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  • MODERN B2B MARKETING  |  WEDNESDAY, NOVEMBER 11, 2015
    [Business] It’s Time to Charge Up Your Laser Guns for Digital ABM!
    If we fast forward to very recently, in 2014, the Acquity Group found that 94% of business buyers do some form or online research before making a purchase—with 84.3% checking business websites and 77% percent using Google search to learn more. Author: Mike Telem Account-based marketing (ABM) may be the latest buzzword on every B2B marketer’s mind – but that doesn’t make it a new concept by any standard.
  • EMAGINE B2B BLOG  |  TUESDAY, OCTOBER 18, 2011
    [Business] How to get more inbound links to your B2B blog
    So let’s say you’ve done all that, and now you want to do something similar for your business blog …knowing that over time it will mean more traffic, more imputed thought leadership, more [.]. Quite recently, we posted some simple ways to get inbound links for your website …without running afoul of the dreaded “no-follow” tag.
  • MEASURE UP MARKETING  |  TUESDAY, FEBRUARY 11, 2014
    [Business] Just Add Data: Some Assembly Required
    For those of you investing in business intelligence tools and various marketing and sales software systems, remember to put the necessary checks and balances in place to evaluate the usage and quality of the data. Many companies tell us that they are creating a marketing dashboard to improve visibility and alignment. As a key element of performance management, a marketing dashboard also serves as an important vehicle for assessing marketing’s contribution.
  • MODERN MARKETING  |  MONDAY, JUNE 12, 2017
    [Business] How To Create A White Paper That Converts
    Here’s an example: SOURCE: Business Blogging Secrets Revealed. White papers are often perceived as the more serious older sibling of the eBook. As such, it’s not uncommon for white papers to be—well, boring. But that doesn’t have to be the case. White papers are among most requested resource formats of B2B buyers. They should be in-depth, enlightening, and also: interesting. If not a boring version of an eBook, what is a white paper?
  • BIZNOLOGY  |  TUESDAY, JUNE 20, 2017
    [Business] Your online reputation on Google is the direct result of the content you write on your website, your blogs, and on social media, over time
    How (and, to be honest, if) you, your brand, your business, and services, your products, and your colleagues are portrayed in a simple Google search is the most important personal and professional reputation there is. Your Google SERP is who you are, and you need to take control of it. Google relies on global online content to come up with its search results. This is the truth. Unlike reddit or Wikipedia, Google isn’t micromanaged.
  • B2B LEAD GENERATION BLOG  |  MONDAY, APRIL 15, 2013
    [Business] How Reversing the Funnel Increased Sales by 14% for a Sales Incentive Company
    Free from traditional discussion about features and benefits and focuses entirely on the business case for running an incentive program. Tweet Traditional marketing practice presumes the more you invest in driving leads through the top of the sales funnel, the more revenue will come out the other side. But, when Certif-A-Gift Company, a sales incentive company, reversed this presumption, they ended up increasing sales by 14% and moving prospects through the sales cycle 23% faster.
  • MODERN B2B MARKETING  |  FRIDAY, APRIL 29, 2016
    [Business] Financial Advisors Need to Get Personal or It’ll Cost Them
    This not only has implications for their business models but their marketing models as well. Whether you’re marketing financial products or business software, by delivering personalized communications to specific segments, with you’ll be able to take the personalized touch and feel of a 1 on 1 conversation and extend it into all of your digital marketing communications.
  • B2B LEAD GENERATION BLOG  |  MONDAY, APRIL 21, 2014
    [Business] Lead Generation: How to establish a connection offline
    Bob was backing up a recent study claiming that the typical business person only receives a personal letter once every seven weeks, yet receives an excess of 100 emails a day. Tweet Typically, we’re the ones asking the hard-hitting questions during our MarketingSherpa webinars. But in a recent live broadcast, the roles were reversed. Bob Birge, Director of Marketing, Blue Pillar, put webinar host and MECLABS Director of Editorial Content Daniel Burstein on the spot.
  • B2B LEAD GENERATION BLOG  |  THURSDAY, JULY 6, 2017
    [Business] 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. Clear metrics to measure the process of inquiries: MQLs, SQLs, opportunities, closed vs. won business, etc. In this post, I’m going to focus on how to do lead management that increases sales conversion. Here’s why: First, B2B lead conversion to actual revenue conversion is low. You may be wondering: how low?
  • KAPOST  |  FRIDAY, JUNE 23, 2017
    [Business] Measure the ROI of Your Event: New Sales, Upsells, and Happy Attendees
    From building speaker panels to hosting workshops and bringing company communities together, there’s nothing more rewarding from a business perspective than a. Events are a core element of content marketing strategy. The post Measure the ROI of Your Event: New Sales, Upsells, and Happy Attendees appeared first on Kapost Content Marketing Blog. Customer Experience Lead Nurturing Marketing Strategy
  • B2B LEAD GENERATION BLOG  |  SUNDAY, MAY 6, 2012
    [Business] Communicating Value Helps Double Inbound Leads and Increase Revenue, Site Traffic and More
    In a marketplace inundated with fresh ideas, platforms and strategies, it’s easy to steer marketing off course, especially in a harsh business environment, warns Arnold. Tweet To successfully ride the winds of change, emphasize the positive: Look at what your customers value most about you, and make that the focus of your marketing communications.
  • B2B LEAD GENERATION BLOG  |  SUNDAY, APRIL 29, 2012
    [Business] Lead Generation: Phone calls turn first-time webinar into million-dollar leads
    Scully, the Business Development Manager for Planisware , a leading provider of project and portfolio management solutions, told his top brass that the best way to use leftover credit with a leading analyst was to feature her in a webinar. Tweet What’s a marketer to do when leadership dismisses marketing and insists that a superior product will sell itself? Follow the lead of Jeremy Scully and take a high-stakes gamble: Put your reputation on the line to prove marketing’s value.
  • SNAPAPP  |  WEDNESDAY, MARCH 15, 2017
    [Business] 5 Lead Generation Strategies You Probably Never Thought Of
    I thought this was common knowledge – until I started noticing how many businesses are not doing it. We live in busy times. If you’ve been in business for a while, likely you and others at your company have learned some important lessons. Creating killer content – especially the interactive kind – is a great way to drum up leads. Adding opt-in forms in a variety of places around your website is another great tactic.
  • HINGE MARKETING  |  FRIDAY, JUNE 19, 2015
    [Business] Are Your Competitors Flying Under the Radar? Use Competitive Analysis to Adjust Your Firm’s Position
    Whether you are aware of them or not, they are still out there competing for your business. Because your target audience is making a decision on which firm they want to give their business too, they have the luxury of shopping around. In a recent post , we established that having true, relevant, and provable differentiators will help your firm take the lead in the marketplace. But whom do you need to differentiate your firm from?
  • VIDYARD  |  WEDNESDAY, MARCH 15, 2017
    [Business] The Top 5 Worst Brand Video Marketing Fails from the Past Year
    2016 was witness to a list of failures, proving that regardless of budget, your company’s messaging can make or break a video marketing campaign and the business attached to it. Big brands have the data and the resources to keep their finger on the pulse of social, political, and cultural topics. These resources create pressure to broadcast the right messaging in their video marketing campaigns.
  • ACT-ON  |  FRIDAY, NOVEMBER 25, 2016
    [Business] Resources for Marketing Agencies: How to Keep Current in Times of Constant Change
    Given the proliferation of information, how can we marketers ever find the time to consume content, especially when we’re so busy creating it ourselves? They’re owned by MECLABS , a research and training company that helps businesses optimize their sales and marketing technology and resources. What’s your wake-up routine?
  • LATTICE  |  MONDAY, SEPTEMBER 26, 2016
    [Business] The Untapped Potential of Existing Customers
    We’re all in the business of Is understanding the purchasing and renewal trends of your current customers a priority?
  • MODERN B2B MARKETING  |  WEDNESDAY, APRIL 11, 2012
    [Business] Strong Growth Starts With Great Leadership
    It’s the business imperative that consistently trumps every other goal. The crucial role of a company’s leadership is frequently (and, in my view, perilously) under-appreciated in terms of how a business creates, manages and accelerates revenue growth. Being a strong growth-oriented business leader is much easier said than done – like most things worth doing and achieving in life.
  • PUZZLE MARKETER  |  THURSDAY, JULY 12, 2012
    [Business] Make Time for the Not Urgent
    We know they need to get done but often are so busy that they keep getting pushed below all of our fire drills. Originally developed by President Dwight D. Eisenhower, promoted by Stephen Covey’s top-selling book 7 Habits of Highly Effective people , and echoed in Dave Ramsey’s book Entreleadership , are four areas of which people spend their time. The answers can be determined by asking two questions about a particular task. 1) Is it important? 2) Is it urgent?
  • PUZZLE MARKETER  |  TUESDAY, MAY 22, 2012
    [Business] What Makes Email Marketing So Effective
    Of the most prominent marketing methods available, email marketing is one of the most effective strategies that you can apply to your business. In the area of online marketing, there are many different tools that you can use. Pay-per-click campaigns, banner ads, article marketing and email marketing are just a few of the options that you have available.
  • LATTICE  |  WEDNESDAY, APRIL 13, 2016
    [Business] Are you reaching your decision makers in real-time?
    In fact, according to Forrester, 74% of business buyers say they conduct more than half of their research online before making an offline purchase. Companies that understand this change, and adapt how they market and sell, can grow their business faster than their competitors. Buyers are now in possession of unlimited information and online content has become a dominant driver for purchase decisions.
  • MARKETING ACTION  |  TUESDAY, SEPTEMBER 3, 2013
    [Business] 5 Points For Better Blogging
    People are really, really, really busy these days. The point she stressed was that clear-and-simple reading materials were also best for busy people. “It’s One of marketing automation’s big wins is the ability to help you target audience segments down to personae by role, interest, and behavior. Sometimes when you’re crafting content to meet an audience’s need, that means you shouldn’t use the creative you’ve fallen in love with. Case in point: Recently Inc.
  • CUSTOMER EXPERIENCE MATRIX   |  TUESDAY, AUGUST 6, 2013
    [Business] How RightWave Solves the Marketing Automation Skill Shortage
    The details of RightWave functionality are less important than the appeal of its fundamental business model. One of the main reasons that marketing automation has not been adopted more quickly is that too few marketers know how to fully use it. For example, a recent Gleanster report found that 73% of top performers listed lack of skilled staff as one of the top challenges to success.
  • CUSTOMER EXPERIENCE MATRIX   |  TUESDAY, APRIL 2, 2013
    [Business] Marketo Files for IPO: Will High Growth Outweigh High Losses?
    The S-1 registration statement gives considerable new information about Marketo’s business. Marketo made good today on its promise to file for an initial public offering (IPO). Congratulations to them for reaching this step. It’s a major accomplishment. Revenue for 2012 is reported at $58.4 million, an impressive 80% growth rate vs. 2011 although not quite the doubling that the company had forecast earlier. More significant, the company continues to have huge losses – it lost $34.4
  • HUBSPOT  |  WEDNESDAY, JANUARY 10, 2018
    [Business] Self-Driving Cars Have Landed at #CES2018, and Marketers Really Need to Pay Attention
    Why Self-Driving Cars Matter to Your Business. to one that could leave businesses within private car ownership -- such as auto dealerships and the like -- nearly obsolete. sending a user a branded or personalized briefing during her ride), as well as the opportunity for businesses to create and offer the aforementioned promotions based on each user’s riding habits. How Businesses Are Already Adapting.
  • B2B LEAD GENERATION BLOG  |  MONDAY, JANUARY 21, 2013
    [Business] How Technology on the Trade Show Floor Can Help Your Sales Team Work Smarter and Sell More
    When scanned and populated into your CRM, you eliminate the data entry errors that inevitably happen when business cards are entered manually. Tweet Trade shows and conferences are still the biggest areas of investment for marketers, according to the most recent MarketingSherpa B2B Marketing Benchmark Report. And, as we marketers have embraced digital, the value of face-to-face interactions has increased.
  • HUBSPOT  |  FRIDAY, FEBRUARY 18, 2011
    [Business] 10 Marketing Stories You Might Have Missed This Week
    It is a busy time of year for most marketers, so we wanted to close the week out with a recap of some of the biggest online marketing related stories that you might have missed. Free Download: Better Business Blogging in 2011. Download this free business blogging ebook today! How are we already passed the half way mark for the month?
  • HUBSPOT  |  MONDAY, JUNE 4, 2012
    [Business] How to Tackle Your Most Aggravating Social Media Marketing Pet Peeves
    And when we're not monitoring our business' accounts, we're tweeting our complaints and recommendations to company handles, too -- it's all part of the social media circle of life. Perhaps in a very small business you can grab some luck, but by and large whoever manages a business' social presence is not in charge of recruiting employees, nor do they know about job openings. Do you manage any of your business' social media accounts?
  • HINGE MARKETING  |  FRIDAY, JANUARY 2, 2015
    [Business] The Road to Revenue, Part 3: The Content Marketing Toolbox
    So far in this series, we’ve explored how the explosion of information online has changed how buyers buy , and why business development insights can be essential to effective content marketing. For answers, we can look to our studies on the marketing strategies used by average and high growth businesses. An effective content-driven business development funnel can be represented as a set of stairs: In this model, prospects (leads) effectively qualify themselves.
  • TERMINUS  |  MONDAY, JANUARY 4, 2016
    [Business] Terminus Account-Based Marketing Report – January 2016
    We also hired a new Director of Business Development who is a key leader on our “Smarketing” team. Stakeholders: Our “Smarketing” team including our CMO, Storyteller, Marketing Manager, Director of Business Development, and Director of Sales. 2016 will be the year of account-based marketing (ABM). 2015 was a great year for Terminus. We launched our account-based marketing (ABM) platform in March and ended the year with $1 million in annual recurring revenue.
  • MARKETING ACTION  |  TUESDAY, SEPTEMBER 9, 2014
    [Business] Summer SEO News You Should Know About: HTTPS. Rich Snippets, More
    Experts have seen that the search radius has been reduced for most local queries and, most importantly, that local businesses seem to be favored over local brands. Encourage your customers to leave reviews of your business. Summer is coming to a close and with it the end of (yet) another memorable season in the world of SEO. When Matt Cutts, Google’s head of webspam, announced his three month sabbatical we all joked that no updates could possibly roll out without him at the helm.
  • PAUL GILLIN  |  THURSDAY, OCTOBER 2, 2014
    [Business] American Express Dreams Up a Potential Win-Win-Win
    American Express OPEN , the hugely popular community for small businesses sponsored by the credit card company, and Etsy are partnering ahead of Small Business Saturday on Nov. 29 to encourage small business boutiques to support local Etsy sellers by hosting Trunk Shows. Small Business Saturday , which Amex invented four years ago, is one example of the energy and creativity that Amex has put into courting this audience.
  • KEO MARKETING  |  THURSDAY, MARCH 10, 2016
    [Business] How and Why to Use Segmentation in B2B Marketing
    As a leading B2B marketing agency with expertise in developing online campaigns, we can handle all aspect of personalization and segmentation for your business. Segmentation is increasingly important for successful B2B marketing, and for marketing in general. That’s because the prevailing trends include an emphasis on personalization, or targeting and customizing the message according to specific recipients or audience groups.
  • WEBBIQUITY  |  TUESDAY, SEPTEMBER 16, 2014
    [Business] 19 Excellent Guides to SEO Link Building
    While acknowledging that the “low-hanging fruit of link building” (links that are relatively easy to obtain) are not incredibly valuable on their own and represent just one component of a broader link-building strategy, Vinny La Barbera points out that such links nonetheless form a basis, particularly for new websites, and explains how to build such from sources like social profiles, local business directories, news releases, and social shares.
  • CONTENT STANDARD  |  SATURDAY, APRIL 30, 2016
    [Business] How to Deal with Direct Traffic Source Data in Your Content Analytics
    When you lose your advantage in the marketplace due to a lack of customer insight, a misunderstanding of incoming data, or simply disorganized measurement systems, you put the future of your business at risk. Not only is accuracy vital in itself, it can end up providing tangible value to the business. Your ability to know your audience personally will set you apart from your competition.
  • HINGE MARKETING  |  WEDNESDAY, JULY 16, 2014
    [Business] Actionable Research: A Roadmap to a Successful Rebrand
    Actionable branding research will give you descriptive characteristics of the perception of particular market segments that you already do business with, would like to do business with, and those who influence decision makers of prospective clients. What does it take to successfully rebrand a firm in professional services? Imagine that you are in a foreign city and need to drive across town. You have a road map and a GPS device.
  • KOMARKETING ASSOCIATES  |  TUESDAY, MARCH 26, 2013
    [Business] 8 Questions B2B SEO’s Should Ask In Buyer Persona Development
    “What is a problem in the industry that our business can solve?” A few weeks back I wrote a column for Search Engine Land on B2B buyer personas. In exploring the persona concept, it further supported my opinion that for SEO to truly be effective for the B2B organization, SEO needs to run hand-in-hand with traditional B2B marketing initiatives.
  • PUREB2B  |  SUNDAY, MAY 22, 2016
    [Business] 7 Lead Management Tools That Will Save You Hours
    Sales Genius allows you to send trackable emails through Microsoft Outlook, making it easy for current Outlook users to integrate this app into their small business. Continuous lead management is an important part of any healthy business. Leads are great, but there’s a long road between a lead and a sale. Converting prospects into revenue requires marketers everywhere to manage and nurture an on-going relationship with their leads.
  • HUBSPOT  |  SUNDAY, JUNE 1, 2014
    [Business] Twitter Photo Collages, Bad Habits & More in HubSpot Content This Week
    While email is still one of the best ways to reach your target audience, bad email lists can stall your marketing efforts and even undermine your business. Read this blog post to find three quick and simple gut checks you can use to ensure your business is doing everything it can to delight. Time is flying by. As the weather gets nicer, the months always start to feel shorter and shorter.
  • HUBSPOT  |  SUNDAY, MAY 4, 2014
    [Business] The Perfect Pin, Best Brands on Facebook & More in Content This Week
    It seems that most CEOs and business executives ignore social media entirely. If you’re using Pinterest to grow your business, you can''t just pin a million things and expect people to click through. We try to give all the big social sites their time in the limelight, but this week, Facebook and Pinterest have stayed top of mind for us. Maybe we''re just digging visual content lately. Who knows.
  • B2B MARKETING DIRECTIONS  |  SUNDAY, FEBRUARY 7, 2016
    [Business] What Really Makes B2B Buyers Loyal to Their Suppliers?
    And Walker Information recently wrote that by 2020, customer experience is expected to surpass product and pricing as the key business differentiator. There's no longer any doubt that providing great customer experiences has become essential for competitive success. In 2014, research by Gartner found that 89% of companies expected to compete mostly on the basis of customer experience by 2016.
  • CHIEFMARTECH  |  TUESDAY, JUNE 28, 2016
    [Business] Where unicorns come from — feeder roles for marketing technologists
    Manager CRM and Business Analytics. Senior Business Systems Analyst. Business Intelligence Analyst. The following is a guest post by Erica Seidel , founder of The Connective Good , a recruitment firm focused on marketing leaders with deep analytical and technical skills. Erica also serves on the advisory board of the MarTech conference series. Marketing technologists have burst onto the scene in recent years.
  • MODERN MARKETING  |  FRIDAY, APRIL 19, 2013
    [Business] The X Factor: The Convergence of Customer Experience and Web Experience Management
    The X Factor: The Convergence of Customer Experience and Web Experience Management is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. by Steven Woods | Tweet this Today’s blog post was written by Steven Woods, GVP of Software Development at Oracle. The article ran Apr. 16 in CMS Wire, . Within a crowded marketplace, organizations are turning their sights to drive sales and brand recognition through one key relationship — the customer.
  • INFLUITIVE B2B  |  THURSDAY, NOVEMBER 5, 2015
    [Business] 7 Referral Program Best Practices For Wooing Customers
    Explain what your ideal customer values, the types of organizations you target, the roles of the people you want to connect with and the business problems these prospects may be facing that your product or service can help solve. This incentivizes advocates to submit leads that are a good match for your business. From high-growth startups, to multi-national enterprises, every B2B company wants more customer referrals.
  • MODERN B2B MARKETING  |  WEDNESDAY, FEBRUARY 24, 2016
    [Business] AdWords Nerd Alert: What Google’s Removal of Sidebar Ads Means for Marketers
    That’s a lot of data to work with so Google must be pretty confident that this update will be good for their AdWords business. Author: Mike Tomita Stop the presses! Last week, it was reported by several sources, and confirmed by Google, that the AdWords ads that appear on the right hand-side of Google’s search engine results page will be removed from desktop searches in the near future.
  • MARKETING ACTION  |  MONDAY, APRIL 6, 2015
    [Business] Customer Lifecycle Metrics, Part 4: Convert, and Create a Customer
    Be sure to download the eBook, The New Marketing Metrics for B2B , to get metrics for every stage of the customer journey, as well as a five-step plan to help you analyze your business process and continually improve the results of your marketing. This is part four in a series of five blog posts that examines the metrics you should measure throughout the five stages of the customer lifecycle: attract , capture , nurture , convert, and expand. .
  • MODERN MARKETING  |  FRIDAY, DECEMBER 22, 2017
    [Business] How Content Marketing is Evolving Heading into 2018
    You can also download Measuring the Effectiveness of Your Content Marketing for a 5-step process to prove value and grow your business by creating measurable goals and define your sales and marketing funnels and associated content. The content marketing landscape is constantly changing and evolving, and while more brands than ever are increasing their budgets, many fail to see the hoped-for results.
  • PUREB2B  |  SUNDAY, APRIL 16, 2017
    [Business] Why Timing is Critical in Lead Generation
    If your business doesn’t reach out with the right message at the right time, buyers will go elsewhere. According to a Harvard Business Review’s Lead Response Study , the average response time of B2B companies is 42 hours. According to research conducted by SalesForce , 80% of business buyers expect brands to communicate in real-time. So, treat your business buyers the same way you would treat B2C customers, like human beings with specific needs and requirements.
  • CONTENT STANDARD  |  MONDAY, FEBRUARY 6, 2017
    [Business] Do You Have the Right to Tell Your Brand Story?
    As such, the ad is at risk of being politicized, and drawing criticism from both sides of the argument: while some may deride the ad for appropriating a hot-button issue to advance its own business interests, others could slam Budweiser for attempting to make a political statement. Telling a brand story is more nuanced than it sounds. There are, after all, countless stories to share with the world, and brands aren’t limited to factual accounts of their own company histories.
  • MODERN B2B MARKETING  |  WEDNESDAY, SEPTEMBER 23, 2015
    [Business] Introducing…The CMO Nation!
    Coming next month, we’ll also be debuting a new whitepaper from Harvard Business Review Analytic Services sponsored by Marketo on the marketing organization of the future. Author: Sanjay Dholakia Hey there, Marketing Nation. Today is a big day for Marketo—we are launching the CMO Nation , a new site that offers an executive perspective on the ever-changing role of the marketer.
  • HINGE MARKETING  |  THURSDAY, MAY 21, 2015
    [Business] 3 Reasons Why Mobile Matters for Professional Services
    Users Are Consuming Content on Their Mobile Devices Now More Than Ever People are busy. Since the goal of your website and marketing is to gain interaction with your prospects , a poorly designed mobile site can cause you to lose out on potential business. Providing your viewers with a mobile-friendly experience can be the difference between keeping their attention or losing their business.
  • HUBSPOT  |  FRIDAY, FEBRUARY 18, 2011
    [Business] Google Launches A More Social Search
    With this latest update from Google, rank officially died as a metric for businesses to obsess over. At HubSpot, we have been advocating for a while now that businesses need to become active on social media, not only for the benefits that come from building reach and engagement on individual platforms, but also for the benefits these connections would provide in the evolution of search. A battle is happening in the Silicon Valley.
  • THE FORWARD OBSERVER  |  THURSDAY, MARCH 19, 2015
    [Business] 4 Steps To Align Your Sales Approach With Inbound Marketing
    Understand their business from a news perspective. Are you generating leads with modern, inbound marketing but trying to sell to them with traditional sales tactics? Here''s how to align the methods. Ah, the good old days. Back when it was a seller’s world. Remember when the buyer had to come to the seller to research their purchase? What made it so great? Information. The buyer had it and the seller wanted it.
  • VIDYARD  |  FRIDAY, NOVEMBER 18, 2016
    [Business] More Content is Not Always Better – Wise Words from Chris Vandermarel
    I love technology, and from the early days I had a Mac at home, and really loved the intersection of art and science that happened in the digital platform,” Vandermarel said, “Coming out of school, I graduated with a business degree, concentration in Marketing, and I knew I really wanted to exist where marketing and technology coincide.”. Content marketing may be all the rage, but now that everyone is doing it — how can brands stay relevant?
  • MODERN B2B MARKETING  |  WEDNESDAY, DECEMBER 5, 2012
    [Business] Improve your Targeting and Tell a Story By Creating Buyer Personas
    And remember, personas are for all sized businesses. The challenge of current operating businesses is to pull out of the day-to-day in order to spend time on a persona project. by Dayna Rothman A persona is a research-based profile of an archetypal customer that represents needs of many. Personas work for B2B because they bring focus, empathy, and consensus to your campaigns.
  • BIZNOLOGY  |  MONDAY, JULY 18, 2016
    [Business] Personalized content for more effective content marketing
    The comprehensive tools will include dashboards that will help you measure process metrics, though you’ll still need to translate those into business metric success for your own firm. Don’t call them, they’ll call you. In today’s B2B world, your prospects don’t want to hear from you until much later in the buying process, so attracting, engaging and nurturing them until they’re ready to talk to a sales person is no longer a nice way to supplement the top of your funnel.
  • MODERN MARKETING  |  TUESDAY, OCTOBER 29, 2013
    [Business] Memories From Eloqua Experience 2013 (Slideshow)
    Memories From Eloqua Experience 2013 (Slideshow) is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. by Eloqua | Tweet this More than 2,000 modern marketers gathered at Eloqua Experience last week at the Hilton Union Square in San Francisco. We shared three days of memorable content, information exchange, and networking.
  • B2B MARKETING DIRECTIONS  |  SATURDAY, JANUARY 7, 2017
    [Business] Why It's Time to Reset Expectations for Content Marketing
    Mark Ritson, a marketing professor at the Melbourne Business School in Australia, recently published a column at Marketing Week titled "Is content marketing a load of bollocks?" It addition, increasing competition in the content marketplace means that marketing and business leaders must have realistic expectations for what content marketing can achieve.
  • MODERN B2B MARKETING  |  WEDNESDAY, OCTOBER 4, 2017
    [Business] 5 Tips to Prevent a Social Media Nightmare
    No matter how big or small your business, anyone associated with your brand needs to be aware of what they should and should not be saying during a crisis. Whether you have one person running social media or fifty, ensure everyone is aware of how they should be communicating on your business social media pages , as well as on their own personal social network channels. There are all kinds of situations that can go wrong for a brand to trigger a crisis.
  • VIDYARD  |  TUESDAY, OCTOBER 31, 2017
    [Business] 3 Questions That’ll Blow Your Video Marketing Mind
    Attend Fast Forward to catch The Rise Of The Video-Enabled Business and see. Every time you feel like you have digital figured out, it changes. You master data sourcing, but then everyone adopts AI. You perfect email outreach, but buyers move to Slack. You invest in social, but influencers steal your emoji-laden thunder. Can’t a marketer catch a break? We’re afraid not.
  • HUBSPOT  |  MONDAY, JANUARY 2, 2012
    [Business] 8 Reasons You'll Get Buried Alive Without Quality Content
    Perhaps that way, you can truly kick-start your 2012 marketing strategy with some inspiration to get your business blogging into full swing. A marketing prediction for 2012 from Small Biz Trends states that all business owners will truly step up and start nailing content creation. In a guest post in the Harvard Business Review, HubSpot's SEO Manager Brian Whalley talked about how Google will change web marketing in 2012.
  • DIGITAL B2B MARKETING  |  THURSDAY, NOVEMBER 29, 2012
    [Business] Will Jet Engines Ever Be Social?
    Sharing with family and friends Promoting your business Mining data for information about political sentiment Collaborating on a business project Handling customer service requests Making current public transit schedules available Distributing public notifications Providing scheduled personal or group notifications Today, I’m connected to social networks from my laptop at work, a second computer at home and from my phone.
  • LEADERSHIP  |  TUESDAY, SEPTEMBER 9, 2014
    [Business] Big Data WILL Transform Your B2B Lead Generation
    So you should “use the latest and greatest software to start using Big Data in your business too”. In our busy, fast-paced world, we don’t have the time and feel stressed when faced with an overwhelming number of decisions to be made—whether the decision is what food to order from an endless menu or which enterprise solution to buy from a host of B2B vendors. —If You Learn How to Use It .
  • HUBSPOT  |  TUESDAY, FEBRUARY 12, 2013
    [Business] Help! My Sales Team Thinks Our Inbound Leads Suck
    Some percentage of these leads are just not a fit for your business. Then tell the rest of the team to watch as their colleague starts closing business faster and at a higher rate. I must have had the following conversation at least 50 times last year: “Mark, we love inbound marketing. We’ve completely overhauled our marketing so it aligns with the way prospects buy today , and we’re generating 10 times the leads we did in the past. It's awesome.
  • MARKETING INSIDER GROUP  |  TUESDAY, AUGUST 10, 2010
    [Business] Whatever Happened to Marketing Strategy?
    It requires us to think with forethought to determine and to communicate our business goals. Flexibility is built in to accommodate an ever-changing business landscape. He made everyone write a business plan. If you wanted funding: write a business plan. Having a meeting to pitch a new idea: write a business plan. This is what your CMO was getting at by requesting a business plan from everyone and I love that example.
  • HUBSPOT  |  TUESDAY, JANUARY 17, 2012
    [Business] Mobile App Usage Trumps Web Browsing at 94 Minutes a Day [Data]
    So it makes sense that you would capitalize on this growth by creating a mobile app for your business, right? Failing to mobile optimize your website can hurt your bottom line; but if your site is mobile optimized , the absence of a mobile app won't damage your business if site activities can still be easily performed via mobile web browsing. Have you created or started the process of creating a mobile app for your business?
  • HUBSPOT  |  THURSDAY, OCTOBER 10, 2013
    [Business] Pinterest Lead Generation 101: Best Practices and Hacks That'll Make You a Pro
    And while we all don''t have businesses built around those three things, there is a huge opportunity on Pinterest to tap into the last obsession. Pinterest Analytics Clicks: If you have a verified business account , you can access these metrics directly in Pinterest''s dashboard. In marketing, there''s still a huge misconception about Pinterest. Some marketers think that it''s useless -- just another fad network that people are getting in a tizzy about.
  • MODERN MARKETING  |  SUNDAY, MAY 22, 2011
    [Business] Robert Egger On Why Nonprofits Need To Re-Think Marketing
    The response is shared by the nonprofit world, the business world and political world. And most people in business see a divide between dot org and dot com. When use terms like “revenue”, “profit” and “business” among nonprofits, what’s the reaction? And we’re looking for someone who wants our collective business, but we want a seat on the board in exchange for that. by Jesse Noyes | Tweet this.
  • ACT-ON  |  MONDAY, DECEMBER 19, 2016
    [Business] Successful Sales and Marketing Alignment, Part 5: The Lead Handoff Process
    Your business goals will determine what those are. Learn more about how to measure the metrics that really matter to the success of your business in this eBook. This post is part of a series to help B2B organizations understand and implement sales and marketing alignment. Part one was about getting started. Part two showed how to identify the target buyer and their journey. Part three outlined the steps to designing a successful lead process.
  • HUBSPOT  |  FRIDAY, JANUARY 24, 2014
    [Business] Twitter Releases Card Analytics: Here's How to Use 'Em
    These reports give you some great basic data to optimize your Twitter presence, but there are a few key areas where you''re going to need more helpful data if you want to grow your business through Twitter. These Twitter Card analytics are great for one thing: gauging some very specific Twitter metrics that may have impact on your business'' bottom line.
  • HUBSPOT  |  THURSDAY, OCTOBER 18, 2012
    [Business] Why Thank-You Emails Are the Untapped Gold Mine of Email Marketing
    Depending on what your business goals and needs are, you could be sending newsletters, digests, dedicated sends, behavior-driven emails, lead nurturing emails , and more. In our Introduction to Email Marketing ebook, we discussed that there are several different types of marketing emails you can send to your contacts. All of these different options have their purposes, yet many marketers overlook a particular type of email that tends to get a lot of traction -- the transactional email.
  • THE ROI GUY  |  TUESDAY, FEBRUARY 21, 2012
    [Business] The High Cost of Discounting
    As a result of the late invite and competitiveness of this stage, our sales professionals are often forced to discount as the only way to win the business. Discounting is unfortunately a way of life for many of our sales professionals today. There is a new breed of buyer who is more skeptical and frugal than ever before, indicating that price is the key factor in over 64% of decisions (U of Dayton).
  • B2B LEAD GENERATION BLOG  |  MONDAY, JULY 9, 2012
    [Business] B2B Selling: 4 steps to gain customer intelligence before your sales call
    Kosch and Shonka are authors of the business book, Beyond Selling Value , and co-presidents of IMPAX Corporation , a sales consulting company. In one meeting, that rep launched himself from a vendor to a business resource,” says Shonka. Tweet They’ve downloaded your whitepapers, attended your webinars, read your blogs. They’re actively engaged with your content, and their lead score is consistently climbing.
  • THE ROI GUY  |  THURSDAY, MARCH 14, 2013
    [Business] Sales Enablement’s Dirty Big Secret
    More frugal – more than ever, buyers are sticking with “business as usual” versus considering change. Attending the Forrester Sales Enablement Forum, one research metric was presented that just blew me away. According to Forrester, the average company spends more than $135,000 in sales support costs per year for EACH salesperson. That’s $135 large a year folks on the hidden cost of sales !
  • HUBSPOT  |  FRIDAY, JULY 28, 2017
    [Business] The Future of Social Media Is Here: These Are the Trends You Need to Know
    It wasn’t clear at all in 2012 that Facebook had a viable business model. Facebook’s success as a business is directly related to their success in mobile. These new products are big bets that they hope will have the same impact on their business as their shift to mobile did for them back in 2012. A good social ad strategy will make you way more money than it will ever cost you and help you compete with much larger businesses.
  • BIZNOLOGY  |  MONDAY, MAY 16, 2016
    [Business] 10 secrets to research the best SEO keywords
    If you do business primarily in one location or region, then add this place to your most frequently used keywords. SEO is a puzzle to some. Researching the best SEO keywords is an essential part of your online strategy, that is, if you want to be seen. Before slapping content up on a website, be sure you’ve done your keyword research. As a content marketer, you easily find that search engine optimization (SEO) can kill your online sales and prospects if not executed properly.
  • MODERN MARKETING  |  MONDAY, JUNE 29, 2015
    [Business] The Long Term Value of an Email Marketing Welcome Programme
    From making a guest feel at home when they visit for the first time to solidifying a new business relationship with a firm handshake, a warm welcome is essential for any relationship to get off on the right foot. A warm welcome is also crucial for the email marketing environment; just as you wouldn’t ignore a customer entering a store, an email marketer shouldn’t forget to say hello when a shopper signs up to receive the brand’s emails.
  • ANNUITAS  |  WEDNESDAY, MAY 28, 2014
    [Business] BMA 2014 Recap Day 1. Most of It Anyway
    A team effort with marketing front and center of the brand strategy that according to Metcalf “was aligned to the business goals and strategies.”. I am taking some time during the networking break to record some real-time feedback from the BMA National Conference here in Chicago.
  • HUBSPOT  |  FRIDAY, NOVEMBER 27, 2015
    [Business] Why Last Year’s Holiday Ecommerce Sales Numbers Are Changing 2015 Expectations
    What Does This Mean for Your Ecommerce Business? Rather than relying on the holiday season to be their primary growth driver, forward-thinking businesses are finding ways to drive growth throughout the year. You don’t need anyone to tell you that the holidays are a major opportunity for retailers everywhere (online or offline). But you might be surprised by the level of importance they carry and how some of these trends are changing.
  • PUREB2B  |  SUNDAY, AUGUST 28, 2016
    [Business] Customer Acquisition: In-House or Outsourced?
    Lead generation capabilities have become a key factor that determines a business’ success or failure. You are out of business if you don’t have a prospect!” – Zig Ziglar. Furthermore, 72 percent of the companies surveyed believe their lead generation strategy was successful “to some extent” in achieving business objectives. In light of this, many businesses are looking for more ways to keep the influx of leads consistent.
  • MODERN MARKETING  |  WEDNESDAY, MAY 1, 2013
    [Business] Credit and Measure: More Tips to Improve Sales and Marketing Alignment
    Credit and Measure: More Tips to Improve Sales and Marketing Alignment is from Eloqua’s It’s All About Revenue, a Blog Covering Business To Business Marketing. by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Sam Boush, the President of Lead Lizard , a marketing automation agency based in Portland, OR.
  • NAVIGATE THE CHANNEL  |  TUESDAY, OCTOBER 17, 2017
    [Business] Top 5 Content Marketing Trends for 2017
    Videos don’t always have to be highly professional; simple hand-held cameras that display insight into a company’s culture, process or events can build a relationship between the business and customer one person at a time. Content marketing trends change often due to advances in technology, search engine preferences and changes in advertising. While the primary goals remain the same, strategies and techniques vary dependent on audience and industry.
  • HUBSPOT  |  WEDNESDAY, OCTOBER 30, 2013
    [Business] What Makes a Presentation Great? Deconstructing an Awe-Inspiring TED Talk
    His presentation is the most popular TED Talk on business or marketing by a long shot. In an essay for the Harvard Business Review this spring, Anderson did his best to put the practice of brilliant TED Talks into words: "When I think about compelling presentations, I think about taking an audience on a journey. Since he gave the presentation back in 2009, Simon Sinek’s TED Talk on inspiring action has racked up more than 12 million views.
  • SNAPAPP  |  WEDNESDAY, SEPTEMBER 13, 2017
    [Business] Where Sales and Marketing Connect (or disconnect): My First Trip to Content Marketing World
    Over the past several years the Sales and Marketing relationship has been scrutinized by authors, speakers, and business theorists alike, all hoping to isolate the silver bullet – genuine alignment. . While the problem could not be fixed overnight, Skyler and his team gradually implemented a whole new strategy that is crucial for all businesses to take note of: . Hi there. My name is Zach , and I work in sales. .
  • MODERN MARKETING  |  WEDNESDAY, NOVEMBER 18, 2015
    [Business] 4 Factors That Drive Email Open Rates
    Here are 4 primary factors that help optimize open rates, driving engagement, clicks and repeat visits for your business: 1. Before any email can be successful, it has to be opened. Everyday, tens-of-billions of emails die on the vine: ignored or trashed without ever being seen. Marketers have come to expect piddly open rates as the norm, and that’s too bad, because a lot of marketing email is actually pretty good.
  • SALES LEAD INSIGHTS  |  FRIDAY, SEPTEMBER 4, 2015
    [Business] A creative director’s take on marketing strategy and tactics
    This is one of a series of occasional interviews with top practitioners on topics of interest to B2B lead generation, marketing and new business development professionals. As creative director, Peter turns business and sales objectives into provocative, compelling, and highly focused lead generation campaigns. Lead generation is a top objective of B2B marketers.
  • HUBSPOT  |  FRIDAY, FEBRUARY 11, 2011
    [Business] 4 Trends Impacting Ecommerce Marketing in 2011
    Social commerce is still new and some businesses have been burned, while others have experienced wild success. Make sure not to over-commit your business and track your success over the long-term as closely as you can. For example, Groupon’s gifting application could be in violation of state laws for gift certificates while the data gathered from middle commerce businesses could be used for scrupulous gain. His business allows consumers to: 1.
  • MODERN MARKETING  |  MONDAY, JULY 3, 2017
    [Business] Whoever Said Digital Transformation Has To Be So Complex?
    Their research shows that 75% of executives believe complexity is making it harder for them to reach their business goals. Corporate complexity operates in stealth mode. It is born as simplicity, something initiated with the purest of intent. Its goal is to solve a small, straightforward, departmental problem through the implementation of a solution with just a few basic steps. It achieves that modest goal and is deemed by its developers and internal customers to be a success.
  • CONTENTLY  |  MONDAY, MARCH 27, 2017
    [Business] The 3 Most Important Reasons Marketers Use Marketing Technology
    Whether we’re freelance creatives or enterprise marketers, we all want more visibility when it comes to issues that impact our business. When I decided to stop freelancing as a writer full-time, most of my friends and family assumed it was because of the financial grind. They weren’t entirely wrong; waking up every day to hunt for paychecks wears you down. But the biggest factor behind the decision was fear of the unknown.
  • INFER  |  WEDNESDAY, JULY 6, 2016
    [Business] 5 Ways to Supercharge Sales with Predictive Lead Scoring
    Predictive technology has matured rapidly, and there’s now a whole community of forward-looking businesses that are already showing proven results. By understanding key attributes for each account — such as their business model, what technologies they use, etc. This byline by Infer’s Sean Zinsmeister was originally published on the HubSpot blog. Even if you’re not the “early adopter” type, you’ve probably heard about the rise of predictive analytics for sales.
  • 6SENSE  |  WEDNESDAY, MAY 10, 2017
    [Business] How PGi Achieves Marketing-Sales Alignment, Consistently Grows Pipeline and Takes the Guesswork out of ABM with 6sense
    Data-driven decision-making has allowed us to optimize our marketing and sales efforts to increase the speed with which we identify, win and rebook business. In a business where the company who gets to the prospect first has the strongest advantage, pinpointing in-market prospects, finding net-new accounts and increasing sales efficiency has been game changing.
  • HUBSPOT  |  WEDNESDAY, FEBRUARY 22, 2017
    [Business] 6 Seemingly Harmless Ways You're Sabotaging Your Proposals
    This is a risky, time consuming approach to winning new business. Instead, start the process by establishing key messages you need to communicate (probably no more than three) to win the business. 60% of leading advertisers will review their agencies within the next 12 months, according to a study from Advertiser Perceptions. As if to prove the point, Procter & Gamble announced in January they will review all ad agency contracts in 2017.
  • MODERN B2B MARKETING  |  FRIDAY, FEBRUARY 6, 2015
    [Business] 3 Management Lessons from Pete Carroll’s Super Bowl Mistake
    The same thinking applies to our businesses too. As marketers, we absolutely don’t want to try out untested messaging in a big end-of-the-year campaign or introduce some new pricing approach late in the 4 th quarter of our business. Author: Chandar Pattabhiram “Let’s throw the ball here!” Pete Carroll’s, Head Coach of the Seattle Seahawks, now famous directive to his offensive coordinator who in-turn made the play call.
  • HUBSPOT  |  SUNDAY, JUNE 2, 2013
    [Business] BuzzFeed, CNN, and YouTube Plan Online Video Channel, and Other Marketing Stories of the Week
    Free Guide: An Introduction to Google+ for Business. We’ve put together a brand-new guide on how to use Google+ for your business: Download the guide today! Recently, we’ve been hearing a lot of chatter about the slow and steady decline of advertising, especially on TV, and the rise of social networks. Many marketers have begun to accept this as fact, but there are companies like Twitter that have found ways to revitalize what seems like a dying industry for marketers.
  • MODERN B2B MARKETING  |  WEDNESDAY, APRIL 25, 2012
    [Business] Marketing Automation – Lessons Learned
    Do your marketing people have the technical expertise to create content that your prospects are looking for, or will you need help from elsewhere in the business? For a smaller business with a limited budget, outside help might not be an option. Don’t limit your thinking to new business. by Jason Miller The following is a guest post by Joby Blume, Managing Consultant at BrightCarbon.
  • MARKETING ACTION  |  MONDAY, SEPTEMBER 9, 2013
    [Business] Better Calls To Action = More Conversions
    This is the link that takes your visitor from the content to the next step in forming a business relationship or making the sale.”. Organize business goals and identify success metrics. Placement on the page should reflect the hierarchy of your business goals.”. Editor’s note: Effectiveness and efficiency – two holy grails for all content marketing – are particularly important for calls to action (CTA), as they’re conversion points.
  • HUBSPOT  |  THURSDAY, APRIL 23, 2015
    [Business] SEO for Images: Why We’re Trying to Rank for the Term 'CEO'
    Harvard Business Review 's list of the top 2,000 performing companies included 29 female CEO, which is 1.5%. She scaled the business to more than $8 billion in revenue in 10 years. In 2013, Harvard Business Review rated her one of the top performing CEOs. She's is well-respected, even as HP's business continues to struggle. This post originally appeared on HubSpot's Agency Post. To read more content like this, subscribe to Agency Post.
  • HUBSPOT  |  FRIDAY, APRIL 27, 2012
    [Business] 7 Clever Email Campaigns That Get Customers Buying Again
    People are busy; no matter how much they love you, sometimes it's just hard to keep in touch, you know? And ecommerce businesses that don't leverage remarketing campaigns are missing a huge revenue opportunity -- according to Practical eCommerce , only 5% of new customers that make a purchase with a company return to the site, and only 3% make a second purchase. If you have a great product, customers will probably want to buy from you again.
  • KAPOST  |  WEDNESDAY, AUGUST 3, 2016
    [Business] The Customer Experience Success Triangle: A CEO’s Perspective on Why Companies Need to Invest in Customer Experience
    However, now many companies are finding that investing in customer experience programs actually increases customer engagement and satisfaction, resulting in enhanced loyalty and sustained business. If you offer extra features than what they are paying you for, their gratitude will expressed through their continued business. Emphasize activities that make customers more successful, and help them meet their business goals.
  • LEADSPACE  |  FRIDAY, OCTOBER 9, 2015
    [Business] B2B Inbound Marketing 101: The Foundation of Your Content Marketing Plan
    Here’s the stuff I should be doing: Understand the key goals of the business. Once you’re cranking out content and driving leads, you’ll be too busy cashing checks (booyah) to go back and fix it, and it’s a task that only gets more daunting the longer it’s ignored. What are their titles, what is the profile of the businesses they work in, what keeps them awake at night? Businesses, especially startups, change focus as the market changes.
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