B2B Marketing Directions

OCTOBER 29, 2023

The context in which people consider buying something has a significant impact on how the buying decision is made and on what is (or isn't) ultimately bought. Hundreds of research studies conducted by cognitive scientists over the past four-plus decades have shown that contextual factors can affect everything from how we react to marketing messages and offers, to how we perceive specific products or services, to how we make buying decisions.

Buy 71

Buy B2B Marketing Planning Buying Cycle 71

Strategic-IC

OCTOBER 31, 2023

As humans, we like to be entertained. Being entertained elicits a chemical reaction in our brain that puts us in a happy place, where we feel comfortable with a subject – even drawn to it. The customer experience in ABM is no different. Creating moments that WOW buyers generates traction with your audience, and opens doors to start conversations that can lead to meaningful relationships.

Account Based Marketing 62

Account Based Marketing ABM Ideal Customer Profiles Lead Ranking 62

Industrial Marketing Today

OCTOBER 30, 2023

Do you believe that industrial email marketing for manufacturers is outdated and ineffective? Think again! While it’s true that open and click-through rates have seen a downward trend over the years, email marketing continues to be among the highest-performing industrial marketing strategies.

Email Marketing 132

Email Marketing Effectiveness Tips Click Rate 132

Sword and the Script | B2B

OCTOBER 31, 2023

Several credible studies conducted in 2023 put the average benchmark for B2B marketing budgets at about 10% of revenue How much money should a company invest in B2B marketing? As companies plan their budget for 2024, here’s a look at three credible benchmarks for B2B marketing budgets. 1. The CMO Survey: 9.2% of revenue invested in marketing The CMO Survey comes out twice a year in the spring and fall.

Marketing Budget 97

Marketing Budget Marketing Budget Creation Advertising Benchmark Budget Programs 97

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The rise of AI and the fall of the cookie are profoundly changing programmatic advertising. With Chrome’s third-party cookie deprecation looming, the industry must adapt. With an overwhelming array of new and old technologies, many advertisers feel uncertain about how to proceed. Dstillery CEO, Michael Beebe, outlines a straightforward 4-step approach to streamline and enhance your post-cookie targeting strategy: Leverage first-party data.

Advertising Agencies

SendX

OCTOBER 31, 2023

Go anywhere these days and you’re bound to see someone on their mobile device. Did you know that 85% of people are checking their email on smartphones ?” From chatting with friends to exploring social media feeds, we’re all pretty much glued to our screens. It’s one of the many reasons why mobile optimization of emails is critical if you want to get ahead, or at the very least keep up with the times, in your business.

Email Campaigns 397

Email Campaigns Optimization Campaigns Social Media 397

Launch Marketing

NOVEMBER 1, 2023

In a B2B (business-to-business) organization, the lead of your marketing department plays a critical role in shaping and executing the marketing strategy. This involves setting goals, identifying target markets, and determining the best approaches to reach and engage potential clients. With responsibilities that encompass a range of strategic and leadership functions, finding the right fit for your organization is key, but it is not easy.

Planning 127

Planning Paid Search Agency Advertising Agencies Marketing Management 127

BOP Design

OCTOBER 30, 2023

In the ever-evolving world of B2B marketing , your website takes center stage as the virtual representation of your business. It holds the power to shape perceptions and influence potential clients and partners. In this digital era, where first impressions are paramount, the design and functionality of your website play a crucial role in captivating and engaging prospects.

Marketing Websites 108

Marketing Websites Conversion B2B Impressions 108

Martech

NOVEMBER 1, 2023

HubSpot announced today that it is buying B2B data provider ClearBit, bolstering the Boston-based CRM platform with third-party company data from millions of businesses. In addition to that HubSpot will be getting the other company’s 400,0000+ users and more than 1,500 business customers. Terms of the deal have not been announced yet. ClearBit was valued at $250 million as of January 2019, according to data from Pitchbook “By joining forces with HubSpot, the industry’s most loved B2B

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Hubspot Buy B2B B2B Sales 117

Webbiquity

OCTOBER 31, 2023

Email marketing has for years provided the highest ROI of any digital marketing tactic. Today, ecommerce vendors are increasing combining email with SMS (text) marketing; marketers sent a whopping 62% more SMS marketing messages last year than in the previous year. What’s driving the growth of SMS campaigns? What are the obstacles to doing both email and SMS marketing well?

SMS 304

SMS Advertising Benchmark Email Marketing eCommerce 304

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Elevate your webinar game with WorkCast's Ultimate Webinar Handbook! Packed with insights from our seasoned webinar experts, this comprehensive guide is your go-to resource for mastering the art of B2B webinars. Learn the fundamentals, from defining webinars to exploring their benefits and diverse use cases. Discover the key elements of running a successful webinar, avoiding common mistakes, and making your sessions more engaging.

Webinar Metrics

SendX

OCTOBER 31, 2023

While traditional emails have long served as a static medium of communication, AMP (Accelerated Mobile Pages) for email is transforming these messages into dynamic, interactive, and engaging platforms.

Examples 396

Examples Advertising Mediums 396

Vision Edge Marketing

OCTOBER 31, 2023

[link] In the vast cosmos of business, growth shines like a distant star, beckoning companies toward success and prosperity. Amidst this celestial journey, businesses seek a guiding light to navigate the ever-expanding universe of opportunities. This guiding light is segmentation. Like the North Star or Southern Cross, it leads businesses to prioritize their efforts, allocate resources strategically, and chart a course toward sustainable growth and profit as found in a Bain & Company study ,

Segmentation 193

Segmentation Lead Ranking Work Management Marketing Management 193

Customer Experience Matrix

OCTOBER 29, 2023

The earliest Customer Data Platform systems were introduced before 2010; the term CDP was coined to describe this emerging class in 2013. My definition had changed very little when we launched the CDP Institute in 2016, and has been the same ever since: “packaged software that builds a unified, persistent customer database accessible to other systems”.

Marketing Management 177

Marketing Management Ideal Customer Profiles Profiling Vendors 177

The Forward Observer

NOVEMBER 3, 2023

Simply Put: Why Clear Messages Win―and How to Design Them by Ben Guttmann About the Book How do you break through the noise? Why do some messages work when others don’t? Why do some ideas break through, why do some slogans stick in your brain, and why do some leaders inspire change – when others don’t? The answer is simple. Literally.

Advertising Agencies 130

Advertising Agencies Work Management Paid Search Agency Marketing Management 130

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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.

Paper

Trade Press Services Newsletter

NOVEMBER 2, 2023

Congratulations—you just received an award! Whether you earned a spot on a “Best of the Best” industry list or “Top Professionals” directory, awards are a can’t-miss opportunity to build your thought leadership platform, strengthen your brand, demonstrate credibility, and highlight your expertise. Professional awards can establish you as an expert in your field and increase visibility with target audiences.

Thought Leadership 130

Thought Leadership Peer-to-peer Press Trade Show 130

ANNUITAS

OCTOBER 31, 2023

The potential use cases for artificial intelligence (AI), especially generative AI (GenAI), in go-to-market (GTM) are perhaps too numerous to count. Amid an overly-optimistic marketplace outlook for AI, growth leaders — across marketing, sales and customer success — are increasingly turning to AI and/or AI-enhanced technology tools. Name a go-to-market challenge, and you’ll likely find a growth leader who’s convinced AI is now the solution.

Marketing Analytics Tools 130

Marketing Analytics Tools Ideal Customer Profiles Marketing AI Sales Management 130

Top Rank Marketing

NOVEMBER 1, 2023

What are the latest LinkedIn features and how can B2B marketers best utilize them for success in the push towards 2024 and throughout the coming year? Since its inception LinkedIn* has been the leading business social media platform, and with increasing numbers of brands and users having turned away from Twitter since its highly-publicized 2022 ownership and policy shifts, in 2023 LinkedIn has grown to over a billion members.

Paid Content 131

Paid Content Features B2B Marketing B2B 131

Oktopost

OCTOBER 30, 2023

In today’s business environment, the ability to discern and act upon a potential customer’s needs and desires can be transformative, enabling businesses to engage with prospects more effectively and convert them into loyal customers. For this reason, utilizing intent data has become a pivotal strategy for B2B revenue teams, as more of their budgets become dedicated to generating new business.

Intent Data 126

Intent Data Top of Funnel Intent Urgency Marketing 126

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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.

Social Media

Salesforce Marketing Cloud

OCTOBER 30, 2023

Hi, I’m Kaelan! I’m a passionate Salesforce Certified Marketing Cloud Instructor and for the past few years I’ve taught people from all backgrounds, from complete novices to experienced Salesforce Admins, all about Marketing Cloud, how to become a Marketing Cloud Administrator, and even how to pass the Marketing Cloud Administrator Certification Exam.

Paid Search Agency 130

Paid Search Agency Class Communities Studies 130

Martech

NOVEMBER 1, 2023

I’m often asked whether we’re using ChatGPT in email marketing campaigns. (This question becomes more frequent as major ESPs rush to release their own version.) Despite genAI’s proliferation, I find the answer easy: we don’t use it for content, aside from maybe using it to generate ideas or as a rudimentary starting point. For final content generation, your team’s creative minds are far more refined and empathetic to the audience’s needs.

Marketing AI 129

Marketing AI Email Marketing Psychographics Advertising Agencies 129

Top Rank Marketing

OCTOBER 30, 2023

With any B2B marketing strategy, it’s easy to get lost in the jargon. This is definitely true of search engine optimization. There are so many tactics, channels, metrics and tools involved with modern SEO that trying to keep them all straight can be downright scary! As you embark on your quest to master the art of B2B SEO, it’s essential to familiarize yourself with the key terminology that will be your guiding stars.

Search Marketing 127

Search Marketing SEO Mobile Advertising Long Tail Marketing 127

Content Marketing Institute

NOVEMBER 2, 2023

With engagement and website traffic from social platforms dwindling, many marketers question whether to continue spending time, budget, and energy on social media content. Take stock of what you want from social media participation – and how to get it – with these tips.

Social Media 124

Social Media Media Traffic Tips 124

Speaker: Jeff Tarran, COO, Gunderson Direct & Margaret Pepe, Executive Director of Product Management, U.S. Postal Service

Learn the secrets to direct mail success for growth marketers! Industry veterans Jeff Tarran and Margaret Pepe are here to delve into how direct mail has completely evolved in recent years, and has rightfully earned a seat at the table alongside the email and digital marketing plans of SMBs, enterprise companies, and agencies as they look into strategy for 2024 and beyond.

Planning

Salesforce Marketing Cloud

NOVEMBER 3, 2023

Generative AI chatbots are helping change the business landscape. But they also have a problem: They frequently present inaccurate information as if it’s correct. Known as “AI hallucinations,” these mistakes occur up to 20% of the time. “We know [current generative AI] has a tendency to not always give accurate answers, but it gives the answers incredibly confidently,” said Kathy Baxter, principal architect in Salesforce’s ethical AI practice.

Generation 127

Generation Lead Ranking API Knowledge Base 127

Martech

NOVEMBER 2, 2023

The European Data Protection Board (EDPB) is permanently banning Meta from using personal data for advertising across the EU and European Economic Area (EEA). As it stands, the ban cripples the company’s ability to sell personalized ads to the 258 million Europeans who use Facebook and Instagram each month. “Meta has been found … to not have demonstrated compliance with the orders imposed at the end of last year,” EDPB Chair Anu Talus said in a statement.

Advertising 124

Advertising Advertisements Personalization Terms and Conditions 124

NuSpark Consulting

OCTOBER 31, 2023

Introduction In media buying, two metrics often stand out as the guiding stars for decision-making: Return on Advertising Spend (ROAS) and Customer Acquisition Cost (CAC). While both are crucial, they serve different purposes and offer unique insights into the performance of your advertising campaigns. If you’re new to these terms or find them confusing, you’re not alone.

ROAS 100

ROAS Comparison Allocation Lead Ranking 100

ClickZ

NOVEMBER 3, 2023

[London, 3 November 2023] – Black Friday Cyber Monday (BFCM) is a pivotal event in the eCommerce calendar. Fospha’s comprehensive report provides valuable insights and strategies to guide brands to optimize their performance during peak season. With changing consumer behaviours and the aftermath of iOS 14’s privacy updates, this year’s report by Fospha, a leader in marketing measurement for eCommerce, is more crucial than ever.

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Multi-Touch Attribution ROAS eCommerce Multi-Channel 122

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Navigating the waters of sustainability reporting disclosures and regulations can be intimidating, to say the least. With various measures set in motion in 2023 to keep companies accountable, there is a lot in store for brands’ impact communication in the upcoming year. 3BL is kicking off this January with our Navigating ESG Comms Through the Cosmos - Capricorn Edition by highlighting the impact of: The U.S Securities and Exchange Commission (SEC) Climate disclosure rules The European Commission

Rules

Salesforce Marketing Cloud

NOVEMBER 2, 2023

Remember building your first email campaign? Painstakingly crafting emails, hoping the recipient wouldn’t see the telltale “Hello (name),” and adding contacts to your email workflow manually? That’s all a thing of the past. Today, automation is a game-changer and life-saver for email marketers — helping you save time, money, and stress. Automation doesn’t mean impersonal responses and a cookie-cutter approach to your email workflow.

Automation 122

Automation Marketing Automation Services Work Management Lead Nurturing 122

CopyBlogger

NOVEMBER 2, 2023

Creating cornerstone content helps users and search engines understand what your area of expertise is, which can help your website. Continue Reading The post Cornerstone Content: An Overview And Step By Step Guide appeared first on Copyblogger.

Content 121

Content Marketing Websites Content Marketing Marketing 121

Martech

NOVEMBER 1, 2023

Shoppers are on the lookout for new small businesses this holiday season. Eighty-four percent of consumers said they’re likely to visit one in the next two months, according to a new study by digital marketing and automation platform Constant Contact and research firm Ascend2. Additionally, 87% of consumers said they are more likely to return at other times throughout the year after visiting and buying from a small business (defined as having less than 250 employees) during the holidays.

Small Business Marketing 121

Small Business Marketing Buy SMB eCommerce 121