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The 10 most fascinating people in B2B marketing in 2016

Biznology

Here’s my fresh list of ten innovative thinkers and doers in the world—and I mean the wide world—of B2B marketing which, for most companies, involves a global scope. Gary Skidmore founded one of the more effective B2B call center operations in the pre-modern B2B marketing days. Ann Handley is a content marketing pioneer, with scads of books, accolades, and fans to her credit.

The future of Twitter is as a protected essential public utility

Biznology

Social Media Marketing corporate Twitter Facebook instagram linkedin pinterest social media social media business Streaming media twitter YouTubeThis week’s blog post is thanks to my close friend and persistent colleague Sally Falkow  of Meritus Media. SF: What’s your take on the future of Twitter? CA:  Twitter isn’t going anywhere. It’s still a thing! followers. Know why?

Social lead validation—the missing ingredient from most inbound LinkedIn marketing programs

Biznology

know this is something that most sales and marketing leaders understand and it’s why they put lead qualification and validation into most of their sales, marketing, and lead generation programs. But when it comes to social selling and LinkedIn marketing, it seems that lead qualification and validation are getting thrown out the window. All sales leads are not equal.

What am I supposed to do with all this data?

Biznology

Are you a marketer? It’s almost comical how much data and insights are available to marketers today. How do you prioritize what’s most important to your marketing or overall business goals? Everybody loves to talk about their “data-driven” approach to marketing. Market insights. Yeah—me too. So how do you sift through the noise? Tough to do! Analyst reports.

The B2B Demand Gen Marketing Playbook

To build integrated, data-driven programs, demand gen marketers need diverse, compelling content at every stage of the buyer's journey

11 inspiring case studies of digital transformation

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Glassdoor used its data for labor market research in the US; a portfolio of Fortune’s “Best Companies to Work For” companies outperformed the S&P 500 by 84.2%, while a similar portfolio of Glassdoor’s “Best Places to Work” outperformed the overall market by 115.6%. 88% of companies report they are undergoing digital transformation (source: Altimeter Group ). Need some examples?

The more the messier for content marketing SEO success

Biznology

You need to spend only 20% of the time you do on your content marketing and marketing SEO than you’re doing — at least for now. Unfortunately, all this esprit de corps  is mostly wasted in your pursuit of search engine optimization (SEO) ranking and in your content marketing campaigns. Leave everything else as close to as-is as possible. Please. And though only.4%

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New Year’s resolutions for digital marketers

Biznology

Since this is my first Biznology post of the year, it seemed appropriate to think about some New Year’s resolutions for digital marketers as you head into 2017. Do you know how the most successful marketers continually win online? They let the market tell them when they got it right. Of course, successful digital marketing isn’t only about data. Everything. We did.

Search: The art and science of identifying your target audience

Biznology

A common theme with marketers is to acquire as much intelligence, data, and insight as possible in order to “place your bets”: meaning, you want to make sure that the money you are spending on marketing will ensure the people you want to reach actually consume your messaging and then act accordingly. With digital, marketers have access to more data and insight than ever.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Why content marketing complements (but doesn’t replace) link building

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Content marketing has often been conflated with link building. In fact, numerous SEOs have declared content marketing to be the new link building. But there’s one problem: Content marketing doesn’t actually secure links without promotion. Content marketing can certainly complement link building, but content marketing does NOT replace link building. BlockQuote).

All your best content may now be considered fake news

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Looking at it another way, this could be the beginning of a process of licensing and verification that will separate the proper journalists and reporters from the bloggers, propagandists, anarchists, marketers, and dirty, dirty affiliate marketers. It’s time for you to really invest in your own personal or professional social platforms. You can be just like the Washington Post.

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The simple truth about what’s driving digital next year

Biznology

Someone recently asked me what I thought the future of marketing was going to look like: what’s driving digital next year and, most importantly, how marketers can prepare for the seemingly ever-shifting changes brought about by digital. Now, don’t misunderstand. I’m not suggesting everybody run out and immediately start marketing on Snapchat—far from it. hard and b.)

7 key roles in digital marketing

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It was a lot of fun presenting Outside-In Marketing to local executives and students at UConn Stamford, which hosted the event. “What kind of team do you need to create outside-in marketing content?” They come from all walks of marketing, but just want to learn how to get better results with their digital investments. Content strategist. You read that right.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

Paid online influencer marketing is fully mainstream

Biznology

As a result, advertising, PR, and marketing agencies have land-rushed alternative opportunities that circumvent ad-blocking software, ad-stripping tools, and even premium versions of platforms like Hulu+ that allow you to sidestep commercials. Among the tools include sponsored website links, native advertising, sponsored posts, sponsored reviews, product placement, and influencer marketing.

Why you are just a resource & how you’re failing to drive demand with your content & social media marketing efforts

Biznology

According to a LinkedIn study reported in their Sophisticated Marketer’s Guide to Thought Leadership eBook, 88% of IT buyers said that thought leadership was important or critical in determining their short list of vendors. So, why aren’t business, sales, and marketing leaders focused on providing specific thought leadership content that’s relevant to extremely targeted, specific audience?

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How to simultaneously attract new prospects and retain loyal customers

Biznology

What does your B2B marketing program have to do with your customer retention strategy? Let’s look at three ways you can use marketing and customer experience to engage your customers. 1. Receiving Gifts:  Sending swag or surprises to customers is a favorite of marketers, but it should not be overused. It’s time to revisit your marketing and customer retention strategies.

Why account-based marketing is a game changer for Japan

Biznology

I caught up recently with Ichiro Niwayama , founder of Symphony Marketing , the leading B2B-demand generation agency in Japan. His new book, Ultimate B2B Marketing: ABM , was published only last week, and has already leaped to #1 on the Amazon Japan business book list. Why did you decide to focus your new book on Account-Based Marketing (ABM)? For growth, we need marketing.

B2B Marketing Trends for 2016

B2B Marketing. Trends for 2016 Edited by Tom Pick and Tony Karrer 25 Thought Leaders Weigh In 0 Executive Summary B2B marketing practices are in the midst of profound change, driven by three powerful trends: • Changing expectations of buyers: as Baby Boomers retire and Millennials move into and up within the ranks of B2B enterprises, buying. Marketers need to take the. content.

How storytelling can shape the corporate brand and culture

Biznology

Reinforcing this discovery, author and marketing professor Jennifer Aaker from Stanford notes that people remember stories as much as 22 times more than they do facts alone. This “first digital generation” thrives on social media, which is different from traditional media mainly in that it involves a one-on-one conversation that begs for engagement, versus the one-to-many in mass marketing.

Analyze your target’s buying process, for greater marketing efficiency

Biznology

B2B selling is a complicated affair, but you can simplify your marketing strategies dramatically with buying process analysis. Your marketing investments will become much more efficient, being applied to their best use. The stages are pretty obvious—any marketer can create such a list on the back of a cocktail napkin. Voila! Let’s look at how this works. And so on.

Real examples of how account-based marketing & selling is driving higher revenues on LinkedIn

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In an article in Content Marketing Institute’s magazine , Jonathan Crossfield compares this scattershot “volume” method to a realtor’s flyer marketing efforts. targeted, account-based marketing approach is key in this case. Recent studies show that account-based marketing approaches generate a higher ROI. Our client had to give prospects a reason to change.

Outside-in marketing: a pragmatic approach to content marketing

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Content Marketing is rapidly growing, but is often done poorly. hosted a webinar with James Mathewson about how we define content marketing. In our book “ Outside-In Marketing: Using Big Data to Guide Your Content Marketing ,” we offered a more pragmatic approach. Outside-in marketing is based on understanding the audience and publishing only what they need.

How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Engage customers, increase upsells, boost revenue and save precious time -- these are the benefits of marketing automation. Generate more leads. Better leads. And content fuels it all

Feed Google fresh sandwiches every day instead of Christmas dinner once-a-year

Biznology

Also, since the webinternetosphere is a global market, mostly, that 1% is still a very large number. Come up with a content marketing plan that is the equivalent of my simple peasant meal of eggs, chicken, greens, fish, herbs, and spice, and then run with it. Why do search professionals scatter like roaches when the kitchen light comes on? What’s up with that? feed me Seymour.”

Micro-influencer marketing is the new long tail

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Even more, I play so far down the long tail of influence that I can still create micro-influencer marketing campaigns that are earned media campaigns. Digital Marketing Strategy and The Rise of The Micro-Influencer. Micro-influencers are changing the way brands do social marketing according to new report. Influencer Marketing: The Beginner’s Guide To Micro-Influencers.

Design thinking

Biznology

Design thinkers rely on customer insights gained from real-world experiments, not just historical data or market research. In our days, design becomes the cornerstone of digital transformation projects. Regardless of the industry or the verticals companies or consultancies operated based on, (what does this mean exactly?), Batten Briefings 2015). Like this post? Sign up for our emails here.

Influencer marketing is one percent inspiration, ninety nine percent perspiration

Biznology

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. So, today your speaker is  Chris Abraham :  Influencer Marketing is One Percent Inspiration, Ninety Nine Percent Perspiration.

Six Key Steps to Successful Marketing Automation Adoption

Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs

The ugly side of digital transformation

Biznology

Domino’s Pizza became a hub of digital innovation in its market only after its shares sank to $3 per share in 2008 and its brand was becoming a social media laughing stock. BPR spawned conferences, books, and countless consulting engagements, but there’s little evidence that anyone benefited from it other than the authors and consultants. Unfortunately, the latter is more likely.

Content marketing data: It’s not geeky and it’s not boring

Biznology

But even as data is frequently much more accessible than it had been, most marketers still think of it as a necessary evil or something that simply doesn’t help them unless they’re a Fortune 500 CPG firm with huge pools of information to work with. Done right you’ll increase your marketing effectiveness and drive down your costs. Data gets a bad rap. In other words, all day.).

Interactive video for sales just got a big boost from Apple

Biznology

And it could be a game-changer for marketing videos. Though much-used in eLearning, interactive video has been widely ignored by marketers for more than a decade. In a wide-ranging report, The Future of Video , Feng Li  of London’s Cass Business School  writes that “video is not simply an important part of the online experience. Increasingly, video is the internet.” Like this post?

Are LinkedIn Groups experiencing a crisis?

Biznology

After all of the changes LinkedIn has made to groups, it’s no wonder LinkedIn users and social selling experts are questioning the value of LinkedIn groups for sales and marketing programs. With the rise of content marketing, many zealous marketers began clogging the discussions stream with self-promotional links to landing pages, white papers, and webinars. are worthless.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth

Gaining an edge over competitors with a knowledge base

Biznology

A knowledge base is a tool that every company should rely on, as it easily improves customer support, collaboration, knowledge-sharing, and workflow within a company. If you are looking for a way to stay ahead of your competition, implementing a knowledge base for your business is necessary. Let’s take a look at some knowledge base basics and how it can help you stay ahead of the competition.

What is structured content?

Biznology

Structured content is the most important trend in digital marketing that you’ve probably never heard of. Of all the stories and advice in our book Outside-In Marketing: Using Big Data to Guide Your Content Marketing , the one that has attracted the most questions from my colleagues is the section on structured content. All that did was change the shape of the content.

Modeling B2B video content on micro-learning

Biznology

Micro-learning strives to achieve a specific “learning outcome”—marketers might call it the “takeaway”—by delivering a bite-sized nugget of learning content. But there are several interesting principles of micro-learning course design that marketing video practices seem not to follow—and are worth considering. What is micro-learning? It’s said to be a “learner-centered” approach.

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Earned media influencer marketing demands your awesome

Biznology

I’ll be honest with you, relatively few companies can conduct a successful earned media influencer marketing campaign. Earned Once the influencer loses editorial control by virtue of receiving pay-per-post compensation, the campaign is no longer public relations or even marketing, it becomes advertising. Earned media influencer marketing is time-consuming. Well, you can.

Why B2B Content Strategies Are Paramount for Generating Quality Leads

Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful