[Product] Do CMOs Really Spend More on MarTech Than CIOs? A New Study Says No.
    billion in 2016 revenue for its marketing cloud (apparently including analytics and advertising products). Like many people in the marketing technology industry, I was tickled in 2011 when Gartner predicted that CMOs would soon have bigger tech budgets than CIOs , and even more tickled when Gartner said in 2016 that it had happened. But my recent pondering of the relationship of marketing and IT departments had me rethinking the question.
    [Product] How 5 Global Brands Rely on Contently to Power Their Content Marketing
    It then used the Contently platform to manage content production in one place. Ramping up production in multiple countries takes a lot of preparation and global communication. To translate these videos into subtitles from the company’s six main languages—English, French, Spanish, Italian, German, and Portuguese—it needed a better workflow to manage the various stages of production.
    [Product] How to Respond to Negative Customer Feedback on Social Media
    No matter if you are selling beauty products or life insurance, your brand image can be positively or negatively impacted by the way your marketing department or local sales personnel engage with their followers on social media. Since negative feedback is unavoidable, it’s best to view it as an opportunity to improve your service or product. Transform negative social media feedback to positive relationships.
    [Product] How to Re-Manufacture Your Marketing: An Inbound Marketing Guide for Manufacturers
    These customers are also looking for complex and expensive services and products that need to give them exactly what they need. Many businesses underestimate the value of a blog with fresh content, but the kind of people manufacturers want to attract will be actively looking for more information for these products and services. If your business isn't targeting people specific to your products or services, your marketing efforts will be too broad to be efficient.
    [Product] 5 Reasons Your Sales Reps Aren’t Getting Enough Qualified Leads
    If your nurture program consists of primarily early stage offers (white papers on trends and best practices and the like), you’ll struggle to identify and engage with prospects who may be ready to take the next step and actively evaluate your product. Conversely, if your nurture emails are simply a constant drumbeat to download trial software or take a demo, you’ll miss the opportunity to educate, and build credibility with, those prospects who aren’t quite yet ready to look at product.
    [Product] Introducing VerticalResponse en español
    Email Marketing Product UpdatesRead in English | Leer en español. If you’re a small business owner, you know how important it is to look for new opportunities. Today, we’re excited to introduce the Spanish-language version of VerticalResponse. With this update, Spanish speakers now have a leading platform to power their business’s email marketing programs. A look at the numbers.
    [Product] Simple steps to website marketing success
    Deciding whether you want visitors to sign up for your email newsletter, download a case study, or pick up the phone to call you, will be much more productive. My use of “solutions” above wasn’t an accident–your prospects don’t care about your products or services; they care about solutions to their problems.).
    [Product] Presentamos VerticalResponse en español
    Email Marketing Product UpdatesRead in English | Leer en español. Si tienes tu propia pequeña empresa, ya sabes lo importante que es buscar nuevas oportunidades. Hoy nos complace anunciar la versión en español de VerticalResponse. Con esta mejora, los hablantes de español contarán con una plataforma líder para potenciar el programa de mercadeo por correo electrónico de sus empresas. Lo que dicen los números.
    [Product] Marketing Lessons Learned from a Life of Swag Hoarding
    The little purple guys were adorable, but by naming it “Munchkin,” we also gave a playful insider’s nod to our Munchkin tracking code, a powerful feature of our product. Author: Caroline Ruggiero It’s 10:24 p.m. on Friday night after a long week on the road talking about the Engagement Economy. Instead of relaxing, I am attempting to chalk paint V-Bot, the mascot of Marketo’s LaunchPoint partner Vidyard , in time for my son’s 5 th birthday party tomorrow morning.
    [Product] Account Based Everything: Engagio’s Jon Miller Responds
    Your post raised the concern that Account Based Everything could confuse people as it might be construed as including other key business areas such as product development and engineering. Last month, Aberdeen’s Andrew Moravick published a post entitled, “ Debunking Marketing Buzz: ‘Account-Based Everything.” ” In that post, he made an explicit reference to Engagio’s use of the phrase.
    [Product] 3 Steps Before Purchasing a Marketing Tool
    Whether it’s content production, distribution, measurement, some form of strategic guidance, or a combination of it all, it seems that there is always a new marketing tool that promises to solve your current and ongoing marketing challenges. It can be tempting to add new tools to your marketing process or blame any current marketing deficiencies […]. The post 3 Steps Before Purchasing a Marketing Tool appeared first on Marketing Insider Group. Content Marketing
  • ACT-ON  |  WEDNESDAY, MARCH 29, 2017
    [Product] 5 Powerful Lessons Content Marketers Can Learn from Journalism
    For example, perhaps choose a technology security expert when you’re strategically creating content that supports a software security product. Are you planning to create more content this year? If so, you aren’t alone. In fact, 66 percent of B2B marketers plan to produce more content in the coming months. They too understand that creating valuable content for their target audience is a surefire way to beef up results and revenue.
  • PUREB2B  |  TUESDAY, MARCH 28, 2017
    [Product] Why Your Marketing Needs to be Data-Driven
    Data-driven marketing helps businesses deal with new information and improve the quality of their products and services to keep up with changes in the marketing environment. In this day and age, there’s no excuse for not knowing what your customers want. There are now a wide variety of tools that enable marketers to capture a range of data at particular stages in their marketing campaigns. Gone are the days of mass, untargeted broadcasting.
  • ETRIGUE  |  TUESDAY, MARCH 28, 2017
    [Product] 5 Tips for Building Your First Drip Campaign
    For example, let’s say you’re trying to convince leads to schedule a product demo with your team. By the name alone, a drip email campaign may sound like a marketing effort that would make only a tiny splash in your goals. But names can be deceiving. Drip email campaigns are predetermined sequences of emails designed to nurture your leads or strengthen existing client relationships.
  • KAON  |  TUESDAY, MARCH 28, 2017
    [Product] EXHIBITORLIVE! 2017 is Over, Now What?
    This years event touted numerous exhibit production companies, tchotchke suppliers and shipping/logistic companies, but what excited me the most was the handful of technology providers that are FINALLY starting to bubble up at this event. In response to the exhibit production company that stopped by our booth and said “This technology is REALLY cool! So I challenge you to say to your exhibit production company, “now what?”.
  • HUBSPOT  |  TUESDAY, MARCH 28, 2017
    [Product] My Campaign Sucks…Now What?
    The golden rule is: not everybody is ready to buy because they gave you their email, and you shouldn’t sell to somebody just because they are interested in your product. We’ve all been there. It took three months to launch that marketing campaign from start-to-finish. Yes, there were many hurdles along the way, but you pulled it together with the help of your team and even launched on time. You pop the champagne and toast to a job well done. A week goes by.
    [Product] B2B Marketing Trends for 2016
    Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. That's because if you're marketing is great but your product is bad, that, ultimately, means your marketing is bad, too. B2B Marketing.
    [Product] B2B Marketing Trends for 2016
    Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. That's because if you're marketing is great but your product is bad, that, ultimately, means your marketing is bad, too. B2B Marketing.
    [Product] B2B Marketing Trends for 2016
    Manage the customer experience: great content alone won't save a lousy product or cumbersome experience. Don’t just talk about your product or service. time for B2B marketers to let go of their obsession with perfect production. Define your business strategy: products, prospects, distribution, sales and. That's because if you're marketing is great but your product is bad, that, ultimately, means your marketing is bad, too. B2B Marketing.
    [Product] Content Marketing: Is it Something or Is it Nothing?
    As the story goes, Jell-O was new on the market so the company began distributing recipes for tasty treats that relied on this cheap and magical product. A couple weeks ago, I came across this post and it really stuck in my craw. The author, Samuel Scott , states his opinion right in the title, “Apples are not oranges – and ‘content marketing’ means nothing.”
    [Product] How are your 2017 Marketer’s Resolutions Coming Along?
    Sit with them while they work; understand what they do, the challenges they face, how they look for products similar to yours and how they expect websites to perform to help them make a selection. At the start of every New Year, people make resolutions; things they are going to do in the coming year to improve their lives. Unfortunately, many times they are not able to keep up their resolutions.
    [Product] A Practical New Resource for SMBs: B2BMarketing.Technology Launches
    If you look into any Fortune 500 company, they will have hundreds of products that they are stitching together.”. SMBs don’t have hundreds of products to “stitch together,” but they also have fewer IT resources to help stitch together the applications they do have. B2B marketing professionals are faced with an expanding universe of tools to help them produce, distribute, and measure the results of content marketing (among many other tasks) more effectively.
    [Product] Healthcare needs social media influencers and influence
    Our campaigns didn’t include products, but were earned media informational campaigns: information on how to prevent HAIs, about handwashing, issues with call phones, with neckties, with the curtains separating beds and even the evil doorknob. And don’t worry that your particular company, product, service, association, or organization is too niche for an online social media influencer marketing campaign — Internet rule #34 states if it exists there is a community of it.
  • VIDYARD  |  TUESDAY, MARCH 28, 2017
    [Product] Low Email Conversion? See How Influitive Increased Click-Through Rates by 800% with Video
    We had worked with a video production company called Sparksight on many video campaigns in the past, including some basic Advocamp commercials in 2015. Breaking through all the marketing noise is hard enough on its own, but when your audience is other marketers, you have your work cut out for you. How do you engage people who spend every hour of their workday thinking through the same problem?
  • INFER  |  TUESDAY, MARCH 28, 2017
    [Product] Getting past the AI hype: How predictive analytics fuels conversion optimisation
    This article was originally published on MarketingTech by Sean Zinsmeister , Vice President of Product Marketing at Infer. That mindset shift, along with new consumer trends—such as self-driving cars and intelligent voice-first products like Amazon’s Alexa and Apple’s Siri—are bringing the possibilities of AI to the forefront of business-to-business marketing technology discussions.
  • SNAPAPP  |  TUESDAY, MARCH 28, 2017
    [Product] What Are the Modern Marketing Struggles? An Interview With Gabriel Marketing Group
    For example, a client was recently convinced that their core product was most attractive to middle aged women. The world of digital B2B marketing has gone through many changes over the past decade. New technologies have been developed, new strategies, new audiences, and new struggles. To get a glimpse into the current concerns and questions many marketing teams are having, we’d thought that we ask a marketing team whose job it is to solve those problems.
    [Product] 4 Content Promotion Strategies to Increase Engagement
    Zuora does a great job of this, recommending related guides and ebooks at the bottom of their product page for subscription billing. It’s extremely effective b ecause you’re only investing in qualified leads who are interested in your product or services. Author: Alan Cassinelli There’s no doubt that inbound marketing has fundamentally changed demand generation.
  • HUBSPOT  |  TUESDAY, MARCH 28, 2017
    [Product] How to Get Better Marketing Talent
    And as the consumption of products, services, and information continues to rely more on technology -- that’s not good. When I graduated from college, I had no idea what I wanted to do. Sure, I knew that I wanted, you know, to be employed. I knew I wanted to put my English degree to good use. And I knew I wanted some aspect of the written word to be involved. But what did that look like? “I I dunno,” would’ve been my honest answer.
    [Product] Is Broken Link Building Right for You?
    Earning quality links through the production of relevant, value-driven content is one of the best ways to improve your domain’s organic search traffic, while also: Boosting […]. Let’s talk link building – broken link building that is. Should you be doing it? Is it a magnificent and creative inbound marketing technique, or a waste of time?
  • ACT-ON  |  TUESDAY, MARCH 28, 2017
    [Product] Market Your Own Marketing: Effective Ways to Share Your Work
    We’re constantly thinking about our customers and how we can reach them with our product and message. What about product development or engineering? Let’s say all is said and done on a project: You’ve launched a new product, created a killer campaign, and you’re seeing nice returns in the form of your KPIs. As marketers, our job is outward-facing. But we may be forgetting the other side of the coin: to communicate with our internal team. To market our own work and ourselves.
  • HUBSPOT  |  TUESDAY, MARCH 28, 2017
    [Product] How to Create Facebook Lead Ads: A Beginner's Guide
    Facebook lead ads allow prospects to sign up for your offers or request other types of offers -- such as pricing guides, product demos, or free trials -- directly within the Facebook platform. If you're like most marketers, you're always on the search for ways to reach new audiences and generate leads. But did you know that according to BrightTALK, 80% of marketers report their current lead generation efforts are only slightly or somewhat effective?
  • HUBSPOT  |  TUESDAY, MARCH 28, 2017
    [Product] Why Agencies Need to Take Transparency More Seriously
    Citing transparency as a primary aim, the social media giant is debuting its updated blog, rechristened "Measurement FYI," to provide better information on metrics, partnerships, products, and research. The lack of transparency that often occurs between advertisers and their marketing partners has reached a tipping point.
  • RADIUS  |  TUESDAY, MARCH 28, 2017
    [Product] The Era of Paying for B2B Data is Over – Introducing Unlimited Data Access
    It’s a vision that I’ve shared many times over and a joint goal that I believe all software providers dabbling in AI, predictive, and machine learning should provide in their products today. Bad data is a commodity, but good data is priceless. To me, the statement above is more than just a soundbite. It’s the foundation that Radius was built on.
    [Product] Are You Doing Remarketing Wrong?
    Why continue to show – and pay for – ads about a product or service the customer has already purchased? Get the Benefits, Avoid the Traps of Remarketing. Remarketing remains a clever way to connect with your website visitors who did not make a purchase or fill out a lead form. Based on parameters you define, remarketing positions targeted ads to previous website visitors as they view other websites on the Internet.
  • KAPOST  |  MONDAY, MARCH 27, 2017
    [Product] 10 Top B2B Marketing Metrics for 2017
    Measure the Health of Content Production. In The Blueprint to B2B Content Metrics , Kapost identifies four areas that marketers need to measure in the content production pipeline: Average length of production from idea to publication. The latest report by Marketo reveals that 65% of marketers publish content at least once a month. According to Gartner’s CMO Spend Study , marketing spend is on the rise for the third consecutive year.
    [Product] Adapting an ABM Approach for Account-Based EVERYTHING
    Engagio combines all of these strategies into a strategy they call Account-Based Everything (ABE) , which serves as the driving principle behind both their product and how they operate as a company. This post is an original piece from guest author, Brandon Redlinger, and first published on DiscoverOrg’s blog on 3/27/2017. Brandon is the Director of Growth at Engagio, the Account-Based Everything platform that orchestrates human connections.
    [Product] Report: Brand Marketing Helps Marketers Achieve Several Top Priorities
    This was followed by infographics (17 percent) and product reviews (16 percent). New research suggests that brand marketing is helping marketers achieve goals ranging from customer acquisition to audience engagement. For its “State of Branding” report, OnBrand recently surveyed 562 global brand managers and CMOs to determine their priorities for 2017. New customer acquisition” was the top priority for B2B and B2C marketers, according to the report.
  • VIDYARD  |  MONDAY, MARCH 27, 2017
    [Product] 5 Ways to Make Good Pre-roll Ads (that people might actually watch)
    As a video production studio, we’ve spent a lot of time trying to figure this out, and here are our top five insights. Between the title and the first line, I’ve shown why you want to read this article, and it only took 5 seconds. If you have no interest in what you’ve seen so far, it’s likely you’re ready to leave. This is the basic premise of a pre-roll—those annoying ads that play before the video you actually want to watch.
    [Product] How to Scale Your Marketing Strategy Without Sacrificing Engagement
    Instead of recreating all of the materials and flows, scale your performance through template programs that require only minor adjustments before placing them into production. Author: Patrick Groover Companies are always looking for a new edge to capture mindshare and differentiate their solution within the marketplace. As people continue to diffuse their communication preferences across a growing number of channels, the role of the marketer can feel more and more like mission impossible.
  • HUBSPOT  |  MONDAY, MARCH 27, 2017
    [Product] How to Create a Twitter Moment: A Step-by-Step Guide
    Brands can use Moments to create behind-the-scenes looks at products, employees, and events on Twitter. Sometimes an event is so remarkably big that it completely takes over social media for a few hours, or even days. Think back to the last awards show, sporting event, or viral meme -- how many tweets about it popped onto your Twitter timeline? When more than 9,000 tweets are published per second, it can be hard to find great content on the platform.
    [Product] THE HACKIES: How leading marketing executives tackle martech
    For example: Is the goal to raise awareness of a new product category? A consumer products company similarly bucketed technologies into enterprise platforms, tactical tools, and innovation — and they had a different decision process and time horizon for each. This article is a guest post by Liam O’Connor of Lenati. It was entered into The Hackies essay contest for the upcoming MarTech conference. Like it?
  • ACT-ON  |  MONDAY, MARCH 27, 2017
    [Product] What Can You Do with Marketing Automation: Surprise! Its more than you think.
    But, while driving potential customers’ awareness and interest in a company’s products or services is certainly one essential function of MA, the story hardly ends there. Help customers expand their use of your product. Measure product consumption and trigger communication based on feature/non-feature use. Almost every marketer knows that marketing automation (MA) has been a boon for demand generation.
  • HUBSPOT  |  MONDAY, MARCH 27, 2017
    [Product] How Generations X, Y, and Z Consume Video Content [Infographic]
    For example, while a significant portion of respondents said they liked watching product reviews, Generation X preferred how-to content, and Generation Z liked unboxing videos. YouTube has over one billion users worldwide, and they all watch different types of videos every day. What's your favorite type of video to watch on the platform?
    [Product] The 17 Best Social Media Management Tools
    Add multiple accounts on each platform (for example, monitoring accounts for specific product lines or key executives) and the time challenge becomes even more significant. 30: The 14 Best Personal Productivity Tools. #31: Monitoring and managing even a moderately active business social media presence can be time-consuming. The number of people using social media continues to grow, usage is increasing, and more networks require attention.
  • PUREB2B  |  SUNDAY, MARCH 26, 2017
    [Product] Referrals: Your Untapped Source for Generating Leads
    How many times have you tried a new restaurant or purchased a product after a recommendation by a friend? That person then recommended the same restaurant or product to somebody else. The referral becomes even more effective if the buying experience and product value are exceptionally good. We know that if someone we trust recommends a brand or product, it’s typically going to be as good as they say it is. Stand by your product and serve clients with a smile.
  • ENGAGIO  |  SATURDAY, MARCH 25, 2017
    [Product] Account Based Marketing – It’s All About the People
    Prospects don’t care about what your product does – they care about how it can solve their problems. As you engage more regularly with these prospects, you can begin to introduce more product-specific offers as you guide them down the sales funnel to a buying decision. The world as we live in it today is not the same as it was even ten years ago. We’ve experienced a technological revolution unlike any we’ve ever seen before.
    [Product] How Travel Affects Creativity: An Exploration for Content Marketers [Podcast]
    Does travel help our work, or can it derail our productiveness? Subscribe to the show for automatic updates: iTunes, SoundCloud, Stitcher, Google Play Travel and creativity seem to go hand-in-hand (and then they go skipping down the street in some foreign land). Today we go exploring the topic of exploration: Why is travel linked to inspiration? And how can we. Read More. The post How Travel Affects Creativity: An Exploration for Content Marketers appeared first on Unthinkable.
  • BIZIBLE  |  FRIDAY, MARCH 24, 2017
    [Product] B2B Marketing Experience: The Case For and Against Gated Content
    If buyers like to do this self-serve style of research before buying a product, why break up the research process by requiring forms? Gated content—ebooks, reports, and other downloads hidden behind a form—has long been a part of the B2B playbook. If you’re going to take the time and effort to put together a great PDF download, you should be getting something of value (contact information) in return, right? Right?
  • KAPOST  |  FRIDAY, MARCH 24, 2017
    [Product] 5 Ways to Use Your Blog to Test New Ideas
    It’s no secret your blog should be a vehicle to drive people closer to your product. Testing, testing… is this thing on? More often than not, a company’s blog becomes an afterthought for an organization. Content managers rush to get posts out to announce upcoming webinars, maintain a deluge of articles for SEO’s sake, or worse: simply publish content to check something off the to-do list to “keep busy.”
    [Product] The ABCs of A/B testing | How to base your subject lines on science
    For example, Experian last year found personalizing subject lines led to a 42 percent lift in unique open rates for the consumer products and services segment, an improvement that averaged out to 29 percent when applied across industries. ” Recommended reading: Our Vice President of Product, Thomas Fanelli, gives readers five ways to to get started with personalization.
  • BIZNOLOGY  |  FRIDAY, MARCH 24, 2017
    [Product] Meet the king, the queen, and the crown jewels: content, customer experience, and data
    Will your product/service satisfy my needs?” Most customers know more about your products and services than your employees do. Want more revenue and profit for your business? Of course you do; who doesn’t? But what really leads to profits? And how can digital deliver on that for your business? Good questions, if I do say so myself. Even better: I’ve got some answers for you. Content is king. Customer experience is queen. Data is the crown jewels. Okay, so these sound clever and all.
    [Product] If You Don’t Know Me by Now: Why Personalization Must be Part of Your Content Strategy
    Abstract archetypes or personas don’t buy our products and services or read our publications. You’ve spent years developing your personas and you’re tasked with building a content strategy that will meet the distinct needs of each one. This should be easy. In true Pygmalion fashion , you’ve shaped their personalities, and you’re even more familiar with the intimate details of these prototypical models than you are with your own family members.
    [Product] 3 Can’t-Miss Learnings at Marketing Nation Summit 2017
    That said, it wouldn’t be Marketing Nation Summit without some exciting product and innovation announcements from Marketo. When occurring individually, digital advertising and marketing automation play two completely different roles in getting consumers to purchase products or services. How do you make your brand, product, or service visually and emotionally appealing to your prospects and customers? Author: Chandar Pattabhiram The countdown is on!
    [Product] THE HACKIES: Rapid prototyping & MVP development are key to martech success
    The good news is that many of these concerns can be addressed and even eliminated; it all comes down to implementing and following the right approach, and the approach that has worked very well for us when building martech platforms involves rapid prototyping, minimum viable product (MVP) development, and adopting the agile methodologies. It consists of many traditional design products (e.g. Showcase your product to key stakeholders. Minimum Viable Product (MVP).
  • ACT-ON  |  FRIDAY, MARCH 24, 2017
    [Product] 7 Best Practices for Optimizing Sales Enablement
    Sellers tend to think in terms of features and benefits, but buyers think in terms of capabilities — the unique set of problems they can solve by purchasing your product,” says Candyce Edelen, CEO of PropelGrowth. Successfully introducing new sales enablement technology and processes means looking beyond individual bottom-line production and taking on the attitude and role of a sales performance consultant. Provide continual product, competition, and buyer training.
  • SNAPAPP  |  THURSDAY, MARCH 23, 2017
    [Product] What Is Lead Scoring? How to Create a Beginner to Advanced Model
    If you have a lead funnel and have different personas and buyers for your products, you should use lead scoring. Lead scoring has become a cornerstone for B2B marketing because there is a specific audience for specific products. Lead scoring is a B2B marketer’s best friend. When I think about the major difference between the world of B2B and B2C, lead scoring is one of the big dividers. So, why do marketers lead score?
    [Product] 4 Reasons Why Content Marketing Must Adapt to Wearable Technology
    At present, what might display well on an Apple product might not work for a Samsung device. With devices getting smarter and smaller, wearable technology is the next content marketing frontier. Wearable tech includes smart watches that integrate time-keeping with mobile technology and fitness devices such as Fitbit. The need to adapt is critical as wearable tech becomes more popular and mainstream.
    [Product] The Legally Hazy World of Cannabis Marketing
    But promoting products and brands on those digital platforms isn’t as easy as you might expect. Facebook’s advertising policies state that it will deny paid posts that “constitute, facilitate, or promote illegal products, services or activities”—including marijuana. Until that point, Mary’s Medicinals posted about its products, shared relevant news articles, and ran paid advertising campaigns.
    [Product] Which Department Owns Influencer Marketing?
    The questions are: which team has the strengths to engage influencers and turn them into brand advocates who can improve brand reputation or act as a third party salesforce for your products or solutions? Where would Influencer Marketing sit if we were to try and create a Venn diagram of job roles and a few product categories? .
    [Product] How to Create a Customer-Driven Content Strategy | SMX West 2017
    What questions are people asking about their products? Note: The following post is an overview of the presentation given at SMX West 2017. The full presentation can also be downloaded here. One of the things I love the most about marketing is the psychology behind it.
    [Product] How social media is changing what brands stand for
    Today consumers buy brands not just for the product promises and/or price, but more often for what the brand stands for. Maxx , and Marshalls all dropped Ivanka Trump’s branded product lines in January for apparent business reasons, but the perception by many was that this was due to politics, causing an intense reaction. Our world has never been so divided by politics, with social media as a major catalyst for extreme opinions and reactions.
    [Product] 5 SEO Tips for Videos: How Google Ranks Them & How to Optimize
    Video content should cater to user intent, provide value to viewers, and have a high production value. Author: Nate Dame Videos are becoming increasingly important for B2B marketing. Companies with dedicated video marketing strategies generate more leads , earn more revenue, and enjoy better brand awareness than those engaging in all other forms of marketing.
    [Product] What Good Data Means for B2B Marketing Strategies
    She’s found herself sandwiched between pressure from corporate leadership to meet performance quotas and constant production hiccups from her team when it comes to actually executing on their B2B marketing strategies. It’s been a long day at the office for our heroic marketing manager.
    [Product] Why screenshots may be the key to influence marketing measurement
    The app lets you store and manage screenshots but the real innovation is its ability to recognize the apparel or product to help you buy right on the spot. A few other influence marketing trends I picked up from my sessions: Apparel influencers claim their “class of 2016” influencers were 4 X more productive than “class of 2013” influencers because they know how to use the tools better and connect with an audience. By Mark Schaefer.
  • HUBSPOT  |  THURSDAY, MARCH 23, 2017
    [Product] How Customer-Driven Copy Helped HubSpot Increase Conversions by Nearly 100%
    We grilled HubSpot's product development, sales, and support staff to get their inside perspective. The product team gave us a better perspective on the evolution of the HubSpot software into the Growth Stack, so we could write about the product as it is now instead of how it was in the past. Make sure that you're surveying customers who have had enough time to evaluate your product and find success with it.). We brought that clarity into the product pages, too.
    [Product] The 15 Best Content Distribution and Amplification Tools
    So how much time should you spend on content promotion versus content production? 30: The 14 Best Personal Productivity Tools. #31: Creating awesome content won’t do your business any good if no one sees it. Some sources recommend the 80/20 rule, others peg the ideal at closer to 50/50 , and still others (such as the brilliant Heidi Cohen ) note that “it depends.”
  • ACT-ON  |  THURSDAY, MARCH 23, 2017
    [Product] Mapping Your Content to the Buyer’s Journey in 15 minutes
    Essentially, the buyer’s or customer’s journey are the steps a potential customer takes toward purchasing your product or services. What are some objections/worries you have when purchasing (your product or service)? Periodically, today’s content marketer needs to take a step back and see the forest (or whatever is your preferred “big picture” cliché).
  • HUBSPOT  |  THURSDAY, MARCH 23, 2017
    [Product] Will Snapchat Spectacles Be a Money-Maker? [Infographic]
    The thing is, Snapchat has one major factor that sets it apart from other social networks that have sought IPOs: A physical product, the Spectacles. And to many analysts, it's this product that could truly reinforce Snapchat's standing and potential as a money-maker. Our friends at Mediakix created this handy infographic to illustrate why they believe Snapchat Spectacles will be "the next $5 billion product."
  • PUREB2B  |  WEDNESDAY, MARCH 22, 2017
    [Product] How to Nurture Leads with Email Marketing
    If your email can teach your prospects something about their pain points, or how exactly your products or services can help your customers deal with them, you’ve got a winning marketing tool in your hands. It may be via subscription to your newsletter, connecting on social media, or alerts to product development updates. Sending product offers to prospects may seem like a great idea, but you need to make sure that they’re getting more than that.
  • KAPOST  |  WEDNESDAY, MARCH 22, 2017
    [Product] How to Double Asset Production, According to Lenovo
    Lenovo Used Kapost to Streamline Workflows and Boost Productivity. Lenovo used Kapost workflow functionality to streamline their operation, eliminating cross-team inefficiencies and doubling their asset production over the course of two years. The post How to Double Asset Production, According to Lenovo appeared first on Kapost Content Marketing Blog. When it comes to content creation, the struggle for getting things out the door is real.
    [Product] How to Incorporate Webinar Promotion into Your Multi-channel Marketing Mix
    Webinars can be a very effective way to convince hundreds of prospects over the course of an hour-long presentation that you are a trusted source for information on products or services similar to the ones you offer. The hardest part, regardless of marketing channel, is to find new people – businesses that have never heard of your company before but are (or should be) interested in your products or services. Who uses your products?
    [Product] Storytelling Is Not a Strategy
    Typically, marketers ramp up production on company blogs, even if they don’t have a strategy to guide them. At the start of 2017, I made the shift from ad tech to martech. In the last decade, I had helped build and steward the brands of two successful ad tech firms recognized for their innovation and amazing cultures, but it was increasingly difficult to ignore the headwinds facing the old media model.
    [Product] The 3 Biggest Things to Remember When it Comes to Influencer Marketing in 2017
    We also talked about Viewpoints, Livity and Onalytica’s bespoke product which combines Onalytica’s experience in quant data and Livity’s specialist knowledge in youth to give brands a 360° view of their influencer landscape – and ultimately opportunity. This meant they could engage with them for product launches, invite them to events, and engage with them in an always-on programme to bring them deeper into the brand.
    [Product] Why CMOS Need To Manage Their Talent For Long-Term Growth and ROI
    At the same time, those within the organization can spend more time on the softer side of people management where motivation, satisfaction, productivity, and retention are most impacted by the behaviors of leadership and the overall culture. When it comes to money, those that end up with the largest portfolios tend to be those that effectively manage how they save, spend, and invest.
    [Product] Using Video in Sales to Identify and Prioritize Quality Leads
    Remember, as Fast Company put it, “People don’t buy products – they buy better versions of themselves.” And for all the technology that’s available, the best way to help prospects connect the dots between your product and the person they want to be is a bona fide, living, breathing human being. Sales has never been an easy job to automate.
    [Product] How to Start Generating Leads for Your B2B Company
    It’s very easy to see, for example, how direct mail marketing pales in comparison to joining trade shows to showcase your holiday-inspired product line for homes and offices to potential buyers. In such opportunities, you get more chances to introduce your product, generate instant feedback, and attract sales.
    [Product] Introducing The Definitive Guide to Account-Based Marketing
    Does your organization offer several products or services and have goals to grow customer lifetime valu e through upsell and cross-sell? Author: Ellen Gomes If you’ve been keeping up with digital marketing trends, then account-based marketing is most definitely on your radar. In fact, you’ve probably heard about it so often that it may have started to feel like just another buzzword. But account-based marketing is not to be ignored and it’s not just another buzzword.
    [Product] 3 Important relationship lessons I’ve learned from offline businesses
    This weekly encounter reminded me that no matter how banal the service or product one offers, you can still make the exchange meaningful if you infuse the ‘human factor.’ Repeat customers don’t just come back for the product or service. By Mars Dorian, {grow} Contributing Columnist. Sometimes the best online marketing advice comes from the offline world.
    [Product] THE HACKIES: A customer-centric approach to building marketing and sales stacks
    Individual preferences, loyalties, and demands all change over time and affect how they evaluate new products and services. In a world where 57% of the buying journey happens before buyers are directly engaged with vendors , data is the key to unlocking what buyers tell us about themselves, their relationships to our company, and their engagement with our products. This article is a guest post by Raviv Turner of CaliberMind.
    [Product] 7 Ecommerce Companies That Are Using Content Marketing to Take on Amazon
    Even if you have a great product or a fantastic brand, you don’t have the budget or the name recognition to muscle out these giant retailers. Ecommerce can be a brutal space. Depending on your niche, you might be competing against monsters like Amazon, Target, New Egg, or other well-established players. You might be competing against all of them. It can seem like it’s impossible to win.
  • ACT-ON  |  WEDNESDAY, MARCH 22, 2017
    [Product] Why Plan a Social Media Takeover?
    Social media is the younger and more powerful sibling of “word of mouth,” with 77 percent of customers more likely to purchase a new product when they learn about it from friends or family. This is especially useful when launching a new product or entering a segment that is new to your brand (more on this in a minute). Launching New Products or Services. During your next product launch, consider a strategically timed social media takeover.
  • 3D2B  |  TUESDAY, MARCH 21, 2017
    [Product] Why B2B Phone Calls Are Popular in 2017
    They discuss technology, software and other complex B2B products. B2B companies are increasingly selling from remote locations over the phone. Perhaps a decade ago, most people would not have predicted this turn of events. After all, that’s when marketing leaders eagerly sought out the new promise of inbound marketing to produce leads and revenues. For many years, we’ve seen arguments favoring inbound over outbound marketing.
  • FATHOM  |  TUESDAY, MARCH 21, 2017
    [Product] How Will Google’s Latest AdWords Changes Affect You?
    This could guarantee better end-to-end search experience for users, who will now be able to find your product or service faster. Google is making a big change to exact match keyword targeting in AdWords. On Friday, Google announced an additional change in the way exact match keyword targeting will work for search ads. Matching for close variants—including plurals, typos, abbreviations, etc.—will
  • KAON  |  TUESDAY, MARCH 21, 2017
    [Product] Kaon Interactive Incorporates Augmented Reality Into 3D Marketing Platform
    Kaon Interactive , a business-to-business software company and provider of 3D interactive product marketing applications, has launched new augmented reality (AR) experiences within its High Velocity Marketing Platform, a feature that was recently used by an exhibitor at CES in Las Vegas. Think Pokémon Go, but for B2B product sales and marketing efforts. Kaon AR (Augmented Reality).
  • LEANDATA  |  TUESDAY, MARCH 21, 2017
    [Product] Why The Best Story Wins in Business
    I agree there’s sometimes a bigger hurdle to get people excited about certain products,” he said. Matthew Luhn is a creative artist who helped bring to life some of the best-loved animated movies of our time. He’s also a brand consultant who advises organizations on how to tell their corporate story more effectively. So, has he ever thought about merging those worlds together and using animation to take a humorous look at business? Luhn laughed. Been there, done that.
  • SNAPAPP  |  TUESDAY, MARCH 21, 2017
    [Product] 13 Great April Fools Day Campaigns
    Brands from around the world participate in this prankster’s holiday with clever campaigns, fake websites, and videos of gag product announcements. Every year on April 1, I get up in arms about something crazy some company is doing … only to find out it was an April Fools’ Day joke. Raise your hand if you’re with me in this. I’ve pulled together 13 of my favorite to inspire your own April Fools’ Day campaigns. No joke – some of these will have you in stitches. Google Paper.
  • INFER  |  TUESDAY, MARCH 21, 2017
    [Product] Interview with Infer on Predictive and ABM
    Josh Hill’s interview with Infer’s Director of Product Marketing, Nikhil Balaraman, originally appeared on Marketing Rockstar Guides. These models are based solely on lists of their target companies, and helps them more efficiency enter new markets or roll new products out to market. Josh: When vendors discuss ROI of their product, they speak of the vision that could be attained, rather than the time savings involved with, say, automation of lead routing.
    [Product] Use a Little Case Study Psychology to Improve Your Marketing Strategy
    Forget about the machinery behind the final product. While the technology behind innovations like smart watches and in-home digital assistants are complex, these products are marketed by emphasizing their simplicity and highlighting the practical changes they bring to daily life. Or maybe frame it as a cautionary tale: brands pay 20 percent more in operational costs by not adopting our product in the workplace.
    [Product] 3 Ways to Beat Perfection Paralysis at Its Own Game
    While developing best practices for our customers, I quickly realized that it would take longer than expected to launch a ‘perfect’ final product. Author: Jessica Minasian In marketing, the word “perfection” might conjure up images of running effortless campaigns and initiatives. Though, as we know, that’s not always the case. Marketing is sometimes imperfect. We face challenges and must forge ahead.
    [Product] The Six Best Accounting and Finance Tools for Small Business
    New vendors emerged to challenge those market incumbents with simpler, easier-to-use products better designed for small business needs, though they still required management overhead. 30: The 14 Best Personal Productivity Tools. #31: The first accounting applications for small business back in the early 90s were mostly repackaged, repriced versions of highly complex suites first designed for large companies.
  • ACT-ON  |  TUESDAY, MARCH 21, 2017
    [Product] Customer Feedback Fundamentals: What Do Your Customers Really Think?
    Asking customers what they think of your products and services is basically an act of cold-call torture. This person won’t get flustered or defensive if the customers start railing against your product, and they may ask questions that you didn’t think of. What do your customers think of your business? No, really – do you know? Have you asked? Have you even talked to them recently – or ever? You may be terrified at the notion of soliciting customer feedback.
  • HUBSPOT  |  TUESDAY, MARCH 21, 2017
    [Product] How Redesigning HubSpot.com Doubled Conversion Rates
    But perhaps more importantly, our product was changing. Multi-Product, Internationalization, and Accessibility. Prior to INBOUND 2016, we knew we would be launching the HubSpot Growth Stack, which includes free versions of all of our products. It was an incredible opportunity to reassess how we introduced our product, and brought users into it. This included CRO, SEO, copy, data analysis, design, development, product research, and project management.
  • HUBSPOT  |  TUESDAY, MARCH 21, 2017
    [Product] Why Agencies Should Abandon Advertising and Invest in Owned Media
    My company recently worked with a large brand that was so disillusioned with the ambiguity tied up in paid media that it elected to pull its entire seven-figure marketing budget, discount its product, and instead sink money into channel partnerships and slotting fees. This product wasn’t new to the market. The downward spiral of traditional advertising’s effectiveness started nearly two decades ago, when marketers simply cut and pasted print ads onto their digital properties.
  • KAPOST  |  MONDAY, MARCH 20, 2017
    [Product] 3 Content Marketing Mistakes Every B2B Company Should Avoid
    That’s why it’s so easy for content marketers to fall into the trap of making every piece of content that they publish about their own products. Think about it: When you’re at work, the last thing you want to read is another sales pitch for a product or service you don’t need. Instead of talking and writing about your own company and products, start a dialogue. Publishing Prior to Product/Market Fit.
  • ENGAGIO  |  MONDAY, MARCH 20, 2017
    [Product] Who Should Be Part of Your Account Based Marketing Team?
    Product Management / Marketer. Provides product roadmap insights to the account team and/or customer. Teamwork is everything in sports. And it plays a big role in nature. Account Based Marketing is a team effort. A successful account-based effort is both resource-intensive, and cross-functional. Like sports, and in nature, the team you choose will make, or break, your early ABM efforts and could be what sets you up for success, or ultimately holds you back.
  • CONTENTLY  |  MONDAY, MARCH 20, 2017
    [Product] ‘Today’s Marketer Needs to Be Data-Driven’: DiscoverOrg CEO Henry Schuck on Artificial Intelligence and the Future of Martech
    Do you think that’s because marketers are not as technologically savvy as they should be, or is that more the fault of vendors not building products that are easy to use? Einstein. Sensai. Watson: Three important words for the future of martech and artificial intelligence. Salesforce’s Einstein launched late last year , Adobe’s Sensai two months later , and IBM and Salesforce announced a partnership to sell their AI together, earlier this month.
    [Product] Why Agencies Should be Doing More Webinars
    This process establishes them as thought leaders, differentiates from the competition, and createa positive awareness about their products and services. Webinars Offer Agencies So Much More Than Just Lead Generation. Webinars are good for lead generation. In addition to being good for agencies, they are good for their clients.
  • BIZNOLOGY  |  MONDAY, MARCH 20, 2017
    [Product] 6 assumptions push marketing gets wrong
    Marketers use hype and spin to sell their products. You can use social listening to get some advanced intelligence about which audience segments are more favorable to a product than others. I recently gave a keynote address to the Content Strategy Applied conference in London. My talk was well received , but when I went to post the slides, I realized that much of the talk was more TED-style: speaking largely without visuals.
    [Product] How to Properly Diagnose a Failed Email Campaign
    But as you know all too well, bad email promotions are death warmed over: email done wrong does your promos and your products a lethal turn. You’ve tried a number of email angles: FOMO on moving on up, funny videos with cats wearing your fancy togs, positioning the products as the ultimate lifestyle enhancers. What if it’s not the products that are flat-lining, but the way you use email?
    [Product] Microsoft shares their marketing stack in the Stackies, and it’s awesome
    Along that journey, they’ve identified key clusters of marketing competencies and representative technologies they use for each of them: data & analytics, planning & instrumentation, content, events, social, in-product, and customer advocacy.
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