HINGE MARKETING | TUESDAY, JUNE 30, 2015
[Conversion, Interactive] Marketing Toolkit Essentials: CRM and Email Marketing Software
Let’s break down our discussion into the two types of software you will likely want to purchase to enhance your marketing toolkit : a customer relationship management (CRM) tool and email marketing software. Since B2B sales are usually very customized, your CRM needs to be able to handle and keep track of all your interactions.
IT'S ALL ABOUT REVENUE | MONDAY, JUNE 29, 2015
[Conversion, Interactive] The Long Term Value of an Email Marketing Welcome Programme
From making a guest feel at home when they visit for the first time to solidifying a new business relationship with a firm handshake, a warm welcome is essential for any relationship to get off on the right foot. In order to ensure engagement amongst customers, brands need to analyse whether their welcome programme is effective.
HUBSPOT | MONDAY, JUNE 29, 2015
[Conversion, Interactive] The 12 Weirdest (and Best) Things You Can Get For Free
CRM -- or customer relationship management software -- is essential for businesses with customers or clients. CRM systems help companies keep records of important customer data, track every interaction they have with clients, and see at a glance how many prospects are in each lifecycle stage. So who’s right? Remember those? 11) Music.
MODERN B2B MARKETING | FRIDAY, JUNE 26, 2015
[Conversion, Interactive] Summer Is Here—Bring on the Interns!
Create a 1:1 personalized relationship to build trust and respect that will hopefully last through the years, even after your intern flies the coop. Telemarketing: Your intern likely didn’t sign on to be a sales development representative, but professional conversational skills are essential for a future in marketing, no matter the position.
HINGE MARKETING | WEDNESDAY, JUNE 24, 2015
[Conversion, Interactive] The Importance of Social Listening to Connecting With Prospects
Knowing what people are saying gives you the power to change the conversation or benefit from feedback that you otherwise wouldn’t have access to. Plus, being genuine in your online interactions and joining in conversations can help your firm find out more about your prospective clients’ challenges, needs, and expectations.
ANNUITAS | TUESDAY, JUNE 23, 2015
[Conversion, Interactive] Digital Relevance – An Interview with Ardath Albee
See what author, speaker and CEO of Marketing Interactions , Ardath Albee had to say about her newest book, Digital Relevance and why marketers need to constantly stay on their toes to remain relevant. Q: What prompted you to write your latest book, Digital Relevance ? There is never a shortage of marketing books to read. However,
HUBSPOT | FRIDAY, JUNE 19, 2015
[Conversion, Interactive] 11 Tips to Help Improve Your Brand's Communication Strategy
Here, we’ll discuss how much an authentic, humanized brand voice matters in your quest to get people raving about you to all of their friends – not to mention form long-lasting brand-customer relationships built on a solid foundation of trust. Building those relationships will carry your business forward at a rapid pace. Mothers!
E-QUIP | THURSDAY, JUNE 18, 2015
[Conversion, Interactive] How to Help PMs Succeed at Selling
High-end selling and consulting are not different and separate skills ," observes sales researcher Neil Rackham, "When we are watching the very best [seller-doers] in their interactions with clients, we cannot tell whether they are consulting, selling, or delivering." Only half do, according to the Zweig Group. Bolster your marketing efforts.
HUBSPOT | WEDNESDAY, JUNE 17, 2015
[Conversion, Interactive] 5 Online Marketing Tips Every Financial Advisor Should Know
With the help of online platforms like LinkedIn, Twitter, Facebook, and blogging, these advisors are creating opportunities to build more meaningful relationships with current and potential finance clients. With that said, you should focus on bringing warmth to the conversation through more personal engagements. Archive Everything.
VIDYARD | TUESDAY, JUNE 16, 2015
[Conversion, Interactive] 5 Reasons Why a Video Marketing Platform is a New B2B Marketing MUST
Businesses are reacting by using video in their content marketing strategies to build relationships with online audiences. Driving engagement, conversation and optimization. Driving engagement, conversation and optimization. Video marketing is transforming how we do business. How about video? Measuring results. Insights.
WEBBIQUITY | TUESDAY, JUNE 16, 2015
[Conversion, Interactive] 34 Compelling Content Marketing Stats and Facts
The top metrics used to measure content marketing success are website traffic (cited by 71% of marketers), revenue (57%), keyword traffic and conversions (46%), and search engine rankings (46%). Content marketing is now ubiquitous, with 93% of all marketers saying they do content marketing (it’s not clear what the other 7% are doing).
LEADERSHIP | TUESDAY, JUNE 16, 2015
[Conversion, Interactive] A 14-Point Credo for the B2B Demand Generation Samurai
Forget spike marketing and aim for deeper relationships through engagement. Seeing a buyer demonstrate interest in interacting with your brand and moving towards a buying decision is a very important privilege that must be handled with the greatest care. Me, Louis Foong, in Paris as a Samurai in a video shoot (more info to come).
HUBSPOT | WEDNESDAY, JUNE 10, 2015
[Conversion, Interactive] Which Social Network Should You Advertise On?
Social media has become a cornerstone of marketing strategy ; it doesn’t matter what industry you’re in, social media is a tool you should be using everyday to interact with consumers. This makes it a social media platform with high conversion rates. The Bad: Don’t expect a high click-through-rate for your ad here. Success!
SOCIAL MEDIA B2B | WEDNESDAY, JUNE 10, 2015
[Conversion, Interactive] Understanding the Millennial B2B Buyer Will Change How You Sell
Since most of the information gathering happens before any direct interaction with a company, sellers have to learn how to adapt to where buyers are in the selling process. With so little time in front of the customer, it is imperative that every interaction is optimized for success. Implementing sales mobility is also key.
SYNECORE | TUESDAY, JUNE 9, 2015
[Conversion, Interactive] 4 Reasons Why You Should Attend MINBOUND 2015
Interacting with others in your industry at a conference setting brings with it a lot of benefits, including both personal and career development. Lead Generation and Conversion. To get the most out of attending a conference, mixing social interaction and fun into your learning efforts is key. Learn. HubSpot COS. Social Media.
CMO ESSENTIALS | MONDAY, JUNE 8, 2015
[Conversion, Interactive] 200 Posts, 59 Authors, And One Big Thank You to Everyone Who Helped Get Us Here!
Debbie Qaqish: Those companies who are most successful have developed synergistic relationships with sales, business relationships with senior management, customer-centric relationship with product marketing and R&D. This post marks the 200 th article to run on CMO Essentials since our official launch in July of 2014.
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, JUNE 8, 2015
[Conversion, Interactive] There is no community on social media
Speaking at the Lithium Technologies LiNC conference in San Francisco, Forrester Research vice president and principal analyst Nate Elliott dropped a bomb on brand managers: you don’t build a community on social or have any meaningful customer relationships on Facebook: There’s no community there. Most brands are not conversational.
B2B MARKETING INSIDER | SUNDAY, JUNE 7, 2015
[Conversion, Interactive] 5 CMOs On Crafting Your Content Marketing Strategy
“If you look at the numbers that came out last year from the Content Marketing Institute study that 86% of companies are doing it , it’s obvious that marketers are understanding that content is the way to open up a conversation with a prospect.” We couldn’t agree more. Fortunately, we’ve got you covered. Nick Stein. Alan See.
B2B MARKETING INSIDER | WEDNESDAY, JUNE 3, 2015
[Conversion, Interactive] Are You Guilty Of Drive-By Marketing?
I recently attended a meeting with Siegel+Gale , where the conversation turned to large brands and their tendency to engage in “drive-by marketing.” Build a buyer journey based on how you expect your customers to interact with your brand. Don’t Forget to Build a Relationship. good customer relationship isn’t a one-night stand.
GROW - PRACTICAL MARKETING SOLUTIONS | THURSDAY, MAY 21, 2015
[Conversion, Interactive] 33 Inspiring B2B digital marketing case studies
The campaign increased web traffic by 119%, traffic from social media by 4800%, lead conversions by 3900%, quote requests by 500% and new qualified sales opportunities by $3.4 SOCIAL SELLING AT&T : Put together a new sales team to re-build business relationships with a Fortune 100 company in Atlanta. lead to conversion rate, 475%.
MODERN B2B MARKETING | WEDNESDAY, MAY 20, 2015
[Conversion, Interactive] Top Trends: How Immersive Marketing Can Help You Tell a 360 Degree Story
While interactive ads are certainly engaging, customers can’t download tangible experiences onto a smart device. They can, however, turn their live interactions with a brand into promotional material for businesses. Author: Sesame Mish The scene: interior, daytime, Milan. Two empty mint green dining chairs sit next to each other.
GROW - PRACTICAL MARKETING SOLUTIONS | WEDNESDAY, MAY 20, 2015
[Conversion, Interactive] The marketing conference guide for socially awkward people
Bad jokes were shared, useful tips exchanged, new relationships built … and some lost. Tip: Don’t question people’s intentions, it usually pisses them off and ruins the potential relationship.) It’s a fruitful refresher to a potential relationship. To land a lasting impact, drop the average introduction.
BIZNOLOGY | FRIDAY, MAY 15, 2015
[Conversion, Interactive] What does it take to launch a link building campaign?
Increased traffic/conversions. Once you identify an influencer, look through their social accounts to see where they commonly engage and interact. Leveraging relationships. A great deal of work goes into launching a link building campaign. Determine Scope of Project. Brand building. Niche Analysis. Analyzing competition. Recap.
NUSPARK | WEDNESDAY, MAY 13, 2015
[Conversion, Interactive] The Lead-form Thank you page; A critical page to engage new leads
Remember, you’re now going to have to make an effort to nurture that lead to build a relationship. Encourage interaction – Social media is one of the best tools for nurturing your leads, which is why you should consider encouraging leads to interact via social media on your thank you page. Conversion Tactics
IT'S ALL ABOUT REVENUE | WEDNESDAY, MAY 13, 2015
[Conversion, Interactive] Driving Engagement and Conversion with Marketing Apps
The marketing technology landscape is constantly evolving with hundreds of innovative solutions you can use to solve business challenges while powering engagement and conversion. You can connect all your marketing systems to communicate with customers and start new conversations and relationships that drive revenue. Incentives.
TRADESMEN INSIGHTS | TUESDAY, MAY 12, 2015
[Conversion, Interactive] Do You Use Relationship Marketing When Trying to Reach Contractors?
By John Sonnhalter, Rainmaker Journeyman at Sonnhalter. I’ve always been a big believer in relationship selling. It’s building solid relationships with Contractors and Tradesmen using relationship marketing. You need to make yourself available in conversations with contractors. Agree?
KOMARKETING ASSOCIATES | THURSDAY, MAY 7, 2015
[Conversion, Interactive] 30+ Ideas for Measuring Conversions on a B2B Website
When we begin a new online marketing program, the evaluation of the conversion actions on the website is one of the first places we turn our focus towards . Fortunately for B2B marketers, resources like Google Analytics offer multiple opportunities to track leads and conversions, beyond standard website performance metrics.
CMO ESSENTIALS | WEDNESDAY, MAY 6, 2015
[Conversion, Interactive] Snapchat. Yo. Kik. Really? Best-in-Class Approaches to Social Media Investment
There’s no question brands can create and sustain valuable relationships over social media. Brand leaders can easily misplace time on new outlets and start to be distracted from building a true relationship with their best brand advocates. Don’t have a Facebook strategy, or a Twitter strategy, or Foursquare strategy.
MARKETING ACTION | WEDNESDAY, APRIL 29, 2015
[Conversion, Interactive] 5 Steps to Creating a Successful Lead Scoring Program
Understanding where your prospects are in the funnel can be as important as understanding who they are, especially when it comes to delivering relevant content that can nurture them along the path to conversion. In order to nurture your leads, it’s important to have an idea about where they are in the buyer’s journey. Define your ideal buyer.
HUBSPOT | TUESDAY, APRIL 28, 2015
[Conversion, Interactive] 14 Helpful Tips for Getting the Most Out of a Conference
This way, you can book time on their calendars and have their full, undivided attention instead of trying to cram a 15-minute conversation into a stop-and-chat. 4) Set an out-of-office reply. Sure, you might have exchanged emails with your customers in the last few months, but nothing beats a face-to-face interaction. Be prepared.
VIDYARD | THURSDAY, APRIL 23, 2015
[Conversion, Interactive] CEO of Altimeter Group, Charlene Li sees Huge Opportunities for Leaders Communicating with Video
Last week, at Marketo’s Marketing Nation Summit, we chatted with this sought-after thought leader to discuss the opportunities she’s seeing for leaders in this digital world (see the video below!), a world that has grown far beyond the face-to-face, handshake interactions so many leaders are used to. And do so at scale.
MARKETING ACTION | WEDNESDAY, APRIL 22, 2015
[Conversion, Interactive] Inbound Marketing Basics: How to Attract More Customers
The goal of inbound marketing is to have prospects find you when they are searching for information or a solution, and then to give them content that starts a relationship and draws them into the sales cycle. We did capture those questions, though, and in this blog post we’ve consolidated our responses and posted them here.
MODERN B2B MARKETING | WEDNESDAY, APRIL 22, 2015
[Conversion, Interactive] An Event, A Nation, A Movement: The Marketing Nation Summit from 30,000ft
The Marketing Nation is changing lives—from the career arcs of our fellow marketers, to the impact we are having on our companies, to the ecosystems of our partners, to the lives of end consumers—the stories I saw in videos and heard in conversation were nothing short of inspiring. If you haven’t already heard—though how could you not?—#MKTGNation
MARKETING ACTION | WEDNESDAY, APRIL 22, 2015
[Conversion, Interactive] The Power of the Quiz in Marketing: 6 Lessons from The New York Times, BuzzFeed, and B2B Marketers
Meanwhile, as the B2B marketing conversation turns toward engagement and dialogue, revenue marketers are starting to catch the quiz craze and see some great results. As a result, quizzes are a great first step in a developing a marketing/sales relationship with a propsect. Quizzes keep the conversation going. But quizzes?
SOCIAL MEDIA B2B | TUESDAY, APRIL 21, 2015
[Conversion, Interactive] Happy B2B Customers Can Get You More New Customers
Build a relationship. Now that you know why your happiest customers love you, it’s time to build a deeper relationship with them. 2. Build a relationship. When you’re dating, you don’t ask someone to be your boyfriend or girlfriend right away – you build a deeper relationship. So how does this happen? Make it a system. 1.
CMO ESSENTIALS | MONDAY, APRIL 20, 2015
[Conversion, Interactive] Marketing, Sales, and Customer Service Collaboration: 7 Free Research Reports for Shared Knowledge
This relationship reflects marketing’s use of customer insights to support sales communications. While customer service teams often have more direct interactions with customers, marketing and sales teams actively gain value from sharing their own insights on customers. You need to see into the other customer-facing spheres.
B2B LEAD GENERATION BLOG | MONDAY, APRIL 20, 2015
[Conversion, Interactive] 4 Steps to Lead Nurturing: Walking the buying path with your customers
True nurturing involves a sometimes long and circuitous path, but along the way, you’ll be building long, meaningful and trust-filled relationships with the right people. It tells the story of the customer’s experience: from initial contact, through the process of engagement and into a long-term relationship. It’s about progression.
SYNECORE | SATURDAY, APRIL 18, 2015
[Conversion, Interactive] The Importance of Brand Integrity in the Digital Age
My conversation with the bartender went something like this: Bartender: “What can I get you?”. Shape Brand Message – Begin shaping your brand message by clarifying who you are trying to build relationships with (e.g. A few weeks back, I was involved in a minor dust up at a local bar. First, a little background…. What’s it gonna be?”.
MODERN B2B MARKETING | FRIDAY, APRIL 17, 2015
[Conversion, Interactive] 6 Vital Features to Look for in Marketing Automation Software this Year
Marketing automation software is not just a fancy synonym for customer relationship management software. Instead of following the conversion trajectory set out for them by a business, prospects can pop in and out of the process as they see fit. Marketers have to adapt to these changes. Lead Scoring Capabilities. Progressive Profiling.
MODERN B2B MARKETING | THURSDAY, APRIL 16, 2015
[Conversion, Interactive] Inspiration in the Nation! Live From The Marketing Nation Summit Day 2
From building complex multi-channel, multi-device relationships, to having 1:1 personalized conversations, to the Internet of Things , and more, The Marketing Nation Summit always has insights from the best and the brightest. You must be present where your customers are interacting! Demographics are simply not enough.
GROW - PRACTICAL MARKETING SOLUTIONS | THURSDAY, APRIL 16, 2015
[Conversion, Interactive] It’s not a pitch, it’s a person. The super powers of influence marketing
needed a personal relationship, not another aisle of food displays. have to invest in building a strong human-to-human relationship with the influencer. The relationship-building starts by carefully selecting the influencer to work with (someone whose thinking and values are aligned with my brand). Ready? Ready?
MARKETING ACTION | TUESDAY, APRIL 14, 2015
[Conversion, Interactive] Why Blogging Is More Important Than Ever
Blogs create the perfect environment for this interactive relationship. Start a conversation on social media using hashtags, reply to feedback, and answer questions. Increase your conversion rate. But there’s already a lot of content out there, and content marketing isn’t nearly as good as “interesting marketing.”
MODERN B2B MARKETING | FRIDAY, APRIL 10, 2015
[Conversion, Interactive] Back to Basics: 7 Things Marketing Automation Software Can Do For Your Business
Here are seven critical things that marketing automation software can do for your marketing: 1. Create Relationships with Buyers Through Engagement Marketing. What businesses can do with marketing automation software is track customer behavior and interactions across channels to better understand who they are and what they want.
IT'S ALL ABOUT REVENUE | THURSDAY, APRIL 9, 2015
[Conversion, Interactive] 1:1 Communication - The Next Big Evolution In Marketing
The answer lies in the fact that consumers have evolved from being “buyers” of products and services only to becoming brand advocates who are interacting with us and seeking active involvement with our brand. I’ve written a lot about data-driven marketing in the past and how it drives conversion. But why?
KOMARKETING ASSOCIATES | TUESDAY, APRIL 7, 2015
[Conversion, Interactive] Spring-Cleaning: Social Media Tips & Tricks to Organize Your Accounts
It’s easy to find relevant communities to share industry-related content and interact with influencers and publications. successful social media strategy helps businesses increase brand recognition and loyalty, boost conversion rates, drive referral traffic and more, all in effort to generate sales. inches of snow to melt. Enjoy!
VIDYARD | MONDAY, APRIL 6, 2015
[Conversion, Interactive] 6 Important Takeaways from Oracle’s Modern Marketing Experience
He went on to point out that the majority of users feel the brands they work treat them as transactions rather than relationships: Why do companies fall short? The bottom line – your employees are interacting with customers every day, and doing extraordinary things to build your business. Those who don’t, won’t.”
MARKETING ACTION | THURSDAY, APRIL 2, 2015
[Conversion, Interactive] How PeopleHR Found the Right Marketing Automation Vendor
It should also help you manage and optimize every stage of the customer experience, track online activity, generate and manage leads, automate campaigns, integrate with customer relationship management (CRM) systems, and much more. Has this person been listening into my conversations? However, that same volume created a problem.
MARKETING ACTION | MONDAY, MARCH 30, 2015
[Conversion, Interactive] Customer Lifecycle Metrics, Part 3: Nurture, Score, Repeat
And if you think you’ve got a long path to conversion, consider this: marketing agency Starshot manages nurturing campaigns for sales cycles up to three years long! They make it possible to watch the progress of your leads as they travel through the path to conversion. Read the case study to see how they do it. Nurture Metrics.
THE FORWARD OBSERVER | THURSDAY, MARCH 26, 2015
[Conversion, Interactive] 7 Ways To Thrill Customers And Get Them To Buy More From You
The customer experience is formed by every interaction with your company , not just during the sales process. Every single (small) customer interaction with a company makes a big difference because they collectively create a larger experience. Are all interactions consistent? Measure and track all those interactions.
HUBSPOT | THURSDAY, MARCH 26, 2015
[Conversion, Interactive] Space, Place & Design: How One Agency Transformed the Modern Event Experience
Stimulant had worked with Microsoft on the first version of what is now Surface during its founding year. A few years later, that relationship culminated in the Cube, a four-foot-by-four-foot interactive art installation that appeared at the Decibel Festival in 2014. They want to study and interact. Fast-forward a few years.
HINGE MARKETING | TUESDAY, MARCH 24, 2015
[Conversion, Interactive] Technology Marketing: Avoid a Social Media Burnout with a Winning Game Plan
But are you getting conversions? You need to manage your social media to build a strong relationship with your audience. Just remember that social is about interaction. While going viral may be the Holy Grail of social media marketing, it’s also elusive and unpredictable. To gain 100 new LinkedIn followers? Budget for it.
HINGE MARKETING | MONDAY, MARCH 23, 2015
[Conversion, Interactive] 10 Essential B2B Marketing Strategies to Grow Your Professional Services Firm
recent study on referral marketing has found that 17% of expertise-based referrals are made on the basis of interactions on social media. CRM: Another essential software is a Customer Relationship Management System (CRM). These kinds of techniques certainly have a place in your marketing tool belt. The impact of research is clear.
HUBSPOT | FRIDAY, MARCH 20, 2015
[Conversion, Interactive] 9 Smart Ways to Measure Your Sales Enablement Efforts
How do you definitively prove you''re fostering a healthy relationship between Marketing and Sales? It’s harder to measure than most other types of marketing, but below are a few quantitative and qualitative ways to track your results. 1) Use the lead-to-customer conversion rate as your North Star. Traffic? Check. Leads? Check. Check.
GROW - PRACTICAL MARKETING SOLUTIONS | WEDNESDAY, MARCH 18, 2015
[Conversion, Interactive] Three huge ideas to build your networking momentum
Sure, there was a return on investment for my personal growth previous to having lunch, but the more time I invested in the relationship, the bigger returns I produced. I’ve had financial returns on my relationship with Mark as well. As I invest more in our relationship, I expect those type of returns to grow.
YOUR SALES MANAGEMENT GURU | MONDAY, MARCH 16, 2015
[Conversion, Interactive] If It Isn’t Fun, It isn’t Selling!!!
As a salesperson your interaction with your clients or prospects will always create an emotion-positive or negative. Focusing on a positive, fun and interactive approach will lead to a connection with that person(s). If It Isn’t Fun, It isn’t Selling!!! and the reaction I received was interesting. Are they listening to you?
MODERN B2B MARKETING | MONDAY, MARCH 16, 2015
[Conversion, Interactive] Sights and Sounds of SXSW: Transformational Marketing and The Era of Engagement
Author: Dayna Rothman Every year SXSW Interactive brings a pretty diverse group to Austin! From Grumpy Cat, to Hulk Hogan arm wrestling, to Left Shark, to people with pot-bellied pigs as pets, there is something for everyone at SXSW interactive this year. Activation : Conversion through the buying cycle. East 6 th St. Big topic!
CMO ESSENTIALS | MONDAY, MARCH 16, 2015
[Conversion, Interactive] The 21st Century Buying Experience: Say Farewell to the Sales Cycle
The customer was at the complete mercy of the seller, who controlled the flow of data, and therefore, held all the cards in the interaction. This begins with the “hidden sales cycle” and carrying through the intertwined marketing, sales, and service stages of the relationship lifecycle. My, how times have changed.
IT'S ALL ABOUT REVENUE | SUNDAY, MARCH 15, 2015
[Conversion, Interactive] Social Engagement Stories From SXSW
Lindsay Signor at NBC Sports notes how the organization uses social to interact with passionate fans of sports ranging from NASCAR to NHL to Premiere League. Creating this real-time, relevant content allows us to create relationships with people online, and especially when it comes to social media, creating those relationships is key.
HUBSPOT | FRIDAY, MARCH 13, 2015
[Conversion, Interactive] How to Learn Social Media Marketing: 41 Resources for Beginners
You''ll either have a lot of success interacting with your customers, or you''ll see little results. Gary gives insight into how he uses a conversational, reactionary approach to engaging his audience. Conversations should be the goal of social marketing. It''s relationship-building on a massive scale. It''s spamming.
MARKETING ACTION | FRIDAY, MARCH 13, 2015
[Conversion, Interactive] Landing Pages that Convert, Part 1: The Basics of Design
Most of us use landing pages as conversion tools, and they’re among the most potent ones we have. That’s a nice start to a reciprocal relationship. The better the offer, the higher the conversion rate. You’ll usually get more conversions from a shorter form. Design with conversion in mind. Test your offers.
THE ROI GUY | THURSDAY, MARCH 12, 2015
[Conversion, Interactive] Death of a Salesman? Forrester says Yes.
53% find gathering information online on their own superior than interacting 59% don’t want to interact with a sales rep 74% find buying from website more convenient than buying from sales rep. As well, 60% of customer interactions are remote, even for direct sales folks. Another sign as to “The Death of a Salesman”?
LEADERSHIP | TUESDAY, MARCH 10, 2015
[Conversion, Interactive] CMO Spotlight: Jeremy Burton, President Products and Marketing at EMC Corp.
Marketing and branding today is more and more about personal relationships and less and less about selling a product or service. Don’t discount the value of social interaction or social chatter, says Jeremy. “…We are all consumers at heart” – and that is the Highest Common Factor in B2B and B2C. Know Your Product. It’s a given.
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, MARCH 9, 2015
[Conversion, Interactive] Four ways customer connections will change by 2020
You and your customers are going to be interacting as if you are intimate friends. The ability to dive down into a new level of personal and private information like health status, finances and relationships will create entirely new business models, new services, and real intimacy in how you will be able to connect to customers.
MARKETING ACTION | MONDAY, MARCH 9, 2015
[Conversion, Interactive] The Future of CRM is Customer Engagement
What’s the future of customer relationship management (CRM) and what does it take to create lasting customer engagement? And the customer is interacting with you; the customer is interested in you. This company is constantly interacting with their customers, getting their feedback, and building their models, and investing accordingly.
MODERN B2B MARKETING | TUESDAY, MARCH 3, 2015
[Conversion, Interactive] The New Brand Building in the Era of Engagement
Think about Skype’s “Stay Together” campaign : It demonstrated how people are using technology to develop deep, emotional relationships across great distances. They will need to create this type of storytelling over time –not just at a single moment, but rather a conversation and narrative that builds to create engagement.
CMO ESSENTIALS | TUESDAY, MARCH 3, 2015
[Conversion, Interactive] Creating Content is a Waste of Time – Until You’ve Mapped the Buyer Journey [Part 1: Define The Buying Journey]
Both Gartner and Forrester predict that by 2020, more than 80% of the buying process will occur without any direct human-to-human interaction. The key point is to recognize that the lifecycle defines an ongoing relationship and continuous dialogue. Conversation. The second article will explain mapping the buying journey.
B2B MARKETING INSIDER | MONDAY, MARCH 2, 2015
[Conversion, Interactive] Stories (Not Ads) Help Brands Connect With Millennials
Intuitively it makes sense: the sooner a consumer is hooked on your brand — loyal to their core — the greater the lifetime value of that relationship. There are companies that seek to cultivate deep, personal, long-term relationships. More years means more dollars, right? Earning those takes consistency and consideration. I
B2B LEAD GENERATION BLOG | MONDAY, MARCH 2, 2015
[Conversion, Interactive] Lead Nurturing: Unique tracks and impactful tests
The conversation was based on their last engagement, and we concluded the call by asking the prospect if the IT provider could serve as a resource. relationship properly sown, tended to and helped-along lead should reap a long and bountiful harvest. Think relevance. This is the essence of lead nurturing. Sowing + Nurturing = Reaping.
GROW - PRACTICAL MARKETING SOLUTIONS | THURSDAY, FEBRUARY 26, 2015
[Conversion, Interactive] Can the Onion Theory bring social media lurkers into the light?
Can deeper personal disclosure seduce silent social media lurkers into joining our conversation? The theory has four fundamental assumptions about the way we form relationships: They move from non-intimate to intimate (unknowns to lurkers and possibly to community members). Two-way conversation has emerged. BINGO. Cliché. BINGO.
WEBBIQUITY | TUESDAY, FEBRUARY 24, 2015
[Conversion, Interactive] 48 Phenomenal SEO Guides, Tips & Tactics
The quality is determined by the interaction of the visitor to your website. If they’re interacting with it, if they’re finding value in it, then there’s quality to it.” SEO is conversion rate optimization. How to Audit Your Website for Improved SEO and Conversions by Proven Rankings. But change is.”
CRIMSON MARKETING | MONDAY, FEBRUARY 23, 2015
[Conversion, Interactive] What is Digital Darwinism and How Does It Affect Your Brand?
” “As buyers become more digitally empowered, brand messages lose their impact, and the likelihood of conversion, on average, decreases.” ” As buyers become more digital, brand messages lose impact, and conversion decreases Click To Tweet. The State of Digital Marketing. This describes 20% of buyers.
IT'S ALL ABOUT REVENUE | MONDAY, FEBRUARY 23, 2015
[Conversion, Interactive] Why Your Team Needs a Lead Scoring Model
It is gathered from the interactions prospects have when visiting your web site, downloading your content, reading your emails, and so on. Tellingly, this led to a four-fold improvement in its lead-to-opportunity conversation rate. Once you do get it right, lead scoring can help build a strong relationship between marketing and sales.
BIZNOLOGY | MONDAY, FEBRUARY 23, 2015
[Conversion, Interactive] 15 B2B case studies show how content marketing drives ROI
The campaign increased web traffic by 119%, traffic from social media by 4800%, lead conversions by 3900%, quote requests by 500%, and new qualified sales opportunities by $3.4 They identified their target audience and monitored social media platforms for relevant topics and conversation. Who is succeeding and why? million. million.
HINGE MARKETING | FRIDAY, FEBRUARY 20, 2015
[Conversion, Interactive] 5 Social Media Benefits for Accounting and Financial Services Firms
It’s easy for potential clients, colleagues, partners, and recruits to interact with your firm. Social Media Increases Visibility Our latest research shows that, of the firms that made referrals, 48.1% did so based on the referred firm’s expertise and not because of a prior client relationship. On Twitter+ or LinkedIn?
MODERN B2B MARKETING | THURSDAY, FEBRUARY 19, 2015
[Conversion, Interactive] It’s All About Engagement in the Next Era of Marketing
Author: Sanjay Dholakia When we first started this series on the next era of marketing, we brought you the marketing pundit point of view through conversations with visionaries like Seth Godin and Aditya Joshi , but only recently did I discuss your opinions on the future of marketing. How do they feel about you and your company?
KOMARKETING ASSOCIATES | TUESDAY, FEBRUARY 17, 2015
[Conversion, Interactive] 20 Truths I’ve Learned as a Content Marketer
Effective content marketing requires a strong commitment to the maturation process as well as a defined keyword strategy and target audience that interacts with multiple pieces of content before converting (especially throughout the lengthening B2B sales cycle ). Source ). This brings us to my next point. 2 ) Trust is not given, it’s earned.
CMO ESSENTIALS | TUESDAY, FEBRUARY 17, 2015
[Conversion, Interactive] 5 Reasons Customers Hate Your Marketing Emails
Great job – email is one of the best tools to maintain and grow customer relationships. We all get those emails from companies we’ve interacted with, but have never asked to hear from on a regular basis. So you’ve implemented an email marketing campaign to aid your overall customer management strategy. The Intrusion Campaign.
MARKETING ACTION | TUESDAY, FEBRUARY 17, 2015
[Conversion, Interactive] 6 Ways B2B Marketers Use Social Media to Get Gangbuster Results
What does it take to make that happen, and how can you turn those interactions into increased revenue? The real value of social media becomes apparent when you are able to deepen your relationship with prospects, drive them to your website, and convert them into customers. But what about B2B marketers? Look at it this way.
HUBSPOT | MONDAY, FEBRUARY 16, 2015
[Conversion, Interactive] How to Make the Most of Your Content: An Integrated Promotion Strategy for the Modern Marketer
The insights gained will allow you to start building relationships with influencers and paid promotion vendors before your content is live. Will success be measured by impressions, qualified traffic, social shares, on-site conversions, or some combination of the above? Unfortunately, it won’t be getting easier any time soon.
FATHOM | FRIDAY, FEBRUARY 13, 2015
[Conversion, Interactive] Use Social Media to Show Your Customers Some Love This Valentine’s Day
Utilizing social media is one way that will help you build personal relationships with them. Create meaningful and lasting relationships. Create posts with open ended questions that allow for conversations and engagements or find a topic that resonates with your audience. Listen to your customers. Celebrate your customers.
BIZNOLOGY | WEDNESDAY, FEBRUARY 11, 2015
[Conversion, Interactive] Internal Social Business for Leaders series: 3. Be yourself
Here is the bad news: not participating in online social interactions at all is increasingly becoming a bad option for leaders. You may choose to “like” items that you don’t necessarily agree with, but that encourage an open conversation on themes that need to be discussed broadly. Some speak well, but write poorly.
CMO ESSENTIALS | WEDNESDAY, FEBRUARY 11, 2015
[Conversion, Interactive] How Critical Are Technical Skills in Marketing? 13 Leaders Weigh In
Some executives are starting to insist that marketing be measured, and marketers need to be prepared to have those conversations and approach their activities in an analytical way. What technology does do is force marketers to have more pointed and targeted messages to specialized audiences in order to increase conversion, not just reach.
CRIMSON MARKETING | MONDAY, FEBRUARY 9, 2015
[Conversion, Interactive] 5 Ways To Battle Increasing Pressure on Marketing
“Armed with information about customers and a company’s relationships with them, the CMO is well-positioned to help differentiate its products, services, and experiences.” “Customers want to interact with stories and modify them on social media. The efficacy of this spending is under deep scrutiny. ” .
GROW - PRACTICAL MARKETING SOLUTIONS | MONDAY, FEBRUARY 9, 2015
[Conversion, Interactive] Your marketing success may hinge on Gray Social Media
This idea was prompted through a conversation I had with Avtar Ram Singh , a digital marketing manager based in Singapore and one of the keenest minds I have come across in this space. Now that I knew who they were, I was able to form a business relationship with them. And perhaps we only know 2 percent of our non-lurking audience!
FEARLESS COMPETITOR | THURSDAY, FEBRUARY 5, 2015
[Conversion, Interactive] 5 Reasons Your Company Should Be Blogging
Extend the conversation: A corporate blog is the perfect outlet for long-form communication with your audience and/or clients. And of course, more eyes on your company’s blog and website ultimately lead to higher customer conversions down the road.” ” Dave Kerpen of Likeable Local. use link or see badge).
LEADERSHIP | TUESDAY, FEBRUARY 3, 2015
[Conversion, Interactive] Oh No You Don’t! You Simply Can’t Say—“I Don’t Get Social Media”…
Numbers matter, but only if they are in the context of “relationships” and “engaged audiences”. What you need is a growing number of relationships nurtured via social channels and cemented through direct, personal interaction. How do you start a conversation and then let the customer do the talking? There’s no such thing.
B2B LEAD GENERATION BLOG | MONDAY, FEBRUARY 2, 2015
[Conversion, Interactive] How Much is Your Address Book Worth?
followed the advice and directions that I read in the books and was able to connect with two best-selling authors and set up a phone conversation with them about their methods and principles. From then on, my interactions with the people I have served are warm and friendly. Tweet How much is your address book worth? In conclusion.
VOICE-BASED MARKETING | THURSDAY, JANUARY 29, 2015
[Conversion, Interactive] 7 Things You Should Probably Think About When Planning a Customer-Focused Event
Customer events are a great way for companies to showcase their accomplishments, build relationships with customers and partners, and establish themselves as an industry leader. This will drive traffic to your booth and allow you multiple interactions with the customer, helping to build a stronger bond, which will lead to closing more sales.
KEO MARKETING | TUESDAY, JANUARY 27, 2015
[Conversion, Interactive] Top 10 B2B Inbound Marketing Predictions for 2015
Mobile and local go hand in hand, as people who conduct research on their mobile devices want to then take action right away by interacting with a business in their area. You know who your customers or visitors are, what they do, who they are interacting with and what they want or need. Mobile/Local Growth Continues to Dominate.
MODERN B2B MARKETING | TUESDAY, JANUARY 27, 2015
[Conversion, Interactive] A Seat at the Biggest Table: Digital Guru Gavin Heaton on the Next Era of Marketing
In this interview, Gavin mentions a conversation he has with a futurist friend on predicting trends. Conversation must have a purpose : As we have been talking about this new era of marketing—the era of engagement marketing—this topic was right on the money. You could do that through social means; it could be interaction-based.
B2B LEAD GENERATION BLOG | MONDAY, JANUARY 26, 2015
[Conversion, Interactive] 15 Tips to Generate More Leads in 2015 (Part 3, featuring tips 11-15)
Our goal is to build the relationship through one person to the point to where the lead is sales-ready, then hand that relationship off to the next person. You need to be able to track interactions to be able to determine the program of selling the entire organization. Use a single voice when communicating with leads.
THE FORWARD OBSERVER | WEDNESDAY, JANUARY 21, 2015
[Conversion, Interactive] Beware Of Shiny Objects: Why Email Marketing Trumps Social Media
Social media has transformed how people interact with each other. It becomes more of a one-on-one conversation than an email blast. Use email to build a relationship with leads by providing useful information that helps them do their job better. Email Helps Deepen Your Relationship With Customers. And with good reason.
WEBBIQUITY | TUESDAY, JANUARY 20, 2015
[Conversion, Interactive] 28 (of the) Best LinkedIn Marketing Guides of 2014
Just one caveat to add here: newer groups may not have a lot of interaction (yet) but offer the opportunity to “get in on the ground floor” as a key influencer in the group. Allow the conversation to be easy to understand and interpret.” Image credit: Cox Business. What type of content works best on LinkedIn? Kevin J.
MARKETING ACTION | TUESDAY, JANUARY 20, 2015
[Conversion, Interactive] 8 Ways Marketing Automation Can Expand Your Search Marketing Agency
The power of search marketing can be extended significantly if you can help your clients manage engagement and build lasting relationships after that initial click. Maximize conversions with relevant landing pages and targeted offers. Go Beyond Conversions. Use the Same Funnel with a New Focus. But what happens after that ?
EMAGINE B2B BLOG | MONDAY, JANUARY 19, 2015
[Conversion, Interactive] 10 (More) Marketing Terms You Need To Know
CRM – Customer Relationship Management. CRM is a service that companies can use to keep track, organize and improve the interactions with current and future customers. CRO – Conversion Rate Optimization. API’s simply allow for software’s to interact with each other. WPO – Web Presence Optimization.
CMO ESSENTIALS | MONDAY, JANUARY 19, 2015
[Conversion, Interactive] Perfecting the Personalization Puzzle for Mobile Marketing
The data shows that businesses that are not incorporating mobile within their marketing mix see a decrease in visitor-to-buyer conversion rates. Personalize content based on the maturity of your customer relationships: Blasting the same message on the same day to a large list will likely result in limited interaction.
ENGAGE | MONDAY, JANUARY 19, 2015
[Conversion, Interactive] What Content Marketing and Teaching Burpees Have in Common
If your brand isn’t providing beneficial information and adding value to the conversation, consumers will have no problem finding another brand that does. 3. You have to treat every interaction as an opportunity to convince the audience to come back. Establishing relationships is important, but it’s not the be-all and end-all.
B2B LEAD GENERATION BLOG | MONDAY, JANUARY 19, 2015
[Conversion, Interactive] 15 Tips to Generate More Leads in 2015 (Part 2, featuring tips 6-10)
The people to be nurtured are generally those with whom you’ve had a direct meaningful interaction via phone or email and who are in companies that fit your preferred profile. The point is to build a relationship with them over time without trying to qualify them during each interaction. 7. What do they care about? ” 8.
BLOG MY CALLS | TUESDAY, JANUARY 13, 2015
[Conversion, Interactive] 5 Ways to Say Goodbye to Your Online Customers
While Mr. Clean won the initial argument, he destroyed a relationship with a potential long-term customer and has probably chased away a good deal of prospective business since. The following five points examine mistakes you should avoid at all costs if your business actually likes sales and conversions. 1.Being Overly Pushy.
MODERN B2B MARKETING | TUESDAY, JANUARY 13, 2015
[Conversion, Interactive] Find a Truth: Unilever’s Marc Mathieu on The Next Era of Marketing
Author: Sanjay Dholakia I’m now about halfway through a series of conversations the Economist Intelligence Unit had with six marketing pundits who have shared with us their thoughts on everything from the changing roles of marketers , new ROI metrics , and the power of authentic, continuous relationships. And to that I say amen.