Fri.Feb 17, 2017

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Weekend Reading: “12 Powers of a Marketing Leader” by Thomas Barta

Marketing Insider Group

For the 110th episode of The Marketing Book Podcast, I interviewed Thomas Barta, co-author of “The 12 Powers of a Marketing Leader: How to Succeed by Building Customer and Company Value.” Authored by former McKinsey Partner Thomas Barta and senior London Business School professor Patrick Barwise, it’s a deeply researched leadership book for marketers.

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Why every business needs a social media business audit

Biznology

Not active on social media? You are losing ground to competitors. But you already know that. While your business may be posting to social media and doing all the right things, you must regularly assess where you stand on your most important social channels. Or, you will struggle to consistently improve your social strategy. Too many brands and businesses try to “do more on social” before assessing where they are and where they want to go.

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Infographic: How Event Marketing Can Boost Your Content Strategy

Contently

Internet users are bombarded with ads on almost every app, website, and social platform. That’s why—no matter how great your digital strategy is—making an effort to meet your consumers in person can set you apart from the competition. As a new infographic from NCC Home Learning points out, event marketing gives businesses an opportunity to showcase their products, humanize their brands, and create memorable experiences with their audiences.

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How to Get Your Sales Team Using — And Loving — Video

Vidyard

With the average business email account receiving over 100 emails per day, anything that gets more responses is a welcome change. And adding video to your prospecting emails can increase response rates by up to 8x! Not only that, but 75% of late-stage prospects that received a personalized video became closed deals. Sounds awesome, right? But this post isn’t about convincing you that video is the best tool for your sales team to close more deals.

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Sales & Marketing Alignment: How to Synergize for Success

Speaker: Carlos Hidalgo, Co-Founder & CEO of Digital Exhaust, Author, International Keynote & TEDx Speaker

Recent research shows that only 50% of B2B organizations state that they have good alignment between their marketing and sales teams. This lack of alignment tremendously impacts the ability to meet business goals, and is a limiting factor for building and maintaining customer relationships. While many B2B organizations continue to struggle with aligning their marketing and sales teams, they can take practical steps to unify both teams and simplify their overall approach.

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The Rise of Mobile Banking

Contently

I once made the mistake of visiting a bank to open a new credit card. After a lengthy wait, the banker began by asking about my plans for the weekend and favorite sports teams. The small talk, while pleasant, wasn’t bringing me any closer to that credit card. I wondered if there was an app I could have used instead. Turns out, I’m far from the only young consumer looking to escape the in-person process for the ease of mobile banking.

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9 Marketing Books to Read Before Q1 Ends

Hubspot

Simply put, marketers comprise an impressively busy population. With a perpetually incomplete to do list, an eternal quest for work-life balance, and ongoing efforts to keep up with the latest creative trends, where the heck are we supposed to find time to do something like, say, read a book? But something that might seem recreational on the surface could actually be vital to your career development.

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Not Your Dad’s Content Marketing Trends—But Maybe Your Great (x5000) Granddad’s

Content Standard

Nailing down marketing trends is targeting something that’s ever-moving. One day’s list might be topped with a push for bigger big data, the next insisting that more personalization is the thing, while the next declares that inbound, top-of-funnel crusades pave the road to conversion nirvana. Whatever the strategy du jour, narrowband hit-and-run tactics aren’t definitive enough for C-level execs who often need to map out blue-sky content strategies—ones with staying power.

Trends 64
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How to Attract Talent With a Company Hashtag: 10 Inspiring Examples

Hubspot

It's getting harder and harder for companies to attract and retain the right people. According to the Talent Shortage Survey , 40% of global employers are unable to find the right talent for jobs that need to be done. For this reason, many employers are looking internally to their existing team for support. According to Jobvite , employee referrals have the highest applicant to hire conversion rate: while only 7% of applicants are via employees, this accounts for 40% of all new successful hires.

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Survival Guide For People with Revenue Goals

Akoonu

Some say life begins after coffee. Sales reps actually drink more coffee than all but two other professions. Marketers, you rank 4th. We’re a caffeinated bunch. Are we fueling up for creativity? For a boost of conversational energy? Or to get through long meetings?

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WorkCast's Ultimate Webinar Handbook 2024

Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

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7 Core Services Your Agency Needs to Offer in 2017 [Free Guide]

Hubspot

Inbound marketing and sales continue to have a massive impact on the way busineses market themselves and sell their products. More companies than ever before are opting for agencies that offer a full-funnel range of inbound services. So what specific services does your agency need to offer in 2017 to stay on top of shifting client demands? Get prepared for a profitable year with our free guide: The 7 Core Services of Inbound Marketing and Sales.

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How Commvault Conquered Content ROI [Video]

Kapost

How does your content strategy map to revenue? Do you know the ROI of the content you create? For most marketers, the answer is no. The future of marketing is driven by metrics—and the most important metric is revenue. Measuring ROI is key. Without ROI, even high-performing teams risk losing out on people and budget. More importantly, ROI builds confidence in overall efficacy.

ROI 54
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#SproutChat Recap: Productivity for Marketers

Sprout Social

Social media marketers have a plethora of productivity apps and platforms in their tool boxes. But figuring out how to best utilize various softwares and workflows can be challenging. This week at # SproutChat , we were joined by Lolitta Gevorkova , Social Media Specialist at Evernote. We discussed how social media marketers can get the most out of their business day, business goals and tips and tricks for increasing productivity.

Product 50
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Influencer exclusivity is an illusion

Brandnew

Brands are most likely lying to themselves when thinking they own influencers exclusively. Don’t get me wrong. I understand that BMW are concerned that Mercedes might approach the same influencers…. However, in reality it’s a different story and exclusivity might very well be one of influencer marketing’s biggest pipe dreams. Here are four reasons why: 1.

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The Top 3 Tips for Writing Successful White Papers

In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.

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Friday Five: 2/13 – 2/17

Walker Sands

Amazon 40
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4 Ways to Drive Your Digital Strategy with Facebook Video Ads

Convince & Convert

You know social media provides essential channels for maximizing digital marketing efforts. But what types of content are most effective on which platforms? From my view as a player in the video production and distribution game, I can tell you: Facebook video ads are your best bet. The amount of traffic generated by these ads continues to grow at an astounding rate.

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How to Run a Successful Webinar from Beginning to End

Adobe Experience Cloud Blog

Author: Mary Kate Francis Webinar programs are important in any marketing mix for several reasons. They provide a convenient forum for your company to establish itself as a thought leader in your space and help develop your brand voice. But more than that, webinars can be significant (and inexpensive) revenue drivers for your business. Because they can be fairly time-consuming, you need to be thoughtful as you plan and execute your webinars.

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For Account Based Marketing (ABM) and Sales to Succeed Eliminate Search from the Equation

xiQ

In a hyper-connected world, executives need immediate access to very precise information that drives intelligent and thoughtful decision-making. The landscape for business intelligence has changed dramatically. The Internet and social media networks are oceans of jumbled and chaotic information that need to be tamed into actionable business intelligence.

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The Resurgence of Direct Mail as a Growth Marketing Strategy

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

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Why Interactive Content Matters for Agencies

SnapApp

Marketers are looking for fresh new ideas to engage with their audiences and often work closely with marketing agencies to create and drive interesting new content and campaigns. I spoke with Mike Mitchell , who heads up SnapApp’s Agency Partner Program , about what challenges agencies are facing today and how they're using interactive content for themselves and their clients.

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For Account Based Marketing (ABM) and Sales to Succeed Eliminate Search from the Equation

xiQ

In a hyper-connected world, executives need immediate access to very precise information that drives intelligent and thoughtful decision-making. The landscape for business intelligence has changed dramatically. The Internet and social media networks are oceans of jumbled and chaotic information that need to be tamed into actionable business intelligence.

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5 Retail Marketing Trends to Watch in 2017

Content Standard

The first half of the first quarter of 2017 has come and gone, and while consumers might be reneging on their resolutions, marketers aren’t afforded that luxury for their campaigns. So if you’re the VP of marketing at a retail brand and you’ve recently realized that you’re not on track to get the return on investment you were banking on when you set your Q1 goals, you’re probably stressing.

Trends 79
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10 Hacks for Social Media Lead Generation Without Any Ads – Infographic

LeadSquared

Social media lead generation and marketing can easily be compared to a bottomless well. No matter how much we marketers try to hit the bottom, the rope just keeps falling short. Innovation keeps on happening and just when you think you got it figured out, a Snapchat jumps in and shakes up the scene. But yet, we can all agree that we must foray into these unavoidable waters, to make our marketing efforts successful.

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What Regulations Will Impact Sustainability Comms in 2024?

Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

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8 Facts You Need to Know About B2B Content Marketing [Infographic]

LEADership

Have you and your business joined the 88% of B2B marketers that have built content marketing into their strategy? Chances are, if you read this blog regularly, you’re at least dipping your toes into the content marketing pool. I just want to let you know that the water is fine! If you need some more encouragement to dive right in take a look at this interesting infographic that lays out the importance of improving your content marketing game and tells you how your peers are working at buil