Biznology

MAY 11, 2020

Convey your purpose in your digital marketing or you won’t connect with your target audience. Digital Marketing Beyond the Bottom Line. Key among the lessons we can take from the organizations implementing these practices is the idea that conveying your purpose in your marketing is your best chance to connect with your prospects.

Fulfillment 104

Fulfillment PR Paid Search Agency Marketing 104

Biznology

MAY 11, 2017

In the last three years, I have spoken with hundreds of digital marketers about their challenges. These conversations usually follow a conference talk or internal course I’ve delivered, in which I promote the ideas in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing.

Marketing AI 152

Marketing AI Budget Programs Work Management Advertising Agencies 152

Biznology

OCTOBER 27, 2017

There are so many great new techniques in B2B marketing today, it’s hard to keep up. A technique unavailable to consumer marketers, this one’s extremely valuable for B2B. And its cost is going down, as more marketing automation systems bake the functionality into their systems. IP address identification. Embrace your data.

Account Based Marketing 207

Account Based Marketing Tactics B2B Marketing Lead Qualification 207

Biznology

MARCH 12, 2018

Let’s make it an even half-dozen articles in a row devoted to various aspects of email marketing, shall we? In conversation with a client earlier this week, it occurred to me that the one thing I talk about almost endlessly when it comes to using your website as a marketing tool is what I rarely mention when talking about email marketing.

Email Marketing 181

Email Marketing Paid Search Agency Ideal Customer Profiles Newsletter 181

Biznology

SEPTEMBER 6, 2017

They need tactical videos that support their sales and marketing content strategy. by content marketing consultant Rebecca Smith of Heinz Marketing. It’s designed to put help marketers develop a content strategy for account-based marketing. A video call, of course. Different kinds of tactical video.

Tactics 150

Tactics RFP Top of Funnel Video Marketing 150

Biznology

DECEMBER 2, 2019

So let me plunge ahead with 7 bets on likely new developments in the world of B2B marketing. B2B marketers are expanding their roles from just cranking out lead generation campaigns to stepping in as managers of the prospect and customer relationship, in partnership with their sales counterparts. I welcome your feedback!

Enterprise Management 143

Enterprise Management Work Management Marketing Management B2B Marketing 143

Biznology

SEPTEMBER 14, 2020

Email marketing analytics data are critical to monitoring success and effectiveness, but there’s more qualitative measures to be reviewed, too. The most critical measure of your email marketing’s success is how it completely achieves your marketing goals. Revenue does that. Relevance. Authenticity. Technology.

Email Marketing 104

Email Marketing Clickthrough Effectiveness Open Rate 104

Biznology

OCTOBER 17, 2018

And if you’re doing any sort of digital marketing, including content marketing, you’d better be measuring how well that marketing is working. Your analytics data can, of course, tell you a great deal about the health of your digital marketing activity. If you’re not measuring it, it doesn’t matter. Deeper Analysis.

Analytics 141

Analytics Correlation Aggregators Open Rate 141

Biznology

NOVEMBER 2, 2017

But in the world of marketing, increasing your efficiency can be especially tough without the right systems. Thankfully, there are a plethora of marketing automation tools out there that will not only help you bring in leads to boost revenue, but also give you more time to spend on improving your business. GetResponse.

Marketing Automation Services 139

Marketing Automation Services Marketing Automation Automation Tools 139

Biznology

JUNE 6, 2018

If you’re a small or medium size business selling to consumers, you probably want to both automate and personalize your marketing campaigns. The solution, of course, is marketing automation linked to your customer relationship management (CRM) software. Fortunately for SMB marketers, CRM is becoming main stream.

Marketing Automation Services 167

Marketing Automation Services Top of Funnel Enterprise Management Work Management 167

Biznology

SEPTEMBER 6, 2018

I know it’s human nature to look for the “easy wins,” or the “low-hanging fruit,” or <fill in your own cliche here> It’s not just marketers and it’s not new. And I can’t blame you for looking for those easy marketing wins. But you can’t stop there. Yes, I know it is hard.

Advertising Agencies 130

Advertising Agencies Search Marketing Automation Marketing 130

Biznology

NOVEMBER 27, 2018

To get some insight into what’s going on in B2B marketing here, I tapped the brain of Sudhi Seshadri , who is dean and professor of marketing at MYRA School of Business in nearby Mysore, and has a PhD from Penn State. Sudhi has been teaching B2B marketing for decades, and knows the territory. I posed six questions to him.

B2B Marketing 147

B2B Marketing Work Management Marketing Management Top of Funnel 147

Biznology

MAY 1, 2018

But in the context of social media and social media marketing, here’s how I break it down. And, once you launch a social media campaign, being it advertising, influencer outreach, online engagement, or content marketing, monitoring and accountability are essential parts of any modern marketing and PR campaign.

Social Media 210

Social Media Social Marketing Paid Search Agency Planning 210

Biznology

MAY 30, 2017

If you’re doing influencer marketing right, you’ll have a lifetime relationship with your influential. Neither sales nor PR, especially influencer marketing, which is really influencer PR, can ever afford to be fire-and-forget. The post The salesmanship of influencer marketing appeared first on Biznology.

Planning 186

Planning PR Cold Calling Webcast 186

Biznology

FEBRUARY 25, 2020

They have always gone to market with big trade events, airport advertising, and field sales reps to follow-up on all those leads. The overall marketing budgets for industrial firms are already slim, often well below 5% of revenue and the digital component of that is even smaller. B2B lags in digital. In some places more than others.

B2B Marketing 118

B2B Marketing Work Management Marketing Management B2B 118

Biznology

MARCH 31, 2022

B2B marketers would be looking for more money to create video content even if the pandemic had not given such a big boost to the kinds of online engagement where video content shines. Of course, creating video content was never the point; video can work its magic if and only if it’s shared. Source: [link].

Video Marketing 196

Video Marketing Content Privacy Interactive Marketing 196

Biznology

AUGUST 24, 2018

Marketers across industries don’t like to admit defeat. However, not every marketing plan provides results, and sometimes, the best course of action is to scratch a campaign completely and move on. Indeed, knowing when to halt an ineffective marketing tactic and adopt a new approach is actually a vital skill to develop.

Campaigns 126

Campaigns Planning Work Management Marketing Management 126

Biznology

JANUARY 5, 2017

Since this is my first Biznology post of the year, it seemed appropriate to think about some New Year’s resolutions for digital marketers as you head into 2017. And there are five core areas that every digital marketer can use to set yourself up for a very successful year ahead. Adopt a test and learn mindset. Everything.

Allocation 172

Allocation Paid Search Agency Peer-to-peer Mobile Marketing 172

Biznology

NOVEMBER 27, 2018

To get some insight into what’s going on in B2B marketing here, I tapped the brain of Sudhi Seshadri , who is dean and professor of marketing at MYRA School of Business in nearby Mysore, and has a PhD from Penn State. Sudhi has been teaching B2B marketing for decades, and knows the territory. I posed six questions to him.

B2B Marketing 136

B2B Marketing Work Management Marketing Management Top of Funnel 136

Biznology

MAY 1, 2019

In this week’s installment of Wednesday Wisdom, Consultants Collective member consultant Hester Tinti-Kane continues her series on human-centered marketing. Last month I published a post on Human Centered Marketing. That podcast was an assignment for the students in my social media marketing course.

Conference 91

Conference Campaigns Planning Peer-to-peer 91

Biznology

JULY 14, 2017

Our goal, of course, is to make it easy for everyone who visits our site to do what they came to the site to do. What does this have to do with content marketing? Our drip marketing and behavior-based marketing needs to factor this in. Everything. Our content development process needs to factor this in. Like this post?

Content Marketing 116

Content Marketing Content Aggregators Segmentation 116

Biznology

JANUARY 22, 2019

I am adding my voice to the chorus of observers who predict various developments in 2019 for B2B marketing. B2B marketing communications become more human. I wrote about this in 2014 , saying we must not confuse marketing automation for marketing strategy. But my favorite benefit for B2B marketers?

B2B Marketing 120

B2B Marketing B2B B2B Sales Forrester 120

Biznology

AUGUST 27, 2019

Gating content —requiring site visitors to provide their email address or other information before they can access or download the information— is a critical part of the conent marketing equation. Doing so requires that you provide information of value, of course, but also that you provide at least some value without restriction.

Effectiveness 99

Effectiveness Content Marketing Planning Content 99

Biznology

DECEMBER 19, 2018

Managing a social media presence is not the same for marketers as for teenage digital natives. Here are some ideas for getting the most from your social media marketing efforts: Be Human. Social media is perhaps the most human of all the marketing activities we might undertake. Like this post? Sign up for our emails here.

Social Media 99

Social Media Social Marketing Media Work Management 99

Biznology

AUGUST 2, 2019

Short videos about technology are great for sales and marketing. The longer it takes to produce the video, the more it’s likely to be thrown off course by new brainstorms. The post Six More Marketing Video Best Practices for Those Who Aren’t Sure they Know How to Make a Video appeared first on Biznology.

Screencast 116

Screencast Video Marketing Practices Best Practices 116

Biznology

FEBRUARY 3, 2020

People ask me all the time what they should be reading to keep up on B2B marketing. Some people say that the UK marketers are way ahead of the US, because their smaller universe means they have to work harder. Content Marketing Institute. Joe Pulizzi’s genius was to see the value of content marketing long before everyone else.

Resources 171

Resources Research B to B Advertising Agencies 171

Biznology

JANUARY 4, 2019

Content strategy is an important factor in any company’s marketing initiatives today. Content isn’t an optional part of marketing strategy; it is integral and should be a central focus. Your company’s content should blend into several different areas of your marketing, which is one of the reasons it is so important.

Marketing Strategy 130

Marketing Strategy Marketing & Strategy Work Management Marketing Management 130

Biznology

NOVEMBER 20, 2017

It is no longer possible to project yesterday’s trends to lead markets tomorrow. This adds a visionary tech-based business model: People-first publishing multiplies markets and profits by helping everyone succeed. A global advance: Lead markets with a people-first Digital Economy. Starting with, of course, their own reality.

Marketing Management 149

Marketing Management Lead Ranking Advertising Agencies Paid Search Agency 149

Biznology

APRIL 9, 2019

In my work at SoloSegment and with individual clients, I spend tons of time working at the intersections of marketing, artificial intelligence, data, and privacy. Of course not. Remember, data is an increasingly valuable commodity in today’s business and marketing landscape. I suspect the same is true for you too.

Privacy 91

Privacy Paid Search Agency Marketing Proposals Facebook 91

Biznology

JUNE 13, 2017

I’m always asked about analytics and metrics when it comes to my earned media micro-influencer marketing campaigns, the campaigns that Dan Krueger and I produce for our clients at Gerr.is So, I spoke before about the salesmanship of influencer marketing. Marketing Uses a Spreadsheet but Public Relations Uses a Rolodex.

Social Media 179

Social Media Storytelling Social Marketing Work Management 179

Biznology

JULY 30, 2015

” As soon as they heard that it was digital marketing, everyone had their favorite question to ask about their speaker website, social media, and YouTube channel. Most of the questions sounded something like this, “should I spend [gobs of money] to [do five huge marketing projects]?” Like this post?

Advertising Agencies 80

Advertising Agencies Paid Search Agency Course Youtube 80

Biznology

DECEMBER 30, 2016

I caught up recently with Ichiro Niwayama , founder of Symphony Marketing , the leading B2B-demand generation agency in Japan. His new book, Ultimate B2B Marketing: ABM , was published only last week, and has already leaped to #1 on the Amazon Japan business book list. Both our domestic and our international markets fell apart.

Account Based Marketing 151

Account Based Marketing Demand Generation Agencies Work Management Paid Search Agency 151

Biznology

APRIL 20, 2016

Frequent readers know that most of my marketing experience is B2B rather than B2C, and that virtually everything I do is data driven. So, perhaps you might think that I didn’t have much to learn when I picked up B2B Data-Driven Marketing by fellow Biznology blogger Ruth Stevens and Theresa Kushner. Like this post?

B2B Marketing 104

B2B Marketing B2B Blogger Case Study 104

Biznology

AUGUST 1, 2018

In many ways, influencer marketing is just like a wedding: the wedding is being thrown for the bride; however, the reception is thrown for the guests. The influencer marketing campaign is thrown for influencers, indeed, but then the power of the brand, the products, and the services, should be conferred to the influencer his or herself.

Paid Search Agency 91

Paid Search Agency Advertising Agencies Press Marketing 91

Biznology

JUNE 23, 2021

Still, according to a 2021 Forrester study , most marketers admit to having a tough time replicating the “compelling storytelling and lead-generating aspects” of in-person events. Well, of course. Reusable marketing assets. You can start creating new marketing videos and demos with segments that are easy to excerpt.

Forrester 171

Forrester Personalization Trade Show Webinar Metrics 171

Biznology

JULY 18, 2016

Content marketing is, of course, a great way to attract and engage an audience, but if you’re putting out one set of content for all comers, you’re wasting an opportunity to engage more deeply. Let’s look at a few ways that might work for your marketing and your budget. Depends on your product and your audience, of course.).

Enterprise Management 80

Enterprise Management Work Management Top of Funnel Marketing Management 80

Biznology

OCTOBER 13, 2014

You’re not going to get very far with your content marketing efforts without great content, but achieving one of content marketing’s great goals – engagement – is just as vital to your content marketing success. There are different kinds of engagement, of course, and creating a community isn’t always the goal.

Content Marketing 80

Content Marketing Content Aggregators Custom Publishing 80