Sat.Sep 16, 2023 - Fri.Sep 22, 2023

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Beyond the Obvious – Drilling Down on B2B Buyer Personas

FunnelEnvy

From the time of Don Draper in the hit show Mad Men to mega Super Bowl ad spends in the 1980s, marketers traditionally relied on demographics and social trends to target and segment broad audiences. In the 2000s, digital marketing revolutionized marketers’ ability to reach more specific segments. One risk of data is losing sight of the real people behind the numbers.

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Bridging the Gap: The Crucial Role of Sales Insights in Enhancing B2B Marketing Messaging

Heinz Marketing

By Win Salyards , Senior Marketing Consultant at Heinz Marketing In the fast-paced world of B2B marketing, effective communication is critical to winning over potential clients and nurturing existing relationships. While marketing teams are often tasked with crafting compelling messages to reach their target audience, there’s a valuable resource they sometimes overlook – their sales counterparts.

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5 Types of AI All Marketers Should Know About

Marketing Insider Group

AI has caused a seismic shift in the marketing world over the past several years—and we’re talking about way more than ChatGPT. Today, AI is nearly as intertwined with marketing as traditional technology tools, like CRM systems and email marketing platforms. To stay ahead, it’s critical for marketers to know the different types of AI impacting the marketing world and how to use them in practice.

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The Power of Audience Analysis

Leading Results Rambings

In today's fast-paced digital world, businesses face an unprecedented challenge – capturing the attention of their target audience amidst a constant flood of advertisements and promotional messages. To succeed in this hyper-competitive landscape, understanding your target audience is not just an advantage; it's the key to unlocking success. At Luna Creative Marketing, we recognize the power of audience analysis and the immense value it brings to our clients' marketing efforts.

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The Top 3 Tips for Writing Successful White Papers

In the B2B marketing toolkit, white papers can be a powerful option for reaching decision-makers and experts, presenting them with interesting information that improves their perception of your organization's competence and thought leadership. That said, a poorly executed whitepaper will not only be unable to influence your desired audience but will also come with significant costs that other assets won't incur.

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Building a Marketing Machine for B2B Growth with Endava’s Scott Harkey

Content Standard

A Content Disrupted podcast with Scott Harkey, Global Head of Marketing and EVP of Financial Services & Payments at Endava. Scott Harkey helped grow Levvel’s revenue 20x over seven years as CSO. When the company was acquired by Endava, he took on a global marketing role and faced the formidable task of replicating a top-tier marketing operation and scaling it across various solutions, industries, and global regions.

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How to use AI personality profiling for B2B engagement

Martech

Every day we form impressions of the people we meet. We assess their trustworthiness, credibility and level of friendliness based on our interactions. In business, we often assess contacts based on how they will — or will not — support what we’re promoting. Will they be an advocate or influencer? Will they be skeptical or feel threatened? This can extend to organizations or industries.

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Unpacking the Rise of ABM and Ungated Content for B2B Marketers

Metadata

Paid social advertising has changed a lot since Facebook (now Meta) introduced ads at an event in 2007 featuring executives from Blockbuster, CBS, and The Coca-Cola Company. Most of the changes have been positive. Audience targeting has advanced by leaps and bounds. Mobile optimization allows marketers to reach people on the go, and interactive ad formats allow them to captivate people in today’s fast-moving world.

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5 Content Discovery Trends To Inform Your Marketing Strategy

Content Marketing Institute

Content consumption patterns have stayed mostly the same in recent years. Content discovery hasn’t. Consider these five trends as you plan your content and strategy for 2024.

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The Role of AI in Predictive Analytics for B2B Marketing

Heinz Marketing

By Cameron Katoozi , Marketing Consultant at Heinz Marketing As we navigate the landscape of B2B marketing, it becomes increasingly evident that leveraging technology is not just beneficial but essential. A significant development steering this narrative is the integration of Artificial Intelligence (AI) with predictive analytics, a collaboration that promises to add value to businesses by offering deeper insights and facilitating informed decision-making.

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21 Advanced ChatGPT Prompts To Take Your Social Media to the Next Level

Upgrade your social media game with our in-depth playbook: "21 advanced ChatGPT prompts for social media managers". These powerful prompts are tailored to supercharge your content creation, strategy development, and results analysis. Say goodbye to writer's block and hello to endless creativity as you effortlessly generate engaging posts, come up with original strategies, and optimize your social media performance - all in a fraction of the time.

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Customer-Centric Growth: Unlock 7 Success Factors

Vision Edge Marketing

In today’s rapidly evolving business landscape, achieving customer-centric organic growth has become paramount for every organization striving to stay competitive and thrive in their respective industries. A high maturity level of customer-centricity enables more cost-effective initiatives related to recruiting, retaining, and growing the value of more customers; and creating relationships to build trust, loyalty, and advocacy.

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Do Self-Service Systems Really Lead to Better Results? Our Member Survey Offers Surprising Answers to Industry Questions

Customer Experience Matrix

The CDP Institute just published its annual Member Survey, which is always a treasure chest of interesting data. I’ve already published my primary analysis on the Institute site (you can download it here ) but wanted to call out a number of findings that either contradict or confirm martech industry conventional wisdom. After all, nothing’s more fun than tweaking the nose of authority.

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Demystifying Buyer Intent Data: 3 Tiers of Actionable Insights

Zoominfo

At its core, intent data helps marketing and sales teams identify the companies and individuals most likely to make a purchase, especially in the near future. But not all intent data is created equal. There are many types of intent data, and an array of providers. Here’s a breakdown of the key types of intent, and an in-depth exploration of what makes ZoomInfo the top-rated buyer intent provider on G2 , the largest peer-review business software platform in the world.

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Top Social Selling Examples: 7 Mistakes To Avoid

Oktopost

The B2B sales process has changed, and digitalization has rendered traditional in-person sales methods (such as door-to-door and cold calling) outdated. This digital shift has welcomed a new era in sales: social selling. If you want to compel buyers online, social selling is a new sales approach that allows you to cut through digital noise and harness buyer attention.

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What Questions Are Brands Asking About Their ESG Initiatives Ahead of 2024?

Temperatures are rising (and not just metaphorically) as key stakeholders anxiously anticipate the outcomes of COP28. While companies reconsider their 2024 environmental sustainability strategies, there is another aspect of ESG that deserves exploring, the social sector. In the latest edition of "Navigating ESG Comms Through the Cosmos - Sagittarius Edition", 3BL hones in on this sign’s bold quality of asking questions others are burning to know the answers to.

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Industrial Website Redesign—When Failure is Not an Option

Industrial Marketing Today

Are you considering an industrial website redesign? This is a topic of discussion as Q3 ends and, as Q4 starts, many companies begin to do their annual planning and budgeting. However, the sad truth is that many of these redesigns fail to deliver the desired results. You are not alone.

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Top 50 B2B Content Marketing Influencers and Experts To Follow #CMWorld 2023

Top Rank Marketing

Content Marketing World 2023 takes place September 26 – 28 both in-person in Washington, D.C. and online, and as the biggest content marketing conference in the world, CMWorld annually brings together a fantastic group of top-notch professionals sharing their curiosity for future trends, marketing insight, and aspirations for elevating the industry.

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How to optimize your marketing budget: Do more with less

Sprout Social

With an economic downturn looming, it’s not surprising around 75% of CMOs report being asked to do more with less in a Gartner survey. Marketers are finding it increasingly difficult to set the right budget, optimize it and keep the leads flowing. Managing social media and other marketing channels in this economy can be challenging. You’ll need a plan to address top budget concerns to provide clarity and control over every dollar spent.

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What SEOs Really Need to Know About JavaScript SEO

Ahrefs

The reality of the current web is that JavaScript is everywhere. Most websites use some kind of JavaScript to add interactivity and improve user experience. Yet most of the JavaScript used on so many websites won’t impact SEO at all.

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How Intent Data Helps Marketers Convert A-List Accounts

One of the biggest challenges for any B2B marketer is understanding your prospects’ next move — who is most likely to buy and when. Without these insights, marketing campaigns can feel more like guesswork, with high investment and little return. We’re here to tell you there’s a better way. By tracking buyers’ digital footprints and online activity, such as website visits, product reviews, and spikes in content consumption, you can engage prospects with a message that really resonates.

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Act-On and Intel Team Up to Revolutionize Customer Segmentation with Act-On AI Audience Insights

Act-On

There’s nothing like a great team up to find new solutions to sticky business problems. When Act-On set out to build audience insights functionality into our marketing automation platform, we knew we needed the right partner. For us, it had to be Intel. Intel has been at the forefront of democratizing AI and making it accessible across industries. Their AI & Machine Learning Software Portfolio provides a modular and user-friendly environment to harness the power of AI for various application

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Google apologizes for GA4 data migration confusion

Martech

Google Ads has apologized for causing confusion with a recent account update. Advertisers were caught off guard when the platform started automatically migrating configurations from Universal Analytics to Google Analytics 4. While these changes had been planned following the sunset of UA and notifications were issued, some were taken by surprise as the turndown of UA has taken considerably longer than many expected.

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How To Work AI Into Content Marketing (in a Way That Works for You)

Content Marketing Institute

Does the company you work for have an AI policy? Whether it does or not, you need one specific to AI’s use in content marketing. An AI operations plan will help you make (and share) sound decisions about its use, governance, and risk mitigation. Here’s what to consider.

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Becoming evidence-guided | Itamar Gilad (Gmail, YouTube, Microsoft)

Lenny's Newsletter

Brought to you by Ezra —The leading full-body cancer screening company | Vanta —Automate compliance. Simplify security | LinkedIn Ads —Reach professionals and drive results for your business — Itamar Gilad is a career coach, author, and speaker with over two decades of experience in senior product roles at Google, Microsoft, and various startups.

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1st, 2nd, and 3rd Party Intent Data: Which Is Right for You?

How do 1st, 2nd, and 3rd party intent data compare? 1st, 2nd, and 3rd party data each have specific advantages and disadvantages. It comes down to four factors: accuracy, cost, control and quantity. This infographic explains the pros and cons of each and helps you understand which one is best for meeting your business objectives. Intent data can be a great way to fill your pipeline and close more deals.

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Boosting Sales and Conversions

Leading Results Rambings

In today's fast-paced digital landscape, businesses face numerous challenges when it comes to achieving success and growth. One of the primary goals for any business, whether it's an e-commerce store or a service-based company, is to boost sales and increase conversions. In this chapter, we will explore the significance of driving sales and conversions and how Luna Creative Marketing can help your business achieve remarkable results.

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What could disrupt the future of generative AI?

Martech

There’s a lot of talk these days about how generative AI could put people out of work. Not as much thought is given to how people could put generative AI out of work. But they could — and quite possibly will. GenAI and the foundation models on which it rests are currently at the dizzying peak of the Gartner hype cycle. If Gartner’s model is sound, those tools may be about to plunge into the “trough of disillusionment” before emerging a few years hence on a plateau of usef

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Elevate B2B Marketing News Weekly Roundup: Experiences Drive Brand Success, New Dall-E 3, & X’s Paid Future

Top Rank Marketing

B2B Content Promotion in 2023: Channel and Format Trends [Report] 97.7 percent of B2B content marketers used LinkedIn to amplify their organization’s content during 2023 — up 4.7 percent from 2022, with 67.4 percent using Twitter/X having — an 18.6 percent decrease, while the leading content types being promoted were blogs, social media, video, white papers, and case studies — three of numerous findings of interest to B2B marketers contained in newly-published report data.

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What Is a Content Marketing Strategy?

CopyBlogger

You’ve probably noticed that some companies have similar publishing schedules and content workflow processes, yet the results they achieve are. Continue Reading The post What Is a Content Marketing Strategy? appeared first on Copyblogger.

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What's Working Now: ABM + Demand Gen

Speaker: Paul Slack, Vende Digital CEO

Are you struggling with a stagnant pipeline? Discover how combining ABM and demand generation can help you get more qualified opportunities and grow your pipeline. Learn the latest trends and tactics for 2023 and gain the confidence to implement a successful strategy that aligns with sales to drive revenue growth. Join this interactive live session with Paul Slack and learn how to: Identify the best accounts for ABM Personalize at scale Run paid campaigns that actually work Tackle and optimize r