February, 2015

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Be Social Don’t Just Do Social

Convince & Convert

'Tweetable Moments From CEO to entry-level employee, it’s your own responsibility to tell your story. iSocialFanz Tweet This A Passion for Change Brian Fanzo partnered with Daniel Newman halfway through 2014 to continue to build what Daniel had started as BroadSuite Consulting. Brian’s focus is on the media group side, working with a lot of enterprise and mid-market technology brands.

Skype 167
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Could Event Marketing Be Your B2B Golden Ticket?

KoMarketing Associates

'If you are running out of ways to use your marketing budget in a manner that is worth your while, consider hosting a small conference or after work event. Utilizing events to market your company and its product or services can be not only be an extremely great opportunity to network with new clients, it can allow you to become a stronger influence on your community and industry.

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When Bad Things Happen to Good Leads - Part 2

ViewPoint

'In part 1 of this series we discussed the troubling statistic that 70 – 94% of leads generated by marketing are ignored by sales. Part of the problem is the misuse of valuable data that results from marketing contact. The first type of data we’ll look at is what we call the “pipeline” disposition*. A “pipeline” disposition is a prospect that is just one or two touches away from being converted to a sales-ready lead.

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Will New Marketing Automation Tools Let Sales Climb Back Up The Funnel?

Customer Experience Matrix

'Trends are signposts of the future: they point to where we’re headed. But the signposts are unreliable because trends are often interrupted – the classic example being the “ Great Horse Manure Crisis of 1894 ”, when experts predicted that major cities would soon be buried beneath horse droppings. I’m beginning to suspect the much-cited trend of marketing playing a larger role deeper into the sales funnel has reached a similar peak.

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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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Shape the B2B Barometer

Savanta

'The B2B Barometer has been a consistent feature of the B2B landscape since 2009. Now it’s evolving and you can shape its future. The B2B Barometer was designed as a ‘state of the nation’ study. At a macro-level this gives a measure of our industry’s health and reveals key trends. At a micro-level it gives you a sense of how your approach to marketing compares to that of your peers.

More Trending

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How to Write an Irresistible Headline

Convince & Convert

'Let’s start with a fundamental question: How are posts shared? It’s not the blog post, tool, or resource that gets shared. That might be what motivates the person who is sharing it, but all that ends up getting shared is the headline. The headline is what you share with your subscribers, it’s what people see in search results, and it’s what gets passed around.

CTR 167
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6 More Search Marketing Tactics for Manufacturing and Industrial Marketers

KoMarketing Associates

'A while back we detailed several tactics B2B manufacturers and distributors should consider when seeking to improve their visibility in search engines and social communities. It is encouraging to note that all but one of those tactics remains relevant more than half a decade later, albeit with a few modifications to specific steps or updated resources.

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When Bad Things Happen to Good Leads - Part 1

ViewPoint

'There will be a ton of ink (and cyber ink) dedicated to lead nurturing this year. Most of it will be about using marketing automation to nurture leads. In and of itself, marketing automation is not a bad thing. More accurately, it’s a good thing being used badly by most companies. But that’s not what this blog is about.

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Ensighten Transforms Web Tags into Rich Customer Data

Customer Experience Matrix

'Looking back once more at last month’s post on the future of marketing data , you may recall that I briefly mentioned the intriguing rise of Web tag management systems as platforms to integrate customer data. Tealium highlighted the topic on Tuesday with $30.7 million in new funding , bringing the total to $77.9 million to support its stated mission of “capturing and serving up real-time, 360-degree customer insight to all of their [customers’] enterprise applications.

Tagging 180
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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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Why The Most Effective B2B Marketing Tactic May Surprise You

B2B Marketing Traction

'With all the news and hype about content marketing these days, you would think it’s one of the most effective marketing tactics for B2B marketing, if not the most effective. But, it’s not. I spent quite a bit of time going through the results of a recent survey of B2B Marketers by the Content Marketing Institute (CMI) and Marketing Profs sponsored by Brightcove.

Tactics 156
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#BADMarketing from Nova Schin

Crimson Marketing

'Nova Schin is a non-alcoholic beer made in Brazil. This ad grabs our attention for all the wrong reasons. #BADMarketing. Image: Courtesy of Lady Ivory Blog/Nova Schin . The post #BADMarketing from Nova Schin appeared first on.

Ads 159
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Your 16-Point Content Publishing Checklist

Convince & Convert

'I love checklists. They break down very detailed processes into actionable, step-by-step items. I try to create them for every recurring project I do so I don’t miss a beat when the task comes around again. The same goes for publishing content. With so many moving parts that take place even before you press “Publish,” a checklist can seriously come in handy.

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5 Super Simple Ways to Show Your Readers You Understand Them

KoMarketing Associates

'Recently, I spent a week stuck in the Midwest due to travel complications getting back to Boston ( remember summer?? Yeah, I don’t either ). During my extended stay at my mom’s, my daughter ran in circles around the house (cabin fever, M&M’s, and new maracas from grandma make for a powerful combo) while I tried to work in the other room. My mom kept popping in to “check on me,” which invariably meant she wanted a timeframe for when she could release the reins and observe the toddler play f

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Are Your Impact Comms Resonating With Stakeholders?

Whether your organization is at the start of its sustainability and impact journey or years into it, many brands share a common concern: the uncertainty of whether they are sending stakeholders mixed messages. Creating content that speaks to your audience's “love language” can be a tricky dance. But, worry not! 3BL has put together tips to ensure that your content not only finds its rhythm but also resonates with your target audiences.

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Sales Lead Management Leads to the Most Efficient Media Buy

ViewPoint

'Few companies get by on their good looks—although the engineering department would like to think that the pure genius and word of mouth about your product is enough to sell it. In their opinions marketing is not needed. Well, I hate to break it to them, but without marketing the majority of companies will either fail or fail to reach their full potential.

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2 Sure-Fire Ways to Inspire Your Blog Writing

Writing on the Web

'A few years ago I polled readers and asked what their biggest blogging challenge is. Turns out, it’s not lack of time, it’s lack of inspiration. Does your blog writing lack inspiration? Is it hard to get really fired up when starting to write a post? I get that. When I was just starting out as a blogger (was that really over 15 years ago?!) I could just feel that screen staring right back at me.

Blogger 186
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Two Things That Destroy Strategy

ANNUITAS

'There are a multitude of things that can destroy a Demand Generation Strategy, but the two biggest culprits are having a short-term vision and lacking alignment with sales. Here’s why you need to avoid them at all costs. Short-Term Vision. Building a perpetual demand generation program almost always involves quite a bit of change management within an organization, not to mention the building of new content and most likely, some data cleansing and new technology integration.

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Prospecting Fatigue: The True Death of a Salesman

Zoominfo

You just spent 30 minutes researching your prospect; calling him and leaving him a voice message, then you sent THE PERFECT EMAIL. It was so perfect that the prospect has to respond- you talked about what their CEO said in his annual report, you knew a project he was currently working on, and you outlined other customers in his space that you work with.

Zoominfo 100
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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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3 Rules for Better Video Marketing

Convince & Convert

'Image via BigStockPhoto.com. Video consumption continues to skyrocket amongst online audiences. In fact, 43 percent more videos were watched online from 2013 to 2014. That’s 38.2 billion videos in 365 days. Those are some staggering numbers, and most marketers are starting to appreciate that numbers like these translate to huge opportunity when shifted into a business context.

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Why Personas Fail

Cintell

There’s plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? From where I sit, we have entered a new phase in the evolution of buyer persona maturity in marketing– or maybe this has been the phase we’ve been stuck in ever since the phrase “buyer persona” was first coined years ago, first in the design movements of the 90’s, and later into marketing and sales.

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Jamie Barnett, Netskope CMO: How to Earn Trust and Get Buyer Attention with Thought Leadership

Crimson Marketing

'In the fast paced world of technology marketing, it’s challenging to convince potential buyers to pay attention to you. Buyers may not even know that you exist, and they certainly do not want to hear from your sales people! They do, however, crave information and best practice that can help them to stay on top of their game. This is why technology marketing professionals must invest in providing valuable thought leadership to the market early and often.

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Does Marketing Get No Respect?

Marketing Insider Group

'How Marketing Can Drive More Customers, Better Experiences and Great Products. Marketing has a marketing problem. Ask most people to define what marketing is, and the answer will almost always come down to some form of a definition that is more closely related to advertising. Not that there is anything wrong with advertising. Advertising is an effective technique for any business that can afford it.

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ABM Evolution: How Top Marketers Are Using Account-Based Strategies

In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.

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Failing at Paid Search? Maybe You’re Just Measuring It Wrong.

The Point

'The lack of an appropriate and complete tracking system is one of the most common errors, or omissions, that B2B marketers make in setting up a paid search program. It’s easy to see why. Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and at no charge as part of their default set-up. Going beyond that basic set-up, a critical step in being able to gauge the true success of any search campaign, requires a modest investment in time and r

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Upside Down on Marketing Priorities

ANNUITAS

'Regalix Research recently published their State of B2B Marketing 2015 report. The report detailed the budgets, priorities, digital and offline channels and the content preferences of B2B marketers. According to those who responded to the survey the top five objectives were as follows: Increase In Revenue: 67%. Increase Leads Generated: 65%. Increase in Sales: 63%.

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How Humanity Drives Customer Experience

Convince & Convert

'According to Nielsen, we trust friends and family members’ recommendations 92% of the time. We trust advertising from companies 47% of the time. We fundamentally trust humans more than companies or institutions (highlight to Tweet). This is why the smartest companies don’t act as such. Instead, they operate as real people, united by a common cause under the umbrella and auspices of the collective.

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7 Ways to Get Better Results from Your B2B eNewsletter

B2B Marketing Traction

'You send a regular eNewsletter, but are you getting results? Read this post to find out how to increase the return on your investment in time and money on your newsletter. 1. Set clear objectives for your eLetter. What do you want to accomplish with your eLetter? You can achieve many different objectives with an email newsletter. Provide news about your company and employees?

B2B 145
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1st, 2nd, and 3rd Party Intent Data: Which Is Right for You?

How do 1st, 2nd, and 3rd party intent data compare? 1st, 2nd, and 3rd party data each have specific advantages and disadvantages. It comes down to four factors: accuracy, cost, control and quantity. This infographic explains the pros and cons of each and helps you understand which one is best for meeting your business objectives. Intent data can be a great way to fill your pipeline and close more deals.

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What is Digital Darwinism and How Does It Affect Your Brand?

Crimson Marketing

'The researchers over at McKinsey “have been studying the relationship between the level of digitization across the consumer’s decision journey and the likelihood that a consumer will select a brand after considering and evaluating its qualities… The research paints a vivid picture of the factors involved in a consumer’s purchase choice (also known as brand conversion),” and what many call Digital Darwinism: . “Competition among brands is steadily increasing as branding c

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Personas Are Great (Except When They Suck)

Marketing Insider Group

'I recently presented at a Content Marketing conference on the topic of content marketing personalization. I argued that personalized content was the key to defining the core job of marketing: to build relationships at scale. And I made sure to differentiate personalized content from personas. So, one of my points in the presentation: Personas are great.

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4 Reasons to Publish on a LinkedIn Blog

Writing on the Web

'Do you know about LinkedIn blogs? And are you blogging yet on LinkedIn ? I’m not yet, but I will be right after I write this blog post! Since early 2014, LinkedIn opened its publishing platform to its 300+ million users. Here is your chance to show your expertise in your professional life and without character restrictions! The importance of using a LinkedIn blog is that it will add dimension and help in building a well-documented profile.

Linkedin 195