Sat.Mar 11, 2017 - Fri.Mar 17, 2017

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Reboot Buyer Insights To Drive B2B Growth

Tony Zambito

Illustration by Gregory Cresnar. B2B companies are faced with the most transformative era in business history. On a greater scale than that of the first Industrial Revolution over a century ago, we are witnessing a technological and digital revolution that will disrupt business-to-business profoundly in the next 10 years. The scale of which is still unpredictable and undoubtedly will continue to have more disruption in store for businesses over the next decade.

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How to Create the Three Parts for Any Sales Funnel

Webbiquity

Guest post by Katrina Manning. What is a Sales Funnel? Sales funnels are everywhere. Created properly, they help guide buyers naturally through their decision phases from awareness to interest to desire to action. Prospective purchasers don’t see the funnel, but rather an interactive brand, an awesome product, or the long awaited solution they need.

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10 Tips for Selling in Influencer Marketing to Senior Management

Onalytica B2B

Back in January we published a post on the ‘ 5 Most Common Reasons why Influencer Marketing Fails ‘, identifying “lack of understanding from senior management” as a prevalent reason. In order to even give influencer marketing a go, let alone do it well , it is imperative that you’re given permission to sign the project off.

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The Crack in Influencer Marketing You Need to Know About

Marketing Insider Group

In a world where Instagram posters are cultural icons and more kids are watching YouTube videos than cable TV, the influencers – the individuals who have won over legions of fans through their blogs or social media channels – have become a powerful bunch. They speak, post, and tweet. People listen, like, follow and share. […]. The post The Crack in Influencer Marketing You Need to Know About appeared first on Marketing Insider Group.

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Sales & Marketing Alignment: How to Synergize for Success

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.

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CrossEngage Orchestrates Customer Journeys Using Events

Customer Experience Matrix

It feels like forever since I first wrote about Journey Orchestration Engines (JOEs) , although it is just one year. Orchestration was already a hot term when I started, so I take neither credit nor blame for its continued popularity. I will say that I’ve now seen enough orchestration systems to start making subtle distinctions among them. Subtle distinctions are needed because the systems are basically similar.

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[VIDEO] The Role of Story in Account-Based Marketing

DiscoverOrg

We all should know by now the power of storytelling in business. After all, stories guide and enrich our personal lives every day in many ways: the learning we pass along to our children, the laughs we have with friends, the binge watching, or the novels we get lost in during a lazy weekend. Story is woven into the fabric of our lives, and we’re richer because of it.

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10 Stats About Video that Marketers Need To Know

Marketing Insider Group

The time of video has come yet again. Impressive, original video content has become key in boosting forward thinking brands, and will most certainly stay so for in the times to come. The research by eMarketer has shown a rise in time American adults spend watching video content online. In 2015, the average was 5 […]. The post 10 Stats About Video that Marketers Need To Know appeared first on Marketing Insider Group.

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Should Customer Data Platforms Be "Marketer-Controlled"?

Customer Experience Matrix

Thomas Wieberneit argues in a thoughtful blog post that companies need one platform for consolidated customer data, but that Customer Data Platform isn’t it because the CDP is “marketer-controlled” by definition, and thus doesn’t support other departments. This hits a nerve. Many of the CDP vendors have told me their systems are used outside of marketing.

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The implications for PR if Twitter goes away

Biznology

The reports of Twitter’s death have been greatly exaggerated — but what if they’re not? Personally, I feel like PR people might be happy when Twitter finally gives up its ghost or falls into disuse. To many brands, twitter is an uncontrollable firehose that can easily get away from you and turn from a promotional campaign to extreme crisis management.

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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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Unlocking the Potential of B2B Brand Marketing Initiatives [Interview]

KoMarketing Associates

B2B marketers are becoming more interested in the potential benefits of implementing a brand strategy, but why? “The B2B Brand Strategy” white paper from Spencer Brenneman found that B2B executives are seeing ROI from their brand initiatives, and 81.3 percent intend to boost their investments in the next five years. We spoke to Douglas Spencer , president of Spencer Brenneman Strategic Branding , for more insight into why B2B organizations are focusing on this type of marketing.

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Why Email Marketing Is Making a Comeback in 2017

Marketing Insider Group

Social media marketing may seem more in style, but email marketing remains the best bet for good ROI, and in 2017 it might just be making a comeback. As marketers, there’s a lot of pressure to master the latest trends. While I’m all for innovation and evolving, there’s a risk here of neglecting the tried […]. The post Why Email Marketing Is Making a Comeback in 2017 appeared first on Marketing Insider Group.

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Corporate IT Will Regain Control Over Marketing Technology (And That's Okay)

Customer Experience Matrix

One of my favorite factoids comes from a Computerworld survey in which IT managers placed marketing technologies at 20th of 28 items on their priority list. This either shows that martech managers are less important than they think or explains why martech managers are needed in the first place. Maybe both. But the disconnect between corporate IT and marketing technologists could be more than simply amusing.

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How to use Instagram marketing to get new leads for your business

Biznology

The world has become increasingly busy leading to an explosion in demand for content that can be consumed quickly and efficiently. Lengthy blog posts, eBooks, and whitepapers have become less effective with focus shifting towards visual content such as images and videos. These content formats have become the status-quo in how people consume information and how they decide what brand or agency is worth their time.

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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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Survey: Digital Marketers Show Most Interest in Advertising on Instagram

KoMarketing Associates

Snapchat, Facebook and Instagram continue to grow in popularity as digital advertising channels, but which networks lead the pack? In an effort to gauge how marketers are utilizing social platforms, Ad Age and RBC Capital Markets recently surveyed 1,600 marketing professionals. The majority (64 percent) said that they were most interested in advertising on Instagram.

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If Your Content Isn’t Customer-Focused It’s Not Making an Impact

Marketing Insider Group

Dear marketing professional, meet your new (very demanding) boss. Your customer. Today, top marketers are using content marketing not to persuade, but to engage with the consumer, meeting buyers where they stand, providing what they want. With a great experience, customers are 5X more likely to make a purchase. From visiting your website to learn […].

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5 Email Reactivation Campaigns That Win Subscribers Back

Adobe Experience Cloud Blog

Author: Mike Madden “She loves me… she loves me not… she loves me! SHE REALLY LOVES MEEEEEEEEEE!!!”. We’ve all been there. As children, we left it up to flower petals to determine if our crush liked us back. Simpler times, am I right? But as marketers, we know that our subscribers’ emotions aren’t so black and white. We’re challenged with engaging thousands, hundreds of thousands, and sometimes even millions of subscribers in a way that makes them love us and want to buy

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Is your brand making maximizing interest from potential customers?

Biznology

In a digitally-charged world, the sales and marketing funnel is more important than ever. Engaging customers long before a sale, and even longer after it, are keys to building brand confidence and growing your revenue. At each of the four stages of a sales funnel your goal is to be front of mind, engage, provide value, and move the customer to the next stage.

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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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Report: B2B Industries Build Audiences on LinkedIn and Engagement on Instagram

KoMarketing Associates

TrackMaven’s latest “Digital Marketing Analytics Performance” report took a look at how various industries’ digital marketing performance compares. For social media performance, the report findings showed B2B industries build audiences on LinkedIn. The construction products industry (51,235 followers), business services industry (30,744 followers), and finance and insurance industry (11,982 followers) have the largest social media audiences on LinkedIn.

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Content Personalization Instead of Promotion

Marketing Insider Group

With the rise of the Internet, consumers today have access to gazillions of information pieces. Push away push marketing More choices of products and services, brings in the Paradox of Choice. Organizations invest in an array of products but are unable to differentiate themselves. The meaning of value is shifting from the product approach to […].

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Live Video in 5 Steps: From Creation to Measurement

Adobe Experience Cloud Blog

Author: Cameron Jahn Live video has tremendous power to bring people together. From product unveilings to interviews, people naturally gather around this “watercooler” type of content to stay up-to-date on the latest trends and events. And with the popularity of live streaming platforms like Facebook Live, Periscope, Instagram Live, and YouTube Live, it’s becoming increasingly important for brands to use live video in their marketing strategy.

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Building Demonstrable Marketing Results

Hive9

Developing a marketing system that emphasizes measuring and demonstrating the results of your marketing efforts requires time, commitment, and proper technology. All of that is difficult, but sometimes the hardest part is embracing the change in mindset it requires.

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Let's 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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How to Conduct a Win/Loss Analysis

Zoominfo

The simplest way to find out how you won over or lost a customer is to ask them. A win/loss analysis reveals why and how a sales opportunity turned into a new customer (or not). Making the most out of this feedback, by creating a report, is crucial to improving future sales processes. What Is A Win/Loss Analysis? A win/loss analysis is the process of studying past business deals to evaluate why sales opportunities became wins and losses.

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In Search of the Perfect Writing Process [Podcast]

Marketing Insider Group

What is your writing process? Like cats on catnip, us content marketers just can’t resist when someone answers that question. We positively obsess over each others’ writing processes, and the more known the marketer, the more we swoon and purr. Ann Handley writes in a tiny house in her backyard? TO HOME DEPOT, TEAM! Seth Godin shaves his head ’til you can.

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7 Things You Can Learn from Influencers at Marketing Nation Summit

Adobe Experience Cloud Blog

Author: Ellen Gomes If you’re like me, you follow a set of marketing influencers on Twitter, LinkedIn, and SnapChat, and almost religiously read their blogs for new ideas, fresh perspectives, and interesting content. In my career, anytime I wanted to learn about something or perfect my marketing practice, I’ve looked past a simple Google search and to influencers (and the many smart people who follow and interact with them) to coach me toward success.

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Grow up and Stay Cool

Ambal's Amusings

“I no longer have patience for certain things, not because I’ve become arrogant, but simply because I reached a point in my life where I do not want to waste more time with what displeases me or hurts me. I have no patience for cynicism, excessive criticism and demands of any nature. I lost the … Continue reading Grow up and Stay Cool.

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How to Stay Competitive in the Evolving State of Martech

Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr

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Why Facebook Should Be Worried About Other Social Networks

Contently

Early social networks had life spans like house flies. Friendster enjoyed a brief run of glory before passing the torch to Myspace, which looked set to succeed for years but soon faded away. Then Facebook came along. It grabbed the throne in the mid-2000s and didn’t let go. Thirteen years after its humble dorm-room beginnings, it has managed to stay relevant and powerful.

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Using Scrum for Marketing: An In-Depth Introduction

Marketing Insider Group

Whenever people are involved in a complex, creative effort, whether they’re trying to send a rocket to space, build a better light switch, or capture a criminal, traditional management methods simply break apart. – Jeff Sutherland, Scrum When they hear the phrase “agile marketing,” most people think of Scrum. It was the original Agile methodology […].

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3 Criteria for Selecting an Enterprise-Ready Marketing Platform [Whitepaper]

Adobe Experience Cloud Blog

Author: Graham Gallivan As a marketer or an IT professional, you know how important it is to choose a marketing platform that supports you and your organization’s needs both now and into the future. With marketing increasingly playing a critical role in company growth, it’s important to find a viable solution that brings order to the overwhelming volumes of data from prospects and customers.