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The state of B2B marketing in Asia—moving toward digital

Biznology

These new ways of engaging customers require new streams of content, from thought leadership, to tips and trends, to bite-sized product and customer service information. David also serves as chairman of the Digital + Direct Marketing Association of Hong Kong. He kindly agreed to share his perspective on B2B developments in Asia. What’s the state of B2B marketing in Asia these days? .

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Stop over-complicating your customer information

Biznology

The post Stop over-complicating your customer information appeared first on Biznology. Content Marketing Digital Marketing buyer journey buyer persona customer informationFor some reason, we’ve decided that these two ways of understanding customers are completely separate, complicated, and require immense training to do properly. The Buyers Journey is much more fluid.

7 key roles in digital marketing

Biznology

This is sometimes called information architecture (IA) or client experience (CX). I recently had the opportunity to speak at a Fairfield County, CT, AMA event. It was a lot of fun presenting Outside-In Marketing to local executives and students at UConn Stamford, which hosted the event. In the lively discussion that followed, the best question was about talent. Content strategist. Analyst.

Search: The art and science of identifying your target audience

Biznology

Think about it: how often do you search using something like “I am a CMO with fourteen years of experience looking for information related to digital marketing”? And if they don’t act accordingly, at least you have the data, research, and insight to back up your investment decisions, right? With digital, marketers have access to more data and insight than ever. Search is a critical piece.

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

How to reach your customers at work or at home

Biznology

StiristaLINK’s files are pretty sizable: 20 million B2B profiles are enhanced with consumer information, and 55 million consumer emails are linked to a B2B profile. I’ve been thinking about some of the things a marketer could do with this new capability. Have you ever wished you knew more about the consumer side of your business customers? Access hard-to-reach segments. Like this post?

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50 Facts about online consumer behavior not to ignore

Biznology

96% of consumers have searched for product information from their mobile device. 79% of shoppers feel empowered by technology because it provides access to information. (GE Capitol). Consumers spend an average of 79 days gathering information before making a major purchase. (GE Capitol). 60% of consumers prefer to share their information about the products with others online.

Is there such a thing as “too much data”?

Biznology

Information is getting easier to gather as technologies evolve, but what do we DO with that information once we have it? Most people would agree that information overload is a real thing that can be overwhelming and lead to decision paralysis. More information does not necessarily bring us closer to our goal. Information needs to be clear, concise and consumable.

Increasing customer engagement with videos just got easier

Biznology

similar approach to increasing engagement is to make the key information in your videos easier to find. Content Marketing Digital Technology Social Media Marketing Apple chapterization customer engagement FAQs Hapyak html5 interactive video iOS 10 key information QuickTime Randy Tinfow Vidyard Wistia YouTubeIt’s getting the customer involved. This is unbelievably easy to do.

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B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Outside-in marketing: a pragmatic approach to content marketing

Biznology

Marketers need to integrate search query, social listening, persona, web analytics, and even CRM data into one model of customer behavior that informs content.  . Content Marketing is rapidly growing, but is often done poorly. People think they have to publish content regardless of the needs of their target audience, at a pace no one can possibly consume. Don’t worry. Like this post?

How even social media & social selling experts are getting LinkedIn wrong – Part 1

Biznology

Notice that this is the same old information, just written by another author. Click here for a sneak peek inside the information I’ll be sharing – and click here to sign up for my webinar. In previous posts, I shared how CMOs at Xerox, Lithium, G2Crowd, Wiley, and XOJet are getting LinkedIn wrong as they simply focused on brand awareness, reach, and filling the funnel. Like this post?

4 Ways to really engage your customers on social media

Biznology

You can always get new traffic to your social pages when you post information about current events, from an event to a holiday.  It isn’t too tough to get your fans to like and share your posts on social platforms, but it is trickier to get them to leave comments. People want and like a better customer experience, so make sure to give them one if you want to really engage them.

Socialize your videos for business development

Biznology

Buyers crave the information and new ideas that your subject matter experts can share. If it’s a video for business development,  its only goal should be to get the viewer to seek more information. People spend more than 100,000,000 hours every day  watching video on Facebook , which will soon be 100% video, according to Mark Zuckerberg. Use Video to Activate Other Media.

Influencer marketing is one percent inspiration, ninety nine percent perspiration

Biznology

The informational microsite. Waiting for class. Last night I had the honor of dusting off my trusty old long tail earned media blogger outreach deck and updating it for the new world of earned media influencer marketing for the lovely  Brigitte Winter and her Georgetown School of Continuing Studies  students. My Personal Digital PR Philosophy. Spoil everyone (like you would Guy Kawasaki).

B2B Marketing Trends for 2016

sales agent to the information manager and broader business ecosystem. This report was compiled by Tom Pick and Tony Karrer, co-founders of the B2B Marketing Zone and Social Media Informer. Please contact john.moses@aggregage.com for more information. B2B Marketing. processes are fundamentally changing. They expect content to be relevant, easy to find, and mobile- friendly.

Data Security: Spotting a scam before disaster

Biznology

million in 2015 to $4 million in 2016, and the average cost to a business for each lost or stolen record of sensitive and confidential information rose from $154 to $158. Data is everywhere, and as long as it’s out there, hackers will try to get it. If your company falls victim to a data breach, no matter how large or small, you lose money and customer trust. Set a Company-Wide Policy.

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10 essentials missing from your business website

Biznology

Having a place for people to comment, send you information, and follow or sign up for content can reduce the amount of effort it takes to connect with online customers. Depending on your type of business website, you can add a contact form that sends messages straight to your email inbox or allows customers to request and order specific information or products. Better Comments Setup.

How a smarter website can improve your marketing effectiveness, Part III

Biznology

Those calls to action can be information requests, question submissions, white paper downloads, etc. Over the past few months, we’ve begun and dug deeper into our exploration of smarter websites and their potential to improve your marketing results. How a smarter website can improve your marketing effectiveness, Part I. How a smarter website can improve your marketing effectiveness, Part II.

How to implement a Video 1st content marketing strategy that drives action

Biznology

Think of all the use cases: the story that you have in your organization that give buyers information that they need to hear and understand before they buy from you. It was much quicker to “say” this information than to write it. Why a Video First content marketing strategy makes sense. Back in 2005, we mostly used the internet for browsing. Forget about video! Take

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Are you taking advantage of B2B marketing data?

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know a lot about digital data, but Ruth and Theresa took me to school on all the ways to put together a customer database using traditional means. I was amazed at the wealth of information here. Frequent readers know that most of my marketing experience is B2B rather than B2C, and that virtually everything I do is data driven. Wrong. And that was just in the first couple of chapters.).

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Your team is the best content source for search

Biznology

Additionally, if you break it down into smaller pieces or even single perfect bites, you can make the whole endeavor seem more exclusive, much more special, and you’ll also be able to retain a lot more of the information and context of each interview you do because you’ll be doing this entire project in series instead of in parallel. Admit it. That’s smart. Jimmy Fallon?)

Why don’t more marketers use keyword research?

Biznology

For each step in the journey, keywords indicate what topics need to addressed to satisfy the persona’s information needs. Every customer journey will have keywords, persona information, digital analytics, and product or service data, with related products or services listed for cross sell or up sell. When my wife heard it, she said they sound like the “Click and Clack of tech.”

Earned-media micro-influencer marketing master class

Biznology

The informational microsite. Last Friday I mounted my ’95 K1100LT touring scooter and buzzed from the intense super-highways of Northern Virginia , into our Nation’s Capital, and then through the labyrinthine streets of Washington, DC. My goal? Shashi’s class is as amazing and as popular as he is. Micro-Influencer Marketing is 1% Inspiration, 99% Perspiration. Less is more.

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How long should your online business video production be?

Biznology

We watch online videos to get informed and make decisions across every stage of the purchase cycle… and this trend will only increase over the next few years. They want more information and need to see and feel the expertise that your team brings. So what this means is that your next and current clients love watching videos on your website, blog, email and social media channels.

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Online Engagement is about the trip not the car

Biznology

” The Information Superhighway is There to Help. Social Media Marketing California information superhighway Johann Wolfgang von Goethe marketing online engagementWhat do you do? Do you wait until you can scrape together enough money to buy a new car or a camper? On a teacher’s salary?  (By then, your daughter’ll be out of the house and it’ll be too late!).

What’s the killer app in B2B marketing? Face-to-face events

Biznology

So make sure you focus on how you will capture contact information, and make a record of what happened during the conversation, and what your team should do to follow up. It’s not digital, except tangentially. But, year after year, events like conferences and trade shows consistently show up at the top of the list.  Why is this the case, and what does that mean for us marketers? Bingo.

What is Social Media Marketing?

Biznology

This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.” For years, I struggled to explain to my mom what I do for a living. Now, I struggle to explain what I do for a living to my friends. The onus is on me because I am the expert in communications.

Don’t be a “wuss” anymore on social media with your content and discussions

Biznology

You’re not going to drive demand and create next step actions beyond the click, like or comment by just giving the same tips, mistakes, and information. If you’ve been following my content, you would have seen that I engage in creating challenger sales and marketing content. Click here to read part 1 which has over 3600 views and you can click here to read part 2. Why would they not step up?

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. It’s no longer okay to just drop links into your social media stream from Mashable or the Huffington Post. Engagement!

7 tips for effective press releases

Biznology

Ask if they have any questions or need any more information. Press releases can be very effective for helping to create a buzz and getting the word out about something new with your business. However, since many other businesses also know this, there are often too many press releases floating around. How can you make your press releases more effective and stand out against the rest? Summary.

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Why SEO is just the start for digital marketing

Biznology

Of course, some will take the valuable information you’ve offered and you’ll never hear from them again. Your goal isn’t to publish valuable information for free. Your goal is to gain trust and build or strengthen a relationship by publishing valuable information. Congratulations. You’ve won! Why in heavens not? Oh, right: traffic doesn’t pay the bills. Customers pay the bills.

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Search + Social = Online Reputation Management

Biznology

There a lot more information I could go into. I have been doing online reputation management (ORM) for clients since 2003. There’s one thing that everyone who comes to my door has in common, whether it was for NMS, Abraham Harrison, Reputation, Gerris , or now for Status Labs : too little content online! Actually control. There’s the rub. Millionaires, Google abhors a vacuum.

Biznology’s best info on content marketing

Biznology

Stop complicating your customer information.  . On the subject of content marketing, Biznology has definitely kept the content flowing. I’m excited to share my best content marketing articles with you. Why big data and content marketing go together. Your big marketing budget is not as big an advantage anymore. Is marketing content’s quality intrinsic, or proved in the wild?

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How even social media & social selling experts are getting LinkedIn wrong – Part 2

Biznology

The people who said “yes” to a call was just looking for free information, to network, and maybe refer the company. In my last post , I started to show how even the most recognized social media and social selling authors, experts, and consultants are getting LinkedIn wrong. Judy Schramm Fails to Understand That Buyers Connect with Experts First – Not Companies. Have a great day.”

Social media marketing isn’t a popularity contest

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million views on YouTube, Ford received 50,000 requests for information about the Fiesta, and they sold 10,000 cars in the first six days they were available. Businesses striving to bring in that lucrative ROI with social media often fall into trap of thinking that the more followers you have the more success your social campaigns will have. In actuality, that is not always the case.

Why email marketing still matters–and how to make it work

Biznology

Getting an audience involved in your story requires solid information architecture, a great user experience, and compelling content. Andrew Schulkind recorded a webinar on how to make email marketing campaigns work for you. That need is particularly crucial early in the process, when prospects aren’t yet open to talking to a salesperson. But how do we create email campaigns that work?

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Tools that help monitor and measure social traffic

Biznology

It is a platform that allows you to manage your social media conversations, while at the same time it analyses and interprets the information in a way that helps you plan future social media marketing campaigns. These types of tools can give you the big picture of where your traffic is coming from, who they are, and what they are doing. Channel Specific Monitoring and Traffic Tools.

Enterprise gamification is a spoon full of sugar

Biznology

When I worked as a contractor to the Chief Information Officer (CIO) of the U.S. Department “Just a spoonful of sugar helps the medicine go down. In a most delightful way” — Mary Poppins. Gamification. ” It uses play, challenges, competition, and incentives to woo participants into gladly doing things that they’d have loathed before. Edutainment. AMPer ?

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Remember to market to your own influencer network

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Craft a genuine message or start a conversation using all of the relevant information Contactually helps provide on your contacts. I really love influencer marketing. Too much. So much, in fact, that I often forget to do the sales and business development work required to keep Gerris Corp moving forward. An army runs on its stomach and a company runs on its revenue. What Is Contactually?