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

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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 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.

Getting out of the B2B Marketing Manager's Muddle

The Content Factor

A year ago, I was a B2B marketing manager in a muddle. I had, at my fingertips, some powerful tools to share my company's message with the world. But I had nothing new to say. read more.

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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.

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.

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

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.

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!

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.

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.

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

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 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. 1. Do the math. Build a process. How often?

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? Monitoring 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. Account Hacks.

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.

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

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.

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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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?

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.

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

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.

Digital Marketing Strategies Every Company Needs Today

Spiralytics

It’s easy to get left behind in the world of marketing. As the Project Runway host, Heidi Klum, would say it, “ One day you’re in, the next day you’re out. ”. Digital Marketing

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.”

13 Customer Loyalty Best Practices for B2B Companies

Act-On

Existing customers interact with several departments in your company. An example of a survey that is probably trying to access the company’s Net Promoter Score. 4. The Harvard Business Review suggests “Credit card companies would waive late fees for customers who were on vacation when the payment was due… Airlines and hotels would renew status levels for customers who took a hiatus from traveling when they had a baby or were between jobs.”. What could your company do? 5. Our first impressions of people (and companies) frame how we experience them later.

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.

Video Tech Company Leverages SEM to Drive Enterprise Leads

The Point

Started in 2008 as the world’s first open source video player, JW Player pioneered video on the Web and today has customers in 193 countries, ranging from Fortune 500 companies to individual bloggers. The company’s flagship product, JW Player, is live on more than 2 million sites with more than 1.3 billion unique monthly views. Aggressive testing of ad copy. Sewell, Spear President.

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9 Companies That Make Content Marketing Execution Simple

B2B Marketing Insider

The post 9 Companies That Make Content Marketing Execution Simple appeared first on Marketing Insider Group. Execution is arguably the most difficult part of content marketing. Don’t get me wrong; a solid content strategy is critical. It’s the foundation of your efforts, and studies like this have proved that documenting it makes teams more effective at content marketing. Content Marketing

Five companies with a human social media presence

grow - Practical Marketing Solutions

The company is one of the few that is effectively integrating their paid advertising presence with social media connection. Their “spokes cow” has its own social media account, adding whimsy and fun to the company personality. brings the company to life and creates opportunities for social sharing and covnersation. Are there company examples you would like to share?

8 Companies Totally Rocking Their LinkedIn Company Pages

Hubspot

That''s been great news for brands, since it''s given them a new audience to reach with their content, via their Company Pages on LinkedIn. Let''s look at eight that are capitalizing on the opportunity and rocking it -- I think you might be surprised to find that both B2B and B2C companies are working to get the most out of their pages. 1) Coca-Cola. It''s a professional audience.