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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

Why a Single View of Your Customer is Vital for Success

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Defining the Single Customer View Concept A single customer view is an accessible and consistent set of information about how a customer has interacted with your company, including what they have bought, their personal data, opinions and feedback. Additionally, this data collected from the single customer view provides feedback on the products and services the company is marketing.

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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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Are Three Quarters of CMOs Wrong About Customer Experience?

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Companies with strong cross channel customer engagement see a in annual revenue. Customer experience (CX), to absolutely no one's surprise, is at or near the top of the list of priorities among CMOs across the globe. Far from it.

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.

Millennials Want to Identify with Brands and Their Content

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To better prepare your company for the direction that content marketing is moving, download The Future of Content Marketing. Millennials are officially America’s largest generation. According to recently released population estimates from the U.S. Census Bureau , there are approximately 75.4 million Millennials, or citizens 18-34 years of age, in the United States as of 2015.

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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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.

6 Social Media Publishing Best Practices

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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. And global companies need to take multiple time zones into account. 2. huge part of social media publishing is to share content that your company created. They may come around in time." Forget them.

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.

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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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?

3 Examples of Brands Doing Real Cross-Channel Marketing

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Tuft and Needle, a direct to consumer mattress company, does this really well. Whether you call it cross-channel or omnichannel marketing, as a consumer, I love it. love that I can connect with brands how and when I want. love when my mobile search results show me nearby store inventory. love opening an email with a discount code for the items I left in my online shopping cart.

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.

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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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.

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

Data In. Data Out. The Secret to Data Driven Marketing

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Structure Never, ever, ever just ask for everything. 1: if you have to ask for every piece of information your company has on someone, odds are you don't actually have a plan. I'd suggest you first start there. 2: those people whose responsibility it is to look after that data, they are also going to think you have no idea. 3: come on. So let's start with "data in."

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Definitive Guide to Planning a New Content Initiative

to plan and produce effective content for their respective companies. internal company communication. story of a large technology company (a fortune 100 company) that had 18 different. When it comes to planning for content initiatives, many companies are still stuck in. In some companies, there’s not really a shortage on subject matter expertise or passion.

4 Examples of Content Curation Done Right

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This site has become the hub for IT-related energy efficiency information from sources around the world, recognized as a gold winner in Network Products Guide’s 8th Annual 2013 Hot Companies and Best Products. As the premier go-to resource for business development, the EDC needs to stay top of mind for local companies and those interested in entering the region.

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.

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%.

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 New B2B Sales and Marketing Strategies

We help B2B companies adapt, thrive and grow in their industry to become. 5 New B2B Sales and Marketing. Strategies. Overground. 2. The traditional B2B sales and marketing model is typically depicted in the shape. of a funnel; flow starts with marketing and then transitions to sales. Pretty. standard, right? Well, the model has shifted with the customer now in control and. disconnect.

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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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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How Social Media Can Impact Corporate Culture

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The key to improving your company culture with social media marketing. However, what if our online presence could also help build a healthier and more unique company culture? Friday Five time. Five curated articles from around the web on one topic. This go round it's Social Media. Read the full story on CIO. What’s the next social platform? Read the full story on Forbes.

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.

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.

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.

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).

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.

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

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.

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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