Trending Articles

Weekend Reading: “Inbound Organization” by Todd Hockenberry

Marketing Insider Group

For the 171st episode of The Marketing Book Podcast, I interviewed Todd Hockenberry, co-author with Dan Tyre of Inbound Organization: How to Build and Strengthen Your Company’s Future Using Inbound Principles.

Trade Show Takeaways: 12 Lessons from Past Successes and Failures

Webbiquity

Guest post by Kelsey Stage. Searching for ways to ramp up your trade show performance? One of the best ways to improve is by learning from the successes and failures of past exhibitors. We’ve seen some amazing trade show performances over the years. We’ve also seen some that made us cringe.

How to Use LinkedIn in Your B2B Content Marketing Strategy

Marketing Insider Group

Social media marketing is a core part of B2B content marketing. Utilized by 83 percent of marketers, it’s the most widely used content marketing distribution tactic. And what’s the most powerful social channel? By far, it’s LinkedIn for B2B content marketing.

Defining Modern Customer Experience

Type A Communications

April 17, 2018 by Carla Johnson I spent last week at Oracle’s Modern Customer Experience conference in Chicago.

Top 20 B2B Marketing Charts of 2017

Discover critical data and insights with MarketingCharts' most popular B2B marketing charts of 2017. This deck covers both the buyer’s and seller’s perspective across topics such as lead generation, vendor relationships, and content marketing.

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How to Increase Conversions By Identifying Anonymous Website Visitors

Act-On

In this podcast episode & transcript, Phil Bosley, CEO and founder of Tactical Marketing, discusses the importance of using forms, form tools, and form integrations with your marketing automation so that you can increase conversions by identifying anonymous website visitors. .

How to Guarantee Content Shares From Influencers

Onalytica B2B

What is a content marketer’s ultimate dream? To increase brand awareness, establish brand perception and to increase demand generation – often using content performance metrics such as views, social shares and engagements as softer indicators of success.

8 Key Takeaways from New Survey on B2B Content Preferences

The Point

The team at Demand Gen Report just released their 2018 Content Preferences Survey Report (free download, registration required), yielding fresh insights – and a few surprises – on the types of content today’s B2B buyers prefer, and why.

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B2B Marketing Plan: Steps to Implementing a Program That Drives New Business

Sales Lead Insights

Follow these steps to tune up your B2B marketing program and drive new business. B2B marketing marketing plan

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GDPR & Demand Generation: What Your Team Needs To Know

Speaker: David Crane, Head of Content & Thought Leadership, Integrate

The coming month will test the boundaries of change management for marketing organizations (and their colleagues in sales, finance, IT and legal) as they ready their teams for the EU’s General Data Protection Regulation (GDPR), which will go into effect May 2018. Much of what we’ve seen in B2B marketing publications, martech vendor blogs and from word-of-mouth borders on fear-mongering. Not to say this isn’t understandable – a lot of rather quick changes must be made to ensure GDPR compliance, and they can feel overwhelming. However, some of the wisest B2B marketing experts continue to reiterate one very important point: GDPR, while causing significant stress now, will lead to more efficient and effective marketing and sales down the road.

Google’s Mobile-First Index: 3 Things You Must Do to Your Website Now

Marketing Insider Group

After nearly a year and a half of testing, Google has finally announced its plan to rollout mobile-first indexing. This means that Google’s search indexing will now value mobile pages over run-of-the-mill desktop pages.

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Interview with Mike Moran: AI/ML in Marketing and Beyond

Biznology

I had the pleasure of interviewing Mike Moran about the use of artificial intelligence and machine learning in marketing. We talked about how Mike is really training Artificial Intelligence instead of artificial stupidity, among other things. I hope you’ll give it a listen.

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The Perils of Poor Content Engagement

ScribbleLive

Everyone knows content is king. While that phrase has become a bit overused over the years, excellent content is still vital to any content marketing initiative. However, what that content does once it’s out there is perhaps even more important.

Why B2B Marketing Content Must Be Customer-Centric

Navigate the Channel

While many forward-thinking B2B marketers aim for customer-centricity, according to a recent study commissioned by Squiz, many brands still have much work to do.

How a CMS Enables B2B Marketing Success

A CMS lies at the heart of a B2B marketing framework

Business-to-Business Telemarketing: Wasting Your Money?

Sales Lead Insights

Are you dialing for dollars or wasting your money with telemarketing? Unfortunately, most of what B2B marketers call “telemarketing” simply doesn’t work.

Guiding Customers Through the Buying Process With Sales Acceleration

Marketing Insider Group

To get your customers from problem recognition to purchase, and even better, post-purchase loyalty, you need to be able to guide them through the buying process masterfully. Smooth guidance means few roadblocks and sidetracks as they try to find a solution to their problem or need.

Getting Emotional: How Customer Sentiment Impacts Marketing

Act-On

Understanding customer sentiment is critical to your marketing and organizational success. Learn about the role human emotion plays in a marketer’s work – from brand perception to decision-making to the creative. Customer Marketing

The one marketing investment with no ROI that you must make

Biznology

I am a big believer in marketing investments returning more than their investment–and you probably are, too. In these data-driven times, we all want to know that we are spending money wisely. We all want to be sure that when we put a dime in the marketing machine, that we get a dollar out.

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2018 B2B Marketing Mix Report

B2B marketers like you contributed their insights to Sagefrog’s annual B2B Marketing Mix Report, a valuable asset in planning your marketing strategy for the year ahead.

3 Takeaways From Our Content Maturity Assessment

ScribbleLive

We recently launched a content maturity survey to get a read on the biggest challenges and opportunities facing some of the top minds in content marketing. Since then, we’ve collected nearly 500 responses, and it’s time to share some of the results.

Day Three From Oracle Modern Customer Experience

Modern Marketing

The final Day of Modern Customer Experience has come to a close, but not without an energy all its own. On this day, the keynotes focused on what happens when customer experience works: customer advocacy. “What are you going to do to turn them into raving fans?”-

5 Steps To Building Your Lead Nurturing Program

Act-On

Wondering what is a lead nurturing program, or how to create a lead nurturing program? Here are five foundational steps you can take to set up a successful lead nurturing program. Demand & Lead Generation Lead Generation Lead Management Lead Nurturing Lead Scoring

On the limits of personalization

Biznology

Before I start my post, I’d also like to invite you to the next Biznology webinar on May 1 where Mike Moran is going to interview me about keyword knowledge graphs.

Empathy: Your Lead Generation Superpower

Speaker: Brian Carroll, CEO & Founder of markempa

Today’s sales and marketing environment is a paradox. There has never been more marketing channels to reach potential customers. But, connecting and building trust with buyers has never been harder. That's why we need to go beyond rational-logic based marketing to understand how our customers feel. Empathy is not just a “soft” skill, it's an incredibly powerful tool to understand customer motivation and increase lead conversion.

Why Video Needs to Be a Part of Your Sales Tech Stack featuring Craig Kulman

Vidyard

Welcome to this edition of Modern Sales Point of View. Today we hear from the remarkable Craig Kulman, Director of Inside Sales at Gong.io. Craig looks at what’s changing in B2B sales, what sales tactics are working, and why a carefully curated sales tech stack is more important than ever. What’s changing in B2B sales? From Craig’s perspective, the question might be better phrased as: what isn’t changing in B2B sales?

Congratulations to the 2018 Markie Award Winners!

Modern Marketing

Celebrating a Magical Night Honoring Old and New Marketing and Commerce Legends. Last week at Modern Customer Experience, we celebrated our 12th Annual Markie Awards.

Making the Most Out of Your Investments in Marketing Technology

Measure Up Marketing

The marketing automation software industry was a $3.3 billion market in the United States in 2017, and it is growing 30% annually claims SharpSpring in their recent Investor Presentation. Adoption of these products has passed the tipping point.

Today’s CMO is tomorrow’s CEO candidate

Act-On

More and more companies are turning to chief marketing officers (CMOs) as CEO candidates. Today’s CMO typically has more responsibility and influence than ever and is likely to have stronger ties across the organization beyond marketing to sales, product marketing, corporate strategy and IT.

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Developing a Conversational Approach

Speaker: Carlos Hidalgo, CEO & Founder of VisumCx

B2B buyers are self-guiding their purchase journey, consuming more content along their purchase path and involving more stakeholders in the final decision. Therefore, it is necessary for B2B marketing teams to align to this purchase path and to the buying committees. This is not accomplished by creating more content or sending more communication, the key to success is establishing a conversation with your buyers that engages them in a meaningful dialogue and ultimately converts them to a customer.

3 Trade Show Booth Elements You Shouldn’t Skimp On

Navigate the Channel

When you attend a trade show, you pour many of your company’s resources — such as time, staff and money — into making it a success. This underscores the importance of your booth and making sure that it captures the attention of attendees while helping you achieve your objectives. The three trade show booth elements outlined below are ones that you shouldn’t skimp on. Eye-popping trade show graphics.

Decision Makers Like Details

WriteSpark

I once participated in a focus group to evaluate the effectiveness of sales materials produced by an insurance company. The group included people of diverse professions, ages, and life experience. Yet it was interesting to see how quickly they reached consensus on which document had the most appeal, especially for motivating a purchase decision. The group's choice?

Do marketers really want to be data scientists?

Modern Marketing

It is a challenging time to be a marketer. Consumers demand more personalised experiences than ever, and for marketers if feels like the customer's expectations just keep on rising. In such a complex business environment a sophisticated approach to data is the key to success. Increasingly, however, CMOs hear from software vendors, analysts, and the business press that it is not enough to be a great marketer these days.

The Best Editing Apps for Photos

Hubspot

By now, it's clear that creating great visual content is critical for marketers -- and that's especially true on social media. As of 2017, Instagram has doubled its monthly active user base in the last two years, which means a lot more people are viewing and sharing photos in 2018.

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Seven Things Marketers Need to Know About Lead Generation

Speaker: Douglas Burdett, Host of The Marketing Book Podcast, Founder/Principal of ARTILLERY

If you are a marketer who needs to generate more high-quality leads that will turn into sales opportunities and revenue, register now for this special event that will show you how to get started and moving in a profitable direction.