing content orchestrator—someone that contributes to combine all content, as though he or she was a conductor, in a relevant and harmonious manner in real-time. In the end, we all have to contribute to that same purpose.”

Proof that Account-based Marketing Works

ViewPoint

Companies that spend less on their marketing programs and generate better and bigger deals using a super-targeted approach to marketing are using an approach that you might have heard about—account-based marketing. Here’s a specific example for you. One healthcare IT solutions company with a complex solution and a finite market learned first-hand just how account-based marketing works. They recently completed a campaign that cost $49,000. This account-based marketing effort was laser focused on ideal prospects (right size and right criteria); and the right role (targets with the right titles).

This is the week that was in B2B: from GE fire-fighters to dumb phones

Earnest about B2B

In a week dominated by the Trump inauguration, Trident misfires and Tech twitter debates, there was news aplenty to savour for B2B marketers everywhere. Marketing tactic' of the week…. goes to events – which according to the latest IPA Bellwether report revealed that event budgets rose for the 13 th consecutive quarter in Q42016. Check out some expert opinions on the report here. Get creative here.

The flexibility requirement for SEO agencies

Opentopic

Tell me if you’ve encountered conversations like these before: “We actually don’t care about conversions; we just want organic traffic growth.” ” “We’re re-branding and are no longer calling ourselves [insert term].” ” “We’re launching a new product today. Can you provide us tagging and content?” ” I’d like to tell you these situations are rare, but if you’ve worked in the SEO. The post The flexibility requirement for SEO agencies appeared first on Opentopic. Brands & Marketers

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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.