ViewPoint
MAY 27, 2014
'Today''s guest post is by Christopher Hosford, editor-in-chief and head writer at HosfordGroup LLC, a New York City-based content marketing agency. He is former East Coast Bureau Chief of Crain''s "BtoB" magazine, and former editor-in-chief of Nielsen''s "Sales & Marketing Management" magazine. He is a regular contributor to ViewPoint and can be reached at chris@hosfordgroup.com.
Marketing Insider Group
MAY 28, 2014
'One of my core beliefs of effective content marketing is to deliver content people actually want. Publish stories they actually will enjoy – to read and to share. To do this you have to follow a very small set of simple rules: Make it interesting. A great story. Relevant to your audience. An important lesson or a key trend. Make the reader the hero of the story.
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Buzz Marketing for Technology
MAY 28, 2014
'It’s apparent that there’s a missing vital component in the quest to modernize marketing. Today’s marketing organizations are aggressively modernizing, automating and adding more digitally centered marketing tactics as they focus on their mandate to discover prospects and create new customers. To meet the challenge, CMOs have turbocharged Marketing Ops teams and are building their “Marketing Clouds,” leveraging marketing automation to nurture prospects, adding CRM to manage pipeline and
Customer Experience Matrix
MAY 24, 2014
'On May 6, AOL and Google announced their respective acquisitions of attribution vendors Convertro and Adometry. Since then, Acxiom purchased online/offline identity matching vendor LiveRamp and SAP bought behavioral targeting vendor SeeWhy , tag management vendor Tealium announced connectors to several email platforms, and the Phillies lost nine of 14 baseball games.
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ViewPoint
MAY 30, 2014
'Last week I attended the SiriusDecisions Summit in Orlando. This was my third summit and I have enjoyed them all. Author Malcolm Gladwell opened the session with a witty and insightful presentation on the concept of transformation. His point was that before a business can transform, it needs to reframe. To illustrate his point, he used the example of the invention of intermodal shipping, which allows for the shipping of a container full of goods on multiple modes of transport (truck, ship) with
B2B Marketing Zone brings together the best content for marketers in the B2B industry from the widest variety of thought leaders.
ANNUITAS
MAY 27, 2014
'Do you know what a salesperson looks at first when they look at a batch of leads that has been delivered to them from marketing? We’d like to think it is the lead score, since we worked together (and yes, this is an assumption) to build out a scoring system based on the title and level of the buyer, basic company background, and activity-based (and sometimes channel-based) components.
The Point
MAY 30, 2014
'Over at the IDC Technology Marketing Blog , analyst Sam Melnick posted an article recently with the intriguing title: “Are Ad Agencies Keeping Pace with the Marketing’s (sic) Massive Digital Uptake? (Hint: Maybe Not)”. Melnick posits his question largely on the basis of IDC research that shows the rate of growth in digital marketing spend amongst technology companies significantly outpacing the equivalent growth of digital marketing as a percentage of agency revenue.
ViewPoint
MAY 29, 2014
'Jill is the author of “SNAP SELLING” and her latest novel “AGILE SELLING” is out today. “AGILE SELLING” is not a book with a new sales methodology; it is a philosophy of living for highly skilled sales executives. The dust cover on the hardback book promises that the book will: PinPoint “must know now” information and skills.
KoMarketing Associates
MAY 29, 2014
'While this title is a little sensationalistic, it serves a good reminder that we as marketers occasionally focus too much on the idea of strategic B2B marketing and how it is supposed to work, instead of looking at the tactics that are actually unsuccessful versus successful, especially in a highly digitalized and mobile world. Perhaps B2B marketers should become less intent on email blast and mass messaging for their particular audience and turn their attention toward what their customers actu
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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.
Writing on the Web
MAY 28, 2014
'Success, whether it is winning the French Open or writing a business blog , is half persistence , half-sweat. Rafael Nadal dominates on clay courts and has the world record number of wins: the last eight of nine French Opens. Earlier this season Nadal was struggling, and some are saying that he won’t be successful with a win this year. But consider this: Nadal has a superb serve: 177 aces and 83 double faults in the last nine years.
The Point
MAY 27, 2014
'Those of you who have been subjected to sales training at some point in your careers may remember a technique called “the assumptive close.” It goes something like this: “Would you like the car in red or blue?” “Can I deliver that to you this Friday?” In theory, asking such questions is an effective (if aggressive) method of bypassing the awkward “do you want to buy” question by, in effect, assuming the prospect has already decided to buy, and simply as
ViewPoint
MAY 28, 2014
'According to ITSMA’s research , while there are professional services and solution providers with unaided awareness in the market (IBM – 52% of respondents, Accenture – 25%, HP – 22%) there were literally scores of other vendors mentioned when 466 business and IT executives were interviewed about services providers in September – November, 2013.
KoMarketing Associates
MAY 27, 2014
'When a major algorithm update happens like it did May 20th , it’s always interesting to see reactions from both the search community, affected businesses , and the media. After all, it wasn’t too long ago that the only people who knew (or cared about) what an algorithm update was were those in the search industry. However, with Google updates becoming more mainstream and large businesses drawing media attention when they are hit, more people are aware of, and asking questions about, algorithm u
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Customer Experience Matrix
MAY 30, 2014
'I may have to start attending only conferences on the West Coast, since the trip home from closer locations doesn''t take enough time for me to write up a summary. I’m drafting this on the way back from the excellent Business Marketing Association conference in Chicago and the pilot has just announced we’re starting our descent to Philadelphia. Still, I’ve had enough time to ponder what I heard.
ANNUITAS
MAY 29, 2014
'The Canadian Anti-Spam Law (CASL) takes effect in just over a month (July 1, 2014) and B2B marketers need to be ready. The major difference between CAN-SPAM and CASL is explicit opt-in. CAN-SPAM is more of an opt-out law, where CASL is an opt-in law with express consent. Many of the same rules apply such as unsubscribe, postal address (location), etc., but CASL takes permission and consent to another level.
Crimson Marketing
MAY 29, 2014
'Earned media is playing a bigger than ever role in drawing potential buyers into sales funnels. This discussion with Christian Campagnuolo, CMO of Business Intelligence software firm Logi Analytics, prescribes. The post Christian Campagnuolo, Logi Analytics CMO: Three Ways To Create and Convert Technology Buyers [Podcast] appeared first on.
Biznology
MAY 28, 2014
'Are you happy with the quality of the information in your marketing database? Probably not. A new report from NetProspex confirms: 64% of company records in the database of a typical B2B marketer have no phone number attached. Pretty much eliminates phone as a reliable communications medium, doesn’t it? And 88% are missing basic firmographic data, like industry, revenue or employee size—so profiling and segmentation is pretty tough.
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.
Direct Response Coach
MAY 28, 2014
'You’ve got to love drip email. I know I do. Anytime you can use automation to perform a critical step in your sales process – well, that’s a good thing. It’s especially helpful when you think about how many leads routinely fall through the cracks because you (or your sales people) don’t have the time [.]. The post 15 Ways to Use Drip Email appeared first on McCarthy and King Marketing.
ANNUITAS
MAY 28, 2014
'I am taking some time during the networking break to record some real-time feedback from the BMA National Conference here in Chicago. While I was not able to attend the morning workshops or all of the sessions in the afternoon (my apologies for any omissions) , the feedback from the attendees was that there was some great and practical information provided by Tony Zambito , Jill Rowley and Google – no surprises there.
NuSpark Consulting
MAY 24, 2014
'You might think this article is about how to write in an engaging, persuasive way that brings prospects flocking to your website, downloading e-books, white papers and case studies, and picking up the phone to place their orders. . It’s not. . That’s because good content doesn’t start with pecking out words on your keyboard. Compelling content begins with gaining a deep understanding of your prospective customers and creating buyer personas.
Biznology
MAY 29, 2014
'No matter how solid your business model or how good your product is, crafting an effective marketing strategy is the key to long-term success. Marketing today is about customer engagement…finding your target audience and delivering what they want, when they want it. If you’re struggling to find the right marketing strategy, take a cue from Hollywood.
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B2B Marketing Traction
MAY 30, 2014
'I’m still seeing a real reluctance on the part of many B2B businesses to get human with their marketing and really tell their story. For too long, B2B marketers have put products and services first, believing that all they had to do was “build it and they will come.” Buyers want more than a boring product or service. They want and expect an experience, not only with a brand, but with the people behind it.
Crimson Marketing
MAY 30, 2014
'This print ad from Arby’s originally ran in the Sports Illustrated swimsuit issue…hmm, wonder why? Image: Courtesy of BrandingBeat. The post #BADMarketing from Arby’s appeared first on.
Convince & Convert
MAY 27, 2014
'As content marketing explodes, so too, does the volume of noise. Consider this: you have about 7 seconds to grab your audience’s attention. To date, there haven’t been many great examples of humor in B2B. I believe that will change as the importance of great content grows. And, according to a global Nielsen Survey of Trust in Advertising conducted in September 2013 (58 countries), almost half (47%) of respondents said that humor resonates more than any content approach.
Digital B2B Marketing
MAY 28, 2014
'Every time someone unsubscribes from my mailing list it stings a little bit. To get on my mailing list, you not only had to sign up, you probably had to dig the Mailchimp confirmation out of your spam folder to confirm your opt-in! That was an active decision. If you then unsubscribe, it means I didn’t meet the expectations you had. And that stings.
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
Biznology
MAY 30, 2014
'Who doesn’t love cheap travel? With the summer traveling season kicking off around Memorial Day, we decided to take a look at pay-per-click advertising in the cheap (or better said ‘discount’) travel space. We were curious about seasonality in its competitiveness, the number of advertisers, and then how three main areas–flights, lodging, and cruises–compared with each other.
Crimson Marketing
MAY 27, 2014
'As the CMOs role at the executive table grows, so does their responsibility for revenue growth. According to a recent survey from Deloitte and Salesforce: 61% of “CMOs have more. The post CMOs: The Challenge of Signing Up For a Revenue Number appeared first on.
Convince & Convert
MAY 25, 2014
'I recently collaborated on my friends at Formstack (a very nifty system for creating and managing smart, online forms ) on a free Webinar to help marketers see all the ways they could be improving their results with form tweaks. We spend a lot of time, energy and money to get people to visit our websites and landing pages, but it many cases we then undercut those efforts with forms that are at best “sub-optimal” and at worst “total crap and impossible to use.” In general
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