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Why we create crap content: We’re afraid

grow - Practical Marketing Solutions

By Mark Schaefer. An industry “thought leader” recently characterized me as a “loose cannon.” ” I found this surprising since this implies there’s a set of standards and expectations that I am not following in a lockstep fashion. His statement pissed me off (momentarily), and I am not easily pissed off. Who is setting these industry expectations and rules?

3 Problems You Need to Solve Before You Buy New Marketing Technology

The Point

We marketers may be many things, but few of us can be described as patient. We want results, and we want them now. And so when martech companies come along promising instant answers to all our marketing challenges, we’re all ears. We all want the quick fix, right? Wish it were that easy. Listen, marketing technology is great, and in the right circumstances can make a big difference. Poor Messaging.

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Rethinking Market Strategy In A Digital Economy

Tony Zambito

by Delwar Hossain. The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  For good reasons too.  Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers.

These 6 Marketing Automation Statistics Show Where Marketers Really Are

It's All About Revenue

Marketing automation is a core technology that all marketers, especially B2B marketers need to implement to connect with prospects and generate the right leads for their sales team. The time of scattershot marketing, or even broadcast marketing, is long past. Marketers need to focus on prospects that have a higher likelihood of becoming customers. We are all guilty of this one. Be one of the 10%.

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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What Is a B2B Marketing Experience?

Tomorrow People

We are in the age of the customer. Consumers are now far more in control of their relationships with businesses than ever before as digital has revolutionised how we interact with the world and each other

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Bubble in the Funnel


Per Healthline Media, an air embolism, also called a gas embolism­, occurs when one or more air bubbles enter a vein or artery and block it. These air bubbles can travel to your brain, heart, or lungs and cause a heart attack, stroke, or respiratory failure. We generate, qualify and nurture leads using Account-Based Marketing processes. Their “reward”? No more support in 2017. The result?

An SEO’s Guide to Bottom-of-Funnel Keywords


If I had a penny for every time a client asked our agency to focus only on the most searched, highest volume keywords in their industry I’d be a very rich woman by now. It’s a common myth that the most searched terms, those with the largest volume, are the best ones to rank for. Keyword research is an important part of search engine optimization (SEO). Marketing Funnels and Keyword Research. Buy +.

Selling into the “hidden opportunity market”


We used to say, “sell ahead of the RFP.” ” Then, for more than a decade we’ve been telling clients, “sell ahead of your competitive herd.” ” Now we’re telling them, “sell into the ‘hidden opportunity market’ ” As a result of recent client work, I’ve re-examined CEB’s Challenger Customer for clues on how to improve B2B sales practices, especially for sales content. I’ve re-read Challenger Customer in detail at least 5 times. Each time I get a deeper appreciation for the insights their research provides.

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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.

Changing Buyers and the Future of B2B Sales – An Interview with DSG Consulting


From time to time on the ANNUITAS blog we have the opportunity to sit down with those in the B2B Marketing and Sales industry and get their take on the market and trends that are happening in the space. We recently were able to sit down with Tanner Mezel of DSG Consulting and get his insights into the world of B2B Marketing and Sales. TM: I’m the Head of Marketing and Strategy for DSG. lost deals.

This Week in Content Marketing: Is Content Marketing Actually a Thing?

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 discuss whether there’s truly a difference between marketing and content marketing and, if so, whether one works better than the other. In M&A news, Google Acquires FameBit, while more publishers are starting to search for new media business models. Have fun.

How to Defeat Your Most Dangerous Writing Habit: 7 Ways to Lift 'The Curse of Knowledge'


When I was eight, I became stuck on a particularly tough Where’s Waldo scene. It was so difficult that I became convinced that Waldo -- the character I needed to find -- wasn’t in it at all. began thinking the whole thing was a joke, full of red herrings. And then I found him. And after that, I could never un-see him. Here’s how it could be hurting you. What is “The Curse of Knowledge?”. You write.

Neuromarketing: Using Neuroscience to Supercharge Results


Advertising legends such as David Ogilvy, Claud C. Hopkins and Leo Burnett understood the power of neuromarketing. Back then, they just didn’t call it that. They vigorously tested strategies for appealing to their target audience , driving more sales and generating greater results. They knew down to a science what worked — and what didn’t. And so can you. But how? Brands That Use Neuromarketing.

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.

Tips to Manage the Convergence of AdTech and MarTech

It's All About Revenue

Modern marketers know that effective technology application largely hinges on the proper collection and management of data. Partners are critical to helping marketers drive top line and bottom-line performance across the enterprise. Success requires the integration of data, technology, and creativity, and clients look to partners for much-needed expertise and resources. their data.

MarketingProfs B2B Nuggets of B2B Wisdom


This year’s MarketingProfs B2B Forum 2016 is a whirl-wind of data, inspiration, marketing advice, how-to’s and more than a little fun. What makes an event a success from an attendee’s perspective? It’s a mix of all the above. I was lucky enough to attend several sessions last week and I feel compelled to share some of the marketing, strategy, and leadership nuggets that I learned. Now that is love.

4 Exciting Ways Influencers Can Turbocharge Your Marketing

Modern B2B Marketing

Author: Eric Lam Influencer marketing is exploding onto the scene. It’s the hottest topic—all the rage—we need to be doing it now! Wait, hold on a second. What exactly is it again? Why Influencer Marketing Is So Big  Now. There are two important reasons why brands are using influencer marketing more than ever. The first is because it’s happening in an unbelievably hyper-connected world.

How to Brand Your Business on a Budget: A 6-Step Guide


In marketing, it seems like the word "brand" is used a lot -- the leading brand, off-brand, personal brand. you get the picture. But there's often confusion around its meaning in business. What does it entail? Do I need to hire an expert? Branding is expensive, right? To that very last point, it doesn't have to be. So read on, and see how you can start building a brand today. What are its values?

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.

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 value. Yes, I’m saying that the marketing standard of giving value after the fact needs to change! They want a relationship based on real, up-front value. Even if it is LinkedIn!).

3 Things About Win Rates and Persona Engagement


Win rates are a focus of every organization. If you increase your win rate, far less of your marketing and sales investment goes to waste and you can achieve your revenue goals faster. Let’s illustrate this with a quick example. Let’s say that you create 100 opportunities every month that will close -- either won or lost. 125 opportunities and 12% win rate). Three things popped out. 1.

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How to become an influencer (even if you’re a little guy!)

grow - Practical Marketing Solutions

By Aaron Lee, {grow} Community Member. If you’ve never heard of me, hello there! This is @AskAaronLee. Back in 2009, I started a Twitter account because I saw the potential to have a worldwide presence. And I was right. I’ve used Twitter to connect with people, grow a small brand, and became an influencer. Perhaps you believe that @AskAaronLee would not make it if I had started today.

5 Tips to Infuse More Personality into Your Content


Marketers are churning out more content than ever, but statistics show that most of this content is not being consumed. That’s right! Up to 70 percent of content created by B2B marketers is collecting dust and not making an impact. But why? The answer is simple: lack of engagement. Sixty-six percent of B2B marketers claim that keeping people engaged is one of their top challenges. Build suspense.

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.

Scale Your Content Marketing Effectively with These Tips

B2B Marketing Insider

Content marketing professionals understand the amount of time and effort that can go into planning, creating, and promoting content. single article can take weeks or even months to move from ideation to publication—and the complexity of moving processes can often cause frustrating delays. Successful content marketing can be inherently difficult to increase in scale. […]. Content Marketing

What Plato Can Teach CMOs About Customer Experience

It's All About Revenue

Customer Experience (CX) continues to be a top priority for major brands. In a report published by Accenture (“Digital Transformation in the Age of the Customer”), “improving customer experience” was listed as a top priority for the companies surveyed. That should come as no surprise to anyone. But what does Plato have to do with it? Glad you asked. The Human Touch. Desire.

How a Content Refresh Can Help You Stay Relevant

Modern B2B Marketing

Author: Elaine Ip If you’re a savvy digital marketer, you’ve probably been on the content marketing train for years. Bonus points for you, but is that pile of existing content starting to look a little stale? For those in a fast-paced industry, some of your best content might start to look stale after only a year or two. How is a content marketer supposed to keep up with that kind of change?

Are You a Good Boss? [Flowchart]


Earlier this year, I wrote about a little thing called " imposter syndrome." It refers to the feeling we get when, no matter how much we’ve achieved, we feel like we don’t belong or don't deserve to be in a position of leadership. About 70% of us will experience it at some point , especially the bosses among us. No wonder why so many of us constantly ask if we stack up. You're in luck.

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.

Making Industrial Content Marketing Engaging for Engineers and Industrial Buyers

Industrial Marketing Today

Industrial content marketing is facing a big challenge because manufacturers are struggling to make it more engaging for their target audience. They have a good grasp of industrial content marketing’s contributions at the top of funnel but can’t quite connect the dots when it comes to measuring its effectiveness in driving sales. This is only a content summary.

ContentPros Podcast: Why Content Distribution Matters More Than Curation

NetLine B2B Marketing

David Fortino, Senior VP of Audience and Product at the NetLine Corporation, joins the Content Pros Podcast hosts Jeffrey L. Cohen, from Oracle, and Randy Frisch from Uberflip, to share his approach to achieving lead generation success with content distribution and personalization in the new episode, “ Why Content Distribution Matters More Than Curation ”.

6 Cross Channel Tactics That Successful Marketers Do That Most Don’t

It's All About Revenue

Orchestrating highly targeted and individualised marketing campaigns for your prospects and customers takes more than just great creative. It takes a cohesive team working together to deliver the optimal cross channel experience. These are tactics that the best marketers in the world do that quite frankly, others do not. 1. The fact is cloud technology evolves very fast and you need to keep up.

Doing More Together: Facebook and Marketo Drive Marketing Success

Modern B2B Marketing

Author: Mike Stocker Last week, I attended the Facebook 2016 Global Partner Summit in San Francisco. It was a great opportunity to learn about Facebook’s product roadmap from their leaders, and how they see partners as an integral part of helping their customers drive success and business growth. Marketo Case Study. and make better decisions about where to spend their next dollar.

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.