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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. 

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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HR and social media: 7 Ways HR needs to act like marketing

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Through a recent project, I have been reviewing a company’s Internet presence from a recruiting perspective and I find that most companies take an extremely sales-oriented approach to their web presence. By Mark Schaefer. wrote awhile back that digital transformation would not necessarily be led by marketers. Success may not come through a brilliant strategy or new technology. Human.

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.

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.

8 Strategies to stand out when you’re late to the content marketing game

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Unlike other realtors in her area, she isn’t posting photos of homes and “for sale” signs. It’s too early in their process to see if our work translates to sales but their audience in those channels has exploded. By Mark Schaefer. You’ve all seen the data and it’s not pretty — the amount of information on the web is certainly overwhelming.

Adapting To The NEW Consumer With Better Analytics

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While your customer may not have seemingly changed, a NEW consumer has been shaped and molded by online channels, marketing, and sales. Big Data and Analytics customer acquisition Marketing Strategy Social Media and Sales analytics Brooke B. By Brooke B. Sellas, {grow} Contributing Columnist. At least, that’s what Hessie has to say. As a marketer, this has eluded me in the past. 

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.

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.

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.

Why the sales funnel is alive and well and living on the web

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Do a quick search for phrases around the death of the sales funnel. There’s article after article opining that the sales/marketing funnel is dead because the buyer’s journey is no longer linear. You’d have to pry it out of my dead cold hands to get me to abandon the sales funnel. Today, it’s useful in another way, too – it helps us prioritize marketing and sales resources.

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.

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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.

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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?

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.

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.

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?)

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?

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.

Three drastic marketing changes ahead for 2017

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Simple means sales. By Mars Dorian, {grow} Contributing Columnist. Since 2017 is about to knock on your screen, it’s important to reflect on your online strategies. For me, the past year has been a paradigm shift in how I treat my personal site and the social networks. I am going to jolt you today with my three most drastic marketing changes I have implemented to survive and thrive in the online world. Goodbye website. For the longest time, I have believed that your personal website was the most important part of your online presence. The holy grail. The mother base of all missions.

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.

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?

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5 ways to use social media in sales even if your customer isn’t on Facebook

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When I talk to B2B sales teams, one of the biggest concerns I hear is: “but my customer isn’t on Twitter.” Here’s a simple idea to give your sales team a little edge: Unify your company and product descriptions so that every employee becomes a potential beacon for your brand. Now, look at how your sales people describe themselves in their LinkedIn profiles.

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.

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.

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.

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?

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Social selling and the social enterprise: From fantasy to reality

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By some measures, Dell stands alone in its pioneering approach to embedding social media into corporate functions beyond sales, marketing, and the call center. think we literally have the ability to completely differentiate our sales force from the competitors. Nothing brings success in sales like some healthy competition with each other. They only have so much sales capacity.

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Facebook content strategy is a time bomb for inbound 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. But in the end, the goal is the same — sales. But in the end, the goal is the same — sales. You get the point. Really. The goal of inbound marketing. The game is changing. Really.

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.

The One Thing That’s Better Than Knowing Your Customers

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Understanding the customer helps marketers position the product, and sales teams persuade consumers to buy. Knowing your customers is a never-ending quest for most marketers. It’s why businesses exist. However, there’s one thing that is even better than knowing your customers. And I’m going to tell you exactly what that is. Yes, Knowing Your Customers Is Needed. Surveys.

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.

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?

Marketing: New architects of the customer experience?

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As much as we might long for the days when we created a strategy to drive traffic and convert to sales, this linear and measurable path is becoming increasing elusive. As much as we might long for the days when we created a strategy to drive traffic and convert to sales, this linear and measurable path is becoming increasing elusive. And that is pretty tangled. Is it still relevant?

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.

The art and science of developing an enterprise content strategy

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We also look at the economics in a very granular way, right down to each stage of the sales funnel and format types. We also look at the economics in a very granular way, right down to each stage of the sales funnel and format types. A few months ago,  Kevin Green  left his job at a marketing agency to become Executive Director of Marketing, Digital Strategy & Innovation for Dell.

The reality of online influence and the only thing that matters

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closed the biggest deal in the company’s history, worth more than $5 billion in sales. I used to be a big shot. In my corporate marketing days, I was among the top 1 percent on the company organizational chart. I was awarded seven patents and I earned two masters degrees. As far as I know, I was the only employee who had earned this twice. The frenzy was over. No emails. No calls.

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How to create an amazing social media marketing workshop

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Presentation ideas Social Media and Sales Social Media best practices presentation ideas social media best practices social media marketing workshop social media speakerI receive a lot of questions from people who are creating their first social media class or workshop. Here are some tips, tricks, and lessons for delivering a great social media marketing workshop. What a mistake. Right?

Looking for a job? Here are 8 reasons you need to blog

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If you are looking for an entry level job in sales, marketing, PR, and even HR, there’s a very good chance that at least part of your job is going to involve social media and probably blogging. If you are looking for an entry level job in sales, marketing, PR, and even HR, there's a very good chance that at least part of your job is going to involve social media and probably blogging.