October, 2017

Anything Goes Marketing

How to save your content marketing strategy from self-destruction

Tomorrow People

Brands are jumping on content marketing as a cash cow — but the yield will be poor unless you can stand out from the herd. Don’t kill your content marketing with mediocrity. Here’s how to differentiate and kill the competition. Guess what?

Infographic: An ABM Planning Checklist

The Point

Planning for a successful Account-Based Marketing (ABM) initiative requires much more than simply investing in new software and asking the sales team for a list of top target accounts.

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Trending Sources

Digital marketing requires millennial marketers

Biznology

I have been talking to more and more clients lately who are up in arms about these entitled millennials that are so hard to work with. Yeah, the complainers are baby boomers like me, or maybe Gen Xers. How did you know?)

Aging 91

Content marketing en MaaS: 8 reasons why your content marketing agency is your new competitive advantage

Tomorrow People

How to build meaningful competitive advantage with your content marketing agency to differentiate your offering and stand out from the crowd. Remember 2010?

Increase Marketing ROI 10X and Prove It

See how a marketing team demonstrated 10X ROI and increased sales by 35% with marketing automation.

Why Augmented Reality and Virtual Reality Will be Important for Your Business

Kaon

Image credit: Sylvain Sonnet | Getty Images. By Gavin Finn | originally published on Entrepreneur.com , September 12, 2017. Got a product your customer wants to try out (virtually) first? This technology makes that possible.

B2B Marketing Tactics & Goals: How to Focus on Fundamentals

Marketri

We hear it every weekend during football season: “The losing team did not execute the fundamentals.” But oddly, we don’t hear it all the time in marketing. Strategic Marketing Plans B2B Strategy Strategic Marketing Consulting B2B Marketing Best Practices

How to Do ABM at Scale with Account-Based Demand

bizible

As B2B marketers, we look for frameworks and models to help improve how we run marketing. Unfortunately, frameworks often fall short of our needs. Frameworks usually come in two flavors, they are either based purely on inbound strategies, or they are based purely on outbound strategies.

Evolution not Revolution: The Future of Marketing Automation

Modern Marketing

I order an Uber on my smartphone, use an app to make sure my cappuccino (skinny, hold the sugar) is ready for me to pick up without waiting in the queue, and stream an episode of Stranger Things on Netflix using mobile data all on my way to work.

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2017 CMO Survey

The 2017 CMO Survey can provide you with the latest insights into marketplace dynamics, spending, and trends.

Dear CEO: Find out how well your team is nurturing its B2B sales leads

ViewPoint

Standard B2B lead-generation programs produce an average 5% lead rate while advanced lead-generation programs (which include lead nurturing) produce an average 15% lead rate—three times higher. When you and your team are focused exclusively on “lead” outcomes, immediate costs are misleading and long-term costs increase dramatically. Here is why: You have heard the expression that to a hammer everything looks like a nail.

Influencer Marketing: How to Measure Your Success and ROI

Onalytica B2B

Measuring the success and ROI (return on investment) of marketing in general has been notoriously difficult. The whole point of marketing is to evoke action in your target audience.

Should you stop (organic) social media activity?

Biznology

Is your boss wondering why engagement is down and people don’t share your posts? Do you feel disappointed when your carefully-crafted article doesn’t get many (or any) likes?

11 Marketing Books Every CMO Should Read

Modern Marketing

It’s safe to say that marketing isn’t the same industry it was even five years ago. If you’re a CMO, you know how crucial it is to stay ahead of industry trends — and how challenging that can be when the industry is constantly evolving.

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For Cross Channel Marketing Success, Don’t Sit On Data; Act On It

Modern Marketing

I know, I know you have all the data you could ever need, blah, blah blah. And I know you know that ours is a cross channel world where a whole lot of us use multiple channels as we make our way to the checkout line - be it a real checkout line or of the digital/online variety.

The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Brand Strategy 101: 7 Essentials for Strong Company Branding

Hubspot

Let's say you've come to the difficult realization that quite frankly your brand -- if you can even call it that -- is all over the place. Or perhaps worse, you have a defined brand, but you're noticing that it just doesn't seem to mesh with who you really are and what you really do. Don't panic.

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5 Lessons for Retail Brands in the Lead up to Christmas

Modern Marketing

The retail industry is gearing up for its busiest time of year – the run-up to Christmas and the festive season.

Snapchat Use Among Influencers Is Down 33% [New Data]

Hubspot

We've been following the competition heating up between Snapchat and Instagram since Instagram launched Stories last August. And in the year since, we've been keeping track of the changing tides of disappearing messages and stories -- and Instagram is the one to beat.

Is Gated Content an Evil Troll or the Savior of Content Strategy?

Content Standard

To gate or not to gate: That is the question. Sorry, couldn’t resist!) Ever since Bill Gates proclaimed that content is king way back in 1996, marketers have been trying to figure out the best ways to present compelling, engaging content in a way that also helps drive leads and close sales.

Effective B2B Marketing Content That Will Lead to Sales Growth

Effective marketing content leads to increased sales productivity, more revenue, greater marketing effectiveness and stronger alignment between marketing and sales.

The 2017 State of Pipeline Marketing Report [Infographic]

bizible

How are B2B Marketers driving revenue? That’s the ultimate question we answered in the 3rd annual State of Pipeline Marketing Report , through a variety of questions surrounding Marketing in 2017.

Only B2B - Untitled Article

Only B2B

How to know whether your lead is “qualified” enough to be a sales qualified lead? Let’s begin by understanding a few basics.

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How Can Brands Deliver Robust Customer Experiences?

Modern Marketing

According to a study by Walker , customer experience will be the key differentiator for consumers by the year 2020. Currently, price and product are the key drivers for the decision-making process.

The Importance of Storytelling in the Engagement Economy

Modern B2B Marketing

Do you plan to send out more marketing messages next year than you did this year? If you’re like most marketers I talk to, you answered “yes.”

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

Each year B2B organizations spend more than $5.2 billion on content creation.

Martech and the modern marketing org (study results)

chiefmartech

At the MarTech conference in Boston earlier this month, we unveiled the winners of The Stackies: Org Edition.

Is VR Marketing Ever Going to Become a Thing?

Content Standard

After decades of featuring virtual reality in books and movies, it’s easy to forget that this futuristic technology is now a part of everyday life. But that’s no longer science fiction: VR is here to stay.

The Formula for Account-Based Marketing Success

Terminus

To succeed with ABM, get data-driven with Fit + Intent + Engagement to select accounts, prioritize what needs to be worked now, and promote effectively and intelligently. Executing account-based marketing with excellence and efficiency requires moving to a data-driven approach.

Crafting Cart Abandonment Emails that Work

Modern B2B Marketing

Nearly 3 out of 4 online shopping carts are abandoned. There are a myriad of reasons why customers abandon their carts, from sticker shock about shipping rates to lack of trust in your data privacy policies.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

Atlanta B2B Marketing Agency Leader Learns Lessons from Pedaling Papers

MLT Creative

I was a suburban paperboy in the late Sixties. Way back then there were no laptops or smart phones, and there was no internet or Google maps. For the homeowners on my paper route, I was the internet. It all started as a last-minute favor for a friend. His family was going out of town […].

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127 Facts You Probably Didn't Know About Video Marketing [Infographic]

Hubspot

Do you remember when the music video for "Gangnam Style" was everywhere? Seriously, it felt like everywhere on the internet, TV, and radio, you could find Psy dancing to the infectious hit song.

It’s not what Dove meant, it’s what people see

Biznology

Dove ad screen capture via @NaytheMua. Dove has historically actively pursued women’s diversity in race, color, size, shape. This is a controversy of context in a world that is not only allowed but empowered to excerpt, crop, edit, and define meaning.

6 Common Content Curation Mistakes (and How to Correct Them)

Modern B2B Marketing

In a prior post, I wrote about four tools to make you a content curating master. It’s easy to make mistakes in this process, and if you make some of these mistakes, you risk the loss of attention, followers, respect, and authority. But not to worry!

Flip My Funnel - Guide To B2B Account Based Marketing

As modern B2B marketers, we have been lucky enough to witness some of the most dramatic shifts in marketing strategies and technologies.

Influencers: the key to content marketing

Biznology

I recently had the pleasure of participating in a B2B digital marketing forum hosted by The Conference Board and led by Mike Moran and Tim Peter.

3 Steps to Applying Your Personas to Segmentation

Modern B2B Marketing

You have spent months creating your list of personas. You’ve given them all names and painstakingly vivid (and hopefully, useful and relevant) details, such as how large the team is that they manage, or how often they are on a plane. The question is, what comes next?

Three Steps to Identify Trending Content

Modern B2B Marketing

A typical day in the life of a content marketer is somewhat like this: get into work, log in, grab a cup of coffee and, on a good day, get straight down to business to create top trending content that grabs thousands of eyeballs.

The Charles Bukowski Guide to Effective Copywriting: 5 Tips

Hubspot

Copy is writing that compels. It connects with a specific audience, inciting emotions that drive action. It reads like a comfortable, personalized email but appeals to the masses. Copy enables sales on a grand scale, which begs the question: How do you write effective copy?

Lead Generation Checklist

You spend a lot of time, energy, and money doing lead generation to capture leads but it's how you manage them that makes the difference between success and failure.