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Thinking different about B2B Marketing Strategy

TaylorMadeIn KEW

©anyaivanova on iStock. For those of you who follow me on social media, you’ll know that I advocate a return to marketing fundamentals with a focus on developing marketing strategy first, then the tactics that deliver that strategy.

Which Tech Comes First, Account Based Marketing or Marketing Performance Management?

Heinz Marketing

Guest post by Katie Martell, On-Demand Marketing. I was recently discussing 2018 priorities with a Marketing Operations leader at an enterprise organization. They said, “ABM capabilities are taking priority over our measurement and budgeting needs. Let’s talk later.”.

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The 7 Deadly Sins of Branding

Navigate the Channel

Guest Contributor: Matt Hillman , Creative Director. You have a great product, great service, great people, great materials—and your brand still sucks. Competitors in the building products marketplace keep racking up sales while you struggle to get by.

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The Case Against Thought Leadership (Mostly, Anyway)

Content Standard

If I had a dollar for every time I’ve heard someone express the goal of becoming a “thought leader” in their industry—well, I wouldn’t be rich, but I could definitely treat the whole office to coffee and donuts.

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#HowIBuy - An In-depth look at the buying process from 12 different perspectives

Learn from B2B buyers on #HowIBuy. Featuring C-Suite and Executive leaders from MongoDB, Uberflip, InsightSquared, and more. Get the eBook free!

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The Power of Positive Marketing: Why Your Brand Story Needs More Inspiration

Content Standard

If all the news seems negative these days, fear not: Your favorite brand has you covered. From inspirational videos to long-form stories, brands are crafting powerful, positive marketing content to help chase away the negativity and build an emotional connection with their target audience.

7 Phrases That Indicate You Might Be in a Toxic Work Environment

Hubspot

It's a situation familiar to many of us: That moment when something just feels off. You have a less-than-great feeling about your work environment, and then, someone utters a phrase that gives you a sinking feeling.

54 Content Marketing Stats to Guide Your 2018 Strategy

SnapApp

. With 2017 coming to a close, now is the time to look ahead and start planning for the lap around the sun. . And as the content marketing landscape continues to rapidly evolve, it makes sense to look to research to identify trends and patterns that can help guide your strategy.

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Daily Standup for Agile Marketing Teams: Formats, Problems, and Solutions

Marketing Insider Group

What did you do yesterday? What do you plan to do today? What’s standing in your way? These simple questions, often held up as the cornerstone of an effective daily standup, have revealed problems, unearthed dependencies, and saved many a project from failure. But is a good Agile daily meeting nothing more than a rote […]. The post Daily Standup for Agile Marketing Teams: Formats, Problems, and Solutions appeared first on Marketing Insider Group. Agile Marketing

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30 Ways to Get Inside the Mind of Your Target Buyer

Trust, support, and transparency: that's what your target buyer really wants. These 30 findings show the path from respect, to relationship, to business win.

Amazon and Google now lead two key martech categories as vertical competition heats up

chiefmartech

A couple of weeks ago, I met with Stuart Williams and Seth Ulinski , analysts at TBR , who shared some of their latest digital marketing technology research with me.

How to Measure Digital Marketing Metrics and ROI

Modern B2B Marketing

Research shows that email, social media, and websites are the top three channels for engaging with consumers. Whether they’re using mobile or desktop, the majority of your customers use these channels to learn and compare products and services.

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How Brands are Using Twitch Live Streaming, i.e. the Biggest Social Channel You’ve Never Heard of

Content Standard

Yes, here’s another article espousing the virtues of live video for your content strategy—but we promise this one is different.

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[Report] What You can Learn from the Analysis of 1,000 Beauty Influencers | Traackr

Traackr

To help you explore what’s next for B2C influencer programs, Traackr and Talk PR combined forces to analyze global influencer marketing in the beauty sector

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9 Experts Rethinking Demand Generation

How to strategically target your content and lead generation campaigns to disrupt the status quo and facilitate the sale.

What Are 2018’s Biggest Content Marketing Trends?

Contently

What big content marketing trends do you see for next year? Jake, New York. As I sat down to write a navel-gazing trends piece for the fifth straight year, I couldn’t help but think of this cartoon by The Marketoonist for two reasons. This cartoon is way too real. I own that outfit.

5 Best Practices to Get the Most out of Your Holiday Email Efforts

Modern Marketing

With a 4400 percent ROI , email is one of the most valuable marketing tools for brands. In fact, most brand marketers will tell you their sales will drop if they stop sending emails, and they need to watch their subscriber churn rates very closely.

SEO Cheat Sheet: Best Practices for On-Page Optimization

Modern B2B Marketing

Anything worth doing is worth doing well, and that’s certainly the case when it comes your website’s Search Engine Optimization. It’s safe to say that SEO best practices are a moving target with Google’s dedication to innovation and a constant stream of updates since inception.

How to Get Started With LinkedIn's New Website Demographics

Hubspot

I don't know about you, but I have an odd fascination with LinkedIn's "Who's Viewed Your Profile" feature. There's a natural curiosity about who's checking it out, and why. A fan of my writing? My manager?

Increase Marketing ROI 10X and Prove It

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

HG Data Lightning Data App Makes Technographics Available in Salesforce

HG Data

We recently teamed up with Salesforce at Dreamforce 2017 to announce our new Lightning Data app, HG Data for Salesforce.

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How Machine Learning Is Dramatically Improving Paid And Organic Search

Marketing Insider Group

Machine learning is helping paid search to become insanely more effective. A recent report by Aquisio found that paid search accounts that are optimized for machine learning achieve 71 percent better conversion rates, using lower cost-per-click, or CPC. Not only are ML-supported accounts more effective at conversions, they have also been linked to a lower churn […]. The post How Machine Learning Is Dramatically Improving Paid And Organic Search appeared first on Marketing Insider Group.

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Resistance to Reason: Why digital transformation is thwarted

Modern Marketing

There’s a scene in Cormac McCarthy’s book, All the Pretty Horses , in which the main character, John Grady, plays pool with his boss, a wealthy Mexican ranch owner.

4 Types of Social Media Content That Drives Engagement

Modern B2B Marketing

It a big world out there. The amount of content being produced can be overwhelming. According to MarketingProfs , every single day over 2 million blogs are posted. Marketers are producing more content than ever before.

Best Practices for a Marketing Database Cleanse

A framework comprising of best practices to consider and red flags to avoid.

12 Days of B2B Marketing: Reporting (Day 3)

Heinz Marketing

By Brenna Lofquist , Marketing Coordinator for Heinz Marketing. Reporting has and always will be a key component for B2B Marketers. It’s your bread and butter – used to make key decisions for your organization whether that’s forecasting for next year or looking back at historical performance data for specific channels. So how are you keeping on top of it? Reporting isn’t just finding a tool or way that works for your organization but also, what are you tracking?

SEMRush makes disavowing toxic backlinks simple and easy

Biznology

I know I should be actively removing or disavowing backlinks that are SEO-toxic for my websites, but Google Webmasters doesn’t make it easy (enough for me). The moment I connected my Gmail account and my Google Analytics account to my SEMRush account, the sky cleared, the sun shined, and the rain bowed.

Data and Analytics to Remain Challenging for Marketers in 2018

KoMarketing Associates

As marketers look ahead to 2018, they are still struggling to justify their investment in data analytics and technology, according to recent research. The “Communications and Marketing Survey 2017/18” from Cognito Communications found that within the next 12 months, securing budget/investment (89 percent) is the top challenge for marketers in terms of analytics and technology. This is followed by adaption to disruption (87 percent) and adaption to technology (84 percent).

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Advocamp 2017 Day 2 Recap – Trail Mix And (Advocacy) Tactics

Influitive b2b

Opening Keynote Day 2 of Advocamp 2017 started with an inspiring keynote from the prolific author and speaker Geoffrey Moore (Best-selling Author of Crossing The Chasm, Speaker & Advisor). He spoke on what he believes to be the twin foundations of any successful marketing plan: advocacy and authenticity. Geoffrey stressed that human beings communicate things. Advocamp

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.

How to Show Off Your USP (Unique Selling Point) and Gain Conversions

Modern B2B Marketing

A unique selling point (USP) defines your company, highlights the advantages of doing business with you and sets you apart from the competition. It also gives your company focus, because you won’t try to be everything to everyone.

[Video] A Smarter Way to Streamline Workflows for Influencer Marketing | Traackr

Traackr

See how Traackr gives users industry-first CRM capabilities to streamline workflows and enhance collaboration for influencer marketing

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3 reasons to avoid Accelerated Mobile Pages (AMPs)

Biznology

I often get asked about IBM ‘s position on Accelerated Mobile Pages (AMPs). AMPs are mobile-first web pages that you submit to Google , so that it caches them for quicker load times. Those who follow the SEO field have the impression that you can’t really do SEO in the age of mobile without them.

Stuck on Words: How Can Marketing Connect With Customers Better?

Type A Communications

December 5, 2017 by Brian Carroll How can marketers better connect with people we hope will become our customers? Over the past year, I’ve been researching why there’s such a. read more.

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Stop Killing Your Content: 3 Reasons Your Content Falls Flat

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