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This Week in Content Marketing: Fake News Creates Huge Opportunity for Branded Content

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There is certainly an opportunity for media companies to up their game in this respect; but the real opportunity I see here is for product brands to stake their claim by becoming the trusted news resource for the audience they cover. The #content we provide needs to go beyond the products & services our businesses offer. Content Marketing Examples Industry News and Trends PNR

How to Overcome 3 Painfully Common Lead Gen Mistakes


Asking too many questions in a gated form before a prospective partner shows interest in your product is a lead gen mistake—just one of the many that marketers consistently make. Alternatively, asking for too little brings its own concerns; a lack of information makes it difficult to classify leads and market to them after the first download. Mistake #1: Not collecting the right info.

Laying the Groundwork for a Successful Account Based Marketing Strategy


industry, employee count, annual revenue, location) that are indicative of their fit for your product, propensity to buy, or desirability as a target. We created a Industry x Account Size grid to visualize and define our account segments, but you can conceptually segment however you want. Tailor your marketing messaging based on your customer persona and/or vertical.

Defining Lead Status: A Simple Yet Necessary Element of B2B Sales & Marketing Alignment


In a post published a year ago, titled “ 6 Reports, Alerts & Strategies for Increasing Sales & Marketing Productivity “, I talked a lot about the need for sales and marketing to align in order to increase the efficiency of prospecting efforts. As consultants to organizations of all sizes in all industries, we see this breakdown 9 times out of 10, and it usually occurs because a shared definition of lead statuses hasn’t been discussed. As a by-product of alignment, you’ll likely notice an increase among your prospects in engagement with your company.

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Good Writers: You Can Never Know Too Many


A new product launch needs several writers working in parallel. You need a writer with experience in certain project types, vertical industries, or writing styles. On your connections list, use the tags function to classify your contacts into a writers list. You may be perfectly happy with your current in-house and freelance resources for writing. If so, great!

Do Psychographics work in B2B Marketing & Sales?

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B2B marketers regularly use demographic data of tangible characteristics such as company size, industry classification, number of employees, etc. Psychographics classifies prospective buyers by psychological attitudes such as aspirations, interests, attitudes, opinions, etc. I see an over-reliance by B2B marketers on industry classifications (SIC, NAICS, NACE, etc.) A CEO/President of a $50m company doesn’t think of his/her business as ‘small’ – they may see the company an innovative market leader in their vertical industry and market.

Defining Lead Status Classifications


This post is for the entrepreneurs that are focused on building out their products and not ready to launch a full commercial strategy. Listed below are the standard industry definitions we use to classify our leads in A visitor that completes an informational form (like white paper downloads) or yielded from a purchased list (content syndication) will be classified in this status. You will also classify an SQL to this status after failing to make contact within a reasonable time frame, initially 30 days. These leads are by far the best!


What does the future hold for blogging?

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For corporate blogging, this might mean deputizing many people in your company to blog (IBM is a best practice), or joining others in your industry to contribute to online “trade&# content. Aggregation — Sites that aggregate vertical-themed content are becoming popular time-savers for readers. How does your industry traditionally get information? Will blogging die?

Best of 2008: Random but Interesting, Part 1


Find the answers to these random and unrelated questions and more in this set of valuable but difficult-to-classify posts from the last year. by Reflections of a Newsosaur In a great post about online career resources , Alan Mutter traces the decline of the newspaper industry to the fall in help-wanted classified advertising. Looking for the best career search websites?