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  • FATHOM  |  MONDAY, JUNE 30, 2014
    [Companies] Canada’s Anti-Spam Legislation (CASL): What You Need to Know
    Companies who knowingly mislead recipients with false sender information could be looking at pricey fines in the millions and even criminal charges. Regardless of which category an email falls into, the following information must be clearly included within the message: The name of the person or company on whose behalf the message is being sent.
  • MODERN MARKETING  |  THURSDAY, NOVEMBER 3, 2016
    [Companies] Why Cross Channel Marketing Needs To Be Visual
    Generating these visuals either through crowdsourcing or collaborating with photographers and multiple agencies and then using them across different channels is vital to the success of companies like Grouse Mountain Resorts. Imagine you are working on building a cross-channel marketing campaign. Imagine it’s a launch of new webinar series or an introduction of a new product.
  • CONTENTLY  |  WEDNESDAY, MARCH 22, 2017
    [Companies] Storytelling Is Not a Strategy
    Typically, marketers ramp up production on company blogs, even if they don’t have a strategy to guide them. At the start of 2017, I made the shift from ad tech to martech. In the last decade, I had helped build and steward the brands of two successful ad tech firms recognized for their innovation and amazing cultures, but it was increasingly difficult to ignore the headwinds facing the old media model.
  • MARKETING ACTION  |  MONDAY, JUNE 24, 2013
    [Companies] Top 10 Deliverability Best Practices Webinar June 26
    and European-based senior management positions at companies including Marketfish, Lyris Technologies, Blue Hornet / Digital River, and Yesmail. 60% of marketers say that email is producing a return on investment, according to the 2013 Email Marketing Benchmark Report from Marketing Sherpa. And according to Litmus, email’s overall ROI is $40 on the dollar. Deliverability is one key to achieving such results.
  • ACT-ON  |  FRIDAY, APRIL 15, 2016
    [Companies] User-Generated Content: Why It’s Driving 28 Percent Higher Engagement
    The company asked designers to submit ideas for building a radically low-cost house (participants had a budget of only $300) for use in developing countries. The company used social platforms, such as Facebook, to spread the word and share the design ideas. The company created Chief Optimist, which is a magazine exclusively for senior decision-makers at large enterprises. Warren Buffet famously said, “It takes 20 years to build a reputation and five minutes to ruin it.”
  • MARKETING ACTION  |  FRIDAY, JULY 19, 2013
    [Companies] Making the Most of Vertical Marketing
    It’s common to visit a website and notice that a company advertises that its product is particularly useful for various vertical markets. As Tamara Graves, Senior Director of Demand Generation for NetProspex commented “While a B2B marketer may only ask for an email to download a white paper, that email can provide information on the prospect’s company and industry.
  • SNAPAPP  |  THURSDAY, MARCH 19, 2015
    [Companies] 3 Ways to Generate More Event Leads With Interactive Content
    The assessment asks about your role in your company (decision maker, influencer, end user?), In 2014, the Content Marketing Institute and MarketingProfs reported that overall, B2B marketers rate in-person events as the most effective tactic they use. Part of why events work is that they enable us to meet face-to-face with our prospects, having the kind of engaging dialogues that build relationships and trust and drive sales.
  • HUBSPOT  |  MONDAY, FEBRUARY 18, 2013
    [Companies] How Inbound Marketing Can Fuel Native Advertising
    Now, many of you may be shaking your head at this point exclaiming, "What's up with all these people who feel the need to slap a new label on something that's been around since consumer packaged goods companies created the soap opera?" So why would an inbound marketing software company like HubSpot be telling you about the benefits of native advertising, which, by most accounts, is just advertising?
  • DIGITAL B2B MARKETING  |  MONDAY, DECEMBER 2, 2013
    [Companies] 5 Steps To Improve B2B Lead Generation Program Results
    According to a study referenced in Harvard Business Review, companies were 60 times more likely to get a qualified lead when they followed up within an hour versus waiting more than 24 hours. You are easily spending thousands on lead generation media programs each month. You have carefully chosen your partners, negotiated an effective cost per lead and are diligently measuring your results. But you are still leaving money on the table.
  • LEADSLOTH  |  FRIDAY, OCTOBER 16, 2009
    [Companies] Why Are Marketing Automation Managers So Hard to Find?
    Increasingly, B2B companies realize that Marketing Automation software requires skilled operators. Even though some vendors have been around for almost 10 years, Marketing Automation is still relatively new. According to Forrester, only 2-5% of B2B firms have invested in full-featured Marketing Automation. But that percentage is rapidly growing. But – if you decide to hire a Marketing Automation manager – what should you look for, and where do you find them?
  • TOMORROW PEOPLE  |  MONDAY, JANUARY 23, 2012
    [Companies] The Death of Telemarketing
    Three things the telemarketing companies aren’t telling you. Thinking about using the services of a telemarketing company to sell your services? The telemarketing companies may have promised that they can bring you in lots of business, purely by making the calls. Your telemarketing campaign is not just about a list However great the telemarketing companies say their lists are, they are just lists.
  • HUBSPOT  |  FRIDAY, MARCH 13, 2015
    [Companies] What Happens After You Get a Bid on Shark Tank?
    To answer these questions and more, I spoke with recent Shark Tank contestant Christina Conrad , who secured a deal on-air with real estate mogul Barbara Corcoran for $80,000 in exchange for 20% equity in her company. Conrad is Founder and CEO of Boobypack , a company that sells the one and only "fanny pack for your rack." Viewers curious about your company are probably checking you out online, following you on social media, and maybe even buying your products.
  • HEINZ MARKETING  |  MONDAY, DECEMBER 18, 2017
    [Companies] 12 Days of B2B Marketing: Attribution (Day 9)
    Increasingly more companies are implementing an attribution tool into their tech stack, while companies are also creating their own attribution tools. Here are some articles that discuss different topics of Attribution including things to look out for when researching platforms to the different models and how company’s are using them. This is a great resource to read into why companies are choosing certain attribution models – check it out!
  • HUBSPOT  |  THURSDAY, MAY 19, 2016
    [Companies] 7 Helpful Resources Every Email Marketer Should Bookmark
    From exploring email open rates by company size, to checking out clickthrough rates by annual revenue, there's a lot of great email marketing data available. Email has seemingly been on the brink of extinction for about a decade now. Over the past few years alone, email has been called " dead ," " not dead, evolving ," and even " dead, again."
  • B2B MARKETING TRACTION  |  WEDNESDAY, NOVEMBER 28, 2012
    [Companies] B2B Marketers to Spend More on Content Marketing in 2013
    I’ve helped several companies increase content creation to successfully attract and engage qualified prospects. A recent study by MarketingProfs and the Content Marketing Institute shows that over half (54%) of B2B marketers plan to spend more on content marketing in 2013 than in previous years. The study is the 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America.
  • B2B MARKETING TRACTION  |  TUESDAY, MAY 22, 2012
    [Companies] How to Engage Your B2B Prospects with Great Content
    Now that you’ve attracted qualified prospects to your brand, company, website, product or services, what do you do if they are not quite ready to buy now ? The answer – engage them, the middle step in the inbound marketing process of attract – engage – convert. Engage your B2B prospects that are the middle of the buying cycle. The engagement step is the middle of the buying funnel, or MOFU (middle of funnel).
  • B2B MARKETING TRACTION  |  MONDAY, NOVEMBER 28, 2011
    [Companies] Are You an Accidental B2B Marketer?
    ” We’ve seen too many B2B companies fail to look at their business, industry, and competition strategically, miss major opportunities and waste precious marketing dollars. At New Incite, our tagline is “ Don’t Leave Your Marketing to Chance.” Planning your B2B marketing strategically means that you are driving the bus that is your business, not riding in it (or standing at the bus stop waiting for it).
  • B2B MARKETING TRACTION  |  TUESDAY, SEPTEMBER 27, 2011
    [Companies] B2B Marketers: Re-purpose Content with a Purpose
    If someone at your company is a prolific speaker, take their most popular presentation and create a whitepaper or an article from the same content. Tweet. Now more than ever, optimized online content is the key to attracting prospects to your website. But how do you make time to create blog entries, videos, eBooks, whitepapers, podcasts, presentations and articles? The answer is re-purposing.
  • B2B MARKETING TRACTION  |  WEDNESDAY, OCTOBER 12, 2011
    [Companies] Fuel Your Online Marketing Machine with Dynamic Content
    It did mine recently – I received a call about a post I did in 2009 from an executive at a financial services company on the East Coast. Does your online content make your phone ring? He was trying to make a decision about how to launch a technology product and saw that I had written about his issue. Quality, online content (even if it was written years ago) is the key to getting found online today. This means that you need to be strategic when you plan your content.
  • B2B MARKETING TRACTION  |  MONDAY, OCTOBER 17, 2011
    [Companies] What Do I Spend on My Marketing Budget? Part 1
    Unfortunately, you are not alone – many companies don’t. Blog entry excerpted from the Marketing chapter written by Jennifer Beever in The Book on Business from A to Z. Business owners and marketing managers often ask how to figure out what their marketing budget should be. Here’s a classic marketing consultant answer: “ It depends.
  • DIGITAL B2B MARKETING  |  MONDAY, MAY 9, 2011
    [Companies] The Hidden Message from SiriusDecisions: Serve Your Audience
    Between companies sharing their own cases on sales and marketing alignment and the planning frameworks, examples and data from SiriusDecisions analysts, it was a three day information firehouse. SiriusDecisions’ B2B Sales and Marketing: Forging a New Alliance was an impressive event last week, and I was glad to have the opportunity to attend.
  • HUBSPOT  |  TUESDAY, JULY 19, 2016
    [Companies] 5 Costly Mistakes New Agency Owners Make
    You were sick of the lack of creativity in the work at your company, and the singular focus on margins and profits were draining your love for the industry. Now, you're responsible for everything, from the work to the happiness of clients to hiring to the state of your bill with the electric company. You started your own agency because you wanted a different type of lifestyle -- you wanted to build something of your own.
  • ACT-ON  |  WEDNESDAY, NOVEMBER 2, 2016
    [Companies] A/B Testing: One of Your Most Effective Deliverability Tools
    A/B testing is used in most major businesses today, but your company doesn’t have to be huge to use it. Every company will find its own pattern, with its own audiences. There have been lots of discussions about A/B testing (many in this very blog ), but not many have captured one of the better benefits it provides: better deliverability , and better Inbox placement.
  • THE ROI GUY  |  WEDNESDAY, JULY 18, 2012
    [Companies] Case Study: IBM PureFlex TCO Analysis
    Used by sales professionals and channel partners in workshops, or self-service by prospects via the web, the tool collects information about the current computing needs and then projects the TCO for the two alternatives using industry research for a company of similar type and size.
  • KOMARKETING ASSOCIATES  |  THURSDAY, JANUARY 22, 2015
    [Companies] 8 Steps To A More Effective B2B Content Marketing Program
    Companies with a documented strategy are much more likely to be very effective (36%) versus those without (11%). There is no escaping it. You are executing a content marketing initiative as part of your broader B2B marketing program in 2015. If you are a regular reader of this blog, SEO performance is likely part of the reason content marketing has become a priority as well. But guess what?
  • CONTENT STANDARD  |  WEDNESDAY, MARCH 2, 2016
    [Companies] The 5 Most Overlooked Features of Your Snapchat Marketing Strategy
    Is your company a food service? ” Publishers have polished their strategies in ways that have elevated their Snapchat presence, with channels like Cosmopolitan generating 19 million views per month and accounting for up to 21 percent of the company’s total traffic. This past weekend, I traveled to New Jersey to watch my alma mater compete in their Swimming and Diving Conference Championships.
  • BIZNOLOGY  |  TUESDAY, JULY 31, 2012
    [Companies] Do you have a handle on your online reputation?
    Do you weave all of your properties together with links that include your name, brand, company, product? And, are you writing content copy that is optimized for SEO, which is to say, are you using pronouns instead of your full name, brand, or company?
  • CONTENTLY  |  THURSDAY, SEPTEMBER 22, 2016
    [Companies] 5 Reasons GE’s Content Goes Viral on Reddit (and Everywhere Else)
    The company gave its audience something of value—a story about a technology that could help solve world hunger—and was rewarded. When I interviewed Kellner two years ago, he talked about how the tenets of journalism had helped him build relationships and find stories throughout the company. Flying 2,500 feet over Lake Michigan in a two-seater airplane, GE Reports Editor-in-Chief Tomas Kellner had some tough choices to make.
  • HUBSPOT  |  THURSDAY, JUNE 23, 2016
    [Companies] The Science Behind Design: 8 Psychology Principles to Apply to Your Next Project
    Coca-Cola is one of the classic examples of how a company has used red in its branding to communicate how exciting and energetic it is as a product. For companies, like Whole Foods, that want to highlight an obvious connection to nature and freshness, using green as a basis in their color scheme is a no brainer. Google, the classic example of a multi-channel, playful company communicates it effectively through its use of the multi-color scheme.
  • HUBSPOT  |  WEDNESDAY, MARCH 12, 2014
    [Companies] Beyond B2C: A Primer on 4 Different Ecommerce Business Models
    It may be as fundamental to their business as selling iron to a construction company, or as supplemental as selling coffee to be consumed by employees. Other examples could include Aramark (which sells food, equipment, and other services to businesses) or even companies that market primarily to government and law enforcement agencies. This post originally appeared on the ecommerce section of Inbound Hub. To read more content like this, subscribe to the ecommerce blog here.
  • MODERN MARKETING  |  WEDNESDAY, OCTOBER 22, 2014
    [Companies] What Sales & Marketing Can Learn From "Tommy Boy"
    Exhibit A is the fact 94% of customers have discontinued communication with a company because they receive irrelevant messages. Those who are familiar with me and my journalistic background on sites such as Forbes know full well that I am a major proponent of infusing pop culture into pretty much everything. I have found that it helps readers make a connection between a given marketing-related topic and something completely unrelated and otherwise trivial.
  • THE FORWARD OBSERVER  |  TUESDAY, MARCH 5, 2013
    [Companies] How B2B Marketers Can Pick Up Trade Show Slack with LinkedIn Groups
    A new group needs to recruit members, have an active community manager, have an industry focus that is larger than the sponsoring company, and have an editorial calendar, or plan, to keep the group membership active with information to comment on.". Artillery B2B Marketing Blog > The Forward Observer With lighter trade show attendance, B2B businesses can continue to make connections and network effectively with LinkedIn Groups.
  • B2B MARKETING DIRECTIONS  |  SUNDAY, JANUARY 22, 2017
    [Companies] The Promise and Peril of Personalization at Scale
    Marketers in virtually all kinds of companies are now intensely focused on improving the quality of the customer experiences their companies provide. Many companies are already using data and predictive analytics technologies to automatically generate personalized marketing messages without human involvement, and many marketers believe that this practice will only become more commonplace.
  • SCHUBERT B2B  |  WEDNESDAY, AUGUST 16, 2017
    [Companies] 3 Ways to Better Integrate B2B Public Relations Into Your Marketing
    Think about your company. Chemical companies can do “mad science” demonstrations. Software companies can make game apps. Ultimately, while a PR “stunt” may sound like an odd or trivial thing for a B2B company, people like to work with companies they relate to. If you’re the above-mentioned vacuum company, you probably wouldn’t be the one hosting the “mad science” demonstration.
  • MARKETING ACTION  |  THURSDAY, SEPTEMBER 18, 2014
    [Companies] The 3 & 5 of Winning Drip Marketing Campaigns
    The strategy can be different for each company depending on industry, goals, budgets, products, size of market, and a host of other things. Avoid the temptation to use “company-speak” and/or to push a particular agenda onto your audience. Because if you don’t, there are umpteen other companies that will. How many times does a prospect need to see your message before taking action? As you might guess, the claims are all over the map: Rule of Seven says … you guessed it.
  • EMAGINE B2B BLOG  |  THURSDAY, MARCH 28, 2013
    [Companies] Is Mobile SEO Different from your Website’s SEO?
    If your business is not active in mile marketing, then you will miss a large opportunity to make B2B decision makers aware of your company, and the solutions you provide. So what are the best practices you can do as a company to optimize for mobile? However, the cost of creating a responsive web site can, for some companies, be prohibitive. A mobile website is a sensible approach for a company whose visitors would require very concise/overview content.
  • SNAPAPP  |  WEDNESDAY, MAY 4, 2016
    [Companies] 15 Facts to Know About Bottom of the Funnel Marketing
    Companies with mature lead generation and management practices have a 9.3% Many companies miss out on converting bottom of the funnel leads because they simply don’t follow up. The sales funnel , as a whole, is a beautiful thing – but the bottom of the funnel is where things really get interesting. As a lead moves closer and closer to becoming a customer, marketers need to know how to increase the likelihood that the conversion actually happens.
  • SNAPAPP  |  FRIDAY, MARCH 18, 2016
    [Companies] The Key Marketing Takeaway I Learned at Advocamp 2016
    By solving their issue, they will be more than grateful and well on their way to becoming a great advocate to your company. Who knows, you may not even have been the main cause of their issue – they could just be having a bad day and needed to throw shade in a certain direction and your company was the first to pop up. Last week Influitive hosted their 3rd annual Advocamp event in San Francisco.
  • ACT-ON  |  MONDAY, MAY 15, 2017
    [Companies] Optimize Your Content for Inbound Marketing: Part 2
    Says Arnie, “Because Google bolds all of [a searcher’s] keywords, when they do a search and see their exact query in the results, they think, ‘Oh my gosh, this company created content that addresses the issue I’m searching for. The company made the guides front-and-center, accessible from their homepage, site search pages, product pages, and blog. “The best place to hide a dead body is Page 2 of Google’s search results.”. Now that I have your attention ….
  • HUBSPOT  |  THURSDAY, MAY 16, 2013
    [Companies] In (Partial) Defense of Tracking Cookies
    First, the evil: When you go to a site and some other company (a “third party”) puts a cookie on your computer and starts tracking you as you travel across other sites, “that feels like something you can’t control,” Volpe says. The problem is that a lot of companies have abused their ability to track people, so much so that even the engineer who invented the original cookie says he finds tracking cookies annoying. It''s easy to hate on tracking cookies.
  • 6SENSE  |  TUESDAY, JUNE 6, 2017
    [Companies] “What’s ROI Got to Do With It?” 4 Questions for B2B Marketing & Sales
    Or it may even help current customers say good things about your company and its products, influencing the sales process for new customers. The time spent by folks in other divisions within your company. Their analysis illustrates the potential return companies may achieve when deploying specific vendors or technologies through an evaluation of benefits, costs, flexibility and risk.
  • MARKETING ACTION  |  TUESDAY, DECEMBER 3, 2013
    [Companies] 7 Ways to Identify Great Marketing Content
    To people just exploring your category or company, present high-level materials. To people looking for a reason to choose one company over another and make a buy, present your most sophisticated vendor comparisons. What is the big hoo-hah about “content marketing”? Is it just a buzzword, a fad, a passing fancy? Well – yes, it is a buzzword, but there’s no “just” about it.
  • HINGE MARKETING  |  MONDAY, JULY 11, 2016
    [Companies] Talent Acquisition: How to Develop an Effective Strategy for Your Professional Services Firm
    Without the right expertise, your company cannot attract and retain clients. How current employees feel about the workplace environment and firm leadership will go a long way in helping – or hindering – how you position your company to attract new talent. Are you and your company positioned to successfully address and overcome them? It’s quite another to have an award from a respected industry association or publication that touts your company as a Best Place to Work.
  • MODERN B2B MARKETING  |  WEDNESDAY, JUNE 5, 2013
    [Companies] Don’t Get Left Behind: The Rise of Digital Marketing in Financial Services
    As a Solutions Consultant here at Marketo, I speak to financial services companies on a regular basis. According to studies, 50-60% of clients have already made up their mind before ever talking to a business development representative; they interact online with companies and other clients to research, share advice, and praise or criticize financial services firms. Author: Fab Capodicasa Every business is different.
  • BIZIBLE  |  TUESDAY, SEPTEMBER 27, 2016
    [Companies] How To Decide Whether Marketo RCA Is Right For You
    But if marketers want to move from 50,000 feet to 30,000 feet then an attribution model that more accurately fits a company’s marketing and sales cycle is needed. For organizations where account-based marketing is important, e.g. selling software to large companies, marketing reporting and sales data must be closely integrated. The technology journey for B2B marketers includes the implementation of an advanced marketing automation system and a CRM.
  • SALES INTELLIGENCE VIEW  |  THURSDAY, NOVEMBER 7, 2013
    [Companies] How We Help Marketing Leaders Succeed: One Counseling Session at a Time
    Just this week, I spoke with a guy who has been at his company for less than two weeks. He was hired to come in and completely re-vamp the company’s marketing plan because guess what? The company didn’t think the current marketing plan was working. It’s a really exciting time to be a Customer Success Manager at InsideView.
  • LATTICE  |  WEDNESDAY, JUNE 7, 2017
    [Companies] Driving Real ROI with Predictive
    Customer success is the hallmark of a great company, so we’re thrilled to see the many different kinds of success our customers are achieving
  • HUBSPOT  |  TUESDAY, SEPTEMBER 17, 2013
    [Companies] What Are UTM Tracking Codes? [FAQs]
    No matter which metrics you use, you want to prove to your boss and the company at large that you''re worth your salt. but do you know that your company''s tweets were the ones driving those visits? One crucial aspect of being a great marketer is being able to measure your success. You deserve your budget -- and maybe need more of it. You deserve to hire another person to supplement your marketing activities. You deserve to dedicate time to the marketing activities that work.
  • BIZIBLE  |  TUESDAY, DECEMBER 6, 2016
    [Companies] Why Your PPC Agency Needs to Focus on the Full Funnel
    Integrating Salesforce and AdWords, through Bizible , allows companies to track the exact revenue generated and tie it all the way back to the exact search term that the user initially typed in, as well as the exact ad copy that they clicked. Pay per Click (PPC) advertising has been around for almost 20 years and PPC Agencies have been managing client’s accounts since before Google AdWords launched in October of 2000.
  • MODERN MARKETING  |  THURSDAY, SEPTEMBER 24, 2015
    [Companies] Generate More Leads By Literally Running with Your Prospects
    Even though you have everyone’s information from the registration form, make sure people from your company connect and chat with the runners. The sponsorship possibilities at most conferences are endless. Keynotes are sponsored. Lunch is sponsored. Of course all of the cocktail receptions are sponsored. But what if you could sponsor an event that shows you care about your customers. Not just pretend to care about them, but really care about them.
  • BIZNOLOGY  |  FRIDAY, SEPTEMBER 11, 2015
    [Companies] Preserving the “Face of the Brand”: Burt’s Bees and Ben & Jerry’s
    The rustic charm of their company’s origins, Maine and Vermont, contributes to the passionate, progressive image of these emotion-driven brands, supported by the founders’ self-deprecating humor and humble authenticity. • With his partner, Roxanne Quimby, they started Burt’s Bees, a personal care product company, in 1984. The beauty of many entrepreneurial start-ups these days is that their brands can be so refreshingly eccentric and charming.
  • ENGAGIO  |  WEDNESDAY, JUNE 21, 2017
    [Companies] Marketers, Is ABM the Solution to Your Broken Sales Lead Handoff?
    IDC reports that B2B companies’ inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more in revenue per year—or $100 million for a billion-dollar company. But, as B2B companies are seeing more complex sales cycles, with a diverse set of stakeholders and longer buying cycles, it’s not enough. The B2B lead handoff process is broken.
  • GREAT B2B MARKETING  |  WEDNESDAY, NOVEMBER 28, 2012
    [Companies] Are You a Branded Authority or One of the Crowd?
    To establish yourself and/or your company as a branded authority, you will first have to decide the breadth of your focus. I recently attended an excellent presentation by David Avrin, who is known as the Visibility Coach and author of It’s Not Who You Know, It’s Who Knows You. Like other first-class marketers, Avrin understands that marketing is way more effective when you have established yourself as a branded authority.
  • HUBSPOT  |  THURSDAY, APRIL 30, 2015
    [Companies] Want to Get Promoted? Impress Your Boss by Doing These 7 Things
    The fact of the matter is, part of being a noteworthy employee is being able to adapt to whatever industry or company changes come your way. Let’s say your company runs into an unplanned expense, or an important member of the team gives their two weeks unexpectedly. Not only is it not good for company morale, but it signals to them that they could be doing something wrong. I once made a really big hiring mistake.
  • 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.”
  • SNAPAPP  |  THURSDAY, AUGUST 17, 2017
    [Companies] What Is a Maturity Assessment? And How to Make One in 5 Steps
    Now that we understand the value behind maturity assessments, let’s look at some examples from companies who are leveraging these resources to understand what they look like in action. . ServiceNow , an IT solutions company. . . In the blue bar, they ask visitors a question immediately that both helps them identify the best solution, but also pulls in data about their company size. .
  • TONY ZAMBITO  |  MONDAY, AUGUST 22, 2011
    [Companies] Buyer Personas Require Regular Refreshing
      The social age is creating a transformative shift that I suspect many companies are finding tough to adapt to.  Image by zilver pics via Flickr. During a series of articles entitled The Future of Buyer Personas is Social , I referenced several times that the social age will cause a rethinking of buyer persona research and development.  
  • GOLDEN SPIRAL  |  FRIDAY, MARCH 17, 2017
    [Companies] How to Keep Failure From Becoming a Bad Word
    It was an invaluable resource both for my team and others in the company. I have been fortunate to work with companies and teams that valued “experiments”, but it was only because I came to the table with a well thought-out strategy for what and why. The director of Google Analytics Marketing, Casey Carey, has an interesting approach to growing his team’s knowledge and competence: Quarterly Failure Reports.
  • LEANDATA  |  TUESDAY, SEPTEMBER 29, 2015
    [Companies] Why Three Top Marketers Saw The Light About Account-Based Marketing
    Those tools are wide-ranging – something that’s exhibited by their three companies. It’s a company initiative.”. Confession is supposed to be good for the soul. With that in mind, three notable B2B figures came together recently to unburden themselves on a webinar they titled: “Confessions of Former Lead Marketers about the Move to Account-Based Marketing.”
  • VIDYARD  |  FRIDAY, SEPTEMBER 30, 2016
    [Companies] Check Out This Video: Put Your Dongle Away
    I’m always a big fan of companies that can cram as much tastefully presented innuendo into one video as possible, and Tripp and Tyler hit a homerun. Technology has changed the meaning of many words over time. When we picture a Tablet, we no longer think of the great stone slabs that the ten commandments were written on, for example. Trolls aren’t multi-coloured dolls with frizzy hair, but rather angry people on the internet.
  • HUBSPOT  |  MONDAY, JUNE 11, 2012
    [Companies] 11 Great Ways to 'Get Personal' in Your Email Marketing
    For the marketing team at HubSpot, for example, it's important for us to know the size of contact's business, because the marketing challenges of a 5-person company are much different than those of a 5,000-person company. The messaging that we use when speaking to enterprise-sized companies is very different from our messaging to small businesses. Furthermore, the offers we promote to B2C, ecommerce businesses are different from the offers we use for B2B companies.
  • BIZNOLOGY  |  MONDAY, MARCH 10, 2014
    [Companies] Mobile is dead: start thinking mobility now…
    A number of media companies are leading the way. (Photo credit: Irita Kirsbluma). Since 2005, we read and hear that each approaching year is going to be the “year of mobile” or that “mobile advertising will become more than important than digital” At same time, we understand that all media is digital media. People spend their days using different screens all the time.
  • HUBSPOT  |  MONDAY, MAY 1, 2017
    [Companies] These 7 Brands Take Personalized Marketing to a New Level
    I figured that out from a 2012 New York Times article called, “ How Companies Learn Your Secrets. The technology behind it is from Echo Nest, a “ music intelligence company ” that was acquired, according to Pasick, by Spotify in 2014. That's what made a tremendous difference for Twiddy, a vacation rental company based in the Outer Banks. When I sit down to write an article, I have a pretty standard routine.
  • HUBSPOT  |  TUESDAY, OCTOBER 1, 2013
    [Companies] A Free, Customizable Template to Help You Prove Marketing ROI [+ SlideShare]
    4) Customize your graphs and charts to fit your company''s theme. It''s a brand new month, everyone! It''s a time for new beginnings. New campaigns, new landing pages, new blog posts, new emails, and new social media posts are all on the horizon. But wait. aren''t we forgetting something? With last month''s activities all done, we need to pause for a second to examine what worked and what didn''t. And you can''t do that just by saying last month''s activities were "great".
  • LEAD LIAISON  |  TUESDAY, AUGUST 30, 2016
    [Companies] How to Run a Webinar: Are you Ready for a Webinar?
    You’ve thought about the topic, decided your company is going to do it, and thought about the material to use; but – are you really ready for a webinar? If you’re going solo on the webinar, and don’t have a lot of people to invite, it’s a lot harder to drive attendance than having a co-presenter, as well as invite-support, from a big name company. For example, suppose you were a technology company with Google as your partner.
  • MARKETING INSIDER GROUP  |  TUESDAY, OCTOBER 26, 2010
    [Companies] Marketing, Death and Taxes
    It means allowing as many employees in our companies to interact with our customers as real people.
  • WEBBIQUITY  |  THURSDAY, APRIL 5, 2012
    [Companies] Best Local SEO Guides, Tips and Tactics of 2011
    While the web is worldwide, search is often local. An enterprise software developer may want its website to show up in relevant searches virtually anywhere on the globe, but a restaurant, retail shop, marketing agency or IT services firm is generally much more concerned about showing up in searches from its own backyard than from Bangladesh or Turkmenistan. Optimizing for local search has its own unique content and link-building considerations.
  • HUBSPOT  |  FRIDAY, JUNE 8, 2012
    [Companies] New Data Proves Why You Need to Segment Your Email Marketing
    When I conducted a survey about email marketing, I asked respondents to tell me, in a free-form text field, why they chose to subscribe to emails from some companies. how engaged they are with your company/content/brand), or industry/role. All great marketers know that email is still one of the most powerful marketing tactics at their disposal, but they also know that it's evolving beyond its newsletter blasting past.
  • MODERN B2B MARKETING  |  FRIDAY, JUNE 19, 2015
    [Companies] Send Me to France! – Marketo @ Cannes Lions International Festival of Creativity
    So what’s a tech company like Marketo doing at a place full of advertising agencies and brand creatives? The technology is now available for companies to engage personally with their customers anywhere and at-scale, be they in the middle of New York City or on the French Riviera rockin’ linen pants.
  • MODERN MARKETING  |  MONDAY, MAY 16, 2011
    [Companies] 6 Brilliant Uses of Video
    Dozens of companies have tried to bite JESS3’s style. This is a concept that Black & Decker’s training leader Rob Sharpe used to his company’s advantage when he inspired staff to create their own how-to videos, designed to help contractors and DIY’ers make optimal use of Black & Decker’s tools. by Joe Chernov | Tweet this. If a picture is worth a thousand words, how much is a video worth? The answer: Maybe the future of your marketing program, that’s how much.
  • MARKETING INSIDER GROUP  |  FRIDAY, AUGUST 14, 2015
    [Companies] How CEOs And CMOs Can Tell The Difference Between Information And Insights
    Teams within companies can determine such criteria, which can remain static over time and is a source of information or intelligence. Many CEOs today, as made evident by recent CEO surveys such as the IBM Annual CEO Survey, are emphasizing improving customer engagement for their corporations. Realizing one essential priority is building a customer-centered organization able to compete in a fast-moving and dynamic digital economy.
  • MODERN B2B MARKETING  |  THURSDAY, DECEMBER 14, 2017
    [Companies] B2B Lead Generation Strategies for 2018 Plus 5 Strategies to Kick to the Curb
    Make sure your company profile is complete and robust, so users who are unfamiliar with the brand can quickly understand who you are and the unique value you offer. Brands frequently post in-depth content to LinkedIn—either directly on the platform, or by linking to the company blog—but include a balance of entry-level content as well. A smart engagement platform is the only way to deliver that kind of communication at scale, especially as your company continues to grow.
  • MODERN B2B MARKETING  |  THURSDAY, SEPTEMBER 22, 2016
    [Companies] Make the Most Out of Dreamforce 2016: Sessions, Soirees, and Sights
    We’re in a high-growth era, with private companies valued at $1 billion or more growing both in number and size, and faster than any other time during the last decade. How are these unicorn companies hitting milestones that took Fortune 500 companies decades to reach? Author: Elaine Ip So much to do, so little time.
  • ACT-ON  |  THURSDAY, JULY 28, 2016
    [Companies] 5 Powerful Techniques To Boost Your Content Marketing
    While not every one of these will suit all companies, it’s important to know which ones you can use to really push your content strategy. Every day, large and small businesses use content marketing to increase their conversions, leads and traffic. Having a powerful content marketing strategy in place can mean all the difference in whether you’re seeing the full potential of your efforts through the amount of conversions you’re turning over.
  • MODERN B2B MARKETING  |  TUESDAY, JULY 15, 2014
    [Companies] [Report] What Does Demand Generation Mean to You?
    But demand generation can mean quite different things to different marketing teams, and companies vary in how they define and measure it. The fact that inquiries still rank as one of the most important metrics suggests that many companies are still not syncing their marketing-generated leads with their customer relationship management tool (or CRM).
  • HINGE MARKETING  |  WEDNESDAY, AUGUST 26, 2015
    [Companies] Why Professional Photography Matters On Your Website
    Using images help convince the reader that these are in fact real people or companies that benefited by using your firms’ services. Using images makes your story real, whether you are showing the person giving the testimonial or the company you used for a case study. How do you want your firm to be perceived? I’m guessing the answer is that you want to reflect your firm’s expertise and high quality work.
  • LEADERSHIP  |  THURSDAY, JUNE 19, 2014
    [Companies] Interesting Infographics: What You Need To Know About Twitter This Year
    As a company, Twitter employs 2,000 individuals. If you’re doubtful about using Twitter in your future marketing campaigns, Dashburst ’s infographic may clear up some of your concerns. According to Dashburst’s infographic titled, “The State of Twitter in 2014,” since Twitter’s inception in 2006, there are now 241 million active users per month. In particular, China houses the largest amount of Twitter users in the world, which is calculated at 35.5 million.
  • VIDYARD  |  THURSDAY, AUGUST 31, 2017
    [Companies] 3 Ways to Use Video for Outstanding Customer Support
    Use video solve problems quicker, save your company some cash and get the issue solved the right way. Deflection Rates. If these terms mean anything to you, you almost certainly work in customer support. And if you’re anything like most customer support reps, you’re under a lot of pressure to keep up with demanding customers, while still providing the highest caliber of service.
  • HUBSPOT  |  WEDNESDAY, JUNE 6, 2012
    [Companies] HootSuite Partners With HubSpot to Offer Social Media Lead Nurturing #ClosedLoopSocial
    Here's your golden opportunity to say thank you for considering your product, and perhaps even forward one of your company's customer success stories! To do this using closed-loop social, all you'd have to do when you start monitoring social posts from your leads is to set up specific filters for keywords like your company name, product name, industry keywords, etc.
  • HUBSPOT  |  THURSDAY, MARCH 27, 2014
    [Companies] Google Maps Gallery: Showing Your Work Just Got a Lot Easier
    Google Maps Engine allows organizations, government agencies, and retail companies (among other industries) to show location data on a custom Google Map, including project locations, sales territories, or commercial locations. How does your company or organization incorporate Google Maps into its website and marketing practices? We talk a lot about showing the impact of your work , but physically showing where your work is being done is even more compelling.
  • MODERN B2B MARKETING  |  MONDAY, APRIL 15, 2013
    [Companies] The Top Takeaways from Marketo Summit to Bring Back to Your Office and Implement
    As a CMO who has seen the worst of sales and marketing friction and is building a start-up software company and partnering with a great new VP of sales, I was keen to brush up on helpful techniques for my upcoming marketing automation roll-out to sales. The speaker had a particularly gnarly project of centralizing four marketing teams on four instances of marketing automation in addition to four attribution models after a VC rolled up four companies.
  • DIGITAL B2B MARKETING  |  TUESDAY, SEPTEMBER 11, 2012
    [Companies] The Pledge Twitter Needs to Make to Users
    One of the places this truth is on stark display is when media companies attempt to balance the demands and expectations of advertisers and users. As Twitter evolves from a technology company that was focused on serving users to a media company (at least in its business model) attempting to balance the demands of both marketers and users, the conflict is in full view. You cannot please everyone all the time.
  • BIZNOLOGY  |  MONDAY, SEPTEMBER 12, 2011
    [Companies] Social Media Across the Organization
    My topic was how companies can use social media, not just for marketing, but across their entire organization. I got a chance to speak Friday at a great event in Copenhagen along with speakers from Berlingske, Denmark’s national daily newspaper, and Facebook.
  • TERMINUS  |  FRIDAY, JULY 28, 2017
    [Companies] The 4 Tactical Approaches to Account-Based Marketing
    What makes account-based marketing (ABM) so popular is that it can be adapted to virtually any B2B company’s needs. After all, every B2B company has unique processes, goals, and target account lists. In the majority of B2B sales, marketers need to engage the entire buying committee, but lead-based marketing relies on one or two individual contacts to communicate your message to the rest of the company.
  • LEADERSHIP  |  TUESDAY, JULY 30, 2013
    [Companies] 7 Tactics that Are Working for B2B Lead Generation Today
    Gated content will work for prospects that are already quite convinced that your company has the knowledge to educate them on specific problems they are challenged with. Companies that are too busy trying to figure out complicated KPI measurement metrics lose sight of valuable business outcomes such as word of mouth marketing, reduced cost of customer support operations, enhanced brand visibility, greater, more palpable customer satisfaction.
  • MARKETING INSIDER GROUP  |  WEDNESDAY, JULY 15, 2015
    [Companies] 10 Customer Experiences You Need To Deliver Today
    Think Amazon’s user experience setting expectations for a B2B software company, or that Apple sets expectations for a retailer, and you start to connect the dots. The customer experience is your next competitive battleground. Are you prepared to win it? You can claim victory by way of this competitive differentiation war by offering the lowest prices or providing a superior, surprising and spectacular customer experience!
  • FATHOM  |  THURSDAY, JULY 23, 2015
    [Companies] Consumer Brand SEO Pulse: 7.23.15
    Sophos, an IT security company, has uncovered a case of Google search spam involving “hundreds of thousands” of cloaked PDF documents with links that redirect human users to suspicious websites. Welcome to the weekly Consumer Brand pulse, where we keep you updated on what’s going on in the world of SEO! Our goal is to stay on top of any new strategies and changes to make sure we are constantly using the best on-site and off-site SEO methods.
  • AVITAGE  |  TUESDAY, AUGUST 21, 2012
    [Companies] Yogi Berra on Content Marketing
    In addition to double digit same store sales growth for more than five years our company went on an acquisition binge to grow geographically. Yogi Berra had the brilliance to bring wisdom and insight to the obvious. I recently heard his famous phrase, “It’s like Déjà vu all over again.” It reminded me that there are lessons available in history that we can all benefit from.
  • DIGITAL B2B MARKETING  |  TUESDAY, APRIL 26, 2011
    [Companies] Stop Advertising and Give Them Content! [The Numbers Prove It]
    The results below are from a sponsorship program on a major blog-format media company. We all want to get more than we give, it is simply human nature. We don’t overpay at Walmart out of the goodness of our hearts. Likewise, we don’t pay attention to advertising that doesn’t give us something of value in return , either discounts, entertainment or information. I could launch from here into the value of developing personas to ensure advertising is delivering value.
  • HUBSPOT  |  MONDAY, SEPTEMBER 10, 2012
    [Companies] How Dynamic Content Makes Your Marketing a Helluva Lot More Personal
    Not just demographic and contact information, but saved insights about the materials that have mattered to a particular lead or customer across their relationship with your company. Many B2B companies offer content behind a form in order to generate leads. Most companies serve a number of different personas from a variety of industries. The first time Amazon introduced me to the perfect book for me via their recommendation engine, I was completely awed.
  • HUBSPOT  |  MONDAY, JULY 9, 2012
    [Companies] How to Create 200 Hours Worth of Marketing Content in One Night
    Ready to give your marketing a boost, and incorporate some major company bonding while doing it? If your goal is to expose people to different areas of marketing that they don’t typically have experience with, build teams of employees from various departments within your company. (We If you’d rather not spend money on prizes, announcing a winner and providing company-wide recognition can still serve as good incentive for participants to give it their all.
  • ANNUITAS  |  TUESDAY, FEBRUARY 9, 2016
    [Companies] 3 Demand Generation Lessons Learned in 2015
    The personalities and styles are always different and sometimes, even the culture as we work with global companies. One of the best things about working as a Demand Generation consultant is that I get to constantly learn new things. Whether it’s a new industry, product or technology, there are never two days alike and never a lack of things to learn. I also get to meet new people and build long-term relationships with my clients’ marketing and sales teams.
  • MODERN B2B MARKETING  |  TUESDAY, SEPTEMBER 25, 2012
    [Companies] How to Create a #Winning Content Marketing Campaign
    For example you may have a blog that is categorized to meet the different needs of your readers, with a category for posts that are full of actionable tips for potential customers and another with posts announcing the latest company roadmap or new features for existing customers. For a comprehensive persona development plan, you can go out and interview your customers, prospects and if possible, your competitors customers (or you can hire a company to do this).
  • HUBSPOT  |  THURSDAY, FEBRUARY 16, 2017
    [Companies] How to Write Effective Job Ads for Your Hiring Funnel
    Many companies have internal language used to describe different roles -- for example, you might refer to your customer service representatives as “customer ninjas.” One way to do that is to include a bit of information about the role itself, your company, or the benefits. What's so hard about writing an online job ad ? On the surface, it seems simple enough. Just describe the job's responsibilities, label it with the role you're hiring for, and post the ad.
  • LEADSPACE  |  MONDAY, SEPTEMBER 5, 2016
    [Companies] 5% of our B2B marketing database moved this quarter!
    Averaging that out (with very, very rough math), that’s about 25 people every business day who are changing companies. On the other side, you could also potentially take advantage of an opportunity at their new company. What should anyone do with leads that move companies? We don’t have the largest database, but it’s nothing to scoff at, either. 5% MOVED! And it’s getting worse by the day.
  • HUBSPOT  |  TUESDAY, MARCH 18, 2014
    [Companies] 8 Promotional Videos You Might Actually Enjoy Watching
    The companies that have learned these two lessons have managed to attract millions of viewers online. This company decided to take the engagement idea to a whole new level. There''s an interesting double standard that has emerged with video advertisements. We loathe the commercial breaks that interrupt our regularly scheduled programs, and we despise the pre-roll ads that play unsolicited before our selected internet videos.
  • MODERN MARKETING  |  TUESDAY, JULY 23, 2013
    [Companies] How Buyer Personas Can Make Your Marketing Automation Smarter
    Over the past dozen years, Tony has conducted hundreds of buyer interviews and has helped some of today’s leading Fortune 100 companies acquire deep buyer insights. by contributor | Tweet this Editor’s Note: Today’s blog post comes courtesy of Tony Zambito , the creator and today’s leading authority on buyer personas. In 2002, Tony established the first-ever buyer persona development methodology designed specifically for B2B Marketing and Sales.
  • CONTENT STANDARD  |  WEDNESDAY, APRIL 13, 2016
    [Companies] Why Investigative Journalism Should Be Part of Your Content Strategy
    That sweet spot is a media company’s ultimate fantasy. Imagine a random soft-drink company uncovering a magnificent sex scandal involving a leading presidential candidate. How about a technology company uncovering financial incentives paid to a star football player when he was still playing at university—a vast no-no in the NCAA? If you’re an energy drink company and you exhibit a genuine love for extreme sports, you’ll gain more fans.
  • ONALYTICA B2B  |  WEDNESDAY, APRIL 20, 2016
    [Companies] Digital Marketing 2016: Top 100 Influencers and Brands
    “We’ve reached peak social – a point at which the signal to noise ratio of social updates is unsustainable – companies, Individuals and automated tools are cranking out so many social updates that post engagement rate is getting crushed. “10 years ago, you would have found it difficult to find anything labeled “Digital Marketing” on the job boards or even listed in the descriptions for openings companies were trying to fill. Company.
  • MODERN B2B MARKETING  |  TUESDAY, MAY 7, 2013
    [Companies] Agencies Anonymous: 6-Step Program to Overcoming Lead Nurturing Failures
    Nurturing practices vary by company, industry, and buyer persona. So, how do companies nurture leads successfully? Not to mention, most companies are afraid to even admit they might need an agency for lead nurturing. To be truly successful, companies must have a seamless integration between people, processes, and the tool itself. by Dayna Rothman We are excited to announce Anne Shaneen as today’s guest blogger.
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