Marketing to Business Executives Blog

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Three Ways Data-Driven Marketing Improves Performance

Marketing to Business Executives Blog

As more companies invest in the technologies, processes, and leadership needed to excel at data-driven marketing, the harder it will be to compete if you haven’t adopted new practices. . According to a survey just completed by ITSMA and Patricia Seybold Group , today’s B2B marketers recognize the importance of data-driven marketing. So what? The cost of darkness (i.e.,

Ten Use Cases for Content Curation in Marketing

Marketing to Business Executives Blog

Create knowledge bases for groups within a company (i.e., Assess web and media mentions of their own company and brand. Draw eyeballs of customers in order to sell advertising or sponsorships to companies that serve those customers. On further reflection, I think you are right that some companies will move to content curation for the sole purpose of generating more leads (your first point) and/or nurturing leads that are not sales ready. But as I look at the vendor landscape it is apples and oranges. Vendors are solving several different problems. Support mission.

“Curation” gets six tweets per hour…right now!

Marketing to Business Executives Blog

Thoora’s crowdsourcing of the news isn’t unique, although it had a lot less company when it was launched in October 2009. Marketing to Business Executives Blog From Insight to Action in B2B Home About Home > Buyer behavior , Content curation , Content marketing , Customer knowledge , Thought leadership > “Curation&# gets six tweets per hour…right now!

Choosing the Right Topic for Your Content Curation Initiative

Marketing to Business Executives Blog

A close second is relevance to a point of view held by your company. Secondly, look at your answers to those questions through the prism of your company’s products or services. You’ll be citing these sources frequently so their reputations will be associated with your company. Pawan Deshpande’s post on Crafting the Perfect Content Curation Strategy raised the important issue of how one chooses the right topic for a content curation initiative. The topic choice drives actions and investments. These three are definitely important. How are they perceived?

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.

Eqentia content curation gives control to information consumer.

Marketing to Business Executives Blog

A few thousand white collar professionals, from salespeople to researchers, use the system to find relevant content and make it available for consumption and distribution. A lot of the buzz about content curation these days focuses on the selection of quality stories or articles, which is very important. My full report on Eqentia for Patricia Seybold Group is now available for download.

Why Marketers Invest in Technology: Survey Results

Marketing to Business Executives Blog

First a few details on the 107 survey respondents: Large B2B companies (half over $1 billion in revenue). Half from companies that primarily sell services; half from companies that sell products and services. Marketers all managed one or more marketing functions in their companies. So, in a recent survey conducted by Patricia Seybold Grou p and ITSMA , I asked.

B2B battleground for content curation « Marketing to Business.

Marketing to Business Executives Blog

And new (e.g., HiveFire , CIThread ) or re-branded (e.g., Aggregage ) vendors are coming on the market with B2B as their primary focus. What will it take to succeed? The B2B marketer, like, publishers, need search and filtering that yields a quality collection of items (blog posts, articles, tweets) from which the curator can work efficiently. These need curation too. No trackbacks yet.

Today’s Rant: Why Marketing is Harder — and More Fun

Marketing to Business Executives Blog

The salesperson knows the company size, location and industry as well as the prospect’s role and stage in the buying cycle. It is the marketer who must keep the attention of the multiple buyers at a multiple companies through the early and middle stages of their buying cycles. Collaborate fully with sales and lead the company into social business where “everyone is a marketer” Draw insight from customer interviews, analyze data, demonstrate accountability… …the list goes on. Yet the marketer isn’t sitting across from a single prospect.

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.

New Research on Why CRM Fails…Also Lessons for Marketing Automation

Marketing to Business Executives Blog

“The rate of organizational learning, rather than the size of the company’s CRM budget, determines how rapidly companies can change the way they relate to a consumer, which, in turn, is linked to the length of the consumer purchasing cycle.&#. The marketing relationships between companies and consumers are: transactional (from the 1970′s), one-to-one (based on the long-term relationship focus of the 1980s ) and networked (flowing from online networks, the company supply chain and consumers).&#. Enough of the left brain/right brain argument.

Number One in Social Business

Marketing to Business Executives Blog

Debra Devoy, from OpenText , added her company’s findings: that “strength of purpose&# is the one factor that enables OpenText to predict the success or failure of an implementation. At Enterprise 2.0 this week in Boston, I found a few inspiring moments amid all the activity. I particularly liked the opening keynote presentations by John Hagel from Deloitte on the first day and Lee Bryant of Headshift on the second day. The big takeaway…my number one in social business: it all starts with a problem that needs to be solved…and that you can affect.

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Who cares about marketing data?

Marketing to Business Executives Blog

It occurs to me that marketing has started its measurement activities in the area of least value to the company (marketing programs data). But still that is mechanics — can’t be ignored but not the source of the real value to the company. Providing credible marketing data to the rest of the company requires organizational outreach – crossing departmental lines, understanding needs, communicating effectively, and building relationships that foster mutual achievement. Type of Data. Top Choice For: Customer Data. CEO, COO, BU leader, Service leader.

5 Reasons for Low Adoption of Marketing Technology and How to Move Forward

Marketing to Business Executives Blog

Marketing has, in many companies, fallen into an almost Rodney Dangerfield position in the executive suite: they don’t get respect—and perhaps they haven’t been earning it. Start today to make marketing a legitimate business function in your company. Many of the technologies that comprise the marketing technology ecosystem have been around since before the shift to customer control of the buying process, a shift that has made technology essential to marketers. The time required to develop a culture of experimentation. Lack of, or delayed, IT support.

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.

How do you involve your experts in social media?

Marketing to Business Executives Blog

A company’s key subject matter experts are short on time and may not have an inclination to blog or engage online with customers. How does a company productively involve their experts in online discussions? A company called ConnectedN has an answer. Combining content curation with workflow management and an email-based user interface addresses two factors that limit many companies’ engagement with social media: the time required of experts and the volume of content needed to maintain a consistent presence. From whom does the customer want to hear?

Evidence:the heart of your business (and marketing) plan.

Marketing to Business Executives Blog

Their research shows that businesses that try to execute their business plans flawlessly usually fail. Most successful businesses did not start out intending to be in the business that succeeded for them. Read the book for some great examples.) Instead of doing a business plan, they pose a five-step recipe for launching a business that will succeed (i.e., getting to plan B). No trackbacks yet.

Content marketers: throw out your editorial calendar!

Marketing to Business Executives Blog

They can build on the conversations already going on, demonstrating their company’s perspective and adding value. . The first recommendation in Accenture’s publication, Social Media: Rewriting the Rules on Content Management , is to throw out your editorial calendar. Shocking! Isn’t the editorial calendar the tool you use to keep a regular flow of relevant content moving out to constituents? Doesn’t it drive your budget, assignment, and approval cycles? Accenture’s point is that editorial calendars are based on push rather than pull marketing.

Sorting through content curation options

Marketing to Business Executives Blog

This will give you an SEO boost, provide fodder for your lead nurture campaigns and (if done right) gradually build your reputation as the “go to&# company for insight and information in the content area you’ve decided to “own.&# (Actually, a more reasonable goal is to be one of the top five sites your customers go to for information: Marketing as Media: Are you in the Top 5? ) What next? Further, you have the expertise to provide valuable commentary on changes occurring in that area. There are dozens of content curation tools out there. Let me know what you think.

One Company | One City | One Lattice

Lattice

Let’s start from the beginning – I had five months to find an awesome city with an amazing venue to pull off this awesome event that our company had never experienced before. Every great company kick-off needs to have an inspirational theme. Not just any culinary challenge – this one involved marketing and selling your food to the rest of your company. San Diego – check! Check!

6 Branding Mistakes Undermining Your Company's Image

Hubspot

At the time, the growing ready-to-eat meals market seemed like a great space for an already-successful company like Colgate to expand their presence. Colgate had spent years branding themselves as a toothpaste company, and the new product just wasn't consistent with their existing brand image. There was just one big problem for Colgate: their brand. What's a brand style guide?

12 Noteworthy Examples of B2B Companies on Instagram

KoMarketing Associates

So, what does this mean for B2B companies? This is the key element I am referring to: Instagram allows companies to tell their story without any interruption. As I previously mentioned, Instagram is a key social media platform for B2B companies to start and/or strengthen their brand storytelling. Instagram is a social media platform unlike any other. Microsoft. HootSuite.

Email Marketing for Manufacturers and Industrial Companies

Industrial Marketing Today

He considered marketing emails to be nothing more than […] The post Email Marketing for Manufacturers and Industrial Companies by Achinta Mitra appeared first on Industrial Marketing Today. Email marketing often gets a bad rap because most people are fed up with the deluge of promotional emails they receive every day. This is only a content summary.

Five steps to establish a content-creating company culture

grow - Practical Marketing Solutions

I’ve worked with a number of large and small companies to help them develop a culture of content creation and there seems to be a few common themes that enable success. Here are some steps that launch a company toward a vibrant culture of content creation: 1. The first question many companies ask is, “Where is all of this content going to come from?”

How to change your company culture for marketing success

grow - Practical Marketing Solutions

I used to work for a big metals and mining company called Alcoa. It might make more sense if you knew that the company was the subject of the most famous lawsuit against a corporate monopoly in U.S. Alcoa actually lost the suit, leading to the break-up of the company into smaller parts that eventually grew into the company’s competitors. Company culture rules.

Three companies using IT for dramatic transformation

grow - Practical Marketing Solutions

I used to work for a big global company. ” We discussed the fact that in many companies, the IT Department is still a “cost center” and not strategically integrated into marketing and sales functions. Technology is kind of the blood coursing through our company’s veins these days. I used to work for a big global company. It is a necessary evil.

5 Steps to Successfully Build Your Company's Sales Development Efforts

Sales Prospecting Perspectives

Who is responsible for qualifying inbound marketing leads and identifying new, short-term sales opportunties for senior sales executives in your company? Whether you’re launching a new SDR effort for your company, or seeking to improve its effectiveness and success in the New Year, here are five steps to get you off on the right track. Do the math. Build a process. How often?

Is Marketing Automation Right for Every Company?

The Point

Analyst David Raab reports that for companies under $5 Million in revenue, marketing automation penetration is a miserly 5 percent. Even at mid-size companies ($20 Million – $500 Million), the figure is only 10 percent. Which begs the question: is marketing automation right for every company? However, specific factors make certain companies better candidates than others.

Five Videos Every Company Needs

Act-On

What comes to mind when you think about companies using video? Many companies also use video to sell. But video can do even more for your company. Here are five videos every company needs in 2016. The post Five Videos Every Company Needs appeared first on Act-On Marketing Blog. For many people, the Dollar Shave Club video is high on the list. Again, great!

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Study shows social media usage surging at large companies

grow - Practical Marketing Solutions

The University of Massachusetts released its annual survey of social media usage at Fortune 500 companies and the trend continued to heat up, although these mega-companies continue to lag INC 500 companies, non-profits and universities in their application of social media to marketing efforts. Eight of the top 10 companies (Exxon and Berkshire Hathaway do not). Tweet.

Why are America’s fastest-growing companies killing their blogs?

grow - Practical Marketing Solutions

Are America’s fastest-growing companies shifting away from blogging as a primary social media platform? ”Maybe” could be a conclusion based on new research examining the INC 500 from The Center for Marketing Research at the University of Massachusetts. In addition, among those companies not blogging, 62 percent are considering adding a blog. Is blogging dying?

5 Reasons companies are bringing their marketing in house

grow - Practical Marketing Solutions

Here’s a significant trend described in a very fine digital marketing research report from SoDA — in the past year there has been a dramatic spike in the number of companies who no longer work with outside marketing agencies — 27 percent, up from 13 percent in the previous year. I was brought in to do marketing triage for a large company in Florida. A lot more.

How to Protect Your Company’s Reputation on Social Media

Modern B2B Marketing

Companies well-versed in social media marketing have taken all these steps to grow and establish their brand’s online presence, but are they doing enough to protect it? Every company that engages in social media marketing needs to uphold a strong and credible reputation while looking for ways to continuously improve it. Unsupervised Content Publishing. Controversial Content.

The 10 best big company blogs in the world

grow - Practical Marketing Solutions

There seems to be a lot of noise about the “death of the company blog.” A few years ago, I did a comprehensive study of the best company blogs in America and I thought it was time to re-consider this channel. What is the state of the art in company blogging? What are the best company blogs today? The blog shows the authentic heart of the company.

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5 Tips To Promote Your Company Blog

B2B Marketing Insider

The post 5 Tips To Promote Your Company Blog appeared first on Marketing Insider Group. The competition is fierce out there. There are 58.6 million new blog posts each month on WordPress alone. Everybody, in other words, has clued into this content marketing thing. How do you ever get your work noticed? Is it even worth it?

12 ways to achieve emotional marketing for your B2B company

grow - Practical Marketing Solutions

” In Mark Schaefer’s book, Social Media Explained , he asks companies to ask a critical question: What does our company do that NO ONE ELSE does? While there’s validity to each of the common complaints above, there are solutions to help ease companies into adding emotional marketing to the mix. By Brooke Ballard, {gow} Contributing Columnist. Psychographics.

Successful Companies Create Successful Customers

Lattice

Customer success is the hallmark of a great company. For a B2B software company like Lattice, success means our customers are improving the efficiencies of their sales and marketing organizations, and increasing revenue. The post Successful Companies Create Successful Customers appeared first on Lattice Engines. business customer service predictive analytics success stories

Marketing Performance Benchmarks for Software/SaaS Companies

bizible

Today, for marketers at Software/SaaS companies, we compiled some key statistics from both reports, creating a one-stop shop of critical insights for two important digital marketing channels. This is especially true for companies that are using ABM strategies. For B2B software/SaaS companies, this can be extremely powerful for finding the right people. Different Strengths.

How to Solve the Marketing Skills Gap In Your Company

Digital B2B Marketing

A few weeks ago I was talking to Maureen Blandford about marketers, marketing technology, and the need for all of us to move faster. Our conversation turned to skill sets and the current digital and technology skills gap in marketing today. A thought I had in that conversation has been gnawing at me since: “Today’s marketers don’t have the aptitude for marketing technology.”