Biznology

DECEMBER 23, 2015

Understanding the customer journey is becoming increasingly important as the number of both digital and offline touch points increases. ” But we don’t stop being human when we go online, we don’t stop feeling, reacting, being influenced, asking others, feeling insecure, making mistakes, or acting by instinct and not by the book.

Design 80

Design Software Order Interactive Marketing 80

Biznology

JANUARY 5, 2022

This month we’re pleased to feature Consultants Collective member customer acquisition and retention consultant, specializing in B2B markets, Ruth Stevens. Ruth advises companies on go-to-market strategy, sales lead generation, customer and prospect data, content marketing and ABM. What’s the last book read?

Ideal Customer Profiles 104

Ideal Customer Profiles Consulting Profiling BtoB 104

Biznology

OCTOBER 19, 2011

Celebrating at a funeral is in bad taste, so I’m sure the folks at B&N had to think carefully about to address the contacts they got from a recent acquisition of Borders customer data. Barnes and Noble recently acquired the customer list from Borders in the sale of assets last week at bankruptcy court. The subject.

Privacy Policies 80

Privacy Policies Opt-out Opt-in Privacy 80

Biznology

OCTOBER 19, 2011

Celebrating at a funeral is in bad taste, so I’m sure the folks at B&N had to think carefully about to address the contacts they got from a recent acquisition of Borders customer data. Barnes and Noble recently acquired the customer list from Borders in the sale of assets last week at bankruptcy court. The subject.

Privacy Policies 80

Privacy Policies Opt-out Opt-in Privacy 80

Biznology

OCTOBER 19, 2011

Celebrating at a funeral is in bad taste, so I’m sure the folks at B&N had to think carefully about to address the contacts they got from a recent acquisition of Borders customer data. Barnes and Noble recently acquired the customer list from Borders in the sale of assets last week at bankruptcy court. The subject.

Privacy Policies 80

Privacy Policies Opt-out Opt-in Privacy 80

Biznology

DECEMBER 17, 2020

This year she published a terrific new book, Unapologetically Ambitious , which was just named one of Fortune’s ten best business books of 2020. Wishing Gary well as he moves out of an operating role and into teaching and writing. I’ve known Shellye Archambeau since my IBM days, and follow her career with interest.

B2B Marketing 197

B2B Marketing Paid Search Agency Advertising Agencies Marketing Management 197

Biznology

DECEMBER 30, 2016

His new book, Ultimate B2B Marketing: ABM , was published only last week, and has already leaped to #1 on the Amazon Japan business book list. Why did you decide to focus your new book on Account-Based Marketing (ABM)? You’ve already written four books on B2B marketing. This is my fifth book. No plans now.

Account Based Marketing 151

Account Based Marketing Demand Generation Agencies Work Management Paid Search Agency 151

Biznology

MARCH 28, 2011

I've read each one of Paul Gillin 's books and you should, too, including his latest (with Eric Schwartzman ), Social Marketing to the Business Customer , a fast-paced ride through the specialty of using social media for B2B companies.

Social Marketing 80

Social Marketing Business Social Media Paid Search Agency 80

Biznology

APRIL 20, 2016

I know a lot about digital data, but Ruth and Theresa took me to school on all the ways to put together a customer database using traditional means. Within a week of reading his book, I was already acting like an expert with clients on email append vendors and which data fields should be used for which purposes.

B2B Marketing 104

B2B Marketing B2B Blogger Case Study 104

Biznology

JANUARY 7, 2021

Your customer list? Example: Each time a customer tells you they’re satisfied with your product/service, send them a link to your Google account so they can tell the world how great they think you are. Are you having trouble attracting new customers? What about intellectual property? Market niche? Unique products or services?

Small Business Marketing 197

Small Business Marketing SWOT Planning Process 197

Biznology

NOVEMBER 2, 2020

This is the oldest trick in the book, but is oddly missing from many B2B websites. You may think of bots as customer service tools, but they have become much more than that. More sophisticated tools do all that plus connect with your CRM to customize the chat, schedule meetings and deliver outbound messages. Install a chatbot.

Marketing Automation Services 197

Marketing Automation Services Marketing Websites B2B Paid Search Agency 197

Biznology

JANUARY 19, 2021

The severe disruption in distribution value chains in recent years provides a great opportunity for manufacturers to rethink how to deliver their products to customers most effectively. Today, the focus is shifting to customer experiences, or what I call “usership,” versus ownership. It’s time for a change.

Distribution 196

Distribution Work Management Marketing Strategy Marketing & Strategy 196

Biznology

NOVEMBER 9, 2017

The major hole in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing is the lack of information on marketing artificial intelligence (AI). That is the mission of the book. Since the book was published, AI has gone from cutting edge to table stakes for many CMOs. This is reflected in my job.

Marketing AI 138

Marketing AI Enterprise Management Tagging Work Management 138

Biznology

JANUARY 19, 2018

His new book The Content Formula explains how you can do the same: how to find the budget, sell the concept, and measure the results. The project turned into a huge community relations win, with enormous press coverage, books, films, and even the birth of an in-house employee-driven photography project. “I Highly recommended!

Top of Funnel 166

Top of Funnel B2B Marketing Lead Ranking Digital Marketing Funnels 166

Biznology

NOVEMBER 16, 2017

Marketing is ultimately about changing the behavior of a customer (e.g. With social media dominating our lives today, the behavior of company employees and external customers is intertwined, presenting new opportunities for strengthening company brands. a purchase decision).

Ad Building 131

Ad Building Branding Brand Identity Customer Satisfaction 131

Biznology

JUNE 8, 2017

Those who have read our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing know we approach the problem of content marketing head on. We think the practice of content marketing can be very valuable to companies, and the whole book is about how to do it without creating content shock.

Lead Scoring 165

Lead Scoring Lead Ranking Branding Brand Identity 165

Biznology

NOVEMBER 14, 2019

That the needs and expectations of our customers are seriously far off from where companies think they are. We don’t have the needed emotional connection to customers. Instead, we need to use technology to connect in a deeper way that is sensitive to the needs, time and privacy of our customers. 0:00 Intro. 0:00 Intro.

Paid Search Agency 91

Paid Search Agency Companies Customer Satisfaction Privacy 91

Biznology

JUNE 3, 2020

We must ask ourselves, “What is this crisis communicating to my customers and stakeholders? You look at every customer touchpoint, to ensure consistency and excellence. With the pandemic, the customer will be judging you on different criteria. Do your customer-facing employees practice good hygiene? What’s that?

B2B Marketing 166

B2B Marketing B2B Thought Leadership B2B Marketing Management 166

Biznology

APRIL 8, 2021

Here’s a good method to get this done: Rank your target audience’s problems, by importance to them (This information can come from your sales teams and from customer interviews). They can read fuller explanations at Messages That Matter , and I recommend they have a look at the book Neuromarketing by Patrick Renvoise and Christophe Morin.

B2B Marketing 196

B2B Marketing B2B Differentiation Paid Search Agency 196

Biznology

JANUARY 26, 2022

Stakeholders such as investors, customers, and employees are insisting that the companies with which they affiliate have inclusive cultures built on diversity, equity, and inclusion. And the good news is company leaders are responding. Career gaps won’t be career killers.

Trends 190

Trends Work Management Burn Rate Thought Leadership 190

Biznology

FEBRUARY 19, 2019

If you haven’t read Steve Krug’s book, Don’t Make Me Think , head to your local bookstore (as soon as you’re done reading this article) and order it. (Or It might well be the best book on web usability ever written. He’s also got a great follow-up book on how to do usability testing. Think Hard So Your Visitors Don’t Have To.

Marketing Websites 136

Marketing Websites Sales Qualified Leads Top of Funnel Organic Leads 136

Biznology

JANUARY 6, 2020

He was prepared—actually read my book ! When asked who should own the martech stack: marketing, sales or IT, Mike says the answer is “your customer.” Sean Campbell is CEO of Cascade Insights , a Portland OR based tech market research firm. On the content side, Sean hosts the B2B Revealed podcast, where I was a recent guest.

netFactor 197

netFactor B2B Marketing Advertising Agencies Paid Search Agency 197

Biznology

JULY 30, 2021

I am in the midst of his most recent book of essays, also titled The Anthropocene Reviewed , which I will post here when I wrap it up. ” Designing Customer Journeys for the Post-Pandemic World. ” Excerpt from Rilke’s Book of Hours: Love Poems to God. And scientific evidence backs up their power.”

Peer-to-peer 104

Peer-to-peer Thought Leadership Lead Scoring Lead Ranking 104

Biznology

APRIL 21, 2016

After a lot of effort (most of it by my co-author James Mathewson ), we’re happy to announce the availability of Outside-In Marketing , a new book that helps you use big data to drive your content marketing efforts. You must use data to understand who your customer is, what they want, and what they do when they interact with you.

Paid Search Agency 80

Paid Search Agency Marketing Interactive Marketing Creativity 80

Biznology

JANUARY 15, 2018

Here’s your briefings on how to use this to take the lead: the briefings below guide you in acquiring customers and markets from slower competitors. You stay ahead of slower competitors, take their customers and push them behind. Do this repeatedly to make yourself an expert in using advances to make business gains.

Digital Transformation 178

Digital Transformation Leads Lead Marketing Qualified Leads 178

Biznology

JUNE 30, 2016

Most of you are aware that James Mathewson and I have a new book out, Outside-In Marketing , which helps content marketers to use big data to improve their results. James and I have been gratified by the reception the book has received, including this article from Paul Gillin including a podcast with me.

Content Marketing 143

Content Marketing Content Viral Marketing Analysis 143

Biznology

JUNE 8, 2018

In the book, I said that the aim of a site which has identified the topics of interest to the target audience is to become a hub of authority on those topics. In the book I said you should be the Wikipedia of your most important topics. Audience, Relevance, and Search: Targeting Web Audiences With Relevant Content , p.

SEO 217

SEO Lead Scoring Lead Ranking Keywords 217

Biznology

AUGUST 28, 2019

They suggest foods or beverages to customers based on a variety of factors such as the weather or trending items. Booking a table at a restaurant is sometimes essential, especially when people want to dine at in-demand, new restaurants or go out to eat in big groups. McDonald’s is testing 700 of them during a trial.

Forecasting 116

Forecasting Order User-Generated Content Statistics 116

Biznology

JULY 12, 2018

Stevens consults on customer acquisition and retention, teaches marketing at business schools in the U.S. Her newest book is B2B Data-Driven Marketing: Sources, Uses, Results. and abroad, and is a blogger at Biznology and Target Marketing Magazine.

B2B Marketing 141

B2B Marketing Trends B to B BtoB 141

Biznology

JANUARY 22, 2020

AI will prove to be very beneficial to industries such as customer service primarily through the use of chatbots. For example, if I want to book a trip, an app already knows what airlines I like, my frequent flier info, preferred seat, time of day, etc. It will also become a better stand-in for personal assistants.

Marketing AI 118

Marketing AI Storytelling Training Loyalty 118

Biznology

NOVEMBER 30, 2016

In our book “ Outside-In Marketing: Using Big Data to Guide Your Content Marketing ,” we offered a more pragmatic approach. Marketers need to integrate search query, social listening, persona, web analytics, and even CRM data into one model of customer behavior that informs content. . Don’t worry.

Planning 80

Planning Content Marketing API Content 80

Biznology

APRIL 28, 2016

As Mike announced on April 21, 2016, we recently published a book together called Outside-In Marketing: Using Big Data to Guide Your Content Marketing. It has been a long and winding road to get this book done, and we are very proud and more than a little relieved to see it in print. The Story of the Book. What’s in the Book?

Advertising Agencies 80

Advertising Agencies Paid Search Agency Marketing & Strategy SEO 80

Biznology

MARCH 23, 2017

The driving force behind this disconcerting trend of brand politicization is the increasing vocalization of customer values, which have become so intensely defined and polarized recently, even demanding a particular stance by some corporate brands. It was also a way to “humanize” their brands, creating a distinct brand personality.

Social Media 152

Social Media Lead Scoring Lead Ranking Branding 152

Biznology

OCTOBER 12, 2017

Mike invited me because of all the experience in B2B digital marketing I have accumulated at IBM , much of which we distilled into our book Outside-In Marketing: Using Big Data to Guide Your Content Marketi ng. She co-wrote the book The Most Powerful Brand on Earth , which is the definitive guide to influencer marketing.

Paid Search Agency 187

Paid Search Agency Work Management Marketing Management Advertising Agencies 187

Biznology

JUNE 27, 2017

Because there are so many people selling, marketing, and promoting SEO services, putting the cart before the horse is very compelling.

Google 179

Google Blogspot Ideal Customer Profiles Content 179

Biznology

SEPTEMBER 25, 2015

Quite simply, it was customer driven. Customers have changed the way that they buy, and therefore we need to change the way we sell. Winning at ZMOT means knowing the key words and phrases that your customers use, instead of what we as vendors use to describe our products. This means outside-in thinking instead of inside out.

B2B Marketing 80

B2B Marketing Work Management Marketing Management B2B 80

Biznology

MAY 4, 2017

He specializes in helping organizations understand and use social media to build their brands and strengthen customer relationships. Paul is the author of five books and more than 400 articles on the topic of social media and digital marketing.

PR 135

PR Practices B2B Blogger 135