September, 2016

Trending Sources

Fluency of Culture, Not Language, Is Key to Winning Big in Global Online Markets

Webbiquity

Guest post by Charles Whiteman. The smartest companies are always looking to reach untapped markets. These days, most are finding success by engaging new global consumers through digital channels. By communicating with online customers in their languages of choice—on their devices of choice—businesses can sell to more markets than ever before. They also need cultural fluency. On Social Media.

Inbound Marketing or Outbound? Which is the Winner?

Act-On

The marketing industry has been buzzing about the rise of inbound marketing and the decline of outbound marketing over the last several years. With the rise of internet-empowered buyers, inbound marketing has helped vendors take control of the initial pieces of the buyer’s journey. But are marketing teams really migrating away from outbound marketing? You can control the message and timing.

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

Tony Zambito

Confusion by Adam Gale. In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  Depending on the source and what you read, well, it can get downright confusing indeed. Customer Segmentation. Professions. Roles. Firmographics. Demographics.

How Branding Can Make or Break The Customer Experience

B2B Marketing Insider

Branding is the art of influencing customers’ perceptions. For better or worse, customers use these impressions when interacting with your brand. Marty Neumier, author of The Brand Gap, describes branding as “…a person’s gut feeling about a product, service, or company. When enough individuals arrive at the same gut feeling, a company can be said […].

Lead Generation Checklist

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Five Content Marketing Tips for B2B Success

Webbiquity

Guest post by Mark Pinnes. Business content is a turn off for 70% of consumers—that’s according to research by Flagship Consulting in association with The Economist Intelligence Unit. Image credit: Wikimedia. Of course, these stats don’t diminish the potential of content marketing, which offers a wealth of new opportunities for marketers. It’s about quality, not frequency.

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5 Ways Outbound and Inbound Marketing Complement Each Other

Act-On

What kind of marketer are you? That sounds like the beginning of a diverting quiz, but it speaks to a perception among marketers that just may have run its course. If you’re like many marketers right now, you’d answer that question either with “inbound” or “outbound” as your answer. And, most likely, more of you would say “inbound” than would say “outbound.” So what about outbound? Conclusion.

8 Strategies to stand out when you’re late to the content marketing game

grow - Practical Marketing Solutions

By Mark Schaefer. You’ve all seen the data and it’s not pretty — the amount of information on the web is certainly overwhelming. Content budgets are soaring, content output is exploding. There are more than 1,000 blog posts and 400 hours of YouTube video uploaded every minute  in a never-ending war for attention. But what if you’re on the losing end of the stick?

28 Experts Reveal The Top Content Marketing Trends For 2017

B2B Marketing Insider

Content marketing is still one of the hottest topics on the minds of marketers. And And one of the biggest challenges for CMOs. To help you stay on top of the latest content marketing trends, every year I publish a list of the top trends and predictions we are seeing from around the marketing world. Joe Pulizzi, head […]. Content Marketing

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B2B Marketing Trends for 2016

How Empathy Will Grow Your Sales and Marketing Pipeline

B2B Lead Generation Blog

Writers note – This as a primer for my session at Dreamforce 2016 next week. We have more marketing channels and more content than ever before, but it’s become harder to actually connect with customers. Today’s crazy-busy customers are weary of pitches, cold emails, hype, and manipulative messages, and as a result, they tune them out. Our customers aren’t saying, “We need solutions.”

Effective Industrial Content Marketing Requires Working Closely with Subject Matter Experts (SMEs)

Industrial Marketing Today

If you are responsible for industrial content marketing at your company, you know it is a challenge and can be a daunting task to engage with engineers and technical buyers. This is only a content summary. Please click on the headline to read the full article. Visit my website for more content on industrial marketing.].

15 Questions to Ask When Hiring an SEO Professional (Seriously)

Webbiquity

Organic (non-paid) search is the largest single source of visits for most B2B websites. The majority of sites generate between 40% and two-thirds of their total traffic from search. Making sure your site is as highly visible as possible in search and maximizing visits requires professional SEO help—whether that comes from inside your company, or from an expert SEO consultant or agency.

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Marketing Automation is More Than a Fancy Email Machine

It's All About Revenue

Marketing automation is one of those terms that could have a variety of meanings, but the most obvious one is not really what it means. The tool that is called a marketing automation platform is not strictly about automating your marketing. Let’s look at some stats from a recent study from Ascend2 : 76% of marketers say marketing automation is very important to their marketing performance.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

The disconnect between social media popularity and business effectiveness

grow - Practical Marketing Solutions

By Mark W. Schaefer. A few weeks ago, I had a conversation with a reader of the blog and he made an offhand comment that is still haunting me. This is what he said: “Of course it is possible to have a huge social media presence and look like a big deal while doing very little. You can automate just about everything.” ” Reflecting on this, it’s true. What is true?

How Quickly Is the MarTech Industry Growing?

Customer Experience Matrix

Everyone in marketing knows there’s a lot of new marketing technology, but how quickly is martech really growing? Many people cite changes in Scott Brinker ’s iconic marketing technology landscape, which has roughly doubled in size every year since Brinker first published it in 2011. Fortunately, other data is available. This shows growth of around 12% per year from 2000 through 2012.

The simple truth about what’s driving digital next year

Biznology

Someone recently asked me what I thought the future of marketing was going to look like: what’s driving digital next year and, most importantly, how marketers can prepare for the seemingly ever-shifting changes brought about by digital. This remains a critical question and one that I spend a huge amount of time thinking about for clients and my own business alike. hard and b.) Coincidence?

How Hubspot Sparked A Movement Behind Their Brand (Just Like Beyonce)

Influitive b2b

Never mess with the Beyhive. That was the advice of angel investor, VC, and former CMO of Hubspot, Mike Volpe, who kicked off the recent Advocacy Advantage roadshow in Boston on September 19, 2016. His main goal: illustrate the sheer power of fanatic, loyal advocates. In the case of Beyonce, her dedicated fans (known as.

The B2B Demand Gen Marketing Playbook

How to Calculate the ROI of Social Media Marketing [Infographic]

Webbiquity

Quick: Can you list the goals of each and every one of your social media efforts? Do you know how each campaign performed when measured against those metrics, and how they contributed to the bottom line? If you’re like many marketers, those questions probably bring a quizzical look to your face. But it doesn’t have to be that way. They need to have an estimated value assigned to them.

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Why Email Marketers Need To Confront the New Reality of Confirmed Opt-In

It's All About Revenue

As some of you have found out in the worst possible way over the past month, Spamhaus is on a tear. If you aren’t familiar with Spamhaus, I suggest you do a little bit of Googling to find out about them. They are simply the most relevant blacklist in existence today. There are different flavors of Spamhaus listings, but the one we want to avoid as legit marketers, is the SBL listing.

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Does every business need content marketing? A reality check.

grow - Practical Marketing Solutions

By Mark Schaefer. Does every business need content marketing? Of course not. Let’s pause the hype machine for a moment shall we? Last week I had dinner with one of my best friends. He recently became president of a company whose primary line of business is producing highly-engineered rolls for the steel manufacturing process. This is the real world. Business is hard. Not even close. .

3 Ways To Gain Executive Buy In

ANNUITAS

It has happened to all of us. We learn something new at an industry event, or read something amazing that could change the way you do business, but how do you pitch it to your boss, team leader, executives or even the CEO?  Many organizations foster the idea of innovation and welcome change within; however, most sadly do not. Don’t assume everyone has the same goals when sharing your ideas.

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A Content Formula for Complex B2B Organizations

10 Ways Small Businesses Should Be Using Video (with Examples!)

Vidyard

In my last post, I dove into the 17 reasons why small businesses need video and promised that I would share the how , or the best ways small businesses could incorporate video into their marketing plan. Here it is! There isn’t much more preamble needed, really (if you’ve read the previous post, that is). So let’s dive in. 1. Introduce Yourself. Share the Details of What You Do. Know what I mean? 4.

Managing Your Marketing Stack and the Skyrocketing Growth of MarTech

B2B Lead Blog

Marketing stack, marketing technology stack, MarTech stack – whatever you like to call it – refers to a group of technologies and software used by marketers to help them analyze and improve their marketing efforts and drive ROI. Each organization’s MarTech stack is different. Of the thousands (yes, thousands) of marketing technologies available, types of […]. Data Quality Management

How To Improve Your Email Subject Lines And Get Better Results

Webbiquity

Guest post by Christelle Macri. In email marketing, the subject line is of paramount importance. It is, after all, the primary element the recipient will refer to when deciding on whether or not to open the mail in the first place. Yet, despite this, many companies sending email marketing messages fail to give subject lines the attention they deserve. Make Your Subject Lines Less Generic.

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The Power of Instagram in Email Marketing

It's All About Revenue

Since October 2010, Instagram has seen massive growth in its user base. In the first two months after release, Instagram hit 1 million users. Two years later Facebook bought Instagram for $1 billion. The world didn’t understand how a tiny company that helps share photos could be worth so much. How could Facebook justify paying that much for a tiny competitor? Increasing Email Engagement.

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Six Key Steps to Successful Marketing Automation Adoption

A thought exercise on social media and critical thinking

grow - Practical Marketing Solutions

By Mark Schaefer. received a pretty big shock recently, a discovery that made me re-think who I am and what I know. For many years I have enjoyed digging into my family history. For many of us in the U.S. — nearly all of us immigrants — our family tree has tangled roots and uncovering where we come from can be an obsession. The mind game. But what about today? Here is a grand irony.

Content Marketing World 2016 – Just Do Nothing

ANNUITAS

We weren’t that far apart … but he, of course said it more eloquently. And with better slides. And music. told both of the journalists that I thought the biggest change in content marketing next year was going to be a marked reduction in the volume of content being produced. The bottom line being that companies are realizing that building it doesn’t guarantee that anyone will read it.

3 Inbound Marketing Insights from the State of Inbound 2016 Report

Synecore

It’s that time of year again. The eighth installment of HubSpot’s annual State of Inbound 2016 Report was recently published by the Boston-based inbound marketing automation software provider. Even though I read it every year, what I found particularly intriguing about this current offering is its generally brand-agnostic methodology. Inbound Marketing