Trending Articles

Why Digital Transformation Is Impossible Without an Engaging Culture

Marketing Insider Group

Digital transformation is essential for the businesses of today to grow and succeed. Incorporating new technologies into business processes means your company can become more efficient, become more productive, and ultimately deliver more value to customers.

Report: Fewer Marketers are Confident in Ability to Measure Mobile Ad Efforts

KoMarketing Associates

Although marketers are now deploying mobile advertising campaigns, new research suggests that they are having trouble measuring the metrics associated with these types of efforts. Forrester and Yieldmo recently published the “Attention 2.0:

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8 Strategies To Help You Increase Email Response Rates

SendX

If you have an email marketing list, there are several factors you need to optimize to have a significant positive return on investment. One of these factors is your email response rate. Your response rates would show you how effective your email marketing strategy is.

How to Succeed with Personal Branding on LinkedIn

B2B PR Sense

LinkedIn has all the features needed for personal branding. From its resume-like feel to its in-house publishing platform, you'll find everything to make your brand shine. But that doesn't mean that your personal brand will be an automatic success.

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

How Video Marketing Strategies Can Elevate Sales Efforts

Webbiquity

Guest post by Sean Gordon. Understanding sales means comprehending the roots of the profession as well as looking ahead to the future of sales strategies.

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More Trending

Employee Branding: B2B’s Answer to Influencer Marketing

Marketing Insider Group

We’ve all seen them. Consumer brands fall all over each other to get celebs to endorse their brands – or better yet – star in one of their ads. Which works out just fine. Until the celebrity spokesmodel slips up and gets caught driving down the wrong side of the street while they’re on a bender.

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67% of Marketers are ‘Very Confident’ in their Ability to Measure the ROI of Email

KoMarketing Associates

Despite the challenges that can be associated with email marketing, new research suggests that marketers are still willing to invest in this area, primarily because of their confidence in ROI measurement.

5 Considerations for Personalization in B2B

ANNUITAS

During an increasingly competitive time in the digital marketing landscape, it can be easy to get lost in the ever-changing trends and customer needs in the B2B space. However, at least one trend is overwhelmingly clear, and has been for some time: B2B customers expect tailored content.

Tips for Creating a Landing Page That Generates Conversions

Act-On

Follow these tips to create landing pages that generate qualified conversions and interested buyers. Content Marketing Demand and Lead Generation

Win Sales Calls with Webinar Production

Speaker: Dawn Baron, President, Passion Profits Consulting, and Shelley Trout, Webinar Producer, Aggregage

As a B2B marketer in 2020, you are being asked to do a lot: brand building, create content, build position as thought leader, generate leads, create ongoing touchpoints with prospects, and ideally generate sales calls. And do all of this with limited resources and time in a crowded world that is fighting you for attention. That’s a big challenge, and we believe a key part of the answer to that challenge is the smart application of webinars for B2B audiences. If you have held back on doing webinars because of the level of effort, or if you want to up your webinar effectiveness, then you won’t want to miss this unique presentation with expert webinar producers Dawn Baron and Shelley Trout.

A Guide to ActiveCampaign Pricing

SendX

If you haven’t heard it yet, let me tell you that there are 450+ email marketing software in the world. Some are free and do the same work my pigeon can do. Some are so expensive that the bills can look like your phone number. Stay hopeful. I am going to tell you about ActiveCampaign’s pricing.

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The CMO’s Guide to Getting New Customers from Blogging

Marketing Insider Group

As a CMO, you are responsible for your business’s entire marketing strategy. When it comes down to it, it’s you who likely has to manage market research, competitor analysis, advertising, public relations, and sales materials, to name a few. And what’s the point of all that?

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Report: 45% of Marketers Now Say More than Half of Campaigns are Content-Driven

KoMarketing Associates

Many marketers have already seen the benefits of utilizing content as a part of their strategies, and new research shows that they will continue to integrate it into their work in the near future.

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Do More with Tactile Marketing Automation

Modern Marketing

Standing out isn’t easy. Being remembered is even more difficult. Modern marketing is a digital sea teeming with messages. Audiences find themselves bombarded with thousands of marketing messages every day, and you, as a digital marketer, are constantly jostling and fighting for attention.

Key Trends in Marketing: Thought Leadership

Thought leadership is a highly effective marketing strategy that highlights an organization’s talent, experience and passion while answering the most pressing questions faced by its target audience.

Speaking of Alignment.

Hive9

It’s pretty common knowledge that in order for marketers to be successful, they need to collaborate with other departments across the organization. Creating the most in-depth and effective marketing plan is absolutely a team sport involving departmental input across the board.

How to Utilize B2B Email Marketing to Scale-up Your Business

SendX

Did you know that, on average, B2B email campaigns have a 47% higher CTR than B2C campaigns? So, if you’ve been waiting for a sign to help you decide whether or not you should use B2B email marketing to boost your business, this might be it.

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When You’re Focused on Upstream, What do You Measure?

Measure Up Marketing

In several recent conversations about Marketing accountability, a question consistently surfaced about which metrics demonstrate Marketing’s value regarding strategy and upstream marketing? It’s a great question.

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Using Progressive Profiling for a Frictionless Customer Experience

Act-On

Read this blog to learn what progressive profiling is and how to use this tactic to create a frictionless customer experience and collect more qualified leads. Demand and Lead Generation Lead Management

5 B2B Marketing Trends that You Can't Ignore in 2020

Speaker: Pam Didner, Marketing Consultant, Author and Speaker

Pam Didner, B2B tech marketing consultant, speaker, and author of Effective Sales Enablement and Global Content Marketing, will present the essential marketing trends you need to know in 2020. She'll discuss digital challenges that marketers commonly face and share actionable solutions and templates you can apply to your job in real-time.

Trends and Technology Impacting Consumer Shopping Habits

Modern Marketing

Consumer expectations are constantly evolving and transforming due to the continuous wave of new technologies and platforms entering the market. It’s certainly an exciting time for marketers to explore new ways to connect and engage with existing and future customers.

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Industrial B2B marketers have an untapped digital opportunity

Biznology

B2B lags in digital. In some places more than others. Some B2B companies love their tried-and-true strategy. They have always gone to market with big trade events, airport advertising, and field sales reps to follow-up on all those leads.

5 Ways to Implement MQL Marketing Tactics

Only B2B

Generating and acquiring leads can be really simple for most businesses. However, getting MQL marketing leads, the ones that are most likely to convert, are far more difficult since it requires you to put in a lot of research and develop a complex funnel. What is MQL Marketing?

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8+ Tips for B2B Custom Audience Targeting

KoMarketing Associates

Long red ladder to goal target business concept. 3D rendering. All paid platforms allow you to create custom audiences based on cookies, emails, telephone numbers, and in some cases even home addresses.

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4 Steps to Developing Your Customer Care Strategy

The quality of a customer care strategy can make or break a company, but simply resolving a customer service issue or complaint is no longer enough. Learn the 4 steps that address the major points you need to consider when building a customer care roadmap.

7 Free Keyword Research Tools for Content Marketers

Content Marketing Institute

Can we finally take it easy on keywords? Not really. Analyzing keywords offers ideas for content that’s relevant to searchers and shows gaps your content could fill. Here are seven free SEO tools to help.

Brands Need to Be Prepared For Political Advertisers Crowding Them Out in 2020

Modern Marketing

Get ready for your social media feeds to be inundated by political advertising content as we head into the peak of the 2020 election cycle.

FIR B2B #131: HOW TO RUN WEBCASTS AND VIDEO CALLS

Biznology

Subscribe: Apple Podcasts | Android | Email | Google Podcasts | RSS. Both Paul and David have run and participated in various webinars and online meetings over the years. For this podcast episode, we share some of their best practices. There are several things you can do to have great meetings.

The 9 Best Welcome Email Examples to Engage New Users

SendinBlue

A ‘Thank you for signing up’ email gets your subscriber relationship off to a strong start. But welcome email templates are tough to create from scratch. To get you inspired we’ve pulled together some of the best welcome email examples […].

Maximize Results Of Attending A Trade Show

Attending trade shows helps your business find new prospects and make connections. By downloading this white paper, you will learn how setting goals and adding pre-planning to every trade show and industry event you attend makes a considerable difference.

Why a Fractional CMO Can Be Your MVP

Fusion Marketing Partners

All the C-level positions are important but I will respectfully submit that a fractional CMO can sometimes be the most […]. Chief Marketing Officer CMO Fractional CMO

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Hot Seat: Finance Marketing Leader Crystal Eastman On Why Brands Need to Hire Journalists

Contently

When I shared the stage with Crystal Eastman at the Digital Marketing Financial Services Summit in November, I immediately recognized her as my favorite type of person to interview: A brilliant storyteller who stumbled into marketing by accident and figured out how to do great things inside complicated corporations. Eastman transitioned from an “artsy” four years at the University of Miami to a career as a finserv consultant after American Express made its way onto her personal list of most-admired companies. She worked her way up to VP/GM of marketing at Amex, turning around several early-stage LOBs though an advanced approach to content and digital marketing. She then went on to serve as the CMO of Behalf, a fintech startup that’s raised over $300 million in funding. Next came the managing director and head of retail marketing role at BlackRock. Currently a free agent, Eastman visited Contently’s office to give an honest assessment of the finserv marketing landscape. She discussed the biggest industry mistakes, advice for finance marketers, and why brands need to hire journalists. Check out the video interview below, followed by a transcript of our chat. What are a couple of mistakes you see people making in financial services marketing? I think the biggest mistake is to have experts at something be responsible for creating the content for customers. I’ve actually seen this at every company I’ve ever worked in. There’s this chasm between the corporate story and the customer story. And the corporate story is very easy to get lost in because we go to work every day and we sit in a conference room all day long with our colleagues and we talk to each other. We have this one discussion, and it’s about: What our product does that our competitors products don’t do. It’s about what the market opportunity is. It’s about how good our technology is—etc, etc. There’s no way for you to come up with the right story for the real humans in that conference room. So I think that’s the biggest mistake —when people who make the product or the services are also responsible for making content for the true customer. Companies get it best when they hire people who are video editors or have journalism backgrounds. They bring that external view and expertise on how to create content that people would actually consume and look forward to. Then you can merge the artistry and the science of those experts with the internal teams that are the experts at the product. That’s the way best content gets created for customers. Why do you think a lot of marketing teams are hesitant to bring in people with that pure journalism or editorial DNA? Well, I think it’s uncomfortable for brands, right? We all—me included—create content on a day-to-day basis, and we’re used to doing it our way, and we also feel pretty proud of it. So it’s quite something to confront that you may have been doing it wrong all of this time. When you invite a different type of expert into your process, it’s a shakeup. Everything about their approach will be different, and you have to be willing to be uncomfortable in order to get your content to the next place with this alternative point of view. What advice would you have for marketers at a financial services company who have trouble getting their content through compliance? I would encourage all marketers to treat compliance as their most important partner or even their customer. If you’re thinking about your compliance colleague like you would your customer, utilize design thinking to understand their unmet needs, understand what their outlook on life is and the emotions that they’re bringing to their own job, and figure out how to problem-solve your way to yes. In the same way you would if you’re acquiring a new customer, compliance partners are critical to the process. They’re there to keep us out of jail. You want them on your side. And it’s in all of our best interests in marketing to find a way to tell our story that also meets our compliance partners’ requirements. So I would say start earlier, schedule face-to-face meetings, explain why you’re doing what you’re doing, explain the goal of the content you’re producing. Invite your compliance partner into the process to help you understand how to say what you want to say in a compliant way. Compliance partners are critical to the process. They’re there to keep us out of jail. You want them on your side. Looking ahead into 2020, what are some of the big opportunities that you see in financial services ? The companies that are going to win are the ones that truly embrace customer advocacy and help regular everyday humans solve the problems that they have with managing their finances. I’ve been disturbed by how big credit has gotten in the U.S., and I’ve certainly participated myself in many aspects of building credit-oriented businesses. It’s very lucrative for a financial services company, but I personally believe it’s bad for customers. Companies will lose if they’re going too far on credit and not going far enough on helping customers live within their means, put away money for the future, and have an emergency savings initiative, so that whatever happens to their family, they can afford to do the right thing. Whatever their dreams are—pay for college, buy a house, retire—these are things that many people are not going to be able to afford to do unless their financial services partners help them by eliminating some of their unhealthy financial behaviors. The younger, nimble companies that are spending very little but really striking a meaningful tone and creating truly meaningful content in social media storytelling are the ones that are going to win. Content is really important for helping people understand the way they’re standing in their own way, right? I think content is a wonderful way where you can release stories of people just like you, whoever the you is, that help make it real, and help make it human and help people be able to kind of see themselves more clearly through the eyes of others. Because one of the big behavioral economics teachings is that people don’t see themselves clearly. So it stands in the way of them making smart decisions. What’s your big prediction for financial services marketing this year? I think the smaller players are going to win the day. I think the large financial services players are still spending an excessive amount of time on things like Super Bowl commercials and focusing on things that mattered 10 years ago. The younger, nimble companies that are spending very little but really striking a meaningful tone and creating truly meaningful content in social media storytelling are the ones that are going to win. The post Hot Seat: Finance Marketing Leader Crystal Eastman On Why Brands Need to Hire Journalists appeared first on Contently. Storytelling financial services Journalists Q&A video

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ABM Blog Series: Level 2 – How Do You Optimize Your ABM Strategy?

Modern Marketing

Note: This is the second article in a series of blog articles detailing different levels of ABM maturity. If you miss the first one, refer back to that article i n order to put this one in context. As mentioned in our first post, adopting ABM is not a unilateral change for organization.