Biznology

MAY 14, 2018

As you’ve no doubt guessed, I’m a huge fan of content marketing. But unless you’re a content marketing “fanboy” who’s blind to reality, you have to recognize the practice’s limitations. Those limitations were real even before content marketing’s ubiquity created a whole new set of problems. (More on those in a moment.) So it’s worthwhile to acknowledge the ways in which content marketing can come up short and talk about ways to work around those issues.

Content Marketing 171

Content Marketing Content Link Building Paid Search Agency 171

The Point

MAY 16, 2018

It’s a perennial fixture in any marketer’s calendar that, every so often, the boss will decide that it’s time to drop the proverbial gloves and go after the competition. There are many, legitimate reasons for why it may make sense to mount a concerted, integrated campaign to target a competitor’s customer base: A competitor gets acquired. Their flagship product is being end-of-lifed.

Campaigns 191

Campaigns Tips Demand Generation Agencies Lead Scoring 191

Adobe Experience Cloud Blog

MAY 16, 2018

“Hyper-personalization.” “Hyper-connectivity.” As marketers, it is a bit staggering to watch the continued growth of communication across so many different digital locations. Touches from Facebook, LinkedIn, Google, websites, mobile phones, apps, and more are not something of the coming future anymore, they are becoming the present-day reality.

Planning 134

Planning Multi-Channel Marketing & Strategy Thought Leadership 134

Vidyard

MAY 15, 2018

You don’t shop the way you did five years ago—so why are you still selling that way? Today’s B2B buyers are more empowered than ever before. They do their own research. They read reviews. They price compare online. In comparison, we know from the B2C world, 90% of the buying decision is made before a potential customer even walks into a storefront.

Education 99

Education B2B Cold Calling B2B Sales 99

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Webinar Metrics

Hubspot

MAY 15, 2018

Think about all the times you've signed up for things in your life. Did you once download Evernote? Dropbox? Spotify? Maybe you've even taken a class on General Assembly. Each one of these signups is likely a result of an effective call-to-action (CTA). And it's really important to guide your visitors through the buying journey using strategic CTAs.

Examples 101

Examples Bundling Press Paid Search Agency 101

Act-On

MAY 17, 2018

Subscribers and shares are great, but let's dig into how you can grab more leads from your blog right now. Here are 9 easy ways to get more leads from your B2B blog.

Leads 190

Leads Lead Marketing Qualified Leads B2B 190

Marketing Insider Group

MAY 14, 2018

There’s a lot of pressure on your content to perform. After all, brands who get content marketing right are known to get 7.8 times the website traffic of those who haven’t yet cracked the content nut. And, for every dollar spent, a content strategy generates three times as many leads as traditional marketing can. But, what do […]. The post What to Do When Great Content Falls Short of Your Content Goals appeared first on Marketing Insider Group.

Content 277

Content Traffic Marketing & Strategy Marketing Strategy 277

Zoominfo

MAY 13, 2018

It’s common knowledge that working in sales is hard. Yet—what most people don’t understand is the extent to which sales pressure can negatively impact an organization. Consider this: a recent survey ranked ‘sales account manager’ as one of the most stressful jobs in the US, with 73 percent of respondents rating the role as “highly stressful.” ( source ).

Sales Qualified Leads 258

Sales Qualified Leads B2B Sales Work Management Lead Scoring 258

KoMarketing Associates

MAY 16, 2018

Marketers continue to increase the amount of money they spend on digital video content, but how much of it is original? To find out, IAB recently conducted the “Digital Content NewFronts: Video Ad Spend Study 2018” report. Statistics showed that marketers will spend upwards of $10 million on digital/mobile video advertising this year, and $4.7 million will go toward original content.

Spending 194

Spending Studies Video Marketing Budget Programs 194

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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.

Paper

Vision Edge Marketing

MAY 17, 2018

After years of focusing on controlling costs, growth has moved to the top of the priority list for many companies. In a survey of 1,600 senior executives by KPMG , 96% indicated that their companies are “are in the midst of business transformation planning or execution.” Business transformations are challenging. A McKinsey study found that just 26% of respondents who said, “the transformations they’re most familiar with have been very or completely successful at both improving performance and

Barriers 184

Barriers Marketing Automation Services Paid Search Agency Case Studies 184

Marketing Insider Group

MAY 15, 2018

You know measuring the ROI of your content marketing is important. It’s the only way to quantitatively gauge the success and worth of your content. But, let’s face it. Without a workable content marketing ROI template and the right tools, getting the lucid insight you need from your analysis is tricky. This problem is, there’s no […]. The post 7 Content Marketing ROI Templates and Tools appeared first on Marketing Insider Group.

Template 273

Template ROI Tools Content Marketing 273

Zoominfo

MAY 17, 2018

Are your sales forecasts tied to reality? Is sales forecast accuracy more of a pipedream within your sales organization? Does the speed of your sales pipeline resemble molasses? If you answered yes to any of these questions, you’re not alone. In fact, less than half of all forecasted sales opportunities actually result in a sales win. Just under a third result in a competitive loss, and nearly a quarter result in the prospect deciding to do “nothing” ( source ).

Forecasting 232

Forecasting Top of Funnel Peer-to-peer Work Management 232

Influitive

MAY 16, 2018

In the 1994 film Angels in the Outfield, a disembodied voice talked Kevin Costner into building a baseball field with some of the worst marketing advice of all time: “If you build it, they will come.” Success in advocate marketing takes way more than just launching a program. No team of ghostly heroes will materialize.

Ad Building 182

Ad Building Communities ROI Marketing 182

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Social Media

Biznology

MAY 17, 2018

What does content versatility mean to you? Whatever your subjective understanding is, video marketing content will blow your mind more than you may expect. The benefits are enormous and the R.O.I. is close to an absolute guarantee. Let’s explore why the sky isn’t the limit with video content – the universe is. However, before we leave Earth, let’s take a look at what you’re currently doing for sales and marketing content and why it pales in comparison to video.

Video Marketing 191

Video Marketing Trade Show Paid Search Agency Distribution 191

Marketing Insider Group

MAY 16, 2018

This article is a deeper consideration of some of the questions and answers raised in my article, Marketing and Sales Content — Differences that Matter. A category of sales content I highlighted is Sales Knowledge and Performance Support. Outside of onboarding, periodic training, and informal sharing, this is an area that is largely left up to individuals. […].

Paid Search Agency 203

Paid Search Agency Content Training Marketing 203

Zoominfo

MAY 14, 2018

In marketing, it’s common knowledge that lead quality is generally more important than lead quantity. And yet, marketing lead qualification remains a sticking point for many organizations. In fact, 61% of B2B marketers send all leads directly to sales, but only 27% are sales qualified ( source ). This statistic highlights a huge discrepancy. As a marketer, how do you know if a lead is truly ready to buy?

Lead Qualification 214

Lead Qualification Lead Ranking Marketing Qualified Leads Sales Qualified Leads 214

KoMarketing Associates

MAY 14, 2018

Marketers are continuing to work to provide a memorable customer experience, but how many prospects and customers are expecting this from businesses? To find out, PwC recently surveyed 15,000 people from 12 countries to gauge customer attitudes toward brands and the buying process. A total of 73 percent of respondents claimed that customer experience is an important factor in their purchasing decision.

Purchase 155

Purchase Customer Surveys Forrester B2B Sales 155

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.

Planning

ViewPoint

MAY 14, 2018

Momentum in sales and sports is a strange phenomenon. Most ‘players’ don’t realize it exists until it slows, stutters and grinds to a halt. Then everyone gets excited, but they don’t seem to recognize momentum has a life of its own. They don’t appreciate that there are things that both enhance momentum and kill it. In this article we’re going to discuss momentum killers for salespeople and organizations.

Forecasting 149

Forecasting Organic Leads Work Management Trigger Marketing 149

Marketing Insider Group

MAY 15, 2018

Almost every marketer I’ve met of late is sold on content marketing and subsequently, they are producing more thought leadership content than ever. With all that great content comes a new challenge: what should a marketer do with it? Too often, well-intentioned marketing content ends up scattered all over the place: various website pages; random […].

Thought Leadership 191

Thought Leadership Content Intent Content Marketing 191

Zoominfo

MAY 15, 2018

Hiring the perfect candidate is no easy task– especially in today’s hyper-competitive, fast-paced recruiting environment. Recruiters have a lot at stake every time they fill an open position because a bad hire can hurt a business in a number of ways. Consider these statistics ( source ): 80% of employee turnover is due to bad hiring decisions. 39% of businesses report a decrease in productivity due to a bad hire. 41% of businesses estimate the cost of a bad hire to be over $25,000.

High Quality Lead 178

High Quality Lead Work Management Copywriting Transparency 178

KoMarketing Associates

MAY 15, 2018

Today’s B2B buyers, like most of us, spend a lot of time online. In fact, data shows that “89% of B2B researchers use the internet in their research process and they conduct 12 searches prior to engaging on a specific brand’s site.”. As a result, most B2B buyers are the majority of the way through the buying process before they even interact with a sales representative, making it more important than ever for B2B organizations to have valuable content on their websites.

Case Study 152

Case Study Case Studies Studies Effectiveness 152

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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

Rules

Biznology

MAY 16, 2018

I was gratified in a nostalgic way to read articles by my friends and former colleagues Sol Sender and Charles Chesnut , writing about the challenges of adopting agile. I was on the first scrum team (Cloud Computing) in the IBM Digital Lab Charles ran. Sol was the product owner. It was an experiment in applying agile methods to digital marketing work.

Design 163

Design Work Management Marketing Management Microsite 163

Marketing Insider Group

MAY 17, 2018

Like a delicious, nutritious kale smoothie, Agile marketing is packed full of great benefits. And like a top-quality blender, formal Agile marketing training makes it even better. But again like a top-quality blender, training can be expensive. Are Agile marketing workshops, coaching, and training really worth the cost? As a coach myself I’ll admit to […].

Training 191

Training ROI Marketing Cost 191

Contently

MAY 18, 2018

When I was a kid, I begged my parents for a skateboard because I wanted to be like the kids on Rocket Power. For an anxious, nerdy kid like me, the idea of learning to skateboard with candy-dyed hair and running with a crew of cool dudes sounded like paradise. Once I got it, though, all I really did was clumsily scoot back and forth on our driveway.

SEO 167

SEO Long Tail Marketing CMS Development SERP 167

KoMarketing Associates

MAY 15, 2018

Marketers are continuously working to improve the customer experience, and new research suggests that they are making it a top business objective. The Data and Marketing Association and the Winterberry Group recently came together to survey marketers on how focused they are on the customer experience. In their “Elevating the Customer Experience” report, statistics showed that 57 percent of marketers have made it a “top priority” to elevate the customer experience.

Customer Surveys 123

Customer Surveys Personalization Fulfillment Marketing & Strategy 123

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

B2B Marketing

ViewPoint

MAY 17, 2018

A senior marketing executive once got so frustrated with his sales counterpart that he offered the following choices for spending $100,000 on a lead generation campaign: Option. Type. Quantity. Vertical Qualified. Email Addresses. 1. Contacts (Name, Title). 200,000. No. No. 2. Companies (Three Contacts). 100,000. No. No. 3. Content Aggregator “Leads”. 4,319.

Sales Qualified Leads 120

Sales Qualified Leads Buy Lead Scoring Lead Ranking 120

Marketing Insider Group

MAY 18, 2018

For the 175th episode of The Marketing Book Podcast, I interviewed Mike Moore, co-author with Peter Thomas of Marketing Multiplied: A Real-world Guide To Channel Marketing For Beginners, Practitioners, And Executives. Marketing Multiplied is a guide to indirect channel marketing that explores topics such as how best to engage channel partners, how to create programs […].

Advertising Agencies 180

Advertising Agencies Marketing & Strategy Advertising Channels Marketing 180

Act-On

MAY 15, 2018

Get the tips and tricks for how to get started adding video to your automated nurture programs, so you can reap the rewards of more engaged prospects today!

Video Marketing 125

Video Marketing Automation Tips Ads 125