[Best, Custom Publishing] Why It’s Time to Rebuild Traditional Marketing Teams
    New products and platforms constantly spring up and fade away. One person works on product marketing, another handles social media, someone else writes copy, and so on. According to Salesforce’s 2017 “State of Marketing” report, “Over the past 12–18 months, 61 percent of marketers say they’ve become more focused on evolving from a traditional marketing structure to roles aligned with a customer journey strategy.”
  • VIDYARD  |  FRIDAY, JULY 21, 2017
    [Best, Custom Publishing] How to use Video in your Email Marketing Campaigns
    When sending communication to top-of-funnel leads, the associated video should be short and sweet and doesn’t necessarily have to go into product details. For prospects you’re targeting who are further along in the funnel, consider including videos to answer questions you know they have about the product, detailed product demos, or personalized videos about how the product solves problems within their industry.
  • HUBSPOT  |  WEDNESDAY, JULY 19, 2017
    [Best, Custom Publishing] Why Your Design of Experiments Is Probably Wrong
    Source: Carson-Dellosa Publishing. The data you collect from experiments helps you answer questions -- and those answers give you context around the customer journey. Now, let’s say this brand has a product detail page for its best-selling boot, which goes in depth as to why this particular boot is perfect for the most intense hikes. This page’s conversion rate is “okay,” at best, with about 5% of visitors purchasing the boot.
  • VIDYARD  |  TUESDAY, JULY 18, 2017
    [Best, Custom Publishing] Welcome to the Business-to-Human (B2H) Movement
    This post was originally published on Upshot. They don’t read your blog, click on your ads, or buy your products or services. This was the “get a badge and move into ACME CORP headquarters and sell to that one customer for the rest of your life” era. Customers want someone to listen to them and care about their unique struggles—not make broad assumptions based on their LinkedIn job title. Businesses don’t care about your content.
    [Best, Custom Publishing] 4 landing pages every smart retailer uses
    Email marketing is a powerful tool for driving customers to your website. But many businesses make the mistake of dropping customers onto outdated, irrelevant or ineffective webpages that don’t persuade visitors to take action. Landing pages are one of the most effective ways to convert leads into customers. As we recently discussed with our associate product manager, Landing Pages generate more leads, which means more growth opportunities. Product Updates
  • HUBSPOT  |  TUESDAY, JULY 18, 2017
    [Best, Custom Publishing] Just Getting Started With Video Marketing? Here’s the First Video You Should Make
    Do you have an audio/visual production team that can film and edit the video, or will you be doing it yourself? If you're having trouble moving leads along your funnel to get them to try a product demo, free trial, or download a free tool, you might want to make a demo video first. During the convert stage, leads have provided their contact information, but they might not be ready to get on the phone with a salesperson to talk about buying a product.
    [Best, Custom Publishing] Content Marketing During a Crisis: Is There Ever an Appropriate Level?
    Sarah Mitchell also writes : “Here’s something publishers and editors understand that brands are slow to figure out. When a brand continues to post about the ‘seven best SEO tips’ or the ‘fourteen moves to dance like Drake’ and everyone else is focused on the current breaking tragedy, your brand looks tone-deaf. They are still the customer. Ask yourself: Is there a customer need for you to weigh in and comment on this issue?
  • NUSPARK  |  THURSDAY, JULY 13, 2017
    [Best, Custom Publishing] Is Programmatic Display Good for B2B advertisers?
    This enables marketers to expand their lead database, generate interest in the problem their product solves, and establish their brand as an authority in the market. To develop an effective plan, marketers need to start by identifying clearly the goals for this component of the strategy and the channels that are the best fit for delivering them. The ability to customize data to target users with a specific intent across a number of platforms, based on their current browsing session.
  • HUBSPOT  |  THURSDAY, JULY 13, 2017
    [Best, Custom Publishing] How to Do ABM Without Selling Your Soul
    I f used correctly, e very technology and tactic has the power to create better connections with your potential customers. Done right in a customer-centric and human-friendly way it can play an impactful role in an effective marketing strategy. Imagine your ideal customer were to walk through the door. We call these ideal customer profiles buyer personas. What generalizations can they make about the different types of customers you serve best?
    [Best, Custom Publishing] 6 Articles CMOs Should Read This Weekend
    At the heart of that in the business setting is marketing, which is becoming a driving force behind putting that new technology into action to reach out to customers and make sure a company is communicating in the right way. Far from being the "coloring in department," responsible for making people want to buy products, marketing now has a broader remit than ever. On Wednesday, the company announced the launch of native ads for all AdSense publishers.
  • HUBSPOT  |  FRIDAY, JULY 7, 2017
    [Best, Custom Publishing] 6 Viral Video Marketing Examples That Will Never Get Old
    That’s especially important in B2B marketing, where creatively communicating your product or service in an engaging way is a reported challenge. TrueMoveH, a mobile communication provider in Thailand, triggered leaky eyeballs everywhere when it published this video in 2013. The best part: Not once throughout the story is the brand mentioned. What are some of the biggest annoyances your customers or personas have to deal with? Oh, hi there.
    [Best, Custom Publishing] How to do lead management that improves conversion
    Also, marketers see generating high-quality leads as their number one business challenge according to The 2017 State of Digital Marketing Report published by DemandWave. Source: 2017 State of Digital Marketing Report published by DemandWave. Additionally, LeanData’s 2017 study on lead routing and management found 57% of respondents questioned if their lead management workflow creates a positive customer experience. How well leads fit your ideal customer profile.
    [Best, Custom Publishing] Say It With Feeling: How Social Media Content Benefits From Sentiment Analysis
    Social media content performs best when it strikes the right emotional chord for its audience. But in the course of production, the right sentimental move isn’t always obvious. While a few viral hits seemed destined for success from the get-go, most content that reaches this peak digital velocity is the product of data-driven analysis combined with expert intuition. An algorithmic approach is currently the best way to spearhead sentiment analysis for any organization.
  • HUBSPOT  |  TUESDAY, JULY 4, 2017
    [Best, Custom Publishing] What You Missed Last Month in Google
    Starting today in English on desktop and mobile, when you search for ‘jobs near me,’ ‘teaching jobs,’ or similar job-seeking queries, you’ll see in-depth results that allow you to explore jobs from across the web,” wrote Google Product Manager Nick Zakrasek in the official announcement. Once publishers modify their ads to meet the new standards, they can then use Google’s Ad Experience Report to test if they’re in violation of the new standards.
  • HUBSPOT  |  TUESDAY, JUNE 27, 2017
    [Best, Custom Publishing] 6 Digital Storytelling Lessons from Pottermore
    As technology continues to lower the cost of content production, today’s end user is asked to digest more stories than ever before -- in conversation, in written text, at the movies, in advertisements, and even through web design. To better understand recent advancements and best practices in digital storytelling, look no further than the creative writing greats. Launched in 2012, Pottermore is the global digital publisher of J.K. 2) Develop a Custom Experience.
  • BIZNOLOGY  |  MONDAY, JUNE 26, 2017
    [Best, Custom Publishing] Can content written for print position well in Google?
    Recently, I worked with a big-brand publisher that published print assets to their site. Yes, you still see evidence of key phrase-stuffing, despite Google’s best efforts to make it go away. SEO writing takes slightly more time than writing for print (it’s that pesky key phrase research), but it’s easily built into the production schedule. The powers-that-be believed that the content should position just fine.
  • VIDYARD  |  FRIDAY, JUNE 23, 2017
    [Best, Custom Publishing] 4 Easy and Effective Ways League Integrates Video Into Their Sales Strategy
    This post was originally published on Upshot. We are all too familiar with our inboxes being saturated with offers featuring the latest and greatest product or being inundated with popup ads every time we consume digital entertainment. A Buildable Library: After a member of our sales team has completed a video, the finished product can be added to our group library to be used for future messaging. This enhances the customer-provider relationship immediately.
    [Best, Custom Publishing] How to Tap into the Power of Influencers
    And according to McKinsey, those customers who do convert have a tendency to stick around. Let’s dig a little deeper into how to determine the best fit for your brand. Most influencers are creating and publishing new content on a regular basis. Customer marketing should always be involved. Your biggest, most impactful influencers are your very own customers. Influencer marketing has become a bit of a buzzword in the marketing industry as of late.
    [Best, Custom Publishing] Behind the scenes at VerticalResponse: Building Landing Pages to help businesses build revenue
    In case you haven’t heard, VerticalResponse has just launched one of its most exciting new features: the ability to easily create and publish landing pages to help your business generate leads and sales. We talked to Associate Product Manager Allison Arnold to get the inside scoop on how Landing Pages came to be. Tell us a little bit about what it means to be a product manager at VerticalResponse. Had customers been asking for it? Product Updates
  • CONTENTLY  |  TUESDAY, JUNE 20, 2017
    [Best, Custom Publishing] How 6 Companies Use Content For Other Departments Besides Marketing
    Customer success. On AdWords, for example, customers can find a “ Setup and Basics ” page. Additionally, Google sends out customer emails with short video tutorials on updated features and emerging best practices. Google is so dominant that it could get away with just letting marketers figure out how to use its products on their own, but the search giant understands how important it is to snag customers and nurture them in a way that keeps them successful.
    [Best, Custom Publishing] Your Complete B2B Content Strategy Checklist
    To be successfully, B2B marketers need to craft, publish and promote truly exceptional content. Apply these steps and best practices, and I bet you’ll start seeing better results from your content marketing initiatives – everything from keyword rankings to traffic, and conversions. How often are your competitors publishing content? This keyword roadmap will be different from the phrases you’re targeting on products, solutions and services landing pages.
    [Best, Custom Publishing] CMO Update: SEO Updates and Insights for the Rest of 2017
    While similar carousels have displayed for B2Cs in the past, these new carousels display for searches like “project management software” and “best marketing software.”. Clicking on shortcuts often takes users to either a Google property or displays AMP publisher results. First, make sure your SEO strategy is converting searchers into customers and brand advocates. In May, Amazon introduced its newest product— Echo Show —the first smart speaker with a built-in screen.
    [Best, Custom Publishing] How to Convince Your Leaders to Invest in 10X Content (and Why You Should)
    Typeform was a product admired for being different, not just better. And how it made dots on a GA chart fly upwards, like a herd of startled mountain goats: Unique pageviews to Typeform’s online magazine, after publishing their first 10Xed piece of content. Number of CTAs leading readers towards our product? How many press releases have you published on one of those PR distribution sites that promise you more exposure than a public sauna? First, a confession.
  • HUBSPOT  |  WEDNESDAY, JUNE 14, 2017
    [Best, Custom Publishing] Does Influencer Marketing Actually Work? A HubSpot Blog Experiment
    Since there are relatively few sales influencers, and their expertise is pretty varied, I chose a broad theme for the round-up post: How to Have Your Best Sales Year Yet. Next, I wrote custom questions for each influencer based on their area of expertise. After the post went live, I created custom tracking URLs for each influencer to use for their share(s). I sent an email to each author with a custom URL and a polite request for them to share it.
  • CONTENTLY  |  TUESDAY, JUNE 13, 2017
    [Best, Custom Publishing] 3 European Martech Trends Affecting Brands in 2017
    Sephora tracks how much money customers spend on its site and automatically enrolls them into a VIP club once they hit a certain amount. Part of the promise of online marketing has always been to understand the customer journey better. Identity resolution is the process of linking fragments of personal data from different sources to gather a complete picture of a customer. We know customers happily live in both the physical and digital worlds.
    [Best, Custom Publishing] If Your Case Studies Aren’t Telling A Story, You’re Making a Mistake
    Our industry has some of the most dramatic, most touching, and most riveting stories in the world, but somehow our case studies generally manage to be sufficient at best. Your best stories—the ones your case studies should be telling—have the unique potential to meet business goals that elude other content strategy tools in your organization. For the most part, customers don’t really know most of the businesses that work to get their attention.
  • HUBSPOT  |  MONDAY, JUNE 12, 2017
    [Best, Custom Publishing] The Best of B2B Marketing Content: 9 Examples
    Here at HubSpot, some of the most awe-inspiring moments take place when we get to take new products and features for a test drive. We're passionate about our product -- and that means our audience can be, too. And for every B2B product, there are even more B2B users out there looking for information, inspiration, and knowledge -- whether it's from their peers, or from the organizations looking to provide them with solutions.
  • VIDYARD  |  FRIDAY, JUNE 9, 2017
    [Best, Custom Publishing] How to Choose the Best Music for Your Video Marketing Projects
    Through custom score, composers can convey mixed moods and concepts that develop through the duration of a video. from gnarly bay productions, Inc. And here’s a good source for public domain compositions with high quality production available at a reasonable price: Partners In Rhyme. Since this post was originally published, a new trend has emerged in video marketing that we felt was worth an update!
    [Best, Custom Publishing] How to Assess the Relevancy of 3rd Party Intent Data
    People are leaving digital clues about their interests and intentions in many places across the web, including when they visit your website or click on your emails (1st party data), visit websites you don’t own, and go to social networks to discuss business issues and products (3rd party data). In other words, which intent signals are the best predictors of purchase behavior? Company websites, B2B publishers, business or technology-focused online communities.
    [Best, Custom Publishing] 6 types of content your readers hate
    If you want to create the best content for your brand and to prevent alienating potential customers, avoid creating these six types of content. Before you publish a blog post or send a tweet, run the content by several people at your company. If you’re not creating any content at all, you might lose potential customers because they don’t know anything about your products, services, company culture, or authority.
    [Best, Custom Publishing] How Executive Branding Can Help Your B2B Marketing Efforts
    That handle has now been redone as the official handle for the publishing giant, which initially started focusing on marketing and technology news and continues to branch out into pop culture, current events, and more. Your B2B business doesn’t have to be a publisher to employ the same tactics. By keeping quiet, executives could make it look like they don’t care about what their customers think, which can lead a giant backlash.
  • HUBSPOT  |  TUESDAY, JUNE 6, 2017
    [Best, Custom Publishing] How to Work with Influencers: The Ultimate Guide
    Here’s an even tougher question: How much of that content do you genuinely trust -- especially when it comes to an investment in a product or a service? One of the easiest way to expose your brand to potential customers is to get it into the hands of the influencers it listens to. Essentially, a sponsored blog post is one that a blogger is paid to publish about a brand, on her own blog, in her own voice. How much digital content do you consume on a daily basis?
    [Best, Custom Publishing] Technically Speaking: Tackling B2B Technology Marketing
    Some companies only produce content when they release a new product, creating large publishing gaps and minimal information for their audiences. This information poses a dilemma for B2B technology marketing professionals today: How do you break into a market that is not only fairly skeptical, but can also be intensely brand loyal when it comes to products? Should products be the main focus?
    [Best, Custom Publishing] Why Joe Pulizzi and I disagree on today’s content marketing dynamics
    One of the greatest marketing successes in my career came when I convinced my company to build specialized trucks to deliver a custom-sized product to our largest customer. This custom product optimized our plant’s manufacturing path, created incredible new efficiencies for our customer, and frankly screwed my biggest competitor. ” But how many products do you buy in a year? How are marketers getting you to buy those products?
  • ACT-ON  |  THURSDAY, JUNE 1, 2017
    [Best, Custom Publishing] How To Use Social Media To Convert More B2B Leads With Daniel Kushner
    Because on social media we’re kind of opening up ourselves and being very honest with this non-corporate talk, if it’s about employees, work environments, products, releases, etc. And when we look at our customers, some of the things they might not be doing as well as they should is the amount of content they push onto social. If we’re a large organization and we have multiple products, we’re multiplying that number again. What’s the best approach to get started?
    [Best, Custom Publishing] The Hitchhiker’s Guide to Enterprise Ecosystems
    Plenty has been written about bringing products or services to market. Literature has been written about product development models versus customer development models. However, the exponential growth of products, solutions, and applications in the B2B space have created a new type of a sales channel—one that resembles, something we’re all familiar with, an appstore. Consider the distribution and the growth of the platform’s customer base.
  • HUBSPOT  |  WEDNESDAY, MAY 31, 2017
    [Best, Custom Publishing] YouTube SEO: How to Optimize Videos for YouTube Search
    Marketers were learning that they couldn't just publish a high volume of content -- it also had to be high-quality and optimized in ways that made it as discoverable as possible through search engines. So while "using your target keyword in your title may help you rank for that term," report author Brian Dean explains, "the relationship between keyword-rich video titles and rankings is" weak, at best.
  • SNAPAPP  |  TUESDAY, MAY 30, 2017
    [Best, Custom Publishing] 8 Interactive Content Statistics to Guide Your Marketing Spend in 2017
    This success, and many others like it, was not a product of some kind of V.R.-enhanced What really matters is guiding users along a sales funnel or customer journey, and the above statistic illustrates why interactive content shines in this department. . Interactive marketing focuses less on an immediate sale and more on building a relationship with customers. Probably the best example of this is the explosion of video content.
  • HUBSPOT  |  MONDAY, MAY 29, 2017
    [Best, Custom Publishing] How to Host an Instagram Takeover in 7 Easy Steps
    Customer or community member takeovers. Product or offer promotions. Promoting a product, event, or offer. Community members or customers. Influencers will draw their audience of followers to your Instagram with their endorsement of your brand, so they're the best fit if your primary goal is to increase brand awareness by growing followers. They're the best fit if your primary goal is to drive engagement on Instagram.
  • NUSPARK  |  SATURDAY, MAY 27, 2017
    [Best, Custom Publishing] Building a Marketing Technology Stack for Your Demand Generation Efforts
    Demand generation is about more than just delivering sales-ready leads for products or services. A martech stack, according to AdAge , is a “number of different technologies from a number of different companies, intended to attract and retain customers and get them from A to B in the most efficient way possible.” Customer relationship management (CRM).
  • HUBSPOT  |  FRIDAY, MAY 26, 2017
    [Best, Custom Publishing] 8 of the Top Marketing Challenges Marketers Face Today [New Data]
    With so many options of platforms for marketers to publish their content and even more ways to promote it, it's hard to know where to focus your efforts. That way, you can directly see how many leads and customers are generated through your marketing activities. We found that although our respondents indicated using an array of specific products, the larger trend was telling: The top marketers use marketing automation software in some form or another.
  • ACT-ON  |  THURSDAY, MAY 25, 2017
    [Best, Custom Publishing] The History of Spam in Marketing
    A virtually unregulated space, the Internet is ripe with individuals and companies skirting the gray area of marketing best practices. The act of sending unsolicited messages in the 20th century was named after “Spam,” a food product that is stereotypically thought of as being disliked by many. Whether it’s a product sponsorship in your favorite show or a sponsored ad on Facebook, you can intuitively spot it from a mile away.
    [Best, Custom Publishing] 1 Awesome Way To Create Great Content
    There are many different ways to create the content you need in order to publish at the cadence that your audience and organization requires—freelancers, repurposing assets , and curation, just to name a few. But this blog will cover one incredibly productive content source that will not only help you provide value to your audience, and hit your objectives by publishing at the pace you need but will help shine a spotlight on content internally at your organization.
    [Best, Custom Publishing] 15 Ways B2B Marketers Can Use Twitter to Drive Business Results
    Customer service interactions are increasing on Twitter. In fact, this study by Social Bakers found that more than 80 percent of customer service requests on social media are happening on Twitter. At the same time, you should be pursuing questions that users aren’t necessarily asking your business directly, but relate to your product(s) or service(s). Find the tactic that works best for your brand and is in line with your broader business objectives.
    [Best, Custom Publishing] How Portfolio Marketing Can Address the Problems of Your “Stretched” Content Strategy
    For five years, she’s helped grow her mid-size B2B tech brand into an online presence closer to that of a huge publisher. Engagement hasn’t been as consistent as traffic, spiking and dropping off with little rhyme or reason, and all the while her brand continues to crank out new products, initiatives, and brand ideals. ” But what it simply comes down to is that people expect information, products, and experiences that feel specifically tailored to them.
    [Best, Custom Publishing] SEO and Customer Base Marketing: Deepen Relationships for More Repeat Sales
    The tools of SEO, and the insights SEO strategies generate, are also highly effective in delighting and retaining customers in the post-sale enablement, adoption, and retention phases of customer marketing. In these stages, customers are just beginning to implement products, learning how to use them, and continuing to build a relationship with the brand. SEO can help you exceed expectations in this phase by providing insight into the questions customers have post-sale.
  • SNAPAPP  |  FRIDAY, MAY 19, 2017
    [Best, Custom Publishing] An Actionable Guide to Visual Storytelling
    Instagram alone has birthed tens of thousands of entrepreneurs who market their products entirely by telling their brand stories through images. . She’d pull him away from the photo opportunities – and he started taking and publishing photos of her doing it: . . Instead of using data and facts to persuade customers, Apple simply told their brand stories using videos – and it worked beautifully. Then, show an ideal situation – and how your product can help bridge the gap.
    [Best, Custom Publishing] How To Get Started With Quora Ads
    By using this approach, Quora enables you to advertise to those people that are actually interested in your product. If you set your topics properly, you will be able to connect with people in your niche, drive traffic, and sell your product more efficiently. Unlike social media, where you can only see published posts, on Quora you can find out what interests people and what they are searching for and use that knowledge to create content that will help them.
    [Best, Custom Publishing] How often should I blog? Five steps to answering the question
    Lower costs by allowing your content to resolve customer service questions. What are your customer needs? I’ve experimented with publishing everywhere from once a week to five times a week. As far as I know there are only three ways to include a customer consideration in your decision: 1) trial and error (as I did); 2) ask them about their preference in a survey; or 3) when people unsubscribe note what the reason is, if they provide one.
  • ACT-ON  |  THURSDAY, MAY 18, 2017
    [Best, Custom Publishing] The Modern Marketer’s New Executive Dashboard with Matt Heinz
    Matt discusses the need for marketers to serve the business’s goals, Customer Lifetime Value, the new marketing dashboard, the four pillars of a B2B MarTech stack, the good and bad things B2B marketers are doing, and the elusive silver bullet of marketing. Customer Lifetime Value. In addition to that, some of the things we’ve been talking a lot about as well … you brought up customer lifetime value. But we all know that not all customers are equal.
    [Best, Custom Publishing] 8 Core Benefits of B2B Content Marketing
    An effective B2B content marketing strategy will entice prospects and customers to click into your site without a sales pitch being the driving force. Most B2B products and services provide a solution to a very specific need – therefore, pages of content that are being visited on the site are likely being seen by a targeted and qualified audience. Think about ways you can creatively drive the traffic you’re generating from informative blog posts to product or contact pages.
  • INFER  |  TUESDAY, MAY 16, 2017
    [Best, Custom Publishing] Oh How the Tables Have Turned: What B2C Marketers Can Learn From B2B
    This co-authored byline was originally published on CMSWire by Sean Zinsmeister, Vice President of Product Marketing at Infer, and Adrian Chang, Director of Customer Marketing at Oracle Marketing Cloud. B2C marketers have naturally excelled at bringing as many people as possible into the top of the funnel, but B2B companies have perfected the use of intelligence and personalization to move multi-stakeholder buying committees through non-linear customer journeys.
  • WEBBIQUITY  |  TUESDAY, MAY 16, 2017
    [Best, Custom Publishing] The 28 Best Miscellaneous Online Tools for Marketers
    Welcome to the 47 th , and final (for now at least) post in the Best Online Business Tools series. the best rank-tracking tools ) within a defined area on the website visibility and engagement model for marketing technology. The two-dozen-plus tools in this post, on the other hand, are those without a clear group (or at best a small group), most falling squarely into the “none of the above” category. Best of all—most of these are free.
    [Best, Custom Publishing] Does corporate storytelling work? Some mega-brands say no.
    This content site was populated by professional journalists and Coca-Cola Journey represented bold and unconventional corporate storytelling at its best. The other factor is that with Coke’s buying power, it could create promoted content on social sites more cost-effectively then feeding their own publishing beast with original content. Is Coca-Cola still a brand publisher? The best content marketing case study … is over. Don’t think like a publisher.
  • PUREB2B  |  WEDNESDAY, MAY 10, 2017
    [Best, Custom Publishing] What Demand Marketing Really Means
    All marketing efforts are geared towards one goal—to delight consumers and customers throughout all stages of the buyer’s journey. When audiences are delighted, they become effective brand promoters who can help spread the word about how awesome your products and services are. Demand marketing is the process by which marketers get people excited about a new brand or product to generate demand. Determine your ideal customer.
  • VIDYARD  |  WEDNESDAY, MAY 10, 2017
    [Best, Custom Publishing] Startup Marketing: The Trick to Maximizing Growth with Minimum Effort
    Find out as much as you can about how to define your target, what their day-to-day is like, what keeps them awake at night, and why your product or service appeals to them. The best way to have the biggest impact here is to avoid trying to boil the ocean. Your product or service can probably help multiple types of people but it’s often best to focus on one main target market and one main message to be able to really hit home and avoid diluting your communications.
    [Best, Custom Publishing] 57 marketing stacks and 21 essays from the 2017 Stackies & Hackies
    To encourage entries, we agreed to donate $100 to Girls Who Code for every Stackie or Hackie published. The top three winners of the Hackies were determined by the number of social media shares those essays received — plus we also gave out an Editor’s Choice award to the one our editorial teams liked best. But their stack is also customer-centric, as their 10-step narrative for this data flow is written entirely from the perspective of the customer.
    [Best, Custom Publishing] Social Customer Service: How Far Have We Come?
    Social media has become a standard channel for customer engagement. Read : Social Customer Care: Three Steps to Best-in-Class Results. To gauge organizational maturity in this area, Aberdeen recently published a “state of the market” study on Social Customer Care. As illustrated in the figure below, companies clearly recognize the importance of social media as a customer interaction channel. Defining social customer care.
  • HUBSPOT  |  FRIDAY, MAY 5, 2017
    [Best, Custom Publishing] 20 of the Best Website Homepage Design Examples
    But before we dive into the examples, let's dissect some of the best practices of homepage design. Not every page is perfect, but the best homepage designs get many of these right: 1) The design clearly answers "Who I am," "What I do," and/or "What can you (the visitor) do here.". Steven Krugg sums it up best in his best-selling book, Don't Make Me Think : If visitors can't identify what it is you do within seconds, they won't stick around long.
    [Best, Custom Publishing] Best Practices for Content Marketing Strategy
    You must operate your content marketing strategy like a publisher operates her magazine. Videos, another popular form of content, have proven to attract customers and generate sales as well. Nearly 50% of internet users will watch a product or service video before going into a store. For best success, everyone on the team should be included in the planning and encouraged to share his or her thoughts about your content marketing strategy.
    [Best, Custom Publishing] Age Differences Impacting the Success of Marketers’ Digital CX Initiatives
    Marketing executives are fairly confident in the benefits of utilizing digital customer experience technologies, but their prospects’ opinions vary. IBM’s recently published “The Experience Revolution” report looked at why marketers are launching digital CX campaigns and how customers are responding to their initiatives. The age divide does not only impact the results seen among customers but marketers as well.
    [Best, Custom Publishing] Is there a place for chatbots in B2B?
    Cutting customer waiting times. Perhaps the most obvious initial use of a chatbot is to reduce customer frustration by answering customer questions faster. Some of the best B2C examples of great omnichannel chatbot experiences come from the airline industry, whether that’s booking a flight using Kayak’s Facebook Messenger chatbot or KLM’s chatbot. Rethinking content publishing. 1) Customer education.
    [Best, Custom Publishing] The 11 Best Content Marketing, SMO, and Marketing Performance Management Tools
    If your team’s needs have outgrown standard website tracking and analytics dashboards, these tools can help you plan, produce, publish, and distribute content, then predict and measure cross-channel marketing performance. Allocadia lets marketers, CMO’s and other C-suite executives…work together on planning in order to make sure each client account (or product line, geographic region, business unit, etc.) This was the 44th post in the Best Online Business Tools series.
    [Best, Custom Publishing] Trends come together to diminish the need for company apps
    Publishers like The New York Times have been in rebellion against Facebook recently, claiming Facebook is taking all their stuff and delivering neither subscribers nor ad revenue. It wants to be a news publisher and rake in all that revenue, but doesn’t want the responsibility of being a news publisher. Most get downloaded once and kept for a few seconds at best before being deleted. By Mark Schaefer.
  • HUBSPOT  |  MONDAY, MAY 1, 2017
    [Best, Custom Publishing] These 7 Brands Take Personalized Marketing to a New Level
    Penned by Charles Duhigg, it was written largely as a follow-up to what became a public incident: An angry father marched into a Minnesota Target store, demanded to know why his teenage daughter received coupons for baby products, only to later find out that she was, in fact, pregnant. The article details exactly what that information and accompanying process look like, and why psychology makes it easier for marketers to customize the messages they send us.
    [Best, Custom Publishing] Understanding The Difference Between a CRM and MAP
    This is relevant to modern day marketing, since among some of the most noteworthy ‘confused-as-being-the-same’ examples are the concepts of CRM (Customer Relationship Management) software and MAP (Marketing Automation Platform) software. Customer Relationship Management software allows salespeople to engage with leads to convert them from interested buyers to actual clients. Sales managers know the benefits of adopting a Customer Relationship Management system.
    [Best, Custom Publishing] Top 5 Demand Generation Strategies
    Customer segmentation. Due to its interactive nature, however, it comes with a need for more careful implementation to ensure best results while maintaining the corporate image. Key elements that provide great results from your social media marketing include: Go where your customers are. Before you choose a social media channel, make sure your customers are actively using the site and find ways to target them specifically.
    [Best, Custom Publishing] When Is a Corporate Blog Not a Blog? Why I’m Calling It a Digital Publication
    In practice—well, we’ve all seen yawn-inducing corporate blogs that consist solely of press releases and product release notes. My hypothesis is that the very ease of starting a blog and publishing posts is what makes so many corporate blogs so lousy. As content marketing has grown as a discipline, the most forward-thinking brands have pushed the boundaries of their content strategy to create customer-centric content hubs powered by storytelling.
  • KAPOST  |  FRIDAY, APRIL 28, 2017
    [Best, Custom Publishing] 10 Tips for Editing Your Own Content
    With so many different content streams to juggle including social channels, website copy, and ads, B2B companies can’t afford to hit the publish button without knowing content has a second line of editing defense. It also helps to create a basic guide to clarify and outline specific style preferences, such as the Oxford comma or brand nuances for preferred capitalization, of products or services. If writing is a big part of your work, editing your own content should be, too.
  • HUBSPOT  |  FRIDAY, APRIL 28, 2017
    [Best, Custom Publishing] April Social Media News: AR on Facebook, Ads on Snapchat & More
    in April, with all three apps launching new products and features to keep more users and marketers spending their time there. The tricky part will be figuring out where your audience wants to hear from you most, and where to best spend your time and resources producing and promoting content. With the launch of new products like the Camera Effects Studio, the AR Studio, and Facebook Spaces, Zuckerberg hopes to make the Facebook camera "the first augmented reality platform.".
  • ACT-ON  |  FRIDAY, APRIL 28, 2017
    [Best, Custom Publishing] 5 Ways to Use Earned Media to Increase SEO
    Even with a great product, a solid brand, and a group of loyal customers, businesses need much more in order to grow. Earned media includes content published by someone other than your brand, such as influencer blog posts, reviews, or other unpaid content from third-party resources. In addition, 94 percent of shoppers research products and services online before making a purchase. Locate the best influencers. Publish Great Content on Your Site.
  • HUBSPOT  |  FRIDAY, APRIL 28, 2017
    [Best, Custom Publishing] 9 Link Building Email Outreach Templates That Actually Work
    Here's an example: Check out this publishing volume experiment analysis on the Moz Blog. 1) The best way to generate quality backlinks is to publish exceptional content publishers organically cite. Instead of asking your contacts to randomly link back to your site somewhere on theirs, ask publishers if you can write for their blogs or conribute new ideas and data for content they're already working on. 3) Send individualized emails to specific publishers.
    [Best, Custom Publishing] By the Numbers: A SaaS Growth Story
    means that our customers are worth nearly three and a half times what we are spending to acquire them, which is a key benchmark for SaaS success. Customer Lifetime Value (LTV) is a critical factor that determines how much we can afford to spend on acquiring customers and how profitable we can expect them to be over time. Obviously the best way to reduce it is to tackle both factors, working to lower customer churn while also creating more expansion revenue.
    [Best, Custom Publishing] Ask a Content Strategist: How Do You Measure the ROI of Video Marketing?
    That’s a question you need to ask whether you’re making a motion graphic explainer video or allowing your editor-in-chief to publish a quiz called “ Is This Headline About Pokemon Go or Kim Kardashian ?” Revenue generation: You want to increase the number of people buying your product or expressing interest in buying your product. Customer service and education: You want to help customers use your product more effectively.
  • EMEDIA  |  WEDNESDAY, APRIL 26, 2017
    [Best, Custom Publishing] Marketing Automation: Tips For Ensuring Top-of-Funnel (and Full Funnel) Success
    This update of a previously published post illuminates one critical facet of the process – the TOFU (Top-of-Funnel) zone from point of lead acquisition into early nurturing stages. Brewers tout the quality of the water they use as the reason why they have superior products. Complex sales environments, in which most technology and high-value products find themselves, require team involvement for purchase decisions. Target Marketing Based on Your Customer’s Markets.
  • INFER  |  TUESDAY, APRIL 25, 2017
    [Best, Custom Publishing] Getting Started with Machine Learning: 3 Things Marketers Need to Know
    This article was originally published on CMSWire by Sean Zinsmeister , Vice President of Product Marketing at Infer. Much of this hype stems from the new consumer trends that hint at the possibilities of AI, such as self-driving cars and intelligent voice-first products like Amazon’s Alexa and Apple’s Siri. Of course, you can’t succeed at AI without data, and even small companies have customer data spread across applications.
    [Best, Custom Publishing] Myth Busters: 3 Sales Intelligence Assumptions Dispelled
    Premature investments, failure to understand customers’ needs, and overly optimistic revenue projections are all common business missteps with disastrous consequences. Org charts are a flagship DiscoverOrg product used to understand employees’ positions within an organization hierarchy and pull multiple stakeholders into a conversation, giving weight to a sales proposition.
    [Best, Custom Publishing] A Simple Rule for How Brands Should Work with Influencers: Attention Retention
    Media publishers are best at acquiring attention, while influencers dominate at retaining it. In other words: Publishers excel at reach, while influencers win on relationships. The Power of Publishers. However, the publisher benefits greatly from that passive audience, as they sell their impression count to marketers who buy banner ads, video ads, sponsored content, and the like. We all say it’s better to retain an existing customer than acquire a new one.
  • HUBSPOT  |  TUESDAY, APRIL 25, 2017
    [Best, Custom Publishing] How We Grew Our Organic Traffic by 43% Without Publishing a Single New Blog Post
    The best part is, we did it without publishing any new content, spending any more money on marketing or adding any additional resources to our team. In October of 2015, we made the difficult decision to completely forgo building a sales team and focus all our efforts instead on acquiring customers via content marketing and SEO. We knew that given the price point of our product, it was not economically viable for us to have people make sales calls.
    [Best, Custom Publishing] The 16 Best Sites for Free Stock Photos and Videos
    No worries—there are numerous free and low-cost photo editing tools available that enable you to add layers, apply effects, overlay text, and make other enhancements to customize images. All photos published on Unsplash are licensed under Creative Commons Zero which means you can use them for any purpose, for free, without attribution. These video clips can be used free of charge, in both personal and commercial productions. 3: The Nine Best Facebook Marketing Tools. #4:
    [Best, Custom Publishing] Global Marketing Anatomy: It Takes a Delicate Design to Make Content Shine
    While your responsibilities might only pertain to stateside matters, there’s still something so sweet about working in a worldwide organization, knowing your products can bring a smile to someone of the other side of the planet, all without a huge global marketing output. And, although your responsibility was mostly stateside, she wants you to head international growth of product market share and develop the content strategy. Customers, Those Pesky Creatures.
  • ACT-ON  |  FRIDAY, APRIL 21, 2017
    [Best, Custom Publishing] The Art of Creating Curated Content
    For example, you may publish a piece of content about SEO but personally don’t have a high level of expertise in the matter. This initiative ties in perfectly with the use of curated content, as the company can elevate the voices of experts in their relative niches while providing customers with great, informative material. What’s your plan for engaging with your customers?”. Compile the best tools. If so, consider creating a “best tools” piece.
    [Best, Custom Publishing] Marketing technology may never consolidate (but that’s a good thing)
    The same pattern also happens with software products built on top of software platforms. Adobe, HubSpot, IBM, Marketo, Oracle, and others now each support and promote integrations with dozens or hundreds of other marketing technology products. And new technologies such as customer data platforms (CDPs) and integration-platform-as-a-service (iPaaS) providers are emerging as platform-like alternatives. Stable platforms reduce the cost and risk of adopting third-party products.
  • HUBSPOT  |  THURSDAY, APRIL 20, 2017
    [Best, Custom Publishing] 24 Growth Hacks to Try Today
    But one thing that’s been a bit trickier to track down is a single, comprehensive list of the best growth hacks to put into practice, or at least experiment with. If you’re not sure where your leads are most likely to convert -- on a product page, versus a pricing page, for example -- you can use a non-intrusive exit intent popup to test different conversion points. Sometimes, the best blog posts are the ones that address a question being asked by many, but answered by few.
    [Best, Custom Publishing] How to Launch a Virtual Conference for Lead Generation and Customer Acquisition: A Step-by-Step Guide
    There are dozens of rooms, booths with vendors trying to sell you their product, and a lot of people walking around. To acquire new customers. Generate leads for our sales products. Best, [YOUR NAME]. Pro tip: If you're a HubSpot customer, I recommend using the HubSpot Sales Meetings and Templates tools to make scheduling meetings really, really easy. Best, [YOUR NAME]. Video Production. The best way to prove value is to tie it all back to revenue.
    [Best, Custom Publishing] How Reporting Can Improve B2B Blog Performance
    This allows you to create monthly charts, see what months have had the best performance, and analyze what was done for the month to drive the positive (or negative) results. At the end of each month, I log into Google Webmasters and set a custom compare date range for the past two months, specific to blog traffic. To improve your blog strategy each month, pay attention to themes or keywords that are performing the best.
  • SNAPAPP  |  TUESDAY, APRIL 18, 2017
    [Best, Custom Publishing] A Simple Guide to Creating Interactive Ebooks (With Examples and How-To's)
    Today, even non-publishers have the ability to easily craft PDF-style ebooks and post them to their website. This results in a boring end-product that fails to leverage the storytelling capabilities an interactive ebook can provide. These elements allow publishers to create an immersive experience for readers that extends far beyond clicks. . Content marketers are adept at publishing blog posts and other forms of one-way media. Proof and publish. .
    [Best, Custom Publishing] The 15 Best Screencasting and Online Presentation Tools
    Today’s tools are both easier to work with and much more powerful, with most offering features like the ability to add titles, custom cursors, text, visual elements, animations, and music. Which tool is “best” depends upon your specific needs. You can add screen captions to recordings, use custom cursors, and record your whole screen or just a portion of it. This was the 41st post in the Best Online Business Tools series. #1:
  • HUBSPOT  |  FRIDAY, APRIL 14, 2017
    [Best, Custom Publishing] Easter Eggs: 10 of the Internet's Best Hidden Gems
    These are very smart people who love solving puzzles, and the intricacies of their work isn't ever fully appreciated by most of the customers using their product. So by hiding an Easter egg, they can reward the customers who do take that extra initiative to really dig in and appreciate the software -- and what goes into making it.". 10 of the Internet's Best Easter Eggs. For the sake of my productivity -- and your own -- I'll stop there.
  • ACT-ON  |  FRIDAY, APRIL 14, 2017
    [Best, Custom Publishing] How to Add a Personal Touch to Your Marketing Automation
    If you want to stay competitive now, you need to talk to different types of customers … differently. Or you go all the way to personalizing them as best you can. But for those of you who aren’t using your prospects’ and your customers’ first names, it’s time to start. Like their title, their company, or their last product ordered. Or you could also send them a text message when you publish new content they might be interested in.
    [Best, Custom Publishing] Less, But Better: 4 Practical Ways to Create Enough Engaging Content
    In response to this, and to fill the need of an “always on” content operation, there’s been a push for content teams to function as publishers. Maintaining high-quality production without a break is hard. Instead, consider doing four videos throughout the year—and making each one the best possible video you can produce. Not doing this is counter-productive. IMO, the best brands are the ones that know who they are, what they stand for, and stay true to this.
    [Best, Custom Publishing] Why I Chose Vidyard: A Story of a CMO, The Video-Enabled Business, and Culture
    As the power of inbound marketing became a proven way to cost-effectively attract, engage, and convert prospects, companies realized they needed to become publishers and create lots of content to feed the inbound beast. A chalk-talk video that shows how a solution works is great for the middle of the funnel and a customer testimonial video can seal-the-deal at the bottom of the funnel.
    [Best, Custom Publishing] Why Personalized Videos Are Dominating Content Marketing [Interview]
    Earlier this year, Vidyard published research that showed how customers respond to personalized marketing videos vs. non-personalized videos. The “ 2017 Video in Business Benchmark Report ” showed that customized videos were viewed 35 percent more frequently than their counterparts. how-to, product)? The best way to optimize your video content is the same as any other content – look at the analytics and make small improvements!
    [Best, Custom Publishing] How to Leverage Social Intent Data for Email Marketing
    We nurture our prospects and customers with the goal of increasing conversions and generating revenue, yet many of us are struggling to engage enough of our audience via email. Do they use products that are complementary to your products? On Quora, you can look at which users are asking questions related to a specific product category. Perhaps the person is thinking about adopting a new solution or switching products.
    [Best, Custom Publishing] 14 Tips for a Hot Video Marketing Strategy
    Do you want to focus on educating your clients on your new products and services? Partner with a production company. Incorporate videos with product pages. People have been using video to sell products for a long time, with companies like QVC and the Home Shopping Network paving the way. Adding videos to your product pages can drastically increase your sales rate – no matter what industry you’re in. Don’t just publish to YouTube.
    [Best, Custom Publishing] Lead your customers to your best online content: here’s how
    That’s why having a smart content strategy is absolutely essential when it comes to using your online content to attract new customers. Here’s how you can lead your customers to your best content and keep them on your website longer. If you talk about CRM in a blog post and you sell CRM services, by all means, link to the product page for that! Use NoFollow links or sponsored content: let’s say someone pays you to publish a blog post on your site.
    [Best, Custom Publishing] The Beginner's Guide to Conversion Rate Optimization (CRO)
    Many websites are designed to convert website visitors into customers. Most businesses have a finite demand for products and services, so it's imperative that you make the most out of your existing website traffic. Tools like Google's Global Market Finder can show you online search volume to give you an idea of your potential customer demand. Once you determine the threshold of your customer demand, it’s time to nail down how to get more out of your existing website traffic.
    [Best, Custom Publishing] THE HACKIES: Pairing multi-channel attribution with lead scoring to improve marketing ROI
    This combination allowed us to collaborate more effectively, to conduct data analysis, to measure advertising, and to nurture our potential customers. At DNN, after collecting firmographic and demographic data about buyers, we determine what content best fits each of their moments, and then we identify the most effective means of delivering that content to them. In addition, we needed to know where to find our best prospects.
    [Best, Custom Publishing] Help! My Brand Went Viral: 12 Small Brands That Made It Big
    Viral Best Practice: Focus on Quality, Not Quantity. By managing the output of his pastries and avoiding the draw of producing more than his team and facility could manage, Ansel created controlled demand that he could meet without sacrificing the quality of his product. Viral Best Practice: They Looked Outside Their Target Audience. Viral Best Practice: Other Brands Can and Will Capitalize on Your Success. Viral Best Practice: Have a PR Plan in Place.
    [Best, Custom Publishing] The 15 Best Audio and Video Editing Tools
    Start with a storyboard and script, upload narration (the tool automatically “lip syncs” your voice tracks to characters), choose backgrounds and characters, add a music track from the site’s library, and publish. Sample review: “Having an animation video custom-made would cost you a small fortune, but you can also use a video animation tool such as Goanimate…(It’s) an easy-to-use tool and it’s not expensive to create an animation.
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