The Content Factor

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Sales and Marketing: Let Worlds Collide

The Content Factor

Marketing people think of their company’s prospects as a either a homogenous group or grouping of groups (segments), and they communicate with these groups through vehicles that are designed to reach masses of people. At a recent Focus Roundtable on Sales and Marketing alignment (or the lack thereof), we acknowledged the frequently discussed differences between the people who work in sales jobs and the people who work in marketing jobs. read more. Business to Business (B2B) Sales and Marketing Alignment

When you don’t have time for an elevator pitch.

The Content Factor

One of the lessons discussed was  about the power of storytelling to attract and retain loyal fans.   As the  article points out: “Storytelling is at the heart of content marketing No matter the company or the communication goals, every brand has a story. A recent story entitled   Five Lessons on Compelling Content from Australian Football   from the  Content Marketing Institute caught my attention. With an intriguing title like that I couldn’t resist.  And telling that story in a compelling and engaging way should form the crux of all the content you’re producing. All yes.

The "new" AOL is trying to become a pay-to-play content company

The Content Factor

Last week the Wall Street Journal broke a story about AOL and CEO Tim Armstrong's new strategy to create a content company that is more attuned to what people are searching for and what advertisers want to promote. The plan is to create a network of freelancers that will write copy based on popular searches. Much of the freelancers' compensation will be based on how many times the content is

Case Study Winners: It’s About the Client

The Content Factor

Our new white paper, “Secrets of Case Study Winners,” outlines quite a few specific strategies for B2B companies to create successful case study programs. The idea for this white paper was borne from my observation that case studies are remarkably difficult for most B2Bs to generate, yet they are usually the most valuable marketing content a B2B can provide for its sales force. read more. B2B Case Studies Business to Business (B2B) Content Marketing

B2B Loyalty, The B2C Way

Find out how consumer loyalty principles can help B2B companies reward, recognize, and engage their customers

Great Web Content is Authoritative

The Content Factor

Read the full white paper, or view all the blog posts in the series.Hallmark of Great Web Content #7: Great Web content is authoritative.Great Web content puts your company’s best foot forward. It is original and demonstrates your company’s expertise, not lifted from outsiders or distilled from brochures. Here's #7 of a 10-part series on the "The 10 Hallmarks of Great Web Content." It is in-depth.

Enough is Enough. Or Is it?

The Content Factor

BtoB Magazine's recent article "When Enough is Enough" describes how Cisco Systems straddles the fine line between spamming its existing customers, and keeping Cisco top-of-mind.The article quotes John Coe, president of the Sales & Marketing Institute, on the role of content:In fact, Coe said, if your messages bring value to your customers—beyond your company's latest product offerings—there.

Great Web Content Raises the Hairs a Bit

The Content Factor

It raises the hairs a bit.Whether you’re selling financial services to consumers or databases to businesses, remember: Companies don’t buy things; people do. Here's #6 of a 10-part series on the "The 10 Hallmarks of Great Web Content." Read the full white paper, or view all the blog posts in the series.Hallmark of Great Web Content #6: Great Web content is emotional. So their purchase decisions.

Score One For Old School Marketing

The Content Factor

Jonathan Weber's interesting story about how that coolest of social media companies--Apple--relies on old media marketing techniques is well worth reading. According to Weber, Apple doesn't tweet, use facebook or do any of those other cool things. They do buy a lot of television, magazine pages and billboards, however

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.

B-to-B Marketers Will Press the "Reset" Button on Thought Leadership in 2010

The Content Factor

This week, BtoB Magazine published these two stories, and it is up to me to connect the dots.Public companies shedding b-to-b mediaIncompatibility with volatile ad cycles has big publishers selling off propertiesThe global downturn has underscored advertising's cyclicality, with ad pages plunging an average 30% this year. Custom content is up, and trade publications are down. The decline's.

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.

One Company | One City | One 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!

Five Videos Every Company Needs


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!

Video 72

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.

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.

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. used to work for a big global company. It is a necessary evil.

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.

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 Your SMB Company Can Adopt ABM Tactics


We keep hearing that ABM is recommended for mid-sized companies and above, or rising brands with high lead volume. You just need to be laser-focused on accounts that matter to your company. So, here is a breakdown of how you can use account-based marketing, no matter what size your company is. We want to be just like them. But, we’re afraid we won’t fit in. No, it doesn’t. That

SMB 77

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.

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.

5 Common Marketing Challenges Agencies (and Companies) Face


Over the past 15 years in business we’ve encountered many obstacles that are common to most companies, and we’ve learned a few ways to overcome them. Note: This article is written from an agency perspective, but the issues apply to most companies at one time or another. So if you’re an in-house marketer, just replace “client” with “company” as you read.). Marketing is hard.

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. The shift in North America is a little higher — 28 percent. have a few thoughts about it. One

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. 500 is Facebook with 74% of companies using it. Only 24% of the companies have a formal social media policy.

Survey says: ANZ Companies use social media for business


The results posted in this graphic show an important part of the study in relation to how it can help your company get increased press exposure and social mentions. The post Survey says: ANZ Companies use social media for business appeared first on Biznology. Influencer Marketing Social Media/PR ANZ companies influencer social media social media influencer Social Media Use.

Successful Companies Create Successful Customers


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

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?

15 best Big Data companies and why they stand out


Only 18% of companies believe they have the skills necessary to gather and use insights effectively. Only 19% of companies are confident that their insights-gathering processes contribute directly to sales effectiveness. Here are the 15 best Big Data Companies and why they stand out according to sources that rank them highly. Best Big Data companies with the biggest revenue .

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.” Important? 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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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.

Discover Marketing Technology Used by Leading Companies

Puzzle Marketer

Have you ever wondered what technology the most innovative and successful companies are using to power their platforms, foster collaboration among their employees, or market their products and services? For example, here are all of the companies using marketing automation software Hubspot versus Marketo. For example, these are the business tools used by Airbnb. Lead Generation

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. thought I had in that conversation has been gnawing at me since: “Today’s marketers don’t have the aptitude for marketing technology.”

Marketing Performance Benchmarks for Software/SaaS Companies


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 establish your company’s Social Media Lead Team

grow - Practical Marketing Solutions

I have written a lot about the critical importance of company culture to social media marketing success. For many companies this is a dramatic and difficult change. One of the most important things a company can do is to create a Social Media Lead Team to help drive the change you need that will support your efforts. There is no such thing as a grassroots organizational change.

Should your B2B Marketing Plan Include Company Personas?


Part 1 of 2: The Confluence of Buyer Personas and Company Personas (look for part 2 coming soon with our partners at HG Data). wide variety of data types and insight are now being used to develop buyer personas that give us an understanding of the people within the companies we are targeting. If a company had a soul, the purchasing history is a window into it. B2BZone b2c Blo

How to improve company culture


Last year, glassdoor published a list of the top 25 companies for culture and values. These same names, you will notice,  also top the list of companies ranked by market valuation. The implication is clear: many of the companies with the best cultures are also the most successful. How can you emulate companies with strong cultures? Have a clear mission statement.

Why Your Company Should Hire an Inbound Marketing Agency


As 2015 comes to a close, companies great and small are thinking about 2016 marketing strategies, tactics, and budget allocations. Why Companies Are Shifting to Inbound. Inbound marketing realigns a company’s internal-facing focus on sales, marketing, and product toward an external-facing focus on strategic decision-making based on the wants and needs of the customer. According to research by leading marketing software platform HubSpot, inbound is the preferred marketing strategy regardless of company type; B2B, B2C, nonprofit—everyone’s implementing inbound tactics.

Marketers Will Define Company Strategy

Modern B2B Marketing

This week, I’d like to explore another finding from the survey—how marketers will play a larger role in company strategy. In our survey, when asked if marketing would shape company strategies over the next three to five years, roughly 80% of respondents agreed or strongly agreed that it would. They’re reaching out to companies later and later in their decision-making cycles.