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The dangerous confusion of sales and content marketing

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Pink went on to talk about how sales used to be in the days prior to the Internet by giving the example of the used car salesperson. Pink argues that salespeople need to become “servant sellers,” providing helpful information, answering questions, and generally providing a good experience— before any sale is made. pieces of information prior to a sale, a little bit too close to heart. 

Should your content generate leads or relationships?

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If you opt-in to something on their site, you’ll probably get a sales call within 24 hours. But a primary reason for their lack of profitability is not necessarily the focus on growth, it’s that their sales and marketing costs have been too high. The role of content in the Hubspot environment is to generate short-term sales calls, not long-term relationships.

How to turn social media connections into an actionable audience

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The case of the missing book sales. book recommendation from a heavily-followed Twitter account should lead to a huge spike in sales, right? In fact, in the days and weeks following Milano’s tweet, the book’s sales actually declined. By Mark Schaefer. It doesn’t. Most of the time, your social media connections begin as “weak relational links.” Fowler.

The Data-Driven Sales Team: Why Social Selling Works

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once had a sales person in Europe challenge me about the use of data and technology in sales: “My customer wants to see me EYE TO EYE,” he exclaimed. Why is data relevant in a relationship business like sales? His main points included: Data Mean Sales. Sales Needs to Adjust to Compete. There is no question that data-driven social selling can drive sales.

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Evangelizing a Content Marketing Program

50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. as sales, employee advocacy, customer service, audi- ence engagement, thought leadership, and hiring. All rights reserved.

Four actual, non-spammy strategies for Pokémon GO and local businesses

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One pizzeria / PokéStop reported a 30 percent increase in food and beverage sales while the lures were active. So, at a cost of around one dollar per hour, you could increase sales thirty percent just by keeping the lures active. Something is happening. Children are stepping outside, blinking into the sun as their eyes adjust. Seriously! People of all ages , all backgrounds.

10 simple tweaks to generate more sales through blogs

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We’re not supposed to expect sales though blogs, right? In fact, your blogging space is a very important sales opportunity because if people are finding you through search, these are high-potential leads. I am NOT saying to be “sales-y” in the content of your blog. Here are 10 ideas to optimize sales through blogs. And Have ads for your products.

Four ways Facebook Instant Articles will dramatically impact marketing

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Inbound marketing refers to marketing activities that bring high-potential visitors in , rather than relying on sales people having to make cold calls to garner “outbound” leads. Inbound marketing refers to marketing activities that bring high-potential visitors in, rather than relying on sales people having to make cold calls to garner “outbound” leads. shift in distribution.

Use This Agenda For Your 2016 Content Marketing Plan

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Their #1 goal is to drive e-commerce sales through their website and other retailers where their product is available. So, objective #1 for tying content to business goals is sales. Since our #1 objective is sales, I want to know how each piece of content we’ve created or will create fits into our sales pipeline. The Content Marketing Plan (Agenda). Competitors.

Plan 118

Content Methodology: A Best Practices Report

Content serves as a powerful tool for sales. Sales staff are. industry metrics such as sales and leads, or. lead score • Sales-qualified leads (SQLs) • Opportunities • Search traffic • Return visitor rate Lead nurturing: Move leads. personas at each stage of their journey through the sales funnel. Content. Methodology: A Best. All rights reserved. Definition II.

The uncomfortable state of content marketing metrics

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Not only must we measure, we must measure in the language of business: Leads, sales, cost savings, customer satisfaction. In a post titled Content Marketing – It’s About to Get Weird , my friend Joe Pulizzi revealed disappointing findings from an annual research survey. Here’s This is not good. And the worst may be yet to come. Fixing the content marketing problem. No idea.

A solution to the content marketing measurement puzzle

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In the survey I referenced in this post, nearly every company realized a boost in awareness right away from social media marketing but many companies took five years or more before they started to see a bump in sales. Lead generation (not just sales but also new business connections, new employees, suppliers). Sales. How do I measure the value of what I am doing? SEO benefits.

How do you build a content strategy when a market is already littered with “experts?”

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But only 35 percent realize an increase in sales in the first year. So if you go into this expecting new sales right out of the box, you’re setting yourself up for failure. There are many brand publishers vying for the attention of consumers. Some of the experts offer sound advice; some do not. And I like big questions. Define the message. What is the story? Just how bad is it?

Build 88

Case study: Social media engagement as a point of differentiation

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business owners and company executives approach their marketing with the overarching question: How many leads will our social media and content marketing effort squeeze into our sales funnel, what sort of conversion rate can we expect and ultimately how much revenue can we generate? by Trevor Young, {grow} Community Member. It’s pretty crazy out here in the marketing world. Many (most?)

Content Marketing 2016: Staffing, Measurement, and Effectiveness

percent, was lead conversions and sales. SALES 20 Content Marketing 2016: Staffing, Measurement, and Effectiveness Across the Industry Results and Analysis It’s reassuring that leads and sales, two elements. While leads and sales were deemed the most. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. Introduction II.

33 Inspiring B2B digital marketing case studies

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Maybe it’s because the buying cycle takes longer, more people are involved in purchase decisions and sales are made for rational, not emotional, reasons. The campaign generated over $1 million in new sales opportunities with several deals closed within the first 3 months of launch. million in sales and $52 million 4 years later. Is it harder or are we not looking hard enough?

Why Content Shock is coming to a Facebook ad near you

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Facebook will either need to do a better job proving its ads lead to sales, which it’s already trying to do , or offer more premium ads, like the commercials you might see on TV. A few years ago, I wrote a post called Content Shock: Why Content Marketing is not Sustainable which predicted this eventuality. Simply increasing the number of ads it shows people will not be an option. Seriously.

The FTC and Influence Marketing: The crackdown begins

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The FTC/Lord & Taylor settlement is fairly lenient (the company doesn’t have to disgorge any profits from the sale of the dress, for example), but the agreement does prohibit Lord & Taylor from misrepresenting paid commercial advertising as content from an independent source, and from misrepresenting that a paid influencer is an independent consumer. Just ask Cole Haan.

New research: An exceptional path to social selling success

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So often we have training and expectations and then sales people go right back to the way they have always done things. Content as sales catalyst. Strategic and consistent content is providing a competitive advantage for sales organizations. Measuring social sales success. warm referral through LinkedIn increases sales success between 200 and 400 percent.

Study: How Much of Your Content Marketing Is Effective?

for 2015 our goal is to make content for the whole sales funnel, including white papers, e-books, webinars, case studies, and. In 2014, many brands learned that a sales pitch doesn’t. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? What’s working—and what’s not—for over. 700 content marketers.

Why it takes so long to achieve social media success

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When we compare a soft benefit like awareness with a “hard” benefit like sales, we see that most people even just starting with social media recognize an immediate benefit on the awareness front. In fact about 80 percent saw results in the first year compared to 35 percent who saw an increase in sales right out of the gate. Here’s a chart that illustrates why.

Using psychology to make your content relevant

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Related Stories Seven fascinating marketing lessons of 2015 A solution to the content marketing measurement puzzle The dangerous confusion of sales and content marketing. By Wade Harman, {grow} Community Member. My friend Donald has lived his whole life in an apartment beside the Chicago L-train. Every night he goes to sleep, and the L-train inevitably comes blaring by his home at 2 a.m.

The business case for unbranded content

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Here are the results, directly attributable to the lightly-branded film: 1,400 percent increase in sales. Here are the results, directly attributable to the lightly-branded film: - 1,400 percent increase in sales - 15,000 percent increase in traffic - 96 percent first-time visitors. 3. In this age of overwhelming content, our consumers can steer around what bore them. The answer?

Case 104

Six methods for smarter marketing segmentation

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” While it’s up to you to create segments and categories that make sense for your sales pipeline, here’s a solid starting place better-targeted marketing efforts. 6+ Steps To Smarter Segmentation. Decide what content will fuel your sales pipeline and feed prospects on their journey. By Brooke Sellas, {grow} Contributing Columnist. You’re not doing enough of it.

Staffing and Launching Your Content Marketing Program

before they went on sale? ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY12 While the business goals of your content marketing efforts are import- ant—be it generating leads, sales, brand awareness, industry education, or, more likely, some combination of initiatives—we find it extremely. from coaches, entrepreneurs, sales heads, or, heck, even. All rights reserved. So was I.

Research shows content engagement is disconnected from brand goals. What’s next?

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Related Stories Facebook and Snapchat at war, and four other groovy media trends Four ways Facebook Instant Articles will dramatically impact marketing Why the sales funnel is alive and well and living on the web Are you ready for the mega-shift from social media to private media? I’ll be telling my stories on Sundays. It easily shows that something is HAPPENING and we love that.

Teaching is the New Marketing

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My daughter Fanny , who won The Rachael Ray Great American Cookbook Competition, has a cookbook available for sale in March 2016, Oranges, Lavender & Figs. My daughter Fanny, who won The Rachael Ray Great American Cookbook Competition, has a cookbook available for sale in March 2016, Oranges, Lavender & Figs. Counter Culture Coffee. by Jeffrey Slater, {grow} Community Member.

Why conversation hierarchy is important to your marketing strategy

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Anything is possible, but you have to ask yourself … would it be more effective to drive sales by offering an in-store point of purchase coupon, or by producing a wacky video series about ladders? One of the biggest challenges I face as a marketing strategist is unrealistic customer expectations when it comes to social media marketing. They’re not. But COULD you do it?

3 Ways to know your prospects as well as they know you!

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Some companies get all fancy and use terms like MQL (marketing qualified lead) and SQL (sales qualified lead). Some companies get all fancy and use terms like MQL (marketing qualified lead) and SQL (sales qualified lead). By Brooke Sellas, {grow} Contributing Columnist. How do you get to know your prospects? Or maybe a better question is, are you getting to know your prospects?

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Is there a place for social media in a boring business?

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Social Media and Sales Social Media best practices Social Media Strategy evergreen social media best practices social media strategyThis is a question that seems to pop up a lot. Is there a place for social media in a “boring” business like insurance, plumbing, or trucking? Are you a conversational business? Are you conversational … or could you be? There is another option.

When to treat a customer like family

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When I was just starting out in business, I spent a good part of my career in enterprise sales. learned a lesson there that stuck with me throughout my whole career and I want to share it with you today. One of my customers bought 100 percent of their raw material from the company I was working for, Alcoa. We went through a period when we were a terrible supplier. They’re partners.

A new process to quantify content marketing success

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Sales? Sales? … or something else? “MEASUREMENT” is the number one challenge for almost any marketer today. Do we try to attach the results of our efforts to awareness? Traffic? … or something else? How do we demonstrate value? This post explains an exciting new opportunity for content marketing measurement. content marketing measurement process. The Deliverables.

Are marketers getting lost in the Dark Funnel?

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The rise of online and social marketing and the vast distribution of content have added another level of complexity to what we used to think of as a sales funnel. That’s what makes today’s sales funnel “dark.”. The rise of online and social marketing and the vast distribution of content have added another level of complexity to what we used to think of as a sales funnel.

B2B Marketing Trends for 2016

through their own research, without talking to sales—until late in the journey. Align marketing with sales: as buyers complete more of their journey online and sales pros get involved only later in the process, close. Focus marketing and sales resources within chosen vertical. normal point of sales/marketing contact. CEO, CFO, and VP of Sales/Marketing.

Four overlooked B2B marketing ideas you can use now

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It should build on your account-based marketing approach, including insights that allow you to deliver the most appropriate message to each company, based on everything from industry to the status of each company in your sales pipeline. By Eric Wittlake, {grow} Contributing Columnist. So what new B2B marketing ideas should you focus on next? Here are four gems you might have overlooked.