Customer Experience Matrix

JULY 17, 2015

Two vendors made the same point with me this week, which is reason enough for a blog post in mid-July. The point was the difference between basing content selection on individuals and on segments. I have never considered the distinction to be especially important, since segment membership is determined by individual behaviors and individual-level decisions are guided by behavior patterns of groups.

Work Management 217

Work Management Segmentation Analytics Automation 217

Buzz Marketing for Technology

JULY 17, 2015

This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of How to Market and Sell to the Modern Buyer. This webinar was sponsored by Act-on Software and featured Amber Armstrong ( @ ambarmstrong ) Program Director of Commerce, Social and Mobile Amplification at IBM, Jeff Soriano (@ sorianojeff ) Senior Director of Demand Generation at Offerpop and Rachel Rosin (@ rosin_ rachel ) Marketing Programs Manager at Act-On Software.

Planning 196

Planning Marketing Management Buyer Personas Webinar Metrics 196

Marketing Insider Group

JULY 17, 2015

In 1960, American economist and Harvard Business School professor Theodore Levitt wrote a paper called “Marketing Myopia,” which was published in the Harvard Business Review. In it, he suggests that “ businesses will do better in the end if they concentrate on meeting customers’ needs rather than on selling products.”. Certainly a groundbreaking concept at the time.

B2B Marketing 172

B2B Marketing B2B Marketing Proposals Marketing & Strategy 172

Avitage

JULY 17, 2015

What if your “sales content problem” isn’t the real problem, but a symptom of the problem? Given the role of the sales organization to deliver primary business outcomes — new customer acquisition and profitable revenue growth — if your sales content sucks (technical term in the content business) why would you think your marketing content is any better?

Content 166

Content Webinar Metrics Acquisitions B2B Sales 166

Speaker: Neal Boornazian, President and Nancy Harhut, Co-Founder and Chief Creative Officer - HBT Marketing

Direct mail has consistently remained a powerful tool in the marketer's arsenal, but in an age of digital dominance, its effectiveness hinges on the strategic integration of behavioral science. 💡 When you incorporate powerful behavioral science principles into your direct mail marketing strategies, you can prompt the hardwired decision-making shortcuts your audience relies on — and that automatically unlocks new avenues for engagement, conversion, and brand loyalty.

Response Rate

Biznology

JULY 17, 2015

Most of my clients want their website search to work–they really do. But they aren’t sure how to get all the folks who create the content all over their organization to do it right. There is a simple organizational method to improvement–one that you’ve probably applied other places–that you can use to get an organization to work together to make website search work.

Marketing Websites 150

Marketing Websites Content Organization Conversion 150

Adobe Experience Cloud Blog

JULY 17, 2015

Author: Dayna Rothman Inbound marketing is a proven and powerful earned strategy for creating brand awareness and generating leads. With inbound marketing , you can attract people to your brand through great content, which serves to engage customers. For marketers today, inbound marketing is more necessary than ever. Why? Buyers are not just reading catalogues and going to malls—they are online—and spending more time doing their own research prior to making contact with your brand.

Inbound Marketing 105

Inbound Marketing Acquisitions Thought Leadership Multi-Channel 105

Hinge Marketing

JULY 17, 2015

By now, everyone in the world of marketing knows how effective great content can be at turning readers into buyers. But what makes great content? If you search "great content tips," Google returns 594 million results. Most of these tutorials offer clichéd advice about the power of images and video, avoiding salesy language, and positioning yourself as an authority.

Marketing Management 76

Marketing Management Content Marketing Content Paid Search Agency 76

Hubspot

JULY 17, 2015

Here's the thing. Typos happen. No matter how vigilant you are, no matter how many times you run spell check, no matter how many times you proofread, one of those suckers will slip through. Maybe that's why whenever I catch a typo in someone else's content, I'm suddenly a little bit happier. Some call that schadenfreude; others call it being a jerk.

Paid Search Agency 61

Paid Search Agency Education Pricing Price 61

Vidyard

JULY 17, 2015

Are you guilty of the fly-by-posting, A.K.A. the post-and-dash? Whatever you call it, it just isn’t effective marketing to create videos, post them, and then abandon them (and your viewers!). Video marketing shouldn’t be a mystery; in fact, if you’re using the right analytics, video is like an open book…or, um, video. You get my point.

Video Marketing 57

Video Marketing Analytics Top of Funnel Allocation 57

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.

B2B Sales

Hubspot

JULY 17, 2015

If you’ve ever looked at your website and thought, “maybe it’s time for an upgrade,” chances are that time has passed and you’re overdue. With search engines constantly rolling out new algorithms and new design trends taking shape every day, it’s understandable that managers are getting overwhelmed just trying to keep their heads above water. Website re-designs are long, labor-intensive processes that require input from many different departments to make sure everything is moving on track.

Design 55

Design Marketing Websites Business Opt-out 55

Vidyard

JULY 17, 2015

Kitchener, Ontario – July 15, 2015 – Demand Spring and Vidyard today announced a partnership to offer the industry’s first video marketing consulting service for B2B marketing and demand generation teams. The new service offering will complement Demand Spring’s current portfolio of services that help marketing organizations improve their ability to generate more qualified leads and quickly progress sales pipeline.

Marketing Automation Services 50

Marketing Automation Services Demand Generation Agencies Advertising Agencies Consulting 50

Hubspot

JULY 17, 2015

Oh, Amazon. If they do anything well at all, it’s staying in the headlines. Prime Day was touted as “bigger than Black Friday,” and all the world watched to see if Amazon was telling the truth. Some were excited to score huge deals, while others were ready to watch Amazon fail. The outcome? Let’s take a look. The Scoffers. When it came to the sheer number of deals, Amazon didn’t disappoint.

Amazon 54

Amazon eCommerce Marketing 54

Vidyard

JULY 17, 2015

Kitchener, Ontario – July 15, 2015 – Demand Spring and Vidyard today announced a partnership to offer the industry’s first video marketing consulting service for B2B marketing and demand generation teams. The new service offering will complement Demand Spring’s current portfolio of services that help marketing organizations improve their ability to generate more qualified leads and quickly progress sales pipeline.

Marketing Automation Services 50

Marketing Automation Services Demand Generation Agencies Advertising Agencies Consulting 50

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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.

Webinar Metrics

Hubspot

JULY 17, 2015

For the most part, publishers no longer question the merit of dedicating time and effort to social media. Time and time again Facebook, Instagram , Twitter, and other social platforms have proven their worth for everything for content distribution, audience engagement, and more. That said, simply reposting every article you publish and hoping for the best does not constitute a sound social strategy.

Social Media 54

Social Media Media Stats Social Networks 54

SnapApp

JULY 17, 2015

Earlier this week SnapApp’s Summer Release went live, and we’re excited to share some of the new features we added. Advanced Marketing Automation. This release introduces our brand new Advanced Marketing Automation functionality, which we’re kicking off with Eloqua. With any marketing automation provider, you can push data collected with SnapApp into lead records for scoring, nurturing, or outreach.

Eloqua 48

Eloqua Marketing Automation Services Lead Scoring Lead Ranking 48

Hubspot

JULY 17, 2015

Mmm, coffee. I'd bet that most people reading this probably drink it everyday. And while some people are very particular about how they like their coffee -- others don't care as long as it's caffeinated. But there's one particular brand of coffee that has caught the eye taste buds of Instagram co-founder Kevin Systrom, legendary skateboarder Tony Hawk, and Silicon Valley's top investors such as Chris Sacca: Blue Bottle Coffee.

CMO 50

CMO High Quality Lead Hubspot Rules 50

Content Standard

JULY 17, 2015

This past week, Microsoft rebuilt the Bing Ads webpage as the company makes a newly concerted effort to compete with Google’s massive search engine presence. On the surface, this may seem laughable. It isn’t the first time we’ve seen Microsoft create incentives to bring people to its platform or try and claim back share of the SEO industry’s annual spend.

Paid Search Agency 40

Paid Search Agency Ads Cost Per Click Adwords 40

Advertisement

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.

Paper

Convince & Convert

JULY 17, 2015

Recently I conducted and published a survey capturing the input of 4,000 of the top bloggers on marketing partnerships. One of the key takeaways was that the majority of bloggers want to work directly with the brands. Bloggers don’t want to be used as a campaign or marketing asset—they do their best work when they are a part of the brand. To dive further into this topic, I chatted with one of my favorite bloggers, James Hills, who runs a very successful travel blog.

Blogger 149

Blogger Planning Outreach Press 149

Vidyard

JULY 17, 2015

You’re convinced that your company should be using more video in its marketing materials, presentations, and online conversations. That’s sometimes easier said than done. What works for one company may not for the next. And, what works for yours one season might flame out the next go-around. There’s a lot of A/B testing that goes into maintaining a sizable video presence, but what’s most important is taking note of what’s working and taking measures to develop a lis

Storytelling 58

Storytelling Video Marketing Peer-to-peer Customer Satisfaction 58

Content Standard

JULY 17, 2015

When it comes to crafting viral content, shorter isn’t always better. Numerous studies and reports (all likely over 1,000 words, and also the top results when I searched “long-form content” in Google) show that not only does long-form content perform incredibly well from an SEO perspective, but it also helps increase brand awareness and audience engagement.

Paid Content 40

Paid Content Brand Identity Branding Classified Ads 40

Hubspot

JULY 17, 2015

As a Yale Entrepreneurial Institute Venture Mentor, I have the privilege of working with some of the world’s most creative and inspiring future business leaders. Currently, I'm mentoring a startup called Tuckerman & Co -- a mission-driven clothing brand hell-bent on creating environmentally sustainable clothing to address the abundance of unnecessary waste in the textiles industry.

Peer-to-peer 54

Peer-to-peer Business Lead Scoring Lead Ranking 54

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Social Media

LEADership

JULY 17, 2015

We’ve all been to meetings that were less than optimal in the productivity department. You know how they go – idle chit chat, boring presentations, brainstorming sessions that generate tons of ideas and no new activity. You’re not alone. In fact, according to this infographic by Fuze.com , unproductive meetings waste over $37 billion annually. A big part of that is the waste of time.

Customer Surveys 63

Customer Surveys Spending Optimization Activities 63