Sat.Jun 20, 2015 - Fri.Jun 26, 2015

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Most Market Share Battles Are Lost, Not Won

ViewPoint

Casey Stengel said, “ Most ball games are lost not won ,” and his comment seems appropriate for most marketers’ efforts in B2B companies. Every day they are in the process of losing, and are grateful when they win one out of ten or one out of four deals. I met with a prospect yesterday. They have a great product for the industrial marketplace (construction, mining, etc.).

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Jackie Yeaney, Red Hat’s EVP Strategy & Marketing: Mad Men No More— How Marketing Has Changed

Crimson Marketing

Marketing tactics have evolved from a creativity-driven, “push” approach to a customer-driven “pull” paradigm. Buyers are not just passively consuming marketing messages—they are commenting, creating their own blogs and responding in ways that marketers cannot control. While this creates challenges for marketers who once had the stage to themselves, it also creates unique opportunities, says Jackie Yeaney, Executive Vice President of Strategy and Marketing for open source software company Red Ha

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21 Spectacular SEO and Search Marketing Stats and Facts

Webbiquity

Social may be sexy, but search still pays the bills. As reported below, organic search drives 51% of all visitors to both B2B and and B2C Web sites, while paid-search drives 10% (and social 5%, on average). 89% of customers begin their buying process with a search engine. How can marketers get the most out of search? The search marketing stats and facts below provide some helpful guidance.

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Why You Should Reshare Your Social Media Content

KoMarketing Associates

Even if you have your B2B company’s social media strategy pretty much down (or even if you don’t), there’s always room for optimization, from when you schedule your messages to the call-to-action in each post. One such area that can be optimized is your social media content resharing strategy. If you aren’t already resharing your existing social media posts, you should consider this technique of adding more content to your social streams as a viable way to add visibility, engagement, and user in

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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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3 Steps To Creating Content Like A Journalist

Marketing Insider Group

Content marketers are not journalists. However, because of layoffs, economic circumstances, and the opportunity to expand their portfolios, many journalists have become content marketers. With them, they bring their journalism school education, years of experience writing for print and online publications, excellent research and interviewing skills, a code of ethics that informs their work, and the ability to find a great story almost anywhere.

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What CMOs Need to Know That Will Keep CEOs and CFOs Happy

Webbiquity

This guest post from Kirsten Chapman was originally published on LinkedIn. Modern marketing and business are defined by one thing: The Web. It’s safe to say that CMOs, CEOs and CFOs are keenly aware of the huge hole when it comes to measuring the business value of web marketing. When they want to know if all the time and money they’re pouring into web marketing is working, they’re handed reports generated by campaign management systems—Hubspot, Marketo, Vocus, and even Salesforce come to mind.

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Key Takeaways & Brand Storytelling Insights From The Skyword #ContentRising Summit

KoMarketing Associates

Think for a moment about the last time you consumed a memorable piece of content. What in particular stood out to you? What propelled you to share the article with colleagues or on social media? What has you still thinking about the piece weeks or even months later? Last week’s inaugural Content Rising Summit sponsored by Skyword sought to answer these questions and more by bringing together 300 of marketing’s best and brightest at the Westin Waterfront Hotel in Boston.

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7 Ways To Get Customers To Love Your Brand

Marketing Insider Group

How do customers describe your company to their family and friends? Does your product just meet a need, or are they really in love with your brand? Your brand should be bigger, and more tangible than your product alone. For example, Old Spice does not merely manufacture deodorant, they also make some of the funniest commercials. Nordstrom does not merely offer a high-end clothing and accessories, they offer dedicated customer service.

Branding 179
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Google has carnal knowledge of social

Biznology

Twitter and Google have made amends. In the past, this was not the case. Before then, Google built its real-time-web on the immediacy of Twitter, drinking deeply from the nowness of its river of news. It indexed at the speed of light, real time, and delivered news at it happened thanks to its direct access to Twitter’s source. Then Twitter cut Google completely off, blocking direct access to the pulse of the Internet.

Google 175
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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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The Myth of Graduation – We Never Stop Learning

ANNUITAS

Graduation is just one of many steps. We graduate from one area and generally continue on to the next school, class, tier…but we never truly graduate from learning. No matter what industry, sector or specialization, the need to learn and grow as a professional and an individual doesn’t stop once you have reached a certain point in your career, age or even when you reach the pinnacle of success.

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Social Proof: Why It’s So Important

Writing on the Web

Why is social proof so important when writing on the web? This week I got a call from a person who wanted to buy a subscription to executive coach articles to use for her new newsletter. What sealed the deal? The testimonials from other subscribers. Recommendations, testimonials and client stories are a powerful persuasion tactic. It’s one of the key persuasion triggers that get people to take action.

Amazon 165
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7 Essential Roles for a Successful Content Marketing Strategy

Marketing Insider Group

All too often a brand’s content marketing “team” is a one-person show. In reality, this is the same as asking someone to perform a seven-person job. Understandably when an project is just starting out, its tough to get all the right players involved. However, it’s important to be realistic and aware of all the different roles and responsibilities needed to execute a successful content marketing strategy.

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Five B2B marketing beliefs and trends debunked

Biznology

First a disclaimer – I’m an “old” salesperson! Old in the number of years on planet earth–and also old as in years ago, I began my career in the chemical and plastics industry selling and managing salespeople. I have a salesperson’s perspective in B2B, and I still consider myself a salesperson even though I have been on the marketing side since the early 1980’s.

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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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The Cobbler’s Shoes

Savanta

In his latest blog for the Market Research Society’s news and insight hub Research Live , Circle Research’s Andrew Dalglish explores why research agencies should carry out research for their own benefit as well as clients’ …. Ever heard the saying that ‘the cobbler’s children have no shoes’? The cobbler is so focused on everyone else’s shoes that he doesn’t think to use his expertise for the benefit of his own family.

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The hidden benefit of coupons in print advertising

Direct Response Coach

Print advertising may be old school for some, but for others, it is still a vital media channel. This is especially true for local businesses which continue to rely on local newspapers to reach local audiences. The problem is most local advertisers continue to run brand-building ads with no call to action and no way [.]. The post The hidden benefit of coupons in print advertising appeared first on McCarthy and King Marketing.

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Stay The Course With Demand Generation  

Marketing Insider Group

When discussing Demand Generation Strategy you should always look at all options before making a decision. That being said too often we try to “outsmart” everyone else and choose a different path as it feels daring and exciting. Sadly this new adventurous path often leads to disaster. A wise man once said, “if it ain’t broke don’t fix it” (T. Bertram Lance).

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5 Low-cost tools that make content creation easier

Biznology

Once upon a time, web writers relied more on guesswork than data. We didn’t have access to keyphrase research until Wordtracker came along. There were no solid competitive intelligence tools. Plus, advanced testing capabilities were out of financial reach for most companies. Things have certainly changed. Today, content creators can access a host of fantastic tools that make their writing life easier.

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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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Social Proof: If You’re Not Using It, You’re Losing Sales

Writing on the Web

Why is social proof so important when writing on the web? It makes the difference between converting a reader to a client and influencing a sale or not. This week I got a call from a person who wanted to buy a subscription to executive coach articles to use for her new newsletter. What sealed the deal? The testimonials from other subscribers. Social proof— recommendations, testimonials and client stories —are a powerful persuasion tactic.

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Why Remarketing is a MUST for every business

Direct Response Coach

We can always think of some reason not to do a particular marketing program. “Not enough money” and “not enough time’ are the most common. With Remarketing, those excuses won’t fly. What is Remarketing? Remarketing (also called Retargeting) is an advertising campaign designed to reach people who have previously visited your website. Most people are [.].

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Content And The Future Of B2B Marketing

Marketing Insider Group

The commercial web is just 30 years old. Social just turned 12. And the mobile web is even younger. In a relatively short period of time, these technologies have drastically changed our world. As consumers, brands and marketers, we create, consume and share massive amounts of information. The question we get asked quite often: How does a B2B brand compete with all the noise and reach your target customers with relevant and timely information?

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What marketers can learn from swimmers

Biznology

I do a lot of training for large companies–mostly executives trying to understand digital marketing. One thing that I notice over and over is how some of them are very willing to sit and listen to me, but are somewhat unwilling to actually try anything. At first, I just thought that it was just that they were older (but still usually younger than me) and they wanted to talk about technology more than to actually experience it.

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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 good writing is essential to your career

Kaon

How you write says a lot about who you are. It’s that simple. When an email reads: “ Do you have a 5 minutes time today for discussion of our product ?” the immediate response is an emphatic “NO!!!!” The topic of discussion is irrelevant. No one who writes poorly in a sales email is going to get the meeting, never mind the sale.

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List Research: Using SIC codes to find business lists

Direct Response Coach

Exhibit 1. When you research business lists for direct mail or email, you usually start with the SIC code. SIC, which stands for Standard Industrial Classification, is the universal coding structure for all businesses and organizations in the United States. (A newer, more comprehensive directory called the North American Industrial Classification System (NAICS) is [.].

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The Two Types Of Brands (And The Entrepreneurs Behind Them)

Marketing Insider Group

Recently, I was having a discussion with branding expert David Brier on the sometimes questionable state of brands today. He laughingly mentioned a client who recently asked, “How did you know? You must have time traveled to know what we’d need.”. We both chuckled and David told me his response, “Oh absolutely. I visit the future and return to report my findings.

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4 Non-measurable actions every business should take

Biznology

The basis of any business is making money. No matter what secondary motivations a business owner may have, the first goal is always to bring in enough revenue to stay afloat and hopefully prosper. Earning money is not always linear, though. Sometimes the payoff for business actions comes much later and often there is no real way to measure it. Some things cannot be accurately calculated; they just require a leap of faith on the part of the business owner.

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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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[Video] 3 Types of Mobile Messages Marketers Must Know

Adobe Experience Cloud Blog

Author: Ellen Gomes I think you’ve probably heard the buzz… mobile marketing is HOT, and that’s true, but instead of convincing you why mobile is important (it is), I want to take a look at how marketers are communicating to their customers via mobile devices. Marketers communicate with their audiences via mobile on virtually every channel and that’s because people spend tons of time on their mobile phones.

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Salesfusion’s Marketing Automation Platform Drives Awareness and ROI for Education Technology Provider

SugarCRM

The post Salesfusion’s Marketing Automation Platform Drives Awareness and ROI for Education Technology Provider appeared first on Salesfusion.

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The Three Whats of Storytelling

Marketing Insider Group

You were drawn into the story but its ending left you unsatisfied. You were likely the victim of a storyteller that ignored the three whats. Have you ever been hooked by the opening of someone’s story, only to be disappointed after they finished it? It began with so much promise, but instead of progressing toward a satisfying conclusion, the story meandered aimlessly?