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Account Based Marketing and its Growing Interest Among B2B CMOs

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In his Forbes piece published last month, contributor Daniel Newman shared a quote from Megan Heuer, Vice President and Group Director, Data-Driven Marketing, at SiriusDecisions: “Companies of all sizes are trying out ABM, from expanded efforts in very large global companies to laser-focused go-to-market models in lean startups. Not all that impressive. CMO Corner

7 Compelling Reasons to Invest in Mobile Marketing

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Compelling Reasons to Invest in Mobile Marketing Mobile holds many advantages and benefits for marketers, as companies are increasingly discovering. Mobile has experienced a meteoric rise in recent years. Smartphone and tablet usage has exploded, and the widespread proliferation of mobile devices is changing the way consumers and B2B prospects access media and online information.

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Why Email is Essential for Your Content Marketing Strategy

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For instance, if Bob was previously checking out content about nutrition for senior, overweight dogs then wouldn’t you want serve him some specific, relevant content based on his demonstrated interests in the next educational email your pet food company sends (i.e. Go to any digital marketing event and you’re sure to hear one thing: content marketing is important. The results?

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Why You Are Losing Leads by Not Integrating Events with Marketing Automation

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60% of companies with revenue of 50 million or more currently use marketing automation. Event Automation allows companies to automate, personalize, and measure event management and marketing activities, so they can increase marketing leads, sales pipeline, and revenue generated from events. Why Is Marketing Automation an Essential Part of Any Effective Marketing Strategy?

Evangelizing a Content Marketing Program

person to tell the company’s story, even though he. CEO’s office and pitch the idea of building a small me- dia company within a large corporation. B2C Marketers companies that excel at lead nurturing generate. It’s also worth noting that companies that. company? mistake brands often make is only considering companies in their in- dustry as potential competition.

Still Wondering How to Get Started in Social Media in 2016?

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If you are looking to drive leads for a B2B company, online sales for a B2C company, or store traffic for a retail establishment, you do the same thing with social media. Again, engagement and audience building is important, but your overall goals need to align with the rest of your company. Perhaps you are not active on social media yourself. And it’s still growing.

Why CMOs Must Shift the Dialogue from Marketing Budgets to Revenue Targets

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To find out the latest trends and how companies are realigning their marketing budgets during this marketing evolution, download the eConsultancy Marketing Budgets Report 2016. In 2007, David Court wrote an article entitled The Evolving Role of the CMO , as part of McKinsey & Company’s quarterly publication. So how do you make this shift? Marketing cannot exist in silos.

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3 Email Marketing Lessons From Tinder

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Remember that your email, just like a Tinder profile pic, only needs to get your reader to the next destination, the landing page, where they can learn more about your offer, service or company, and decide if it’s a real match. One of the most important things both Millennials and Baby Boomers say a company can do to engage or interest them is “ to be authentic. ” 2.

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Hey CMOs: Technology Now as Important as Creativity

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But as they say… that was then. And this is most assuredly now. And now we live in a world where technology has, well… pretty much changed everything, in particular in the fields of marketing and advertising. Technologically Creative. I can see some of you with raised eyebrows thinking to yourself ‘But Steve, technology and creativity don’t go together. Automating.

Preview: 20 Social Media Marketing Statistics from Upcoming Industry Report

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Believe it or not, there are still companies that have not embraced social media as a means to improve marketing, customer service, lead generation and product development. It is 2016 and we are still talking about social media marketing. They may come around in time. Below you will find what they shared. Social Marketers Embrace Video 1. 58% of markers want to improve YouTube knowledge.

You Won't Believe How Many CMOs Don't Use Testing and Personalization

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The question that is begging, if not screaming, to be asked is: “Why aren’t more companies utilizing and benefitting from testing and personalization?” But the plain, simple truth is there are technologies available today that address all the aforementioned concerns and can help companies reap the rewards of testing and personalization. Not So Personal. They have to.

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Content Marketing Playbook: Strategy and Roadmap

returned to the company after a 28-month stint leading. back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. with a better example of a brand building a more effec- tive content roadmap than GE. “It’s been a big change in our company—we’ve tried to. the powerful force that pushed the company forward. All rights reserved.

How to Decide What Marketing Metrics to Track and Report

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Focus on what is important to your company, and not what some blog post says. We try to provide some best practices and to guide you in your strategic thinking, not presume what will work for your company. It really all comes down to understanding your own organization, tracking what helps you do your job, and providing analysis in your reporting about company-wide metrics.

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Skills CMOs Look For When Building a Modern Marketing Organization

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The unprecedented popularity of social media platforms such as Facebook, LinkedIn, Twitter, Instagram and Pinterest over the past five years has had a significant impact on the marketing plans of most companies. Enhancing the skill set of the marketing organization has become a top priority for today’s CMOs. Customer Insights. Digital Marketing. Social Media. CMO Corner

Marketing Automation Technology and What Marketers Need to Look For

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Among the many differing types of technologies vendors offer is of course, marketing automation - a tool that has very much come into vogue in recent years and for good reason as witnessed by a few more stats: 67% of best-in-class companies are more likely to use a marketing automation platform. Since marketers love a good stat, let's start this post off with one: 2567%.

Gmail, TLS Encryption and Why Email Marketers Need to Know About It

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TLS has been around for quite a long time, and was primarily used by financial services companies who were looking for a higher level of security and encryption. I am not going to go into a deep dive about TLS and how it all works. Last week, Gmail announced that they were adding a “broken lock” icon for Gmail on the web senders who didn’t support TLS. Email Marketing

Content Marketing 2016: Staffing, Measurement, and Effectiveness

fully formed media company. number of other companies like General Electric, Marriott, and Starbucks joined the club, competing. Full disclosure: GE and Marriott are Contently clients.) It may seem odd at first to liken companies known for. as media company.” challenge for any company, no matter its size or budget. of content marketing technology companies have.

Tools Marketers Need For Cross Channel Marketing Attribution

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But few companies are capable of integrating the required data sources, technologies and departments to make omnichannel marketing work, as explored in a new eMarketer report, “Making Multichannel Marketing Work Four Tactics Required for Omnichannel Success.” Friday Five time — five curated recent articles on a specific topic. This edition: cross channel marketing.

10 Surprising Statistics About Marketing Technology

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Delivering e-CRM emails and analysing the results are big uses of marketing technology, but what’s surprising is that many companies use it for little else. This is another reason why the benefits of marketing technology are so rarely felt - its capabilities are rarely maximised by users. 7) Only 40% of companies are using marketing technology for hot and current topics.

5 Mobile Insights That Will Change How You Market to Millennials

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In fact, 84% of people surveyed, including millennials, don’t mind when companies collect their data, and 20% expect that ads they are served later will be more targeted as a result of gathered information. Everywhere you go, millennials are looking down at their phones. The grocery store, the bus, and don’t get me started on the movies. What are their views on privacy?

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11 of the Latest Lead Nurturing Statistics: Explained

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Content marketing teams have grown at large organizations, but not every company can fund these dedicated individuals. If you run marketing at one of these companies, look to defund some activities without a clear result as you shift focus to creating content. Sometimes they are, but the action of downloading that ebook doesn't tell you that in any way. That is no surprise.

Advocate Marketing Creates B2B Relationships That Lasts A Lifetime

Relationships That Last A Lifetime Focus On People, Not Companies, To Increase Advocate Engagement by Laura Ramos September 28, 2015 FoR B2B MaRketing PRoFeSSionaLS FORREsTER.COM key takeaways Customer Testimony Helps B2B Attract. all other trademarks are the property of their respective companies. focus on companies to include the individuals behind the customer success stories.

9 Reasons Marketers Need a Data Management Platform

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Data contained in systems that a company already manages, like a website, social media, CRM, retail point of sale, call center, and mail. Big data. Bigger data. Data this and data that. As you are reading this terabytes of data are literally being generated by people all over the world. As to what the marketers of the world will do with all this data is the issue at hand. First party data.

Tips For Getting More Out of Marketing Automation

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The good news is that of the 62% of companies under $100 million in revenue that have adopted a marketing automation platform, 85% are happy with their solution,according to a recent survey from Salesfusion. The Friday Five —a collection of five curated articles from around the Internet — topic this go round: Marketing Automation. Read the full story on Chief Marketer.

Here's Why Only 1 in 3 CMOs Comes from Marketing

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The fact that 1 in 4 CMOs comes from a role with deep domain expertise tells us that we have to have a pulse on how our companies actually run. Many companies must factor in off-line actions too – phone calls, store visits, etc. Only 34% of Chief Marketing Officers come from marketing. – K. Ullrich. Scary, right? There are learnings marketers can take away from this.

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8 Steps to Guarantee Marketing Automation Success

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• Best-in-Class companies are 67% more likely to use marketing automation (Aberdeen Group). • 79% of top-performing companies have been using marketing automation for more than two years (Gleanster Research). He is founder of the online invoicing company Due. • 42% of CRM users will increase marketing automation spending in the near future (Software Advice).

Marketing Technology: 3 Solutions You Can't Live Without

companies who use marketing automation convert 53% more leads to marketing. August 18, 2015. [ 8 ] Best Practices for Using Marketing Automation: Platforms to Consider: Salesfusion was purpose-built for small and mid-sized B2B companies to help improve. companies based on IP address. targeting specific companies, an ABM tool can help by delivering. While these changes.

10 Marketing Automation Lessons from Bad Stock Photos

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If you are a global company, your prospects and customers might be celebrating holidays that you don't even know about. When you are using marketing automation to improve connections with your prospects and customers, you are always trying to do better. No matter how long you have been doing it, there are always new lessons to learn. Some made me laugh out loud. Why do these even exist?

How B2B Marketers Can Get Better Targeting and Deeper Insights

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Just like in the B2C environment where customer expectations of personalization and targeted content most relevant to them are now critical factors in accelerating their decision making, similarly B2B buyers also expect the companies or brands they interact with to know them well and identify their needs and goals. Technology to the Rescue AKA a Data Management Platform (DMP).

Content Marketing Strategy: How to Create Cross-Team Alignment

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Average website conversion for companies with defined processes is more than twice that of companies without (5.9% vs. 3.8%). With a vision, each team, regardless of roles, can plan how their function aligns with what the team wants to do, and how the marketing as a whole fits within the broader vision of helping the company achieve its goals. 2. Planning. Plan Key Initiatives.

100 Things You Are Doing Wrong on Social Media

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You are not listening for tweets about the company without the @ sign. 6. You are not letting people know your company is on Twitter. You are not making it easy for employees to retweet company posts. You are not providing a list of company employees on Twitter. You are not searching for company executive mentions on Twitter. You are tweeting press releases. 2.

Study: How Much of Your Content Marketing Is Effective?

companies will spend in the neighborhood of 50. identify them by their names and companies. companies are devoting to content marketing. Companies like Coca-Cola have succeeded with a. companies for audience attention. and interests instead of just telling them about the company’s. These companies need to talk with. Copyright © 2015 Contently. in it.

5 Ways Video will Transform Digital Marketing in 2016

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The opportunity now exists, at scale, to weave in the viewer’s name, company logo or photo from LinkedIn directly into a video to draw them into the story and create a unique and memorable experience. 2015 saw some incredible growth in the use of video content by marketers in both B2C and B2B markets. Video Puts Email Marketing Back on the MAP. Video Goes from Passive to Interactive.

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Avoid these 10 Marketing Automation Rookie Mistakes

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If your company is considering marketing automation or you have recently implemented it, you are not alone. That’s why I’m sharing 10 rookie mistakes you need to avoid if you want to have any shot at implementing marketing automation properly for your company. 1. Clearly, a lot of marketers are going to be very new to this. Some marketers will fail. Lead Scoring.

5 Statistics That Modern Marketers Can't Ignore in 2016

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53% of MQLs convert to sales-actioned leads by best-in-class companies. Companies that combine both strategic vision and embrace digital marketing perform 26% better than average. Companies that worked on digital features should focus on culture and strategy in 2016. We share those with you so it can have impact in your 2016. 1. source ). 2. source ). 3. source ). 4. source ).

8 Common Ways Most Content Marketers Fail

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Your Content Is Not Optimized For Conversion Once the content journey is in place, your visitors need to be given the option to eventually level up their interactions with your company. Marketers aren’t (or at least, shouldn’t be) the only ones in the company who create and distribute content. Marketers are pretty resourceful. But fear not! Great! Content Marketing

Content Methodology: A Best Practices Report

company’s content across the enterprise. for their audience’s attention, including major publishers and media companies. suppliers, and can help facilitate corporate communications and build company culture. This virtuous circle is only possible when the company works to build a culture of. The studio helps unify the company around a. for the company’s newsroom.

6 Examples of Lead Nurturing Campaigns

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The six examples below follow along as prospects become more connected to your company and the buying process, and ultimately become customers. 1. Sometimes our impression of marketing tactics is more monolithic than the reality. Nurture means to care for, and a good nurture campaign can show that you care about prospects. You can also let them know what they can expect as next steps.

Mobile Marketing Trends for 2016

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In 2015 we witnessed mobile rocking the ground, with companies exploring mobile advertising to its full potential. Welcome back to another installment of The Friday Five, your weekly curated content roundup of five articles related to one specific topic. This week's topic: Mobile Marketing. Top 10 mobile marketing trends for 2016. Read the full story on Luxury Daily. Mobile Marketing

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CMOs to Increase Marketing Analytics Budget by 66% Over Next 3 Years

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What is not a positive sign, however, is the following: So why the dichotomy between increased budget and the number of decisions made based on analytics vs. the degree in which analytics is used when it comes to overall company performance? Twice a year the Duke University Fuqua School of Business releases its CMO Survey. Part of the answer may be in the B2C and B2B breakdown. CMO Corner

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New Tool Helps Marketers Use Email Deliverability Data

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You can track senders at an IP, domain, brand, and company level. Email Deliverability is one of the most important, but also one of the most overlooked and misunderstood aspects of email marketing. Just about all RFPs that go out in our industry contain multiple questions about deliverability. Oracle Marketing Cloud is excited to announce a new product that will change that. Product News

B2B Marketing Trends for 2016

Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.

Engage Prospects with Video Backed by Marketing Automation

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Then, the platform uses this information to construct a picture of the individual including industry, company, position, and specific business needs. The latest trends in marketing are often discussed as single tactics – marketing automation, interactivity, personalization - which can seem undefined, technical, and complicated to implement. Video! Marketing Automation