Sat.Jun 27, 2015 - Fri.Jul 03, 2015

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Status quo, you know, is Latin for 'the mess we're in.'

ViewPoint

This title is a quote from Ronald Reagan. The status quo—that marketing management doesn’t understand the definition of a qualified lead—is nothing new. Here’s the problem. Salespeople consistently say that they do not get enough qualified leads. Qualified leads, according to sales, are based on criteria they understand but marketing is in the dark about.

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Infographic: The State of Marketing Automation Maturity

The Point

Are most B2B companies getting maximum value from their investment in marketing automation? A recent industry survey by Spear Marketing Group suggests: no. As the infographic below illustrates, results from the survey suggest that, while the typical marketing automation user makes full use of some functionality, many more are failing to follow even the most basic lead management best practices , best practices that represent some of the most compelling business rationale for investing in marketi

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Marketing Beyond MadTech: What Happens When The Robots Take Over?

Customer Experience Matrix

I’ve recently found myself bouncing between three worlds: - today’s world , where I spend my time reviewing software and helping marketers choose martech products. Since most of that discussion is currently phrased in terms of building a marketing stack, let’s call it the world of “stacktech”. - tomorrow’s world, about two to five years in the future.

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B2B Customer Content Operations Manifesto

Avitage

The custom content business is a difficult business. It’s a difficult business due to the economics of the underlying content operations model, as well as poor inputs from inefficient clients. If you’re a B2B organization pursuing content dependent strategies such as content marketing, automated lead generation and nurturing, sales and channel enablement (among others), you are now in that business.

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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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4 Stages of a Thought Leadership Maturity Model

Buzz Marketing for Technology

Here is a great piece on the maturity of a company’s Thought Leadership program by ITSMA. Last year I was asked by ITSMA to collaborate on this piece with them. They also tapped into companies like Deloitte, E&Y, IBM, Coginzant, SAP and more. What came out is quite interesting for any company looking to take their thought leadership program to the next level.

More Trending

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MarTech Stack Jenga: Official Rules

Customer Experience Matrix

I spent some time in Atlanta last week, including a Friday afternoon visit with Sangram Vajre at Terminus to discuss his upcoming FlipMyFunnel conference. I’ll be keynoting the part of the conference devoted to technology stacks. Our conversation naturally turned to MarTech Jenga, my recent random thought of using the popular stacking game to illustrate how marketers assemble their technologies.

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30 LinkedIn Sales Triggers

Marketing Insider Group

The key to social selling success is fishing where the fish are. You might be fishing where the fish are, but you do know what to do when you get a nibble on the line? Many sales meetings are full of fish tales about the one that got away. These fishing holes are filled with sellers, who did not use social selling techniques. GerryMoran.png"> GerryMoran.png" alt="30 LinkedIn Social Selling Triggers" width="729" height="550" />.

Linkedin 182
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So you thought Facebook was free

Direct Response Coach

If your business has relied on Facebook to communicate with your customers and prospects, this article in Duct Tape Marketing should be a must read for you. What it says is what we’ve all known about Facebook for the past few years – except it’s much worse from a marketer’s standpoint. It has been common [.]. The post So you thought Facebook was free appeared first on McCarthy and King Marketing.

Facebook 180
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How to Solve the Marketing Skills Gap In Your Company

Digital B2B Marketing

A few weeks ago I was talking to Maureen Blandford about marketers, marketing technology, and the need for all of us to move faster. Our conversation turned to skill sets and the current digital and technology skills gap in marketing today. A thought I had in that conversation has been gnawing at me since: “Today’s marketers don’t have the aptitude for marketing technology.” We continue to hear about the skills gap in marketing today and marketers are continuing to get tr

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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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How to Convince Your CEO of the Power of B2B Content Marketing

NuSpark Consulting

CEOs and marketing leaders often stand on opposite sides of a deep chasm in terms of their belief in the power of B2B content marketing. While marketers recognize that content marketing can boost ROI, many corporate leaders still live in a worldview where traditional direct marketing campaigns rule. Such campaigns are familiar. They’re deliver results in a short period and are immediately measurable.

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Tools I use to amplify social campaigns

Biznology

I am surprised how much of a one-man band I have become through social media thanks to a little help from my friends. Here are the top social media applications I use in order to help lead my clients and my own brand through all the background noise and into the spotlight. SOCi. It’s no longer okay to just drop links into your social media stream from Mashable or the Huffington Post.

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A Marketer’s Search For Meaning: 5 Attributes of Relevancy

Marketing Insider Group

I read an article the other day that said that people are hired for hard skills and fired for a lack of soft skills. I’ve found this to be true, and even more so for marketers as our pace of change keeps picking up speed. I listen to marketers talk about the struggles they have in their organizations and I notice something. Those who consistently amaze me have a set of qualities that aren’t mainstream.

Relevance 171
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Key Performance Indicators – Not Clicks

ANNUITAS

When presented with a Demand Generation Transformation initiative, at least one person will ask, “So this is all about email, right?” This line of thinking also supports the parallel perception that effective program measurement is driven by click and open rates. Unfortunately, you can’t look simply at email-based metrics and draw correlations to downstream conversions.

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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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Infographic: The Science of Creating Buyer Personas

Crimson Marketing

Buyer personas are the first step to any effective content strategy. Personas are what will help you determine how to tailor content to your buyers. . Customer data should be gathered from your own business intelligence as well as web analytics. Important metrics include: bounce rates, organic traffic, page traffic, leads from social media, mobile traffic, conversion rates, and referring sites.

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Do you still need to measure brand awareness?

Biznology

As a marketer, I am a late bloomer. I spent most of my career in technology, not doing any marketing at all until 20 years into my career, in 1998. Now I spend all of my time on marketing technology, so I have experience only in digital marketing–not with any traditional marketing tactics and techniques. One question pops up over and over again is: “what about brand awareness?

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Quick Guide to Email Newsletter Distribution

Marketing Insider Group

An email newsletter is a tremendously valuable distribution outlet many brands overlook. Often times, they get focused on distributing through social and paid resources, forgetting that the option of showing up in their customers’ or prospects’ inboxes on a regular basis is still an option. Below is a break down of everything you need to know to get started to put an email newsletter distribution strategy in place.

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The Problem With The Story You Are Telling

ANNUITAS

*This post first ran July 29, 2014 via the ANNUITAS blog. We are running this again because no matter what technology is introduced, what changes Google makes…it is still all about relevant content. Write for your buyers not to game the system. Good, relevant content is more important than ever, because of a Panda. Back in May, Google released an update to their search algorithm, called Panda 4.0.

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How to Improve Email Deliverability and Optimize Each Send

Learn how to optimize email deliverability and drive greater email ROI. What lands your email in the customer’s inbox? Understanding those factors, otherwise known as email deliverability, is critical to getting the most return on your campaign investments. But the “rules” around which factors land you in the spam folder aren’t always easy to keep up with.

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Spark New Results from Your B2B Marketing at Mid-Year

B2B Marketing Traction

If you haven’t quite gotten to the marketing you planned earlier in the year, it’s not too late. Here are questions to answer and actions to take to get your marketing back on track. First, know that it’s OK to start or restart marketing. Marketing can be challenging. It’s one thing, if done well, that can help your business or organization grow faster.

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What can your B2B data do for you?

Biznology

Data is all the rage in marketing today. Everyone is talking about it. “A carefully considered data strategy must be a CMO’s top priority,” says AdAge. Data has been called the “new oil” that fuels marketing today. But B2B marketers still struggle to get their full share of value from data. One reason is that they are missing some important ways to apply the data to marketing problems.

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3 Steps To A Better LinkedIn Photo

Marketing Insider Group

If LinkedIn was like Tinder, would your customers swipe left or swipe right? I know a few Millennials, and scarily a few Gen X friends, who use Tinder to, well, hook up. If you don’t have a great pic, then you are immediately ‘eliminated.’ Sort of voted off the relationship island before you ever washed ashore. Your picture is the first step to moving toward ‘hooking up’ with your customers and prospects.

Linkedin 167
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How to Tell Better Stories in Your Business

Convince & Convert

Storytelling is all the rage in business , and rightly so. The people are in control of the relationship between companies and customers like never before and they are fed up with the smarmy, direct approach to messaging. As the saying goes: everyone wants to buy, but nobody wants to be sold. That’s the genius of storytelling and business. Every company of every size and type has interesting stories to tell.

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The AI-Enabled CMO: Practical Tips for Today's B2B Marketers

Speaker: Paul Slack, Vende Digital CEO

On October 11th, understand how to navigate the AI landscape confidently, turning insights into groundbreaking strategies that set you apart. Why attend? You'll learn: Practical applications/Use cases How to find and assess the right AI technology Prioritizing quick wins Mastering prompt engineering Solving marketing challenges efficiently Strategies to launch pilot programs Case studies of B2Bs building smarter businesses with AI Exclusive bonus content: Actionable frameworks to get started qui

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#BADMarketing from Newcastle

Crimson Marketing

When it looks like you spent 15 minutes putting together an ad… #BADMarketing . Image: Courtesy of Adfreak/Adweek . The post #BADMarketing from Newcastle appeared first on.

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Unleashing the predictive power of data

Biznology

Along with the buzz about big data, there has been a lot of hype lately about developing a holistic view of one’s customers and customizing the buyer journey. This has created a focus on the predictive power of data and predictive analytics. These techniques allow one to extract information and patterns from existing data in order to predict future outcomes, understand trends, and make decisions.

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Does My Stealth Start-Up Need PR?

Marketing Insider Group

A lot of start-ups are in stealth mode, and don’t want anyone to know what they’re working on. “I don’t want PR, someone might steal my idea.” This is a common mistake driven by several fears, fear of failure, fear of competition, fear of possibly actually succeeding. The truth is your start-up does need PR even if you aren’t telling the public what you’re up to, in fact, that could be your biggest asset.

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It’s Time to Pay to Play

Convince & Convert

Five Mondays in June brought five incredible guests to the Social Pros Podcast : a digital marketer for the WKYC TV station; the social media fan, iSocialFanz ; two content marketing experts, one from BuzzSumo and the other from the Content Marketing Institute; plus the world’s Facebook expert at Mari Smith International, Inc. These Social Pros come together across industries and areas of expertise to give two pieces of advice that might be hard to hear: When it comes to content,

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Lets Get Physical: How to Blend Direct Mail Marketing with Your Digital Strategy

Speaker: Akeel Jabber, B2B SaaS Investor and Growth Marketer at Horizen Capital

⭐ Are you ready to boost campaign success? Consider the untapped potential of integrating direct mail marketing seamlessly with digital marketing strategies. Combining the physical, tangible impact of direct mail with the dynamic reach of digital marketing can be a game-changer, significantly increasing your ROI when done right. Direct mail grabs attention, making it great for reaching your target audience 📩 Digital marketing keeps the momentum going, driving action 📲 So.

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Top Tips for Increasing Sales with Digital Interactivity

Kaon

By Dana Drissel, Vice President at Kaon Interactive. A new McKinsey report reveals that companies that implement transformational sales and marketing capabilities yield 90% higher sustained growth than those who don’t. In marketing and sales, this can be accomplished by using digital interactions and interactive storytelling to create engagements that allow customers to guide themselves through their problem-solving journeys.

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What motivates people at work

Biznology

One of my favorite past times is watching TED Talks. These short bursts of fascinating information always get me thinking. I recently watched one by the Behavioral Economist Dan Ariely on what motivates us to work. If you don’t have 20 minutes to watch his full talk, keep reading for my summarized version! Most of us believe that people are motivated my money.

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The Entrepreneur, The Compass, And The Fog

Marketing Insider Group

Serial social entrepreneur, Arthur Nelson, describes how a company’s story is always filled with twists and turns. “I’ve never started an organization that ended up doing what it was originally intended to do,” Arthur Nelson once told me. Coming from the founder/co-founder of over twenty organizations (half of them nonprofits like TERC ), his statement has stuck with me for over twenty-five years.