Fri.Jan 20, 2017

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Is your marketing focus internal or external?

Biznology

If your marketing focus is on your products, your sales prices, your funnel, and your outcomes, you’ve got a problem. All the “yours” in that last sentence should be a pretty obvious clue. Your (ahem) primary focus as a marketer has to be on the needs and attitudes of your target market. Every other decision flows from what you know about your clients and their needs.

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Weekend Reading: “They Ask You Answer” by Marcus Sheridan

Marketing Insider Group

For the 106th episode of The Marketing Book Podcast, I interviewed Marcus Sheridan author of “They Ask You Answer: A Revolutionary Approach to Inbound Sales, Content Marketing, and Today’s Digital Consumer.” Marcus Sheridan’s pool company struggled after the housing collapse in 2008; today, it’s one of the largest pool installers in the U.S.

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Your Marketing Content: Is it Fake News?

Marketing Craftmanship

The marketing profession has a reputation for sometimes using less than reliable market research to promote a point of view. And this marketer has been guilty of that sin. Years ago, our insurance company client was introducing a new Directors & Officers liability insurance policy, and asked us to raise market awareness. With good intentions, but given no budget or time to perform proper market research, we interviewed a total of 6 corporate CEOs and board members to provide some validation

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5 Steps to Kickstart Your Account-Based Marketing Program

Adobe Experience Cloud Blog

Author: Hila Nir The value of account-based marketing (ABM) is undeniable. If you’re not familiar with the jarring statistics, here’s a recap: SiriusDecisions research shows that more than 90% of B2B marketers consider ABM “important” or “very important,” and 73% of B2B companies plan to increase their budgets for ABM initiatives in the next 12 months.

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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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Zuckerberg’s Facebook Page, and 3 Other Stories You Should Read

Contently

Here’s what you missed while changing your Gmail settings as fast as possible … The New York Times: Davos Elite Fret About Inequality Over Vintage Wine and Canapés. Selected by Dillon Baker, tech editor. It’s no secret that populist movements are gaining ground across the globe. While the causes are complicated, few would disagree that evolving technology, wealth inequality, and governmental dysfunction are key factors.

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Use Psychology To Increase Social Media Engagement

EveryoneSocial

Social media is undoubtedly one of the premier channels for customer engagement. According to reports, social media engagement takes up about 28% of the total time spent on the internet. However, just because your content is published on social networks, doesn’t mean you are guaranteed to get enough engagement. In fact, having a substantial amount of followers will not guarantee a boost in conversions or sales.

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6 Reasons Why Your Bedtime Routine Is Wrecking Your Work

Hubspot

Last night, I began to read an excellent novel right before I went to bed. The plot twists! The engaging dialogue! The cliffhangers! It was a great read. But there was a problem. When I finally went to put the book down two hours later, I was completely wired, and nowhere near sleep. Needless to say, I wasn’t too productive the next day. I always thought it was a good habit to read before bed.

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For Email Marketing That Sticks, Story Matters

Content Standard

Yesterday morning, Christine Spratt returned to work after a two-week vacation, with a medium latté (skim, no sugar) in hand. She’d been off the grid for the entire vacation, so she knew she’d have some catching up to do re: her inbox, but it was worth it. Since she was the first one into the office (per usual), she set some light music to play on her computer and logged in to summit the mountain of emails that her inbox had become.

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What B2B Tech Companies Can Expect From Search Marketing in 2017

Golden Spiral

We recently sat down for a Q&A with search engine marketing expert, Chris Turner of ChocolateSEO. Below, Chris discusses the reasons that B2B technology companies should make SEO & SEM part of their strategy in the coming year. Chris, now that we’re starting a new year, why should B2B technology companies add SEM/SEO to their marketing mix? What SEO and SEM really do for companies at this stage is help get that messaging in front of the right people at the right time, for the right reaso

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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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The Year of Customer Experience: How Ecommerce Brands Can Prepare

Hubspot

This year will be an important one for ecommerce brands, hinging largely on one specific element -- customer experience (CX). According to Gartner data, 42% of CEOs say that better CX was “ the key change that has driven more wins.” Furthermore, for 80% of B2B customers, CX is the biggest influencer in the decision to work with a certain vendor. And, Walker insights indicate that by 2020, customer experience will overtake price and product as the key brand differentiators.

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#SproutChat Recap: Creating Content for the Travel Industry

Sprout Social

It’s expected that most people will take a vacation and then post pictures and videos of their trip on social. This makes marketing for travel professionals easy, right? Even in an industry overwhelmed with user-generated-content , there are challenges. How do you get folks to your travel destination when cost and time often get in the way? Sprout All Star, Keri Jaehnig , has spent years working in the travel industry and has won several state tourism awards for her social media campaigns

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Is Optimism Bias Blinding Your Marketing Strategy?

Content Standard

Last year, my life was derailed. The person I loved and had spent the last seven years with suddenly walked out of my life. I was blindsided. In my mind, we were going to get married, buy a house, have kids. We were best friends, partners in crime, yin and yang. We were unstoppable. In the months since my breakup I’ve spent countless hours trying to understand why and how this could have happened.

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A New Product for the New Year

Akoonu

We’ve had a stealthy secret for about a year, but the time has come to share our expanding product line and Akoonu brand refresh. Meet the new Akoonu !

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21 Advanced ChatGPT Prompts To Take Your Social Media to the Next Level

Upgrade your social media game with our in-depth playbook: "21 advanced ChatGPT prompts for social media managers". These powerful prompts are tailored to supercharge your content creation, strategy development, and results analysis. Say goodbye to writer's block and hello to endless creativity as you effortlessly generate engaging posts, come up with original strategies, and optimize your social media performance - all in a fraction of the time.

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Let’s Celebrate: How Live Events Bring Burns Night to Life

The Freeman Company

Two Scottish nationals talk us through the annual celebration

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Three Words that Will Fuel Growth for Your Company and Your People: Do Hard Things

DiscoverOrg

Thirteen years ago, I sat down with a mentor who gave me some very memorable and sage advice. He said, “Justin, whatever you choose to do with your life, challenge yourself to do hard things. In other words, shoot for the stars.”. I’ve reflected on the phrase “do hard things” again and again. It has inspired and motivated me to reach, stretch, and innovate in ways that I might not have otherwise.

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Who Had the Greatest Professional Impact on Me in 2016? Shelly Kramer!

Webbiquity

Sales consultant and recruiter Jim Keenan wrote a blog post a few weeks ago about the individual who influenced him the most in 2016. Beyond that, he challenged his readers to write about “the person (who) had the greatest effect on your personal or professional life in 2016 and thank them publicly.” A week later, I was stunned, humbled and honored to see that two of the business professionals I had the opportunity to help with optimizing their online presence last year had written o

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4 Data-Driven Ways to Create More Targeted Ad Campaigns

Hubspot

Digital marketing is undergoing a revolution. Agencies have more granular insight than ever before into how their campaigns are performing. The days of selecting media channels based on broad demographic data and relying on generalized ad impression numbers are over. Marketers can now target specific audiences across multiple devices and measure engagement on each touch point, building comprehensive roadmaps to conversion.

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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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Announcing The Stackies & Hackies Awards for MarTech San Francisco 2017

chiefmartech

I’m excited to kick off the third year of The Stackies , which will culiminate in an opening awards ceremony at the MarTech conference in San Francisco, May 9-11, 2017. Of course, like all good agile marketers, we believe in improving with each iteration. So we’ve tweaked and expanded the competition this year. But first, new readers may be wondering, “What the heck are The Stackies?

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What Sales Ops Needs in a Technology Stack

LeanData

There’s one thing that you’ll never hear a Sales Operations expert say: You know, there just aren’t enough technology solutions in the market these days. I wish there were more. Instead, Sales Ops professionals are drowning in tech tools. There are countless, cool-sounding gadgets that promise the world. and fabulous ROI. Every day, it seems, another new software solution debuts with breathless assurances that it will transform, disrupt and/or revolutionize your business.

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The Importance of Influencer Marketing

LEADership

These days, it’s not enough to have a hot digital marketing campaign. For all of the amazing new technologies that have popped up to help marketers reach their customers, there are also new technologies that have been invented to hide ads from viewers. Not only that, but marketers have to reckon with the fact that many customers aren’t especially trusting when it comes to brand advertising.

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What Sales Ops Needs in a Technology Stack

LeanData

There’s one thing that you’ll never hear a Sales Operations expert say: You know, there just aren’t enough technology solutions in the market these days. I wish there were more. Instead, Sales Ops professionals are drowning in tech tools. There are countless, cool-sounding gadgets that promise the world. and fabulous ROI. Every day, it seems, another new software solution debuts with breathless assurances that it will transform, disrupt and/or revolutionize your business.

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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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What Sales Ops Needs in a Technology Stack

LeanData

There’s one thing that you’ll never hear a Sales Operations expert say: You know, there just aren’t enough technology solutions in the market these days. I wish there were more. Instead, Sales Ops professionals are drowning in tech tools. There are countless, cool-sounding gadgets that promise the world. and fabulous ROI. Every day, it seems, another new software solution debuts with breathless assurances that it will transform, disrupt and/or revolutionize your business.

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What Sales Ops Needs in a Technology Stack

LeanData

There’s one thing that you’ll never hear a Sales Operations expert say: You know, there just aren’t enough technology solutions in the market these days. I wish there were more. Instead, Sales Ops professionals are drowning in tech tools. There are countless, cool-sounding gadgets that promise the world. and fabulous ROI. Every day, it seems, another new software solution debuts with breathless assurances that it will transform, disrupt and/or revolutionize your business.