• HINGE MARKETING  |  WEDNESDAY, MAY 24, 2017
    [Companies] 5 Proven Growth Strategies for Professional Services Firms
    However, there are a few strategies for growing a company that have been proven to work, time and time again. Related Stories The Seven Factors of Company Value Top 10 Strategies for Increasing the Marketing ROI for Your Firm Persona Development for Professional Services Marketers. We’ve all been in those meetings when ideas for stimulating growth get tossed around.
  • KAPOST  |  WEDNESDAY, MAY 24, 2017
    [Companies] Where Should Content Fit into a Marketing Organization?
    A company’s content strategy touches all facets of an organization from sales and. That’s the question that leaves so many organizations stuck. And the truth is, there is no universal answer. The post Where Should Content Fit into a Marketing Organization? appeared first on Kapost Content Marketing Blog. Content Marketing Leaders Intermediate Content Marketing Marketing Strategy
  • YOUR SALES MANAGEMENT GURU  |  WEDNESDAY, MAY 24, 2017
    [Companies] What Separates Ave Firms from High Performing Firms?
    High performance leaders understand that salespeople need to feel leadership’s high energy level, their belief in the company/products/services and the need to share a positive vision. What Separates Average Organizations from High Performing Organizations? .
  • LARGEREVRESPONSE B2B WHITE PAPERS  |  TUESDAY, MAY 23, 2017
    [Companies] Customer Success and Marketing Alignment: The Key to Unlocking Customer Advocacy
    Most B2B companies say the customer experience is a priority, but their teams are not prepared or coordinated enough to make this a reality
  • KEO MARKETING  |  WEDNESDAY, MAY 24, 2017
    [Companies] Effective Marketing Strategies for B2B Companies
    As a business to business (B2B) company, lead generation is an essential part of your marketing and sales strategy. The goal is to gain their trust and prove that your company is worthy of their business. It has been found that B2B companies that connect with their buyers in an emotional way experience twice the impact over marketers who only try and sell customers on the functionality of their products or services. Alerting customers to the latest company news.
  • 6SENSE  |  WEDNESDAY, MAY 24, 2017
    [Companies] Jewel, a CFO and 2,500 B2B Marketers Walk Into a Room…
    As the CFO of a software company, the prospect of attending a three-day B2B marketing conference can be daunting. Where do I fit in amid a sea of marketers? Fortunately, the SiriusDecisions 2017 Summit had a little bit of everything for everyone. The highlight for me came from the one person there *seemingly* more out of place than I was – acclaimed singer/songwriter Jewel. No overnight success – sound familiar? Jewel was living in a van when she was discovered.
  • KOMARKETING ASSOCIATES  |  WEDNESDAY, MAY 24, 2017
    [Companies] Five Crucial Tips for a Successful Boost Post on Facebook
    Today, I will be focusing on “ Boost Posts, ” a type of Facebook Advertising that allows companies to choose a post and have it distributed in the News Feed to anyone they want, based on interests, demographics, etc. Companies can spend money fast boosting a post, so having a specific goal in place is necessary to use that money effectively. Based on the goal, companies have the ability to target anyone they want on Facebook.
  • INFER  |  WEDNESDAY, MAY 24, 2017
    [Companies] Guest Post: How to Use AI to Ramp Your Sales Team by Ben Daters
    Ben’s passion for coaching and leadership helped drive the company through an IPO and acquisition. He was a key member as the company grew from 50M to 250M in annual revenue. A rep’s first 30 days can define their career. If a rep has a successful on-boarding and ramping process, the world is their oyster. If their onboarding and ramping experience is inconsistent and they aren’t given the tools to succeed, the rep will likely fail.
  • VIDYARD  |  WEDNESDAY, MAY 24, 2017
    [Companies] 6 Mega Trends in Sales, SaaS, and Video from HubSpot’s Chief Sales Officer
    This means that they involve sales, marketing, and product teams in company strategy planning as everyone should have an equal seat at the table. Recently, Hunter Madeley, Chief Sales Officer at HubSpot, sat down with our CEO, Michael Litt to discuss all things sales, SaaS, and video! They bantered for nearly an hour by the toasty fire, but since everyone likes things short and sweet these days, we figured we’d wrap up six of the biggest takeaways.
  • CONTENT STANDARD  |  WEDNESDAY, MAY 24, 2017
    [Companies] Brand Journalism and the Case for Optimism
    I think it really depends on what the company’s goals are and the people that are part of it…I would not be able to directly answer that without having more specific conversations [with the brand].” It pains me to admit that, although my career depends on it, I harbor a small but stubborn vein of cynicism when it comes to brand journalism.
  • RADIUS  |  WEDNESDAY, MAY 24, 2017
    [Companies] Future Of B2B Marketing And Sales: 20 Experts Share Their 2017 Predictions
    Looking out for technologies, strategies, and organizational thinking that helps your company excel. Marketing is doubling down on smarter top-funnel strategies to identify and engage the right pros at the right companies. The hurt caused to companies (of any size) by the technology silos between marketing and sales departments will force a fundamental relook at how they deploy these technologies. Revenue, that’s the name of the game in 2017.
  • MODERN B2B MARKETING  |  WEDNESDAY, MAY 24, 2017
    [Companies] 1 Awesome Way To Create Great Content
    If you already have a channel that rewards employees for engaging with and sharing company news and announcements, make sure you’re sharing your program there. If you have an internal site that your company uses to share information, it probably makes sense to post your program guidelines or at least a link to them.
  • HG DATA  |  WEDNESDAY, MAY 24, 2017
    [Companies] See How Intacct Improves Sales Focus and Close Rates
    Its solutions are used by companies of all sizes to improve performance and make finance teams more productive. With the visibility provided by HG Data, the Intacct sales team quickly identified ideal prospects (companies using legacy on-premise ERP systems), leading to some quick sales wins for its team. Intacct provides award-winning, cloud based ERP software.
  • HUBSPOT  |  WEDNESDAY, MAY 24, 2017
    [Companies] 6 AI Startups We're Keeping an Eye On
    What the Company Does. We love it when companies examine what they already do best and say something like, “Wait a minute -- we can use this information to make something even better.”. The next step, the company decided, was to help marketers make even better use of that data -- with the help of intelligent algorithms that predict the results of a given current spending track, and provide budgetary alternatives that address the aforementioned scenarios.
  • ACT-ON  |  WEDNESDAY, MAY 24, 2017
    [Companies] The 10 Commandments of Successful B2B Customer Retention
    If you can, offer them video tutorials, an on-demand webinar or two, or show them case studies of how other companies have used your services. Then point them to how to find help for themselves, including how to find the right person or resources at your company. Whether that takes the form of creating content for existing customers, improving products, personalizing service, or finally staffing your help lines adequately will depend on how your company is operating now.
  • HUBSPOT  |  WEDNESDAY, MAY 24, 2017
    [Companies] How to Leverage User-Generated Content in Your Marketing Strategy
    Let's face it, most brands don't have the resources or expertise to compete with larger, more established companies with bigger marketing budgets. This refers to the content that your organization has 100% control over, including your company's official website, company blogs, and your official social media pages. Here's the proof: 86% of Fortune 500 companies report communities provide insights into customer needs ( Sector Intelligence ).
  • LEADSPACE  |  WEDNESDAY, MAY 24, 2017
    [Companies] SiriusDecisions Demand Unit Waterfall: Why B2B Marketers Should Take Note
    The reality is B2B buying decisions are made by multiple people and with more organizations aimed to drive coverage and engagement across target accounts, there is a need to change how companies define and track key stages of engagement.”. the individuals within the buying group) that have the problem or problems your company can help them solve. What comes to mind when you think of waterfalls? Tropical rainforests? Niagara Falls? White water rafting? Well, not anymore!
  • VIEWPOINT  |  TUESDAY, MAY 23, 2017
    [Companies] What Should the Sales Close Rate Be?
    I’ve read and heard (from a well-known industry analyst firm) that best-in-class companies close 30% of sales qualified leads while average companies close 20%. One of the biggest software companies in the world has a division that spends over $200,000 per year on leads that sales refuses to follow-up on. were even qualified companies, let alone what could be termed sales qualified leads. Less than 2% of the total were merely qualified companies, mind you.
  • BIZIBLE  |  TUESDAY, MAY 23, 2017
    [Companies] Revenue Attribution 101: Tracking, Connecting, and Crediting Marketing Touchpoints to Revenue
    A common buyer journey involves one person discovering the company and doing high level research, and then looping in coworkers to do further research. These multi-touch models are great ways to give revenue credit to touchpoints through multiple stages of the funnel, but for companies that want to get more advanced and reflect the unique characteristics of their process, a custom attribution model is necessary.
  • THE POINT  |  TUESDAY, MAY 23, 2017
    [Companies] Beware the Siren Call of Pre-Qualified Leads
    Whereas typically, content syndication has meant acquiring leads, at a fixed cost, that are filtered by criteria such as job title, geography, and company size, now many publishers and other lead generation companies are adding the option of BANT criteria such as purchase timeframe. It’s much cheaper to generate leads that are filtered solely by more traditional demographic criteria: job title, geo, company size, installed technology, etc.
  • CONTENTLY  |  TUESDAY, MAY 23, 2017
    [Companies] Understanding the Artificial Intelligence Hype Cycle, in 5 Stats
    On Android, for example, the company announced an update to its virtual assistant with futuristic features like Google Lens, which can “read” photos in real time. Google’s CEO Sundar Pichai summed up the vision on the company’s blog, Keynote: “We are now witnessing a new shift in computing: the move from a mobile-first to an AI-first world.” The research firm expects companies driven by insights (i.e.,
  • INFLUITIVE B2B  |  TUESDAY, MAY 23, 2017
    [Companies] What To Do When Your Advocate Marketer Leaves Your Company
    I want you to meet a pretty cool guy (IMHO): Truman Tang, Director of Marketing, Customer and Advocacy, at Influitive. He’s the mastermind behind our incredible advocate marketing program, Influitive VIP. Truman’s got a pretty long list of accomplishments under his belt, like driving 1,000 customer referrals in a year, running highly effective ABM campaigns.
  • LEAD LIAISON  |  TUESDAY, MAY 23, 2017
    [Companies] 3 Sales Tools I Wish I Had When I Was in B2B Sales
    Imagine knowing the people and companies who are actively checking out your website. You don’t have to spend all month wearing down a gatekeeper to get little bits of info on what this company might want. Ladies and gentlemen, account executives, and sales reps everywhere, I salute you. I have tried my hand in business to business sales and could just never get a rhythm down. They warned me going in that it’s hard to get your foot in the door these days – boy were they right!
  • TONY ZAMBITO  |  TUESDAY, MAY 23, 2017
    [Companies] 3 Forces Shaping The Future Of B2B Marketing
    Creating fragmented and non-cohesive marketing being performed as companies shift their efforts to the newest and latest approaches hyped. For example, many companies tend to adopt different labeled marketing approaches each year, whether it be content marketing, customer experience, account-based marketing, or the many others that have cropped up. While many companies have engaged in one or all three critical areas, the struggle is in creating a cycle that informs.
  • BIZNOLOGY  |  TUESDAY, MAY 23, 2017
    [Companies] Be kind for everyone you meet is fighting a hard battle
    Ian Maclaren is attributed, along with, Philo , Plato and Socrates , with saying “ be kind, for everyone you meet is fighting a hard battle.” ” I chopped it down to hugs not horns when I train new cadets at Gerris Corp. This is the core of what we at Gerris do to get through thousands of micro-influencers every day, day after day. And when we have horns and have run out of hugs, and the we don’t feel kindness in our heart, we need to channel it.
  • KOMARKETING ASSOCIATES  |  TUESDAY, MAY 23, 2017
    [Companies] 15 Ways B2B Marketers Can Use Twitter to Drive Business Results
    The goal here is to help B2B customers develop a stronger relationship with your company and even start relying on you as an essential resource for information. One of the quickest and easiest ways to help build brand awareness comes from the people who are (hopefully) already committed to the company – employees. B2B companies should not limit themselves to just one account.
  • VIDYARD  |  TUESDAY, MAY 23, 2017
    [Companies] Chalk Talks: Using Video Analytics for Smarter Selling
    However, most companies are actually missing a key part of digital body language, and that is video. One of the keys to a successful sales team today is understanding as much as you can about your prospective buyers’ interests so you can send them tailored messaging and get a relevant and timely conversation started.
  • CONTENT STANDARD  |  TUESDAY, MAY 23, 2017
    [Companies] How Portfolio Marketing Can Address the Problems of Your “Stretched” Content Strategy
    ” Imagine a company brand like a bag, and inside it’s filled with a collection of stuff—content, products, statements, experiences—that are meant to entice specific people to reach in. Once your company has grown to a point where it’s no longer typified by a single product line or brand statement, it’s time for your strategy to also adapt. Food companies, for instance, do this all the time. It’s been a long, hard fight for our marketing director.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, MAY 23, 2017
    [Companies] How I totally screwed up my blogging strategy
    Contact Mark to have him speak to your company event or conference soon. By Mark Schaefer. A few weeks ago, I sat down to prepare for the upcoming week’s blog schedule and I became paralyzed. For the first time in years, I seemingly had nothing to write about. I knew if there ever came a time when I had to “force” content onto {grow} it was a sign that I needed to stop blogging so this was a bad sign. It is quite sickening to reach a point where the ideas stop.
  • WEBBIQUITY  |  TUESDAY, MAY 23, 2017
    [Companies] Nine Winning Digital Marketing Strategies From The B2B World
    The interactive infographic, designed and executed by Ceros, was released to promote the insight report that discusses how companies in the US use wearable technology to drive business performance. Cheryl Joy is the Editor-in-Chief for Epictions, a technology company that makes content marketing and media monitoring tools. Guest post by Cheryl Joy. According to recent research from Forrester, digital marketing spend in the US will reach $120 billion by 2021.
  • ACT-ON  |  TUESDAY, MAY 23, 2017
    [Companies] 5 Assumptions That Sabotage Your Marketing
    For example, the clothing company Gap featured the same logo for many years; it was what customers knew best. But the clothing company wanted to branch out and reach new customers. Immediately after launching the new logo, the company experienced a huge backlash from current customers. Gap wasn’t the only company to invest heavily in revamping its logo to find itself in the midst of a storm. The beverage company decided it needed to act quickly.
  • HUBSPOT  |  TUESDAY, MAY 23, 2017
    [Companies] Clips 101: How to Use Apple’s New Camera App
    As the name of the parent company might suggest, Clips is currently only available on iOS devices. Marketers and readers agree -- videos and social media make up the next great frontier of content marketing and distribution. The harder question to answer: How do we quickly and easily make those shareable videos our audiences want to see on social media? There are a lot of ways to create video content directly within social media apps. Think: Facebook Live, Periscope, and Snapchat Stories.
  • HUBSPOT  |  TUESDAY, MAY 23, 2017
    [Companies] 9 Reasons Your Marketing Agency's Retainers Aren't Bigger
    It's why I started HubSpot's agency partner program in 2008, and why I've launched an agency partner program at my new company, Databox. So why the hell would a company hire an agency that doesn't prioritize their own marketing? Investors have been putting billions of dollars behind marketing technology companies (known as martech) and it's cousin, salestech, for more than a decade now. But, today, most of these companies have agency partner programs.
  • ENGAGIO  |  MONDAY, MAY 22, 2017
    [Companies] SiriusDecisions’ New Waterfall and How to Operationalize it to Drive Demand at Key Accounts
    Companies are usually pretty good at measuring the Qualified Demand, Pipeline, and Closed stages, since those have always been account-focused. The Predictive Marketing companies (like EverString and Lattice) and Intent vendors (such as Bombora) can help you with measuring Target Demand and Active Demand — or you can do this yourself as part of your account selection process. has engaged with your company is a critically important.
  • MARKETING CRAFTMANSHIP  |  MONDAY, MAY 22, 2017
    [Companies] Managing Brand Strategy…When Your Name is on the Front Door
    Any business founder / owner whose surname serves as their company’s brand name has a unique challenge. Over time, this means moving brand perceptions away from “Smith & Company: Jack Smith’s business,” and arriving at “Smith & Company: The business that Jack Smith built.” Or better yet, eventually “Smith & Company: Who was Jack Smith, anyway?”. This requires a founder to put the welfare of the company ahead of their desire to promote themselves.
  • INDUSTRIAL MARKETING TODAY  |  MONDAY, MAY 22, 2017
    [Companies] Industrial Email Marketing for Manufacturers, Distributors and Engineering Companies
    80 percent of marketers agree […] The post Industrial Email Marketing for Manufacturers, Distributors and Engineering Companies by Achinta Mitra appeared first on Industrial Marketing Today. Industrial email marketing is alive and well in 2017 despite what you may heard or read to the contrary. To quote Mark Twain with a slight modification, “The reports of my its death have been greatly exaggerated.” Here are some stats from the 2016 State of Marketing Report from Salesforce.com.
  • BIZNOLOGY  |  MONDAY, MAY 22, 2017
    [Companies] Are you ready for GDPR, Europe’s upcoming data privacy requirements?
    On May 25, 2018, any company that is not compliance with the European Union’s new opt-in regulations is at risk of a fine of up to 20 million euros, or 4% of their global topline revenue. If the regulators want to make an example of a company next May, let’s not let it be yours. Privacy is probably one of the least appealing topics in marketing. But this one’s a doozy.
  • MODERN MARKETING  |  MONDAY, MAY 22, 2017
    [Companies] 5 Steps to Lead Nurturing Success
    Brand loyalty is ever more elusive as customers are faced with seemingly endless choice, and interactions with companies are often brief and low-commitment. Marketing today is a fast-moving, highly competitive landscape where a proliferation of content from multiple brands competes for customer attention on a plethora of channels, platforms and technologies!
  • CONTENT STANDARD  |  MONDAY, MAY 22, 2017
    [Companies] Why Now Is the Time to Dive into Interactive Email Marketing Campaigns
    “Because they require more technical capabilities than just sending out an email, many companies haven’t tried them,” says Ling. Another company I worked with in a similar space—coin collectors—got very low interest and engagement.” “You’ve got mail!” ” As a message hits your inbox and you receive another push notification, you see the sender is an email marketing list you’ve signed up for, pushing the latest offer.
  • MODERN B2B MARKETING  |  MONDAY, MAY 22, 2017
    [Companies] SEO and Customer Base Marketing: Deepen Relationships for More Repeat Sales
    In the adoption and retention phase, companies focus on highlighting the value their products/services provide in order to drive increased usage. SEO is powerful for more than just inbound marketing. 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.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, MAY 22, 2017
    [Companies] Tearing down the house: How to handle social media haters
    Contact Mark to have him speak to your company event or conference soon. By Mark Schaefer. I live in a quaint lake community where there is a mix of new, modern homes and cottages built in the 1960s and 70s. As the value of lake land goes up, we are seeing many of these smaller houses being torn down to make away for a bigger and more modern structure. Such was the case this week when a house on the other side of my cove was torn down.
  • HUBSPOT  |  MONDAY, MAY 22, 2017
    [Companies] 10 Job Interview Questions to Stop Asking Candidates
    I diligently research the company and my interviewers, pore over Glassdoor interview questions, and print out copies of my resume and portfolio. Be mindful of the different personality types, cultures, and backgrounds that are applying for open roles at your company, and consider retiring some of the more common interview questions in your arsenal. Instead, ask them what makes them passionate about a company. When I get a job interview, there's a lot to prepare.
  • HUBSPOT  |  MONDAY, MAY 22, 2017
    [Companies] The Top 8 Ways B2B Brands Are Reaching Customers in 2017 [Infographic]
    That's the philosophy behind Koyne's 2017 State of Customer Marketing Report : Customer marketing is not just renewal or repeat purchase efforts, but the complete set of activities undertaken by a company following a customer’s purchase of products and services in order to help those customers be successful and productive, as well as advocate for the company.". "Being a B2B marketer is a piece of cake," said no one, ever. "A A real walk in the park. Easy-peasy.".
  • HUBSPOT  |  MONDAY, MAY 22, 2017
    [Companies] 15 Fashion Brands You Should Follow on Instagram for Marketing Inspiration
    The Instagram feed for Swedish outdoor apparel brand Fjällräven is less about their products, and more about the adventurous spirit that has defined the company for almost 60 years. No other B2C industry has thrived on Instagram quite like the fashion industry. Between their carefully curated photos, expertly targeted ads, and decisive adoption of Instagram Stories, fashion and beauty brands have become masters of consumer engagement on the visual content platform.
  • PUREB2B  |  SUNDAY, MAY 21, 2017
    [Companies] Sales Red Flags and How to Deal with Them
    Your Contact Leaves the Company. There are times when the leads you’ve nurtured suddenly decide to leave the company that you’re targeting. Let them know that you understand their decision, and should they move to another company and still find the need for your product or service, that you’ll still be there. You should also ask them to refer you to another contact person at their original company so you can continue with the lead nurturing and sales process.
  • CUSTOMER EXPERIENCE MATRIX   |  SATURDAY, MAY 20, 2017
    [Companies] Dynamic Yield Offers Flexible Omni-Channel Personalization
    The company has more than 100 customers, primarily in ecommerce and media. A small client might pay as little as $25,000 per year, although larger companies can pay much more. There are dozens of Web personalization tools available. All do roughly the same thing: look at data about a visitor, pick messages based on that data, and deploy those messages. So how do you tell them apart? The differences fall along several dimensions.
  • HINGE MARKETING  |  FRIDAY, MAY 19, 2017
    [Companies] Persona Development for Professional Services Marketers
    Hire an experienced third party to talk to clients, prospective clients and individuals in other companies who fit each persona type. In an ideal world, your marketing would deliver exactly the right message to the right person at the right time. And while there are a whole host of challenges that come with this scenario, modern marketing is taking us closer to this ideal than ever before.
  • KEO MARKETING  |  FRIDAY, MAY 19, 2017
    [Companies] Best Practices in B2B Account Based Marketing
    Account based marketing is growing at a fast pace with companies in the business-to-business space. That is because ABM enables companies to target specific companies and buyers, and has a proven return on investment. When done correctly, B2B account based marketing can result in more high-quality prospects, more closed leads and higher revenues for companies of any size. The content of the emails prospects receive from your company should address their pain points.
  • DISCOVERORG  |  FRIDAY, MAY 19, 2017
    [Companies] How Data Proliferation Evolves Sales and Marketing
    The availability of account, contact, and buyer intelligence information, such as phone numbers for C-suite execs, funding event details, and personnel insights such as departures, hires, and promotions, has enabled forward-thinking companies to disrupt traditional markets like never before. We interviewed five high-growth companies who have disrupted traditional markets and scaled successfully, to see how data proliferation enables high growth. Everyone collects data these days.
  • CONTENTLY  |  FRIDAY, MAY 19, 2017
    [Companies] 5 Predictions From The World’s Most Intense Marketing Conference
    There’s nothing marketers want more, and that company will make billions upon billions. A lot of folks think it means making content and messaging meant for one specific company. Think creating content to appeal to leaders inside Fortune 100 financial service companies, not just Bank of America. Last night, a close friend who works in content marketing DMed me on Twitter. She was very concerned.
  • SHARPSPRING  |  FRIDAY, MAY 19, 2017
    [Companies] Clean Customer Data: Getting Your Sales and Marketing in Sync
    A report from CapGemini found that if you want to remain competitive, you have to eliminate data silos: “Companies are realizing that current organizational structures and external relationships, all of which tend to be based around silos, make it very difficult to innovate in order to get and use insights from big data.”. Implement company-wide data entry standards. Company Blog Data Integration Sales
  • VIDYARD  |  FRIDAY, MAY 19, 2017
    [Companies] The #1 Sales Tool I Wish I Had
    Back then, as an account executive at a major marketing software company, I was limited to a well-defined set of tools: email, phone, social media, video conferencing, text, and in the event of an end-of-quarter emergency, fresh-baked cookies. It came from an unfamiliar company but the brightly colored thumbnail caught my eye. Jordan was a real person who had done real homework and told me what my company was missing. Back in my day, we didn’t have tools like this.
  • BIZNOLOGY  |  FRIDAY, MAY 19, 2017
    [Companies] Delivery relevancy
    They want to discover a new way of banking, a new way to communicate, a new way to rent their house, or to drive the car without having to pay premium to insurance companies all the time. Companies ignore industry verticals or segmentations to ensure that they control elements that are key to customers’ successful outcomes. We are living in times when our understanding of what is physical or digital as a product or a service gets foggier than ever.
  • MODERN MARKETING  |  FRIDAY, MAY 19, 2017
    [Companies] How to Launch a Customer-Centric Sales Strategy
    However, in the constant drive for sales and profitability, companies sometimes forget who ultimately pays the bills. They can look up companies online, read reviews, ask their peers for referrals via social media platforms and more. As buyers have become more informed, their expectations have risen, and they have become a more potent force in determining company success and failure. The companies that will win today are those that let their customers lead the way.
  • CONTENT STANDARD  |  FRIDAY, MAY 19, 2017
    [Companies] Why Likes Don’t Matter for Engagement Metrics
    The researchers partnered with an insurance company that incentivizes healthy behaviors through a points system of rewards. When the company paid for a sponsored message to its followers, points earning jumped by 8 percent. “Put another way, liking a company that offers flu shots does not translate into getting a flu shot,” according to the researchers.
  • MODERN B2B MARKETING  |  FRIDAY, MAY 19, 2017
    [Companies] How To Get Started With Quora Ads
    Additionally, not many companies advertise on Quora (they might not know about this new Quora feature), which means that if you gain access—you are already one step ahead of your competitors. How many times have you had a question but no one to answer it? So you resort to good old Google to help you. We’ve all been there, done that. And it’s the reason that Quora , a Q&A website, was created.
  • ACT-ON  |  FRIDAY, MAY 19, 2017
    [Companies] 5 “Digital Breadcrumbs” Customers Leave for You to Follow
    Statistics provide some potential reasons, such as: Sixty percent of customers stop dealing with a company because they perceive an indifference from salespeople. For example, a company previously may have emailed a promotional coupon during the summer months. But through geolocation, that same company can now send the coupon when the customer is within 50 yards of the business, making it more contextually relevant.
  • HUBSPOT  |  FRIDAY, MAY 19, 2017
    [Companies] 9 of the Biggest Google I/O Keynote Announcements
    That’s when the company’s leadership, from the CEO to various VPs, unveils and describes the newest technologies, devices, and product features released by Google. Each year, bonafide tech geeks and enthusiasts gather or tune in for one of the biggest events of the year: Google I/O, the search giant’s annual developer conference.
  • B2B MARKETING INSIDER  |  FRIDAY, MAY 19, 2017
    [Companies] Transitioning Your E-Commerce Marketing To Including A Physical Store
    So, as many sites grow in popularity, it becomes financially tempting for companies to open up a physical store to sell their products to a […]. The world of brick and mortar retail stores is not dead. In fact, having a physical location comes with a lot of perks that e-commerce sites simply cannot compete with. The post Transitioning Your E-Commerce Marketing To Including A Physical Store appeared first on Marketing Insider Group. Marketing Strategy
  • EMEDIA  |  THURSDAY, MAY 18, 2017
    [Companies] Channel Campaign Timing: The 4th Dimension of Demand Generation
    Take advantage of their social media behavior by sending them targeted emails when they mention your company, or when they discuss a subject in which your company has a keen interest. Use this channel to position your company as one who has answers – so that you will be top-of-mind when your prospect does enter active research mode. B2B companies frequently broaden this multi-channel outreach plan into a full-fledged lead nurturing process for all but the hottest leads.
  • ENGAGIO  |  THURSDAY, MAY 18, 2017
    [Companies] The Top 10 Secrets for Sales and Marketing Alignment From the Pros
    They are analogue coaches and trainers, so they try to throw workshops at the problem, buy tools and pray that people roll them out “ The Two Biggest Pitfalls that Companies Make that Cause Mis-alignment. Even though, in recent years, people have been getting into buyer personas but they are very shallow, even the ones that I see in big companies. When building a house, you can’t start with putting up walls and a roof – you must start with setting and building the foundation.
  • FATHOM  |  THURSDAY, MAY 18, 2017
    [Companies] SEO Strategy: Your Approach to SEO is Broken
    And for too many companies, their optimization efforts begin and end with optimizing their website to get their pages to rank in Google. Instead, the companies that are excelling in that space are actively creating content, optimizing it for local markets, seeking to earn quality backlinks and – when their organic listings are still out of reach –using paid advertisements to complement their search results. Or, Why Heart Surgeons Don’t Use Band-Aids.
  • HINGE MARKETING  |  THURSDAY, MAY 18, 2017
    [Companies] How Important is Expertise? [VIDEO]
    For example, if you’re an accounting firm, and you have the CFO and they’re looking for an audit company, they probably were an audit partner before they got that job, so they got a pretty good idea. There are cases where expertise isn’t so important. This video takes a look at some characteristics of these situations. Video Transcription. I’m Lee Frederiksen. Today we want to talk about how important is expertise for your professional services firm.
  • CONTENTLY  |  THURSDAY, MAY 18, 2017
    [Companies] The New Demand Waterfall, and Other Next-Level Marketing Insights You Need to Know
    Content marketing software is now “non-negotiable” One thing I love about SiriusDecisions is that the company is not afraid to put its stake in the ground on key marketing issues. There was a drum roll as the thousands in the crowd hushed. Then it came. Arms shot in the air in spiritual ecstasy. iPhone cameras flashed. What was it? Beyonce? Michelle Obama? The Pope?
  • BIZNOLOGY  |  THURSDAY, MAY 18, 2017
    [Companies] Why most B2B social media programs fail to generate real leads
    If I were to visit your website, would I find a collection of social media icons I can click on to go to your company page on each of the most popular networks? You’re ahead of many B2B companies and right in there with > 80% of those companies that have organized LinkedIn programs. Every company should have one.
  • CONTENT STANDARD  |  THURSDAY, MAY 18, 2017
    [Companies] Surviving a PR Crisis: How Brands Can Use Content to Turn Around Their Fortunes
    He sits down at his desk one morning to read a headline he has always feared: A wave of food poisoning has been traced back to one of the company’s franchises. A PR crisis of this scale is likely to strain everyone in the company, and marketers play a direct role in helping the company move past this ugly chapter. United’s non-apologies and attempts to blame the passenger have only deepened the public backlash against the company.
  • MODERN B2B MARKETING  |  THURSDAY, MAY 18, 2017
    [Companies] 3 Changes Marketers Need To Make To Be Successful 
    But now that marketing has gained a seat at the revenue table, marketers are now tasked with goals much more visible to the entire company such as growing revenue. to the rest of the company—but it also comes with a huge amount of pressure to keep up, especially when the digital world is changing constantly. How many companies have a team or even a single employee focused on this new technology?
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, MAY 18, 2017
    [Companies] How often should I blog? Five steps to answering the question
    Content marketing is a hot trend but research shows that most companies are producing increasing levels of content despite the fact that they can’t show a positive return on the investment. You might be thinking that “joy” may make a difference for a personal blog but what does that have to do with a company content publishing schedule? Contact Mark to have him speak to your company event or conference soon.
  • SNAPAPP  |  THURSDAY, MAY 18, 2017
    [Companies] Your Go-To Guide for Creative Summer Marketing Campaigns (13+ ideas and examples)
    in the summer of 2016 – the Rio 2016 Olympic and Paralympic Games, Independence Day, contentious presidential campaigns and the corresponding election looming – tapping into national pride was smart thinking on the part of parent company Anheuser-Busch. . The winners created social media content for the company on their fabulous vacations. . Vacation rental company HomeAway partnered with the influential and ever-adorable Kid President for this family-friendly summer campaign. .
  • SNAPAPP  |  THURSDAY, MAY 18, 2017
    [Companies] Your Go-To Guide for Creative Summer Marketing Campaigns (13+ ideas ad examples)
    in the summer of 2016 – the Rio 2016 Olympic and Paralympic Games, Independence Day, contentious presidential campaigns and the corresponding election looming – tapping into national pride was smart thinking on the part of parent company Anheuser-Busch. . The winners created social media content for the company on their fabulous vacations. . Vacation rental company HomeAway partnered with the influential and ever-adorable Kid President for this family-friendly summer campaign. .
  • ACT-ON  |  THURSDAY, MAY 18, 2017
    [Companies] The Modern Marketer’s New Executive Dashboard with Matt Heinz
    Your job is to get more deals for the company. It’s a lot about the brand and getting awareness, and really helping brand the whole company. Matt : I think a lot of companies just sort of have gone a little too far with the idea that, well, you can’t keep a customer unless you acquire him in the first place … which is true. This is where the entire company has to orient around that customer satisfaction success. This is Part 2 of our conversation with Matt Heinz.
  • HUBSPOT  |  THURSDAY, MAY 18, 2017
    [Companies] Women Shave Because of Marketers: How the Industry Created Demand for Women's Razors
    The disposable razor market is worth $34 billion and isn't environmentally ideal, so other companies are trying to compete with the giants like Gillette and Schick. Razor companies used fear, shame, loneliness, and sex appeal to create a massive women's shaving industry from scratch. It will be interesting to see if newer, on-demand razor companies can disrupt such an entrenched industry, and we'll keep you posted on more fun ads from disruptors like DSC.
  • LEADSPACE  |  THURSDAY, MAY 18, 2017
    [Companies] How Marketo Unleashed Their Demand Gen Potential
    As one of the world’s leading marketing software companies, Marketo’s sales and marketing teams are among the best in the business. But there are some challenges which no company, of any size, capacity or breadth of talent can avoid. Marketo’s challenges in this regard will sound familiar to any rapidly-growing, large Mid-Market or Enterprise company.
  • HUBSPOT  |  THURSDAY, MAY 18, 2017
    [Companies] 15 Questions to Make You a More Empathic Person
    The deck has been used in workshops across a number of different industries and disciplines -- from the Fast Company Innovation Festival to West Point. We know empathy -- the ability to understand and relate to the emotions of others -- is a core competency of creativity, leadership, and being an all-around happy, successful person.
  • DISTRIBION  |  WEDNESDAY, MAY 17, 2017
    [Companies] DSA Annual Meeting 2017: 5 Can’t Miss Events
    The DSA Annual Meeting 2017 is just around the corner, and this year Distribion, a Belo + Company brand will be there for the action as a proud exhibitor. As a full-service marketing solutions agency, Belo + Company delivers personalized marketing strategy and drives measurable results tailored to reach your customers. We would love for you to stop by booth #203 to learn more about Belo + Company and be entered to win Beats headphones.
  • SNAPAPP  |  WEDNESDAY, MAY 17, 2017
    [Companies] Unleashing the Potential of Every Marketer: The Story of Our Mission
    We recently asked our CEO and founder Seth Lieberman to give us some insight into his journey to founding SnapApp and how we landed on our company’s mission. But even when you are right, creation is hard: creating companies, creating culture, creating experiences, all of it. . We realized we needed something to galvanize the company and our customers. Without a marketing engine a company will not grow for long.
  • CONTENTLY  |  WEDNESDAY, MAY 17, 2017
    [Companies] Survey: Marketers Want More Video. What Else Is New?
    Every marketing and SEO blog is talking about online video marketing and every third company exec you talk to is planning to shift marketing dollars to an online video campaign.” Let’s play a little game. Can you guess what year this lede is from? “There’s no doubt that online video marketing is on the rise. Numerous studies and statistics prove that video works.
  • KEO MARKETING  |  WEDNESDAY, MAY 17, 2017
    [Companies] Keys to an Effective Social Media Marketing Strategy
    Integrating social media into your integrated marketing strategy is crucial to your company’s success. More than 56% of online adults utilize more than one social media site, while at least 61% of companies that invest a minimum of six hours a week into social media marketing experience a higher search engine ranking. Do you want to hear more about effective social media marketing strategies your company can utilize?
  • CONTENTLY  |  WEDNESDAY, MAY 17, 2017
    [Companies] 3 Hard Content Marketing Truths
    Shawna Dennis, Manulife’s head of content, detailed how her company avoided $1.2 This week, I’m on a pilgrimage in the desert. No, not the one my Jewish nana really wants me to take; it’s the one my CMO (very easily) talked me into—the SiriusDecisions Summit in Las Vegas, which secretly has the reputation as one of the most insightful marketing events on Earth.
  • BULLDOG SOLUTIONS  |  WEDNESDAY, MAY 17, 2017
    [Companies] Adapting and Reinventing: Oracle MCE2017 Recap
    The talks also challenged us to examine the unforgiving pace of innovation in marketing, and how some companies and individuals disrupted their old ways of thinking about marketing to be a force for positive change in their businesses. To back up this claim, he showed some examples of work his company, HITRECORD , has produced by way of a large community of artists, including the impactful short film First Stars I See Tonight.
  • ABERDEEN CMO ESSENTIALS  |  WEDNESDAY, MAY 17, 2017
    [Companies] The Art of Creating an Excellent Customer Testimonial
    One of the most important interactions a company will ever have with its existing customers is the process of getting a testimonial. Approaching someone about their experience with your company is a delicate interaction that should be handled with care. Here are some tips for ensuring your company’s testimonials live up to their fullest marketing potential. The story should explain why the customer’s experience with your company was important.
  • BIZNOLOGY  |  WEDNESDAY, MAY 17, 2017
    [Companies] How customer values are transforming brands today
    The results are alarming for big consumer goods companies like Procter & Gamble and Pepsi : Overall consumer packaged goods in the U.S. The failure to immediately respond to a potential brand challenge can be disastrous for a company, impacting its values, revenue, and reputation, with social media spreading the news faster than ever. First, companies must realistically, consistently and more precisely define the key values that make up their brand image.
  • CONTENT STANDARD  |  WEDNESDAY, MAY 17, 2017
    [Companies] Learn How to Create an Internal Communications Plan with Pam Didner
    Different people will have different expectations, and knowing first-hand what those are boosts a company’s efficiency. Karen Guglielmo , content marketing manager at Iron Mountain, went through the process of the company becoming a global marketing organization, and she couldn’t insist enough about the need for detail. ” Companies can’t leave communication to the whim of the moment.
  • HG DATA  |  WEDNESDAY, MAY 17, 2017
    [Companies] Katie Bullard Talks Data Quality, ABM, & Triathlons
    The DiscoverOrg platform improves the performance of all prospecting efforts by providing the company, contact, and buying context needed to sell and market more effectively. DiscoverOrg helps companies across all verticals and development stages reduce time-to-direct connection, fill their pipelines, and improve their bottom lines. To find out more about the company and how it uses HG Data Technographics, we spoke with Chief Growth Officer Katie Bullard for an update.
  • KAPOST  |  WEDNESDAY, MAY 17, 2017
    [Companies] How to Achieve Balance, Structure, and Sanity with Your Content Strategy
    Almost every company in the world grapples with this same struggle for a few reasons. Having trouble building or optimizing your content strategy? You’re not alone. The term “content strategy” The post How to Achieve Balance, Structure, and Sanity with Your Content Strategy appeared first on Kapost Content Marketing Blog. Ideation Intermediate Content Marketing Lead Nurturing Marketing Strategy Planning for Content
  • ACT-ON  |  WEDNESDAY, MAY 17, 2017
    [Companies] It’s Not You, It’s Me: 5 Signs Things Aren’t Working with Your Marketing Automation Platform
    As a growing company, you should be excited about new contacts, not dreading the new cost associated with storing them. Entering into any relationship – making that big or not so big commitment – can be fraught with anxiety whether this is the right choice. No one wants to be in a relationship that isn’t working. And the same is true when evaluating your marketing automation platform. You could be wasting valuable time with the wrong tech partner.
  • PUREB2B  |  WEDNESDAY, MAY 17, 2017
    [Companies] Why Quality Leads are Expensive
    Most companies aim to reduce their cost per lead (CPL), thinking that the cheaper the lead is, the lower the cost per acquisition (CPA), and the bigger the profit margin. Decision-makers and company influencers can be hard to reach. Getting more leads at a lower cost is always at the top of lead generation objectives, especially for startups and small businesses.
  • CONTENTLY  |  TUESDAY, MAY 16, 2017
    [Companies] Mozilla’s CMO on Lazy Marketers, Battling Trump, and the Future of the Open Web
    But the company may have hit its stride of late. As one recent headline on the company’s blog declared: “ Mozilla is Ready to Fight.” ” At Collision , the trendy new tech conference in New Orleans, I sat down with Jascha-Wolff to discuss how to be CMO at a company that hates retargeting, why marketers have gotten lazy, and how content is helping fuel Mozilla’s comeback.
  • BIZNOLOGY  |  TUESDAY, MAY 16, 2017
    [Companies] Five social media courses make one social media strategy meal
    So many companies don’t know any better. When I was young and naïve pasta was called spaghetti, and it was the main course of dinner at home. Then I took my mom to Genoa on holiday and quickly discovered that pasta isn’t a main course, it’s simply the first course. There’s a whole list of meals for a formal dinner — from the appetizer to the antipasto , then the pasta, meats, side dishes, insalata , cheese and fruit, dessert, coffee, and the digestivo.
  • MODERN MARKETING  |  TUESDAY, MAY 16, 2017
    [Companies] Cost-Effective Digital Marketing May Require Outsourcing Your Next CMO
    And the journey to harnessing the power of online and mobile advertising starts with one question: How will your company employ and then deploy your Chief Marketing Officer? With a median salary of $160,000 per year , the Chief Marketing Officer on your team may be one of the most expensive hiring decisions your company makes. She did meet with us once, but her responsibilities focused her attention on the broader needs of the company.
  • LEAD LIAISON  |  TUESDAY, MAY 16, 2017
    [Companies] Why Blogging Should Be a Key Part of Your Marketing Plan
    Companies that run blogs have 434 percent more indexed pages than companies that don’t blog. Software like WordPress allows companies to create and manage their blogs for free. Did you know that 70 percent of the links that people click on online are organic ? In other words, 7 out of 10 internet users ignore paid ads and click on natural links, like blog posts and articles, instead. While there are many ways to attract organic traffic, blogging is the best option.
  • LEADSPACE  |  TUESDAY, MAY 16, 2017
    [Companies] How To See Through Your Sea Of Data — And Find Your Ideal Customers
    Rather than making sense of all that big data and creating a clear picture of marketers’ audiences, most B2B companies’ existing sales and marketing stacks simply complicate things further, by adding poorly-integrated silos containing incomplete and often conflicting data. Individual and Company Data. Modern B2B marketing stacks must provide comprehensive, detailed data on both tiers: the individual and company level.
  • INFER  |  TUESDAY, MAY 16, 2017
    [Companies] Oh How the Tables Have Turned: What B2C Marketers Can Learn From B2B
    Although we often perceive B2B companies as one step behind their B2C counterparts when it comes to adopting the latest sales, marketing and advertising techniques, that is quickly changing. 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.
  • TERMINUS  |  TUESDAY, MAY 16, 2017
    [Companies] Chronicles of an ABM Superhero: VersionOne Drives 2x More Sales Opportunities with Account-Based Marketing
    VersionOne provides unified agile and DevOps software solutions for enterprise companies. Being an enterprise software provider, VersionOne competes with very large companies that have even larger marketing budgets. When we first started experimenting with ABM,” said Peter, “we needed a solution to help us target specific companies and create customized messages for prospects and customers at various stages.”.
  • EXO B2B  |  TUESDAY, MAY 16, 2017
    [Companies] 6 tips for a successful Facebook ad
    Read the Facebook Advertising Guide for the company’s recommendations. Facebook has become an indispensable platform for generating traffic, leads, and sales through paid advertising, just like the very famous, Google Adwords.
  • CONTENT STANDARD  |  TUESDAY, MAY 16, 2017
    [Companies] Healthcare Marketing Is Pioneering Value-Based Content, and the Rest of the World Should Pay Attention
    Applying these lessons to your own content presence will help you get past being just another company with an obviously low-effort, meandering blog. We might not be as sophisticated as other industries yet, but even companies just getting started have amazing opportunities to get past building out just another corporate blog and instead create refreshing, grounded, valuable content for an audience that needs their guidance more than ever. I’m a healthcare native.
  • CONTENT STANDARD  |  TUESDAY, MAY 16, 2017
    [Companies] How Twitter Bots Taught Me about Competitive Intelligence
    So it was no surprise to me when I logged into my company’s social listening platform ready for some customer and competitive intelligence research and discovered a slew of at-mentions from a number of unsavory bot accounts promising pretty much all bodily vices in one-hundred-and-forty characters or less. The internet is an amazing place.
  • MODERN B2B MARKETING  |  TUESDAY, MAY 16, 2017
    [Companies] 3 Mistakes Field Marketers Make (And, How to Avoid Them)
    Yes, field events are a piece of the field marketing success matrix, but your value is SO much more to your company. Set standards for yourself of what a successful program is for your company. Author: Stacey Thornberry We all make mistakes. Really. Even perfectionists (aka the personality type that’s typically drawn to the field marketing profession). But my motto is, “it’s not a mistake unless you DON’T learn from it” (and then do it again…).
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  TUESDAY, MAY 16, 2017
    [Companies] The big shift: Ads, TV, and the content monetization challenge
    They created exceptional content, bought into premium sports events, and seemed to be nurturing their brand as effectively as any company. ESPN’s parent company Disney said that interest in the sports network has never been higher — it’s just that the subscription audience has moved online where the content is free and ads have not caught up. By Mark Schaefer. For decades, I’ve been a big fan of the sports channel ESPN.
  • HUBSPOT  |  TUESDAY, MAY 16, 2017
    [Companies] Disproving Best Practices: The One- vs. Two-Column Form Test
    Baymard Institute, a usability research company, published this a few years back, and ConversionXL Founder Peep Laja has also asserted that one-column forms perform better. A few months ago, I took the stage at Digital Summit Dallas to talk about blog conversion rate optimization (CRO). The session right before mine was led by Unbounce Co-Founder Oli Gardner -- a household name for those of us in the CRO industry. Needless to say, it was a tough act to follow.
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