• THE B2B RESEARCH BLOG  |  MONDAY, SEPTEMBER 25, 2017
    [Companies] The big trends in B2B marketing
    The post The big trends in B2B marketing appeared first on Circle Research - B2B market research company. I recently shared a view on the big trends in B2B marketing at the MRS B2B Conference. Well, I shared it, but in truth it wasn’t my view. Nope, it was a far more informed perspective – that of leaders from the UK’s 75 largest B2B marketing agencies who were recently surveyed as part of the B2B Agency Benchmarking Report.
  • SCRIBBLELIVE  |  MONDAY, SEPTEMBER 25, 2017
    [Companies] 15 Ways Marketers Can Optimize For Visual Search
    Tags also help images be found and, said Bill Winn, digital PR and display media manager of SEO company Inseev Interactive, you should use related tags to help broaden the number of searches for which your images will be found by, say, publishers. Google, Bing, Pinterest and eBay have all announced functionality or updates for visual search recently – sure signs the space is heating up and consumers will soon be able to search with images as well as with words and voice.
  • TERMINUS  |  MONDAY, SEPTEMBER 25, 2017
    [Companies] 2 Customer Marketing Campaigns to Drive More Revenue with ABM [Templates]
    In-app messaging (for SaaS companies). If you’ve done business with one division of a large company and are hoping to expand into others, you can use account-based marketing to reach key stakeholders and your existing relationship with their colleagues to build trust. Why Account-Based Customer Marketing Matters. Account-based marketing is an incredibly effective way to turn your target accounts into customers, but the benefits don’t end there.
  • THE ROI GUY  |  MONDAY, SEPTEMBER 25, 2017
    [Companies] Expand Selling: The Requirement to Prove Realized Value
    Although there is a bright spot in cloud and services helping to overcome some of the revenue decline, companies that have moved to subscription and consumption-based pricing, have faced other issues, with a substantial business model shift and initial contract value for new customers decreasing. In nearly all market segments, the fastest growing companies are “the ones who drive the largest percentage of their revenue from their existing customer base”.
  • KOMARKETING ASSOCIATES  |  MONDAY, SEPTEMBER 25, 2017
    [Companies] Marketers Struggle to Assess Their Cross-Channel Strategies
    When they want to engage, 58 percent of customers say they consult a company’s website. The majority of marketers believe in utilizing a cross-channel and cross-device approach, but research shows they are finding it difficult to assess their efforts. The “Getting Media Right 2017” report from Kantar Millward Brown has found that 21 percent of marketers say a cross-channel approach is the most impactful, and 19 percent reportedly focus on a cross-device strategy.
  • BIZNOLOGY  |  MONDAY, SEPTEMBER 25, 2017
    [Companies] Publishing’s revolutionary breakout: always-on, multi-way connections in shared life spaces
    This is the bull’s-eye demographic for many companies’ marketing. Percentages are for companies with over 500 employees.). Percentages are for current usage of collaborative chat apps by companies with over 500 employees.). For the first time, everyone in the company is above average, with next year’s performance target raised to 75%. With visibility consumers control the visible marketplace by including or excluding companies from commercial presence.
  • MODERN MARKETING  |  MONDAY, SEPTEMBER 25, 2017
    [Companies] Utilize Data to Accurately Measure Customer Values & Make the Right Moves
    Knowing where you, as a company, want to be in two or five years (let alone thirty or forty) is important in understanding how to make the most intelligent decisions of how to spend today’s limited time and budget. Knowing their value over time will assist you in making the right decisions about how to keep your best customers, especially the ones who might eventually become authentic advocates for your company. If companies are to survive they must digitize.
  • CONTENT STANDARD  |  MONDAY, SEPTEMBER 25, 2017
    [Companies] As Malware Affects Email Marketing Trends, Brands Have a Chance to Re-Envision Their Email ROI
    Anticipation of these phishing attacks is so high that it can cause consumers to lose trust in communications sent directly from companies whose content they have been subscribed to for months, maybe even years. Even if your company hasn’t been impersonated in a phishing scheme, the cumulative affect of these attacks is that consumers are less trusting of brand emails of any kind. Lately, it seems like the Internet is the least safe place you could spend your time.
  • MODERN B2B MARKETING  |  MONDAY, SEPTEMBER 25, 2017
    [Companies] Why Social Customer Service Matters, and How to Do It Right
    According to a recent report by eMarketer , 60% of consumers want easier access to online support channels, and 80% have stopped doing business with a company because of poor online customer support. Have you ever posted a complaint about a brand on a social media channel ? If so, did they respond? I’d wager many of you said yes. And whether or not a response was received, I’m sure, affected your opinion of the brand.
  • LEADSPACE  |  MONDAY, SEPTEMBER 25, 2017
    [Companies] How the Rise of Data is Propelling ABM Success
    What’s more, it’s readily accessible: with relative ease, companies can acquire incredibly precise data on their customers and prospects (although this overabundance of data comes with its own challenges too ). To quote Leadspace VP Product and Partnerships Travis Kaufman from the recently-published The State of Account-Based Marketing report : “To succeed at ABM, you must understand the company characteristics as well as the characteristics of the individuals within those organizations.
  • PUREB2B  |  SUNDAY, SEPTEMBER 24, 2017
    [Companies] B2B Marketing Trends and What They Really Mean
    It’s nearly useless to know about the trends if you’re not fully aware of what they mean for you and your company. 2017 is flying by. It’s time to review the key B2B marketing trends that have popped up so that you can evaluate the success of your B2B strategy. Remember, it’s all about context. We’ve picked the year’s 5 most compelling trends in B2B marketing to tell you exactly what they mean for your business: The Success of Account-Based Marketing.
  • TERMINUS  |  SUNDAY, SEPTEMBER 24, 2017
    [Companies] Unite Inbound & Account-Based Marketing Strategies with Terminus’ HubSpot Integration
    Brad Coffey, Chief Strategy Officer at HubSpot, asked in his Medium post , “Why would a company known for inbound marketing decide to invest in one known for account-based marketing?” Integration with HubSpot Marketing Delivers Expanded Reach and Orchestration to B2B Marketers. Today, I’m excited to announce Terminus’ new integration with HubSpot!
  • CONTENTLY  |  FRIDAY, SEPTEMBER 22, 2017
    [Companies] Wondery’s Founder Explains How Audio Storytelling Could Be the New TV
    I’m Joe Lazauskas, the editor-in-chief of Contently, and I’m here with Hernan Lopez, the CEO and founder of Wondery, the podcast company that’s taking Cannes by storm. “You really have to check out…” Whenever my friends used to say this, the recommendation at the end of the sentence would be a restaurant or bar or TV show. Now, it’s a podcast. That shouldn’t come as a surprise.
  • SHARPSPRING  |  FRIDAY, SEPTEMBER 22, 2017
    [Companies] 7 Easy Ways to Use Dynamic Content
    Company Blog Content Marketing Automation PersonalizationDo you ever get frustrated with ads popping up that have absolutely nothing to do with what you’re interested in? We’ve all been on the receiving end of bad marketing. Whether you’re a young professional getting email ads for a retirement home, or you’re married with kids and getting pop-ups for a dating site – marketing that isn’t personalized is just plain annoying.
  • LEANDATA  |  FRIDAY, SEPTEMBER 22, 2017
    [Companies] The Silicon Valley Way: Listening to Customers
    And I have to say that many of the attributes I initially thought about the company when I joined have been validated in an extraordinarily positive way. Our lead matching and routing solutions for B2B companies have incredible product-market fit. At the same time as a young company, we’re still trying to enhance our market position and refine our messaging in order to achieve the next level in LeanData’s growth.
  • HINGE MARKETING  |  FRIDAY, SEPTEMBER 22, 2017
    [Companies] Firm Growth: A Primer for Professional Services
    For instance, the Big 4 accounting firms handle 98% of the audits for large public companies. Don’t worry if it isn’t unique in your industry so long as nobody else has beaten you to it.For example, we are working with a technology and business consulting company that, like many of its competitors, provides a wide range of services to clients in many industries. If your firm is like most, growth is an on-again, off-again proposition. It comes and it goes.
  • BIZNOLOGY  |  FRIDAY, SEPTEMBER 22, 2017
    [Companies] 3 costly small business loan mistakes entrepreneurs make
    Business Development and Sales Other accounts advances advice alternatives APR banks borriwing brands Business business history capital cash charles darwin Companies competitors costs credit customers dead money decisions difference entrepreneurs equity errors expectations factoring facts finance funding growth inflation information invoice lender lenders loans marketplace merchant cash mistakes obstacles opportunities options patents products risks small business spending startups
  • HUBSPOT  |  FRIDAY, SEPTEMBER 22, 2017
    [Companies] 7 Examples of Email Signatures That Drive Conversions
    It seems simple, but by pairing an on-brand signature with a clickable call-to-action banner in every employee email signature, teams can use email signature marketing to help fuel their broader company goals. Whether it be a conference hosted by your company, third-party event, or even a dinner, a registration CTA in all employee email signatures can result in additional views, clicks, and registrations. Email is still the workhorse of digital marketing.
  • CONTENT STANDARD  |  FRIDAY, SEPTEMBER 22, 2017
    [Companies] Fluff Piece: How Marshmallow Fluff Used Content Marketing Before It Was a Thing
    Like Query, the Durkee-Mower company initially sold Fluff door-to-door. If you’ve ever brought a brown-bag lunch to school, you’ve no doubt enjoyed a Fluffernutter. Fluff, that gooey marshmallow treat, pairs perfectly with peanut butter—eat your heart out, jelly. But did you know that the makers of Fluff used content marketing to help put it on the map, long before content marketing was even a term? Fluff was invented in 1917 in the kitchen of Archibald Query.
  • HUBSPOT  |  FRIDAY, SEPTEMBER 22, 2017
    [Companies] You're Pregnant! Just Kidding. Here's the News You Missed This Week.
    All three companies have since responded that they either have or are working to remove this criteria, with Facebook COO Sheryl Sandberg publishing a very lengthy, formal apology on Wednesday: And More From Facebook. Last week, we filled you in on the ongoing lawsuit between Uber and Alphabet, Inc company Waymo over proprietary self-driving technology. A lot happened for the search giant this week, beyond its parent company's lawsuit and a significant team acquisition.
  • ONALYTICA B2B  |  FRIDAY, SEPTEMBER 22, 2017
    [Companies] Interview with Mark Fidelman
    Jay Baer – Baer’s podcast series is leading the way because each of his company’s podcasts delivers valuable, niche, B2B content. The benchmark for B2B companies to emulate. Oreo – For B2C companies, their creativity and content around a simple cookie is legendary. In terms of great content, and how to run a content marketing campaign, B2C companies will learn a lot by following them on their social channels.
  • CONTENTLY  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] Emergency Alert: We Need to Rethink Content Strategy
    In 2011, Netflix did something unprecedented for a technology company—it invested $100 million in a show called House of Cards. But they didn’t know the company had a secret weapon: data. It’s a formula the company has repeated with original series like Orange is the New Black and Stranger Things , which is a big part of why Netflix shows get renewed at twice the rate of network programming.
  • TERMINUS  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] Shorten Your Sales Cycle with Pipeline Velocity Account-Based Marketing Campaigns [Templates]
    Because it requires significant time and effort, most B2B companies only use 1:1 ABM with ten or fewer accounts at a time. Jenny Coupe’s team at SOASTA, an Akamai company, started out using account-based marketing to generate demand but quickly realized they had an opportunity to use it for pipeline acceleration as well. “We This can happen when the old point of contact changes jobs, companies, or phone numbers, or the company moves to a new building.
  • KOMARKETING ASSOCIATES  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] Report: Most Loyal B2B Customers Value Reliability in Companies
    research showed that B2B marketers were more interested in acquisition than retention, and it was costing their companies in the long run. Previous research from Part 1 of Merkle Loyalty Solutions’ “The Ideal B-to-B Loyalty Program: What Should It Look Like” research indicated that marketers were placing a greater priority on acquiring new customers, rather than retention.
  • TERMINUS  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] 5 Reasons We’re Excited for #INBOUND17
    The simple answer is yes, and we’re excited to hear from some incredible speakers at INBOUND who will be sharing exactly how ABM and inbound can work together for B2B companies. INBOUND 2017 is almost here, and the Terminus team couldn’t be more excited to take Boston by storm during HubSpot’s annual event. To get you even more hyped, we’ve compiled a list of five reasons we can’t wait for INBOUND 2017.
  • THE POINT  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] Why Lead Nurturing Success Means Not Asking for the Sale
    Now, not only was I not ready, I barely remember what his company does. That’s because I haven’t had any communication from him or his company in the last 6 months that wasn’t a direct solicitation to do business with the firm. For a more detailed discussion on this and similar topics, see our white paper: “ Lead Recycling: A More Cost Effective Approach to Demand Generation for High-Technology Companies”.
  • NAVIGATE THE CHANNEL  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] New MarTech Trends for the Building Materials Industry
    As a niche industry that nonetheless moves billions of dollars every year, successful companies in building materials must take advantage of the new marketing technique that technology provides. This is especially true for materials companies who are doing business overseas, as the EU and Canada are beginning to crack down on solicitations of all kinds. MarTech improves a company’s ability to employ inbound marketing, content marketing and social marketing for outreach.
  • ONALYTICA B2B  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] Interview with Zontee Hou
    In that role, I grew with that company’s digital marketing efforts, developing an award-winning blog, an award-winning podcast, video series, a successful influencer program, events, tons of online content, and even appeared on PBS and the Martha Stewart show. As a consultant with Convince & Convert and with my own company, I now get to bring that hands-on experience to industries ranging from financial services to higher education to software.
  • KEO MARKETING  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] White Hat SEO: What Is It?
    If your company’s website lacks unique titles and meta descriptions, some search engines randomly pick content from your website to show up in search results. As you delve into the world of SEO, you will likely come across the phrase, “white hat SEO.”. What does this term mean? White hat SEO refers to the search engine optimization strategies geared towards creating a better experience for the end user, while at the same time adhering to the rules and policies set forth by search engines.
  • ABERDEEN CMO ESSENTIALS  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] Digital Transformation: What Does It Mean for Customer Experience Management?
    It was presented as the latest technology trend that companies must adopt to survive. It wasn’t a revolutionary concept that companies could use to disrupt competition. The term refers to the continuously growing volume of data companies capture and generate. It’s merely a process where companies have been continuously evolving by adding new communication channels and digital tools to their existing activities. Is digital transformation the new big data?
  • HUBSPOT  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] Google Acquired a Team From HTC and It Surprised No One
    The word: Google had acquired a team from mobile electronics company HTC in a $1.1 The company, which has been struggling with its valuation for quite a few years now, had already planned to freeze trading on Thursday, sparking rumors that some sort of major organizational move would take place. The announcement , penned by Google's SVP of Hardware Rick Osterloh, explained that the acquired team would be joining primarily to work on the company's Pixel devices.
  • BIZNOLOGY  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] How purposeful branding is driving millennials and social entrepreneurship
    More and more, consumers are buying brands not just for what it does, but also what a brand or the parent company stands for–e.g. Consumer product companies seem to leading this trend. Wikipedia defines social entrepreneurship as “the use of techniques by startup companies and other entrepreneurs to develop, fund and implement solutions to social, cultural, or environmental issues.” The world has changed dramatically in the past 10 years or since the 2008 recession.
  • MODERN MARKETING  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] Branding as a Framework for Customer Experience Management
    In today’s digital, social, and app-driven economy; companies face an increasingly complex environment when it comes to managing their customer experience. You can think of CX Management as the global view of the user experiences of individual products and services offered by your company, and encompassing additional touch points like customer service, social media, advertising, retention programs, community management, and policy.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] Mental toughness, personal crisis, and the role of grit in your success
    Contact Mark to have him speak to your company event or conference soon. By Mark Schaefer. I was about to facilitate a new workshop to a group of Chief Marketing Officers. I rarely get nervous, but I have to admit I was little concerned about this one. The participants included the CMOs of many well-known brands like the NBA, Subway, and Citi Bank. Moments before I walked into the conference room, I received a text message with news I was dreading.
  • CHIEFMARTECH  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] I’ve joined HubSpot as VP platform ecosystem, and this is why
    As co-founder and CTO of ion interactive , I’ve held passionate beliefs about our company, its products, and its role in the larger marketing ecosystem. Was it more about advancing an idea that was larger than any one vendor rather than simply advancing my own company’s brand? So, um, wow. Big news day here.
  • CONTENT STANDARD  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] How Marketing Financial Services to Millennials Revealed a Winning Formula for Digital Audiences
    To earn visibility, trust, and a returning audience, the most successful companies are turning to financial content marketing strategies that anyone marketing financial services to millennials can learn from. As a millennial marketer, one of my favorite parts of the work I do is reading studies about my generation.
  • CHIEFMARTECH  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] ScribbleLive acquires ion interactive as interactive content thrives
    I am excited to announce a very special and personal contribution to the consolidation of the marketing technology landscape : ion interactive , the company I co-founded and served as CTO, has been acquired by ScribbleLive. I couldn’t be more bullish on the opportunity in front of them and the superb next generation of leadership at the company who has stepped up to conquer it.
  • SCRIBBLELIVE  |  THURSDAY, SEPTEMBER 21, 2017
    [Companies] ion interactive Joins the ScribbleLive Content Experience Platform
    With buyers entering complex webs of micro moments and touch points throughout their journey, companies struggle to deliver effective, relevant content aligned with customer expectations. See how ion is helping leading companies with their interactive capabilities today. The customer buying journey is no longer a straightforward and linear experience.
  • EMEDIA  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] Master the Marketing Attribution Puzzle for 2018
    However, it does not tell you which marketing channels introduce your company and its content to your prospect base. As a B2B marketer, tasked with marketing attribution and showing results, what’s more important than proving you are contributing to your organization’s top line growth and success? Actually contributing more to that growth, by having accurate data available for supporting your campaign and spend decisions.
  • LISTENLOOP  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] Do I need JavaScript tags in my website
    And we are going to look at all of these information and start associating this to the company that they belong to. Digestible Example: So let’s say you wanted to target Delta Airlines as a company. Well, for one, you would start identifying the list of companies that are seeing increased engagement at your website. New video coming, we are going to cover a question that comes up every now and again, and it is do I need JavaScript tags in order to work with ListenLoop?
  • ACTIVEDEMAND  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] Using ABM to Maximize Profits for Your B2B Company
    Why ABM Made a Comeback in B2B and How It Can Maximize Profits for Your Company. Over the years, many B2B companies tried to target key clients but faltered due to the amount of time and resources it took to implement. With the latest marketing tools offering advanced automation, segmentation, rationalization, and data, it is now possible for B2B companies to execute ABM without taxing their money, time and resources.
  • LISTENLOOP  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] How do I stop and start my campaigns – Drip Campaigns
    One buyer persona might be a B2B marketer at an IT type company. Another buyer persona might be a marketer/sales ops person over at a finance company. And then, an entirely different use case might be a chief revenue officer who is interested in reporting high level metrics at a software company. You target IT companies and accounts in that list, and then your ads themselves will be targeted to this individual buyer persona.
  • MODERN MARKETING  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] 3 Steps to Success in Omni-Channel Orchestration
    One of the most common mistakes companies make when launching and managing a Customer Experience program is assuming that collecting customer data is good enough to improve customer satisfaction and other measures, such as revenue growth. One of the ways companies can ensure meeting customer needs is by capturing and analyzing customer behavioral and feedback data.
  • TERMINUS  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] Enhance Account-Based Marketing ROI with New Seniority Targeting Capabilities from Terminus
    Now, B2B marketers can use Terminus to target senior decision-makers (managers and above) in specific departments or companies. At the same time, Terminus users can broaden their campaigns to maximize engagement in target companies and departments. Here are a few examples we’ve seen where Seniority Targeting is highly impactful: Targeting Enterprise & Large Companies. Enterprise and large mid-market companies can have hundreds or even thousands of people in a department.
  • BIZNOLOGY  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] Kate Sweetman interview: digital disruption and reinvention
    If you can apply a single, simple rule to companies facing disruption, it might be “adapt or die.” Finally, Kate outlined a formula for companies to achieve a successful digital transformation, to adapt quickly and readily to the challenges they’re facing, and find success given a new set of circumstances. One of my all-time favorite business jokes involves two guys walking through the woods. Suddenly, the two see a bear charging towards them.
  • LEAD LIAISON  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] What is the Difference Between a CRM and Marketing Automation?
    A CRM, which stands for customer relationship management/manager, does exactly that – it manages your customer relationships by organizing your contacts (by company name, job title, potential deal size, etc.) and the interactions your company has with those contacts. CRMs manage your company’s interactions with current and prospective customers, while marketing automation helps create, automate, and distribute those interactions.
  • TELEVERDE  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] Michael Brenner in the Spotlight
    You’ve worked in both the sales & marketing disciplines and inside technology companies. Employees have on average 10x the connections of their companies. We’ve seen companies striving to activate their employee base for reach and demand generation as well. . It sounds so obvious and yet so many companies and leaders struggle with it. We think “Oh I have to talk about my company. Product differentiates no company.
  • MODERN B2B MARKETING  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] What You Can Learn From My 5 Job Search Mistakes
    An email or call thanking an interviewer for their time and consideration could be the difference between a company keeping your file, or tossing it. When I told him that I was still waiting to hear back from several companies about interviews and offers, he frowned. What job I applied to, the number of applications I sent out, the amount of research I put into careers and companies; all of these factors I had control over much more than I realized.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] Three steps to avoid influencer marketing disaster
    had a call with someone at Ragu’s parent company, Unilever, and wrote one last post about the entire saga. By Kerry Gorgone, {grow} Contributing Columnist. There’s little room for doubt these days that influencer marketing can work. According to a study from Tomoson , businesses earn $6.50 for every $1.00 spent on influencer marketing.
  • HUBSPOT  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] Thanks Live Chat, Messaging Will Take It From Here
    In the name of efficiency, marketers queued up a series of emails via workflows to automatically deliver ever-more-helpful content and insights, gradually increasing the person’s trust in the company and stoking the flames of their buying intent. Better yet, this interaction took place directly on the company’s website -- where they were already doing their research. For companies that receive thousands of website visits a day, trying to keep up is daunting.
  • CONTENT STANDARD  |  WEDNESDAY, SEPTEMBER 20, 2017
    [Companies] Moving Beyond Vanilla CSR Stories: How Symrise and Investis Brought Sustainability to Life
    Yet, have you ever stopped to think about how it’s grown, harvested, and processed or what kinds of impact companies have that work in the industry? Not only is this story interesting from a social and environmental point of view, but it’s essential to how one company— Symrise , a world-leading fragrance and flavor company—does business. Your company’s environmental, social, and corporate social responsibility efforts matter more than ever before.
  • LATTICE  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] What I learned at #GrowthWithAI
    Last week, Lattice and Dun and Bradstreet hosted a breakfast with B2B sales and marketing innovators from companies like Sirius Decisions, Adobe, Dell EMC, Thomson Reuters, Liberty Mutual, Akamai, etc. There were a few key points I took away from the different speaker presentations and follow-on discussions
  • SALES INTELLIGENCE VIEW  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] InsideView Target with ABM is Here to Help B2B Sellers and Marketers Find and Engage the Right Customer with the Right Message
    In 2017, more than 70% of B2B companies flocked to an account-based marketing (ABM) model. In fact, the number of companies that have implemented an ABM program has doubled from 2016 to 2017. But as we speak to B2B marketers who have their sights on ABM, we’ve found the vast majority struggle with identifying the […].
  • KOMARKETING ASSOCIATES  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] 6 B2B Content Marketing Mistakes That Inhibit Success
    All too often, we see companies pulling budget away from content initiatives because the results aren’t immediate. Ever since we were children, we’ve been told to learn from our mistakes. It’s a fundamental factor when it comes to improving at anything we do and B2B content marketing is no exception.
  • NAVIGATE THE CHANNEL  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] What Does a CMO Need to Know About Lead Generation?
    The Internet is growing faster than any single company can scale. Companies literally enter the digital space to the tune of thousands of new companies per day. Mastering lead generation is a sort of holy grail for all B2B marketers. The CMO position should be attuned to new methods in lead generation, especially new digital channels. These methods of outreach will help to expand a business more quickly than perhaps any other method.
  • ENGAGIO  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] The Marketing Orchestration Playbook: Your Blueprint for World-Class ABM
    Plays are a great way to effectively ensure that everyone in the company consistently follows best practices throughout their account work. As more companies join the ABM movement, they realize that Marketing must not only automate – it must orchestrate. I’ve always found analogies to be helpful in explaining new ideas.
  • BIZNOLOGY  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] Backfill your corporate history onto your blog for Google
    Let’s say your company was incorporated in 1974, you got your first domain name and brochureware website in 1997, had a proprietary CMS-based website built for you at great expense in 2008, transitioned to WordPress in 2012, and finally implemented blogging and a newsroom in 2016. Be sure to include all the content that you created before all the pivots and reinventions that you’ve make over the course of your company’s history.
  • PUREB2B  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] Pure Incubation on the Inc. 5000 List for the Fourth Year in a Row
    5000 lis t, an elite ranking of the country’s fastest-growing small and mid-size companies. Melissa Chang , Founder, President, and CEO of Pure Incubation attributes the company’s success to its employees. “It’s 5000 announcement comes on the heels of other fantastic news; in May, Pure Incubation was once again recognized by the Boston Business Journal , highlighting the company in its Fast 50 List for 2017. The company ranked #23 on Inc.
  • SNAPAPP  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] The Millennials Are Here: Your Move, B2B Marketers
    In their research Millennials are more likely than other generations to rely on their personal networks for recommendations than the expert advice of a company representative like other generations. . Millennial buyers also deeply value authenticity in a company they will purchase a solution from. We found that Millennials prioritize company values and community engagement over specific product details or features. . .
  • EVERYONESOCIAL  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] Questions To Ask When Evaluating Employee Advocacy Software
    We’ve worked with a lot of companies in their efforts to evaluate employee advocacy software that will work best for their organization. Unfortunately, many companies miss the mark when it comes to what to focus on and the questions they ask. If you’ve never had an employee advocacy program at your company, you likely only have limited reference points. Understanding where they’re going will help to make sure they remain aligned with your own company objectives.
  • LEAD LIAISON  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] Training Management and Marketing Automation Work Hand-in-Hand Through Lead Liaison and Administrate Partnership
    Administrate offers a complete training management system , delivered from the cloud, that helps companies manage learners, increase course bookings, and deliver better training. Excellent marketing is critical for any training company, and we’re really excited about this integration that links Administrate with one of the leading marketing automation platforms in the world. The company employs more than 60 people globally.
  • MODERN B2B MARKETING  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] 3 Reasons to Join Us for the Marketing Nation Roadshow
    In fact, IDC says that in a few short years, half of all companies will be using AI in their marketing. With the latest technologies being available us at the roadshow you can discover what you need to take your company to the next level. The Marketing Nation Roadshows are back! In just a few short weeks, we’re hitting the road, and we’re bringing the Marketing Nation with us! If you haven’t registered yet, I can assure you this year’s roadshow is not to be missed!
  • EXO B2B  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] B2B content marketing sans budget or bandwidth – hmm!
    Oh, and why not do an overhaul of company culture while you’re at it, turning internal experts into regular content contributors. According to this stat from a 2017 report by the Content Marketing Institute, the majority of companies that have engaged in B2B content marketing either employ a small team or it’s basically a one-person show. And if you have to walk up to an expert in your company and ask him or her to explain it to you first, even better.
  • CONTENT STANDARD  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] Fast Talk and Funny Names: How Pharma Marketing Is Working to Repair Brand Trust
    Distrust for pharma brands largely stems from audience perception that pharma companies don’t actually care about improving patient lives and only care about turning a profit. Before you continue to read ahead, please note that reading this article about pharma marketing is only a part of a whole therapeutic treatment for your brand, and should only be considered part of a whole treatment plan from your content marketer.
  • CONTENT STANDARD  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] The Case for Bylines: Why “Posted by Admin” Does You No Favors
    Companies work hard to hone their own voice, and it’s a risk to hand over their valuable message to a contributor who’s got their own story,” says Rose. “How many people in this room, raise your hand if you consider yourself a media company,” he said. “Everyone is a media company in a certain way.”
  • WEBBIQUITY  |  TUESDAY, SEPTEMBER 19, 2017
    [Companies] Five Surprising Findings from the 2017 Marketing Strategy Report
    It not only has to be good, it also has to solve a problem for readers—and serve the needs of your company. CoSchedule, a top content planning and research tool vendor, just released its State of Marketing Strategy Report 2017 , based on a survey of nearly 1,600 marketing professionals. Many of the findings were enlightening through not terribly surprising. But a few stood out as…unexpected.
  • VIDYARD  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] What Movie Trailers Can Teach You About Video Marketing
    ” Long was recently nominated for multiple Golden Trailer Awards (yeah, it’s a thing ) and he told Fast Company that he recommends breaking down the whole movie into a trailer with a “three-act setup” where you introduce a problem, complicate it, and then bring it back home and hint at a grand finale. After your hook, introduce your company logo or the title.
  • ACTIVEDEMAND  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] Combining Marketing Automation, Personalization and Customer Data for Geometric Growth
    Most companies today are using the same standard tactics and strategies to engage with and market to their target audience. In order to get the most out of their website, companies need to use a combination of personalization, automation and precise customer data to engage and interact with their customers. How Companies Can Automate Yet Add Personalization. This will help companies build a strong customer profile.
  • TERMINUS  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] How to Plan Account-Based Marketing Campaigns for Demand Generation [Templates]
    Leads are only as good as the companies they work for, which is why account-based marketing is the new normal in B2B. There is no one-size-fits-all model for demand generation, but every company with a complex sales cycle and large deal sizes should be doing some level of account-based marketing. They need to be extremely strategic about how they engage these potential customers, so they orchestrate multichannel 1:1 ABM campaigns to generate demand within these companies.
  • CONTENTLY  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] A Day in the Life of a Content Strategist
    The workshop will give companies a chance to learn how to analyze the tone of their current content and determine if they should shift their brand voice to reach their target audience. The client in question already uses our technology, but it needs help creating a solid content strategy that can guide the company’s marketing team long term. As of today, 40,427 people have the title of content strategist on LinkedIn. Another 1,389 open roles await the right candidate.
  • SCRIBBLELIVE  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] Why Brands Need to Stop Chasing Marketing Hype and Start Pursuing Audience Intent
    Many companies balance both inbound and outbound marketing activities, while some industries may be more prone to outbound marketing simply due to the nature of their work—especially those that thrive on face-to-face communication. Christopher brings a mix of in-house experience and agency expertise to the company, which he applies to ensure clients get what they need from the platform and from the Search team.
  • MODERN MARKETING  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] Give Your Content Marketing a Boost With Social Keywords
    Social media platforms give you space to describe your company; use your keywords there. Keywords have long been the foundation of every content marketing strategy. Knowing the words and phrases that your audience is using to search for information helps guide your content creation efforts, and land a position at the top of search results.
  • EVERYONESOCIAL  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] How to Boost Content Sharing from Employees by 38x
    Your company probably has a blog or content strategy in place and generally, content sharing by employees is encouraged. Just from those three stats, you can see why getting other employees involved in sharing more content is important for your company. If your company does not encourage employees to share content, there is a huge miss opportunity for increasing marketing reach and improving lead quality. In-depth company content.
  • BIZNOLOGY  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] Connected consumption is the new customer experience (CX)
    The companies that master this new connected consumption will multiply their revenues and profits, and grow to lead the economy. A company’s brand will be the always-on journey it delivers—the kind of customer experiences (CX) it weaves into its connected products and services. When people, business, and companies are continuously connected, this will change. Today’s companies usually operate as silos: Marketing research needs. Lesson for leaders.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] What’s the Twouble with Twitter Marketing?
    As Facebook ads grow in popularity, the company announced it is running out of space to display ads, which means ad prices will go up. Contact Mark to have him speak to your company event or conference soon. By Mark Schaefer. My very wise friend Jay Baer wrote a thought-provoking post entitled Is Twitter in 2017 even worth the trouble? He points to research citing incredibly low brand engagement rates and suggests that perhaps Twitter has become a marketing afterthought.
  • LEADSPACE  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] 3 Important Takeaways from The State of Account-Based Marketing Report
    Based on a survey by Marketo of more than 2,700 B2B companies, the study — which is co-sponsored by Leadspace — offers a useful look into how B2B companies are practically approaching ABM. But beyond the evidence that B2B companies are rapidly adopting ABM — which admittedly isn’t really news if you’ve been following the B2B marketing space at all recently — there are a number of arguably more significant takeaways from this report.
  • CONTENT STANDARD  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] Is Snapchat Marketing in Trouble, or Did the Platform Just Grow Up?
    After turning down its rival’s offer to acquire the company for $3 billion just a few years ago, the company behind Snapchat was valued at more than $40 billion earlier this year. Its 173 million active users is 30 million more than at the same point one year earlier, and the company still raked in $181.7 Nobody’s jumping ship on Snap just yet, but many investors and marketers are trying to figure out where the company is headed.
  • HUBSPOT  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] 13 Things You Should Never Say in a Job Interview
    But once you've come across the perfect job opening and have an interview on the books, start thinking about yourself and how you'll fit into the company, and the role -- and the answers will flow naturally, without seeming rehearsed. Why Not: You should know the answer to this question already -- because you thoroughly researched the company and your interviewer. Customers said it was one of the best events with the company they had ever attended.".
  • B2B MARKETING INSIDER  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] 3 Reasons Why Medium-Sized Businesses Need Contract Management
    Contracts are essential for large companies. It is a part of the normal business protocol. Even if employees do not understand how essential contracts are, they are usually aware of the existence of contracts. In those businesses, there is likely a certain protocol in place for how to handle contracts. There is also likely a […]. The post 3 Reasons Why Medium-Sized Businesses Need Contract Management appeared first on Marketing Insider Group.
  • ONALYTICA B2B  |  MONDAY, SEPTEMBER 18, 2017
    [Companies] Interview with Doug Kessler
    But I’m worried that B2B companies are missing what content can do for their brands, too. For B2B Tech companies: Content strategy, content performance and long-term content programs. Doug Kessler – Creative Director, Co-Founder, Velocity Partners Ltd. Key Topics: Content Marketing, B2B Marketing, Tech Marketing, Copywriting, Creative, Agencies. Location: London and NYC.
  • CUSTOMER EXPERIENCE MATRIX   |  SATURDAY, SEPTEMBER 16, 2017
    [Companies] Vizury Combines Web Page Personalization with a Customer Data Platform
    Take Vizury , a Bangalore-based company that started eight years ago as an retargeting ad bidding platform. As it developed, the company expanded its product and, in 2015, released its current flagship, Vizury Engage, an omnichannel personalization system sold primarily to banks and insurance companies. One of the fascinating things about tracking Customer Data Platforms is the great variety among the vendors. It’s true that variety causes confusion for buyers.
  • CHIEFMARTECH  |  FRIDAY, SEPTEMBER 15, 2017
    [Companies] 72 hours in Shanghai in a parallel martech universe
    The world’s three largest Internet companies are American: Google (Alphabet), Amazon, and Facebook. The fourth largest — actually the 9th most valuable company in the world by market capitalization — is the Chinese giant Tencent. Senior executives from companies all over China, including Tencent, read and endorsed it. Granted, they still engage in partnerships with other marketing services companies.
  • SHARPSPRING  |  FRIDAY, SEPTEMBER 15, 2017
    [Companies] The 10 Commandments of Email Marketing
    Outline the types of content you want to share with your subscribers: company blog posts, upcoming events, general news, featured photos, etc. Company Blog Advice Email Marketing MarketingIn the age of technology, it’s easy to get lost in the mix of digital media channels and social media platforms. But if you really want to grow your business, email marketing is the real MVP.
  • BIZNOLOGY  |  FRIDAY, SEPTEMBER 15, 2017
    [Companies] Digital herds
    Large companies typically follow IT road maps as if they were stops in a single-line subway system, with announcements coming through: “You are in Mainframes station; next stop, Client-Server. In his thought-provoking podcast Revisionist History , renowned author and speaker Malcolm Gladwell investigates what he calls “the overlooked and the misunderstood.”
  • MODERN B2B MARKETING  |  FRIDAY, SEPTEMBER 15, 2017
    [Companies] How the Rise of Data is Fueling ABM Success
    What’s more, it’s readily accessible: with relative ease, companies can acquire incredibly precise data on their customers and prospects (although this overabundance of data comes with its own challenges too). To quote Leadspace VP Product and Partnerships Travis Kaufman from the recently-published The State of Account-Based Marketing report: “To succeed at ABM, you must understand the company characteristics as well as the characteristics of the individuals within those organizations.
  • HUBSPOT  |  FRIDAY, SEPTEMBER 15, 2017
    [Companies] The Internet Had a Busy Week. Here's What You Missed.
    Google's parent company. A federal circuit judge denied its request to move this case to private arbitration, and on top of that, the company was ordered to turn over a document that Alphabet has been trying to obtain almost since the mess began: a report prepared for Uber when it first began exploring the option of acquiring Otto. As Yoo said herself in the memo, after five years with the company, her work has become “incredibly hard.”.
  • ONALYTICA B2B  |  FRIDAY, SEPTEMBER 15, 2017
    [Companies] Interview with Neal Schaffer
    In social media marketing, especially for B2B companies, content represents that same omiyage. Neal Schaffer – Founder of PDCA Social. Key Topics: Social Media Marketing, Influencer Marketing, Employee Advocacy, Social Selling, Content Marketing. Location: Irvine, Orange County, California.
  • TELEVERDE  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] Televerde’s Michelle Cirocco Appointed to Advisory Board of Arizona State University’s Center for Services Leadership
    (September 14, 2017 – Phoenix, AZ) – Televerde , the global demand generation company, today announced its affiliation with the prestigious Arizona. The invitation-only CSL membership provides an opportunity for member companies to research the latest in services leadership, as well as participate in extensive information sharing across a wide spectrum of industries.
  • SHARPSPRING  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] Lead Nurturing for All: An Affordable HubSpot Alternative
    Company Blog Agency Marketing Automation NurtureAlmost any business can benefit from using marketing automation, but most can’t afford the price tag that comes with a platform like HubSpot. This is especially true for marketing agencies that typically have all types of clients. Having an affordable option is a must. No client should be shut out of lead nurturing and the other key capabilities that marketing automation provides.
  • KOMARKETING ASSOCIATES  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] 58% of B2B Marketers Intend to Boost Spending on Email Marketing
    The top channel for engagement is company website (58 percent), followed by email (52 percent). New statistics show that B2B marketers are still heavily invested in email marketing, but they are lacking the resources to make the most of this tactic. The “2017 Email Marketing Industry Report” from Emma has discovered that 58 percent of B2B marketers intend to increase their spend on email over the next year.
  • NAVIGATE THE CHANNEL  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] How to Move Your B2B Company into a Fully Data Driven Strategy
    There is very little room for your company to interpret marketing as a “soft skill.” ” With the overlap of marketing with tech, marketing with data, and marketing with finance, successful companies will incorporate a data driven strategy into the marketing department. Below are a few ways to move your B2B company into a fully data-driven format – and the sooner the better. Work to more precisely define an audience for your company.
  • VIDYARD  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] How Terminus Boosted Sales Response Rates by 3x with Video
    As an account-based marketing company, from the beginning we’ve been focused on personalization and obsessed with finding creative and authentic ways to reach contacts at our target accounts. Video has been a central part of my company since the beginning. The process is simple: We have each member find five prospective companies that would be a good fit and then select one contact in each account to record a personalized video for.
  • KOMARKETING ASSOCIATES  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] 7 Baidu SEO Fundamentals B2B Marketers Need to Know
    As one of the most important digital marketing practices, search engine optimization is essential to a B2B company’s success in China’s online marketplace. Baidu continues to dominate the search engine space in China and as such, companies need to know the best practices of Baidu SEO. As an international digital marketing agency, we often work with US companies who want to enter China via syndicated Chinese websites.
  • KEO MARKETING  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] What to Look For in SEO Consulting Services
    But it is important to understand what an SEO consultant can offer to your company first. Most of you probably already know that search engine optimization (SEO) can increase visits on your website. It also can lead to higher sales and profits, and boost your brand awareness. Enlisting the help of a dependable SEO consulting services firm is a smart idea.
  • VIDYARD  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] How to win more RFPs using video
    Sometimes, they arrive out of the blue as a mass request to your company sales email. Some businesses such as nonprofits or government agencies actually require that these procurement processes be competitive, which means project managers nearly always deal with more companies than they prefer to. As David Wadler, CEO of the procurement software company Vendorful put its, “RFPs for complex products or services, by their very nature, are usually full of verbiage and jargon.”
  • BIZNOLOGY  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] Creativity vs. productivity: AI to the rescue
    That’s how AI will help companies increase productivity while allowing creativity to ebb and flow. Throughout my career, I have noticed a tension between creativity and productivity. In my more productive times, I’m checking off items in my to-do list one at a time. For each item, I have a clear understanding of what I need to do. I can simply do it. Often, the first thing on the list is: make a to-do list. That way, I can check off the first item when I finish the list.
  • MODERN MARKETING  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] 5 Ways the Chatbot Has Surpassed The Enterprise Computer From Star Trek
    According to Business Insider, chatbots are helping companies respond to customers faster and engage with them on a deeper level than typical social media interactions. Companies are also reporting higher satisfaction levels with interactions and even positive ROI from their chatbot investments. If you grew up watching Star Trek, you know about the Enterprise's computer.
  • MODERN B2B MARKETING  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] Tips, Tricks, and Secrets to Create Great Landing Pages
    Here’s a great example of a stock photo that has been edited to fit the company’s needs. You might like to know how many people work at their company, but if you don’t need to know, then you shouldn’t ask. You work for the company and you want your prospects’ business. You don’t see great landing pages often. That’s not because they can’t be made, but because it’s extremely difficult to create them well. There are design rules to follow that keep people from leaving.
  • GROW - PRACTICAL MARKETING SOLUTIONS  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] Straight talk on being a social media consultant
    Work for a company for awhile. Be prepared to grind it out for a couple years until you can work your way into larger, more profitable companies. Contact Mark to have him speak to your company event or conference soon. By Mark Schaefer. Nearly every week I mentor some young person who wants to start a career as a social media marketing consultant. I’m happy to help but unfortunately find myself bursting a lot of bubbles of overly high expectations.
  • CONTENT STANDARD  |  THURSDAY, SEPTEMBER 14, 2017
    [Companies] Decentralizing Brand Authenticity: How Giant Companies Get Personal
    But as our largest companies continue to grow, audiences have also begun to expect ever more specificity and personalization in their interactions with those businesses. This puts enterprise scale companies in a tight spot: Do they continue to scale their content marketing departments and overhead at the same clip as their audience growth, or dial back on brand marketing, focus on sales, and hope for the best? Americans have a complex relationship with big businesses.
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