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B2B Marketing Experience: The Case For and Against Gated Content

bizible

Gated content—ebooks, reports, and other downloads hidden behind a form—has long been a part of the B2B playbook. If you’re going to take the time and effort to put together a great PDF download, you should be getting something of value (contact information) in return, right? Right? So why are we taking a look at this now? The Case FOR Gated Content. Gating content is a lead gen tool. Conclusion.

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5 Ways to Make Good Pre-roll Ads (that people might actually watch)

Vidyard

Between the title and the first line, I’ve shown why you want to read this article, and it only took 5 seconds. If you have no interest in what you’ve seen so far, it’s likely you’re ready to leave. This is the basic premise of a pre-roll—those annoying ads that play before the video you actually want to watch. You have to endure them for at least 5 seconds until you’re allowed to skip through.

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Email 101: Tell Me Something I Don’t Already Know

The Point

To be successful in driving engagement from business buyers, it’s not enough that marketing content simply be relevant to the individual reader. To be information of value, that same content needs to be useful, and at a very fundamental level it needs to tell the reader something he or she doesn’t already know. Sounds obvious, right? And even then, they should be as short as possible.

Email 76

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.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

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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.

5 SEO Tips for Videos: How Google Ranks Them & How to Optimize

Modern B2B Marketing

Author: Nate Dame Videos are becoming increasingly important for B2B marketing. Companies with dedicated video marketing strategies generate more leads , earn more revenue, and enjoy better brand awareness than those engaging in all other forms of marketing. We do know, however, that 90% of B2B decision-makers use search to research business decisions. How Does Google Rank Videos?

13 Diverse Ways B2B Marketers Do Marketing Measurement [DATA]

bizible

You’d think there were only a handful of metrics that serve as the primary indicator of success for marketing teams. There are dozens of leading indicators but only a few primary indicators such as revenue and pipeline generated, right? Not necessarily. And there isn't a correlation between the seniority of the marketer and their primary success metric. Total customers. Net new customers per month.

All social media sites should offer profit sharing and ad revenue

Biznology

There is no reason why the executives at Facebook and Twitter couldn’t offer ad revenue share to their users in much the same way that Google offers AdSense revenue share to their users — and not only corporate and elite members but to everyone who opts in and is willing to sign up and jump through whatever hoops. On March 14th, Liz Mannebach asked me via Twitter, ‘Great piece.

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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.

Three Ways To Bring Your Customers Into The Content Creation Process

B2B Marketing Insider

Forward-thinking B2B firms are using interviews, surveys and editorial advisory panels to improve their content marketing programmes. The post Three Ways To Bring Your Customers Into The Content Creation Process appeared first on Marketing Insider Group. Content Marketing

The 17 Best Social Media Management Tools

Webbiquity

Monitoring and managing even a moderately active business social media presence can be time-consuming. The number of people using social media continues to grow, usage is increasing, and more networks require attention. Pinterest is going beyond its wedding-planning-and-home-decorating roots and being embraced by leading B2B companies. Instagram has more users than Twitter. Sprout Social. Sendible.

If You Don’t Know Me by Now: Why Personalization Must be Part of Your Content Strategy

Content Standard

You’ve spent years developing your personas and you’re tasked with building a content strategy that will meet the distinct needs of each one. This should be easy. In true Pygmalion fashion , you’ve shaped their personalities, and you’re even more familiar with the intimate details of these prototypical models than you are with your own family members. People do.

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How Customer-Driven Copy Helped HubSpot Increase Conversions by Nearly 100%

Hubspot

New copy isn't better just because it's new. You can't just give your copy a "refresh" or aimlessly fiddle with headlines to get a huge boost in conversions. These kinds of false hopes (and complete lack of a process) are why so many conversion copywriting projects fail, and so many new sites perform worse than the old ones. It was a conversion copywriter's dream come true! Copy Audit. Leads.

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

Social media strategy leaders: Sarah Nilson

Biznology

Welcome to the next post in a series celebrating leaders in social media strategy. These professionals are pioneers, laying the groundwork for future marketers. I’ve spoken with leaders in many industries but this is my first in pharmaceuticals! I am happy to introduce Sarah Nilson , Corporate Web Strategy Specialist at QuintilesIMS , a biopharma and healthcare data and privacy company.

10 B2B Lead Generation Strategies for 2017

B2B Marketing Insider

We’re well into the New Year, and most companies are revamping their lead generation strategies to meet its demands. In the past, we’ve mentioned that there’s an information overload when it comes to finding the right strategy, and now this is truer than ever. There is also no single lead generation strategy that works for. Demand Generation

Storytelling Is Not a Strategy

Contently

At the start of 2017, I made the shift from ad tech to martech. In the last decade, I had helped build and steward the brands of two successful ad tech firms recognized for their innovation and amazing cultures, but it was increasingly difficult to ignore the headwinds facing the old media model. The consumers had spoken, and they didn’t want interruptive advertising experiences anymore.

4 Content Promotion Strategies to Increase Engagement

Modern B2B Marketing

Author: Alan Cassinelli There’s no doubt that inbound marketing has fundamentally changed demand generation. The strategy of attracting prospects through content, social media, search engine optimizatio n, and more has taken over the B2B world and for good reason: inbound marketing costs 61% less than traditional advertising and produces 54% more leads than outbound marketing.

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.

How Generations X, Y, and Z Consume Video Content [Infographic]

Hubspot

YouTube has over one billion users worldwide, and they all watch different types of videos every day. What's your favorite type of video to watch on the platform? As it turns out, your video preferences may vary depending on your date of birth: Influenster surveyed nearly 8,500 YouTube users of all ages to learn about their viewing habits and interests. Video Daily IGSS

How Brian Used Video in Customer Success to Communicate Change

Vidyard

Every CSM knows that change can be a big sticking point for customers, especially a change like a new customer success manager. That’s why, when Brian Jacklin, previous CSM at Vidyard, confirmed that he was changing roles within Vidyard he knew that he needed to do something special for his 61 accounts. That’s why he turned to video. The Email. and meet Jarrett right away if they wanted!

7 Ecommerce Companies That Are Using Content Marketing to Take on Amazon

B2B Marketing Insider

Ecommerce can be a brutal space. Depending on your niche, you might be competing against monsters like Amazon, Target, New Egg, or other well-established players. You might be competing against all of them. It can seem like it’s impossible to win. Even if you have a great product or a fantastic brand, you don’t have the budget or the name recognition to muscle out these giant retailers.

How to be strategically authentic

grow - Practical Marketing Solutions

By Mark Schaefer. When the subject at hand is about creating content and standing out on the web today, the conversation usually turns to the need for “authenticity.” ” Perhaps there is no more misunderstood and mis-used word on the web today. That word actually drives me nuts. ” Is there a single day when you represent yourself on the web in a way that is true and accurate?

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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.

3 Can’t-Miss Learnings at Marketing Nation Summit 2017

Modern B2B Marketing

Author: Chandar Pattabhiram The countdown is on! In just one month, I’ll be taking the stage for my fourth Marketing Nation Summit and I couldn’t be more excited. This year is going to be bigger and better than ever before. What I love about Summit is that it gives everyone a chance to learn, share, and grow in the world’s most vibrant community in the world for engagement– The Marketing Nation.

How Redesigning HubSpot.com Doubled Conversion Rates

Hubspot

At INBOUND, we launched a major iteration of HubSpot.com. Since then, we've been monitoring performance, running experiments, and collecting a substantial amount of performance data. We can now confidently say that the results are in, and we have some big learnings to share with you. So let's get to it. In this case, we were focused on: User Experience. Conversions. Proof of Concept. And it worked.

Ask a Content Strategist: How Many Stories Should I Publish Per Month?

Contently

Welcome to the March edition of Ask a Content Guy, which we’re now renaming Ask a Content Strategist! It’s the same old column in which I answer your most pressing content marketing questions, except now with a name that makes a little more sense considering I’m not Bill Simmons. Like I always say: Never stop iterating, and when in doubt, go with the more SEO-friendly title.

Its all about the Benchmarks

The ROI Guy

Alinean Assessment tools Benchmarking Demand Gen Report Diagnostic Assessment Diagnostic Selling Executive Assessment Tools financial benchmarks interactive content Pisello Security Assessment

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.

The Era of Paying for B2B Data is Over – Introducing Unlimited Data Access

Radius

Bad data is a commodity, but good data is priceless. To me, the statement above is more than just a soundbite. It’s the foundation that Radius was built on. When we started Radius in 2012, our team had one goal in mind – make it simple for marketers to access high-quality data, leverage intelligence, and ultimately drive revenue. Mapping the revenue footprint of bad data. Click-to-tweet.

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Introducing The Definitive Guide to Account-Based Marketing

Modern B2B Marketing

Author: Ellen Gomes If you’ve been keeping up with digital marketing trends, then account-based marketing is most definitely on your radar. In fact, you’ve probably heard about it so often that it may have started to feel like just another buzzword. But account-based marketing is not to be ignored and it’s not just another buzzword. Why Is Account-Based Marketing Gaining Traction?

The Ultimate Social Media Holiday Calendar for 2017 [Resource]

Hubspot

Whether it's International Cat Day, Pizza Day, or Talk Like a Pirate Day, it seems like almost every day, the internet is celebrating a holiday. Whenever I log onto Twitter, I quickly scan what's trending on the left-hand side of the screen. Have you ever had this experience -- when you see an obscure holiday or observance day trending, and you think to yourself "Yup, I'm celebrating that"? 17: St.