September, 2017

Smashmouth Marketing

Disappointed with your content marketing? Discover the challenges keeping B2B marketers from achieving differentiation and how to fix them.

Tomorrow People

How does differentiation apply to content marketing and what’s stopping you getting attention in a crowded B2B landscape? Well, quite a lot… Read on and find out what’s holding most marketers back and what they can do about it. b2b promotional campaigns

Why Lead Nurturing Success Means Not Asking for the Sale

The Point

I was left a voicemail earlier this week by a sales rep that I talked to (briefly) about 6 months ago. His message today was, in summary: “Are you ready to engage with us yet?”. Now, not only was I not ready, I barely remember what his company does.

Trending Sources

B2B Marketers Are Buying Customer Data Platforms. Here's Why.

Customer Experience Matrix

I’m currently drafting a paper on use of Customer Data Platforms by B2B SaaS marketers. The topic is more intriguing than it sounds because it raises the dual questions of why CDPs haven’t previously been used much by B2B SaaS companies and what's changed.

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Content Marketing 2017: Top 200 Global Influencers

Onalytica B2B

With Content Marketing World 2017 happening this week in Cleveland, Ohio we analyzed the social and blog conversations around ‘Content Marketing’ from January 2017 to look at the most hotly debated topics and who the key influencers are.

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The AdRoll Guide to Account-Based Marketing

Personalize your marketing to convert your highest-value accounts.

Tomorrow People opens NYC Office and appoints US Managing Partner

Tomorrow People

Tomorrow People is happy to announce the opening of a United States office in Manhattan, New York City following the acquisition of notable US clients amid a growing demand for global B2B content marketing programs. Press Release USA

Oracle Named a Leader in Gartner Magic Quadrant for CRM Lead Management 2017

Modern Marketing

One of the most strategic technology investments made by marketing and sales teams today is a marketing automation platform that is sophisticated enough for their unique needs, but flexible enough to easily integrate with their customer relationship management (CRM) system.

Influencer Marketing: How to Identify Your Target Influencers

Onalytica B2B

Last week, we covered how you can outline your influencer marketing strategy. This week we take you through how you can identify your influencers, as per our Definitive Practical Guide to Influencer Relationship Management.

Influencer Marketing: How to Create Your Strategy

Onalytica B2B

Last month, I co-authored a white paper called The Definitive Practical Guide to Influencer Relationship Management. So far we’ve covered what influencer marketing is and why you should be doing it , and provided clarity on how you can set your influencer marketing objectives.

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.

Why the content marketing future is NOT in video content

grow - Practical Marketing Solutions

By Mark Schaefer. A friend and I were recently discussing the many forecasts of video content taking over the internet. “I don’t see it,” he said. “Personally I am not a big video content consumer.

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Why customer advocacy should be at the heart of your marketing

B2B Lead Generation Blog

Are you connecting with and empowering your customer advocates? If not, you should. Here’s why. Customer advocacy marketing programs help you increase revenue by improving customer acquisition and retention (and they’re your bes source of leads). Because you’re helping to encourage and motivate happy customers to speak about you positively to others. And delighted customers are your most powerful hidden sales force.

Expert Interview Series: Kate Athmer of Integrate on the Challenges of Demand Generation

Reachforce

Kate Athmer, Director of Demand Orchestration at Integrate, leverages creativity, data and technology to build revenue-driving marketing programs. We recently asked Kate about the common challenges businesses face with demand generation and how they can overcome them.

5 Things About Email Marketing Your Boss Will Want To Know

Modern Marketing

An email marketing strategy always needs approval from the boss to ensure it is in line with the company's overall strategy, delivers on key objectives, and fits the marketing budget.

What’s the Twouble with Twitter Marketing?

grow - Practical Marketing Solutions

By Mark Schaefer. My very wise friend Jay Baer wrote a thought-provoking post entitled Is Twitter in 2017 even worth the trouble? He points to research citing incredibly low brand engagement rates and suggests that perhaps Twitter has become a marketing afterthought.

Stop Killing Your Content: 3 Reasons Your Content Falls Flat

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

How Does Social Selling Tie Into B2B Marketing?

KoMarketing Associates

According to Hootsuite, social selling is the practice of “using social networks to find, connect with, understand, and nurture sales prospects. When done correctly, social selling is essentially making it a priority to connect with current and future customers in a meaningful way. When we look at our purpose as marketers, it is quite the same: we want to create meaningful connections with our audience on as many viable platforms that we can.

7 Essential Steps In Developing A B2B Social Media Strategy

KoMarketing Associates

As detailed in coverage earlier this year, CMO’s remain committed to growing their investment in social media. The CMO Survey Highlights and Insights Report”, published in February 2017, found that even though B2B CMO’s currently spend 10.5 percent of their marketing budget on social media, they expect to increase this percentage to 12.9 percent over the next 12 months. Furthermore, B2B CMO’s foresee social media spending rising to 18.5

7 Core Skills Every Digital Marketer Will Need to Master Beyond 2017

B2B Marketing Insider

As a marketer, you’re no doubt aware of the constant changes the world of digital marketing is experiencing. You’re also probably well aware of how these big changes force marketers to constantly adapt and add new skills to their marketing stack. That’s why it’s essential for marketers to have the ability to adapt to new […]. The post 7 Core Skills Every Digital Marketer Will Need to Master Beyond 2017 appeared first on Marketing Insider Group. Marketing Strategy

Why Empathy Is Necessary for a Customer-Centric Strategy

Modern Marketing

Sarah is a successful marketing manager, someone who snaps alert with the alarm, happy to see the day dawn, eager to put into action that new content strategy for convincing an unsuspecting group of buyers to make the leap with her company’s product.

5 Pillars of Marketing Automation Success

Ensure Your B2B Marketing Clients Get the Best Results

3 Timeless tips for selling your online product in an overcrowded market

grow - Practical Marketing Solutions

By Mars Dorian, {grow} Contributing Columnist. The Internet has allowed us to reach millions of customers, but that led to a side effect many fear: how do you sell a (digital) product in an overcrowded market?

Micro-content — the most important content type you don’t manage

Avitage

Micro-content isn’t widely understood or consciously used. When it is, it’s usually by marketing for social media content. But micro-content may be the most important content type you have, and you probably don’t manage it. Micro-content is simply what the words imply. The term is credited to user experience expert Jakob Nielsen: “micro content is a small group of words which can be skimmed by the reader to understand the wider message of the article.”

Dare to be different and make your B2B content marketing really stand out

Tomorrow People

What separates good from great in B2B content marketing and what’s stopping marketers from producing truly differentiated content? Content Marketing Differentiation

Weekend Reading: “My Adventures in Marketing” by Philip Kotler

B2B Marketing Insider

For the 141st episode of The Marketing Book Podcast, I interviewed Philip Kotler, “The Father of Modern Marketing,” about his autobiography, My Adventures in Marketing. For over 50 years, Philip Kotler has taught at the Kellogg School of Management, Northwestern University, Evanston, Illinois. Kotler’s book “Marketing Management” is the most widely used textbook in marketing […].

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.

Mental toughness, personal crisis, and the role of grit in your success

grow - Practical Marketing Solutions

By Mark Schaefer. I was about to facilitate a new workshop to a group of Chief Marketing Officers. I rarely get nervous, but I have to admit I was little concerned about this one. The participants included the CMOs of many well-known brands like the NBA, Subway, and Citi Bank.

How to Attract B2B Buyers with Killer Content

B2B Marketing Insider

Content marketing is booming. According to the 2017 B2B Content Marketing Trends, 39% of companies are increasing investment in content marketing. And yet most companies are not creating effective content. Want proof? Two of the leaders in B2B funnel benchmarking, SiriusDecisions and Forrester, will tell you that inquiry-to-closed-won conversion ratios are often below two percent […]. The post How to Attract B2B Buyers with Killer Content appeared first on Marketing Insider Group.

Should businesses use LinkedIn groups or Slack for prospecting? Part 2

Biznology

In my previous article, I introduced the up and coming Slack tool and how it serves as an alternative for LinkedIn , which is closing its groups. More about Slack here: SLACK COMMUNITIES I LOVE.

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How to Move Your B2B Company into a Fully Data Driven Strategy

Navigate the Channel

There is very little room for your company to interpret marketing as a “soft skill.” ” With the overlap of marketing with tech, marketing with data, and marketing with finance, successful companies will incorporate a data driven strategy into the marketing department.

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.

The Top Marketing Challenges in The Engagement Economy [Research]

B2B Marketing Insider

A new global study released by Marketo and the independent research firm, Illuminas, reveals the biggest challenges marketers face on their quest for successful, brand-sustaining engagement. We may be years into the Engagement Economy – ‘a new era where everyone and everything is connected’ – but that doesn’t mean marketers are pulling off the right […]. The post The Top Marketing Challenges in The Engagement Economy [Research] appeared first on Marketing Insider Group. Content Marketing

3 Skills Every Hybrid Marketer Must Master

B2B Marketing Insider

As years pass and marketing channels evolve, marketers are held to an even higher standard. The good old days when marketing professionals were labeled as working in either “accounts” or “creative” are gone. Today, agency and in-house marketers alike are required to employ more integrated marketing tactics to meet the needs of our fast-paced, consumer-driven world. […]. The post 3 Skills Every Hybrid Marketer Must Master appeared first on Marketing Insider Group. Marketing Strategy

How to Write a Brief and Get the Most Out of Your Writers

Content Standard

You need content, you’ve found a writer , and everything is going swimmingly. Then they ask the dreaded question: Have you got a brief template? And your heart sinks. You have no idea how to write a brief. Isn’t the discussion you just had enough to get them started? No, it’s not.

Moving Beyond Vanilla CSR Stories: How Symrise and Investis Brought Sustainability to Life

Content Standard

Brands today are using CSR stories, details about responsible supply chain management, and socially friendly policies to differentiate their position in the marketing—and storytelling is helping them do so in unexpected ways.

A Content Formula for Complex B2B Organizations

Content Marketing is essential for anyone who wants continued success and growth.

Fluff Piece: How Marshmallow Fluff Used Content Marketing Before It Was a Thing

Content Standard

If you’ve ever brought a brown-bag lunch to school, you’ve no doubt enjoyed a Fluffernutter. Fluff, that gooey marshmallow treat, pairs perfectly with peanut butter—eat your heart out, jelly.

How To Visualize Your Marketing Attribution Data In PowerBI

bizible

At Bizible we focused on building a product that can deliver great data. Great data is relevant, accurate, and precise. But what about great design? After ensuring data is reproducible and accurate many marketers begin to focus on the best way to communicate new information.

Give Your Content Marketing a Boost With Social Keywords

Modern Marketing

Keywords have long been the foundation of every content marketing strategy. Knowing the words and phrases that your audience is using to search for information helps guide your content creation efforts, and land a position at the top of search results.

How Marketing Financial Services to Millennials Revealed a Winning Formula for Digital Audiences

Content Standard

As a millennial marketer, one of my favorite parts of the work I do is reading studies about my generation.

8 Ways to Create More Effective Lead Generation Programs

Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.